{"id":1016781,"date":"2026-08-29T19:57:26","date_gmt":"2026-08-29T17:57:26","guid":{"rendered":"https:\/\/veiraxweb.com\/?p=1016781"},"modified":"2026-11-11T14:43:20","modified_gmt":"2026-11-11T13:43:20","slug":"seo-checklist-2026-key-strategies-for-optimising-your-website","status":"publish","type":"post","link":"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/","title":{"rendered":"SEO Checklist 2026: Key Strategies for Optimising Your Website"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Technical_optimisation_to_improve_indexability\" >Technical optimisation to improve indexability<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Clean_easy-to-understand_URLs\" >Clean, easy-to-understand URLs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Keep_the_sitemapxml_up_to_date\" >Keep the sitemap.xml up to date<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Robotstxt_a_small_file_but_big_problems_if_used_incorrectly\" >Robots.txt: a small file, but big problems if used incorrectly<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#301_redirects_and_404_errors\" >301 redirects and 404 errors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Page_load_speed_and_mobile_performance\" >Page load speed and mobile performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#SSL_certificate_and_security\" >SSL certificate and security<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Content_design_and_structure_for_users_and_search_engines\" >Content design and structure for users and search engines<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Use_meaningful_semantic_HTML\" >Use meaningful, semantic HTML<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Structured_data_with_schemaorg\" >Structured data with schema.org<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Write_answers_that_Google_can_easily_extract\" >Write answers that Google can easily extract<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Internal_links_that_really_help\" >Internal links that really help<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Responsive_design_and_user_experience\" >Responsive design and user experience<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Create_content_with_search_intent_in_mind\" >Create content with search intent in mind<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Every_page_should_have_a_purpose\" >Every page should have a purpose<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#A_blog_needs_content_that_adds_value\" >A blog needs content that adds value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Forms_ask_only_for_whats_necessary\" >Forms: ask only for what\u2019s necessary<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Keywords_they_still_matter_but_dont_chase_after_them\" >Keywords: they still matter, but don\u2019t chase after them<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Lead_magnets_that_are_genuinely_worth_an_email\" >Lead magnets that are genuinely worth an email<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#EEAT_demonstrating_who_is_behind_the_content\" >EEAT: demonstrating who is behind the content<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Show_who_is_writing\" >Show who is writing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Team_page\" >Team page<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Use_external_sources_when_they_add_value\" >Use external sources when they add value<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Optimising_the_website_for_search_engines_and_artificial_intelligence\" >Optimising the website for search engines and artificial intelligence<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Factual_and_up-to-date_information\" >Factual and up-to-date information<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#A_recognisable_brand_identity\" >A recognisable brand identity<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Mentions_on_other_websites\" >Mentions on other websites<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Integrations_and_tools\" >Integrations and tools<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Conversions_and_user_experience\" >Conversions and user experience<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Simple_navigation\" >Simple navigation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Measuring_what_users_do\" >Measuring what users do<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Clear_CTAs_without_chasing_the_user\" >Clear CTAs, without chasing the user<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Interactive_elements\" >Interactive elements<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Local_SEO_for_businesses_on_the_Costa_Blanca\" >Local SEO for businesses on the Costa Blanca<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Making_the_most_of_Google_Business_Profile\" >Making the most of Google Business Profile<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Use_local_references_naturally\" >Use local references naturally<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Reviews\" >Reviews<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Local_links_and_relationships\" >Local links and relationships<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Reviewing_local_performance\" >Reviewing local performance<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Tools_for_maintaining_the_SEO_checklist\" >Tools for maintaining the SEO checklist<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Google_Search_Console\" >Google Search Console<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Checking_for_technical_errors\" >Checking for technical errors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-43\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Website_architecture\" >Website architecture<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-44\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Monitor_rankings_but_keep_things_in_perspective\" >Monitor rankings, but keep things in perspective<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-45\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Adapt_to_Google_but_dont_chase_every_update\" >Adapt to Google, but don\u2019t chase every update<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-46\" href=\"https:\/\/veiraxweb.com\/en\/blog\/seo-checklist-2026-key-strategies-for-optimising-your-website\/#Do_you_want_to_improve_your_websites_SEO\" >Do you want to improve your website\u2019s SEO?