In everyday life, as soon as a question arises, it’s quite common that our first action is a quick Google search; The same goes for millions of people around the world, who use this search engine to even find products and services, which makes Google a gold mine for companies that know how to take advantage of this opportunity.
However, you may have already noticed that, for the most part, you (and all other Google users) tend to only pay attention to the top results of a search. So how do you get your brand into top positions?
It is necessary to rely on SEO- an acronym for Search Engine Optimization, or Optimization for search engines. It is a set of techniques that aim to position one or more landing pages among the best search engine results. Thanks to SEO techniques, it is therefore possible to optimize the site so that it outperforms the others and is on the first page of Google results, attracting the attention of users with the most relevant content for their searches.
Difference between SEO and SEM
Since one of my main objectives here is to demystify SEO, we must first clear up a little confusion that arises when we start studying the subject and come across another, very similar acronym: SEM.
Search Engine Marketing
Includes all targeted search engine marketing techniques, including sponsored links, such as Google Ads. The big difference between them is that while SEO focuses on reaching users organically (i.e. free), SEM is based on paid media.
How do search engines work
Every day new markets, competitors and content appear for the most varied interests and demands.
And to facilitate the connection between people and this great mass of information, search engines have emerged. These are tools that rely on the automation of surveys, which scan the Internet and organize topics so that they are made available to users in the best possible way.
To do this, these search engines use algorithms that rank Internet pages according to a specific subject or keyword, highlighting the relevance of each page within a search.
The first of these is tracking, the process by which Google bot identifies new pages to submit to the search engine’s results list. To perform this action, robots use algorithms to determine the priority and frequency of indexing.
Google bot visits each of the pages, searches for new links or changes, and sends them to indexing, thus updating your information.
This is where the magic happens. The index is the next process in which Google bot performs the analysis and processing of all new pages as well as modified pages, including them all in its index. Information on the content of the site, its publication date, its title, its description, its performance, its region and its structured data are indexed.
To look for
Finally, we have the third process, the research itself. As you may have noticed, this does not happen directly on the internet, but rather in a Google index itself. It is possible that the pages listed no longer exist or have been modified, as updates take time.
Google Algorithm Update
As the competition for good search engine rankings only increases, Google has to constantly update its algorithms and in recent years it has further improved its indexing tactics to deliver the best results to users.
The latest updates have focused on mobile devices, such as the cell phone, beginning to see website responsiveness as an important factor for rankings.
In conclusion, the proper management of natural referencing tools requires both technical and marketing skills. It is essential for an expert to keep up to date with the latest news and trends on the web in order to cope with any change or the launch of a new algorithm.
Many companies in various industries use their website as a communication tool. Many of them have dedicated SEO teams and several others choose to outsource their SEO to specialized agencies, whose communication and marketing agency is recommended: Digital Pitch, which has a multidisciplinary team capable of understanding, proposing the strategy, to execute the service, to analyze the results and to optimize the whole process, guaranteeing the best result.