From its exact name, Search Engine Optimization, more commonly known as SEO referencing, brings together a set of strategies aimed at improving the position of the pages of your site in the search engines. The higher your site’s place in the ranking, the more likely you are to increase traffic to it and therefore, potentially, convert the Internet user into a consumer.
Really appeared in 1997, the term SEO is now well known to companies who have understood that the stakes were high if they did not want to lose their customers and stay in the “top” results.
In opposition to SEA referencing, SEO is a free optimization technique called “natural referencing”. Although some SEO tools are paid to take full advantage of their performance, SEO is still a technique accessible to everyone. SEA, designating Search Engine Advertising, is based on advertising.
How to improve the SEO referencing of your website?
SEO referencing is not based on one, but a set of techniques. Obviously, you can only use one, but setting them up together, and provided you use them well, can only improve your natural referencing.
Natural referencing is essentially based on the use of keywords. This results in a meticulous study of the most searched words on the internet as well as the words with which they are associated according to the subjects. Thus, if you write articles for a blog, it is essential to define a list of main and secondary keywords to include in your text to improve its referencing.
But be careful, it is not because a secondary word associated with your main word is highly sought after that it will necessarily increase your positioning. Note that a more precise and less searched word will set you apart from the competition and therefore, during a more precise request, will make it possible to display your web page at the top of the list.
Perform an SEO audit
The SEO audit is a kind of inspection of your website in order to control its technical performance (responsive mode, loading speed, etc.). During this audit, you will also carry out competitive intelligence in order to position yourself on your market and your competitors.
The audit is therefore very important, because it is only after having detailed and understood the weak points of your site that you will be able to put in place new strategies in order to remedy its defects.
Optimize your website plan
Studying the technical performance of your site is not enough! To optimize its positioning on search engines, it must have a clear and structured tree structure understandable by algorithms.
To help you in this step, don’t hesitate to set up personas and define the journey of the typical user on your site.
What are the tools to study the SEO positioning of your site?
Once your strategies have been put in place, you will then have to analyze their performance in terms of traffic on your site, acquisition of new customers, SEO positioning, etc. To do this, several tools, offered by Google in particular, will help you understand where you stand. are.
With Google Analytics, you will understand the profile of your Internet users: their age, their nationality, the time spent on your site, the devices used (size, model) or the operating system used.
Google Search Console
The Google Search Console works hand in hand with Google Analytics, as it will tell you how people came to your site. You will also be able to see the number of clicks and the positioning of your pages on the results.
Google Tag Manager
Thanks to Google Tag Manager, you will be able to understand how Internet users interact on your website. What call-to-action buttons are used? Are the forms completed? Which pages of the site are the most visited? …
Depending on your strategies, your competition and your objectives, you will therefore have to judge for yourself which tools are best suited to your situation.
SEO therefore requires time and endurance over the long term in order to always remain at the “top” of the results.