<\/a><\/li><\/ul><\/nav><\/div>\n<p>Talking about SEO in 2026 is no longer just about including a few keywords, building links and waiting for Google to do the rest.<\/p>\n<p>The landscape has changed considerably.<\/p>\n<p>Google remains hugely important, of course, but now we also have AI-powered search engines, generative answers, assistants that consult various sources, and users who expect to find exactly what they need almost immediately.<\/p>\n<p>That\u2019s why a modern SEO checklist should look well beyond traditional ranking.<\/p>\n<p>We need to ensure that Google can crawl the website, understand it and trust it. But we also need to ensure that a visitor arrives, finds what they\u2019re looking for and ends up taking action: calling, writing, requesting a quote, buying or booking.<\/p>\n<p>Let\u2019s look at this step by step.<\/p>\n<h2 id=\"h-optimizacion-tecnica-para-mejorar-la-indexabilidad\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Technical_optimisation_to_improve_indexability\"><\/span>Technical optimisation to improve indexability<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You may have excellent content, but if Google struggles to crawl your website, you\u2019re starting off at a significant disadvantage.<\/p>\n<p>There\u2019s no need to get hung up on every technical detail. It is, however, worth ensuring that the basics are working properly and that we aren\u2019t creating any unnecessary obstacles.<\/p>\n<h3 id=\"h-urls-limpias-y-faciles-de-entender\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Clean_easy-to-understand_URLs\"><\/span>Clean, easy-to-understand URLs<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A URL should give some indication of what you\u2019re going to find.<\/p>\n<p>For example:<\/p>\n<p><code>dominio.com\/servicios\/diseno-web\/<\/code><\/p>\n<p>is much clearer than:<\/p>\n<p><code>dominio.com\/page.php?id=4587&amp;cat=12<\/code><\/p>\n<p>Not because a \u2018pretty\u2019 URL will magically take you to the top of the rankings, but because it makes things easier for both the user and the search engine.<\/p>\n<p>Generally speaking, I\u2019d try to keep them short, descriptive and free of elements that add no value.<\/p>\n<p>Some simple rules:<\/p>\n<ul class=\"wp-block-list\">\n<li>Avoid parameters, numbers and unnecessary characters.<\/li>\n<li>Separate words with hyphens.<\/li>\n<li>Include the keyword where it fits naturally.<\/li>\n<li>Don\u2019t turn the URL into a twenty-word sentence.<\/li>\n<\/ul>\n<p>And there\u2019s another important point: once a URL has been optimised and is receiving traffic, it\u2019s not a good idea to change it simply because you\u2019ve now come up with another one that looks nicer.<\/p>\n<h3 id=\"h-mantener-actualizado-el-sitemap-xml\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keep_the_sitemapxml_up_to_date\"><\/span>Keep the sitemap.xml up to date<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The sitemap.xml serves to provide search engines with a list of the important URLs on our website.<\/p>\n<p>In WordPress, for example, you won\u2019t usually need to create it manually. The CMS itself or SEO plugins such as Rank Math can generate and update it for you.<\/p>\n<p>That doesn\u2019t mean we can forget about it, though.<\/p>\n<p>It\u2019s a good idea to check it from time to time to ensure you\u2019re not including pages that shouldn\u2019t appear: empty tags, old files, test content, duplicate pages or URLs marked as \u2018noindex\u2019.<\/p>\n<p>We can then submit it to Google Search Console and check whether Google is processing it correctly.<\/p>\n<p>Important: appearing in the sitemap does not guarantee that a page will be indexed. We\u2019re simply making it easier for the search engine to find it.<\/p>\n<h3 id=\"h-robots-txt-pequeno-archivo-grandes-problemas-si-lo-usamos-mal\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Robotstxt_a_small_file_but_big_problems_if_used_incorrectly\"><\/span>Robots.txt: a small file, but big problems if used incorrectly<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The robots.txt file seems trivial until someone accidentally blocks half the website.<\/p>\n<p>This file is used to tell crawlers which areas they can access and which we\u2019d prefer them not to visit.<\/p>\n<p>The problem usually arises after a migration, when a website has been under development, or following a major technical change.<\/p>\n<p>That\u2019s why it\u2019s worth checking that:<\/p>\n<ul class=\"wp-block-list\">\n<li>We aren\u2019t blocking pages we want to rank.<\/li>\n<li>Areas that really shouldn\u2019t be crawled are correctly configured.<\/li>\n<li>There are no old rules left that no longer make sense.<\/li>\n<\/ul>\n<p>It\u2019s a quick check that can prevent some quite serious problems.<\/p>\n<h3 id=\"h-redirecciones-301-y-errores-404\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"301_redirects_and_404_errors\"><\/span>301 redirects and 404 errors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A 404 error does not automatically mean that something is wrong.<\/p>\n<p>If you delete a page that no longer exists and there is no equivalent alternative, returning a 404 may well be correct.<\/p>\n<p>It\u2019s a different matter if you\u2019ve changed a URL.<\/p>\n<p>If you previously had:<\/p>\n<p><code>\/servicios-web\/<\/code><\/p>\n<p>and you now use:<\/p>\n<p><code>\/diseno-web\/<\/code><\/p>\n<p>the logical thing to do is to set up a 301 redirect from the old address to the new one.<\/p>\n<p>This way, we avoid sending the user to a non-existent page and retain much of the ranking signal associated with the previous URL.<\/p>\n<p>What I wouldn\u2019t do is redirect any 404 errors to the home page.<\/p>\n<p>It\u2019s a widely used solution, but not a very useful one. If someone was searching for a specific service and suddenly ends up on the homepage without any explanation, we\u2019ve probably not solved anything.