Having a blog is an essential part of a successful marketing strategy. Blogs have proven to be one of the three most used communication tools in content strategy.

If you have already decided to create a blog for your business, you should know that these articles should be of high quality and target the right audience. This allows you to convert your visitors into leads.

What is a post?

A blog post or publication is an article, message, or guide published on the blog section of a website. They typically cover a specific topic or question, are educational, ranging from 600 to 2,000+ words, and include elements such as images, videos, infographics, and interactive charts. Blogs allow you to post your ideas, thoughts, and stories about any topic on your website. It helps increase brand awareness, credibility, conversions, and revenue. Most importantly, it helps drive traffic to your website.

Today, people and organizations from all walks of life use blogs to share analyses, how-tos, reviews, product information, industry results, and more.


What makes a good blog post?

Before writing your blog, make sure you know the answers to the following questions.

“Why would anyone keep reading this entire blog post?” and “What keeps our audience coming back?”

First of all, good blog posts are interesting and educational. A blog should answer questions, help solve challenges that readers are experiencing, and do so in an interesting way.

It’s not enough to answer someone’s question, you should also provide actionable steps. For example, your introduction should captivate your readers and make them want to continue reading your post. Then use examples to pique the reader’s interest in what you have to say.


To create a blog post: the simple formula to follow

  1. Define your strategy.
  2. Choose the main topic.
  3. Consider all on-page SEO.
  4. Organize your content.
  5. Develop blog content.
  6. Write a compelling (engaging) introduction.
  7. Insert a call to action (CTA).
  8. Review, correct, and edit posts.
  9. Measure your blog’s performance.


  1. define a strategy

Before you start writing a blog, you need to decide what industry you want to be in, who you want to target, what your users and customers should achieve with your posts, and the subject area you want to establish yourself as an opinion. leader…

Knowing the target group, you’re trying to address is also important. What information are you interested in? what do you identify with? Therefore, it makes sense to generate buyer personas (consumer profiles). When defining your publication strategy, consider what you know about your buyer personas and their interests.

For example, if you want to attract millennial readers who are looking to start a business, you probably don’t need to provide important information about their social media.

Even so, it would be advisable that you give them information on how to adjust their social media dissemination to move from a more informal and personal vision to one that is more business, professional and focused. That kind of tweak makes the difference between posting generic stuff on your blog and posting what your audience wants (and needs) to hear.

But you can only know this and achieve it when you establish a strategy that allows you to see the complete panorama of opportunities that your blog can take advantage of, taking into account what you want to achieve. And, of course, when you strive to create buyer personas as close as possible to your target audience. 

To create buyer personas, you must think about the type of target audience that your company and blog want to address.

  1. Select the main theme

Before you unleash your creativity, you need to choose a topic for your post. 

Depending on the topic you want to position yourself with, you should ask yourself how many more articles on the same topic you can write. A great way to represent this is to resort to the topic clustering strategy, as it will help you deconstruct your main theme into sub-themes and complementary themes.

This allows you to define the angles with the greatest organic potential and those most related to your product, even if they do not have as much search volume. In addition to the creation of different content, this strategy also helps you to have blogs ready for internal links and thus connect readers between articles in the same cluster. 

We know that generating ideas for blog posts can be a bit exhausting, but with a little effort, you can get a great list of alternatives to develop. 

To get you on the right track, we recommend creating a search metrics report that revolves around the topic you want to address. This will be the best way to plan the content of your post to improve the organic traffic of your blog. 

  1. Consider all your on-page SEO

There is a step before writing your blog that you cannot leave last and this is the SEO of your post. We recommend thinking about SEO insights and then developing your content around that. This process will help you to know what aspects your user is interested in knowing and then complement them with other more specific ones in which you are an expert; for example, something more related to the functions of your product or service.

Some of the aspects in which you should improve the SEO of your blog are the following: 

Meta description

Meta descriptions are the descriptions that follow the post title on Google search results pages. They provide searchers with a summary of the post before clicking on it.

They are usually between 150 and 160 characters long and start with a verb like “learn”, “read” or “discover”. While meta descriptions are no longer a determining factor in Google’s keyword ranking algorithm, they do give searchers an overview of what they’ll get from reading your post, which can help improve your clickthrough rate. in searches.

Page title and header

Post and page titles are the most important part of on-page SEO. For now, you can decide on a temporary title that helps naturally include keywords and phrases that are interesting to your target audience.

If you’re a plumber, you might start with a practical title about leaking faucets. Later, you can fine-tune your title with various preliminary ideas. So different approaches to the subject help guide your writing. For example, you can focus on “Tools for fixing leaky faucets” or “Common causes of leaky faucets”. A working title is specific and lays the foundation for your post so you can start writing. Notice the progression from topic to working title to final title. A tentative title may not be the final title, but it provides enough information to focus the post on a more specific topic rather than a general or overwhelming topic (see more on that later).

Please note that the title must contain the keyword. Also, keep your headings short (preferably less than 65 characters) to avoid truncating them in search engine results.

Anchor text (or anchor text)

Anchor text or anchor text is a word or words that link to another page of your website or another website. Choose the keywords you link to from other pages on your site carefully. Search engines take this into account when ranking pages for specific keywords.

It’s also important to check the sites you link to. Consider linking to pages you want to rank for that keyword. You might rank on page 1 of Google’s search results instead of page 2, but that’s not easy.

Mobile optimization

Having a website that is responsive or designed for mobile technologies is becoming increasingly important. To improve the SEO of our website by optimizing our technology for mobile devices, in addition to providing the best possible experience for our website visitors (including visitors to our blogs) I can.

You already know how important mobile optimization of your website is. From 2015 until the last Google algorithm update in 2022, sites that are not mobile-friendly will be penalized.

About 61% of organic search engine traffic comes from mobile phones. This makes it abundantly clear that mobile optimization is essential if you want your content to rank well for the search intent you want to cover. If you need help with on-page SEO, you can improve both your entire website and your blog with SEO recommendation tools included in our free CMS.

  1. Organize your content

Posts can contain overwhelming amounts of information for both readers and writers. The trick is to organize the information so that the reader is not overwhelmed by the length or amount of content. You can organize your information in many different ways.

Sections, lists, tips, or whatever works best for you. However, the post should be organized.

Take a look at our guide post on using Snapchat for your brand. Due to the amount of content in this post, we have divided it into various sections using the following headings:

How to set up a Snapchat account, how to use, send and view Snaps, and how to use Snapchat for your business. Sections are divided into more detailed subsections, making the content more dynamic.

To complete this step, simply create a draft post. That way, before you start writing, you’ll know the points you want to cover and in what order they’re best unfolded.

  1. Develop blog content

The moment of truth has come:

I write the content myself. Of course, we couldn’t forget it. Now that you’ve covered the main points of SEO and a set of topics to focus on, feel free to use the outline as a guide and elaborate on each point as needed. If you’re writing about a topic you’re familiar with, you can do a little more research to gather information, examples, and data to support your point.

When integrating external sources, remember to correctly state the source. For example, if you write a digital marketing blog, you can weigh your posts by including recent and compelling stats about marketing trends.

If you’re having trouble connecting sentences, you’re not alone. Finding your way can be difficult for many. Luckily, there are hundreds of blogging tools you can use to improve your writing skills.

Likewise, taking into account the essential characteristics of your blog will allow you to have a better structure and the right tone for your target group, in addition to his excellent SEO optimization.

  1. Write a compelling introduction

Now that you’ve covered your blog’s main topic and subtopics, it’s time to start writing an effective introduction. Admittedly, this is the first section readers will see, but many writers and copywriters build on it until they’ve written the entire post. why? Since you already know all the details of your blog, you can explain and present it in more detail and make it more engaging.

You can start your blog with an introduction, but as you develop your subject, you may want to wait a little longer, as you may add subtopics or interesting facts not covered in the introduction. Do you make a lot of unnecessary modifications?

Another point that usually generates a lot of conversation when writing a post is the ideal length of your blog post. However, a certain word count is meaningless if you can’t craft a compelling introduction based on your goals and buyer persona. First, you need to grab the reader’s attention. If you lose readers after seeing the first few paragraphs or first sentences of your introduction, they will stop reading before giving your post a chance. This can be done in various ways.

Tell stories and jokes, show empathy, and captivate your readers with interesting facts and statistics.

Next, explain the purpose of your post and how you will address any issues readers may encounter. This gives them a reason to keep reading and connect on how your post can help them improve their work and life. Here are some examples of posts that are sure to grab your reader’s attention right away.

  1. Insert a call to action (CTA).

Calls to action are generally believed to benefit marketers. When a visitor reads your post and clicks your CTA, sooner or later a lead is generated. However, a call to action is also a valuable resource for anyone reading your content. Use CTAs to provide more content similar to the topic of the post you just read. CTAs should be placed in key places in all content. There’s no limit to the number of CTAs allowed, but it’s best to match the length of the text and what the section is about.

For example, in the middle of your blog, you can add an invitation for readers to read other content from your cluster. That way, you can keep them on your site longer and they will continue to learn more about the topics that interest them.

Her essential CTA concludes each post and tells readers what she wants them to do next, whether it’s subscribing to your blog, downloading your ebook, or signing up for a webinar or event. For example, our post, 16 Best Blogging Platforms (And How To Choose Which Is Best For You), gives readers a practical idea of ​​which platform is best for you. Finally, he has a CTA urging readers to download a comprehensive guide to creating a blog for your business.

If you’re wondering about the best placement for your CTA, you can run an A/B test to see how your readers react to different options. That way there’s less room for error and you know what type of CTAs to add for her and where to add them strategically based on user behavior.

8. Review, correct, and edit posts

Not finished yet but will be soon. The verification process is an important part of any blog, so don’t neglect it. Ask a classmate who knows grammar to proofread and proofread your post. He’s also considering making a list of key points that shouldn’t be overlooked during reviews.

When you’re ready to review formatting issues, consider: Choosing attractive and relevant images for your posts. The visual element has a lot to do with the success of the blog content you share on social networks, as social networks like to enrich their content with images. According to a recent study by HubSpot, posts containing images and photos in addition to videos are the most commonly used content types across all social channels to increase audience engagement.


No one reads ugly publications. Also, it’s not just the images that make a post visually appealing, it’s the format and structure of the post that matters. Well-formatted and visually appealing blogs use headings and subheadings to divide up large blocks of text and find that these headings follow the same style. Here is an example from one of our posts.

Also, screenshots should always define similar frames so they don’t look like they’re floating in space. And this style should always be respected in all contributions.

Maintaining this consistency makes your content and brand appear more professional and engaging to your readers.


Tags are specific public keywords that describe your post. Readers can also search for more content related to the same category on your blog. Avoid adding long lists of tags to each post and instead take a closer look at your tagging strategy. Think of tags as “topics” or “categories” and choose 10-20 tags that represent the main topics you’ll cover on your blog. Then try to stick with them.


  1. Measure contribution performance

Once your publication or contribution is ready, published, and shared in your communication channels, it is important to answer the following questions:

  • Are you getting the traffic you expect?
  • Are you meeting your goals?
  • Do you need to optimize?

This can be determined by evaluating a post’s performance against several marketing outcome metrics. For example, conversion rate metrics can help you determine whether your posts are meeting your goals and whether the rewards you’re offering (such as e-books or toolkits) are appropriate.

Knowing what you’ve done well and what you need to improve can help you get the most out of your blog and prevent the content you’ve put in so much time from going unrewarded.

For example, with his free CMS, you can use Blog Analytics to identify posts with the most clicks and identify the features that are most engaging for your readers. This allows you to optimize your poorly performing posts.


How to write your first blog post

There are technical and practical details.

It’s time to write your first blog post. No, this is not the place to introduce yourself or introduce a new blog (e.g. “Welcome to my blog! This is the topic I’ll be covering. Here are my social media addresses. Could you follow me?”).

Your first blog post is never a guide. Remember you need to build authority in this area. Instead, start writing on very specific topics that will help a small percentage of your readers. This seems counter-intuitive. Because more people searching for a term or topic means more readers. But it’s not. If you choose a generic, commonly searched topic that is covered by your main competitors or more established brands, your post is unlikely to rank on the search engine’s first result pages (SERPs). lower. Try your nascent blog by choosing a topic that few other bloggers have written about.

Your first post should cover a niche, low-volume topic. As you blog more and more and build your topical authority, you can start covering more search keywords.

