
If you want your products or services to appear in the first Italian search results on Google, applying the right keywords choice strategy for Italy is essential. Google has become the indispensable means of making yourself or your company known both online and offline.
Most of the SEO activities concern the study of the Google algorithm and its continuous updates with the related actions to make the websites more “attractive” to the search engine.
What are SEO activities?
SEO is a set of strategies aimed at increasing the visibility of a website by improving its position in the search engine rankings, in the unpaid results, called “organic results”.
These practices are varied and concern different aspects of a website:
- optimization of the website structure;
- of the HTML code;
- textual content;
- link management.
The SEO phase strategy: the keywords research analysis
This phase is fundamental, any SEO activity turns out to be meaningless if an accurate analysis of the best keywords choice strategy for your website is not carried out first.
Researching the best keywords can be done with software tools, user interviews, competitor analysis (competitive benchmarking) and using the search engine itself.
For the success of the SEO activity, it is advisable to select keywords that are not too generic, because otherwise it would be really difficult to achieve good results in a timely manner due to the high level of competitiveness.
But not too specific, since, if they are not searched much, they do not generate any traffic to the site! In the choice of keywords, “long tail” theory is applicable, according to which niche products will have much more profit possibilities: it is therefore good to take into consideration the keywords composed of one/two keys and with a high search volume, but it is essential to also choose keywords composed of several words with a lower volume.
A good keyword research for the Italian market, is one that contains the right balance between niche and generic words, between transactional, informational and navigational keywords.
To apply this theory from an SEO perspective, it is therefore preferable to choose long tail keywords with a higher conversion rate and lower competition, rather than keywords with high competition and a low conversion rate.
Want to find the right keywords to reach your italian audience?
SEO and Content Marketing: if you don’t index it, content doesn’t exist!
SEO without content is useless, and content without SEO is invisible!
It is evident that the content and SEO are two indispensable elements, and closely linked to bring interested users to your site.
“Content is King“, an expression that you have surely already heard, but even an excellent content, if not optimized so that Google rewards it in the search results, will not bring any measurable benefit.
Without interesting content capable of attracting the attention of your audience, it is useless to start such an activity. Creating textual and visual content of value capable of capturing the attention and involving is a necessary but not sufficient condition for success.
It is necessary to create content following the rules of SEO copywriting and you must distribute it in the places where your audience gathers: in search engines that bring the highest number of visits, in social networks, in the forums and in all the places where your potential customers meet.
Not only that, you have to make sure that your content is accessible from all tools (PC, smartphone or tablet) and you have to find the right time slot to publish it: in this way, the diffusion of your content will have maximum effectiveness.
SEO is essential for every business, but it is especially suited for small companies, bloggers and start-ups that don’t have big budgets but aim to obtain important and lasting results.
The investments required to develop and implement a good SEO strategy are among those that generate the greatest ROI (Return on Investment) over time.
SEO or PPC campaigns?
You don’t have to ask yourself the question “what is better”, but you have to ask yourself: What do I want to achieve? How long?
We often hear that the results of SEO optimization are not quantifiable. Of course, it is much easier to understand the effects of a PPC (Pay per click) campaign, but in the long run, the results are measurable and growing.
SEA, also known as Search Engine Advertising, is the branch of web marketing which includes all the activities aimed at generating qualified traffic towards a specific website and on Google it is carried out through the Google Ads circuit.
But how does the mechanism of paid campaigns work? The advertiser pays a certain amount each time a user clicks on his link. Google’s auction logic is based on the quality score, which is determined by the goodness of the adv content, the landing page and the keywords compared to the search query.
The SEA is important for making yourself known immediately, pushing the site pages upwards, improving the positioning ranking and looking for a greater number of lead conversions, while with SEO it is possible to obtain a better progression over time, in a natural and organic way.
It is logical that paid advertisements generate greater traffic immediately, while SEO refers to more sparse results over time, in the sense that it requires a longer interval to be able to see positive results.
If you want control over the target audience, paid promotion is certainly more suitable, while with SEO everything would be more difficult and less constant, since search engines often update their search systems, tending to reward new content that therefore they need to be updated (which can become complicated with SEO).
However, what turns out to be certain is that to be competitive you need to use multiple communication channels. The ideal, even in lead marketing and lead generation, is the use of a marketing mix policy capable of implementing multiple aspects, since this is the only way to achieve greater profitability.
The SEO activity includes various analytical, strategic and operational phases.
On an operational level, optimizing a website requires many different factors to be considered.
If you want to expand your business in the Italian market, contact me! So I will help you to apply the most effective keywords choice strategy.