The three pillars of an effective SEO strategy

Search Engine Optimization (SEO) is the process of optimizing your website and its content for search engines. It helps increase incoming traffic to a website and improve its visibility. Along with paid referencing (SEA), it is one of the components of search engine marketing (SEM), which designates all the techniques that make it possible to achieve better web positioning on Google or Bing.

However, before starting to create an SEO action plan on one or more websites, it is necessary to define your goals (positioning, increase organic traffic, etc.) and to know the criteria and pillars of an efficient SEO strategy.

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First pillar: Technical SEO

According to SEO SEARCH Factory agency, technical SEO is the first area to consider. She names the optimization measures to ensure that her website meets the requirements of search engines such as Google and Bing in order to have the best possible positioning. This is a subdomain of natural referencing that includes a multitude of technical elements, such as the performance of a website, the detection of broken links or coding errors or their structure.

Several steps are necessary to improve these elements. The first step is the keyword audit. In concrete terms, this means checking whether the keywords selected during the initial keyword research are suitable or whether changes need to be made. This audit can be performed through competitive analysis to find out what keywords your competitors are ranking for and identify opportunities to improve rankings. It’s a way to discover new opportunities and areas for improvement to stay competitive. For example, it’s possible to find keywords that your competitors rank for but haven’t targeted yet.

Not performing a technical audit is one of the mistakes to avoid when referencing your website. We are talking about an essential process to find out your own weaknesses. These can be crawling or crawlability issues, such as: B. bad internal meshing, 404 errors or duplicate content. So many elements affecting SEO and user experience. This also applies to the optimization of the technical performance of your website, e.g. B. page display speed, accessibility or responsive design. With the latter, you can show that your website is suitable for different media, especially the web.

The third step is to create a sitemap. It’s an architectural representation of your website. It determines the links between your pages, menus and categories. Optimal architecture ensures smooth navigation for Internet users, but not only. It greatly simplifies the indexing of your content by search engines. The better your page is structured, the better it will be referenced.

Therefore, it is important to put natural referencing at the heart of your development strategy. To avoid disappointment when going online, it is best to think about SEO when you start building your website or before redesigning your website.

The second pillar: content

Content is at the heart of any SEO strategy. This needs to answer your audience and the questions they may be asking, e.g. B. “how to style her hair quickly”. It is necessary to identify the topics to be covered that correspond to the Internet users who visit your site. Content (articles, advertisements, product presentations, etc.) must be perfectly understandable for search engines. To do this, it is necessary to optimize the lexicon and the semantics used. It is an essential element to make your pages more accessible and to make it easier for Google or Bing to interpret the contents of your website. This optimization aims to create a connection between the content of your website and the search queries of the users. Another essential rule: clarity of content! Visitors to your site should be able to easily access your articles and read them as comfortably as possible.

In order to be as accurate as possible with your topic, it is important to choose a main keyword when writing an article. However, to find the right keywords, you need to consider search volume, but also search intent. Some keywords generate more traffic than others. All you have to do is change the wording to adopt the most effective one and do your keyword audit well in advance.

Another important element is editorial briefings. Although they are sometimes forgotten during the SEO optimization process, they are still essential. They make it possible to identify the words to position oneself on and the most important content to produce. It is important to set the title tag, the ALT attribute of his images or the meta description so that the editor can deliver optimal content that generates organic traffic.

The third pillar: Netlinking

Netlinking is one of the most effective levers in organic referencing. This consists of creating links to domains outside of its website. These links, also called backlinks, contribute to the awareness of your domain. The links must be numerous, relevant and of high quality. On Google, backlinks are one of the three most important ranking factors for SEO.

However, this step must be done at the right time, ie when your page is already positioned on the targeted keywords. This strategy needs to be applied to improve SEO, for example to go from the top 7-8 on Google to the top 1-3 or from the second page to the first page.

In order to have an effective netlinking strategy, you need to set up a robust methodology to promote your website and its content on search engines. Again, a competitive analysis is essential to know the existing opportunities and the competitors’ plan of action.

Measure the performance of your SEO strategy

To know if your SEO strategy is effective, it is important to measure its performance with platforms like Google Analytics. It is important to get the results of your organic traffic, to know the conversions generated thanks to SEO or more generally to know your return on investment (ROI). Google Search Console is a tool that is also essential for monthly technical monitoring of your website. However, other tools allow to complete this technical clock, such as Screaming Frog.

Although SEO is constantly evolving, these three pillars remain fundamental to developing an effective SEO strategy. However, it is necessary to carry out constant monitoring to learn about the new practices and techniques and to adapt the measures put in place.

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