SEO (Search Engine Optimization) is, as the acronym suggests, search engine optimization. SEO indicates that set of activities that have the objective of improving the visibility of a website on search engines (such as Google, Yahoo!, Bing etc.) in order to position it among the first results of the SERP (Search Engine Research Page), that is, the results page that the engine returns in response to a specific search performed by a user.
How can we improve this visibility?
There are 3 aspects that an SEO strategy must take into account in its initial phase.
- Queries: these are the searches performed by users on Google. For example, if you arrived on this page by typing “Seo Napoli”, this is your query. Do you find the results satisfactory? If so, it means that our SEO consultant has done a good job!
- Keywords: These are the keywords that users use to search on Google. Together, the keywords make up the query.
- Search Intent: these are the latent search intentions that are behind every query. When a user types “optimization seo napoli” what are they really looking for? An SEO consultant? An SEO agency? Correctly interpreting the Search Intent is essential to correctly index your website so that it appears to users who are really interested in finding information or purchasing that specific product or service.
SEA, SEO and SEM: let’s distinguish them
Before continuing, it is important to venezuela phone number list make a necessary distinction between SEO and SEA, which together constitute SEM. SEA, Search Engine Advertising is a set of paid indexing activities, which is implemented through the Google Adwords circuit and allows you to create sponsored campaigns on Google to make your site appear at the top of the SERP.
Making this distinction is essential to understand that from now on, when we talk about SEO, we will refer exclusively to “organic” positioning activities on search engines, that is, not paid.
How do search engines work?
To do good SEO you must first understand how search engines work.
The goal of a search engine is to provide its users with the best results, that is, the most relevant to the keywords entered, the query and the search intentions.
To return these results, the search engine uses robots, also called spiders or crawlers, which constantly scan the network chad stelter product marketing manager in search of web pages that best satisfy user queries,
Here’s how a crawler works:
- analyzes the field of action, that is, starting from a page of a site it scans all the other pages connected to it thanks to the sitemap and the instructions found in the robots.txt file.
- indexes all the words and contents present on the site and assigns a ranking to each page, a sort of relevance score that serves to order them in the SERP based on their relevance for certain search keys
- It scans all incoming and outgoing links to various web pages, both those coming from the same domain and those coming from other domains, and gives these links a quality score based on the authority of the domain in question and the relevance of the topics covered.
The search engine par excellence: Google
Google is by far the most used search engine by web users.
As we have explained, Google also uses a robot, called Google Bot, to analyze websites and order them by relevance within its results bh leads pages, the SERPs (Search Engine Results Pages).
The goal, as with other search engines, is to offer users the best possible browsing experience: Google’s interest, which is at the basis of its very reason for being, is to provide useful answers to the people who use it.
For this reason, the criteria for analyzing and selecting the best results, the famous Google algorithm, are constantly changing: they evolve together with the behavior of users and based on their queries.
Understanding this aspect is fundamental to getting an idea of how Google thinks: no one knows the secrets of its algorithm, but we must never forget that the search engine always thinks from a customer-centric perspective, that is, entirely focused on the user and their needs.