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INTRODUCTION TO SEO
Giorgio Chiesa
Director, Globaltech Solutions Sagl
giorgio.chiesa@globaltech-solutions.ch
www.globaltech-solutions.ch
INTRODUCTION TO SEO
Giorgio Chiesa
Director, Globaltech Solutions Sagl
CONNECT WITH ME ON LINKEDIN!
A B O U T U S
3
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
Globaltech Solutions is a Swiss company that offers, on a global scale, digital marketing and educational
services (face-to-face events and webinars). Our approach is data-driven as we believe that data analysis
is fundamental for decision-making purposes. Even in SEO, the analytical approach is a key factor.
I am Giorgio Chiesa, director of Globaltech Solutions, after graduating in economics I decided to found
this company with the intention of deepening and applying data analysis to digital marketing.
In this presentation we will explain, in fact, how an analytical and attentive approach to detail is the first
step to seriously address this topic and obtain a competitive advantage over the competitors.
W EB I N AR S
4
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
Globaltech Solutions believes in the importance of continuous training. So, we have decided to offer
educational webinars every week (free and paid).
In this way, it will be possible to address the most varied digital marketing issues both in Italian and in
English.
The webinar tool allows you to reach our audience on a global scale, using a flexible tool that allows
interaction with users.
W H O I S T H I S P R E S E N T A T I O N
F O R ?
5
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
This presentation is designed as an educational tool for those who are still beginners in this subject and
want to improve their SEO skills.
The SEO discipline is currently very important as it is applied practically every time the web is used. Just
think of blogs, corporate, e-commerce websites etc.
In a world where the use of apps is increasingly frequent, it seemed appropriate to offer an overview of
SEO as the main tool capable of offering visibility to websites.
To answer the question posed above, this presentation is particularly useful for entrepreneurs,
freelancers, freelancers, students, web and digital marketing enthusiasts, industry insiders, etc.
P A R T I
6
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
PART I is introductory to the subject; it aims to expose the fundamentals of SEO at a theoretical level.
P A R T I
7
o Introduction to SEO
o SEO for all Businesses
o SEO Campaign Structure
o Technical Aspects of SEO Strategy
o Conclusion: Expectation vs. Reality
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
W H Y A R E S E A R C H E N G I N E S S O
I M P O R T A N T ?
8
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
Over the years, search engines have become increasingly important in everyday life. Just think of all the
times we ask questions, seek information or advice.
Search engines offer valuable information: market trends, consumption preferences by geographical
areas as well as statistical data on search terms (%YoY, %MoM).
Search engines are therefore very valuable databases that hide data that, properly used, allow you to
gain a competitive advantage.
SEO does nothing but leverage this search information to optimize the ranking. The goal is always to
gain – if possible – the first position.
W H Y I S S E O S O I M P O R T AN T ?
9
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
The importance of SEO consists in the possibility of exploiting the positioning within search engines to
maximize the number of clicks received each time a web search is performed for a given keyword.
The data show that about 70% of the clicks made, following a web search, involve the first 3 results.
Being able to maximize the number of clicks received is the first step to success. (slides to follow).
This, however, does not mean that these clicks will automatically translate into purchases of goods or
services. The conversion rate depends on other factors. SEO is still able to offer an excellent competitive
advantage.
DISTRIBUTION OF CLICKS
(CTR) IN GOOGLE
9 1 % O F G L O B A L S E A R C H E S
2nd
POSITION
18.7% 10.2%
4th
POSITION
7.4%
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
1st
POSITION
39.8%
3rd
POSITION
Source: Google
DISTRIBUTION OF CLICKS
(CTR) IN MICROSOFT BING
3 % O F G L O B A L S E A R C H E S
2nd
POSITION
5.6% 2.8%
4th
POSITION
1.9%
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
1st
POSITION
9.7%
3rd
POSITION
Source: Bing
S E O : P R I M A R Y S O U R C E O F F R E E
V I S I B I L I T Y
12
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
The importance of SEO lies in the fact that it is the main source of visibility on the web that does not
require a constant investment in economic terms.
Unlike traditional online advertising methods such as Google Ads or others, where you must pay for
every click you receive, optimal positioning allows you to receive clicks for free.
