What is SEO?

SEO (Search Engine Optimization) is the set of techniques that aim to enhance and improve the positioning of a website on search engine result pages, thus increasing its amount of organic traffic.

SEO is one of the main digital marketing strategies and achieving a good position in search engines is the desire of any digital marketer who practices SEO.

SEO strategies allow your page to gain market authority, receive more visitors and thus increase conversions. Basically, SEO is a set of actions designed to improve the position of a page in the search results of search engines for specific terms of different types of users.

Although the concept of SEO is known by most Internet users, few are those who know its definition and how it works.

In order to be able to understand, in depth, how SEO works, it is necessary, first, to know some entirely related concepts.

Search Engines

Search engines are systems formed by a series of algorithms that have the function of crawling, indexing and ranking web contents to display them in an orderly way in searches carried out by users.

Search engines are systems formed by a series of algorithms that have the function of crawling, indexing and ranking web contents to display them in an orderly way in searches carried out by users.

How Search Engines Work

How Search Engines Work

Search engines basically work in three steps:

Crawling: First, search engines crawl web content, using spiders or robots that roam the entire Internet in search of the information that is intended. These robots follow the paths indicated by the links, looking for new pages and in order to keep all the collected content up to date.

Indexing: Subsequently, the collected data is indexed, meaning they go to the search engine’s index. After collecting the information, search engines create a database, where all collected web content is indexed.

This is where pages are organized according to the information collected in the crawl, such as page load times and key keywords.

Ranking: The crawling and indexing processes happen all the time. The spider is always at work, around the Internet, to find and organize web content and to keep data, already indexed, up to date.

But the truth is that the order in which all this information is presented in user searches is defined at the time of ranking.

Ranking happens whenever a search is made in search engines, and this is where SEO efforts are concentrated.

According to the keyword used by the user, at the time of the search, the search engine quickly searches its index, looking for pages that match the search terms and that answer the user’s question.

Ranking is then defined by the best keyword match, together with a series of ranking factors that make up the search algorithm.

The main objective is to offer the user a better experience and, consequently, improve the positioning of pages in search engines.

Why is it so important to improve your website’s position in search engines?

The truth is that, hardly, a user goes to the 2nd page of the search results, of any search engine, to find the information he needs. Most likely, the user will visit the first search results that are presented to him, thus ignoring those on the following pages.

“The best place to hide a dead body is on the second page of Google results!”

Important Factors That Work SEO Positioning

The factors to be worked on that affect the position of a page in search engines can be divided into two groups of factors:

  • Off- Page
  • On- Page

External Optimization Factors (Off-Page)

The external factors, consist of optimizing the authority of your page in front of users and other pages, in the end, they are elements outside the page (website) that show if it is a reference.

External optimization methods are essential for quality and for creating a number of backlinks on your page.

Some of the possible Off-Page SEO techniques are:

  • Use of external services;
  • External publications;
  • Use of social media;
  • Creation of blogs;
  • News and announcements.

Internal optimization factors (On-Page)

On-page factors, in turn, are all those that are especially related to the internal structure of the pages, that is, as the name implies, they are factors within the page.

It is these factors that determine how search engines understand the content of the page, its relevance and, mainly, which searches these contents are related to, when a user performs a search on Google, or any other search engine.

Within these internal factors we can highlight:

  • Technical performance;
  • Contents
  • Title and Meta Description;
  • Heading Tags;
  • Images;
  • URL’s.

Technical performance (Technical SEO)

Technical SEO is a set of optimizations related to the internal structure of a page. The main intention is that the pages become faster, more understandable, crawlable and indexable, so that it is possible for the remaining essential factors to the SEO strategy to work.


Content is probably the most important factor in achieving the success of your SEO strategy.

It is essential to ensure that the content on your page fits your readers’ research intent and that quality and easy interpretation are assured.


The use of a certain keyword throughout the content, facilitates the display of your page as a search result, when it is entered into the search engine by the user as a form of search. However, the use of the selected keyword must be controlled, since its excessive use can generate consequences for your page – keyword stuffing.


A good introduction should do two things:

  • Convince the reader to continue reading;
  • Introducing the topic.

Short Paragraphs

Each paragraph must form a single thematic unit and must be clearly separated from the others with white space.

Short paragraphs make your content easier to read and interpret.


Transition words are important for relating different paragraphs and connecting thoughts or ideas.

However, transition words are essential, they must not be added to every sentence and must be properly known to ensure their correct use.

Title and Meta Description

The title of the page (or “title”) is not necessarily the same as the article. The title actually refers to a property of the HTML code (the ), identified by the phrase that appears in the browser tab or in the search engine results page.

The meta description (or meta description) is intended to convince the reader to click on the link and visit the page. It is essential to create a flashy, interesting, informative and curious meta description.

It is important to remember that the text included in the meta description does not necessarily have to be displayed in your page content.