Let’s see this process:

  1. Find topics with low volume

The first step is to find topics with low Google searches (we recommend 10-150 searches per month). These topics have less competition, which makes it easier for new blog posts to rank. To select

topics, you can do a traditional brainstorming session or keyword research. I recommend the latter because you can see how many people are searching for this topic.

Don’t let the term “keyword research” fool you. It is useful not only for marketers but also for new bloggers. And it’s so easy. To start your keyword research, start by identifying the overall topic of your blog.

Let’s go back to the plumber example. A popular high-level topic might be “plumbing” (67,000 searches per month).

Then paste that term into a keyword research tool like this:


Go through it and choose terms with low search volume. In this example, we’re using “plumbing under the sink” (1,400 monthly searches).

Try this keyword again in the keyword research tool. Look at the results. Find terms with low search volume. do it again.

For this example, select “Plumbing problem under the kitchen sink” (10 searches per month). That’s the subject of our first post.

  1. Search the term on Google to see your search intent.

topics retrieved (your theme). Double-check if the user’s search intent is being met with your blog post.

What does that mean? A user searching for “plumbing problem under the kitchen sink” may be looking for a guide, diagram, article, or product to solve the problem.

If you’re looking for the first three, that’s fine. You can cover it in a blog post. However, products are different and blog posts are not ranked.

How is search intent verified? Search Google for the

term and review the results. If other articles and blog posts rank for that term, no problem. If all you can find is a product page or a list of important posts, find a new topic to cover in your first post.

Consider the term “bathroom fixtures under the sink” (30-month search). Given the low number of monthly searches, this seemed like a perfect match.

A Google search for this term found product carousels, Home Depot product pages, and guides written by major publications. (You should also avoid topics that have been covered in major publications, at least for now.)

Before writing your first blog post on a low-volume topic, Google your keywords to find out what your users are thinking. please. Also, don’t forget to check who has written on this topic so far. If you see a big brand, you should write about another topic.

  1. Find questions and terms related to this topic

You have a very unique subject that few people have ever covered. It’s time to develop it further, including related and adjacent topics.


Use the following tools:

  • Answer the Public – Add a keyword to this tool to see a list of questions related to that term.
  • Google:

Google is your best friend. Search for terms and browse related questions and related searches. Be sure to address these issues in your post.

  1. Sketch and write your post

Now let’s sketch and write our first post.

Using niche topics and related questions as a guide, you can write posts that are relevant to your niche and have low competition.

Do not forget:

  • Get at least 1000 words. Longer posts generally have higher ranks.
  • Enter your target keywords in the title. Remember the niche topic you chose in step 1? Try to include it naturally in your title. • Include at least two H2s in relevant search terms. Remember the related topics you found in step 3? Use them as H2s to build your article’s current authority.


  1. Promote your first post

As a new blogger, you probably don’t have a social media following yet. solution? Start posting by creating some backlinks to your post.

Backlinks are an important ranking factor, but you don’t want to use the wrong method like this: B. Spam the comments section of other blogs. Instead, reach out to people and let them know that this new resource exists so they can link to your post.

For example, if you are a plumber, you can contact your local plumbers’ association. Want to get started as soon as possible? Download the blog post template for free now.


8 Post example

  1. Posting to the list
  2. Management
  3. Collection place
  4. SlideShare Presentation
  5. Newsjacking and posting news
  6. Infographic Post
  7. Submission method
  8. guest entry


  1. List of posts

List-based posts are articles that provide information in this way. Lists use subheadings to divide your blog posts into discrete parts to help readers more easily scan and digest your content.

As you can see in the blog example, lists can offer a variety of tips and methods for solving problems.

  1. Management

Leadership posts allow you to share your expertise on specific topics and share first-hand knowledge with your readers.

Written in the first person, these articles help build trust with your readers, and people will take your blog seriously while you continue to blog.

  1. Collection location

A collection is a special kind of list blog post. In this type of blog post, rather than sharing tips or how-tos for doing something, we share a list of real-life examples that have something in common to illustrate the larger point.

  1. SlideShare Presentation

SlideShare is a presentation tool that helps publishers organize more information into shareable slides.

Think like PowerPoint. But for the web. With that in mind, this media blog post can help promote SlideShare and generate a steady stream of visitors. Unlike blogs, SlideShares typically don’t rank well in search engines, so you need a platform to get your message to the people looking for it. By embedding SlideShare into your blog post and summarizing it, you can share a lot of information while giving it a chance to rank on Google.

Need a SlideShare idea? In the example above, we turned our corporate culture code into a SlideShare presentation for everyone to see and learn from, and promoted it in a blog post.

  1. Newsjacking or publishing news

“Newsjacking” is a technique aimed at attracting attention to flashy or novel news. If you use your blog to post important news related to your industry, but not specifically about your industry or products or services, you may be resorting to newsjacking.

Therefore, the release of the new Jack is a kind of article intended only for the attention of consumers.

  1. Publish infographics

Infographic posts serve a similar purpose to SlideShare posts, conveying information that isn’t best formatted in simple blog copy. For example, if you have a lot of stats to share (without boring or confusing your readers), wrapping that data in a well-designed and engaging infographic can help keep readers interested in your content. You can continue. It also helps readers remember information long after they leave your site.

  1. Post your method

For this example, you don’t need to look beyond the blog post you’re reading. Guides like this help readers solve their problems. They are like a cookbook for your industry, guiding readers step by step to improve their knowledge of the target audience.

The more you create posts like this, the more your readers will want to work with you and invest in the services you provide.

  1. Guest Posting

A guest post is a type of post that you can use to include other voices on your blog. For example, guest posts are great if you want to hear outside experts’ opinions on a topic.

Additionally, these posts bring different topics and perspectives to your blog. Guest posting is a great solution when a client has an unsolvable problem.

Once you start accepting guest posts, establish editorial guidelines to meet the same standards as your posts.

Now that you know all the steps of creating a post, I believe that over time you will gain an audience and become an expert in search engine positioning.

Finally, we recommend using blog post templates to save time every time you publish. It also adds a lot of visual consistency to your blog in general, making it a distinctive feature your readers will recognize.



smarter children need to be a guild. One of the primary concerns of parents is how to best assist their children in developing their skills. We’ll give you some expert advice on how to accomplish this.

Eric Baker, a philosopher, has dedicated his life to researching the science behind children’s happiness and the best types of parenting. TIME magazine published some of the keys baker discovered during his research for children to fully develop their intelligence. We’ll tell you exactly what they are.


10 ways to make your children smarter

ways to make your children smarter

1.     Enroll them in music lessons:

According to a study published in the journal Psychological Science, music improves IQ. In a study of two groups of children, “those in the music group show greater increases in IQ.”

Although the effect is small, it is widespread across different intelligence measures and provides students with different learning advantages in the classroom.

“Musicians’ brains are developed in such a way that keeps them alert and interested in learning, willing to see things calmly and objectively

2.     Encourage them to participate in sports:

The advantages of leading an active lifestyle are numerous. Encouraging your children to participate in sports will benefit them for the rest of their lives and help them perform better academically.

“Being fit improves your ability to learn,” says Baker. A German study titled Spark: The Revolutionary Science of Exercise and the Brain discovered that exercising increases the speed with which children retain vocabulary by 20%.

Baker explains that “a consistent exercise routine for three months increases blood flow in the part of the brain that is focused on learning and memorizing by 30%,” and that the myth that student-athletes do not have time to focus on academics is debunked.

We advise you to: There are eight things that successful parents do for their children.

3.     Read with your children rather than to them:

Take advantage of the time you have with your children to help them improve their reading skills. “When teaching your child to read, don’t just show him the pictures in the books while you do all the reading,” Baker advises. “Focus your attention on words and letters,” he adds.

Sharing reading with your children, paying special attention to their strategies and skills, is one way to promote literacy skills, even in disadvantaged children. This will also boost your children’s confidence and allow them to perform better in school.

4.     Prevent them from losing sleep hours:

“There is a correlation between grades and average sleep duration,” Baker warns. Two North American studies demonstrated that even 15 minutes can make a difference.

5.     Self-discipline is more important than intelligence.

According to Duhigg, “self-discipline has a greater effect on academic performance than intellectual talent,” which means that if your child is persistent and hardworking, their chances of success may outweigh those of smarter children. “When it comes to achieving objectives, determination and passion are essential.” It is critical to developing routines that promote study habits and encourage learning outside of the classroom for this purpose. Understanding that not all children have the same interests and approaches is also important when planning routines.

6.     Learning is a dynamic process.

“Our brains evolve by doing things rather than hearing about them,” says Dan Coyle, author of The Talent Code. “There is a two-thirds rule in place. If you want to memorize a poem, for example, it is better to spend 33% of your time reading it and 67% of your time evaluating it “that understanding. “As a result, it is recommended that your children‘s study routine include time to assess what they are learning.” Sit with him and ask him what mathematical process he is using for his task, or ask him to explain the photosynthesis process. This conversation will inform you of your child’s strengths as well as any areas in which he or she may be struggling.

7.     Maintain a healthy diet.

A well-balanced diet is essential for your child’s overall development. It is also a good way to keep your academic level high. However, it is common for children to become obsessed with ‘junk’ food or sweets, and for their parents to use this as a form of punishment for good behavior.

According to Eric Baker, this is a mistake. “Of course, the ideal would be for children to eat healthy all of the time,” says this philosopher, adding that “the irony is that children tend to eat ‘junk’ food at the wrong times.”

A breakfast high in carbohydrates and fiber, according to Baker, allows for greater concentration and has been shown to improve performance. Furthermore, glucose “may have beneficial effects on cognitive performance.”


8.     Happy children are more likely to succeed.

Baker explains that happy children are more likely to grow up to be successful adults and that the first step in raising happy children is to be happy parents. Take time for yourself, go out with your friends, spend time with your family, and try to find quiet moments amid the chaos.

Emotional intelligence, optimism, and the importance of interpersonal relationships are all important qualities to instill in your children. “Emotional intelligence is a skill that you learn, not something you’re born with,” Baker says. It’s critical to teach them how to recognize and manage their own emotions so they can healthily relate to others.

9.     The groups to which your child belongs are important.

Your child’s circle of friends and peers has a significant influence on their academic performance. Dartmouth University research discovered that “when students with poor grades share a fourth with students with better grades, their average rises.” According to this, both good and bad study habits are influenced by friends.

“The people around us have a significant impact on how we act, even if we are unaware of it,” Baker says. “Political inclination, consumption habits, and even happiness are things that we sometimes adopt from strangers,” he adds. The larger your child’s social circle and the more friends he makes, the more likely he will find positive influences who will help him develop his talents.

10. Have faith in them

Have faith in them

“Believing your child is smarter than average helps a lot,” Baker says. It is not a matter of convincing him that he has abilities that he does not have, but of believing in his ability to fully develop his intelligence and supporting him in the process.

Finally, Baker emphasizes that “intelligence is not everything,” because empathy and ethics are essential for your child to make the best use of their abilities.




The Complete Guide for You to Conquer the Top of Google in 2023.
These will help you to get the best ranking for your website.

SEO stands for Search Engine Optimization. It is the set of strategies and optimization techniques that are made on a web page so that it appears organically in Internet search engines such as Google, Yahoo, or Youtube. The correct application of SEO can cause expressive increases in traffic and visibility of brands on the Internet.


One of the biggest goals of companies that invest in Digital Marketing is to reach the top positions in search engines — after all, who doesn’t want free clicks and more visitors to their site?

But in a field as fierce and competitive as the Internet, making your website stand out among the millions of pages on the net seems like an impossible task. And I say it looks like it’s because it’s not.

However, being on the Internet is not enough to guarantee that your site, e-commerce, or blog achieves a place on the first page of Google: it is necessary to invest in a specific strategy to optimize the results and ensure that your business reaches a good web positioning for the most important keywords of its segment.

With SEO or Search Engine Optimization, you can make your website appear in relevant searches, connecting your content with people who are looking for products or services like the one you offer.


It’s the perfect operation!

But you should know that doing SEO requires a lot of studies to understand terminologies, build strategies and apply practices that take you to the top of Google results pages. For you to conquer the top of google in 2022, you need to understand SEO.



Do not worry! Whether you want to take your first steps in the world of search engine optimization, or you want to refresh your knowledge, in this complete SEO guide we will explain everything you need to know about the subject.

