By You have created a website to promote your product / service. But being on the web is no longer enough. If you want to drive quality traffic to your site, you won’t be able to escape this acronym: SEO.
SEO appears to be the prerequisite for being visible on the Internet. But what is really hiding under these 3 letters?
In this article, we explain in layman’s terms what SEO is.
SEO, what does that mean?
SEO is an English acronym for Search Engine Optimization (in French, optimization for search engines ).
According to Moz, the definition of SEO is:
“a set of methods and practices to improve the quality and quantity of your web traffic (and brand visibility) through non-paid search results. “
What should we retain from this definition?
The objective of SEO is to improve the quality and quantity of its web traffic . Let’s not get the wrong goal. The ultimate goal is not to be number one on Google. What is the use of positioning yourself on a keyword that would not bring quality traffic?
Positioning well in search results is one way. This only makes sense if we do it on keywords that are relevant to our business. Thus we generate quality traffic that we can then convert into business opportunities.
Finally, SEO () goes through “non-paid search results”. It is therefore opposed to SEA , paid referencing such as, for example, Google Ads ads.
How important is SEO?
To understand the importance of SEO , let’s go back to the beginnings of the web. At this time, few companies have their website. The competition being very low, the simple fact of having a site makes it possible to be visible.
When the web becomes more democratic, companies are flocking to this new El Dorado. Competition is intensifying. The founders of Google created the search engine with the ambition of helping Internet users to find their way among all the content.
Today, 2.9 million blog posts are published on WordPress every day. We cannot therefore be satisfied with creating content and crossing our fingers so that Internet users fall on it. This is where SEO comes in.
Organic traffic (from search engines) represents on average just over half of a site’s traffic.
In France, Google collects more than 90% of requests made on a search engine.
In the search results pages, the first 3 results accumulate more than 2/3 of the clicks. The first page receives 98% of clicks.
IS THAT CLEAR ENOUGH?
If we are not on the first page on Google, we do not exist . If we are in the first 3 positions, we benefit from a very serious competitive advantage.
HOW TO POSITION YOURSELF WELL IN THE SEARCH RESULTS?
UNDERSTAND WHAT GOOGLE EXPECTS FROM US
SEO therefore consists of positioning yourself well in the search results on relevant keywords to generate more dense and qualitative traffic.
Very good… but how do we do it in practice?
To find out, you have to understand how the algorithm works and adopt the best practices that result from it.
So what does Google want?
Google’s stated goal is to provide its users with the best possible experience . In other words, Google seeks to offer the best possible result as quickly as possible in response to the Internet user’s request.
What does this mean for us?
THE IMPORTANCE OF CONTENT IN SEO
SEO therefore consists of positioning yourself well in the search results on relevant keywords to generate more dense and qualitative traffic.
To appear at the top of search results, we need to offer the most relevant answer to our target audiences.
This implies knowing our audience well. To do this, we can use the persona method to draw a “robot portrait” of our target clients. The definition of personas will allow us to understand their problems and to list the questions to which we must answer. This will give us a list of ideas for content.
Next, we need to know how our target customers express their issues. What keywords do they use to find the answers to their questions? To create relevant content with real SEO potential, keyword research is essential.
Once we have validated the SEO potential of our content ideas, we will create an editorial schedule and set up a content blog. For that, we are going to plan and then create articles around keywords belonging to the same semantic field.
In terms of content creation, Google favors long, detailed content, dealing with the various facets of the subject and bringing added value to the Internet user. This is therefore what we must strive for.
The 10x content methodology , popularized by Rand Fishkin, CEO of Moz, invites you to create content 10 times better than competing content to achieve and sustainably maintain the first position in the SERPs.
THE OTHER SEO CRITERIA
Google rewards original and quality content. But other SEO criteria are taken into account by the algorithm.
First, we will mention the backlinks . When a site gets quality inbound links from other sites, Google considers this to be a guarantee of quality.
To get these kinds of links, you have to start by producing excellent content, which others will want to refer to. Then, to obtain links, it is necessary to adopt a netlinking strategy through the distribution of content and making contact with bloggers and influencers in the sector.
Another SEO criterion, on -page SEO makes it easier for Google robots to read your pages. For example, using keywords in the Hn titles of your content allows Google to better understand what issues the content addresses.
Finally, the user experience is also an SEO criterion . Accessibility of content on all devices, loading speed, readability, internal mesh also come into play in SEO.
WHAT ARE THE ADVANTAGES OF SEO?
BETTER VISIBILITY ON THE WEB
SEO makes it possible to gain visibility on the internet. If we are not positioned on the first page of search results, we are almost invisible to all Internet users who do not know our brand.
In theory, SEO makes us potentially visible to everyone, at least to all search engine users.
MORE QUALIFIED TRAFFIC
In practice, SEO makes it possible to specifically reach Internet users who meet our targeting criteria .
By identifying their issues and then creating relevant content that responds to their requests, we gain visibility with the audiences we need to reach.
The use of long tail keywords is particularly relevant to address a specific target and generate better quality traffic.
IMPROVED USER EXPERIENCE
Working on SEO enriches the user experience of a website . Indeed, given the importance of content for natural referencing , an optimized site is a guarantee that the Internet user will find the answer to his problems.
In addition, the content will be pleasant to read, because it is structured for better visibility, and suitable for all types of media.
BETTER CONVERSION RATES
The purpose of SEO is the generation of qualified traffic. SEO helps attract visitors who are interested in what your brand offers and are more likely to engage.
Indeed, SEO invites you to create quality content, bringing added value to a target audience in relation to its specific issues. By reaching this specific audience, we are more likely to attract targeted visitors who are ready to take action.
In addition, quality content encourages the visitor to spend more time on the site. With a good internal network and appropriate call-to-action, we will be able to prolong the navigation and encourage the Internet user either to come back or to buy directly.
A KEY ELEMENT OF YOUR MARKETING STRATEGY
SEO responds to current marketing challenges. Indeed, consumers are turning away from unwanted solicitations and advertising messages. They want to be able to interact as they wish and at their own pace with brands.
The objective is therefore no longer to impose its message on target customers but rather to be there when they seek us. This is why a growing number of companies are opting for inbound marketing in order to attract prospects to them and then convert them.
SEO is an integral part of the inbound strategy. We start from a focus on customer issues to encourage them to come to the site through relevant content. Then we try to convert it.
LONGER LASTING EFFECTS THAN SEA, AT A LOWER COST
The impact of SEO is long lasting . A well positioned page will remain so at the cost of regular updates. Conversely, the effects of paid referencing stop as soon as we stop allocating the budget.
SEO is a source of visibility, traffic and potential conversions. It is an essential lever in terms of marketing because it meets the expectations of consumers.
First of all, a focus on SEO allows the Internet user to get the answers he expects. In addition, it offers visibility without the need to directly solicit the prospect.
Understanding search engine algorithms is therefore essential from an economic point of view. Recent developments show that technical SEO aspects are less important in favor of more content and data oriented SEO.
