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✅ Curso SEO Para Posicionar tu web TOP 1 en Google — Transcript

by Pedro SEO · 18,440 words · 2,666 segments · language en · Watch on YouTube

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0:00Hello everyone, welcome to the best
0:032026 SEO course you will find on
0:06YouTube. I guarantee it. I'm going to
0:09explain what you need to do to rank
0:11your website on Google and how, by
0:13doing this, LLMs like ChatGPT, Gemini,
0:15and Claude will recommend your business
0:18. I will explain it with practical
0:20examples, with real cases of clients we
0:23have at our agency, and most
0:25importantly, with hands-on examples you
0:27can apply yourself. I won't get into
0:30technical details. All I want is for
0:32you to be able to apply this and do it
0:34yourself. Before we start, I want to
0:37invite you for free to my private
0:39WhatsApp community, where we share
0:41different resources and templates that
0:43we use at our agency, Paloose, and I'll
0:45also share exclusive content that I'll
0:48only send there. If you want to join
0:50for free, I'll leave the link in the
0:52video description. And remember, spots
0:54are limited because WhatsApp has a cap
0:56on how many people can join the groups,
0:57so hurry up. And now, let's get started
1:00. Okay, let's start with the basics:
1:06what is SEO? I'm sure many of you
1:09already know, but I just want to
1:11differentiate what SEO was in 2021,
1:13which was basically convincing Google's
1:15algorithm that our page was the most
1:17relevant for a specific keyword. In
1:21other words, we wanted to please Google
1:23. Today, SEO is about optimizing your
1:27authority and content to be the trusted
1:30answer users find on any interface.
1:34Let's say that now SEO can be worked on
1:36within Google, YouTube, ChatGPT, AI,
1:39social media, and more. So, for me,
1:43today, SEO is about optimizing your
1:45content to be the best answer for the
1:47user. So, here we are going to learn
1:51how to do modern SEO and why doing SEO
1:53in 2026 is likely one of the best
1:56marketing strategies today. Basically
1:59because SEO is the most authentic
2:01organic traffic for a business. Let's
2:03say we are going to get the user to
2:05reach our website on their own
2:07initiative. Today we have intention
2:10versus interruption. Let's say
2:13intention is the magnet—we attract
2:16the user—while interruption is like a
2:19megaphone where we try to grab
2:21attention, right? Using all the social
2:24media platforms. Let's say on a social
2:26network, you kind of interrupt what the
2:29user is doing. With SEO, what we
2:31achieve is that when a user searches
2:33for something, they find what they are
2:35most predisposed to consume. At the end
2:38of the day, when we do SEO, it's a lot
2:40like the stock market with compound
2:42interest. It’s a snowball effect.
2:44Let's say what we are going to do is
2:46grow over time. The longer we work on
2:49SEO, the more results we are going to
2:51get. With ads, when you stop paying,
2:53well, that's it, right? Ultimately, we
2:55break down the barrier of entry
2:57regarding trust. It's a bit like what
2:58we were saying, right? In 2026, the
3:00user is already blind to so many ads.
3:03There is so much advertising impact
3:05that ads are just like, stop showing me
3:07these ads, right? That's why people
3:09like SEO; the user ends up knowing us,
3:12finding us, consuming the content
3:14better, and buying the product because
3:16they were the ones who searched for us,
3:19okay? That's why we see that an SEO
3:21campaign always has a better return on
3:24results than a paid media or SEM
3:26campaign. At the end of the day, the
3:28profitability is real. Let's say the
3:29CAC tends to go up because there is
3:31more competition, right? The customer
3:33acquisition cost. However, since SEO is
3:36evergreen, the customer's lifetime
3:38value tends to last longer, okay?
3:41Evergreen means that it lasts over time
3:43. Let's say that if we manage to rank
3:46for a keyword, usually, we stay there
3:48for quite a long time. Okay? I'm
3:50telling you the beautiful things about
3:52SEO, but you have to know some things
3:53that aren't so beautiful, okay? SEO is
3:56not free as such. Let's say SEO needs
3:59time, and time is money, so it's not
4:02free, okay? So we will have to invest,
4:04and you will see that when you reach
4:07more advanced stages, we also have to
4:09make a small investment. It's not a
4:11mathematical formula. In the past, it
4:13could work very mathematically. Before,
4:16a few years ago, Google worked a lot by
4:19algorithms. So, at the end of the day,
4:21an algorithm is nothing more than a
4:22mathematical formula. Today there are
4:24neural networks, there is artificial
4:26intelligence, so it's no longer just
4:28black and white. Now you have to use
4:31different strategies that we are going
4:33to explain in this video, how we do it,
4:35with real examples, with real clients
4:37from our agency. So you'll see how we
4:39do it and how you can apply it, because
4:41in this session we are going to focus
4:43100%on the practical side so you can
4:45implement it yourself, okay? SEO can be
4:48complicated, I won't lie to you. There
4:50are parts that tend to be more
4:52complicated than others. Don't worry,
4:55in this video I'm going to explain
4:56everything step-by-step so you can
4:58apply it, okay? So, there are advanced
5:01things that can get complicated and
5:03require technical work, but here
5:04we’re going to make sure anyone can
5:06do it on their own, okay? And lastly,
5:09something people don't like: it’s not
5:11fast, SEO is a long-term game, okay? It
5:13is a long-term game. If we want quick
5:16results, we have Paid Media, we have
5:18Google Ads, SEM, and so on. SEO, at the
5:21end of the day, is always for the long
5:23term. At the agency, we usually deliver
5:26results in 3 to 4 months. Hey, Pedro,
5:28are there clients who take a year to
5:30see results? Yes, there are clients for
5:33whom we get results in two months too,
5:35but the average is usually 3 months,
5:36okay? Let's just keep that in mind. A
5:40current problem I see within the SEO
5:42sector, organic web positioning, okay?
5:45Experts explaining 2023 techniques that
5:47have changed a lot today due to
5:48artificial intelligence, and which no
5:50longer work, okay? Companies, or rather
5:53agencies, offering obsolete services.
5:56We get a lot of clients coming from
5:58other agencies, burnt out, with no
6:00results, especially those who come with
6:02digital kit services and such, who
6:04haven't seen any SEO results, so we
6:06have to educate them and get them to,
6:08well, place their trust in us. It is
6:11what it is, but well, it happens a lot
6:13too. Malicious software to cheat or
6:15that just isn't useful anymore. Let's
6:18say that since SEO has been around for
6:20many years, things that worked before
6:22don't work anymore today. Yet, even
6:24today, this software is still being
6:27sold. So, be very careful with this.
6:30Don't worry, if you stick around here,
6:32you'll be up to date on everything, or
6:33you can ask in the community or
6:34whatever, but just be careful with all
6:36of this, okay? Training courses
6:38explaining techniques that no longer
6:40work. This is a real pain because many
6:43SEO master's degrees become outdated
6:45from one year to the next, or even from
6:48one month to the next. SEO changes a
6:50lot. So, that is why you have to keep
6:52updating yourself every single day. So,
6:55it's a shame for those masters or those
6:56people who took a master's program a
6:58few years ago, because what they did
7:00back then doesn't really work today.
7:03That's why I always say that if you
7:04want to work in SEO or want to learn
7:06SEO, be in a community where you can
7:08ask questions or stay up to date,
7:10because if you take a master's course
7:12that has a beginning, an end, goodbye,
7:15done, it's over. And then, two years
7:17later, you'll say, "Hey, why isn't this
7:19working? Why isn't this going well for
7:21me?" and so on, we warned you. That's
7:22why a community is good, to stay up to
7:24date or simply to ask any questions
7:25that may arise. And finally, which is
7:28closely related, many freelance
7:30professionals who took the master's
7:31back then haven't updated themselves,
7:33and today they keep doing the same
7:34thing and aren't getting results. And
7:38this has even happened to me with
7:39people on my team who took master's
7:41courses at well-known places and
7:42haven't fully updated themselves, so
7:44they keep doing more of the same and
7:45the results weren't coming in. Luckily
7:48we caught it and said, "Hey, we're
7:49going to change this, we're going to do
7:50this, that, and the other," and they
7:51stay up to date and that's it. But I
7:53say it because it's a fairly common
7:55mistake we see in the sector, okay? At
7:57the end of the day, by their fruits you
7:59shall know them. So, look very closely
8:01at what they're actually doing, okay?
8:03So, that's it, just quick tips for
8:05hiring a freelancer or an SEO agency,
8:06if that's what you have in mind, okay?
8:09Quick tips: they should work by KPI
8:11objectives and with a strategy. After
8:14all, when we do SEO, we are doing
8:16digital marketing. When we do digital
8:18marketing, what we want is for the
8:19client to sell more. So, an SEO must
8:22always have a KPI, that is, a key
8:24indicator to know if what they are
8:26doing makes sense or not. I really like
8:30working with e-commerce because it's
8:32very visible; it's very easy to
8:33demonstrate that our service makes
8:35sense. Before, you were billing 100,
8:38now you are billing 1,000 thanks to
8:40this keyword being in this position.
8:42Proven, easy, fast, right? So, the key
8:45is also to think about the strategy.
8:47When we do SEO, especially, there's a
8:49lot of technical SEO that's always
8:50thinking about keywords and so on. So,
8:53you always have to have that strategic
8:55vision within the business, okay? not
8:57just thinking SEO for SEO's sake, right
8:59? Another point, and I'm shooting
9:01myself in the foot a bit here, is that
9:02years of experience don't really matter
9:04. You could say, well, I say it many
9:07times, I have 12 years of experience in
9:09the sector, and it's true that it helps
9:11to have a bigger framework or a more
9:12global vision of everything, but as we
9:14said, everything changes very fast. If
9:17you don't update yourself, you get left
9:18behind. So, let years of experience be
9:20a factor, but don't let it be the
9:22deciding one. There are many profiles
9:24within SEO. There's the technical
9:27profile, there's a profile that does
9:29more press releases, link building,
9:31there's someone who creates content, a
9:33writer, a copywriter, there's a more
9:35strategic SEO who thinks more globally.
9:37So, well, there are different profiles,
9:39just keep that in mind. Another super
9:41important thing: it's never A, B, C.
9:44Let's not always just follow the same
9:46old routine. Let's always adapt. So it
9:49is true that every agency, every
9:51freelancer has their own methodology.
9:54We have our own methodology that works
9:56for us with all our clients, or most of
9:58them, but it's always adapted to each
9:59case, to each client. So, we can't
10:02always do the same old thing because I
10:04see that a lot in many agencies that
10:05just limit themselves to doing the same
10:07, a content plan, some links, and see
10:09you later. That doesn't work anymore.
10:10Don't let them just sell you on this
10:12content plan and link building thing,
10:13it's pretty tied together, right? I
10:15mean, if you see someone who always
10:16limits themselves to a content plan and
10:18link building, run away, okay? Above
10:19all, look at what internal projects
10:21they have. If they know how to do SEO,
10:23they're supposed to know how to make
10:24money, because if you know how to do
10:26SEO, which is ultimately marketing, why
10:28don't you do it for yourself? So,
10:29always look to see if they have, well,
10:31if they have some project behind them
10:32or something more than just the agency,
10:34which, well, there are times they only
10:35have the agency and that's it, but as a
10:37rule, those who know how to do SEO know
10:38how to make money and like to do it for
10:40themselves too. Again, they usually
10:42have other projects. Here I am shooting
10:43myself in the foot again. SEO isn't
10:46always the best strategy, I mean, we
10:47have to keep in mind that sometimes
10:49clients come to us who are startups,
10:51and they don't have keywords for which
10:52people are searching for their product.
10:55So, we have to go look for clients
10:57elsewhere or with blog posts or
10:58something like that, but sometimes
11:00that's not the best strategy, so we
11:01have to validate other strategies. It
11:04rarely happens. I have to say that for
11:06me, SEO is one of the best strategies
11:08today, because what we achieve is
11:10having users find us organically and
11:12consume our content. So, for me, it's
11:14one of the best strategies today. Also,
11:17SEO isn't just done on Google; I mean,
11:20you can do SEO in different places, you
11:22can do it on YouTube, the second most
11:24used search engine in the world. And
11:28now when you search on Google, often
11:30the first results are already videos,
11:32so you can work on other channels. You
11:36can also do SEO within ChatGPT, within
11:38Gemini, or even within TikTok. So it's
11:42important to know that there are
11:43different channels, that it's not just
11:45Google. We at Palo Seco, or here in the
11:48community, are very clear about this
11:50and so we will always try to share new
11:52SEO strategies on other channels,
11:53whether on YouTube and so on, okay? And
11:57finally, if you are going to hire a
11:58freelancer or an agency, above all,
12:00make sure they are part of your team;
12:01that is super important. The more
12:05integrated the agency is with you, the
12:07better results you will have. We are
12:10very clear about that. When a client
12:13comes to us and delegates 100%of the
12:15SEO to us, if we do it and have almost
12:17no contact with them, it's hard to get
12:20results. It works best when we work
12:23side by side. The client and their team
12:26have some tasks, and we at Palo Seco
12:28have others, and we work together.
