Weiss Architecture Studio

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Auping-Analysis

Auping-Analysis
AUPING-ANALYSIS
INDEX OF CONTENT:

The new era of luxury 3

A photograph of the present  3

We interpret the zeitgeist (interpret the spirit of the times)  6

Sustainability         6

Omni channel strategy        6

The purpose is the new product         7

Resale revival        7

Local luxuries        7

Wellbeing as wealth        7

The luxury of less        7

Consumers of the future         8

The Stabilizers        9

The Settlers        9

The new optimists        10

Benchmark of reference         10

Vispring         10

Website         10

Facebook         11

Instagram         11

Technogel        12

Website         12

Facebook         12

Instagram         13

Best practices        13

Website         13

Ads         13

Budget & Forecast         14

Social         14

Optimization indicators on the SERP         15

Authority         16

Technical explanation         16

References and resources on authority and link building         16

Semantica        17

Technical explanation         17

References and resources on semantics for Industriagrafica.it         18

User experience         19

Technical explanation         19

Crawlability        20

Technical explanation         20

Crawlability References and Resources         20

Safety         21

Technical Explanation         21

THE NEW ERA OF LUXURY

A PHOTOGRAPH OF THE PRESENT

The luxury personal goods industry (intended with a price above the sector average)  has been hit hard by the crisis due to the spread of the COVID-19 virus and the consequent national lockdowns and air traffic restrictions, bringing negative signs in all categories products and in all markets for the current year.

The Pandemic immediately hit the high-end industry worldwide and will lead to a 20% drop in turnover in 2020 according to the Altagamma Consensus . However, the sector will restart and the long-term trend remains positive with a growth of 2-3% between now and 2025 as estimated by the Altagamma Bain Monitor .

The creative industry, endowed with unique manufacturing, creative and entrepreneurial resources, has what it takes to relaunch itself and return to exert its global leadership. However, there are some priorities: in the short term, the protection of supply chains in difficulty; in the medium term, digital transformation, the relaunch of tourism – which is strategic for all sectors – and an even stronger focus on environmental and social sustainability “.

A drop in consumption of personal luxury goods on all markets is estimated for 2020, with an average of -20%. For Europe (-29%) and the Americas (-22% in North and -21% in Latin America), the greatest decrease is expected also due to their longer exposure to the crisis and the absence of international tourist flows, especially Chinese.

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Purchases by  Chinese consumers (-9%, first to emerge from the emergency), Japanese (-14%) and the rest of Asia (-16.5%) are expected to decline sharply in 2020, albeit with an impact lower than Europeans (-25%) and North Americans (-21%).

As for products, the worst impacts are estimated for jewelry (-23%), watches (-25%) and clothing (-21.5%), while for leather goods (-17%) and cosmetics (-13%) the decline will be less.

A strong positive sign is the performance of the digital  retail channels + 16% and wholesale + 12%. The digital transformation of companies  will certainly be strengthened and the crisis will lead to new lifestyles  – more sustainable , moderate  and   aware  – whose interpretation will be decisive for the relaunch of the top of the range.

Despite considering the current crisis, to date, best performers have been clearly identified at the level of regional markets, channels and product categories, which have partially offset the generally negative performances:

  • Regions: after being hit hard by the initial spread of the virus, mainland China has seen a gradual recovery as the restrictions imposed have eased ; other regions suffered from a sharp decrease in tourist flows (mainly Chinese) and from lockdowns still in force.
  • Channels: all channels show negative performance , in particular travel retail and department / specialty stores, with the exception of online  which is expected to maintain a positive growth trajectory in the future.
  • Categories: accessories resist , despite showing a negative trend, followed by beauty and jewelry; watches, on the other hand, are the category that has undergone the greatest decrease to date.

For the second half of the year, a contraction between -0 / -10% and -20 / -25% is expected, depending on the speed of recovery of local consumption and tourism, and which implies a decrease in 2020 between -20 / -25% and -30 / -35%.

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The evolution of the global market, looking beyond 2020, will focus on four key drivers:

  • regional macro-trends;
  • consumer confidence locale;
  • tourist flows;
  • actions / strategies proactively implemented by brands.

The return to the levels (in absolute value) of 2019 is expected in 2022 or 2023, with different growth trajectories in the coming years, trajectories that will depend on how the main market drivers develop, including (and above all) the strategic response of the brand to the crisis.

