How Does SEO Work On Your Site?

What is the most ingenious black hat SEO technique you have ever seen?
Why Is On-Page SEO Important?

WHAT IS SEO?

Definition

The SEO , SEO ( Search Engine Optimization  in English) or optimization SEO is to improve your ranking in search results like Google (as well as Yahoo, Bing, etc.) to increase visitor traffic on your website.

WHY IS SEO SO IMPORTANT?

75% of people looking for a product or service start their purchase process on a search engine. Not having a SEO strategy is like ignoring these people.

Thanks to the optimization of your SEO, you generate more qualified traffic. You do not approach your prospects impromptu because they are the ones who come directly to you.

The traffic generated by your Google referencing is a recurring source of revenue over the long term. Indeed, unlike a classic advertising campaign, SEO profits last long after the end of the optimization campaign of your SEO.

Your competitors are already optimizing their internet referencing or will do so soon. Do not waste time !

HOW MUCH DOES SEO COST FOR A WEBSITE?

See our explanations and our detailed answer on the Google Referencing Price page – how much does it cost to refer a website?

HOW DOES A SEARCH ENGINE LIKE GOOGLE WORK?

To know how to reference your site, it is important to know how the main search engines work. Thus, for each search made by a user, Google  compares millions of web pages and classifies them according to their relevance to the keyword entered by the user.

Three preliminary steps are necessary for its operation:

1. Google ” crawl ” the web. Robots, also known as ” spiders ” (spiders), explore the web as a web link and retrieve information on each page.

2. Google indexes these web pages, that is to say it keeps them in memory in its database.

3. Google processes user requests according to its algorithm.

Google’s algorithm is regularly updated and has several hundred different relevance criteria. This algorithm is confidential but Google provides webmasters with a set of best practices to follow to promote indexing and better consideration of its website.

HOW TO OPTIMIZE YOUR SITE TO REFERENCE IT WITH GOOGLE?

To optimize your SEO, you must analyze and rework the elements “On-Page” and “Off-Page” of your website (non-exhaustive list).

On-Page criteria:

  • Choice of keywords
  • Traffic and conversions
  • Site architecture and internal link structure
  • Structure of urls
  • META Title Tags
  • META Tags Description
  • Editorial content and duplicate content
  • ALT attribute of images
  • Speed ​​of loading pages
  • robots.txt
  • Sitemap
  • Mobile version and tablet

Off-Page criteria:

  • Netlinking and popularity of the site
  • Anchor texts of links (“anchor text” in English)
  • Competitive benchmark
  • Opportunities on vertical searches ( social networks , mobile, image & video, Google Map, Google Shopping …).

Google also provides webmasters with a guide ” Search Engine Optimization “.

This guide will not reveal you any secret allowing to classify your site automatically in first position. However, it will allow you to familiarize yourself with the basics of Google SEO.

THE SEARCH ENGINE MARKET IS DOMINATED BY GOOGLE

Google is the world’s leading search engine, but its supremacy is disputed in parts of the world, such as Russia with Yandex, Baidu in China, and to a lesser extent Yahoo! and Bing in the USA.

In France, Google is the search  engine search engine that has the most market share far ahead of Yahoo !, Bing, Orange and Ask. It enjoys a virtual monopoly and crushes the competition.

 

WHY MEASURE YOUR TRAFFIC IS ESSENTIAL?

Using an audience measurement solution such as Google Analytics, AT Internet (Xiti) or Omniture is essential if you want to improve your SEO. If you do not measure and quantify your audience, you will not know if your efforts are rewarded or not.

Optimizing your SEO  is not an end in itself but a lever to achieve your goals. This is why it is also important to define the main purpose of your site: to generate sales, prospects, registrations, etc.

From there, you can start to analyze and follow some key indicators such as:

  • Overall site traffic
  • The most visited pages of the site
  • Pages receiving the most organic traffic
  • Pages generating the most conversions
  • The conversion rate of your site
  • Etc.

It is based on this data that you can then measure the effectiveness of your SEO optimizations and adjust them as time goes by.

WHAT IS THE DIFFERENCE BETWEEN NATURAL AND PAID SEO?

It is important to distinguish between natural referencing and paid search  engine optimization (also called ” sponsored links ”, ” SEA ” or ” Google Adwords ”).

Indeed, here is a page of Google search results on which we distinguish the commercial links (orange box at the top and bottom of the page), natural results that are in the middle of the page.

The website of SKA agency is positioned in 2nd place natural results.

The paid results are commercial links, they are displayed because advertisers pay Google for each click made on their ad. We are talking about paid referencing.

Natural results also called “organic”, come from the index of Google and are displayed because they are considered relevant by Google. We are talking about natural referencing.

SEO is independent of sponsored links. Spending a fortune on Google Adwords will not improve your ranking in the natural results. However, the two strategies are complementary if you want to increase conversions on your site.

WHAT IS LOCAL SEO?

More and more Internet users (especially on mobile phones) are looking for neighborhood businesses on the web. The local SEO  helps you appear on this type of research that are closely related to Google Map and pages Google My Business .

Local SEO differs from national SEO because Google is able to offer personalized and different results to users who type “Pizzeria” on their mobile, depending on whether they are located in Paris, Lyon or Marseille.

Google will display in its results, on a Google Map, pizzerias near each of these users based on their geolocation.

WHAT IS THE GOLDEN TRIANGLE?

In SEO when we talk about ” Golden Triangle “, this is the area on which the gaze and clicks of Internet users are concentrated in the search results.

Conducted in 2005 by two American companies (Enquiro and Did-it) using Eye Tracking technology from Eyetools, this study has highlighted the importance of appearing at the top of research results.

