SEO Guide: what is and how does search engine optimization work
The acronym SEO, Search Engine Optimization, means optimization for search engines. So what is the meaning of SEO? The set of techniques that lead a site to be indexed in the first pages of the results, is called SERP (Search Engine Results Page).
How does SEO work? When you search for information on the internet, type your request into the search engine bar which returns a sequence of results in a few seconds. Their position, with the exception of the sponsored sites that bear the wording “announcement” first, is determined on the basis of some evaluations such as the authority of the site and SEO factors.
In practice, the search engine presents the user, in a certain order, with what it interprets as the most pertinent content, which can best guarantee the answer the user is looking for. In this sense, doing SEO means writing quality content, both for the reader and for the Search Engine.
For a website, the relevance of optimization thanks to SEO activity translates into being found by customers or not.
In this guide you will understand:
- How to do SEO;
- Which SEO techniques to apply;
- The value of organic and paid traffic;
- The importance of setting up an SEO strategy ;
- What economic return can have the optimization of websites;
- Which SEO tools to use;
- What does an SEO Specialist do;
- Who is the SEO Manager;
- The job openings
- What are the most frequently asked questions
- How to train in Search Engine Optimization.
The Certified SEO Specialist is a highly sought-after digital professional and a key figure in the corporate digital marketing team. To become an SEO expert and start working as a qualified professional, you need specific skills, therefore you need specific training that only the best practical-operational SEO courses can offer you.
In the video, I introduce you to some basic concepts of SEO, such as:
- Scope of Search Engine Optimization;
- Why doing SEO is useful for online activities;
- Which SEO professions to focus on;
- SEO Specialist job: in a web agency, company, or as a freelancer.
What is SEO
We now understand the meaning of SEO well, that is, what it means to optimize for search engines. Search Engines are automatic systems regulated by algorithms that collect users’ queries, identify their priority objective or search intent and return the best possible results among the millions on the net.
When we talk about search engines today, 95% of us are referring to Google.
There is also Bing, owned by Microsoft (producer of the famous Windows), which used less than 4%, then there is Yahoo! with less than 3%, and DuckDuckGo and Ecosia follow.
Worldwide, Yandex RU, which in Russia surpasses Google in desktop searches, and Baidu, very popular in China, also enter the rankings.
How are web contents analyzed and their positioning on search engines decided?
The user’s query is encoded as a keyword (keyword), long tail, or key phrase (if it is not a single word), on the basis of which the world wide web is scanned in search of the most suitable content.
Thanks to some SEO factors, Google scans the content of the sites in a very short time, defines their quality, relevance, and authority, and subsequently indexes them on the basis of a score obtained. Among the most relevant ranking factors, we find:
- Presence of the focus keyword;
- Completeness of contents;
- Simple site architecture and loading speed;
- user experience;
- Optimization for mobile;
- Domain authority (domain authority);
- HTML code cleaning;
- Link building and social bookmarking.
It must be said that those listed are just a few factors (which will be explored in the course of the guide), but they are useful as an example for the introduction to SEO.
Based on the factors that influence the ranking, the Google SERP shows the user the search results, positioned in ranking order, as snippets or significant fragments of the web pages, made up of:
- SEO title;
- Link to page;
- Brief description of the content (meta description).
Investing in SEO brings an economic return that grows over time, especially if you set up an SEO strategy, favoring specific positioning factors for the sector and supporting the browsing habits of your typical customer or geolocation. Each domain can benefit from specific optimization strategies. To name a few:
- SEO for website;
- SEO for Ecommerce, to increase sales of products or services,
- SEO for blogs, to bring organic traffic to the site,
- SEO for YouTube;
- Local SEO.
Focusing on the best-performing SEO activities for your sector or marketing channel will lead to appreciable results in the medium and long term. By verticalizing, it will be easier to guarantee your business greater adherence to SEO news (the search engine algorithm changes continuously) and better control over errors to avoid.
The analysis of search engines, in fact, is based on more and more evolved rules and it happens that practices in use in the past can today generate penalties from Google and affect the positioning of web pages. An example for all is keyword stuffing: while in the past even an excessive repetition of the keyword in the text was positively evaluated, the recent evolutions of the algorithm connote it as an element of poor quality.