Therefore, not only do you save on advertising investment, but you also get results that last over time
(until a competitor manages to gain your position).
Being a free and long-lasting visibility tool gives SEO the 'status' of the best visibility tool on the web.
It is undeniable that this happens over a rather long period of time, so the results are evident over a
period of months or years.
INTRODUCTION TO SEO
SEO is defined as "Search Engine Optimization". This discipline illustrates the
different techniques suitable for facilitating the positioning of websites in the first
places of the search results pages (Google, Bing, DuckDuckGo, etc.).
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O : H I S T O R I C A L P E R S P E C T I V E
14
In 1997, the 'Webstep Marketing Agency' was the first entity to use the phrase "search engine
optimization" in its marketing materials.
In 2003, the term "search engine optimization" first appeared on Wikipedia, cementing its status in
Internet culture and inspiring a thriving field of consultants and analysts who help companies reach
the top position in search engine results.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
H O W D O E S G O O G L E W O R K ?
15
To be good with SEO, it is essential to know the principles of how search engines work. We can
take Google as a reference, but the operation is similar for other search engines as well.
Indexing Phase: When a search is made, you are simply consulting a huge search engine database.
These results are the outcome of the indexing process, the scanning process carried out by bots
and subsequent insertion into the database.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O : H O W D O E S G O O G L E W O R K ?
16
Results Phase: when we perform a search, Google returns a list of relevant results; These websites
are sorted because of a process governed by an algorithm that considers about 200 factors.
Feedback Phase: every time a user enters a search or clicks on a website, it provides data to the
search engine which, using these clues over time, it can count these events and integrate them in
its algorithms (related searches, websites that are particularly popular despite optimal ranking, etc.)
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
SEO FOR ALL
BUSINESSES
SEO is a highly flexible tool; its usefulness is undisputed in multiple business
models and in all commercial sectors.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O : 3 B U S I N E S S M O D E L S
18
o Affiliate SEO: before introducing this business model, it is good to remember that 'affiliate
marketing' refers to the process of selling to the public in which third-party products are
promoted in exchange for a remuneration, usually as a percentage, on the product sold.
Affiliate SEO therefore refers to the practices of improving the ranking of websites to sell third-
party products in affiliation. Here are the main advantages and disadvantages. Among the
advantages we can mention the fact that a business model of this kind is passive, scalable and
does not require active participation in management. On the other hand, however, it must be
admitted that there is a high level of competitiveness and a lack of control (high dependence
on algorithms).
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O : 3 B U S I N E S S M O D E L S
19
o Business SEO: in this case, the use of SEO is used to promote one's own product or service.
Within this category we can divide businesses that operate locally, nationally or globally. The
greater the reach of the business, the more SEO competitiveness it will be.
o SEO Client: this method consists of providing an SEO audit/campaign service to a client in
exchange for remuneration. This is a task reserved for SEO or digital marketing agencies.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
SEO CAMPAIGN
STRUCTURE
Every SEO campaign needs careful planning and high attention to detail. It will
have to be according to a very precise scheme and respectful of the various
priorities.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O C A M P A I G N S T R U C T U R E
21
o Keyword Research
o On-Page Optimization
o Off-Page Optimization
o Progress Tracking
o Adjustments & Corrections
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O C A M P A I G N S T R U C T U R E
22
Keyword Research
This stage is crucial as keyword research must be particularly careful. To this end, keywords with
correct search volumes (not too few, not too high), which have a low level of competition, will have
to be considered. Google provides a free Keyword Research tool for this purpose. The choice of
keywords must also take into consideration the relevance to the service offered, as well as the
location where the services or the products are offered.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O C A M P A I G N S T R U C T U R E
23
'On-Page' Optimization
This optimization is intrinsic to the website. It consists of the technical characteristics of the website
in terms of structure, titles, meta-tags, link structure, keyword density, length of articles, etc. It
basically covers everything that can be translated into code (HTML, CSS etc..)
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O C A M P A I G N S T R U C T U R E
24
'Off-page’ Optimization
This optimization is independent of the website. To be more precise, it is not about the structure of
your web but depends on the reputation that the website has acquired from external sources.
