SEO and online marketing are necessary to promote a business, these practices require time and effort, as well as specific knowledge, for this reason, it is important that if you want to position yourself to hire specialists in the field, it is a good investment for your business. From UBT CONSULTS, we are going to show you the details on how to identify if an SEO agency is a fraud.

The human brain has to process thousands of tasks per second. Consume a lot of calories to do it. Naturally, therefore, will tend to the smooth, simple and easy, and it is sustainable. That’s why we swallow the miracle diets; quick loans; the good, nice, cheap; the fashion routine in the gym … Minimal effort, quick results … With being first in Google, it’s the same. I give € 90 and tomorrow I am first on Google. That is easy. You have to have a critical spirit.

They promise to position your website on the first page of search results to the niche, “with a privileged location in the professional Google listing, geolocation in Google Maps and Google My Business, permanently,” without having to do CPC. And this, for 5 years, for a single payment and, as a gift, a coupon for AdWords of $300. Oh, how exclusive! (Note the irony)

Do not let them tease you. They usually contact the company by phone and by email. So, please open your eyes, and find out first who they are. Enter your website and navigate it a bit. At first glance, they are usually very suspicious. In fact, everything good and cheap usually ends up being expensive and, worst of all, it can end up being a nightmare!

In the case that we have lived in the flesh, the scammer did not even try to hide its impudence, since only by entering its website, the first thing we detected was that they did not even bother changing the meta title of the home, which continued to be “home.” And the fact is that they have no idea of SEO, or positioning, or Google Ads, or Online Marketing.

If what all the scam SEO agencies offer us was true, it is not that we would recommend it to our clients: it is that we would buy it. What happens also you will like because it is straightforward: – No one can offer such services. Being in the first position in Google with SEO is something that no serious agency offers.

Reasons Why We Can Not Offer To Be The First On Google

So that it is not our word (and that of all the professionals) against one of those fraud companies we will summarize  the exact reasons why it can not be possible:

  • There is a limited number of references on the first page of Google. That is to say: you search and throws you on the first page 20-22 results for example. If 45 companies contract that service, how will they make sure they are all on the front page? Is Google a subsidiary at your command, a crush at your feet? When what is offered is no longer the first page, but first position, even worse. If you have two clients, how are you both going to be the first?
  • Google’s algorithm (the scale it uses to tell who goes on and who underneath) is constantly changing. It is impossible to know what the next month will be like. These changes are intended to make the network more and more semantic and less “tricky.” That is, to position those texts that are truly relevant in front of websites flooded with absurd repetitions of the same keyword that you want to position (to give an example).
  • The competition also wants to be in the first position. It will also hire professionals in SEO; will also publish articles; will renew content … These subjects are telling us that with ten minutes studying you will be the first of the class, but what if my classmate studies three hours? How are you going to prevent him from doing it? How do you know if he will do it, how much, when …? Positioning is a relative criterion. You position yourself with respect to others. If you are first, it is because there is a second, a third … you are not alone. Therefore you depend on what others do. The opposite is like saying “Make this player, and you will win the league, guaranteed.” One moment, and if the others win more games than you? The others are also going to sign, to train, to improve … because they want the same as you. You have to compete.
  • SEO work is always long term, never today for tomorrow. Why? Because Google wants it. It shows in first position pages with authority, which have been a constant source of quality for a subject for a long time.
  • And it is always constant because Google constantly visits your page to see if it has been updated (positioned) or is still intact (obsolete = deposition).

There are many more reasons, but with these, you will be able to take the right decision.

The cotton test of the SEO

The cotton test: If you want to know if an SEO company really knows how to position or you just want to get the money, do the following experiment. If this agency is in Toronto let’s say, go to and put ‘Stockholm SEO agency’ in the search engine.

If you do not have demonstrable success stories

Another test would be to check if your blog texts are original or copied from other blogs, there are many of these SEO companies, which do not know how to position themselves as not themselves are not positioned, their only way to attract potential customers is using content marketing and social networks. But they do not even write their own texts, and on the other hand, they do not know to make a good post. What they do is copy the posts from other blogs like this one.

Demand clear objectives, success stories from other clients, ask them so that keywords are positioned themselves. If you do not get clear answers … run away.
Now if I leave you with the explanation:

“Cheap is expensive”

Not all the companies that are in the market are only looking for money or are a fraud if there are many reliable ones in which you can look for help in the field of Web positioning and online marketing. The popular phrases that say “you’ll get what you pay for” or “the cheap is expensive,” apply in this topic, the price of an SEO service should be considered. What happens if they offer you many services and benefits at a very low price?

If something is very cheap, it starts to be suspicious. Web positioning requires time, effort, personal dedication to your website, to create content, optimize it, implement a link building strategy, among others; this can not be too cheap, good SEO has a price. If you hire someone because they offer something too cheap, they may be a scam, a fraud, or they may not have good practices, which could even lead you to problems with penalties.

This industry is based on technical knowledge and updated information. Think about how much money that service could cost you? Remember that by hiring an agency, you will be hiring a team of experts, with specialized skills. We do not say that you pay too much, but you must pay just enough for quality service.

10 signs that the seller of SEO-services is a scam

For many companies, SEO is a sealed book because they have to take care of their products and services. So they hired an SEO agency to bring their website up to scratch and use Google to generate traffic and new customers.

But how do you know if an agency is a really good or just hot air – or even worse – dangerous half-knowledge? Almost every company has already had bad experiences with SEO agencies. You can quite easily separate the wheat from the chaff the indicators listed below.

1 – Poor quality and thin content

Anyone who has repeatedly released the same thin content on the same topic has a massive problem because they compete with each other and thus ruin any chance of a good ranking. Good SEO agencies will always advise you to produce first-class, relevant content that can also be easily found by search engine. A regular (at least monthly) analysis of your own rankings is essential to detect and correct this crucial mistake.

2 – Old Tactics: Linkspam, Keyword-Spam

SEO agencies that still claim today, with a few tricks like bought links and keyword spam, could even seriously manipulate Google, live in the Internet Stone Age. Google now largely ignores everything that could somehow be artificially managed and is only interested in whether the content is well-structured and relevant to users. Anyone who has outdated terms such as “meta keywords” or “keyword density” still in the vocabulary today, proves that he is no longer up to date and has completely lost the connection.

3 – Publishing only blog posts

Blogs are important in order to occupy certain topics and create content flexibly, but they are not a panacea and indeed not the only tool of SEO. It is much more important to find out with which content, which search terms and which landing pages a company should actually be found. All further strategic measures should be derived from this. Focusing on content and watching the competition is very important because you can not rank for any keyword, because the competition on the Internet is huge.

4 – Artificially lowered bounce rates

Many SEO agencies promise low bounce rates from one side. But that has nothing to do with whether a site performs well or not. If they then artificially inflate user numbers on Google Analytics, then it will be adventurous. Avoid any strategy based solely on manipulation and naked numerical values. SEO is no longer about quantity but about quality! And that is not measurable in numbers. Offer better content than competitors! Only then will you have any future chances of good visibility on Google.

5 – SEO à la carte

When it comes to search engine optimization, it is imperative to have all factors in view at the same time in order to achieve long-term success. It’s no use tweaking keywords only if no one is looking for their product with these keywords. Conversely, even competition research does not do anything, if you have not yet technically optimized your own site. If you only want to buy individual services and thus save, instead of providing all-round support, then you can basically leave it the same.

Good SEO advice must always be holistic and take into account all aspects; otherwise, it will not lead to the desired or possible success. Good SEO will also show you what you can do to optimize your site. Corresponding SEO workshops for companies are many, and they are accommodating to question your own actions.

6 – Guaranteed rankings on key search terms

SEO is not an exact science, and Google does everything it can to ensure that site owners can not easily manipulate search results. The algorithm of the search is continuously changed and improved. A good agency can indeed lay the foundations for being found and eliminating problems. However, certain rankings can not guarantee you the same keywords in such a dynamic competition with millions of competitors.
Who advertises with pithy slogans like “guaranteed on the position 1”, wants to disguise this complexity, because with “something” everyone can rank at position 1. This is not art. The art is with the one right search terms to be found and also to generate sales.

7 – Cheap SEO

SEO is not something you can do on the fly or even automated. You have to dig in deeply and tap all the elements of a website, do continuous monitoring and bring a long breath. That takes time. This performance is not unique against a few hundred euros, as is often suggested in spam emails.

 8 – Setup Fees

There is nothing to set up in SEO. Therefore, fees without specific performance are not appropriate!

On the other hand, it makes sense to have an initial personal consultation or an SEO workshop to see how the SEO works and whether one understands what they are doing and whether the collaboration works. An SEO can do a lot, positive as well as negative. Longer-Term cooperation should only be based on trust and not on any subscriptions or discounts.

