Hello, I am Álvaro Pichó, SEO and web consultant, and I make websites that increase customers acquisition and business generation for companies.
I will briefly explain what my professional specialty and work consists of.
The Business generation from a web is completed in 3 phases: 1) get visits or traffic; 2) be compared with other companies that provide the same and 3) achieve the conversion or lead (sale, call or request for budget).
And I take care of study, provide and execute solutions for these 3 phases.
I deal with these 3 phases, first, because it can not be separated one from the other, it means that a decision to get traffic is also about comparison and a little bit of conversion; and a decision motivated by comparison with other companies is also about conversion and SEO; and so with all possible combinations.
And secondly I deal with these 3 phases because this is the way I attend to the complete equation for the business generation for companies.
I work on getting traffic for websites by organic search (SEO) in internet search engines.
Almost everyone already has a rough idea of what SEO is or organic positioning in search engines, however to be in the top positions is something more complex and because SEO is not only SEO.
Let me explain: in order to be up in search engines to achieve visibility and visits to your website, it is necessary to develop a coherent narrative along the website with an impeccable information architecture.
The visible part of the information architecture is the structure of the main, secondary and transversal (in-page content) website menus.
But this structure is worthless without good content by texts, images and/or videos.
Continent and content are interdependent and responsible for a good web positioning.
The continent -or structure- is my competence to study and provide the best, but in terms of contents there must be an important dialogue between you and me to develop them.
Internet is a very competitive market but above all is the most compared: because it is the case that a user can see in 10 online stores the same product.
It is also the case that a user can find 10 companies websites that provide the same service for their location.
And thinking about the most difficult case, if (apparently) the same product / service is offered with a similar price: How to get in the customer’s interest?
Explaining and putting into value what the company is and what it is not.
Explaining and putting into value the strategic business efforts developed previously (prestige) and also in the present and for the future (brand).
As Guy Kawasaki says:
“At the end, you’re different or you’re cheaper”..
In this way we arrive at that unique business subject that will allow you to dwell firmly in the mercantile ecosystem, however large and small the others may be: because the big one has its weaknesses, and the small one may have fewer resources but has the capacity to work, audacity and creativity to fight against… the cyclops, the dragon or the wolf (sorry for the children’s literature reference, I have a 4 years old son).
It is demonstrated that the purchase decision is emotional between 70-80% and then it is rationally justified.
And the best way to occupy that 70-80% emotional decision – without being subliminal – is building trust, as Rand Fishkin says:
Best way to sell something – don’t sell anything. Earn the awareness, respect, & trust of those who might buy.
The conversion rate on the web is studied and works on at the same time from the company perspective and from user perspective.
The one for the company is called conversion funnel and the one for the user is customer journey.
Both perspectives coincide in the different stages through which a user is going from the beginning of the purchase intention until he buys it.
On the internet these stages have their shape in search types.
The most illustrative way to explain this is that: a user in February searches the Internet for “Summer plans with children” and in June searches for “Cheap flights to Disneyland Paris”.
Along those months and those searches, the user searches, compares, reads, sees until get an informed decision.
I hear some say that “I do not read anything, I buy very fast”, but that’s only when you spend less than € 20.
The higher the perceived risk is (price, health, commitment), more informed becomes the purchase decision.
The exhaustiveness in my profession consists in attending and accompanying the prospective customer for all those getting information stages to purchase until s/he does, and they are: 1) I have a problem or need; 2) I identify the solution; 3) I look for and compare providers of that solution that I have decided; 4) I make the purchase; and 5) the company tries to retain to re-buy.
Points 1 to 4 are planned and developed by the company and operate, say, passively, while point 5 is an active reaction to the purchase to try to build customer loyalty.
Due to my 8 years of experience, the most common situation I find myself with is with clients who have a website for some time but it do not generate business or because they have not invested enough on it or because they have not found the right professional, I call this websites sick webs.
In Spain, since the beginning of the internet, web design has been done by graphic designers with low interest in generating business, or SEO professionals (positioning) who neglected the design and comparison towards conversion … In A brief history I explain this better.
So, whatever the case may be, it is all about knowing what was done before, assessing what has a future and what is not and then starting to prioritize the steps to follow.