12:31Never destroying, always building, okay
12:33? I say this because there are times
12:35when we also have to collaborate with
12:36other agencies, and absolutely nothing
12:38happens. So, the key here is that we
12:40all keep working to, well, to improve
12:42the client's results, right? Which,
12:44after all, is why we do these SEO
12:46strategies, right? So, at the end of
12:48the day, be clear about this, okay? For
12:51me, a junior SEO consultant becomes a
12:53senior SEO consultant when they have
12:55this ingrained in their mind. When we
12:57do SEO, the ultimate goal is always to
13:00increase revenue, okay? So, this is
13:02super important, and it's something my
13:04team always keeps in mind. I say this
13:06because often members of the team come
13:08to me—and it pains me to throw my own
13:10team under the bus—but it has
13:12happened that I say: "Hey, Pedro, look
13:14at this client's chart, it's
13:16skyrocketing, it's going up, superb,
13:17number one for these keywords: this,
13:19this, and this." And I feel bad because
13:22I have to burst their bubble and ask, "
13:23Okay, but how does the client's wallet
13:25look?" I mean, that chart is great, I
13:27love the rankings, but give me the
13:29numbers, give me the revenue, because
13:31that is what the client actually cares
13:32about, okay? So, it’s useless to get
13:36traffic or visibility or a better
13:38keyword position if it doesn't reflect
13:40in their revenue, alright? Let's drill
13:43this into our heads. When we do SEO,
13:45the ultimate goal is always to get more
13:47revenue for the client, okay? So, for
13:49me, that's when a person's mindset
13:51shifts, and when we deliver a report to
13:53a client, we show them real data on how
13:55we increased their revenue because this
13:57keyword moved from this position to
13:59that one. That's it. That is the most
14:02important thing, okay? And right, some
14:04non-SEO tips that we always share, okay
14:07? Because here in this community,
14:10whether you're watching this on YouTube
14:11or in the community, we always focus on
14:13actions that will truly impact our
14:15business to generate more sales, which
14:17is why we’re here. Right, first of
14:20all, I want you to be clear that your
14:22business will grow when you grow, okay?
14:24Your business grows when you grow;
14:26professional and personal development
14:27go hand in hand. One doesn't grow
14:29without the other, okay? And we know
14:31this firsthand, because this is me,
14:33even if it doesn't look like it, with
14:35that ugly mug. But 7 years ago, I
14:38uploaded my first video to YouTube, and
14:39I got 100 subscribers. It was
14:42incredibly hard for me, a super shy
14:44person who wouldn't even share an
14:46elevator with a neighbor (I was
14:48embarrassed to share the elevator), but
14:50I knew that within SEO, if I really
14:52wanted to grow my business—people
14:54found me as a freelance SEO consultant,
14:56and later as an SEO agency—I knew
14:58that inside YouTube there was a huge
15:00opportunity, right? So, I started
15:03learning SEO on YouTube 7 years ago,
15:05and it was very hard for me to break
15:06that barrier to entry, but in 7 years,
15:08I went from being shy to—in 5 years
15:10with almost 100,000 subscribers—
15:12starting to feel comfortable, okay?
15:14Starting to create content, starting to
15:16enjoy it, and then recently, I began to
15:18truly enjoy it. I started enjoying
15:20creating content, videos like these,
15:22educational and informative, where I
15:24teach you and share my strategies and
15:26my knowledge. And this happened because
15:28I changed, and by me changing, my
15:30business changed radically. So, it’s
15:33not just about SEO anymore; it’s on a
15:34personal level, all that we are going
15:36to achieve, okay? So, for me, it is
15:37super important that, besides doing all
15:39the SEO and everything I’m going to
15:40explain, your business will change when
15:42you change, okay? And you will change
15:43when your business changes. It all goes
15:45hand in hand. It all goes hand in hand.
15:46Okay. And, exactly. And through me
15:48changing, what happened was, well, we
15:50started appearing in media outlets like
15:51, for example, La Vanguardia. I started
15:53getting invited to different events to
15:55explain all my knowledge. I started
15:57getting called by institutions like the
15:59Polytechnic University of Catalonia to
16:00give training courses there, where I
16:02spent 6 years, which I enjoyed very
16:03much. I learned a lot, especially in
16:06the areas of dissemination and training
16:08, or I was called to collaborate with
16:10brands like, for example, TikTok,
16:12Elementor, Semrush, and Rayola Networks
16:14. I send them a big kiss from here, as
16:16they are official sponsors of the
16:18channel, and ultimately, all these
16:20opportunities arise because the
16:22business changes, well, when you grow,
16:24okay? So, when you grow, everything
16:25grows, okay? The same goes for our
16:27agency. In 2015, we went from being a
16:30team of three people selling services
16:32for € 700 and wondering if I could
16:34really make a living from this, to five
16:36people charging € 3,500 per project,
16:39wondering if I would be able to pay the
16:41bills; and, today, we are more than 15
16:43people on the team, we sell projects
16:45for € 30,000, and ultimately, we are
16:47doing very well. We are having more and
16:50more success stories within the agency,
16:52we are growing, and I am super proud of
16:54what we are creating. And all this was
16:56basically because I changed, and I keep
16:58changing, and the more I change, the
17:00more we grow. So that is something I
17:02want you to keep in mind because there
17:03are times when, no matter how much I
17:05explain to you in this training, if you
17:06don't change, your business won't
17:08change. Another point in SEO is that
17:10you have to face reality. You are where
17:12you are because of your own decisions.
17:15So let's not look for excuses. I really
17:18don't like the victim mentality. It's
17:20the crisis's fault. It's my boss's
17:22fault, it's Google's fault for not
17:23ranking this keyword, whatever. So, we
17:25have to be honest with ourselves, right
17:27? We need to know where we stand. We
17:29have to know or tell ourselves if we
17:31really deserve that position for that
17:33keyword, and if there is a business
17:35behind it, okay? You cannot change what
17:37you are not willing to acknowledge. So,
17:38you have to truly admit to yourself if
17:40where you are is because of what you've
17:43done, okay? So, let's not blame others.
17:45For me, that's rule number two. And
17:48finally, do not use the microwave when
17:50working on our projects. In the
17:53business world, results are always
17:55long-term. There is no short term,
17:58there are no shortcuts, there are no
18:00miracle solutions, okay? So, don't
18:02expect me to give you a magic key to
18:04make your business earn more. If that's
18:06what you're thinking, you're not
18:08welcome here, sorry. After all, the
18:10metaphor of not using the microwave is
18:12because when you cook food that way, it
18:14ends up tasting terrible. Good food is
18:17cooked over a slow fire, okay? And in
18:18this fast-paced society where we want
18:20everything now, that doesn't work.
18:21Especially in SEO, where you'll see the
18:23results in the long run. There's a
18:26quote I really like from Warren Buffett
18:27: "The slow way is the fast way,
18:28because the slow way is the only way."
18:31So, you know that here you'll have to
18:33grind, you'll have to work, and little
18:35by little you'll get results. That I
18:37can guarantee you. If you put in the
18:39work, if you keep at it, in the long
18:40run, you'll get results. This is
18:42inevitable. And okay, now we're ready
18:44to start with everything I have to
18:46explain, because I have a ton of
18:49interesting things. Basically, what
18:54we're going to see in this training is
18:57everything you need for a minimum
19:00viable SEO, that is, the SEO we believe
19:03any business or website should have—
19:06the bare minimum you need to start
19:08showing up on Google. You'll soon see
19:12there's a huge universe within the
19:14world of SEO, but well, for that we
19:16also have our professional community
19:18where we explain advanced techniques,
19:20success stories from our agency,
19:22internal agency processes, and more. So
19:26, right, what we’re going to cover in
19:28this training are the six basic steps
19:30or the six essential pillars for doing
19:32SEO in 2026. We’ll start with a
19:36diagnostic, crawling, and indexing
19:37section. To me, this is fundamental.
19:40I’m shocked when businesses arrive
19:42without this part done. Next, we’ll
19:44talk about keyword architecture and
19:45answers. We’ll do keyword research,
19:48detecting which keywords users are
19:50using to reach our web pages or what
19:52they use to search for our product or
19:54service. Then, on-page SEO, which is
19:57everything inside our page. Here
19:59we’ll start implementing. Don't worry
20:01, we aren't going to touch any code; it
20:03will all be easy enough for you to
20:05implement yourself starting today. Then
20:07we’ll talk about content, obviously
20:09this is a key pillar, right? Inside our
20:11page, we have texts—how to create
20:13those texts so that Google crawls and
20:15indexes them within its search engine.
20:17We’ll talk about UX and CRO. For us,
20:20it’s essential that our website
20:22converts; that is, when you arrive at a
20:24page, what do we have to do so the user
20:26feels comfortable and ends up buying,
20:28booking, or performing the action we
20:30want? And finally, E-E-A-T, which
20:34you’ll see is almost another parallel
20:37universe to SEO; but today, it’s a
20:39fundamental pillar, not just for
20:41ranking in Google, but for getting LLMs
20:44like ChatGPT, Gemini, Claude, and
20:46Perplexity to recommend your business,
20:49appear in the top Google results, and
20:52more. So, right, this is what we have
20:55here. So, pay very close attention. I
20:58would tell you to take notes, but
21:00you’ll have it all broken down minute
21:02by minute right here. Or if you're
21:04watching it inside the community,
21:05you'll also have everything broken down
21:07lesson by lesson, minute by minute. If
21:10you don't know what I'm talking about
21:11regarding the community, I'll leave a
21:12link in the video description for you
21:14to join our SEO community completely
21:15for free. You’ll see everything in
21:18the description, okay? So, right,
21:19let’s go with the first thing of all.
21:21Diagnostic, crawling, and indexing.
21:23This is fundamental. Let's say that
21:26when we start any SEO project, that is,
21:29when a new client comes to us, the
21:31first thing we always, always, always
21:33do is a diagnosis of their current
21:35situation. We perform an audit. So, in
21:38the audit, we aren't really looking for
21:41faults as such. That is a mistake that
21:43many freelancers or agencies make,
21:44which is why they don't usually get
21:46results. What we look for are leaks of
21:48money and traffic. So, the key here
21:51isn't to audit and say, "You have this
21:53error, this is failing, that is failing
21:55," but rather the key is to start
21:57moving from believing your website
21:59works to knowing exactly which wires we
22:01need to touch so Google starts indexing
22:03us. This is the first thing that must
22:05be done, okay? Always, always. I mean,
22:08I say this often because sometimes they
22:09tell us, "No, we have a brand new
22:11website.""Look, well, that makes it
22:13even better." That gives me even more
22:14reason to do this audit for you. Or
22:16sometimes they say, "No, listen, we
22:18already have an in-house SEO and
22:19they've already done an audit." I'm
22:21sorry, but this is our modus operandi.
22:23That SEO might have missed something.
22:27So, well, I tell you, it only happened
22:30to us once with a client where we did
22:32an audit and told them, "Hey, you have
22:34it super well, we found a few very
22:36minor things, but it's perfect." And in
22:39fact, the client complained to me and
22:41said, "Damn, okay, that's great news,
22:42but I wasn't paying you for that, right
22:43?" I said, you are absolutely right,
22:46but we have to verify that everything
22:47is okay, because if we don't do the
22:49audit and we don't know what's failing,
22:50that's bad, right? So, well, what we
22:53always do is an audit like the ones you
22:55are seeing on the screen, okay? So, we
22:58always attack the problem, for example,
23:00MySite URLs, which are the URLs that
23:02will bring traffic to our business.
23:05Then broken URLs, which are URLs that
23:08don't have links. Google doesn't like
23:10this at all. As you can see, we mark
23:11them as completed, completed here.
23:13Internal links as well and so on. Then
23:15also external links, which are links
23:17pointing to another site, or canonicals
23:19and so on. As you can see here, there
23:21is a somewhat extensive list. Perhaps
23:22there is some term like canonicals or
23:24duplicate content that you might not
23:26know. Don't worry, it's just so you
23:29know how it's done. All right? So, here
23:31I have an example for you. You arrive
23:33at this document. In this case, look,
23:35as you can see, the shoemaker's
23:36children go barefoot. We have developed
23:39the new Palo Seco website. So, as you
23:41can see, we have quite a few errors
23:43that we are already fixing, right? But
23:46even we perform these internal audits
23:47to ensure our projects are fine. So, as
23:50you can see here, for example, we have
23:52404 errors, which means they are URLs
23:55that, well, they are broken, I mean. So
23:58, here we have a file with the address,
23:59the URL where it is broken, and the
24:01redirection we will have to make, okay?
24:03Because let's say that previously we
24:05had this URL, this happens a lot with
24:06online stores, you have a lot of
24:08products, you run out of stock, you
24:09remove it from the web, and it crashes,
24:11right? So we will have to make some
24:12redirection. I know this is a bit
24:14advanced; it's just so you know the
24:17modus operandi or how an agency should
24:19act or how we should do it, okay? So,
24:21well, non-indexed URLs. Anyway, here,
24:23we simply detect the errors, which in
24:25this case, there aren't that many
24:26because we built the site ourselves.
24:29But then we would look at, well, mostly
24:30the file link, the area it affects, who
24:32is responsible for doing it, whether
24:34it's us, the client, or if we have
24:35questions. And then, especially the
24:37priority. Priority is super important.
24:40We should always act on what affects
24:42things the most or where we will see
24:43the most return on investment, okay?