9 – No access to Google Analytics

Many classic problems can be recognized as SEO very quickly in the source code of a website or with special tools. But if an SEO is to work with a website in the long term and has not requested access to Google Analytics and the Google Search Console, you better pull the ripcord. Because to be able to optimize a page, you also have to know exactly how it is actually used. Everything else would only be guessed and not serious.

10 – No Regular Reporting

SEO is a fast-paced business, and everything is constantly on the move. Therefore you should check the performance of your website at least once a month and watch the development. This is the only way to understand whether one is on the right path or the wrong one and where one can find new set screws. The reporting should be processed comprehensibly for the customer and include all KPIs. Request a sample reporting.

How long does SEO take?

Google employee John Mueller has recently suggested that changes made to Google after a relaunch often take half a year to make themselves felt. Only then has Google re-evaluated the site. So do not give up immediately; if there are not immediately groundbreaking improvements, SEO is long-term and sustainable! You should invest time for at least a year before you can judge if an SEO strategy works. This time you should also take or leave the agency.

How do you recognize a good SEO agency?

Who could know better what constitutes good SEO than Google? On the help pages of the Search Console, Google recommends that an SEO should first be able to identify with the topic of a website and should be familiar with it. Only with fun, motivation and a certain thematic understanding can SEO succeed.

Also, an SEO agency should ask the following questions:

  • What makes your business or service so unique and valuable to your customers?
  • Who are your customers?
  • How is your company’s revenue generated and how can search results help?
  • Which other advertising channels do you use?
  • Who are your competitors?

With these questions, the SEO agency gets an overview of the priorities and peculiarities of the company and makes sure that it works in the right direction and not just according to Scheme F.

Questions that customers should ask SEO agencies in advance are, for example, the following:

  • Do you have references that you can show me?
  • Are you following Google’s Webmaster Guidelines?
  • Do you also offer supplementary services or advice for online marketing for your search engine optimization? (e.g., workshops or support for own SEO activities)
  • Which results do you expect during which period? How do you measure your success?
  • What connection do you have to my industry?
  • For multilingual offers: What is your experience with the development of international websites?
  • At shops: What experience do you have in the development of online shops?
  • How long have you been in business?

Only when these questions have been clarified and trusted, you should conclude a contract with an SEO agency, not by the fee or the promises.

SEO can first be measured by whether there is sustained growth in Google’s visibility. If the reach grows on the most important pages in general (this can be exactly measured in Google Analytics), SEO does a good job. Usually, an SEO should be self-refinancing of rising sales.

Why do so many companies have bad experiences with SEO agencies?

This is mostly due to the false expectations of companies that think with a bit of trickery you could score on Google. But these times are finally over! Technical optimization is only the basis; an optimization of content is the freestyle, which decides on success or failure.

Many SEO agencies just sell high-priced subscriptions, but they owe a certificate of achievement. On the other hand, many customers also like to escape in excuses and do not implement the necessary measures, even if they have the highest priority. Then you have to ask yourself what you pay an SEO agency for. SEO needs the full backing of the management, with “a bit of SEO” you can not go far today.

If you do not understand something, let it explain itself or just get a second opinion. SEO is not rocket science, and every step is data-based.

SEO is an investment in your own future! And the sooner you start, the better the prospects for success!

How well is your website placed?

Are there any problems or even hair-raising mistakes that are easy to fix?

Does your SEO agency work cleanly and based on reliable data?

Book an appointment for an initial consultation

One of the main doubts that arise when creating a new project or enhancing an existing business is what web positioning strategy to follow, that is, whether to opt for organic positioning or SEO or for a paid positioning, which we also know as SEM. You tend to think of an SEO vs. SEM fight, but can they work together?

Do you have to do SEO or SEM first? Which is better of the two? Do I have to choose only one? Which one? These are just some of the questions that most often come to light in the first moments of proposing a strategy, beginning to think on many occasions that we are obliged to choose only one of the two. Crass error, because as I’m going to discover you are two totally and perfectly complementary strategies.

In this post, we are going to face SEO vs. SEM to see which one is better in each case and its main differences and similarities, in what moments we have to bet on SEO and what are the perfect occasions to opt for SEM.

Do you dare to discover with me this wonderful galaxy where Google is the king? Ahead!

What are SEO and SEM?

The first thing that users think when we talk about SEO and SEM is always something similar: SEO is free and SEM is paid. Meeeeec Error. SEO and SEM go far beyond this simple differentiation.

SEO is all that strategy aimed at improving and optimizing the visibility of our website in organic results. We do not pay directly for appearing in the search engines, but improving our website, optimizing the architecture or reducing its load time can lead to a series of costs that need to be addressed in order to have a quality website.

In spite of perceiving SEO as a completely free strategy, it is necessary to have an SEO professional who knows the needs of the web and who establishes a strategy as optimized as possible to guarantee the best results and avoid SEO penalties.

The SEM, on the other hand, consists of paid ad campaigns in the search engines. It is about bidding for the keywords that we want to appear in search engine results. However, although it seems as easy as this, it is also necessary to have a fully optimized and quality website to develop strategies with the lowest possible cost and the highest possible ROI or return on investment.

How do SEO and SEM differ in search engines?

The difference of SEO and SEM in the search results is very simple, to the point that there are many users who already know this difference very well, trying to avoid clicking on some of the first results from a payment strategy.

When we perform a search in search engines like Google, in the first results, if bids have been made for that search, a series of pages with a signal indicating Ad, corresponding to websites that are performing SEM payment campaigns, will appear.

If we do a little scroll down, we will start to see results without this signal, corresponding to the first organic results. The higher our website appears in SEO positioning, the more possibilities we will have for users to click on our page. Appearing on the second page is like being an expert in hiding: no one will find us.

Within SEM, in addition, there are services such as Google Shopping, thanks to which we can bid to show the products that we market in our ecommerce. These results of Google Ads for online stores are more attractive because they have images and even the price of the products in the results, differing widely from the SEO results in the search engines.

Common aspects of the SEO and SEM comparison

Although the general perception is to see SEO and SEM as the opposite, they have a series of similarities that must be stressed. All the analysis or previous research, a quality web and fully optimized, but above all time and dedication are key aspects with which it is necessary to count and work on any of the strategies we propose.

Research and previous analysis

We can not do any crazy strategy. Whatever technique we are going to perform to achieve visibility in search engines, it is more than necessary to carry out a previous investigation that allows us to tie the ends of our strategy so that it is as optimal, realistic and defined as possible.

Knowing the sector, studying the interests and needs of our target audience, search intentions and establishing specific, measurable and achievable objectives will only be some of the main cornerstones on which any of our strategies should be based.

Quality and optimized website

Having our site fully optimized is essential for our SEO or SEM positioning strategies to be effective. By this we mean to have a fast loading speed, correct and defined navigation architecture, a design adapted for mobile, that the contents are of quality or that the user experience is excellent, among many other things.

If our website is not worked or optimized for SEO, we will not be able to appear in Google’s results in any way. And in SEM, in addition to paying much more to appear ahead of our competition, we will not get conversions if the user experience of our website is null.

Can you imagine a website like Homer Simpson’s nowadays? Google would have gone crazy with such savagery. Well webs like these (and worse) we meet every day, so you better start optimizing your website if you want to start getting results with your page.

Keyword Research

It is about doing keyword research to know first hand what are the main keywords that we are going to target. In SEO, to develop an optimal and realistic strategy, we can not try to aim all as if we were Jon Snow in Game of Thrones. We must choose the most appropriate for each page, defining an optimized architecture and avoiding at all costs the cannibalizations of keywords.

On the other hand, a complete study of keywords in SEM is essential. This will help us understand which are the ones that will give us better results and a higher number of conversions. This will help us avoid high rebound rates or even economic losses. If we tried to target all at once without a previous investigation, the costs would get out of hand and our traffic would not be qualified.

They require time, dedication and a lot of mimes

All the actions that we carry out in our strategies must be fully thought and argued and we must be sure at all times of what we are doing. For this, it is essential to devote a lot of time to our strategies both before and after launching them. We can not leave any loose ends.

Once launched, we must spend a lot of time analyzing how they are working, the keywords that are ranking better, the conversions and objectives that each action is fulfilling, thinking about what we can improve and, above all, continuously optimizing our strategies to get the most out of it.

In all cases, it is about putting a lot of love and care into everything we do because that is the only way we can ensure that we will be successful in our campaigns. Same as Starbucks with their Coffee.

Differences between SEO and SEM

SEO positioning and positioning SEM are two strategies that, despite their similarities in the previous phases of its launch, have a series of clear differences that it is essential to know to finally know how we are going to work each of them.

