SEO: Boost your website to the top of search results

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What is SEO? Search Engine Optimization


SEO

What is SEO?

Search Engine Optimisation (SEO) is a set of techniques designed to improve the visibility of a website on search engines, and thus achieve better positioning in the results pages. It is essential for any company wishing to raise its profile online and generate more traffic to its site.

In this article, we invite you to discover the 10 key points of the SEO.

1. Keywords: essential terms for referencing

Keywords are the terms that Internet users enter into search engines to find information. They form the basis of natural referencing. It is crucial to identify the keywords that are relevant to your business and to integrate them consistently and naturally into your content. To do this, there are various keyword research tools, such as Google AdWords Keyword Planner or SEMrush.

2. On-page SEO: work on your content

On-page optimisation, also known as internal optimisation, involves working on the content elements directly on your pages. This includes :

  • The "title" tag for each page, which must contain the main keywords
  • The " meta description "which encourage visitors to click on your link in the results pages
  • The "h1" to "h6" tags, which are used to prioritise headings and sub-headings to make the content easier to read
  • Le internal networkingi.e. the internal links between your different pages

Don't forget to incorporate images and videos into your content to make it more attractive.

3. Technical SEO: guaranteeing a high-performance site

In addition to the content, it is essential to work on the technical aspect of your website to please the search engines and provide an optimal user experience. Here are a few important points:

  • Page loading speed, particularly on mobile devices
  • The switch to HTTPS to secure data exchanges between the server and visitors
  • Adaptation to different media (responsive design) for optimised browsing on computers, tablets and smartphones
  • Structuring the source code of your pages (semantic mark-up)

4. Netlinking: obtaining quality inbound links

Incoming links, also known as backlinks, are external links pointing to your site. They are taken into account by search engines as a vote of confidence and can considerably improve your ranking if their number and quality are satisfactory. To develop your netlinking strategy :

  • Produce quality content that encourages sharing
  • Don't hesitate to share your articles on social networks to encourage sharing
  • Set up partnerships with other sites (exchange of articles, customer testimonials, etc.).

5. Internal linking: reinforcing the coherence of your site

Internal linking is the set of internal links between your different pages. It helps to :

  • Structuring your content and making it accessible to search engines
  • Improving theuser experiencebecause it makes it easy to navigate from page to page
  • The transmission of "link juice" to boost the positioning of your least popular pages in the results pages

To go further, don't hesitate to set up a hierarchical navigation plan on your site and to use optimised text anchors for your internal links.

6. Social media: boosting your profile

Although their direct influence on SEO is still open to debate, social media represent an excellent opportunity to promote your content to a wide audience and establish your e-reputation. Regular, engaging posts will improve your online visibility and encourage people to share your content, generating inbound links.

7. Algorithmic updates: staying informed and adapting

Search engines, and Google in particular, regularly update their algorithms to refine their relevance criteria and combat abusive practices. It's important to keep abreast of these updates and adapt your SEO strategy accordingly to avoid penalties and maintain a good ranking.

8. Web copywriting: accessible, high-quality content

Web copywriting adapted to natural referencing must meet a number of requirements:

  • Judicious use of keywords without over-optimisation (keyword stuffing)
  • Optimised internal linking with relevant text anchors
  • Unique, rich and engaging content that encourages sharing and builds visitor loyalty
  • A hierarchical page layout using "H" tags to make it easier for search engines and web users to read

9. Tools for analysing performance

To measure the effectiveness of your SEO strategy and identify areas for improvement, you need analysis and monitoring tools. These include

10. Call on SEO professionals

Implementing an SEO strategy represents an investment in time and resources, but it is essential to guarantee your company's visibility on the web. Calling on SEO professionals can be a wise solution if you want to benefit from their expertise and optimise your positioning in the results pages over the long term.


General sources:

Sources for the technical aspects of SEO:

Sources for SEO content:

Sources for popularity and backlinks:

Studies and reports:

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