Optimization (search engines)
From Wikipedia, the free encyclopedia.

The term optimization (Search Engine Optimization, SEO, in English) refers to all those activities aimed at increasing the volume of traffic that a website receives from search engines. These activities include the optimization of both the source code of the page, or content.
The optimization is part of a more complex activity, such as search engine marketing (Search Engine Marketing, SEM).

The business of search engine optimization includes various technical tasks that are performed on the HTML (including markup) and the content of the pages of the website, as well as the overall hyperlink structure (interaction technologies included).
The professional figure specialized in the optimization is SEO (search engine optimizer, optimizer for search engines - which has the same acronym of the activity that take place). Sites are large in scale, or particularly complex. SEO remains in close contact with the team of work, depending on the items requiring treaties of specific skills that are unlikely to fall back into a single person.
The website optimization is functional according to his positioning in the pages of response of the search engines, which in turn is functional to the visibility of the products / services sold.

Optimizing for Google

Google introduced a new element in the approach to the problem of indexing the web, the PageRank algorithm for assessing the relevance of a page based on mathematical concepts that the inventor of Ethernet, Bob Metcalfe, summed up by the term network effect: a network is more useful as higher is the number of its users. Google indexes a page based on his content and links that point to it.
[edit] Best practices for optimization of pages

Regarding the HTML structure, it’s a good practice:

     Place important content at the beginning of the HTML code;
     Use HTML tags as much as possible relating to the structure of the content presented (semantic) and check that the page code is formally valid.

It may be useful to deal with the specific WCAG to make content more "accessible" even for crawler;
     Appropriately differentiate the titles of various pages of a site, make them clear and consistent with the content of the page should contain the keywords of greater weight;
     Avoid sending information uncontrolled or unnecessary (potentially harmful) through <lag>: Browsers ignore them, no crawlers;
     Avoid the use of JavaScript to handle the navigation, because the crawler does not interpret the script and will not follow these links. Instead, use standard connections by inserting <a> tag with the attribute <href>. The latest generation of browsers have no problems dealing with containing both a URL link in href that a call to a JavaScript onClick event handler: if it is deemed necessary, it is possible to insert it and it will be executed before the actual connection . It is however also important to remember to insert the link using the href attribute for the benefit of non-standard browsers, accessible browsers and crawlers.

Regarding the inclusion of a link in the page, note that a PDF file is read by Google as a sort of web page, therefore, a backlink to your site. The important thing is to thematize the link, so, enter the exact reference page. For example, if we have a PDF that talks about pets on a portal of animals, it will be better to enter the link to the page that speaks exactly to the domestic ones.

What can give us Erresse?

Web Analytics

Web analytics is the measurement and analysis of online behavior of a visitor to a website, and there are many aspects of this that can be measured.

Erresse provides a personalized analysis of your website and advice to help you use the information to help you in your decisions and in the design of the site.

Erresse offers a range of analytical services and generally recommend one or more of the following services as part of the redesign of your site.
Standard analysis of web traffic

This service covers the analysis of statistical data containing:

Hits
     Visits.
     Sessions.
     Pages in input and output.
     Time spent on each page.
     Time taken to reach a page.

Campaign analysis

If you have started an online marketing campaign, you're spending money and you want to know where you realized the best return on investment (ROI).
The analysis includes information:

     How many people come from all computers.
     What are the keywords used.
     How many of them reaching your goal page, buying, filling out a form or whatever is your ROI.

Search Analytics

If your site has an internal search engine, the analysis of how many users from using it can provide very useful information on the type of product and service they are looking for.

This analysis can uncover navigation problems, or products and services not currently provided, but you would like to or should provide.
Website Optimization

For Analytics Web page optimization for search engines is the essential foundation for effective data, every good design should start from here, this will avoid wasting energy in successive phases of the project.

Starting with basic information such as the keywords used to reach your site, the pages of input, etc., the site can be optimized to bring the greatest number of visitors.
In the same way also the definition of the objectives depends on the Web Analytics.