SEO Buyers’ Guide

Quasi il 90% degli acquirenti avvia il proprio viaggio di shopping attraverso le vie digitali. Prima ancora di varcare la soglia di casa, si avventurano online alla ricerca di un prodotto, di un brand o di un servizio che catturi la loro attenzione.

Con il massiccio spostamento dei consumatori verso il mondo online, i pionieri imprenditoriali di ogni settore stanno intensificando la loro corsa verso l’adozione dell’ottimizzazione per i motori di ricerca (SEO) e delle strategie di marketing digitale nell’era post-pandemia. Ciò si traduce in un aumento significativo della competizione aziendale.

Per emergere trionfanti nella selva competitiva del mercato digitale e preservare la vostra rilevanza, è imperativo porre l’attenzione sulla chiave maestra della vostra strategia aziendale: l’ottimizzazione dei motori di ricerca (SEO).

In un’epoca di turbolenza economica, Matteo Di Castro, il capo stratega della prosperità nella creazione di domanda presso Prisma Solution, sottolinea l’essenzialità di focalizzarsi con precisione nella caccia ai clienti e nell’arte di generare vendite.

“La magia della SEO risiede nel suo potere costante di regalare i lead al costo più basso (CPL) tra tutti i canali, purché si abbia la volontà di investire nell’ascensione delle posizioni.”

A meno di rarissime eccezioni, l’adozione di una strategia di SEO e marketing digitale di successo rappresenta l’unico faro che illumina il cammino degli affari moderni. È una scelta imprescindibile: o si abbraccia il digitale con forza e lungimiranza, oppure ci si perde nelle ombre dell’obsolescenza.

Comprensiamo le sfide legate all’espansione dei vostri sforzi di marketing e comprendiamo che il mondo della SEO e del marketing digitale possa sembrare un territorio inesplorato, specialmente se avete appena iniziato questo viaggio. Tuttavia, non preoccupatevi, perché in questa guida vi condurremo attraverso le fondamenta della SEO. Scoprirete perché la SEO riveste un’importanza cruciale nella generazione di lead per la vostra attività e come potete ottimizzare al massimo questa strategia per il vostro successo aziendale.

Proseguite nell’esplorazione per svelare come l’accurata selezione di servizi SEO possa plasmare il destino trionfante della vostra brand identity.

1 Che cos’è l’ottimizzazione dei motori di ricerca?
  • Come funziona la SEO?
  • In che modo la SEO può aiutare le piccole imprese e le grandi aziende?
  • Quanto tempo ci vuole per vedere i risultati dei servizi SEO?
  • Imparate come funziona la SEO con degli esempi
2 SEO e Digital Marketing
  • Come funziona la SEO?
  • In che modo il SEO può aiutare le piccole imprese e le grandi aziende?
  • Quanto tempo ci vuole per vedere i risultati dei servizi SEO?
  • Imparate come funziona la SEO con degli esempi
3 La SEO vale l’investimento?
  • How Does SEO Work?
  • How Does SEO Help for Small Business Entities and Large Enterprises Alike?
  • How Long Does It Take To See Results From SEO Services?
  • Learn How SEO Works With Examples
4 Benefits of Using an SEO Company
  • How Does SEO Work?
  • How Does SEO Help for Small Business Entities and Large Enterprises Alike?
  • How Long Does It Take To See Results From SEO Services?
  • Learn How SEO Works With Examples
5 Future-Proof Your Business With SEO
  • How Does SEO Work?
  • How Does SEO Help for Small Business Entities and Large Enterprises Alike?
  • How Long Does It Take To See Results From SEO Services?
  • Learn How SEO Works With Examples

In This Guide

  • What Is SEO: How Does It Work, What’s Included and How Much Does It Cost?
  • How To Choose an SEO Company
  • What You Should Really Know About SEO

Che cos'è l'ottimizzazione dei motori di ricerca?