<\/p>\n<p>It\u2019s best to check for errors regularly and decide what to do in each case.<\/p>\n<h3 id=\"h-velocidad-de-carga-y-rendimiento-movil\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Page_load_speed_and_mobile_performance\"><\/span>Page load speed and mobile performance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s not much mystery here.<\/p>\n<p>A slow website is frustrating.<\/p>\n<p>Huge images, scripts loading everywhere, unnecessary plugins or a server with limited resources can turn a seemingly simple website into a frustrating experience.<\/p>\n<p>Tools such as PageSpeed Insights help to identify problems, although I wouldn\u2019t make the famous 100\/100 score an obsessive goal either.<\/p>\n<p>I\u2019d rather have a website that loads quickly under real-world conditions and works properly than one designed solely to score highly on a tool.<\/p>\n<p>And you have to test it on a mobile.<\/p>\n<p>But really test it.<\/p>\n<p>Open the menu, navigate, tap buttons, read text, fill in forms and check that everything can be used comfortably with one hand.<\/p>\n<p>Just because a website is technically responsive doesn\u2019t necessarily mean it\u2019s a pleasure to use.<\/p>\n<h3 id=\"h-certificado-ssl-y-seguridad\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"SSL_certificate_and_security\"><\/span>SSL certificate and security<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>These days, HTTPS should be practically a given.<\/p>\n<p>An SSL certificate encrypts communication between the website and the browser and prevents certain data from being transmitted unprotected.<\/p>\n<p>But installing the certificate is only part of the story.<\/p>\n<p>It\u2019s also worth checking:<\/p>\n<ul class=\"wp-block-list\">\n<li>CMS and plugin updates.<\/li>\n<li>Backups.<\/li>\n<li>Users with unnecessary permissions.<\/li>\n<li>Weak passwords.<\/li>\n<li>Abandoned plugins or components.<\/li>\n<li>Security alerts.<\/li>\n<\/ul>\n<p>And, of course, check that the entire website actually loads via HTTPS and that there are no outdated resources causing mixed content.<\/p>\n<h2 id=\"h-diseno-y-estructura-del-contenido-para-usuarios-y-buscadores\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Content_design_and_structure_for_users_and_search_engines\"><\/span>Content design and structure for users and search engines<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Google needs to understand how our content is organised.<\/p>\n<p>Interestingly, so do users.<\/p>\n<p>So many of the best practices that make the search engine\u2019s job easier also tend to improve the readability of the page.<\/p>\n<h3 id=\"h-utilizar-html-semantico-con-sentido\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_meaningful_semantic_HTML\"><\/span>Use meaningful, semantic HTML<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not everything should be a <code>&lt;div&gt;<\/code> nested inside another <code>&lt;div&gt;<\/code>.<\/p>\n<p>Using HTML structure correctly helps to indicate the function of each part of a page.<\/p>\n<p>The most obvious example is headings.<\/p>\n<p>We have a main title <code>&lt;h1&gt;<\/code> and, from there, we can organise the sections using <code>&lt;h2&gt;<\/code>, <code>&lt;h3&gt;<\/code> and other levels where necessary.<\/p>\n<p>It\u2019s not about using headings simply because \u2018Google wants H2\u2019.<\/p>\n<p>It\u2019s about ensuring the document has a clear hierarchy.<\/p>\n<p>If someone were to see only our headings, they should get a fairly clear idea of what the page is about.<\/p>\n<p>The same applies to lists, tables, <code>&lt;article&gt;<\/code>, <code>&lt;section&gt;<\/code>, navigation or any other semantic element.<\/p>\n<p>The more organised the content below is, the easier it is to interpret.<\/p>\n<h3 id=\"h-datos-estructurados-con-schema-org\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Structured_data_with_schemaorg\"><\/span>Structured data with schema.org<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Structured data allows us to provide additional information about specific elements on a page.<\/p>\n<p>We can specify, for example, that something is:<\/p>\n<ul class=\"wp-block-list\">\n<li>A product.<\/li>\n<li>An article.<\/li>\n<li>A company.<\/li>\n<li>A person.<\/li>\n<li>An event.<\/li>\n<li>A recipe.<\/li>\n<li>An offer.<\/li>\n<li>A review.<\/li>\n<\/ul>\n<p>All of this helps search engines to better understand what they\u2019re looking at.<\/p>\n<p>In some cases, it can also make our page eligible to appear in rich results.<\/p>\n<p>But be careful not to add Schema simply because your plugin allows you to mark up twenty options.<\/p>\n<p>You need to use the correct type and ensure that the structured data matches what actually appears on the page.<\/p>\n<h3 id=\"h-escribir-respuestas-que-google-pueda-extraer-facilmente\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Write_answers_that_Google_can_easily_extract\"><\/span>Write answers that Google can easily extract<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Featured snippets have been demonstrating something quite simple for years: Google appreciates it when we answer questions clearly.<\/p>\n<p>And this way of structuring content makes even more sense with the advent of generative searches.<\/p>\n<p>If someone asks:<\/p>\n<p><strong>\u2018How long does it take for a website to rank on Google?<\/strong><\/p>\n<p>There\u2019s no need to write four paragraphs before answering.<\/p>\n<p>We can start by saying something like:<\/p>\n<blockquote class=\"wp-block-quote\">\n<p>There\u2019s no set timeframe. Depending on the competition, domain authority and the work carried out, the first results may appear within a few weeks or take several months.<\/p>\n<\/blockquote>\n<p>We\u2019ll then go on to explain in more detail.<\/p>\n<p>Lists, tables, short definitions and direct answers help both the user and the systems trying to interpret the content.<\/p>\n<h3 id=\"h-enlaces-internos-que-realmente-ayuden\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Internal_links_that_really_help\"><\/span>Internal links that really help<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Internal linking is one of those fairly straightforward SEO tasks that many websites get wrong.