Santos Muñoz Tebar (Toledo, 1986) has been working at since 2010 positioning web pages in search engines such as Google, or Bing. In his SEO blog, you can find more than 300 posts on web positioning, digital marketing, marketing, web design and, with a focus on Facebook and Instagram.
Santos is certified in Google Ads and Analytics; and his training with two SEO Masters, one at the IEBS School and the other at Webpositer Academy, have led him to position himself as an SEO and Digital Marketing specialist in Spain. To know a little more about him (in addition to what we can find on his profile), we wanted to know a little more about the field of search engine optimization, especially in Google, which is constantly changing, and how it affects eCommerce. .
To start, let’s talk about content marketing and SEO. Does the SEO of all projects work in the same way?
Working on web positioning in different types of projects makes you have a much more global vision of what Google and its algorithm are. It also makes you understand that Google does not respond the same to some topics as others. There are always nuances between them and, sometimes, those nuances can become very great. If we add to that the differences between an e-commerce and a corporate website, the combinations multiply.
Google’s algorithm is very changeable, do all updates take effect?
Google has accustomed us to having to adapt from time to time, lately less time between one update and another. It is true that most of the updates hardly have an effect on well-worked projects, but others make you have to readapt the projects or look for deficiencies that you had not contemplated because they had no impact previously. This type of inconvenience that our work has, makes you be (whether you like it or not) in continuous learning, either by yourself or with other colleagues.
How long does it take to position a project?
Like everything in SEO, it depends. A project that has a work base and an acceptable on-page SEO is always easier to work with and greater traffic results are obtained in less time. When you get a project that has never been worked on before, the deadlines to achieve a good position are longer and you have to transmit it. Our duty as SEO specialists is to be honest and seek the best results for the projects, even if that means showing a reality that is not positive in the project to work on.
As for times, there is no standard period for any typology, it is necessary to analyze and carry out a good audit. With these data it will be possible to estimate, but each project will give a different estimate.
What is the perfect client-SEO consultant tandem?
In addition to working on our part, SEO requires an effort on the part of the client and they need to be aware of it. An SEO specialist is not a magician who touches the web and makes it work.
Our job is to see deficiencies in the web and find the problems and solutions that will make this project improve its benefits, either through sales or . If our part is done, but the changes are not carried out, it is impossible for a project to improve.
What is the goal to be achieved by any brand that sells its services or products online?
SEO is not only a way to directly improve the organic visits of a website, it is also a way to create a brand on the internet so that users actively search for us and Google gives us much more value.
If users looking for health articles, every time they look for a type of product, find our brand on the internet, there will come a point where they directly search for “+ Our Brand”.
All of us who are dedicated to SEO should set ourselves that moment as a goal, since everything is much easier when you work on a website that has a brand, everything is simpler and any change has much more impact.
Between projects of large companies and small companies, which do you like the most?
All projects have their charm and bring us a lot of value in our field when we work on them. The reality is that I am comfortable with both small and large projects.
The only thing I ask my clients is that they put the same enthusiasm into their project that I will put into it. The only projects I don’t like are the ones that don’t make the requested changes, I don’t like working with projects that don’t evolve.
Google evolves very fast, how do you see SEO for Google in a few years?
Nobody knows what Google will be like in a few years, or even in a few months, so we must continue to work constantly with the foundations already established in each of us and try to break them from time to time to put Google itself to the test. . The only thing I understand that will be certain is that it will continue to change and we will have to adapt to all of us who are dedicated to web positioning. If we look back a few years, the current SEO has little to do with what was done.
When doing SEO for ecommerce, have you noticed any changes in recent months?
SEO for e-commerce is becoming more complex, since Google has been adapting its algorithm for them for a while. Before we could see how we could rank categories with a text oriented more to Google than to the user.
For a few months now, we have been noticing changes in search intent and Google is asking that this content be very purchase oriented and a solution is given to users who enter our websites. Over time, all e-commerce will have to make decisions that have a great impact on their online businesses.
Are there still tricks in SEO, or is it a myth?
It is not a myth and they are real. There are several SEO tricks: Work, perseverance, patience and repeat the process again. Of course we all have our techniques and our ways of making a project grow, but they are not tricks. Also, if someone had that secret trick, I doubt they would share it, they would exploit it as long as possible in their projects.
From your point of view, is it important to train to be a better SEO specialist?
I think training is important. However, the training must be adjusted to each person and more so in SEO, where the evolution of Google marks what should be put into practice or not. I did two Masters in SEO at IEBS School and Webpositer Academy, and I advise anyone who wants to work in web positioning to do so, but once they have completed the training, they must continue working and striving to find new solutions to their projects, whether they are their own or those of clients.
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