Positioning on search engines

The positioning on search engines, often known as Search Engine Optimization (SEO), is the set of strategies to improve the position of a website on the search engine results page, called SERP (Search Engine Result Page) , with the aim of attracting a greater number of visitors focusing on the enhancement of some keywords or keywords. From our experience as users we know how, when we type one or more words on Google, our attention is almost always recalled by the first results that emerge from the research. Several studies have shown that most users aim to find what they are looking for in the first three sites on the first page. If the user’s search is not satisfied by the first three pages then he will tend to take a look at the other pages, trying, if possible, to avoid turning the page. Moreover, those who use a search engine do so to identify information in the shortest possible time and only a few are interested in plumbing the various web pages. In short, the user wants the best result with the minimum effort and this result seems to guarantee especially the sites that, for certain keywords, occupy a prestigious position in SERP.

The advantages of an effective SEO strategy

Making SEO is beneficial from many points of view. A good percentage of surfers prefer the so-called organic results, those obtained with a natural positioning, rather than the paid results, obtained through the affiliation to Google Adwords. Another aspect to keep in high regard is given by the fact that the result obtained by focusing on a specific keyword is destined to last and last for a time that could also be very long. In short, if you can place yourself in the first positions of Google it is very difficult that, at least in the short term, someone can take your place. Moreover, compared to an advertising campaign, doing SEO is completely free. Obviously a company could and should entrust this task to an expert in the field and, from this point of view, there would be some cost. The potential advantages that could derive, however, would be really important for the company and for the visibility of the brand.

How to set up an SEO strategy

The starting point of any SEO strategy must be based on keywords. We need to get into the mind of the company and the goods and services that it offers and try to understand what words could be typed through Google the user who is looking for that information. Choosing these words with care and attention is essential because keywords must be the backbone of the contents of the website. Wrong keywords could have destructive effects for the visibility of web pages and, therefore, of the brand.

How to choose keywords

Most SEO experts are asked to choose between short-tailed keywords and long-term keywords. A short-tailed keyword could be, for example, ‘soccer shoes’. A long-tailed keyword, on the contrary, always remaining on the subject, could be ‘soccer shoes with cleats’ or ‘soccer shoes for synthetic grass’. The difference between short-tailed words and long-tailed words is quite intuitive. The former are very generic, the second more specific. Most Seo experts prefer long-tailed keywords because they analyze users’ needs in a more satisfactory and complete way and because they usually have less competition in search engine rankings. Therefore, it should be more profitable to focus on many specific keywords rather than on a few but generic ones.

How Google works

Google databases host a huge amount of data and, to deal with all this information, the search engine uses a software called robot that analyzes and indexes every page it finds on the web. Google places the websites on its pages according to the criteria of relevance and relevance. The relevance has to do with the correspondence that is created between what the user is looking for and the way in which the search engine responds to the user’s request. The relevance refers to the importance, the prestige of a website compared to another. Google establishes the importance of one site over another by evaluating some important factors, such as links and content quality.

How to write quality content

A good SEO strategy depends not only on the positioning work, but also and above all on the creation of quality content. The rules that anyone who wants to do SEO must follow are few but fundamental. The title and the meta description are two fundamental components, carefully considered both by Google and by users. The keyword must be inserted, with criteria, both in the title and in the meta description. Regarding the actual content, it is important to start immediately from the main concept that you want to express, using the so-called inverted pyramid. So, the basic information at the beginning and the details in the rest of the article. The SEO expert must favor simple words and periods, organize the contents in paragraphs and must, where possible, insert bulleted lists and words in bold. With these measures it is very likely that the published content will get feedback and successes also on search engines.

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