Types of KPIs: Complete Guide to understand and use them in your digital strategy.

As digital marketing specialists, we understand the importance of KPIs (Key Performance Indicators) in any online business strategy. These KPIs are essential to measure the success and performance of a campaign or strategy, and provide valuable information for informed decision making. In this article, we will explore in detail the different types of KPIs and how they can help you better understand a topic or keyword. In addition, I will present examples and explanations of what KPIs are and how they are applied in the world of digital marketing.

What are KPIs and why are they important?

Before we dive into the types of KPIs, it is essential to understand what they are and why they are essential in digital marketing. KPIs are specific metrics used to evaluate the performance of a strategy, campaign or activity against set objectives. These indicators provide a clear and quantifiable view of success or failure against business objectives.


KPIs are more than just metrics; they are powerful tools that guide you. They are like beacons in the night, lighting the way to digital success. Learn about the variety of KPIs ranging from traffic acquisition to customer retention.

Traffic Acquisition KPIs:

Traffic Acquisition KPIs are critical to evaluating the effectiveness of strategies that drive visitors to your website or platform. Some key KPIs in this category include:

CTR (Click-Through Rate):

Indicates the ratio of people who clicked on a specific link to the total number of people who viewed it. A high CTR suggests that your content is relevant and engaging.

CPL (Cost Per Lead):

Measures how much it costs you to acquire a lead or potential customer. A low CPL indicates good lead acquisition efficiency.

Engagement KPIs:

Engagement KPIs measure audience participation and interaction with your brand. These KPIs are crucial to evaluate the effectiveness in creating meaningful connections with your audience:

Social Media Interaction Rate:

Calculate the percentage of followers who interact with your social media posts. The higher the rate, the greater the connection with your audience.

Time Spent on Website:

Indicates how long a user spends on your website. A longer dwell time suggests that your content is relevant and engaging.

Conversion KPIs:

Conversion KPIs evaluate the effectiveness of your strategy to convert leads into customers.They are essential to measure success at the crucial conversion stage:

Conversion Rate:

Shows the proportion of visitors who completed a desired action, such as making a purchase or filling out a form.A high conversion rate indicates effectiveness in persuasion.

ROI (Return on Investment):

Calculate the ratio between the return on investment and the cost of that investment. A positive ROI is essential to evaluate the profitability of your efforts in a marketing plan.

Retention and Loyalty KPIs:

These KPIs measure the satisfaction and loyalty of your customers, crucial elements for the long-term growth of your business:

Customer Retention Rate:

Evaluates the number of customers who return to buy again. A high retention rate indicates that your strategies are keeping customers satisfied.

Purchase Frequency:

Shows how often customers make purchases. A high purchase frequency indicates a solid relationship and strong loyalty.

Customer Service KPIs:

These KPIs focus on measuring customer satisfaction and customer perception of your customer service:

Net Promoter Score (NPS):

Evaluates customers’ willingness to recommend your company. A high NPS suggests good customer satisfaction and promotion.

Customer Satisfaction Score (CSAT):

Measures customer satisfaction after an interaction with your service. A high CSAT indicates that you are meeting customer expectations.


Choosing and using the right KPIs is crucial in digital marketing. Each type of KPI provides valuable information about different aspects of your strategy. By measuring and analyzing these indicators, you will be able to make informed decisions and adjust your approach to continuously improve the performance and effectiveness of your digital marketing campaigns. Make the most of your KPIs and reach your goals!

How to choose the right website for my company

Choosing the right website is critical to the success of your business. It is the stage on which your brand is displayed and connects with your potential customers. In this article, we will explore in detail how to choose the perfect website for your company, taking into account your goals, available resources and the specific needs of your business. From identifying your goals, to evaluating the functionality required, to the different types of websites available, this comprehensive guide will give you the knowledge you need to make an informed decision. Get ready to discover how to take your online presence to the next level and captivate your target audience – the road to the ideal website starts here!

Identify your goals and needs

Before embarking on choosing a website for your business, it is crucial that you define your online goals and objectives. What do you want to achieve with your online presence? Do you want to increase your brand’s visibility, generate leads, drive sales or strengthen interaction with your customers? Identifying your goals will help you focus your efforts and make the right decisions.

In addition to your objectives, it is important to analyze the specific needs of your company. Consider what type of content you want to publish, how you want to interact with your audience, whether you require e-commerce features, contact forms or online reservations. Take the time to evaluate the specifics of your business and how a website can support your operations and long-term goals.

Remember that being clear on your objectives and needs will allow you to select a website that perfectly suits your business, optimizing your results and providing a valuable experience to your users.

Consider your budget and resources

It is essential to assess the budget available for both initial development and ongoing maintenance. Determine how much you are willing to invest in the creation and set-up of your website, as well as associated costs such as hosting, updating and security services.