In this article you will find:

  • What is SEO (Search Engine Optimization)?
  • 7 advantages of implementing an SEO strategy
  • What types of searches are there?
  • A brief history of SEO and how Google’s algorithm has evolved
  • How to put together a good SEO strategy and conquer the top of Google?
  • What is SEO on Page?
  • What is off-page SEO?
  • How does technical SEO work?
  • What is local SEO?
  • Conclusion and bonus

Read carefully and become a web positioning specialist!


What is SEO (Search Engine Optimization)?

What is SEO

What is SEO

SEO stands for Search Engine Optimization, which stands for “search engine optimization.” It consists of a series of techniques, disciplines, and optimization strategies that are implemented in the pages of a website or blog to improve its positioning in search engines.

That marketing strategy is essential for your company to gain standing, and visibility in the digital world, and, consequently, more leads, customers, and turnover for your business.

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Optimizing sites and blogs through the use of techniques to improve the web positioning of your pages and positioning your company in the first results of Google, for example, increase (and a lot) your business opportunities.

At the end of the day, 90% of people who search on Google only click on the results that appear on the first page of the engine.

The main goal of SEO, therefore, is to increase the volume of organic traffic and ensure more visibility for web pages.


What is the difference between SEO and SEM?

seo sem

We do not want to leave out of this article a topic that causes a lot of confusion among professionals who are starting in the world of Digital Marketing, and this is the difference between SEO and SEM.

Although at first, they may seem to refer to similar actions given the similarity of their acronyms, you should pay close attention because they refer to completely different actions. Let’s look at them one by one.


SEO = Organic Positioning

sep 2

As you already know, SEO refers to all those actions that you can take inside or outside your website to optimize your positioning in search engines organically. This last point is key since organic means “no payment”.

With an SEO strategy, you don’t pay Google or any other search engine to gain positions in the SERP. It’s your valuable content and optimizations that earn those places in their own right.


SEM = Paid to position

sem Paid to position

In contrast, SEM (Search Engine Marketing) refers to those strategies that include the use of paid ads.

That is, with an SEM strategy you create an advertising campaign so that when a user types a search, your site appears before the organic results in the form of an ad, as long as it matches the user’s search intention.

Which one to choose?

which one to choos

A complete Digital Marketing strategy should not opt for one and exclude the other. That is, you should include in your strategy a combination of SEO and SEM strategies to increase your results.

With the use of SEM, results are generated instantly in a short term, necessary when you want to increase visibility or brand recognition quickly or when you want to launch products or promotions for a limited time.

In addition, SEO is a strategy that works in the medium and long term, bringing better quality visits constantly.

If you want to expand on this matter we recommend you read our article on SEO vs. SEM.

But what are the advantages of this SEO strategy and how efficient can it be? Below we propose the main ones.


 7 advantages of implementing an SEO strategy

 7 advantages of implementing an SEO strategy

·        Increase the visibility of a brand

Implementing an SEO strategy is one of the best ways to increase your brand’s visibility organically.

Imagine the following scenario: your business handles the sale of washing machines. A user, let’s call him Pedro, is having problems with his washing machine, so google how he can repair it himself.

Coincidentally, you have an article that shows a step by step to repair washing machines, so you conquer that visit for your website.

And although the article talks about repair and not sale, this is only the beginning of a customer relationship with your brand. It is what in Inbound we know as the attraction stage.

·        Attract qualified traffic

Like Pedro, many other users will come to your content to solve their doubts or find solutions to their problems.

With the creation of valuable content, optimized for search engines, your website will be able to organically attract the leads it is looking for, at the right time.

In this way, the more visits you receive, the more people will know you and the more likely you are to close a sale, which leads us to the next advantage.


·        Generate sales opportunities

Imagine that, although Pedro repaired his washing machine, he needs to change it, as it still has other failures.

As Pedro already knows your brand, thanks to the solution to his questions in your articles, he will surely already trust your business and think of you, as the first option, to buy his next washing machine. This is the decision stage in the Inbound methodology.


·        Position a brand as an authority in the market

Continuing with our example, in the mind of Pedro and in that of many other users like him, your company will be it occupies its Top of Mind, that is, it will be the first brand that comes to mind when they think of washing machines.

SEO allows you to achieve this by facilitating the correct indexing and improving the organic positioning of your content.

So, whenever Pedro or anyone else searches for information about washing machines, your website will be the first to appear, or at least, the result they are looking for.

In this area, a concept that has been highlighted is that of EAT (Expertise, Authoritativeness, Trustworthiness), an acronym used to represent the three fundamental elements of quality content.

Recently Google has looked favorably on the content published by authors who have technical authority and recognized credibility in the respective topics.

For example, on a disease content website, you may want to have articles written by doctors, with an author page containing information about your professional history.


·        Educate the market

Users like Pedro have surely been educated by your articles about the operation, care, and maintenance of their washing machines.

Likewise, they have managed to understand what are the specifications they are looking for with their washing machine, according to their personal needs.

As you can see, the importance of positioning content not only lies in closing sales but also in educating the audience to make better decisions.


·        Succeed over the competition

Finally, if it is your brand that produces the most complete and relevant content about washing machines, what do you think users will look for when they want to know something about washing machines?

Although it takes time and a lot of work to implement an SEO strategy, in the long term it generates constant and lasting results.


·        Better return on investment

SEO requires a much lower investment than other strategies such as SEM or traditional advertising.

The investment that SEO requires translates into the payment of some tools such as those we saw above, the salaries of the SEO specialist or the content creator, and the payment of the domain and hosting of the website, for example.


However, the return more than multiplies the investment and the best thing is that the work that was done once continues to generate returns in the medium and long term.


We are going to explain now, step by step, the most important concepts of SEO and teach you the strategies we use to reach the top of Google.

And it all starts when the user searches.


What types of searches are there?

seo good

The psychology of search revolves around the user: their needs, their way of looking for answers, the results they expect when looking for something, etc.

Companies that invest in Digital Marketing should respond objectively to all those doubts and needs.

One of the first steps to understanding user search is to know the intent of their navigation, which is essential to be able to attract the right audience to your site.

So let’s explain what it is that brings the user to Google. There are three types of searches:

1.     Navigational search


This type of search — also known as a shortcut search — happens when the user already knows which site they’d like to visit, but may not remember the full URL or are lazy to type.

For example, if the user searches for “Daravision Content” or “DaraVission Content blog” to find our content, their search intent is clear and therefore there is little chance that this user will change their final destination on the web — this person already knows what they are looking for.


2.     Informational search

As the name itself says, in the informational search the user seeks information, either through news, product launches, or explanatory articles.

Unlike navigational search, the user does not know exactly which site they will go to to find the content they are looking for, as it is not possible to identify their search intention.

In an Inbound Marketing strategy, this organic visibility is essential to attract users to the pages of a business and start their journey to become customers.

By not knowing exactly which site he wants to visit, the user tends to use the organic results to look for the solution to his doubt or need, and it is at that moment that the good web positioning of the blog or site is an advantage for the business.


Look at an example of informational research:

3.     Transactional search

In this type of search, the user wants to execute a transaction, such as directly buying a product or finding a store. This search is extremely valuable, especially for e-commerce.

Now that you have understood the 3 types of search, in the next topic, we are going to explain how the largest search engine in the world, Google, works.

4.     Local Search

Local searches are searches with a geographical component, within a certain region, for example, when the user searches for restaurants, cinemas, shops, hotels, schools, and offices, among other types of establishments with a physical location.


Other types of search

There are also other types of searches that users can perform, such as:

  • news;
  • institutions;
  • songs;
  • academic searches;
  • specific information (weather, date, etc.);
  • images;
  • videos.

Keep in mind that for each type of search, Google has increasingly strived to deliver specific results.

In (transactional) product searches, for example, it shows results from Google Shopping or when searching for a music theme, it shows the clip on YouTube and the lyrics.

The intention is to improve the search experience with more agile and accurate answers for the user.


 A brief history of SEO and how Google’s algorithm has evolved

Since people realized that the best way to deliver their content to Internet users was through search engines, they devised a series of techniques to conquer their first places.

These techniques were baptized with the name of SEO.

However, in the 90s many contents were more concerned with positioning than with the user experience. That’s why Google began to constantly update its algorithm to deliver the most relevant results in each search.

Next, we will take a look at the main updates of the algorithm.



Google Panda

In 2011 came the first major update of the algorithm. Google Panda began to analyze and evaluate websites based on the quality of their content by reviewing aspects such as grammar and duplicate content and rewarding, in turn, original and valuable content.


Google Penguin

A year later, in April 2012, Google Penguin was launched to monitor the health of website link building.

Google Penguin checks that the external links that are sent to the pages are natural and of quality. Therefore, it stimulates relevant backlinks that add value to the user who arrives at another website from them.


Google Hummingbird

In 2013, with Google Hummingbird, it was agreed to classify the contents according to semantic factors and user interest.

It is with Hummingbird that Google co-understands natural language, expanding its way of interpreting content to variations of keywords or related keywords.


Google Pigeon

In 2014, with Google Pigeon, the search engine began to organize the results of searches according to the geographical location of users. It is from here that local SEO begins to gain prominence.


Google Mobilegeddon

In 2015 comes the boom of mobile devices and Google adapts to it with Google Mobilegeddon. With this update, Google rewards mobile-friendly sites: those that have a responsive design and optimize their loading speeds.


Google RankBrain

One of the most radical changes in the algorithm occurred with Google RankBrain, in 2015. With this update, Google delivers the most relevant content to the user according to their search intention.

In this free infographic that we prepared you can find more detailed information about this story and how Google currently works.

Read more from our website blog

 How to put together a good SEO strategy and conquer the top of Google?

sep google

Now, it’s time to know the step by steps you need to follow to create and implement a successful SEO strategy. Notes!

1.     Define your goals

The first step of the strategy is to define what your goals are when optimizing your website, blog, or eCommerce. For this, you must know what SEO is, some possibilities are:

  • increase organic traffic;
  • generate more leads;
  • generate more sales;
  • reduce the cost of acquiring customers (CAC);
  • educate the market;
  • increase brand authority.

You should always align these SEO goals with your brand’s macro goals. If you want to increase your brand recognition, for example, SEO can help you with that by putting your company’s website in the top positions of Google.

When defining objectives, you can also identify goals and KPIs. If you want to have more authority, for example, you can use the Domain Authority and Page Authority metrics. You just have to define what score you want to achieve in these KPIs and at what time.

This way, you can monitor the strategy using these indicators to be sure that you are on the right track to achieve your goals.

2.     Create a buyer persona

The first step is to define who you want to reach with your content, that is, to delimit who would be your ideal client. To do this, the concept of buyer persona will be completely useful. In short, a buyer persona is a semi-physical representation of your ideal customer built from data.

Unlike the target audience, a buyer persona is a character with a specific and detailed description, created to better understand your customers, their interests, and their problems or needs.

Creating a buyer persona is the first step to implementing an SEO strategy because it allows you to define the communication language, the content you expect, and the best content distribution channels.

That is, it will give north to your digital strategy and allow you to write for real people and search engines at the same time.

Remember this: everything your brand produces should be addressed to your buyer persona to make sense and lead them to naturally transit through the stages of the customer journey until concluding the purchase.

3.     Install initial and basic SEO tools

To start an SEO strategy you must have, at least, the basic tools to make a diagnosis of your current situation, support the planning, make the first optimizations and start monitoring the impacts of each action.

We are mainly talking about two indispensable tools for SEO: Google Analytics and Google Search Console. Google provides them for free and they will always help you monitor your strategies. Let’s get to know them better!


Google Analytics

Google Analytics is a widely used data analysis tool that offers a wide variety of resources to evaluate the performance of digital strategies. In SEO, you can help in different ways:

  • get to know your audience better to build the buyer persona;
  • identify which are the most visited and best-performing pages;
  • monitor the amount of organic traffic;
  • identify the channels that generate the most traffic (email, social, organic, etc.);
  • understand participation (bounce rate, pages per visit, session duration);
  • monitor the conversions generated by the SEO strategy.

These are just a few analytics you can do with Google Analytics that can help from planning to SEO monitoring. Undoubtedly, you will find many other data in the tool to help your strategy.

Google Search Console

Google Search Console is a tool that facilitates communication between a site and Google and offers valuable reports to apply SEO techniques. Here are some of the features it offers:

  • find out if there are problems with indexing the site;
  • helps you know if the site has been hacked or penalized by Google;
  • monitor the average position of your pages in the SERPs;
  • identify the click-through rate (organic CTR) of your pages in the SERPs;
  • identify which keywords activated your website in the SERPs;
  • identify which sites direct backlinks to yours;
  • ask Google to rework dubious backlinks to your site.

