- SEO
- SEO Marketing consultancy , core web vitals , Google Page Experience Update , Search intent , Qualified leads , Marketing SEO , Search Intent , sem , SEO , SEO for Marketing , SEO Marketing , SEO Off Page , SEO on-page
SEO is a part of the Inbound Marketing strategy and it is a fundamental activity to achieve the desired success for your business. However, there are still many companies that neglect it, or think of getting some results without optimizing their site by working only with paid ads on search engines . Paid marketing, such as ads on Google, on social media, pay-per-click or more, obviously has its importance but it must be part of a complete strategy. Paid ads can help you reach new and highly targeted audiences, but they can’t be the only way to get exposure. Always remember that once the invested budget is over, your visibility will be too.
This doesn’t happen with SEO. In fact, there is nothing that will allow you to achieve lasting results over time like good search engine optimization. Sure, increasing organic traffic to your site through SEO can cost you time and effort, but its effect will give you the best value for money to get new customers.
You probably already know that traffic to a website, a landing, a blog can only be achieved through solid optimization. You should therefore never neglect SEO, if you have traffic and sales as your goals.
Topics index
- SEO Marketing or SEO Marketing: what it is
- SEO: How it can improve your marketing strategy
- SEO for Marketing and Qualified Leads
- SEO Marketing: what Google says
- Important ranking criteria for Google
- On-page and off-page SEO
- Keyword Research
- Conclusions
SEO Marketing or SEO Marketing: what it is
The way of doing SEO has changed over the years. Years ago, some may remember, Google ranked sites based on the number of times a particular keyword was used. This resulted in the now penalizing practice called keyword stuffing.
Today this is no longer the case and Google rewards quality over the density of keywords in a text.
Doing SEO means optimizing a website or web page for search engines, so that it can reach the highest positions in the Google SERP for certain keywords. Optimization includes technical improvements, content relevance and link quality. In this way the search engines will be able to rank them better and give them a higher score, that is Rank. Search engine optimization, aka SEO, will make sure that your site is easily found by users by typing in specific keywords. Google thanks to its algorithms determines the most relevant sites for the search you are carrying out, crawling them and then choosing them based on their relevance and popularity. Your task, for this process to be successful,
Mistakes to avoid
Among the main mistakes to avoid, when it comes to the technical optimization of a site, there are duplicate URLs, titles and page headers that are inconsistent with the content, little information or non-original texts. Alternative texts to images are also important to help Google index them better. Search engines not only crawl the text on your web page, but they also crawl your images. Their optimization helps your site load faster. Optimize your alt attributes carefully.
Alt attributes are the text alternative to images used when a browser cannot display them correctly. Alt is also used for web accessibility, so if a visually impaired or visually impaired person looks at your blog, the alt text will be read instead of images.
SEM or SEO: what are the differences
SEO is an acronym that stands for Search Engine Optimization and is defined as the set of tactics used to ensure a website has a good organic positioning on search engines. This term includes on-site SEO and off-site SEO activities, as we will see shortly. SEO in digital marketing aims to increase organic traffic, through the modification of pages to improve positioning in search engines, the creation of new content to target keywords and the optimization, including technical, of web pages, so that the site is better crawled by search engine crawlers.
When we talk about SEM , acronym for Search Engine Marketing, we refer to “marketing for search engines”, also including paid campaigns on Google able to guarantee immediate visibility to a website.
The difference between Search Engine Optimization (SEO) and Search Engine Marketing (SEM) is that SEO focuses on increasing organic traffic, while SEM includes more activities, even running paid ads to increase traffic to a site. web.
SEO: How it can improve your marketing strategy
Doing SEO can help a company improve their marketing strategy in so many different ways. SEO helps you build a relationship with your audience, improve the customer experience, increase your authority, attract new potential customers, and allow you to increase conversions. Let’s see together how.
Beat the competition
Optimizing your site on search engines will make it easier for your potential customers to find it than the sites – perhaps poorly or poorly optimized – of your competitors.
