Unlocking SEO success: Our 10 fundamental keys

In today's digital world, online presence (websites, blogs, landing pages, social media, among others) is crucial for any business, regardless of its size. Without this presence, companies miss out on significant opportunities to expand their businesses.

SEO is essential to maintain a competitive online presence. This tool positions you in top search results, increases organic traffic, and visibility on the internet, and attracts new clients interested in your products or services. This translates to conversions and higher revenues.

For instance, if you run a Genetics Center in Buenos Aires, when searching for a "genetic test" on Google, if your website appears among the top results, it's likely to receive visits and even contacts from interested parties. According to a 2023 SEMrush report, the top three organic results receive, on average, 68.1% of clicks, while the following seven only garner 31.9%.

You might wonder: How can I rank in top search positions? The rules are constantly changing but in this article, we present 10 fundamental keys for successful SEO for 2024

1. Quality content: your ace up the sleeve for search engine supremacy

You are distinguished from competitors by quality content: articles, infographics, videos, images, and more. This type of content grabs your audience's attention, especially when addressing less explored topics online. If you have material and a team of writers bringing out your brand's personality, you're closer to the top in search engines. As per SEMRush, for an effective process, "Each page should contain at least 300 words of original content." Avoid duplicate content as it "may lead to penalties on your page." Additionally, "Content benefits from being broken down into shorter segments, such as H2 subheadings, for easy tracking." And remember, "Content must adhere to Google's EAT criteria above all."

If you're unfamiliar with your audience, it's crucial to ask these questions:

Who are they?

What interests them?

What topics are they passionate about?

How does their interest relate to your offering? For an effective SEO strategy, understanding search intent is key.

Explore various search result formats (images, videos, snippets, meta descriptions). This allows you to identify your target audience based on keywords that lead users to your website. By comprehending your audience's search intent, you can design that caters to both their needs and your company's.

2. SEO on-page: transform your content into a magnet for search engines

Content doesn't just need to shine; it also needs to be search-engine friendly. How can you achieve this? Here's a basic checklist to optimize your on-page SEO:

You can then delve deeper. Excessive or forced keyword use may have the opposite effect when integrated into text. That's why it's optimal to use them naturally. You can slightly adjust them to fit the context without repetition. According to Backlinko, well-optimized keyword content ranks 10 times better than non-optimized content. 

Meta descriptions and tags are also elements to be noticed. The former is the summary displayed under Google results; it's advisable to be brief and use keywords strategically. Also, keep in mind the tag hierarchy for correct usage in optimized content.

<h1> </h1> is used in the article title.

<h2> </h2> is used for article subtopics.

 <h3> </h3> is very useful for highlighting sections.

 <h4> </h4> helps the main ideas in a subtopic stand out.

Don't forget to add a striking headline as your H1 tag. This tag not only serves as the main title of your page but also communicates to the search engine what your content is about, capturing your readers' attention at first glance.

Also, images play a crucial role in content optimization. Try integrating at least one image on each page. This not only visually enhances content, attracting readers' attention but also communicates the material's value to search engines. HubSpot highlighted that visual content, like images and videos, often performs better in terms of engagement and dwell time, which can influence positioning.

On the other hand, it's essential to label image files with descriptive names and add the primary keyword in the alt tag and image title for optimal SEO impact. Finally, integrating links to reputable and well-positioned sites in your content is of utmost importance.

3. Keywords: make your website discoverable by millions

As we have mentioned several times, keywords are crucial for successful on-page optimization. You can picture them as they are the words or phrases that internet users search for, ideally leading them to your page. These keywords inform the search engine about your website's content. That is why it's recommended to have a primary keyword, but it's also beneficial to have secondary keywords to strengthen your online presence.

Selecting keywords might be a challenging task, so we suggest that you:

1. Opt for keywords with a good search volume. There are some tools that can help you identify how many times that word or phrase is searched on search engines. We'll leave them at the end of the recommendations.

2. Opt for keywords with a good search volume. There are some tools that can help you identify how many times that word or phrase is searched on search engines. We'll leave them at the end of the recommendations.

3. Analyze the competition for those keywords. Look for ones with a balance between a decent search volume, traffic potential, difficulty, cost per click (CPC) and manageable competition (there are words more expensive than others for paid ads, etc.) 

4. Make sure you understand what people are looking for when using those keywords. Are they seeking information, looking to buy something, or searching for opinions? This will help you offer relevant content.

5. Consider long-tail keywords (longer and more specific phrases). Although they have less search volume, they tend to be more specific and have less competition.

6. Use questions in your content, you can build trust and draw in highly relevant traffic. According to Forbes Advisor, it’s not uncommon for users to use words such as “how,” “what,” “where” and “who” while searching as 14% of all keywords are questions, that’s why when you create content for question keywords, you need to keep things clear and concise, use bullet points and numbers, and add supportive images.

Our recommendations for keyword research tools:

Google Keyword Planner: It's free and offers search volume and competition data directly from Google Ads.

Semrush: Offers a wide range of keyword research tools, competition analysis, and more, although it's a paid service.

Ahrefs: Another paid tool that provides detailed data on keywords, search volume, competition, and more.

Ubersuggest: A free tool that displays search volumes, competition, and related keyword suggestions.

AnswerThePublic: Ideal for finding questions related to your niche. It provides ideas based on users' most common searches.

