SEO Search Engine Optimization

SEO is a set of optimization techniques used to place your website in the top positions of Google. Find out in this article what SEO is and what it’s for.

SEO, Search Engine Optimization, means optimization for search engines. It is the set of techniques to optimize websites, blogs or pages on the internet. This work aims to improve the organic ranking in search engines generating traffic and authority for any web page.

Anyone who wants to find out what SEO is certainly seeks to improve the performance of their website, the performance of their digital marketing, whether to sell more, make more contacts, prospect clients or reinforce their brand in digital media.

Attract, retain, enchant. These verbs are part of companies that have the ambition to seek the first places in search results.

Even because, getting authority and consequently customers for free is what any manager seeks for their business, right?

However, it is not enough just to be present on the internet or to supply your website or blog with news.

Of course, it’s critical to have quality content – ​​and that’s essential.

However, you need to have a strategy behind it all – and that’s what SEO delivers.

Mastering your concept, functioning and sticking to a checklist to the letter will bring your company much closer to the top of the keywords that are relevant to your business.

We have prepared in this article a complete guide for you.

We talk about what SEO is, what are the benefits, impact, how to apply it, strategies and much more.

How about getting for free what the competition pays for? Good reading!

What is SEO?

Strategic theme of digital marketing, SEO is the acronym in English for Search Engine Optimization, which in Portuguese means “search engine optimization”.

The main purpose of SEO work is to improve the positioning of a website in the organic search result on Google.

Here, we are talking about Google because 97% of searches carried out in Brazil are carried out on it, according to information from the Click statistics service.

But of course you shouldn’t ignore other search engines like Bing and Yahoo. Better yet: apply the strategies you’ll see in this article also on YouTube, in the description and when tagging videos.

Yes, the video platform is the second largest search engine in the world. And the trend is that it is increasingly used to search for content that answers questions and generates value.

It is, therefore, a fundamental strategy for your company to gain visibility, authority and, as a result, stimulate lead generation and increase sales on a daily basis.

The organic result is that list of sites that appear on the screen when searching for a keyword on Google. This result is called SERP or Search Engine Result Page.

In the next topic, you will understand the importance of positioning your website in the top SERP results using SEO.

Why is SEO important? Why is SEO necessary?

Searches containing one word represented 38.91% of the total, followed by searches that contained two words, 21.10%, and three words, 16.86%. Searches containing four words totaled 8.85% of the total, while those containing five words totaled 6.23%.

So many questions come to mind! However, let’s go by parts so that you understand detail by detail. You need to understand the context: in the last 20 years the world has changed faster than it has changed in the previous 50 years. With the evolution of the internet, companies, which in general used mass media to communicate, were losing power over the consumer. Yes, this is the evolution of digital marketing. The marketing inbound grew and in importance. In turn, outbound marketing was getting a little on the sidelines. That power went into the hands of the consumer. And literally for his hands, because when he has the need to consume something, one of the first queries he currently does is Google, on his smartphone. See if not:

  • in Brazil, we have more than 210 million inhabitants;
  • more than 126 million inhabitants have internet access;
  • over 92 million access Facebook monthly;
  • More than 62 million are browsed daily by the social network (almost a third of the population! And 90% do it via mobile devices);
  • Now be amazed: Google receives more than 63,000 searches per second in the search engine.

You understand the importance of a company, which needs to sell to survive, have a presence and do good digital marketing right?

SEO takes you where the user looks

Now let’s add another very important element:

Heat map with Google search result: over 60% of clicks are given on the first 3 links.

More than 60% of clicks given in results of a Google search, are only in the first 3 links of the result. [Ref] In other words: it is not only necessary to have a good digital presence. Here, an addendum: presence refers to having, for example, a well-presented website with the information the consumer is looking for. If your site’s links aren’t in the first results of a keyword search, the consumer will most likely never find you. And you, of course, will never be able to impact him the way you want to. And that, you know, will reflect negatively on the performance of your company as a whole.

SEO impacts the company as a whole

Working SEO techniques and methods for website optimization is working so that it is well ranked in search engines. That way, when a user searches for a keyword related to your business, your page appears as one of the first results. And, as we’ve seen, 70% of the time it will be accessed. SEO helps to increase traffic to your website. Contributes to increased number of views as well as conversions to downloads (if you offer that). The reflex, when positive, is a higher number of sales, focused exactly on those who have the ideal customer profile (ICP) for their business.

