What is SEO and how does it impact website ranking?

In the digital age we live in, understanding what SEO (Search Engine Optimization) is has become an unavoidable necessity for companies and professionals who want to improve their online visibility. However, its definition is often simplified as merely a series of technical practices aimed at optimizing a website for search engines, ignoring a much broader spectrum of strategies and considerations. SEO Definition: SEO can be defined as the process of improving the quality and quantity of website traffic through organic search results. This means it does not involve paid advertising. The primary goal is to appear among the top results in search engines like Google, which requires a deep understanding of their algorithms and ranking criteria. The Strategies Behind SEO: Through various strategies, companies can optimize their online presence. These tactics are mainly divided into On-page SEO and Off-page SEO.

On-page SEO

Strategy	Description
Keywords	Keyword research is essential to identify what terms users use when searching for information related to your content.
Content of quality	The content must be original, relevant and provide value to the user. Google prioritizes sites with useful and well-structured content.
Technical Optimization	Includes improving site speed, intuitive navigation, and mobile responsiveness.

Off-page SEO

Strategy	Description
Backlinks	Inbound links from other websites are fundamental to establishing authority and credibility with the Search engines.
Social networks	An active presence on social networks helps drive traffic to your site and can indirectly influence your ranking.

However, despite the careful implementation of these strategies, the results are not always immediate. One might wonder why some pages manage to rank quickly while others remain relegated to the last pages? The answer lies in multiple factors that must be considered simultaneously.

Differences between organic and paid traffic

Here is where it is appropriate to make a comparison between organic and paid traffic:

Criteria	Organic Traffic	Paid Traffic
Cost	Does not involve direct payments when accessing the results.	Requires continuous investment in advertising campaigns (PPC).
Sustainability	Sustainable in the long term if an effective SEO strategy is maintained.	Immediate loss of traffic once payment stops.
Necessary Tactics	Requires patience, continuous effort, and constant adaptation to algorithmic changes.	You can get traffic quickly, however, at a high cost.