<\/p>\n<p>It isn\u2019t about placing links at random every time a related word appears.<\/p>\n<p>The aim is to connect content that makes sense in relation to one another.<\/p>\n<p>If we\u2019re talking about local SEO and we have a comprehensive guide to Google Business Profile, it seems quite logical to link to it.<\/p>\n<p>As well as helping the user, these links allow search engines to discover pages and better understand the relationship between them.<\/p>\n<p>It\u2019s also a good idea to use descriptive anchor text.<\/p>\n<p>\u2018See more\u2019 doesn\u2019t say much.<\/p>\n<p>\u201cHow to optimise Google Business Profile\u201d makes it much clearer where we\u2019re heading.<\/p>\n<h3 id=\"h-diseno-responsive-y-experiencia-de-usuario\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Responsive_design_and_user_experience\"><\/span>Responsive design and user experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>By now, it shouldn\u2019t be necessary to explain that a website has to work on mobile devices.<\/p>\n<p>Yet we still come across pages where the text requires zooming, the buttons are too close together, or a banner takes up practically the entire screen.<\/p>\n<p>A good responsive design should ensure the experience feels natural on any device.<\/p>\n<p>This involves checking:<\/p>\n<ul class=\"wp-block-list\">\n<li>Text sizes.<\/li>\n<li>Spacing between elements.<\/li>\n<li>Menus.<\/li>\n<li>Forms.<\/li>\n<li>Buttons.<\/li>\n<li>Images.<\/li>\n<li>Tables.<\/li>\n<li>Interactive elements.<\/li>\n<\/ul>\n<p>It\u2019s not enough simply to scale down the desktop version until it fits on a small screen.<\/p>\n<h2 id=\"h-crear-contenido-pensando-en-la-intencion-de-busqueda\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Create_content_with_search_intent_in_mind\"><\/span>Create content with search intent in mind<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The keyword matters.<\/p>\n<p>But it matters even more to know what someone expects to find when they search for it.<\/p>\n<h3 id=\"h-cada-pagina-deberia-tener-un-objetivo\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Every_page_should_have_a_purpose\"><\/span>Every page should have a purpose<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Before creating a page, it\u2019s worth answering one question:<\/p>\n<p><strong>What is its purpose?<\/strong><\/p>\n<p>It may be designed to attract customers, explain a service, answer a query, compare alternatives or help the user before they make a decision.<\/p>\n<p>But there should be a clear purpose.<\/p>\n<p>That also makes SEO work a lot easier.<\/p>\n<p>Because once we know what we want to achieve, we can decide:<\/p>\n<ul class=\"wp-block-list\">\n<li>Which keyword to target.<\/li>\n<li>What information to include.<\/li>\n<li>How to organise it.<\/li>\n<li>Which CTA to use.<\/li>\n<li>Which other pages to link to.<\/li>\n<li>How will we measure whether it works?<\/li>\n<\/ul>\n<p>Creating content simply \u2018because we have to publish something\u2019 often results in pages that aren\u2019t particularly clear about what they\u2019re trying to rank for.<\/p>\n<h3 id=\"h-un-blog-necesita-contenido-que-aporte-algo\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_blog_needs_content_that_adds_value\"><\/span>A blog needs content that adds value<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Publishing two articles a month isn\u2019t much use if those two articles are interchangeable with another five hundred that already exist.<\/p>\n<p>A blog can be a fantastic tool for SEO, but it needs useful content.<\/p>\n<p>Real-life experiences.<\/p>\n<p>Specific cases.<\/p>\n<p>Examples.<\/p>\n<p>Mistakes you\u2019ve made.<\/p>\n<p>Your own data.<\/p>\n<p>Reasoned opinions.<\/p>\n<p>Comparisons.<\/p>\n<p>Answers that come up when talking to customers.<\/p>\n<p>That\u2019s usually where the most interesting content lies.<\/p>\n<p>It\u2019s also a good idea to maintain a certain regularity, but I wouldn\u2019t sacrifice quality simply to stick to an editorial calendar.<\/p>\n<p>It\u2019s better to publish something really good than four articles that nobody needs to read.<\/p>\n<h3 id=\"h-formularios-pedir-unicamente-lo-necesario\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Forms_ask_only_for_whats_necessary\"><\/span>Forms: ask only for what\u2019s necessary<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Some contact forms look like a mortgage application.<\/p>\n<p>First name.<\/p>\n<p>Surname.<\/p>\n<p>Company.<\/p>\n<p>Telephone number.<\/p>\n<p>Email.<\/p>\n<p>County.<\/p>\n<p>Number of employees.<\/p>\n<p>Budget.<\/p>\n<p>Job title.<\/p>\n<p>How did you hear about us?<\/p>\n<p>And then we wonder why nobody ever completes them.<\/p>\n<p>Generally speaking, the less information we need to start the conversation, the easier it will be to get the user to take the next step.<\/p>\n<p>That doesn\u2019t mean we should always use just two fields.<\/p>\n<p>It depends on the service.<\/p>\n<p>But every field should justify its existence.<\/p>\n<p>It\u2019s also a good idea to explain what will happen after the form is submitted.<\/p>\n<p>For example:<\/p>\n<p>\u201cTell us briefly what you need and we\u2019ll get back to you within one working day.\u201d<\/p>\n<p>Much clearer than a simple \u2018Submit\u2019 button.<\/p>\n<h3 id=\"h-palabras-clave-todavia-importan-pero-no-hay-que-perseguirlas\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keywords_they_still_matter_but_dont_chase_after_them\"><\/span>Keywords: they still matter, but don\u2019t chase after them<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Yes, keywords are still important.<\/p>\n<p>They help us understand how people search and allow us to tailor each piece of content.<\/p>\n<p>But that doesn\u2019t mean repeating exactly the same phrase fifteen times.<\/p>\n<p>The main keyword should appear where it makes sense: in the title, headings, body text, URL or metadata.<\/p>\n<p>Then we write as normal.<\/p>\n<p>If we explain a topic properly, related terms, variants and expressions that enrich the context will inevitably appear.