What is Search Engine Optimization?
By way of illustration, a reference specifies the fact that something is mentioned in the system (a product, information, a work sheet in a store). On the Internet, the term quotation has been used to define the act of registering a site on a search engine or a directory. Internet references are not limited to websites or web pages. You can also reference pictures, documents (.doc, .pdf, .rar..), videos, products, places or applications.
SEO necessarily goes through an indexing phase, during which a database is created. So a reference also defines an action to save something to the database so it can be found/viewed later.
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What are the different types of SEO?
On the Internet, there are two different types of offers. So-called paid or sponsored sponsorship (SEA) and so-called organic or organic sponsorship (SEO). The two practices do not meet the same rules or the same needs.
A website’s SEO strategy can be based entirely on organic SEO advice, or a combination of the two if desired. On the other hand, recommendation strategies that are only applicable to paid recommendation techniques are not feasible in the long run. Natural citations are essential to the success and effectiveness of your website.
However, we will detail two types of web citations that develop natural citations in more detail: the most important, the most extensive and the most complex.
Google search results
Before going into detail, it is necessary to visualize how the results indexed by search engines are presented to Internet users. We will take the example of the leader in Internet research: Google (with more than 93% market share in France). Check out Google’s story here.
In most cases, this is what the web page will look like after a user performs a search. It is easy to identify the existence of these two types of references.
In the red box, including the first link, we find results for paid referrals. Under the sponsored link in the blue box, we found the results for the natural references. Here, the presence of sponsored links indicates that the company has purchased these keywords to appear first on the results page. Sponsored links are not necessarily available in all searches because companies simply do not take advantage of certain expressions (lack of interest or return on investment).
Results pages or SERPs (Search Engine Results Pages) can also provide more data than this due to specific optimizations (products purchased online, company location, etc.). We recommend this excellent Telegraph infographic to observe all the intricacies of the results page (different modules are placed on the same picture; the results page never shows all this information at the same time).
The paid reference is called SEA Definition SEA
When we talk about paid referrals or sponsored referrals, we think of sponsored links or Google Ads campaigns (formerly Google AdWords). To appear on Google ads, you must bid on keywords. The fees paid in this system are per click. In other words, each time a user clicks on an ad, the website that is posting the ad pays the expected bid.
For example, if I bid 2 euros for the word “Seo agency” and I am the average bidder for this keyword, my ad will appear in the sponsor’s reserved insertion when a user searches for “Seo agency” on middle middle. If a user clicks on my ad (only in this case) then I will have to pay 2 euros.
Why use paid referrals?
For a very competitive term, the price of a keyword can vary from a few cents to several tens of euros. Therefore, it is very important to experiment and calculate its conversion rate and ROI.
We generally set up a paid referencing strategy to:
Quickly locate your website
Of course, launching a new website is rarely mentioned.
special time of year
Position yourself in competitive research
Make up for it with natural results
Natural referencing refers to all the practices aimed at making your website visible on search engines (in organic results). Having a good natural reference takes a lot of time and technical knowledge to build. This is why website publishers often use SEO agencies. Search engines index documents based on complex algorithms that determine their relevance and highlight them in a logical order as people search. In order to stand out effectively on search results pages, it is necessary to understand how algorithms work in order to optimize your website accordingly.
There are two levels of optimization:
Site citations: These are practices that directly interfere with referring sites. We found there the technical optimization of the site, the optimization of the structure, the optimization of the content.
Off-site citations: These are practices that occur outside of the cited website, but are intended to indirectly facilitate their citation. We are essentially talking about strategies for acquiring incoming links, external links, web links and even backlinks. If sites B, C, D link to site A, search engine algorithms will consider site A relevant because other sites mention it. Site A will improve its citation accordingly. The more famous and authoritative the sites linking to you are, the more positive their links to Site A will be.
Why use paid referrals?
Unlike paid recommendations and their immediacy, organic recommendations are the real job of securing long-term positioning in Google search results. Hence, it is essential for any website. No need to open the most beautiful shop in the world without anyone knowing about it.
To learn more about natural speech, read our dedicated article on the importance of natural speech.
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Gain visibility on Google
The concept of SEO quotes cannot be considered in isolation. It is inseparable from a key notion: the notion of visibility.
If the referenced concept defines the referenced action and therefore exists in the database, then the concept of visibility defines the ability of the referenced thing to be discovered. This is the basic concept to always keep in mind when talking about SEO. Imagine a department store with 3 floors, your products are listed there, but at the end of the aisle from the third to the first floor, there is only one copy. You will agree that the usefulness of this thing is very limited. If your product is listed at the top of the gondola near the entrance to the department store, that’s a whole different story.
Google SEO works the same way. 3/4 of Internet users do not even visit the second page of search results. So when you think about SEO, you need to think about visibility, aiming to appear on the first page of search results for keywords relevant to your campaign and your customers.