In addition to the budget, consider the internal or external resources needed to develop and maintain your website. Do you have in-house staff capable of handling design and development, or do you need to hire a specialized external team? Evaluate the skills and expertise available and decide if it is necessary to seek outside help to ensure a quality website.

When considering your budget and resources, it is important to find a balance between the investment made and the expected results. Don’t forget that a quality website is a long-term investment that can generate a significant return for your company.

Evaluating usability and scalability

When choosing the right website for your company, it is essential to consider its usability and scalability.

Ease of use is a key factor, as an intuitive and easy-to-navigate website provides a better experience for your users. A clean design and a logical structure make it easy to explore your site, allowing visitors to quickly find the information they are looking for. In addition, a user-friendly administration panel will allow you to manage and update content easily, without the need for advanced technical knowledge.

Scalability is another crucial aspect to consider. As your business grows and evolves, your website must be able to adapt and support that growth. Think about your future plans and how your website can expand to incorporate new features or additional sections. It is important to make sure that the website you select has the flexibility and ability to grow as your business develops.

By evaluating the usability and scalability of your website, you will be ensuring an optimal experience for your users and laying the groundwork for successful long-term growth.

Required features and functionalities

It is important to analyze the features and functionality that are essential to meet your specific needs.

First, consider the essential features you want to have on your website. Do you need a blog to publish content regularly and establish your authority in your industry? Do you want an online store to effectively sell your products or services? Do you require contact forms to facilitate communication with your customers? Identify the key features that are relevant to your business and make sure the selected website includes them.

In addition to general features, evaluate the specific functionalities you need. Do you want to offer online payments to facilitate transactions with your customers? Do you need a booking system to schedule appointments or services? Would you like to integrate your website with your social media profiles to increase interaction with your followers? Carefully evaluate these functionalities and make sure that the selected website can provide them or allow their integration in an efficient way.

By considering the required features and functionalities, you will be building a website that fits your company’s specific needs, providing your users with a satisfying online experience and allowing you to achieve your goals effectively.

Vendor research and technical support

No less important than the above considerations is researching the web service provider and the technical support they offer.

It is crucial to research the reputation and experience of the web service provider before making a decision. Research their track record, read reviews from past clients and check their portfolio of completed projects. A reliable and experienced provider will be able to provide you with quality service and ensure that your website meets the highest standards.

Also, consider the technical support and customer service offered by the provider. Are they available to help you in case of any problems or queries? What is their response time? Make sure the vendor offers efficient technical support and friendly, accessible customer service. This will give you peace of mind and ensure that you will receive assistance when you need it.

Vendor research and proper technical support are key to ensuring a successful and long-lasting partnership. Make sure you choose a reliable and committed web service provider that gives you the peace of mind of having solid support throughout the entire process and beyond.

Types of websites available

It is important to be aware of the different types of websites available and consider which one best suits your needs. Here are some of the most common types:

  1. Informational website: This type of website focuses on providing relevant information about your company, products or services. It is ideal for those who wish to have an online presence that provides important details and establishes credibility.
  2. Online store or e-commerce: If you want to sell products or services online, an e-commerce website is the right choice. It allows you to effectively display and sell your products, accept online payments and manage the entire purchasing process.
  3. Blog or content platform: If your main goal is to share content on a regular basis and attract an interested audience, consider a blog or content platform. You can publish articles, videos, infographics and other valuable resources to establish yourself as a reference in your industry.
  4. Appointment or booking website: If your business offers services that require appointments or bookings, a specialized website is essential. It allows your clients to conveniently schedule appointments, book services and check availability.

Remember to evaluate your specific objectives and needs to determine which type of website best aligns with your business strategy and allows you to meet your goals. Each type of website has its unique advantages and features, so choose wisely to get the maximum benefit for your business.

Examples of websites for SMEs

The following are examples of different types of websites that are suitable for SMEs:

Informational website: An example of an informational website for an SME could be “ABC Consulting”. This website provides detailed information about the business consulting services offered by the company. It includes sections such as “About Us”, “Services”, “Client Testimonials” and “Contact Us”. Its clean and professional design conveys confidence and gives visitors a clear view of the services offered.

Online Store: “XYZ Fashion Store” is an example of an online store website for an SME dedicated to the sale of fashion and accessories. This website presents a wide range of products with attractive images, detailed descriptions and secure shopping options. Visitors can browse different product categories, add items to the shopping cart and make online payments quickly and easily.

Content blog: “123 Fitness Tips” is an example of a content blog for an SME in the fitness industry. This website offers informative articles and practical tips on exercise, nutrition and wellness. Visitors can find useful and motivating content to help them reach their health and fitness goals. The attractive design and intuitive navigation make it easy for users to access the content and share it on social networks.