Being on the first pages of the MDR means increasing brand visibility and therefore potentially increasing lead generation. Getting known and finding new customers necessarily depends on the ease with which they find you on search engines. Increasing the touch points between the brand and the customer will favor inbound marketing and web reputation strategies.
You can therefore well understand why doing SEO has become essential nowadays for any online business or freelancer. I invite you to watch the video, you will find interesting ideas for you entrepreneurs who are still undecided about the usefulness of SEO.
Difference between SEO and SEM
Often these two acronyms are confused and it is good to underline the difference between SEO and SEM. The worldwide connection network, which we access via browser, opens directly from the search engine that we have set as default. Well, search engines require a specific communication strategy. SEM is the acronym for Search Engine Marketing which, in addition to SEO, also includes SEA or the section dedicated to advertising.
If with Search Engine Optimization effects are obtained that must be calculated in the long term, SEA offers immediate visible results but only last until the end of the advertisement or the invested budget. SEM strategies must include both actions and generate both organic traffic (from SEO) and paid traffic (from SEA).
The best-known search engine provides Google Ads, a platform for building and launching advertising campaigns based on the auction principle and, in general, on pay-per-click or on payment by the advertiser only at the successful click (keyword advertising).
The advantage of SEO is that the organic results generated, although they are also the result of the investment that is equivalent to the work of the optimization expert, last over time and will grow exponentially. Of course, reasoning in terms of increasing organic traffic must leave time for the Googlebot to scan the contents and define its positioning, but it will be an effort, a commitment that will certainly pay off in the medium to long term.
Speaking of being found by search engines, Digital Asset Optimization (DAO) also deserves a mention. It is the SEO discipline dedicated to optimizing all multimedia content (videos, images, pdfs, infographics) that follows the growing preponderance of visual content marketing.
How to do SEO in 4 steps
Once clarified what the meaning of SEO is, let’s now see how to start doing SEO.
It is certainly an activity that cannot be ignored whether you work in a traditional company or decide to open an online business.
In the previous lines what is meant by SEO has been defined. Actually doing SEO goes beyond knowing the guidelines. SEO is the study, research, analysis, optimization, strategy, and application of specific techniques.
The goal is always the creation of quality content (content marketing) that resolve users’ doubts or that allow companies to make themselves known and act as an authoritative reference for people who want to buy online.
SEO represents the synergy between the principles that regulate search engines and user experience, i.e. the ease and intuitiveness of navigating on the site itself.
That is why today it represents a complex professional activity that must be carried out by certified SEO professionals.
1. On-page SEO
Content optimization, the study of keywords, and an attentive eye to the user experience are just some of the aspects of what is defined as on-page SEO, i.e. all the activities that lead to the improvement of the elements that make up web pages.
How to optimize an article for SEO? Google favors the most recent content, so it will be appropriate to make some changes to reposition them and offer the user always up-to-date news. You can increase, decrease or modify the H1, H2, and H3, ie the titles of the paragraphs into which the text is divided or you can intervene in the cleaning of the HTML code.
Obviously, the techniques are many, and much depends on the position in which the page or article is located. In fact, for the resources positioned beyond the second page of the SERP, different procedures will be applied compared to those that are, for example, on the first page in the fourth position.
Then there is technical SEO, which directly affects site performance, through code-side optimization activities, for example:
- Improve the crawl budget;
- Manage indexing;
- Create a sitemap;
Use structured data;
- Intervene on the navigation browser cache;
- Optimize for mobile;
- Monitor status codes (such as 400 bad request error );
- Use safety protocols.
Technical configurations play a fundamental role in improving positioning on MDRs and certainly require very high SEO skills.
To do SEO copywriting or write articles from an SEO perspective, you need to know the rules. First of all it is necessary to identify the keywords (keywords) for which you want to position yourself. Once this is done, we will move on to the search for related words and the application of the SEO semantic technique, in order to produce content that is consistent with the users’ search intent.