Increase your brand awareness
Identifying the best keywords, creating ad hoc content, will increase the awareness of your brand. People will find you more easily and you will rank higher on search engines. SEO is a valuable tool for brand awareness, building relationships with potential customers, and positioning yourself as an authoritative and trusted expert in your field.
Enhance the browsing experience
An optimized website is easier to navigate and position. Don’t forget that Google pays close attention to the user’s browsing experience. In fact, an optimized site is easier to scan, classify and navigate. SEO optimization will also be an opportunity to reorganize the architecture and links of the site.
Measure your results
SEO will allow you to monitor the real results obtained from your site and understand what works and what doesn’t. You will know how your users found you and what path they took to get to your site. This aspect will give you a huge advantage over your competitors and allow you to win over your audience.
You have surely heard of Google Analytics . This is a free tool offered by Google, which you can install on your website and which will allow you to see how much traffic your site is producing.
Also, make sure you have Google Search configured as wellConsole. It will offer you information on which pages rank for which queries, where they rank and how many clicks they’ve gotten. In addition to other useful information, as we will see shortly.
SEO for Marketing and Qualified Leads
Those who are not yet used to the web will probably believe that SEO and Marketing are two separate activities, but this is not the case. We can therefore speak of SEO Marketing or SEO Marketing, because search engine optimization is always part of a marketing strategy.
Having a website that is not optimized, and therefore unable to generate traffic, is equivalent to not having it. But be careful: we are not talking about “any” traffic. Thanks to SEO you can get qualified traffic, from people who need your product or service.
To be first on search engines you need an integrated marketing strategy. SEO must be supported by various actions, which can range from Google ADS campaigns to content marketing, if you want your site to appear in the top positions of Google with certain keywords, to sell more or to improve its brand reputation. .
Have you ever heard of qualified leads? Sometimes an email marketing campaign, like a newspaper ad, may not reach people who are really interested in what you offer. By adopting an SEO strategy, on the other hand, you can have qualified leads, or people who really need you. Your marketing activities will finally be surgical and you will target a small, highly profiled group of consumers. With an SEO activity, the results may be slower to arrive than with Ads campaigns, but they will certainly be more lasting.
An SEO consultant will be able to help you fine-tune all this, refining a strategy with you, so that your site will climb the positions on Google. However, doing this without using SEO marketing consultancy is not that easy. The help of a professional will be decisive in obtaining the desired results.
SEO Marketing: what Google says
Today, almost all online browsing experiences start with a search. This explains why search engine traffic, and consequently SEO, is so important. A Google search can make all the difference to the success of your business. It is how people search for information, services and products online that drives a digital marketing SEO strategy.
Any site with business objectives should therefore grow its online presence and search traffic, without depending solely on paid marketing advertising costs on search engines.
Google provides some guidelines that can help you optimize your business website. The main tips concern the improvement of the user experience, proposing useful and original contents that can satisfy his requests. This of course also includes the use of relevant keywords in titles, meta descriptions and subtitles (H2, H3, H4…).
URLs should be descriptive and contain keywords rather than strings of numbers. This will help Google understand the page content more easily.
Important ranking criteria for Google
There are some important ranking criteria for Google. When optimizing your website remember to take them into consideration. These are the relevance of the site based on the research carried out, and therefore the relevance of the content with respect to the keywords, the authoritativeness and reliability of the source, the usability of the site, the compatibility with mobile devices and the adaptability to various browsers.
Another fundamental aspect, positively evaluated by Google, is the page loading speed.
Links to a website are considered to be signs of approval by the search engine. They are therefore useful to strengthen the reputation and popularity of your site, and therefore to improve its positioning.
But there is a novelty, which has often been talked about lately: the Google Page Experience. Let’s see together what it is.
Google Page Experience
It is news of the last few weeks: Google has postponed the update called “Google Page Experience” to June 2021. This novelty, present in the Google Search Console, will provide even more useful tools to update a website, in view of the new algorithm. The Google Page Experience in fact combines the so-called ” Core Web Vitals “, which we saw a little while ago, with other metrics, which will become part of the search engine ranking.
