INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptx

INTRODUCTION TO SEO
Giorgio Chiesa
Director, Globaltech Solutions Sagl
giorgio.chiesa@globaltech-solutions.ch
www.globaltech-solutions.ch

INTRODUCTION TO SEO
Giorgio Chiesa
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 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
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
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

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
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
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%
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%
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
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.).

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.

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.

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.)

SEO FOR ALL
BUSINESSES
SEO is a highly flexible tool; its usefulness is undisputed in multiple business
models and in all commercial sectors.

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).

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.

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.

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

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.

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..)

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.

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.

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.

TECHNICAL ASPECTS
OF SEO STRATEGY
How important is technique in 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

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

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

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.

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)

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.
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'.
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.
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).
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?

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.

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.

Q & A S E S S I O N
We remain available to provide clarifications and to answer your questions!

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)
→ 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
giorgio.chiesa@globaltech-solutions.ch
www.globaltech-solutions.ch
CONNECT WITH ME ON LINKEDIN!

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