HOW TO DO SEO POSITIONING

The ultimate goal of SEO is simple: to position your website at the top of the first page of Google. If you're not on the first page, you pretty much don't exist. In this article, I will guide you through the essential steps to achieve just that.

¿What is SEO?

SEO, or "Search Engine Optimisation", is a process to improve the visibility of a website in organic search engine results. In the simplest terms, SEO is about positioning for the keywords most relevant to your business on the first page of Google.

This essential process is divided into two fundamental components: SEO On-Page and SEO Off-Page:

On-Page SEO is about all those activities within the site. This involves everything from choosing keywords that match what users are searching for, to creating engaging titles and subtitles, to producing high quality and relevant content. It also includes improving the loading time of your website and improving the user experience. 

Off-Page SEOOn the other hand, it refers to actions that are taken outside of your website to improve your search engine ranking. Obtaining high quality links from other websites pointing to your site is part of the offpage actions. It also involves working on your social media presence, managing mentions in local media and striving for a high ranking in search engines. CTR (Click Through Rate) in search engine results. Remember, in Off-Page SEO, quality generally trumps quantity. Make sure the sites linking to your website are relevant and respected in your industry.

15 SEO keys to success with your online business

1. Define Tangible Objectives and Goals

The first step in implementing a strategy for SEO marketing efficient is to set clear and achievable goals. These goals will provide you with a roadmap to follow and allow you to evaluate the progress of your actions. If necessary, you can adjust your strategy based on the results obtained. 

These goals must meet the SMART criteria, an acronym that translates as Specific, Measurable, Achievable and Relevant. In addition, they must be time-bound. By adhering to these criteria, you will be setting up an SEO strategy that contributes effectively to achieving your business and marketing goals.

2. Develop a Customised Buyer Profile for your Business

Having established your goals, the next essential step is to identify who you are targeting with your SEO strategy. To understand more precisely who you are offering your products or services to, it is vital to build your 'Buyer Persona' or buyer profile. This is the semi-fictional and generalised representation of your ideal customer. This profile makes it easier for us to interact with our customers as if they were real people.

For example, you may know that a large proportion of your clients are women in executive roles, but do you know their particular needs and interests? Do you understand their challenges and goals, both personally and professionally?

But how do we create a buyer profile? Research, surveys and interviews with your target audience are effective methods. I suggest that, in the early stages, you use your existing customer base as a starting point. Conduct interviews with them, either in person or over the phone, to gain a deeper understanding of their motivations and needs.

How to define the buyer persona?

To define your Buyer Persona effectively, it is important to gather a variety of information through strategic questions. Here are some examples of questions you could ask:

Demographic data: What is your age, gender, level of education and geographical location?

Employment and professional situation: What industry do you work in? What is your position in the company? How many years of experience do you have in your field?

Needs and objectives: What are your main challenges in your work or in your personal life? What are your short and long-term goals?

Purchasing behaviour: How do you search for information before making a purchase? What are your preferred channels for purchasing products or services?

Values and motivations: What values are important to you in your life and work? What motivates you to seek solutions to your problems?

Use of media and technology: What kind of media and technology do you use regularly? What are your favourite social networks?

Influences and sources of trust: Who do you turn to when you need advice or recommendations? What sources of information do you consider reliable?

Remember, the answers to these questions will help you to better understand your ideal customer and create a more effective marketing and content strategy that is more targeted to their needs and behaviour.

3. Study your competitors

Competition in the digital world is fierce and constantly changing. To create a SEO strategy effective, it is crucial to analyse your competitors. This analysis will allow you to better understand your industry, identify opportunities and threats, and define your own positioning strategies.

Understanding the Industry and the Market: Analysing your competitors gives you a clearer picture of what the market you are operating in is like. It allows you to understand what SEO techniques others in your sector are using, what type of content they are producing, and what keywords they are targeting.

Opportunity Identification: By observing your competitors, you can identify gaps in their SEO strategy that you can exploit. Perhaps they are overlooking certain keywords, they are not optimising their site for mobile, or their content is not of high quality. These are all opportunities you can use to improve your own SEO.

