CVA Heads Digital with Cultur-e

Cultur-e will develop a new on-line presence for the CVA Group – Compagnia Valdostana delle Acque, one of the most important Italian enterprises operating in the...

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SEO Strategy: The Importance of Search Engine Optimisation

Having a site, blog or app is not sufficient for an on-line project to work and be used. It must also be visible to users. And that is why a rigorous SEO strategy is necessary.
According to Google statistics, less than 10% of users read more than ten results of their on-line searches. They never move beyond the first page of results provided by Google, Yahoo or Bing. This means that you need to appear amongst the first ten results of a keyword search to be found by potential clients or service consumers. And this is not easy. You will need specialist competences and specific SEO positioning actions that are defined by a SEO strategy.

What is a SEO Strategy?

SEO stands for “Search Engine Optimization.”
A SEO strategy is a process of activity planning and scheduling that aims to improve the visibility of your website on search engines (Google, above all) through the creation of content that contains specific keywords.
The objective is to allow better indexing and positioning of content by Google, Yahoo and Bing crawlers and allow the content to appear amongst the first results of a SERP, the page of results that appears after you conduct an on-line search by keywords.

How to Develop a SEO Strategy

In order to understand how to allow content to emerge organically, it is fundamental to perform an in-depth context analysis to identify client’s objectives, values, and assets, as well as a reference target analysis to understand their interests, needs and related on-line searches.

Subsequently, we conduct an accurate SEO Analysis to identify the semantic domain, the SEO keywords that are relevant to the brand and in high use by target users, but that may be overlooked by competitors. The analysis of longtail keywords, specific key words of 3-4 terms, is also fundamental for a successful SEO Strategy.

There are many on-line tools that identify keywords that can be used in keyword lists. These include paid services, such as SEMRush, while others like Google Keyword Planner are free. A competitor analysis (link a Analisi dei competitor) completes the picture by identifying the niche areas to occupy and the keywords on which to invest.

SEO strategy identifies the key words to use for content development, together with technical advice for setting up website structure and implementation. Our SEO strategies also indicate how to obtain incoming links, one of the most important factors for improving positioning on search engines.

We complete our SEO strategies with a monitoring model for observing keyword search trends and results, both to measure the success of a strategy and to identify any changes that may be suggested by user response.

Once the SEO strategy is complete, we turn to the creation of an efficient content strategy, which must be coherent with the SEO strategy and aim to increase the traffic driven by search engines, increasing the number of conversions and leads.