When you create your website or you communicate on a blog, we often hear about SEO: but what is it really? If the concept may seem a little vague, it is a must for a business. What is SEO? Why do we say “natural”? How does it impact your business?
1 – The definition of SEO
SEO is the process of optimizing website content based on the guidelines provided by search engines like Google, Yahoo and Bing. This includes both technical optimizations of the website and content optimization of the website.
There is also paid search optimization too. It is known as Search Engine Marketing. In this act, we pay to search engines like Google to rank on the advertisement spot provided by them.
The SEO is then the process both technical, analytical and creative, which aims to improve the visibility of a website on Google, positioning on the first page of the SERP – Search Engine Result Page.
The purpose of the SEO is to attract a maximum of visits to a website organically, to result in a conversion of the visitor.
2 – Why SEO?
Appearing on the first page of Google is an essential thing: the majority of Internet users do not bother to view the second-page results. They remain attentive to the very first results. Statistically, it is estimated that they do not look at more than ten results, their goal is to spend as little time as possible to get the information they need.
Being visible on the first page of results then boosts its organic traffic, so more traffic equals better sales.
And increase the click-through rate, it’s good for SEO! Indeed, organic SEO maintains itself: if we are visible we get more click, so we are better ranked, and it is even more visible.
3 – How does the Google search engine work?
To understand how SEO works, you need to know the history of search engines.
Before 1998, the first engines Altavista, Yahoo and Lycos proposed results based on the pure semantics of the content, that is to say, that the words used inside the pages indicated to the engine the theme treated in the page.
That’s when some webmasters optimized their pages by adding as many keywords as possible, without any requirement for quality or consistency of content. The relevance of the results of the search engines was quickly impacted, it is the phenomenon of the word stuffing impact or “the impact of the stuffing of keywords”.
From 1998, Google introduces a new paradigm. In addition to semantics, it becomes a criterion to improve the relevance of results: the more we talk about a website, the more it will be considered important by the search engine. In terms of communication, this phenomenon is finally quite natural and present in everyday life. It is now applied to the world of the web.
But how does Google work? From a query, the exploration and indexing are done by robots, called ”crawlers “, which examine the web pages and follow the links that appear and lead to other pages. All this information is used by the Google algorithm to measure the reputation of a site, the PageRank or PR. Google then offers its answers to the query: When a user performs an online search, the search engine offers the result that the algorithm found the most relevant.
4 – Google’s general ranking criteria
Today, we can say that, in general, Google rank web pages according to different criteria:
- The backlinks: since Google spiders go from page to page based links in it, it is important to create links. They must be relevant, present without being too numerous, refer to sites with high authority and on existing pages.
- The content: it must be relevant, quality, structured and hierarchical, and regularly updated.
- The technique: the HTML and CSS coding must be clean, the loading speed must be minimal, and the hosting server must be efficient and available.
- The social signals: the shares on social media, as well as all references that are made on a brand seem to have a beneficial effect on SEO. Without really being able to prove the effect, it appears that the best ranking sites lead to strong involvement of subscribers on social networks.
Although natural, a good SEO does not come alone! When you know the criteria chosen by Google’s algorithms, it is essential to work on your SEO, regularly and methodically.