How to set up an effective SEO strategy?

The importance of natural referencing or SEO (Search Engine Optimization) is well established. Appearing at the top of search engine results means ensuring increased visibility and, therefore, a flow of qualified traffic to your site.

As a digital and marketing agency specializing (among others) in SEO, in our opinion, here are the key points to develop an effective SEO strategy on your side: understanding search intent, on-page and off-page optimization, search for relevant keywords and many others!

Understanding search intent

One of the first steps in establishing a solid SEO strategy and optimize natural referencing is to understand what the user is really looking for. Search intent goes far beyond simple keywords, it's about why a user is doing a specific search.

• Transactional keywords : These terms are used by Internet users who intend to buy something. For example, “buy running shoes.”
• Informational keywords : They correspond to searches where the user is looking for information. “How to run a marathon” is a typical example.
• Navigational keywords : The intention here is to go to a specific website, like when typing “Facebook” in the search bar.
• Commercial intent keywords : Linked to the obvious desire of Internet users to make a transaction or a purchase. Examples include formulations such as “running shoes promo,” “home appliance promo code,” or “smartphone flash sale.”

To build an effective strategy, it is imperative to correctly target these intentions, to understand the real needs of the user, to produce adapted content and to optimize accordingly.

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On-page optimization

On-page optimization includes all the actions you can take directly on your website to improve its visibility in search engines.

• Optimizing titles and meta descriptions : These elements play a critical role in providing insight into the content of the page to search engines and users.

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• Structure of URLs : A clear and descriptive URL helps both search engines and users to understand the nature of the content of the page, but also to obtain a quality SEO follow-up.

The importance of quality content

Producing quality content is at the heart of SEO strategy successful. To stand out among the ocean of information available on the web, it is essential that your page contains content that is both relevant, well-structured and offers real added value to the user. Quality content is not necessarily a long article, but it should deal with the subject in depth, answering comprehensively the questions that users may ask themselves and thus participate in optimize natural referencing.

Originality also plays a key role. With so many sites covering a multitude of topics, having a unique angle or bringing a fresh perspective can really make a difference. Also remember to keep your content up to date by doing daily monitoring work, a technology or product may be innovative today and suddenly become obsolete the next day!

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Netlinking (or link building)

Backlinks, or inbound links to your site, can be considered trusted by other domains. These “votes” for your site tell search engines that your content is appreciated and deserves to be ranked high. The best types of links are those that are given naturally by other sites, thus testifying to the quality of your content. However, it is also possible to take initiatives to obtain these valuable backlinks, whether through partnerships, collaborations or simply by producing quality content that naturally attracts attention.

Reduce The bounce rate with UX

The user experience has become an important element for SEO. Google, for example, is increasingly taking UX into account in its algorithm. But what exactly is UX (User Experience)? It is the set of emotions, perceptions and responses of a person when faced with the use of a product, system or service. In terms of SEO, this means the ease of navigation on your site, the speed of loading pages, the clarity of the information presented, which will significantly influence a Master data that fans of SEO monitoring love: the bounce rate.

What is bounce rate?

The bounce rate is the percentage of visitors who come to a site and leave immediately, without having opened a single page or clicked. To calculate it, simply divide this type of visitors who are not very tempted by the user experience you offer (UX), by the total number of visitors, the lower the better!

What is a good bounce rate?

It is generally accepted that a good bounce rate is less than 30%, on the other hand, when it easily exceeds 50%, it would be better to start seriously looking at your UX and quickly correct the situation for optimize natural referencing!

Mobile responsiveness and other technical criteria

With the explosion in the use of smartphones to navigate the web, having a “mobile-friendly” site has become essential. A site is said responsive when adapts to the size of the user's screen, whether on a computer, tablet or mobile. In addition to the aesthetic aspect, this guarantees smooth and intuitive navigation for all visitors, regardless of their device, thus reducing the potential risks of their user leaving your mobile site and therefore increasing your bounce rate.

But mobile responsiveness is only one aspect of the technical criteria to be taken into account. The structure of the site, the HTML tags, the loading time, the correct use of HTTPS or the management of 404 errors are all elements that can influence your positioning in search engines. It is therefore essential to carry out regular technical audits to identify and correct possible problems.

Measurement and Analysis: Adapting and Evolving

SEO is not an exact science. What works today may not work tomorrow! It is essential, even imperative, to regularly measure the results of your SEO efforts and to adjust your strategy accordingly.

Use tools like Google Analytics to track your site traffic, traffic sources, user behavior, and other key metrics. Also, look at the positions of your keywords in search engines and analyze trends to determine where improvements can be made.

The key is to remain flexible, learn from your mistakes, and adjust your strategy based on real data and feedback.

WebExpr SEO Support

The establishment of a SEO strategy effective requires time, specific skills and constant monitoring to stay up to date with the evolution of search algorithms. And who says time, necessarily means money! Indeed, SEO is an essential discipline for the commercial success of your projects on the web, however, it should not replace your core business!

If you are a professional who does not necessarily have the time or the means to develop an SEO department internally, it may be interesting to delegate its management to a SEO agency who have made it their job to support you in your commercial ambitions.

WebExpr Propose a SEO support for each company, regardless of its size or sector of activity. Our SEO experts are trained to understand your market, your goals, and to define the best strategy to increase your online visibility.

• Analysis : This includes an exhaustive audit of the website, a qualitative evaluation of the content, a strategic observation of the competition, and an assessment of the position occupied on search engines. This crucial step aims to highlight the potential and identify the aspects that require improvement.
• Strategy design : On the basis of the data collected, a tailor-made strategy is proposed, in line with the identified needs and the resources available.
• Follow-up : Following the implementation of the SEO recommendations, a periodic check is instituted to measure the effectiveness of the strategy. The observed results may lead to adjustments to refine the approach.
• Formation : In order to consolidate internal skills in referencing, adapted training modules are offered.
• Transparency : Clarity is at the heart of support. At each stage, precise communication is ensured, guaranteeing an overview of the approaches taken, the guidelines adopted, and the progress made.

The SEO strategy: an essential lever for your commercial success.

SEO is a fundamental pillar of any digital strategy. Mastering the various aspects of natural referencing, from understanding search intent to the importance of an optimal user experience, is essential to ensure sustainable and effective visibility on search engines. Although complex and constantly evolving, the importance of the SEO approach cannot be underestimated, as it plays a major role in generating quality traffic to a website. Thus, for businesses that want to truly capitalize on the benefits of SEO, relying on experts in the field, with a rigorous methodology and a thorough understanding of search dynamics, can be a wise and profitable approach.