Natural referencing: the challenges

Optimization for search engines

The challenges

Optimization for search engines or search engine optimization represents a real challenge on several levels:

  • make its site visible in a sustainable way;
  • capture qualified traffic from search engines;
  • gain a brand image with Internet users.

The objective of the work of optimizing the site for search engines is, firstly, to define the terms/queries that Internet users will be likely to enter to arrive on the site.

These keywords will be selected according to the company’s activity and according to the potential traffic.

A too specific keyword will not bring enough traffic, and a too generic keyword will get a large volume of total traffic.

Appearing on Google on the first page for a so-called “generic” request (for example”

mp3″), ensures a large volume of traffic. Indeed, about two-thirds of users click on one of the results on the first page, and almost all do not look beyond the third.

Because of this vast potential traffic, webmasters try to appear at the top of the list, even if it means “cheating”. We noted at one time the use of spamdexing techniques

intended to cheat the robots of the engines to bring up the site.

Engines reacted by changing their ranking algorithms to block or penalize these “rogue” sites.

Since the purpose of a search engine is to provide the most relevant query to the user, engine ranking algorithms are constantly modified to go in this direction, in that of the user.

The answer that Google regularly gives to all webmasters who want to know the techniques to optimize their sites is that they must think about designing

a pleasant and relevant area for the user rather than creating a place for their robot. Indexing ( crawler ).

Even if there are practices to avoid penalizing a site’s ranking, the best way to have a well-ranked place is to ensure that it benefits the Internet user.

Therefore, search engine optimization is a complex area to quantify in terms of results: ranking algorithms are constantly changing.

Optimizing A Website

A practical method for optimizing a website is to “put yourself in the shoes” of a search engine and see

what information it can have to classify a page, URL address, meta tags, titles, content, images, files …

According to the International Observatory of Internet Professions results, the “Search Engine Optimization” skill appears to be one of the most sought after in all professional profiles.

If this may seem logical for a web admin or a web designer, it seems more surprising, for example, for an internet database specialist.

Still, how he organizes the operation of his database can bring a significant gain in the optimization of the site. . according to studies, this skill, highlighted and proven, is an essential asset in a job search phase.

Techniques Used For Search Engine Optimization (SEO)?

Search engine optimization (in English, Search engine optimization: SEO ) is a set of techniques aimed at promoting understanding of the theme and content of one or all of the pages of a website by search engines.

These techniques, therefore, strive to provide as much information as possible about the content of a web page to search engine crawlers.

This process aims to direct the positioning of a Web page in the search engine results on keywords corresponding to the main themes of the site.

It is generally considered that the positioning of a site is good when it is positioned (classified) in one of the first ten answers of a search on keywords corresponding precisely to its theme and

The Digicat provide Best SEO Services in USA.

In addition, targeting a generic query ( television, home sales, cheap flights, etc.) is risky because the competition on the targeted results pages is tricky.

A specific long-tail question is also problematic because the traffic on these keywords is much less voluminous.

The plural of the acronym SEO can refer to “search engine optimizers” who provide SEO services.

Link analysis

Search engines know how to read the content of links or URLs of website pages as text. While it is true that the quality of a site’s

SEO begins with the quality and relevance of its content for Internet users, everything is essential in the optimization of a place, including access paths and links URL of each page.

The engines read the URL’s text very well, and therefore the latter is the best keywords, which may explain their high prices.

For example, if a domain name hosts an mp3 site, it is better to name its pages rather than

Google analyzes sites as a visitor, so their URLs must be logical and related to the content of its pages.

Techniques White hat et Black hat

SEO handling iis differently, notably described as “white hat” and “black hat”. The basis of white hat SEO is to create quality content relevant to the user.

The cause of the black hat is to use all available means, even if it means running the risk of having your site removing from the index of Google or another search engine.

Some white hat techniques consist of optimizing your pages using relevant keywords and doing “link-building”,

that is to say, creating quality content on different blogs or directories to obtain a “backlink”.

In terms of white hat, the SEO Guide edited by Google is a good source of information.

A few black hat techniques involve buying links in bulk or hiding text by making it the same colour

as the background or giving it a transparent attribute.

However, some Webmasters cannot be so bluntly categorizing. While most do adhere to “white hat” rules for the bulk of their work,

It is common to see specific “black hat” practices being in use in a complementary way.

These “grey hats”, locating between white and black, optimize SEO efficiency by using proscrinng techniques in moderation.

The difficulty with this approach is insufficiently limiting the intensity of use of “black hat”

processes so as not to be de-indexing by the search engines while making the most of it.

The selection of keywords

Before starting an optimization work for natural referencing, whether in “white hat” provided Best Digital Marketing Agency In USA or “black hat”, the essential preliminary phase is that of the identification and choice of keywords.

Indeed, there is no point in positioning yourself on a keyword not directly related to your activity

if you have a low probability of converting traffic or no chance of placing your site in the first results.

To select your keywords, several tools offered by Google are interesting:

the keyword suggestion tool provided by Google Adwords and the search suggestions appearing directly

at the bottom of the engine’s natural results.

You will then rank your keywords according to three criteria:

the potential in traffic volume, the estimated conversion rate, and the keyword’s competitiveness.

You will thus distinguish two or three groups of keywords according to their difficulty

and select those with the most significant potential for your activity in each of these groups.

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