SEO Guide II. Search engine optimization.

With the search engine optimization of our pages, we can improve their organic positioning. Learn how to use keywords for this purpose.


  • Why do we need it? Google robots (known as spiders or crawlers) are the ‘bots’ in charge of reading, collecting and archiving the content of web pages. In other words, these automated programs are the ones that find and classify the pages, index all the content and store it in a database. So if you do not apply good SEO On Page practices, Google will consider that your web pages have no authority in your industry and you will have no chance to compete for your potential customers.
  • What should we take into account? As you have probably already seen, we must lay the foundations of our optimization work. Before even thinking about optimizing the code and content of our pages, we must determine a series of relevant keywords that our buyer persona (potential guests) would search for. Because it is around these keywords that we must work the SEO On Page of each of the pages of our website.


Before you start applying keywords, remember something important: the relevance of your content is paramount. Keywords can help you position, rank and classify your content, but they should not be abused. Best practices are for a reason, you have to focus on quality content and use the keyword you optimize with in a natural way, never with a shoehorn.

So how should you optimize your code? Using the keyword in the following tags, which will allow search engines to interpret the fragments of your page.

1. In the page title.

For example, if we think of a publication, if the keyword is ‘Ibiza coves for couples’ and the post could be titled ‘The 5 best coves in Ibiza for couples’. In 85% of the cases, the title includes the keyword to the letter, but it is not always necessary, since it must be remembered that what matters for Google is the search trend of its users. In addition, it is necessary to create the right expectations for users, and in this case the title would be better understood at a semantic level.

Also remember that the title should not exceed 65 characters or 487 pixels, so that it appears in its entirety on the search results page. If it exceeds this length, incomplete text and a (…) at the end will be displayed, which has been identified as a limitation for a user to click on the post. The title should also be the H1 heading of your page.

2. In the URL of the page.

This is where the keyword should always be as far to the left as possible. If we follow the example above, the URL of the post based on the keyword could be Remember to separate words with hyphens, do not use symbols, but lowercase letters, as they are more legible.

Some people also choose to remove prepositions and conjunctions if they appear in the title, but this depends very much on the type of search the user is doing in the engine. In that case, the URL could be

3. In the meta description.

This is the descriptive text that we can only see in the SERPs and that should not exceed 150 characters, taking into account that with the search of users bold words are highlighted that lengthen it and it can be shown incomplete.

This meta description is a rough summary of the page on which the reader’s expectations should be created. For this reason, it not only has to include the same or similar keyword as the page, but also be able to motivate the user to read more.

But watch out! There are times when search engines (Google) do not show the meta description we have worked on, but part of the text of the page that they consider best summarizes the post or page in question. Therefore, it is up to you to decide to invest time in working on it. If you decide it is important and Google does not show it, you could change it based on the one it has chosen to force indexing.

4. In the body.

The keyword must be included in the text of the post or your hotel page at least once in its entirety. Although it should not be abused, it is convenient that variations of the same keyword appear throughout the text. Without obsessing, since volume is not important, as long as the content is relevant to the reader. Less is more.

5. In the alt-text of the images

Whether it is the same or similar variations, the keyword must be included. In this case it would be important to define which is the main image of the page and include the keyword, and in the secondary ones include at least similar or related keywords.


Again, do not be obsessed with the exact use of the keyword, and much less with trying to include it in each of these elements we have described. There are no mathematical formulas that tell us how many times we must repeat the keyword to rank. These good practices, still in force today, should be carried out as naturally as possible. And don’t forget to optimize your content.

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