Appearance, as we know, is not everything but it is extremely important when it comes to selling a product or a service. Every shop needs quality items and a sparkling showcase, but an aesthetically appealing and tidy point of sale is not always enough to attract passers-by and turn them into customers: it is also necessary to place it in the most accessible point of the city, possibly on the main avenue .
Likewise, for every company it is essential to have a beautiful online showcase, a professional, simple and informative site, but not only: positioning is essential to be able to acquire visits and transform them, in the case of an e-commerce, into the much desired conversions.
Let's clarify some concepts: Positioning on the SERPs and SEO
Positioning on search engines
What does it mean positioning? The answer is simple: better position a website on the Search Engine Results Pages, notes in English with the acronym of SERP - Search Engine Results Pages.
The key word is therefore positioning on the SERPs; ma what are the ranking factors? Let's take the search engine by definition: Google.
It is not known precisely what these factors are, nor their relative weight. There are two things we know for sure: first, that Google factorizes hundreds of items - more than 200! - to determine the ranking of sites in the organic results; second, that theGoogle algorithm is constantly updated: Hundreds of changes are made every year for the purpose of improve the ranking criteria more and more.
On-page and off-page factors
In general, there are two macro categories of factors considered by Google:
- I on-page positioning factors it's all those factors interior to the site, which can be directly modified by those who manage or develop the site (trivially, everything that allows search engines to correctly index the pages);
- I off-page positioning factors it's all those factors external to the site, which therefore depend on the behavior of web users (for example, citations on external sites, navigation and participation of users on the site, sharing and appreciation on social networks).
The basic idea is very simple: a site must not only be complete, accurate and informative to obtain a good position in the rankings; Google also considers feedback and external references from other sites and users.
SEO: Search Engine Optimization
So, considering the example of Google, there are 10 free positions on the front page and the path to get to the top is arduous and tiring. How improve your positioning on search engines? A word: SEO.
SEM, SEO, SEA
Before delving into the maze of SEO, it is good to clarify some acronyms: the Search Engine Optimization (Search Engine Optimization) together with SEA (Search Engine Advertising) is part of the SEM (Search Engine Marketing). What is it about?
- SEM (Search Engine Marketing) is the branch of web marketing that concerns search engines and that includes all the activities and practices aimed at generating qualified traffic to an internet site.
- Search Engine Optimization (Search Engine Optimization) is the set of strategies and practices aimed at increasing the organic traffic of a site.
- SEA (Search Engine Advertising) is the set of strategies and practices aimed at increasing the paid traffic of a site, that is, in other words, advertising on search engines.
It is therefore good to remember that a campaign Search Engine Optimization DON'T includes i acquisition channels a payment.
SEO as a complex process
Considering the ranking criteria, this system with two categories of factors - on-page and off-page - makes the positioning less self-referential and the SEO activity much more varied and complex. In other words, un good SEO project must take into account, as far as possible, all the elements considered by search engine to increase its performance: it is a myriad of elements that, although individually they may seem like details, make, as a whole, a site worthy of positioning in the eyes of Google.
In defining an SEO strategy, it is good to make a fundamental premise: no strategy is always valid, because no algorithm is immutable; optimization therefore is and must be a constantly evolving process.
How to define an SEO project from scratch
We will now go and see how to proceed for the definition of a SEO project, from scratch.
Step 1: initial analysis and goal setting
First, as with any strategy, you need to define some target reachable: in other words, as we can increase visits, to what extent it is actually possible; in order to answer this question it is necessary to carry out an analysis of its starting situation of the website.
In order to obtain arealistic and truthful image of the initial situation of a site it is necessary to accomplish a quantitative analysis, collecting, where possible, as much data as available. What data are we talking about? In order to have a more complete overview of the situation, the areas to be taken into consideration are mainly three:
- Traffic analysis (Google Analytics)
- Positioning on Search Engines
- Competition Analysis
The set of three analyzes will provide essential information to be able to better structure a project Search Engine Optimization.
A. Traffic analysis (Google Analytics)
First of all, in order to hypothesize the achievable results it is necessary to use a program of traffic analysis, i.e. tracking of visits. Google Analytics is by far the most used platform, but the matter remains the same if you want to use some other software: with dozens and dozens of graphs and percentages, Google Analytics allows you to view and analyze every aspect related to Public, Channels di Beta srl, Behavior of identification e Conversions.
