Companies that own a website and/or virtual store will always want to be on the first page of Google and go even further, ranking first in searches. But with that goal in mind, some doubts arise, is there any service for that? Which is? How should it be done? This “magic” service does exist! And it’s called SEO or Search Engine Optimization.

What is SEO?

Simply and straightforward, SEO basically consists of providing information to search engines (eg Google, Bing, and Yahoo) about the content on your site, aiming to gain authority over your competitors, leading to improved search rankings and a significant increase in traffic.

An SEO project is formed by a set of techniques and professionals from different sectors, being able to find programmers, designers, copywriters, advertisers, performance analysts, among others. There must be an excellent synchrony between these techniques and professionals, because for each SEO project there will be a different competition, requiring unique forms of planning.

How to make quality SEO:

We share a basic SEO project in 16 pillars, in which we separate internal topics where you can use as a basis for study and planning.

1. Layout & Architecture:

• Content should be clear and open;
• Avoid ads over content;
• Create hierarchical content;
• Keep a clean navigation;
• Use “nofollow” for ads and affiliate links;
• User friendly URLs;
• Leave contact information always visible;
• Include the pages of “privacy policies” and “about”;

2. Keyword Research:

3. Title Tags:

• Use your main keyword in your title;
• Make it “clickable”;
• Add your mark at the end;
• Do not repeat keywords;
• Formula “Title Tag”: Keyword in focus + Secondary keyword + Brand name;
• Holds between 50 – 60 characters;

4. Meta Descriptions:

• Write something brief and concise;
• Include the main keyword as fast as possible;
• Holds between 150 – 160 characters;

5. Header Tags:

• Write a single H1 tag for each page;
• Use the main keyword in H1;
• Use latent semantic indexing keywords (LSI Keywords) in the H2 & H3 tags;

6. The Content:

• Use the main keyword in the first paragraph;
• Long content is related to better rankings;
• Keep keyword density between 2% – 4%;
• Write texts with latent semantic indexing keywords;
• Add internal & external links;
• Prioritize quality rather than frequency;
• Configure Rich Snippets & Structured Data;

7. User Experience:

• Decrease your Rejection Rate;
• Use “scrollmaps” software;
• Use “heatmaps” tracking;
• Reduce the use of pop-ups;
• Be careful with interstitial ads (ads before page loading);
• Have a site optimized for mobile devices;
• Set up friendly 404 pages;
• Implement an SSL certificate;

8. Google Analytics & Search Console:

• Note the keywords that your site has the most impressions;
• Look at the keywords in which your site is best positioned;
• Assign internal links to pages with more impressions and better rankings;
• Check & Correct crawling errors;
• Configure & Submit a sitemap.xml;

9. Site speed:

• Optimize the loading time (Desktop / Mobile);
• Enjoy the browser cache;
• Compress the JavaScript files;
• Compress CSS files;
• Reduce response time with the server;

10. Image optimization:

• Add alt text for all images;
• Use a descriptive name for the files;
• Compress the image size;

11. Link Building:

• Build links from sites with large domain authority (Domain Authority);
• List the sites by topics;
• Add links within the content;
• Follow the backlinks of competitors;
• Diversify Your Links & Texts Anchor;

12. Google Penalty Recovery:

• Be aware when your traffic drops;
• Remove bad links;
• Deny unknown connections;
• Check for hacks;
• File a reconsideration request;

13. Social Media:

• Always be active in social networks;
• Set up a Twitter Card;
• Set up Facebook Like Box;
• Set up a Google Plus Badge;
• Add tanned and share buttons;
• Encourage your audience to share your content;

14. Content promotion:

• Find popular content in your niche and improve it;
• Use sharing assets (eg infographics);
• Disclose via Email;
• Share content from other people, aiming at reciprocity;

15. Tips & General advice:

Regardless of your business, if you invest time and/or money in digital marketing, you must know very well who is on the other side of the screen, that is, getting to know your target audience. Knowing who your main audience is and with a push of digital marketing is possible to interact with them in the right and effective way, converting them into leads. But after all, what is it?

They are visitors to your site who have provided some personal information (name, email, phone, hobbies and etc.) through a tool (newsletter, form and etc.) in exchange for something of value offered by your company (content, promotions, evaluations and etc.).

By separating the leads from your business, you need to keep in mind the need to nurture them properly and efficiently, increasing the likelihood of converting them into customers so that your business gets the wanted ROI.

“Leads are people who generate some business opportunity by showing interest in the products or services offered by your company.”

Examples of how to identify them:

• New subscriber in your Newsletter;
• A user registers for his test version of his software;
• The visitor who filled out a contact form seeking information;

Considering that everything in Inbound Marketing turns into measurable data, with your target audience it could not be any different. To succeed in digital marketing work fragmentation of your leads is essential in order to develop effective action strategies.

The fragmentation of your leads can be divided into three layers, being demographic information, personalities, and behavior.

