Google is more than a search engine — it helps shape an excellent brand experience. Here are some practical tips for your SEO strategy.
Have you ever wondered why Google's results seem to have the answer at the exact moment you need it?
It turns out Google has been refining its algorithm to identify user intent whenever someone asks a question in its search bar. Understanding this shift matters, because it tells us how we should build our websites — after all, a brand's first experience with a user is often a Google search result.
Usually, when a website is designed, the process starts by identifying the sections we want to divide the content into, then reviewing how to design the homepage to show a spectacular image of our product or service: impressive videos and images meant to support our big idea. This approach produces a website that gives the brand an online presence, but it's unlikely to be effective.
For a website to generate good results, it needs to account for three fundamental concepts:
Knowing and testing the demographics of our target market is daily work for marketing teams — knowing how to segment the audience is essential to running effective campaigns.
Just as we understand audience segmentation, it's important to identify how our product or service actually improves the customer's life. Knowing the different ways our product creates value for customers lets us pinpoint the moments where we can solve our ideal customer's problems, and in doing so demonstrate our expertise and authority on the topic to build user trust.
We know a website needs to present its value offer simply, in order to convert visitors into users and customers.
The concept of the story refers to the different stages a buyer goes through with our brand: starting with how we present our solution to a problem they probably don't know they have yet, followed by convincing them our product is the best solution to their problem, and then keeping them happy as a customer.
When the story is precise and well designed, it becomes much easier to create good website navigation, and therefore a good brand experience.
This last concept is probably the most complex of the three, since it requires collaboration between every team in charge of the website.
One of the biggest problems with websites is that they aren't designed to grow — this brings a series of issues, like loading too slowly or creating a confusing experience as the content grows daily and becomes harder to organize.
It's important to ask ourselves what kind of experience we want a user to have when the first page they see isn't exactly the homepage. Do we favor certain pages over others? Asking these questions helps us identify where we need to focus, so we can guide users through the website and help them discover the story we want to tell them.
SEO isn't a garnish — it's a strategy. Gone are the days when we only focused on keywords and how often they repeated in the content. A strategy built on offering the best possible customer experience will always be protected against any algorithm update.
Want to learn about SEO in Spanish? In the "Learn SEO in Spanish" section you'll find links to my articles and podcast, all in Spanish.
I tested a generic AI tool against a custom agent trained on my voice. See what changed and what it means for your content strategy.
Expanding globally? Learn what the hreflang attribute does, common mistakes, and best practices for international SEO success.
Learn how bringing industry experts into your content strategy can sharpen your SEO and make your marketing more credible.
