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Le referencing or Search Engine Optimization (SEO) refers to all the techniques and actions designed to increase the visibility of a website. website on search engines.
Any good Search Engine Optimisation Agency will tell you, its main aim is to improve a site's position in the organic (natural) search results in order to attract more traffic and increase its reputation. ( particularly on Google )
In this article, we take a look at SEO in the broadest sense of the term, reviewing its various facets, challenges and best practices.
Search engine optimisation (SEO) encompasses a wide range of techniques and actions based on two main principles:
Each of these areas is based on a number of optimisation levers:
This is the basis of any successful SEO and involves optimising the code in particular HTMLthe loading speed pages, mobile compatibility and site security with the HTTPS. Semantic mark-up also makes it easier for search engines to understand the content.
Content is at the heart of SEO, since it is one of the main criteria taken into account by search engines to determine the relevance of a web page. It must be unique, of high quality, informative and meet the expectations of web users. The use of keywords The way the text is strategically structured makes it easier to index and display in search results.
Local SEO takes into account the geolocation of Internet users to provide search results tailored to their geographical location. This involves working on keywords that include geographical terms, optimising the title and meta description, and creating a local search engine listing. Google My Business to be visible on Google Maps.
Social Media Optimization (SMO) refers to all actions aimed at developing a brand's presence on social networks and encouraging the sharing of its content. Although it is not directly related to SEO, SMO helps to generate traffic to the website and can indirectly improve the reputation and authority of the domain in the eyes of search engines.
There are several advantages to boosting a site's visibility in search results:
There are many ways of optimising a website to improve its visibility in search results:
Identify relevant, traffic-generating keywords is essential to building an effective content strategy. We recommend that you focus on specific keywords that have a strong search volume but moderate competition.
A clear, logical structure facilitates navigation and indexing by search engine spiders. It is important to create coherent categories, to organise the different pages well and to set up a internal networking (links between pages).
To build visitor loyalty and appeal to search engines, you need to offer unique contentinformative and with high added value. Updating the site frequently with new articles, videos or infographics shows that the site is active and full of useful information.
If images are too heavy, they can slow down page display. It is therefore advisable to compress images without losing quality and to use ALT tags to describe their content to search engines.
A site's authority in the eyes of the search engines is partly determined by the number and quality of the links pointing to it. Obtaining backlinks from sites recognised as being of high quality and relevant to the site's theme is a strategy that pays off in the long term if you want to improve your ranking.
In short, SEO in its broadest sense encompasses a wide range of techniques and actions designed to improve a website's visibility in organic search results.
There are many issues at stake and a wide range of best practices, but regular, methodical work can produce lasting, profitable results.
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