FAQ

DEMISTIFYING SEO

Frequently Asked Questions

What does SEO mean?

It is the acronym for Search Engine Optimization, in italiano ottimizzazione per i motori di ricerca.

What does search engine optimization (SEO) do?

Basically it deals with increasing the number of visits to a given website (technically a URL) positioning it in the search engine results for the terms searched by users. The logic is simple: the higher a URL is, near the top positions of the first page, the more it will be clicked.

What is search engine optimization (SEO)?

According to Google's Knowledge Graph, search engine optimization is "the process of maximizing the number of visitors to a particular website by ensuring that the site appears at the top of the list of results returned by a search engine".

Explain to me as if I were 5 years old: what is SEO?

When you search for "London hotel" on Google, it will report about 10 results on your screen. These 10 websites have on average employed better SEO techniques and have positioned themselves ahead of their competitors accordingly.

Which ones are the search engines?

The most known is Google. Some others are Amazon, YouTube, Bing, Yahoo, Yandex, Baidu, Seznam, Daum and Naver.

What is SEM?

SEM is the acronym in English for Search Engine Marketing., in italiano marketing per i motori di ricerca.

What is the difference between SEO and SEM?

SEM or Search Engine Marketing includes strategies both for organic search, therefore SEO, but also for paid ads on the results of a search made on Google or other channels. This advertisement is also known as PPC or pay-per-click.

Which is better, SEO or PPC?

The answer to this question could trigger an endless discussion. Let's say that both have their particularities and their importance. We dedicate ourselves by choice to SEO because we think it provides bigger long-term value for our clients. This does not detract from the role that the PPC can play, even in a shared strategy.

Quale è meglio, SEO o SEM?

Actually the comparison has no reason to exist. SEO is one of the disciplines included in the SEM, which also encompasses PPC or pay-per-click.

Which elements shape SEO?

SEO is essentially composed of two elements: on-page and off-page.
The first is about topics such as keywords, meta descriptions, tags, images and blog posts.
The second instead deals, among others, with backlinks, social media and citations.
There is also a third category, which according to some is actually part of the first one, which is technical SEO. This includes elements such as website speed, mobile friendly, structured data, sitemaps and site structure.

But... do I need SEO?

Answer: yes, you need it.
Why? Just imagine for an instant all the potential customers who use the web as a huge cake. On average, 60% of this cake will search on a search engine like Google to find the answer it seeks: it could be a local service such as a plumber or a dentist, or a clothing store and the best price for a particular device.
This way the search engines act as a true discovery tool. Many of these ones who form the huge cake will discover your site for the first time.
As a consequence, the traffic towards your site will grow over time and will have a more than beneficial consequence in other channels such as social networks. Even email and phone will have more requests.

What is the importance of SEO?

Search engine optmization is important because it helps people find the information they are looking for on the web. This information might be a question such as "what is the largest country in the world", "restaurants near me" or "adidas originals women's tennis shoes".
These search terms (in the jargon, "keywords") are processed by the search engines to provide the best results to the user. Based on the results displayed, the potential customer of the "adidas originals women's tennis shoes" will possibly look at the first listed sites and evaluate a possible purchase.
Herein lies the real role of SEO: to combine users' research intent with the products and services that companies or professionals offer on the web. As you can easily imagine, this is not at all obvious and positioning yourself for the wrong or useless terms, or even for terms without traffic, is a very concrete danger.

I have been told that SEO is over. Is it so?

This question has become a cliché. Answer: not only is SEO is not dead as in 2020 it is more alive than ever. SEO is a vital part of a digital marketing strategy.
We can say that with the fast evolution of technology, SEO has changed radically and will still change a lot. So much so that the main techniques used a couple of years, or even just a few months ago, do not even exist at this time. As an example, just think about the growth and impact of voice search not only on Google but also on Amazon. Both are now inside our houses with their assistants, such as Echo and Alexa.

Do I need to have someone to do SEO for me?

No, but how much is the total traffic of your website worth? Similar to almost all other professions, you can do the basics by yourself, but you will always see the best results when you bring experts to help. You can do the accounting for your company yourself, but choose an accountant because you know it will be worth it.
It should also be remembered that search engines are constantly being updated, so that is hard to remain updated of everything that is necessary for the health of a website. It requires full time dedication.