Google Search Console is a bit more technical, so it’s geared toward webmasters. But the interface is very friendly, so anyone can use it to make diagnoses and direct more complex demands to specialized professionals.

The tool can also generate various ideas for content optimization, as well as be the primary source for identifying queries that drive traffic to your pages and the click-through rate of your top keywords.

4.     Do keyword research

Since you know who you’re going to talk to and what topics might interest you, it’s time to land those ideas to create relevant content for your buyer persona.

What separates your content from your users is called keywords. A keyword is a term that users type in search engines to find content that solves their concerns.

For example, if a person is planning a trip to Japan they will surely type “best destinations in Nigeria or Japan” or “the cheapest destinations in Nigeria or Japan” in the search bar.

What I put in quotes are the keywords, which have different types those terms that cover interesting topics for your buyer persona.


Doing keyword research is a complete process:

  1. you start with an idea about a topic,
  2. you use tools like SEMRush or Google’s Keyword Planner to identify the keywords you can use in your articles,
  3. you determine if your search volume is relevant or how difficult it is to rank content by that word,
  4. you create a list with the best keywords.

In this keyword search, it is also very important to know the location of your audience, since this information will guide the entire content production of your website.

If you have a company in Mexico but want to expand your operations to Colombia, you will have to do specific research to find out which terms are the most common in this country.

To achieve this territorial dominance in Google for different regions of the world, there are the techniques of international SEO, which you can know more about in detail in the last link.

Among them, there are the use of hreflang tags and the production of content adapted to each national market.

We recommend you read our article on keywords to understand in-depth how to perform this process.


 Keyword Tools



An indispensable tool in the work kit of an SEO is SEMRush. With this platform, you can, among other things, analyze the general positioning status of your website and identify the keywords of your sector.

But perhaps one of the most valued features of SEMRush is competitor analysis. Thus, you can identify the strengths of your competition’s SEO strategy and adjust yours.

In this article, we propose a complete tutorial on how to use SEMRush.




If you want to know the status of your link-building strategy and the health of your backlinks, you should use Ahrefs. This platform has the most comprehensive index of links on the Internet.

Ahrefs, which now has a free version, allows you to execute different functions: find link-building opportunities, find broken links on your website or that of your competition, find ideal pages for guest posting and analyze the backlink profile of your page.

To take care of your link-building strategy, and avoid being penalized by Google Penguin, you should use Ahrefs.




MOZ is a whole suite of tools that, correctly used, will boost your SEO strategy through its recommendations for optimization in positioning, the definition of the topics of your content, and the improvement of your strategy in social networks.

For example, with the Crawl Test function, you will be able to identify the technical SEO problems of your website. In addition, only with MOZ will you have access to two metrics that are essential to understand Google’s PageRank: the Page Authority and the Domain Authority.


5.     Analyze the competition to identify opportunities

google analy

Another fundamental step before starting content creation is to review what your competition is doing.

With tools like SEMRush, google analyze, you can identify which are your most successful keywords, which of your articles are the ones that are best positioned, and how they are being found by users.

With this information, you can make adjustments to your strategy, adopt their best practices or try to position their keywords by creating more complete content.

6.     Organize the contents with the Topic Clusters methodology

After identifying your best keywords with their different types, it’s time to write your articles.

You must explore the main topics of your market with complete content, which must be reconciled with minor and more specific articles on topics related to the most prominent issues.

Once you have several specific articles on a general topic, you can organize them into Topic Clusters, which means bringing together several related articles into one main post, creating interconnections between them.

You must pay attention to this methodology since increasingly, Google is paying attention to the user’s search intent and not only to the keywords that appear in an article.

With Topic Clusters, you give Google to understand that your article is the most complete on a topic and thus you will gain better positions in the SERP.

DaraVision Content universe is the pillar content we have on the concept of Marketing, which has almost 10 thousand words.

But to talk about this topic it is impossible to stop covering related concepts, such as:

  • Digital Marketing;
  • How to put together a marketing strategy;
  • SEO-marketing;
  • What is the relationship between Marketing and Advertising;
  • What types of Marketing exist;

The concept of Topic Clusters tells us that it is advisable to write specific articles on each of these topics, making those contents send internal links to the “Marketing” page, and vice versa.

Thus the algorithm can better understand the semantic structure of the domain and reward it for this organized work.

In this free spreadsheet that we prepare you can use this methodology to guide the production of your content. Download it for free!

What is SEO on Page?

what is seo page

Here it should be remembered that On-Page factors refer to what the website administrator can optimize on their pages to improve the visitor experience and facilitate the reading of the site by Google.

These optimizations must be integrated into the Content Marketing strategy since a large part of them is implemented in the content published on the website or blog.

On-Page SEO brings together all the variables that you can control directly within your website such as:

  • length of the title,
  • user intent,
  • content size,
  • author pages (E-A-T),
  • number of publications,
  • scannability,
  • meta description,
  • Friendly and easy-to-understand URL,
  • use of keywords,
  • image optimization,
  • loading speed,
  • formatting by subtitles,
  • internal links between pages,
  • among others.

From now on we are going to break down the main factors of SEO on Page optimization and their best practices:

User Intent

SEO is not about what people are looking for, but about what they want to find.

Therefore, on-page optimizations should focus on the user’s search intent, which varies with each search, so that your pages and content match what they want to find.

That is what Google concentrates on to offer what the user wants and, for that, natural language processing and analysis of the user’s location are elements that help decipher this intention.

Therefore, the challenge for an on-page SEO and Content Marketing strategy is to understand search intentions, as Google does, to deliver to users what they want.

And the best way to understand user intent is by turning to Google itself!

Let’s understand better with some examples:

After keyword research, you should search Google to analyze which results are in the top spots. After all, these are the pages that Google considers to respond best to user intent.

Let’s look at the results page for the “SEO” search:

As you can see all the first contents are educational, focused on teaching what it is and how to use SEO, therefore, to position yourself you need to have content following this line.

But what if I intended to find a “Batman costume”? What would I like to find?

Exactly, images of the products!

Can you imagine someone renting or buying a costume without seeing it? To reach the top positions you must use images!

So, analyze the first results for specific keywords and identify the topics you need to address and how to improve your content with topics that those results don’t yet address.

Overcome them and offer optimized and more complete content!


Content size

The size of the content usually has an impact on ranking, although it is not a direct factor in the ranking of the algorithm.

Extensive content tends to be more complete, detailed, and in-depth and can therefore better answer users’ questions.

But, of course, there is no rule: for each topic and each person, the ideal extension may vary. Here at Rock Content, we have super complete publications, such as this one about advertising.

It is ahead tail keywords, with a lot of competition, and search volume and that requires extremely complete content, due to the breadth of the topic.

Already a post about 18 Instagram tricks, for example, is much more specific, with fewer searches and competition, and can therefore be shorter and more direct.

In concussion: the best size is the one that best answers the user’s question. To gain insights into how long your post has to be to reach the top of Google, you can also take a look at the websites that are already ranking well for each keyword.


Volume of publications

The volume of publications also tends to favor positioning. After all, the more content you post, the better chances you have of ranking better.

However, you can’t just think about the number of posts, okay? We need to combine quality and frequency.

It doesn’t make sense to post hundreds of pieces of content that aren’t relevant or don’t answer users’ questions. That would be a waste of energy. Publishing a lot at the beginning of a blog and then abandoning is useless.

It is necessary to maintain the frequency of publications to retain the public and show Google that you always have new and updated content.

However, there is no ideal volume or frequency of publication. You must identify the demands of your topic area, and its identity, and, in addition, evaluate the content production capacity of your business.

Remember that the most important thing is that quantity and quality work together!


Featured Snippets

Moreover, Featured Snippets are a type of featured snippet known to be Google’s famous zero position. They are boxes that appear above all the results with a concrete answer to a user’s search.

In general, terms, to conquer a Featured Snippet you must create very valuable content and present it in a simple way that completely answers a question in a small space.

Therefore, lists, definitions, and short answers are the most common contents found in Featured Snippets.

As an additional fact, you should know that when you perform a voice search, the result you get will surely be read from a Featured Snippet. That is why it is so important to try to conquer position zero.

There are three types of featured snippets:

  • lists.
  • tables.
  • and paragraphs.

Here you can see an example of a paragraph snippet featured that we conquered for the keyword “marketing information system”:

Images for SEO

Google still doesn’t fully understand what an image says, so it needs your help. And how can you help him? With image optimizations for SEO.

This strategy serves to provide data in the form of text about the images. We are talking about the alt text (tag alt), the name of the file, the title of the image, the URL of the image, and the context (words of the environment).

The most important thing here is the alt text, which is essential for the experience of visually impaired people, as the screen reader reads the alt text to the user.

Therefore, the alt text should be a description of the image and, whenever possible, contain the keyword. Look at this example:

All these elements make Google understand what the image shows, index it for search in Google Images, and turn it into another source of traffic.

Image optimization for SEO also includes some attention to file size and format, so they are quickly uploaded and indexed.

Rich Snippets

Rich Snippets are boxes that appear with extended information about your website. They occupy the position that your website occupies for a certain search.

If Snippets are a combination of a title, short description, and website URL, Rich Snippets are a rich version of these that includes more detailed information that is relevant to users.

To enrich your website with those resources, it will be necessary to establish a solid and organized structure of information that can be understood by the algorithm. That is achieved by setting up the pages with the code snippets available in the Schema Markup.

An example of a rich snippet is the qualification of the contents in the SERPs. Positive user feedback can help others who come to the page have more confidence in and access content.

Internal links

The network of internal links of your website is also part of the on-page SEO strategies.

Linking internal pages has one main function: to guide navigation and direct the user (and search engines) to other content that may interest them.

But that action also serves a technical function in SEO. The internal link network helps Google find your content and better understand your site by showing the hierarchy between pages.

For example, the closer to home a page is and the more internal links it receives, the more important it will be.

We link, in addition to our blogs and most important pages, more relevant content directly from the home page of our website:

Another example of rock content’s internal link is found in our super comprehensive post on”Digital Marketing”, much other diverse content more specific to the subject (email marketing, SEO, social media, etc.) has links to that post and thus strengthens your authority.

This is how a topic cluster strategy works.


This acronym caught the attention of SEO professionals and stands for Expertise (specialty), Authoritativeness (authority), and Trustworthiness (reliability) Google uses these words as guidelines to evaluate the quality of search results.

They are presented in the document that guides the group of evaluators who perform a manual analysis of the relevance of the results offered by the search engine. Therefore, they also show what Google considers important for the content to be considered of quality:

  • the specialty of the author of the content;
  • the authority of the author of the content, the content itself, and the website;
  • how trustworthy the author of the content, the content itself, and the website is.

Therefore, follow these guidelines in your content strategy and SEO optimization to be aligned with what Google thinks. To learn more about the subject read our article on EAT.

What is off-page SEO?

Now, it’s time to look outside of your pages for off-page SEO. What can you do to gain more authority in the marketplace and show Google that you’re a reference?

Here you need to realize that, unlike on-page SEO, in off-page SEO you don’t have full control over optimization. The decision to backlink your site and mention or directly search for your brand depends on third parties.

What you can do is increase the chances of that happening by adopting a link-building strategy, performing guest posting, and redirecting broken links, among other ways to reinforce the backlink profile and generate more authority for the page.

Below, you’ll learn more about these strategies!

What is link building?

Links are the basis of the internet. They connect one page to another and allow the user to navigate by discovering content.

Like users, robots also traverse this interconnected network to index new content and understand which pages are the most important, as one transmits link juice and authority to the other.

That’s why a link-building strategy is so important in off-page SEO.

Link building is the construction of a network of links that direct the user to your pages (called backlinks)and strengthen your authority on the web. For Google’s algorithm, the more quality links the page receives, the more relevant it will have in the market.

Keep in mind that quantity and quality must go together. It doesn’t make sense to get hundreds of backlinks from the same domain or a questionable website or out of context.

For a link-building strategy to work it must be able to obtain quality links.


What are quality backlinks?

As we have already seen, Google makes a great effort to avoid black hat actions.

Link building was once a widely used tool to increase authority artificially, with systems of artificial link production and “super optimization” of anchor texts, for example.

A quality backlink, therefore, is the opposite of these actions, it is a link to your domain that you receive on your own merits and shows that you relate to reliable sites and references in your market.

