You may have heard of search engine optimisation, but you are not sure what it is. Don’t worry, we at Moka Adv will explain it to you.
Search engine optimization (SEO) is the set of techniques and strategies aimed at improving the visibility and ranking of a website (whether it’s a showcase or an e-commerce, it does not matter) in the search results page, the SERP.
Table of contents
A point-by-point guide to search engine optimisation
The purpose of SEO, in short, is to increase the qualified traffic and conversions of a website by making the most of users’ search intentions.
Search Engine Optimisation is mainly based on three elements:
- the technique;
- the content;
- popularity.
Let’s now see what each one consists of, how to optimise it and which ‘keys’ to touch.
Technical SEO
Technical SEO concerns all structural aspects of the website, which must therefore comply with search engine standards and guidelines. Some examples of technical factors are:
1. Speed
In order to provide a good user experience (UX) and reduce the abandonment rate, page loading speed should be as fast as possible.
2. Responsiveness
Responsiveness of the site must adapt to all devices, i.e. different screen sizes, and it must have a focus on mobile devices, which today represent the main source of web traffic.
3. Security
In the interest of site security, it will be necessary to implement an HTTPS protocol and a valid SSL certificate, which will protect user data and make the entire domain more secure.
4. Structure
Structure of the website should be clear, logical and coherent; this will facilitate indexing and easy navigation. A good structure will also include the use of a site map, a hierarchy of headings, breadcrumbs and well-designed internal navigation.
5. Images
If you want your site to perform well and be relevant in visual searches, images must be optimised: i.e. compressed, resized and provided with descriptive alt and title attributes.
Content
Content is at the heart of SEO and is the main element that determines its quality for search engines and users. They contribute to improving content:
1. Keyword research
Keyword research consists of identifying the most relevant and frequent queries used by users in relation to the topic and objective addressed; it contributes in no small measure to the strategic improvement of site content.
2. Quality
If a piece of content is truly relevant, useful, but also original, captivating, engaging and up-to-date, it will then meet users’ expectations and appear quality for search engine crawlers.
3. Length
Length should be appropriate to the type and format of the content, as well as the level of depth required. In general, it is recommended to write at least 300 words per page, but the optimal length depends on the context and competition.
4. Search Engine Optimisation
Contents search engine optimisation consists of including keywords and their variants in a natural way in the body of the text, title tag, URL and anchor text. By doing so, users will be able to more easily find the content they are looking for, which will appear more relevant and pertinent.
5. Formatting
It is advisable that the formatting of the text be clear, readable and attractive. Good formatting will include the use of paragraphs, lists, subtitles, images, videos, graphics and other multimedia elements, which facilitate comprehension by users, but also by search engines.
Popularity
Alongside the concept of popularity are web reputation and authority, which are measured by the quantity and quality of links from other sources pointing to the site. Some examples of popularity factors are:
1. The quantity of links
Links quantity indicates the level of popularity and spread of the website. The more links a site receives, the more likely it is to be considered important and relevant by search engines.
2. The quality of links
Links quality, on the other hand, indicates the level of reliability of the sources linking to the site. The more authoritative, recognised and topic-related the sources are, the more valid and valuable the links are considered by search engines.
3. Diversity
Links diversity determines the level of variety and ‘naturalness’ of links within a site. The more links come from different sources, such as websites, blogs, social media, directories, forums, etc., the more the link is seen as natural and credible.
4. Consistency
Link consistency indicates the level of stability and continuity of a website’s links. The more links are added gradually, consistently and sustainably, the more solid and reliable the link profile is considered by search engines.
SEO for e-commerce
There are numerous examples of e-commerce (just think of SHEIN, Vinted, AliExpress, Amazon, etc., the list is potentially endless…) that, thanks to search engine optimisation, have achieved a significant increase in their traffic and conversions/sales.
An effective SEO strategy for e-commerce involves improving the visibility of products, with best practices including:
- product pages optimization. Make sure, therefore, that each product page contains relevant keywords, with detailed descriptions and high-quality images;
- customer reviews. These foster trust and are in fact evergreen content, i.e. always fresh and up-to-date, which is often appreciated by users and search engine data;
- mobile SEO. With the widespread use of smartphones and tablets, make sure that the UX of your e-commerce is enjoyable when viewed from a mobile device.
Choose Moka Adv for search engine optimisation of your content
Search engine optimisation is a complex and constantly evolving discipline that requires expertise, creativity and perseverance. If you want to achieve better results, you will have to monitor current trends and identify SEO opportunities, but above all, rely on experts.
For more information on SEO, including multilingual SEO, let the team at Moka Adv, the international web agency specialising in professional SEO services, guide you. Fill out the contact form below and find out how we can help you achieve your business goals.
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