Marketing Automation Strategy
Search Engine
Optimization
WHAT IS SEO?
All industry experts know that SEO, or Search Engine Optimization, encompasses the analysis and actions taken to optimize a website for search engines. At Like Reply, it’s a strategic approach aimed at improving a website’s indexing and positioning on Google (and other search engines) for businesses looking to generate qualified organic traffic, leads, and conversions. This is made possible through both onsite and offsite actions that focus on semantics (from keyword selection to content writing), information architecture (categorization and structuring of topics), user experience, optimization of metadata and tags, HTML code cleanliness, site performance, internal linking management, and the quantity and quality of backlinks.
WHAT IS THE SEO SPECIALIST?
The SEO specialist is dedicated to optimizing websites, e-commerce platforms, apps, and Amazon listings. Our team of SEO experts can help you design a winning strategy to improve the performance of your digital touchpoints by liaising with both marketing and IT functions. We analyze the website and competitive context to define a sustainable and lasting optimization strategy, set up a keyword strategy, create SEO-friendly texts, and provide precise and actionable guidelines for site optimization.
SEO TOOLS
Nothing is taken for granted on search engines. To ensure complete indexing and optimal positioning, Like Reply adopts a solid SEO approach to define a winning strategy that can adapt to future algorithm changes.
With the appropriate SEO tools, users can be provided with content and an experience that meet their information needs. In doing so, the foundations for a website’s search engine ranking can be laid. To achieve this objective, you need to take a step back from individual activities, as the competitive environment and the Google algorithm are constantly changing. Moreover, by its very nature, SEO takes longer to update than paid activities and for this reason needs continuous analysis and monitoring.
THE THREE STAGES OF THE SEO PATH
Like Reply approaches SEO as a cyclical path composed of three stages
SEO ANALYSIS
The Like Reply team analyses the first and third party data to provide a complete overview of the reference market, main competitors and the website. This allows them to identify the strategic keywords to be monitored, the technical optimisations to be made and new ideas for developing the content strategy.
SEMANTIC OPTIMISATION
The Like Reply team works on all activities related to information needs and keywords, from optimising title tags and meta descriptions to categorising content, and editing and optimising texts from an SEO perspective
TECHNICAL OPTIMISATION
The Like Reply team explores all technical aspects, including optimising HTML code with the definition of attention-grabbing heading tags, the use of tags to facilitate site indexing, performance improvement and budget crawl optimisation.
The Like Reply team uses its skills and experience during the analysis phase to evaluate the website as a touchpoint to be optimised within the company’s entire digital ecosystem. Hence, when they propose an SEO strategy, they also evaluate any correlations with other areas of digital marketing, such as SEA, analytics, CRO, social networks and marketing automation. For example, there are synergies between SEO and SEA when it comes to quality scoring: one of the factors influencing the score, which in turn impacts the final KPIs of the campaign, is the landing page experience, which identifies the extent to which the website is able to provide users with what they were hoping to see after clicking on the ad. Detailed SEO activity allows Like Reply to improve this setting, positively affecting the CPC and generating more traffic for the same budget. Another area where the team applies SEO concepts is social networks. By means of appropriate settings, they can determine whether content will be previewed and when it will be shared on social channels, and decide on the image, title and description. This allows them to drive and control what content users will share on social media.
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