SEO in Inbound Marketing: How to Attract Quality Traffic to Your Website

November 2021

SEO, or search engine optimization, is a discipline that involves applying a series of techniques to web design and content in order to improve a website's position in search engines. It is very useful within an inbound marketing strategy.


The goal of SEO is to make a website appear at the top of the search results in order to attract more visitors and increase conversions


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To avoid confusion, it is important to distinguish between SEO and SEM:

  • SEO positions a website among organic results. With this technique, you can not pay the search engine to improve your positioning.

  • In contrast, SEM positions the website through paid ads in search engines.

Although there are many search engines worldwide, in most of the world Google is number one. Therefore, when we talk about SEO, in general we are talking about positioning a website on Google.


Within an inbound strategy, SEO techniques help create a channel for qualified, long-term traffic. Once these users have reached your website, you can use different strategies to contact them and encourage them to become potential clients or customers.


Advantages of SEO for Brands

  • If your website is your store, a good SEO strategy is equivalent to having a great window display in that it results in visits. For example, if you manage to position your website in the first place for a keyword with 100,000 searches per month, and the first result takes 20% of the clicks, you will have 20,000 more monthly visits.
  • Through SEO techniques, you can attract visitors to your website, so it is a very useful tool in your inbound marketing strategy and can turn visitors into leads and then into paying customers.
  • Optimizing a website for search engines requires time and effort, but keep in mind that it is a source of long-term results. Once you have managed to position your website well, you will have a constant source of visits without additional costs.
  • Web positioning techniques are designed to improve the user experience and the quality of your content. If you apply them correctly, not only will you be able to position higher in the search engine results pages, but also get better results from your website in general.
  • Generally, users rely on Google's algorithms to distinguish which pages are trustworthy and contain the information they seek. Therefore, if your website appears among the first results, people will tend to trust your brand more, and you will have an easier time converting them.


Types of SEO

There are two fundamental distinctions we have to make to differentiate the types of SEO. One is on-page SEO versus off-page SEO, and the other is white hat SEO versus black hat SEO.


On-Page SEO and Off-Page SEO

  • On-page SEO is, as its name suggests, the type that focuses on improving the website itself through the optimization of elements like content, titles, descriptions, loading times, etc For search engines, on-page SEO improves the relevance of a webpage and its correspondence with a specific search or searches. It can also attract users thanks to the content that is displayed on Google's results pages (title and description of the page, rich snippets, lists, etc.). Additionally, by improving the structure of your website and its content, on-page SEO will improve user experience.
  • Off-page SEO focuses on external factors and aims to determine the authority or popularity of a website. It includes elements like links to other website, presence on social networks, mentions in media, and the ratio of users who click on your site or your links when they appear in the search results. In short, think of off-page SEO as the public relations for our website.


White Hat SEO and Black Hat SEO 

  • White hat SEO is based on techniques that comply with the guidelines of search engines and that aim to position a website in an ethical manner. In general, white hat techniques result in higher quality websites and improve the user experience.

  • In contrast, black hat SEO seeks to bypass the rules and achieve rapid results in a short time. This can be done by including hidden content on a website or spamming forums and blogs with links. Although sometimes you can get a quick jump in positioning, in the long term it is very risky and it also does not add value to your brand or to the users, so it is not recommend.


Basic Techniques of Search Engine Optimization

SEO techniques can be very complex and they constantly get updated as Google modifies its algorithms. However, here are some of the basic tools that will improve your web positioning within an inbound marketing strategy.


Selecting Keywords

Keywords correspond with what you want your website to position for. For example, if you sell ethically made clothing, you'll want to select keywords that correspond to the items (shirts, dresses, pants, etc.) but also highlight the fact that you are a social enterprise (ethically made, ethical clothing brand, etc.). Therefore, a good SEO strategy is based on studying which words or phrases are the most searched within your field and then seeing how you can include them in your website so that Google detects them.


Web Optimization

Websites that often breakdown or are poorly optimized for mobile devices and have excessive loading times are SEO's biggest enemies. To be able to position well in search engine results pages, it is necessary to fine tune your website from a technical point of view.


Choose Friendly URLs

The URLs or links to the different pages within a website are a key aspect when it comes to positioning. Ideally, they should be as simple as possible and contain the keywords that you seek to position for.


Create Quality Content

Search engines like pages which are useful to users. Having well organized, quality content that you update regularly will help you improve your SEO.


Titles, Headings, and Descriptions

All articles and pages within a website must have a descriptive title containing the keywords. They should also be divided into different sections, each with its corresponding heading. Additionally, the descriptions of each page appear in the search engine results, so optimizing these is also a priority.


Link Building

Link building refers to techniques designed to generate inbound links to your website from other quality sites. Always seek to get links from well optimized, trustworthy sites. Pay attention to details such as the text of the link and the type of relationship established with our page (follow or no follow).

We hope this information helps you to learn a little more about what SEO is and how you can improve your positioning on search engines and add to your inbound marketing strategy.


If you want to develop your SEO strategy or optimize your positioning results, please don't hesitate to contact us! We would be happy to be part of your team and help you attract more quality traffic to your website. 

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Helena Alcoverro

Helena Alcoverro

Inbound Marketing Strategist at Cyberclick. Helena holds a degree in Advertising and Public Relations from UPF. She specializes in inbound marketing campaigns, digital content creation and web positioning, with experience in CRM management and HubSpot.