SEO strategy: the key questions to ask

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SEO is a key element of any webmarketing strategy : once you have a website, it is essential to ensure that it is positioned as well as possible on the search engine results pages. However, it is difficult to know what is really hidden behind this acronym:

What is SEO?

What can I do to optimize the SEO of my website ?

So many questions that all advertisers must ask themselves in order to make the most of their digital strategy. Through this guide, AEP Digital helps you better understand natural referencing and understand its importance as an acquisition lever for your website in order to design an effective SEO strategy .

First of all: what is an SEO strategy?

SEO (Search Engine Optimization), also called natural or organic referencing , refers to all the actions that aim to improve the position of a website on the results pages of search engines, the SERPs (Search Engine Results Pages). Your SEO strategy is therefore the main pillar of visibility for your pages, and that is why it is necessary to take care of it as much as possible in order to increase the chances that your content will be clearly visible among the other results.

Nevertheless, it is crucial to clearly differentiate it from SEA (Seach Engine Advertisement, or paid referencing): unlike SEA, which consists of buying advertisements on the SERPs, SEO does not require any financial transaction with Google. This is why some refer to SEO as a form of “free SEO”, a misleading name in our eyes because any SEO strategy will necessarily require a budget to have real results.

This budget will be invested in order to improve the SEO factors of your site and subsequently improve its visibility in the eyes of Google: SEO and SEA are therefore two different and complementary acquisition levers.

Why is SEO an essential element in your web visibility strategy?

Search engines are constantly improving and are now being installed on all our terminals: computers, smartphones, connected objects, etc. Searching on Google is now the first instinct for anyone wanting information on a product or service. Search engines are the main browsing tools used by Internet users: according to a Bright Edge study carried out in 2017, an average of 51% of traffic comes from results pages.

Optimizing your natural referencing is therefore essential in order to maximize your visibility on the results pages and capture a maximum of the traffic they offer. At first, this allows you to increase your notoriety: your brand name appears in the pages and will be visible to Internet users. Then, if your site is well positioned and seems to respond to the query expressed, Internet users will click and visit your site – the objective then being to encourage them as much as possible to stay on your site and, ideally, to convert.

SEO is a very powerful traffic acquisition lever , both in terms of quantity and quality: an Internet user making a request such as “printing of personalized flyers” or “rental apartment in Paris” clearly expresses his intention and therefore constitutes a qualified traffic with high conversion rate. The Internet user seeks to meet a specific need: if your site corresponds to the offer sought and is positioned at the top of the page thanks to an effective SEO strategy, you will have a chance of capturing this visitor and transforming him into one of your clients.

Contrary to broad-spectrum communication such as display advertising for example, the operation of search engines therefore leads by default to powerful targeting that you must exploit. The initial request expresses the intention of the Internet user, and it is on this request (among others) that you will improve your positioning: you are therefore going to meet prospects who already show an interest in your company, your services or your products.

How does a search engine work ?

Search engines such as Google or Bing can be likened to large directories: they identify and index the web pages available in order to be able to present them when the time comes to an individual carrying out a specific search. To know which pages to present as results to a query, these search engines analyze the content of the pages (and more generally of the sites) in order to measure their potential for adequacy and response to the search carried out.

What are the main search engines on which to work on your visibility?

Different players are present in the search engine market. Google remains the leading search engine in the world in almost all countries: in France, the American giant crushes the competition with more than 90% market share. However, we can find other players who remain in the minority: Bing, Yahoo, Ecosia or even Qwant, the most famous of French search engines.

However, Google is not as established in some countries: for example, Russia and China have their own search engines, respectively Yandex and Baidu. It will therefore be necessary to take into account its different search engines in your natural referencing strategy if you wish to conquer these markets

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