Booking or appointment website: “Eco Spa & Wellness” is an example of a booking or appointment website for an SME offering spa and wellness services. This website allows customers to explore the different services offered, view real-time appointment availability and easily book their preferred appointment. It also includes information about the therapists, testimonials from satisfied customers, and contact options for additional inquiries.

These examples illustrate how different types of websites can be tailored to the needs and objectives of SMEs in various industries. Remember that each website can be customized to your company’s specifications and identity to effectively convey your value proposition.


In summary, choosing the right website for your business is a crucial step in your digital strategy. Throughout this article, we have explored the key aspects to consider when making this decision. Let’s look at some important conclusions:

  1. Identifying your goals and needs is fundamental to defining the focus of your website. Analyzing your online goals and specific business needs will help you determine what features and functionality are essential.
  2. Evaluating your budget and resources will allow you to set financial limits and determine if you will rely on internal resources or if you will need external support in the development and maintenance of the website.
  3. Ease of use and scalability are crucial. A website that is easy to use and maintain will facilitate interaction with your customers and save you time and effort in the long run. In addition, considering scalability will allow you to adapt and grow effectively as your business expands.
  4. Vendor research and technical support are key. Be sure to research the reputation and experience of the web service provider, as well as the quality of their technical support and customer service. This will ensure a successful partnership and give you peace of mind that you have backup when you need it.
  5. There are different types of websites to suit your specific needs. Whether it’s an informational website, an online store, a content blog, or a booking or dating website, each type has unique characteristics that you should consider based on your business model and goals.

Ultimately, making an informed decision is vitally important. Consider all the aspects discussed in this article and make sure you choose a website that aligns with your business vision and helps you achieve your online goals.

Remember that your business website is your calling card in the digital world, so investing time and resources in choosing the right option is critical to achieving online success. Make informed decisions and build a solid and effective online presence for your company.

What is AI, and what is its impact on the digital marketing industry?

Artificial Intelligence (AI) is a technology that has been evolving rapidly in recent years and has had a major impact on the digital marketing industry. In this article we are going to explore what AIs are, their impact on the digital marketing industry and how they can be a supportive tool for digital marketing professionals.

What are AI’s?

AI’s are systems that are designed to simulate human intelligence and to perform tasks that traditionally required human intervention. These systems can learn, reason and make decisions on their own, AI can process large amounts of data and perform complex analysis, making it a valuable tool for digital marketing.

AI’s are having a significant impact on the digital marketing industry, as they are enabling digital marketers to automate tasks and gain valuable customer insights faster and more efficiently. In addition, they are helping digital marketers personalize content and advertising messages according to customer preferences.

What would happen to designers and artists with the rise of AI’s?

One of the most common concerns about the impact of AI on the digital marketing industry is that it will replace designers and artists. Some people believe that AI can create designs on its own, which would make designers and artists obsolete. However, this is not entirely true. While AI’s can create content, including images, videos and music, they cannot match human creativity, originality and talent. Designers and artists still have an important role to play in the digital marketing industry, as their ability to create unique and emotional designs cannot be replicated by a machine.

It is important to note that AI’s are not the replacement for human roles in the digital marketing industry. AI’s are a tool to improve the efficiency and effectiveness of digital marketing, but it still takes human talent and creativity to make a campaign successful. AI can be a powerful tool, but they still rely on the talent and expertise of marketers to create effective strategies.


AI can process large amounts of data and help designers create foundations for their designs that are tailored to the specific needs of the target audience, and AI can perform real-time analytics and help community managers make informed decisions on how to improve the performance of an advertising campaign. Similarly, AI’s can also be a support tool for copywriters by generating content ideas and creating messages that resonate with the target audience.

New opportunities and careers that come with AI’s

The increased use of AI in the digital marketing industry has also created new opportunities and professions. Marketers who are experienced in the use of AI’s have a competitive advantage in the job market. In addition, the demand for professionals who can work with AI’s is increasing, creating new opportunities for recent graduates and those seeking a career in the digital marketing industry.

In conclusion, AI’s are transforming the way businesses engage with consumers in the digital marketing industry. While there is concern that AI’s will replace designers and artists, this is not entirely true. AI’s have arrived to support digital marketers in their daily tasks, not for the replacement of their talent and creativity. Furthermore, the increased use of AI in the digital marketing industry is creating new opportunities and professions, which we should see as an opportunity to change the way we do things and optimize execution times.

What do you need to work as a freelancer?

To work as a freelancer, you’ll need a set of skills and tools that will allow you to provide a valuable service to your clients. Some of the things you may need include a background in a specific field, such as graphic design or software development, as well as a good understanding of how the freelance market works and how to attract potential clients. It’s also important to have a good work ethic and be able to manage your time effectively to meet deadlines and deliver high-quality work.

