Find out everything you need to know about SEO. Definition, Examples, and Explanation. Understand how to increase your visibility on the Internet.
What is SEO?
In the broad sense, referencing is the action of referencing a thing (products in a store, information, files), that is to say of mentioning it in a system. On the internet, the term SEO has been used to define the action of registering a site on a search engine or a directory. SEO is not limited to websites or web pages. We can indeed also reference images, documents (.doc, .pdf, .rar ..), videos, products, places or even applications.
Referencing necessarily goes through an indexing phase, during which a database is created. Referencing therefore also defines the action of registering something in a database so that it can then be found/consulted.
What are the different types of SEO?
On the internet, there are two distinct types of SEO. So-called paid or sponsored referencing (SEA) and so-called natural or organic referencing (SEO). These two practices do not meet the same rules or the same needs.
An SEO strategy for a website can be done solely on the basis of SEO natural referencing or can combine the two practices if necessary. On the other hand, a referencing strategy only intervening in the paid referencing technique is not viable in the long term. SEO is essential for the success and efficiency of your website.
We will detail the two types of web referencing while developing natural referencing in more detail: larger, larger, and more complex.
Google search results
Before going into details, it is necessary to visualize how the results indexed by search engines are presented to Internet users. We will take the example of the leader in Internet research: Google (more than 93% market share in France). Discover the history of Google here.
In most cases, this is what the web page an Internet user will see after performing a search. We can easily identify the presence of two types of referencing.
In the box in red, including the first links, we find the results of paid referencing. In the blue box, under the sponsored links, we find the results of natural referencing. Here, the presence of sponsored links indicates that companies have purchased these keywords to appear first on the results page. Not all searches have sponsored links, because some expressions are not exploited at all by companies (lack of interest or return on investment).
The results pages or SERPs (Search Engine Results Page) can also present much more data than that thanks to particular optimizations (product to buy online, a place for a business,…). We recommend this excellent infographic from the Telegraph to observe a results page in all its complexity (the different modules have been combined on the same image, a results page will never present all this information at once).
Paid referencing says SEA
Definition of SEA
When we talk about paid or sponsored referencing, we think of sponsored links or Google Ads campaigns (formerly Google AdWords). To appear in Google ads, you have to buy keywords at an auction. The cost paid in this system is per click. That is to say that the site publishing its ad will pay the expected auction each time an Internet user clicks on the ad.
For example, if I place my bid at 2 € for the expression ” SEO agency ” and that I am in the average bid for this keyword when an Internet user performs the search “SEO agency”, my ad will appear in the inserts reserved for sponsored links. If the user clicks on my ad (and only in this case) then I should pay the sum of 2 €.
Why use paid SEO?
The price of a keyword can vary from a few cents to several tens of euros for a very competitive term. It is therefore very important to carry out tests and calculate its conversion rate and its return on investment.
We generally set up a paid referencing strategy to:
- E-commerce sites
- Position your site very quickly
- The launch of a new site that is still poorly referenced naturally
- A special time of the year
- Position yourself on very competitive research
- Compensate for a bad position in the natural results
SEO says SEO
Definition of SEO
Natural referencing refers to all the practices aimed at making your website visible on a search engine (in natural results). Having good natural referencing requires a lot of time and technical knowledge to be set up. This is the reason why website editors generally use an SEO agency. The search engines index files according to complex algorithms which determine their relevance and then bring out these files in a logical order when an Internet user performs a search. To stand out effectively on the search results page, it is, therefore, necessary to understand how this algorithm works in order to optimize the site accordingly.
The optimization is done at two levels:
- On Site referencing: these are the practices that take place directly on the site to be referenced. We find there the technical optimization of the site, the optimization of the structure, the optimization of the content.
- Off-Site referencing: these are practices taking place outside the site to be referenced, but with the aim of indirectly promoting its referencing. We mainly talk about inbound link strategy, external links, net linking, or backlink acquisition. If sites B, C, D link to site A, the search engine’s algorithm will judge that site A is relevant because other sites mention it. Site A will thus improve its referencing. The more the sites making backlinks to your site are reputable sites, with strong authority, the more their links will have a positive impact on site A.
Why use paid SEO?
Unlike paid referencing and its immediacy, natural referencing is fundamental work that ensures long-term positioning in Google search results. It is therefore essential for any website. Setting up the most beautiful store in the world when no one can find it is pointless.
Gain visibility on Google
The concept of SEO cannot be considered in isolation. It is inseparable from a capital notion: the notion of visibility.
If the notion of referencing defines the action of being referenced and therefore present in a database, the notion of visibility defines the capacity of the referenced thing to be found. This is an essential notion to always keep in mind when talking about SEO. Imagine a large store on 3 floors, your product is listed there, but at the end of an aisle on the third floor at ground level and in a single copy. You will agree that the usefulness of the thing is very reduced. While if your product is listed at the head of the gondola near the entrance of the department store, that’s a whole different story.
Google SEO works the same way. 3/4 of Internet users will not even visit the second page of search results. When you think of SEO, you must therefore think visibility with the objective of being present on the first page of search results for relevant keywords, related to your activity and your customers.