Creating a website has become essential for those who want to control their online presence. A few years ago, I considered it an indispensable tool for professionals and businesses; today, after the digital revolution accelerated by the pandemic, a qualified presence on the web is necessary to guarantee reliable information about us, our products, and our ideas.
The current landscape of the web
The web is an immense archive of information not always managed or moderated. The numbers are clear (Gemini data 09/2025):
- Approximately 113 billion published websites
- Google indexes about 1 trillion web pages
- 5.6 billion people use the internet (over half of the world’s population)
- Google receives almost 8.5 billion searches per day
- Over 347 billion emails are sent daily
- More than 30,000 websites are hacked every day
- Mobile usage exceeds 60% of global usage
The reality behind the numbers
Despite these impressive figures, the reality is that less than 20% of published websites are active and generating traffic. 80% is practically invisible, inaccessible unless with a precise search.
What are keywords?
When we search for something online, we use search engines like Google. The search box is a "key" that queries the enormous database of web content.
- Example: Searching for "Salvatore Accardo," we get relevant results, with the violinist's website among the top results.
- More generic search: Searching for "violinist Turin," Accardo's site may not appear, replaced by other violinists based in Turin.
- Vague search: Searching just for "Accardo," we might find irrelevant results (like gangster Tony Accardo).
A quality website: the key to being found
The first lesson is that if you search for information on "Pippo de Pippis," you might find inaccurate or irrelevant profiles.
The web is not a private service but a collection of information shared by all of us. If we don't publish anything, we leave space for those who do so with the intent of influencing our thoughts.
Participation and positioning: the heart of the web
Qualified participation is essential to become part of the 20% of websites indexed by search engines.
Website vs. Home Page: a fundamental distinction
A website is not just its Home Page. The Home Page is like a map of a museum: useful for navigating inside, but it does not contain the most important information. Internal pages are the protagonists: each must be accurately positioned for the content it describes.
Practical example: the Mona Lisa and the Louvre
Searching for "Mona Lisa," Google directs us straight to the page dedicated to the painting on the Louvre's site, not to the Home Page. This shows that internal pages are the ones positioned and returned by search engines.
Content, keywords, and writing for the web
Writing for the web requires a minimum of preparation. It is necessary to rely on professionals who help us compose websites and content in line with the requests of search engines.
Writing for the web: the key to success
Today, competition is high. It is essential to understand how the web works and, if necessary, to rely on a professional to streamline the process.
Lastly: website vs business card
This is an important choice: it is not the one who chooses to promote themselves with a business card that decides how to be found; it is the one searching for someone or something that decides how to search.
Conclusion: participation is essential
The web is a world of opinions, interpretations, and narratives. To succeed online, it is necessary to create quality content that meets the needs of search engines and the audience. Qualified participation is the key to making a mark in the digital landscape. And many times, just to be found.
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