The aim of this dissertation is to illustrate SEO and Content Marketing strategy applied to Spindox Labs company. The dissertation shows how these types of strategies are necessary in order to obtain visibility and awareness. The actions that have been applied are different and the most relevant are Keyword Research Analysis and the implementation of a Content Marketing plan specific for the LinkedIn platform. In the first Chapter are treated central thematic as SEO, its strategic goals, and a first mention is made about Content Marketing. Within the second Chapter, Spindox Labs company is presented and the website is analyzed with the use of the following instruments: Google Analytics, Google Search Console e SeoZoom. The results of this analysis show how the website is well built and located on Google Browser, although remain some aspects that should be improved concerning indexing and certain website pages optimization. In the third Chapter is shown how social media could influence SEO. In this sense, I have analyzed the LinkedIn page and its post applying the Content Marketing strategy. This analysis demonstrates how posts have reached the right audience and also achieved good results in terms of engagement, 1202 visualization have been collected. In conclusion, the dissertation objectives have been partially fulfilled. The website is well built, located, and optimized for Internet Browsers, but some web pages need to be improved under these aspects. The social media content were able to be addressed to a lot of users, obtaining a good engagement rate and views to the company website.
Lo scopo di questa tesi è illustrare le strategie SEO e Content Marketing applicate all’azienda Spindox Labs. Essa mostra come questo tipo di strategie siano necessaire per ottenere visibilità e di conseguenza aumentare la awareness. Le azioni applicate sono state diverse, ma le più rilevanti sono certamente la Keyword Research Analysis e la realizzazione di un piano Content Marketing specifico per la piattaforma Linkedin. Nel primo capitolo vengono trattate le tematiche centrali di questa tesi come la SEO e, i suoi obbiettivi strategici e viene fatto un primo accenno al Content Marketing. All’interno del secondo capitolo, oltre a presentare l’azienda Spindox Labs ne vado ad analizzare il sito internet con l’ausilio di strumenti come: Google Analytics, Google Search Console e SeoZoom. Questi hanno mostrato come il sito sia ben avviato e posizionato, benché rimangano piccoli aspetti da migliorare come l’indicizzazione e ottimizzazione di alcune pagine. Nel terzo capitolo viene mostrato come i social media possano influenzare la SEO. Sono passata quindi ad analizzare la pagina Linkedin e i post realizzati per essa attuando il piano di Content Marketing. L’analisi ha mostrato come i post abbiano raggiunto il pubblico desiderato e abbiano anche ottenuto buoni risultati sotto l’aspetto dell’engagement, arrivando a raggiungere 1.202 visualizzazioni. In conclusione, con la ricerca svolta sono stati raggiunti in parte gli obbiettivi preposti. Il sito risulta essere ben posizionato e ottimizzato per i motori di ricerca ma alcune pagine andrebbero riviste e migliorate sotto questo aspetto. I contenuti realizzati per i social media sono stati in grado di raggiungere molti utenti ed ottenere un buon tasso di engagement e di visite verso il sito.
Integrazione di strategie SEO e Content Marketing. Il caso Spindox Labs
AMODEO, SILVIA
2020/2021
Abstract
The aim of this dissertation is to illustrate SEO and Content Marketing strategy applied to Spindox Labs company. The dissertation shows how these types of strategies are necessary in order to obtain visibility and awareness. The actions that have been applied are different and the most relevant are Keyword Research Analysis and the implementation of a Content Marketing plan specific for the LinkedIn platform. In the first Chapter are treated central thematic as SEO, its strategic goals, and a first mention is made about Content Marketing. Within the second Chapter, Spindox Labs company is presented and the website is analyzed with the use of the following instruments: Google Analytics, Google Search Console e SeoZoom. The results of this analysis show how the website is well built and located on Google Browser, although remain some aspects that should be improved concerning indexing and certain website pages optimization. In the third Chapter is shown how social media could influence SEO. In this sense, I have analyzed the LinkedIn page and its post applying the Content Marketing strategy. This analysis demonstrates how posts have reached the right audience and also achieved good results in terms of engagement, 1202 visualization have been collected. In conclusion, the dissertation objectives have been partially fulfilled. The website is well built, located, and optimized for Internet Browsers, but some web pages need to be improved under these aspects. The social media content were able to be addressed to a lot of users, obtaining a good engagement rate and views to the company website.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/1967