How do you write in SEO? A rich and appropriate language will be appreciated by the reader and also by the search engine: the Google Penguin algorithm penalizes those who apply keyword stuffing activities, i.e. the excessive and isolated use of the focus keyword or main keyword, while rewarding the contents they offer also related keywords, which complete and make the text exhaustive.
The most important aspect of how to do SEO copywriting is to give extreme value to the content. It is no coincidence that Bill Gates, the pioneer of the movement, said in 1996: “Content is king”.
You can apply all the Search Engine Optimization techniques that are at your disposal, but if the content you are writing has no value, does not respond to a real user need, and is uninteresting or worse, not unpublished, then there are no rules that they can serve. You have to structure a content strategy according to an editorial plan and intercept users interested in keywords related to your business.
What is valuable content? Definitely the interviews, as long as they are spontaneous and unpublished. Remember that Google always wants to offer fresh information, while penalizing duplicate content, internal to the same site or copied from others, as well as automatically generated content or doorway pages.
Last born is the discipline of Direct Response Copywriting, defined as writing for sale. It is a style that refers to the principles of neuroscience. Far from manipulation, it is persuasive writing that invites action, be it a click for further information, filling out the contact form, or purchasing a product.
Become an SEO guru: download our ebook and gain the knowledge to master the art of Search Engine Optimization
Keyword research for SEO
What are the keywords to insert in a text? There are 3 different types of keywords:
Let’s see its meaning:
Transactional keywords express a specific search. That is, they are all those queries that then lead to the purchase of a product or service. For example cheap SEO optimization courses, or, the best SEO specialists.
Informational keywords, on the other hand, respond to a need that the user is not yet able to clearly resolve. For example, how much does an SEO course cost? or what is website optimization?
Navigational keywords correspond to searches for a specific brand. For example, the user writes “Digital Coach” and Google returns a series of rich snippets complete with ratings (site evaluation) and site links, ie the internal pages of the site. the first results will be those where the focus keyword is also contained in the URL (site domain).
For each type of keyword, we will have to match pages or articles that satisfy users’ search intentions, giving relevant answers or satisfying the desire to purchase with captivating and functional Call To Action (CTA).
SEO and WordPress
The most popular CMS (Content Management System), WordPress, deserves a brief insight. It’s quite easy to use and extremely customizable thanks to the many plugins you can install.
Among the best WordPress plugins for SEO is Yoast SEO or Rank Math, they verify the text based on some factors updated to the search engine algorithm.
It’s good practice to stay over 300 words: since the release of Google’s Panda algorithm, thin content hasn’t been appreciated. Other best practices are to use short sentences thanks to good punctuation and to organize the text into paragraphs. For this, you will have readability indicator support (readability) which will help you not to create so-called walls of text.
To facilitate reading, among the WordPress tools you will find bold and italics to highlight the most relevant sentences. Changing the font color can also help. All easily manageable points on the CSM, also thanks to the various editors such as Gutenberg.
The dry keyword density should not be too high. The use of long tails and related keywords is gaining more and more importance: this factor will also be reported to you at the bottom of the plugin report.
If possible, bulleted lists should not be missing, an aspect appreciated for the visitor’s user experience. Finally, accompanying the text with quality images but with reduced weight in terms of bytes will make the textual resource lighter and more pleasant: in WordPress, it is easy to insert multimedia files optimized from an SEO perspective.
Build your site SEO-friendly!
Among the mistakes to avoid, to conclude this mini WordPress SEO guide is not optimizing for mobile devices: given the growing use of smartphones, it would be a shame not to consider responsive content, since the CSM provides display previews for various devices.
According to the latest research on SEO news, we can speak of a growing trend regarding internet access via smartphone, and in fact, Google has officially announced that it is giving it greater importance. With the Mobile First Index, a real mobile revolution has started because the ranking of the pages will be evaluated precisely on the basis of how they work on these devices.
To support the change, Google is providing online businesses with a mobile optimization test where, among other things, ranking factors for optimizing websites are listed in three categories:
- Speed – The waiting time for mobile sites to load is indirectly proportional to the conversion rate.
