SEO Approach

Web Marketing Italy delivers an integrated SEO solution that incorporates the following areas:

Our objective is to apply Web Marketing techniques in the most effective and cost efficient way in order to maximize results with the minimum amount of effort.

We believe that Strategy Definition is the most crucial aspect of a successful Internet Marketing program and that proper marketing planning techniques must be deployed before launching any Search Engine Optimization campaign:

Key Phrase Research

How can our marketing campaign deliver not only web traffic, but also relevant traffic to a website? What are the most relevant key phrases to be targeted?

Through Key Phrase Research, our main concern is to identify keywords that have the potential to deliver quality traffic to a website.

Information about keywords that are relevant to a particular website and business development strategy is gathered, sorted, and organized.

Market volumes assessment

What is the size of the potential markets to be addressed by Web Marketing activities? And where should the Web marketing efforts be focused in order to address the keywords in highest demand?

Through Market Volume assessment, average search volumes are estimated and analyzed for the selected keywords, on various Search Engines, markets, and languages. This activity is fundamental to segment, and prioritize the target market them, based on the company’s business development strategy.

Competition analysis

What is the current ranking on the targeted keywords? What is the level of competition on the selected keywords? Are there any key phrases that could bring the same results within a less competitive environment?

Through Competition Analysis, key phrases with high potential and low current ranking are identified, search and ranking competition on target keywords is assessed, and the most efficient alternatives are researched and developed.

Marketing plan

What is the overall strategy for the marketing campaign? What are the realistic targets? How do we move forward?

Marketing plan combines targeted key phrases that are relevant to the business, mapped the markets/ languages that show the most potential, and prioritized according to the options that optimize keyword competition. This information in key for setting business development targets, in terms of number of visits, conversion rates, and increased sales, to be associated with the Web Marketing campaign.

On page does not mean stuffing those keywords but a right strategy targeting appropriate keywords. We consider the following factors:

Title and Meta Tags creation

We create accurate and descriptive tags ensuring that the Meta tags and the HTML tags are correctly implemented to aid the spiders in assessing your website’s relevance to a search term.

Website content optimization

We assess the current website content and provide valuable insight into the current keywords that you are promoting to the Search Engines. By altering the keywords focus to those agreed during the keyword research stage, we then optimize the website content on existing pages. This is done on the actual web page content and not on the metadata as was previously the case with SEO. Main reason for this change is the fact that Search Engines discovered that websites are "cheating the system". Websites flood their metadata with excessive keywords or by hiding keyword-stuffed text on same color background in an attempt to trick the search engines and convince that their website is relevant to a broader range of search terms. In recent years, both activities are classified as unethical behavior and websites now get penalized if they deploy such techniques.

Unique quality content creation

It is often necessary to create additional web pages for your website in order to extend the amount of relevant content of your website. As websites are ranked on the basis of their relevant content, ensuring the correct level of keyword density for maximum optimization is very important for SEO work to become effective.

Site navigation, architecture and control flow optimization

Many browsers do not stay on a website if the navigation function is complicated or the architecture is not properly themed. As a result they "bounce" back as soon as they land on such website. By analyzing your current website’s navigation, architecture and control flow, we make improvements to enhance optimization and browser usability.

In case there are two websites which are similar in content, how would a Search Engine identify which is the one that is more useful for the visitors and therefore which one should be ranked higher than the other one?

Off page optimisation comes into play here. The search engine optimization strategies that are conducted off the page to improve the performance of the website for target keywords are known as off page optimization. Exercise such as linking; and placement of keywords in the link anchor text come under this category. Other methods of obtaining links that come under off-page optimization include:

• Press releases
• Article distribution
• Social networking via sites like Digg and Slashdot
• Link campaigns, such as asking complementary businesses to provide links
• Directory listings
• Link exchanges
• Three-way linking
• One-way linking
• Blogging
• Forum posting
• Multiway linking

Building link popularity

How would search engines know that your website is important and is recommended? How would they decide to show your website a notch higher than that of your competitor?

