“The Best Place to Hide a Dead Body is Page Two of Google”
If you have landed on this article, surely it is because you have heard of SEO optimisation and you want to understand how it can help you to improve the performance of your website. Before explaining what does SEO mean and showing you the tool you can use to analyse the performance of your website for free, it is necessary to take a step back and start from the beginning, explaining what indexing is.
INDEXING ON SEARCH ENGINES
By definition, indexing is the process by which search engines store information about a website or web page in their database. But why does a search engine do this? Simply because, when a user searches on Google, the latter must interpret the needs of the user who did the search and understand which of the many sites that make up the network best responds to this need. This is how Google, or any other search engine, scans the database (action called crawling) and returns to the user a list of sites that best meet his request, placing on the front page the top 10 results which in its opinion are the most important for the search done. All these actions are carried out by Google in a few seconds and allow the search engine to return to the user the best results for the SERPs (search results pages) made. Google’s database consists of URLs, so the search engine can only show web contents that it already owns in its database, and the process by which a site is stored in Google’s database is called indexing. Of course, having a site indexed on Google just means that this is taken into account by Google every time a user searches, but it doesn’t mean at all that this page will appear in the first results. For this to happen, web content needs to be optimised.
OPTIMISATION FOR SEARCH ENGINES
Optimising a website for search engines means making sure that it is immediately tracked down by those users who, more or less consciously, are looking for it. The SEO (Search Engine Optimisation), precisely “optimisation for search engines”, is that process aimed at improving the internal and external aspects of a website in order to increase its organic visibility on search engines, thanks to a valuable content, the uniqueness of the topic and many other factors. On the opposite side of this kind of visibility, we find SEM (Search Engine Marketing), or paid advertising.
Once Google has noticed the presence of your website, it analyses its code and content and indexes the information, with the purpose of understanding when and how the site will be displayed on the SERPs. The more captivating and complete the content of the page is with relevant keywords and back links (external links), the greater the chances of positioning it in the first page of Google.
Once your website is online, it’s important to verify that everything you’ve done is giving the results you expected. To do this, it is essential to analyse the site’s statistics and discover the values of its health state on search engines. In a sense, it’s about making the website do a sort of optimisation check-up. Among the many information that can be obtained, it is possible to know:
These indications, which are only a small part of what you can discover by analysing your site using the appropriate tools, are used to understand what your users like least and what should be improved for a good page performance. In this way, it will it be possible to optimise your site in a functional way for search engines. This analysis, however, does not help if it is not followed by a phase of correcting the website pages.
If you do not have experience with this type of analysis process, you will need more time or the technical support of a web agency. What we recommend, however, is to constantly monitor your website and to be updated with the latest news on digital marketing with our JOurnal