SEO, why optimize your website?

UBIDREAMS like any digital agency has its own website in order to showcase its activity. It is this showcase that makes it possible to show potential clients or candidates the "savoir-faire" of the company.

During research for the redesign of our website, Estelle, web developer at UBIDREAMS, did some research on SEO and how it works. So it was an opportunity for her to come back to the whole team. A discovery for some and a wake-up call for others.

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In the digital and BtoB fields, there are many companies present on the market. This is why it is important to appear in the first results of a search for certain keywords. You increase the traffic on your site but also the possibility of transforming a visit into an opportunity.

WHAT IS SEO?


SEO (Search Engine Optimization) or natural referencing encompasses all the techniques that make it possible to position a website (pages, media, etc.) on the search results pages [1].

Good SEO improves the visibility of your site for search engines. It is about mastering:

  • How the search engine algorithm works;

  • Development and writing techniques and recommendations;

  • But also to monitor and study the results obtained using analytical tools.

It is important to give yourself guidelines and indicators to follow in order to know whether the choices made are in agreement with the target audience. It’s a long term job. In SEO the immediate result does not exist.

Your indicators as well as your choice of guidelines depend on the activity of your site. You will not follow the same KPI's if you are an e-commerce site, a BtoC site or a BtoB site. It is also important to know your market and your environment.

It’s a long term job. In SEO the immediate result does not exist.

WHAT TOOLS ALLOW TO MONITOR THESE KEY INDICATORS?

There are many tools, but the best known of them is Google Analytics. This is the completely free website audience analysis tool. It extracts data on user sessions as well as on their navigation on the site. We can thus understand how users arrive on our pages, what are the blocking points and implement actions to streamline traffic and increase the conversion rate.

But before you get into all of these aspects, you must of course be successful in attracting traffic to your site. And to do so, the best way is to understand how GoogleBot works. This is the Google search engine crawler that works in 3 steps:

  • The exploration based on algorithms and which makes it possible to highlight the sites to be explored and the information to be extracted;

  • Indexing, which allows pages to be classified and listed in an index;

  • The delivery that returns the indexed pages in the order most relevant to our search.

In addition to understanding how indexing and google analytics work, other tools can be used to optimize our website:

  • Hotjar: allows for UX and marketing analysis and complements Google Analytics very well;

  • Do semantic research: in order to select the key words to place on the market;

  • Check the responsive aspect of its website and its behavior on mobile via analysis sites: https://search.google.com/test/mobile-friendly?hl=fr

GOOD PRACTICES IN SEO

To succeed in your SEO, it is important to take into account 3 aspects:

  • The technical optimization of the site;

  • Optimization of its structure;

  • Content optimization.

If these three aspects are mastered, the site that will be analyzed by the GoogleBot will have a better chance of appearing in the first search results.

The technical optimization of the site


Example of different technical aspects of SEO

This involves taking into account the criteria that are evaluated by Google and ensuring that the site meets these different requirements:

  • The quality of the site code (markup, clean code);

  • Responsive design: how the rendering behaves on screens of different sizes (computer, tablet, mobile);

  • The weight and speed of loading a page, by optimizing images for example;

  • The quality of navigation and appearance;

  • Site reliability and security: https;

  • In case of redesign, set up 301 redirects (do not leave URLs lost).

Optimization of the structure

This is to make reading and navigation easy for a user. The interpretation of the content must be clear. This optimization goes through:

  • Use of unique and accurate page title and meta description;

  • The use of semantic tags (h1, h2) in the content;

  • Prioritization of content: in the event of similar or similar content, canonical tags allow you to choose the reference page. Duplicate content is punished by Google so you should avoid repetitive content as much as possible;

  • The organization of the site tree with clear, simple and readable urls.

Optimization of content

Optimizing content is good practices that you can put in place, such as:

  • The use of keywords without overloading the speech;

  • Using reliable sources to support your expertise;

  • Writing clear, simple and structured content to make reading enjoyable for your users.

OUR LAST WORD ON SEO

Good SEO management allows you to position your business well in its market. It gives a clear picture of your skills and areas of expertise. SEO is a never-ending job of making sure that your users are browsing your site all the time. Likewise, Google's recommendations are evolving and in order to ensure that your site is well positioned in a search result, it is important to stay informed.

SEO is a never-ending job of making sure that your users are browsing your site all the time.

For Estelle, immersing herself in SEO allowed her to understand “that there is real expertise behind SEO. Many complex concepts need to be studied from a technical, architectural and semantic point of view. In addition to the constant evolution of Google recommendations, it is important to keep your site alive by providing quality content. ”

BIBLIOGRAPHY

[1] https://developers.google.com/search/docs/beginner/seo-starter-guide?hl=fr 

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