L’arte della visibilità digitale, nota come ottimizzazione per i motori di ricerca (SEO), si configura come un processo avvincente e strategico. Questa pratica mira a plasmare l’immagine del vostro sito web nei intricati meandri delle pagine dei risultati dei motori di ricerca (SERP), attraverso un balletto sinergico di tattiche organiche o non a pagamento. Il suo obiettivo essenziale? Elevare le vostre posizioni nelle ricerche online, in modo che quando gli utenti si immergono nel vasto oceano digitale alla ricerca di prodotti o servizi legati alla vostra sfera, il vostro brand emerga come un faro di affidabilità, una scelta di cui ci si può fidare per soddisfare le loro esigenze.

Maggiore è la visibilità del vostro sito web nei risultati di ricerca, maggiori sono le possibilità di attirare traffico sulla vostra pagina web e di convertire i contatti commerciali in clienti.

Come funziona la SEO?

I motori di ricerca esplorano un vasto universo di fattori di posizionamento al fine di discernere i risultati più pertinenti per una ricerca. Questo compito implica un intricato processo di ricerca e riscoperta di pagine, noto come crawling, accompagnato da un meticoloso atto di memorizzazione dei contenuti web, denominato indicizzazione. In questo modo, si immergono nelle profondità digitali, analizzando migliaia di pagine per poi restituire risultati di ricerca significativi e rilevanti.

 

Dopo il crawling e l’indicizzazione, i motori di ricerca analizzano le pagine in base a diversi fattori di ranking, tra cui:

Il posizionamento e l’esposizione del vostro sito web sono strettamente legati all’esame scrupoloso condotto dai motori di ricerca. Qualora il motore di ricerca riconosca che il vostro contenuto risponde in modo adeguato alle interrogazioni degli utenti, il vostro materiale sarà gentilmente presentato nei risultati di ricerca organica. Questo si traduce in un afflusso di traffico gratuito e pertinente verso il vostro sito web.

 

Come il SEO può fungere da alleato insuperabile per piccole realtà imprenditoriali e colossi aziendali?

Considerando che Google elabora miliardi di query di ricerca ogni giorno, il servizio SEO mira ad aumentare le classifiche organiche per una particolare serie di parole chiave e a incrementare la visibilità del vostro sito web.

On-Page SEO

L’ottimizzazione SEO on-page rappresenta il meticoloso perfezionamento di svariati elementi del proprio sito web, manipolabili a proprio piacimento, al fine di renderlo più appetibile per i motori di ricerca. Tale processo abbraccia l’arte di ottimizzare i collegamenti interni, plasmare i titoli, scolpire le meta-descrizioni e cesellare gli header, tutto con l’obiettivo di conquistare la simpatia degli algoritmi che governano il vasto universo dei motori di ricerca.

Off-Page SEO

La SEO off-page è l’insieme delle strategie intraprese per promuovere i vostri contenuti e creare collegamenti da altri siti web verso il vostro sito. Si tratta, tra l’altro, di tecniche di link building, social media marketing e gestione degli annunci.

Ricordate che una buona tattica di ottimizzazione del sito web non consiste nel scegliere tra SEO on-page e off-page. Sono necessarie entrambe per affermare l’autorità del vostro marchio e superare la concorrenza.

 

How Long Does It Take To See Results From SEO Services?

Sfortunatamente, non possiamo stabilire con certezza il tempismo di risposta a questa interrogazione. I servizi SEO possono dar vita a frutti tangibili nel giro di poche settimane o mesi, ma in alcuni contesti, specialmente in settori ad alta competizione, i benefici della SEO per la vostra impresa potrebbero dispiegarsi nel corso di diversi mesi, se non addirittura più a lungo.

Indubbiamente, una certezza si delinea: un’implementazione accurata del SEO orientato ai dati per la vostra impresa può tradursi nell’acquisizione passiva di potenziali clienti e nella generazione di entrate dal vostro sito web ininterrottamente, giorno e notte, sette giorni su sette.

Dalle telefonate, alle vendite online, alle visite in negozio, un servizio SEO ben eseguito per le aziende business-to-business (B2B) e business-to-consumer (B2C) genererà risultati anche mentre dormite.

Imparate come funziona la SEO con degli esempi

Ora che abbiamo definito che cos’è la SEO, lo vediamo in azione.

