SEO Factors: Guide for 2020

First of all, remember that the algorithms of Google and other search engines are changing and that the information that we are going to present here can easily get out of date. Remember that the Internet changes in periods of 6 months and that the information presented in this class may become out of date if there is a change in the algorithm. However, we believe that these factors have been around long enough to know that they work and that they give results at the SEO level. We reviewed this entry in early 2020.

If you have not done it yet, we recommend that you watch the previous class to better understand this one:

Google’s algorithm is like the formula for Coca-Cola: we know the ingredients it contains but we don’t know the exact combination. What does this mean? Well, we must take into account the factors but we will never know the real formula of the equation. If we take care of the aspects that are pointed out in this training it is likely that we will achieve good results but remember that SEO is a medium-long term Digital Marketing technique and that we have to be patient and constant.

Ready to know what are the basic factors that SEO depends on? We started!

Keywords, information architecture and quality content

The elements that summarize this group would be:

  • That the web is organized with a coherent structure, based on keywords from more general terms to more specific terms.
  • That the content of the web has terms relevant to each other. That is, they belong to a specific group. For example: sandals, shoes, boots …
  • That keywords appear in internal links.
  • Keywords appear in the content.
  • That the ratio of content per keyword is consistent. The keyword cannot appear many or few times. This is a bit complicated to calculate, but there are tools to easily measure it.


To comply with this factor, it is essential to start any project by creating a list of keywords used by users, ideally in our country. To make this list we can use the Google Ads keyword tool.

Web Architecture

Once we have made the previous list, we will have to select those words that best suit our products and services and have the most searches. Immediately afterwards, we will select the 3 or 4 most general terms (which we will use as the main sections of our website) and we will place the rest of the terms within each section, as appropriate. Those words that we cannot place in any section can be saved for the blog, product pages, portfolio, etc.

We have to bear in mind that an SEO website usually starts with about 40 URLs. Each of our keywords will be a different URL, which will function as a landing page itself. It is therefore understood that we will have to prepare content for these 40 initial URLs, and gradually add new URLs, completing our list.

Internal links – interlinking

When writing content you have to do it in the most coherent way possible, adding links when you have related and relevant content. You should try to group pages, subpages, posts and categories by groups and link those that share information with each other.

Quality content

Good content will help us a lot to position our website. Years ago, some SEO techniques were committed to repeating the keyword countless times, thus causing Google to look at that page in question. But Google is very smart and realized that the user is the King and users do not like that type of practice.

Thinking about what our users are trying to find will give us clues when creating that content.

Some ideas when writing content would be:

  • What are the main doubts that clients have when requesting information?
  • Enable the search option on the site to find out what users are looking for on your website. Create content regarding those searches.
  • Look for search trends and keywords in your sector.
  • Think about the latest products, services and news of your company or project.
  • Are you going to attend a fair or have you opened a ShowRoom? You can let your readers know so they can meet you in person.
  • Describe your working methods and what makes you better than the competition.
  • Explain to your clients how to do something that interests them.

Visibility and searches by domain name

Are you famous? Does everyone know you? Your website may then appear more easily in search engines.

User experience | Site speed

User experience – UX

What do your users do before and after reaching your website? Google and other search engines take this into account when defining your position by keywords. You should be clear about the following metrics when complying with this section:

CTR (Click-throught rate)

The CTR is calculated taking into account the number of users who search for a certain keyword and the number of users who click on the search result. Let’s imagine: 100 users search for “sneakers” and 20 click on our website. Then we will have a CTR of 20%. The meta titles and meta descriptions of each post or page are vital to improve CTR.

Bounce rate

The bounce rate is calculated taking into account the number of users who enter your website and leave without doing any type of action within it, or after a few seconds of being on it. If your bounce rate is high you will have to be attentive to what are the reasons that are causing it and correct them.

Video integration

Websites that integrate videos always have better results and videos integrated into websites have more views. Take advantage of channels like YouTube to boost your SEO.

Responsive design

Search engines are aware that more and more traffic comes from mobile so you must make your website responsive yes or yes.

Site speed

A slow site is super boring for users. And let’s not say for users who arrive from the mobile. Site speed is another important factor for search engines. If you need to measure it, you can do it from these tools:

Technical factors | Correct code | Rich snippets

Existence of meta title, meta description, lists and H titles with keyword

In addition to improving your CTR, if the keyword appears in the meta title and meta description of your post or page it will be a factor to take into account. In the rest of the content in HTML it is also recommended, but be careful not to repeat the keywords indiscriminately: Be careful with the ratio and think about your users.

Correct code

A website that has the most correct code possible also improves the search results. In W3C they have a magnificent tool to check if our website is correct or not:


The HTTPS system uses SSL / TLS-based encryption to create an encrypted channel more suitable for sensitive information traffic than the HTTP protocol. In this way, sensitive information (user and passwords normally) cannot be used by an attacker who has managed to intercept the transfer of data from the connection, since the only thing that he will obtain will be an encrypted data flow that will be impossible. to decipher.

The https: // is a service that is contracted in the same accommodations. The fact of having https slightly improves the positioning of the web, in addition to eliminating the following notice in Google Chrome:

Rich snippets

As we have discussed, rich snippets (also known as structured data) can positively affect CTR. Structured data is codes that are added to web pages, which add extra elements to the search results.

The main reason they improve CTR is that they stand out more in search results, so more clicks are obtained using them. In this link, you can see Google’s official explanation of how structured data is implemented.

SEO off page | Backlinks | Linkbuilding

A backlink is a link to our website from another website. Backlinks have always been one of the most important factors that search engines took into account when offering search results. Why? Very simple: search engines interpret that a website that receives a greater number of links is more popular and important than another.

Years ago, many SEOs cheated by adding links to so-called directories. As the search engines realized, now those links are not valid and can even penalize. The trend is for SEO techniques to become more human and for backlinks to come naturally. That is, other users or webmasters who link our content because they find it interesting.

Some of the factors to take into account are:

  • The total number of backlinks.
  • The number of pages that link to our site.
  • Links from new sites.
  • The keywords in the anchor texts.
  • Links to home.
  • That the pages where the links come from are similar to ours.
  • That the pages where the links come from are relevant to our audience.