Building link popularity for your website is one of the main components of off-page SEO activities. Also known as link building, it is a method of linking your website to another website through a one-way link based on a common theme. Search Engines consider one-way links as a major factor in allocating a Page Rank to a website. The higher the Page Rank, the more weight it carries in SEO terms. Web Marketing Italy employs manual techniques to secure one-way links from "quality" websites that are linked by your chosen theme to compliment your website.

Directory Submissions

Do you know a lot of users and more importantly, search engines, use online resource directories to find and visit websites of particular interests? Does your website feature in thousands of online directories that get millions of visitors and are regarded as important by search engines?

A directory is a collection of information divided into categories and subcategories that contain links to relevant websites. Links from quality directories are regarded as ‘quality links’ by search engines as they are manually checked before inclusion. In addition, quality directories are indexed regularly, which ensures that your new website is indexed quickly by Search Engines. Web Marketing Italy identifies the directories to which your website is later submitted.

Website submission to Search Engines

How do search engines discover new websites and how much time does this take? Can something be done to expedite the discovery of your website?

Web Marketing Italy ensures that search engines get introduced to your website at the earliest. In the very initial phase of our SEO efforts, we also submit your website to all the important search engines. This ensures that even if the search engines have not been able to crawl up to your website, they can now discover, crawl and cache your website.

Article and Press Release Submission

How do you engage visitors who come to your website? How do you convince them that you specialize in the specific product or service that you are trying to market? How do you keep the Internet visitors informed about your company’s latest developments?

In Search Engine Optimization, content is undoubtedly the king. By having well-written, meaningful, unique content implementation, you can ensure that visitors are engaged and addicted to your website. Web Marketing Italy can develop and submit well written articles to the most popular article directories that are visited by millions of visitors. Further, press release submissions in PR resources help you to create an online buzz about the most recent developments like new products, marketing promotions of your company. Quality one-way links are also obtained this way.

Blog submission

Do you know that blogging is one of the biggest craze in the online world? How can you use the same for getting visitors to your website?

By adding a blog to your website, you increase interactivity with the visitors and start a virtual conversation with them. Useful and contemporary are initiated on your blog posts and the ability to comment gives a participation opportunity to the visitors. Web Marketing Italy helps you in promoting your blog and thereby, your website by submitting it to thousands of blog directories.

A solid account management and reporting is fundamental to the long term success of the Internet marketing program. At the end of each month, the dedicated Account Manager a detailed SEO report covering the previous month's activity in detail and the results achieved by the web marketing campaign. Areas covered by account management and reporting include:

Monitoring search engine rankings

How would you know whether the efforts deployed are getting you any results?
Top Rankings = Top Branding.
More than 95% of the search result traffic is captured by the top 20 ranking websites. We keep a constant watch how your website is progressing in terms of Search Engine Rankings.

Tracking site visits

People, even website owners included, have very little idea about visitors’ statistics over who visits their websites and how they behave while they are on the site. Tracking the website traffic means you can find out the following:

• How many visitors are visiting the website?
• Where are they coming from (the source)?
• Are they coming through the search engines, PPC programs, and affiliate network programs, links from other directories, or from paid banner advertising?
• Which keywords led the visitors to your website?

How do the visitors move (in terms of navigation) on the website?
If you know the answers to these queries, you can easily improve the ROI (Return On Investments)

Choosing next set of key phrases

What keywords your prospective visitors might type in to a search engine to find your site?
To find out the unique keywords of your SEO campaign, you need to research the core terms likely to be used by your target market while searching the Internet. You also need to know what words your visitors are using to reach your website.

Other things you may need to know include the questions:

• Which of the terms are generating most of the business?
• Which products are doing well in the market?
• Which terms will help your customers?
• Which products & services bring you most benefits?

You also need to find out which of the keywords are converting the visitors into customers and which are not. The general belief among the search engine marketers suggests that two-four words query often suffices in converting the visitors whereas keywords that are too short or long don’t serve the purpose