Quando gli utenti si avventurano nel vasto mondo della rete alla ricerca di un servizio o di un prodotto, sono inclini a prediligere uno tra i primi cinque suggerimenti affiorati nella prima ondata dei risultati di ricerca. In questo intricato labirinto digitale, emerge una disparità titanica nei tassi di click-through (CTR) tra le prime 10 posizioni organiche, delineando il crinale che separa l’osservato successo dal semplice naufragare nell’oblio virtuale..

Secondo un’indagine condotta da Backlinko, il vertice primario delle ricerche su Google conquista circa il 27,6% di tutti gli sguardi virtuali. Non stupisce affatto che la decima posizione naviga in un mare più modesto, con un CTR medio del 2,4%, cifra che si palesa dieci volte più ridotta rispetto al luminoso primo piazzamento. In verità, sono davvero pochi gli avventurieri digitali che si spingono oltre la prima pagina e oltre.

Google Organic CTR Breakdown By Postion

  • #1

    27.6%

  • #2

    15.8%

  • #3

    11.0%

  • #4

    8.4%

  • #5

    6.3%

  • #6

    4.9%

  • #7

    3.9%

  • #8

    3.3%

  • #9

    2.7%

  • #10

    24.6%

Click through Rate

Establishing a strong SEO strategy helps you rank higher in relevant search results and garner more online visibility. This increases your chances of driving more website traffic and potential business leads to your website.

Let’s see how SEO for B2B and B2C has helped key market players realize their digital potential:

The Case of a Multi-Location Residential Foundation Repair Company

Organic search continues to be the major source of website traffic for a multi-location residential foundation repair company. However, being in an extremely competitive industry, the firm needed a more targeted SEO and digital marketing approach to establish its brand authority and drive a steady stream of website traffic, business leads and conversions.

By optimizing for highly relevant SEO keywords, implementing local business citation-building tactics and expanding its content marketing strategy, the company achieved unprecedented growth year-over-year (YoY).

 

Results:

  • +263.9%
    New Website Users
  • +132.5%
    Organic Conversions
  • +279.2%
    Organic Website Traffic

 

Here’s another example showcasing SEO help for small business owners:

The Case of a Local Law Firm

Without a digital presence, it was difficult for a real estate and personal injury law firm in Arlington, Texas, to expand its market reach and establish brand authority.

The firm recognized the need for a professional web design and SEO service and hired Thrive Internet Marketing Agency. Thrive’s web design and SEO services helped establish the firm’s digital footprint and increase its online visibility and conversions.

Results:

  • +360%
    Business Leads
  • +663.72%
    Organic Search Traffic
  • +533.33%
    Website Visitors

Businesses that do not understand why SEO matters and how it works either completely ignore it or resort to marketing strategies that generate quick gains. Unfortunately, by disregarding the importance of SEO for business, you’re missing out on an opportunity to achieve long-term profitability.

“I’ve seen firsthand the issues clients have had ignoring SEO and focusing on other lead generation sources, such as paid channels,” Harris said.

“If you focus solely on paid channels, you risk increasing bids, [facing] business competitors with more capital outbidding you consistently and cutting your lead sources.”

Whether you’re a brick-and-mortar store or an online business, you need effective SEO and content marketing to drive business every day.

SEO and Digital Marketing: What You Need To Know

Search engine optimization is a vital component of any business’s digital marketing arsenal. It involves using various methods to improve your website performance and help both search engines and online users better understand your business offering.

The illustration below shows where SEO fits in digital marketing:

Digital Marketing

Sms

Tv

Radio

Billboards
Internet Marketing

Search Engine Marketing (SEM)

Search Engine Optimization(SEO)

Pay-Per-Click (PPC) Marketing

SEO for B2B and B2C is focused on bringing organic website traffic. Meanwhile, digital marketing aims to improve your overall digital presence beyond SEO. It can be broadly broken into different categories, including SEO, PPC advertising, email marketing, reputation management and conversion rate optimization (CRO), among other services.

Let’s delve into some of these digital marketing components and how they relate to SEO.

 

SEO and SEM: How Do They Differ?

The main difference between SEO and SEM is that SEO focuses on generating website traffic from organic search results. Search engine marketing, on the other hand, focuses on driving traffic and visibility from both organic and paid searches.