These are two strategies that, despite appearing as polar opposites, are totally complementary and, depending on the type of business we have, the antiquity of it, our budget or our objectives, we can work both in one way or another, such and how are we going to see next?


The cost of SEO and SEM strategies is the main difference between the two. To get our website to appear in the organic results, we will not have to pay directly. Of course, it will be essential to have a web quality and fully optimized for the different keywords for which we want to position each of our pages.

Although SEO is usually associated with free, the most common way to achieve the best results in SEO is to incur some costs in order to optimize our website as much as possible in the eyes of Google. For this, it is essential always to have an SEO professional who carries out an SEO audit of the web and who knows and optimizes the priority points to get the best results on each of the pages and have an excellent team to develop a website.

On the other hand, in SEM it is mandatory to incur costs to appear in the results. We will have to bid for the keywords we want to appear for and, depending on the number of clicks and the bid we have made, we will pay more or less every month. If we do not get clicks, we will not pay anything. However, it is very important to the segment as much as possible and chooses the perfect keywords, or the costs will go through the roof.

In addition, the costs in SEM also vary greatly depending on the sectors in which we work. In highly competitive sectors, such as travel or insurance, the cost per click will be much higher than in others with less competition. Therefore, we must first analyze the sector in which we are in order to know first hand which strategy will be the most profitable one.


Whether you decide to do SEO, SEM or both, your content must meet some minimum requirements: it must be of quality, relevant and, of course, without spelling errors. You must avoid duplicate, plagiarized or worthless content for the user at all costs. If your content does not meet all these requirements, give it a spin and publish it only when it is perfect, since it is one of the most important aspects when working with any type of web positioning.

To position your page in organic results, your content must be unique, original and of value to the user, as described in this article about quality content. You should seek above all the naturalness and, therefore, avoid the saturation of your main keyword in all the text or, what is also known as keyword stuffing, practice penalized by our friend Google.

Although your texts and your content for paid campaigns should not leave aside that originality and quality of which we speak, in them you should not work so much optimization for your main keywords, but you should focus on giving them a much more commercial approach, directed to the conversion with the objective of recovering your investment. Includes calls to action, comments on the benefits of your product or service and offers value to the user, among other aspects, and thus get better results in your SEM strategies.


The number of keywords with which you work is also one of the main differences of this comparison SEO and SEM.

E-Commerce positioning, the number of keywords you work with must be limited, focusing each page on the main keyword in order to focus all the efforts of that content on that single keyword, also using semantic variations and related words. If we tried to position the same content for an infinite number of keywords, that content would end up not being relevant for any of the keywords used and our results will be null.

In contrast, in SEM, the number of keywords with which we can work is unlimited. However, a basic task of optimization in our payment campaigns is to try to limit as much as possible those keywords to stay with those that are really worthwhile, that is, with which we get a higher return and a higher return on investment.

Flexibility to implement changes

The ease with which changes can be made in our SEO and SEM campaigns is also another important point to consider. In our SEO strategies, if we change any aspect of our page, such as meta description, images or headings of the content, until the Google spider does not happen again (or the search engine that is), these will not be reflected. Changes in the results, being able to get to spend days and, even, weeks.

However, the changes made to our SEM campaigns are almost immediate. As soon as we make changes, either in the titles or in the bid, among others, they will be seen by the search engine and will be shown immediately when users do searches that activate our ads.

Traffic segmentation

If there is a really interesting aspect in SEM is the possibility of segmenting traffic, with the main objective of directing our ads towards our main target. For example, if we have a local business in Madrid, we can make our ads only show in Madrid and its surroundings, so that users in other cities can not see them.

This is important to focus our efforts on targeting those users who may be more inclined to make some kind of conversion on our website and avoid unnecessary expenses trying to reach users who will not convert. It would be useless if they announced themselves in the town of Frodo, showing their announcements to the inhabitants of Mordor. It would be an unnecessary waste of time and money.

However, in SEO the segmentation of traffic is more complicated. For example, if we want to segment locally, we could do it by including the city of our business in the title and the content of the page, but this can not prevent people from other cities from visiting our website through organic results.

Reticence to advertising

Another important aspect that must be taken into account is the distrust of many users to the payment results. The vast majority of people who search the Internet are well aware that the first results correspond to pages that are performing paid campaigns and, in many cases, unless they are very relevant to the user (such as search results). Transactional users may be reluctant to click on them, something similar to what happens with Display Ads.

For this reason, it is very important to work to the maximum extent of our SEM campaigns, attracting the greatest possible attraction of users and, above all, showing content and products that are totally relevant and consistent with the search carried out.

In addition, due to the rejection that many users show towards the advertising of Google and other search engines, it is very important to also work on the SEO positioning for words that we work with SEM, since this way we make sure to appear up to twice on the first page of the results, increasing our chance of success. Do you understand now why we said that SEO and SEM are complementary?

Visibility of the results

Related to what we were saying before, another aspect to take into account is the visibility of the organic results and the ones of the payment positioning. The results coming from paid campaigns will appear in the first place, having a more prominent place in front of SEO positioning. In addition, on platforms such as AdWords, we can configure our campaigns to display data such as our business phone number, location or even rating stars, making our results more visible and visible. All this without forgetting the possibilities offered by Google Shopping, being able to make our products appear in prominent places of the SERPs.

On the other hand, the organic results, although they appear behind the SEM results, can also stand out in multiple ways with the Rich Snippets, especially thanks to the micro labeling of our page. We can achieve that in our results appear stars of valuation, prices or even images, making the results of our website are much more attractive.

Reach the top positions

The way to get in the top positions for the desired searches also varies widely from one strategy to another. If we want to be in the first position in the payment results, we will have to bid more and, therefore, pay more to achieve that desired position. However, if we have a web optimized and relevant to the keyword from the start, the cost per click could decrease considerably.

Google’s positioning, however, we must work harder and optimize the page to get at least in the Top 3. Unlike SEM, it does not serve simply to pay more, but we must have an optimized website and a page according to the keyword for which we want to position. For example, it will be important to include the main keyword in the title as far to the left as possible, in the H1 of the page, in the first paragraph, in the conclusion of the content and even in the meta description.

Measuring results

The organic and payment positioning also has its clear differences when it comes to measuring the keywords that give better results, especially because in SEO the results that give us tools such as Analytics or Search Console are more than diffuse.

Since several years ago Google decided to hide in Analytics the words that brought us traffic under the veil of our hated not provided, it is increasingly difficult to know exactly which are the keywords that have a better organic performance on our website. That is why we have to resort to external tools such as SEMRushAhrefs or Sistrix to have a somewhat greater vision of the possible keywords that generate better results. Although these analyzes that provide us are not 100% accurate, it does allow us to have a certain approach that helps us guide us to take new steps in our strategies.

On the other hand, if we activate SEM campaigns, from the first moment we will have reports with keywords, being able to detect the ones that generate the most impressions of our ads or the ones with the most clicks and, above all, those that generate the most profitability, being able to make the modifications timely in real time to adjust our campaigns to the fullest. These reports can also help us for our SEO strategies, since we can detect our strongest and weakest points, in consequence, complementing our efforts in SEM with our SEO optimization. Are you already clearer why they are complementary?

Time to see results

The time it takes to see results is similar to the flexibility we mentioned earlier. As soon as we activate our SEM campaigns, we can begin to see results and adjust these campaigns to optimize them as much as possible according to our objectives. As the changes we make are going to be implemented instantaneously, we can make changes in real time to improve the results.

However, the same does not happen with SEO. Although we create pages to position certain keywords, it can take weeks or even months until those pages begin to appear in the first results for the keywords we want. The results, therefore, will not begin to be seen until later, and our objectives will take longer to be fulfilled.

That is why it is very important to establish micro-objectives in our SEO strategies and focus efforts on optimizing certain parts of our website to achieve small results progressively. Because the process is slow, it is much better to focus on a specific part of the web and gradually optimize the rest of the site. If we work the whole web at once, the results will take a lot longer to arrive.

Which is better for my business: SEO or SEM?

Given the main points in common and the great differences that both strategies can present, the key question arrives: why should you opt for your online business? We have to tell you that it will always depend on your business and the objectives you intend to achieve.

If you want to get immediate results, SEO is not for you, so carrying out payment strategies may be what you’re looking for. In projects that will be developed in a very short period of time, the SEM is ideal to be able to meet objectives. For example, it would not make sense to try to position by SEO a web project in which only one month will be worked. However, if you are looking for long-term profitability, organic positioning is undoubtedly the one that can most help you achieve your goals.

The ideal in all cases will be to reconcile both. Why choose one or the other when you can achieve much more optimal results if you still have the strengths and benefits of both strategies?

We advise you that if you are starting, invest in SEM, especially to capture the first visits and go facing the investment that requires the organic positioning of your website. See your website working for SEO and, once your business has started to take off by organic positioning, while you continue to dedicate efforts to the SEO of your business, you can use the payment campaigns to cover those weaknesses and weak points that present your SEO strategy.