For 2025, the market is expected to reach € 320-330 billion: it would represent a 2019-2025 growth rate of + 2 / + 3% (CAGR).

The luxury personal goods industry will have to deal with changes and disturbing forces in the coming years, and it is mainly in the hands of the players in this sector to reshape it accordingly, starting now: while they react in order to navigate the current crisis, brands they need to plan now  how they intend to drive the transformation of the industry, starting with the consumer .

A recovery in the luxury market is expected, but the sector will be profoundly transformed.

The current crisis forces this industry to think even more creatively and innovate even faster  to meet consumer demands and overcome channel constraints.

The brands that come out as winners will be those that are able to best interpret the zeitgeist , remaining consistent with their DNA and their roots.

The conversations of users and brands on social networks show a marked sensitivity to social issues  and suggest some guidelines for companies, linked both to the values ​​that must guide their behavior and therefore their communication:

  • Act before communicating  (interact with customers through editorial content, virtual meetings and crowdfunding initiatives);
  • Participate in conversations , not being indifferent and conveying positive messages;
  • Consider people before revenues , avoiding direct one-stage sales approaches;
  • Reassure and show empathy through positive  and reassuring language to strengthen the proximity of the brand to the community;
  • Presiding over the territory , personalizing the communication based on the events that each country is facing.

WE INTERPRET THE ZEITGEIST (INTERPRET THE SPIRIT OF THE TIMES)

The pandemic is proving to be an accelerator for brands to adopt new value creation paradigms. Now more than ever, luxury goods companies are looking for new ways to connect with their customers . They are reinventing and re-imagining themselves in ways that were previously unimaginable.

SUSTAINABILITY

Sustainability will play a key role as fashion and luxury goods companies seek recovery after the pandemic crisis.

Global luxury brands have invested significantly in “green” technologies  and other measures such as carbon offsetting to combat climate change.

While this is not limited to innovations in the supply chain, embracing new values ​​and perspectives in response to the changing needs of consumers and the environment can act as a game changer.

OMNI CHANNEL STRATEGY

Although luxury goods companies were initially slow to adopt digital technologies, the pandemic has accelerated the shift to consumer data analytics through artificial intelligence (AI) and augmented reality (AR) applications.

However, physical stores that offer a unique customer experience will not be completely replaced by digital only, and an agile approach to omnichannel selling is required . This will allow brands to overcome the barriers imposed by social distancing rules, under which they can ensure compliance with safety and hygiene regulations and customers can continue to enjoy the personalized in-store experience.

THE AIM IS THE NEW PRODUCT

Luxury brands are inherently of the highest quality.

This excellence in craftsmanship is earned and should be constantly communicated. Beyond a high quality product, however, luxury brands will have to not only show strong values, but also structure targeted actions to work on building a close-knit community, to gain the trust of attentive and aware consumers and to create deeper connections. .

RESALE REVIVAL

We will continue to see reselling adopted by more established luxury brands.

Following in the footsteps of Burberry and Stella McCartney, Gucci announced a partnership with retailer The RealReal in October 2020, suggesting that the relationship between the primary and secondary luxury markets is set to continue growing in 2021.

The resale will not only take place online but also in the store. Richard Mille Asia, for example, launched the first The Value of Time boutique  that exclusively sells used watches in Singapore in 2020.

LOCAL LUXURIES

The current pandemic has brought back a strong sense of local community. We can reasonably expect greater interest and preference from affluent consumers towards locally made products as they seek to support the local economy.

Luxury brands will do well in 2021 if they can capitalize on this local sensibility.

WELLBEING AS WEALTH

The uncertain times brought by COVID-19 in 2020 have given a healthy boost to the already burgeoning wellness movement. Wealthy consumers realize that well-being is true wealth.

For luxury brands, it means adapting their products and services to accommodate the growing welfare considerations of their affluent consumers. It also means having to rethink your marketing, communicating your contribution to well-being in authentic ways and allowing people to rethink their lifestyle with a healthier but also refined approach.

THE LUXURY OF LESS

Luxury, in essence, offers superior value and has an inherent ability to create timeless emotional connections in people’s minds. Many affluent buyers will revert to less flashy forms of luxury . In these unprecedented times, the innermost values ​​of luxury may prove more relevant than ever.

