What is SEO and Why is it Important For Your Company?

The evolution of new information technologies and the boom of social networks have changed our environment and also the way in which we communicate, interact and do business. These changes have accelerated in the last decades since the arrival of the internet until today.

The internet and its role in the world

One factor that must be taken into account is that today more users are on the internet, thanks to the access, ease and evolution of technology. Today almost the whole world population has access to the internet. In 2016, a total of 3,424,971,237 users were registered:



This factor is certainly important, since it reveals that users using the internet are growing year by year, which involves a challenge of reaching out to those users in different ways. These conversion techniques are generally achieved by various digital or marketing media such as: Social Networks, SEM, CPC, B2B, Email marketing, SEO, etc. But of all of them, SEO is very important for your business in order to reach those internet users who might become potential customers.

What is SEO?

First it has to be clear that SEO is the abbreviated acronym for Search Engine Optimization. It consists of the application of a series of strategies and techniques, in order to increase the traffic and visits of a web page, improving its positioning in the results of the search engines or SERP (Search Engine Results Page). There are several search engines existing in the world: Google, Yahoo, Bing and even Baidu (China), but Google is the world’ search engine of excellence, as it has a market share of 78%.



Without a doubt, Google handles most of the digital marketplace today. Only 5% of users go to the second page (11-20 websites). The first place generally gets a percentage of 35% of clicks, the second approximately 18%. After position 6, they are below 5% of all clicks. Then only the first 10 search results that are on the first page will be the ones that will have visibility and possible visits and/ or conversion by the users. Therefore, SEO’s mission is to position a site in the first search results.

As google is the main search engine, this search engine establishes certain rules for positioning a site in the first search results. Some aspects that SEO evaluates in Google are:


Basically refers to how popular a website is, the more popular a website, the more valuable the information it contains. Google gives value to sites that have content of quality and usefulness to the user, this factor influences the power of the site and evaluates the user experience.SEO


It is basically the page-search ratio. All search engines have their own hierarchy and indexing system to manage their own search results. That is, for each term or keyword used by the user, the search engine automatically performs a calculation, which will show the results sorted by relevance and importance. This should not be confused with spamming keywords on web pages, to appear in the results, this is something google penalizes. Relevance must be organic and not forced. Also, SEO can be divided into two large groups:

SEO Onpage/On-SiteSEO

It focuses mainly on relevance, focusing on ensuring that the web is optimized for the search engine (Google), to understand the main thing: the content of it. Some important factors at this point are: Site optimization, keyword research, internal links, crawl errors, and others.

SEO Off-Site

It is SEO work focused on external factors to the web page itself, which support the positioning of the same in the search results. Some factors are: external links, social networks, mentioning in local media, and performance in search results.

For what do I need an SEO in my company?

In 2017, a company that does not have a website loses many potential customers compared to others that do have. That is why SEO is important and necessary, as it helps your customers to have a better experience on your website, make it more useful for users, as well as help search engines to find the website, in order to position it; So when a customer searches for something that has to do with your business, your site will appear in the first search results.

But it is not just about having a web page, it is about positioning it in the first search results. For a company to appear in the first search results represents a permanent exposure to potential consumers, generating calls, leads, conversions, quotes and possible sales.

In addition, it is a marketing strategy that is becoming increasingly important. Several studies show that SEO is among the first places of return on investment when comparing to other existing marketing techniques. SEO

Finally, you must keep in mind that SEO is not immediate, positioning cannot be achieved from one moment to another. SEO work takes time and constant efforts to achieve the positioning on the first place.

Do you need help to position your website in the first search results? At Biz Latin Hub we have a team of SEO experts, professionals positioning websites on search engines. Also we offer the service of creating webpages. For further information contact us by writing to Craig at

The information provided here within should not be construed as formal guidance or advice. Please consult a professional for your specific situation. Information provided is for informative purposes only and may not capture all pertinent laws, standards, and best practices. The regulatory landscape is continually evolving; information mentioned may be outdated and/or could undergo changes. The interpretations presented are not official. Some sections are based on the interpretations or views of relevant authorities, but we cannot ensure that these perspectives will be supported in all professional settings.
Craig Dempsey

Craig Dempsey

Craig is a seasoned business professional in Latin America. He is the Managing Director and Co-Founder of the Biz Latin Hub Group that specializes in the provision market entry and back office services. Craig holds a degree in Mechanical Engineering, with honors and a Master's Degree in Project Management from the University of New South Wales. Craig is also an active board member on the Australian Colombian Business Council, and likewise also active with the Australian Latin American Business Council.

Craig is also a military veteran, having served in the Australian military on numerous overseas missions and also a former mining executive with experience in various overseas jurisdictions, including, Canada, Australia, Peru and Colombia.

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