Search Engine Optimization (SEO) is the process of optimizing your website and its content for search engines. Helps increase inbound traffic to your site and improve its visibility. In addition to paid referencing (SEA), it is one of the components of search engine marketing (SEM), which means all the techniques that allow you to achieve better web positioning on Google or Bing.
Before embarking on establishing an SEO action plan on one or more sites, however, it is necessary to define its goals (positioning, increase organic traffic, etc.) and know the criteria and pillars of an effective SEO strategy.
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First pillar: Technical SEO
According to SEO SEARCH Factory, technical SEO is the first area to consider. It specifies optimization actions to ensure that its website meets the requirements of search engines such as Google and Bing to have the best possible positioning. This is a natural referencing subdomain that includes a multitude of technical elements, such as website performance, detection of incorrect links or coding errors, or its structure.
There are several steps you can take to begin the process of preparation for mediation. The first step is keyword revision. In particular, this means checking whether the keywords selected during your initial keyword research are appropriate or need to make changes. This audit can be done by analyzing the competition to find out which keywords your competitors are ranked by and to identify opportunities to improve your ranking. It’s a way to discover new opportunities and areas for improvement to stay competitive. For example, it is possible to find keywords by which your competitors rank but which you have not yet tried to target.
Failure to conduct a technical audit is one of the mistakes to avoid when referencing your website. We are talking about the essential process of discovering our weaknesses. These can be indexing or indexing issues, such as poor internal networking, 404 errors, or duplicate content. So many elements that affect SEO and user experience. This also applies to optimizing the technical performance of your website, such as page speed, accessibility or responsive design. The latter allows you to show that your site is suitable for a variety of media, especially the web.
The third step involves creating a sitemap. It is the architectural representation of your website. It determines the links between your pages, menus and categories. The optimal architecture ensures uninterrupted navigation for Internet users, but not only. This greatly simplifies the indexing of your content by search engines. The better structured your site, the better it will be referenced.
Therefore, it should be said that it is important to put natural referencing at the center of your development strategy. To avoid disappointment when you go online, it is best to think about SEO from the beginning of creating your website or before redesigning your website.
Second pillar: content
Content is at the heart of any SEO strategy. This should answer your target audience and questions you might ask, such as “how to style your hair quickly”. It is necessary to identify topics that need to be addressed that are relevant to Internet users who visit your website. Content (articles, advertisements, product presentations, etc.) must be perfectly understandable to search engines. This requires optimizing the lexicon and semantics used. This is an essential element to make your site more accessible and to make Google or Bing easier to interpret the content of your site. This optimization aims to establish a link between the content of your website and the queries entered by users. Another important rule: clarity of content! Visitors to your site should easily access your articles and read them as comfortably as possible.
In order to target your topic as precisely as possible, it is important to choose the main keyword when writing an article. However, to target the right keywords, you need to consider the volume of the search, but also the intent of the search. Some keywords will generate more traffic than others. All you need to do is change the wording to adopt the most effective one and do a good keyword revision beforehand.
Another important element is editorial briefings. Although they are sometimes forgotten during the SEO optimization process, they are still necessary. They make it possible to identify the words to be placed and the main content to be produced. It is important to establish a title tag, ALT attribute of its images or meta description so that the editor can deliver optimal content that generates organic traffic.
Third pillar: netlinking
Netlinking is one of the most effective levers in organic referencing. This consists of creating links on domains outside his site. These links, also called backlinks, contribute to the notoriety of your domain. Links must be numerous, relevant and of good quality. At Google, backlinks are among the top three ranking factors for SEO.
However, this step must be taken at the appropriate time, ie when your page is already positioned on the targeted keywords. This strategy must be adopted to improve SEO, and go for example from the first 7-8 on Google to the first 1-3, or from the second page to the first page.
Getting an effective netlinking strategy requires setting up a robust methodology to promote your website and its content on search engines. Here, too, competitive analysis is essential for knowing the existing opportunities and action plan adopted by competitors.
Measure the impact of your SEO strategy
To know if your SEO strategy is effective, you need to measure its performance using platforms such as Google Analytics. It is essential to get results about your organic traffic, to know the conversions generated thanks to SEO or, more generally, to know your return on investment (ROI). The Google Search Console is a tool that is also essential for performing monthly technical monitoring of your website. However, other tools allow you to complete this technical clock, such as Screaming Frog.
Although SEO is constantly evolving, these three pillars remain fundamental to designing an effective SEO strategy. However, it is necessary to perform constant supervision in order to get acquainted with new practices and techniques and to adjust the actions taken.