Internet users who perform a search open their search engine, most often Google, type in a few keywords and click on one of the first results displayed. Very few go on to the second page. We can therefore conclude that if you want to be visible on the net, your website or blog needs to be optimized, i.e. with good SEO to appear, ideally, in the top 3 of search results. This can be achieved either through paid advertising or keyword purchasing, for example, or free of charge. This is known as SEO. SEO positioning is a set of strategies designed to naturally place a website in pole position in search engines. How do you increase your SEO positioning? Here's how.
Key words
Search engine robots select results by keyword density. A series of keywords must therefore be used a certain number of times, while offering readers a fluid reading experience and avoiding redundancy.
Semantics is a key SEO concept. Since Google wants to offer relevant results to its users, it considers that texts containing a rich vocabulary around keywords deserve to be ranked higher.
In other words, it's essential to use synonyms and toexploit the lexical field of each keyword, as well as associated expressions. The latter, which do not have exactly the same meaning as the targeted word, are nevertheless recognized by the robots.
Content
The aim is also to keep the user's concentration. It's important to be concise enough to encourage them to read the entire article, and thus avoid "bounce" visits. The bounce rate is the rate of visitors who leave a site very quickly, without consulting other pages. A high rate is, of course, not to be desired.
Original content is an essential factor. Plagiarism and duplicate content should be avoided, as they are strongly penalized by search engines.
It's worth noting that most people have the same reading pattern: they linger or ignore certain parts of a page. The eye scans the screen from the top left to the right, crosswise. It takes about seven seconds for a reader to realize whether the text interests him or not. He won't read a word of the content during this time. They'll focus first on headings, subheadings and images, then on boxes and summaries. Being aware of this, you'll need to place your main information in these precise places.
The illustrations
Take care with your visuals, choose eye-catching images. It's a proven fact that faces are particularly attractive. Place your illustrations throughout your text, interspersed with short paragraphs. The layout should be dynamic.
An Internet user will first judge the visual aspect of a site or blog before being interested in its content. The image has to make a difference, helping to understand the text, for example. It can also make people want (or not) to continue reading. Once again, watch out for the bounce rate.
The structure
Writing a product sheet is not the same as writing a home page or a blog post. However, the basic structure remains much the same:
- a main title with an introduction covering the essential elements,
- several subheadings with a few short paragraphs,
- a conclusion,
- a call to action: link to other pages or sites, purchase, information request, newsletter subscription, comments, etc.
External links from well-known, reliable sites are considered by Google to be a form of recommendation, giving credibility to your own site. Including them brings more traffic. The same applies to internal linking. Creating interactions between your pages improves SEO.
Search engines analyze page structure and penalize confusing sites that lack clarity.
Title and metadescription
The title and accompanying description are the first two things the user sees when the search page is displayed. To be favored by Google, the title must be relevant to a search query. To respect the space given by search engines, it must contain between 14 and 40 characters. Titles in question format are often more likely to be clicked on.
The meta description helps us better understand what's on your site. It's essential to put it forward.
Page loading
Google and all the other search engines want to satisfy their users by delivering super-fast search speeds, so they'll send them to sites where pages open quickly.
A responsive site
A responsive site is one that adapts to mobile devices (smartphones and tablets). Google has recognized that the number of mobile searches has exploded in recent years. It therefore gives priority to mobile-optimized sites.