Case Study: Search Engine Optimization

1) What is SEO and why you need it

Basically, Search Engine Optimization (SEO) is focused on growing online visibility in non-paid search engines results. SEO combines many elements, both technical and creative, required to improve website positions, drive traffic and increase brand awareness. Back in the past, when SEO was only emerging marketing discipline, optimizing website for search engines like Google or Yahoo was the main goal. But nowadays it moves in user’s direction. It’s not enough to pick right keywords and build good links anymore. Optimizing website both for users and search engines goes hand-in-hand today.

Why you need it?

a) It actually works! About 5 years ago, internet marketers started to argue that SEO is drowning dead because of new

Of course, social media and other sources can generate a lot of traffic, but the majority of it is driven by search engines like Google, Yahoo and Bing.

c) It’s cost efficient. Although SEO specialists still argue about the ease of calculating ROI of SEO activities, everyone agrees that SEO provides fairly good ROI.

d) The rise of mobile optimization. Traffic from mobile devices already exceeds traffic from traditional desktop devices. This opens a whole new area for SEO improvements and experiments.

3. Technical SEO/On-site

On-site SEO refers to any kind of optimization for search engines within your website or webpage. Technical SEO is basically any SEO that is done aside content.

On-site SEO includes optimization of titles, descriptions, content, images, headers, internal links, URL structure.

a) Title tags

A title tags tell users and search engines about the topic of specific page. The page title is one of the most important objects evaluated by search engines in order to determine what is on a web page. tag should be place within the section of the webpage. The best practices for title tags are:

- Title tags should be under 512 pixels in width (55 - 60)