SEO Guide: What you need to know about web positioning
Posted: Tue Feb 18, 2025 6:45 am
About this SEO Guide
At La Teva Web we have been offering SEO positioning services to our clients for over a decade . In this time we have accumulated a lot of learning, and we like to share this knowledge with the community.
In this time we have generated dozens of articles on our SEO blog about different aspects of positioning in Google and some other search engines. And now we have decided to group them in this guide, which aims to be a journey and a catch-all for anyone who is starting out in the world of SEO , or for anyone who wants to go deeper and further. We present this SEO Guide as a living thing, which will grow and mutate just as its object does, SEO. We hope you enjoy it and above all, that you find it useful.
Browse the SEO Guide
About this guide
SEO Definition
Fundamental concepts about SEO
Keywords
Technical SEO
SEO Strategy
On-page SEO
Off-Page SEO
SEO Analysis
SEO by type of website or business
SEO by territorial scope
SEO in SERPs
Google Guidelines
SEO Frontiers
SEO outside of Google
SEO Writing
Stay up to date on SEO
SEO job market
Domain and hosting
Downs, attacks and penalties
The Blog
SEO Definition
The first thing we need to establish is the object of analysis, its framework and limits. We could define SEO as "the set of practices aimed at maximizing the presence of a business in digital search engines ." Applied to the Spanish case, this essentially implies positioning in Google, but be careful with SEO in Bing . The work of organic visibility in other spaces such as social networks, directories and marketplaces is also called SEO, although it is under discussion whether it is technically so, since we are outside a Search Engine.
If you want to learn more about this aspect, we recommend our post:
“ What is SEO and what is it for ?”
Fundamental concepts about SEO
In the SEO sector, there are a lot of nomenclatures that are specific to the sector, or that take a different approach if approached from an SEO perspective. In addition, as in many professional fields, our vocabulary is full of anglicisms. If you are not yet completely familiar with concepts such as Rich Snippets , Core Web Vitals or canonicals , then you should check out our SEO Dictionary . It is the most complete and updated SEO glossary in Spanish, and it is growing every month.
Keywords
Keywords are the essence of any SEO, as they are the transmission belt between our potential client, Google and our website. Because ultimately SEO is that: there is a client who is going to search for something in a certain way, with keywords norway whatsapp data or queries , and that is where we want to be with content that solves that user need . You must be very clear about what types of keywords there are (by length, if they are branded or by search intent), and set objectives for your project in the short, medium and long term. The most common strategy is to bet on brand and long tail keywords at the beginning (as they will be more affordable), and gradually raise the stakes until you reach the most searched (and competitive) words.
Technical SEO
Technical SEO is an exciting field. It includes aspects that are essential for any project if it wants to rank, as they can be an absolute block and render ineffective everything we have in other areas of SEO. You can work hard on your designs, content and links, but if you have a bad configuration of the .htaccess or robots.txt file you have nothing to do, as Google may not be able to access the content properly . Through technical SEO implementations we make it easier for spiders to crawl , understand and index what we want to rank, and therefore we block what we are not interested in.
There are many important areas of technical SEO. And any SEO worth their salt should understand them, even if they don't aspire to be a programmer or systems engineer. In other words, our job is to detect when a project is going to need a CDN to resolve and deliver content internationally faster, or to work with tools like Google Search Console to detect anomalies like 5xx or 4xx errors , analyze the speed of our website and how to improve our Core Web Vitals , plan a good web content architecture , implement structured data markup or Rich Snippets , or direct an SEO migration so as not to lose traffic along the way. If until now you thought that SEO consisted of writing blog posts in a hurry, nothing could be further from the truth.
SEO Strategy
Achieving success in the web positioning of a project depends on hundreds of factors and goes through different phases . Many depend on you, and many others do not, as there are many other actors that impact (client, departments, competition, pandemics...). Among the most fundamental aspects to work on at the beginning of any SEO project, is defining a strategy : drawing up what we are going to pursue, what we are going to do to achieve it and how we are going to measure whether we are achieving it. We must also be clear that the SEO strategy initially set must be constantly questioned and reviewed, to be able to orient itself to changes in the market .
In terms of objectives, a more traditional SEO would be based on agreeing with the client on objectives in terms of positioning a specific number of keywords or increasing traffic. These types of schemes are more of a thing of the past, and now an agency or a professional works on business-oriented SEO strategies .
A fundamental part of the strategy is to define our audience , understand what need we are going to cover from our website, and discover what that search will be like. We must carry out a good analysis of our buyer persona , as well as their customer journey , which together with good keyword research , will lead us to choose the keywords that best suit our project. We have warned that there were many anglicisms
On-page SEO
On-page SEO is the whole set of optimizations that can be implemented in the HTML code of our URLs to improve their positioning. We must take care of all the elements of our site (we must also work on the SEO of PDF documents or SEO for images , among others) and optimize them for SEO: our pages must have an adequate SEO structure , the metas must be fine-tuned (especially titles , descriptions and ALTs ) and have content oriented to Google .
A very important aspect to take into account is the internal linking on our website . Working well on interlinking helps to indicate to Google which content on our site is most important, why we want to position our URLs (anchors are key), as well as the semantic relationship between our content , which can generate clusters and link pages like this one.
If you are facing an e-commerce project , on-page priorities should focus on category pages and product pages, as they should be the ones that receive transactional SEO traffic and attract online sales. They must have a perfect on-page , their web core vitals spotless and a Schema as rich as possible.
