SEO: what optimization is and how it works

 

SEO is the branch of Digital Marketing that deals with improving the position of web pages in the organic (non-sponsored) results of search engines. In this guide, we will see what it is and how it works.

SEO: definition and meaning

SEO is that set of strategies and practices aimed at increasing the visibility of a website by improving its position in the rankings of search engines, in the unpaid results, called " pure " or " organic " results. SEO is an acronym (acronym) that stands for Search Engine Optimization, literally translated: " optimization for search engines ".

 

These practices are many and concern different aspects of a website: the optimization of the structure of the site, the HTML code, the textual content, the management of incoming links (i.e. that from other sites point to your site, called inbound links or, more commonly, backlinks ) and outbound (which point to others from your site). The Digicat provides the best search engine optimization services in Dubai

 

Since Google is by far the most used search engine globally, most SEO activities concern the study of the Google algorithm and its periodic updates and the related actions to make the sites more "welcome" to this algorithm...

SEO explained to a 6-year-old child

We expect to find the best results when we search for something on search engines. First, that is, those most relevant to our search. For example, if I search for a "3-star hotel in Bologna", I don't want to find the site of bed and breakfast in Naples. And I also want to find a lot of information about that hotel, like what the rooms are like, how much it costs, where it is, etc. Doing SEO, therefore, means, first of all, writing rich and relevant content with the words we want to be found with.

Links are the "roads" of the web, i.e. the paths we use to move from one site to another. A site with many links leading to it is like a bustling intersection, therefore significant. And - just like in cities - the more critical the site that links to us is and similar to ours in content, the more comfortable the road that leads to us will be. For this, doing SEO also means getting a good number of links from sites that are as relevant and relevant as possible.

SEO and SEM

SEM stands for Seach Engine Marketing and is the broader discipline that incorporates SEO. SEM includes paid search results (where you can appear using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).

 

A complete SEM strategy uses both paid advertising and the implementation of SEO techniques. A keyword analysis is performed for both SEO and SEM, but not necessarily simultaneously. SEM and SEO must be monitored and updated frequently to adapt to evolving best practices.

 

In some contexts, the term SEM is used exclusively to indicate pay per click advertising, but it would be more correct to call the latter SEA, or Search Engine Advertising (see next paragraph).

 

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Difference between SEO and SEA

 

An important distinction must be made between search engine optimization and advertising (SEA). SEO differs from SEA in the first case, and there is no direct payment to the search engine to appear in its results. The SEA on Google is carried out through the Google AdWords circuit, the platform that allows you to create sponsored link campaigns, which are marked with the words "Ann." and are displayed, if present, as the first (maximum 4) and last (maximum 3) results of the page.

 

The payment mechanism for sponsored links is PPC (pay per click), i.e. the advertiser pays a certain amount every time a user clicks on his link. According to the logic of the auction, the amount to pay depends on how many other advertisers are willing to pay, so those who bid more will be higher in the results than those who bid less. 

 

Unpaid results are called "pure" or "organic" results, which is why SEO, which is not about paid results, is also called pure or organic ranking. SEO and SEA both fall within the macro-activity of web marketing called SEM, or search engine marketing (marketing through search engines).