This picture speaks for itself. The most watched and clicked areas correspond to the first results. Most of the traffic is captured by sites trusting the first positions of the golden triangle. Optimizing your SEO is therefore a prerequisite for a coherent webmarketing strategy.

WHAT IS DUPLICATE CONTENT?

Duplicate content is content that appears in many places on the web. If these contents are identical, it is difficult for the search engines to choose the most relevant page.

In order to preserve the user experience, the engine will not show all these pages in its results and will only choose the one that it considers to be the original or the best version.

The 3 major problems caused by duplicate content  are that:

  • Search engines do not know which URLs to index or deindex from their servers.
  • The engines do not know if they should redirect the popularity on one or more pages.
  • The engines do not know which pages / urls they should display in the ranking of the search results.

When duplicate content is present on a site, it affects its ranking in the engines as well as its traffic.

WHY OUTSOURCE THE OPTIMIZATION OF YOUR SEO TO AN AGENCY?

Optimizing your Google SEO  requires time, tools and skills that you probably do not have in-house. Assigning this mission internally to one of your employees in addition to their usual work usually leads to botched and inefficient work.

Do you know the latest changes in SEO that took  place last week, yesterday or a few hours ago? What are the underlying trends in search engine evolution? Which sites will be affected? There is not a day going by without an update that can impact your site.

Because despite everything, it is not easy to know how to reference its site , the agency SKA offers its services to optimize the referencing of your website.

WHY DO YOU NEED SEO IF YOU ARE ALREADY LEADING THE SEARCH RESULTS?

Almost all websites appear at the top of the search results for at least one keyword.

Is this keyword sought by internet users? Does it generate traffic? Does it display a satisfactory conversion rate? If so, all the better.

Is it the same for all important keywords in your field? Probably not and that is why it is important to identify these opportunities.

What about your long tail  ? This set of keywords that generates 1 to 2 monthly visits to your site but that once added represent more than 80% of your traffic. Is your site optimized to make the most of it?

WHY IS THE LONG TAIL SO IMPORTANT IN SEO?

The long tail is a concept heavily used in the field of natural referencing for several reasons:

  • The long tail  is the most important part of your keywords
  • These keywords are easier to position because they are less competitive.
  • These keywords are more specific and their conversion rate is usually better.

 

MULTILINGUAL WEBSITE AND INTERNATIONAL REFERENCING

If you want to open new markets internationally, your website will be a great instrument to reach a wider audience. But preparing your website for multiple geographic or linguistic targeting is a challenge and requires careful work upstream. Indeed, some technical choices are strategic and can be prohibitive for the international referencing of your site thereafter.

Automatic translators are obviously to proscribe and have your content translated by a professional translator is essential to hope to rank well in local search engines such as Google.co.uk, Google.es, Google.de, Google.it …

In addition, you can not ignore a referencer specializing in international SEO because a word-for-word translation of your keywords is not suitable. You must make a study of the keywords to target in English, Spanish or German, etc.

The choice of url structure for which you will opt will also be decisive for your project. No solution is perfect, but depending on your business and the overall strategy of your company, you will have to look to one option over another.

HOW FAST IS THE GOOGLE REFERENCEMENT?

Google modifies its algorithm more than 500 times a year. While the vast majority of these updates are minimal, some of them have a significant impact on how the search engine displays these results pages.

Knowing the dates of these major updates to the algorithm, can explain the changes in the positions of your site as well as changes in your natural traffic.

Each time, the SEO community gives a name to the most important updates. Among the most famous include: “Florida” in 2003, “Big Daddy” in 2005, “Vince” and “Caffeine” in 2009, “May Day” in 2010, ” Panda ” in 2011, “Venice” in 2012, ” Penguin “in 2012,” Hummingbird “in 2013,” Pigeon “in 2014,” Mobilegeddon “,” Quality Update “and” RankBrain “in 2015,” Penguin 4.0 “and” Adwords Shake-up “in 2016.

WHAT ARE GOOGLE PANDA, PENGUIN, PIGEON AND HUMMINGBIRD?

Google’s search engine algorithm is in fact composed of a multitude of algorithms that accumulate in order to offer the best search results to users .

Updates to the algorithm often have a targeted scope of action and the most important ones are entitled to their nickname. Some of the most popular include:

  • Google Panda  which takes into account the quality of the content of the pages of the site and which penalizes in particular the sites with contents of bad quality or duplicated
  • Google Penguin (” Penguin ” in English), is the other major algorithm of Google. It applies to the quality of netlinking of a website by punishing low quality links, purchased, artificial, and spam (from blog, forum, etc.).
  • Google Pigeon (” Pidgeon ” in English) is dedicated to local search based on geolocation It is closely related to Google Map.
  • Google Colibri (” Hummingbird ”) is an algorithm that aims to provide more relevant results depending on the context, intention and interpretation of the user’s search.

HOW DO I KNOW IF MY SITE IS PENALIZED BY GOOGLE?

The penalty can be on all pages of your site or focus only on some of them.

There are mainly two ways to realize that your site is penalized:

  • You notice a sudden  and abnormal drop in your traffic and your positions.
  • You have received a message from the Google Search Console notifying you of the penalty.

It is then necessary to determine if the penalty is manual (that is to say that a person from Google has analyzed your site and that it has given him a penalty) or if it is of algorithmic nature (such as Google Panda, Penguin, etc.).

NATURAL REFERENCING: A WORK THAT FITS IN TIME

The Google SEO  is not an exact science and one of the biggest challenges when optimizing a website is the time (relatively) long between the improvements and the initial results.

A paid search campaign Google Adwords can get results in 24 hours while sometimes you have to wait several months for SEO SEO. The interest of SEO is that its results are generally sustainable over time.

These two levers are no less complementary because used together paid and natural referencing can ensure a positive return on investment in the short and long term.