SEO mainly focuses on Google. More than 90% of connected French people use Google at least once a day. Integrating this search engine into its problem and its SEO strategy is essential.
Google analyzes, indexes and ranks billions of pages daily. Robots explore the web and probe online sites, we speak of "crawl". If a page meets Google's technical expectations, then it will be indexed. Its position will depend on the relevance of its content on a given theme. From there, when an Internet user makes a request, he will obtain in response the pages that best define his request.
To do this, Google takes into account hundreds of criteria by which it judges the effectiveness and value of a page. SEO takes all these constraints into account and tends to respond to them to allow a site to position itself well.
In its quest for relevance, Google's algorithm is constantly evolving. Updates, each relating to precise criteria, mean that this search engine improves its capacity to deliver answers adapted to the requests formulated by the Internet users.
Google Panda: This update judges the quality of the content of a page or site.
Google
Penguin: This is the net linking that is subject to analysis. The quality and
relevance of this net linking can favor or penalize a site.
Google
Colibri and RankBrain: Both are about understanding user intent. Thanks to
this, the results submitted to the Internet user are always more targeted and
best meet their request.
Google mobile-friendly: It’s mobile adaptability that is taken into account.
"Responsive" sites are favored in terms of mobile indexing.
When the
indexing and referencing criteria are not met, Google then applies penalties.
The referencing of the site is then destroyed and the latter is found banished
from the results pages. Algorithms are not the only ones to judge the quality
of creation, manual sanctions can also intervene.
SEO audit and
technical optimization recommendations
The SEO audit is the way to take stock and judge the effectiveness of a site. This audit will determine the most promising strategy for a project. The latter must take into account the expected technical specificities, as well as the particularities relating to the target market.
The analysis focuses on different points:
The presence of HTML tags (Hn attributes, title, meta description, etc.)
The internal
mesh (how the pages are linked together).
The speed of loading.
Semantic
relevance: Keywords and semantic field surrounding the topic addressed.
Competitor
study: This allows you to highlight different approaches and use them to position
your website.
The SEO
performance of a site or page.
The technical
infrastructure and the originality of the content (content marketing)
The density
and quality of the linking (judge the relevance of inbound and outbound links).
This audit aims to estimate the relevance and optimization potential of a site. It is also used to adopt a strategy in order to position oneself on a theme, following the analysis of the competition.
Clearly, it will make it possible to judge the qualities and weaknesses of a site in relation to the expectations of search engines and in relation to the target market. Depending on the results, recommendations will be formulated in order to remedy the shortcomings and emphasize the decisive factors. This is the key to successful SEO.
Successful SEO
Above all, it is the business of experts. They master all the techniques and tools at their disposal to give life to efficient and profitable creations.
The content of a site will depend on the strategy adopted by the SEO. It is the latter who will draw up the technical specifications as well as the editorial line of content marketing. By respecting its recommendations, the team in charge of creation will have to include this issue in the development of a site.
Thus, the role of the SEO extends from the analysis of a need in relation to a given market to the adaptation of the marketing strategy once the site is deployed. Clearly, it is omnipresent throughout the entire lifecycle of a web tool, from its conception to its operation.
The SEO expert is a key position in web visibility and digital marketing. He wields both the technical levers linked to search engines and the use of marketing which generates qualified traffic.
SEO
optimization of a website
SEO covers
many aspects, both technical and strategic. In order to ensure the optimization
of each one, a set of imperatives will have to be checked.
First, we will make sure that the HTML code is properly marked. Without it, the site's hierarchy in the eyes of search engines is compromised. This point guarantees the readability and structure of the content.
Regarding the latter, it will be necessary to ensure the consistency of the pages, both in terms of tone and objective. An editorial approach to the content should be put in place. It is the homogeneity of the entire site that depends on it.
Still in order to improve the efficiency of your web tool, the internal linking of links should be the subject of an in-depth study. The latter will allow search engines to judge the relevance of the entire site and favor it in terms of its SEO. This point is particularly important.
In terms of optimization, ergonomics, and user experience must come first. It is through user feedback that it becomes possible to refine your strategy and approach to approach and engage your customers. To this end, the user experience (UX) must be improved and make navigation, information, and transformation as easy as possible. The acquisition depends directly on the user's experience with it.
net linking
Links are
very powerful tools as long as they are of good quality. The quality of a link
is judged by its relevance. The site or page benefiting from a link must allow
it to be integrated in a contextualized manner. The link must point to a page
whose semantics and theme are close to the original page. The quality of the
site to which a link point is also taken into account. A link received from a
poor-quality site can penalize SEO more than optimize it.
The whole point of linking lies in increasing the E-reputation of a site or a brand. The more the company benefits from links from influencers in its field of activity, the more it will benefit from it to improve its SEO and visibility. Where net linking becomes a real asset is when a site already ranks high on search engines. In this case, each link he will exchange will earn him more weight, and therefore notoriety.
Also, the net linking strategy must be the subject of a reflection, in order to choose only links serving the defended cause. A link out of context or of poor quality could harm the activity, reputation, and therefore the positioning of a company on the web. So many reasons to take care of your net linking.
Manage your e-reputation
Online reputation is very important for a brand or a business on the web. This e-reputation is measured by the citations, references, and backlinks that a site can gather. These factors are a guarantee of relevance and weight on a particular theme.
Social media and all communication help to nurture and capitalize on this online reputation through a link exchange strategy.
Online reputation is vital, it is a barometer of the image perceived by the public and by your competitors. Standing firmly on the ground will allow your business to take advantage of this visibility.
Google tools for SEO
Google
provides tools for managing SEO. SEO experts know them well and use them to
meet all the criteria Google expects from a page or site. They allow traffic
analysis and reveal how the search engine perceives these pages.
Google Search Console
This research console allows you to analyze and reveal all the possible improvements of a site. It gives information on how Google analyzes a page or a site.
The status of the referencing (presence of any errors)
Information
on-page indexing.
The density of
traffic and searches relating to the studied site.
Netlinking
analysis.
The Google
Search Console provides an overview of all these crucial criteria.
Google analytics
It allows precise analysis of the traffic, its source as well as the behavior of the users who consult it. By taking into account the time per session spent on each page, optimizes the conversion rate and decreases the bounce rate.
This tool is particularly useful for refining your marketing strategy and revealing the strengths and weaknesses of a site.
GG my business
This tool made available by Google makes it possible to work on local referencing. Having a GGMB card allows you to be visible in a specific geographic area.
Particularly used in the context of commercial field activities (shops), it allows the company to be precisely located on a map and to consult the site. GGMB's ’reviews’ ’section contributes to customer reassurance and e-reputation development.
This free tool is really a fundamental part of the SEO toolkit.
The content
marketing strategy
You will understand, this strategy is decisive. Google is increasingly emphasizing semantics and relevance in defining SEO.
Also, using With all of his skills and all the analysis tools at his fingertips, the SEO will implement a content strategy, in order to allow a site to position itself in the first places of Google results.
You should know that nearly 85% of traffic on a theme is channeled through the first three results of the SERP. This is to say the importance of SEO!
The effectiveness of SEO is built over time. Unlike SEA, it allows traffic to be generated on a perennial basis and not on a one-off basis.
In order to ensure the success of your online business, be sure to bring in the right professionals. CentralWeb puts at your disposal all the skills of our SEO experts, so you can benefit from SEO, not suffer it.