Quality backlinks, therefore, are those that:

  • come from sites with domain and page authority.
  • they come from sites that Google trusts;
  • they come from several different domains;
  • are naturally integrated into the context of the page;
  • uses consistent anchor text;
  • are in a privileged position on the page (at the beginning of the text, for example);
  • come from sites related to your area of expertise.

These are the main features that you should look for in backlinks when designing a link-building strategy.

Nofollow Links

There is also an important point in the characteristics of backlinks: the difference between dofollow and no-follow links.

By default, all links are “dofollow”. This attribute tells the robot to follow the path indicated by the link and transmit authority from one page to another.

The “nofollow” attribute, on the other hand, prevents the robot from following that path and assigning authority to the linked page.

It is used, for example, in blog comment boxes and social media links, which are often for spamming and creating artificial authority.

This is not to say that no-follow links are expendable in off-page SEO. While they don’t directly convey authority to your pages, they generate traffic and make more people aware of your brand.

Link building techniques

Let’s see, then, what link-building techniques can you adopt to strengthen your market authority? Next, we will talk about the main ones. Read!

Link Bait

It is the most natural and efficient strategy. It is about creating content that is so good that it generates backlinks naturally, without having to look for or propose associations.

For this, you can invest in in-depth content, disseminate exclusive research data, create rich materials, and offer your tools, among other types of content that become assets with a lot of potential to be linked or shared.

Interactive content is an example that usually brings natural backlinks, as it surprises the user with its immersive character and encourages them to share it on their social networks.

There are several types of interactive content, such as:

  • calculators
  • infographics,
  • questionnaires
  • and eBooks.

To make you visualize it better I show you the example of the interactive calculator that Lansinoh made, in which the user can know how much he would save with breastfeeding instead of standardized baby feeding formulas.

Guest posts

Guest posting is a strategy for posting guest posts on an associated blog. It’s usually an exchange: you produce content for the blog audience and you can place one or more links to your website.

In this way, you attract new visitors and gain more authority, if the link is “dofollow”.

It is very important to adopt this strategy in moderation. If Google realizes that you acquired a lot of links quickly, it can understand that you are using black hat techniques and penalize your pages.

Mentions of the brand

Brand mentions, even without a link to your website, are already valuable for SEO. Google analyzes this criterion to recognize brands that exist and have a good reputation in the market.

You can also search for these mentions without a link and identify opportunities to get a quality backlink. Just contact the administrator and suggest adding the link.

Broken links

What happens when a site’s URL pattern changes or content ceases to exist? Various broken links are created on the site.

That is, the user who tries to access that previous link does not find anything that falls on a page of Error 404 and you lose both the visit and the authority that transmitted the link.

In addition, you can find these links on websites with topics related to yours and display your content as a solution to that broken link.

You can find these links on other sites using tools like Screaming Frog and Ahrefs or using a free tool like Check My Links:

Link building tools

There are several link-building tools on the market. Some are paid, some are free; some are specialized, and others help with certain actions.

Tools like Majestic, Ahrefs, Moz’s Link Explorer, and SEMrush offer a complete analysis of a page’s backlink profile, from the volume of citations to the quality of anchor texts.

Some of them have indicators that help in this analysis, such as Majestic’s Trust Flow and Citation Flow and Moz’s Domain Authority and Page Authority.

These tools are paid, but they offer some free features.

In addition, you can work with more specific tools for certain actions. Google Search Console, for example, should be used to ask Google to reject dubious backlinks.

Google Alerts can alert you to mentions of your brand that are good opportunities to get backlinks.


How does technical SEO work?

The SEO universe is vast and includes many technical aspects of the structure of a website, so a very important part of on-page SEO is technical SEO.

When we talk about technical SEO, we are referring to all the optimizations you can make in the internal structure (i.e. in the codes and architecture) of your website, intending to make it more secure, fast, understandable, crawlable, and indexable.

Next, we will tell you what the fundamental elements are and how to optimize them. Don’t stop reading!


A sitemap is a text document that numbers all the pages of a website, as well as information about them, such as the date of the last modification and the frequency of updates.

Its SEO function is to show this information to search engines so that they can easily find and index URLs.

Although search engines already do this job of crawling, sitemaps make life easier for robots and ensure the indexing of all pages.

You can create the sitemap manually or with tools and plugins and then submit it through Google Search Console.


The robots file.txt is also a text document, inserted into the root folder of your website, that tells Google which pages of your website should not crawl so that, in that way, they do not appear in the search engine.

You can use bots.txt to prevent Google bots from accessing sensitive pages, such as the admin login form (the “wp-admin/” of WordPress sites, for example), scripts, or styles that aren’t important.

In addition, it is important to know about robots.txt for cases where your pages have a problem appearing in the SERPs. They may be in that file by mistake.

UX (user experience)

User experience and SEO are concepts that should go together. We have already said that the priority of engines is to offer the best search and browsing experience until the user finds what they are looking for.

And that includes their experience on your website.

But what does UX, User Experience mean? It is a concept used in the development of websites that centralizes all measures in the actions and responses of users to meet their needs.

According to Peter Morville, president of Semantic Studios, seven features are essential for a website to have a good user experience. It needs to be:

  • useful;
  • easy to use;
  • desirable;
  • localizable;
  • accessible;
  • valuable;
  • reliable.


Loading speed

Loading speed is one of the main criteria for classification. Google itself has already stated this openly: in 2010, for desktop searches and, in 2018, for mobile searches.

It is very important to remember that while speed does not make you gain positions, without it you will never reach the top.

A fast page speed won’t rank you above your competitors, but with a poor page speed, you won’t even have a chance to compete.

For Google, the quality of the user’s search experience depends on the agility of the information, since no one wants to wait more than a few seconds to find what they are looking for.

It’s no coincidence that the search engine has provided a free trial tool: PageSpeed Insights. The reports provide a speed diagnosis, as well as tips for improving loading, and optimizing images and website codes.

Mobile-First Index

If cell phones are already used more than computers if mobile searches have already surpassed desktop searches if mobile traffic is already higher, what do you think Google should do?

Of course, the search engine is an excellent reader of reality! Therefore, it began to prioritize in the search results those sites that offered a good mobile experience.

In 2015 Google announced that searches on mobile devices would become a ranking factor which motivated several sites to become responsive.

One impact that was also impressive was the announcement of the Mobile-First Index, starting in 2016, which began prioritizing the mobile version of sites to rank them.

So if you haven’t yet adapted your site to this trend, hurry up to improve the usability and loading of your pages on mobile devices!


Creating a responsive website is one of the most appropriate ways to make your website mobile-friendly. With this technique, the site only has one version, which best suits the different screen sizes that users can use.

In addition to responsive design, you can also adopt two other techniques, although they are less indicated:

  • Mobile URL, where the mobile version has a different URL than the desktop version (, for example);
  • Dynamic service, where the two versions have the same URL but have different CSS and HTML for each device.

If you want to know if your website is mobile-friendly, you can take Google’s mobile compatibility test and receive optimization recommendations.


Accelerated Mobile Pages are another initiative to improve the mobile search experience. This is an open-source project, spearheaded by Google, whose goal is to develop pages of static content that load faster on mobile devices.

They are identified in the mobile search SERP with a stamp, and a small lightning symbol next to the URL and are given priority in the ranking.

The red Flecha of the following image is fixed on the symbol that indicates that the page will be displayed in its AMP version.

 SEO Audits

seo audit

In technical SEO, one of the main actions is to perform audits, especially at the beginning of an optimization project.

An SEO audit identifies issues with tracking, loading, and usability (especially on mobile devices), among other errors that affect user navigation and website ranking.


Here are some elements that an SEO audit can point out:

  • broken links;
  • tracking errors;
  • redirect errors;
  • duplicate content;
  • blocked pages (robots.txt, noindex, nofollow);
  • slow loading pages.

One of the most comprehensive tools for this is Screaming Frog which offers comprehensive reports on all the elements we mentioned. But auditing can also combine other tools, such as SEMrush and Google Search Console.

What is local SEO?

One of Google’s priorities in recent years is to search with local intent. Understand why this is!

The search engine interprets that a user looking for solutions in a given region should receive answers differently, with more practical and objective information, rather than a list of links as in a traditional SERP.

In this type of search, Google activates the local search algorithm, which prioritizes the results in the region in which the user is located or that he types in the search terms.

In the results, the search engine usually presents information from Google My Business directly in the SERPs, so the user does not always need to enter the brand’s website (in the same line that we explained about the featured snippets).

Therefore, optimization for companies with a physical address, called local SEO, has some peculiarities. What changes this in an optimization strategy? Buy it better below.

Local keywords

To display local results in the SERPs, Google tries to interpret the intent of the user’s local search.

If you type in “hotels,” “nearest hotels,” or similar terms, Google considers the user’s location at the time of the search to show them the options in that region.

On the other hand, if the user types “hotels in Medellín”, the results will focus on the region they typed in the search, regardless of their location at the time. This can happen when we plan a trip, for example.

Therefore, keyword research for local SEO strategy should consider search intentions with all these variations, not just the one your city includes.

Think about the following:

  • terms that identify your business, for example, hospitality, hotel.
  • modifiers of industry terms, for example, best hotel, hotel better cost-benefit;
  • geographical modifiers, for example, Medellin hotels, downtown hotels, and hotels near the airport.


Google My Business

Google My Business is the main ranking factor in local SEO. At the top of the local search SERP, Google displays the Local Pack, which is a box with the top three results for the user, whose information is pulled directly from Google My Business.

It is there, therefore, that you should strive to appear, for it is essential to register your company in Google My Business. This tool offers several registration features for local businesses.

You can place your name, address, telephone, and hours of operation and, also, receive comments, respond to users, place photos, and inform your menu, among other specific functions for different types of businesses.

Take advantage of all this variety of forms of registration and interaction with users to have more chances of appearing in the Local Pack.

Google prioritizes companies that provide the most information on the platform, especially those that have the most reviews and high ratings.

Positioning factors

Google uses three main ranking factors for local searches: relevance, proximity, and prominence. The search engine itself presents these criteria on its recommendations page to improve local ranking on Google.

These factors are analyzed and combined to offer the best answer. If a company is more distant from the user, for example, but is more likely to deliver what it is looking for, it may appear better positioned.

Let’s better explain each of these factors below.

The relevance criterion considers the correspondence between the search keyword and the product or service offered by the business. If the user is looking for hotels, for example, they don’t want to see restaurant results, right?

That is why it is so important to complete the Registration of Google My Business with all the possible information since that is where Google makes this correspondence. For example, if the user searches for “hotel restaurant,” Google will only show hotels that have that feature.


Proximity refers to the distance of the business concerning the user’s location or the geographic terms placed in the search. Google understands that the best results are the closest to the user.

Prominence (highlight)

The highlight criterion evaluates whether the company is popular in your region, based on online and offline factors. If the business doesn’t have such a strong online presence, but it’s a well-known brand and is used offline, you can rank better.

But user ratings and ratings on Google My Business also count for a lot, in addition to the traditional on-page and off-page SEO optimizations the site adopts.

The more trust Google has in your business, based on these elements, the better your local ranking will be.


Conclusion and bonus for you

Although SEO is an extensive subject and subject to constant updates, with what you have learned in this post you are ready to start executing your first web positioning strategies.

However, we recommend you expand your knowledge with the articles that we have linked throughout the post to complement your learning.

After all, getting good results with search engine optimization depends largely on proper planning, execution, and measurement of the SEO strategy




The keyword is the Translation into Spanish of the English word “keyword”, which in programming is defined as a term responsible for promoting the exchange of information between web pages and users on the Internet.If you got this far in this article, I’m sure you want to understand what those such keywords are, right?

When we start studying what is SEO (search engine optimization) one of the most talked-about points is about keywords, their choice of them, and the real importance of those terms that dictate optimizations.

Without further ado, you’ll now learn – once and for all – what that means. Let’s go!


What are keywords?

Keywords are the main instrument of research. They are terms composed of one or more words. They are how a user writes his doubts in the search engines to get answers and solve his problems.

As much as the term itself is self-explanatory, it costs nothing to explain in detail what they are and what they mean. In the end, that was the doubt that brought you here!


Keywords are the main search instruments.

Think that all searches originate from a word used to present this problem to the search engine. Keywords can be defined as the terms used by users to get answers and solve their problems.

If you are a marketing professional, keywords are the terms we use to give an address when creating our pages, blog posts, and sites.

That is, when defining a keyword for a certain page, you will be passing the message to Google, for example, that your content is about the subject of that specific term.

If all goes well and you make the right choice, your content will be displayed exactly to the person who searched for that keyword.


