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The SEO (Search Engine Optimization) is the art of improving the ranking of a site in search engines search results as Google, Bing, Yahoo, etc. to increase traffic to your website and the income therefrom.

For example, you have a website that sells leather shoes and leather goods and you would like to appear as the first search result every time a potential customer searches for the phrase “buy leather shoes” on Google. To understand the definition of SEO, you should know that it is an umbrella term and it includes many different strategies. There are many ways to improve the quality of your positioning.

In short, SEO represents a huge source of traffic for a website which can have a beneficial effect on its notoriety and the turnover generated.

Almost 60% of all internet traffic starts with a search on Google. If we add to Google the figures relating to other major players such as Youtube, Yahoo, and Bing, we arrive at almost 71% of the total web traffic which comes directly from search engines.

The need for SEO

Consider that you are a company specializing in garden equipment. According to Google, 1,600 people search for “garden equipment rental” every month in Google France.

Consider that the number 1 result in Google receives 20% of all clicks, this represents 320 visitors to your website each month if you are ranked first in the SERPs.

Now let’s quantify that. What is the value of these visitors?

As part of an SEM strategy, if you would run SEA campaigns on Google Ads, the average cost per click (CPC) for that keyword would be $3. This means that attracting 320 visitors via advertising campaigns on Google Ads would cost you $960 per month.

And that only matches one query. If your site is optimized for SEO, then you will be able to rank for hundreds (sometimes thousands) of different keywords.

In other industries such as real estate or insurance, the value of traffic from search engines is significantly higher.

For example, marketers pay an average of $ 11 per click for the search phrase “auto insurance quote”.

SEO and SEA

The results displayed by the main engines are divided into two specific categories: on the one hand organic results (SEO), and on the other, paid results (SEA) also called sponsored ads.

Organic search results

When we talk about organic results, which also refer to SEO results, correspond to results whose display is 100% based on relevance and quality.

It is not possible to pay anything to Google or any other search engine in order to appear higher in organic results.

Google’s search engine ranks its organic results according to 200 different positioning factors. These results are perceived by the search engine as the web pages that it will judge as relevant, qualitative and authoritative on the topic.

Paid results

Paid results are advertisements (for which you pay) that appear at the very top or at the bottom of natural/organic results.

It is important to remember that paid results are completely independent of organic results. Ads in the paid portion of the results are displayed relative to the cost you will be willing to allocate for each click generated by a visitor.

The On-page SEO

The goal of on-page optimization in SEO is to ensure that Google finds your web pages so that it can display them in its search results. It also means having relevant, detailed, and useful content for the search phrases you want to appear on.

In short, Google scans your page in order to position it in its index on a specific keyword or search phrase.

And when Google sees the same term over and over, it’s like, “This page must be about that keyword!”. This is why it is important to use your target keyword on your page without going too far.

The Off-page SEO

The purpose of Link Building, or Netlinking, is to get other websites to mention your site and include a hyperlink called a backlink to it. This is also known as off-page SEO.

Although backlinks and their acquisition are often controversial, this is still an extremely important element if you want to appear in the first position for high search volume queries.

Link authority and PageRank

Not all links are created equal.

Links from trusted and authoritative sites will send more PageRank to your site than a link from a small, low-profile website.

The authority, or popularity of a page, is measured by the PageRank score that Google assigns to it. This score, calculated on a value of 1 to 10, is attributed according to the quality and quantity of links received.

What is PageRank?

PageRank is the technology used by Google to assess the importance and quality of a web page. This is one of the variables that Google uses to determine how well your site will rank on search engine results pages (SERPs). The PageRank of a website is represented by a number from one to ten. The higher the number, the more popular the website.

The exact algorithm that is used to calculate PageRank is kept secret by Google. The algorithm is constantly being improved with new features and new content analysis criteria. Until 2016, Google publicly displayed the PageRank score of each web page via the PageRank Toolbar, which is no longer the case.

Now there are several other ways to measure the authority of a domain name and the authority of a web page.

Moz created two metrics: the Domain Authority, to calculate the authority of the site as a whole, and the Page Authority to measure the authority of a specific web page.

Ahrefs uses the Domain Rating and the URL Rating.

