Search engine optimization (SEO)

SEO is a mandatory marketing tactic for anyone who wants their website to be found on search engines like Google.

SEO stands for “Search Engine Optimization”. In simple terms, it means the process of improving your website to increase your visibility in relevant searches. The better your visibility in search results, the more likely you are to attract attention and attract existing and potential customers to your company.

Search engines like Google and Bing use bots to crawl web pages, going from one site to another, collecting information about those pages and placing them in an index. Then, the algorithms analyze the index to determine the order in which the pages should appear in the search results for a given query.

The search algorithms are designed to display relevant results, quality content and pages with greater authority on a given topic in order to fully satisfy the searcher. Optimizing your site and content with a well done keyword research can help your pages ranking higher in search results.

Unlike paid search ads (PPC), it is not possible to pay search engines to get better rankings in organic searches. But you can improve your performance by taking into account all of the important ranking factors.

Although SEO takes a lot of time and effort, it pays off exponentially over time. Here are some of the benefits of using this strategy:

  1. Is the largest source of website traffic
  2. Improves User Experience (UX) on the Site
  3. Has No Paid Ads
  4. Increases Brand Awareness
  5. Builds Trust and Credibility
  6. Provides Great Insights

  1. SEO is the Largest Source of Website Traffic

SEO is one of the best inbound marketing tactics. When users are looking for something related to your business or category, they know what they want and are actively looking for information, they are potential leads. SEO helps to target specific groups and bring quality traffic to your site, without being intrusive or annoying like TV ads or telemarketing, for example. SEO is very customer-centric and can help you reach a specific section of people online.

Google is the most popular search engine in the world, handling approximately 63,000 searches per second every day! Read more in our article “Search Share of Search Engines by Country“. This means that anyone with a desktop or smartphone and an Internet connection visits the site to find answers to their search queries at least once a day. 

The first organic search result on a Google SERP (search engine results page) receives 32% of clicks, while the top three organic search results get 75% of all traffic. With SEO, you can reach those who are looking for what you are offering efficiently. Several studies have found that SEO is responsible for bringing 53% of website traffic.

search engine optimization seo link37 user experience
search engine optimization seo link37 user experience

  2. SEO Improves User Experience (UX) on the Site

Everyone wants great positions in the organic rankings and maximum visibility. But few realize that a great user experience (User Experience – UX) is essential to get there.

Google has already learned how to interpret a user experience, favorable or unfavorable, and a positive user experience has become an essential element for the success of a website. Customers know what they want and if they can’t find it, there is a problem  and performance is degraded.

A clear example of building a strong user experience is how Google has increasingly become a response mechanism, providing users with the desired information directly in the SERPs.

The intention is to offer users the information they seek in less clicks, quickly and easily. Quality SEO incorporates a positive user experience, taking advantage of it to work in favor of the brand.

Google is constantly monitoring user behavior, including time spent on a page or website, bounce rate, etc. to decide if they had a good experience when visiting a website.

This is one of the factors that Google takes into account for its rankings and the most important in SEO, which cannot be ignored. Even if you manage to be placed at the top of the search results for a brief period, but then you cannot impress the users who come to your site, your search ranking will suffer over time and will no longer appear in a prominent position.

  3. SEO Has No Paid Ads

Low costs are one of the biggest benefits of SEO. There are 2 forms of search engine marketing (SEM): paid (SEA) and unpaid (SEO). Although most digital marketers strongly bet or strongly recommend one form of online marketing over another, we believe that a good combination of paid and unpaid marketing methods (SEO and SEA) is the key to success.

While paid marketing is responsible for about 15% of website traffic, it is not always the best course of action for small businesses that are just getting started and have budget constraints that make it difficult to afford ad costs. On the contrary, SEO only needs a single investment in human resources and can produce long-term results.

search engine optimization seo link37 brand awareness 4
search engine optimization seo link37 brand awareness 4

  4. SEO Increases Brand Awareness

Search engine optimization (SEO) ensures that your product is easily found by search engine sites (Google, Bing, Yahoo etc.) through regular and organic searches. Once you manage to stay at the top of the ranking, Internet users will see you more.

This leads to an increased likelihood for your link to be clicked, which leads users to your site. One of the benefits of SEO for your company is to further leverage your brand awareness.

The more relevant SERPs your business appears at the top of the page, the more attention you can attract, thereby increasing awareness of your brand and your products or services. SEO helps you create a continuous online buzz around your brand, which in turn helps to promote brand recall. With SEO, you can excel by giving your brand a strong voice and it helps you connect with your target audience.

  5. SEO Builds Trust and Credibility

The ranking in first, second or third place can give the idea to your customers that your brand is one of the main ones in the market, showing that it is popular and that many users have already researched it.

On the other hand, if your brand appears at the bottom of search engine results, customers may think that your brand is not yet well known or even new on the market.

Being at the top of Google’s search results means that the search engine considers you a relevant, useful and genuine source of information and prefers you to other sites.

SEO helps establish the authority of your site through various practices, such as obtaining backlinks from other trusted sites in your area, optimizing page content, identifying crawl errors and broken links, improving your site’s user experience , etc.

Bringing a Google user to your site is one thing, but getting them to stay or come back is quite another. SEO helps achieve all of these goals, while doing wonders for your brand’s credibility and trust. But none of this happens overnight and will require continuous effort.

  6. SEO Provides Great Insights

We are able to gain valuable insights through SEO – things like the times of the year, month or day when customers are most active, the regions where most of the traffic comes from, the language they use when searching for information online, etc.

While you can use Google Keyword Planner, or other similar tools, to find out which keywords are most relevant to your business, Google Analytics will tell you a lot about the user’s browsing behavior, interests, etc. This will not only help you to plan your SEO strategy, but also to correct the hand, if you identify new trends in user behavior.


There are countless ways to improve a brand’s reputation and brand equity. The digital world has provided us with a multitude of options to be explored in order to achieve business goals.

Search engine optimization (SEO) is one of the strategies that will help you succeed and fight the competition. SEO refers to a website’s ability to obtain quantitative and qualitative visits through organic search engine results. Take the challenge and use SEO to your advantage!

Search engine optimization is constant, which requires a continuous effort to optimize our content. Google itself uses constant improvements to its algorithm, which means that its ranking criteria will also change.

Link37 is a specialist in SEO and is always in continuous learning of new changes in the digital world. We help companies to leverage their business. SEO is essential for any type of business, but it is also something that takes time and requires continuous effort.

Don’t have time and need to dedicate yourself to other areas of your business? We help!


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