In practice, here’s how it works:

Keywords are used by users (as you can see the word in the Google search box) and are also used by sites that want to be entered that have the “answers” of that search.

Why are keywords so important to your business?

It is no coincidence that they are keywords. These are the ones that, when they fit perfectly, open the doors to your content towards the world of the internet. The truth is that a company that wants to survive the digital transformation can not stop looking at them in detail.

For your business, it means the difference between being found, read, shared, and liked or simply not being entered due to ignorance or complete ignorance.

And that’s exactly why keywords are tools that help (and a lot!) content marketing.

When it comes to developing your investment plan, one of the main objectives of your company is to increase leads, customers, and, consequently, your sales.

On the internet, your content will face greater competition than in your area of action, no matter how crowded it may be.

In Internet search engines, the borders are smaller and the results in each research, millions and millions of possibilities are at the fingertips of the public.

That means it’s not enough to pick a handful of keywords and splash them in the middle of posts.

Thinking needs to be more strategic and careful about them to make your business stand out. So, start by asking yourself why the keywords need to be used.

The answer should come quickly and obviously in your mind: “because I need to help my audience find myself on the internet.”


Only the answer can’t stop there.

You have a conversion funnel with defined stages, which means that there are different types of audiences with different types of questions.

Whoever started the purchase process, still wants to know about the basic items referring to the universe in which your product or service is inserted.

Whoever is in the middle of the funnel, is probably researching several brands to decide what the benefits of one over the other are.

And who is at the bottom, you are almost deciding on the purchase and need the assurance that you are making the right decision when choosing your company to close the deal.

And each of those groups has a more specific group of keywords that they choose to type into search mechanisms.

Therefore, your company needs to recognize them to make the best use of them when producing each material.


Do you know why?

For these, they will be the first contact between the brand and the public and will probably decide if that visitor will close the window and go ahead in the search results or if they will continue on your site.

Each keyword should be considered as a question that needs to be clarified objectively, without half words.

And the role of your company’s content is to focus on offering them, so that they love your ability to answer questions and, from them, go on to build a relationship of trust with your company.

That is: unlock the locks from the keywords, inform and transform visitors into potential customers.


What do negative keywords mean?

Negative keywords are those that inform Google – in an AdWords campaign or ad group – what search terms you don’t want to attract your business with.

For example: selling sporting goods produced only in Brazil.

Then, you can include among your negative keywords, the term “imported”, so that your ads are not displayed from searches that contain that word.

You may wonder what the reason for this is. Certainly, it helps you invest with more quality, that is, you increase the opportunity for return.

How? From the moment you know that your target audience won’t find what they want when entering your ad, you stop paying for clicks on your ad that will hardly result in the generation of a lead, or even in the closing of a sale.

That means, in practice, bringing in more customers interested in your product or service, rather than curious visitors who will click(it’s worth remembering that clicking on the ad generates a charge from Google), spending a few seconds scanning the content of the page, not finding what you’re looking for, and returning to the results page.

How to find keywords?

Let’s be a little malicious: Google won’t matter if you have some unnecessary paid clicks on your page. In the end, a good portion of their income from them comes from that.

So, it is necessary to think about how you will use the tools that Google itself offers in your favor.

If you’ve already searched, you’ll know that AdWords has a real arsenal in its favor to get the most value from every click. There are specific tools, Keyword Planner (we will talk about it later), which can be of great value when it comes to finding negative keywords.

To explain how it works, I will try to exemplify it simply and directly.

If you have a company that sells umbrellas, put that word in the Keyword Ideas tab and click on the search.

In the list of results, you will see several search terms related to the word with some basic information. In that list, you will mark all the ideas that you do not talk about in your universe.

For example, it could be “umbrella designs,” “umbrellas, new spelling,” and “custom umbrellas.”

From the moment you recognize the search elements that do not speak about your branch of action, be ready! The answer has already been given.

You will be able to create your list of negative keywords by including exactly those selected terms – in the example: “design”, “spelling” and “custom”.

Another way to make an optimal selection of negative keywords (and also to find positive ones for your repertoire!) is to put yourself in the user’s place and use your keyword list.

Returning to the example of the umbrella as your product.

Look for that term and other related terms, which would be used in the production of content on your page, such as “imported umbrellas” or “umbrellas”.

You will probably see, in the first pages, links to things that have nothing to do with that business, being able to even the name of a book, the lyrics of a song, etc.

In this way, you will be able to stay more and more at the end of the universe of words that should be in your content, helping your customers to reach you with greater ease and without wasting time entering links that little – or nothing – have to do with what they want and need.


How to define the keywords for your content?

Once you have a list of “seed” keywords, which we talked about in the previous point, it’s time to include more data in your analysis.

To define the keywords that will bring maximum results for your company, you need to consider a few other factors. See below some of them:

I am certain that when you are going to produce content for the blog you created, you have in mind that the material should answer the doubts and questions of who is reading the content, right?

For your content to be considered useful and valuable for those who are looking for that specific keyword, you should always think about yourself.


Bottom of Form

Definition of the objective of the strategy

This is a piece of very important information for the moment of discovering the definition of the best keywords for your business.

The objective that is defined for your strategy, should be taken as a guide for all the attitudes that are taken to achieve it.

That is, if your company has the objective of increasing the number of sales of your products, for example, it is possible to direct the search for keywords for the terms that drive purchases.

It must be invested, then, in terms that contain “buy”, “review”, “the advantages” of the product, and other similar ones. Thus, it is possible to lead the public to purchase through the texts produced for the blog.


Competitor research

This is another very interesting way to make the definition of the keywords that should be used for your business.

If you have large competitors who also invest in a content marketing strategy, it will certainly be interesting to analyze how they are treating issues related to products and services in front of the public.

Another interesting tip is to search for big players in the market, even if they are not direct competition.

Probably, these companies will have interesting approaches how to deal with the production of content, either with innovative language or producing complete pieces, which solve all the doubts of the public.

Competitor research can be efficient both in uncovering what is not being done to attack you as an opportunity, as well as a way to identify the strengths of the competition, gathering efforts to overcome those points.

In case you have a tool like SEMrush that allows that analysis in a much clearer and simpler way, an optimal way to identify what your competition is doing, is to monitor the organic results in the search engine, as well as be attentive to their social networks and newsletter.


How to search for keywords for Topic Clusters?

The dream of most companies is to reach the first page of the results with the main keyword of their market.

For example, an advertising agency would surely like to be at the top of the search engine with the keyword “advertising”. But the term “advertising” is too generic and highly contested, so without a satellite strategy, it can be almost impossible to achieve it.


What are Topic Clusters?

The strategy of Topic Clusters or satellite content is based on creating content related to the main topic and linking them to it through the use of link building, thus strengthening its authority before Google.

To create this content, it is necessary to find what topics are relevant and how they are searched for by the public.

In the case of our example, we could use keywords such as “abusive advertising”, “harmful advertising”, “advertising planning”, “how an advertising agency works”, etc.

They will be the Topic Clusters or satellite content, which will revolve around the pillar content (“advertising”).

The contents will tell Google that the company is an expert in the subject, and not that it only has complete content about it. In the end, this will yield relevance and good positions.

 What tools are used to find keywords?

 You can use tools like SEMrush to search for your main keyword and, from it, find related terms with high search volume.

Another way to identify them is by analyzing your competitors’ content and looking at what topics they’re addressing, so you can create even more comprehensive content.

To do this, make sure you know well who are the references of your niche and other similar sectors.

Remember that you should not necessarily look at your direct competitors, from your own country, you can also accompany blogs and sites from other countries, which can yield you even newer topics that have not yet reached the market of your region.

There are dozens of tools aimed at the objective of finding relevant keywords, but the main ones you will find on a day-to-day basis are:


 Google Trends

 In Google Trends you can check the performance history of words in a given time, in addition to real-time search trends constantly being updated.







Google Keyword Planner


Google’s “keyword planner” is ideal for creating optimized campaigns in Google AdWords.

This tool allows you to make diagnoses of your strategy, identify what is working or not, to correct or maintain. Data can be exported in spreadsheets, making analysis easier.


 It offers a report of trends and, consequently, gives advice on which paths to follow for the success of your content.

It is worth analyzing your site, as well as the pages of your competition and who you consider a reference in quality and results. The free version of SEMRush gives an overview, but the paid version is ideal for full planning.



 Excellent for searching for more specific keywords (long tails). Ubersuggest is currently the most efficient free tool.

Simply insert the intended term in the search area, and select the language and area(web, images, news, shopping, video, etc.).



You can click on the term suggestions and get other related words.

Their suggestions appear in alphabetical order, which makes searching much easier. In addition, you can search by language and download a spreadsheet with its results.


The tool allows you to choose from countless languages, a bunch of countries, and various search engines, such as Google, Youtube, Amazon, and others.


In addition, analyzes Google’s autocomplete resource and gives you more ideas, offering options for keyword variations, especially keywords of the “long tails” type.


This comprehensive tool also allows you to choose from several languages and places.

 In addition, KWFinder offers you a list of keywords with detailed information, such as search volume, cost per click, the level of competition in advertising, the difficulty of SEO positioning, the main competitors, and even the number of shares on social networks.


Keyword Revealer

Keyword Revealer allows you to generate filters by the search engine, monthly searches, potential earnings, and the number of words and helps to study the competition, the number of backlinks, social actions, and URLs, among others.


However, it requires payment to perform more than one search.

Keyword Eye

 Keyword Eye is that it is an extremely visual and playful platform. When you search for a site term or domain, the tool displays the keywords in a cloud.

In this cloud, suggestions appear in different colors and sizes, which serve to differentiate search volumes and competitiveness by keywords.


Moz Keyword Explorer

Keyword Explorer is one of Moz’s tool extensions for SEO. It is not much different from other options mentioned here, especially SEMrush.



Its functions are very similar, such as suggesting related terms, competitor data, search volume, and difficulty score for organic surveys for keywords.

To find new keywords, you can also analyze your competitors “manually.” That is, observe what types of content they are publishing and what generates more organic traffic.

Accompanying your competitors allows you to have new ideas and inspirations of content that, perhaps, you have never thought of until now, or even discover more in-depth topics that you can also address in your blog in your way.



What are the types of keywords?


Keywords are responsible for responding to the needs of users and positioning, at the same time, in search engines. The keyword system has become increasingly complex and meta tags are no longer used as in the past.

So that you choose the most suitable for your strategy, let’s start talking about the types of keywords you have available and what their differences are. Initially, there are 3 types:


Head tails

 The keywords known as head-tail keywords are those that only contain one, or a maximum of two words in their composition.

They are also generic keyword calls since they are used by most websites on the Internet, which makes them more disputed and, consequently, makes it more difficult to position yourself in search engines when using them.

An example of this type of keyword would be when we perform an Internet search for: “Slippers”.



Middle tails

Middle tails keywords, or medium composition, are strings of popular words. That is, while short tails are those words of fairly frequent use, middle tails are identified as short strings of frequently used words.

In general, middle tails can be composed of two, three, or even four words. This makes them more specific than short tails since their Internet searches are performed in smaller quantities. Therefore, they are more susceptible to achieving the first results of search engines.

Continuing with the previous example, a middle-tail keyword would be: “Sneakers to buy”.




Now, long-tail keywords are responsible for filtering, even more, the results using strings formed by several words in sequence.

Within a content marketing strategy, long tails are the most suitable to achieve good positioning. Their level of search is lower since they are much more specific terms, but it is precisely this that makes them less competitive.

Longtails are usually more efficient because they are used by those users who are looking for immediate and precise answers to their needs.


How to define keywords in your strategy?


Here are some actions you can take to ensure that your keywords will meet the marketing goal you set for your strategy:


Put yourself in the place of your audience


As we said earlier, it’s important to think about people to define the keywords relevant to the business. If you haven’t done the work of identifying yourself yet, find out how it’s done here.

It’s important to identify what your audience’s most searched terms would be from the moment they start looking for information on the subject.

Think about how your audience, not as the connoisseur and specialist you are about your product or service. Reflect: How would you search for the product or service on the internet?

There are several possible variations of the search for a certain issue and that search about the public is efficient precisely to bring the results that would most coincide with the position of this audience.

A good tip to identify those opportunities is to try to talk to some people who fit into your audience, whether they are customers or potential customers, and ask these questions to discover.



Consider the sales funnel stage


Keep in mind that your reader will look for different ways as well, depending on the stage they are in the funnel. Practically, it is necessary to remember that: if you are looking for alternatives to solve a problem, you should focus on the problem, even as a keyword.