Should I start with SEO before or after the creation of my website?

We strongly recommend that you implement SEO even before creating your website. It is easier to implement SEO on your website during its creation than to build it after it is ready. The optimizations and settings required by SEO can lead to the remaking (even if partial) of a new site.

Is SEO done only once?

Absolutely not. SEO is an activity that requires continuity. Some of its components are a one time thing. To have consistent results from an organic point of view, the websites must be constantly updated. Fresh and quality content is essential to guarantee a high score by Google and other search engines.

How long does SEO last?

It is important to have clear that SEO is a process, not an event. In a short period of time the SEO results don't arrive. Maybe for a few keywords with low traffic and low difficulty it would be feasible. Over time the results begin to show up. The further you go along the timeline, the more consistent and palpable the results will be. If you are interested in immediate results, perhaps the right path for you could be PPC. If you want to build your business and gain visibility for a long period of time for your brand, SEO is the way to go.

How does SEO work?

When someone searches for any term on a search engine like Google, the person will see a whole page of results on the screen. Normally there are ten websites.
Questi siti vengono scelti dal motore in base alla pertinenza con la query inserita e la sua autorità di dominio (quanto credibile è quello dominio nell’ambito della ricerca). In realtà i fattori sono più numerosi i molto tecnici, li riassumiamo in questi due.
For example, when looking for "recipes with strawberries", the best results are those that are adopting the best SEO practices in the eyes of Google, in addition to the relevance of that domain for that search term. Indeed, the BBC Good Food website has the first position.
To do this, search engines use advanced crawlers that collect and organize the information of each website. This creates an index for each website that when necessary is compared with the algorithm that Google has created for SEO best practice.
If you want to learn more, in this video (in English) one of Google's gurus, Matt Cutts, explains how it works all the mechanism.

Does having a blog help SEO?

Absolutely yes! Each piece of new content you create is another opportunity to add new target keywords that concern your business. The more high-quality posts are created on your blog, the more consistent the results will be.

What does organic traffic mean?

Organic traffic is unpaid traffic from search engines like Google or Bing towards a website.

Can you guarantee that my website will be on the first page of search results?

This is probably the question we hear most often. Virtually everyone knows and recognizes that most users look no further than the first page of search results. Unfortunately, there is no zero risk magic formula to take you there, regardless of how much money you spend. We can guide you and help improve your website. The result of what we do is the guarantee of our continuity. But nobody can seriously guarantee a first page result. If someone guarantees you, you would do well to run in the opposite direction.

Can I create a page with my keyword written 20 times?

Of course you can, but the result will be just the opposite of what you want. Google searches for pages that are making use of keyword stuffing. e le sistema nelle pagine successive. L’ottimizzazione del sito è un processo per renderlo come completamente perfetto, quanto funzionale e efficace sia possibile.
When you first start SEO, you may be ranked on the fifteenth or eighth page of Google. After doing SEO for a period of time, you will start to see your website getting closer to page 1 for a number of keywords.
Keep in mind that your competitors can have SEO advice not only to optimize their sites but also against their competitors. Doing SEO won't guarantee placement on Google, but will significantly increase your chances of doing so.
The more optimized a website is, the more likely Google will place it in the top search results.
It takes time, commitment, money and knowledge to do proper SEO.

What is a SERP?

SERP is an acronym that stands for "search engine results page". Basically it is what you see on the screen after doing a search on Google, YouTube, Bing, Yahoo or another search engine.

What is a Google penalty?

Una sanzione manuale di Google viene impiegata quando Google ha individua sul sito una violazione delle sue linee guida. A motivare tale azione ci possono essere parecchi motivi come backlinks acquistati o troppi annunci. Si ricorda che qui intendiamo la penalità manualmente applicata da parte di un dipendente di Google.
Even if this is not a penalty in itself, it is common to hear that "the Google update penalized the site". This actually means that a recalculation of the site score took place, where weaknesses on the site were highlighted. Quite active in the (recent) past, still active, Penguin and Panda are famous. All cases have a solution, which normally requires many sacrifices.

Can people find my site on Google now?