- User Experience – A good UX makes the browsing experience functional and memorable, leading the user directly to the key action. The mobile phone monitor is very small therefore the Call To Action (CTA) must be well spaced out to allow the user to tap them. Responsive web design will be the only possible solution.
- Connection security – Securing the transfer of information, especially for ecommerce sites, is a relevant ranking factor. Therefore, the use of SSL or TLS certificates is recommended. These generate the activation of the HTTPS protocol, which will also be visible in the URL.
Implementing mobile web must be an important part of SEO strategies. Another consequence of the use of these devices is Voice Search. The fact that the iOS and Android platforms allow interaction with the search engine by voice has changed the nature and structure of the requests made on it.
In SEO, this behavior brings new queries. For example, if from the desktop I type SEO meaning, by performing a voice search I say what is SEO? In other words, Google’s voice assistant feeds more discursive queries into the internet (that’s why the weight of long-tail keywords has increased!).
It is therefore important when writing the text, referring to the activity of the SEO copywriter, to pay particular attention to the way users search engines, but also to the tools they use to do it. By tools, we mean all the new generation gadgets (IoT) that tend to always be connected to the internet, such as Google Alexa, Siri, Cortana, smartwatches, headphones, or earphones that can be given voice commands.
Google SEO Guide
While Google keeps key ranking factors and their updates largely secret, they provide a Getting Started Guide to Search Engine Optimization (SEO). However, search engine optimization remains an empirical discipline where experience and experimentation have led to the formulation of some rules to follow.
Then there are tools like Google Search Console that allow you to analyze your site in-depth on the SEO side. The main items are:
- Appearance in search;
- search traffic;
- Google Index;
- Safety issues;
- Web tools.
With Search Traffic you can analyze individual pages and see which keywords they rank for. You can start from here to start your SEO strategy.
2. Off-page SEO
It’s all the actions you can do outside of your site to increase organic search traffic. A complete SEO tactic cannot be limited to on-page activity. To give some examples, the links that lead to yours from other sites, interactions on social media, reviews, or anything that can increase the brand’s authority but cannot be found, are part of the off-site SEO strategy. done, within your site. Why not overlook off-page SEO? Continue reading and you will find out.
Worth mentioning, among the off-page SEO Optimization methods, is link building, which once had a very high value for Google. Ideally, link building should not be requested from site A to site B, and applied in a natural and spontaneous way: site B, finding the content of the site A particularly interesting, decides to share it to make it known to its users, readers, or potential clients.
Even the SEO technique of link sculpting, i.e. inserting internal links to your site in articles, which refer to relevant insights and are related to the topic, is functional for reading and appreciated by search engines.
However, many site owners, having understood the importance of offering in-depth links to the text, have applied link building improperly, buying paid links or even creating more domains that link to their main portal (so-called site network). Given the recurrence of unorthodox practices, Google has decided to verify the validity of the links, penalizing the incorrect use of link-building strategies with the name of black hat SEO.
In support of this theory, which sees link building distorted of its original value, in 2012 Google released the algorithm called Penguin, which rewards sites that do not use cumbersome tricks to be first in the SERPs, while penalizing those who generate unnatural backlinks and of little value.
A Digital PR strategy in SEO key will surely be a trump card for your brand. Digital Public Relations aim to network with journalists, bloggers, and influencers, gaining resonance thanks to press releases and good reviews on authoritative blogs, favoring the effects of an indirect SEO tactic.
In terms of optimization, in fact, this translates into link earning, i.e. I create the conditions for generating spontaneous links to my site. From influencers I can also get high-quality backlinks, working on direct SEO.
One of the brand awareness best practices is to combine the power of digital PR with Local SEO. Google Business Profile relies on local reviews to bring out online businesses.
Guest blogging or guest posting is a collaboration between bloggers that has the double advantage of increasing the web reputation of the hosted blogger and the variety of the contents of the host blog. The benefit is expressed in greater visibility of both and a real boost for SEO in terms of natural inbound links and the resulting referral traffic.
The benefits of guest blogging come if you do it by following a marketing strategy focused both on selecting guests, based on their page rank, and on a well-structured editorial calendar.