The good content practices for this stage are those of definition of concepts and tips to perform some action, for example.

However, if he is starting to find your solution interesting, you should talk to him about the reasons for him to choose your own.

A good list of reasons to choose a plausible solution to a problem, or even the advantages of such a solution for whoever acquires it.

If you are evaluating and intend to act, talk about your differentials. The texts of success stories of your customers or comparisons between the solutions on the market, for example, are the most suitable for this stage of the funnel.



What role do keywords play in SEO?


The use of keywords is something recurrent, and highly efficient, when we talk about optimization so that your site is well-positioned in the search.

As an SEO (Search Engine Optimization) technique, keywords must be used strategically, thought, and defined within the effective planning of your digital marketing strategies.



Meta descriptions


When we talk about site optimization, we need to remember and give due importance to meta descriptions. Do you know what they are?

Well, the meta description is nothing more than the description that appears in Google (do you know that summary that appears below the title that is in blue? It is exactly that!)

This should be done directly, but still stimulating for the people who visit the pages. Including the keyword of the content in the meta description is essential!




In addition to always thinking about the user experience and creating friendly URLs, another important point for content optimization is the page’s address.

Try to shorten your URL to the maximum and create an address that is simple and self-explanatory. The best way to use the URL is to include the keyword in that area.

In this context, we show you the best URL shorteners on the Internet.


SEO Title


It is not only the title of your blog that must have the previously defined keyword.

Unlike the title of the page, the SEO title is the one that will be displayed when your content appears in the search results in Internet search engines. at this point, it is also essential that the keyword is present.

Learn more about how to create SEO titles.


Title tag


Keywords also need to be used in the internal titles of your articles. Depending on the format of your blog, the title tag will possibly be the same as the H1.

Regardless of whether it is or not, the H1 of your blog follows the rule that says that the keyword should always be present.

Unlike an SEO title which aims to get someone off the search page to enter your content, the Title tag is the title that aims to ensure that a reader stays on your page and continues reading your article.

In this case, the user can be anywhere, as long as it is present.

Learn more about SEO by downloading the most complete guide on the internet on the subject for free!

Read More about Title Tag

How to explore keywords in content?


Focus on keywords to optimize your blog content, but the priority should be, to solve the problem and meet the expectations of your people.

Use keywords in your blog posts, in your titles, throughout articles, and, whenever possible, in intertitles, as well as in the description of images.

Don’t forget to maintain naturalness throughout the text. It is useless to write a text focused on the keyword getting tired by repetition. Readers don’t like that and will stop reading your content.

If you write for Google and not for people, you probably won’t have the best results.

The production of relevant content is done based on people, their ailments, and problems; not thinking about search engine robots.

Remember that if you make content that adds value, answers questions, and solves problems, you will automatically be well in the reader’s priorities, and, believe it, Google also considers all that when ordering the results of the searches.


Strategically evaluate the use of keywords


Search engines are evolving at an incredible speed.

Every six months or so, we are witnessing changes in the algorithm, mainly from Google, which is always changing the way marketers create and develop our content and sites.

The update that was given in 2016 as it strengthened the semantic analysis of searches and the addition of RankBrain. The first innovation ensured that the search engine managed to interpret the user’s intention, through the term that was used.

As for RankBrain, it is an artificial intelligence that became part of Google’s algorithm and that is what is completely changing how searches and results are being displayed.



How to find keywords for paid ads?


As well as a keyword search for an organic marketing strategy, it is very important to take into account all the factors listed above for choosing the most important terms for paid ads.

Another factor that begins to have some importance when it comes to paid ads, is the value of each keyword.

This price varies according to the search volume of such a term, in addition to the interest of people and companies in advertising using that specific keyword.

When you set up your Google AdWords account, you can choose which type of campaign payment will be made: the campaign payment per click (CPC, or cost per click), print (CPM, or cost per thousand impressions), or conversation (CPA, or cost per acquisition).

The value presented for each keyword represents the maximum price that can be paid for that ad.

If the ad was clicked so many times, causing the total value to reach the stipulated budget for the day, the ad will no longer be displayed until the next day, when the budget is restored.


But how does that influence the choice of keywords?


For a down payment ad strategy, it is important to look for terms that have low competition and low estimated values so that the ad can be shown several times to the people who did the corresponding searches, regardless of the stipulated budget.

On the other hand, if we were dealing with a deeper Google AdWords strategy, it is important to make ad groups with various variations of different keywords, so that it covers the person’s searches, being able to use a larger budget to succeed.



How to use keywords on social networks?


In addition to being good ways to disseminate published content, social networks play a very important role when defining keywords.

A good tip is to find your audience in the most important social networks for your business and look for how they communicate to clarify their doubts about the issues.

In addition to defining important questions about the language that should be chosen, it is possible to find possible doubts that they have about your business, which can end up becoming opportunities for your blog.

But, there is a concept that is becoming increasingly popular on the internet, mainly in social networks that use of hashtags.

Once the content published on social networks, such as attachments, images, and captions, is not indexed by Google robots, the only way to do this indexing is through hashtags.

These are considered hyperlinks that bring together all the posts with such a hashtag in a single search.

In addition to that, hashtags are widely used by young audiences and by those considered “heavy users” of social networks.

Therefore, by using hashtags that are relevant to your business, it is possible to index the content, at the same time that it approaches the audience and creates a certain type of closer relationship.

But it is important to be careful with some actions when the issue is the use of hashtags.

It is important to know that they must match the content that is being published.

If you simply use hashtags that have a high volume of searches on social networks, without these being related to your publication, the public can interpret that you are just looking for more views for your publications, without you caring about the concerns and doubts of the person. That can end up taking you away from your audience.

In addition, it is important to choose words and expressions that are valuable to those searching for such content. Create and strengthen institutional hashtags, which talk about the customs and values of the company.

That way, you may create a community around the use of the hashtag, encouraging the use of it by the public and creating a relationship with the people who decided to embrace your cause.

And so, now that you’ve learned a little more about defining and using keywords, are you ready to use these techniques in your online marketing strategy?

Then we invite you to download our free keyword dossier so you don’t miss any information on the topic Enjoy it!





Creating a blog is still the simplest and practical way to share your knowledge with other people. The proof of this is that there are blogs above all and any kind of subject, from news about celebrities to advanced engineering.

The good news is that anyone can create a blog, even without understanding programming or design. If you follow the step-by-step, we prepare, you will get to build your blog from scratch faster than you imagine.

The idea is that while you read this post, we make the blog together! When we finish you will have a list and you will be prepared to be a professional blogger.

And at the end of the text, if that were not enough, you will see advice on how to make money with your blog.


Let’s start?

Table of Contents

  1. Select the subject
  2. Choose and record the name
  3. Buy the domain
  4. Choose between free service or hosting server
  5. Understand why WordPress is the best option
  6. Install WordPress
  7. Customize the Blog
  8. Know the main options of the WordPress menu
  9. Make the first entry
  • Start earning money with the blog


  1. Select the subject

If you have already chosen the subject about which you will speak, feel comfortable to jump this stage. If you are still in doubt, we have some tips that can help you.


Talk about the topics that you like

To be a blogger you do not need to have a degree title on the subject, it is enough that you have some experience in the area. A site about cooking does not need to be done by a chef, for example. Anyone who has skills in the kitchen can publish the recipes of it.


 Talk about topics related to your product

If you sell a product and your goal is to generate income from the blog, it is interesting that your publications are used to educate your audience about the product you sell.

You should not create a blog to sell the product directly, people do not like this approach, it is more likely to getaway!

Therefore, use your blog to teach interesting things that will attract the attention of your readers, that is, relevant and valuable issues that have to do with what you sell.


Talk about topics that are from the interest of people

Before creating a blog it is important to know if people are interested in that topic. Search on social networks, read comments on other blogs, and use tools like Google Trends to discover what users are at the time.


  1. Choose and record the name

A good name is the one who, when people pass a quick look, manages to create an immediate association with the subject you are talking about. It should also be simple and easy to write so that users are eased so much to find the blog and to recommend it to friends.

Another suggestion that helps a lot is to avoid generic names, such as (fictitious URL). At the same time for the high competition for that term, it does not say much about what you turn on the blog (car repairs, brands, races).

The ideal is to find the balance between a simple name and that, at the same time, make clear about what its content is, such as (again fictitious URL).

After choosing the name, visit or to know if that domain is already in use. The query is free and it does not take longer than a few seconds. Picture of the Godaddy menu where you can choose and register a name and domain.

Godaddy website

If there is already a registered domain with the name you want, you can go making changes, but always keep your original idea, such as inserting an item before the name, for example,, or using strokes to separate Words, such as


  1. Buy the domain

Some entrepreneurs already have their domain, in this case, just add the blog page, for example, QServers 


If this is not your case, you will have to register your domain to make sure other people cannot use it.

We suggest that you always look for the .com domains first because they appear first in the search engines. In addition, you can also choose .NET and .org, there are variations, such as.EU domains for European Web projects.

Be careful when using very specific domains, such as those with city codes. This will make it more difficult to expand your business in the future.


  1. Choose between free service or hosting server

The hosting server is the company that will put your blog in the air, with all the pages and functionalities you need.

For this, we indicate HostGator or but feel comfortable choosing any service compatible with WordPress, it is safe and easy to administer.


– But, I do not have money to invest, what do I do?

It is also possible to create a blog without hiring a server, using free platform functionalities such as WordPress, Blogger, or Tumblr, but it is important to know that this choice can bring some disadvantages, such as:


1) You cannot choose the name of your domain

When you decide to create a free blog, your URL contains, obligatorily, the name of the platform in which it is hosted, for example,


2) You cannot register on Google Ads

This option does not allow publishing Google Ads ads, which is one of the main ways to generate income as a Blogger.

Google Ads

3) You are not the owner of your blog

That same thing, although you do not believe it! As your blog is hosted on someone’s server, you may wake up one day and your page has been deleted without prior notice.


4) Transmit an unprofessional image

Having a free blog gives the impression that you do not value the content that is published there. And if you do not value it, why would other people do it?


  1. Understand why WordPress is the best option to create a blog

If you have understood that the best option for your blog is the hosting server, the time has come to choose the software that will work, also known as CMS (Content System Management or Content Management System).

It is that program that will allow you to modify the appearance of the blog, create pages, links, and insert images, for the fact that the content is more attractive and friendly to your readers.

Most online tutorials indicate WordPress for CMS and, in our case, it will not be different, in the end, 28% of all Internet sites use this service. Even this one here!

In addition to being simple and easy to navigate, WordPress offers countless options of topics and plugins, which make it the best option for any type of blog.


  1. Install WordPress

The installation of WordPress is very simple, you only need a web server compatible with the PHP language and a MySQL database.


– But I have no idea what that is, what do I do?

Do not worry, I will explain it to you!

In simple terms, the server is nothing more than a “supercomputer” that will make all your blog work. In it, you will also be saved all the images you will use in the entries in a folder very similar to those you have on your computer.

And the database? Imagine that the database is a box. Inside that box, you will put all the information and configurations of your blog. All entrances will also be inside it.


So far, all right?

– And finally, how do I install WordPress on the server?

 Most servers already have the “One Click Install” option from WordPress, but if the procedure does not work, you can also install the CMS manually.

As we suggest two accommodation options, previously, we separated the WordPress installation tutorial both at Hostgator or qservers in Nigeria and Weber Enterprise.

HostGator WordPress

If you have chosen another accommodation service, there is no problem! You just have to download the WordPress files here. All you need to do is embed these files on your server using an FTP client (you can use FileZilla) and then configure the database with PHPMyAdmin. For more details, click here.


Plugins that can be useful at the beginning

With the help of plugins, you can get your blog more friendly, fast, and safe for the user. The best part is that most are free and simple to install!


We have prepared a list with some plugins options for who is starting to blog now!

Monster Insights.

This plugin allows you to connect your blog with Google Analytics and extract data as “number of visitors per month”, “more visited entries” and “Readers’ time at each entry”, among other information, which serve to optimize your content and continue to attract more visitors every month.


Yoast SEO.

As the name itself already says, Yoast SEO focuses on the optimization of your content so that you get better rankings. The plugin suggests that you choose a keyword for your content and make a brief description, as well as show you a preview of how the entry will appear on the search tools.

Yoast SEO PluginYoast SEO

It also analyzes your entry to find improvement opportunities.