These sources can be links from other websites, online reviews, online guide references, content
shared on social media, Google Business or Bing Business profiles. This optimization is therefore
difficult to control, it reflects nothing more than the perception or reputation.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O C A M P A I G N S T R U C T U R E
25
Progress Tracking
When the optimization has been completed and after waiting at least 2-3 months, it is necessary
to check if the work done is bringing the desired results. This phase must be repeated constantly
to see a progressive improvement over time.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O C A M P A I G N S T R U C T U R E
26
Adjustments & Corrections
In this way, it will be possible to remedy the mistakes made and at the same time identify the
winning factors of your strategy. Variables that have had a negative impact will need to be
eliminated. Those that have had a positive impact will need to be implemented.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
TECHNICAL ASPECTS
OF SEO STRATEGY
How important is technique in SEO?
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
N O W E B S I T E C A N S T A N D W I T H O U T A
S T R O N G B A C K B O N E . A N D T H A T B A C K B O N E I S
T E C H N I C A L S E O
Neil Patel, web entrepreneur
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
T E C H N I C A L A S P E C T S O F S E O
S T R A T E G Y
29
Keywords
When we build an SEO strategy, we can't ignore keywords. By 'keywords' we mean one or more
words that are entered in the search bar of the search engine and thanks to which the search
engine can carry out the process of reordering the results. We can identify 3 types of keywords:
- Information Keywords: informational purposes
- Commercial keywords: answer to a problem or need (important)
- Branded keywords
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
T E C H N I C A L A S P E C T S O F S E O
S T R A T E G Y
30
Keyword Research
Now that we've defined what keywords are, we need to choose the ones that are most likely to be
able to make us climb the rankings on search engines and hopefully place us in first place. Here
are the criteria to be met:
• Sufficiently searched keywords on Google on a monthly basis, possibly with increasing interest
over time
• Keywords that express user intent
• Keywords that have, in terms of competitiveness, the possibility of placing us in the top
positions
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
T E C H N I C A L A S P E C T S O F S E O
S T R A T E G Y
31
Domain Selection
What makes a website particularly 'strong' from an SEO point of view is the story of the website
rather than the content (this is also important). A website’s history reinforces its reputation.
In the past, when algorithms were less sophisticated, the domain name was of great importance
and was used as a relevant indicator for ranking.
Today, however, as algorithms improve, the choice to use a domain based on a certain keyword
does not play a decisive role.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
T E C H N I C A L A S P E C T S O F S E O
S T R A T E G Y
32
How to choose a Domain Name
Given that this aspect is not decisive for having a competitive advantage in the SEO field, it is
good to remember that there are these possible choices:
Exact Match: 100% match with the keyword
Partial match: partial match with the keyword
No Match: No match with the keyword (often the company name or brand is used)
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
4 "PILLARS" OF TECHNICAL
SEO
33
oRelevance
oReadability
oInteractivity
oAuthority
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved
Introduction to SEO
RELEVANCE
34
Relevance refers to the need for each page of the website to present a reference topic in line
with the chosen keyword. The chosen topic must contain quality content that can bring value to
the reader, it must be useful to them.
Content must be original and not copied from third-party sources (not even created with
ChatGPT). In case of plagiarism, the algorithm will assign a penalty to the website with
consequent repercussions on its positioning and visibility.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved
Introduction to SEO
READABILITY
35
The construction of the website must be carried out in such a way as to make it as easy as
possible for Google or Bing bots to analyze and inspect. In this way, all the pages of the website
will be able to be included in the search engine results. A crucial role is played by the HTML, CSS
code of the website. First of all, it must be correct in its syntax and 'clean'.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved
Introduction to SEO
INTERACTIVITY
36
The pages of the website must be designed to be interactive with your audience. The more time
users spend reading and discovering your content, the better your impact will be in terms of
SEO. In this case, aesthetic and graphic elements may have an influence, as well as, of course, the
quality of the content. The loading speed of the website is also very important, a decisive
element for the purpose of liking and improving the browsing experience.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved
Introduction to SEO
AUTHORITY
37
Finally, we need to talk about website authority. Search engines, in fact, analyze websites to verify
how reliable and credible they are. Authoritativeness is attributed by search engines mainly by
analyzing those third-party sources that promote the website through links or content (see Off-
Page Optimization).
