The safest place to hide a secret is page two of Google. Once you have identified the most suitable technological platform for your business, selected the shipper and payment methods and implemented an efficient and effective customer care service, all that remains is to develop a marketing strategy to be found by customers.
The searches
To search for information, products, services or more generally online content, users type a combination of words into a search engine (Google is the most used of all), which returns a series of results in order of relevance and relevance. More properly, searches are called "queries" and the words used to carry them out are "keywords". For example, a tourist who plans to visit Cagliari will type words like "where to sleep in Cagliari" into Google and, almost certainly, will stop at the first page of results. But how does a hotel, a restaurant, a shop or an e-commerce stand on page 1 of Google? It is not the result of magic or luck, but of a series of activities related to concepts such as: SERP, SEM and SEO. The SERP (acronym for Search Engine Results Page) indicates the search engine results page and is generally made up of paid results and organic results. The former are those that appear in the first three-four positions and are characterized by the wording "Announcement". Advertisements are created through “Google Ads”, Google's online advertising program.
The "engines"
Organic results, on the other hand, are those that appear under paid ads and depend on the work of optimizing a web page within the search engine (SEO, acronym for Serch Engine Optimization). SEO is a fundamental activity in the overview of SEM (Search Engine Marketing) and represents one of the best long-term investments to give visibility to one's online business, but it requires specific skills and knowledge of Google's "indexing rules". There are guidelines, which often vary, for the choice of keywords, content, "tags" etc, but, since these are complex processes, it is good practice to rely on specialized figures, known as "SEO specialists". A website well positioned on Google, among organic or paid results, is not enough to generate valuable traffic and be found by customers. It is necessary to support your business with an integrated communication campaign, conveyed not only online but also offline. Offline marketing makes use of traditional communication channels, such as TV, newspapers and radio, but also billboards, flyers, events and the like.
