Marco Cau

What is SEO

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Have you ever wondered what happens every time you enter a search query on Google? Why do certain results appear?

Well, nowadays, we are all so used to ask Google anything, that probably no one actually bothers to ask or doubt the validity of its suggestions. In fact, most people truly believe that search engines have the answer to any question.

As a matter of fact, believe it or not, there is a tough competition out there to rank on top of Google result page. Thousands of professionals work every day to win the race to the top of the result page. These professionals are called Search Engine Optimizers and their specialty is SEO. Let’s try to understand what it is.

What is Search Engine Optimization

SEO stands for Search Engine Optimization. It is a field which exists because of the importance the Internet and search engines have acquired in our everyday. The core idea of SEO is very simple: optimize a website to make it more relevant for search engines and more visible to users.

With a constantly growing number of people connected to the internet all the time, the competition for online visibility has become very tough. Everyone would like to be on page number one in the SERP organic results. The main search engines, (Google, Yahoo! and Bing) show only a limited amount of results in their page one: around ten. For these reasons, SEO is a never-ending race to the top of the SERP.

Many studies showed how users behave on search engines. The most shocking findings tell us that the majority of people never go further than page one on their SERP. This means that all the pages and their snippets from page two remain invisible, simply because nobody goes that further. Moreover, the very first three snippets on page one grab a massive share of visits, and in particular the natural Google. The snippet on top of the SERP grabs on average an astonishing 30% of all visits.

So, the question is: how to do SEO? Well, there are two ways of optimizing a website: on-site and off-site.

On-Site SEO Optimization

On-site SEO optimization includes everything done to tune up the site, making it cutting edge. Enhanced features improve the user experience. Optimization happens at different levels. There are technical optimizations and content copy-writing. The former affect the functioning the website, improving its performance: indexing, page loading speed, categorization, site map etc. The latter focuses on contents, offering users the most interesting and appealing text and multimedia.

Off-Site SEO Optimization

Off-site optimization happens outside. It is essential to build a network of links coming from third sites, and leading towards ours. Among other practices, one of the most used is the so-called link building. Another important strategy is article marketing, the practice of publishing original contents to third sites which contain some hypertext linking to our site. There are plenty of press release sites offering free publications of original contents. Check out this list!

Search engine optimization is a complicated field. It requires a constant study of the latest trends and developments in search engines algorithms.

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