What is 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
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
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
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
- Commercial offer
The different SEO areas
In general, search engine optimization is subdivided into the following areas:
OnPage optimization ↓
- Meta data
- Tag Heading
- Content optimization
- URL optimization
- Image optimization
- Structured data
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
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.
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).
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
- 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.
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
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.