By SEO is a collection of methods and techniques aimed at making your site highly visible on search engines for a number of keywords. And when we think of “search engine”, we necessarily think of Google, which concentrates 93% of requests in France.
So how do you get Google to showcase your content?
Before we go headlong, let’s take a moment to try to understand how Google works and what the search engine expects from us.
HOW DOES GOOGLE WORK?
HOW DO SEARCH ENGINES CRAWL THE WEB?
To provide relevant answers to Internet users’ requests, search engines are constantly scouring the web . We also say crawling the web.
Concretely, a search engine like Google uses bots (or spiders) which collect information on web pages.
These bots follow the links on the pages to detect new available pages. Most often, they start from the home page of the site and then navigate from link to link to other pages.
HOW DOES GOOGLE INDEX WEB PAGES?
When Google spots new pages, the search engine adds them to a huge “database” called an index .
The index contains information about each URL discovered as well as the relevant signals in terms of SEO.
For example :
- Keywords in the content of the page: what topics does the page cover?
- The type of content
- The freshness of the page : when was the last update?
- The presence of inbound links
- User engagement with the page and the domain: how do Internet users interact with the page?
HOW DOES THE GOOGLE ALGORITHM WORK?
The goal of the Google algorithm is to offer the user the most relevant answers to their queries as quickly as possible.
When a user types a query on Google, the search engine identifies all the potentially relevant pages in its index. Then, algorithms come into play to hierarchically classify these pages.
The Google algorithm incorporates a wide variety of criteria and Google is constantly evolving it to optimize its user experience. The fact that Google does not always officially communicate on its algorithm forces SEO specialists to remain vigilant on the expectations of the search engine.
To put it simply, let’s say that Google values a certain number of good practices : quality content, healthy links strategy, resolution of technical problems to facilitate access to robots, etc.
Conversely, the search engine penalizes what it considers to be bad practices : questionable link policy, duplicate content, etc.
WHAT IS GOOD GOOGLE SEO?
Being well referenced on Google means that, for a given keyword, we appear in a good position on the first page of the SERPs.
WHAT IS A SERP?
SERPs (Search Engine Result Pages) refer to the pages where the search engine displays the responses to a query.
The results appear from the most relevant to the least relevant, in the form of snippets (extracts including a title, a meta-description and a link to the page).
Traditionally, Google displays 10 results on a SERP. But the development of universal search tends to modify the structure of SERPs. In addition to snippets, Google can also display results from its image, news or shopping databases. Google also displays Google Ads ads on its SERPs, usually above organic results.
HOW DO GOOGLE USERS READ SERPS?
Studies on SERP click-through rates show a clear predominance of the top 3 search results . By themselves, positions 1, 2 and 3 generate more than 2/3 of clicks.
This is explained by the role of trusted third party played by the search engine. A well-positioned page is more credible. The Internet user considers that if Google gives credit to a content, it is because this content is relevant.
The other explanation for this “golden triangle” phenomenon lies in the analysis of online reading behavior . Internet users tend to focus their reading on information located at the top left of the page. In addition, the first search results are visible without scrolling.
Reading behavior also has an impact on paid ads. Located above the organic results, they enjoy optimal visibility. Studies have even shown that the ad placed immediately above the natural results had the best click-through rate.
FREE GOOGLE SEO AND PAID SEO
We understand that it is not enough to be indexed to generate search engine traffic. It is necessary to truster the preferential positions, at the top of the first SERP.
There are two solutions for this: (SEO) or paid referencing (SEA).
WHAT IS FREE GOOGLE SEO?
Natural referencing consists of activating the levers that go in the direction of the Google algorithm . We are trying to decode, or even anticipate, changes in the algorithm and do what is necessary to be “in the good graces” of the search engine.
In practice, SEO consists of:
- Facilitate the crawl by the robots : for this, it is necessary to solve the technical problems affecting the accessibility of the pages by the bots, to optimize the structure of the site and the internal mesh so that the spiders can easily access the new pages;
- Facilitate the indexing of content : this requires, for example, that the target keywords are skilfully used so that Google understands the problems with the content quickly. Appropriate use of title and alt image tags facilitates the work of the search engine.
- Understand the spirit of the algorithm and translate it into practice : offer relevant and qualitative content, an optimal user experience, generate quality backlinks to its content, …
SEO is about adopting virtuous practices and outlawing questionable practices that can earn us a Google penalty . It produces lasting effects over the long term. But if we want to get results quickly, we will have to bet on paid referencing to appear at the top of the SERPs without delay.
WHAT IS PAID GOOGLE SEO?
Paid SEO on Google is all about allocating a budget to buy a location on the first SERP .
SEA allows you to position an ad at the top of search results on the target keywords of your choice. In addition, with paid referencing, we can target a specific audience, for example according to demographic criteria or centers of interest.
WHAT IS LOCAL SEO?
In theory, working on the SEO of a website offers the opportunity to target everyone. But if you run an Italian restaurant in Nantes, you don’t really need to reach internet users living in Strasbourg or Montreal.
In this case, you will seek to optimize your site in order to position yourself for an audience located in your geographical area . In short, .
For example, you will target key expressions including your location such as “Italian restaurant Nantes” or “where to eat a good pizza in Nantes”. You will also optimize the details of your address by creating a Google My Business listing or even by integrating a Google Map into your site. You will also rely on local customer reviews to encourage Internet users to take action and come to your place of business.
VOICE SEO, THE FUTURE OF GOOGLE SEO?
When it comes to Google SEO, it is essential to keep abreast of changes in search behavior. In recent years, the development of voice assistants has had a significant impact on the way Internet users express their requests .
Indeed, there is a difference between what a user types in a search bar and what he says when he asks his voice assistant. The trend now is to have requests expressed in natural language, such as in a conversation, usually in interrogative form.
As voice search makes it possible to carry out research without using the hands, it responds to the challenges of mobility. We will therefore more often have requests such as “what is the closest Italian restaurant?” “Or” at what speed the cheetah runs “, where before we would have entered” Italian restaurant Nantes “or” cheetah speed “.
The way the results are expressed is also totally different. With voice search, exit the SERP with its list of results. Only one answer (the best!) Is given to the user. If we want to be referenced for this type of request, it is no longer enough to provide a relevant answer but THE best answer. This is called the “0 position”.
Google SEO follows a complex algorithm based on a wide variety of criteria. To rank well in search results, you must first understand how Google works and what it expects.
Free Google referencing consists of adapting its practices to Google’s expectations. Paid referencing saves time by appearing “artificially” in the SERPs. If you carry out an activity strongly linked to a geographical area, you should not neglect local referencing. Finally, we must also adapt to new behaviors and arm ourselves for voice SEO.
