SEO

What is SEO?
why we talk so much about it,
why it’s so important today.

In this article we will try to explain what SEO is all about, what the SEO consultant do and why it is fundamental to your business.

What is SEO?

seo
SEO (Search Engine Optimization) is the set of activities aimed at increasing the flow of targeted organic traffic towards a particular web site by placing its web pages as high as possible in the search results for relevant keyword or keyword groups.

Search engine optimization goals

Positioning

The basic purpose of SEO is to be able to scale the search engine SERPs to intercept the organic traffic of users disposed to consume the content of the website (information sites, cross-marketing, content marketing) or to buy the products offered (E-commerce, affiliate programs).
A good campaign starts with an accurate keyword analysis (keyword planning phase), during which the search keywords are selected.

The relevant parameters are:

  • Traffic volume
  • Semantic relevance
  • Competitiveness

Improvement of the CTR

Getting high placements in Search Engine Result Pages (SERPs) is a great achievement. But that’s not enough.
What matters a lot is the relationship between impressions (link view) and clicks generated on your search result, that is, the Click-Through Rate. Good SEO work often allows you to get a better CTR rate than results wich are higher positioned in the results page.

Lead generation and conversions

If the website has business purpose (and not just purpose of brand awareness), the main goal is definitely the increase in conversions and the conversion rate optimization (CRO).
Conversion means a precise action that the user makes on the website, which may be the purchase of a product, the download of a PDF or the FILLING of a form (which in this case we will be called lead).

The conversion rate depends mainly on:

  • Semantic keyword relevance
  • Website communication
  • Rendering
  • Commercial offer

The different SEO areas

In general, search engine optimization is subdivided into the following areas:

 

SEO analysis ↓

  • Audit
  • Analysis of competitors
Keyword Strategy ↓

  • Keyword planning strategies
OnSite optimization ↓

  • Speed optimization
  • Sitemap
  • Schema.org
  • Mobile optimization
  • Logic tree
  • Link Juice
OnPage optimization ↓

  • Meta data
  • Tag Heading
  • Content optimization
  • URL optimization
  • Image optimization
  • Structured data
OffPage optimization ↓

Each section is based on a list of rankings factors (rank signals) that determine the positioning on search engines.
For those who want to deepen the technical aspects, we put together a list of the main SEO factors on Google and Baidu.

 

SEO analysis

Technical analysis

Before working on a project, the SEO agency or the consultant will undertake an in-depth analysis of the preexisting status of the website. The SEO Audit allows to capture critical data on the health of the website, starting by the most technical aspects of the code to the content structure, the loading performance and the backlinks quality.

SERP analysis

Will be made a complete screening of SERPs, the search engine result pages, and the data of positioning will be aggregated for all keywords for which the site is indexed.

Analysis of competitors

The analysis of competitors, in the jargon benchmark, is used to determine the positioning of sites competing in the same reference market, from an analytical, statistical and strategic point of view (both for SEO, communication and marketing).

 

Keyword Strategy

What is the keyword strategy?

It is a crucial phase for a winning SEO campaign. Keyword strategy is the selection of single keywords and keyword groups that can bring relevant traffic to the purpose of the website.

How to choose the keywords?

Each keyword is analyzed according to these parameters:

  • Number of results (discriminated by:)
    • Geographical boundaries
    • Language
  • Traffic volume
  • KD (Keyword competitiveness coefficient)
  • CPC (Cost per Click, value related to marketing)

 

On Site optimization

What is SEO on Site?

SEO on Site means the optimization on site-level and code-side variables that have a direct influence on positioning on search engines.

 

OnPage optimization

Content-level optimization

To all intents and purposes the SEO On Page is a subset of on Site SEO, but it deserves a speech to himself. It deepens the aspects related to the content of the pages and the semantic structure (heading).

Not just keywords

In the past, speaking about On Page was immediately referred to keywords. Today this field has become complex, as complexes have become search engine algorithms. These algorithms are now able to thoroughly analyze content, and, more importantly, the behavior of users in response to the content themselves.

 

Off Page optimization

What is Off Page Optimization?

Unlike the On Page, the Off Page SEO refers to all activities that are carried out outside the website.
They are divided into:

  • Link Building
  • Social Media Marketing
  • Social bookmarking

 

Local SEO

What is Local SEO?

Local SEO is very different from classic optimization, but the main difference is that it deals with geographically targeted searches.
This type of Search Engine Optimization is particularly effective for companies that have a physical presence or have a limited geographical business range.

 

Insights

SEO Services

 

What services does a SEO consulting agency offer?

History of SEO

 

From the directories to the algorithms, to penalties: the history.

Google SEO factors

 

In-depth: What are the most important factors affecting Google search engine positioning?