Optimize your website's SEO for better visibility
Gain a better understanding of the challenges and actions required for a successful SEO strategy.
Have you ever heard of search engine optimization (SEO)? SEO or SEA? Are you looking for advice or a digital marketing agency to boost your website's visibility on Google? In this article, you'll find the answers to your questions and a few tips to help you do just that.
to improve your company's
your company's visibility on the Internet. Don't hesitate to contact us directly if you need advice or are looking for a partner to set up your website or SEO strategy.
SEO or SEA
SEO: Search Engine Optimization
SEO, also known as Search Engine Optimization, is an optimization and strategy to improve your website's position in search engines on defined keywords. SEO works on the structure, code and content of your website, but also outside it, taking into account its reputation, popularity and the way it is linked to other sites via backlinks.
SEA: Search Engine Advertising
SEA, also known as paid search, involves setting up one or more paid campaigns to generate traffic or conversions on your website. Google's Adwords campaigns are the most widely used, enabling you to implement advanced strategies to effectively target your prospects.
What elements of your site have an impact on SEO?
Generally speaking, all the content on your site will have an impact on SEO, but Google is more sensitive to certain elements.The structure of your site
It's important that each page has a good structure and contains only one H1 tag for a title. This will enable Google to know what the page is about, and to suggest it after a query in the same field. Unlike your sub-headings, where you're allowed to use several H2 or H3 tags. It's important to place keywords in these titles, and the sooner the better.
Title and meta-description tags
Google and search engines in general use your website's tags to retrieve information. Your site's title and meta-description tags will enable both the display of correct information in search results and the optimization of your pages.
Image names, alt and descriptions
Another factor Google looks at when indexing your site is the use of images with textual content behind them, known as alt text or alt tags. This is text that describes what the image is supposed to represent, and which will be displayed when the image is not displayed correctly, in order to inform the user who cannot see the illustration what the content is, and thus avoid frustration.
It's also preferable to use images with non-capitalized keywords as file names, and to replace spaces with "-" rather than "_". You also need to be careful about the weight of your images (ideally around 100 Kb, but no more than 1Mb). If your images are too heavy, this will have an impact on the loading time for displaying them to the surfer, who may leave the page after waiting too long.
Beware of over-optimization
It's important not to abuse certain practices, such as using long URLs filled with keywords, or quoting them one after the other. This kind of behavior will lead to penalties on your Google SEO score.
Internal links
It's also important to create hyperlinks on your site. These are clickable highlighted words that will take the user to another of your pages dealing with the highlighted word. The more links a page has, the more importance Google will give it.
The XML sitemap
Another important point that can facilitate search engine guidance is the integration of an XML sitemap within your site's code. Its purpose is to "create" a map of your site in the form of one or more files. It can reference up to 50,000 pages, often in the case of large e-commerce sites or blogs with lots of content. Multiple sitemaps are possible for larger websites.
Duplicate content
Google doesn't like duplicate content. There are three forms of duplicate content:
- Two identical pages
- Deux pages similaires, mais comportant des balises <Title> et <Description> différentes
- Deux pages différentes, mais comportant les mêmes balises balises <Title> et <Description>
In all cases, it's essential to ensure that your site contains unique and original content.
Your site's long-term reputation
Once the content of your pages and the structure of your site have been optimized, it's important to remember that SEO needs to be worked on regularly and over the long term. Implementing a backlinks strategy will enable you to increase the popularity of your website and improve your positions on the keywords you have determined.
You also need to take into account the fact that Google and other search engine algorithms are constantly evolving. This is one of the reasons why many marketing agencies offer subscriptions to optimize your website's SEO on a monthly or weekly basis.
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