A freelancer can have greater flexibility in scheduling, but there are also challenges that come with this type of work. If you are interested in working as a freelancer it is important that you keep the following in mind:

Training and skills:

In order to offer a valuable service to your clients, you need to have training in a specific field. The most common careers that work as freelancers are; graphic design, social communication, engineering, among others. It is also important that you are constantly learning and improving your skills to keep up with the latest market trends and technologies.

Understanding the freelance market:

Freelancing is not just about offering your skills or services to anyone who needs them. You should also understand how the freelance market works and how to find the right clients for you, which can include creating a portfolio of past work, defining a niche market and using online platforms to find jobs.

Time management and organizational skills:

Freelancing means you are your own boss, which can be both liberating and overwhelming. You must be able to manage your time effectively, organize your work to meet deadlines and deliver high-quality work. Using tools such as calendars and to-do lists will help you stay focused and on track.

Work ethic and professionalism:

When you work as a freelancer, you are the representative of your own brand and your reputation is vital. It is important that you have a good work ethic and that you are professional at all times, from how you communicate with your clients to how you deliver your work. This way you will build lasting relationships and get more work in the future.


Be organized and responsible:

Remember that you are your own boss, so you must be able to keep a schedule and meet your commitments without needing someone else to remind you.

Have skills and knowledge in your area of work:

The skills and knowledge you have in your field should be the differential for your clients to choose you.

Be good at communication:

You will be working directly with your clients, so it is important that you are good at communication and know how to maintain a good relationship with them.

Have a network of contacts:

Having a network of contacts in your field can be very helpful in finding new clients and job opportunities.

Be proactive:

As a freelancer, you should be proactive and constantly looking for new clients and work opportunities to ensure you have a steady stream of income.

How much to charge as a freelancer?

Excellent question, right? When we start in the freelance modality, perhaps one of the most critical aspects is precisely how much to charge as a freelancer. Being linked to a company under the traditional contract model, you forget about the administrative burden that this entails, contract preparation, affiliations, supplies, supplies and, of course, salary allocations. Pricing your work is a task that requires objectivity and a cool head. You cannot expect to become a millionaire with your first contract, but neither can you undervalue your skills and experience.

Being a freelancer in Colombia brings many challenges and one of them is to change the mentality of the employer or contractor, if you are independent does not mean that you do not have additional costs and expenses to your fee to perform your work efficiently and neither that hiring you under a freelance contract will be more expensive for the company. The value you charge for your services should include, among others, not only those tangible expenses such as the tools and/or materials you use to perform it, but also include intangible expenses such as your experience, your expertise and something very important, your time.

In order to manage to cover all that is required in your rate, let’s review the following variables:

Organize your time:

You must be clear about the hours you will dedicate to your work, daily, weekly and even monthly. Keep in mind that one of the greatest benefits of being a freelancer is that you can manage your time, don’t waste it!

Check the characteristics of the client or project:

We are all a different universe and in the work area universes are infinite. Do not standardize your work method for all clients. Each one will have its own needs and requirements, so the rate may not be the same.

Delimit the scope of your proposal:

When we present a proposal to a potential client we intend to cover their needs from all sides, however, we must be clear about those that are part of the rate offered. Generally, the client has in his head the project in general, without breaking down the details, so you must be very clear on the limits of the project, without forgetting that if the client insists on certain parameters being met and these are not included in the initial proposal, we will have no problem in adding them ratifying their extra value.

Keep yourself informed about market rates:

Although we cannot merge the rates of freelance services, even if they are in the same field of action, we should not leave aside the average of these. Don’t be afraid to ask a colleague for help, remember that sometimes seeing from the outside helps to have a broader context.

Recognize the profitability of your services:

When you make an investment, whether it is represented in time or money, you expect to receive some kind of return. Therefore, when investing in a project you should recognize in advance those advantages that you will perceive at the end of the project.

Payment of taxes and legal expenses:

Even if you are a freelancer you cannot get rid of the legal part, although we deny it, the administrative burden in this area is high and, in general, you must resort to a specialist to take care of it and do it correctly and on time.

Remember that to stay current, you will have to continue training and specializing in certain tasks, so that your clients will become loyal to you and will prefer your work over others. There will always be someone who offers their services at a lower cost than yours, but keep in mind that what you do is unrepeatable and you are the only one who can give it that stamp.

Freelance contract: What is it and what is it for?

