Web Marketing consists in two main types of optimizations:

1. Internal Optimization;
2. External Optimization.

The Internal Optimization is relate to all the activities done in order to let the site SEO firendly, in other words, within a web page context we can consider Internal Optimization these ones:

• Graphical Web Page structure and composition;
• Web Page content composition;
• Web Page navigation composition.

The above elements consists in defining the structure of a site highliting the elements that Search Engine consider in their crowling process.

A Search Engine when process a single web page, consider it as a word's dictionary, so the activities whe have to do is to facilitate their work.

In other words to make a site Internal Optimized is necessary to create a:

• Simple html structure;
• SEO conformance content;
• Easy to navigate internal links;
• Creating right content according to the site area.

As regards the phase of production content, it's important to consider the keywords density of each web page, in order to let the search engine to collect properly the web page. The keywords density generally allowed by search engine is about 2%-4%, and it's necessarry to avoid keyword stuffing in each page because search engine policies are able to determine this.

Obiouvsly the Internal Optimization has to be flanked by External Optimization.

External Optimization consists in all the activities related to enlarge Web Site visibility, and some of these activities are:

• Branding Strategies;
• Advertising Strategies;
• Back-link Increase Process Strategies;
• Competitor Analisys.

An other important factor that is indipendent from the above mentioned factors, is related to the right choose of site URL. This element is to be considered if the activity consists in creating a new web site. Choosing a wrong site name let all the SEO process fail.

This is because it's necessary to consider the site name key words. So, first of all a site name competitor analisys is a must in order to facilitate organic results and then the choose of low competitor keyword site name will be a powerfull start-up seo factor. The type of the domain (gTLd, ccTld ecc.), the URL extension like:

• .com: used for commercial purpose;
• .net: used when .com domain isn't available;
• .org: used for public organizations;
• .gov: used by governative organizations;
• .eu: used for european web sites;

are to be considered an important start-up factor too.

In order to start a SEO activity is necessary to think highly of all the above mentioned points.