Search Engine Optimisation

Search Engine Optimisation

The process of affecting the visibility of a website (especially e-commerces or vendors) in a search engine without paying for Ads, is often referred to a “natural indexation” using best-practices which are quite simple to understand:

These practices should be implemented since the beginning, here you are a summary:

  • Conduct a keyword study before thinking about the content and tree structure of a website. This semantic analysis will make it possible to define different topics and construct a logical, coherent structure.
  • Choice of Semantic Domain Names which include explicit “keywords” that can be easily index the Service / Product you want to emphasise.
  • 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 images such as “title=” that are visible in the source code.
  • Create a sitemap.xml file that will list all the pages of the website. This will help search engine to index all the content.
  • Coherence using heading titles and sub-titles such as “h1, h2, h3″, etc. (Header 1, Header 2, etc.) in every page.
  • Cross-links with partners or external sources.
  • A lot of text content (paragraphes) with detailed information without too much redundancy.
  • A SSL certificate for https encryption.
  • Use new responsive technologies, avoid “404 not found” pages, perform regular monitoring.

Other Tips & Tools
  • Look for more keyword ideas using the website Ubersuggest.
  • Install Open-Source Matomo as a local analytics tool to regularly improve your indexation.
    No need to give all your content and profile to Google Analytics.
  • Once your website is well indexed, don’t make radical changes. Migration may be risky.
  • Indexation will take several months to be effective.

SEO target different kinds of search, including image / photos search, local search, video search, academic search, news search, industry-specific vertical search engines and cross-link searches.

Search engine optimisation

Take Your Business to the next level

SEO can increase the rank and site traffic of any company. But you should be aware that the ranking changes every day, hour or minute. Searches varies even from which country, from which browser and even from which OS the search is performed.

Search Engines are so performant that copyright can be easily detected. Some universities use algorithms which detect copyright infringements in content (paragraphes, syntax, orthography and images) and even books. This anti-plagiat tools are created by Engineers in collaboration with the biggest internet companies (GAFA).

The expertise offered by in deep work on SEO successfully meet the needs of companies with complex websites in competitive industries. This is the case E-commerces or simple vendor business or industries.

Analyse your business model

Behind many websites there is a business model, followed by a step-by-step plan to have the website communicating across the internet more effectively. Our ultimate goal is to get our clients more visitors and higher conversion of sales and leads. But for sure, the website is not self-sufficient. Marketing goes behind search engines. Customers must be aware that they need to build a personal network, a online & off-line communication which creates confidence and relationships between people you want to make business.

Algorithm Penalties

The Webmaster should be aware that 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, penalized 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.

Manual Penalties

Google employees are tasked with surfing the web and penalising sites that don’t respect their instructions. 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.

On-Page & Off-Page Optimization

On-Page & Off-Page Optimisation

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.

RGPD Regulation

The European regulation (RGPD) will be applicable from May 25, 2018

Any Website that uses webtracking to track the activities of its visitors or to observe their browsing behavior can draw conclusions about the interests, preferences or habits of Internet users. The RGPD will no doubt be applicable.


Before beginning a search engine optimisation (SEO) study,
it is important to understand the business process involved for an effective campaign.
SEO caters to clients who require an intensive, full-service approach to search engine marketing.

See related Article about Defining what SEO is (PDF)


Keyword density tells you how often a search term appears in a text in relation to the total number of words it contains. This include autocomplete when a search is done from a user.


On page optimization refers to all measures that can be taken directly within the website in order to improve its position. To improve the position some statistic tools are required.


In the field of SEO, link building describes actions aimed at increasing the number and quality of inbound links to a webpage, as well as internal links.


SEO review consists of several factors like a content, linking structure, social media efforts, and its trust on the Internet. Some tools allow to send a weekly / monthly report by e-mail.