July 9, 2021

Below we will explain what SEO is, what it means and how search engine optimization works and what it is for specifically.

What is SEO?

Explaining what SEO is is quite complex but still simple. Safari SEO Company Sydney says that SEO is that set of strategies and practices aimed at increasing the visibility of a website by improving its position in the rankings of search engines, in the unpaid results, called “pure” or “organic” results.
SEO is an English acronym for Search Engine Optimization, which literally translated: “optimization for search engines”.

Search Engine Optimization therefore concerns multiple practices that involve different aspects of a website: the optimization of the structure of the site, the HTML code, the textual content, the management of incoming links (i.e. that from other sites point towards the your site, called inbound links or, more commonly, backlinks) and outbound links (which point to others from your site)

Since Google is by far the most used search engine in the world, most of the SEO optimization activities concern the study of the Google algorithm and its periodic updates, and the related actions to make the sites more “appreciated. “To this algorithm.

Let’s try to better explain, with a practical example, what SEO consists of and how it behaves with Google. When we search for something on search engines, we expect to find the best results first, that is, those most relevant to our search. For example, if I search for “3 star hotel in Bologna”, I don’t want to find the site of a bed and breakfast in Naples. And I also want to find a lot of information about that hotel, like what the rooms are like, how much it costs, where it is, etc. SEO therefore means first of all writing rich and relevant content with the words we want to be found with.
Links are the “roads” of the web, ie the paths we use to move from one site to another. A site with many links leading to it is like a very busy intersection, therefore very important. And, just like in cities, the more important the site that links to us is and similar to ours in content, the more comfortable the road that leads to us will be. For this, doing SEO also means trying to get a good number of links from sites that are as relevant and relevant as possible.

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SEM stands for Seach Engine Marketing and is the broader discipline that incorporates SEO. SEM includes both paid search results (where you can appear using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).

A complete SEM strategy uses both paid advertising and the implementation of SEO techniques. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO must both be monitored and updated frequently to adapt to evolving best practices.

In some contexts, the term SEM is used exclusively to indicate pay per click advertising, but it would be more correct to call the latter SEA, or Search Engine Advertising (see next paragraph).

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How Google does with SEO

To practice any SEO activity it is first of all necessary to understand how a search engine works. A search engine operates mainly (in summary) in the following ways and in the following order:

  • analysis of the field of action (crawling) through the use of robots;
  • indexing of the material obtained;
  • sorting (ranking);
  • response to user requests (SERP).

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The SEO strategy phase: the choice of keywords

This phase is fundamental, any SEO activity turns out to be meaningless if an accurate analysis of the keywords to choose for your campaign is not carried out first. The search for the “best” keywords can be carried out with specific software tools, user interviews, competition analysis (competitive benchmarking) and using the same search engine. For the success of an SEO campaign on Google it is advisable to select keywords that are not too generic, as it would be very difficult or even impossible to achieve good results in good time, but not too specific, since, if they are not searched for, they consequently generate little or no. traffic to the site.

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To make sure that the keywords chosen are actually searched by users and to get new ideas for choosing keywords, it is advisable to use the Google AdWords keyword tool. This tool offers statistical data on the number of monthly, global or single country searches, which are carried out by users with a specific search key.

The tool also suggests several similar keywords, which we may not have considered, to be included in the strategy. To choose keywords correctly, it is therefore necessary to find the right balance between niche words and the number of monthly searches. Usually, in fact, the more specific the word, the fewer monthly searches it generates.

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