I can follow you, also through other professionals, regarding:
- Preliminary strategy analysis
- Preliminary keywords analysis
- Web pages SEO optimization (SEO on-page)
- Web site SEO optimization and link building (SEO off-page)
- Constant monitoring and reporting
What exactly are PageRank, SEO optimization, SERP positioning
In the late nineties, the first search engines referred to the keywords entered by creators within their pages. In an ideal world this approach would have been quite functional, but it did not go that way.
Today, talking about SEO (Search Engine Optimization) is much more complicated but generally means all those activities aimed to increase traffic from search engines, from other sites, from social media.
There is no need to explain that to develop and create a Web site that nobody knows is of little or no use, and I’m not just talking about corporate Web sites but also about simple personal blogs or Web sites for professionals.
The good news is that there is a way to get your Web site in top position on search engines.
It is based on Web pages classification through a PageRank, an analysis algorithm which assigns a numerical weight to each Web page in order to quantify its relative importance in relation to the searched terms.
So we talk about the degree of popularity of a web page that is used to define its position in the search results called SERP (Search Engine Results Page).
This method can be described as analogous to an election in which those who can publish a web page are entitled to vote, and the vote is expressed through the links present in it.
But the votes do not all have the same weight; the most popular web pages will express, with their own links, votes of greater value.
The algorithm in question is at the basis of Google: the main search engine with over 75% of global searches and 97% italian searches.
The bad news is that is very complex and does not last over time.
There are many positioning factors that play into this analysis, their number and their importance are continuously modified and covered by the most absolute secret.
Google over the years has evolved a lot, not only mathematics but also semantics, the popularity of a page today is not only related to the number of links that receives but also and especially to the relevance of the content itself of the page, as well as the content relevance of related pages.
The purpose of Google is to keep a search more and more focused finding a content that is not only the right one but also the best one, better then others, and here is where your site should stay.
How to start a good SEO job and positioning on SERP
At this point we are talking about preliminary analysis of keywords, has nothing to do with the Web site itself but rather with the activity and business model you have in mind.
Before putting in place a strategy and then even before, for example, writing an article or a page it is important to do some research to find out which keywords to focus the work on.
Depending on the Web site topic you want to improve, you need to find the right balance between the popularity of a keyword or a phrase and the competition around it.
It is useless to focus attention on phrases and keywords that have a low search volume or for which the competition is so hard to make vain any effort to get a better position.
The second stage is the more technical one, called SEO on-page, is an analysis that, according to the keywords defined in the first phase, takes into consideration different elements of the page: the correctness of the Html code, the presence keywords in essential Html tags, contents quality and organization, internal links network, external links, performance and speed, compatibility with the mobile Web.
The goal is to create a page focused on the Keywords chosen, rich and well organized, easy to read and understand both for users and for Google.
Surely it is essential, fundamental, a great SEO on page, but you only win with a huge effort towards SEO off page.
Actually is a never ending one, called SEO off-page, is instead aimed to increase the number of links coming from external Web sites to the one we want to optimize.
The reason is quite obvious, the more links you can get the more the your Web site will be considered.
This can be done through various activities generally defined link-building: registering the site to important directories, using bookmark sites, placing links in pages of other similar Web sites, participating activity in forums and blogs, and obviously using the main social media.
The process at this point does not end at all, must deals with monitoring, and is necessary because the results gained should be checked periodically trying to understand the cause-effect relationships of the implemented optimizations and what is achieved. Even if a Web site is positioned well this does not last forever due to constant changes in the algorithm of Google and cannot be left to itself doing nothing.
What exactly does a SEO specialist and how much it costs
Following the four steps seen before the SEO specialist work will be articulated in this way. Will have to carry out a detailed analysis of the market, of the demand, of the competitors, of the objectives and of the keywords. Will have to examine the Web site, evaluate the feasibility of the objectives and offer results that are objectively and realistically achievable. A the the end of this stage a list of focus keyword must be created.
A list of necessary interventions will be proposed (SEO on-page / SEO off-page) to improve the organic positioning on search engines. The strategies may be different depending on the business, but for example, focusing on local SEO actions by improving the positioning on the results of research on the territory is often a winning choice.
After having implemented all the necessary interventions, the SEO specialist will analyze the data using professional analysis software and tools and, if necessary, plan new interventions to improve your Web presence. Will have to produce periodic reports to show the results obtained and the margins for improvement.
On the Web there are many articles that talk about SEO prices, just as it happens for creating a Web site, there are those who remain vague, who offers low-cost packages and who shoots absurd figures. The speech is always the same, you will get what you paid for.
Generally we can say that the money spent in SEO optimization activities have a profit in the medium to long term, exceeding the expenses incurred. The costs, therefore, must always be evaluated according to the results, which must in any case be visible and quantifiable. It is realistic to consider several hundred euros a month.