24:45That is, if we see that by fixing this
24:47point we will improve many points
24:49within SEO and the client will notice
24:51it, then we would fix this before the
24:53Lorem Ipsum content, for example, right
24:55? Or the Alt text images. That is
24:57always the first step: auditing the
24:58entire business. Don't worry, I'm going
25:01to teach you how to audit it and so on,
25:03but this is just so you know that it's
25:04the first phase of every SEO project,
25:06of everything an SEO should do, okay?
25:09Why did I show you this document of how
25:11we worked on it at Palo Seco? Because
25:14most agencies, when they do SEO reports
25:16, give you a report like this, with
25:18lots of data, lots of numbers, lots of
25:20text, a never-ending PDF; that's no
25:21longer the trend, that's no longer
25:23useful, let's say. No one reads that.
25:26Basically, in the past, five or six
25:28years ago or more, we used to do it
25:30this way. Today, the client prefers to
25:32see this and prefers to see, hey,
25:33what’s failing? How do we fix it?
25:35Give me the list of things, right? And
25:37that’s when we start executing. I say
25:39that because if you are an SEO or
25:41someone having your SEO managed and
25:43you’re receiving these reports, know
25:45that they aren't providing good service
25:47, okay? So, right, first of all,
25:50diagnostics, crawling, indexing, okay?
25:53I mean, sorry, we are in the diagnostic
25:55part, now let's go to the crawling part
25:57, this tool is super important, which I
25:59know most of you here have installed
26:01and working, but we have had large
26:03clients arrive who didn't have Google
26:05Search Console installed. Mind-blowing,
26:08right? This is mind-blowing, but well.
26:09So, right. What, what is Google Search
26:11Console? It is a free tool from Google
26:14where we tell Google, "Hey, Google,
26:16this is my website, I am the owner of
26:18Palo Seco. Take the access. I’m
26:20opening my doors to you here so you can
26:22come in and see everything." Okay? So,
26:25that is the first thing. So, from here
26:27we are going to see a bit of all the
26:29data. Let’s open it quickly. So, we
26:31have it right here. And, look, we have
26:34it right there. If we had several
26:35properties, you could go on adding as
26:37many properties as you want. In this
26:38case, well, for Palo Seco, here we will
26:40see everything bit by bit. If you go to
26:42performance, you would see a bit of the
26:43keywords we have positioned. For
26:46example, SEO agency Barcelona, Google
26:48Ads agency, they search for our brand a
26:49lot, so we like that a lot because it
26:51means people are already looking for
26:52our agency, right? Palo Seco, Palo Seco
26:55Studio and so on, Meta Ads agency, my
26:57partner Oscar Blasco. So, all of these
26:59are searches that are made and that
27:01lead to our page. That’s why it’s
27:03super important, because this allows us
27:05to know how the user is searching or
27:07how they are reaching us, okay? Putting
27:10this aside, because this is very good,
27:11it’s simply the key to signing up for
27:13Search Console because we are going to
27:15make ourselves known to Google, okay?
27:17It is as simple as that. We just go to
27:20this URL here, or, well, otherwise, we
27:22search for Google Search Console and
27:24click the first link; then we just
27:26follow the steps, which is simply
27:28adding a property here and entering the
27:30domain; above all, I, I recommend using
27:32this type, okay? The main domain one
27:34that covers everything for you, okay?
27:36Let’s not use the URL prefix. In some
27:38cases we can use the prefix, but I
27:39recommend the domain one. And that's it
27:41, the most complicated part would
27:42simply be the DNS verification. This
27:45can be a bit technical, but if you are
27:47with providers like Rayola Networks,
27:49for example, which is the official
27:51channel sponsor and one we really love
27:53and support, if you are with Rayola,
27:55just open a ticket for them because
27:57their technical support is excellent.
28:00You just say, "Hey, Rayola, I want to
28:02verify the domain," and that's it, we
28:03verify it and that's that. And I’m
28:05telling you, I’ll also leave a
28:06discount coupon in the video
28:07description in case anyone wants to
28:09join Rayola Networks. I say this
28:10because it is so simple, but there are
28:12many providers—I won't name them—
28:13that will tell you, "No, no, you do
28:15this yourself." If they tell you that,
28:16change your provider right away. And I
28:18don't say that because Rayola sponsors
28:19me, but because it's something that is,
28:21well, maybe not four clicks, but it's
28:22something very fast. With Rayola, you
28:23open a ticket and they do it for you,
28:25okay? So, you shouldn't have any
28:26problem verifying the property. If you
28:28have problems or questions, also leave
28:29me a comment on YouTube or, if you use
28:31Rayola, open a ticket and say, "Hey,
28:32I'm coming from Pedro." Tell them that,
28:34make sure they do things right, okay?
28:36And the same goes, too, if you want to
28:37switch your website over to them, you
28:39can do it without a problem. Open a
28:41ticket: "Hey, I have my site with this
28:42provider, I want to move it to yours."
28:44They take care of everything, they go
28:46in and do it all. I mean, you don't
28:48even notice, and well, you end up
28:49paying less because their prices, I'm
28:50telling you, they are super affordable.
28:52But anyway, I got carried away with the
28:54promotion, which came out naturally
28:56because it wasn't the intention, but
28:58well, just know that it's very simple,
29:00okay? So, it's super important to sign
29:02up here, okay? Because within this is
29:03where you'll be able to see how Google
29:05crawls and indexes your page, okay? So,
29:07within pages, well, you'll see the
29:09indexed pages, some errors we found,
29:11and so on. Step number one. Step number
29:13two, which I have written down here,
29:15and we're going to go in order, okay?
29:17It's the sitemap. The sitemap is
29:19ultimately an XML file that acts as a
29:21road map for your website. If we are
29:24already opening the doors of our house
29:26to Google here in Search Console, what
29:28we do with the sitemap is give it a map
29:31so it doesn't get lost on our site,
29:33okay? And that way, it will sneak in,
29:35it will enter our site much faster, and
29:37it will understand how our site is
29:39built. At the end of the day, it's just
29:41a map. In fact, it's already called
29:43sitemap, right? It's understood from
29:44that, right? So, with this, it's like,
29:45well, giving it a little, hey, here's
29:47the dining room, here's the kitchen,
29:48don't get lost, okay, little buddy?
29:49Come in through here, crawl everything,
29:51and so on. And this is also super
29:52important, which is why I put it at the
29:54very beginning. Step number one:
29:56register on Google Search Console. Step
29:58number two: submit the sitemap. Okay,
30:00you submit the sitemap from here, right
30:01from Google Search Console itself.
30:03There's a section here where you'll be
30:05able to put the sitemap, see? In this
30:06case, it says here, success. And here
30:08you see that it was submitted on April
30:106, 2026, which is when we made the
30:11website change. And the last read is
30:13from May 10, which should update
30:15because today is the 12th, but oh well.
30:18So, yeah, this right here is simply
30:20this file right here. So, if we open
30:24our website index.xml, here it is, see,
30:26this is the sitemap. So, here we have
30:29the different pages, categories, posts,
30:30and so on. And if you go in, you would
30:33see a bit more of that, all the pages,
30:34etc. Okay, it's a bit like what we said
30:36, it's the road map. How do we generate
30:39the sitemap? Okay, there are several
30:41ways to do it. If we have WordPress,
30:43and I know many of you have WordPress,
30:46there are plugins like Rank Math, okay
30:48?,which we will show later, but simply
30:51with this plugin, which has a free
30:53version, you can create the sitemap. If
30:55not, there are also sitemap generators.
30:57So, you enter your website here and
30:59this one here generates your sitemap,
31:01okay? It generates it for free if you
31:03have fewer than X pages. If you have
31:05WordPress, I recommend that you use
31:07Rank Math. If you have Shopify or
31:10another CMS, normally the sitemap is
31:12already done or there is a sitemap file
31:15. So look for it, because these
31:18platforms usually already have the
31:19sitemap generated natively or have
31:21platforms like Rank Math to create it.
31:23Okay? If you have Rank Math, I’m
31:25going to show it quickly so you can see
31:27it. Well, if you don't, you install
31:28this; it is a plugin that gets
31:30installed. I assume you won't have any
31:31trouble installing it. If you have
31:32problems, let me know, as I am very
31:34attentive to the comments and I will
31:35answer all of them on this video. Okay?
31:38So, anyway, if you go to Rank Math,
31:39which is this one here, it's the free
31:41plugin that gets installed and that's
31:42it. If you go to sitemap settings, you
31:45will see it here, okay? See? The
31:47sitemap index, such and such, is found
31:48here. Here you have it. So, just take
31:51this URL and we go to Search Console
31:53under Sitemaps and put it here at the
31:55end, okay? In this bar and then we
31:57click submit. I'm not going to click it
31:58because I have already submitted it. We
32:00click submit here and little by little,
32:02Google will start to crawl and index
32:03your page. With this, you will have the
32:05foundation set so that Google at least
32:07recognizes you and starts indexing you
32:09in the search engine. But that alone
32:11won't help us start getting the top
32:13positions, which is what we want and
32:15the reason why we are here. So we are
32:17going to see this in the next point.
32:19Well, not the next point. In the next
32:21point, we are going to see how users
32:22search within Google, because this is
32:24the key. Knowing how the user searches
32:25for your product or service will allow
32:27us to create a strategy so that they
32:29find us, right? So let's go. How do
32:34users search within Google? First of
32:37all, knowing what a keyword is. A
32:39keyword is any term that someone types
32:41into Google to search for something,
32:43okay? It can be a single word, it can
32:45be a phrase, or even a complete
32:47question. At the end of the day, it's
32:48just this: a term someone types into
32:50Google. So, when you search on Google
32:52for "buy hats," for example, that is
32:54the keyword. Do you understand the key
32:57to this? Well, I’ll write it here,
32:58right? I mean, if someone searches for
33:00"cheap running shoes" or "how to lose
33:02weight fast," those would be keywords
33:04too. "Keywords" if you want to sound
33:06cool in English, and "palabra clave" if
33:08you want to be a native Spanish speaker
33:10, okay? Your job as an SEO is to
33:12identify what people are typing in
33:13relation to what you offer, right? So,
33:15the key is that when someone is looking
33:17for something, you appear there, right?
33:18If someone looks for your product or
33:20service in your area, hey, you show up
33:22at the top, right? So, we differentiate
33:24them into three different blocks.
33:26They’re called "short-tail," they
33:27were called. I don't know why it says "
33:28head." Don't pay attention to that.
33:30This should be "tail." You’ve already
33:32seen my amazing handwriting with the
33:33mouse. Here we have short-tail,
33:34middle-tail, and long-tail. Let’s say
33:36, as you can see, the short-tail ones
33:38are in this range here. They are harder
33:41to rank. Why? Because they have a
33:43higher search volume. For example,
33:45within this sector, it would be
33:47something like "cars." Even "buy car"
33:49would also be a short-tail keyword,
33:51okay? Middle-tail would be, for example
33:54, "buy cars online." It starts to be a
33:56little easier to rank, although it’s
33:59still quite complicated. And the
34:01long-tail ones, which is what I want
34:03you to remember and what I recommend
34:05you work on, would be, for example, "
34:07buy red convertible car online." It’s
34:10a much longer keyword that, as a rule,
34:12has less competition, but it’s much
34:14easier to rank because nobody has
34:15focused on that specific phrase, you
34:17see? So, let’s stick with this, okay?
34:20Long-tail keywords—that is, the
34:23longer keywords—are easier to rank
34:25for. Short-tail keywords are the ones
34:28with a lot of volume, meaning people
34:29are searching for them a lot, but they
34:31are very hard to rank because there are
34:33many more people and much more
34:34competition that has been working on
34:35SEO for years. So, let’s go after
34:38these here, and little by little we
34:39will scrape some traffic, and then we
34:41will move up, okay? But this is
34:44important. Anyway, another thing I want
34:47you to know is that within keywords,
34:49the key—no pun intended—is in the
34:51intent, okay? Regarding search intent,
34:54Google and all these algorithms and
34:56neural networks already get ahead and
34:58interpret how you are going to search
35:00or what your intent is, right? In fact,
35:03I'm sure you've already seen that when
35:05you search on Google, it uses
35:06autocomplete, meaning it already gets a
35:08bit ahead of what you're looking for,
35:10right? And more than once it gets it
35:11right, doesn't it? So, what Google
35:14wants is to understand your intent,
35:16because if you're looking for something
35:18informational, meaning, hey, how to do
35:20SEO or what is collagen or X? Usually,
35:23this will be within articles, guides,
35:25or videos. In fact, if you searched for
35:27, hey, how to rank my website on Google
35:29, it's very likely that my video
35:30appeared and that's why you're watching
35:32me, right? Even if you search for it on
35:34Google, as you can see, many times it
35:35will put videos at the top, right? Or
35:36if, for example, you search for
35:38Instagram login or Ahrefs price, which
35:40is software, what will happen is that
35:42the Instagram login will appear
35:44directly, right? In fact, you have
35:46surely seen what searches are like
35:48right now. For example, let's look at a
35:50practical example. I search for what
35:53melatonin is, and this AI-generated
35:55text already appears up here, and as
35:57you can see, based on my intent, which
35:59is purely informational, this key text
36:01appears and works very well, right? The
36:04good thing about this is that the
36:06websites also appear here on the right.
