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SEO 101: Practical strategies to improve your positioning
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SEO 101: Practical strategies to improve your positioning

Have you ever wondered why some websites appear on the first page of Google while others get lost in the depths of the internet? The magical answer is: SEO (Search Engine Optimization).


It's a fundamental discipline in the digital world. It's the art and science of making your website shine in search results. Imagine your website is the personal image of a famous singer trying to climb onto the digital stage, SEO is their manager helping them get the best spotlight.
SEO is like a video game where the rules are constantly changing. Google and company update their algorithms broadly. That's why SEO professionals always have to stay up-to-date, quickly adapting strategies.

 

TABLE OF CONTENTS


What is SEO?

SEO, or Search Engine Optimization, is like your website's personal trainer. Its mission: to get your page in shape so it stands out on Google's runway (and other search engines). It's not just about looking good, but being the first one called when someone searches for what you offer. The main objective of SEO is to increase both the quantity and quality of organic traffic a website receives, that is, traffic that doesn't come from paid ads.

This increase in visibility also contributes to the credibility and trust perceived by users, as they tend to trust websites that appear in the top search positions more. Moreover, SEO isn't limited to pleasing search engines; it also aims to improve the user experience. A well-optimized website is easier to navigate and provides relevant content, which contributes to a positive user experience. In a highly competitive digital environment, SEO is essential to stand out from the competition and be found by potential customers.

SEO professionals focus on understanding how search engines work and what criteria they use to display relevant results to users. By understanding these criteria, they can make adjustments to the content, site structure, and other aspects to improve the website's ranking in search engines. Lastly, a well-executed SEO strategy offers a long-term return on investment.

What's the goal of SEO? Simple: to attract more visits, but not just any visits. We're talking about people who are really interested in what you have to say or sell. And the best part, without having to pay for ads! It's like having a magnet for potential clients working 24/7.

 

Key elements of SEO

● Relevance: Making your content perfectly match what users are searching for
● Authority: Building a trustworthy reputation in your industry
● User experience: Creating a website that's a pleasure to navigate
● Fresh content: Keeping your information updated and useful


 

Practical strategies to improve your SEO

Shall we explore effective strategies together to work on your website's SEO? To make it easier, let's divide them into three main groups: On-Page SEO, Technical SEO, and Off-page SEO.

The ABC of On-Page SEO: tricks to conquer Google

Imagine your website is a house. On-Page SEO is like redecorating, reorganizing, and putting everything in its perfect place so your guests (the users) fall in love instantly. How do we do it? By improving the visibility of the web pages through optimizations related to the content, structure, and elements present on these pages. Here are some tricks:

1. Keyword research: your digital treasure map

  • Identification of relevant keywords for the content of the page.

  • Strategic use of keywords in titles, headings and content to increase relevance and search visibility.

2. Content optimisation

  • Creation of high quality, relevant and useful content for users.

  • Proper use of headings (H1, H2, H3) to structure the content and improve readability.

  • Inclusion of keywords in a natural and meaningful way to improve positioning in search results.

3. URL structure

  • Creation of friendly and easy-to-understand URLs to improve user experience and indexing.

  • Inclusion of relevant keywords in the URL to clearly indicate the content of the page.

4. Metatags: your introduction letter

  • Optimisation of title meta tags so that they are attractive and contain important keywords.
  • Creating persuasive and descriptive description meta-tags to improve click-through rates in search results.

5. Images and multimedia

  • Use of "alt" attributes on images to describe their content and improve accessibility.

  • Optimisation of image size to improve page loading speed and user experience.

6. Internal links: your digital network

  • Creation of relevant internal links to improve navigation within the website and distribute authority effectively.

  • Use of descriptive and optimised anchor text to improve the relevance of linked pages.

7. Canonical tags: the secret weapon against duplicate content

  • Use of canonical tags to avoid duplicate content problems and to consolidate the authority of the home page.

8. Web analytics

  • Integration of web analytics tools, such as Google Analytics, to track site performance and gain valuable insights into user behaviour.

 

Remember, On-Page SEO is like tending a garden. It requires constant attention, but the results are spectacular.

 

Technical SEO: become the ninja of web optimization

Technical SEO focuses on aspects related to the structure and internal functioning of a website. Unlike On-Page SEO, which focuses on elements visible to users, technical SEO addresses deeper issues that affect how search engines index and rank the site's content. Let's unravel its secrets:

Key aspects of Technical SEO

1. Responsive design

  • Your site should look amazing on all devices, from the smallest smartphone to the largest smart TV. It consists of ensuring that the website adapts and functions correctly on different devices and platforms. This ensures a good user experience and improves site accessibility.

2. Site speed

  • Google loves speed, so make your site fly. Optimize page load time to provide a fast and smooth user experience. Search engines favor websites that load quickly, so improving site speed can positively influence positioning in search results.

3. Off-Page SEO

  • Improvement of the site's navigation structure to facilitate user navigation and ensure that all important pages are easily accessible. Using a clear hierarchy in content organization helps search engines understand the relationship between different pages of the site.

4. Site security (SSL)

  • An SSL certificate is like a security guard for your site. It protects your users and makes Google trust you more. It can also increase user trust and improve positioning in search results.