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved
Introduction to SEO
CO N CL U SI O N:
E X P E C T A T IO N V S .
R E A L I T Y
How long does it take to see the first results and to succeed thanks to SEO?
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O : H O W L O N G D O E S I T T A K E ?
39
o First things first, how long do I have to wait for my SEO strategy to work? It depends on several
factors, first and foremost the competitiveness of your sector. SEO is a 'zero-sum game'. Every
time someone ranks at the top of search pages, someone else is placed at the bottom.
o To provide a plausible reference period, it is good to specify at least 1 year, before noticing
appreciable results. Unfortunately, it is not possible to receive immediate gratification. Those
who promise fast results, are simply lying.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
S E O : H O W L O N G D O E S I T T A K E ?
40
o The key element is persistence. You will need to put in weeks of hard work and not notice any
effect in terms of optimization even for several months. This process is uncontrollable and
totally dependent on algorithms.
o To facilitate this step, it is important not to make any changes to the website. This does not
hinder or slow down the process of indexing pages.
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
Q & A S E S S I O N
We remain available to provide clarifications and to answer your questions!
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
D O Y O U W A N T T O L E A R N M O R E
A B O U T T H I S T O P I C ?
42
o WEBINARS (free or paid usually on a weekly basis)
o CONSULTING (online, in person at our office or at the customer’s place)
o ONLINE COURSES (coming soon)
Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
→ OUR WEBSITE
→ OUR TECH BLOG
R E S O U R C E S
43
A R E Y O U
S AT I S F I E D W I T H
T H I S
P R E S E N TAT I O N ?
P L E A S E L E AV E A
R E V I E W
T O G L O B A LT E C H
S O L U T I O N S S A G L
O N G O O G L E .
T H A N K Y O U !
END OF PART I - THANK YOU!
Giorgio Chiesa
Director, Globaltech Solutions Sagl
giorgio.chiesa@globaltech-solutions.ch
www.globaltech-solutions.ch
CONNECT WITH ME ON LINKEDIN!

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INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx

  • 1. INTRODUCTION TO SEO Giorgio Chiesa Director, Globaltech Solutions Sagl giorgio.chiesa@globaltech-solutions.ch www.globaltech-solutions.ch
  • 2. INTRODUCTION TO SEO Giorgio Chiesa Director, Globaltech Solutions Sagl CONNECT WITH ME ON LINKEDIN!
  • 3. A B O U T U S 3 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO Globaltech Solutions is a Swiss company that offers, on a global scale, digital marketing and educational services (face-to-face events and webinars). Our approach is data-driven as we believe that data analysis is fundamental for decision-making purposes. Even in SEO, the analytical approach is a key factor. I am Giorgio Chiesa, director of Globaltech Solutions, after graduating in economics I decided to found this company with the intention of deepening and applying data analysis to digital marketing. In this presentation we will explain, in fact, how an analytical and attentive approach to detail is the first step to seriously address this topic and obtain a competitive advantage over the competitors.
  • 4. W EB I N AR S 4 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO Globaltech Solutions believes in the importance of continuous training. So, we have decided to offer educational webinars every week (free and paid). In this way, it will be possible to address the most varied digital marketing issues both in Italian and in English. The webinar tool allows you to reach our audience on a global scale, using a flexible tool that allows interaction with users.
  • 5. W H O I S T H I S P R E S E N T A T I O N F O R ? 5 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO This presentation is designed as an educational tool for those who are still beginners in this subject and want to improve their SEO skills. The SEO discipline is currently very important as it is applied practically every time the web is used. Just think of blogs, corporate, e-commerce websites etc. In a world where the use of apps is increasingly frequent, it seemed appropriate to offer an overview of SEO as the main tool capable of offering visibility to websites. To answer the question posed above, this presentation is particularly useful for entrepreneurs, freelancers, freelancers, students, web and digital marketing enthusiasts, industry insiders, etc.
  • 6. P A R T I 6 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO PART I is introductory to the subject; it aims to expose the fundamentals of SEO at a theoretical level.