36:07For example, if you search for how much
36:09a motorcycle license costs, our client
36:11appears, which is why I put it there,
36:13and here is the AI-generated text, and
36:15here are the two examples. For instance
36:17, the motorcycle license appears, and
36:19this way we are making our client
36:21appear in two places at once, both here
36:23on the right and up here, okay? And in
36:26fact, if you notice, it is the same
36:28exact address, you see? So, it is
36:30exactly the same, we just managed to
36:32sneak in in both places, okay? So, the
36:34key here is that depending on the
36:35intent, one result or another will
36:37appear, right? If we search, for
36:38example, in Barcelona, I don't think
36:40that will happen, right? Here, there
36:41are times when the map would appear,
36:42right? For example, the featured
36:44snippets, right? These ones right here.
36:45So, well, this isn't really going to
36:47make much sense because they're going
36:49to polish it off with this, okay? But
36:50hey, actually, I like this search even
36:53more because look, it appears here,
36:55here, and here. Is it cool or what?
36:57This is what we're going to teach you
36:58how to do, okay? The key is in this, in
37:01understanding that depending on the
37:02user's intent, Google will show
37:04different elements, for example, what
37:06we mentioned about navigational, or for
37:08me, the key one we all want to work on,
37:10which is transactional. We always, or
37:14almost always when we can, go for these
37:16keywords. Transactional ones are when a
37:19user has the intention to buy. I'm
37:21going to make this big because I want
37:23the message to sink in. I'll give you a
37:25choice between 1,000 visits with the
37:28word "laptop" or 100 visits with the
37:31word "buy laptop." Which one do you
37:33choose? If you choose the 1,000 visits,
37:34because hey, 1,000 visits will buy more
37:36. Wrong. I mean, you'll have more
37:38traffic, but they aren't going to buy.
37:40The user who searched "buy laptop
37:42online," if you want, look, I'll even
37:44take 10 fewer visits. Those users are
37:47much more potential than the other
37:481,000 visits, okay? That's why it's key
37:51that we go for transactional keywords.
37:54I mean, it's not the volume of visits
37:56that matters, but rather the customer's
37:58wallet. And I say this in case you're
38:00an SEO or if you're working on SEO. I
38:02say it because this happened to me in
38:04my team in the past. "Look Pedro, this
38:06client is doing so well, look at the
38:08traffic," and yes, we went from, I
38:10think it was 500 visits a month to
38:125,000 visits a month. The chart was
38:14skyrocketing, and the client complained
38:16to me like, "I don't see results," and
38:17I said, "No, look at this chart here."
38:20When the account manager handling this
38:22client showed it to me, I said, "Okay,
38:23very good, but how many sales does the
38:25client have?" And well, "No, because
38:28this is from a blog," and I said, "Okay
38:30, well, that's no use to me; when we do
38:32SEO, or you if you do SEO, what we want
38:34is to generate more money, right?" I
38:36mean, to generate business, at the end
38:38of the day. So, that's what we achieve.
38:40That is the final goal, isn't it? Let's
38:41remember back to the first lessons
38:43where we discussed that. That’s why I
38:45say the key will always be trying to
38:46look for these transactional keywords.
38:48Right? Now we’ll show you how to
38:50search for these keywords and so on.
38:53And finally, commercial research, which
38:55I really like to target, especially in
38:56the content plan. You’ll see that I
38:59like, for example, hey, best CRM for
39:01SMEs, right? Or Semrush versus Ahrefs,
39:04which are two tools. Or, for example,
39:06what watch to buy in 2026? The best
39:09televisions for the summer. Well, that
39:12doesn't make much sense, but you get
39:13what I mean, right? The user is doing
39:15research, but commercial research, okay
39:18? Because there is already an intent to
39:20purchase. Eventually, they will end up
39:22making the purchase, okay? For example,
39:23this one is excellent. How much does a
39:24motorcycle license cost? This is
39:26someone who wants to buy, they are
39:27finding out how much the motorcycle
39:28license costs, okay? And that’s why
39:30the prices appear here, and here our
39:32pages already come up. This is the key.
39:34I mean, this keyword possibly converts
39:36much more than "motorcycle license
39:37Barcelona," okay? Which is here, where
39:40we also appear in first and second
39:41position, but maybe "buy," well, "buy"
39:43doesn't make much sense, right? But
39:45well, you get what I mean, right? The
39:46key here is that this one will perhaps
39:48convert less than the "how much does
39:49the license cost" one. X. We’ll see
39:51it later with data and so on, but
39:53anyway, I want you to focus on all of
39:54this, okay? And now, once we are clear
39:57on what keywords and search intents are
39:59, let’s get to what's important. How
40:03do we know what the user is really
40:05searching for on the internet or on
40:07Google? We do this through keyword
40:09research. Basically, this is the
40:11process of investigating and analyzing
40:13these keywords with their search volume
40:16, and in that way, we identify those
40:18keywords to then work on them. At the
40:21end of the day, what we do with keyword
40:23research is find opportunities,
40:24understand the user, and through that,
40:26structure our website, okay? Defining
40:29sections and so on. Key point, as I
40:31said, it’s not about finding words
40:33with high volume, but those that bring
40:35traffic with a higher possibility of
40:37converting, of the user ending up
40:39buying on our site—sales, leads,
40:40registrations, whatever we want. Okay?
40:43So, well, to do that keyword research,
40:46there are different tools. So, we have
40:49Semrush and Ahrefs, which are the best.
40:52I’m not going to lie to you, they are
40:53the best as of today. We prefer Semrush
40:55. They have sponsored the channel
40:57several times, we really like the tool
40:59and we use it a lot, but I won’t lie
41:01to you. Ahrefs is also very good. The
41:03problem is these two cost about a
41:05hundred and something, I don’t know
41:06how much we pay, € 160 a month. In
41:09fact, we pay for both; I mean, we pay
41:11for both Ahrefs and Semrush, but there
41:12are free alternatives like, for example
41:14, Ubersuggest, which is the one I’m
41:16going to recommend, because I know that
41:17those of you here don’t want to spend
41:19€ 150 or more on software these days.
41:22Look, Ubersuggest is free, and honestly
41:23, it’s the one I like the most.
41:25Important: all of these, all of these
41:27draw from Google, okay? I mean, all of
41:29these here draw from Google Ads, which
41:31is where we get it from, which is where
41:32Google ads are made. So, if you have a
41:35Google Ads account, you can see it from
41:36there. Why don't we like it? Because
41:39it’s very archaic, it’s ugly, and
41:40it doesn’t give you as good data as
41:42these tools do, okay? If you go to
41:45Ubersuggest and, for example, search
41:47for "buy t-shirt" and click search,
41:49it’s important to enter: the language
41:51and the location, because you could say
41:52: "Hey, how many times is 'buy t-shirt'
41:54searched in, I don't know, Colombia or
41:56any other?" our country, okay? This is
41:59important, okay? So, here you will see
42:01that, for example, the term "buy
42:02t-shirts" is searched 390 times a month
42:04. It seems very low to me, but well,
42:07let's say the key isn't in this word
42:09that you entered thinking—I thought
42:10people were going to search for "buy
42:12t-shirt"—but the key is here in
42:14Keyword Ideas, here on the left. If you
42:16click that section, you will see
42:18different ideas of how people are
42:20searching. It tells you, "Hey, 'buy
42:22t-shirt' is searched 390 times a month,
42:24but 'buy soccer jersey' is searched
42:261,000 times a month, that's better,
42:28right? Or 'buy Barça jersey', 480. '
42:32Buy Real Madrid jersey', 390. Damn,
42:35people are searching more for the
42:36Barça one than the Madrid one, huh?
42:37And there are a lot of Catalans here
42:38who don't want to spend the money. I'm
42:40Catalan and I'm a Barça fan, okay? But
42:42anyway, all jokes aside. So, well, as
42:43you can see, jerseys are being related
42:45a lot to soccer, NBA, and so on. So,
42:47the key here is for you to put in your
42:49product or service. For example, you
42:51have a mattress store, right? Well,
42:53look, I always put" buy, "as you can
42:55see, I always go for the transactional,
42:56but if you put" mattresses, "which is
42:58easier because it's something very
43:00generic, and you hit search, okay? See?
43:02It makes me...It's just that I use the
43:04paid ones. If you put" mattress "or"
43:06mattresses, "you can enter up to three,
43:07eh? You see it says two out of three,
43:09you can enter up to three, but anyway,
43:10let's put" mattress. "Mattresses. I'll
43:12tell you right here, see? This makes
43:13more sense now." Mattress "gets 60,000
43:15searches," mattresses "60,000 as well,
43:16okay? And then here, inflatable
43:18mattress, memory foam, Ikea, Carrefour.
43:20See? All these are keywords that people
43:22are searching for. Mattress by size,
43:24see? So, if we had a mattress business,
43:27I would most likely segment it by size,
43:29because people are searching for it by
43:31size. 10,000 searches. Uh, mind you, I
43:33have to say I don't like the word"
43:35cheap "because we go back a bit to
43:37search intent. The user searching for a
43:39" cheap mattress "is usually a user who
43:41compares a lot and opens 20 web pages,
43:43goes for the cheapest option, and so on
43:45. So, I usually don't use the keyword"
43:47cheap "as a strategy, but there is a
43:49large audience searching for it. So,
43:51well, it depends on the sector and so
43:52on. We work with a client where we do
43:55cheap gaming PCs, cheap gaming
43:56computers, we use that terminology
43:58because, well, it's part of their
43:59pricing strategy and so on. So it's
44:02totally viable, but the key here is to
44:04look at all the keywords we have, right
44:05? So what I want you to take away is
44:08that now, with all these keywords, we
44:10should make a list of all the ones we
44:12are going to work with. I'll explain
44:14how to do this professionally, and then
44:17everyone can do it however they like.
44:19You can export it. See? Right here
44:21there is an export section. So you
44:22export this and work on it in an Excel
44:24file. It's much more attractive and
44:26it's the professional way to do it.
44:28Otherwise, you can write it down, you
44:30can copy everything and ask the AI to
44:31translate it for you, whatever, or you
44:33can write it down by hand if you’re
44:35still living in 1912. So, what we
44:39usually do within our agency is have
44:41different templates where we export all
44:44the keyword research and add the search
44:47volume, difficulty, intent, the
44:49vertical it affects, and so on, okay?
44:52So, all these templates and resources
44:54are inside our SEO community, which
44:56I’ll leave the link for here in case
44:58you want to access and download all
45:00those resources we use in our agency. I
45:04say this because it’s super useful,
45:05since it’s much easier to work that
45:06way. Actually, this would be the
45:08Keyword Research, but the key then is
45:10to segment them into blocks. For
45:11example, SEO agency, well, these are
45:13all those words; SEO agency Barcelona,
45:16these are those words, okay? And that
45:18way we start creating what would be the
45:20verticals, which you’ll see later on.
45:22But as you can see, everything here is
45:23segmented by topic. And hey, if not,
45:25you can also just click here, copy
45:27everything, paste it; I mean, you can,
45:28oh, well, it won't let me copy anymore,
45:30I've gone too far, right? So, here you
45:33copy it, paste it into Claude or
45:34ChatGPT or something like that, and you
45:36can start working in a slightly more
45:37professional way, okay? Little by
45:39little, no need to rush, because now
45:41we’ll explain a few more little
45:42tricks, okay? Like, for example, this
45:44tool right here, Google Trends, okay?
45:46Google Trends. This one is awesome
45:49because this way we’ll know if our
45:51product or service is trending, okay? I
45:54like it a lot. I like it a lot because
45:57here I know if a market is on the rise
45:59or on the decline. For example, if we
46:01enter ChatGPT, okay? You won’t see me
46:04here because I’m in the way, so
46:05I’ll make myself smaller, I’ll make
46:07myself tiny for a moment. If we enter
46:09ChatGPT, we see how people are
46:10searching for it, right? I like to look
46:12at this a lot with, for example,
46:13Facebook so you can clearly see
46:14what’s on the decline and what’s on
46:16the rise, okay? Facebook, as you can
46:18see, it peaked in 2012 and then it's
46:20been going down. For example, Instagram
46:22, which is more modern, I don’t think
46:23it has surpassed it yet, though. See?
46:25They’re right there, neck and neck.
46:26Okay, you can see here that we can
46:28start from 2004 or we can include the
46:29last 5 years if we want. Look,
46:31Instagram is starting to surpass
46:32Facebook, okay? And here we’re going
46:34to add, for example, TikTok, which as
46:36you can see is a bit lower, although
46:37TikTok is tricky because it has a space
46:39, so we’d have to add those two
46:41together, but anyway, it doesn't matter
46:42. The key to this is knowing whether
46:45your product or service is on the rise
46:46or not. Okay, if I enter artificial
46:49intelligence, for example, it’s
46:51surely on the rise. Here I do have to
46:53enter all the data and okay, as you can
46:55see, it still has its peaks. And also
46:58important, right now we’re in Spain,
47:00so let’s set it to worldwide to have
47:02more global data; as you can see it
47:04stays steady, but artificial
47:05intelligence has always existed, it’s
47:07just that when ChatGPT came out, it
47:08started blowing up. Okay, to all this,
47:11I love seeing Claude, for example, I
47:13don't know if you know it, it's a very
47:15good AI. Look, look at how Claude has
47:17blown up in the last few months, huh?
47:19It’s the AI we are using nowadays.
