Definition
Best SEO (Search Engine Optimization) is the fact of optimizing a web project and its environment for search engines (Google, Bing, Yahoo…). More commonly known as natural referencing, its goal is to increase the quality, understanding, but above all the visibility of a website within search engine results.
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Generally speaking, Best SEO is only the sum of on-site (on-site) and off-site (off-site) optimizations. Then, only the engines decide our eligibility to be suitably visible or not within their results. Of course, around these optimizations there are a number of tasks to be performed such as audits, monitoring, planning, etc.
SEO is therefore a particular science in the sense that its use only induces the engines (or rather their algorithms) to position, index and / or evaluate us appropriately.
Note that natural referencing is not only the fact of being referenced (in the classified or indexed sense) within the results, this being purely a tic of language. Also, Best SEO is not only useful for search engines, but also for users.
Importance
From a general point of view, an Best SEO strategy acts on natural traffic, that is to say the traffic coming from the natural and non-sponsored results of the search engines (see illustration).
Sponsored results on the right and natural results on the left
Usually, it’s the top three spots in these natural results that take the majority of traffic. Some studies even speak of nearly 90% of traffic generated on the first page, of which more than 60% exclusively on the first three results. Clearly, if you find yourself at the bottom of the first page or a few pages further on one of the requests for your activity, you are only collecting a tiny portion of natural traffic. This is why Best SEO is important.
Natural referencing allows you to properly position your pages on several key words or expressions carrying targeted traffic, that is to say in relation to your activity and what you offer. Internet users thus access your site via targeted queries that direct them to the content they want. This subsequently increases (through their satisfaction) your visits, sales, etc.
In addition, it should be noted that today positioning is not the only important criterion to observe in Best SEO. Indeed, as we saw above, an SEO strategy improves the environment of a site, which means that your popularity component will also be optimized. You will thus benefit from direct traffic from search engines, but also from indirect traffic from networks / social media or links that point to your site (backlinks).
Risk
In the early 2000s, Best SEO was much easier than it is today. Indeed, it was enough to have a good domain name, content stuffed with keywords, links (among others) and we would get mass visits whatever we did. It was a relatively permissive time as there were few checks or penalties from the search engines.
However, today the web has evolved a lot. With the arrival of filters and penalties for bad practices (Google Panda, Google Penguin or other), optimizing a website and its environment has become much more difficult and time-consuming. Indeed, many companies have been penalized by search engines following the use of techniques that are not in accordance with the rules of the engines.
Thus, SEO has now become much more regulated to avoid SPAM, poor quality content, theft, etc. Prioritizing long-term strategies is therefore topical in order to be able to carry out professional work without pitfalls.
In other words, Best SEO today requires a lot more effort, time, and will, but it is only risky if you want to take risks with techniques at the limit (or more) of the engine rules. Either way, it is obvious that a number of SEO-related questions remain unresolved and the only experience can help.
Operation
As we have seen previously, natural referencing is based on an optimization principle. However, there are many rules to respect and we must therefore avoid going into exaggerated over-optimizations or risky practices causing sanctions, misunderstandings or more.
The best way to avoid bad choices and accidents is to prepare yourself while doing regular monitoring. This requires making a complete inventory of the website and then implementing a flexible strategy according to the objectives, budgets and resources of the company.
As marked in the page dedicated to my company , most of the Best SEOand I work on SEO points / criteria organized around three main axes:
- The technique
- The contents
- Popularity
The Technical part corresponds to optimizations related to the general functioning of a site. There are several areas such as system administration, web development, web design, ergonomics, etc. These optimizations allow starting on a good working basis to be able to present the added value of a site. In short, we are preparing the ground.
The second axis covers Content. It can be text, images, video, product page, etc. The aim here is to create added value. By analogy, we could compare each content with a product from a storefront store. This part is therefore essential to be able to improve its visibility in the long term (no products/choice = no store).
Finally, the third part called Popularity is almost based on the site. It allows showing/put forward an added value as well as an expert. All this in order to acquire and retain as many Internet users as possible on their project. This axis is very important because it makes it possible not to drown in the mass.
In summary, Best SEOis relatively simple … We look at the means available, we study the site and identify its problems, we create a strategy, we carefully and strategically correct the criteria having an impact, then we question ourselves before continuing the cycle.