Knowledge of Current Trends: Search engines, especially Google, are constantly evolving. Looking at your competitors can help you keep up with the latest trends and changes in SEO.

Best Practice Learning: Seeing what is working for your competitors can give you ideas on best practices to follow. If their strategies are working, you might consider implementing something similar.

Threat Assessment: Assessing competitors can also help you identify potential threats. If a competitor is rapidly climbing the search rankings, you will need to understand why and what you can do to combat it.

4. Initial SEO audit

Performing an initial SEO audit is essential to establish the starting point of the seo plan. The SEO expert must analyse 3 fundamental areas:

1. SEO Onpage problems: Web structure and URLs are important. So are titles and subtitles. The keyword in each URL is essential. Interlinking and calls to action are factors to consider. Positioned keywords, current traffic and top sources are also relevant.
2. Technical SEO problems: This includes the measurement of web core vitals by means of Google Page Speed. In addition to checking for possible cannibalisation, indexing problems or 404 errors to correct them.
3. Domain authority problems: Carrying out a backlink gap study with respect to the competition. This will allow us to find out the shortcomings with respect to our direct competitors. Once the study has been carried out, we can draw up the interlinking strategy.

5. Align SEO objectives with business objectives 

In order for a SEO campaign To be truly effective, it is crucial that optimisation objectives are perfectly aligned with the overall business objectives. This connection ensures that all positioning efforts are directed towards the goal that the business as a whole is trying to achieve. Here's how to do it:

1. Identify business priorities

• Before defining SEO objectives, understand your business goals.
  Example: Do you want to increase online sales, improve brand recognition in a specific region, or generate leads for your sales team? How will or can SEO contribute to achieving your overall sales objectives?

2. Translate business goals into SEO objectives.

• Once the general objectives have been defined, translate them into specific SEO-related goals.
  • Business goal: Increase sales of seasonal products.
    SEO Objective: Improve the positioning of keywords such as "summer offers" or "Christmas products".
  • Business goal: Expand presence in a new city.
    SEO Objective: Optimise for local searches such as "clothing shops in San Cristóbal de La Laguna".

3. Prioritise key metrics (KPIs)

• Define the SEO metrics that will measure success based on business objectives:
  • Online sales: Increased organic traffic to product pages.
  • Leads generated: Increased number of clicks on contact forms.
  • Brand recognition: Growth in impressions and clicks for branded terms.

4. Integrate teams and efforts

• Make sure that marketing, sales and SEO teams work together towards the same goals.
  Example: If the sales team needs quality leads, the SEO strategy should focus on positioning content that solves specific customer problems.

5. Constantly evaluate and adjust

• Monitor whether SEO objectives are contributing to business goals. If you notice discrepancies, adjust the strategy.
  Example: If traffic increases, but not sales, it may be necessary to optimise landing pages or improve calls to action.

Practical example

If an online shop aims to increase sales of sports shoes, SEO can focus on:

• Position keywords such as "cheap trainers".
• Create optimised content such as guides on "How to choose the best running shoes".
• Improve the loading speed of product pages to reduce abandonment.

Aligning objectives ensures that SEO is not just a technical endeavour, but a strategic tool to achieve business success.

6. Keyword research

The keyword research is one of the most important pillars of SEO, as it defines the basis of your strategy. This process consists of identifying the terms that users search for on Google and that are aligned with your services or products. Below we explain the steps to carry out this tactic as a SEO expert:

1. Use the right tools

Tools such as SEMrush, Ahrefs o Google Keyword Planner are indispensable for researching relevant keywords. These tools allow you to:

• Identify keywords with high search volume (the number of users searching for that term each month).
• Assessing the competence (how difficult it is to rank your site for a keyword).
• Analysing the CPC (Cost Per Click), useful if you plan to combine SEO with SEM campaigns.

Example: If you have an online clothing shop, terms like "buy basic t-shirts" or "cheap trainers" could be key opportunities to generate traffic and sales.

2. Rank keywords according to search intent

User intent is crucial in selecting the most appropriate keywords. Categorise them into:

• Informative: For users looking to learn. Example: "what is technical SEO".
• Navigational: For those looking for a specific page. Example: "Google Analytics login".
• Transactional: For users ready to buy or hire. Example: "hire SEO agency in Tenerife".