Heading Tags

Heading tags serve to present robots (and users) with a logical structure of the information on the pages. They must be attractive, precisely because they are descriptive, and informative.

There must be a hierarchy, according to the specificity of the content to be developed along the page, including the use of H2, H3 and so on.

As they are considered highlighted texts on the page, it is important to try to fit, especially in H1, the keywords that are being explored in the content.


All images on a page must have alternate text (or alt text). It is the use of alt text that helps search engines understand what the image represents.

Using the keyword in this field also helps in the organic positioning of your content, reinforcing to search engines the context in which the image is inserted.


Another element that the search engine spider scans for keywords is through the page address itself.

Therefore, it is essential that your URL is descriptive and that it contains the selected keyword.

What factors can affect your page’s placement?

Digital Marketing is in constant evolution and mutation and this forces SEO professionals and companies to pay special attention to both the positive and negative factors of what SEO is.

Once you’ve known the most important factors in your SEO strategy, it’s time to get to know some of the factors that can negatively affect your page’s placement in search engine search results.

Among the most important are:

  • Keyword stuffing;
  • Duplicate content;
  • Incorrect server responses;
  • Excessive number of unnatural links;
  • Pages that take a long time to load;
  • Excessive use of transition words;
  • Between others.

Local SEO

Local SEO is the creation of search engine optimization strategies, in order to highlight your business in local searches.

Through local SEO strategies it is possible to improve the organic positioning of your company and attract users who are searching for solutions in your region.


Local SEO Checklist

1 – Optimize your website

  • Create a contact page with address and phone number;
  • Add a map with your location;
  • Include the name of the city or region in the page title and description;
  • Have a responsive website, as more and more local searches are done via smartphones.

2- Produce local content

  • Select a local keyword;
  • Include local news and happenings;

3- Create an account on Google My Business

This tool is free and makes it easy for your company to be found by users. Through Google My Business, data such as address, directions, phone number and website are displayed on Google Search and Google Maps.

This functionality is even more important when it comes to local businesses. Depending on the user’s search and location, the search engine shows the closest companies that can solve the problem.

Posting photos, responding to comments and finding out how people researched the business are other advantages offered by this platform.

SEO Tools

As companies invest in SEO, there is a need to make the processes performed in this strategy more accessible and practical.

It is in this sense that the need for the use of tools grows. These tools help automate many manual tasks that end up taking a lot of time and making it difficult to prioritize more strategic activities.

Discover 5 of the most used SEO tools here:

1- Google Search Console;

2- SEMrush;

3- Yoast SEO;

4- Google Keyword Planner;

5- Google Trends.

So what are the advantages of SEO?

1- Democratization of access to users and visitors

Through SEO strategies it is possible to generate organic content for users, without resorting to paid ads.

2- Increase your website traffic

Organic traffic is increased when SEO strategies are used correctly and generate a better ranking for your website.

The better your page is positioned, the more clicks it will receive, which will lead to increased traffic to your site.

3- Qualified traffic

In addition to generating more organic traffic, SEO is capable of generating more qualified traffic. This is because when a user does his search on Google, or any other search engine, he is particularly interested in the topic he is looking for.

So, if your page has the answer to what this user is looking for, it is more likely that he will engage with your content and become a potential customer.

4- Increased brand authority

There are two types of search results: organic and paid.

When a page appears in the top positions of organic search engine results, its content confers more credibility than paid results.

5- Assistance in the sales funnel

When a user makes an internet search he may be considering a purchase, depending on the content he gets as a result of the search he will decide whether or not to make that purchase.

Therefore, producing relevant content can have a strong impact on your sales.

6- Continuous and long-term return

Unlike Ads strategies, which are interrupted when they are paused, one of the great advantages of SEO strategies is that they allow your company to continue to receive a return after the investment ends, that is, your page will continue to be ranked in the engines of research. Although it is necessary to guarantee its maintenance to obtain good results in the long term.

7- Improves conversion rate

Optimized pages with “What is SEO?” they are faster and easier to interpret, so they attract and retain more visitors.

We can then say that SEO is a highly important strategy in determining the success of your website and consequently the success of your company.

8- Competitive advantage

When you choose to work on your company’s SEO strategy, to position yourself on the first page of Google, for sure your competitor will do the same. So when you put efforts to implement your SEO strategy, to position yourself, someone will come down.

Basically, SEO is a constant challenge, which requires mastering some of the best practices and techniques in order to implement a successful strategy.


Now that the concept of “What is SEO?” is already familiar to you and you already know the advantages that this tool can provide to your business, it’s time to implement it in your digital strategies.

If you are looking for the ideal partner to ensure the success of your SEO strategies, get in touch with us or ask us for a free SEO analysis!

At Brand by Difference, we have a specialized team dedicated to ensuring your company’s success on digital channels!

Talk to us and let us position your business at the top of Google’s search results!

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