SEO (Search Engine Optimization) means: “Optimization for search engines”. This term defines all the techniques used to improve a website’s position on search engine results pages (SERPs). It is also called natural referencing. The goal of a SEO expert is to improve the visibility of the websites he supports by making them gain places on search engines (Google, but also Yahoo !, Bing, etc.). The goal is to bring together Internet users interested in products / services or informative content. We say that a site is well optimized or referenced if it is in the first position of a search engine on the desired queries.
What are the main criteria in SEO?
In and generally in the world, the sites most visited by Internet users are those which appear on the very first page of results (among the first 10). Of these first 10 results, the first 3 sites are the most visited.
According to studies, the figures for the percentage of clicks on Google search results based on their ranking on the SERP are as follows:
1st position: 33% of clicks on computer
2nd position: 15.6% of clicks on computer and the same on mobile
3rd position: 10% of clicks on computer and the same on mobile
The first 3 results therefore represent almost 60% of clicks on search engines. Hence the importance of being well placed in natural results.
Google rates websites by degree of relevance. The better the grades, the more visible they are and the closer they are to the 1st page. To be relevant in the eyes of the search engine, several criteria are taken into account.
On-page optimization: textual content of the pages of the site
On-page or on-site optimization is the set of techniques aimed at improving the quality of the content of a site / web page . Several elements need to be perfected from your keyword strategy :
- Title tag
- Meta tags (Meta description, robots, keywords)
- Semantic markup (H1-H6)
- Page content (Body)
- Internal mesh (internal links)
Off-page optimization: external links (Netlinking)
Conversely, the off-site part represents everything that affects the environment of a site, and therefore the links that redirect to a page of it. It is :
- Origin of external links (backlinks from quality sites will be more relevant to Google)
- Link anchor (which term is used to redirect to your site)
The quantity of links is also a factor, but it is much more important to bet on the quality of the links than on their quantity.
User experience (UX)
This part is the last to have been taken into account by Google, but for years we have seen that this point is largely to be taken seriously if we want to secure places in the first search results.
We can distinguish several important criteria for SEO:
- site ergonomics: appearance and quality
- rebound rate
- conversion rate
- user journey
The following elements, if done well, are likely to save you a lot of space in the results and make you much more visible. Conversely, putting aside the user experience aspect would be a serious mistake. You risk being penalized by search engines, and this more and more, because they will continue to raise their standards in the field. Above all, don’t neglect them!