5. Redirect configuration

  • Guide your users (and Google) on the right path. Ensure that users and search engines are correctly directed when accessing pages that have been moved or deleted. Avoiding broken links improves user experience and site authority.

6. Mobile optimization

  • If your site isn't mobile-friendly, it's like it doesn't exist for half the world. Make sure it shines on small screens.

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Users may not see it directly, but they'll definitely notice the difference. Remember, Technical SEO is the backbone of your online presence. It may seem complicated, but mastering these aspects will give you a huge advantage in the race to conquer Google.

 

Off-Page SEO: how to become popular on the internet

Off-page SEO focuses on activities that take place outside of the website itself, but that impact positioning in search engines. Unlike on-page SEO, which focuses on internal elements of the site, off-page SEO seeks to improve the perception of relevance and authority of the site through external factors. Let's see how you can make your website the star of the internet:

1. Link Building

  • Get other cool sites to talk about you and link to your page.

  • Obtaining quality links from other relevant and trustworthy websites. It's like collecting autographs, but in digital version and much more useful.

2. Mentions and citations: get people talking about you

  • Appear in directories, forums, and review sites to increase the visibility and reputation of the site.

3. External content marketing

  • Creation and promotion of valuable content on external sites, such as blogs, online magazines or article publishing platforms.

  • Engaging in guest posting or collaborations with other sites to broaden the audience and improve the visibility of the site.

4. Social media presence

  • Active participation in social networks to share content, interact with the audience and increase the visibility of the site.

  • Obtaining shares and mentions on social networks to improve the perception of relevance and authority of the site.

5. Domain authority

  • Building an authoritative reputation for the domain through quality links and mentions.

  • Monitoring and improving the domain authority score to increase the credibility and trustworthiness of the site.

6. Comments and participation in forums

  • Participation in relevant forums and blogs, providing valuable feedback and building online presence.

  • Active interaction with the community to build relationships and improve site visibility.

7. Online reputation: take care of your image

  • Online reputation management by managing reviews and comments.

  • Respond to everything, good or bad, as if you were the customer service of your dreams.



Off-Page SEO is like building your popularity in high school, but without the teenage drama. It's about making friends, being useful, and leaving a good impression everywhere.

 

 

 

SEO Strategies for 2025

Let's explore the main SEO strategies for 2025.

Generative Engine Optimization: The Future of SEO

AI and predictive SEO are like the dynamic duo of digital marketing in 2025. Generative Engine Optimization (GEO) is emerging as the new frontier of SEO, adapting to the era of artificial intelligence and generative search engines. With the help of AI, you can analyze search patterns and anticipate trends, allowing you to create content that responds to your audience's future needs before they even know they have them.

What is GEO?

GEO is an optimization strategy designed specifically for AI-powered search engines, such as ChatGPT, Google SGE, and Perplexity. Unlike traditional SEO, GEO focuses on optimizing content for systems that generate direct and personalized responses using artificial intelligence. Here are four features that will make Google start falling in love with you.

  • Long-tail keywords. Forget about generic searches like "shoes". Now the user searches for "comfortable shoes for climbing a mountain". The more specific, the more likely you are to be chosen by the user.
  • Personalized answers. In relation to the user's search, we find that generative engines don't want links, they want stories. Your content must be irresistible for AI to work its magic.
  • Predictive searches. According to Gartner, traditional searches will fall by 25%. Therefore, your content will have to be even smarter and predict what the user is going to search for.
  • Monitor your brand with Adsmurai's Brand Tracker GPT. This tool not only tracks mentions of your brand, but practically reads ChatGPT's mind, within the generative AI ecosystem. With Brand Tracker, you'll not only know where your brand is, but you'll also be able to polish your content and SEO to shine brighter than a diamond in the AI world.

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GEO doesn't replace traditional SEO, but complements and evolves it. Companies that manage to master both strategies will be better positioned for the future of online search.

Multi-Platform Optimization

In 2025, it's not enough to dominate Google. You have to be a multi-platform master. Optimizing for Amazon, YouTube, and other platforms is crucial. Each platform has its own game rules, but the key is to create content that is relevant and attractive to users, regardless of where they find it.

The rise of video

Video is the undisputed king of content in 2025. It not only improves user retention but also gives you the opportunity to position yourself on both Google and YouTube. Remember, authenticity sells more than perfection.

Search Experience Optimization (SXO)

SXO is not just about ranking well, but about offering such a good user experience that your visitors don't want to leave your site. Combine SEO best practices with an optimized user experience and you'll see your conversions skyrocket.

Zero Click Searches

Here's the trick: sometimes, the goal is for users to not even have to click on your site to get the information they need. Sounds contradictory, right? But in reality, this increases your visibility and establishes your authority on the topic. The key is to provide concise and valuable answers directly in the search results.

Answer Engine Optimization (AEO)

AEO is the art of optimizing your content to answer specific questions. With the rise of voice assistants and conversational searches, being the source of quick and accurate answers will position you as an authority in your niche.

Google Discover

Google Discover is like having your own personalised news feed. The key here is to create content that is relevant, fresh and engaging. The more engagement you generate, the more likely you are to appear in your potential users' Discover feed.

Remember, SEO in 2025 is not just about algorithms and keywords. It's about understanding your audience, anticipating their needs and delivering exactly what they're looking for, even before they know it. So go for it! The future of SEO is in your hands.




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