  • 7. P A R T I 7 o Introduction to SEO o SEO for all Businesses o SEO Campaign Structure o Technical Aspects of SEO Strategy o Conclusion: Expectation vs. Reality Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 8. W H Y A R E S E A R C H E N G I N E S S O I M P O R T A N T ? 8 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO Over the years, search engines have become increasingly important in everyday life. Just think of all the times we ask questions, seek information or advice. Search engines offer valuable information: market trends, consumption preferences by geographical areas as well as statistical data on search terms (%YoY, %MoM). Search engines are therefore very valuable databases that hide data that, properly used, allow you to gain a competitive advantage. SEO does nothing but leverage this search information to optimize the ranking. The goal is always to gain – if possible – the first position.
  • 9. W H Y I S S E O S O I M P O R T AN T ? 9 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO The importance of SEO consists in the possibility of exploiting the positioning within search engines to maximize the number of clicks received each time a web search is performed for a given keyword. The data show that about 70% of the clicks made, following a web search, involve the first 3 results. Being able to maximize the number of clicks received is the first step to success. (slides to follow). This, however, does not mean that these clicks will automatically translate into purchases of goods or services. The conversion rate depends on other factors. SEO is still able to offer an excellent competitive advantage.
  • 10. DISTRIBUTION OF CLICKS (CTR) IN GOOGLE 9 1 % O F G L O B A L S E A R C H E S 2nd POSITION 18.7% 10.2% 4th POSITION 7.4% Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO 1st POSITION 39.8% 3rd POSITION Source: Google
  • 11. DISTRIBUTION OF CLICKS (CTR) IN MICROSOFT BING 3 % O F G L O B A L S E A R C H E S 2nd POSITION 5.6% 2.8% 4th POSITION 1.9% Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO 1st POSITION 9.7% 3rd POSITION Source: Bing
  • 12. S E O : P R I M A R Y S O U R C E O F F R E E V I S I B I L I T Y 12 Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO The importance of SEO lies in the fact that it is the main source of visibility on the web that does not require a constant investment in economic terms. Unlike traditional online advertising methods such as Google Ads or others, where you must pay for every click you receive, optimal positioning allows you to receive clicks for free. Therefore, not only do you save on advertising investment, but you also get results that last over time (until a competitor manages to gain your position). Being a free and long-lasting visibility tool gives SEO the 'status' of the best visibility tool on the web. It is undeniable that this happens over a rather long period of time, so the results are evident over a period of months or years.
  • 13. INTRODUCTION TO SEO SEO is defined as "Search Engine Optimization". This discipline illustrates the different techniques suitable for facilitating the positioning of websites in the first places of the search results pages (Google, Bing, DuckDuckGo, etc.). Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 14. S E O : H I S T O R I C A L P E R S P E C T I V E 14 In 1997, the 'Webstep Marketing Agency' was the first entity to use the phrase "search engine optimization" in its marketing materials. In 2003, the term "search engine optimization" first appeared on Wikipedia, cementing its status in Internet culture and inspiring a thriving field of consultants and analysts who help companies reach the top position in search engine results. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 15. H O W D O E S G O O G L E W O R K ? 15 To be good with SEO, it is essential to know the principles of how search engines work. We can take Google as a reference, but the operation is similar for other search engines as well. Indexing Phase: When a search is made, you are simply consulting a huge search engine database. These results are the outcome of the indexing process, the scanning process carried out by bots and subsequent insertion into the database. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 16. S E O : H O W D O E S G O O G L E W O R K ? 16 Results Phase: when we perform a search, Google returns a list of relevant results; These websites are sorted because of a process governed by an algorithm that considers about 200 factors. Feedback Phase: every time a user enters a search or clicks on a website, it provides data to the search engine which, using these clues over time, it can count these events and integrate them in its algorithms (related searches, websites that are particularly popular despite optimal ranking, etc.) Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 17. SEO FOR ALL BUSINESSES SEO is a highly flexible tool; its usefulness is undisputed in multiple business models and in all commercial sectors. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 18. S E O : 3 B U S I N E S S M O D E L S 18 o Affiliate SEO: before introducing this business model, it is good to remember that 'affiliate marketing' refers to the process of selling to the public in which third-party products are promoted in exchange for a remuneration, usually as a percentage, on the product sold. Affiliate SEO therefore refers to the practices of improving the ranking of websites to sell third- party products in affiliation. Here are the main advantages and disadvantages. Among the advantages we can mention the fact that a business model of this kind is passive, scalable and does not require active participation in management. On the other hand, however, it must be admitted that there is a high level of competitiveness and a lack of control (high dependence on algorithms). Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 19. S E O : 3 B U S I N E S S M O D E L S 19 o Business SEO: in this case, the use of SEO is used to promote one's own product or service. Within this category we can divide businesses that operate locally, nationally or globally. The greater the reach of the business, the more SEO competitiveness it will be. o SEO Client: this method consists of providing an SEO audit/campaign service to a client in exchange for remuneration. This is a task reserved for SEO or digital marketing agencies. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 20. SEO CAMPAIGN STRUCTURE Every SEO campaign needs careful planning and high attention to detail. It will have to be according to a very precise scheme and respectful of the various priorities. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 21. S E O C A M P A I G N S T R U C T U R E 21 o Keyword Research o On-Page Optimization o Off-Page Optimization o Progress Tracking o Adjustments & Corrections Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 22. S E O C A M P A I G N S T R U C T U R E 22 Keyword Research This stage is crucial as keyword research must be particularly careful. To this end, keywords with correct search volumes (not too few, not too high), which have a low level of competition, will have to be considered. Google provides a free Keyword Research tool for this purpose. The choice of keywords must also take into consideration the relevance to the service offered, as well as the location where the services or the products are offered. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 23. S E O C A M P A I G N S T R U C T U R E 23 'On-Page' Optimization This optimization is intrinsic to the website. It consists of the technical characteristics of the website in terms of structure, titles, meta-tags, link structure, keyword density, length of articles, etc. It basically covers everything that can be translated into code (HTML, CSS etc..) Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 24. S E O C A M P A I G N S T R U C T U R E 24 'Off-page’ Optimization This optimization is independent of the website. To be more precise, it is not about the structure of your web but depends on the reputation that the website has acquired from external sources. These sources can be links from other websites, online reviews, online guide references, content shared on social media, Google Business or Bing Business profiles. This optimization is therefore difficult to control, it reflects nothing more than the perception or reputation. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 25. S E O C A M P A I G N S T R U C T U R E 25 Progress Tracking When the optimization has been completed and after waiting at least 2-3 months, it is necessary to check if the work done is bringing the desired results. This phase must be repeated constantly to see a progressive improvement over time. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 26. S E O C A M P A I G N S T R U C T U R E 26 Adjustments & Corrections In this way, it will be possible to remedy the mistakes made and at the same time identify the winning factors of your strategy. Variables that have had a negative impact will need to be eliminated. Those that have had a positive impact will need to be implemented. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 27. TECHNICAL ASPECTS OF SEO STRATEGY How important is technique in SEO? Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 28. N O W E B S I T E C A N S T A N D W I T H O U T A S T R O N G B A C K B O N E . A N D T H A T B A C K B O N E I S T E C H N I C A L S E O Neil Patel, web entrepreneur Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 29. T E C H N I C A L A S P E C T S O F S E O S T R A T E G Y 29 Keywords When we build an SEO strategy, we can't ignore keywords. By 'keywords' we mean one or more words that are entered in the search bar of the search engine and thanks to which the search engine can carry out the process of reordering the results. We can identify 3 types of keywords: - Information Keywords: informational purposes - Commercial keywords: answer to a problem or need (important) - Branded keywords Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 30. T E C H N I C A L A S P E C T S O F S E O S T R A T E G Y 30 Keyword Research Now that we've defined what keywords are, we need to choose the ones that are most likely to be able to make us climb the rankings on search engines and hopefully place us in first place. Here are the criteria to be met: • Sufficiently searched keywords on Google on a monthly basis, possibly with increasing interest over time • Keywords that express user intent • Keywords that have, in terms of competitiveness, the possibility of placing us in the top positions Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 31. T E C H N I C A L A S P E C T S O F S E O S T R A T E G Y 31 Domain Selection What makes a website particularly 'strong' from an SEO point of view is the story of the website rather than the content (this is also important). A website’s history reinforces its reputation. In the past, when algorithms were less sophisticated, the domain name was of great importance and was used as a relevant indicator for ranking. Today, however, as algorithms improve, the choice to use a domain based on a certain keyword does not play a decisive role. