The way in which a website is optimized undergoes changes from year to year. In general, when we use the term SEO, we think that it means bringing a site to the top of a search engine’s results. But, in practice, SEO means much more.

The success of an online business is not only guaranteed by the performance ofonline promotion or a ranking in the first results of a search engine.

The ease with which the desired information or product can be found, the way in which the site “guides” the visitor towards the purchase, the degree of customer satisfaction are just some of the elements that must be taken into account when optimizing a site.

We can rely on these elements in the next period as well, especially since the search engines also put an increased emphasis on the most natural and human side of a website / web project.

When establishing an SEO strategy, we must know the answer to two questions:

  1. Who are the people who carry out the search?
  2. What are the factors that determine the indexing of a site’s content and its ranking in the results?

Who are we addressing, in 2015, through the SEO strategy?

In the first place, in any future SEO strategy, the internet user, the searcher, who is waiting for an answer to the query made, must be placed.

The searcher is the internet user who uses a search engine in order to satisfy a current or future need. He must be attracted, converted and loyal.

The first step in attracting the searcher is for the site to have quality content. The search engine crawls the content of the site and indexes it.

A relevant content, permanently updated, will have a major impact on the number of visitors and the number of conversions.

How do we optimize a website in 2015?

As before, the first step is to set the type of site to be optimized: information, sale or both.

Once set, this typology must be taken into account in any action we plan.

Then we have to make sure that the site is “easy” to navigate, both by Internet users and by search engines.

We must take into account elements such as the platform and design (navigation on the site must be as simple as possible, the color palette used must be as relevant as possible to the field of activity and the overall design of the site), content and key phrases (the title of the page, the way the url is written, the description of the page that appears in the listing of search engines, in a way that incites action).

Turn website visitors into customers

Have you ever wondered what are the stages through which a visitor becomes a customer?

It is important to respect the four stages of a person’s search journey (awareness, consideration, delight & purchase).

  • Awarness – an internet user discovers the site for the first time.
  • Consideration – the site is analyzed and the internet user who has become a visitor analyzes the published content.
  • Delight – the visitor is delighted with the information provided, the analyzed content meets a need.
  • Buy – a purchase is registered, the visitor becoming a customer.

In order to be successful online, we must make sure that we build a long-term relationship of trust with clients, so that they become ambassadors of the brand.

Certainly, in 2015, customer satisfaction will represent a competitive advantage. Promotional actions must aim to create a pleasant experience, an experience created by people for people, a human experience.

A site must represent a personalized “voice” that responds to a need.

The purpose of a website is to be useful for people and thus it will become accessed and recommended. Any experience of an Internet user with a website must be pleasant, so the Internet user will be loyal.