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In the digital age, mastering the art of Search Engine Optimisation (SEO) is akin to unlocking the secret to online visibility and success. This was the central theme of an enlightening interview conducted by Benoit Valin with Thomas Rueda, founder and CEO of Real-Estate Medellin, and SEO expert.
During this webinar, Thomas gave insight on his journey and expertise in optimising websites for maximum lead generation and visibility. This article explores the key takeaways from the interview, shedding light on his strategies and insights into the world of SEO, and the SEO skills he honed over a decade.
The Genesis of an SEO Expert
Thomas Rueda's foray into SEO began out of necessity. Facing challenges with traditional advertising, he turned to SEO as a more sustainable and effective strategy to generate leads for his real estate business.
"The reason I learned SEO was because the company that was selling us advertising made us pay even during harsh times. Understanding SEO was a game-changer; it allowed us to see consistent results without ongoing costs" - Thomas Rueda
SEO, or Search Engine Optimisation, refers to the practice of enhancing a website to improve its visibility in search engine results pages (SERPs). It involves various techniques and strategies designed to help websites rank higher in search results for relevant keywords. SEO works by optimising both the content and the technical aspects of a website, ensuring it meets the criteria set by search engines like Google.
SEO as a Tool for Lead Generation
For Thomas, the primary purpose of SEO is lead generation. His strategy involves running multiple websites, each tailored to specific niches within the real estate market. "Instead of having one website, we have many websites that cover the same subject but in different areas, answering Google’s questions the best way possible," he explained. This focused approach ensures that each site ranks highly for relevant search terms, thereby attracting potential clients effectively.
The primary goal of SEO is to attract organic (non-paid) traffic to a website. This is achieved through keyword research, creating high-quality content, and ensuring the website is technically sound. By aligning a website's content and structure with search engine algorithms, businesses can increase their chances of appearing at the top of search results when users search for related terms.
Understanding the Basics of SEO
Thomas emphasised the fundamental principle of SEO: helping Google answer users' questions about your product or service. "SEO is about answering Google in the best way possible. It’s just answering the best way possible about anything related to your product," he said. This involves a meticulous process of keyword research, content optimisation, and ensuring the website architecture supports these goals.
"Simply put, SEO is just helping Google answer in the best way possible the questions people are asking about your product or service. It's letting Google know: Hey! Anybody ask you about this subject? I have all the answers." - Thomas Rueda
For small businesses, SEO offers a cost-effective way to enhance online visibility and attract potential customers. Unlike paid advertising, which provides immediate but temporary results, SEO builds a sustainable foundation for long-term success. Implementing SEO helps businesses appear higher in search results, thereby increasing their credibility and attracting more organic traffic.
The Three Pillars of SEO
Thomas delineated the three main types of SEO: on-page, off-page, and technical SEO.
On-Page SEO involves optimising individual web pages to rank higher and earn more relevant traffic. This includes the use of appropriate keywords, crafting high-quality content, and ensuring a seamless user experience.
Off-Page SEO focuses on building backlinks from other reputable websites, enhancing the site’s authority and trustworthiness.
Technical SEO ensures that the website meets the technical requirements of modern search engines, such as ensuring a fast load time, mobile-friendliness, and proper indexing by search engines.
SEO differs from other digital marketing strategies, such as Pay-Per-Click (PPC) advertising, social media marketing, and email marketing, in that it focuses specifically on improving a website's organic search rankings. While PPC involves paying for ads to appear in search results, SEO aims to achieve high rankings through organic means.
The Importance of Content and Keywords
Content is king in the realm of SEO, and Thomas stressed the importance of crafting content that is both relevant and comprehensive. "Google tells us to have at least 300 to 600 words per page, but I prefer 600 to 900 words to maximise the use of keywords," he advised. Additionally, he highlighted the significance of understanding user intent and structuring content to meet those needs effectively.
Effective keyword research starts with understanding what potential customers are searching for. Tools like Google Keyword Planner, Ahrefs, and SEMrush can help identify relevant keywords with high search volume and low competition. It’s important to consider both short-tail keywords (e.g., "home decor") and long-tail keywords (e.g., "affordable modern home decor") to capture a broad audience.
Backlinks: The Currency of SEO
One of the critical components of SEO is building quality backlinks. Thomas explained that backlinks from reputable sites signal to Google that your content is valuable and trustworthy. "You want backlinks from websites that are related to your subject. For example, if your site is about motorcycles, you want other motorcycle-related sites linking to you," he noted. He cautioned against buying backlinks or linking from unrelated directories, as these can harm the site's credibility.
Building high-quality backlinks involves strategies like guest blogging on reputable sites, engaging with social media,
Final Thoughts from the Expert: The Power of SEO
In the competitive digital landscape, mastering SEO is essential for small businesses seeking to enhance their online presence and attract more customers. By understanding and implementing the strategies discussed by Thomas Rueda—ranging from effective keyword research and on-page optimisation to building high-quality backlinks and measuring performance—businesses can significantly improve their search engine rankings. As SEO is a long-term investment, committing to continuous improvement and staying updated with the latest practices will ensure sustained success and growth in the digital marketplace. With the right approach, small businesses can leverage SEO to build credibility, drive organic traffic, and ultimately achieve their business goals.
This comprehensive exploration of Thomas Rueda’s approach to SEO provides valuable insights into optimising digital presence. For further details, refer to the full interview transcript and additional resources available through the Cubee platform.
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