The advantages of applying SEO in your company

Having a website and not trying to measure your organic results to improve your ranking is like having a physical store and seeing people pass by and not enter. It really is a frustrating scene, but not a desperate one, as SEO strategies can pull your business out of the pit and make it a success overnight. Check out the advantages of SEO below and start investing in this strategy.

Be found by your customers

Maybe you have the products or services the customer is looking for, but if they don’t know your business exists how can you provide the customer with what they need? Optimizing your website through SEO strategies will make it easier to increase traffic and stay on top search results pages. This way, your company will be soon found when a user makes a search with a certain keyword. And, for sure, you will receive more clicks, always managing to stay in the best positions. By clicking on your content, the lead will have already gone halfway to make the purchase and when it arrives on your website you should be prepared to receive it.

Improve your website’s usability

Optimizing your website through SEO can make your website easier to navigate. Organizing it more efficiently makes it easier for your users to find what they’re looking for. This also makes search engines able to index it faster and find the most relevant pages according to the search performed by the user. A well-architected website can increase its usability, as the SEO was worked to provide this comfort to the client when he arrives at the page of interest. The fact is that it is necessary to do a series of actions to help with page optimization. The good news is that there are tools available on the market to quickly get to what needs to be improved, making use of them will save you a lot of time.

Segment your target audience when deploying SEO in your company you can use digital marketing strategies to attract only the audience that interests your business. The SEO being well worked can make the segmentation of your target audience much greater, since your company will be able to select how this client will reach your site.

Increase your competitiveness in the market

Perhaps one of the main reasons to work SEO in your company is the position he can place you. Your company can significantly improve its competitiveness in the market in which it operates. A team that knows how to work with the right SEO resources can take your business to the top, well above your competitors, and this at a much lower cost than if you were working with conventional marketing strategies. There is no need to spend anything to start implementing SEO strategies in your company. It is possible to find marketing agencies that do this type of work at a very reasonable cost too, if you do not have a team that can provide this support.

Generate greater trust in your customers

Most people like to do their research and get organic results. The chances of a user clicking on an organic search result is much higher than on paid advertising. The customer knows how to identify that your company appears at the top because it is well requested and this can generate greater confidence on his part. Keep in mind that maintaining an online presence can make your business different. Therefore, be sure to work with the best SEO strategies to increase your brand recognition in the market.

How SEO improves results on Google?

It is public domain that conversion rates are highest when the source of traffic is organic. This means in many cases more sales. This is a cause-and-effect relationship: more quality traffic to the website = more sales on the website and potentially in the physical store. We are talking about increasing revenue, sales, profit, putting money in the company’s cash. To be able to generate more quality traffic to the site, it is necessary to work on Google positioning with SEO. In this sense, content marketing is essential. That’s because you, when you actually produce something of value, optimized for SEO, the chances of rising in searches are huge. So both go hand in hand. Do you know how?

Content and SEO

Here’s a metaphor to explain the content issue. It is no use offering water to the hungry, and it is no use offering food to the thirsty. With content it’s the same thing: the subject goes to Google and searches on a certain topic. There, he finds your page. Soon, he will want to know where is the content he wants to consume that you said you had on this page. It’s a matter of consistency. You can’t want to generate quality traffic without knowing what your potential customer wants to consume. For this, important tasks must be done before starting content production.

Create your business persona

The persona is the representation of the customer you want. With it, you define the pains of this customer profile (your thirst or hunger, according to the metaphor above). In addition, you can understand what content this person will want to consume in a given period. And from that, you start to produce and put your content marketing actions to work. For example: Let’s think about a real estate agency that works with seasonal properties. She is located in Recife and wants to do SEO work on her real estate website. A real estate portal usually has many, many properties… But how does SEO work? Avoiding the obvious where the competition is very high, it is necessary to get our hands dirty. The first point is to map the real estate’s client profile. Let’s say you discover that most of your customers are in the A and B class. They are active consumers of luxury goods, such as imported cars, designer perfumes, helicopters, trips to heavenly destinations. At that point, you need to start working with content production to rank well on Google. After all, this consumer also searches the internet about these topics. And that’s where he meets and relates to the real estate brand for the first time. When he goes to rent a vacation property, he already knows where to look.

