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 the search engines generating traffic and authority for any web page.

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

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

Even because obtaining authority and consequently free of charge is what any manager seeks for his business, right?

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

Of course, it is essential to have quality content – and that is indispensable. However, there needs to be a strategy behind it all – and that’s what SEO delivers.

Mastering its concept, functioning and fulfilling a strict checklist will leave your company much closer to the top of the keywords that are relevant to your business.

In this article we have prepared a complete guide for you. We talked about what SEO is, what the benefits, impact, how to apply, strategies and more.

How about getting for free what the competition pays to have?

Good reading!

What is SEO?

What is SEO Search Engine Optimization

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

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

Here, we talk about Google because 97% of the searches done in England are done on it, according to information from the Clicky statistics service.

But of course, you shouldn’t ignore other search engines like Bing and Yahoo.

Better yet: apply the strategies that you will see in this article also on YouTube, in the description and at the time tag the 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, consequently, stimulate lead generation and increase sales daily.

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 first SERP results using SEO.

Why is SEO important? Why is SEO necessary?

Most important words for what is SEO.

Searches containing one word represented 38.91% of the total, followed by searches containing two words, with 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, we go by parts so that you understand detail by detail.

It is necessary 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. Inbound marketing has grown and is very important. In turn, outbound marketing has been somewhat left aside.

That power was in the hands of the consumer. And literally for the hands, because when he has the need to consume something, one of the first queries he currently does is on Google, via his smartphone.

See if not:

You understand the importance of a company, which needs to sell in order 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:

More than 60% of the clicks given in the results of a search on Google, 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 visually, with the information that the consumer is looking for.

If the links on your site are not in the first results of a search for a keyword, most likely the consumer will never find you.

And you, of course, will never be able to impact it the way you want. And that, you know, will reflect negatively on the performance of your company as a whole.

SEO impacts the company as a whole

Working with 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, and your page appears as one of the first results.

And, as we have seen, 70% of the time it will be accessed.

SEO helps to increase traffic to your website. It contributes to the increase in the number of views, as well as conversions in downloads (if you offer this).

The reflection, when positive, is a larger number of sales, focused exactly on those who have the ideal customer profile (ICP) ideal for their business.

The advantages of applying SEO in your company

Benefits of SEO Search Engine Optimization

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 get your business out of the hole and make it an overnight success.

Check out the advantages of SEO below and start investing in this strategy.

Be found by your customers

You may have the products or services that the customer is looking for, but if he doesn’t know that your company exists, how can you provide the customer with what he needs?

Optimizing your website through SEO strategies will make it easier to increase traffic and stay on the main pages of search results.

That way, your business will be found soon when a user searches with a particular keyword.

And, for sure, you will receive more clicks, managing to always stay in the best positions.

When clicking on your content, the lead will have already gone half way to make the purchase and when you arrive on your website you must be prepared to receive it.

Improve the usability of your website

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.

It also makes it possible for search engines to index it faster and find the most relevant pages according to the user’s search.

A well-designed website manages to increase its usability, as SEO was designed to provide this comfort to the customer when he reaches the page of interest.

The fact is that it is necessary to take a series of actions to help optimize pages.

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.

Target your audience

When implementing 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 that customer will reach your website.

Increase your market competitiveness

Perhaps one of the main reasons for working with SEO in your company is the position that he can place it.

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 its competitors, and at a much lower cost than if it were to work with conventional marketing strategies.

You don’t have 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 reasonable cost too, if you do not have a team that can provide this support.

Generate greater confidence 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 are much higher than in paid advertising.

The customer knows how to identify that his company appears at the top because it is well requested and this can generate greater confidence on the part of him.

Remember that maintaining an online presence can be the differential for your company.

So, be sure to work with the best SEO strategies to increase your brand awareness in the market.

How does SEO improve results on Google?

Google SEO Search Engine Optimization

It is in the public domain that conversion rates are highest when 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 sales, 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 actually producing something of value, optimized for SEO, the chances of rising in search are huge.

Therefore, both go hand in hand. Do you know how?

Content and SEO

Here is a metaphor to explain the content issue. There is no point in offering water to those who are hungry, and there is no point in offering food to those who are thirsty.

With the content it is the same: the subject goes on 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 and that you said he had on this page. It is a matter of consistency.

You may not want to generate quality traffic without knowing what your potential customer wants to consume.

For this, important tasks must be done before starting the content production.

Demystifying SEO

Create your business persona

The persona is the representation of the customer you want. With it you define the pains of that customer profile (your thirst or hunger, according to the metaphor above).

In addition, you can understand what content that person will want to consume in a given period. And from there you start to produce and put your content marketing actions to work.

For example:

Let’s think about a real estate company that works with seasonal properties. She is located in the city of 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?

Running away from the obvious where the competition is very strong, you need to get your hands dirty.

First point is to map the profile of the real estate client. Let’s say you discover that a large part of your customers are in classes A and B.

Who are active consumers of luxury items, such as imported cars, designer perfumes, helicopters, trips to paradisiacal destinations.

At that point, you need to start working with content production to position well on Google.

After all, this consumer also searches the internet on these topics. And this is 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 reaching your product is much greater.

If you are an entrepreneur / entrepreneur in areas unrelated to marketing or IT, 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 results with SEO are different from sponsored links. We will talk more about this later.