To interact with these new needs, luxury brands will therefore need to focus on their inner essence to create authentic meaning that is culturally relevant, soulful and sensitive to what is truly important to the here and now. Still, fit for the future.

More changes are sure to come. The very meaning of luxury is also set to become much more diverse and contextual.

The coming year will require luxury brands to evolve and adapt according to the changing social landscape . Luxury brands will need to revisit basic assumptions and the traditional luxury manual, learn new vocabularies and innovate.

Despite all the uncertainty of this new normal, brands that identify opportunities where others only see challenges will not only survive, but thrive in the new normal. Because ultimately, the only insurance for luxury brands (and all brands for that matter) is to remain relevant and in line with their consumers’ evolving expectations.

CONSUMERS OF THE FUTURE

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Fear, desynchronized society, resilience and radical optimism.

These four global behavioral factors that will influence the mindset of consumers by delineating three consumer profiles: The Stabilizers, The Settlers and The New Optimists.

Ref: https://altagamma.it/media/source/WGSN_Future_Consumer_2022_Executive_Summary.pdf

The Stabilizers  give priority to stability in all aspects of their lives in reaction

to desynchronization and feelings of chronic uncertainty. They want simplified retail, experiences, shopping in a calm and reassuring environment, and a relationship with brands.

The Settlers  are desperate to redefine the global business cycle “from hard work.” They are ushering in a new era of localism.

Burdened by rising levels of fear and anxiety, New Optimists need to embrace joy again, agreeing to make bold choices despite the uncertain times we live in.

In 2022, a common thread between all of these cohorts is that despite our addiction to digital connectivity, our need for human connection will truly shape our lives.

Before introducing the key consumer groups for 2022, we need to understand the inputs that are shaping their daily lives. What are their challenges and opportunities and how can companies create products and services that will react to these different needs?

THE STABILIZERS

Prioritize stability in all aspects of their lives in response to feelings of chronic uncertainty. Stabilizers – mainly Millennials and Gen X – are starting to do so by giving up the cult of productivity and opting for a radical acceptance mentality.

With the growing reaction to being optimization burnout, wondering how we can optimize our careers, personal lives, bodies and time is now the norm around the world. The self-improvement market is booming through the use of apps, audiobooks or coaches.

Strategy: For 2022, create calming in-store environments and products designed to relieve stress and soothe anxiety.

THE SETTLERS

Desperate to redefine the global “hustle and bustle” of work cycles, the Settlers are leading a new era of localism.

The religion of work hit critical masses in 2019. Recorded meetings, hours worked, sleep lost, cups of coffee consumed – are something to brag about. But we know that the many hours of work done do not equate to greater productivity.

Strategy: increase the number of visitors to local stores and feed consumer demand, offering a sustainable product by taking action and planning to open dedicated stores and web stores stocked with past collections.

Strategy: identify social trade platforms for strategic partnerships that

better align with the product offering. Start small by implementing limited product testing and track what works before the investment.

THE NEW OPTIMISTS

The New Optimists range from Gen Z to Boomers, but despite their extensive

demographic, have many unifiers: the greatest is the need to re-embrace joy.

The younger generations have seen firsthand the negative impact of visual stereotypes, and are demanding visual equality for all. In a culture obsessed with young people, brands should update their aging portraits to shift the dialogue as well

celebrate all ages.

Strategy: Already saturated with online advertising, this cohort is available to switch to live streaming to do business and limited edition products. Retailers should invest in live streaming branded shopping events to drive sales. [to]

REFERENCE BENCHMARK

VISPRING

WEBSITE

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Vispring is characterized by a series of pluses ranging from technical to communicative in continuity solution:

  • clarity in communicating the purpose of the project
  • immediacy of calls to action (see Find a store)
  • simple menu with a few items that communicate immediately
  • evidence of craftsmanship / design through visual elements (video background + images)
  • effective copy in the description of the product and its pluses

Attached is a seo report  with details on the positioning of the site.