Improving Organic Positioning With SEO

Google SEO Search Engine Optimization

What does it mean to improve the organic positioning of a website in search engines?

When applying SEO for website optimization, you will be working with keyword-based content generation.

They are related to your type of business, analyzing the results obtained and acting on the necessary improvements to gain positioning.

That way, when someone searches the search engines for the keyword you work with, the chance of the user coming to your product is much higher.

If you are an entrepreneur/entrepreneur in non-marketing or IT fields, you don’t need to know exactly what SEO is. However, it is important to know what benefits it provides for your marketing/commercial/sales strategy. Therefore, it is important to emphasize that SEO results are different from sponsored links. We’ll talk more about this later.

What you should not do in order to improve your SEO

  • Ignore Google Webmaster Guidelines ;
  • Trying to deceive users (using keywords that have nothing to do with your site just to gain rankings);
  • Just worry about optimization and forget about the relevance of the content offered;
  • Copy everything that is done (including content) by other sites that are well positioned in your line of business.

Difference between SEO and Sponsored Links

It’s not uncommon for there to be confusion between SEO and sponsored links. In fact, this is more often than not. At first glance, the difference seems obvious – after all, you type in Google, the result appears and that’s it. Everything is the result of the search, right? Wrong. The keyword, of course, will show what you typed. But there is a difference between the two and this needs to be made clear as soon as possible. Reflect on what you prefer:

  • Devote more energy for a while to build a placement asset that can generate unlimited clicks for longer for your site,


  • Pay for every click received and when your budget runs out you’re sucking your thumb?

For example, in the image below:  The links that are in the red squares are sponsored links, which you need to pay for your site’s link to appear well positioned. The links that are inside the blue box are organic. In other words, they have relevance in relation to the searched keyword (in this case “CRM”).

What variables (or signals) are involved in SEO?

These variables, or signals, are the points that Google takes into account to help rank the ranking of web pages. Example: it will read the words on a page of a website that is on the web. The words on this page are signs. If some words are in bold, this may be another sign to consider. The more positive signs your page is found on your page, the better it will be placed in the search results. These signals are processed by various parts within Google’s algorithm to find out through analysis which pages the search engine will show in response to various searches.

How many variables are there for SEO?

Google doesn’t make it clear exactly what variables it considers.

He says over the years in owning and evaluating more than “200 classification signs” and that in turn they can have up to 10,000 variations.

The community of professionals and SEO aficionados, makes tests and more tests, to discover by trial and analysis, which are the variables that most impact the positioning of the pages. Access a visual guide to signal ratings below.

Access the Periodic Table of SEO Success Factors.

SEO Strategies: Difference between On-page and Off-page SEO

In life there are things that are in your circle of influence and things that are not in your circle. In SEO it works that way too, or at least similar. The SEO On-page, as the next name says, is related to the actions you take within your site, or more specifically on your pages. On the SEO Checklist later on you can see what can be done for On-page SEO. On the other hand, Off-page SEO refers to everything related to SEO that is outside the site. For example:

  • the links that point to a page on your site;
  • articles published as a guest post on other sites;
  • presence on social networks;
  • directories among other sites;
  • Number of likes, shares and other user actions given on the page, etc.

The latter are social signals that search engines also take into account. Therefore, it is very important that an SEO work involves both strategies, On-Page SEO and Off-page SEO to build the best results.

SEO Checklist: See what to do to perform better your pages

To better perform your pages, nothing better than an SEO checklist to remind you step by step of what needs to be done. Standardizing the methodology is a way to be able to complete all the steps and replicate knowledge. To facilitate the application of the SEO checklist, we have organized it in stages:

  1. SEO Audit;
  2. On-Page SEO;
  3. Off-Page SEO;
  4. Social media.

Let’s check it out.

