Improve Google and other search engine rankings, through SEO (Search Engine Optimization, search engine optimization in Italian)
SEO optimization is that set of techniques aimed at increasing the visibility of a website, improving its ranking among the organic (not paid) results of a search engine. Below, we bring you an SEO guide with all the most useful tricks to make a website more “liked” by search engines and, in particular, by Google, the most popular in the world.
What is SEO?
SEO is an English acronym that stands for Search Engine Optimization and, translated, means “search engine optimization.” These are technical practices and tricks used to improve indexing and ranking on search engines.
These practices are many and cover different aspects of a website: optimizing the structure of the site, HTML code, textual content, and managing inbound links (i.e., that from other sites point to your site, called backlinks i.e., a link from any website to our site.
Why is SEO so important?
Being well positioned on search engine results pages, especially Google, guarantees us more or less user traffic, and all without advertising costs.
The crucial question, however, is how is it done?
You may now have more or less understood what seo is, but how do we really do SEO and how do people find us on the web?
To make sure that people find us on the web, it is important that the content is relevant to the search and well-structured.
For example, if I have a shoe store I have to make sure that all the content on the website is:
relevant to what people would expect from a shoe store
placed in a logical path, which facilitates user research.
For example, my e-commerce could have main categories (or pages) structured more or less like this:
- Shoes for men
- Shoes for women
- Shoes for children
These within them will have other subcategories that can help the user easily find what he wants.
Let’s say Marco is looking for the NIKE REVOLUTION 5, he will probably find the product by following this path.
Men’s Shoes > Sports Shoes > Nike Brand > REVOLUTION 5
Those who do SEO must always find the right balance between network algorithms and people’s thought processes!
Keywords: the famous keywords.
Keywords (also called “keywords”) are those phrases (consisting of one or more words) searched by users using search engines such as Google, Bing or Yahoo to find what they want. Behind this concept, there is a real study of keywords. In fact, a good SEO specialist uses certain tools that help him understand how people search for something.
Let’s pretend that I need an SEO Consultant: right now people are typing what on Google? Do they search more with the term “seo consultant,” with the term “seo specialist,” “seo technician,” or who knows what other way? Understanding what they type on the web is key to getting results, and certainly this requires investing money in special applications, spending time to study the competition, working out content based on the most searched terms. In fact, it is not possible to hope to rise among the top results without logic, putting random words and hoping that sooner or later everything will be okay. You need knowledge!
SEO Techniques
On-Page SEO
From a literal point of view, the expression on-page SEO refers to the optimization of all elements within a web page for search engine rankings. Therefore, it is an extensive and complex activity, which involves a long series of components such as titles, meta, URLs, but also parameters of the architecture, readability and usability of the page, all the way to content, keywords and internal links.
In order to rank well on Google, it is advisable to avoid keywords that are too generic (with high search volume but also a lot of competition and, therefore, with little chance of success). In fact, it is preferable to choose specific keywords, with less search volume but also less competition and, therefore, with higher conversion rate.
These keywords, should be used strategically in certain elements, such as Title Tag, Meta Description, Heading tags and in the Alt Text of images.
The Title tag is a code that specifies to the search engine the main title of the page. This must match the main keyword or phrase on which all the content is built. Usually the Title tag is composed of a sentence, not too long, that attracts the user’s attention when he or she does the search on the search engine. In fact, it corresponds to the featured title that we find in the search engine results.
The Meta Description, is that short description we see in the search engine results. It must be short and catchy and must be able to contain keywords relevant to the topic offered on the landing page.
Within a page, then, it is advisable to use Heading tags (titles and subtitles, H1, H2, H3…), which help clarify the content of the page itself to both users and the search engine. They are like subtitles, which follow a hierarchical order H1 the main heading dim to H3, H4 and so on. Sort of like the various chapters of a book.
URLs, or what we commonly call links, such as: https://www.francescoazzaro.it/posizionamento-google-cose-la-seo/
As you can surely see, this URL is very clear and understandable and carries search terms related to the topic of this article. In fact, Google would penalize me if the URL of this article looked like this, for example: https://www.francescoazzaro.it/?p=22575
since browsers still cannot understand the content of an image simply by “looking at it,” it is also important to add Alt Text to them, that is, alternative text to the image that can explain its content and preferably contains one of the chosen keywords.
But after all this talk about keywords, these ala the end where should they be put? The answer is in the Meta Keyword of the page. When we talk about Meta keyword, Meta Description and Tag we are simply talking about the HTML structure of the page itself.
Example meta description and keyword:
Example Tag Heading:
This is an example
Optimizing the content of a website
Another decisive aspect for the good ranking of a website is content optimization. In general, they:
- They must be unique and original, that is, not copied from elsewhere.
- They must be useful and interesting.
- They must be up-to-date and it is therefore advisable to have a Blog on each site, as it is easy to update and contains trending topics.
- They must contain (in a natural way) keywords.
Off-Page SEO
Strategies and practices external to a site also contribute to its good ranking: we now refer specifically to inbound link management.
Google believes that the most linked web pages are the most deserving and important. This belief, however, is not limited to a mere numerical aspect: in fact, the search engine also takes into consideration the authority of the pages from which the links come. There is more: Google also considers the spontaneity of links.
It is precisely from this last aspect that the distinction between link building and link earning arises: the former concept refers to the set of practices aimed at obtaining links even in a non-spontaneous way, such as guest blogging and even more artificial techniques (and now systematically penalized by the search engine) such as link exchange and spam.
Getting links to your web page in a natural way and, therefore, in accordance with Google’s rules is not easy: the advice is to produce quality content that is appreciated by users and, consequently, linked to.
I hope you found this article on what seo is useful. If you need someone to improve your site’s ranking, don’t hesitate to contact me.
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