<\/p>\n<p>There\u2019s no need to sit there with a calculator counting keyword densities.<\/p>\n<h3 id=\"h-lead-magnets-que-realmente-merezcan-un-email\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lead_magnets_that_are_genuinely_worth_an_email\"><\/span>Lead magnets that are genuinely worth an email<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A lead magnet works when the reader thinks:<\/p>\n<p>\u201cRight, this really does interest me.\u201d<\/p>\n<p>It could be:<\/p>\n<ul class=\"wp-block-list\">\n<li>A guide.<\/li>\n<li>A template.<\/li>\n<li>A checklist.<\/li>\n<li>A study.<\/li>\n<li>A calculator.<\/li>\n<li>A webinar.<\/li>\n<li>An initial audit.<\/li>\n<li>A tool.<\/li>\n<li>A free trial.<\/li>\n<\/ul>\n<p>The problem is that, for years, thousands of ebooks have been created simply to collect email addresses.<\/p>\n<p>And users are well aware of this.<\/p>\n<p>If we\u2019re going to ask for data in exchange for something, that content should be valuable enough to justify it.<\/p>\n<h2 id=\"h-eeat-demostrar-quien-esta-detras-del-contenido\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"EEAT_demonstrating_who_is_behind_the_content\"><\/span>EEAT: demonstrating who is behind the content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>EEAT stands for expertise, knowledge, authority and trust.<\/p>\n<p>But beyond the acronym, the idea is quite logical.<\/p>\n<p>If you\u2019re going to talk about something important, it\u2019s a good idea to make it clear why someone should trust you.<\/p>\n<h3 id=\"h-mostrar-quien-escribe\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Show_who_is_writing\"><\/span>Show who is writing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Publishing articles signed by \u2018Administrator\u2019 doesn\u2019t exactly inspire much trust.<\/p>\n<p>If a person writes the content, we can show:<\/p>\n<ul class=\"wp-block-list\">\n<li>Their name.<\/li>\n<li>Photograph.<\/li>\n<li>Area of expertise.<\/li>\n<li>Experience.<\/li>\n<li>A brief biography.<\/li>\n<li>Professional profile.<\/li>\n<li>Other published content.<\/li>\n<\/ul>\n<p>And, above all, demonstrate your experience within the text itself.<\/p>\n<p>Someone who works with Google Ads campaigns on a daily basis will probably be able to share insights that aren\u2019t covered in a generic definition of Google Ads.<\/p>\n<p>That sort of experience is much harder to fake.<\/p>\n<h3 id=\"h-pagina-de-equipo\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Team_page\"><\/span>Team page<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>In many businesses, we want to appear huge when, in fact, showing who\u2019s behind the scenes can work much better.<\/p>\n<p>A good \u2018About Us\u2019 page provides context and builds trust.<\/p>\n<p>There\u2019s no need to write an autobiography for each person.<\/p>\n<p>Name, role, experience, specialism and some relevant information are usually enough.<\/p>\n<p>We can also link to professional profiles or showcase projects they\u2019ve been involved in.<\/p>\n<p>The aim is simple: to show that there are real people behind the website who know what they\u2019re doing.<\/p>\n<h3 id=\"h-utilizar-fuentes-externas-cuando-aporten-valor\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_external_sources_when_they_add_value\"><\/span>Use external sources when they add value<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We shouldn\u2019t be afraid to link to other websites.<\/p>\n<p>If we\u2019re referring to a study, legislation, a statistic or technical documentation, linking to the original source enhances the content.<\/p>\n<p>The important thing is to choose these references carefully.<\/p>\n<p>It\u2019s better to use a primary source or a recognised organisation than an article that has itself copied the information from another site.<\/p>\n<p>There\u2019s no need to include external links simply to \u2018improve SEO\u2019.<\/p>\n<p>We should use them when they serve to support, expand on or verify what we are explaining.<\/p>\n<h2 id=\"h-preparar-la-web-para-buscadores-e-inteligencia-artificial\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Optimising_the_website_for_search_engines_and_artificial_intelligence\"><\/span>Optimising the website for search engines and artificial intelligence<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>This is probably one of the areas that has changed the most in recent years.<\/p>\n<p>Nowadays, we no longer just want to appear as a blue result on Google.<\/p>\n<p>We also want our brand, our content and our data to be correctly understood by artificial intelligence-based systems.<\/p>\n<h3 id=\"h-informacion-factual-y-actualizada\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Factual_and_up-to-date_information\"><\/span>Factual and up-to-date information<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If our website contains incorrect, outdated or contradictory data, we\u2019re making things rather difficult for ourselves.<\/p>\n<p>Let\u2019s consider something as simple as a company\u2019s opening hours.<\/p>\n<p>If one set appears on the website, another on Google Business and a different one on Facebook, which one should a search engine consider correct?<\/p>\n<p>The same applies to services, prices, contact persons, addresses or corporate information.<\/p>\n<p>It\u2019s a good idea to review your content regularly and update anything that has changed.<\/p>\n<p>Furthermore, whenever possible, it\u2019s worth backing up important claims with data or sources.<\/p>\n<h3 id=\"h-una-identidad-de-marca-reconocible\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_recognisable_brand_identity\"><\/span>A recognisable brand identity<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A brand is not just a logo.<\/p>\n<p>It is also a consistent name, clear corporate information, a way of communicating and a recognisable presence across different platforms.<\/p>\n<p>It is important to avoid contradictions.<\/p>\n<p>If we use different names for the same company, varying descriptions or information that changes depending on the platform, we make it difficult for systems to correctly link all these references.