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The optimization of the referencing of a website: improving its visibility
Throughout the existence of your website, you will try to make progress on queries (keywords and key phrases) in search engines.
A search engine will highlight the most relevant content (according to its criteria) for each keyword, or set of keywords.
It is important to understand at this stage that you will have to present your brand, your services, your Know-How while thinking about the search terms that Internet users will type into search engines to find an activity similar to yours.
Your titles, your content should therefore include both at the same time as far as possible. It is a necessary work of reflection to be done normally even before the launch of your site.
How can you ensure that in the long term you will appear first among your potential competitors on the same search terms and thus work on optimizing referencing?
It is a mix of the technical quality of the site itself, the production of qualitative content related to your business, and the number of qualitative quotes peripheral to the site itself that will eventually make the difference.
How to propose attractive and appealing content for a search engine and what to avoid?
So you have to think about:
These databases are themselves fed by the path of robots that regularly scan all the sites around the world.
These robots end up finding new web pages that are not yet in the search engine databases, and update the pages already present with the changes found and the new pages that have appeared in the meantime.
The engines will therefore make the search results evolve as a consequence of the changes detected by the indexing robots.
This is called the indexing phase.
When you start to see your site no longer just by typing its exact URL, but by typing queries in the search bar of your search engine, then you can tell that your site is starting to be indexed.
There are tools that can also detect it without having to make hundreds of different queries by hand. We will share them with you later.
This is the optimization phase of your SEO.
Throughout the life of your site, you will have to do what it takes to gain positions in search results.
How do you add more and more appealing content to make an engine push you up and what should you avoid doing?
First of all, let's look at two very important things:
META tags inform search engines of the content of a page.
On your CMS (WordPress, Wix, Joomla, etc) or your website creation tool - Webgenie - , when you add any content (a new page, a new blog article, a new event calendar ...), you must fill in a Title Tag and a Metadescription.
This is the title in blue just above your URL, which appears in blue in search engine results. Usually it is less than or equal to 70 characters.
Do not confuse the Title (the meta title tag) with the title of a page on your site.
The title of a page appears at the top of a page in the content area of that page, while the title tag appears in the results of your query above the URL
It is a key element for referencing. Ideally, the title should be :
C’est la petite phrase qui apparaît juste en dessous de l’URL sur les moteurs de recherche. La description est une phrase courte qu’il faut choisir avec soin et qui doit faire environ 160 caractères, même si Google autorise désormais 320 caractères possibles.
Don't insert too much of a list of keywords but rather describe your page with a simple sentence that is also representative of the content of the page concerned.
Cette phrase de description n’aura pas a priori d’influence dans le positionnement sur Google mais elle peut être essentielle lors de la première lecture du résultat de recherche par l’internaute.
Si vous ne renseignez pas de description, Google prendra en principe la première phrase qu’il décrypte dans le corps de texte de votre page.
The format of your URL is normally generated automatically when you add a title to your page by your CMS.
But some CMS allow you to customize your URL.
The URL is not the most important criterion in the optimization of your SEO but ideally, prefer a clean URL composed of keywords that also correspond to the body of your page.
It is preferable to have short and well-constructed URLs
Be careful, if you change the format of your URL when a page has already been indexed in an engine, remember to redirect to avoid having pages that will then appear in 404 error.
The 404 errors are very detrimental to SEO because they are pages that continue to exist and are empty of content. Which is the exact opposite of what should be done.
Si Google repère trop d’erreurs 404 dans un site, il peut alors… pénaliser le référencement de se même site et le faire chuter dans les classements.
So get into the habit of adding an illustrative image when you write a page or an article on your site.
The images are identified by the engines thanks to the title we give them, the URL that will peddle your image, and the "ALT Tag" that we can fill in for each image.
It is therefore important to pay attention to all the little details so that the engines index the images within your editorial content equally well.
Filling in the tags and images will not ensure that you will bring out content in a search engine every time, but you will have a better chance of appearing than by not doing so at all.
Continuation of this Tutorial. After the Optimization of the Search Engine Optimization of a website :