That you still have doubts about which is the most optimal strategy for your business? Do not worry! At UBT we have a great team of professionals who will be able to advise you on the most optimal channels that you will have to work to boost your business and meet your objectives.

Improving the loading speed of WordPress is a task in which different factors come into play.

For that reason, in this post, we want to explain step by step how to maximize the WPO and how load speed affects the SEO.

To explain the whole process and to do it as simply as possible, we have divided the article into different specific sections.

In addition, for the part related to SEO, we have explained how load speed affects positioning.

So, if you want to improve the loading speed of your WordPress, we invite you to get comfortable and follow the advice that our team gives you.

Why should you improve the loading speed of WordPress?

Reducing WordPress loading time is very important for two main reasons:

  • On the one hand, to improve the user experience that visits our website. It’s true, and you are always in a hurry and, if you access a website and you see that it does not load fast, you automatically close the page and leave, right?
  • On the other hand, it is fundamental for The speed of loading a website significantly affects your positioning in Google (below we explain).

What factors affect the speed of loading WordPress?

There are several factors that affect the loading speed of WordPress. Some of them are:

  • The accommodation. Working with a good hosting provider will determine the loading speed of your WordPress.
  • The plugins that you have installed. The plugins are wonderful, right? plugins that you improve your website or blog in terms of design, functionality, options, etc., but they take up space, and this is a factor that also affects the loading speed. The greater the number of installed plugins, the longer the loading time.
  • The weight of the images. This is one of our biggest struggles with clients. If you need a photograph for a post and its maximum width is 800px, why upload it with a width of 2500px and uncompressed? Therefore, the size of the images also affects. If you keep reading this post, we will teach you how to compress them effectively.
  • The external tools that you have linked to your website also consume data and, therefore, reduce the loading time. Pop-ups, forms, tracking pixels, etc. make a series of calls to their own servers and ensure that the loading speed of your WordPress is higher to provide better results.

Tools to measure the loading speed of WordPress

Before starting the optimization process of WordPress, the first thing you should do is an analysis of the loading speed of your website.

For this, there are several tools and pages that offer you all the information you need to optimize your website.

# 1 Pingdom

Pingdom is a tool that analyzes the time of a website. It uses more than 70 centers to test and verify the analyzed pages.

With Pingdom, you can measure the loading time, performance and interactions of your WordPress in order to improve the user experience.

Some of its functions are: analyze file sizes, load times and other details of each element of a web page (HTML, JavaScript and CSS files, images, etc.), sort and filter this list in different ways, plot your performance history or test from multiple locations.

# 2 GTmetrix

GTmetrix is another very complete tool to analyze the speed of your site and thus make it faster.

Your results give you an idea of the status of your WordPress in terms of loading speed. In addition, it provides you with useful recommendations on how to optimize it.

Some of its most outstanding results are PageSpeed Score, YSlow Score, total load time, total page size or requests to other external servers.

# 3 PageSpeed

PageSpeed is a Google tool that measures the performance of a website on both mobile and desktop versions.

Your score goes from 0 to 100 points. Logically, the higher, the better it is.

# 4 Test my site

Test my site is also a Google tool that works with PageSpeed Insights technology and is specifically focused on mobile optimization.

The scores that it throws must be considered important points of improvement and valued in relation to the objectives of the website.

Some of its metrics are loading time or mobile optimization, all presented in a very visual and ordered through scores ranging from 0 to 100.

Plugins to reduce WordPress loading time

Now that you know what the factors that affect the speed of loading a web and the different tools to measure its speed are, we want to review the types of plugins that you can use if you are going to improve the loading speed of WordPress.

The Cache Plugins

The cache plugins are responsible for creating and storing a copy of the HTML files of a website to load them from there and increase the loading time.

That is, they store a copy of your website and, when the browser requests your upload, the plugin serves those files that you have stored.

In the market of cache plugins for WordPress, there are several options. These are some of them:

 # 1) WP Rocket

In our opinion WP Rocket is the best plugin in its modality, that’s why we put it in the first place.

It is a payment plugin in which it is worth investing since its main objective is to accelerate the loading speed of your website.

Its functionality highlights are: caching, preloading the cache, load images “on demand” and compression of static files.

Throughout these years, we have tried the different cache plugins, and WP Rocket is by far the one that offers the best results.

Anyway, if you do not have the resources to invest in a paid plugin, here are some free options.

# 2 WP Super Cache

WP Super Cache is responsible for creating static HTML files from your website. Once the copy has been created, your server will serve that file instead of processing the WordPress PHP scripts, which are much heavier and consume a lot of resources.

 # 3 W3 Total Cache

W3 Total Cache is a plugin designed to improve SEO and user experience by increasing the performance of your page, reducing download times through functions such as the integration of the content delivery network (CDN).

# 4 WP Fastest Cache

Like all other plugins, WP Fastest Cache creates static HTML files from your website.

When a page is processed, PHP and MySQL are used. Therefore, the system needs RAM and CPU.

The configuration of this plugin is very simple. You do not need to modify the .htacces file, because it does it automatically.

 # 5 BJ Lazy Load

BJ Lazy Load is not exactly a cache plugin, but we wanted to include it in this category because loading images on demand make the speed of the website faster and save bandwidth.

This plugin replaces all the published images and the content of iframes with a placeholder and loads the content as the user slides the page.

Since it works with iframes, it also covers embedded videos from YouTube, Vimeo, etc. You can also upload other images and iframes to your theme, using a simple filter.

When do we recommend the use of these plugins?

In our experience, it has worked very well in blogs that use many photos in their posts and pages, such as a fashion blog, kitchen or lifestyle, where images take precedence over the rest of the content.

Plugins To Clean The WordPress Database

Every website created with WordPress (the .org version) is associated with a database in which the data related to our website is stored.

This database must also be optimized and cleaned every so often so that it does not store “junk” that makes the website load slow.

There are several plugins to perform this maintenance task of the database. We detail them below:

 # 1 Optimize Database after Deleting Revisions

This plugin serves to optimize the WordPress database after eliminating revisions of entries and pages.

Surely you did not know that every time you check a post or a page, WordPress keeps a full copy, right?

This means that, if you check an entry three times, WordPress automatically saves the same entry three times in full, which makes it occupy three times as much space in the database.

Therefore, this plugin deletes all those copies that WordPress stores by default so as not to consume so much space in the database.

It is possible to configure it to be cleaned by days or by the maximum number of recent revisions. In our case, we have it configured to clean for revisions that exceed five days old.

 # 2 WP-Optimize

WP-Optimize is a very effective plugin to automatically clean the database of your WordPress so that it works with maximum efficiency and loads in the fastest way.

The most exciting features of this plugin are: optimize the tables in the database, clean all revisions of entries, clean all automatic deletions and discarded posts, and delete spam messages and comments from the bin or not have been approved.

It is the one that we use and recommend!

Plugins To Optimize And Compress Images

As we said before, one of the main factors that affect the speed of loading WordPress is the size and weight of the images contained in the website.

Therefore, we always recommend installing a plugin that is responsible for resizing and compressing its weight.

In particular, for this task, we use the Smush Image Compression and Optimization plugin or better known as WP Smush.

 #WP Smush

The objective of this plugin is to compress the images of your website once you have uploaded them.

Optimizing images is essential to improve the performance of WordPress and speed up its loading process.

In that sense, WP Smush is responsible for resizing, optimizing and compressing all the images that you upload to your website.

It is one of our essential plugins when it comes to designing a website or blog in WordPress.

Plugins To Minify The Code In WordPress

Finally, there is a type of plugins whose objective is to minify the code generated by WordPress, plugins, templates or layout templates.

For example:

1.        body {

2.        background-color: # 000000;

3.        color: #fff;

4.        font-family: ‘Arial, sans-serif;

5.        font-size: 20px;

6.        line-height: 1.7 ;

7.         }

And the minified code would look like this:

1.       body { background-color: # 000000; color: #fff; font-family: ‘Arial, sans-serif; font-size: 20px; line-height: 1.7;}

# 1 Fast Velocity Minify

To carry out this task, in our designs we use the Fast Velocity Minify.

Did you know that Alejandro has a plugin? No, right?

The fundamental objective of this plugin is to eliminate the unnecessary chains of code. You just have to install it, and you do not need to do anything else.

 # 2 Autoptimize

Autoptimize is a plugin responsible for adding, minimizing and caching scripts and styles.

It also injects CSS into the page header by default, moves and differs the scripts at the bottom of the page and minimizes HTML.

Your extra options allow you to synchronize non-added JavaScript, remove the emoji cruft core of WordPress or optimize Google Fonts.