<\/p>\n<p>Consistency matters.<\/p>\n<p>Name.<\/p>\n<p>Services.<\/p>\n<p>Location.<\/p>\n<p>Related people.<\/p>\n<p>Social media profiles.<\/p>\n<p>Website.<\/p>\n<p>External mentions.<\/p>\n<p>All of this should help to build a single entity.<\/p>\n<h3 id=\"h-menciones-en-otras-webs\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Mentions_on_other_websites\"><\/span>Mentions on other websites<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Getting other sources to talk about our company is still extremely valuable.<\/p>\n<p>Not just for the sake of backlinks.<\/p>\n<p>A mention by a professional association, a specialist media outlet, a university, a partner company or a recognised publication helps to build context around our brand.<\/p>\n<p>Nor is the best strategy for securing them usually to send a hundred emails saying:<\/p>\n<p>\u201cHello, I\u2019ve seen your fantastic blog and I think our content would be very useful for your readers.\u201d<\/p>\n<p>There are far better methods:<\/p>\n<ul class=\"wp-block-list\">\n<li>Conducting our own research.<\/li>\n<li>Take part in events.<\/li>\n<li>Collaborate with other companies.<\/li>\n<li>Share interesting data.<\/li>\n<li>Publish truly quotable content.<\/li>\n<li>Contribute as an expert in other media.<\/li>\n<\/ul>\n<p>In short, do things that are worth mentioning.<\/p>\n<h3 id=\"h-integraciones-y-herramientas\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Integrations_and_tools\"><\/span>Integrations and tools<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google Search Console and Analytics should form part of the basic toolkit for virtually any SEO project.<\/p>\n<p>They allow us to see what\u2019s happening on the web.<\/p>\n<p>But an integration on its own does not improve search rankings.<\/p>\n<p>Installing Google Analytics doesn\u2019t make Google like us any better.<\/p>\n<p>Nor does having an SEO plugin.<\/p>\n<p>They are tools.<\/p>\n<p>Their value lies in how we use them.<\/p>\n<p>The same applies to social media, CRM, automation tools or any other platform we connect to the website.<\/p>\n<p>Every integration should serve a clear purpose.<\/p>\n<h2 id=\"h-conversiones-y-experiencia-de-usuario\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conversions_and_user_experience\"><\/span>Conversions and user experience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Driving traffic is all well and good.<\/p>\n<p>Driving traffic that ultimately converts is much better.<\/p>\n<p>And this is where SEO, web design and CRO start to overlap.<\/p>\n<h3 id=\"h-navegacion-sencilla\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Simple_navigation\"><\/span>Simple navigation<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Good navigation should be almost unnoticeable.<\/p>\n<p>The user arrives and knows where to go.<\/p>\n<p>They shouldn\u2019t have to decipher creative menu names or click through five levels just to find a phone number.<\/p>\n<p>Services.<\/p>\n<p>About us.<\/p>\n<p>Projects.<\/p>\n<p>Blog.<\/p>\n<p>Contact.<\/p>\n<p>We don\u2019t always need to reinvent these names.<\/p>\n<p>Creativity can lie in the design, the brand or the way the content is presented.<\/p>\n<p>Navigation usually benefits from us being a fair bit more predictable.<\/p>\n<h3 id=\"h-medir-lo-que-hacen-los-usuarios\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Measuring_what_users_do\"><\/span>Measuring what users do<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We cannot improve what we are not observing.<\/p>\n<p>Google Analytics can help us analyse:<\/p>\n<ul class=\"wp-block-list\">\n<li>Where visitors come from.<\/li>\n<li>Which pages they view.<\/li>\n<li>Which devices they use.<\/li>\n<li>What actions they take.<\/li>\n<li>Which channels generate conversions.<\/li>\n<\/ul>\n<p>Search Console shows us another important aspect: what happens before they arrive on the website.<\/p>\n<p>And there are additional tools for analysing heatmaps, session recordings or behaviour on specific pages.<\/p>\n<p>The aim isn\u2019t to accumulate reports.<\/p>\n<p>It\u2019s to identify useful questions.<\/p>\n<p>Why does this page receive traffic but not generate leads?<\/p>\n<p>Why is this form being abandoned?<\/p>\n<p>Why does hardly anyone click this button?<\/p>\n<p>That\u2019s where the data really starts to be useful.<\/p>\n<h3 id=\"h-ctas-claros-sin-perseguir-al-usuario\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Clear_CTAs_without_chasing_the_user\"><\/span>Clear CTAs, without chasing the user<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s no need to include \u201cREQUEST A QUOTE\u201d every other paragraph.<\/p>\n<p>A call to action works best when it appears at a logical moment.<\/p>\n<p>If we\u2019ve just explained a service, it makes sense to offer the option to request further information.<\/p>\n<p>If the user has just read a 3,000-word guide, perhaps we could suggest they download a related template.<\/p>\n<p>The call to action should stand out, but there\u2019s no need to turn the website into a button-filled mess.<\/p>\n<p>And it\u2019s better to use specific wording.<\/p>\n<p>\u201cI\u2019d like to request a quote\u201d explains what will happen much better than \u201cClick here\u201d.<\/p>\n<h3 id=\"h-elementos-interactivos\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Interactive_elements\"><\/span>Interactive elements<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Not every page needs animations, quizzes and calculators.<\/p>\n<p>But when they\u2019re appropriate, they can greatly enhance the user experience.<\/p>\n<p>A price calculator.<\/p>\n<p>A comparison tool.<\/p>\n<p>A configurator.<\/p>\n<p>A map.<\/p>\n<p>A quiz.<\/p>\n<p>An interactive video.<\/p>\n<p>A simple tool.<\/p>\n<p>The key is that it adds value.<\/p>\n<p>An interactive feature included simply because it looks trendy ends up being yet another distraction.<\/p>\n<h2 id=\"h-seo-local-para-negocios-de-la-costa-blanca\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Local_SEO_for_businesses_on_the_Costa_Blanca\"><\/span>Local SEO for businesses on the Costa Blanca<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>For a business operating in Calpe, Benissa, Altea, D\u00e9nia or any other town on the Costa Blanca, local SEO can have a far greater commercial impact than ranking for a generic keyword at a national level.