4. Backlinks: build relationships with other websites

Backlinks play a crucial role in Google rankings, representing votes of trust for your website. The more you acquire, the greater your chances of standing out in search engines. According to Forbes Advisor, the top-ranked search results typically have 3.8 times more backlinks than lower-ranked results.

To obtain quality backlinks:

• Create relevant content, such as infographics or guides, that motivates other sites to link to you.

• Establish relationships with sites and professionals in your industry for collaborations or participation in events.

• Offer content as a guest author on relevant sites, ensuring its quality and relevance to your niche for maximum benefit

"SEO experts believe that the keys to ranking high in search engines in 2023 were quality content, backlinks and search intent or relevance. Therefore, you should prioritize these factors as you develop and implement your SEO strategy”.

5. Hosting: choose the right service

The role of hosting for your website often goes unnoticed, yet its influence on SEO is pivotal. Hosting is like a virtual world where all the files and data of a website are stored, enabling constant access and online visibility for internet users. 
The choice of web hosting has a significant impact on your page's SEO. A quality hosting service can significantly speed up loading times, a vital factor in search engine rankings. The reliability of hosting reduces downtime, essential for maintaining optimal indexing and a positive user experience. Furthermore, if the hosting implements SSL certificates this contributes to gaining search engine trust.

6. Engaging user experience: showcase your website's strengths

User experience (UX) plays a crucial role in the realm of SEO. User experience design principles are fundamental to improving positions in search results, as a website with excellent UX tends to perform better in terms of SEO. These principles include:

• Usability: The product must be easy to use and understand. Navigation, interaction, and function comprehension should be clear and straightforward for the user.

• Accessibility: Design should be accessible to all users, regardless of their physical or cognitive abilities. It should be inclusive and allow access and usage for a wide range of people.

• Utility: The product should meet users' needs and goals. It should be functional and offer real value, effectively solving problems or facilitating tasks.

• Aesthetics: Design should not only be functional but also visually appealing. Pleasant and consistent aesthetics contribute to a more enjoyable experience.

• Feedback and Response: The system should provide clear and timely feedback to the user, indicating whether an action has been performed correctly or if any correction is required.

• Consistency: Design should be consistent across all user touchpoints, maintaining a uniform style and behavior throughout the product or service.

• Flow and Structure: The user experience should allow for a natural and logical flow when interacting with the product, intuitively guiding the user through different functions or sections.

7. Loading speed: faster loading, better positioning

Sites well-positioned in search engines load in less than 3 seconds, and for e-commerce, Google suggests less than half a second. Therefore, focusing on making your website fast and efficient is vital. Strategies like reducing HTTP requests, compressing files, and using asynchronous loading for JavaScript and CSS are key to optimizing your website.

8. Mobile compatibility: something to always consider

58% of searches are conducted on a mobile device, globally. Recognizing the relevance of this navigation, Google has stated that mobile adaptability influences rankings in search engine result pages.

9. Crawlability: help Google find your website

It's vital that search engines can explore, understand, and organize your content. The search and updating of pages, known as crawling, is essential for this purpose. The "Googlebot," an expert in exploring websites, may encounter difficulties when searching for new sites, those with complex structures, or access restrictions. 

Allowing access to files like CSS, JavaScript, and images is crucial for effective exploration. Also, it's essential to inform the Googlebot of pages to avoid using a "robots.txt" file at the root of the site, something Google Search Console can generate.

For instance, preventing it from crawling internal results pages prevents user frustration when seeking specific information after clicking on a search result.

10. Updated content: stay relevant

Creating SEO content is just the beginning, as it requires constant updating to remain relevant in user searches. You should analyze which posts need a boost, and which topics can be expanded with subcategories, or become cornerstone content in the future. Additionally, it's advisable to analyze search intentions, emerging trends, and the competitive landscape.

By applying these 10 keys, you'll take the initial steps to enhance your SEO strategy and position your website among the top ranks of search engines. You'll notice several elements to consider for good positioning. It's a job that requires perseverance and patience. It's like playing chess: initially, you might lose, but persisting, studying, and reimagining strategies will give you more opportunities to win in the future. Ready to get started?

Frequently Asked Questions (FAQs)

Q1: What's the primary focus of SEO?

A1: The backbone of effective SEO lies in the caliber of your content. Crafting valuable, pertinent, and captivating content for your audience is pivotal. It draws in visitors, keeps them engaged, and encourages other sites to link to your content—elements that greatly influence SEO success.

Q2: How soon do results typically show from SEO efforts?

A2: SEO is a prolonged strategy that demands patience. Generally, substantial changes may take several months to become noticeable. However, this timeline can vary based on factors like industry competitiveness, your site's history, and the applied strategies.

Q3: Does social media play a crucial role in SEO?

A3: Social media indirectly impacts SEO. While social signals themselves may not directly affect rankings, they contribute to increased brand visibility, engagement, and traffic to your site. Ultimately, this can positively influence SEO.

Q4: What steps should I take if my website experiences a sudden drop in rankings?

A4: Initially, investigate potential causes such as algorithm updates, technical glitches, or alterations in content quality. Once identified, promptly address the issue. This might involve rectifying technical SEO problems, enhancing content quality, or disavowing detrimental backlinks.

Q5: Can I handle SEO independently, or should I enlist an expert?

A5: Managing SEO on your own is feasible, particularly for smaller websites with basic optimization needs. However, hiring an SEO specialist or agency can offer specialized expertise, advanced strategies, and time-saving approaches, potentially yielding more impactful results—especially for larger or intricate websites.