Che cos’è il SEO?
Acronimo di Search Engine Optimization, ottimizzazione del posizionamento sui motori di ricerca di un sito web, al fine di apparire tra i primi risultati organici nella pagina della Search Engine Results Page (abbreviata in SERP) “pagina dei risultati del motore di ricerca”
Per fare un pò di storia e darti un idea di come e a che velocità si evolvono gli algoritmi dei motori di ricerca (Google, Bing, Yahoo per citare i più noti), vi propongo un breve video di Google del 2011:
Come ho già detto, Google e il suo staff non si fermano mai nel raggiungimento del loro unico obiettivo: dare risposte coerenti alle domande dell’utente, che col passare del tempo si fanno sempre più complesse e articolate.
Non tutte le ricerche sono uguali:
Navigazionali: “Andare” l’utente vuole raggiungere una risorsa già conosciuta
Informative: “Sapere” l’utente ricerca informazioni di vario tipo ed è disposto a consultare una o più risorse
Transazionali: “Fare” l’utente ha intenzione di portare a termine una transazione attraverso il web.
Diverse ricerche, diversi risultati:
Risultati naturali (snippet), immagini, mappe, notizie, video, suggerimenti Google+, elementi condivisi dai nostri contatti (N.B.: se loggati), risultati geolocalizzati.
Perché ci concentriamo su Google?
Il Seo è una parte importante del Web Marketing.
Nella gestione di un progetto SEO occorre considerare l’importanza dei fattori on-site e off-site.
Senza le opportune modifiche a title e heading tags, le nostre pagine non guadagneranno posizioni nelle SERP di Google. Una buona meta description catturerà l’attenzione dell’utente.
Bisogna poi assicurarsi che le attività di link building non risultino innaturali, con pochi anchor text sbilanciati verso keyword generiche.
Spero, che in queste poche parole sia riuscito a far passare il concetto che il SEO specialist è uno che lavora anche sull’architettura di un sito, conosce HTML, ma soprattutto è un copywriter, lavora sui contenuti testuali di un sito. Sono i contenuti il vero valore di un sito internet.
Certamente, non ci dimentichiamo un’analisi approfondita delle parole chiave. Ma soprattutto un buon SEO Specialist, come primo punto avrà definito il target di riferimento, le persone che visiteranno il sito, interessate al prodotto, servizio, offerto.
Perché è importante il posizionamento nella prima pagina di Google?
Mi associo ad uno studio di Chitika Secondo il quale, è essenziale apparire nella prima pagina della SERP di Google.. La prima pagina delle SERP totalizza il 91,5% del traffico, con un evidente calo per le pagine successive come si evince dal seguente grafico:
Tuttavia essere in prima pagina non è sufficiente se consideriamo che le prime tre posizioni totalizzano circa il 60% del traffico.
Percent traffic by Google result (first page)
Noi leggiamo il grafico in termini qualitativi, in quanto come abbiamo già accennato le SERP sono sempre più personalizzate per l’utente, oltre al fatto che compaiono spesso differenti tipi di SERP in cui compaiono Google Maps, Google Shopping e altri aggiornamenti al fine di fare dei test con gli utenti. Anche perché per noi l’obiettivo rimane la conversione che otteniamo, tenendo presente oltre ai dati, le percentuali di rimbalzo (l’abbandono della pagina in tempi rapidi).
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