The information generally most useful in the initial phase are those relating to:
- Total visits (sessions)
- Organic visits (organic traffic session)
- Landing pages
- User interaction by acquisition channel
As with any time series analysis, we recommend compare a time interval with the same interval of the previous year to eliminate the seasonal component: it will thus be possible to understand the current and past performance of the website and monitor its progress, observing visits and user behavior over the period to grasp the strengths and weaknesses in terms of traffic.
B. Analysis of kewyords and relative positioning on search engines
In parallel, it will be necessary to proceed with one selection of Keyword: with the help of details software - officially provided by the main search engines - it is possible to track the most sought after and therefore most competitive keywords within a given semantic and thematic area.
A very popular software for conducting keyword analysis is Ubersuggest.
At this point, if the goal is increase your ranking on search engines, is natural to proceed with one overview of current placements: also in this case, particular software will give a precise vision of the keywords for which the site is positioned, and which therefore generate more traffic, and of the semantic areas which, on the contrary, are not giving the desired results.
This kind of analysis it is essential to proceed with the definition of an SEO strategy: it allows, in a nutshell, to understand the competitiveness of the site with respect to certain keywords and to distribute SEO efforts efficiently among the different keywords. The choice of keywords around which to build the strategy is fundamental: selecting the wrong mix can turn out to be a waste of time and energy, and risks compromising any position already earned with other keywords.
Clearly, the greater the use of keywords in searches, the greater the traffic generated by the same and the greater the attention paid to it by the various websites, which are struggling to grab the largest slice of staff by positioning themselves in the top positions of the SERPs. In other words, the higher the competitiveness, the higher the competition, and therefore the commitment - and the time! - necessary to position yourself with the keyword in question. Carry out an analysis of the kewyords it therefore means knowing not only the popularity, but also the competition of each keyword.
Once you have selected a set of keywords it is still good to consider that the decision is never final: as mentioned above, no strategy is eternal, it is a process of constant refinement.
C. Competition analysis
As with any other strategic decision, before proceeding with the definition of a plan it is always good to make acompetition analysis: understand if and how the main ones competitors are carrying out digital marketing activities is as important as trying to identify their placements.
Access to secret and confidential information is not essential for the analysis: a website is visible and accessible to anyone and using certain software it is possible to identify the typical elements of an SEO strategy, obtaining useful information on the type and extent of the activity of website marketing turning point.
Once the analysis is complete it will be possible to define the achievable goals with the SEO campaign and then define the parameters and characteristics of the project.
Step 2: SEO activities - Search Engine Optimization
Once the objectives have been defined, it will be possible to proceed with the definition of one SEO strategy. We have previously defined the two macro-categories of positioning factors and explained the importance of considering both categories for the SEO activity: one perfect optimization of the site, on the one hand, ed external activities that bring good references to the site on the other. What does this mean in practice?
- On-page SEO mainly indicates the activities of technical and qualitative optimization of the site and inserting content quality.
- Off-page SEO mainly indicates the activity of link building and other activities of brand care, as newsletter and relations with an influencer.
Let's go now to see these activities in more detail.
Main SEO activities
- Technical optimization of the site, that is, optimization of the code, which must be complete with the tags necessary to ensure correct indexing by search engines, and optimization of the server in terms of speed. Particular attention is paid to the optimization of the snippets, i.e. the URL, Tag Title and Meta Tag Description of each page, but there are many components that should be present within the code for correct indexing - and often ignored by Web Masters: Meta Tag Keywords, Heading Tag, Text Formatting Tag, Title attribute and link for product name, Alt attribute for images, rel = canonical attribute, robots file, sitemap, HTTPS protocol and much more.
- Qualitative optimization of the site, that is, optimization in terms of usability e website design, such as the presence of widgets and links to Social Networks, the use of a review system, the presence and quality of information content.
- Content insertion and optimization, such as blogs, boxes and information pages and descriptions. To be considered quality by search engines, content should be rich, informative, well formatted, complete with internal and outgoing keywords and links.
- Link building, that is, creation of positive references on external sites by publishing articles and press releases that refer to the pages of the site.
Step 3: Analysis of results and monitoring
Once a strategy has been defined, it is good to consider that a continuous and constant monitoring is necessary to maintain good performance.
First, a continuation is needed monitoring in terms of Reporting through Google Analytics, essential to have an overview of user behavior and conversions, in order to optimize the site starting from the same interactions.
Secondly, it is good to periodically check theperformance of the site in terms of positioning, in order to evaluate the progress and quantify the results achieved through the SEO campaign. This activity is not only essential for cyclically checking the results of the activity, but it is also essential to be able to make ongoing changes to the strategy.
We have already said this before, but it is good to reiterate it: search engine algorithms are constantly evolving, which is why SEO must mean continuous striving for improvement, constant improvement and meticulous analysis.