Majestic uses Trust Flow, for domain trust and the quality of links received Citation Flow for the number of backlinks received and Topical Trust Flow. This last metric measures the confidence of a page or a site, in relation to a specific theme.

The goal in SEO is to get backlinks from high authority sites and pages dealing with a topic related to yours. As you will have understood, the contextuality between two pages that send each other links is essential for SEO!

Search Engine Advertising (SEA) means the act of advertising on search engines. It is a branch of Search Engine Marketing (SEM).

While search engine optimization, SEO, focuses on improving accessibility through the use of keywords, SEA places the paid ad directly in search engine results and on partner websites.

The term “search engine advertising” is often used synonymously with keyword advertising, which has also given rise to the term PPC (pay per click), which refers to the payment method used by advertisers.

Google’s dominance in the market has caused its advertising platform, Google Ads, to become another term for search engine advertising. Despite its various variations, the concept is still the same: place the ad above, below, or next to search results.

Embedding advertisements in search results is not unique to Google, however; such services are also offered by Bing and Yahoo. Since advertisers pay for their position in organic search results, this form of marketing is a huge revenue stream for search engines.

What are Google Ads?

Google Ads is a paid advertising platform that falls under a marketing channel known as “Pay Per Click” (PPC), where you (the advertiser) pay per click or per impression (CPM) on an ad.

It’s no secret that the more relevant and targeted your Sponsored Campaigns these days, the more clicks you get, which in turn increases the likelihood of better results. That’s why Google Ads has become more and more popular with businesses in all industries.

Google Ads is an effective way to drive qualified traffic, or potential customers, to your website while they search for products and services similar to the ones you offer. With Google Ads, you can increase traffic to your website, receive more phone calls, and increase store visits.

Google Ads allows you to create and deliver well-targeted ads (on mobile, desktop or tablet) to your target audience. This means that your business will appear on Search Engine Results Pages (SERPs) the moment your prospects search for products or services like yours on Google or even Google Maps.

Note: Ads may also appear on other channels, including YouTube and the Google Display Network.

Regardless of the size of your business or the resources you have, you can tailor your campaigns to suit your budget at any time. Google Ads gives you the ability to stay within your monthly limit and even pause or stop your ad spending at any time.

Now let’s come to another important question: Are Google ads really effective and profitable?

To answer this question, let’s take a look at some statistics. Google Ads ads typically have higher click-through rates than other channels.

The ads displayed generate millions of impressions every month. According to statistics provided by Google, paid ads on Google get an average of 65% of search engine clicks.

With an advertising campaign and an effective audience strategy, you can create a high ROI marketing campaign. Let’s take stock with the experts from our SEO Services Company!

SEM is an acronym for Search Engine Marketing which involves SEO and SEA actions helping search engines such as Google, Bing, and Yahoo! to find and rank a website. In other words, these are the things you can do to make sure your website shows up in search engine results when someone searches for information about your business or not.

There are basically two ways to use SEM:

SEO (Search Engine Optimization) for Organic Search: SEO is a method that uses various techniques to help search engines understand the content of your website and web pages so that they can be offered to Internet users.

These techniques include such things as using titles, keywords, and descriptions in the meta-tags of a website and web page, writing relevant content on a given topic, use of various header tags (eg), and link to and from quality online resources.

SEA (Paid Search Marketing): SEA advertising, which is often based on PPC (pay per click), involves paying for search engines to display your website promotion in or next to search results. For example, Google’s Google Ads program will display your ad at the top or bottom of the search results page (placement depends on many factors including keywords and quality ).

Google will also show your ads on websites using its Adsense program. There are other types of PPC marketing, such as Facebook ads. In PPC advertising, you pay every time someone clicks on your ad. Paid search differs from organic search in that you pay to have your website or offer shown higher in search results.

Organic search (SEO)

While you don’t want to rely solely on search engines to bring you, customers, you shouldn’t ignore them either. Organic SEO strategies are free (in terms of financial cost) and the search engines are always crawling and ranking the sites. Therefore, it won’t hurt to help them find yours.

The first step is to use titles, keywords, and descriptions relevant to your site pages. This is what search engines read to know and position your website.

