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Image by Glenn Carstens-Peters

Álvaro Martínez Mateu

This is my professional blog, where I share my knowledge about Paid Media and Digital Marketing, along with the trends that shape this field.  I hope you find what I have written useful.

The advantages and limitations of third-party SEO tools

  • Oct 31, 2023

We know that Google does not use scores from third-party SEO tools for your website ranking, only its own algorithms. However, these tools can be useful for both on-page and off-page optimization, providing transparent data on your web performance or detecting issues. It's crucial to understand the scoring system of these tools to determine their relevance.


An example is the Lighthouse extension from Google Chrome, which generates performance scores based on transparent tests. Although Google has already stated that it does not use them for website ranking, they can help identify areas for site performance improvement, which will affect the user experience and click-through rate.

How to generate quality online content: tips and resources for digital marketing

  • Oct 23, 2023

A lot of online content may be bland and boring. It doesn't make readers care or stand out from the competition. Content quality matters, and Digital Marketers should aim for higher standards of content production. Why? High-quality content can attract, engage, and convert more customers than low-quality content.


One way to improve content quality is to address the reader's interests, needs, and questions, not just list facts and keywords. Asking yourself “So, what?” to every claim or statement is relevant to make sure it is valuable for the reader.


Another way to improve content quality is to think like a sceptical reader. A sceptical reader might doubt, lose interest, or click away from the content if it is not convincing or engaging. Look for points where the reader might be sceptical and address them in the content. Writing for the most sceptical reader can help win over everyone else.


Content quality matters more than ranking for a search query. Digital Marketers should audit their content, ask better questions, and plan and research content campaigns that are unique and compelling. This will create content that is likely to create a lasting impression on the reader.


In my LinkedIn post, you can download a content POV planning template I shared, so you can have a structure for creating better content.



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