SEO: positioning strategy

SEO Marketing. A strategic and technical activity. Be the first on search engines through a targeted and sustainable strategy in the target locations

Everything starts with a strategic analysis. We make a comparison of the position related to specific keywords to understand which keywords other companies use most frequently and those which have a better ranking, in order to discover possible performance gaps or opportunities to be exploited.

Then, the objectives of the SEO campaign will be established, aiming to align them with the company, brand or product strategy. Throughout the process, a SEO Tool will be used to identify the best keywords, in order to obtain information on how Google and other search engines see your website and analyzing the performance of the latter.

Website optimization is a process of continuous improvement because Google constantly adapts its algorithm, in order to present results that are increasingly relevant to the search and, consequently, it is important to implement the right precautions to maintain the position or improve it.

What activities?

• Site security

• Loading speed. Having a fast site, which offers an excellent user experience.

• Content within the site. Content optimization is a very important phase of the SEO process. It consists of optimizing the site’s contents, checking the performance and response of the search engine to the content itself and trying to improve its performance by reaching a higher ranking.

• Conversion actions: the presence of keywords that are relevant to users’ searches. General traffic of a page is important, but traffic from potential customers who have a strong interest in your products/services is even more important.

• Presence of sitemaps, which helps Google crawl the site

• Backlink and more

BERT (Bidirectional Encoder Representations from Transformers)
and the change of the SEO

An example of such updates that Google periodically adopts is the addition of BERT to its algorithm. Thanks to it, the search becomes even more precise, because it is able to understand the context of a sentence and the possible nuances of meaning of the words. More information on this algorithm on this link

For an excellent SEO campaign, it is important a constant monitoring of the site’s performance, thanks to the data that can be collected and processed, but benchmarking with competitors is also essential.

Why is it necessary
carry out strategies
of organic positioning?

• Improve the positioning of the website in search engines.
• Discover potential niches that are not already satisfied.
• Improve traffic quality and appear only in the most relevant searches, so that you show yourself to those who are truly interested in products or services.
• Help to know which keywords potential customers are most likely to use and then use them in messages to the market.
• Collect and process data to monitor and measure the effectiveness of campaigns and in particular, always keep up with the improvements that Google continually makes to its algorithms.

On-Site and Off-Site: keyword optimization

• On-Site. It focuses on all the elements within the website, which directly influence the positioning on search engines. So, it is a question of examining possible errors or malfunctions of the website, reviewing the contents, optimizing the URL strings, proposing possible keywords for the creation of new content and ensuring that the experience within the site is mobile-friendly, therefore usable, even from mobile.

• Off-Site. It is the part aimed at increasing the authority and popularity of your site in the eyes of Google. It therefore provides an idea of how users see your site and therefore the company itself. This is because a site with quality content and useful information has a better chance of receiving backlinks from other sites, being shared on social networks and being mentioned by other users. Increasing the number of backlinks will certainly increase the visibility of your site and consequently generate traffic that is really interested in your products or services.