What you should not do to be able to improve your SEO

  • Ignore Google’s webmaster guidelines;
  • Trying to deceive users (using keywords that are not related to your site just to gain ranking);
  • Just worry about optimization and forget the relevance of the content offered;
  • Copy everything that is done (including content) by other sites well positioned in your line of business.

Difference between SEO and sponsored links

Sponsored Links SEO Search Engine Optimization

It is not uncommon to have confusion between SEO and sponsored links. In fact, this is more frequent than it seems.

At first glance the difference sounds 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 clear as soon as possible.

Reflect on what you prefer:

  • Dedicate more energy over a period of time to build a positioning asset that can generate unlimited clicks over time for your site,


  • Pay for each click received and when your budget runs out do you keep sucking your finger?

For example, in the image below:

Sponsored Links SEO Search Engine Optimization

The links that are from 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. That is, they have relevance in relation to the searched keyword (in the case “CRM”).

What variables (or signals) are involved in SEO?

These variables, or signals, are the points that Google takes into account to help in ranking the ranking of pages on the web.

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 bold, this may be another sign to be considered.

The more positive signs your page finds on your page, the better it will be for its placement in the search results.

These signals are processed by various parts within the Google algorithm to discover through analysis which pages the search engine will show in response to the various searches.

How many variables are there for SEO?

What is SEO? Periodic Table of Classification

Google doesn’t make it clear exactly what variables it considers. He says over the years to own and evaluate more than “200 classification signs”And that in turn can have up to 10,000 variations.

The community of professionals and SEO aficionados, tests and tests, to discover by trial and analysis, which are the variables that most impact the positioning of pages.

Access a visual guide of signal classifications below. Access the Periodic Table of SEO Success Factors.

SEO strategies: difference between On-page SEO and Off-page SEO

SEO off page SEO on page

In life there are things that are in your circle of influence and things that are not in it.

SEO works like that, too, or at least similar.

O On-page SEO, as the next name says, is related to the actions you take within your site, or more specifically on your pages.

In the SEO Cheklist below you can see what can be done for On-page SEO.

The Off-page SEO, concerns everything related to SEO but that is outside the site.

For example:

  • links that point to a page on your site;
  • articles published as 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 job involves both strategies, SEO On-Page and Off-page SEO to build the best results.

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

SEO Checklist

To perform your pages better, 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 achieve all stages and replicate knowledge.

To facilitate the application of the SEO checklist, we organize it in stages:

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

Let’s check it out.

1 – SEO Audit

We separate the following steps:

1.1 – Installing applications for SEO auditing

2.1 – After installing the applications

  • Check Google Search Console for 404 and 500 errors, duplicate content, missing titles, and other technical issues that he may discover;
  • Check more possibilities for technical errors with Browseo. One of the most common mistakes is to create 302 redirects when they should be 301 redirects;
  • Check for broken links, errors and crawl problems using Screaming Frog;
  • Use My Site Auditor Report to check everything again;
  • Check if the Robots.txt file exists;
  • Check if in the Robots.txt file there are directories that should be accessible by the robots, but they are not;
  • Check if the sitemap.xml exists and if it was sent to search engines;
  • Does the sitemap list all pages on the site ?;
  • Check if the navigation is accessible in html code. Using javascript and flash affects indexing;
  • Check if the website URLs have been canonized: www or non-www.
  • Define the main;
  • Check if the site is mobile-friendly;
  • Check the website view in multiple browsers. Use BrowserStack.

2 – On-Page SEO

On-page SEO vs. Off-page SEO

We separate the following steps:

2.1 – Definition of the keyword for SEO

  • Use the Google Keyword Research Tool to identify search intentions and keyword competition;
  • Define only one keyword per page.
  • Initially work with long tail keywords.

2.2 – About the page 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

  • Is the keyword in the page title?
  • Is the page title marked as H1?
  • Are there H2, H3, H4 subtitles 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
  • Does the text content have at least 300 words or more? This gives you the opportunity for search engines to understand what topic the page is about;
  • Are there synonyms for the main keyword in the text? Synonyms are great and used as a natural language that influence keyword research. This is highly recommended;
  • Are there any internal links to other pages on an SEO friendly path?
  • Do these links describe the page linked in the anchor text in a way that both robots and users can understand what the page is about?
  • I recommend not using text descriptions in the main navigation, as this may sound like super optimization;
  • Check for duplicate content;
4.3.2 – Image optimization
  • Do the images have an alternative text tag with the main keyword of the page?
  • Are the file names of the images optimized with the main keyword of the page?
  • Do the images have the same dimension as the one declared in the html code?
  • Have the images been optimized to decrease the size in kb (50kb is ideal) to be loaded faster?

3 – Off-Page SEO

SEO off page SEO on page

  • Analyze competitor profiles. This is an easy way to start link building actions. This way you can see what kind of anchors they are using, as well as where they are getting the links from;
  • 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, Instagram, Twitter and LinkedIn?

Link sharing is a very important strategy in digital marketing. Register your names on social networks.

“Does it 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 urls 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 finalize what is SEO

What is SEO Search Engine Optimization

SEO exists to better position a company, a cause, etc., in the search engine results.

For this, it is necessary to:

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

Being well positioned means:

  • Increase visitor traffic to the website (or blog);
  • Become a reference in a given subject, that is, build authority;
  • Reduce the cost of purchasing 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 rule: SEO is generating more results!

So, how can we help you?

If you were in doubt about what SEO or want to know more about how to perform in marketing and sales, talk to a consultant whenever you need to.

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!

A hug from CWT, your CRM. #RunCWT