1 – SEO Audit

We separate the following steps:

1.1 – Installation of SEO auditing applications

  • Install Google Analytics on the website. This is not optional;
  • Install Google Search Console on the website. This is not optional either;
  • Integrate Google Analytics with Google Site Search;
  • Install the Bing Webmaster Tool. Do this too;
  • Is the site running on Word Press? Install Google Analytics for Word Press and SEO for Word Press. These plugins will make your life 10x easier;
  • Download and install Screaming Frog ;

2.1 – After installing the applications

  • Check Google Search Console for 404 and 500 errors, duplicate content, missing titles, and other technical issues it might discover;
  • Check more possibilities for technical errors with Browse. One of the most common mistakes is creating 302 redirects when they should be 301 redirects;
  • Check for broken links, errors and crawling issues using  Screaming Frog ;
  • Use  My Site Auditor Report  to check everything one more time;
  • Check if Robots.txt file exists;
  • Check if the Robots.txt file contains directories that should be accessible by robots, but are not;
  • Check if the sitemap.xml exists and if it was sent to search engines;
  • Does the sitemap quote all pages on the site?
  • Check if the navigation is accessible in html code. Using JavaScript and flash hurts indexing;
  • Check if site URLs have been canonized: www or non-www.
  • Set the main one;
  • Check if the website is mobile-friendly;
  • Check site view in multiple browsers. Use Browser Stack.

2 – On-Page SEO

On-page vs. Off-page SEO

We separate the following steps:

2.1 – Keyword definition for SEO

  • Use the  Google Keyword Research Tool  to identify search intent and keyword competition;
  • Define only one keyword per page.
  • Work initially with long tail keywords (Long Tail Keyword).

2.2 – About the page’s URL

  • Is the keyword part of the URL?
  • Is the keyword at the beginning of the URL?
  • Make sure you are using absolute URLs;

3.2 – About meta-tags

  • Does the robots tag exist and is it marked for the robot to index and follow the links on the page?
  • Is the title tag approximately 55-60 characters (512px) or less?
  • Is the description tag approximately 155 characters or less?

3.3 – About titles

  • Does the keyword appear in the title of the page?
  • Is the page title marked H1?
  • Are there subheads H2, H3, H4 if pertinent?
  • Is the H1 tag before any H2, H3, H4, etc.?

4.3 – About Content

We separate the following steps:

4.3.1 – Text Optimization

  • Is the text content at least 300 words or more? With this you give the search engines the opportunity to understand which topic the page is about;
  • Are there synonyms for the main keyword in the text? Synonyms are great and used as natural language influencing keyword research. This is highly recommended;
  • Are there internal links to other pages in an SEO-friendly way?
  • Do these links describe the linked page in the anchor text in a way that both robots and users can understand what the page is about?
  • I recommend not using in-text descriptions in the main navigation, because this might sound like over-optimization;
  • Check for duplicate content;

4.3.2 – Image Optimization

  • Do images have alt text tag with the page’s main keyword?
  • Are the image filenames optimized for the main keyword of the page?
  • Do the images have the same dimension as declared in the html code?
  • Have the images been optimized to decrease the size in kb (50kb is ideal) to load faster?

3 – Off-Page SEO

off page SEO on page SEO

  • Analyze profiles of competitors. This is an easy way to initiate link building actions. This way you can see what kind of anchors they are using, as well as where they are getting the links;
  • Start off-page optimization and link building. It is the most difficult task and one of the most important aspects of SEO!
  • Hosting Server;
  • Website loading speed: check  Google Page Speed ​​Tools ;

4 – Social Media

Are there social media accounts on Facebook, Integra, Twitter and LinkedIn? Link sharing is a very important strategy in digital marketing. Register your names on social media. “Does this have an impact on ranking?” No, it doesn’t. However, it gives you ownership of the account as well as authority over the search results. Here are some curls from the biggest social networks:


Applying this SEO checklist to your website will solve many On-page SEO problems.

The next step is to develop link building actions to strengthen authority.

Summary to finish what is SEO

SEO exists to better position a company, a cause, etc., in search engine results. For this, it is necessary:

  • Map keywords and identify the search volume on them;
  • Produce word-aligned content;
  • Optimize On-Page and Off-page content and structure;

Being well positioned means:

  • Increase visitor traffic to the website (or blog);
  • Becoming a reference in a given subject, that is, building authority;
  • Reduce the cost of buying media in the medium and long term;
  • Increase conversions (registrations, orders, contacts, etc.) on the website;
  • Deliver high-level content that the user wants to consume;
  • Deliver a better user experience;

So, passing the ruler: SEO is generating more results!

Enjoy and read two articles that will help you bring more customers to your business.

The first talks about some strategies for you to understand how to attract customers to your company.

The second covers how to use Google Ads to generate more leads. Good sales!

Achieve more real estate sales through “referrals”