In general terms, a contract is a pact between two parties which stipulates certain obligations and rights that must be fulfilled reciprocally, likewise, we understand that a freelance collaborator is one who works independently or autonomously, now, this does not mean that the freelance collaborator walks around the company without limits or rules, quite the contrary! The freelance collaborator has described in detail his tasks and guidelines even long before starting his work. This begs the question: What is a freelance contract and what is it for?  We will see.

Nowadays, companies have developed a taste for requesting specific results from their collaborators when executing a project, and it is there where those who do it under the freelance modality are present. Being freelance in Colombia opens up a wide range of possibilities in terms of the companies in which you can work, since this modality allows you to be present in several companies simultaneously. If you are a company and you use this modality, you will be able to have in less time and cost, several projects at the same time.

What is a freelance contract?

The freelance contract helps you to avoid having a bad time with your collaborators or as a collaborator, it is important to be clear about the details and conditions of the work to be done and this is achieved by establishing the parameters of the labor contract. Freelance contracts are useful for both parties involved to be clear about the details and limits of the contract, so it is essential that it contains, at least, the following information

Fees and rates:

Both parties will have in mind from the outset, the money they will disburse or receive upon completion of the work.

Freelance fees and rates vary depending on the type of project and the market in which the freelancer operates. In general, freelancers can set their own rates, as they are not subject to a company’s compensation structures.

When a freelancer sets their rates, they must take into account several factors, such as their level of experience and skills, the complexity of the project, the time it will take to complete, and the competition in their area of work. In addition, it is important to take into account the fixed and variable costs associated with completing the project, such as equipment costs, office costs, and transportation costs.

It is important to note that freelancers can charge by the hour, by the project, or by a combination of both. For example, a graphic designer might set an hourly rate for the creation of a logo and a flat rate for the complete design of a website. On the other hand, a copywriter might charge per word or per article.

It is advisable for freelancers to research the prices that are being charged in their market to get a clear idea of the appropriate rates. It is also important to be transparent with clients about rates and to establish written agreements that include details about payment and delivery terms.

Delivery dates:

As a collaborator you will be able to plan in detail the execution of the work to be done.

Deadlines are a crucial aspect of freelance work. The work contract establishes a deadline for the delivery of the work and it is important to meet it in order to maintain a good working relationship with the client or employer.

It is important to keep in mind that the delivery date must be realistic and take into account the time it will take to complete the project and any unforeseen events that may arise. It is advisable to set a delivery date that allows the freelancer enough time to review and correct the work before final delivery.

It is critical to the success of a project to meet the deadlines established in the work contract. If the freelancer cannot meet the agreed delivery date, it is important to communicate immediately to the client or employer and set a new deadline together.

Duration of the contract:

This point provides mutual trust, since the duration of the project is known from the beginning. It brings certainty to the execution, since it reduces the risk, for both parties, of extending delivery dates, both of information on the part of the contractor and of the final result on the part of the collaborator.

The duration of a freelance contract will depend on the specific conditions of each project. Some projects may have a fixed duration, while others may be continuous or indefinite.

In general, it is advisable to establish an end date for the project in the employment contract. This can avoid confusion and ensure that the freelancer and the client or employer agree on the project timeline.

In some cases, the project may be extensive and require multiple phases or stages. In these cases, it may be desirable to establish specific delivery dates for each of the phases or stages of the project, as well as a final delivery date.

In some cases, the work contract may establish a specific duration, for example, a project that lasts one year or an ongoing collaboration for a specific period of time. In these cases, it is important to clearly state the terms and conditions of the employment relationship during that period.

Time planning:

Being a freelance collaborator you will have the opportunity to execute several contracts at the same time without losing sight of any of them. And from the contractor’s view, you can execute simultaneous contracts efficiently.

Time planning is a key aspect of freelance work. When working as a freelancer, it is important to be organized and manage time effectively to meet deadlines and deadlines set in the work contract.

To plan time effectively, it is advisable to create a calendar or agenda that allows you to visualize all pending tasks and projects, as well as the corresponding deadlines. In this way, priorities can be established and time can be distributed effectively to meet deadlines and deliver the work in a timely manner.

It is important to keep in mind that time planning must be realistic and take into account the time each task or project will take, as well as any unforeseen events that may arise.

Clear contacts:

When starting a project you must establish who will be the source and receiver of the information, so both parties will have the certainty that the information shared is accurate and the risk of misunderstandings and re-processing is minimized.

¿What is a freelance contract for?

What is a freelance contract for?

In short, the freelance contract is the roadmap used during the execution of a project, both for the contractor and the collaborator, helping to establish prior to its development: duration, limits, obligations of the parties, costs and payments in terms of amounts and deadlines. It also helps to generate a part of confidence in the elaboration of the work, the contractor will know that what he requested will be done in the time and characteristics required and will start with established costs and the collaborator will know what he must do, how he must do it and how much he will receive for it.

