In order for search engines to understand the content of your web pages, you need to start from a fundamental point: choosing keywords.
But what is search engine optimisation or SEO?
It is nothing more than the process of improving one’s website so that as many visitors as possible are attracted by search engines.
This is the first stage of Inbound Marketing: trying to understand how users search for information on the Internet.
Google receives over 3.3 billion searches every day from people trying to solve problems or answer their questions. Search engines must provide relevant, useful and reliable answers. Thanks to spiders, Google analyses the contents of one’s own website trying to find results that are suitable for the user’s search. The more in-depth one’s page is in terms of content and topics, the more Google will take it into consideration by placing it on the first search pages.
With inbound marketing, you can formulate a marketing strategy to understand what your target audience wants.
As mentioned above, the use of keywords is crucial. They are in fact the words and topics typed in by users. So to attract visitors, leads, possible customers and promoters, it is useful to try to put yourself in their shoes and think about what words they might search for to lead them to your website.
Suppose you are a seller of a Smartphone with a waterproof case called ‘waterproof smartphone’. Suppose also that the possible buyer, a teenage Filippo Rossi, accidentally dropped his phone in a puddle. Filippo would have a problem right now. What would he search for on the web? He could type ‘dry smartphone’. Filippo may not know that our company sells waterproof smartphones, but if there are in-depth articles on the subject of ‘waterproofing’ or ‘waterproof smartphone cases’ or even ‘waterproof smartphone cases reviews’ on our site, the search engine will lead him to us.
Based on the user’s stages, keywords can be categorised:
– Awareness phase: these are the keywords based on the problem
– Consideration phase: these are the keywords about the solutions provided by your company
– Decision phase: these are the keywords about the decision to buy
One must be very specific when creating keywords. For example, the word ‘jackets’ would give a very varied result by listing all types of jackets for men, women and children. A keyword with a short and broad scope is defined as short or generic. Google would then give priority to popular and reliable sites, without calculating, in this case, the small specialised shop.
To generate suitable keywords or get suggestions for your own website, you can use the Wordstream searcher or Google’s webmaster tools.
Search engines are getting smarter and smarter and also know how to interpret the searcher’s intent, so simply target words and create content around them.
The basic steps to improve one’s SEO are:
– Create an in-depth article with keywords in the title
– Insert the primary keyword in the URL. For example: companyname.co.uk/long-tail-keyword-phrase
– Rename images
– Add a meta description of max. 160 characters
– Link reliable and relevant sources to articles (without exaggeration so as not to create spam)
– Optimise the site for mobile devices
– In the case of local business, create a Google + page.
All these points will optimise the search for the web page and tie it to a specific position.
Good SEO to all!