47:21And Gemini, which is the other one, wow
47:23, it’s above, it’s the one from
47:24Google, okay? And now just out of
47:26curiosity, ChatGPT, which obviously has
47:28a large part of the pie and remains a
47:30pillar, okay? But watch out, keep
47:32Claude in mind if you don't know it,
47:34okay? I’ll leave it there because
47:35I’m getting off-topic. I say this
47:37because we are doing crazy SEO things
47:39with Claude and such, which we explain
47:41in the advanced community, but know
47:43that it is a very powerful AI and you
47:44will hear more about it soon. With all
47:47this, we already know how the user
47:49searches. Wait, I’m going to make
47:51myself big again. Hello, how’s it
47:52going? I’m back here. So, with this
47:54we now know how users search. You have
47:57already detected which keywords they
47:59are using to find your product or
48:01service, and the search volume it has,
48:03which is super important. Okay? So with
48:05this, we also know if a keyword is
48:07trending, that is, if your sector is
48:10trending or not. With this, we should
48:12already have at least the work well
48:14done for what’s coming next, okay?
48:16Which is on-page SEO, okay? This is the
48:19SEO we are going to work on within our
48:21website. So, on-page SEO, we are going
48:26to start working on SEO within our site
48:28, just as the name implies, and that's
48:30where things get interesting. Right? We
48:33are going to start with the most
48:34practical part now. At the end of the
48:36day, on-page SEO is nothing more than
48:38the set of optimizations performed
48:39within your own website, okay? So,
48:41everything we do inside our website is
48:43on-page SEO, alright? What we are going
48:46to do here is help Google understand
48:47our site better; that's what SEO is
48:49really about, okay? There are many,
48:52many SEO factors. In fact, we have over
48:5665 on-page SEO factors here, which is
48:58actually this document you see here
49:00that you have for free in the community
49:03if you want to download it, okay? You
49:05have 65 SEO factors right here. So, we
49:08have a bunch of SEO factors. There are
49:1165, but there are so many, so many more
49:13. I mean, I could easily tell you over
49:16100. Right? So, what we are going to do
49:19is explain what are, for me, the basics
49:21—not necessarily the most important,
49:24but the five most impactful ones you
49:26can work on today. Sounds cool, right?
49:30So, let's go with the first one, okay?
49:33First of all, the meta title and meta
49:35description are super important. This,
49:37this right here, this is the king that
49:39makes the difference. Why? The meta
49:41title and meta description are what you
49:43see when you search for something on
49:45Google, the result is right here. This
49:46is the meta title and this is the meta
49:48description. Wow, Pedro, but can this
49:50be modified? Yes, it can be modified
49:52and I am going to explain how to do it,
49:54okay? An important point too: you can
49:56modify it, and in the past, you would
49:58set a meta title and description, and
49:59Google would use it. Now, Google
50:02chooses a bit of what it displays. So
50:04you can say," Hey, I would like to use
50:06this meta title and this meta
50:08description, "but then Google will
50:10decide. Usually, it accepts it. But
50:12just know that there are times you
50:13might see something and say," Hey, I
50:15didn't write that. "It's because Google
50:16decides what to put for the meta title
50:18and meta description. Okay? Just so you
50:20know. So, what do we have to put in the
50:23meta title and meta description? Ah,
50:25Pedro, that's very easy. the keywords
50:27we saw earlier, right? Because if
50:28someone searches for" inflatable
50:30mattress, "I have to include"
50:31inflatable mattress, "right? Well yes,
50:32to a certain extent with nuances, okay?
50:35You'll see that in SEO, all of us SEOs
50:38like to say" it depends "or" with
50:40nuances, "because while we do recommend
50:42using the keyword, we aren't robots. In
50:46the past, 2013-style SEO would say, if
50:48people search for" inflatable mattress,
50:49"I’ll put" inflatable mattress "in
50:51the meta title, meta description, and
50:53so on, with nuances. I mean, include it
50:56, because obviously when Google comes
50:58and sees that in your meta title
51:00you’ve put" hat, "" albero, "or
51:01whatever, it will consider you a
51:03reference in the sector, right? Or"
51:05inflatable mattresses, "but you have to
51:07think about the user. So, why do I say
51:09the meta title and meta description are
51:11the kings that make the difference?
51:12Because when you search, you see many
51:14options, right? Out of all these
51:16options, you have to choose one. For me
51:19, for example, of the titles here," buy
51:21hats. "Yes," buy top hats. "Let's
51:25search. Okay, from here. Which one do
51:27you like the most? I have it clear. I
51:29clearly saw the one that caught my
51:30attention the most out of these three.
51:32Okay. Amazon, top hats. It doesn't tell
51:34me anything. Top hats, maximum elegance
51:36. Wow, this one already caught my
51:38attention, right? Top hats. H, this one
51:40is out. No," buy top hats online. "This
51:43one is doing 2012-style SEO, okay? This
51:45one is doing more modern SEO because
51:47this is made for the algorithm," top
51:49hats, "and for the user," maximum
51:50elegance. "So, the key here is that we
51:53grab the user's attention. As you can
51:55see here, the meta titles don't tell me
51:57anything," noble and distinguished,
51:59even for costumes. "Nothing, nothing,
52:00nothing, nothing. No, they aren't
52:02creating that hook like this one here.
52:04This example worked perfectly for me.
52:05For me, this is where the difference is
52:06made. So, let's take advantage of this
52:09to stand out from all the SEOs who do
52:11old-school SEO and insert the exact
52:13keyword they detected, right?" Top hats
52:16online buy, "right? I mean, that's how
52:19we searched in the past. Increasingly,
52:21users aren't searching like that
52:22anymore. They are still searching, yes,
52:24and will continue to search that way,
52:25but the user needs to see a little bit
52:27more, right? I mean, I want to buy an
52:29elegant-style black top hat, because I
52:32have a wedding on such and such a day,
52:34that summer x. It’s going to be a
52:36much longer query. For now, this is
52:39obviously still lacking, but well, know
52:40that Google takes this very much into
52:42account because artificial intelligence
52:44detects all these patterns and knows if
52:46you’re doing it just to satisfy the
52:47user or to satisfy Google. So, I
52:50recommend that you create a hybrid,
52:52okay? We include a keyword, yes, the
52:54keyword must be included, for sure, and
52:56then something that calls for a bit of
52:58action, okay? I know it’s clear and
52:59I’ve rambled a bit, but well. The
53:01same goes for the meta description,
53:02okay? The meta description is this one
53:05here, okay? So it’s pretty much the
53:07same, from classic top hats to
53:08futuristic ones, I mean, it’s saying,
53:10hey, we have everything, okay? I mean,
53:13we have everything, you see? So I like
53:14it a lot. Discover the most delicate
53:16collection of top hats, it could be
53:17improved a little, okay? I’d be
53:19missing a bit of a call to action, but
53:20I like this, okay? Delivery for 7.95,
53:22okay? This, this I also like quite a
53:24bit. Actually, this is not part of the
53:26meta description. Google picked this up
53:29because I suppose that text appears on
53:31the website and it found it useful. I
53:33don’t know where it got it from. I
53:34suppose. Okay, this is a bit more
53:36advanced. This must be in the schema or
53:37something like that, but well, this is
53:39a bit more advanced, right? Don't focus
53:40on this. Let's stick with the meta
53:42description, okay? So, this is what we
53:44should also work on. For me, here is
53:46what we always say, okay? Let’s also
53:49play a little with the user to give it
53:51that spark, right? Don’t be robots,
53:54okay? I say this because if we use the
53:56one that I know more than one here will
53:58say," Oh, look, I’ll take all these
54:00keywords and tell AI, hey, generate a
54:02meta title with this keyword, such and
54:03such. "It’s going to make it very
54:05robotic. You’ll be advanced because
54:07you’re doing it with artificial
54:08intelligence, but it’s going to make
54:09it very robotic. So, I recommend that
54:10you add a human touch and a spark so
54:12that people, well, just like it
54:14happened to me with this title, right?
54:16It caught my attention more than all
54:17the others, okay? So, try to always
54:19look for that angle. What I recommend
54:21here is, if we can include the keyword,
54:23let's include it, but don't force it,
54:25please, and then include a call to
54:27action, okay? Something like free
54:29shipping over a certain amount or 24-
54:31hour delivery, or something that shows
54:33you know what you're talking about,
54:34okay? For example, here with our client
54:37, it says" buy inflatable paddle board.
54:40"" Looking for the best paddle board
54:41price at [Brand]? "I don't really like
54:43this one much." At [Brand] you can buy
54:44paddle boards from this price with free
54:46shipping, such and such, and a
54:48guarantee. "Mm, it doesn't fit here. Do
54:49you see? This is because we made it too
54:51long. This is the key. Look at this one
54:52. Look at Amazon. Best sellers. Boom,
54:54boom, boom. Not this, not this, not
54:55this. This is because Amazon does
54:57everything automatically and doesn't
54:58give it the care that we give it, okay?
55:00But this is much better because it says
55:01, hey, it shows you the price, see how
55:03it even puts it in bold?" You can buy
55:05paddle boards, "it puts it in bold,"
55:07with free shipping. "This is much more
55:08of a call to action than this one over
55:10here. Hey, Pedro, and why does Amazon
55:11show up first? Well, because Amazon is
55:13Amazon. Amazon has a lot of authority,
55:14a lot of strength, and so on. But hey,
55:16even so, our client shows up above
55:18Amazon. Do you think someone is going
55:20to show up above Amazon just because?
55:22No, simply because Huike, our client,
55:24is exclusively dedicated to selling
55:27paddle boards. They sell a few other
55:29things, but since they are the best at
55:31selling paddle boards and Amazon is a
55:33marketplace for everything, Google says
55:35," Hey, I'm going to rank them higher,
55:37"because they are more expert in paddle
55:39boards than Amazon could ever be, okay?
55:41Which has a little bit of everything.
55:42So, don't worry if there are titans
55:43like Amazon or Decathlon around here,
55:45okay? In fact, the other products would
55:47be around here, so it is very well
55:49positioned, okay? I'm rambling now.
55:51Stick with this. Meta description, it's
55:53also super important to include those
55:54hooks. Okay, let's get into the
55:56slightly more technical part, right?
55:58Because this is quite easy, but well,
56:00it can be seen as technical. Heading
56:02structure, okay? The heading structure
56:05is the H1, H2, H3. Let's imagine a book
56:09where you are going to read and you
56:11read the title, subtitle, sub-subtitle,
56:13right? This would be the heading
56:16structure. For example, let's open our
56:18page because we have it right here.
56:20Perfect. In this case, we are going to
56:22use a tool to detect this that will be
56:24very useful for you, which is SEO Meta
56:26in 1 Click. It's a Google Chrome
56:28extension and I recommend you install
56:30it because you'll see a website's SEO
56:32at a bird's-eye view quickly. If you
56:35install this Chrome extension, which is
56:37free, you will see this option here,
56:38and when you activate it, you will
56:40quickly see the meta title and meta
56:41description. See?" Call now, "a bit
56:44aggressive, but hey. So here, meta
56:45title, meta description, you will see
56:46it directly, and then you see here
56:48above that there are different tabs. We
56:49have the headers tab. If you go to
56:51headers, you will see the heading
56:54structure, see? So it has to look like
56:56this. Title, subtitle, subtitle,
56:58subtitle, subtitle, subtitle. Okay? So,
57:02as you see, you see that there is a
57:03header structure. So, the key is that
57:06your website has this heading structure
57:08, okay? Super important, it's a basic.
57:11If you tell an artificial intelligence
57:13to make you a website now, it will
57:14already come with all this done. So, it
57:16already comes with the entire heading
57:17structure well done. You have to have
57:19these titles well done because that's
57:21why it's the minimum viable SEO, okay?
57:23Super important. Now yes, pay attention
57:26. The H1 is the most important word on
57:29the whole page. As you see, in my case,
57:32it's SEO Agency Barcelona. It's the
57:34keyword that is searched for the most,
57:35and that is why it is the one we work
57:36on the most. Then we put different H2s,
57:39SEO agency services Barcelona. Then in
57:42H3, international SEO, local SEO, SEO
57:44on LMs, GEO, brand content, authority,
57:46YouTube SEO, blah blah blah, and then
57:48within each of these, others. Why do so
57:52many brands trust our digital marketing
57:53agency? Here you see SEO agency, I
57:55would put, you see, here I would put
57:57SEO agency, rather than digital
57:58marketing agency, but well, my fault,
57:59eh? SEO Barcelona, my friends. Well,
58:02the key here is a bit like this, you
58:03see? So, the key is for us to have this
58:05whole structure well-built. You'll see,
58:08install this extension, run it on your
58:10site and you'll see if the SEO you have
58:12is well-done or not. That’s it,
58:14it’s no big deal. I mean, you’ll
58:15either have it right or not, because
58:17here you’ll quickly see if it has
58:18meta titles or if the headers are
58:19well-structured. If you don't have
58:21either of those things, you've got work
58:22to do, little by little, but don't go
58:24away because I'm going to explain more
58:25super interesting things, okay? Like,
58:27for example, the topic of URL structure
58:29, okay? This is also super important.
