SEO Optimize 360

Understanding SEO: How do you know if your SEO is effective?

Through our SEO Agency Optimize 360 

In the world of digital marketing, natural referencing or SEO (Search Engine Optimization) is a major challenge for every business owner. website.

If properly optimised, this strategy can significantly improve your site's visibility on search engines, generating more traffic and increasing your chances of being found. conversion. But how do you know if you're doing things right?

Here are a few key indicators to help you assess the effectiveness of your SEO.

SEO definition

Positioning your site in search engine results

It goes without saying that the first step in assessing the performance of your SEO strategy is to look at your positioning in search engine resultsin particular Google.

Results pages are currently organised according to a complex ranking system based on a multitude of factors (relevance of content, usefulness of the site, popularity, etc.), determined by increasingly sophisticated algorithms.

However, bear in mind that this criterion should not be considered as the only indicator of your SEO success, as there are several factors that can skew your perception:

  • Personalised results based on user profile
  • The search history and geographical location of Internet users
  • Frequent updates from search engines (especially Google)

Analysis of traffic on your website

The second criterion for assessing the effectiveness of your SEO is, of course, theanalysis of the traffic generated by your website. You can use free tools such as Google Analytics which will provide you with a wealth of valuable information, such as changes in the number of visitors and pages viewed, the time spent on the various pages of the site, or the bounce rate.

Acquisition channels

In Google Analytics, pay particular attention to the "Acquisition channels" section, which will enable you to determine where your visitors are coming from. In terms of SEO, it is essential that the 'Organic' channel (corresponding to non-paying search engine results) is your main source of traffic.

Bounce rate

Le bounce rate represents the percentage of visitors who have left your site after viewing just one page. A high bounce rate can indicate a number of problems:

    • Content that is not relevant or engaging
    • A bad user experience (loading time, design, navigation, etc.)
    • An absence of strong call-to-action

So don't hesitate to take the necessary steps to optimise this indicator and improve the attractiveness of your site.

Textual content: quality, originality and relevance

When it comes to SEO, the text content is a key factor in the performance of a website. So make sure you offer quality, original and relevant information to your visitors, while complying with certain rules:

  • Use a rich and varied vocabulary, while remaining accessible to Internet users
  • Structure your texts with tags HTML appropriate (headings, sub-headings, paragraphs, etc.)
  • Don't forget to include keywords that are consistent with your theme, but don't overdo it!
  • Search engines attach great importance to the link between the text posted and others data the page (images, videos, links, etc.): make sure you don't neglect these elements

Your site's internal and external meshing

To establish their position in the search engines, websites also need to rely on a good internal networking and external links. The latter refers to all the links that connect the pages on your site to each other (internal linking) or to external resources (external linking).

Internal networking

Good internal networking improves the user experience and facilitates the flow of information. indexing robots on your site, thereby boosting its referencing. To optimise this aspect :

    • Create consistent links between the pages on your site
    • Use relevant anchor text for each link ("click here" should be avoided)
    • Adopt a clear and logical site structure (menus, categories, sub-pages...)
    • Canvas: arrange several external links that link to other quality websites with proven SEO credentials.

The external network

Incoming links to your site also play a major role in search engine rankings. The number and quality of these links are seen as a mark of the trust and popularity of your site. To collect these " backlinks " :

    • Implement a strategy of partnerships with other influential sites or bloggers
    • Write guest articles on other platforms in exchange for a backlink
    • Take an active part in forums, social networks and other professional communities
    • exchange outgoing links with various companies/websites, if possible with a similar domain authority.

In short, there are a number of criteria for assessing the effectiveness of your SEO. By continuously improving these key aspects, you will increase your search engine positioning and develop the visibility, authority and popularity of your website.

About the author

Frédéric POULET is the founder of the SEO Agency Optimize 360 After 20 years in large groups, he founded Optimize 360 to put the know-how of large groups to work for SMEs. Now a recognised specialist in SEO and natural referencing in France and Europe
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