SEM is a broad category that includes SEO and paid advertising. This means SEO falls under SEM.

Sem
 

Should you focus 100 percent of your digital marketing efforts on SEO? Or should you invest in SEO and SEM to drive more traffic to your site?

If you have a very limited budget, you should focus on SEO first to cement your name in the digital marketing realm. You may not see a return on investment (ROI) right away, but it still makes more sense than burning through your marketing budget on PPC ads that may only run for a week.

“Focus on ranking a few pages first that would be most impactful for the growth of your company,” Harris said.

“Are there a few products that drive your revenue and have the largest customer base? Are there a few locations where your services are available? Focus on ranking them first so you can get the most bang for your buck.”

If you have a regular monthly budget and the ability to launch and test advertising campaigns, tackling both SEO and SEM simultaneously is an excellent strategy to rank high in your target SEO keywords and maximize your search traffic

 

Web Design and SEO: Where Does SEO Belong in Your Web Design Process?

Web design and SEO are two significant components you need to consider when building your digital presence. Creating a website that nails both web design and SEO enables you to rank higher in relevant search results, which translates to more website traffic and, eventually, business leads and revenue.

Your website needs to be designed well to make a good impression on prospective customers and provide a good user experience across all pages. According to a Research Gate study, a whopping 94 percent of first impressions of websites are related to design.

To keep your target audience’s attention, web designers create visually pleasing and interactive interfaces. Content specialists create website content that gets visitors to explore the page and take action, whether to sign up for your newsletter, download a free demo or add a product to their cart. It is then the responsibility of web developers to bring both design and content together with code.

But before the designers can begin the web development process, SEO takes center stage. SEO for B2B and B2C websites is a critical component that needs thoughtful consideration from the planning phase all the way to the launch date:

 

1. SEO During the Setup and Planning Phase

The initial phase of web design and SEO services involves identifying the purpose of the website and mapping out SEO keywords. Getting the right set of SEO keywords is crucial to implementing the best and most relevant search terms into your website content.

A good keyword strategy raises your position in Google and helps you rank highly for terms your target audience uses to find businesses like yours. SEO specialists collaborate with copywriters to create an effective SEO and content marketing strategy that naturally weaves target keywords into the copy.

2. SEO During Design and Development

Once your website is launched, web design and SEO services don’t stop there. SEO strategists provide ongoing SEO support to ensure your site ranks well in major search engines. This includes page speed testing, security monitoring, keyword rank monitoring and broken link checking, among other things.

Keep in mind that SEO is not a one-time endeavor. It’s a long-term process that demands continuous attention to remain an effective tool for your business.

 

SEO and Social Media: How They Work Together

SEO and social media play a big role in getting your content in front of a larger audience. When done right, SEO and social media marketing improve your engagement signals and create a larger SERP real estate for branded queries.

So what is the relationship between SEO and social media?

Social media serves as an indirect tool to increase your search visibility and organic search ranking. While social media does not directly impact SEO, social signals (i.e., likes, shares, comments, etc.) generated from people sharing your content on different social media channels contribute to driving brand awareness, building brand following and boosting your website traffic.

Consider the case of this plasma donation center:

The center invested in SEO and social media marketing to build up its new brand image, spread awareness and grow its social media following across its service locations.

Results:

  • +29,521
    Link Clicks
  • +459
    Checkouts Initiated
  • +448
    Conversions
  • +10,938
    Landing Page Views

By combining SEO and social media marketing, the center achieved increased search visibility and sent relevant traffic to its newly launched website. Not only that – but it also successfully got more donors to sign up.

Evidently, the importance of SEO for business marketing cannot be overemphasized. SEO and digital marketing tactics work together to fuel digital success and help scale your business.

Is SEO Worth the Investment?

Yes, SEO is definitely well worth the investment. It is one of the most affordable and effective marketing strategies to gain better rankings and consistent, qualified website traffic that you don’t need to pay for.

To some, SEO service may seem like an unnecessary investment. Perhaps you’ve tried SEO before but didn’t get stellar results. Or maybe you find it hard to justify the SEO pricing, given your tight marketing budget.