The world of the Web is, in fact, constantly changing and a small variation in the algorithms can determine significant consequences. Or, more simply, with the advent of smartphones e tablets an optimal display on mobile devices has been introduced among the parameters.
That's why a constant attention in terms of SEO it becomes necessary: the world changes, technologies evolve and what works today may no longer work tomorrow.
A continuous one is useful in this sense competitor analysis and their strategies, which not only analyzes their trends and positioning, but also considers the structure of the site and its characteristics.
One last piece of advice, to get more data for good results tracking we recommend that you try a very effective software called SEMrush.
SEO: Trends of 2019
As every year news arrives in the world of marketing, algorithms change or new trends.
In this regard Google in 2019 has introduced news regarding the topic of positioning on the search engine. But what trends, news and new strategies have been introduced in SEO area in this new year?
Some examples are the optimistic forecasts in the field of voice searches and increased searches mobile devices, as well as one more and more enhancement of backlink high level.
In addition to the aforementioned parameters i quality content they will have more and more importance in SEO: text length, internal links, h1, h2, meta-description, video enhancement and photographs.
I social Network - already important - will acquire even more importance.
I voice search software they are already considerably present in everyone's daily life, thanks to the fact that most people now use services via their mobile device. But how can this affect the Search Engine Optimization?
When a site is optimized for certain keywords it is important to include different sources to get a 360 ° overview of search queries.
La Google Voice Search, will be an increasingly constant presence in the everyday life of users of online services from smartphones. More and more people will use it, therefore developing content through question and answer we will take advantage of this trend. There Google Voice Search, it works according to a question and answer principle, the user asks a question verbally and the search engine presents multiple solutions through the results found in line with the user's needs.
A good SEO optimization job, also with a view to Google Voice Search, will increase the chances of obtaining positive results in this field too..
The Importance of SEO Experience
In 2019, the content quality, thus becoming a relevant element from an SEO perspective.
With inside multimedia content such as images and videos, it will be possible to acquire relevance. But not only that, in fact receiving links from another site - the so-called backlink - will acquire more and more importance to better position itself within a search engine.
In the field of backlink the ranking factor by Google remains important if our site is cited by a site considered authoritative. Creating quality content definitely helps in earning backlinks.
This backlink practice is one of the strategies to focus on for SEO, it is important to be able to implement a correct strategy web marketing e SEO copywriting.
Mobile First it will have to be repeated like a mantra, according to some data in fact 60% of people search online via the device mobile devices. For this reason, Google has implemented indexing from a perspective mobile-first.
Your site then, for one good indexing on search engines must be able to adapt as best as possible to all formats, especially the mobile devices.
It will be necessary to take into account the user Experience, or the behavior of users and their use of the service. Therefore, attention must be paid to:design orientation for the target, the optimization of usability by the user, that they are attentive to the user and landing pages that are optimized for conversion.
SEO integrates with social networks
La Search Engine Optimization it is increasingly linked to Social Media, but to be premised that no, social networks do not have a direct influence on positioning. The latter are becoming more and more widespread and important not only in people's view, but also in the business and professional sphere.
Numerous Social Media Marketing techniques are increasingly expanding like wildfire in different areas, from personal to business.
The success of SEO is therefore increasingly connecting to the world of Social Networks. The keywords are certainly still very important, if not fundamental in the optimization of the position on search engines.
However, attention is also shifting towards the degree of sharing that the text manages to reach (like on Facebook, Retweet on Twitter, publications on LinkedIn).
Each action on social networks of this kind can lead to the acquisition of the value attributed to the content in terms of reach, of traffic and consequently of improvement of the positioning on the SEO side. This leads to a stimulus of the lead generation and therefore of conversions.
As previously mentioned, the links of social networks do not affect the improvement of positions on search engines. But it is also true that social media are often among the first results that appear in the search for the name of the company or a brand.
These channels affect the user experience with the brand or company, making it fun, engaging and therefore memorable. The strategy to follow is to be present with at least 10 of the first results in the search engine search of your brand with social profiles.
Social networks like Facebook and LinkedIn are authoritative in the eyes of Google, so they will easily rank high.
As already mentioned social media do not have a direct effect on SEO, this is because of the links nofollow, but the interactions obtained on these profiles are an indication of satisfaction and interest on the part of users and potential customers.
So social media indirectly affect SEO, in fact, good communication will enter people's heads, thus leading them perhaps to quote us in articles or link us.
Social media therefore influence organic positioning factors. The same Email Marketing and Chatbot, can be important for the dissemination of content that drive traffic to the blog.