58:33For example, for this client,
58:35horticultural systems, what we do is
58:36they have different verticals, for
58:38example, greenhouse plastic, insect
58:40nets, fertilizers, tools, and so on. So
58:42, all these would be their main
58:45business verticals. For example, if you
58:47go into greenhouse plastic, inside here
58:49is the main category. The keyword is
58:52greenhouse plastic, but within
58:54greenhouse plastic we have cover
58:55plastic, cultivation plastic, fasteners
58:58, etc., and also all the products. So,
59:01the key is the URL here. Do you see?
59:03It's called greenhouse plastic. The URL
59:06is called greenhouse plastic. If we go
59:08into, for example, cover plastic, we
59:10would go to the cover plastic category.
59:13So, the key here is to define the main
59:15verticals based on what users have
59:17searched for. For example, shading net.
59:20Well, hey, shading net. And here, since
59:22the user will search for it by shading
59:23percentage, that is, hey, how much
59:24shade does it provide? Well, 50%shade,
59:2665%shade, a bit like with mattresses,
59:28that's how these verticals are created.
59:31Shading net, 50%, okay? So, the key
59:33here is above all in the URL structure,
59:36okay? It's important that the URL name
59:38is the same as the category name, okay?
59:41I mention it because see, plasticized
59:43fabric, two-sided, okay? Well, it would
59:45be from here. The same with the product
59:46. If you enter the product, well,
59:48plasticized fabric, two-sided, 100m
59:50roll, okay? It would be this keyword
59:52right here, okay? It can be done like
59:54this, you see. And here, well, all the
59:55information that we will get into
59:57regarding content later can be done
59:59like this. It can also be done at the
1:00:01structure level. For example, with the
1:00:03F-zone topic, what we do is car license
1:00:05, you see?" Carnetir "is the main
1:00:07category, but inside we have automatic
1:00:10car license, refresher lessons, adapted
1:00:12driving, and so on. Here it would be
1:00:15motorcycle license, that's the main
1:00:16vertical, motorcycle license, but
1:00:18inside we have the A2 automatic license
1:00:20. And as you can see in the URL, we put
1:00:23motorcycle license A and inside that,
1:00:25motorcycle A2 automatic, because that
1:00:27way it's like a subcategory of the main
1:00:29category, okay? This is a strategy that
1:00:32works very well, especially for
1:00:34platforms or for keywords that are very
1:00:36hard to rank for. For example, for us
1:00:39in SEO agency, as you can see, we have
1:00:41SEO agency as the main vertical, which
1:00:43if you enter, this is a page. So, we
1:00:46have this page as SEO agency, it's like
1:00:48the hardest to rank, but then within
1:00:50SEO agency we have Madrid, for example,
1:00:52so we have different locations working
1:00:55on SEO by location, okay? Or for
1:00:57example, SEO agency, local SEO, okay?
1:01:00It would be like a subcategory of the
1:01:02SEO agency. The idea behind this leads
1:01:04to the next point, okay? The idea of
1:01:06this is just that, that we put the
1:01:08keyword we want, especially in the URL
1:01:09structure. I'm telling you, the URL
1:01:12structure is super key for Google to
1:01:14understand how your page is structured,
1:01:15okay? So, let's not use weird
1:01:17nomenclatures like, for example,
1:01:20yourwebsite.com and this number here or
1:01:22put a super weird name, okay? So, they
1:01:25have to be friendly URLs, for example,
1:01:27on-page SEO guide, okay? We don't put
1:01:29weird names, okay? This helps Google
1:01:31understand the context and also gives
1:01:33the user confidence before clicking,
1:01:34okay? So, once we have the whole URL
1:01:37structure well done, which is something
1:01:40we always do in all audits, because
1:01:42here we often see URLs that are poorly
1:01:44made or that, well, don't work, so we
1:01:46have to take action. But it's something
1:01:49we always detect, the URL structure,
1:01:51and it's something we always fix so
1:01:52that the entire foundation is well
1:01:54built. Once we have all that done, we
1:01:56do an interlinking strategy. This
1:01:58strategy is brutal and is one of the
1:02:00secret weapons of Palo Seco, the reason
1:02:02why it works so well for us and we have
1:02:05several success stories. I'm telling
1:02:07you that few agencies work on
1:02:08interlinking like we do, okay? I say
1:02:10this because what we are doing here is
1:02:12internal linking that guides Google
1:02:14bots to the pages you want to rank,
1:02:16okay? So, the key to internal linking
1:02:18here is to nurture the main vertical,
1:02:21okay? For example, in the case of the
1:02:23driving school, we have different
1:02:24licenses. So, since we have several
1:02:26licenses, the key—I mean, it's much
1:02:28easier to rank A1 license, A1
1:02:29motorcycle license, etc., than just
1:02:31motorcycle license, which has more
1:02:33searches, right? Returning a bit to the
1:02:35mattress topic, okay? If we wanted to
1:02:38rank for" mattress, "I would create
1:02:39different verticals. Inflatable
1:02:42mattress, mattress by size—for
1:02:43example, I'd include all sizes—cheap
1:02:45mattress, maybe, well, different ones,
1:02:46right? Foldable and so on, I would
1:02:49create different verticals all pointing
1:02:50to mattress, buy mattress, or the main
1:02:52category. Okay, we do the same with
1:02:54this one here. You see that it has
1:02:56different verticals. Although in this
1:02:58case, we put everything in the URL at a
1:03:00level one, okay? I haven't explained
1:03:02this, so I'll make a small cut
1:03:04regarding URLs, okay? The depth level
1:03:06is important, okay? As you can see here
1:03:08, this is a depth level of two.
1:03:10Motorcycle License would be depth level
1:03:12one, A1 License level two. And then we
1:03:15could add, well, automatic, right? For
1:03:17example, or manual, that would be level
1:03:19three. We do at most level two or level
1:03:22three if there are many subcategories.
1:03:26Let's not make the URLs too deep
1:03:28because that way it loses value, okay?
1:03:30So, that is very good at a structural
1:03:32level, but it loses value. In this case
1:03:35, the account manager handling this
1:03:36account decided to use this strategy,
1:03:38as everyone sometimes uses a different
1:03:40strategy regarding link structure. In
1:03:42this case, they put everything at level
1:03:44one. It's not bad, though. I mean,
1:03:46there is no mathematical formula for
1:03:48this. So, it's simply a matter of
1:03:50structure, logic, and strategy; what is
1:03:53most efficient for the user, and that's
1:03:55it. We, for example, at the agency
1:03:57choose to do it this way, but you'll
1:03:58see many people—in fact, we used to
1:04:00have it like that in the past. SEO
1:04:02Agency Barcelona level one, or SEO
1:04:04Agency Madrid level one as well. Okay,
1:04:07now we have decided to do it with this
1:04:09structure. We'll see what results it
1:04:10gives us. I say this because sometimes,
1:04:12depending on the sector, one way or
1:04:13another works better. Anyway, that was
1:04:15just a quick pause so you understand
1:04:17the depth level of the URLs, which I
1:04:18had forgotten. Let's get back to the
1:04:21subject of interlinking, which is
1:04:23basically what we do: connecting our
1:04:25entire site together. So, the key here
1:04:28is to nurture the verticals that are
1:04:30the most difficult to rank. If"
1:04:32Motorcycle License "is harder to rank
1:04:34than" Class A License, "then we make
1:04:36sure there are links pointing from"
1:04:37Class A License "to" Motorcycle License
1:04:39. "Let me explain with an example. For
1:04:41instance, with this client here,
1:04:43Método Bicon, what we do is take a
1:04:45source URL, which is this one here, and
1:04:47a destination URL, okay? And in this
1:04:50case, we add a short anchor text,"
1:04:52music therapy, "and point it to this
1:04:54URL here. So, on this page, there
1:04:55should be a keyword that is" music
1:04:57therapy, "which is the anchor text. If
1:04:59we look for it, see? Here," music
1:05:01therapy, "we have it right here, see?
1:05:03So, there is already a link pointing to
1:05:05this vertical here, okay? The
1:05:08destination is this one here, okay?
1:05:09It's source URL, destination URL, and
1:05:11here is the text with the keyword. See
1:05:13how everything is linked here?
1:05:14Obviously, all of this is generated
1:05:16with artificial intelligence, okay? So,
1:05:19here we simply say," Hey, we have all
1:05:21these URLs and we want to nurture this
1:05:23vertical with all the links. "See? Here
1:05:26it says" children with autism, ""
1:05:27people with autism. "So, we keep adding
1:05:30different keywords to nurture the
1:05:31vertical we want to rank, okay? So, all
1:05:33of this is done with artificial
1:05:35intelligence. We explain this inside
1:05:36the private community, which you can
1:05:38join for free via the link in the
1:05:40description, where we talk about SEO,
1:05:41share resources, tools, and so on. If
1:05:44you want to join, the link is there. So
1:05:46, right, we keep adding all the
1:05:48internal links toward the vertical we
1:05:49want to rank. Okay, let's move on to
1:05:52the next thing, which is content, okay?
1:05:54To me, this is super important. This is
1:05:56the foundation, right? I mean, it's the
1:05:57reason why Google has something to
1:05:59index, rank, and show to users. If
1:06:01there is no content, there is no SEO. I
1:06:04could go on and on about this, but
1:06:05basically, it's about creating content
1:06:06that answers the search intent better
1:06:08than anyone else, okay? This is super
1:06:11important. Let's not create filler
1:06:13content. Content with thousands and
1:06:16thousands of keywords no longer works;
1:06:19what really works is answering the
1:06:22user's search intent, okay? It's also
1:06:26super important to answer it in the
1:06:28first paragraph, because that's how we
1:06:30appear in the search results up here,
1:06:31okay? If we put, you know? If we answer
1:06:34it quickly, for example: the price of a
1:06:36motorcycle license in Barcelona varies
1:06:37by the type of driving school, with
1:06:39basic packs ranging from this to that.
1:06:41That's it, we don't need to ramble on.
1:06:44I say this because there's a lot from
1:06:452023 with gigantic paragraphs, and now
1:06:47with artificial intelligence, we can
1:06:49create this type of content much more
1:06:51easily, okay? So, obviously, you have
1:06:54to do it well. It’s not enough to
1:06:56tell the artificial intelligence," I
1:06:58want you to make content for this page
1:07:00where you include these keywords of
1:07:01such length, blah blah, and create a
1:07:03copy-paste text, "okay? That might work
1:07:05for you, eh? But it's not what we
1:07:07recommend. In fact, there are much more
1:07:10advanced prompts where we can create
1:07:12this type of content to then use on our
1:07:14pages. Okay? So anyway, in terms of
1:07:17content, I'm telling you we can use
1:07:18many other strategies, but this is key,
1:07:20and I know it's simple because, at the
1:07:22end of the day, it's just about writing
1:07:24and that's it. But anyway, we will
1:07:27delve deeper into content in the next
1:07:29lesson, which is how to rank a web page
1:07:31on Google, okay? Because here we will
1:07:35explain a bit more generically what to
1:07:37do to implement everything we've seen,
1:07:38along with some of the factors we've
1:07:40discussed, well, as we've mentioned,
1:07:42right? You also have the Excel file
1:07:45here, okay? Remember that you have it
1:07:46in the free community, which you have
1:07:48the link to down below. We are going to
1:07:54continue with how to rank a web page on
1:07:56Google, okay? For me, this is key here.
1:07:59It serves as a summary, but it will be
1:08:01useful because you will get different
1:08:03tips and advice that we recommend you
1:08:06apply to your page so that a vertical
1:08:08or a page ranks within the search
1:08:10engine, okay? The content of the
1:08:12landing page—a landing page is the
1:08:15destination page or the place where a
1:08:17user lands when they make a query on
1:08:19Google, okay? So, it must have a
1:08:22strategic H1. It must include the main
1:08:25keyword. We've already discussed this,
1:08:27we've already said it, but I want to
1:08:29show it with some examples. Let's close
1:08:31some tabs, I know this makes more than
1:08:34a few people nervous. So we'll close
1:08:36the tabs here, for peace of mind.
1:08:38Alright, good. Why do I say strategic
1:08:40H1? I say it because people often force
1:08:44the H1 in, placing it in an unappealing
1:08:46way. People land on our website and it
1:08:50says" our goal is to increase your
1:08:52business profitability. "This is what I
1:08:54want the user to read, but it doesn't
1:08:56have to be the H1 because it doesn't
1:08:58contain the keyword. Does that make
1:09:00sense? So, why do I say it's strategic?
1:09:02Because we put it here. Digital
1:09:03marketing agency. This is what the user
1:09:05is searching for. This is what Google
1:09:07reads, but it's not what we want to use
1:09:09as our main title. This sells, this
1:09:11doesn't sell—get it? So if you go
1:09:14here, as you can see in the headers,
1:09:16the H1 is" digital marketing agency, "
1:09:17and in fact, the H2 is" digital
1:09:19marketing services, "not this text.