Demographic Layer:

Being the most used and oldest among the three, demographic analysis of leads is where you define who is interested in your content, product, or service. In the demographic layer we obtain information of the type:

• Age
• Gender
• Location
• Income
• Education

Personality Layer:

Gathering information about the personality of your leads is not a simple job like the demographic analysis. Assign personalities to your leads goes beyond a visit to your site, it may be necessary to create forms aimed at capturing this type of information. In the personality layer it contains information of type:

• Values
• About Me
• Lifestyle
• Goals
• Concerns

Behavioral Layer:

The behavioral layer is extremely important if your business aims to increase conversions, this layer is defined by the behavioral analysis in which it can inform you how close your client is to conversion. In the behavior layer it contains information of type:

• Number of Visits
• Emails Open and Clicked
• Social Media Interactions
• Content Download
• Plays in Videos

What stages can my leads be found?

The leads that qualify as cold are those that just qualifies as a lead or already have a time with your company, but are not engaged. In some cases, it can be said that he has lost the “will” to make a purchase.

Already lukewarm leads are the ones that are considering that your company can solve your problem. He already has some engagement with his brand, but there are still doubts, where the process of nutrition of leads is fundamental to finally your questions.

Finally, the hot leads at this stage your leads are one step away from making the purchase because they already trust your company and are engaged with your brand.

How do I generate my leads?”

Lead generation is considered by digital marketing companies, as one of the great goals of inbound marketing, which it is related to techniques aimed at attracting and engaging visitors within your business.

The process consists of the creation and delivery of quality content to visitors aiming to arouse their interest, thus developing a relationship between your company and your visitors.

It is worth noting the paramount importance of the nutrition of your captured leads so that the primary objective of every business (that is the realization of sales) is reached.

What is Inbound Marketing?

Inbound Marketing strategies were born out of the need for new methods of approaching people. Its techniques of action are totally linked to the environment created by the Internet, in which new means of consumption of information, products, visual media, and services were developed.

Contrasting its older brother, Outbound Marketing, and its traditional methods of marketing, Inbound Marketing tends to gain more and more strength in the marketing world due to the uncontrollable growth of the internet.

Directly: inbound X outbound

Inbound Marketing

Inbound is any and all online strategy made for the purpose of attracting or increasing people’s interest rather than buying them. Your marketing is created by creativity and talent. Its communication is built in an interactive and double way in which your customers find your company through search engines, referrals, and social media.

Outbound Marketing

Outbound tactics are made with the objective of selling certain products or services in an uninterrupted manner, in which your marketing is built with unilateral methods where there will be no interaction with your customers. Companies that invest in Outbound are found through impressions, commercials of TVs, radios, banners and cold calls.

The work of Inbound Marketing is divided into 5 steps:

1. 1. Traffic Attraction;
   2. Conversion of Visitors to Leads;
   3. Conversion of Leads into Customers;
   4. Customer Loyalty;
   5. Customer Transformation in Disclosures;

As stated previously, Inbound Marketing techniques are geared toward the web environment, where everything is connected and working 24/7, without being different, inbound strategies are complementary to each other, constituting a complete, effective, and powerful form of marketing.

By fully integrating your goals and services, each and every Inbound Marketing service can be measured in detail and accurately, making it more practical to understand how your visitors, leads, and customers behave on your website, blog, store virtual, or application, contributing to decision making.

Some Inbound Marketing services we offer:

Services to Attract:

1. 1. SEO: Optimizing your site with the right keywords is the most efficient way to get more visibility and visitors. About 80% of the customer’s purchase process begins with an online survey of a specific product or service.
   2. Blog: The production of quality content through a blog is essential to establish trust and generate brand value. This means of communication should be based on its previously created personas so that they are educated on the correct form.
   3. Landing Page: Landing pages are pages on which people are directed by clicking on a link. This page is essential in the buying cycle and you must have the right content for your goal to be achieved, which is to pass the correct information about a particular product or service clearly and directly.

Services for Conversion:

1. 1. Calls-to-Action: These are buttons or links that have the mission of encouraging visitors or leads to perform certain actions, such as downloading an e-book or scheduling a consultancy.
   2. Form: Forms are located on landing pages after a Calls-to-Action action. These forms have the function of collecting visitor information so that you can turn them into leads or collect leads information so they can turn them into customers.
   3. E-mail Marketing: The goal of email marketing is to educate your leads who are not ready to make a purchase, with meaningful information adding value and trust to your product and service. Well-designed email marketing planning is a great way to grow.

Reasons to Invest in Inbound Marketing:

• About 80% of people do at least one online search before making a purchase;
• Inbound Marketing is 62% cheaper than Outbound Marketing;
• Inbound Marketing Services allows the precise identification of the target audience of your company which it helps to choose the best way to please them;
• Companies that invest in content marketing gain about 55% more traffic on their site, allowing greater engagement and brand recognition;
• 72% of business owners say that social media helps in closing a deal;