Let's try to give a brief definition of SEO: SEO is the acronym of Search Engine Optimization or search engine optimization. Therefore, with this term, we indicate that a series of activities and techniques are carried out to improve a website's visibility on search engines.

So the purpose of SEO activity is, in very practical terms, to act and operate in such a way as to bring the site as high as possible among the search results to obtain the greatest possible number of visits through search engines.

The importance of SEO

If we consider that search engines generate about 90% of a website's traffic and that 96% of people who search on Google do not go beyond the first page, it is clear the importance that SEO is assuming today.

Therefore, an investment in SEO is essential for companies that focus a lot on online presence and are projected to consolidate this market.

Factors that matter for SEO

Often SEO is part of a larger marketing strategy that also involves social media marketing, content marketing, and more tactics.

The search question/key: The first thing Google tries to understand is where you want to go with your search. Using a technology called the Knowledge Graph, try to understand better the nature of what you are looking for, including through definitions, lists, maps and more.

Geographical location: a search engine takes into account the nature of the question and where it comes from. This explains why local companies (restaurants, pizzerias, pubs, cinemas, etc.) should maximize their efforts to improve their visibility, for example, by optimizing your Google Places page.

The author of the webpage: Google likes to reward real people who write useful content. One way to do this is through Google Authorship, which allows you to assign credit to authors verified through Google+. In this way, those who produce useful content get more traffic, triggering a virtuous process to enhance quality and relevance.

The social network: another factor that engines are using more and more is the individual internet user's social network. Social search network sites makes it simple to locate content such as restaurant reviews, blogs, photos and more - created by friends and contacts in your social circle.

Content sharing: Search engines use content sharing via social networks to determine the quality of content. This means that social actions such as Facebook likes or shares or Google+ +1 are active factors in the decision.

The device: finally, for a search engine, it is important to understand if you are a PC, a tablet or a smartphone, trying to provide results, or more relevant, depending on the device.

Optimize the site: This means creating a sitemap, speeding up uploads and creating a site architecture that is easy for users to use. A lot of SEOs will start with a technical review to find out any site issues.

Analyze and optimize keywords: keywords are the words you enter into a search engine to find what you are looking for. SEOs conduct keyword research to determine which keywords are best for the specific site target. They ensure that these words are present on the site systematically and consistently, in a process that takes the name of keyword optimization.

Build links: the first historical element on which search engines have created the sites' rank was the links. When a site hosts a link to your site, it provides a signal to Google of your site's value. This means that SEOs spend a lot of time creating and managing links in a process called link building.

Help Create (Link Generating) Content: One of the best ways to build links is to create great content. Whether they are videos, blog posts, internet tools or any other resource, good content naturally attracts people who, in turn, will tend to share it and talk about it.