SEO, what is it?
SEO (Search Engine Optimization) means in the USA: “Optimization for search engines.”
This term defines the set of techniques implemented to improve the position of a website on the pages of search engine results (SERP). It is also called natural referencing. The goal of an SEO expert is to improve the visibility of websites that it supports by making them gain places on search engines (Google, but also Yahoo!, Bing, etc.).
It is said that a site is well optimized or referenced if it is in the first position of a search engine on the desired queries.
What are the main criteria in SEO?
In France and generally in the world, the most visited sites by Internet users are those that perform on the very first page of results (among the top 10). Of these first 10 results, the top 3 sites are the most visited.
Google rates by relevance degree the websites. More notes are good, they are more visible and are approaching the 1 st page. To be relevant to the search engine, several criteria are Taken into account.
On-page optimization: the textual content of the pages of the site
On-page or on-site optimization is the set of techniques aimed at improving the quality of the content of a site/web page. There are several things to improve your keyword strategy :
- Tags (H1-H6, Title, Meta)
- The content of the page (Body)
- Internal mesh (internal links)
Off-page optimization: external links (Net linking)
Conversely, the off-site part is all about the environment of a site, and therefore the links that link to a page of it. It is:
- Provenance of external links (backlinks from quality sites will be more relevant for Google)
- Link Anchor (which term is used to redirect to your site)
The amount of links is also a factor, but it is much more important to bet on the quality of the links than on their quantity.
User Experience (UX)
This part is the last to have been taken into account by Google. However, for years, we see that this point is large to be taken seriously if we want to ensure places in the first results of research.
There are several important criteria for SEO:
Ergonomics of the site: appearance and quality
- rebound rate
- conversion rate
- user journey
The following elements, it worked well, are likely to save you a lot of space in the results and make you more visible.
Conversely, setting aside the user experience aspect would be a serious mistake. You risk presence punished by the search engines, and this more and more, because they will continue to increase their standards in the field. Do not neglect them!
The technical elements related to the site’s infrastructure (HTML code, domain name, crawl, etc.)
These are all elements that affect the user experience (UX). These factors are also essential, especially to reduce the bounce rate or to improve the conversion rate of a site.
- Weight and speed of loading a page (very important)
- Appearance and quality of the site
- Architecture and tree
These different points are essential to deal with; they are only the tip of the iceberg. Natural referencing passes through a multitude of actions and a regularity of acts. These are all operations that will improve the image of your site for Google or a search engine. In any case, natural referencing takes time.
How to optimize SEO in 2018?
Natural referencing is a sector in constant evolution, which requires a permanent watch to be aware of the latest news and criteria to apply. Here are some points that will have to be Included in its digital strategy or monitor in the coming months.
It takes has been some years since the number of searches on mobile devices has exceeded that of desktop searches. This is why Google and other search engines adapt and tend to favor so-called “responsive” sites in their SEO algorithms.
Switching to HTTPS
Google has already officially announced. The hunt for non-HTTPS sites (especially e-commerce) is launch. These are and will be banned from the first search results. Better to take the front and migrate to HTTPS as quickly as possible.
More and more, we see appearing in the SERP local results geolocated
“Ok, Google! This sentence shows all the voices of what voice search is today. Regarding SEO too, practices are changing rapidly in this direction. Research is becoming more and more natural. We focus less and less on keywords and more and more on the semantic aspect and questions in the form of whole sentences.
Social networks, streaming platforms, live,… We see it every day; the visual content is much more represented and impacting in our current information system. That’s why producing, optimizing and embedding videos into your content can only be beneficial for you.
After SEO, place at SXO. This is, in any case, the term already used by some SEO experts who see SEO as an aging term, which will not be used in a few years. For them, criterion number 1 will soon be the user experience (UX). Hence the term SXO (Search Experience Optimization).
SERP: What criteria to retain in SEO?
SERPs analyze sites with algorithms that list several hundred different criteria. These criteria vary from year to year, and these algorithms are more and more precise and worked. They filter the sites according to their nature and the type of request they respond. Thus, filters are corresponding to a geo-localized, pictorial, current, musical request, etc. To better meet these thematic criteria, SEO is also declined in local SEO, SEO video, SEO images, SEO news, etc.
The sites naturally present on the results of the SERPs are visible thanks to their notoriety, their neat work, and their popularity. They are not the result of payment to Google or other SERPs unlike the paid search (SEA Search Engine Advertising). SEO is a long and tedious job while SEA is fast but temporary. An advertising campaign consisting of SEA and SEO is called SEM (Search Engine Marketing). We thus obtain the following equation: SEO + SEA = SEM
How to apply best practices in SEO?
Ideally, an SEO strategy should be incorporated during each site creation so that it can be directly designed according to the SERPs criteria. If this is not the case, an SEO audit is necessary to review what has been set up before resorting to modifications/optimizations.
The SEO professions must be creative, versatile and innovative. The “good ideas” and tests before the implementation of new strategies are essential to keep their websites in place or to gain new ones in the long term.
In conclusion, mastering the tools of natural referencing requires both technical knowledge and important marketing. It is essential for a professional to keep abreast of developments and trends in the web to react in case of change or launch of a new algorithm.
Web traders with large e-commerce sites have within their teams SEO teams that often work with the DSIN (Director of Information Systems and Digital). They can also outsource their SEO to private SEO agencies or work with specialized experts. Anyway, the qualifications and motivations of SEOs must remain the same.