We understand that you’re being cautious. But no matter where you stand, SEO works, and it’s one of the most cost-effective ways to drive business leads and conversions long-term.

 

Benefits of SEO for Businesses

Let’s start with the first thing everyone wants to know: Why is SEO important for small businesses and other market players? Will it provide me with a high ROI?

Many marketers agree that SEO provides one of the best ROIs in the marketing industry. In fact, a survey conducted by Search Engine Journal revealed that 49 percent of marketers generate the highest ROI from organic search among any marketing channel. This means with the right SEO strategy, significant results will happen over time.

If you’re still wondering why is SEO important for small businesses and multi-location companies alike, then these SEO benefits will answer your question:

 

Short-Term Benefits of SEO

  • Increased brand awareness
  • Improved website usability
  • Increased brand discoverability on search engines
  • More targeted traffic
  • Improved web experience for customers
  • High content quality

Long-Term Benefits of SEO

  • Access to detailed data that helps with strategizing
  • Established brand authority
  • Improved keyword rankings and website traffic month-over-month
  • Increased business leads and conversions
  • Faster and more convenient website
  • Larger customer base
  • Long-term profitability
  • A consistently impressive close rate

Real-Life Examples of SEO Benefits

In today’s digital world, SEO is a leading revenue driver. Take it from the following companies that leveraged SEO to rise above the business competition and achieve their goals:

Commercial Construction Company

A local construction company invested in SEO services to raise its brand awareness and drive more business leads. After one year of implementing a custom SEO strategy, the firm yielded an exponential increase in site visitors, website traffic and conversion rate.

Results:

  • +126.50%
    Organic Search Traffic
  • +800%
    Online Leads
  • +640.92%
    Conversion Rate

Ecommerce Business

SEO and SEM played a vital role in helping an eCommerce business that sells high-end juicers outrank its business competitors.

Thrive integrated cross-channel marketing using SEO and PPC advertising to utilize its marketing dollars better and decrease irrelevant website traffic. A few months into the SEO strategy, the brand saw great results, generating a 130 percent increase in organic revenue.

Results:

  • +138%
    Click-Through Rate
  • +70%
    Website Traffic
  • +130%
    Organic Revenue

Multi-Location Restoration and Reconstruction Firm

A multi-location restoration and reconstruction firm with more than 22 locations needed help boosting its brand recognition and local rankings across all service locations.

To achieve these goals, a combination of CRO, PPC, SEO and web design strategies was implemented. Through strategic SEO and digital marketing campaigns, the company set a record-high: 60,183 total traffic in October 2020 and positioned 1,104 keywords in the top 5 rankings in December 2020.

Results:

  • +93.46%
    Organic Search Traffic (YoY)
  • +295.69%
    Top 5 Keyword Rankings
  • +2,737.5%
    Monthly Leads

 

You might think SEO isn’t worth the investment unless you get quicker results, but that would be a strategic mistake.

“SEO is no longer an option,” said Ronnel Villoria, Thrive’s Demand Generation Senior Lead SEO Strategist.

“It is an essential and effective online marketing strategy. You cannot boost your sales and leads, brand awareness and credibility without it.”

Considering all the SEO benefits for small business outfits, large enterprises and multi-location businesses, there’s no reason you shouldn’t venture into SEO and digital marketing.

 

Benefits of Using an SEO Company

We’ve established that SEO benefits businesses in numerous ways. But should you pay for SEO services from a professional digital marketing company?

“SEO is not easy, and it requires the correct team to tackle it,” Harris said.

“It’s not easy to rank a website for relevant keywords, so finding a digital marketing company is crucial to achieving success in a very competitive industry.”

Unless you resort to paid advertising, making it to the top spot of SERPs does not happen overnight. To gain long-term SEO benefits for small business and large enterprises, you need to put the time in and really work at achieving steady progress. A professional SEO agency can help you expertly manage your SEO and digital marketing campaigns.

 

How Do You Know if an SEO AgencyIs the Right Fit for Your Business?

There are quite a few things to consider when hiring an SEO company. Still, the most important is choosing an SEO company that can explain its strategy, help educate you on SEO in general, has a track record of success both for clients and itself and provides reasonable SEO pricing.