I particularly always start with the information architecture, that is, the main, secondary and transversal menus: part of the architecture of the web is destined to attend search types, and another part to the usability of the user, that is the intuitive web.
Subsequently, we develop in permanent communication with the client the contents that create value to their future clients to finally reach the web optimization that raises the conversion rate.
And this is very summarized as we would begin, since the intention of this website is not to teach you to do my work, but to move as best as possible my know-how and to get in touch with me.
From my way of working I want to highlight one thing: I never abandon the client and I do not give up easily, I am very insistent on the progress of the web to get together -client and I- the objectives set.
Also porcuro be permanently informed of the latest changes and developments on the internet to always offer the best service. In fact there are clients who have made me a better professional by fighting for them.
Online store for gifts and accessories for men.
Optical and auditory center Alcocer
Distance training from University of Valencia
Aerial recording company with drones
Clinical Psychology Valencia
Center for Research in Economics and Health Management UPV
Valuation and Appraisal Research Center UPV
Valencia Women’s Gym
Marta Romero’s Law firm Valencia
Photovoltaic Solar Energy Courses
Ubicación del despacho
Graduate in Fine Arts (2002/09) by the Polytechnic University of Valencia.
Diploma in T. I. in industrial Design by the E.S.D.I., CEU San Pablo, Moncada-Valencia (1994/01)
My profession is not regulated and does not rest on agendas or schools but on the shoulders of the best professionals </ strong> and entrepreneurs.
For this I have to mention that:
I have been fortunate enough to be able to receive expert training in online business in Spain in the course ‘Internet Startup Camp: Program for the creation and acceleration of Internet companies’ in its day www.internetstartupcamp.com, organization who finished his task.
And I want to mention the faculty for its relevance: Javier Megías, mentor y asesor de startups; Agustín Cuenca, CEO de ASPgems; Rodrigo Aguirre de Cárcer, ex-director general de eBay Classified España; David Moreno, fundador de Impok; Tomás Serna, abogado especialista en Internet; Nast Marrero, gerente de la incubadora de UNIR Emprende; Raúl Yañez, CEO de Comunicare; Chema Alonso, hacker; Chema Martinez Priego, CEO de Expirit.es; Iñaki Arredondo, CEO de MadPixel; Javier Martín, fundador de Iniciador; Nuño Valenzuela de Hello.es; Aldorena Pirela de Hello.es; Gonzalo Castellano, fundador de Groupon España. CEO de Saluspot; Marek Fodor, fundador de atrapalo.com, CEO de Kantox e Iñaki Arrola, CEO de coches.com entre otros.
I also want to highlight
Assistance to theinbounder.com from 19 to 20 May 2016 organized by We are marketing WAM Valencia, whose speakers, due to their relevance, I would like to mention: Marcus Tandler, Félix Muñoz, Fernando Maciá, Valentina Falcinelli, Gemma Muñoz, Jennifer López, Will Critchlow, Wil Reynolds, Bas Van den Beld, Ricardo Tayar, Kieran Flanagan, Joanna Lord, Paolo Zanzottera, Joantxo Llantada, Rich Millington, Barbara Mackey, Samantha Noble, Lisa Myers, Nathalie Nahai, Clara Ávila, Aleyda Solís, Gianluca Fiorelli y Rand Fishkin.
Resources (in Spanish)
At the begining websites were conceived only as a company presentation.
At the same time, businesses that were born for online like Google, Amazon, Youtube, Facebook, Yahoo, Ebay, etc., were developing new professional skills and specialties that proved very efficient.
And these skills developed by these Internet giants, have gradually been transferred and adapted to any offline business that wants to use the internet for the customer acquisition and business generation.
These professions or skills are: SEO (positioning in online information search engines); web design (screen, not paper); user experience (UX); digital marketing; web optimizer; gamification; conversion funnel and conversion rate (relation between conversion and number of visits); building trust (brand and prestige); personalization; Customer Support; social networks; advertising in electronic devices; geo-positioning; voice search; sales by affiliation … and a long etcetera.
And in Spain, while we were understanding these skills/professions, each one approached the design of their pages or only from the perspective of design, or only from the perspective of SEO, or only from social networks, etc.
Now we have reached a mature moment in the conception of web pages where all these specialties come together, and not only from a single or isolated discipline.