1:09:22This text is simply for the user to
1:09:24read and grab their attention. That's
1:09:26where the copy goes, okay? So," your
1:09:28strategic partner in the digital world
1:09:30"doesn't matter either, okay? That's
1:09:32why I say strategic, because we put it
1:09:33here, okay? At Zona F, we had a problem
1:09:36placing the H1 because, design-wise, it
1:09:39didn't fit anywhere. So, where did we
1:09:41put the H1? Right up here. This is the
1:09:43page's H1. As you can see, it's placed
1:09:46strategically, okay? You can do it this
1:09:48way, I mean, put it however you think,
1:09:50but let's play with that a bit. That's
1:09:52why I said the most strategic part here
1:09:53, okay? I say that because if you have
1:09:55to include" buy running shoes online, "
1:09:57if you have to use that as an H1, it
1:09:59doesn't resonate with the user; you're
1:10:01not going to convince them to buy your
1:10:02running shoes. So we put the H1 in
1:10:04small print somewhere, and then you
1:10:06tell them" run like no one else "or"
1:10:07run like Usain Bolt "with these shoes,
1:10:09whatever, you know. You put your copy
1:10:11in there, your marketing, okay? But if
1:10:13we just put the main keyword like that,
1:10:14then in terms of user experience, it's
1:10:16going to fail, okay? Next, value
1:10:18proposition in the first paragraph.
1:10:20Define what you do and for whom you do
1:10:22it in two lines to retain the user,
1:10:24okay? We help companies scale their
1:10:26revenue through acquisition strategies,
1:10:28retention, artificial intelligence, and
1:10:29cutting-edge technology. Okay? This is
1:10:31basically what we do. If you are
1:10:33looking for endless reports full of
1:10:34vanity metrics, we’re not for you. If
1:10:36you want to increase your revenue,
1:10:37let’s talk. This is basically what I
1:10:38want you to use. Don't give me that
1:10:40typical line:" We are the best digital
1:10:42marketing agency in Barcelona. "If you
1:10:45want a digital marketing agency to
1:10:47include that, please, let’s not put
1:10:49that in. Keep it natural and clear; AI
1:10:52already interprets the entire context
1:10:54of the page. So, we don't need to force
1:10:57keywords in. That's a mistake, an old
1:10:59habit; let’s not do that anymore.
1:11:01Okay? Then the body with H2s, H3s, and
1:11:03so on, text structure with subtopics
1:11:05that include secondary keywords, okay?
1:11:07I mean, secondary keywords. So, if we
1:11:10want to target" digital marketing
1:11:12agency "here, we have to weave in
1:11:14everything related to a digital
1:11:15marketing agency throughout the text,
1:11:17right? So, let's see, maybe this isn't
1:11:19very well done, but, well, yes, digital
1:11:21marketing services, brand strategy, SEO
1:11:23, and so on—why do so many brands
1:11:25trust our digital marketing agency? How
1:11:27to choose the right digital marketing
1:11:29agency? Digital agency for SMEs, for
1:11:31B2B, and so on. Right, so that's where
1:11:33we put the H2s, okay? So that’s it,
1:11:35just include that. As you can see, we
1:11:36have a lot of content here. The H2 is
1:11:38this. Digital marketing focused on
1:11:40sales. Stop collecting visits or
1:11:41followers, start making real money.
1:11:43Okay, here, this would be the H2, but
1:11:45no, sorry, this is the H2, this is the
1:11:47H3. Do you see what I mean? So, that is
1:11:48the key to building the body with H2s
1:11:50and so on, right? Important: a list of
1:11:53benefits. Google now wants us to be
1:11:55different from everything else on the
1:11:58internet. Everyone uses AI. Everyone
1:12:00can create content with AI. What makes
1:12:03you different? Highlight those
1:12:05differences so Google knows what you do
1:12:07differently than the rest. Okay? In
1:12:10fact, we have this section here, don't
1:12:12we? Are you talking to other agencies?
1:12:15We could have said," Are you talking to
1:12:16other marketing agencies? We could have
1:12:18put that, but oh well. Or we feel sorry
1:12:19for you. Here are three real reasons
1:12:21why we are different, okay? And here we
1:12:23tell you why we are different. So when
1:12:25Google reads this, it says, "Hey, Palo
1:12:26Seco is different from the rest." Let's
1:12:28rank it higher. The FAQ section is also
1:12:31super important; resolve real questions
1:12:33found during your keyword research,
1:12:34okay? This also helps us a lot to know
1:12:37what the user is looking for and what
1:12:38we can do to resolve these questions,
1:12:40okay? An idea to capture question-based
1:12:42traffic, okay? Typical FAQs. If you
1:12:44notice, most of our clients have an FAQ
1:12:47section. As you can see, frequently
1:12:49asked questions. "If I sign up for the
1:12:50A2 license on the website, when can I
1:12:52start?" I don't know. "If I have a car
1:12:54license, do I have to take the
1:12:55motorcycle theory test? For the
1:12:56practicals, do I have to bring my own
1:12:58gear?" and so on. Well, typical
1:12:59questions people usually ask, so we
1:13:01include those too to help the user.
1:13:03Social Proof, testimonials, success
1:13:05stories, logos that validate your
1:13:08authority, that is. You'll see this
1:13:10later when we talk about E-E-A-T, how
1:13:11important it is, okay? It’s super
1:13:13important that we have this on our page
1:13:15too, okay? I mean, without this, Google
1:13:17—and not just Google, the user—will
1:13:19say, "Why should I buy from these
1:13:20people?" Right? So, we have different
1:13:23success stories on our website; if you
1:13:25want to see them all—though I don't
1:13:26know why the button isn't here—we
1:13:28have other success stories mentioned,
1:13:30what our clients think. More social
1:13:32proof, okay? So, all of this helps a
1:13:35lot. And then CTAs, of course, a button
1:13:37that redirects you or lets the user,
1:13:39you know, request a quote, whatever.
1:13:41But a button that redirects you where
1:13:43we want, right? Start, execute,
1:13:44whatever, a call-to-action button.
1:13:46Super important, okay? And now, once we
1:13:50have all this done, we'll move on to UX
1:13:52and CRO. Why? If we have all this done
1:13:57well in terms of content, structure,
1:13:59buttons, and so on, if we don't have a
1:14:01good user experience, we won't have
1:14:03good conversion. So let's talk about UX
1:14:06and CRO. Right, let's continue with UX
1:14:11and CRO. Let's say this used to be a
1:14:13designer's job, so it was something a
1:14:15designer worked on. Today it is a
1:14:18critical positioning factor, since
1:14:20Google has improved so much that it no
1:14:23longer just measures all the content we
1:14:25have on the page; it measures how the
1:14:27user behaves within our website and how
1:14:29we interact with our page. So, if your
1:14:34website is currently confusing,
1:14:35frustrating, or not working, Google
1:14:37detects it through that user. And let
1:14:39me tell you, Google detects everything.
1:14:41I mean, Google knows that you landed
1:14:43here, you scrolled down to here, you
1:14:45left, you went back up, you moved the
1:14:46cursor here, you selected this; it
1:14:48knows everything. It knows how you
1:14:50navigate the entire page, if you hover,
1:14:52if you click on services, where you go,
1:14:54and so on. It has everything measured.
1:14:56This is something we have to keep in
1:14:57mind and something we have to work on
1:14:59so that our website works perfectly.
1:15:01Okay? Here we have several success
1:15:03stories, such as the Zona F one, on how
1:15:05changing the website led to a very high
1:15:07conversion rate. Previously, on the
1:15:10website they had, I believe the
1:15:11conversion rate—that is, out of 100
1:15:13visits, five bought. Well, when we
1:15:16changed the website, out of 100 visits
1:15:17—I don't remember the exact figure,
1:15:19it's here in the success stories, but
1:15:20well, so you understand—the
1:15:22conversion rate increased simply by
1:15:23making it easier for the user, okay? In
1:15:27fact, we did this with the mobile
1:15:28version, but well, what I want you to
1:15:30take away is that we have to get the
1:15:32user to do what we want within the page
1:15:33. And for that, we have the 15-second
1:15:37rule, okay? The 15-second rule means
1:15:40that within 15 seconds of arriving at
1:15:41our page, the user has to know what you
1:15:43do, who you are, why you, and how to
1:15:45contact us, okay? These are the things
1:15:48that must be clear, okay? If you look,
1:15:49we arrive at Palo Seco. Who are we?
1:15:52Well, hey, here we see the logo. Here
1:15:54we have it. What do we do? We help
1:15:56companies scale their revenue. Blah,
1:15:58blah, blah. Why with us? Well, hey,
1:16:00because we are a Google Partner, Meta
1:16:01Business Partner, etcetera. We have
1:16:03over 300 clients, we have worked in
1:16:05more than 16 countries, and so on.
1:16:06Differential factor. And then the how
1:16:08to contact, which is exactly it, how to
1:16:10contact. Here it is, wait, it's not
1:16:11there. How to contact? Well, you have a
1:16:13button here if you want to talk, or a
1:16:14button here to request a quote,
1:16:15whatever you prefer. We could add
1:16:17another button here, view success
1:16:18stories, for example, to make it even
1:16:20easier for them. Right, the goal is not
1:16:22to make the user burn calories when
1:16:24they reach our page, so I arrive, I
1:16:26already know where I have to go, I get
1:16:28everything, I don't have to navigate, I
1:16:30don't have to scroll down and so on. I
1:16:32say this because sometimes we see
1:16:34websites where, when you arrive, it's
1:16:35like, "Okay, what do you offer? Who are
1:16:37you? Why choose you? How do I navigate?
1:16:39Are you forcing me to scroll? Are you
1:16:41making me waste my time navigating your
1:16:42website? I’m going somewhere else,
1:16:44okay? That is what we want to avoid.
1:16:46Then optimize the core web vitals. Okay
1:16:49, this is a bit more advanced, don't
1:16:51worry. Basically, what I want you to
1:16:54take away here is that, hey, your
1:16:55website needs to load quickly, okay? I
1:16:58mean, your website has to load fast, no
1:17:00visual shifts, prioritize user comfort,
1:17:03use readable text, I mean, all of this
1:17:05is ultimately what will also help the
1:17:07user navigate your website comfortably,
1:17:10okay? So, let's avoid, if we aren't
1:17:12designers, doing crazy things or
1:17:14creating a Frankenstein of our websites
1:17:16, and keep everything legible, easy to
1:17:18read, easy to navigate, etc. In fact,
1:17:20inside Google Search Console we have
1:17:22the section here, you see, under
1:17:24experience we have core web vitals. If
1:17:26you go in here you will be able to see
1:17:29if your website has poor URLs, URLs
1:17:30that need improvement, fast URLs, and
1:17:32so on, okay? So, you'll see it right
1:17:34here, you know? On desktop, well, there
1:17:36are some here that need improvement,
1:17:37okay? If you open the report, you'll
1:17:39see a bit about why your page needs
1:17:41improvement; it will give you different
1:17:43tips and so on, okay? But anyway, it's
1:17:45important that we have that, a website
1:17:47that meets core web vitals. Next,
1:17:49improve the interaction rate.
1:17:52Ultimately, CRO, which in case you
1:17:53don't know what it is, is conversion
1:17:55rate optimization, which is basically
1:17:57optimizing the conversion rate. It's
1:18:00kind of what we did with Zona F or, for
1:18:02example, with Sistema Hortícola, we
1:18:03did it there too. Actually, it was
1:18:05thanks to Sistemo Artículas that we
1:18:07discovered our website was perfect. We
1:18:10had our SEO perfectly done. Back then,
1:18:13we had the largest greenhouse specialty
1:18:15store in Spain. We had everything done
1:18:17best: many categories, lots of products
1:18:19, interlinking, H1s. It's cool to talk
1:18:21about all this now that you know what
1:18:22I'm talking about. We had all the SEO
1:18:25done right, yet we saw a competitor
1:18:27ranking above us with less content.
1:18:30They didn't have H1s on the page, and
1:18:31the meta titles weren't well-worked
1:18:33either. I said," Why is this person
1:18:35above us if they don't have the basic
1:18:37SEO done right? "And it was because
1:18:39their website was built better. You see
1:18:41it here now, you say," Hey, this is
1:18:42very well made. "" Yes, yes, but before
1:18:43it wasn't that well made. "We were the
1:18:45ones who designed it. We detected that
1:18:47for a user to make a purchase on our
1:18:49client's site, Sistemo Hortícolas, it
1:18:51took about 3 minutes on average.
1:18:55However, on the competitor's site, they
1:18:56could buy in a minute less; it was
1:18:57maybe just click-click-click-click. And
1:19:00they bought. And here it was like, well
1:19:02, it was poorly done. So that was the
1:19:04only thing we saw. We said," Of course,
1:19:06the problem is that the user is happier
1:19:08when they reach this person's page and
1:19:10buy in one minute than on ours, which
1:19:12takes 3 minutes. "So, we redesigned the
1:19:14whole page, changed it completely so
1:19:16the user could buy much more easily,
1:19:18and we recovered our rankings. But I'm
1:19:21telling you, sometimes we focus on the
1:19:23keywords, the H1, the meta, and so on,
1:19:26and you realize the error is much
1:19:28deeper." Okay, let's look very closely
1:19:31at how we navigate our page, especially
1:19:33in the mobile version, which I think is
1:19:35the next point. "Exactly. Prioritize
1:19:37the mobile version. I'm going to step
1:19:39into the spotlight again because I want
1:19:41this message to sink in. The main
1:19:43mistake web developers make is that we
1:19:45build them for desktop because we are
1:19:47on a computer. The problem is that 80%
1:19:50of your traffic will come from mobile.
1:19:53So, remember: Google will look at your
1:19:55page on mobile first, and then it will
1:19:57look at the desktop version if it has
1:19:59time. So, burn this into your mind.
