Search engine optimization (SEO) is a set of techniques to promote understanding of the topic and content of one or all pages of a website by search engines. These techniques are therefore designed to provide maximum information about the content of a web page to search engines crawlers.
The objective of this process is to guide the positioning of a web page in search engines results on keywords corresponding to the main topics of the site. It is generally considered that the positioning of a site is good when is set (ranked) in one of the top ten answers in a search keywords that correspond precisely to its topic.
In addition, the targeting of a generic application (TV, apartment, cheap flights …) is risky because the competition on the pages of targeted results is tough. A specific query of long tail type is also risky because the traffic on these keywords is much less bulky.
The plural acronym SEO can refer to “search engine optimizers” for the providers of SEO services.
Organic search results
Optimization for search engines or search engine optimization is a real issue at several levels:
- to make the website visible in a sustainable way;
- to capture qualified traffic from search engines;
- to win a brand image among Internet users.
The purpose of search engine optimization is, at first, to define the terms/queries that users are likely to enter to reach the site. These keywords will be selected based on the activity of the company and as a function of the potential traffic. A too specific keyword does not bring enough traffic and a too generic keyword bring large amounts of unqualified traffic.
Appear on Google first page for a so-called “generic” keyword (eg “mp3”) provides a large volume of traffic. Approximately two-thirds of users click on one of the results of the first page and almost all do not look beyond the third.
Because of this enormous potential traffic, webmasters seeking by all means to be at the top of the list, even “cheating”. There was at one time the use of techniques of spamdexing to cheat engine spiders to make the site visible. The engines have responded by changing their ranking algorithms to penalize or blacklist these “rogue” sites.
The purpose of a search engine is to provide the most relevant results to the user query, the ranking algorithms of the engines are constantly modified to move in this direction, in that of the user.
The answer that Google provides regularly to all webmasters who want to know the techniques to optimize their sites is that they have to think about designing a fun and relevant site to the user rather than trying to create a site for their robot indexing (crawler). Although there are practices to avoid penalizing the ranking of a site, the best way to have a listed site remains to ensure that it brings a real benefit for the user.
So the search engine optimization is difficult to quantify in terms of field results: indeed, the ranking algorithms are constantly changing.
An effective method to optimize a site is to “get under the skin” of a search engine and see what information he can use to rank a page, URL, meta tags, titles, content, images, files …
According to the results of the International Observatory of Internet Trades, competence “Search Engine Optimization” appears as one of the most popular in all of professional profiles. While this may appear to be logical for a webmaster or a web designer it seems more surprising, eg for a specialist in internet data bases, but the way he organizes the functioning of its databases can provide significant gain in site optimization . In fact, according to studies, this skill is a key asset in a period of job search.
Search engines read the content of links or URLs of website pages as text. While the quality of the SEO of a site begins with the quality and relevance of its content to the internet, everything is important in optimizing a website, including access roads, and linking URL of each page.
Engines read well the text of the URL and therefore these are the best keywords, which may explain their high prices. For example if a domain name example.com hosts a mp3 site, it is better naming his page toto.com/mp3.html than toto.com/page_1.html. Google analyzes the sites as a visitor, their URLs must be logical and relevant to the content of its pages.
Translated from Wikipedia