You may have heard this word everywhere by now, but many people may not really know what it means, especially those who have just started in the world of online marketing, What is SEO in Marketing?
What is SEO in marketing? – Useful articles
SEO is a branch of Web Marketing that deals with the optimization of a website for search engines.
The term SEO is in fact the acronym for Search Engine Optimization, literally optimization for search engines.
In order to give a definition of SEO we can describe it as the set of techniques and strategies that allow a website to be present and visible among the search engine results for a certain query, a certain keyword or key phrase chosen and typed by the user in the search bar.
The objective of the SEO activity is to scale the positions on the pages of the search engine results (the SERPs) for certain keywords,
in order to intercept and attract users interested in a certain product, service or information, providing them with relevant content.
What is SEO in marketing?
How do you do SEO for a website?
There are some important rules that must be respected in order for SEO to work and be done in the right way.
1) Content optimization
The contents of a site are gold for search engines, and the business card for potential customers.
Well-written texts, full of interesting insights, with images and links to authoritative sources, inspire confidence in readers and convince them that there are experienced and competent people behind them.
On the other hand, texts written quickly and with little care, both in form and content, will give a bad impression and transmit the idea of a company that is only a business but not at all attentive to its customers.
The pages rich in content, with text, images, paragraphs, links, tend to be better indexed, so it is very useful to write articles of at least 300 words.
Keywords should be inserted in the titles, in the descriptions of the images and in the body of the text of course,
the ideal density is between 2 and 5%; an excessive use of keywords can make the page evaluated negatively by Google,
because it will seem made only to climb the SERP and without quality content. Finally, it is of course important to write real and useful information for visitors.
Links also have their importance:
it is advisable to link the page to other internal pages using the keyword as anchor, and to insert at least one external link with the same system,
remembering that linking to good quality sites leads Google to positively evaluate your site.
Social media can be a great tool to promote your site, especially if they are part of the off-page SEO strategy.
Facebook, Google +, Instagram, Linkedin, Twitter have a very high reputation for search engines, due to the numerous interactions and constant updates;
so it is worth taking advantage of this: sharing content on social media, which link to the site, can increase traffic considerably and improve brand perception.
Obviously you need a social media strategy at the base of the promotion:
before starting the publication, you need to open a company fan page on every channel you decide to use, and never use the private profile that makes you lose your professionalism.
It is then necessary to decide on the target audience, define the types of content to be published and the frequency of updates, ultimately knowing how to write engaging posts with effective call to action.
Another good practice is to place links on external blogs.
In blogs, it is possible to comment under an article and insert a link to one’s own site, also in this case the above mentioned applies,
it is better if the blog has a higher index of authority than its own and above all that the topic is close to the site’s one, otherwise it is misleading or useless.
You have to carefully select the blogs in which you interact and make interesting and in-depth comments, avoiding to leave links on any blog, because they would be classified as spam by Google.
Much used is the technique of guest-blogging, which consists in the mutual exchange of articles and links between your blog and another and is the result of an agreement between bloggers born from a common interest.
There are also many other ways to create Backlinks, through Software and Plugins, in this section you will find the best Plugins to improve your site’s SEO
We have also prepared a very interesting guide on this topic:
How to Get Backlinks? (Find out how to get quality backlinks with simple methods and quality software we have recently tested)
What is SEO in marketing?
Useful FREE tools for SEO
Let’s start by suggesting some that you can use for free. Among the most powerful and trustworthy are undoubtedly those made available by Google.
Google provides Webmasters with several free tools which, if you get to know them and know how to use them, will be more than enough to push forward your search engine positioning strategy.
Let’s see them together:
Google Analytics (https://www.google.com/analytics/) is the prince of analysis tools and, is completely free. In our opinion it is the most reliable SEO tool ever, also because it is made available by Google itself.
To use Google Analytics you have to create a Google account and then log into the platform.
Once you have registered your site on Analytics, you will need to copy the data tracking script generated by the tool and paste it into the website’s source code (usually in the header).
Owners of sites in WordPress will be able to paste it into the header.php file or use a special plugin.
As soon as the code is operational, Google Analytics will start to give us information about:
the number of visitors, their behaviour on the site, the best performing pages and those that could be improved, gender, age and personal interests,
which devices are used to browse and any critical issues, set targets to monitor conversions and much more.
This is all very valuable information that allows the webmaster to analyze the performance of the site to improve it and increase visitor traffic.
The Search Console (https://www.google.com/webmasters/tools/home?hl=it) is another of the most effective free tools.
Working with Google Analytics, it can provide us with a lot of useful information.
Google Search Console (formerly Google Webmaster Tool), was created as a tool to support webmasters in obtaining information on how Google “sees” their website.
On the Search Console we have the possibility to send our sitemap and immediately report the new pages created. We can test the robots.txt file and check the indexing status on Google.
You can see the most visited pages and keywords that have activated our snippet on the search rankings, as well as the average position of the keywords detected.
You can also test the site for multiple factors, such as page loading speed, structured data, AMP and more.
Google Search Console also gives us an error report for duplicate content and HTML errors. Last but not least, we can see which sites have a link to ours.
Google Keyword Planner
Another free tool from Google, very effective that helps us to search for keywords.
As you can see, even with the ones Google makes available to us free of charge, it is possible to do accurate analysis and set up a great job.
The Google Keyword Planner can be reached from the online suite Google Adwords (https://adwords.google.com/KeywordPlanner).
This tool returns information on keywords such as search volumes and is able to suggest new keywords to use.
Through this tool you can also extrapolate the keys used by a competitor’s site or combine 2 lists of keywords to generate long-tailed keywords
What is SEO in marketing?
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What is SEO in marketing?
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