# 3 WP Super Minify

WP Super Minify combines, minimizes and caches JavaScript and CSS files online on demand to speed up the loading of the page.

With this plugin, the HTML, JavaScript and CSS sources of your website will be more compressed. Its size will be smaller and thus improve the loading speed of your page.

To check if the plugin is working correctly, you can check the source code of your site or press Ctrl + U on the keyboard.

 # 4 Better WordPress Minify

Better WordPress Minify allows you to combine and minify CSS and JS files to improve the loading time of your page.

This plugin uses the PHP Minify library and is based on the WordPress encryption system instead of the output buffer, which respects the order of the CSS and JS files, as well as their dependencies.

How to compress the images in WordPress to reduce its weight and size (our method)

Compressing the images before uploading them to your website is essential since it is one of the resources that consume the most data and you should optimize them if you want to improve the loading speed of WordPress.

Next, we are going to explain the process that we use, and it offers us satisfactory results (sure there are many more):

 # 1 Photoshop

The first thing we do, before uploading our images to the WordPress image library, is to work them in Photoshop.

The program has an option called Save for the web, which allows you to choose the size and format of the image you want to save especially to upload it to your website.

# 2

we have saved a web for the web using Photoshop, and we are going to and recompress them.

Done this second step, the images would already be ready to be uploaded to WordPress.

# 3 WP Smush Plugin

Finally, the images are re-optimized with WP Smush, a plugin that we have installed and configured so that the pictures are compressed automatically when we upload them.

So far the part related to plugins and image optimization to improve the loading speed of WordPress now we leave you with all the details about how the WPO affects SEO.

Load speed factors to be evaluated for SEO

When an initial audit or examination is prepared for an SEO project, there are common points to be analyzed in all web projects. One of them is the WPO and within this, our beloved loading speed.

The first thing we must do is to make an initial general diagnosis about the loading speed. According to the characteristics of the type of web project, we must evaluate mainly these points:

  • Download time. The download timeis a direct and important indicator to evaluate the download speed. It is obvious that if a web takes a long time to load, the user’s time is not infinite and will end up leaving before browsing our website. If the download time is longer than 3 seconds, we should start worrying.
  • The number of HTTP requests. Another indicator to consider is the number of HTTP requests. The more files your website has, the more HTTP requests are made. This influences the increase of loading time and especially in the user experience.
  • HTTP2. It is convenient to check if the website is updated with HTTP2. If the previous HTTP 1.1 protocol has been updated and passed to HTTP2, the benefits in UX and upload speedare innumerable.
  • Latencies / Bandwidth. We must not only diagnose internal factors. The latency influences the time it takes to load a web. HTML, CSS, JS and images files can be downloaded with several connections in parallel, but each connection has a time cost between the request and the first byte is received. Therefore, latency is a key point to consider.
  • The weight of the files. We must measure large files, as they will significantly affect mobile devices and the desktop. Many CSS and JS files have additional characters (line breaks, spaces or others) that influence the weight of our website and its loading speed.

Once we have measured and checked the general indicators that affect the speed of the load, we move on to the next step. For this purpose, all indicators are usually examined from two perspectives: Front-End and Back End.

Indicators of loading speed in Front-End of the web for SEO

From the Front-End point of view, to evaluate the loading speed we must examine these possible causes:

  • CSS and JS files. How many types of files are there? How are they located in HTML? Can JS and CSS files be combined? Can JS and CSS files be minified?).
  • Size and format of images and media files in web design. How much space do they occupy? What type are they (PNG, JPG, GIF, etc.)?
  • Compression (files and formats). Considering the size of the files, have all the files been compressed? Is the type of files with less weight used?
  • Preload actions. Has preload been carried out? Have preload tags been included (prefect or preloads)?
  • Third – party APIs. Are there third parties APIS (e.g., Google Maps)? What is the API used for? Does it benefit the user experience? Does it affect web performance?

Speed indicators of the load in Back-End of the web for SEO

It would help if you also diagnosed possible causes that may affect the web loading speed in the Back-End, such as:

  • CMS used. Check the type of CMS used (WordPress, Joomla, Drupal, Prestashop, etc.) and its specific characteristics.
  • Exam of the PHP code. Examine the quality and optimization of the PHP code that may influence the loading and browsing of the web.
  • Examination of the database:
    • Examine queries to the database and ways to improve queries to it.
    • Search optimization formulas to them.
  • Plugins:
    • Check if there is a plugin that hinders the loading of the web.
    • You can also check the utility of them, their performance and the pros/cons of their use.
  • Type of server:
    • Measure server response time (tools such as ServerTest).
    • Check the placement of the server taking into account our users.
    • Evaluate the type of IP (shared, dedicated, etc.).
    • Check if the server misuses the resources.
    • Study accelerate your response by installing other software (Ex: Change Apache by NGINX or LiteSpeed). Study changes in technology (e.g., SSD disks instead of HDD).
  • Type of hosting: You have to evaluate if the web is hosted in a shared hosting, cloud server, or if you host your website in a free cloud server. You have to see the convenience of hosting with the web project.

Why does loading speed affect our SEO-SEM strategy?

The question in this article is clear: Why load speed affects or is important in our SEO-SEM Strategy. What are the consequences of having a certain loading speed?

Web loading speed is an important factor in organic SEO positioning. We would call it key. Every SEO-SEM specialist would have to take it as a further duty when optimizing a website.

The statistical data and the conclusions drawn from them corroborate this:

  • 47% of users expect a page to load in less than 2 seconds.
  • 14% change web e-commerce if the page takes time to load.
  • 40% of users leave a page that takes more than 3 seconds to load.
  • 64% of the buyer-people, who are not satisfied, go to another site for their next purchase.

With all this information and the previous one, we can draw several conclusions that will serve as an answer to the question in this section:

  • The loading speed directly affects the conversion rate and the number of sales.
  • It influences the user’s satisfaction and experience in navigating the web itself.
  • Optimal web speed performance will reduce the bounce rate and increase the number of page views in the navigation.
  • It can favor a return of the user to the website and its subsequent loyalty.
  • The loading speed directly impacts the Google Ads rating on the user experience in the Landing Page.
  • It will help reduce ad costs and improve the position of the ads.
  • It’s better to prevent than to cure. Since Google announced in 2013 that websites with poor optimization could suffer penalties in search results, the loading speed is one more index to optimize.

We hope that with all these tips that we give you in this post you can improve both the SEO and the loading speed of WordPress.

Creating a buyer person should be the basis of any marketing strategy you make.

The problem is that many times due to ignorance, we do not know what a buyer persona is and what are the differences between the target audience and the target market.

In addition, when making a Social Media Plan or a Digital Marketing Plan one of the most critical points is to create a buyer persona.


Think that all the actions you carry out should be focused on the target of a company.

Otherwise, you will be impacting the wrong audience, and you will be throwing away time and money.

But do not worry either, because we’re also going to see:

  • How to meet your customer online
  • What is the buyer person?
  • Segmentation criteria.
  • How to create content that interests your buyer people?
  • How to identify your client’s purchase intention

But first of all let’s see what differences there are between buyer, target audience and marketing target.

What is a buyer persona?

Definition of Buyer Person: a buyer persona is a fictitious representation of your target.

Thanks to this tool you will be able to know better your target audience and design strategies and actions aimed at them.

Basically, a buyer persona is like a profile stereotype tab of your ideal client to which we will assign:

  • A name
  • The sociodemographic aspects (age, gender, place of residence, academic level, income level, culture, marital status, etc.).
  • Your personality.
  • Your behavior
  • His objectives
  • And their behavior in social networks.

This analysis of the buyer persona will help us determine:

  • In what social networks.
  • In what schedule.
  • With what tone to speak to him.
  • With what copy to address us.

Ideally, you have a template for buyer persona by the profile that you identify because it is normal to have different motivations and desires.

Also, remember that your target audience consists of current and/or potential customers and customers of the competition.

What is the target audience of a company or target in marketing?

To understand what the target audience is first, you have to understand what market segmentation is.

The segmentation of the market basically consists of dividing the market to which a company is directed in small groups or segments.

After making this division what is done is to select which segments we are going to address.

And these segments are our target audience or the target in marketing.

That is a group of people who have needs that we can cover with our products and/or services.

So if you want to know how to define your target audience, the first thing you’ll have to do is determine which segments you want to go to.

What types of the public are there?

When it comes to creating our marketing strategy, we must also be clear about which generation we are targeting.

Depending on the generation of our target audience we will have to adapt our message to them.

We usually talk about these types of target audience:

  • The Baby Boomers (1946 – 1964)
  • The Generation X (1965 – 1978)
  • Generation Y or Millennials (1979 -1996)
  • Generation Z (As of 1995)

If you want to know more information about them, we recommend you read this post.

