What are the factors impacting SEO ?

What are the factors impacting SEO ?

Search engine optimization and SEO are two very important things. How else do you explain the fact that major companies commit teams of experts and a lot of capital to this? As the main tool for attracting potential web surfers, it’s easy to imagine that without it, you could find yourself without visibility.

Yet the more information you seek to boost your SEO, the more it tends to contradict rather than complement each other. The reason is simple, as mentioned here: the subject of SEO is vast, trans-disciplinary and based on little published information.

Rest assured, by carefully browsing the web and understanding certain fundamentals, it is possible to find your way around this maze. The ultimate SEO strategy seems to be an unnamed legend. Nevertheless, some tips have been proven through testing and are good to know. But before that, let’s go over what we know about the techniques used by search engines to index online content.

How a search engine visits your site.

Let’s start by clarifying that search engines more or less all use the same technique to understand web content and rank it. They use software, an algorithm, a robot called a crawler or spider that will visit the web pages of your site.

What the crawler will see is the HTML content of your web pages. Therefore, a big part of SEO work is to make the HTML of your web pages clean and above all complete before the crawlers arrive. They look for specific data like URLs, texts and links. Sometimes they go so far as to index images and audio and video files, which is increasingly the case.

Once the visit of the robots has been carried out, arrives at the second phase which is called indexing. Simply put, crawlers while browsing will collect data about your web page. Depending on the data available, the crawler will store your web page in a digital locker, this is indexing.

Once the work is done on the web page, the crawler will have several possible actions. Either he will be redirected to other content on your site, or to the content of a site you mentioned via a link, or he will stop his search spontaneously. What is decisive in the choice of actions carried out by the crawler is within your reach. Indeed, if you want the crawler to be able to navigate properly on your platform, a few actions must be implemented.

To do this, you need to set up documents specifically dedicated to the navigation of the crawler on your platform. These are the XML sitemap, the robot.txt, and the .htaccess file. Their level of importance depends a lot on the algorithmic makeup of each browser’s crawlers. Nevertheless, they remain essential in order to facilitate the passage of crawlers. We will come back to this in another article.

Let us also recall the special case of sites with a high density of content. This is viewed differently by search engines. The crawl will have a limit on this type of platform. When the content is too big, the crawler will just index a few pages instead of the entire website. When this is the case, it is necessary to choose which page to index and which to leave aside for the indexing algorithms. This is an anecdotal case for many websites since it is necessary above all to reach a significant number of content before getting there. However, this must be kept in mind for a long-term SEO strategy, especially on a blog.

The indexing of your site will be carried out by search engines as soon as you publish content. In addition, you also have the option of requesting the manual indexing of your content on Google using the Google Search Console tool. According to the second option, you indicate your interest in being indexed now to Google services. However, this is a waiting list subscription, so you will have a delay before the indexing takes place. The average waiting time is 48-72 hours.

Let’s recap, indexing consists of two key steps, the first, the crawl will be used to analyze your content by an algorithm collecting information in your HTML file. Once the crawl phase is over, and based on the data collected, the page is indexed in a web content box. It is according to your indexing that your content will appear when searching for keywords. Therefore, you have to be able to position your content well before making it qualitative enough to take the lead on a keyword.

The basics of SEO to know.

There are a lot of fundamentals to know at your fingertips concerning natural referencing. These are the basics that you can put in place yourself to guarantee the good SEO health of your site.

Before giving you some examples of practices to adopt on a daily basis, let’s go back to concepts that are often discussed when it comes to SEO. In reality, there are different types of SEO. To facilitate communication and understanding, SEO has been split into different sub-branches that allow you to visualize what type of optimization has been carried out.

The first dissociation is that of on-site SEO and off-site SEO. Quite intuitive, the notion of on-site SEO will come to encompass all the practices inherent in the optimization on your site. That is to say all the methods that you will apply to optimize the architecture of the site. Conversely, off-site SEO encompasses techniques to optimize your SEO off-site. This includes, for example, backlink strategies on your site or the communication strategy on social networks.

Within on-site SEO, there is a second differentiation to be made between on-page and off-page SEO practices. Here, we stay within the platform, however, on-page SEO will be limited to one-page optimization while off-site encompasses techniques that will improve the overall structure of the site. Implementing a good XML sitemap is an off-page practice while implementing your shop page metadata, for example, is an on-page approach.

To be able to show you the basic SEO tips that you can put in place today, we will use this classification.

On-site off-page tips

1 – Keyword strategy in the domain name.

If you do not yet have a domain name, it is wise to opt for a name referring to your activity. Search engines like your Internet users will be able to understand your theme more quickly.

2 – The number of errors on the web platform.

Check using the tools available for your type of platform, if there are no errors in the design, if the programming languages are up to date and if the database is optimized. This part can be a little more complex, sometimes involving a professional is necessary.

3 – Increase site speed.

Loading time is a quality factor for both your visitors and SEO. As with the previous tip, use online testing platforms to check the speed of your site. They usually give advice for simple optimizations.

4 – Recurrent and up-to-date content.

A quality site is a living site. To keep your readers and always bring more value, adding content and updating content are the easiest methods to increase your SEO. It is unfortunately also the most time-consuming practice and with a reward over time.

5 – Master internal links.

Setting up a beautiful web of links on your site is essential for the navigation of the crawler of search engines and Internet users. It is important to have a clear idea of your link architecture to optimize it as much as possible.

On-site on-page techniques.

1 – Integrate keywords into page URLs.

Make sure each of your pages has one or more keywords. It is on these words that you want to place your article. Informing them regardless of your website creation platform is essential to facilitate the work of crawlers.

2 – Add keywords in the page title.

The keyword(s) should appear quickly within your content. This way, the subject matter will be obvious to everyone. The tag corresponding to the main title of a page must also echo your keywords.

3 – Fill in the keywords in the content of the page.

Repetition of keywords is important to ensure that they will be understood by crawlers. Be careful not to push too hard though. By playing too much on the SEO aspect, you risk losing content relevance and search engines penalize this type of behavior.

4 – Create unique and non-plagiarized content.

Search engines have a huge database of content. If your content is not unique enough, or even completely plagiarized, after a while you will be detected. From there, beyond the legal penalties, you will be penalized by search engines. It is then often very difficult to go back.

off-site methods.

1 – Have an activity on social networks.

Do not forget to direct your communication on the tools available, in particular social networks. The more you are present on these, the more you will increase your online presence. Be careful, however, not to multiply the platforms too much, otherwise you will not be able to assume your communities.

2 – Social networks with interactions, likes and committed comments.

It is important to interact on your social networks within spaces dedicated to your theme. On the one hand to be able to make you known, but also to weave your web with your links on social networks. Relevance and quality are also to be implemented in the content of social networks.

3 – Quantities and qualities of content and links to the site.

Set up redirect links sparingly to your website. Aim for relevance rather than quantity. Especially since too much unjustified coverage will be detectable by search engines. Communicate naturally about your activity and you will gradually have a good netlinking strategy.

These were the basic tips to start building your online SEO. Obviously, there are still many other tricks that we can implement. However, most of them require a bit more practice. If these small points are already in place, you will feel a marked improvement in your online coverage. If you want to find out more, I invite you to continue reading on the site.

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Maxime Macé

Simple passionné de thématiques diverses et variées. J’apprécie enrichir mes connaissances dans les disciplines techniques comme l’informatique, les sciences et l’ingénierie, mais aussi dans les domaines merveilleux de la philosophie, l’art et la littérature.

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