Be sure to include keywords from long-tail (long-tail)as they have less competition and a more specific search intent. For example, "best running shoes for 2025" is more detailed and easier to rank for than "running shoes".

3. Analyse your competitors' keywords

Tools such as Ahrefs allow you to identify the keywords your competitors are ranking for. This will help you uncover untapped opportunities or improve existing content to overtake them in the rankings.

Example: If a competitor is ranking for "how to match sportswear", you could create a more comprehensive article titled "Complete guide to matching sports and casual wear".

4. Evaluates the semantic context

Modern SEO is not just about exact keywords, but also about context and semantics. Use synonyms, related terms and LSI (Latent Semantic Indexing) keywords. For example, if you are optimising for "professional web design", you could also include phrases like "custom website creation" or "UX/UI design service".

5. Organise keywords by priority

Once identified, organise your keywords into three categories:

1. Primary: The main ones for which you want to position yourself. Example: "SEO agency in Tenerife".
2. Secondary: Related to the main keyword, but more specific. Example: "local SEO service in Tenerife".
3. Supporting: Used to enrich content and cover semantics. Example: "search engine optimisation".

6. Document and plan your strategy

Create a document or database to organise your keywords along with data such as volume, difficulty, and priority. This will be essential for optimising existing pages or planning new content.

7. Structuring the website: Enlargement

A web architecture well organised is essential to maximise user experience and improve search engine ranking. The following are the key aspects of structuring a website correctly:

1. Logical and Clear Hierarchy

• Define the main structure: Divides the site into categories, subcategories and individual pages. For example:

Home > Category > Subcategory > Product or Service page

Avoid deep structuresIdeally, no important page should be more than 3 clicks away from the home page. This facilitates both user access and crawling by search engine bots.

2. Intuitive Navigation Menus

• Simple designMenus should be clear, visible and easy to use. Use descriptive names and avoid ambiguous terms.
• Drop-down menusIf the site has many pages, group them in drop-down menus to avoid a cluttered layout.

3. Internal links

• Connect related pagesUse strategic internal links to guide users and distribute authority between pages.
• Optimised anchor textMake sure the link text is descriptive and contains relevant keywords.
• Avoiding broken loops: Regularly check that internal links do not lead to non-existent pages.

4. Use of Clean URLs

• Friendly URLsCreate descriptive, short and easy to read URLs. Include keywords related to the content of the page.
  • Example: tusitio.com/servicios/diseno-web
• Avoid unnecessary parametersURLs with many parameters (such as numbers and special characters) can be confusing for users and bots.

5. Sitemap

• Create an XML fileA sitemap helps search engines to crawl and index all relevant pages.
• Update it frequently: Whenever you add new pages, be sure to include them in the sitemap.
• Submit to Google Search Console: Ensures that Google has access to the map for better tracking.

6. Breadcrumbs or Breadcrumbs

• Facilitating navigationThese small text paths at the top of pages allow users to understand where they are and easily return to higher levels.
• SEO optimisationBreadcrumbs help search engines to better interpret the structure of the site.

7. Mobile Speed and Compatibility

• Fast chargingEfficient architecture helps reduce loading time by avoiding heavy or overly complex structures.
• Responsive designMake sure the structure is adaptable to mobile devices, where navigation can be more challenging.

8. Optimised Categories and Tags

• Avoid duplication of contentCategories and labels should be unique and relevant to avoid confusion.
• Logical orderOrganise categories in a way that makes it easy for the user to find related content.

9. Common Mistakes to Avoid

• Orphan pagesThese are pages that are not linked from anywhere else on the site, making them difficult to index.
• Too many levels of depth: They complicate navigation for both users and search engines.
• Inconsistent structure: It generates confusion and a bad experience for visitors.

8. On-page SEO optimisation

The On-Page optimisation is one of the fundamental pillars of SEO. It is all those tactics aimed at improving the internal elements of each url of your website.

