Understanding SEO to optimize your content

Understanding SEO to optimize your content | Itekcom

SEO (Search Engine Optimization) encompasses all the techniques used to improve the visibility and positioning of a website in the results of search engines, particularly Google. SEO, also known as natural search engine optimization, does not require payment to appear in search results. A key element in the success of your website, it enables you to optimize all your web content.

The objective of SEO

Working on the natural referencing (SEO) of the content of your texts intended for the web, will have the effect of :

Attract qualified, free traffic to your site
Increase your reputation and credibility in your field of activity
Increase your sales by generating conversions
Build audience loyalty and trust

How SEO works

SEO is based on the work of search engines, whose mission is to provide Internet users with the most relevant answers to their queries.

To achieve this, search engines use robots, known as crawlers or spiders, which constantly crawl the web in search of new pages to index.

Indexing consists of registering pages in a database, according to their content and URL.

When an Internet user performs a search on Google (or other search engines), the search engine consults its indexation and displays the pages that best correspond to the user's query.

The ranking of pages in search results, known as SERP (Search Engine Results Page), depends on a complex and evolving algorithm, which takes into account over 200 different factors. These factors are grouped into three categories:

Technical factors: loading speed, mobile compatibility, security, etc. They aim to guarantee a good user experience and accessibility for search engine spiders.
Editorial factors: content quality, relevance, originality, text structure, keyword density and positioning, etc. They aim to meet the needs and intentions of Internet users.
Popularity factors: site notoriety, reputation, quantity and quality of links pointing to your site (backlinks), etc. Their purpose is to measure the site's trustworthiness and authority.

The main factors in SEO optimization

To optimize your online site page for SEO, you need to take into account various factors that will influence your site's ranking in search engines (Google, Bing, Yahoo, Qwant, etc.).

Main keyword search

This involves identifying the terms your potential customers use to search for your products, services or website theme.

Some tools allow you to find keyword ideas, their monthly search volume, their level of competition, their level of difficulty, and so on.

Then simply select the most relevant and accessible keyword based on the data collected.

Secondary keywords that are part of the lexical field of your main keyword enrich the text.

Optimizing your content

Optimization involves applying and respecting the basic rules of SEO. This means :

Write a catchy title that contains the main keyword and encourages visitors to click through to your site (60 characters max.).
Include secondary keywords in the meta description (150 characters max.).
Structure your content with HTML headings and sub-headings (h1, h2, h3, etc.), which help prioritize information and make it easier for users and search engines to read.
Use secondary keywords and synonyms to enrich your content and avoid over-optimization.
Insert internal links (maillage), which link to other pages on your site and promote navigation and consistency.
Insert external links, which point to reliable and relevant sources and reinforce the credibility of your content.
Add images, videos, infographics, etc., to illustrate your content and make your page more attractive.
Include the keyword in the URL of each page.

➤ The main keyword should be integrated at a rate of 1 per 100 words (maximum 2), to avoid over-optimizing your content page. Optimize YES, but don't forget that keyword stuffing goes against your marketing strategy.

Technical optimization

This involves improving the technical aspects of your website in order to influence the user experience. This includes :

Improve your site's page load speed
Make your site responsive, i.e. adapted to different screen types (computer, mobile, tablet).
Ensure the visual stability of your pages.
Compress images to reduce loading time.

The development of popularity

Developing your popularity means improving your website's e-reputation.

By increasing the number and quality of links pointing to your site online (backlinks), you convey a better image of your site.

Backlinks are an indicator of trust and authority for search engines such as Google. They consider that the more a site is cited by other sites, the more relevant and useful it is for Internet users.

There are several ways to get backlinks. You can :

Create quality content that will arouse the interest not only of Internet users, but also of other sites.
Publish guest posts on other web pages in exchange for a link to your site.
Netlinking, i.e. contacting sites in your field and offering them a link exchange.

SEO web copywriting: a writing technique

SEO web copywriting is the art of writing content adapted to the web, with the aim of positioning favorably in search engine Serps.

Nothing to do with writing novels or journalistic articles.

SEO web copywriting is a profession in its own right, requiring both editorial and technical skills. You need to master spelling, syntax and style, as well as SEO techniques.

The SEO web copywriter's text must be enriched by the semantic field of the keyword determined and the lexical field of the article's general subject.

Copywriters use computer tools to help them design their blog articles, website pages, posts and other publications.

Some applications even allow you to compare your optimization rate with competing sites.

➤ Before you start writing, you need to determine your target audience and your main keyword. The better defined the target, the more likely readers are to appreciate your article.

Web content optimization: a determining factor in your online visibility

Thanks to a range of techniques, SEO improves the visibility and positioning of your website in search engine results.

This is an asset for your business or for traffic to your site.

SEO requires very specific skills, without which you won't get the results you're looking for.

An SEO expert or digital marketing agency is a professional skilled in SEO techniques. They have qualifications in SEO web copywriting, graphics/web design, web development, digital marketing, etc.

They use analysis tools that are of real interest in setting up a content strategy.

The quality of the information gathered by each tool will reinforce and improve the optimization work of the technicians.

Entrust them with the optimization of your web content and you'll get visible results!

Itekcom, a digital healthcare communications agency

The Itekcom agency was created in 2005.

Surrounded by experts in each area of activity (custom site design, SEO, SEA, SMO, webdesign, newsletter marketing), the Alpes-Maritimes-based digital agency boasts extensive experience in digital communications.

SEO and content optimization are an integral part of every agency assignment. The whole team works together to implement all the techniques of natural referencing in the content of your website page or blog post.

Choose Itekcom's expertise to integrate a real marketing strategy into your communication!

Work on the SEO optimization of all your site's content and improve your visibility on the web!