To conclude, we can add that the freelance contract provides transparency to contracting processes and execution of projects, thus achieving fluidity in the development of specific jobs that require experience and knowledge that is not available within the company, making internal collaborators to fully develop their functions helping the company to meet the proposed objectives.

¿How do you create a marketing plan?

Once you get the feeling that engaging your buyer person is easier and you can see that your current customers are loyal to your services, we can assume that your marketing plan is a success. Now, if that doesn’t describe your reality, this article might help you figure out why.

Let’s first establish what a marketing plan is: it is what defines the goals and objectives of your company, in order to direct it in the most effective and efficient way possible, through actions and procedures in line with your company’s focus. Easy! But how to do it?

Although we will not find the ideal step by step to achieve the perfect marketing plan, we can gather in four aspects what must be done to achieve it.


This first step must be carried out conscientiously, observing the company from all existing points of view;

  • Internally, to know the real state of the company, including its human resources.
  • In front of your competition, how we see ourselves in front of them and how others see us, quality, prices, fulfillment, etc.
  • In social networks and digital media, to evaluate the quality of the company’s presence and quantify it versus the most relevant and in line with the economic activity of the company.


The process of a customer facing your company consists of the customer finding you, being convinced that you are what he needs, acquiring your service or good and then doing his best work, the “voice to voice”, this process is known as Customer Journey. Therefore, your company’s objectives must be linked to these actions, remembering that they must be measurable, real, achievable and concrete. Keep in mind that some objectives may be too big, but you should not abandon them, to be able to set them divide them into smaller objectives, so they will be much more in line with the capacity of your company and will be able to meet the primary conditions of an objective.


This step is composed of several actions:

Define what makes you different from others, this will make you focus on what really matters and not have the possibility of digressing, and you will be able to identify it since it is what the customer finds in you, which could not be offered by your competitors.

  • Define the price of your service or product, remember that not always the lowest price is what makes a customer is inclined to what you offer, also today the customer has the opportunity to compare online prices almost immediately. What is really important is that the economic value of your product or service, is consistent with the qualitative value of the same, when the customer is satisfied with your purchase the price is no longer paramount.
  • Define your sales channels, remember that these go hand in hand with the capabilities that your company has to provide support and make deliveries to your customers.
  • Define traffic channels, keep in mind that a person’s visit to your website can be totally casual or, of course, planned, so you must consider the three main traffic channels: social, those who come through social networks; organic, visits as a result of search engines; and finally, referral, natural from external websites.


Within this step you will find, among others:

  • Content marketing, it will help you in the recognition and positioning of your brand.
  • Branding development, it should be as close as possible to your objectives and be reflected in graphic form, have a logo that fully identifies the company, colors and fonts characteristic of it, and if possible, a slogan.
  • Finally you must generate the best and most detailed briefing of your company, for this you must delve into the essence of your company, what it is, what it wants, how it wants to be reflected and what it wants to achieve, once this is done the other elements of this step will be easier to develop.

As we said at the beginning, the marketing plan is not defined in a single step by step, since a series of variables and particular characteristics of each business model and the perspective of each manager come into play, what is certain is that to launch into the world of marketing you must establish this plan in one way or another. A world that is very versatile but at the same time conservative in terms of what the customer expects from a service or a product they purchase, they always want the best!

Keep in mind that for your marketing plan to yield the results you expect, it is highly recommended to go hand in hand with a freelance or digital agency, they will make the task easier for you.

SEO agency in Colombia: everything you need to know before hiring one

I. Introduction

Importance of SEO in today’s market

Search engine optimization (SEO) has become a fundamental tool for companies in the digital era. Thanks to an effective SEO strategy, organizations can increase their online visibility, reach a wider audience and generate business opportunities.

The crucial role of SEO agencies in Colombia

SEO agencies in Colombia play a key role in the success of online businesses. Their expertise and knowledge in optimization practices allow them to improve search engine rankings, resulting in increased web traffic and higher chances of conversion.

II. What is an SEO agency?

Definition and main functions

An SEO agency is a company specialized in providing search engine optimization services. Their main objective is to improve the visibility and positioning of a website in organic search results. To achieve this, these agencies implement various strategies, such as keyword research, optimization of the site’s content and structure, generation of quality links and data analysis to measure performance.

Advantages of hiring a specialized agency

Hiring a specialized SEO agency provides numerous benefits for businesses. These advantages include access to a team of SEO experts with experience in the local market, the possibility of adapting the strategy to the particularities of the Colombian audience and obtaining measurable and quantifiable results. In addition, an SEO agency can help maximize return on investment (ROI) by generating more web traffic, increasing conversions and improving the company’s online presence.

