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Search engine Optimization (SEO)

Search Engine Optimization (SEO) is an essential component in the development of a professional website, since it allows the website to receive visits from quality users who are interested in the products and services offered, and to receive them at no extra cost.

SEO is a philosophy which must be the base on which to build a website which needs to perform well in the search engines. It involves a number of techniques, which range from semantic analyses to select keywords and keyphrases and build site content accordingly to the choice of URLs and site structure, in order to build sites that get indexed in their entirety by the search engines.

These techniques allow to achieve excellent results not only on a restricted range of highly competitive search phrases, but also on a huge range of complex searches (those with 3 or more words), which constitute more than 60% of the searches performed by real users.

Some tricks used by unscrupulous SEO professionals can lead to heavy penalizations of a site by the search engines: a search engine can decide to drop a site from natural search results for a year, without appeal and without providing information on the reasons of the banning. It has happened recently to a big European car-maker's website, so it can happen to anyone. HCE sticks to so-called optimization 'best practices', which do not try to trick the engines and guarantee great results in the short, medium and long term.

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