SEO and Social Media
Social media is an online showcase that no web business can afford to overlook. The most popular remains Facebook but the best platform for business is confirmed to be LinkedIn. SEO and Social share the same goal: to give visibility to the brand and to interact more and more with the buyer personas.
Even if only a few contents and social profiles are indexed by Google, and therefore it cannot be said that they have significant effects (not yet, at least) on Search Engine Optimization, social media marketing is fully part of indirect SEO strategies. In fact, on social networks, content and links that refer to the website can be published, thus functioning as referral pages: this is why we talk about Social SEO.
Furthermore, thanks to specific tools such as LinkedIn Pulse, it is possible to write real articles, complete with headings and text formatting, replacing the company blog. The advantage is that those posts will be indexed within the platform and will be able to make inroads into the most important B2B social community of all, promoting corporate branding.
3. SEO Tools
Each SEO activity starts from the analysis both in terms of monitoring the positioning or the health of the site and in relation to the reference benchmark. It is not advisable, therefore, regardless of the use of SEO tools that are available on the net. There are free, freemium, and paid ones.
Among the free SEO tools we find:
- Google keyword planner
- Google Trends
- Neil Patel’s Ubersuggest
- Google Search Console
- Search Suggestions
In particular, Google Trends is excellent for identifying current trends, how users search for certain things and what are the search geolocation filters. In this regard, we should mention some Chrome extensions that can be activated for free, very useful for starting local SEO: GMB Everywhere and Pleper.
The most popular paid tools used by SEO practitioners are:
Then there is a series of freemium options that already offer interesting features in the free version. Fundamental tools are:
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4. SEO Strategy
The SEO strategy encompasses in a single unit all the activities that are deemed necessary for the optimization of a website, and the basis of the work of the SEO Specialist or SEO Manager. Planning priorities is not a simple operation and requires time, study, site, and competitor analysis. You also need to thoroughly understand what the competition offers more than the site you need to optimize. Obviously, you need to use specific tools referred to in the previous paragraph.
Anyone involved in SEO must know how to index a site. We need to distinguish between:
because concepts are often merged and confused.
Indexing allows you to be visible to search engines, which work a bit like libraries from this point of view. After the programmer or webmaster has created the site, it is advisable to submit the Sitemap to Google, which is the site’s architecture divided into categories of the URLs that need to be indexed. This operation favors and accelerates the scanning of the contents by the Googlebot (the crawler or software) which will make the site appear among the search results.
There is also the case where Google spontaneously indexes a site. This happens when the page receives one or more quality external links because search engine spiders or crawlers tend to follow the outgoing link when crawling. They will therefore consequently find themselves indexing the newly available resource that they will find on their way.
Therefore, speeding up indexing is the first step to successfully position your site. If with indexing Google is essentially told “I exist”, with optimization the performance of the site is improved. For example, it goes to optimize the interface, usability, and content of the website.
By positioning, we mean the position that the site occupies in the organic search results. Through special tools, it is possible to check for which queries a site is positioned, the first to use is Google Search Console. This a very important aspect that should not be underestimated, because from there you can start to carry out an effective analysis and a relevant SEO strategy.
All the activities seen above, of on-page and off-page SEO, have as their objective the optimization, indexing, and positioning of the website. An SEO strategy that brings appreciable results will have to evaluate from time to time which of these factors to give priority to, monitor the results, and adapt actions to SEO trends.
In recent years, hundreds of agencies specializing in SEO have sprung up to meet market demands. It was considered profitable to create SEO agencies specialized in optimizing websites for search engines and today we can list those that have become the most famous:
- Optimized Group
- SEO Agency
- Pro Web Consulting
Professional SEO figures
A professional who deals with optimization can fit into different working contexts. The Web Agency is certainly a great way to start doing SEO because you come into contact with multiple projects simultaneously and therefore learn specific best practices for each sector or objective.
The SEO can work as a consultant or from within the company. In large industrial companies, the typical context is teamwork, and profound vertical skills are required. In SMEs, it is likely that more transversal skills are needed, and that they are asked to deal with Search Engine Marketing in general. In any case, it is a job that can also be done remotely.
