Search engines are the main communication channel on the internet, they answer our daily questions. Their operating principle is based on knowledge: they search the internet for results and on the basis of multiple criteria, they propose solutions to the required research.
The basis of everything is knowledge, i.e. making known and recognizing your own. site regarding not only the domain used but also the content and keywords that most interest your field of work.
What does SEO mean
In the technical field, with the term optimization for search engines (in English language Search Engine Optimization , in acronym SEO ) means all those activities aimed at improving the crawling, indexing and positioning of information or content on a website, by the crawlers (also called bots) of the search engines (such as Google, Yahoo!, Bing, Yandex, Baidu, etc.) in order to improve (or maintain) the positioning in the SERP (response pages to queries from web users).
Thanks to SEO techniques it is possible to improve the positioning ( ranking ) of a website on search engines and, consequently, to obtain an increase in the volume of organic traffic.
SEO optimization can be accompanied or integrated by differentiation in search engines, an operation that aims to increase direct traffic. The organic results higher in the SERP are more likely to be displayed and therefore to be eventually clicked in a higher percentage by users, than those displayed in the central and lower part of the page.
The SEO activities are many and can be divided into on page (i.e. on the web page) and off page (activities carried out on elements external to the site) and are based on a long list of ranking signals.
The search engine optimization activity includes various technical operations that are carried out both on the HTML code and on the contents of the website’s web pages, as well as on the overall hypertextual network of the web domain present in the search engine archives. The quality and quantity of hypertext links from other Web domains, which point to a specific domain, are in fact decisive for the positioning of the domain considered. Therefore, the activity outside the site is also essential, usually carried out with link building techniques.
Search engine optimization (SEO) differs from Search Engine Marketing (SEM) in that it has the objective of positioning in the organic SERP and not in the spaces allocated for results Pay per click (paid advertising campaigns). Furthermore, SEO activities offer results in the short, medium and long term based on the positioning difficulty deriving from the number of competitors; while the effects of Pay per click are instant.
What you get by applying SEO
All SEO activities bring numerous benefits including:
- Your site will reach the first rank of searches on the main search engines,
- Keywords relevant to your business will ease finding you,
- More you are found, more you potential customer will keep finding you.