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In an increasingly competitive digital market, ensuring online visibility is more than a differentiating factor — it's a necessity. With the arrival of summaries generated by Artificial Intelligence in Google search results, many brands are rethinking their digital strategies. But one thing remains clear: SEO is, more than ever, a crucial tool for attracting qualified traffic and increasing sales.
At Volse Agency, we help brands adapt to these changes and stand out, even in a rapidly changing landscape.
What is SEO and why is it so important?
SEO (Search Engine Optimization) is the set of techniques aimed at improving the positioning of a site in the organic search engine results. Instead of relying exclusively on paid advertisements, your site is now found by people who are actively looking for the products or services you offer. Good positioning generates more qualified traffic, increases brand awareness and boosts sales.
Next, we explain the three main types of SEO — On-Page, Off-Page and Technic — and how each one contributes to the success of their online presence.
1) ON-PAGE SEO
Why are articles so important for SEO?
Publishing articles regularly is one of the most effective ways to reinforce a brand's digital presence. Here's why:
- They reinforce the authority of the domain, addressing relevant issues in depth;
- They allow you to work on various keywords related to your products or services;
- Keep the site updated - what search engines value;
- They improve the time spent on the site and the user experience.
Ideally, between 1 and 3 articles should be published per week, with original content and focused on the real doubts of your target audience.
How to choose relevant keywords?
The choice of keywords is the foundation of any effective SEO strategy. Recommended tools:
- Google Keyword Planner — to analyze research volume and competition;
- Ubersuggest — great for content ideas and related keywords;
- SEMrush — very useful for competition analysis, SEO audits and keyword suggestions;
- Ahrefs — ideal for in-depth technical analysis.
How many times to use the keyword in the content?
The main keyword must be present in:
- Title (H1)
- Page URL
- First paragraph
- Headings (H2 and H3)
- Alternative text of the images
- Naturally throughout the body of the text
Optimal density: A density between 1% and 2% is recommended, although the most important thing is to integrate the keyword in a natural and relevant way with the content.
2) OFF-PAGE SEO
Off-Page SEO refers to all actions taken outside your site that influence your positioning in search engines. The most relevant elements in this area are the backlinks — hyperlinks from other sites that link to yours.
When a trusted site refers your content, this is interpreted by the algorithms as a sign of authority and relevance, which can significantly improve your search ranking.
How to get quality backlinks:
- Guest posts: write articles for blogs and websites in your area of expertise;
- Strategic partnerships and collaborations: with brands, influencers or entities in the sector;
- Value content: guides, studies, statistics, or infographics that other sites want to reference;
- Citations in relevant directories and media.
⚠️ Important: not all backlinks are beneficial. Links from low-quality, penalized, or irrelevant sites can harm your SEO. Quality always trumps quantity.
3) TECHNICAL SEO
Technical SEO ensures that your site is accessible, understandable, and efficient for search engines. Even with good content, a technically poorly structured site may not reach its full organic traffic potential.
Key aspects of Technical SEO:
- Charging speed: Slow sites increase the bounce rate and affect the ranking. Use tools like Google PageSpeed Insights.
- Mobile version: Google applies the concept mobile-first indexing, which means that the mobile version is the main reference for indexing.
- Logical structure of headings (H1, H2, H3): makes it easier for search engines to read and understand the content.
- Site architecture: clear navigation, intuitive menus and well-defined hierarchical structure.
- Friendly URLs: short, descriptive and with relevant keywords.
- XML sitemap and robots.txt file: essential to guide search engines in the correct indexing of the content.
- Internal links: they help distribute authority between pages and keep the user on the site longer.
- SSL certificate (HTTPS): security is a ranking and trust factor.
✅ A technically well-prepared site not only improves SEO, but also offers a better user experience - which directly impacts conversions.
The impact of Artificial Intelligence on research results
Google recently started integrating summaries generated by AI (AI Overviews) at the top of your search results. These summaries provide immediate answers based on multiple sources, which can reduce the click-through rate for sites, even if they are well positioned. However, this feature is not yet available in all countries.
This new scenario requires an adaptation of the SEO strategy:
- Structure the content to answer frequently asked questions directly and clearly;
- Use natural language and well-defined headings;
- Invest in authoritative and relevant content, which Google considers worthy of mention in automatic summaries.
- To use structured data (Schema Markup) to help search engines better understand the context and purpose of the content.
Despite the challenge, SEO remains more relevant than ever - not only to increase the likelihood of being referenced in AI Overviews, as well as to ensure that, even with automatic summaries, the user continues to visit your site.
Measurement and continuous adaptation of the strategy
Implementing an SEO strategy is just the beginning. To ensure sustainable results, it is essential to continuously monitor performance and adjust the approach based on concrete data.
Regular measurement allows:
- Identify what is working and what needs to be optimized;
- Understand which keywords generate the most traffic and conversions;
- Detect positioning drops before they affect the results;
- Make decisions based on data, not assumptions.
Key metrics to monitor:
- Organic traffic: number of visitors coming from search engines;
- Clickthrough Rate (CTR): percentage of users who click on your link in search results;
- Average positioning: evolution of the position of the most relevant keywords;
- Bounce rate and time on site: user engagement indicators;
- Conversions: concrete actions carried out on the site (contacts, purchases, subscriptions).
Recommended tools:
- Google Search Console — to monitor organic performance, keywords and indexing;
- Google Analytics 4 — to analyze user behavior on the site;
- SEMrush, Ahrefs, or Ubersuggest — for positioning reports, technical audits and competition analysis.
SEO is a dynamic process: algorithms evolve, user behaviors change, and competitors also invest. That's why it's critical to regularly review the data and make continuous adjustments to ensure that your strategy maintains effectiveness over time.