The ranking of a website does not depend solely on its content. Google, the number one search engine in use today, uses a host of other factors to rank sites. Things like your social media activity, appearances on other sites through interviews or guest articles, and being cited as a source on another site are all factors that increase your degree of trust and visibility in the eyes of Google.

Paid search (SEA)

The advantage of paid search is that you can get your website to appear on the first few pages in a prominent place on Google and other search engines. However, appearing is only part of the process. You need to create an ad that not only leads to clicks but also leads to sales or whatever else you are looking for.

If you don’t know what you’re doing, it’s possible to write an ad that draws people in and they click on, but you’re not making any sales. Because you pay per click, and clicks can add up quickly, you can lose money.

For example, if you pay 50 cents per click and 100 people click on the ad per day, it will cost you 50 dollars for the day. If you let the ad run for the month, you’ll pay $ 1,500 ($ 50 per day multiplied by 30 days) for those clicks. The goal is to make sure that your paid advertising doesn’t just attract clicks, but turns those clicks into revenue.

The competition to be in the front lines of search engine results is getting more and more fierce. Realizing the importance of SEO, companies turn to SEO agencies to ensure they have good positioning. It is therefore important to know exactly what their roles are and when to use their service.

The profession of SEO agencies is still in its infancy, many freelancers are taking advantage of this new niche and offering inexpensive offers. However, their services do not always produce the expected results.

Choosing an SEO agency is therefore a delicate task.

What is the role of an SEO agency?

Website SEO includes taking several parameters into consideration. The work carried out on the site must not only attract Internet users but also search engines in order to be well ranked. Insofar as SEO is a profession in its own right, SEO agencies have emerged.

Be visible on Google

Often, owners design their website without taking into account the principles of Google SEO. They do not think about their ranking until the pages are online. This is a common mistake. Webmasters and the SEO agency have different, but not incompatible, roles.

Indeed, starting to cooperate with an SEO agency during the creation of the site costs 20 to 40% less than waiting for the end of the design. In addition, the estimated performance is 10 to 30% higher.

If you are in the situation of having to do SEO after redesigning your website, the agency will start by performing an SEO audit. From the findings agency has drawn, they develop a strategy by working on the keywords and optimizing the content of the site.

The agency also takes care of the technical improvement on site which consists of optimizing the loading time, tree structure, tags, URL rewriting, robots.txt, structured data, etc … These will make the site more relevant and highlight the keywords. The writing content optimized is essential to be visible on competitive keywords. Finally, ” link building ” is an excellent way to maintain the popularity of the site.

As observations are made during SEO tracking and analysis, there are updates, corrections, and changes to be made. In addition, Google changes at least 400 times a year.

To stay in a good position, you should not rest on your laurels, but always seek to improve.

How to choose your Google SEO agency?

The choice to use SEO agencies rather than relying on their own skills is based on their expertise, SEO software, and their know-how in the field. These entities know how to analyze the sector and implement relevant strategies. In addition, they cover all aspects of the campaign and go as far as improving your popularity on social media.

We are talking about natural referencing as opposed to paid referencing although the two remain complementary. The first does not bring immediate results. It may take more than 4 months before you see the effects of the actions taken.

The advantage, however, is that the benefits last as long as you maintain and update your website.

For On-Site Optimization, it is important to choose the right internet domain name. The domain name is the name of the website, an integral and essential part of its identity, reputation, visibility, and success.

To buy a domain name or register a domain name, you need to come up with domain name ideas. You must first define your brand universe (keywords on your activity, the name of your brand, the objective, etc.). Mind mapping can help you identify interesting lexical fields.

A domain name must be short, easy to remember, and easy to call, but above all, it must be an available domain. It can be purchased through registrars (site offering domain name registration).

There is a very long list of domain name extensions, which multiplies the possibilities to find a domain name when creating a website. These extensions are often national domains – ccTLDs (they correspond to regional characters .fr for example in France, which is managed by AFNIC) or international generic domains (the .com is the best known and the most used).

However, new extensions are appearing, introduced by ICANN (Internet Corporation for Assigned Names and Numbers). These extensions can be specific to a region (.bzh; .alsace; .corsica), an activity (.hotel; .info; .radio) or even a city (.paris). You can book several different extensions with web redirects on a single website to avoid cybersquatting.