FACEBOOK

Good

  • 47.109 fan
  • Editorial plan structured using different types of content (images / videos / shares from the site)
  • Call-to-action button chosen Contact us pointing to a landing page on the site
  • Good quality of visual communication (photo / video)

Bad

  • Low interaction rate, considering the number of fans

INSTAGRAM

Good

  • Over 11,784 followers
  • Editorial plan that provides for the declination of the contents used on Facebook
  • Use of featured stories for informational purposes
  • Using the link in bio  to push ad hoc content

Bad

  • Low interaction rate
  • Excess in the use of generic hashtags and not very focused on the target

TECHNOGEL

WEBSITE

image6 i VignaTechnogel Italia is characterized by a series of pluses ranging from technical to communicative in continuity solution:

  • simplified approach through a very clear navigation menu
  • immediacy of the call to action (see Store locator)
  • it is clearly communicated that one of the qualifying elements of the product is innovation (insights into the gel)
  • good use of an iconic language that allows us to perceive the uses and purposes of the products before reading the detailed info
  • minimalist visual communication, based on an approach that favors the legal aspects of design
  • simple copy and easily traceable to the benefits associated with the product

Attached is a seo report  with details on the positioning of the site.

FACEBOOK

Good

  • Over 9,560 fans
  • Editorial plan structured using different types of content (images / videos / shares from the site)
  • Call-to-action key chosen Send a message

Bad

  • editorial plan that does not let perceive the quality of the product
  • Low interaction rate, as well as the growth rate

INSTAGRAM

Good

  • 564 followers
  • Editorial plan that provides for the declination of the contents used on Facebook

Bad

  • Low interaction rate
  • Poor use of hashtags in target
  • Link in bio not optimized through the use of special tools
  • Absence of Stories in evidence

BEST PRACTICES

WEBSITE

  • Set a tone of direct communication, which invites clear actions, both to prospect and to service providers
  • Work on building credibility across four levels:
  • feedback / reviews of those who used the app
  • external reputation validation tools (Trustpilot or similar)
  • PR to build over time
  • Provide a FAQ section that answers users’ questions
  • Define an editorial plan  capable of intercepting user questions and then transforming them into service users
  • Building a visual communication system capable of communicating the pluses of the product
  • Highlight, in the communication, the sustainable approach of the company highlighting the good practices implemented over time
  • Highlight the use of the configurator, to allow users to immediately define the ideal product for their needs. It would be advisable for the configuration tool to be usable directly on the site, without leaving it to land on https://configurator.auping.com/
  • Work on SEO positioning by diversifying between informational, navigational and transactional keywords

ADS

Ads will be a strategic asset for two reasons:

  • low competitiveness in the sector
  • the main competitors do not use it.

The purpose, in the use of Ads, will be diversified based on the objectives:

  • awareness
  • engagement
  • lead generation

The first objective  will be awareness and to obtain it we will work through the display network  on Google and the promotion of the contents offered on company social accounts (Facebook, Instagram). Working on awareness concretely means making yourself known by a target audience, to position yourself in the minds of users as a solution to their needs.

The second objective will be the engagement which will proceed in parallel with the awareness and exclusively on the social channels, this in order to better disseminate the contents that will be communicated through Facebook and Instagram. Working on engagement will serve to build a solid fanbase and improve the page rating.

The third objective  is that of lead generation / drive to store, which will be worked on through the use of Facebook Ads and Google Ads. In this way we will work both on the need expressed through organic research and through the classic mechanism of interruption.

When we talk about lead generation we mean the collection of data of users interested in the purchase (request for a quote), while with drive to store we mean campaigns whose purpose will be to bring users to live the Auping experience directly in the store. Regarding the drive to store, considerations relating to Covid will be made.

From an operational point of view, the first month of campaigns will be essential to work on the first two objectives, and only from the second month, based on the data collected, will it be possible to start working on lead generation.

BUDGET & FORECASTS

In order to better establish the conversion costs (estimate lead collection / in-store appointment) and set the audience in the best possible way, 2 months of testing will be necessary. At the end of the same it will be possible to establish a budget for the following months and a less approximate CPA.

SOCIAL

The social networks, through the identified channels, will clearly be the means of spreading the message, but also of the conversation with users.

We will work on social networks so that the following pluses are present:

  • Effective declination of the corporate image through an effective use of graphic elements
  • Diversification of the editorial plan between the two chosen social networks, in order to make the most of the communication possibilities of each channel
  • Identification of target hashtags with the business objective
  • SMO, or a work of social media optimization to ensure that the experience on the channels is effective, from cross-media to the inclusion of the services in evidence, to the setup of specific call to action (such as downloading the app)
  • Creation of a Netiquette, to be highlighted above all on Facebook, in order to establish rules of engagement that are clear to everyone

S.E.R.P OPTIMIZATION INDICATORS

image3 i VignaAuthority

A site is considered authoritative by search engines when it is cited online by other authoritative subjects operating in the same semantic area.