AutoPtimize will remove all that is not necessary for your operation from your site. In summary, your blog will work faster without you needing the help of a developer.


Floating social bar

The more people share your texts, the greater the blog traffic, its exhibition, and, consequently, your profits. To help you enhance that number, there is the Social Bar Plugin, which allows you to share your tickets on the main social networks, such as Facebook, Twitter, Pinterest, LinkedIn, and Google +.


Ewww Image Optimizer

This plugin is going to compact the images of your blog by making them lighter, which results in speed, which in turn favors your positioning in the search rankings.


How much does the maintenance of a blog cost

Many people leave the idea of ​​creating a professional blog, due to investment. However, the only expenses you will need to do are with the purchase of domain and accommodation service. Both have plans options for all pockets: monthly, quarterly, annual, etc.


We recommend working with the annual plan, because the investment is less, proportionally, and you get a good cost-benefit since you will have the service for longer.

In addition to the price, it is important to consider the time of duration of the contract. One month is very little, while one year is a period enough to know if your blog has the potential or not to become a source of income.


  1. Customize the Blog

From the moment you access the administrator area of ​​your blog, it is possible to make any changes to be seen as you wish.


WordPress has a repository of free topics, and any of them can be installed with just a few clicks.


Image of WordPress themes, one of the best platforms to create a blog.


The theme includes everything that refers to the appearance of your page, including colors, menu arrangement, the source used in titles, etc.


To change the blog theme, simply click on the “Appearance” button, in the menu on the left of your page.

Unless you have a very specific design in mind, any of the options offered free will take care of you very well. Just be careful to choose a subject aligned with what you intend to address.

A blog on minimalism, for example, asks for a more sober design, with colors like black and white, as well as a simpler menu.

If you do not like the options offered by WordPress, you can install your topic.

Simply click on the “Appearance” button, and then “Add new”.


A good topic should be:


If your blog is very confusing, you will surely have more difficulty attracting readers and retaining those you already have, which will impact your conversion rates.



Nowadays are more users who access the Internet from mobile devices than from desktops and laptops. That is why the chosen theme of your blog must easily adjust to different screen sizes and mobile devices.



Even though most of the topics will not affect the speed of your blog, it is important to carry out some tests. After all, nobody likes to enter slow websites, right?


Check the speed of the URL of your blog in tools such as Google and Gtmetrix Page Speed ​​Insights. It should not last more than 3 seconds.


  1. Know the main options of the WordPress menu

After finishing creating a blog, you must know each of the options available in the menu.



To that page, you access after logging into the administrator.

In it, you find a list that contains the most recent entries, as well as other information. Its appearance is as follows:


The image about the main menu of WordPress, one of the best platforms to create a blog.



On this button, you can add new entries and view or edit the old ones.



This is the image library, videos, and files in PDF that you have already uploaded on the blog.


In this menu, you can add pages and view or edit existing ones. It can be used to create a page with your contact information, photos, among other content that is pertinent for your readers.



Access this option to manage your comments, approve or answer them.



It serves to modify the appearance of the blog. In this menu, you can change the topic, the title and customize the menus.



In this option, you will see all the plugins that are installed on your blog, as well as you can also add new plugins or exclude them.



If you want to add to other people to create tickets for your blog, this is the menu you should select. In it, you achieve “add new” and attribute the function of “collaborator”.

Security Council: A user who will only write messages must have the “collaborator” permit. So the entry will only be published with your approval.



Here you can find all the WordPress operation tools, such as language, the maximum number of tickets that will be displayed per page, and how the comments will work.


  1. Make the first entry

Following our tutorial on how to create a blog, the next step is to create your first entry.

In this topic, we will explain what each tool is and how it can be used to improve the experience of readers.

In the Tickets menu, select “Add new” and you will be directed to the follower

In the Tickets menu, select “Add new” and you will be directed to the next screen.

The image that shows how to add a new interface in WordPress, the best alternative to create a blog.



In this area, you enter the title of your entry. Every time you write your content, reserve a time to think with love in the best option, because most users tend to read patterns in F, that is, after reading the title, only a quick look at the text to see if that content is interesting.

If the call does not instigate the curiosity of the visitor, you will not continue reading.

There is no unique formula for blogposts titles, but be careful not to choose too long text, since this hinders its visualization on mobile devices.

Another important suggestion: Avoid word games that require a piece of specific knowledge to understand what is written. Your title must be clear about the content that will be addressed in the text.


Content area

In this box you will build your text, typing directly or using a Word file, copying and picking up the content. Just be careful to stick it without format.

When you are writing, avoid very long text blocks. Ideally, each paragraph has 4 to 6 lines.

In this way, the text is easier to read and becomes aesthetically more enjoyable.


>> In this post, you will learn everything about how to write good web texts.


Toolbar: What is each icon

WordPress toolbar to create a text on the blog.


Add object

You use it to add photos, graphics, or videos to your text.


Select the “Add object” button and then you will have to choose an image of your base or upload it directly from your computer.

As is your first entry, you are likely to stay with the second option.

When choosing the images, select those with good resolution, well-cut, that you have produced them or are in the public domain, to avoid copyright problems.


Look at 5 options of free images banks to choose photos for your blog!

 If you have made a screenshot or you are using an image of another website, remember to put the credits on the photo.



In this box, you select the format of the text.


The use of headers helps improve the scanability of the text and builds a hierarchy of information within the entrance.


B (bold)

It is a function identical to the word, which serves to highlight phrases in the text.

 I (italics)

It is also used to highlight foreigners, a word used out of its natural context, or for quotation marks.


List with vignettes

Very useful to create lists within the text, as well:


Paragraph 1;

Paragraph 2;

Section 3.

Numbered list

Use it by writing a tutorial or any text format that has a chronological order. Look how you see:


Paragraph 1;

Paragraph 2;

Section 3.


You use it when you want to introduce an appointment belonging to another person at the entrance.


Image showing an appointment illustration on the blog


Alignment of the text

Another functionality identical to Word, which should only be used if you want to give you a different format to the text. Our suggestion is to keep the text aligned in the way that most people read (from left to right), but other languages ​​ask for a different alignment, which is the case of Mandarin and Arabic, for example.


It is worth remembering that it is not interesting to leave your justified text, as this makes it difficult to scan the text of the text on the web.



The icon that represents a chain-link serves to make links in the text, directing your reader to other content inside or outside the blog.


To create a link, select the keyword related to the page you want to link, press the Insert Link button, paste the target URL and click Apply.


Whenever you put a link in the text, be attentive to select the “Open in another tab” option, so that the user stays at your entry for as long as possible.


How to add videos at your entrance

Add videos hosted on YouTube or Vimeo can complement your content and leave it even more complete.


To do this, choose the video you want to share.


The image about what you want to share on the blog.


In the Share option, select Insert.


Example of how to insert YouTube video in WordPress when creating a post on the blog.


Copy the code generated by YouTube (Ctrl + C).


Return to WordPress. On the “Text” button, choose the Fragment of the Text in which you want to insert the video and paste the code there (Ctrl + V). Go to the “Visual” version, check out your positioning, and be ready!


In Vimeo, choose the video and click Share, copy the encrusting link and repeat the rest of the procedure.


And remember to grab the attention of the user how many more formats besides the written, so videos, images, and audios to make your blog attractive and innovative.


SEO routine

For your blog has visibility need to be located at the top of the search. And even if you’re just starting now, but this goal!


If you installed the Yoast SEO plugin, it will be easier to optimize your text and make sure your content stands out as worthy.


Image of the menu Yoast WordPress tool to adjust SEO on a blogpost.


Yoast SEOAquí can select a keyword for your content, edit the way it appears in the search engines and write a meta description, among other optimizations.


Image showing analysis Yoast SEO blog

SEO’s analysis of the plugin analyzes your text to see if you agree with SEO best practices.



Think searches people made in Google when searching for the information you’re focusing on your text. This is the suggestion to choose your keyword.


To choose good keywords, we recommend that you write your subject on Google search and see what you suggested. We also suggest using specialized tools such as Google Keyword Planner.


SEO title

Is the title that appears in the search result snippet. It may be different from the domestic title and must be striking and contain the keyword of your content.

The maximum number of characters is 67. If you have more than that, the title cut, which is not very good for attracting clicks.



This is the text that appears under your title in search engines. This description should have a maximum of 145 characters.


It is also recommended that you have the keyword or a similar term in the meta description.



The slug is the address of the entry separated by script. The slug is like-win-money-with-blog-guide-complete.

The slug is automatically generated from the title of your post, but you can change it so it is not very long. Estate insurance containing the keyword text.


Outstanding image

The outstanding image distinction is made in the text, therefore, choose something consistent with the subject addressed and passing a professional image.


Interestingly, this is renamed with the keyword to improve the SEO score.



Although starting now, keep in mind the use of labels to identify your content. So when a reader searches the blog, you can find your content more easily.

This will be very useful, especially in the future, when you have multiple entries in your blog.


To post

After following all the above tips, is just press the “publish” and, congratulations: You just make your first entry!

If you do not feel complete security about their appearance, save the first draft text, look at the previous version in the “preview of the changes” check if the input is structured as wanted.

And if you want to be later released, you can also be programmed for a specific date and time.


Promote your blog

Creating a blog is just the first step.

Your mission from now is to attract readers to your page.


To do this you must do a job of multichannel dissemination, mainly on social networks.


Share the link to your posts on your profile Facebook, Linkedin, Twitter, and where more is your target audience.


Join with other blogs to exchange guest tickets and send your texts to people who think they may be interested in the subject.

These measures require a little more work at the beginning but can bring expressive return visibility and, consequently, in attracting visitors.


In addition to attracting new readers, need to ensure that people come back to your blog.


And to achieve this have to focus on the quality of your content and help people solve their problems. When your readers perceive the value of deliveries in each post, they will become regular visitors and, over time, can become customers.


13 tips to have full content.

Start earning money with a blog


The best part of the blogger profession is the ability to generate passive income, ie, spend a few hours writing your content, but then you have the opportunity to earn money while in the air.

But creating content is not the only way to make money with your blog.

It may seem distant from the reality of who is starting, but if you follow the tips we will share then so can earn money working at home recurring.


Paid advertising

The growth of your blog organically requires a lot of effort and patience, so the ads are an alternative to accelerate the growth of your business. To publish ads on your blog you need to be registered in Google Adsense, which is a Google advertising program.

After registering, you will receive a commission whenever your readers click on the advertising banner on display on your page. It is important to be careful not to show too many ads and hinder user experience.


Sponsored entries

The sponsored entry is a text commissioned by a company so that you recommend the product or service they offer.

It works in a similar way to affiliate marketing, with the difference that you just desire for the sponsored entrance when you publish it.

Despite being a type of advertising, your sponsored entries must follow the same editorial line as the rest of your blog texts so that your audience perceives that content as something genuine.

Be careful when recommending products, and choose only those you know and trust, not to lose credibility before your reader.


Affiliate Marketing

Affiliate marketing works as follows: The affiliate promotes the product of an entrepreneur/company in exchange for a commission for each sale made. But for this model to work, you need to select products that are related to the subject approached in your blog and that are aligned with the interests of your buyer persona.

Affiliate marketing

Choose a good affiliate program

Several companies offer affiliate programs, whether physical or digital products. You must investigate a lot before choosing yours, to make sure your work will be well rewarded. The values ​​of the commissions range between 4 and 8% of the total sales, but in Hotmart, a platform specialized in digital products, this commission can reach even 80%.


Types of promotion

In addition to the sale of products, there are several affiliate programs formats. The affiliate can negotiate the cost per click and earn money every time someone clicks on an advertising banner. Another option is to negotiate the cost per thousand impressions, which is a value paid by the advertiser every time the announcement reaches a thousand visualizations.


Create an online course

If you still do not work as a digital producer, this is an excellent opportunity to start, since you already have deep knowledge on the subject and an audience interested in the content you share.

The online course is an attractive business model since it does not require much investment at the beginning and is scalable. Once your product is in the air, you have the possibility of generating income without increasing your operating costs.

Here, on the blog, we have a complete tutorial that explains how to create an online video course. Take advantage and take a look at that content after finishing here.



Well then, if you have reached here you have already managed to create a blog, and you are about to start!

Remember that the first step has already been given it. From now on, it depends on you to create high-quality content that continues to bring people to your page.

If you are interested in becoming a professional blogger and capturing attention with your texts, read also copywriting: what it is and how to learn to create texts that sell

This post was originally published in January 2018 and was updated to contain more accurate and complete information.