The metrics that Google will consider important starting in June 2021 will be:
– Larest Contentful Paint (LCP)
– First Input Delay (FID)
– Cumulative Layout Shift (CLS)
– HTTPS (Safe Browsing)
– Mobile-friendly
– Absence of intrusive interstitials
The Largest Contentful Paint (LCP) will be used to measure the loading performance of the main content of a page, with an ideal value of 2.5 seconds or faster, the First Input Delay (FID) instead will evaluate the interactivity of a page. A performance will be considered efficient if it occurs in less than 100 milliseconds. Finally, another useful metric will be the Cumulative Layout Shift (CLS), which measures the visual stability and the amount of unexpected shift of the layout. Poor stability will lead to a lower ranking.
The Google Page Experience will also analyze if the pages of a website are on HTTPS, if they are optimized for mobile devices, if they do not have intrusive “interstitials” and if the navigation status is safe.
The goal of the Google Page Experience carries on the work that the search engine has been promoting for some years: to improve the interaction of a user with a web page and “to ensure that people get the most useful and enjoyable experiences from the Web” , as stated Jeffrey Jose, Product Manager on Search. However, these are not completely new elements, in fact some of these are already taken into consideration by Google in the ranking of a website.
On-page and off-page SEO
The actions that can be put into practice to optimize a website are divided between on-page SEO and off-page SEO. Both are essential for honing your SEO strategy.
On-page SEO refers to the elements that are part of the site, such as keyword research and content optimization. It is necessary to take into consideration some more technical aspects, such as the fact of creating a strategy for internal links to your site, with a good organization of the menu. Additionally, you will need to submit your sitemap to Google Search Console and fix any errors found. Off-page SEO,
on the other hand, helps your site rank by acting on external elements, such as links. The latter can be blogs and articles that link to your website or the content you have published, but also video, audio and image sharing sites. A very important part of off-page SEO is the backlinks that bring users to your site. THEbacklinks are useful to improve one’s authority. In the past, the backlinks had to be above all many, today quality is more important. The links pointing to your site should come from sites relevant to your topic and possibly also authoritative.
Keyword Research
Keywords are part of an SEO strategy, but they are no longer – as we have seen – the only important aspect. This does not mean, however, that they still do not carry a certain weight today, if you want to improve the positioning on the search engines of a website. In fact, it is thanks to keywords that users can find online content that concerns you and thus get in touch with your company.
For this reason they must be chosen carefully and used wisely within the contents of your site, if you want to get a good result on Google.
The choice of keywords must be a good balance between those capable of generating high search rates and others with less competition. The former are defined as “short tail”, such as ” SEO Consultant “, the second instead “long tail”. An example of the latter could be “how to choose an SEO consultant in Milan”. By including both types in your strategy you can work on content, titles, URLs and other SEO elements of the page.
Search Intent _
An easier way to spot keywords is to think about how people search on Google and how they type keywords. Often, these searches replicate the way we speak. In fact, a lot of searches happen through the formulation of questions. Furthermore, the language used is very simplified. Many of us will more likely type ” best seo consultant in Milan “, rather than ” what is the best SEO consultant in Milan “.
For this reason, it is useful to understand the intent behind the associated search query. Search queries fall into the following categories:
– Browsing queries: searches that have the intent to find a particular website or web page;
– Information queries: they usually start with “how to do”, “what”, “why” … These are contents that actually provide useful information based on the research you are doing; – Transactional queries: searches that indicate the intention to complete a transaction. This involves typing a product name directly into the search bar
In the journey taken by the customer on search engines it is important to understand how people go from not knowing what product they are looking for to looking for more information on the purchase choice.
Conclusions: are you looking for effective SEO Marketing consultancy?
As you have seen, there are many aspects to take into consideration when dealing with SEO. For this reason many times we rely on a professional. An SEO Marketing consultancy will ensure that your business website gets the desired results and you can be sure that a professional periodically takes care of your online presence.
Do you want to improve your positioning on Google ? SEO Leader already follows many companies and professionals to improve their visibility on search engines. For a free SEO quote, contact me.
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