Regardless of the goal of the website, to make the company more visible or to develop its sales, it is necessary to avoid certain pitfalls in SEO in order for the site to fulfill its mission. Focus on fundamental mistakes that damage his search engine presence and contribute to the company’s growth.
Do not perform semantic revision
Running a website without conducting a semantic revision is like driving a car at night without lights. Semantic revision allows you to comprehensively identify keywords and phrases that meet the requirements of Internet users for which it is important to rank the page on Google rankings.
Facebook is reportedly revising its advertising system
“This is a fundamental step that determines the content of the site and its architecture. Good semantic revision highlights generic keywords, which represent a large volume of internet searches, and long-tail keywords, which are very high quality and less competitive. This is your compass for implementing your SEO strategy » tells us Florian Géri, director general of the natural references agency Netinshape.
Complex site architecture
Properly structuring the information on your website allows Google to better understand the topics covered and the services or products you offer. Architecture derives from the work done in semantic revision, which enables the structuring of developing objects.
For example, if a large retail store associates food products with hygiene and beauty products on the same page, Google finds it difficult to explain this lack of consistency, which is detrimental to referencing the category of targeted products. Establishing semantic shells for dealing with the subject under its various aspects allows not to forget any of them and to organize its content in an intuitive way.
It should be borne in mind that designing a site architecture requires taking into account the need for quick access to information. Therefore, it is necessary to avoid architecture that is too deep, which complicates navigation. It is often recommended that you do not have pages more than three clicks away from the home page.
Abandoned title tags
The title tag is a very important ranking criterion in the Google algorithm, and not optimizing these tags on your website can ruin all your efforts. The title is a blue, clickable link that appears in Google search results. It is important to include an important keyword of the page around which we have optimized the content and for which we want to be ranked on the 1st page of Google. It should be clear and convincing enough to get people to click on the link.
Do not work the inner mesh
An internal network is the organization of all links made between different pages of your website. It makes it easier for robots to explore your site, but also, above all, offers additional information to the Internet user, satisfying his curiosity. A good internal network enables the organization of information into semantic shells and demonstrates the site’s expertise to search engines on very specific topics.
Skip the content
There is a famous saying: content is king, especially for SEO. Quality content is essential to be visible. We must first think of the user and understand his intention to search to match relevant, useful information and, whenever possible, original. Don’t write about robots: write about people who are your readers, and especially your customers. You have to meet their needs first.
Get poor quality inbound links
Inbound links (called backlinks), which come from other online media, increase the popularity of your site. Perception of site expertise is a basic criterion in the Google algorithm. Therefore, it is important to take into account its content and popularity. This is a virtuous circle: the more the site is perceived as authoritative in relation to the topic, the more feedback it attracts.
To get to these links, it is necessary to give priority to quality over quantity: quality links have a neat anchor (text that can be clicked on which link is located). Beware, however, of the risk of over-optimization. The anchor must be written naturally, without damaging the reading. To search for links, you also need to favor relevant sites that deal with the same topic as your site. Finally, the content of the landing page must match the link anchor. Consistency remains and will remain a basic criterion for Google for a long time.
Exit the mobile version
We can never repeat this enough: mobile compatibility is essential as internet users increasingly search the web via their smartphone. According to Statcounter (November 2021), 46.6% of inquiries were made on mobile devices in France and 54% worldwide. Google’s default indexing and indexing process is Mobile First Index from 2018. Caring for the mobile version provides a satisfying experience for Internet users, making it easier for them to discover information through convenient navigation.
The “https” protocol ensures the exchange of data between Internet users and your site. If its weight remains low in the Google algorithm, it calms the Internet user during his navigation and increases the trust he has in your site and your company, especially in the case of an e-commerce website. This is clearly not the only security measure to be taken to strengthen resistance to cyber attacks, but it is key action.
Using content delivery network services (such as Cloudflare) also avoids DDOS attacks, during which too many requests on the server can make it inaccessible.
These are the basic principles you need to devote time to and think about to lay the foundations of a good natural referencing strategy. However, there are many other points that need to be worked on throughout the life of the site in order to hope for lasting results. As often, the devil is in the details, especially in SEO.