In order to optimise a website onpage, it is essential that every page has optimised titles (H1, H2), including relevant keywords and clearly describing the content. In addition, the meta descriptions must be attractive, brief and persuasive, encouraging users to click on the result.

Another important aspect is the Friendly URLsThe url should be short and easy to read, containing terms related to the content. Normally, the url must coincide with the H1 and in turn with the main keyword for which we want to position the url in particular.

Finally, incorporate keywords naturally into text, headings and descriptions. This not only improves your ranking, but also provides a clear and relevant experience for users, increasing click-through rates and time-on-page. Well-executed on-page optimisation is key to SEO success.

9. Create Valuable Content: Boost your SEO Strategy

The quality content creation is a key piece in attracting and retaining users, positioning keywords relevant and establish authority in your sector. The goal is to produce articles, guides and resources that address frequently asked questions and specific needs of your audience.

For example, a blog optimised for "How to choose insurance can attract qualified traffic by providing useful and practical information. For effective content:

• Performs a word research keyword that reflects the user's search intent.
• Structure the content with clear headings (H2, H3) and organise the information for easy reading.
• Use understandable and direct language, incorporating visual elements such as images and graphics to enrich the experience.

Quality content improves your search engine rankings, builds trust in your brand and encourages interaction with your users.

10. Technical SEO: The Basis for an Optimised Website

The Technical SEO is everything that has to do with technical issues that influence the correct indexing of the web. It consists of ensuring that your website meets the technical standards necessary for Google to crawl, index and rank your pages efficiently.

One of the most important aspects is the loading speed. Google prioritises fast sites because they improve the user experience. Your website should take no more than 3 seconds to open on mobile and desktop. To optimise it, make sure you compress images and upload them in Webp, minimise CSS and JavaScript files, and use a content delivery network (CDN).

Another essential element is the implementation of structured data (schema markup)which helps search engines better understand your site's content. This allows you to highlight key information such as prices, ratings or availability directly in search results, increasing your click-through rate (CTR).

The configuration of the file robots.txt and the XML sitemap are also essential. Make sure that the robots.txt file does not block important pages and that the sitemap is updated to facilitate indexing.

Finally, don't forget to enable HTTPS to ensure the security of your users' data and comply with Google standards.

A Technical SEO well executed improves your positioning, ensures an accessible, secure and functional website for your visitors, thus increasing conversions and loyalty.

11. Strategic Link Building: Building Authority and Relevance

The strategic link building is a fundamental pillar of SEO that focuses on generating quality inbound links from relevant and trustworthy websites. Links reinforce the authority of your domain, and also send positive signals to search engines about the credibility of your site.

To implement an effective strategy, it is crucial to prioritise quality over quantity. Links from high authority sites related to your industry will have a greater impact than a lot of irrelevant links.

An effective way to get links is to collaborate with relevant blogs in your industry. You can create valuable content such as guest posts or case studies that bring value to your blog audience.

Another option is to participate in high authority directories. These directories not only generate links, but also increase your visibility in local or sectoral searches. Examples include industry-specific directories or platforms such as Yelp and TripAdvisor in sectors such as tourism or services.

In addition, consider leveraging existing relationships with partners or suppliers to exchange links, always making sure they are relevant and natural.

Strategic link building improves your search engine rankings and generates qualified referral traffic.

12. Constant updating of content: key to staying relevant

The constant updating of content is one of the most effective strategies for keeping your website competitive in search results. Google rewards fresh and relevant content, which means that regularly reviewing and improving your articles can make a big difference to your ranking.

Updating content is about making sure your articles respond to current user needs and are aligned with industry trends. You can start by identifying well-performing pages and updating them. Optimise old articles that need tweaking to adapt to new keywords or search intent.

Add updated data, graphics, links to recent resources or new sections to existing articles. This increases the likelihood that other websites will link to your content.

Another tactic is to analyse the performance of your articles through tools such as Google Analytics or Search Console to identify keywords with growth potential and optimise your pages accordingly.

Constant updating helps maintain your rankings, but also builds trust with your users. By perceiving your site as a reliable and up-to-date source in their area of interest. This directly impacts the user experience and the conversion of visitors into customers.

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