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Semantics

In order to optimize the quality of traffic it is important to make Google understand what you are dealing with: to build a semantics consistent with your business and a good matching with the target search keywords.

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User experience

Google considers a good user experience as a proxy of the quality of the result: a fast loading website is favored in searches, just as a responsive website is favored in mobile searches.

 

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Crawlability

There are some technical measures that make it easier for search engines to crawl the site: crawlability is an indicator of how readable and navigable the website is for Google robots.

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Safety

Google penalizes sites that try to artificially alter their positioning: a penalty could occur in good faith due to the naivety of the web master or following a hacker attack.

AUTHORITY

The authority of the site is modest, allowing indexing only on specific keywords with limited traffic volume.

TECHNICAL EXPLANATION

Google and the major search engines promote the most authoritative websites in the SERP: the most relevant factor in determining how authoritative a website is is the number of times it is linked on the net by other authoritative sites.

The authoritativeness indices are indicators, used by SEO experts, who try to estimate the authority of the website as perceived by Google and other search engines.

Activities

What to do?

Timing

Difficulty

Impact

Request link to partner sites with higher authority

Contact customer / supplier sites and ask for a link

Get the link in a few weeks

Very low, entirely manageable internally

Good

Request links to sites that are citing us

Identify online citations without links and ask for their inclusion

Getting some links after several weeks

Low, manageable internally after quick initial support

Very good

Comments on forums and blogs

Find relevant forums and blogs and comment on them with a link

Immediate impact in terms of visits, long-term impact for the ranking

Low difficulty after initial setup but extremely time consuming activity

Good about visits to the site, low on the ranking in the Serp

Guest posting request (for a fee)

Request the inclusion of a sponsored article on an authoritative site in the same sector

Significant and stable results on the ranking after at least six months

Low technical difficulty after initial support, but high cost to get links on quality sites

Very good

REFERENCES AND RESOURCES ON AUTHORITY AND LINK BUILDING

To have a complete view of all possible link building techniques, I recommend this very valid guide: http://backlinko.com/link-building .

The guide deals in depth with a wide range of possible techniques, the implementation of which can sometimes be very expensive. A valid alternative in Italian for those who are not interested in delving too deeply into the topic is this: http://www.neoseo.it/guida-seomoz/aumentare-la-popolarita-e-link.php

For those who want to take a look at the world of SEO “that Google does not like” the following article, taken from the blog of Dario Vignali, is a valid starting point: http://www.dariovignali.net/come-fare-link- building / .

But be careful : never venture into applying techniques of this type without an expert and, in general, consider them only as a “last resort”.

Being aware of these techniques is still useful to avoid making mistakes in good faith that can lead to penalties, as well as allowing you to know how to recognize a negative SEO attack.

SEMANTICS

TECHNICAL EXPLANATION

To appear on a particular search it is essential that Google understands what your website is about. It is not a question of “keywords”, but of making sure that the semantics spread across the website are relevant to relevant research in the business environment.

To evaluate the semantic relevance of the site with the business area, a SEoZoom tool was used to detect the occurrence of single keywords on the homepage, their use in the main tags (title, description, heading, etc.) and consistency of the same with the business and consequently the interpretation of the category with which it is identified by search engines.

A complete semantic analysis requires the analysis of complex keys (built from two or more words) and their recurrence on the various pages of the site (not just the homepage).

Activities

What to do?

Timing

Difficulty

Impact

Keyword analysis

Analyze large amounts of keywords by filtering the most promising ones

A good analysis takes a couple of weeks of work

Professional SEO work. We will then see how to carry out “do it yourself” analyzes that are still effective

Medium-high depending on the sector

Website textual content optimization

Improve existing content, using the most promising keywords in a natural way

Once the texts have been corrected, the indexing improvement is substantially immediate

Once the keyword analysis has been carried out, the work can be carried out internally under the supervision of a consultant

Medium to very high depending on the initial optimization

SEO editorial plan structuring

Based on the analysis of the keywords, identify the topics to be treated

From putting the article online, indexing, not positioning, is essentially immediate

After an initial setup and keyword analysis, the work can be done internally

Very high

SEO optimized articles writing

Writing articles considering some SEO principles

Shortly after the changes are put online, the first results are visible

To be carried out in complete autonomy using the training material

Medium-high

REFERENCES AND RESOURCES ON SEMANTICS

The fundamental tools for carrying out a keyword analysis, even at a professional level, are the Google Adwords Keyword Planner and Ubersuggest.

