SEO Consultancy

The art and science of SEO

The main way users find a company, product or service is through search engines. If you want to be found you need to be there and SEO can help.


SEO (Search Engine Optimization) is the optimization for search engines, the side of digital marketing aimed to enhancing your web page position in organic – not sponsored – results in search engines.
When you optimize a page you need to examine the internal factors – the structure of the website, the HTML code, the textual context, the link management – as well as the external factorslike Google and its algorithm. We talk of Google because it’s the most used search engine in the world, which is why SEO consultancy revolves around the study of its algorithm and updates.
We have said that SEO is science and art because while we have tools that allow us to improve the optimization of our pages, we must also always be ahead of the game, experimenting, monitoring and editing when needed.

How does Google work?

Google is designed to offer its users the best search experience. This means delivering the most relevant results, as quickly as possible.
There are two elements at play to ensure a great search experience: the search term, which is the input given by the user, and the search result, which is the output. Google matches the most relevant result to the user’s search based on some factors related to the user, such as their location, language, previous searches, etc.

How to work on SEO

SEO consultancy work involves multiple practical and strategical activities.
The strategic stage is based on research and choice of keywords, essential as it provides us the guideline for all the other SEO activities.
The operative part is divided into two stages: on-page and off-page SEO.
The on-page SEO, meaning all the activities of internal optimization of a website, consists of HTML code and structural optimization – which includes activities that improve the page code, such as the optimization of the title tag, the meta tag description, the heading tags, etc. – and site content optimization – very important because Google carefully evaluates whether the content on a page is useful, original and up-to-date. The off-page SEO instead is about link management on other websites that link back to ours.
Lastly, let’s not forget some elements that can be taken for granted but shouldn’t be: loading speed of the website and optimization for mobile devices.