The importance of being SEO friendly
SEO (Search Engine Optimization) is the set of activities that allow you to improve your ranking in search engine results (SERP) pages. This means that, if implemented correctly, they allow you to appear higher in the order of the proposed search results when a user performs a relevant online search with a service you offer or with your business.
The potential of a structured and well-built SEO is huge, because it allows you to intercept the needs of a potential customer, based on the keywords you enter in search engine searches, starting from its needs and needs.
A SEO friendly website is therefore a system that takes into account the operation and all the needs of search engines, allowing you to obtain an optimized ranking within the SERP (Search Engine Results Page).
Basic rules for SEO friendly writing
Search for the right keywords
The starting point of writing for the web is definitely the search for keywords. This activity represents the foundation for the writing of SEO-oriented texts and any activity that aims to gain positions in search engine results.
The words chosen and used by users in their searches contain what is the basic need and intent that led them to carry out one on the web. Then perform an analysis of the keywords used, studying them, identifying patterns of use and organizing them on the basis of the results obtained is the basis for good writing work that takes into account the indexing of search engines and the language of the public that you want to intercept.
Generally, the research aims are divided into three broad categories:
Informational intent, transactional intent and navigational intent.
An informational research has at its base the objective to acquire information on a given topic (for example: “how to cook an orange cake?”). A transactional search consists of keywords that express the desire to find a product or service (for example: “hiking shoes“). A navigational search, instead, wants to get directly to a content already developed by the brand indicated in the query (“Airpods Pro 2“).
This work will be useful in the next step of creating content for your web page. The content must in fact be designed and built in line with the search intent expressed by the target users and must contain the keywords most used by these and most important to attract the audience of interest.
It is very important to take these evaluations into account when creating content, because, to position a page that has as its goal to generate leads (convert users into customers), it will not be effective and the use of an informative keyword, as it would reach a premature audience that is not willing to buy our product or is not yet ready.
Target Personas
Another tool that can help you in this direction is the construction of an ideal model of the target personas, that is, the one that could be the type user you want to intercept.
In this phase of personas construction, it is important to draw a socio-demographic profile and outline their beliefs and values, age and gender, profession, place in which they live, level of education, what their real needs and desires are. The more detailed the profile, the easier the work of bringing the content closer to the audience to be intercepted.
Paragraphs
Organizing the text into thematic paragraphs, according to a precise hierarchical structure of the information, makes it easier to read.
In addition, Google rewards things done with extreme precision, so a correct use of the Heading will help the search engine bot to consult, scan and analyze the text more easily. By facilitating the crawler’s work in this way, you may be rewarded with better placement on the results page.
Crawler
Also called bots or spiders, the crawler is a software that collects data from the Internet. When you visit a website it scans it, detects all the content it can analyze, all the internal and external links and stores them in a database. The score obtained by the website following the analysis of the crawler determines its position within the SERP.
Internal and external links
Very important is the insertion of links to internal related pages, links to content written earlier and dealing with topics similar or close to what you are creating.
From the user’s point of view, the presence of internal links to deepen the topic consulted, will help the visitor to go into detail and highlight your expertise in the field of interest, increasing or thus building your credibility on the subject.
Eliminate the grammatical errors
A text with grammatical and syntax errors may communicate to the user a disregard on your part for the content on the web page, thereby devaluing its value and credibility.
Multimedia content
Audiovisual elements help to explain complex concepts in a simple way. An image, an infographic or a video allows you to illustrate what you are talking about within the content, making it easier for everyone to understand. Audiovisual content is important because it facilitates consultation and enriches the document with elements other than simple text.
The Google bot is still unable to identify what is represented in an image or video. To help him better understand the multimedia content, you can use meta-tags, more precisely the title and alt tag, describing what is represented in the first and including a primary keyword of the page in the second.
In fact, when the crawler finds a photo, for example, it scans everything that is inserted as a title and in the alt tag.
To conlcude
SEO, or search engine optimization, is essential for improving the ranking of your website in search engine results pages (SERPs). Implementing a well-structured SEO allows you to:
Intercepting user needs: Based on the keywords that users enter in their searches, good SEO helps understand and satisfy the needs of the target audience.
Creating an SEO friendly site: An optimized site takes into account the functioning and needs of search engines, improving online visibility.
Keyword research: Analyzing and using the appropriate keywords is essential to creating content that responds to users’ search intent, whether informational, transactional or navigational.
Content development: Content must be relevant and constructed in line with search intent, using the most relevant keywords to attract the right audience.
Definition of target personas: Creating a detailed profile of the typical user helps to better direct content and SEO strategies towards the desired audience.
Text structuring: Organizing the text into thematic paragraphs and using headings correctly facilitates reading and analysis by search engines, improving positioning.
Using internal and external links: Links to related pages and similar content increase credibility and insight for the user, while also improving SEO.
Correction of grammatical errors: A text free of grammatical and syntactic errors communicates professionalism and care, improving the perception and credibility of the content.
Integration of multimedia content: Audiovisual elements enrich the content, making it easier to understand. Using meta tags like titles and alt tags helps search engines better understand these elements.
In summary, a well-constructed and implemented SEO strategy not only improves your SERP positioning, but also helps create content that effectively responds to the needs and interests of your target audience, increasing the visibility and success of your website.