Duration 1 week approx.
These courses are being updated with artificial intelligence. We try to stay at the front of what AI can do: the tools change, and the syllabus is revised so that what you learn still holds when you publish.
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Brújula is the local SEO course. It is useful when a customer searches for a service in a place: a village, an island, an area. In Ibiza and Formentera that is almost always the case. Someone is not searching for “design” in the abstract. They are searching for someone who works nearby, opens when needed, and can be visited or written to. The course teaches you to line up three things that have to say the same thing: the business profile, the website, and the data that appears elsewhere.
The profile is reviewed in detail. Name, category, address, phone, hours, service area and description. A false timetable, or a phone that differs from the website, breaks trust and confuses anyone who crosses the data. The main category is chosen for what the business actually does, not for the search with the most volume. Photos have to be of the premises or the work, recent, and without promotional text covering the image. You see how to answer a review without arguing in public and without asking for personal data in the reply. If there are several sites, or the whole island is served without a shop open to the public, you decide which model fits, and you do not invent an address.
On the website, the place is written with precision. The municipality, the postcode and the way to get there are not hidden inside an image. A contact page repeats the same data as the profile, and service pages mention the area only when the text is about that service in that place. Twenty identical pages are not manufactured by changing the village name. If the business works in several places, each page has to add something different: how to get there, what is offered there, what is not offered. Basic structured data for the business is marked when it fits, and it is checked so it does not contradict the visible text.
External mentions are treated as signals, not as a list to buy. Serious directories, the business’s own website, and mentions where the name, the address and the phone match. A mention with the old phone number is corrected. You learn to search the business name and to note the versions that do not match. The map and the directions are tested from a phone, which is how someone arrives when they are already in the street. A “near me” search is also distinguished from a search that types the village name: they are not optimised the same way, and they are not measured the same way.
In a week the profile is made consistent with the contact page, and the data that clash are corrected. In fifteen days the services are rewritten with the real working area, and a duplicated page is cleaned up. In a month the business’s trail on the island is reviewed: profiles, directories and pages, and a list is left of what has to be maintained each season. Brújula does not teach you to fake a location or to multiply profiles. It teaches you so that someone searching in Ibiza or Formentera finds a business that exists, where it says it is, with the phone that gets answered.
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