1:20:02Google will look at your page on mobile
1:20:04first, and then on desktop. So you must
1:20:07always look at your page on mobile
1:20:09first, and then on desktop. Why do I
1:20:11say this? Because Google has a crawl
1:20:13time for your page. Meaning, this is
1:20:15called crawl budget—this is an extra
1:20:17detail not in the documentation—but
1:20:18basically, Google might spend 2 seconds
1:20:20analyzing your website. And of those 2
1:20:23seconds, maybe 1.7 seconds are spent on
1:20:26the mobile version and 0.3 seconds on
1:20:28your desktop website. So it is better
1:20:31to have your mobile site done well than
1:20:33your desktop site. Just keep that in
1:20:34mind. Always look at the mobile version
1:20:36. And okay, now I want to give you an
1:20:39AI trick on how to audit our page to
1:20:41know if our CRO is done correctly.
1:20:45Right, here you really have no choice
1:20:47but to join our community because
1:20:49inside we have different tools. And
1:20:51resources, and among them is auditing
1:20:54the page with ChatGPT. So, what we
1:20:57basically do here is take our page,
1:21:00take a full-page screenshot—this is
1:21:03done with the Go Full Page extension.
1:21:07And when we have the entire page
1:21:09captured, which we have here, we
1:21:11download it, open it, and then we tell
1:21:13this GPT, which is trained to be the
1:21:16best CRO auditor, to just do its thing
1:21:18with this site, for example. And what
1:21:22it will do is analyze your entire
1:21:24webpage and look at all the metrics we
1:21:27have inside. And now let's see if it
1:21:29launches, because it will take a little
1:21:31while, but what it's going to do is
1:21:33basically audit our entire web. And you
1:21:35will obviously find this inside the
1:21:36community, which you can join for free,
1:21:38and you have the link right below, okay
1:21:39? So anyway, I hope to see you inside
1:21:42where you can access tools like this" 5
1:21:44-second rule "—we call it the rule of
1:21:46five because in this fast-paced society
1:21:48, 15 was already too much, so that's
1:21:50why it's five, okay? Is it understood
1:21:52quickly? The AI communicates that it
1:21:54isn't clear enough in the first few
1:21:56seconds if you are a marketing agency,
1:21:58a creative agency, or what, so, the 5-
1:22:00second verdict. Visually approved, but
1:22:02commercially not approved. Well, that's
1:22:04a bit debatable. I mean, I'm telling
1:22:06you, AI must always be the intern. We
1:22:08are the CEO of the company. We decide,
1:22:11the AI advises and helps you, okay?
1:22:13Anyway, I’ve obviously put in my page
1:22:15, which I consider to be quite good,
1:22:17but as you can see, it has a lot of
1:22:19things. It will show you what works,
1:22:21what's missing; they should resolve
1:22:22buying objections, not just informative
1:22:24questions. As you can see here, for
1:22:25example, this is probably right, you
1:22:27know? How much does an agency charge?
1:22:28Well, we would have to review it,
1:22:30obviously, okay? But recommended
1:22:32questions. Do you work for any type of
1:22:33business? Well, it even tells you some
1:22:35questions here, okay? And here it gives
1:22:36you a checklist of key elements. Value
1:22:38proposition improvable, initial CTA
1:22:40improvable, social proof present,
1:22:42success stories present, service...Well
1:22:44, it gives you an analysis of
1:22:45everything, okay? On top of that, it
1:22:47also tells you the quick wins, you know
1:22:48? It says," Hey, reinforce everything a
1:22:50bit, and so on, okay? "Anyway, it just
1:22:53gives you an analysis of the entire
1:22:55website; like I said, it works super
1:22:57well and will help you a lot to improve
1:22:59your page's conversion rate. And okay,
1:23:02having seen UXRO, let's move on to
1:23:04E-E-A-T, which I'm sure people are
1:23:06asking," What is this? "What is this
1:23:08E-E-A-T thing? So let's explain it next
1:23:11. E-E-A-T might scare a lot of people,
1:23:16and it's perhaps the least liked part
1:23:19because it’s when we get a dose of
1:23:21reality, since it’s basically an
1:23:24acronym Google uses to evaluate the
1:23:27quality and credibility of content and
1:23:29whoever publishes it, okay? Ultimately,
1:23:32it comes from four letters: Experience,
1:23:35Expertise, Authoritativeness, and
1:23:37Trustworthiness, okay? So there are
1:23:40three...no, four values. It used to be
1:23:42three, now they’ve added an E for
1:23:43Experience. So basically, what Google
1:23:45does with this is know a little bit
1:23:47about who you are and why you. That’s
1:23:50why I say your digital footprint is
1:23:51super important, and we always
1:23:53emphasize the entire ecosystem, okay?
1:23:56Because SEO now, like what I’ve shown
1:23:58you, is just the tip of the iceberg;
1:24:00the world of SEO is massive. So it’s
1:24:03not necessarily getting harder, but
1:24:05there are many factors, and even though
1:24:07we've given you 65, like I said, there
1:24:09are a lot more factors, okay? So let's
1:24:12try to break it down and, above all,
1:24:15give you tips and advice so you can use
1:24:17it, okay? So, first of all, experience
1:24:21means the author has firsthand
1:24:23experience. That is, if you create an
1:24:26article about how much a driver's
1:24:28license costs, as we saw before, it
1:24:30will say," Okay, who is saying this? "
1:24:32Because you know, like, who is behind
1:24:34this company for Google to rank it up
1:24:36there? I need to make sure the person
1:24:38talking about this has some credibility
1:24:40in the sector, right? It values that a
1:24:43lot—if you've used the product,
1:24:45visited the place, lived the situation
1:24:47you're talking about, etc. So, it's
1:24:48super important that we always have
1:24:50that experience in the sector and,
1:24:52above all, that we can demonstrate it.
1:24:54How can we demonstrate our experience
1:24:57in the sector? Because I'm sure more
1:24:59than one person here says," Hey, I've
1:25:00been working here for 20 years and such
1:25:01. "" Yes, but on the internet, where is
1:25:03that recorded? How does Google know
1:25:05that the text you wrote wasn't, I mean,
1:25:07that you wrote it and not an artificial
1:25:09intelligence? Because now it's very
1:25:11easy to open GPT and tell it to create
1:25:13an article on anything, better than any
1:25:15person, right? Almost, anyway. So, for
1:25:17Google to know that you wrote it—this
1:25:20especially works a lot in technical and
1:25:22medical fields, but it's now useful for
1:25:24everything. So, the key is that Google
1:25:26will ask, "Hey, who wrote this article?
1:25:29" And what it will do is search the
1:25:30internet for who you are. How does it
1:25:32know this? Well, it will detect this if
1:25:34you have your own page. That's why at
1:25:36our agency, in the 'About' section for
1:25:38the team, you know? It's super
1:25:39important to have the 'About Us' page
1:25:41and so on. So, for the team, we have
1:25:43each person's page down here, okay? So,
1:25:46I, for instance, Pedro Seo, have my
1:25:48author page, the Pedro Seo page, and I
1:25:50explain a bit about who I am, a quote,
1:25:52social media, and so on; that way,
1:25:54Google knows that Pedro Seo is indeed a
1:25:56person. Or, for example, my partner
1:25:58Oscar; here we talk a bit about him, we
1:26:00include a video, his social media, or
1:26:02who knows, or Javier Delgado, who is an
1:26:04account manager, we explain a bit. In
1:26:06his case, he only has LinkedIn, so, hey
1:26:08, we include LinkedIn so Google detects
1:26:10that there is a real person behind all
1:26:12of this. And also, it is super
1:26:14important that the articles—for
1:26:16instance, in this case, this is an
1:26:18article that I wrote—it is important
1:26:20that this article is signed by me, you
1:26:22know? This has to be signed by someone.
1:26:25This is what Google wants to see: that
1:26:27this article, which AI could have done
1:26:28—yes, in fact, I obviously used AI—
1:26:30is signed by Pedro Serrano, which is me
1:26:32, and well, that I have that authority,
1:26:34I have my website, et cetera. So, in
1:26:37that way, Google knows that, hey, if
1:26:38this person wrote it, this article has
1:26:40validity and will rank better than
1:26:41others. That is why it is super
1:26:44important to have these pages created,
1:26:46okay? Then here we already know a bit
1:26:48about the experience that authority has
1:26:50, that is, the linked web pages, us,
1:26:52and so on, the authority. This is
1:26:54perhaps the most complicated part. You
1:26:55are a reference source within your
1:26:57sector. That is basically measured by
1:26:59the site's reputation, mentions from
1:27:01other experts, and the strength of your
1:27:03brand. That is to say, people searching
1:27:05for your brand on Google. Brand queries
1:27:08help a lot in working on the whole
1:27:10E-E-A-T aspect and send signals to
1:27:12Google that you are one of the best
1:27:14options to appear in the top results.
1:27:16How do we achieve this? Well, something
1:27:18people don't like very much, but we
1:27:20know it is the key nowadays for doing
1:27:21marketing, right? Social media
1:27:24followers, media mentions, press
1:27:25releases, et cetera. That's why we
1:27:29always try to create those press
1:27:30releases to try and get featured in
1:27:32media, like, for example, Emprendedores
1:27:33, right? Artificial intelligence will
1:27:36cause many businesses to stop existing
1:27:37on Google. Look, I mentioned that a
1:27:38while ago, right? And in fact, it is
1:27:40happening, right? So anyway, here is
1:27:41simply an article, well, hey, about all
1:27:43of this, right? Within Emprendedores,
1:27:45all these articles, all these media
1:27:47outlets that talk about you help
1:27:49improve the whole authority aspect. And
1:27:51then, finally, the trust part, the
1:27:53trust aspect. This is super important;
1:27:55it is the most important pillar. In
1:27:57fact, I highlight it here, and those of
1:27:59you who don't have, perhaps, such
1:28:00strong social media or authority or a
1:28:02digital footprint on the internet that
1:28:04is well-developed yet, have a great
1:28:06advantage here. Okay, important, you
1:28:07have to have this now, okay? It is the
1:28:09trust in your site; it is basically
1:28:11going to be based on, hey, who is
1:28:13behind this? So, explain your story
1:28:15very well, add images, add photos, add
1:28:18your own videos, everything you can
1:28:20verify on your part. The Google Maps
1:28:22profile for local SEO, which we will
1:28:24also talk about soon. If you are in the
1:28:26community, you will also learn a lot
1:28:27about local SEO. If not, you can join
1:28:28for free and you will learn how to rank
1:28:30a profile within Google Maps. Something
1:28:32we must also 100%do is all the legal
1:28:34pages. All the legal pages. I say this
1:28:36because there are people who do not
1:28:37have their legal pages done correctly.
1:28:39Put all the information on the legal
1:28:41pages: cookie policy, disclaimer, and
1:28:43if you sell products, the purchase
1:28:44policy. You must have all of this
1:28:47documented. Google highly values user
1:28:50trust. Think that the internet is cold
1:28:52by nature. So, if we don't tell Google
1:28:55a little bit about what is behind it,
1:28:56that there is a real company behind it,
1:28:58it will be hard for it to rank you,
1:28:59basically because now with AI,
1:29:01businesses are created from nothing,
1:29:02overnight and so on, so it wants to
1:29:04know that there is a real business. So,
1:29:07the more legal and real data we provide
1:29:09, the more trust our site will have,
1:29:11and the easier it will be for
1:29:13everything we do afterward to rank. I
1:29:15mean everything we have been discussing
1:29:17in this training, okay? I know this
1:29:20point is quite complicated and so on,
1:29:22but don't worry, because that's why in
1:29:24the community—well, you have the link
1:29:27down here—you can access it, you can
1:29:29learn, you can take it to the next
1:29:31level; since inside we help a lot with
1:29:33everything regarding improving on
1:29:35social media, everything regarding
1:29:37acquiring new clients, but above all in
1:29:39doing quality SEO and in ranking within
1:29:41Google or doing GEO within LLMs. So,
1:29:44well, nothing, I would love to see you
1:29:46inside. It’s a shame to tell you that
1:29:47this training has already ended.
1:29:50Obviously, I already told you that this
1:29:51is just the tip of the iceberg of
1:29:53everything that can be done in SEO. If
1:29:56you really want to take your business
1:29:58seriously and scale it properly, I'll
1:30:00see you inside the community; it's
1:30:02totally free. Join, look at everything
1:30:05inside, and you will find real value
1:30:07that you won't find on the internet or
1:30:09YouTube. Plus, you will also find
1:30:11resources like the one I mentioned
1:30:13about SEO Factors, and lots of
1:30:15artificial intelligence. Today it is
1:30:17almost the cornerstone of everything,
1:30:18although you already know we should use
1:30:20it as an intern, not as a CEO. And
1:30:22that’s it, I’m going to say goodbye
1:30:23now. If you liked the video, go ahead
1:30:25and give it a big like, subscribe if
1:30:27you haven't yet, and leave a comment.
1:30:30If you have any doubts or questions, I
1:30:32mentioned it during the video, but you
1:30:33know I’m committed to responding to
1:30:35everything, so I’ll try to answer all
1:30:36the comments here. And that’s it, if
1:30:39you want to keep learning about SEO and
1:30:41getting more sales for your business,
1:30:43well, we'll see you here soon. Sending
1:30:45you a big hug. Bye.

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