How can I improve the online visibility of my company with SEO? Discover in this article the basics of natural referencing, to understand the mechanisms that will allow you to boost the notoriety of your site.
Yes, in this article we are talking mainly about Google searches. Why? Which search engines did you use to find this documentation?
Otherwise, in the figures, Google today has more than 80% of the market share of search engines in the world (source: Journal du net). So we focus our efforts on the biggest market. The goal is to be visible to as many people as possible, right?
In this article we will discuss the subject of online visibility and more specifically search engine optimization (SEO). We will share with you our vision as a digital agency specialised in customer acquisition on the internet and some good practices to perform and relevant tools that everyone should use.
How can I improve my company's online visibility?
Now you are online. You are visible to everyone. Well, almost. More than 90% of the traffic is generated from the first page of the search engine. So having a site is good, but a visited site is better. So how do you improve your traffic generation?
A little background, we have identified 4 elements that evaluate and determine your company's ranking in the eyes of search engines.
- 30%: making your content and text easy to understand by robots
- 30% Sharing quality information and content on a recurring basis
- 30% The authority of your domain name, at least 6 months old, and having other companies that link to you (backlink)
- 10% A quality user experience adapted to mobile
1 - The basics: Website, social networks, user experience, what to optimise?
1.1 SEO: Google's natural referencing
Theaim of SEO is to increase your ranking in the search results.
Simple example, when you search for: Task automation? You want your article, and therefore your company, to rank first.
1.2 Optimised use of social networks
Use social networks as a showcase. This allows you to multiply the points of contact with your targets and share qualified content. It is for example relevant to publish market news about your activity or to improve your brand image by highlighting your important achievements.
1.3 Mobile friendly design
More than 50% of traffic is now generated on a mobile phone. Google has therefore decided to take into consideration (maybe even make it a priority) the usability, loading speed and responsive design of your online presence. If you're wondering about your current situation, I recommend this tool to analyse and find out its opinion. Bonus, you will find recommendations for action 👉 Think with google
1.4 User experience
Is your content interesting to users? To determine this, google uses the average time spent per user session (you can track this indicator with the google analitycs tool).
2 - The keys to a successful SEO strategy :
To be effective, you need to understand how search engine algorithms work. It is essential to read up on the technical side first, but also to build a step-by-step strategy. We detail our opinions on KFS optimizations.
2.1 Analyse
In order to be effective, it is necessary to do some analysis work beforehand. The Internet offers data, lots of data. It is important to target it as accurately as possible and to work on the right questions. The ones your potential customers are asking themselves. Start by analysing the structure of your website, the terms used, its tagging and its optimisation for all media.
2.2 Targeted keyword
As a reminder, we have said that the goal is for you to be found, as a result of searching for your value proposition. Except that if you put your offer forward with words that no one understands or uses, the engines won't link to you. So make sure you choose terms that are in demand.
Our tool tip: Google trends identifies search trends by region.
Little tips: it's official, qualitative searches have overtaken price searches. "The best" is more searched than "The cheapest".
2.3 Reputation and social proof
Social proof is a strong argument in the eyes of Google. Put in place in your sales funnel: a request for reviews to collect feedback from your customers on the quality of your services.
Tools: Google My Business, TrustPilot, Yelp, TripAdvisor
2.4 SEO tools
There are a number ofno-code and saastools (paid or free) that can save you time in your analysis. USE THEM. SEO is a science, and natural referencing is not the result of chance. Test and collect data on your business to adjust your strategy and get the best SEO performance.
3 - Techniques and tools to help you gain positions in search engines
3.1 Recast
Construction of a site optimised for natural referencing, with a clean code quality (for CMS we recommend Webflow).
3.2 Backling and netlinking
Have you ever heard of "SEO juice"? Technically acting on the web using netlinking. The practice is to have your url linked to other sites. The search engine then increases your authority in its eyes, it hears about your business elsewhere. It is the same principle as word of mouth. To be SEO optimized, this link must be added on a website that has authority for Google and be in a set of keywords specific to your semantics. For example, if you sell websites: be cited in an article on SEO or e-commerce.
3.3 Accessibility
Make sure you don't have any "dead" links, 404 errors or orphan pages. Each page should have a redirect link and link back to your main page as a minimum.