The Google Keyword Planner  (or ” Keyword Planner “) allows you, using the “Find ideas” function, to submit a list of keywords to Google: with those words Google will suggest other keywords that belong to the same semantic area .

By entering “dentist”, for example, Google will be able to suggest words like “dentist” or “caries”, which also have no common lexical root with “dentist”. To start using the tool we recommend watching this video .

Ubersuggest  uses the Google function, which we all know, which suggests to those who are entering a search key of possible completions. In this case, entering “dentist” will only provide suggestions that contain the word “dentist” in combination with other words.

The tool is simple and intuitive (as well as fun) and the best way to get to know it is to use it.

These two tools, used together, allow you to carry out a very effective “do it yourself” keyword analysis.

USER EXPERIENCE

TECHNICAL EXPLANATION

The technical performance of the site impact on Google positioning in two ways:

  • In a direct way: the presence of some technical devices, in fact, influences the Google algorithm
  • In an indirect way: the technical performance conditions the visitor’s experience, inducing him to stay on the site or to leave it. User behavior is one of the most important elements for Google.

Activities

What to do?

Difficulty

Impact

Eliminate render-blocking JavaScript and CSS in above-the-fold content

Add a plugin compatible with the version of WordPress installed.

Low. Recommended plugins: Autoptimize .

Medium-high

Reduce server response time

Finding a better performing hosting solution.

Evaluate the feasibility.

Medium

Take advantage of browser caching

Add a plugin compatible with the version of WordPress installed.

Low. Recommended plugin: WP Total Cache .

Medium-high

Optimize images

Compress the heaviest files from the moment of upload.

Low. Recommended plugin: WP Smush .

Medium-high

Enable compression

Add a plugin compatible with the version of WordPress installed.

Low. Recommended plugin: WP Total Cache .

Medium

Minify CSS,

Javascript and HTML

Add a plugin compatible with the version of WordPress installed.

Recommended plugins: Better WordPress Minify  or W3 Total Cache .

Medium

CRAWLABILITY

TECHNICAL EXPLANATION

The navigation of a site is an incisive factor for positioning on search engines. It is important because it helps visitors find the content they are looking for, therefore it is essential to pay attention to some technical measures in order to help Google crawl it.

In this analysis we verify the presence of all the files requested by Google to help crawl the site, and the correct use of the most important tags.

Activities

What to do?

Timing

Difficulty

Impact

Optimize robots.txt

Prioritize the most important pages and exclude the ones you don’t want to index

Results after a few days

The main optimizations can be carried out independently

In most cases medium-low or low

Tag and heading optimization

Correct title, description, h1 and following the guidelines

The results fully unfold within a few weeks

Conceptually not complex activity but, for large sites, time consuming

Very high

Image optimization

Fill in the image’s alt and title attributes

The results fully unfold within a few weeks

Simple, almost mechanical, but, for sites with many images, time consuming

Medium

CRAWLABILITY REFERENCES AND RESOURCES

The reference channel for improving the crawlability of the site is Google’s technical support for webmasters. These in particular are the recommended pages:

SAFETY

TECHNICAL EXPLANATION

Here we analyze the safety of the site from the point of view of search engines, trying to identify the actual possibility that the site will be penalized by Google.

SEO security is only partially overlapping with the security of a website as it is commonly understood.

In particular, the possible problems are:

● SEO mistakes: Google’s algorithm changes constantly. For this reason, operations that were once lawful and commonly practiced can now lead to penalties

● Errors in good faith: there may be errors interpreted by Google as attempts at manipulation caused simply by “clumsy” behavior. This is for example the duplication of identical pages on different URLs (often with WordPress), which Google can interpret as duplicate content, or the creation of involuntary “network of links” between sites of the same owner that deal with the same theme.

● External attacks: the attacks can be primarily negative SEO and involve the site indirectly, without actually the site being hacked. This type of attack cannot be avoided, only rendered harmless. There may then be actual attacks, with the insertion of new pages or links on the site.