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Increasing the online visibility of your brand: SEO and Keyword research

SEO what it is and what it is for

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ith the term SEO (Search Engine Optimisation) refers to that branch of web marketing that deals with improving the ranking of a site in the search engine. This discipline therefore includes all those actions aimed at ensuring that the portal is positioned in the first results. This is a crucial aspect and one that is fundamental for increasing the visibility of the site and, consequently, also increasing daily visits. Publishing a portal and updating it with regular content is not enough. It is necessary to ensure that users are able to find it easily, starting with search terms and 'keywords' related to the brand in question. On the other hand, one of the first actions people take online is precisely that of searching for a product, activity or simple information on Google. 

Keyword research: what it is

In all these cases, users use specific terms, which in turn return the most relevant results. The display criterion, however, depends on a multitude of factors. Apart from the affinity between the 'keyword' and the search result, other aspects must also be considered. The authoritativeness of the site, for instance, plays an important role, as does the age of the portal. A site that has been published for some time will therefore be more likely to rank in the top results. The same applies to a portal with a high number of backlinks. The latter are the links published on other sites and which enable the portal in question to be reached. However, apart from these factors, which certainly help to improve the ranking, the first useful action for increase the online visibility of your's brand is to create optimised content.

Optimisation for search engines

This means creating texts, images and videos following precise rules. Search engine optimisation involves creating content that takes into account the main keywords used by users to identify the brand and related products. In short, a good SEO strategy is built from a careful analysis of keywords. The search for the most effective keywords is therefore fundamental for obtaining concrete results and must be carried out using the best tools on the market. 

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keywords research

Keyword research: which tools to use?

Some of them, for instance, such as Semrush or Google Keyword Planner, make it possible to identify the search terms with the largest volumes and the least competition. Semrush, in particular, also makes it possible to investigate the user's intent (search intent), i.e. the type of expectation of the content. A keyword could thus be linked to a purely informational intent or, on the contrary, could conceal a need of a commercial nature (purchase, advice, etc.). This information is particularly useful, as it makes it possible to create content that responds as closely as possible to the user's needs. Both tools also offer a series of related keywords, i.e. related keywords that should be included in texts and images. Finally, another very important tool for keyword research is undoubtedly Google Trends. This programme makes it possible, in particular, to know the trend of searches, so as to identify any recurring keywords, linked to seasonality or to precise days and weeks of the year. In fact, it is possible that a keyword suffers an increase in searches during a certain period. This information makes it possible to plan the publication of a piece of content in such a way that users can find it available precisely in the relevant time frame. Not only that, Google Trends is very useful in the case of portals specialising in the publication of news and current topics. This tool makes it possible to know the hottest topics of the moment and, therefore, to ride them in such a way as to increase site visits.