Why it is so important to define my target audience

Before seeing how to make a buyer persona, I want you to be clear about why it is so important to define the target audience of a company.

Knowing your ideal client is essential to be able to correctly satisfy their needs and design a series of contents focused on them.

When we speak of the audience, we are talking about a specific and concrete concept.

For example, imagine that you sell organic food products.

It will not be enough for you to say that your target is made up of current and potential buyers who are interested in organic products.

You have to go further and specify, an example of the target of a company would be:

My target audience is made up of men and women from 25 to 35 years old who live in urban areas, who are worried about their health, practice sports on a regular basis and usually go to ecological restaurants on Saturdays.

This can be one of the targets.

But then you will have to define different buyer people to optimize your actions in social networks.

However, in the offline environment with demographic information could be sufficient.

But the good (and the bad) of the digital world is that you can measure everything.

Therefore, you can not limit yourself only to these variables, and you must go more in-depth.

It has gone from studying men and women from 25 to 35 years old, who live in urban areas, to generate fictitious portraits of the target audience, which reflect the personality, interests, and behavior of people.

To understand it better, imagine a cake.

The audience is not just the audience that you have as the central core.

Your target will be all the pieces of the cake you want to reach.

This simple graphics will allow you to see that you do not have to reach 100% of the public.

What would result in an excess cost because it is impossible or very difficult to have the ability to create ads to reach everyone?

The important thing is that you create strategies for these targets and that, instead of trying to reach 100% you go for example to 60% but with a much lower budget and more optimized.

For example, a restaurant may have different profiles of the target audience each day of the week.

The audience in the morning may be different than in the afternoon, and this may differ from the target of the night.

Not to mention already the difference between the public of weekdays and the weekend.

This is a very clear example of why it is essential to know in depth your buyer person and be able to offer specific content with different message and tone.

Now, how to segment a market?

The answer is through hyper-segmentation based on creating a buyer persona.


How to create a buyer person or define your target audience in marketing

How old are you? Do you study or work? What do you study? Where do you work? Where do you live?

This was the series of questions that we used to ask to define the target.

Right now, those data are no longer enough to make a digital marketing strategy.

This is where the buyer person comes into play.

The buyer persona is the starting point on which the content strategy of your project will be based and always depending on the stage of the purchase cycle in which it is located.

What is the use of creating content if it is not directed to your target audience?

For inbound marketing strategies to be successful, they must be focused on the right audience.

Creating valuable content is the basis of inbound marketing.

But these contents must be created under a previously defined strategy to attract your potential customers to you and subsequently convert them into customers.

How to define my buyer persona

First of all is that you ask yourself a series of questions that make you reflect on who is your ideal client.

Some of them could be:

  • Do you have a well-defined target audience?
  • Why can your products or services interest you?
  • What type of product or service is most suitable for the different types of target?
  • What can you offer them that your competitors do not?
  • What doubts could you have about your products or services?
  • What other products directly or indirectly related to yours consume?
  • What are your challenges, desires and motivations?
  • What is the best way to get to segment A, B or C?
  • In what social networks is it present?
  • In which do they spend more time?
  • At what time do you connect more?
  • What are the most appropriate channels to reach them?
  • What content do you find most interesting?
  • How is your personality?
  • And his buying behavior?

Ideally, you should answer these questions for each buyer you have defined because it is what will allow you to optimize your editorial calendar later.

In the end, create a buyer person you can summarize in 4 key questions:

  • What the potential client does,
  • What do you need,
  • What worries you,
  • How can you satisfy your need?

Once you have reflected on the previous questions, it is time to determine the segmentation criteria of the target audience.

These segmentation variables mainly can divide into four:

  • Sociodemographic factors
  • Personal Factors
  • Online behavior factors
  • Purchasing behavior factors

The buyer person is not always the person to whom you are going to have to direct to sell your product or service. For example, think about what your buyer persona is men and women of 70 years of age. How are you going to address them if few will use the internet? You have to think, who makes the consumption decision? The son!

How to locate pain points (pain points) of your buyer person

When it comes to creating a content strategy, one of the most important things is to locate the pain points of your buyer persona.

Now, what are pain points?

The pain points are those problems, challenges, concerns, curiosities, interests and even motivations that your ideal client wants to satisfy.

That is if you know the point of the pain of your client you will know their driver.

Or what is the same, you will know the motivation that drives you to do a certain search and then make the purchase.

Determine the pain points of your buyer person will be decisive for:

  • Empathize with your target audience and know their problems.
  • Compose the text of your web page and capture landing and sale
  • Use attractive copies.
  • Set the content strategy of your blog.
  • Offer solutions to your pain points and avoid objections.

There are different ways to locate the pain points of your buyer persona.

For example:

  • If your company has a sales department, it is essential that you form them to understand the motivations and desires of your customers.
  • Make online surveys to your current and potential customers.
  • Interview your clients directly and ask them about their problems and motivations.

To make it clearer take a look at this example:

Imagine a company that is dedicated to designing inbound marketing strategies.

This company will be directed to people or companies whose pain point is that they do not know how to capture leads in an efficient way and treat them later until converting them to clients.

After defining the pain of the buyer persona, the company must know what type of searches its target audience performs to seek information about their problems or motivations (which would be the equivalent of the awareness phase).

One way to know the words by which they find you on Google is to go to Search Console and select:

“Search Traffic” ➜ “Search Analysis,” and in addition to seeing which words are found by Google, we can see the clicks they have made, the impressions, the CTR and the average position of that word.

For example, in the recognition phase of the need, the interested person can ask questions on Google such as “what is inbound marketing” “how to do inbound marketing.”

When you locate keywords directly related to the pain of your buyer persona is when you will get higher conversion rates

Once you have identified the words by which they find you, it is important that you optimize your page or article with CTA and registration forms that call the attention of the visitor and leave your information to be later fed with information.

Define your elevator pitch

Well, you know who your ideal client is what the keywords you feel most identified with are and what are those pain points that make you want to change your situation.

This is where you must show that your product or service can change you from situation A (where it is) to situation B (where you want to be).

How to do it?

Thanks to the elevator pith.

That is, you must create a speech (or sales page) by which you make your buyer see that you are the best solution to solve your problem.

Example of how to create a buyer persona or target of a company with Facebook Insight

Everything in life is much clearer with an example, right?

So let’s see how to get to know your target audience thanks to Facebook.

One of the things that I like the most when advertising on Facebook is that it allows us to know our target in a very detailed way.

And after this, we can thank Audience Insight (a function that does not usually get all the performance that is possible).

To access this tool, you will have to go to the Ads Manager on Facebook and select Public statistics.

Here you will be given three options:

  • All on Facebook
  • People connected to your page
  • A personalized audience

We are going to choose Everyone’s on Facebook, and we are going to think that we are a Marketing School and that we want to sell a Community Manager Course.

The first thing that we will have to do is to know how the people that may be interested in this course are.

What we are going to do is add interest to the term Community Management.

Demographic variables

Only with that, we can already know in more detail the demographic variables of the people.

We know that:

  • 64% are women, and 36% are men.
  • From 25 to 54 years is the most interested age group. Mostly from 34 to 44.
  • 43% are married, 31% are single, and 23% have a relationship.
  • 70% have a university education.

Geographical variables

If we analyze the geographic variables, we can also find the cities where there is more interest.

In this case, X,  Y, and Z are the cities where there is greater interest in the Community Manager.

But also we can also know where the interest is growing the most.

For this, you only have to select the blue square.

Behavioral variables

We can also analyze your behavior and know your interests.

For example, we can know how they behave on Facebook if you select an activity.

But you can also know what other interests they have and know what other Facebook pages and categories they like.

In this practical way, we could start to make the fictional portrait of our ideal audience.

4 Variables when building a content strategy focused on your buyer persona

The four variables that will determine if your content strategy is correctly oriented to your ideal client and its phase in the purchase process are:

  1. Product and/or service
  2. Buyer Person
  3. Keyword Research
  4. Pain Points 

To develop a content strategy focused on your buyer, you will need a product and/or service that solve the needs, motivations and concerns of your ideal customer and you will have to analyze keywords that are oriented to the different phases of the customer’s purchasing process.

If you are able to combine these four variables, you will be able to create different types of content depending on the stage of purchase where your target audience is.

To make it clearer, look at this example:

Imagine a Business School that is dedicated to training and one of its products is a Master in Digital Marketing.

The first thing that the company should consider before trying to attract students and advertise will be to define the buyer who may be interested in a Master.

To do it faster imagine that the Business School identifies three types of buyer person who may be interested in doing a Digital Marketing Master:

  1. Unemployed
  2. University students.
  3. Intermediate workers.

The next step will be to define the central pain (what would motivate people to do the master).