<\/p>\n<p>Because we usually look for customers who are relatively nearby and need our service.<\/p>\n<h3 id=\"h-trabajar-bien-google-business-profile\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Making_the_most_of_Google_Business_Profile\"><\/span>Making the most of Google Business Profile<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The Google listing is one of the most important assets for any local business.<\/p>\n<p>And yet we still come across businesses that have barely filled in the basic information.<\/p>\n<p>It\u2019s worth checking:<\/p>\n<ul class=\"wp-block-list\">\n<li>Name.<\/li>\n<li>Main category.<\/li>\n<li>Secondary categories.<\/li>\n<li>Address.<\/li>\n<li>Service area.<\/li>\n<li>Telephone.<\/li>\n<li>Website.<\/li>\n<li>Opening hours.<\/li>\n<li>Services.<\/li>\n<li>Photographs.<\/li>\n<\/ul>\n<p>It\u2019s also a good idea to keep it up to date.<\/p>\n<p>Upload new images, reply to reviews, update important changes and check that Google hasn\u2019t automatically altered any details.<\/p>\n<h3 id=\"h-utilizar-referencias-locales-con-naturalidad\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Use_local_references_naturally\"><\/span>Use local references naturally<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If we provide services in Calpe, it makes sense to mention this.<\/p>\n<p>What doesn\u2019t make sense is writing:<\/p>\n<p>\u201cWeb design company in Calpe specialising in web design in Calpe for businesses that need web design in Calpe.\u201d<\/p>\n<p>That doesn\u2019t help anyone.<\/p>\n<p>We can incorporate the local context in a much more natural way.<\/p>\n<p>Explain where we operate.<\/p>\n<p>Showcase projects we\u2019ve completed in the area.<\/p>\n<p>Create specific pages when there is enough content to justify them.<\/p>\n<p>Discuss issues or needs specific to the local market.<\/p>\n<p>Geolocation should be an integral part of the content, not appear as though it has been added later for Google\u2019s sake.<\/p>\n<h3 id=\"h-resenas\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reviews\"><\/span>Reviews<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Reviews have a huge influence on the user\u2019s decision.<\/p>\n<p>Before contacting an unfamiliar company, it\u2019s quite normal to check what other customers think.<\/p>\n<p>That\u2019s why it\u2019s worth setting up a system to request them.<\/p>\n<p>Don\u2019t just wait for them to appear.<\/p>\n<p>Then, you need to respond to them.<\/p>\n<p>Both the good ones and the bad ones.<\/p>\n<p>A polite and reasonable response to a criticism can build even more trust than twenty perfect reviews that go unanswered.<\/p>\n<h3 id=\"h-enlaces-y-relaciones-locales\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Local_links_and_relationships\"><\/span>Local links and relationships<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There\u2019s something interesting about local link building: it can often be done away from the computer.<\/p>\n<p>Business associations.<\/p>\n<p>Events.<\/p>\n<p>Sponsorships.<\/p>\n<p>Collaborations.<\/p>\n<p>Local media.<\/p>\n<p>Suppliers.<\/p>\n<p>Local councils.<\/p>\n<p>Organisations.<\/p>\n<p>Truly relevant directories.<\/p>\n<p>A business that is integrated into its local community has plenty of opportunities to gain organic mentions and links.<\/p>\n<p>And as well as SEO, these relationships can bring in customers directly.<\/p>\n<h3 id=\"h-revisar-el-rendimiento-local\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Reviewing_local_performance\"><\/span>Reviewing local performance<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>We can\u2019t just set up local SEO once and forget about it.<\/p>\n<p>We need to monitor what\u2019s happening.<\/p>\n<p>Which searches generate impressions.<\/p>\n<p>Which pages are receiving traffic.<\/p>\n<p>What actions do users take on Google Business?<\/p>\n<p>Which locations generate opportunities.<\/p>\n<p>Which competitors are growing.<\/p>\n<p>With this information, we can decide where it\u2019s worth focusing our efforts.<\/p>\n<h2 id=\"h-herramientas-para-mantener-la-checklist-seo\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Tools_for_maintaining_the_SEO_checklist\"><\/span>Tools for maintaining the SEO checklist<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>An SEO audit shouldn\u2019t be something we do once and then save as a PDF.<\/p>\n<p>Websites are constantly changing.<\/p>\n<p>Pages are published.<\/p>\n<p>Others are removed.<\/p>\n<p>Broken links appear.<\/p>\n<p>Plugins are updated.<\/p>\n<p>Content is modified.<\/p>\n<p>And Google changes too.<\/p>\n<p>So part of the job is simply to keep an eye on things.<\/p>\n<h3 id=\"h-google-search-console\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_Search_Console\"><\/span>Google Search Console<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If I had to choose just one free SEO tool, I\u2019d probably start with Search Console.<\/p>\n<p>It lets us know how Google sees our website.<\/p>\n<p>We can check:<\/p>\n<ul class=\"wp-block-list\">\n<li>Search queries.<\/li>\n<li>Clicks.<\/li>\n<li>Impressions.<\/li>\n<li>CTR.<\/li>\n<li>Rankings.<\/li>\n<li>Indexed pages.<\/li>\n<li>Crawling issues.<\/li>\n<li>Sitemaps.<\/li>\n<li>Links.<\/li>\n<\/ul>\n<p>We can also inspect specific URLs and check what information Google has about them.<\/p>\n<p>You don\u2019t need to check Search Console every day.<\/p>\n<p>But ignoring it for six months doesn\u2019t seem like a great idea either.<\/p>\n<h3 id=\"h-revisar-errores-tecnicos\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Checking_for_technical_errors\"><\/span>Checking for technical errors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>There are issues that crop up without anyone having done anything that appears to be significant.<\/p>\n<p>A deleted page.<\/p>\n<p>An outdated link.<\/p>\n<p>A chained redirect.<\/p>\n<p>An incorrect canonical tag.<\/p>\n<p>A page accidentally marked as \u2018noindex\u2019.