Online presence is essential to enable or realize a startup. This need for the online aspect results not only from its technical component, that is, from being a company whose activity is done – or only exists – on the Internet, but also from sales strategies or to add value to businesses with physical existence.

SEO is the set of actions and tools for a search engine to select a content and present it in an order that values it. However, the search engine was created to do the job of collecting information searched by its users, but above all to make money from it.

Do not forget that search engines also have their business model, which is based on selling advertising – and to sell advertising you have to offer a service that sets you apart from other search engines – in order to get advertisers to prefer your service instead of others.


In genesis, what we have to show must be constructed in order to satisfy the user of the search engine. That is, the content has to be in accordance with the criteria of the search engine, which in turn chooses and presents the content according to the preferences of its users.

So before we build our page and produce content, we must take into account whether they are fit for what users are looking for, and whether that content is legible for search engines. This rule is valid for all internet sites, whether it is an online store, an institutional site, or a business blog.

There are several tools to optimize your website or “cheat” search engines. Some will have more or less success. Naturally, each search engine organizes and presents the results of its search according to an algorithm, whose composition is confidential and periodically revised and altered.

Even so, it is known which are the main criteria (it is the companies that generate search engines themselves that are interested in divulging some of these requirements) and therefore it is easy to find in the market, books, courses or software that help to improve the sites . While it is true that none of them can know exactly the algorithms of the most popular search engines, they will certainly be a good option for those who want to learn more about optimizing websites.


However, before you start working on optimizing your website, you have to consider some rules that should be put into practice before focusing on SEO.

So before you start you need to know
What you want to communicate;
Who cares;
What you want them to do.

That is, in the first place you have to define what you are doing, or want to communicate, and in what way this impacts on the research on this topic.

Only after identifying your target audience in a particular search engine should you choose the strategy. And the strategy is related to product and industry-wide choices.

For example, if your company works in marketing, your message may be about “Marketing”, but it can also be about “Digital Marketing” or “Marketing Consulting”.

In any case you should have different content for each category, so that the search engine can differentiate your specific message from other generalists. If you do not, the search engine will eventually forward your content to the bottom of the list.

So before you start investing in online, answer these questions:
What product do you have?
Who will buy it?
Where are you going to buy it? What strategy will you use?
What channels will you use (social networks, search engines, blogs, etc.)?

Once you find these answers, look for the keywords that are related to the product and place them in the contents of your page.

Resist the temptation to fill your pages with keywords, or irrelevant content. Not only do search engines have tools that identify – and penalize – tricks for multiple indexing, such as users, that will reject your site.

The best way is to translate your product or service offer clearly to be read by the search engine user, and thus also be valued by the search engine selection criteria.

Notes from the Lecture by Carlos Mendes at Digitagy Talks May 2019

Carlos Mendes is Business Strategist and Entrepreneurship Mentor, Consultant and Investor with more than 20 years of experience in business growth, market strategy, mentoring and coaching.