What Is SEO and Why It’s Essential for Your Digital Marketing Strategy

Did you know that over 90% of users never go beyond the first page of Google results?

If your business doesn't appear there, it practically doesn't exist online. The good news? SEO can change that.

SEO is trending

And it’s not just me saying that — 75% of users believe SEO has a strong or very strong impact. This is normal, since approximately 54% of web traffic comes from organic searches .

But what exactly is SEO? How can it help my business?

In this article, I'm going to explain this concept in detail, why it's important in a digital marketing strategy, and why it's so necessary for your business today.

What Is SEO (and Why It Matters)

SEO, or Search Engine Optimization , is a set of processes aimed at improving your business's ranking in search engines to increase organic traffic.

SEO activities can take place both on and off a website. That's why you'll often see SEO divided into "on-page" and "off-page" categories:

On-page

This is the relevance of a website. It ensures that the page is optimized so that search engines understand its content , that is, what services your business offers. On-page SEO includes keyword optimization, user experience, content creation and optimization, URL formatting, and loading time.

Off-page

This part of SEO focuses on factors external to the website . The most important factors in off-page SEO are the number and quality of links, social media presence, mentions on other websites, brand authority, and search engine performance, i.e., the CTR our results receive from a search engine.

Why SEO Is So Important for Your Business

Here's a fact: Google's first organic result is 10 times more likely to receive a click than a page in position 8, with the top three organic results receiving over 50% of all clicks.

Strong SEO makes your website more valuable

For users, because it appears on the first page of results when they type in keywords related to your business.

For search engines (or, in Google's case, its "spider" ), because they can understand what your page is about, what services you offer, and show it to users when it's relevant.

What can I do to get search engines to show me?

Work on the SEO of your website.

Here are the first steps to improve your SEO:

• Define your main keywords.

• Optimize the titles and descriptions of each page.

• Improve the loading speed of your website.

• Create useful and original content.

• Claim and optimize your Google Business Profile.

• Get quality links from other relevant websites.

Search engines crawl the web using bots that analyzes the content of different web pages. Their goal is to satisfy users, and to do so, they must select the best pages and offer them as the first search results.

The crawling process begins by searching for new or updated pages. For a search engine to find a website, it must have at least one link pointing to it.

Next comes indexing . Once the bot has crawled a website and gathered the necessary information, these pages are included in an index. There, they are sorted by content, authority, and relevance. This way, when a user enters a query into the search engine, it will be much easier to display the results most closely related to their search.

While it's important to use keywords in your web content, the spider also prioritizes the publication date, the appearance and title of images, videos, or animations, and the quality of the content.

Once this process is complete, it's time to display the result to the user: the algorithm determines which pages are most relevant and displays them.

How often does the “spider” or bot pass by?

Nobody knows. It's one of Google's best-kept secrets. Hence the importance of having a constantly updated website or blog, as well as keeping your Google Business Profile active.

And what does this have to do with my digital marketing strategy?

A lot. Because what's the point of having a well-designed website, social media profiles aligned with your brand, and advertising or email marketing campaigns ready... if no one can find you?

SEO is an essential part of any digital marketing strategy . It's not a stand-alone action, but rather an integration of processes that help improve your business's search engine ranking within your overall strategy.

Building a strong and consistent digital brand is just as important as creating optimized content that boosts your online visibility. The two go hand in hand: your brand identity attracts attention, and SEO helps you get found.

What’s ChatGPT Got to Do with SEO?

Thanks to generative artificial intelligence, the way we use search engines is changing. ChatGPT, Gemini, and other generative AI tools use the web to search for information. Therefore, having an updated website, references on other websites, a Google Business Profile page, social media... any online presence helps spiders and AI tools find your business , understand the services you offer, and showcase them to users.

Top SEO Trends to Watch

• Artificial intelligence will influence how Google interprets search intent.

• Local SEO and Google Maps optimization will become even more important.

• Loading speed and mobile experience will continue to be key factors.

• AI-generated content will require human oversight to maintain quality and authenticity.

That's why your main goal in SEO should be to make sure you're offering relevant content .

Why? Because the goal of search engines is to show users relevant results.

Relevance is about meeting the user's search intent —the reason they used a specific search query. This means staying on top of your potential customers' needs, constantly updating your online presence, and maintaining a consistent and aligned digital image.

It may seem like a lot of work, but today, an online presence is essential, and for that, good SEO optimization is necessary. In fact, in many US industries, every dollar invested in SEO yields a 748% ROI .

Isn't it worth giving your SEO a chance?

🌐 Your website can be more than just a digital business card.

Optimize it with a powerful SEO strategy and let organic traffic do the work for you.

👉 Let’s talk about your SEO strategy.