A content can certainly be defined as valuable if its quality is high, if it is well optimized and especially if it is able to reach new audiences.
The more this is re-shared the more will gain visibility: very important factor in Digital Marketing strategies.
Certainly work on keywords correct and specific is crucial for positioning, but at the same time it is becoming increasingly important to think in another perspective, namely that the content is appropriate for social networks.
therefore Social Media can be seen as an effective and strong support in a field in which they had been "excluded", that is the positioning on the SERP.
Then a Social Networks can become an indirect ally for SEO positioning.
Google's algorithms are constantly updated, so it is important to follow every new trend.
SEO Campaigns for E-Commerce: Web Design, Structure and Hierarchy
- e-commerce nowadays are playing an increasingly important role for many companies. E-commerce sites have developed following the advent of digital and have completely revolutionized the morphology of the market.
In addition to the big giants, first of all Amazon, many other smaller companies have also had to adapt to new needs to continue operating on the market.
If on the one hand the arrival of the internet has changed the characteristics of the market, on the other it is necessary to underline that the consumer has also drastically changed the way of making purchases.
In fact, with this premise it is clear that e-commerce is playing an increasingly key and important role for the companies themselves.
In this regard, however, it is very important to underline that if on the one hand e-commerce is gaining more and more importance for companies, on the other hand, however, many of these however, they do not have the knowledge and skills necessary to develop e-commerce effectively.
Implementing strategies for the development of an effective and efficient e-commerce cannot therefore be achieved if the characteristics of this sector are not perfectly understood.
For this reason, contrary to what it seems and what many people believe developing a quality e-commerce requires time, dedication and specific knowledge.
Therefore, when creating an e-commerce it is very important take into account the structure and graphics of the site but it is appropriate also pay attention to the positioning that e-commerce has on search engines.
A good positioning on search engines therefore translates into an increase in visits which can then be transformed into conversions or loyalty and thus have general positive repercussions.
For the creation of a good e-commerce site it is therefore strictly important to take into consideration at the same time:
- Internal factors of the site which depend on behaviors and actions that can be implemented by those who manage the site.
- Factors external to the site which instead depend on the behavior of external users.
Market Analysis, Competitive Context of Reference and Definition of Objectives
After this very general consideration, it is appropriate to proceed with the study of the initial fundamental steps to create an effective e-commerce with a good positioning.
Fundamental is initial analysis of the market and the competitive context
This first step is very important because it allows you to have a rather realistic general overview of the characteristics of the market in which it operates, how you position yourself in it and what are the main characteristics of the competitors. These activities are very important as an e-commerce is a real business and not a simple website.
In this regard, after having identified the main characteristics of the sector, it is appropriate to proceed with the analysis of competitors, in particular their strengths and weaknesses. These are in fact very important because they also help a lot in defining your strategy.
In addition to analyzing the competitors, it is also necessary to proceed with an analysis of its positioning on the market. Here, if the e-commerce site is already present, it is essential to analyze the positioning on the web and doing a traffic analysis. If, on the other hand, the site has to be built from scratch, it is better to focus on a SWOT analysis.
At a later time you can switch to goal setting
The previous phase should provide the tools to define in a more realistic and precise way one's objectives which can then be reached with the strategies that will then be implemented.
Development of an e-commerce from a technical point of view
Creation of an e-commerce from a technical point of view
Several aspects need to be taken into account at this stage. First of all it is important to take care of the graphic structure of e-commerce. In fact, this in addition to being very beautiful and cared for should also be the most user friendly possible. Here it is therefore necessary to pay attention to choice of contents, always perfectly formatted and optimized, To choice of images and to the more general care of all the graphic formatting.
The development of an e-commerce site from a technical point of view is certainly much more complex than any web page, so it is necessary to enrich the e-commerce with a whole series of functionality and plug-ins necessary for the sale, For the management of sales, orders and customer care. E-commerce sites must be built as if it were a hierarchical structure.
Furthermore, already in the technical development phase it is very important to pay attention to the SEO elements necessary to ensure good positioning.
In this regard, in fact, it is necessary to proceed with an optimization of meta title and meta-description, inclusion of blogs, verified reviews and quality information pages.
To conclude, operating in the digital market today is very important even if it is a rather complex market that requires the right knowledge and skills to move with professionalism and success.
Given the opportunities that this market offers, it is very important for companies today to operate on this market. To do this, however, it is necessary have detailed knowledge and skills. Only in this way is it possible to implement a successful digital marketing strategy that knows how to effectively integrate various strategies.