<\/p>\n<p>That\u2019s why it\u2019s worth carrying out regular audits.<\/p>\n<p>Depending on the size of the website, we can use tools such as Screaming Frog, Semrush, Ahrefs or other crawling platforms.<\/p>\n<p>The important thing isn\u2019t to receive a list of 3,000 errors.<\/p>\n<p>What matters is knowing which ones actually affect the site.<\/p>\n<h3 id=\"h-arquitectura-de-la-web\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Website_architecture\"><\/span>Website architecture<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>A website should have a logical structure.<\/p>\n<p>Home.<\/p>\n<p>Main categories or services.<\/p>\n<p>Specific pages.<\/p>\n<p>Related content.<\/p>\n<p>If it takes six clicks from the home page to reach an important page, perhaps we should review how it is organised.<\/p>\n<p>It\u2019s also worth identifying orphaned pages: URLs that exist but are linked to by virtually no other page.<\/p>\n<p>If we ourselves do not consider that content important enough to link to it, Google may come to a similar conclusion.<\/p>\n<h3 id=\"h-monitorizar-posiciones-pero-con-perspectiva\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Monitor_rankings_but_keep_things_in_perspective\"><\/span>Monitor rankings, but keep things in perspective<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Checking rankings can be useful.<\/p>\n<p>Obsessing over them, however, is far less so.<\/p>\n<p>Rankings change.<\/p>\n<p>By device.<\/p>\n<p>By location.<\/p>\n<p>By user.<\/p>\n<p>By type of result.<\/p>\n<p>Depending on Google\u2019s own design.<\/p>\n<p>So I would use keyword tracking as just another reference point.<\/p>\n<p>I\u2019d combine it with:<\/p>\n<ul class=\"wp-block-list\">\n<li>Impressions.<\/li>\n<li>Clicks.<\/li>\n<li>Organic traffic.<\/li>\n<li>Leads.<\/li>\n<li>Sales.<\/li>\n<li>Global visibility.<\/li>\n<li>Number of relevant keywords ranked.<\/li>\n<\/ul>\n<p>Because moving up from 7th to 5th place is all very well.<\/p>\n<p>But if none of those searches generate business, perhaps we have something more important to look at.<\/p>\n<h3 id=\"h-adaptarse-a-google-pero-no-perseguir-cada-actualizacion\" class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Adapt_to_Google_but_dont_chase_every_update\"><\/span>Adapt to Google, but don\u2019t chase every update<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Every time Google announces a major update, hundreds of headlines appear explaining what we need to change immediately.<\/p>\n<p>It isn\u2019t always necessary.<\/p>\n<p>If our strategy is to create useful content, maintain a technically sound website and demonstrate genuine expertise, we\u2019ll probably have far less to worry about.<\/p>\n<p>That doesn\u2019t mean ignoring the updates.<\/p>\n<p>It\u2019s worth looking into what\u2019s changing and checking whether any trends directly affect your project.<\/p>\n<p>But constantly chasing the algorithm usually ends up being quite an exhausting race.<\/p>\n<p>The best SEO checklist for 2026 isn\u2019t the one with 150 points.<\/p>\n<p>It\u2019s the one we manage to review on a regular basis.<\/p>\n<p>A technically accessible website.<\/p>\n<p>Content written to answer real search queries.<\/p>\n<p>A company with a proven track record.<\/p>\n<p>A recognisable brand.<\/p>\n<p>A good browsing experience.<\/p>\n<p>And a strategy that doesn\u2019t end when we attract a visitor, but when that visit turns into a business opportunity.<\/p>\n<p>Ultimately, Google can change a lot of things.<\/p>\n<p>What doesn\u2019t change much is that it needs to deliver good results for people searching for answers, products and services.<\/p>\n<p>If our website manages to be one of them, we\u2019re on the right track.<\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Do_you_want_to_improve_your_websites_SEO\"><\/span>Do you want to improve your website\u2019s SEO?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>At <strong><a class=\"wpil_keyword_link\" href=\"https:\/\/veiraxweb.com\/en\/\" target=\"_blank\" rel=\"noopener\" title=\"Inicio\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"30580\">Veirax Web,<\/a><\/strong> we can help you identify what\u2019s holding back your search rankings and, above all, which opportunities are worth pursuing.<\/p>\n<p>We don\u2019t just stop at \u2018getting your SEO in the green\u2019. We review the technical aspects, the website\u2019s structure, the content, local SEO and conversion rates to attract traffic that\u2019s actually likely to turn into customers.<\/p>\n<p>Because getting more visitors is all well and good.<\/p>\n<p>Getting better visitors is much better.<\/p>\n<p>If you\u2019d like to know where your website stands and what you could improve, we can review it with you and propose a strategy tailored to your business.<\/p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO Checklist 2026: key points for improving a website\u2019s indexability, content, authority, local SEO and conversion rates, with an approach tailored to new search engines and artificial intelligence.<\/p>\n","protected":false},"author":1,"featured_media":1007545,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"SEO Checklist 2026","_yoast_wpseo_title":"SEO Checklist 2026: a guide to optimising your website | Veirax Web","_yoast_wpseo_metadesc":"SEO Checklist 2026: indexability, content, authority, local SEO and conversion, adapted to the new search engines and artificial intelligence.","_yoast_wpseo_schema_page_type":"","_yoast_wpseo_schema_article_type":"BlogPosting","_et_pb_page_layout":"et_full_width_page","_et_pb_show_title":"off","_et_pb_post_hide_nav":"default","_et_pb_use_builder":"","fifu_image_url":"","fifu_image_alt":"","footnotes":"","_vx_clave":"","_vx_origen":""},"categories":[48327],"tags":[48361,48362,48330,48328,48329,48364,48365,48363],"class_list":["post-1016781","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo-en","tag-eeat-en","tag-google-search-console-en","tag-local-seo-en","tag-search-engine-optimisation-en","tag-seo-en","tag-seo-2026-en","tag-technical-seo-en","tag-web-optimisation-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.1 (Yoast SEO v26.1.1) - 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