Are you looking for solutions to increase the traffic of your website ? Optimizing your SEO (Search Engine Optimization) is a good way to get in the good graces of Google and other search engines. Moreover, the web is full of articles on this subject; articles that often promise you the miracle solution to achieve that holy grail that is the first position of research results. However, in practice, this often proves more difficult than it seems … A quick overview of the myths that circulate, and that may hinder your visibility on the web.
Certainly, unlike SEA (Search Engine Advertising) SEO does not rely on the purchase of sponsored links or keywords. Some then take a shortcut and talk about free SEO. In reality, this distinction does not mean that SEO does not cost anything: free SEO does not exist! Indeed, optimizing the SEO of its website requires investment, in terms of time and technical expertise .
At first glance, inserting a maximum number of keywords in the content of its web page should ensure an excellent positioning in the search results. In reality, it has the opposite effect! The keyword stuffing, literally “keyword stuffing”, which is to include many times keywords on a web page, can even be sanctioned by search engines …
Algorithms are more and more sophisticated. Today, they primarily take into account the quality of content , to provide Internet users with the most relevant results. Thus, the insertion of keywords should not be at the expense of the quality of the content . This is why the notion of semantic field has gradually gained importance.
What is semantic optimization? The semantic field covers all the meanings of a word, depending on the context in which it is used. On the web, its use allows, on the one hand, to produce a higher quality content, and on the other hand, to optimize its SEO, by helping Google to understand the subject of the page. In the text, the main keyword is then enriched with secondary keywords and associated terms, which are not limited to its synonyms.
The goal of SEO is to improve the visibility of a web page, ensuring it a good position on the search engine results page. Reaching the first position looks like a victory, but we must not stop working and optimize its content! Each year, Google performs between 500 and 600 updates of its algorithms . It is therefore important to continue to make a strategic watch, to adapt its SEO strategy to new trends and user needs .
The web is often represented by a spider’s web, each page being linked to dozens, even hundreds of others. The “backlinks” are the external links that point to your site. They allow users to get there and search engine algorithms to appreciate the quality of your content.
A link proposed by a relevant and influential site, however, is worth more than dozens of links less well considered. It is therefore better to focus on quality over quantity , and carefully select the sites with which you want to develop affiliations: a site of an influencer in your sector rather than a directory for example.
It can not be repeated enough: social networks , thanks to the many possible interactions (sharing, likes, retweets …) are great tools to increase visibility on the web . They allow to increase its traffic , and give the opportunity to attract a qualified audience. But besides that, the search engines take more and more into account in their algorithms.
It is common for a website to be first optimized for a computer display, before being declined for mobile. In 2017, more than 50% of the web pages were loaded on mobile . Smartphone navigation is gradually replacing computers and tablets in all web traffic. Mobile-friendly pages benefit from better positioning in mobile search results. It is therefore essential to have a “responsive web design” (literally, an adaptive website), so that your website adapts to different media from computer to mobile.
And more importantly than a pretty visual, a website must be ergonomic and optimized to ensure smooth navigation. Beyond 3 seconds of loading, the bounce rate is 50% and each additional second of the loading time reduces the conversion rate ( Panda SEO ) by 12% . These data are taken into account by search engine algorithms.
If the SEA benefits SEO for several reasons (analysis of Adwords campaigns, increase in notoriety …), it does not directly affect the results of natural research. Indeed, search engines consistently distinguish organic results from paid advertisements. An SEA campaign should not overshadow the work on SEO, but rather be considered in addition.
SEO is an essential lever to improve your visibility on the web. But the competition is tough, and optimize its site is less simple than it seems. So it’s a long-term job, and it takes a lot of time.
To remember :