Search Engine Optimisation for Everyone
Without paying for Ads
The first and basic process of affecting the visibility of a website in a search engines without paying for Ads, is often referred to a “natural indexation” using best-practices while implementing a website.
These practices should be implemented since the beginning, here you are a summary:
- A construction, logical and coherent structure of the content.
- Choice of Semantic Domain Names which include explicit “keywords”.
- A primary domain name with several “aliases” to increase indexation (2-5 different domain names for example).
- Canonical hyperlinks with a clear syntax such as “domain.com/<product-service-name-town-etc.>“.
- Include HTML meta descriptions into the source code of the header (<head>) and name give a title to all images (title=” ” and/or alt=” “) that are visible in the source code.
- Create a sitemap.xml file that will list all the pages of the website.
- Coherence using heading titles and sub-titles such as “h1, h2, h3″, etc. (Header1, Header2, etc.) in every page.
- Cross-links with partners or external sources.
- Coherent and quality text content with detailed information without too much redundancy.
- A SSL certificate for https encryption (if not penalised).
- Use responsive technologies (for all devices), avoid “404 not found” pages and perform regular monitoring.
Some useful tools:
- Look for more keyword ideas using the website Ubersuggest.
- Install Open-Source Matomo web analytics tool to regularly improve your indexation.
- Once your website is well indexed, don’t make radical changes. Migrations may be risky.
- Indexation will take several months to be effective.
SEO target different kinds of elements
SEO target different kinds of search, including image / photos search, local search, videosearch, academic search, news search, industry-specific vertical search engines and cross-linksearches.
Among the most well-known updates, there are Google Panda (2011: for “low-quality sites”) and Google Penguin (2012: decreasing search engine rankings of websites that violate Google’s Webmaster Guidelines). These two updates have the goal of penalizing sites of poor quality.
The first one, Google Panda, penalize all sites with duplicate content, i.e., all sites that used content they did not own. The content present on a site must therefore be unique, relevant, and interesting to web users. Content is king, so take the time to draft quality content.
The second algorithmic penalty is called Google Penguin. This penalty consists of downgrading sites benefiting from poor-quality or overly external links in an inappropriate way. So, favor links that will generate traffic for you, from sites with high popularity and confidence.
In the case of a manual penalty, a message is sent to the webmaster of the site in question from the Google webmaster center, and the site is downgraded in the search results, i.e., it will move down over all the “keywords” that generate traffic for it. And when a penalty like this is levied, it is not always easy to recover.
S.E.O Process
Complete and Elaborate
What you rank for is largely determined by on-page factors, while how high you rank in the search results is largely determined by off-page factors.
On-line and Off-line optimisation
Generate consistent context with a targeted business
The goal of on-page and off-page optimization is to generate a consistent context with your targeted business. The search engine is a robot, therefore, you must follow a proven process to “educate” the algorithm that brings your website up when your potential customers are searching for specific business through the search engines:
- On-page SEO looks at what your site (or your page) is about
- Off-page SEO looks at how authoritative and popular your site is
GAds - GAnalytics - GTM
SEO caters to clients who require an intensive approach to online marketing.
Google is the largest search engine used in the world. With its partners (Yahoo, Bing, etc.) and given its size and global resources, it has a online control over the Internet and belongs to the GAFA.
If a client wishes to invest in paid advertising campaigns, their tools are varied, scalable and elaborate. Nevertheless, if a website is poorly designed with poor content from the beginning (and automatically not naturally well indexed), this service will cost you dearly for a disappointing result.
There is no great transparency regarding the invoicing system issued by Google (US). Their business model being information (“keywords”), it is necessary to dedicate a lot of time and perseverance for an optimal indexing. A Google campaign is never static and it evolves costamentarily.
Learning to create and manage GoogleAds Campaigns and its related tools takes a lot of time and a good experience.
For a complete Google S.E.O. the webmaster should manage and link together:
- Google Ads
- Google Analytics
- Google MyBusiness
- Google Tag Manager (GTM – You don’t need to pay for this powerful feature)
- Google Search Console (2019)
It is always difficult to calculate the return on investment. It depends on the country, type of activity, type of device or browser used, etc. In addition, Google has its internal policy and can refuse campaigns or keywords. This policy is not necessarily linked to the Legislation of the country where the company is located.
The algorithm is impossible to understand in logical (or simple) terms, the parameters are infinite and sometimes “randomised”. An almost infinite number of internal and external parameters influence the search result. This is why the customer will only be able to rely on their web statistics interfaces.
You shouldn’t rely exclusively on paid services, at least the client can afford somebody who only regularly updates and / or optimise his campaigns.
Google Tag Manager Working Principle (GTM)
