The SEO, in the broadest sense, is a term that can take on different meanings in the commercial and marketing world. We are going to focus on web referencing, its position on search engines. The first problem for a website is its appearance and its ranking in the search engine: we talk about SEO, SEA, and this is complemented by other SEO methods like SMO…
SEO: Search Engine Optimization
The SEO can be defined as the art of positioning a site, a web page, an application in the first results of search engines. If possible, the position obtained should be on the first page in SERP, the acronym for Search Engine Result Page, because the first page is for the most part the only one viewed.
In French, the SEO is designated by natural referencing.
It is ideal to set up the SEO approach before setting up the site. However, for existing sites, the SEO approach generally follows an audit analysis of it.
To master its natural referencing, it is important to distinguish four main key steps.
1 / The semantic part: it’s about choosing the right keywords, but also making sure that you position yourself on the terms that users are most looking for.
2 / Content optimization: this consists, for example, of writing an article that will meet the expectations of Internet users, in terms of size, content, quality, etc.
3 / Technical optimization: it is optimizing all the technical aspect of its site: code, site structure, architecture, ease of navigation within the site.
4 / The popularity of the site: This step concerns elements like the competitive benchmark as well as netlinking.
Having a good SEO is essential today. There are over a billion websites on the Internet and Google has indexed some 30 trillion pages. When a user searches on the Internet, the only way to make a page visible to the user is to optimize it, for example by applying the steps mentioned earlier in the article. In addition, you can very well have a very nice website, but without referencing it will not be easily visible.
SEA: Search Engine Advertising
The SEA is assimilated as paid referencing. These are all the commercial links that appear in search engines. We will only deal Google because it represents 90% of internet searches.
This type of referencing is notably used for internal marketing campaignst or in addition to natural referencing SEO.
We will illustrate this with an example. Imagine that we want to promote its presence on the Internet on the keyword “web agency” and that we are ready to put 50 cents of euros per click. We will appear for example in 3th position in sponsored links; 1st having invested 1 € and the 2th 70 euro cents per click.
However, paid SEO is not limited to a simple price per click… that would be far too simple 😉
Other criteria are taken into account such as the relevance of a website to the keyword on which he wishes to appear. In other words, it would not be relevant for a site devoted to cooking recipes to have the keyword DIY or hunting …
Google will therefore assign a rating, the Google Quality Score. This Quality Score is an indicator of the quality of advertisements created through commercial links.
To determine this indicator, it is based on the history of your ad in relation to the keyword, the landing page you have chosen, the semantic relationship between your keyword and the latter, as well as the analysis that comes out of your page.
This rating goes from 1 to 10. Basically, a site will have 7 for each keyword. This may go down if the relevance is less, but will not go higher at first. To obtain a score higher than 7, this is played with the cost per click.
SMO: Search Media Optimization
Before going into details, we will first define some keywords related to this subject.
The first keyword is Social Media. Social Media is a different concept than social media. This does not mean that the SMO has no connection with social networks, on the contrary.
This is in the present case web-based application groups for creating and managing user-generated content.
The second important term related to this notion of SMO is CMS. These are Content Management System, more colloquially of a family of software having the possibility, for example, of being able to work in collaboration on a document like Google Doc.
Right now, we can get to the heart of the matter. We will see in the first part what are the objectives of this method. Then in a second step, some advice to set up a good SMO.
As said above, we will see the different more or less obvious objectives of the SMO.
- Integration social networks on the website;
- reach potential customers;
- Generate traffic on its site and social page;
- Improve its e-reputation;
- Create an active community;
- valorize its content.
SMO can be compared to a social version of SEO (seen in a previous article). But the SMO method is a complementary step, which is now inevitable in today’s world and even more in tomorrow’s. The most glaring example is the explosion in the number of Facebook users that grows every year.
But then, how to have an efficient and optimized SMO? It is possible to apply certain rules in order to improve the SMO:
- Create easily shared content;
- Simplify content sharing;
- Reward engagement;
- Experiment new things ;
- Participate to conversations.
We were thus able to see the different methods to have an optimal referencing. All of these methods are complementary and have their place in a strategy of maximum visibility.