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 32. T E C H N I C A L A S P E C T S O F S E O S T R A T E G Y 32 How to choose a Domain Name Given that this aspect is not decisive for having a competitive advantage in the SEO field, it is good to remember that there are these possible choices: Exact Match: 100% match with the keyword Partial match: partial match with the keyword No Match: No match with the keyword (often the company name or brand is used) Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 33. 4 "PILLARS" OF TECHNICAL SEO 33 oRelevance oReadability oInteractivity oAuthority Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 34. RELEVANCE 34 Relevance refers to the need for each page of the website to present a reference topic in line with the chosen keyword. The chosen topic must contain quality content that can bring value to the reader, it must be useful to them. Content must be original and not copied from third-party sources (not even created with ChatGPT). In case of plagiarism, the algorithm will assign a penalty to the website with consequent repercussions on its positioning and visibility. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 35. READABILITY 35 The construction of the website must be carried out in such a way as to make it as easy as possible for Google or Bing bots to analyze and inspect. In this way, all the pages of the website will be able to be included in the search engine results. A crucial role is played by the HTML, CSS code of the website. First of all, it must be correct in its syntax and 'clean'. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 36. INTERACTIVITY 36 The pages of the website must be designed to be interactive with your audience. The more time users spend reading and discovering your content, the better your impact will be in terms of SEO. In this case, aesthetic and graphic elements may have an influence, as well as, of course, the quality of the content. The loading speed of the website is also very important, a decisive element for the purpose of liking and improving the browsing experience. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 37. AUTHORITY 37 Finally, we need to talk about website authority. Search engines, in fact, analyze websites to verify how reliable and credible they are. Authoritativeness is attributed by search engines mainly by analyzing those third-party sources that promote the website through links or content (see Off- Page Optimization). Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 38. CO N CL U SI O N: E X P E C T A T IO N V S . R E A L I T Y How long does it take to see the first results and to succeed thanks to SEO? Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 39. S E O : H O W L O N G D O E S I T T A K E ? 39 o First things first, how long do I have to wait for my SEO strategy to work? It depends on several factors, first and foremost the competitiveness of your sector. SEO is a 'zero-sum game'. Every time someone ranks at the top of search pages, someone else is placed at the bottom. o To provide a plausible reference period, it is good to specify at least 1 year, before noticing appreciable results. Unfortunately, it is not possible to receive immediate gratification. Those who promise fast results, are simply lying. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 40. S E O : H O W L O N G D O E S I T T A K E ? 40 o The key element is persistence. You will need to put in weeks of hard work and not notice any effect in terms of optimization even for several months. This process is uncontrollable and totally dependent on algorithms. o To facilitate this step, it is important not to make any changes to the website. This does not hinder or slow down the process of indexing pages. Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 41. Q & A S E S S I O N We remain available to provide clarifications and to answer your questions! Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO
  • 42. D O Y O U W A N T T O L E A R N M O R E A B O U T T H I S T O P I C ? 42 o WEBINARS (free or paid usually on a weekly basis) o CONSULTING (online, in person at our office or at the customer’s place) o ONLINE COURSES (coming soon) Globaltech Solutions Sagl - Copyright © 2023 all Rights Reserved Introduction to SEO → OUR WEBSITE → OUR TECH BLOG R E S O U R C E S
  • 43. 43 A R E Y O U S AT I S F I E D W I T H T H I S P R E S E N TAT I O N ? P L E A S E L E AV E A R E V I E W T O G L O B A LT E C H S O L U T I O N S S A G L O N G O O G L E . T H A N K Y O U !
  • 44. END OF PART I - THANK YOU! Giorgio Chiesa Director, Globaltech Solutions Sagl giorgio.chiesa@globaltech-solutions.ch www.globaltech-solutions.ch CONNECT WITH ME ON LINKEDIN!