“An agency that is the right fit acts like a partner,” said Hannah Garon, Thrive’s SEO Director.

“They understand you know your business better than anyone but will utilize your knowledge and their knowledge of digital marketing to propel you to success. They would tell you when something could impact you negatively, not just ‘yes you to death’ to keep your business.”

To help you out, here are 10 steps to take when choosing an SEO and digital marketing partner:

  • 1 Set clear goals as to why you need SEO services in the first place.
  • 2
    Determine your marketing budget.
  • 3
    Identify the SEO techniques they use and how they track and measure campaign results. A reputable SEO company implements proven, white-hat SEO strategies tailored to your needs and demands.
  • 4
    Research and compare SEO pricing and packages. The right SEO agency should provide quality services at cost-effective SEO pricing.
  • 5
    Check reviews and references.
  • 6
    Watch out for SEO agencies that guarantee results within a specific timeframe. Some might implement black hat SEO techniques, which would be detrimental to your long-term SEO success.
  • 7
    Demand full transparency of its processes and internal and client results. Look for a company that practices what it preaches and can prove it by ranking well itself.
  • 8
    Review case studies, previous projects and client portfolio.
  • 9
    Check the agency’s knowledge of the latest algorithm and industry updates.
  • 10
    Understand reasonable timelines. SEO takes time. If you expect SEO services to pay off in just a few weeks or months, you will be disappointed.

“At the end of the day,” Garon said, “an SEO agency that owns their results and comes to the table with ongoing recommendations and doesn’t put your account on autopilot is always a good fit.”

 

Why Hire an SEO Company

What you should know about SEO is that it’s a complicated and ever-changing landscape. This means it should be left to the experts. By outsourcing your SEO and digital marketing campaign to a trustworthy SEO services provider, you:

  • Save valuable time that could be spent on improving your brand offering and core operations.
  • Gain a team of experts who can completely manage your SEO and SEM campaigns 24/7.
  • Save money on hiring an in-house SEO team, financing their salaries and investing in tools needed to run a successful SEO campaign.
  • Take advantage of digital marketing professionals’ industry expertise .
  • Have resources at your disposal to implement seamless changes in your SEO strategy.
  • Stay on top of trends and algorithm changes.
  • Keep your website and rankings safe.
  • Gain valuable data and analytics to stay ahead of the business competition.

SEO is too important to ignore. Entrust your SEO and digital marketing campaigns to a reliable SEO company and achieve the best results, no matter how long it takes.

Future-Proof Your Business With SEO

Investing in a solid SEO strategy today means investing in the future growth of your business. If you want to get started with SEO or need professional help to outrank your business competitors, Thrive Internet Marketing Agency is here to help.

At Thrive, we use the same SEO strategies for ourselves that we offer to clients and that we have used successfully to rank for some really high-difficulty keywords (probably some of the ones you searched for that led you to this page!). We are always testing, innovating and rolling out new processes to keep ahead of the business competition, and we roll those new tactics out to our clients.

Our robust SEO tactic enabled us to achieve an unprecedented growth rate year-over-year:

  • +1,750.42%
    Organic Trafficfrom 2016-2021
  • +1,597.65%
    Marketing Qualified Leads (MQLs) from 2018-2021
  • +1,257.94%
    Sales Qualified Leads (SQLs) from 2016-2021

The same tactic has allowed us to generate the following results for our SEO clients from 2017 to 2021:

And in 2021 alone, we generated 2.4 million conversions and 31 million site visitors through our SEO service.

Thrive, as a large agency, has a wide range of strategists with different experiences, SEO expertise and business verticals. This allows us to match a strategist with your business that we believe is a good fit based on those factors and provide measurable results to help you achieve SEO success.

Schedule a meeting with one of our SEO experts today, and discover the SEO benefits that your business can take advantage of by working with an award-winning SEO agency.

UP NEXT

What Is SEO: How Does It Work,What’s
Included and How Much Does It Cost?

What Is SEO: How Does It Work,What’s Included and How Much Does It Cost?

How To Choose an SEO Company
What You Should Really Know About SEO