Our seo tip: customise your 404 page! It is not uncommon to find yourself missing a broken link. A nice 404 page with an explicit call to action, which will at least send your visitor back to your homepage! Example of a custom 404 page here
3.4 Creating content
Content strategy or inbound marketing. It is no longer presented, for some years now content has been king. Give before you receive. Writing blog posts (like this one) on topics semantic to your business improves your natural ranking. After all, the internet is now the biggest platform for information exchange. The search engines just ask you to contribute and participate.
3.5 Keyword optimisation
Optimising your keywords is vital to give search engines the ability to connect you with people. In concrete terms, if you never say that you sell item X on your website, the algorithm, however powerful, cannot guess it. You must therefore help it and put explicit texts on your website. Beware of old practices of over-optimisation. The search engines no longer fall into the trap of overbidding on the number of keywords but evaluate the overall quality of your writing.
3.6 Updated
Update your content. Search engine spiders often visit your website. When they see that the content is changed and updated, it encourages them to improve your SEO.
3.7 FAQ page
On your website, placing a frequently asked questions page is a real boost in terms of SEO. How do you populate this page? Answer as naturally as possible to the different requests of your customers or prospects. This has two advantages: to improve your natural referencing and to improve the user experience on your website. Internet users will easily and quickly find the answer to their request. Our advice to take full advantage of this page and obtain quick seo results is to use schema.org markup. Search engines will greatly appreciate it.
3.8 Monitoring tools
Diagnosis of your website: Lighthouse (Performance, accessibility, seo and best practices)
Full seo analysis of your website: Ryte (paying but has a freemium version)
Daily positioning update: Octopulse
Position and visibility of your urls: Google Search Console
Relevant text selection: Google Trend
3.9 Improve your digital image
From a purely technical point of view, it is essential to help the robots with the construction of a sound base:
- Full title and meta tag to optimise display in the SERP and improve click-through rate
- Describe each image on your site with alt attributes
- Adding open graph illustrations in 1200x630 px format: sharing on social networks
- Define a main url: global canolical
- Create and connect google analitycs, search sonsol, google my busines to your domain name
- As part of a local SEO strategy, share positional information to allow search engines to adapt and position you in nearby searches.
- Use of Schema.org ( our preference: the Json-format authoring assistance solution → schema-markup-generator)
3.10 Web hosting
Choose a quality host. Our advice is Amazon Web Service or Webflow.
3.11 Avoir une bonne structure hiérarchique des titres <!-- fs-richtext-ignore --><Hn> : H1-H2-H3
Many SEO tools exist to improve the structure of a site, but it is important to know the basic rules. Check the correct structure of your web page titles:
- One H1
- No jumping of headings
❌ H1 -> H2 -> H4 -> H2
✅ H1 -> H2 -> H3 -> H4 -> H3 -> H2 - Respect for hierarchies
4 - Why choose Digidop to improve your natural referencing?
Digidop offers two services for SEO. Our 360° package includes a complete support. We start with a redesign of your website by applying the best practices to the basics of SEO, the famous first 30%. Then we accompany you for a minimum period of 6 months. This strategic support on natural referencing is for a minimum of 6 months, to allow us to get an overview and hindsight on your results. Every month we provide you with a detailed report on the different actions taken and their impact on your SEO. In detail this offer includes the following points:
4.1 Building an optimised website
Optimisation of the back-end of your website. We make your company compliant with the best practices of search engines to position you and reach your ranking objectives on strategic queries for your business.
- Open graph (universal sharing on all social networks)
- Optimised Title and meta tag (data set present in the SERP and visible on searches)
- Alt tagging and image optimisation
- Respect for good Headings practice (One H1 per page, respect for hierarchies etc)
- Shema.org (We are convinced that schema.org will influence your positioning and make the difference with your competitors) included
- Performance audit report ligthouse > 90 ( In addition to improving the overall design of your site, and therefore your conversions, we optimise the loading speed of your pages to avoid bounce rates)
4.2 Blog content writing offer
We tell you, content is important in your online visibility strategy. But content creation requires time and technique to achieve its goal. Rather than dedicate your internal marketing department to writing your content we offer an all-inclusive package:
- Competitive analysis and keyword targeting of the sector
- SEO article (800 words) / month for 6 months
This allows you to stay focused on your work and use our experience.
4.3 Netlinking campaign
The last 30%: netlinking. Work on the optimization of your referencing thanks to a strategy of links referring to your url.
- Competitive analysis and targeting by sector keywords
- Article (800 words) / month for 6 months
Want to continue the debate? Another way to generate traffic? Paid search or SEA!
