What is SEO optimization?

Optimisation SEO : astronaute sur une fusée

Tags, links, quality content, keywords… search engines take into account several aspects to reference a website. However, even though their algorithms are constantly evolving, there are basic techniques and rules essential to the SEO optimization of your site.

We cover it all in this article!

What is SEO optimization?

SEO is the acronym for the English expression Search Engine Optimization which translates into French as Search Engine Optimization.

This term is commonly used in the field of natural referencing to refer to all the techniques implemented to improve the position of a website in search results.

L’SEO optimization therefore aims to improve the natural referencing of a website in the SERP (Search Engine Result Page). To do this, webmasters, marketers and content creators act on the three dimensions of natural referencing, namely:

How does SEO optimization work?

The robots search engines such as Google and Bing crawl websites to rank them.

Thus, when an Internet user formulates a querythese robots assign ratings to web pages based on the authority of the sites and the relevance of the content of the pages for theresearch intent of the Internet user.

It is this note that determines the natural positioning of each web page in search results. This is natural referencing, as opposed to paid referencing (SEA) where you have to pay to get a good place.

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How to optimize your site for SEO?

SEO optimization brings together a number of good practices, which are as follows:

1. Have a responsive site

the responsive design is part of Google’s criteria for ranking websites.

This is for webmasters to have a site that adapts to the size of the screen of the device that the user uses to connect. This technology promotes sailing comfort of the Internet user whether on a computer, tablet, smartphone, smart TV, connected watch, etc.

Have a mobile-friendly site contributes to the improvement of the user experience (UX). It also promotes increased traffic from mobile devices and reduced bounce rate. Responsive design is inevitably one of the prerequisites of SEO optimization.

2. Reduce page load time

For Google, a loading time greater than or equal to 3 seconds drives away nearly 50% of visitors.

This increases the bounce rate and penalizes the natural referencing of the site. You can measure the speed of your site with the PageSpeed ​​tool in order to optimize it.

If necessary, you will have to reduce the weight of your images, videos, computer graphics… and limit the code/text ratio. For example, you can use Imagify to process your visuals and host your videos on YouTube or Vimeo.

3. Optimize tags and metadata

SEO optimization here consists first of all of optimizing your Title and Meta Description tags.

Their content should be succinct and consistent with the content of the page. It is recommended to include the main keyword of the page and respect the length.

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You must also optimize the H1, H2, H3… Hn tags of your pages and the ALT tags of your images. Insert your keyword or synonyms.

Be careful not to fall into over-optimization. If you use WordPress, let yourself be guided by Yoast SEO.

4. Optimize your content

The object of the SEO web writing is to answer the questions of Internet users while respecting the requirements of search engines.

To get a better position in Google search results, you need to regularly create content quality and optimized for SEO. For Google, quality content is content:

  • unique, interesting and relevant for Internet users (avoid duplicate content),
  • with a rich and varied semantic field,
  • without grammar and spelling errors,
  • clear and readable.

The keyword research is of paramount importance for natural referencing.

You must identify the relevant keywords for your targets in order to use them as a basis for writing your content. Again, beware of over-optimization, because search engines hate content that is unnecessarily stuffed with keywords.

5. Create good netlinking

Have a good backlink profile is one of the essential keys to SEO optimization of a website.

It’s about getting incoming links from qualitative sites with authority in the eyes of Google (with a significant thematic trustflow).

So, the more quality backlinks you receive, the more authority you have in the eyes of Google. You must also make a good internal link. Create links in your content to enhance your pages addressing the same theme in order to form a semantic cocoon.

6. Be present on social networks

Social signals (likes, shares, comments and other interactions) have an impact on the natural referencing of a site.

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In addition to strengthening your notoriety, social networks offer a good opportunity to have inbound links to your site. They help you receive more traffic. But for that, you need to regularly produce quality content on your social accounts.

7. Use tools to improve your SEO strategy

Tools like Google Analytics and Google Search Console offer many features to track your SEO strategy.

You can use them to understand your audience, its behavior, traffic acquisition, bounce rate, conversion rate and even to analyze your SEA (Display, Adwords) paid search campaigns.

Why optimize your SEO referencing?

A site optimized for SEO is more likely to appear on the first pages of Google results than a site that is not…

This guarantees him a better visibilitymore qualified traffic and therefore an increase in conversion rate. If you want to succeed on the internet, you must not neglect theSEO optimization.

How long does SEO optimization take?

SEO optimization is a long-term job.

With competition being tough in the SERPs, you need to continually keep an eye on your SEO strategy in order to improve it if necessary. This is how you will get better positioning in the SERPs. Without it, you risk being overtaken by your competitors.

SEO optimization: where to start?

SEO optimization calls on several skills from the digital world to improve natural referencing of a site.

You can start by following the tips in this article. And if all this seems difficult for you to manage, do not hesitate to contact us to entrust the optimization of your site to our experts.

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