SEO, for Search Engine Optimization (or ” Search Engine Optimization “), can be a rather obscure concept for those who are not lapped in online marketing and SEO practices, it may sound like a damn technical and a intimidating strand.
But if you take a closer look, you will see that these are simply tools to improve the visibility of your website on search engines like Google. Everyone can learn, in just a few steps, how to start and manage this optimization of your site and your communication.
Implementing an effective SEO strategy allows your business to reach more potential customers by targeting them better. Let the customers find you This is a key slogan of content marketing online. By optimizing the SEO of your business with relevant content, quality, and using the tips below, you can improve your organic traffic, ie increase the number of visitors for whom there is no need to pay (unlike traditional marketing).
Indeed, there are two types of traffic: paid traffic and organic traffic (free). Improving your SEO practices makes it possible to improve your ability to generate organic traffic, that is to say, to be found online by potential customers, naturally. This introduction finished, let’s get down to business!
What is SEO?
As I mentioned above, SEO consists of a set of techniques aimed at improving the position of your website in the search engine results. Because there is a multitude of search engines: if Google, Yahoo, Bing hold the top of the podium, engines such as DuckDuckgo or eco-responsible Ecosia, Lilo and Ecogine, progress.
Why is it so important? Imagine that you have an online store or manage an e-commerceplatform : the success of your business will depend essentially on the web.
Managing your SEO cleverly can be the key to your business success. The volume of online shopping is growing exponentially, not only in France, but around the world. The Internet is becoming the first place people will go to before buying in a hard shop. For this reason, knowing how to stand out and speak to potential customers is crucial. A strong SEO strategy can help make this happen.
So, how to design and implement an effective SEO strategy? Answer in the following 10 tips:
1. Each page must include your theme
This is a fundamental aspect of good SEO. Every page of your site must evoke the heart of your business activity. If you have a jewelery store, every page should talk about jewelery. If it is a cleaning company, then the cleaning must be put forward.
Why must he be on every page? Just because a search engine will regularly inspect your website. We’re going to talk about web-crawling when an engine sucks the content of a page and web-scraping when it extracts precise information from the data retrieved during crawling.
If each page of your site is related to a clear theme, the search engine will analyze that there is a good chance that a user will find on your site relevant content and corresponding to his research. And your site is likely to climb in the results of a search engine.
2. Choosing the right keywords
All companies make use of keywords that characterize their business: these are terms that help define what the company is and that potential customers are likely to search on the web. At Debitoor for example, our keywords are: billing , accounting, invoice template , etc.
How to know which words to choose? Customers looking for a specific service or product will generally use common, common terms. It is therefore easy to find several of them automatically, but it may be worthwhile to conduct your little investigation and see what comes up most often in your sector of activity. Tools like Google AdWords (free!) Are even there to help you!
3. Use the keywords in the meta-titles
Once you have a list of keywords, it is important to include them on your site, and in particular to include them in the meta-titles. Search engines do pay particular attention to the title you assign to a page because it is a short description of the page content.
If you do not have a lot of notions of SEO, meta-titles and meta-descriptions are elements that you probably managed without really noticing. These are essential elements of a web page. As these are the texts that appear in the search results, their role is crucial: they can decide a person to enter your site or prefer the next occurrence.
As a result, each meta-title must refer to a relevant keyword, which corresponds to the word of the sector of activity in which your company is registered. Lastly, to be effective, meta-titles should contain between 60 and 70 characters (spaces included).
4. The importance of meta-descriptions!
A meta-description refers to the text that you will find just below the page title in the search results: it aims to give a clearer idea of what users will find on this specific page. For best results, it is important to maximize this space. Make sure your meta-descriptions are clear and consistent, and do not exceed 160-170 characters (including spaces).
5. Uses keywords in headers
In addition to meta-titles, care must also be taken to use relevant keywords on the site page itself. The headers are in this sense particularly important, not only to facilitate the scraping (see definition above) of the page and therefore the search engines.
Headers make it possible to gain readability and structuring of the page, and are largely preferable to a thick block of uninterrupted text. Search engines pay a lot of attention to the headers of web pages!
Although it may seem that the more we insert keywords, the better, it is to find a balance: a search engine like Google penalize a site that seems artificially boosted keywords.
6. Uses keywords in alternative text of images
And you thought we were done with the keywords? What nay! Not only will the alternate text (or ALT-text ) of your image match the text that will appear when the mouse hovers over the image, but it is also scanned by the search engines and helps them understand what the image represents.
7. Insert keywords into your URLs
The URL (for Uniform Resource Locator ), commonly called “web address” in French, is a set of characters that will uniquely identify a page. The URL is usually composed of terms related to what your site has to offer. If the URL of your graphic design company’s home page (for example) does not explicitly contain the words “graphic design”, you can consider adding them to the URL of another page on the site.
8. Add links to keywords
Inserting links to other pages (from your site or from external sites) is essential for good SEO. Indeed the links and the anchor text ( which corresponds to the text on which the link is inserted) is also important to optimize its referencing.
And what is the optimization of the anchor text? Already to avoid the over-use of texts such as “Click here!” or promotional messages that have nothing to do with your industry. An effective anchor text contains words that are consistent with the page to which they are redirecting and the keywords used.
9. Duplicate or copy content: the thing NOT to do
Reuse or copying of content is problematic, not only from a criminal point of view and intellectual honesty with regard to plagiarism (if the copied content comes from another site / author), but also for SEO issues . Search engines like Google are seriously penalizing sites that publish copy-and-paste content between two pages of the same site and between two different sites.
If you have an online store, it can be difficult to create new content, such as product descriptions, for example. Nevertheless, it is important to at least try to reformulate these descriptions when they appear several times on the site.
10. Creates and regularly shares quality content
This is an element to have in mind from the launch of your website (and suddenly, sorry to mention it at the very end!): The content is king, because without good content, your SEO strategy has no words- keys or titles on which to rest.
Perhaps the worst thing you can do for your SEO is to neglect the content you create and publish on your site. Because if your content incorporates terms that are commonly searched for, the search engines take it up and are likely to better position you in the search results. Do not underestimate the effectiveness of social networks for the SEO of your company. Facebook, Twitter, LinkedIn, Instagram, etc., are powerful tools for attracting more traffic to your site, helping to further improve its position in search results.
If you have reached this point but want more information on the subject, then do not hesitate to googling “SEO guide to begin” for example: you will find a lot of sites and platforms that will allow you to get off to a good start.
It is also important to stay abreast of news in terms of SEO. The guidelines and practices to be adopted are constantly changing. And the SEO methods you learned two years ago may have changed since then.
Good luck !