At La Teva Web we have been offering SEO positioning services to our clients for over a decade . In this time we have accumulated a lot of learning, and we like to share this knowledge with the community.
In this time we have generated dozens of articles on our SEO blog about different aspects of positioning in Google and some other search engines. And now we have decided to group them in this guide, which aims to be a journey and a catch-all for anyone who is starting out in the world of SEO , or for anyone who wants to go deeper and further. We present this SEO Guide as a living thing, which will grow and mutate just as its object does, SEO. We hope you enjoy it and above all, that you find it useful.
Browse the SEO Guide
About this guide
SEO Definition
Fundamental concepts about SEO
Keywords
Technical SEO
SEO Strategy
On-page SEO
Off-Page SEO
SEO Analysis
SEO by type of website or business
SEO by territorial scope
SEO in SERPs
Google Guidelines
SEO Frontiers
SEO outside of Google
SEO Writing
Stay up to date on SEO
SEO job market
Domain and hosting
Downs, attacks and penalties
The Blog
SEO Definition
The first thing we need to establish is the object of analysis, its framework and limits. We could define SEO as "the set of practices aimed at maximizing the presence of a business in digital search engines ." Applied to the Spanish case, this essentially implies positioning in Google, but be careful with SEO in Bing . The work of organic visibility in other spaces such as social networks, directories and marketplaces is also called SEO, although it is under discussion whether it is technically so, since we are outside a Search Engine.
If you want to learn more about this aspect, we recommend our post:
“ What is SEO and what is it for ?”
Fundamental concepts about SEO
In the SEO sector, there are a lot of nomenclatures that are specific to the sector, or that take a different approach if approached from an SEO perspective. In addition, as in many professional fields, our vocabulary is full of anglicisms. If you are not yet completely familiar with concepts such as Rich Snippets , Core Web Vitals or canonicals , then you should check out our SEO Dictionary . It is the most complete and updated SEO glossary in Spanish, and it is growing every month.
Keywords
Keywords are the essence of any SEO, as they are the transmission belt between our potential client, Google and our website. Because ultimately SEO is that: there is a client who is going to search for something in a certain way, with keywords norway whatsapp data or queries , and that is where we want to be with content that solves that user need . You must be very clear about what types of keywords there are (by length, if they are branded or by search intent), and set objectives for your project in the short, medium and long term. The most common strategy is to bet on brand and long tail keywords at the beginning (as they will be more affordable), and gradually raise the stakes until you reach the most searched (and competitive) words.
Technical SEO
Technical SEO is an exciting field. It includes aspects that are essential for any project if it wants to rank, as they can be an absolute block and render ineffective everything we have in other areas of SEO. You can work hard on your designs, content and links, but if you have a bad configuration of the .htaccess or robots.txt file you have nothing to do, as Google may not be able to access the content properly . Through technical SEO implementations we make it easier for spiders to crawl , understand and index what we want to rank, and therefore we block what we are not interested in.
There are many important areas of technical SEO. And any SEO worth their salt should understand them, even if they don't aspire to be a programmer or systems engineer. In other words, our job is to detect when a project is going to need a CDN to resolve and deliver content internationally faster, or to work with tools like Google Search Console to detect anomalies like 5xx or 4xx errors , analyze the speed of our website and how to improve our Core Web Vitals , plan a good web content architecture , implement structured data markup or Rich Snippets , or direct an SEO migration so as not to lose traffic along the way. If until now you thought that SEO consisted of writing blog posts in a hurry, nothing could be further from the truth.
SEO Strategy
Achieving success in the web positioning of a project depends on hundreds of factors and goes through different phases . Many depend on you, and many others do not, as there are many other actors that impact (client, departments, competition, pandemics...). Among the most fundamental aspects to work on at the beginning of any SEO project, is defining a strategy : drawing up what we are going to pursue, what we are going to do to achieve it and how we are going to measure whether we are achieving it. We must also be clear that the SEO strategy initially set must be constantly questioned and reviewed, to be able to orient itself to changes in the market .
In terms of objectives, a more traditional SEO would be based on agreeing with the client on objectives in terms of positioning a specific number of keywords or increasing traffic. These types of schemes are more of a thing of the past, and now an agency or a professional works on business-oriented SEO strategies .
A fundamental part of the strategy is to define our audience , understand what need we are going to cover from our website, and discover what that search will be like. We must carry out a good analysis of our buyer persona , as well as their customer journey , which together with good keyword research , will lead us to choose the keywords that best suit our project. We have warned that there were many anglicisms
On-page SEO
On-page SEO is the whole set of optimizations that can be implemented in the HTML code of our URLs to improve their positioning. We must take care of all the elements of our site (we must also work on the SEO of PDF documents or SEO for images , among others) and optimize them for SEO: our pages must have an adequate SEO structure , the metas must be fine-tuned (especially titles , descriptions and ALTs ) and have content oriented to Google .
A very important aspect to take into account is the internal linking on our website . Working well on interlinking helps to indicate to Google which content on our site is most important, why we want to position our URLs (anchors are key), as well as the semantic relationship between our content , which can generate clusters and link pages like this one.
If you are facing an e-commerce project , on-page priorities should focus on category pages and product pages, as they should be the ones that receive transactional SEO traffic and attract online sales. They must have a perfect on-page , their web core vitals spotless and a Schema as rich as possible.