III. Benefits of hiring an SEO agency in Colombia

Experience and local knowledge

An SEO agency in Colombia has in-depth knowledge of the local market, understanding the specific trends and preferences of Colombian users. Their experience in working with local clients allows them to develop effective strategies that fit the needs and expectations of the target audience in the country.

Adaptation to the particularities of the Colombian market

Each market has its own particularities and unique characteristics. By hiring an SEO agency in Colombia, it is guaranteed that the strategy is designed to adapt to local conditions and the search behavior of Colombian users. This ensures greater relevance and effectiveness in web positioning.

Improved search engine positioning

The SEO agency will implement proven tactics and techniques to improve the positioning of the website in search results. By optimizing content, site structure and the use of relevant keywords, the site’s visibility will be increased, resulting in a higher presence in Google and other search engine results pages.

Increased web traffic and business opportunities

Better rankings and increased online visibility lead to increased web traffic. By attracting more qualified visitors, greater opportunities are generated to convert them into leads and increase sales or conversions. The SEO agency will work to increase the quality and quantity of traffic coming to the website, thus maximizing business opportunities.

IV. Pre-contracting considerations

Objectives and goals of the SEO strategy

Before hiring an SEO agency in Colombia, it is essential to clearly establish the objectives and goals to be achieved with the strategy. Defining which aspects of the positioning are to be improved and what specific results are expected to be achieved will allow the agency to design a customized strategy focused on obtaining the best results.

Budget and costs involved

It is essential to take into account the budget available for the SEO strategy. SEO agencies may offer different types of services with varying costs. Evaluating the budget and understanding the costs involved in hiring the agency will help to make informed decisions and find the option that best fits the company’s needs and resources.

Reviewing the agency’s portfolio and success stories

Before choosing an SEO agency, it is advisable to review their portfolio and past success stories. Examining the projects they have carried out and the results they have obtained with other clients will provide an idea of the agency’s experience and ability to meet the objectives set.

Assessing reputation and credibility in the marketplace

Researching the agency’s reputation and credibility in the marketplace is a crucial step in the selection process. Reading reviews, client testimonials and online opinions, as well as researching its social media presence and industry track record, will help determine if the agency is reliable and capable of providing quality service.

V. Services offered by an SEO agency

Website audit and analysis

An SEO agency will perform a thorough audit of the website to identify possible problems affecting the positioning. By analyzing the structure, content and technical performance, the agency will be able to detect opportunities for improvement and propose effective solutions to optimize the site and increase its visibility on search engines.

Relevant keyword research

Keyword research is a fundamental component of any SEO strategy. The SEO agency will be in charge of identifying the most relevant keywords and phrases searched by the target audience. This will allow optimizing the website content to attract qualified traffic and achieve a prominent position in search results.

Optimization of the site’s content and structure

The SEO agency will work on optimizing the website content, making sure it is well structured, relevant and of high quality. In addition, it will focus on improving the site’s architecture to facilitate navigation and indexing by search engines, which will contribute to improving organic positioning.

Link building strategies and backlinks

Link building is a key strategy to increase the authority and relevance of the website. The SEO agency will develop strategies to obtain quality links from relevant sites, which will contribute to improve the site’s reputation with search engines and increase its positioning in the results.

Monitoring and analysis of results

An SEO agency will constantly monitor the results of the implemented strategy. Through the analysis of relevant data, metrics and statistics, the performance of the website will be evaluated and adjustments will be made as necessary to continuously improve results and achieve the established goals.

VI. Frequently asked questions when hiring an SEO agency

How will the results and success of the strategy be measured?

The SEO agency will establish key performance indicators (KPIs) to measure the results and success of the strategy. These KPIs may include increase in keyword rankings in search engines, increase in organic traffic, conversion rate and other relevant factors. Through constant monitoring and data analysis, progress and achievements will be evaluated.

How long will it take to see improvements in positioning?

The time required to see improvements in positioning may vary depending on several factors, such as the competition in the market, the current state of the website and the effectiveness of the strategies implemented. While some improvements may be evident in a short period of time, the SEO optimization process is a continuous work and the most significant results may require weeks or months to fully manifest.

What kind of reports and tracking do you provide?

The SEO agency will provide detailed periodic reports that summarize the performance of the website and the results achieved. These reports will include information on web traffic, most relevant keywords, search engine rankings and other key data. In addition, ongoing monitoring of the strategy will be provided to make adjustments and improvements as needed.

What is the confidentiality and intellectual property policy?

The confidentiality and intellectual property policy may vary by SEO agency. However, most agencies guarantee the confidentiality of client information and protect the intellectual property of the data and strategies developed during the process. It is important to discuss and agree on these terms before formalizing the contract to ensure that rights and privacy are adequately protected.

