ComPart Multimedia offers as embedded service into the creation of a website the search engine optimization and the advice on the best marketing strategy to climb the SERPs and get the best "positioning".
The term "positioning" is usually taken to mean a marketing action aimed at affirming a brand in a specific market. “Positioning in search engines” is a group of techniques that aim at bettering the position of a website in the results list of a search using a search engine.
90% of people search for information in Internet with search engines; in Italy, more than 26 million people use the web for their work and personal decisions (Nielsen data). – Source: Fullresearch Survey-2010
Optimization and positioning in the main search engines is therefore a must for any mark that wants to build brand popularity on the Web. Natural positioning (organic placement) is obtained through SEM and SEO actions that offer an excellent return on their investment (ROI) over the long term, drastically lifting the conversion percentage of users into buyers.
A world record is our best testimonial
ItalyGuides.it is doubtless our best testimonial to the positioning ability of ComPart Multimedia. In fact, ItalyGuides is in third position on Google.com for searches (SERP) on the word " Rome ", with more than 80,000,000 results found, a result that precious few agencies in the world can boast.
However, results such as this are neither easy to obtain nor to replicate; there are many complex activities involved with search engine positioning:
If people think you’re important, so will Google. - Matt Cutts
A similar result is not easy to obtain or replicate, the activities in the search engines ranking are many and complex:
- Site analysis and competitor analysis. The most used terms on search engines in relation to Brand activity are analyzed, an analysis of the competitors and of their main keywords as well; from this is crafted a list of keywords best suited to positioning the site.
- Web page optimization. Following the preliminary analysis, site structure is defined, that which will result in good positioning. Based on this structure, web pages are designed that will be optimized in accordance with the guidelines of the major search engines.
- Raising page rank and link popularity. To obtain good positioning in the SERP, it’s useful aiming at raising the page rank and link popularity of the site.
Every Internet site developed by ComPart Multimedia is designed in strict observation of these fundamental points in their creation, so that they can compete for positioning on the major search engines.
- Optimization of the site on the major search engines
- Structure of the site designed according to SEO needs (Search Engine Optimization)
- Programming in semantic markup
- Page programming XHTML 1.0 - HTLM5
- Graphic design and style totally based on CSS
- Animation with Flash technology with the possibility of content fallback (iPad, Reader)
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization.
The original work on positioning was consumer marketing oriented, and was not as much focused on the question relative to competitive products as much as it was focused on cutting through the ambient "noise" and establishing a moment of real contact with the intended recipient.
The growth of high-tech marketing may have had much to do with the shift in definition towards competitive positioning. An important component of hi-tech marketing in the age of the world wide web is positioning in major search engines such as Google, Yahoo and Bing, which can be accomplished through Search Engine Optimization , also known as SEO. This is an especially important component when attempting to improve competitive positioning among a younger demographic, which tends to be web oriented in their shopping and purchasing habits as a result of being highly connected and involved in social media in general.
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of search engine optimization, paid placement, contextual advertising, and paid inclusion.
Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a website web presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.
A search engine results page (SERP), is the listing of web pages returned by a search engine in response to a keyword query. The results normally include a list of web pages with titles, a link to the page, and a short description showing where the keywords have matched content within the page. A SERP may refer to a single page of links returned, or to the set of all links returned for a search query.
SERPs of major search engines like Google, Yahoo! and Bing may include different types of listings: contextual, algorithmic or organic search listings, as well as sponsored listings, images, maps, definitions, videos or suggested search refinements.
PageRank is a link analysis algorithm, named after Larry Page used by the Google Internet search engine that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set. The algorithm may be applied to any collection of entities with reciprocal quotations and references.
The name "PageRank" is a trademark of Google, and the PageRank process has been patented (U.S. Patent 6,285,999). However, the patent is assigned to Stanford University and not to Google. Google has exclusive license rights on the patent from Stanford University.
Link popularity is an example of the move by search engines towards off-the-page-criteria to determine quality content. Off-the-page-criteria adds the aspect of impartiality to search engine rankings, as citations from other authors in the Web community helps define a site's reputation. In theory, great sites will naturally attract many links, and content poor sites will have difficulty attracting any links.
Link popularity assumes that not all inbound links are equal. For example, an inbound link from a major directory carries more weight than an inbound link from an obscure personal home page.
PageRank™ uses link popularity as an important factor in ranking a site.