The easiest way to test this is going to Google and type "site: example.com" and see if your website is displayed. For example, to check if this site has been indexed, type "site: sgarbi.eu" on Google.
If your website doesn't show up after doing this search, your site isn't on Google at the moment. To fix this, you can add your website to Search Console and submit your sitemap after verifying your site.
Are you having trouble finding your sitemap? Try typing "example.com/sitemap.xml" into your browser. In most scenarios, this will bring up your sitemap, or at least redirect you to your sitemap page. If that doesn't work, we have a lot of work to do.

Why do my website's rankings fluctuate on Google?

The shorter answer is: because Google works this way. At every new algorithm update, more and more frequent, this situation can happen. But above all, the efforts of your competitors can provoke these fluctuations. Then you must also take into account what type of device you are searching for, which country and city you are searching for, which account you are logged in with, your previous searches, among other factors.
A last important element to underline is that the SERPs are increasingly populated by the called rich results, featured snippets and more special features. In a nutshell, Google is evolving to offer an increasingly personalized experience to users. Consequently, even more so, your site will also have to be more and more prepared to provide these answers to Google's algorithms.

My site had double of current traffic, then it collapsed. What happened?

Very likely this website was hit by an update of Google's algorithm. Very often Google updates its search algorithm to offer a better experience to users. Part of these updates aim to penalize websites that go against Google's guidelines or, for example, offer low quality content.
Think about articles that copied the content from other sites or the blog articles that are too short and stuffed with keywords. With the right strategy and continued effort we can straighten out this situation.

What is a keyword research?

This is asked very often. Keyword research helps you determine the keywords for which you need to optimize the current and future pages of your site. For example: if your new business is dedicated to home renovation, but you find that "construction company" has a higher search volume and less competition than "home renovation", you may want to vary the content of your site. There is no shortcut or easy path. This is a fundamental step in developing the strategy which will then actually lead to the results you need.
The keyword research is a way of determining which queries people enter into search engines so that we can publish pages that will be displayed as results for those queries.

Why didn't you choose the specific keyword I suggested? It is important to us that we can be found for that keyword.

Probably because we have found an equally relevant viable alternative, with a similar or even higher volume of searches. One of the most important tasks of our consultancy is to identify the ideal keyword set for your business in your target market.

We have reviewed the recommended keywords. Why didn't you use keywords with a single word and with a higher search volume?

We choose the keywords with the highest search volume that are most appropriate for the pages we are optimizing. Individual words can often have a high search volume but are too vague to have relevant search results. This is what we call search intent in jargon. To learn more about the topic, we invite you to read this article.

Why didn't you choose the competitors I suggested? The ones you have identified are not my competitors.

We take into account the suggestions of competitors who play a central role in our research to determine the best keywords for your website and industry. The competitors identified in the list are based on the set of keywords that we have optimized for the site. These are Google's best competitors for the keywords we are using to optimize the website. It must be clear that a "de facto" competitor is not always a competitor also on digital. Often the opposite happens.

How much do SEO services cost?

The cost of SEO follows two main factors:
– il tuo settore e la zona geografica di copertura, entrambi legatissimi al volume totale di ricerche ed il grado di difficoltà.
– la dimensione e la qualità del tuo sito web.
As mentioned before, these are the two main factors, but there are numerous other variables. Example: what type of SEO has previously been applied to your site? Reverting problems tends to be much harder.
In most SEO agencies the cost is generally divided into a down payment and a monthly downtime. Down payment is generally more expensive because it is the most laborious part. The monthly retention system is implemented because the work needs to be done consistently on the website to remain competitive in your industry.

What is the ROI of SEO?

SEO return of investment (ROI) varies from one niche to another.
We suggest you try to reason this: how important it would be for your company to be the best positioned for the terms your potential customers are looking for?
Let's make a simple example: every month 320 people search for the exact phrase "Dubai event locations". Here we will not consider possible variations as "Dubai events" or "place for events in Dubai"
Being the first result on Google would bring around 110 people to your website every month. These users are actively looking for venues for events in Dubai. Many of these had never heard of your business before. Assuming that 1% of these people eventually will book a place for their event, this search term would bring you 6-7 new customers each year.
Ready to get started? Fill in our contact form and we'll tell you what you need to do to get started.

I have other questions, where do I ask?

If you have other questions about SEO you can call us on +39 0445 1652912 or send us an email via our contact form.