SEO ¿What is it and how does it work?

what is search engine optimization


Since 1990 website administrators and developers were already thinking about search engine optimization; however, the term as such started to be used in 1997. It is also known as organic web positioning, because the results of this optimization depend on ‘natural’ or unpaid actions, inside (on page) and outside the page (off page), the objective of this practice is to make the website appear in the first search results or SERPS and for this each search engine manages its qualification algorithm or positioning.


Each search engine (Google, Bing, Yahoo, Yandex, among others) manages a rating system which determines which are the most effective and reliable websites for the user’s search. In the case of Google, which is the most used search engine in the world, it takes into account the following parameters to give a rating to your website:

  • Website crawlable for bots.
  • Website speed.
  • Website performance.
  • Website content.
  • Website structure.
  • On Page and Off Page optimization.

Through different tools and measurement platforms SEO consultants can analyze and determine which are the points or parts to strengthen within your website to improve the qualification and thus position it in the first search results.


The on page managements, are those that are carried out within the website, within these we have:

  • Tags, H1, H2, H3, H4… tags.
  • Meta descriptions.
  • Titles.
  • Alt tag.
  • Value content management.


On the other hand we have the off page management, which unlike the previous ones are performed outside the website:

  • Links of references in other websites or backlinks.
  • Press releases.
  • Guest Posting (Articles as guest author)

A few years ago there was the social network Google+ or also known as Google plus and being on it helped the positioning of the website within the Google search engine. Since then, some people consider social networks as an important factor for organic web positioning, but it is not really. Let’s start from the basis that to measure if our positioning in search engines (in this case Google) is improving, through Google Analitycs we measure the organic traffic, on the other hand to measure the work of social networks and their contribution in the visits to the website we take as a reference the traffic of the social channel, you see, they are two different channels, which from the digital marketing strategy contribute to the overall positioning of your website or your brand.


The result of keyword research or keyword research, is what will help us to give direction to our content strategy within the website, and remember that the content strategy is not only important for the blog, if you do not know what we are referring to or you are new here we invite you to read Content marketing in a digital strategy.

Returning to our main idea, to do an effective keyword research we must analyze two things; the first would be how I can reach people who need my services or products, how they would look for me and how those who are not looking for me can get to know me; the second is to analyze the competition, it is certainly a very good reference, but do not fall into the mistake of copying, we all do not work the same strategies.

The result of this first phase will be a large group of words that you could use, but here comes the interesting part of the exercise, you must analyze, evaluate and compare to define your main keywords, once selected you are ready to start developing the content of your website focusing on these keywords and their variations.

In conclusion without the keyword research we could not start an SEO strategy.

Content marketing in digital strategy

Content marketing has been appearing as the algorithms of search engines and other digital platforms have become more demanding; however, it is a concept or practice that has been talked about for more than 10 years. Currently it is not enough to simply be present in different digital media, you must have an active presence and provide valuable content for your customers or visitors. But content marketing is not only based on writing and to understand more about it, let’s see; What is content marketing? In what areas of digital marketing is it found? and Why is it so important?

¿What is content marketing?

It is a practice based on the creation of content that attracts, entertains and gives value to your buyer person or potential customer. In order to start a content marketing plan, it is essential to be clear about the following:

  1. Who is your buyer person?
  2. What kind of content does your buyer person consume?
  3. In which platform(s) do you find your buyer person?

By understanding these three points you will be able to start elaborating the different type of content you will need for each stage of your sales funnel.

Content marketing will help you in the recognition and positioning of your brand, so that when your customer is in the consideration stage you have a better chance of being among their buying options.

“Customers today need brands and companies that talk to them, that understand them and meet their needs, beyond the economic factor.”

What areas of digital marketing are you in?

Within digital marketing we find different branches, such as:

  • Website.
  • SEO – Blog.
  • SEM.
  • Social Media.
  • Email Marketing.
  • Digital platforms.

As we mentioned at the beginning, content marketing is not only based on written content, it can be images, videos, podcasts, even infographics; and that is why we can work in all branches of digital marketing, this way you will not only have an active presence on the Internet, you are generating a community that recognizes and trusts you.

Why is it so important?

Thanks to its planning and objectives, it allows us to give our brand or company its own voice, regardless of the channel or branch we are using, it will allow our buyer person to identify us and create trust in him, making us not just another service or product provider, but an advisor who really accompanies him and understands what he needs and when he needs it. Additionally, it allows us to keep track of the actions we are carrying out and evaluate which are more effective with our clients, with which they feel more identified and what type of content they enjoy the most.

Do not worry about publishing every day, it is better to publish once a week but that this post is really important for your customer, filling it with empty content can generate a bad experience and make you lose customers.

Tell us in what branches of marketing you are working and what is or are the best format(s) for you.