And from that point of pain would a keyword analysis oriented to a content strategy that was based on answering the doubts of your target audience  …

If the company has more than one product (as is normal), the vertical axis will refer to the importance of the product with respect to the total.

That is to say, the one that more billing provides to the company will be the one that you will have to represent in the upper part of the vertical axis.

In this case, 50% of its target audience would be made up of middle managers and the rest would be university students and unemployed.

This is a very simple way to visualize the profiles that you are interested in and focus your efforts on those that will provide you with the highest return on investment.

If you have limited resources and you have to choose the type of content for your buyer persona, it is advisable to choose the one with the most volume.

But if the parts of the pain were divided equally:

What theme would you choose?

You should look for that factor that may, to a greater or lesser extent, interest the different types of buyer person.

The other variable that you will have to take into account when determining the content strategy will be the volume of searches and the level of competition of the keywords.

Because maybe you do the job of defining the points of pain and you see clearly the subject, but after doing the keyword research you can see that there is not enough search volume or there is too much competition.

When you have all the types of buyer person and pains (the reason why they will end up buying you) you have to think:

Would it make sense to make a blog that spoke of X (pain 1) and in which also talked of Z (pain 2)?

The more things you can encompass better.

But remember that the blog has to have its own identity and you can not put in the same bag all the themes if they do not have a relationship with each other.

In this case, you could, for example, include the countries to find employment and improve employability and talk about the advantages and career opportunities that can have you having a Master.

20 Tools to create a buyer persona

Very well, we have already seen all the concepts that you should know in depth.

But surely now you’re wondering how to find out my buyer persona.

We will see different tools that are sure to help you.

1. Google Analytics

Google Analytics is a tool with tremendous potential if you know how to squeeze it.

To extract information about your visitors you must select Audience, and you will obtain a series of data from the visits you receive to see if it has a relationship with the buyer that you have built or not.

  • Sex (knowing the% of the genre can help you find the most appropriate tone for your messages)
  • Segments of age.
  • Interests.
  • Language.
  • Location.

If you have e-commerce and you sell for example online shirts and you see that you have more visits from Valencia is a factor that can guide you when focusing your ads campaigns.

While if you select the section of Acquisition, it will show you how people have come to your website and knew:

  • With the bounce rate you can check which post you liked the least.
  • With the number of page views, you can see which post they like the most.
  • You can check which social network gets more traffic.

A good way to take advantage of this data is to make a table with the keywords that most seek you, which are your favorite themes and which pages are the most visited. It is a good way to know the interests of your buyer persona.

2. Alexa

It is a very interesting tool to analyze the demographic information of your own audience and those of the competition.

Alexa provides you with a projection (it serves to have a global idea, it is not an exact data) about the traffic of a web.

For example, we are referring to Marketing and Web of Hub Spot what has much more traffic than our blog, and therefore we see more variety of data such as:

  • From which country the visits to the web come from.
  • Gender male or female.
  • Education (They have not gone to university, higher education, postgraduate and university).
  • The location of navigation (home, school, work).

3. Google Adwords: Keyword Planner and Display Planner

Google provides you with two wonderful tools so that you can know more information about your individual Buyer.

With the Keyword Planner, you will be able to locate which words are most wanted by your target audience and the search trend.

While with the Display Network Planner just by entering the keyword you want, you can access the user profile that is interested in that topic. For example, I have searched for digital marketing master, and you will be able to know:

  • Related Keywords
  • Monthly search for the keyword.
  • The sex of the interested people.
  • The ages included.
  • Related interests
  • The device used to search for information.

These are the best data to optimize campaigns and direct your potential customers, do not you think?

4. Google Trends

Google Trends serves much more than to know trends (usual use). And it is that many times you do not get all the potential you have.

For example, if you are a company or a university that is dedicated to training and offers Community Manager courses you can search for this word in Google Trends and see where in Sweden this word is most searched and what other searches are related.

It is also very useful to segment your buyer person by geography and know what other related searches can do.

If you want to know how to get more out of this tool we recommend this post in our blog on Google Trends.

5. Empathy Map

The empathy map is a handy graphical tool to make a correct segmentation of your ideal client.

The empathy map allows you to put yourself in the place of your ideal client.

If you want more information about this tool, here is a post that explains what the empathy map is and how to use it.

I also leave you a video that explains how to make and use an empathy map in a very simple and brief way.

6. Buzzsumo

Buzzsumo is a tool that is usually used as a content healing strategy to get ideas from the most shared posts of your competition and a specific topic and then write about it but adding more value.

But, you can also use it to see what content is the most shared of your blog by your followers and thus know what can work better.

7. Facebook Insights and Facebook Audience Insights

Facebook Insights is another great tool to get to know your audience on Facebook first-hand.

It provides us with information such as:

  • Demographics: age, gender, country, city, language.
  • Actions on the page: You can see if how many clicks (depending on the information you provide) on “How to get there,” phone number, on the website or CTA of the page.
  • The hours of greatest connection of your followers to optimize the publication of content.

Facebook Insights is used to analyze the audience of your Fan Page, but if you want to go a step further, you can use Facebook Audience Insights with which you can get to know your potential audience better.

The difference between Page Insights and Audience Insights is that with this last one you will be able to know the entire audience of Facebook and not only that of your Fan Page.

This tool is tremendous because you can make a true hypersegmentation of your buyer persona and know:

  • Interests.
  • Behaviors
  • Emotional situation.
  • Training.
  • Work.
  • Important events.

8. Twitter Analytics

If you go to Twitter Analytics and select audiences you will be able to know much more information about your followers in order to optimize future campaigns.

You can know the following data to create the profile of your buyer persona:

  • Demographic data: gender, languages, country, region.
  • Lifestyle: the main interests of the people in your audience.
  • Type of device.
  • Your tweets that have had the most impact, so you can get an idea of what kind of content your audience likes most.

9. Followerwonk

Followerwonk is also often used to analyze the Twitter profiles of the competition.

But it is also exciting to analyze your own audience and obtain the following data:

  • The location of users.
  • Hours of greatest activity of your followers.
  • The most used words in the biography by your users.
  • The social authority of your followers.
  • The antiquity of your Twitter accounts.

10. TweetDeck

With TweetDeck, you can monitor keywords related to the products or services you offer and see what people talk about them to detect their needs and offer a solution.

You should also monitor your brand to know at all times what your audience says about you and to be able to answer them at all times.

With these two uses, you will be able to know first hand the interests and the needs to cover your buyer person and know what you can offer them.

11. Downloadable Contents

Downloadable content such as ebooks, guides or templates are wonderful sources of information to get to know your audience.

For example, you can have a blog in which you have identified several targets.

Imagine that your audience is made up of Community Managers and Social Media Managers for whom you have a different buyer persona created.

For example, you can create several ebooks, one for community managers and one for social media managers and see how many people have downloaded it.

12. Groups, Communities and Forums

Groups, communities and forums are a place where you can get a lot of information about what your target audience needs.

I recommend that you look for groups on Facebook and LinkedIn that are related to your products or services and analyze what they ask.

Look at this example from the Facebook group that I joined recently.

He has used the group to create a survey to understand better the needs and goals of the people who are part of the group.

What better way to know the needs and desires of your buyer person than to ask him, right?

13. Interviews and Questionnaires

Interviews and questionnaires are tools to get to know your very powerful client.

Two useful tools to do questionnaires are Google Forms and Survey Monkey, and if you later want to exploit the data in a more professional way, I recommend that you analyze them with the SPSS program.

Look at this example in which Copy Blogger sends an email to their subscribers to learn more about them and improve their email marketing strategy.

14. Search directly on Google

Another way to identify the needs of your target audience is to look directly at Google for words related to your brand.

For example, you can search for the word buyer persona with a question mark or in the form of a question “what is buyer person,” and you will find searches related to the term.

Also, if you go down to the bottom of the search engine, you will get more searches related to those words.

15. Comments on blogs

You should not only analyze the comments that you leave on your blog in the form of questions.

I recommend you also check the comments left on your competition’s blogs to identify their doubts and be able to answer them or get ideas for a future post in which you respond to this type of ideas.

16. Forms in your blog

Another way to know more details of your buyer is through forms in exchange for downloading the content of value to them.

You should be careful with the number of boxes you put on the form because, the more boxes you have to fill in, the more likely you are that they do not.

17. Email Marketing

The email marketing campaigns can also be used to meet your target better.

The personalization of email marketing will allow you to know the users directly and exclusively.

There are different types of emails.

Ideally, you analyze the openings of your emails based on the different topics you send to see what kind of emails they like the most.

On the other hand, you have to be clear that you can not send the same to your subscribers.

You must know at what point of the purchase process are to offer what they need at the right time.

For this, the best thing is to use an automation tool that allows you to tag the user depending on what he does and in what phase he finds.

