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What SEO is, first of all
SEO is a set of techniques aimed at optimizing different aspects of a website in order to increase the quality and quantity of traffic coming from search engines. It can be profitably combined with Google Ads strategies, which can improve its performance and create joint amplification effects.
Other definitions of search engine optimization:
SEO definition from Wikipedia:
According to Wikipedia[1], "search engine optimization, in acronym SEO, refers, in the language of the internet, to all those activities aimed at improving the visibility of a website on search engines in order to improve or maintain its ranking in SERPs, the answer pages to web users' queries."
SEO definition from Taverniti:
According to Giorgio Tave, "SEO is a research practice that leads us to understand how to satisfy the needs expressed by people through a search."
SEO definition from Studio Samo:
For Studio Samo[2], SEO is the set of strategies and practices aimed at increasing the visibility of a website by improving its position in search engine rankings, in unpaid results, known as "pure" or "organic" results.
SEO is a set of techniques that improve a site's ranking on search engines, especially on Google, which holds about 80% of desktop traffic and 95% of mobile traffic (according to Statista[3] data released by Il Sole 24 Ore in February 2017).
I have worked on digital growth since 1946, when this place was still mostly fields. I am a data-driven scout, my job is to bring qualified traffic to websites. I have a team of specialized partners for important missions. I exercise and sometimes I run.
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How SEO consulting works:
An SEO consulting project unfolds over a period of at least six months or one year and includes a series of macro-activities such as:
SEO audit;
Planning of activities and objectives;
Study of search topics (so-called keyword research);
on-page optimization;
care of the backlink profile;
monitoring and assessment of traffic data
The activities of an SEO project:
SEO Audit: this is the first step in carrying out SEO consulting. It is a structural analysis
of a website and of its current positioning. It is used to determine what has been done and what needs to be
improved. It also serves to establish objectives and plan activities.
Planning objectives and activities: planning objectives and activities is phase two. By knowing the strengths and vulnerabilities
of the website, we establish what we want to achieve: more visits, on which pages, for which products, based on which searches.
We also begin to outline the strategy to achieve these goals, selecting activities and scheduling them.
Topic study, or keyword research: the analysis of the reference sector and of the main competitors.
It consists of a study and
classification of the queries that are relevant to the product/service covered by the website. Each topic can be characterized
by keyword clusters, actual sets of searches carried out over time by users. It is an activity
of great importance in many respects, but above all because it helps to draw the route toward topics and keywords
that have transactional value, meaning those words that will allow us to generate conversions, sales, in one word:
winning strategies.
On-page optimization: on-page activity is research, control and cleaning within the website.
It ranges from optimization and refinement of HTML code according to Google's guidelines, to the care of the development
platform and management of the resources that the site calls on in its different pages. It also includes the management
of internal links, the creation of sitemap and robots resources to provide search engines with the correct instructions.
These and many other activities make up the heart of search engine ranking, that is, the optimization of a site's structure.
Link profile: so-called link building includes a series of activities that many experts in the field
call off-page optimization, for the simple reason that it takes place outside the website. I prefer to call it
backlink management. It consists of analyzing reference sites and searching for good inbound links, which
help increase the authority of a site and a brand.
Monitoring: setting goal actions to verify the degree of user engagement and measure
its growth. Collecting traffic data in regular reports allows objectives to be measured
which in many cases coincides with the beginning of improvements. As is well known: if you cannot measure it, you cannot improve it.
How much an SEO project costs:
In brief:
Starting from €400.
The cost of a search engine positioning strategy varies depending on the type of website.
There are a considerable number of variables: a site may have 10 pages or 10,000. It may have easier
conversion objectives (visits, reading) or more difficult ones (sales, revenue growth).
And then again: development platforms, state of the content, and more.
The duration of the project must also be considered. Since SEO consulting has no expiration date, because most activities are cyclical and require constant monitoring. That said, an SEO strategy that can bring
clear and measurable results cannot last
less than six months. The ideal duration, however, is annual. In 12 months, complex tasks can be completed and there is time to verify their effectiveness.
