SEO is the English acronym for Search Engine Optimization and defines all the optimization activities of a website aimed at improving its position in the organic results of search engines such as Google and Bing.
The process of optimizing a website involves 3 activities:
- Technical Optimization. This phase allows search engines to access and index correctly the pages of your website. Doing SEO also means adopting innovative solutions such as AMP [ 1 ]and Schema.org [ 2 ] to respond to the evolution of user research.
- Creation of Contents. The contents of your website will have to respond to different research intentions [ 3 ] . If they will be appreciated by users, they will also be appreciated by search engines, because they are aware of having provided the best answers to their questions.
- Content Promotion. Promoting content designed to be shared is a crucial step in the success of your SEO campaign. Being quoted with a link from authoritative sites is an unequivocal way to tell Google that yours is a quality website.
We can therefore say that SEO is a perfect combination of technical optimization and marketing strategy.
How Google works
Before starting to optimize a website, you need to understand how search engines work:
- Scan or Crawling – Google scans the Web for new content with sophisticated programs called crawlers [ 4 ] . Find new pages, the spiders follow the links found to discover new content in a continuous chain process.
- Indexing or Indexing – Google stores a copy of the contents scanned into an index. The index is stored in high-powered servers so that it is available in real time.
- Positioning or Ranking – When the user performs a search, the algorithms of search engines, evaluate on the basis of the positioning factors , which content responds better to your information request.