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What is SEO?

What is SEO

SEO means “Search Engine Optimization” or in Portuguese “optimization for search engines”. It is the practice of optimizing pages on the web to achieve a better positioning in the search results of Google and other search engines. SEO focuses on improving the positioning in organic search (not paid). If you have a website and want to attract more visitors, these practices should be included in your marketing plans and budget. Let's see what SEO is.

Google algorithm

Positioning in search results is determined by Google's algorithm. Although Google's algorithm remains secret, years of SEO experience give us a good idea of what factors are important for good search positioning. We can divide these ranking factors into two groups:

On-Page SEO Factors

The ranking of your website is decided in part by on-page factors. On-page SEO factors include technical aspects (website speed and structured data markup for example) and aspects related to content (website structure, quality of publications, etc.).

Read too: "10 Important Items for On-Page SEO

Off-Page SEO Factors

In addition to the on-page factors we have the off-page SEO factors. These are factors external to the site, such as links received from other sites and participation in social networks. Because they are external factors, they are more difficult to work with and require more time to achieve good results. The most important factor of off-page SEO is the number and quality of links that the site receives from other sites. The more quality links, links from relevant sites, the better your site will be positioned on Google.

Another off-page SEO factor is related to the segment in which your website / business is inserted. The more competitive the operating environment, the greater the efforts to achieve better positions. It is much easier to rank an ecommerce that sells bonsai than an ecommerce that sells smartphones for example.

Holistic SEO

I try to work SEO in a holistic way. Holistic SEO is the term that I adopted and that is also used by other companies in the market. Basically it means: make and maintain the best website you can. Don't try to deceive searchers with short-term strategies and tricks, but build a solid long-term SEO strategy. Your website will stand out if it presents quality content and a good experience for visitors.

Read too: "6 objections to SEO and how to deal with them

Ranking well permanently in search requires an SEO strategy focused on all aspects of your website and marketing. Technical aspects, user experience (UX) and the content of your website must be constantly optimized for better positioning on Google.

In Brazil, Google accounts for 97% of searches. Therefore, follow the good practices recommended by Google and your site will be more likely to appear well positioned.

Market share search engines in Brazil
Market share search engines in Brazil

Learning SEO

There are many ways to learn SEO. If you have a website and want to learn how to optimize it, you can search for content on the internet, books or online courses. As it is a broad subject, I suggest that you seek, in addition to basic knowledge, specific topics such as website structure, technical SEO, keyword research, content SEO, link building, etc. These are just a few aspects of SEO that you need to master to position your site well in search.

If you don’t have so much time available to learn but want to better position your website or company, I offer a complete SEO consultancy focusing on every aspect of on-page and off-page SEO.


SEO is the practice of optimizing websites to achieve better positions on Google or other search engines. I believe that holistic SEO is the best way to achieve better positions because it works every aspect of your website. Do not use black hat because eventually you can be punished by the seekers. Practice SEO sustainably, with a focus on the user, and the results will appear.

Keep reading: “The definitive quia for WordPress SEO”

Keep reading: "10 pros and cons of being an SEO professional

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