Understanding SEO

The SEO acronym is on everyone’s lips for some time. Clients and students often ask me about this topic to clarify certain misunderstandings. The purpose of this post is to clarify some issues and basic concepts to the reader, understanding what SEO is, starting from the idea that SEO is one of the keys to the success in internet.

SEO o posicionamiento orgánico en buscadores

Search Engine Optimization

The amount of SEO literature is vast, but we’re going to start with Wikipedia definition:

Search engine optimization (SEO) is the process of affecting the visibility of a website or a web page in a search engine’s “natural” or un-paid (“organic“) search results..

Therefore, SEO refers to wide range of techniques and processes applied into our website in order to improve the rank and the visibility on search engines . And it’s not just a question of rank, it’s also a question of quality of the information showed, attracting users to our website.

Improving our SEO, we will get more traffic to out website and a better conversion rate (newsletter suscriptions e increase in sales volume, f.e.)

It’s worth to mention another very important factor in achieving an improvement in our web positioning: the work on social media marketing. It already has a large impact on organic SEO. For example, Google now includes social media content in search results to users.

And is that Google has, for years, a system for measuring the relevance of pages called PageRank. Now we could add  a SocialRank, derived from social media activities. Google publicly denied this claim, but the facts show that the presence in social media helps to improve our SEO.

Gráfico de uso de buscadores en España

Most used search engines

Google gets for over 95% of searches in Spain. Other browsers has a testimonial presence in the Spanish market (Microsoft search engine, Bing, achieved a very poor 1.66%, while Yahoo gets 1.03%)

Porcentaje de clicks por orden del resultado

Order of Clicks on results

In any case, let us consider a series of statistics that help us understand the importance of organic search engine rankings:

  • Top Google result gets 53% of clicks. The second gets 15% and the third 9%.
  • 93% of online experiences begin on a search.
  • 75% of users never scroll past the first pag of search results.
  • Most users opt for organic search engine results (70%), instead of payment or sponsored results.
  • 42% of users click on the first result.
  • 3 out of 5 searches are already being conducted with a mobile device(smartphones and tablets).


Beyond the data, we must know the reasons why we must invest  on SEO. Here are some of them:

  • A good SEO ranking will impact on increased number of visits to our website. These visits turn into revenue or conversions depends on degree of content optimization and website design.
  • The SEO can have a positive impact in our Branding. If we manage to generate search results with positive references to our brand or product, we will overlap those of more negative or harmful. On the other hand, the first results of the search are often related to products or brands.
  • SEO tends to be cumulative: If we can position a number of keywords in the top positions, we get good results from other search related keywords, in what is called “Halo effect”
  • SEO is cheap: Compared to other types of online marketing, SEO can be cheap if we choose good keywords and we generate quality content in order to achieve links to our website. Either way, SEO is not always cheap, since there are areas where there is fierce competition that hinders success particularly in the short to medium term.
  • It has a positive impact on other website aspects: A SEO-oriented website gives accesibility advantages. In addition, the websites are often responsive, facilitating the view on tablets or smartphones. SEO techniques avoid the use of non-indexable technologies or non-W3C standard codes.

In the following articles, we will examine the differences between SEO and SEO, the operation of the algorithm Google and its revisions

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