Web Marketing & Positioning

Web Marketing and Search Engine Positioning activities to increase your online visibility.

Web Marketing & Positioning

Online presence is the first, basic step to gain visibility on the most important search engines.

We propose innovative technologies and services that are able to make online communication an efficient, effective and winning tool. Through Web Marketing analysis and projects, carefully worked out to meet every single need of our Customers, we provide support and qualified advice to increase online visibility.

We carefully analyse the piece of market involved and identify strategic keywords to rank our Customers' websites in the first positions of the most important search engines, including Google, whose searches account for 80% of the global searches.

Organic positioning and pay-per-click activities are the methods we use the most to reach higher visibility on search engines, targeting the specific user, the user who is precisely searching for the services and the products that the business proposes on its website.

Organic positioning is a basic strategy for commercial websites, a tool to boost visibility that has no immediate effects, but whose results in the medium and the long term are excellent.

Website optimisation, creation and indexing of proper content, enhancement of link popularity: these are only some of the activities Ingenia Direct carries out to increase the number and the specificity of the visits generated.

Pay per click allows businesses to identify which resources they're willing to employ, in economic terms, to promote their website and ensure a positioning that is faster and proportional to the investment made.

It's up to our Customer to determine how much he's willing to invest for each click.

We carry out several activities for search engine positioning. The most relevant are:

  • Website analysis and competitor analysis. We identify which words are the most searched on search engines, on the basis of the activities described on the website concerned. We carry out an online analysis of competitors and of the main keywords they use; finally, it is useful to list the keywords that are suitable for the website positioning.
  • Web pages optimisation. After the preliminary analysis, we define the website structure, that has to be suitable for obtaining good positions and, based on this structure, we create web pages that are optimised in compliance with the guidelines underlying the main search engines.
  • Increasing the page rank and link popularity. To achieve good SERP positions it is useful to aim at increasing the page rank and the link popularity of the website.

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Some terms frequently used:

PPC (Pay Per Click). Have you ever seen the ads appearing at the top and to the right of a search engine's result page? That's PPC (Pay per click), an Internet advertising model in which advertisers pay a certain amount per click for single keywords to a publisher (for example a search engine). This allow your business to obtain potential customer, and the search engine to earn the amount you pay per click. That's easy to explain, but realising a powerful PPC campaign that enhances your ROI (return of investment) needs the right know-how.

SEO (Search Engine Optimisation). Optimisation includes all the activities aimed at increasing the traffic that a website obtains through search engines. These optimisation activities concern both the source code of the page and its content. Optimisation is a part of a more complex activity, namely Search Engine Marketing (SEM). Optimisation for search engines consists of several technical activities regarding the HTML code (including the markup), the content of the website pages and the whole hypertext structure (including interaction technologies). The optimisation expert is the SEO (search engine optimiser). For large-sized or particularly complex websites, the SEO works very closely with the work team, because every single element needs specific competencies that it's difficult to find in only one person. The optimisation of a website enhances its position on search engines, which in its turn enhances the visibility of the products/services sold.

SEM (Search Engine Marketing). It is a series of methods aimed at using search engines to reach marketing goals, such as improving a website position on search engine results pages in order to increase its availability for online searches. SEM also refers to the work performed by the consultants who carry out SEO projects on the websites of their customers or plan keyword advertising campaigns. There are several activities linked to search engines positioning. Here is a list of the most known:

  • Website analysis and competitor analysis. We identify which words are the most searched on search engines, on the basis of the activities described on the website concerned. We carry out an online analysis of competitors and of the main keywords they use; finally, it is useful to list the keywords that are suitable for the website positioning.
  • Web pages optimisation. After the preliminary analysis, we define the website structure, that has to be suitable for obtaining good positions and, based on this structure, we create web pages that are optimised in compliance with the guidelines underlying the main search engines.

SERP (search engine results page). It is the page with the list of the results obtained after a user performs a search through a search engine.