We recommend you to read this article in our blog so that you can see everything that an automation tool can bring to your strategy.

18. Studies, Reports and Statistics

Studies on the behavior of people either on the internet or in some other subject are a valuable tool that is not taken into account when identifying the buyer persona.

For example, you can consult the studies of different research organizations or government and get important data such as:

  • Schedules to which they connect.
  • What social networks do you prefer depending on your age?
  • What devices do they use?
  • Why they follow brands.

19. MakeMyPersona

MakeMyPersona is a free HubSpot tool that will ask you a series of questions that you must answer about your buyer persona.

When you have completed all the questions, it will tell you to put an email, and it will send you the template with your buyer defined person.

20. “Jobs To Be Done”

More than a tool is to use another type of methodology to identify your buyer persona.

This methodology is based on identifying the reasons why the client uses your product.

No matter how old you are what your sex is or what you do. What really matters is the use that you give to the product and/or service.

That is, you have to try to find out the motivation that leads that person to use your product.

In this way you can:

  • Know the main motivation and therefore find out in a more simple way your point of pain.
  • Use the motivations of people in the copies of the ads, so they feel identified with your product and/or service and know that they will meet their needs.
  • You will know different uses that can be given to your product and you do not know it (as the case that I mentioned above of the product removes stains) with what you will be discovering new market segments.

Tips and mistakes when defining your buyer person that you should avoid

Finally, I am going to give you a series of tips so that you do not make a series of mistakes when creating a buyer persona that is usually quite usual.

  • The buyer person is not always the person to whom you are going to have to direct to sell your product or service.

For example, think that your client is 70-year-old men and women.

How are you going to address them if few will use the internet?

You have to think, who makes the consumption decision?

In this case, it is undoubtedly the son to whom you should address yourself.

  • Do not limit yourself to defining your Buyer persona according to studies and tools.

Observe it in person.

Research is the best way to get to know your target audience and understand their behavior.

  • Put yourself in the shoes of your ideal client and think about what he needs to cover his needs.
  • It is very important that you keep in mind that your buyer is not a static person.

Your objectives and needs will evolve over time, and your product must evolve with them.

For example, if a person buys you a Community Manager course, once you have trained, your objectives will no longer be the same, and you may be looking for more advanced or specialized training.

  • Join the forums and groups where your ideal audience participates and pay attention to the topics they speak, their questions and their problems to identify what their needs are and cover them better.
  • Analyze why they consume your products, what motivates them and what means they use to reach you.

Monitor keywords related to the products or services you offer to discover their demand patterns.

  • Take into account the different types of audiences and establish an order of preference based on your objectives.
  • Graphically represent your ideal client to visually see who you have to address and where you should devote more effort.
  • Not only identify the target you want to target, but also define the audience you do not want to address to not focus your efforts on them.
  • Keep in mind that there are four generations (Generation X, Y, Millennials, and Z) different with different buying behaviors and that you should know to know how to address each of them.

Extra recommendation: Note the negative buyer persona

A negative buyer persona is the representation of those people who are not interested in arriving and therefore, you do not want to sell your products and/or services.

Usually, companies tend to focus only on the buyer people they want to reach, but it is not usual for them to focus on those who do not want to arrive.

And this is just as important to be able to focus your resources and efforts on those people who are really going to have an active interest in your products and/or services.

For example, an Inbound Marketing company such as Inbound Cycle that offers training ebooks for companies can also attract the attention of students who want to improve their training.

But this type of public probably does not interest them at the business level, and they do not want to spend resources on them. Therefore, they assign a locker so that you can select that you are a student and thus offer them a different treatment.

What do you think is the most important when defining the buyer person? How do you identify your buyer persona?

Today, social networks are a very important part of our marketing strategy, and Instagram is on the top list. It is even likely that many prospects have reached our brand through them. Therefore, it is essential that we make a good campaign on social networks. To achieve this, we must or should learn from previous campaigns. Only in this way can we improve what we will do in the future. In this matter, Instagram Analytics tools can help us. We just have to know how to use them.

“Those who do not remember the past, are condemned to repeat it.” -Lemony Snicket (Daniel Handler)

To know the posts that do work in our Instagram we have to analyze what happened with them. This article describes how we can analyze, extract and use Instagram Analytics to improve Social Media Marketing. You have to keep in mind that Instagram is one of the most used social networks and its popularity continues to grow.

Instagram gives, to the profiles that are configured as companies, the possibility of using Instagram Insights, which is a tool that allows analyzing certain performance statistics of the posts.

Another tool we recommend using is Iconosquare, which allows you to get more Instagram data and it’s free!

5 Instagram Analytics reports essential to evaluate your account data

Each business analyzes different variables. It all depends on what objectives you have proposed in your network strategy. For each particular case, it is ideal to determine which are the variables that reflect the fulfillment of the goals.

These are the 5 variables that you can not stop analyzing:

Instagram Analytics: Engagement

Something you’ll want to pay attention to is Social Media Engagement. Social networks should be a place where you and the clients meet and interact or have “Engagement.”

  • With them your customers and followers demonstrate that they appreciate your content, it is the fastest way in which users give their approval. There are 2.5 billion Likes a day, so take advantage of a piece!
  • The comments have to be the breakfast of all the companies. Generally, comments, like likes, indicate that a user enjoys the content, so much that they want to express their opinion and start a conversation with the team. However, sometimes negative comments are received. Do not get frustrated! This can be an opportunity to turn a client with a bad experience, into a faithful follower if you solve their concern.
  • Engagements by followers. It is natural for large brands to get much higher engagement than brand new or small. In these cases, it is more interesting to measure engagement by the follower, since, being a smaller brand, it is possible to know the level of communication that exists with customers. The more frequent the communications with the clients, the more satisfied they will be.
  • Engagements by media. By segmenting the data, you can measure engagement by type of content. In this way you can know what kind of posts are the most attractive, to be able to make more publications of that style and increase engagement.

Instagram Analytics: Hashtags

Although hashtags have been criticized, they are still a tool that reaches new users. The brands that seek to grow in the networks must know which the most relevant hashtags are for their potential followers.

  • The most used hashtags This metric indicates the number of times a hashtag has been used. It is important to try different hashtags to evaluate then which ones have the best performance for you. That’s when we move on to the next metric.
  • The hashtags with more engagement To complement the previous metric, we evaluated the number of interactions (likes and comments) by hashtag. In this way, we know which ones produce more conversations with followers. By using them, you make sure you have more interactions with your audience.
  • The mentioned hashtags more frequently. Finally, we can use the information of which are the hashtags with more mentions to find those that are related to the service or product offered by your company. This way you will have a high guaranteed range. In the image are the words highlighted in black.

Instagram Analytics: Followers

For marketers, the number of followers is one of the fundamental metrics, from the impact of Social Media Marketing. Although the engagement has now gained more interest for analysts, the growth of the audience is still attractive. A positive change indicates that the company is doing things well, inside and outside of social networks.

  • Followers won. It is the number of new followers in a given period of time. The jumps in the graph indicate that something attracted attention and, when analyzing those days, we find what contents are attractive to the audience. Excellent idea to guide yourself when making future campaigns.
  • People you Sometimes follow in Social Media, it is believed that the relationship followed-followers represents some authority. But this has caused many brands that do not even follow a user. This is not well seen either. Do not be afraid to follow your followers. You can learn from their preferences, and they will surely appreciate you following them.

Instagram Analytics: Content

To know what kind of photos and videos are the most attractive to your audience, there is Content Analytics. With this information, you can make more posts than your followers like.

  • Top posts Knowing which are the posts that have had the best receptivity is the basics. Similar content will surely be well valued by your followers.
  • Photos sent. Having a record or tracking the number of photos published is useful to know if there are days when it was not published. It is important to follow the plan of publication determined, without oversights, not to confuse the followers with the frequency of posts.
  • Submitted videos. If you produce videos for Instagram frequently, it is also useful to keep track of them.

Instagram Analytics: Time of publication

There are moments that are ideal for publishing the content, and that is when there are more followers connected or in other words, peak hours due to high traffic.

Fortunately, the tool we recommend provides this data. Take the opportunity to launch an ideal publication plan. If the publications are daily, then, the hour is the key variable. If it’s about launching a campaign – or other exclusive content – it’s useful to know which day of the week most followers interact with.

Improve your Instagram marketing

To have a really good marketing strategy, you must find a way to make content that interests them. For that, you must create an analysis of your audience.

With the analysis tools, you find answers to questions like, which of my photos or videos receive comments? Which publications have the most engagement? Or at what time should I post? Or any variable that you consider important.

By optimizing the content plan for Instagram, you improve the quality of the publications, and your followers are satisfied. This will help you noticeably when you get new prospects that will possibly become customers.

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