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Understanding SEO: A Complete Guide

by | Apr 27, 2022 | Facebook Ads, Web Marketing


More than half of all Internet users click on the first links that appear in search results from engines like Google. Less than 20% go to the second page. Ideally, a website should be present on the first page of the Search Engine Result Page (SERP) to maximize visits and optimize conversions, i.e. convert as many visitors as possible into leads and then into customers. That’s where SEO comes in, an acronym for Search Engine Optimization.

What is SEO?

SEO is a set of techniques designed to improve a website’s ranking on the Google search engine. Also known as “natural referencing”, applying this method increases the chances of appearing among the first results proposed by the search engine when a surfer enters one or more keywords. The aim is to satisfy the demands of Google’s bots, who are constantly scanning the web to increase visibility.

How does SEO work?

SEO is based on 3 fundamental pillars: technique, content and links. Let’s take stock.

1- Technique

The first pillar of SEO concerns the technical aspect of the site, i.e. the way it has been designed. For example, the codes and tags used must be of good quality and effective. The speed of the platform, its fluidity, ergonomics, design and responsiveness are also taken into account by Google’s bots.

2- Content

It’s essential to write content that’s interesting to readers, of high quality and optimized to appear in Google’s top search results.

  • In this case, you’ll need to insert keywords related to the topic in question, determined in advance by an SEO expert.
  • Titles and meta-descriptions (small descriptions appearing below a site’s address and link in the SERP) must also be powerful, to encourage visitors to open the website.
  • It’s also essential to use vocabulary and tones adapted to the target audience.
  • Finally, articles must be easy to read and understand. In other words, sentences and paragraphs shouldn’t be too long, and we even recommend inserting a few photos or videos.

3- Links

Finally, SEO includes the use of 2 types of links:

  • Internal links that lead to another page of the site, to make reading easier, but above all to keep the reader on the platform longer and discover other articles that might be of interest.
  • External links to prove the website’s credibility and redirect readers to it.

Successful SEO for your website: call on an expert!

Search Engine Optimization is no easy task, since the competition is growing by the day, as are Google’s requirements. That’s why it’s sometimes essential to call in an SEO specialist. At Web Tonic, we can improve your website’s ranking in the SERP.

We provide you with qualified, attentive professionals who apply proven techniques to guarantee the success of your platform’s natural referencing. We remind you, however, that the process may take time, but the results are long-lasting.

About the author

Cédric Pharand – Co-founder of Web Tonic and travel enthusiast

A seasoned traveler with more than 120 flights to his credit, Cédric created his first incorporated company at the age of 19, which he sold a few years later in a bid to work around the world (laptop lifestyle 😉 ). When he’s not talking about himself in the third person, you’ll find Cedric in a café a little too hipster, refreshing his Google Ads dashboard far too often.

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