SEO is a branch of web marketing focused on increasing the visibility of the pages of a site in the organic results of search engines. SEO therefore includes both technical and creative elements, but strictly not for a fee. Search Engine Optimization includes many aspects, from the words that make up the texts of the pages, to the way in which it is possible to reach the site through links coming from other digital spaces. During a recent Q&A Live Streaming, Andrey Lipattsev, Search Quality Senior Strategist at Google, confirmed that content and links are the two most important ranking factors for the Mountain View search engine. However, the Big G algorithm includes at least 200 elements. Among the most recent and advertised there is undoubtedly the need for a responsive design, to make the Internet more and more within reach of smartphones.

In summary, SEO is about structuring a site so that it is easily and correctly interpreted by search engines, but it should not be forgotten that the ultimate goal of the engines themselves is to be user friendly. The SEO specialist creates paths within a site. These are dedicated to the crawlers / spiders of search engines, which aim to thoroughly analyze the composition of the pages in order to insert them appropriately in the search results. In this sense, the care of the sitemap and the correct configuration of the “robot” file are two priorities. On the other hand, also and above all users will have to visit the site, being clear about where to find certain information or where an internal link will take them. In other words, they will have to have a good user experience. Two key points are the correct structuring of the texts, primarily through the “titles” (Tag Title, H1, H2, …), and the loading speed of the pages, to verify which Google provides an official tool. To correctly structure the architecture of a site, passing through each page and element, skills related to programming languages ​​such as HTML5 and CSS, updated notions on search engine positioning algorithms, configurations and plugins of the most common CMSs such as WordPress are recommended, and mastery of Web analytics software, Google Analytics in the first place. The ultimate purpose is to optimize the on-site positioning factors, necessary to improve positioning, traffic and the correct interpretation of the site by search engines.

It starts with curiosity and attitude to arrive at knowledge, creativity and professionalism. Technical background is essential: if knowing HTML5 and CSS is a plus, what is essential is knowing how Google and colleagues interpret the architecture and content of the site, or how to effectively implement, monitor and correct paid campaigns. On the other hand, personal inventiveness is essential when it comes to developing content for the public, since the effectiveness on search engines must be accompanied by the persuasiveness of texts, multimedia content and their layout. This is as true for traditional pages as it is for landing pages and snippets. Finally, the analytical, statistical and programming skills are essential both for managing the huge amount of data deriving from keyword analysis and monitoring, and for correctly planning keyword advertising campaigns.

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