Freelance SEO is a profession that can only be reached after many years of experience, precisely because of the empirical nature of this discipline. You need to know how to manage your time in tasks and have established a network of acquaintances, both in terms of a customer portfolio and to ensure a constant update on SEO news. In this regard, collaborations with innovative start-ups can be challenging opportunities.
In addition to the more well-known figures of the specialist or manager, there is also the SEO coach: he is a digital coach expert in optimization. A professional skill that is still little known, but will be in high demand by companies grappling with digital transformation that, in addition to needing SEO consulting, will want to grow their internal resource specifically in this discipline.
Take the test and find out how close you are to the profession of SEO Specialist
Who is and what does the SEO Specialist do? He is the one who operationally deals with the optimization of web pages to increase organic traffic to the site. The very complex professional figure combines transversal digital skills, covering all areas of online marketing. Whatever his level of experience, the SEO Specialist works as a team.
Initially, the SEO specialist had technical training and was associated with a programmer or a web developer (webmaster). Now having a computer background is not a prerequisite, even if it helps a lot to know the basics of HTML and CSS languages.
A good SEO professional must know how Google, which is the most widely used search engine, works and know Google Tools by heart. In addition to the MDRs, he must adopt the mindset and behavior of the target he works on, and address them with the right tone of voice. His skills, therefore, range from web programming to writing, passing through the main disciplines of digital marketing.
What to study to become SEO? There is no unequivocal answer to this question: an initial assessment and a personalized training plan are needed, which also includes hours of apprenticeship.
The SEO skills of the Manager do not differ much from those of the specialist, in the sense that, also in this case, a part of the operational work remains. The difference between the two is that the SEO Manager usually works as an employee and manages the web marketing team. In addition to those already mentioned, he must have skills in human resource management and project management.
The manager creates and monitors the SEO strategy, therefore a large part of his operation lies in giving functional guidelines for obtaining results and ensuring good interaction between those involved in SEO, advertising, and content marketing.
Start your managerial career now! Enter SEO!
SEO Specialist jobs
The SEO Specialist is one of the most sought-after digital professions in recent years because:
- The continuous updating of the algorithms and statistical-mathematical formulas which constitute the raw material of the search engine and its functioning requires specific and dedicated professionalism;
- Online companies aware of the strategic importance of being visible in the top positions of search engines on the internet are ever-increasing in number;
- The number of web agencies that require SEO experts is constantly increasing.
This professional figure represents the backbone of a site and therefore of an activity or company. Getting online visibility today means having a better chance of making a profit. Obviously, at the base, there must be a product or service that has value, that is really useful to the customer.
The SEO Specialist Francesco Margherita in one of our interviews said: “It represents the most beautiful effort ever produced by mankind to dialogue with the universe”.
It is a sentence that well describes this profession. Dialogue with the universe is the inherent potential of SEO: reaching prospects and customers who are located in any part of our country or the world.
Among the tasks of Search Engine Optimization experts, we find:
- Increase site visibility,
- Improve website ranking,
- index websites,
- SEO optimization.
Precisely for these reasons, the figure of the SEO expert is essential for any digital strategy or start-up project. The aim is to appear on search engines and specialists offer you the keys to do so.
Consult the latest SEO Specialist job
In Digital Coach they have set up the first national portal specialized in digital jobs. Simply fill in the required fields, i.e. which professional figure you are applying for, the place where you would like to find work, and the type of contract you prefer (full-time, part-time, freelance, or internship).
Freelance job offers should also be considered, because this allows you to be able to work wherever you want, according to your commitments and your schedules: job offers in this sense are not lacking in the database.
Digital Coach also offers the possibility to insert your own curriculum. In this way, before publishing the ad, companies will be able to check whether the database already contains the profiles they are looking for.
Acquiring the right skills is the first step to becoming an SEO professional. It is a job that also requires constant updates as Google changes, evolves, perfects, and releases new metrics for its algorithm.
How to become SEO Specialist? Here is a list of the best SEO courses:
- Certified SEO Specialist course
- Certified SEO Manager Course
- SEO Copywriting Course
- Advanced SEO Course
- WordPress SEO course.
