The SEO, sometimes called organic SEO is the ability of your site to be found on the web, that is to say, included in the results pages of search engines. The optimization of your website for SEO differs from keyword buying techniques. Having a good SEO implementation is therefore having a good digital presence. But the techniques used – often ineffective, sometimes dangerous – if they do not comply with the search engine guidelines, can lead to your digital death.
1 – The search engine giant
Google, with its 85% market share is by far the most used search engine. If there are others, especially Microsoft Bing, having an idea of Google’s values can bring a lot to your SEO strategy.
Historically, Google’s algorithm gave a lot of importance to the number of backlinks (links pointing from other sites to yours) and their quality. This idea is inspired by the academic publications which present the bibliographical references at the foot of the article. The more articles that point to a given publication, the more it is worthy of credit and valued by other researchers.
The algorithm has largely evolved since, especially because of the exploitation that has been made, but the foundation remains the same.
This is what the optimization of your SEO aims to: be the highest possible (best ranking) in the results page and, in any case, in the first page (90% of clicks take place on the links proposed in the first page of the results).
Focus on Google to get the maximum ROI.
2 – Avoid the techniques of “Black Hat”
Thanks to the evaluation of the quality of content by the density of these backlinks, and indexing elements present on the page, Google quickly dethroned its competitor Yahoo who was doing this job by hand.
But once this operation was discovered by the “SEOs “, we saw appear dubious techniques. For example, some sites generating significant traffic proposed at the time to make a paid link to your site (Directories). Google quickly changed its algorithm to maintain the relevance of the search results.
Today it is customary to group these techniques under the generic term of black hat and it is absolutely necessary to avoid them, because not only SEOs, but your site can simply be banned by Google. Here is a non-exhaustive list, the algorithm of Google constantly evolving:
- Hidden content (put white text on white or in images)
- Misuse of Meta (description tag unrelated to the content of the page or promotional)
- Duplicating content (repeating the same content several times on its site or copying content from another site as it is)
- Use of link farms (Directories)
3 – Produce honest content
The best advice I can give you to improve your SEO is precisely not to try to improve it at all costs! Many high-profile blogs are non-web based and are very well referenced in their field.
Above all, Google will top results, sites and pages with strong authority on the terms sought. Backlinks are still important, but do not look at all (backlinks). If you speak with sincerity, with your words, topics that are important to you, it will be the best index of relevance on Google.
Of course, you have to list the keywords (phases) that you want to highlight, and inject them into the right tags, but then you have to write naturally and do not search, for example, to place your keywords on each line.
4 – Publish regularly
The content is fundamental: content is king. But too often this maxim is misunderstood. It does not refer to the corporate content of a site (the homepage, the “who are we?” Etc.) Page. SEOs often sell technical optimization of corporate pages, and suggest that good tags, HTML structure and good backlinks will be enough to drive traffic to your site.
It’s wrong! What will generate traffic on your site is that it is an authority on the searched keywords and for that your corporate pages are obviously analyzed, but the production of content on your site (often a blog) and social surfaces is the indispensable asset.
A static site will therefore generate little traffic, and the regular production of content is the keystone of a successful SEO.
5 – Respect your editorial line
If we consider this content – to publish regularly – as a point of contact with your target, who will come to you (Inbound marketing) by research or serendipity (discovery of one of your contents by sharing or like a relationship on a social network), then a preliminary marketing approach to define the values you want to convey and people to interest, is fundamental.
Effective SEO therefore starts with an accurate analysis of the target and the foundations of your speech, your editorial line, a fairly natural approach, in the end!
If you enjoyed this article I invite you to contact our SEO Company Dubai and download white paper on inbound marketing.