Theoretical notions are not enough! Within the training course, you will be able to carry out the work experience. It is a real internship to test the knowledge acquired and you will be followed by an SEO digital coach.
The meetings take place on Skype, Hangout, Meet, or other remote video calling tools. In this way, you will be able to get in touch not only with the Digital Coach staff but also with your colleagues. The meetings will be a reason for discussion and training, and you will be asked for performance tasks, just as if you were working in a company.
The smart work experience formula, on the other hand, is a 4-month period of internship within a partner company of the school. Again, you may have the option to work remotely online.
The Digital Coach digital training school offers three levels of work experience to become an SEO expert:
- Work Experience SEO Copywriting – Copywriting is the basic level. It is the first fundamental step to becoming an SEO Specialist. It is not possible to become an SEO expert without knowing the basic rules of copywriting. Here you can start writing content from an SEO perspective and you will be explained which are the best strategies to position yourself on search engines. During and at the end of the work experience, your performance will be analyzed, in order to understand your strengths and weaknesses. The interesting aspect is that, after the traineeship, you can already apply for this position. It can be said that the SEO Copywriter is certainly among the most requested figures on the job market.
- Work Experience SEO Optimization – In this second step you will be asked to optimize some web pages already written on search engines. Through specific tools you will have to analyze them to understand how to improve their position in SERP, applying all those rules that allow a better performance. Here you will learn how to optimize SEO or rather from a Search Engine Optimization perspective. This second level is essential for those who want to help position themselves for the figure of SEO Copywriter because it represents added value for the company. Knowing how to do both will not only allow you to be more competitive in the job market but also to present yourself as a complete professional.
- Work Experience SEO Supervisor – This is the last level that will make you learn the best digital strategies for this topic. You will supervise and tell copywriters and optimizers what to do. It is therefore a role of great responsibility, which will make you a full-fledged SEO Specialist. You will be able to introduce yourself to companies making it clear that you are able to implement a real strategy that will allow the customer greater and better visibility on search engines.
Once the three paths have been completed, you will be able to write optimized content and know how to make an SEO strategy.
Nothing prevents you from wanting to join other teams at the end of the course to improve your skills. There are many work experiences related to this topic, such as the use and management of social media or inbound marketing.
You can find a further test bench by subscribing to the live exercises. More suitable for managerial profiles, they are live online exercises focused on very vertical topics such as the analysis of backlinks and the use of Google Analytics or Google Search Console.
How can SEO increase sales?
By increasing the quantity but above all the quality of traffic arriving on the site. The more pages that rank well on different keywords, the greater, statistically, the possibility of obtaining new customers.
The real advantage of doing SEO , however, lies in the quality of the traffic it can generate. By intercepting users already interested in the topic in question, his propensity for action is high.
What are the characteristics of good SEO?
In the past, a site optimization specialist came from the world of programming and information technology. Today, with the evolution of search engine algorithms, anyone who does SEO is also an expert in semantics and linguistics. But in any case he must have transversal skills and know Analytics, social media and other digital marketing disciplines.
Which is better freelance or employee SEO?
There is no one-size-fits-all answer. It depends on your personality. If you are a person who loves to be independent but, at the same time, you know how to manage the time and activities necessary to achieve your goals, then the freelance SEO specialist can be right for you. If, conversely, you work better within a hierarchical structure, processes and objectives determined by others, then you are better off doing SEO as an employee. One piece of advice for everyone remains to follow one’s nature, one’s propensities, which in the long term will lead to carrying out this work in the most effective form.
When to hire a freelancer, agency or hire an employee as a SEO?
The approach to SEO must be gradual. Usually companies do not immediately take on a fixed cost as an SEO employee, but rather prefer to invest in a variable cost, by hiring a freelancer, for SMEs, or a web agency, in the case of a medium-large company. After the first results thus obtained, the inclusion of an internal resource who can be constantly dedicated to the SEO implementation of the website is evaluated. However, this does not exclude not also relying on external consultants, but having an employee who coordinates the activities and who is the only interlocutor in the field of search engine optimization will give greater depth to SEO strategies.