For many years, the fact is that SEO on search engines is quite unknown to the general public and professionals. There would be an area of darkness, a mysterious veil of ideas received of all kinds, so-called. In the mouth of some, SEO would depend on the number of visitors to its site. For others, turnover. Google would go to bakchich and it would be possible to buy first positions. Or again that SEO is an exact science … Anyway. It is right now to kick in the anthill and wring the neck to all these nonsense.
It is possible to buy positions on search engines
One of the most popular and tenacious arguments. It’s wrong. I mean by search engine, those who refer to the market (Google, Yahoo !, Bing). There is no commercial number to call or anyone from any service to bribe to be in first position. Being in first place is free and requires, depending on the competition, the sector and the keywords, a lot of effort and time.
On the other hand, nothing prevents anyone from appearing in an advertisement at the top of the search results. This is a paid, temporary service and, for Google, it is the Google Adwords program. Finally, you can also “buy positions” in a roundabout way, simply by using an independent referencer or an SEO agency whose objective is to boost your visibility on search engines. Keep in mind, however, that you will not be in first position with a simple magic wand or thanks to the depth of your wallet (although it can help considerably). That brings us to the next question.
SEO is an exact science
False. Take the case, again, of Google, because it is the most popular search engine in the world. Google created, updates, and has an algorithm that only it knows about. In other words, except to be in the secret of the gods, SEOs have only more or less convincing indications of things that work and do not work.
SEO is a subtle mix of knowledge, skills acquired through experience and flair. Attention, that does not mean that we will all run in the middle of the night in the woods, naked, without even seeing where we put our feet. There are indeed tools that help SEOs to make a finding of places and direct them in their approach. But do not ever believe the one who tells you that you will be first on Google in two weeks, that he knows everything, that he has seen everything and that he knows the world that knows the world.
SEO is cheap
False. Maximum alert! I would not go so far as to say that SEO is the most expensive thing (for the simple reason that there is such a vast array of skills in the world of web and programming that many things can go beyond conventional spending). On the other hand, by way of example, the talents of a SEO are often more expensive than those of a developer (in cost per hour and with equal qualities, independent or web agency).
You pay the experience, the seriousness, the notoriety and sometimes even the name. The design of a website has a precise specification, a list of features known in advance, a clear and flawless encryption. The delivery date is no doubt (unless you have delays, but they are usually known in advance). Put aside all these notions when referring to SEO.
First thing to understand and accept: there are no precise specifications. There are of course some notorious elements to take into account (markup, content, architecture, etc.) but each site does not react in the same way. In other words: SEO is a kitchen, where you must dose each ingredient carefully. That’s why most SEOs or agencies will pass, beforehand, a battery of tests (audits). Then there is no delivery date. Forget about “you’ll be first in two months,” “you’ll be in top position on that keyword in two weeks,” and so on. And to finish, be patient. When you create your website, it is usually to make it available on a specific date, for example, when you create a brand. Or the rapprochement with another company. Given that you can not know when you will be first, do not be obstinate or obtuse. Stay calm, zen and keep feeding your website by ignoring everything else. One day when the other, perseverance will eventually pay off.
Finally, and finally, at a time when everyone looks at the expense, it nevertheless seems obvious to recall that a service has a cost. Do not be surprised by the numbers that can circulate and seem high, be rather surprised by the numbers that can circulate and seem low. SEO is a bit like art. You will not buy a Monet, a Rembrandt or a Picasso at 35 euros. At best a crust. Look at the long term and your return on investment. Prices can be high, but if your sector is very competitive and has a high potential market, a very good SEO will not be necessary but mandatory. And the price that it will cost you will seem very derisory compared to the profits generated.
SEO depends on the number of visits (or turnover)
False. Your website can bust thousands of visitors, your company may be listed on the New York Stock Exchange, it will not change your listing one iota. Google, Yahoo! and Bing do not take into account the visits and even less the turnover (how could they?), but, first and foremost, the relevance of your content. In other words, start by treating the editorial line of your site. Be relevant and regular, offer unique, clean and sourced content. Search engines like what your visitors like. So give your visitors what they ask for and you will get, in return, the approval of the search engines.
Positioning is based on the number of links
False. We must first distinguish two things: quantity and quality. One does not bode well on the other. If there was a time, the notion of quantity had direct consequences on positioning (hence the abuse), this is no longer the case. Today, it is better to have some very good links than a thousand that have no value. But then, what is a good link?
It comes first from a site that is authoritative in its field (this area must be similar, or at least, close to yours). An example: you are a car dealer. Get closer to other car dealerships, driving schools, institutional sites on automotive apprenticeship and training, OEM sites or parts suppliers and even the local garage! On the other hand, having links from sewing shop sites, remote cosmetics sales, or blogging about Pi’s square root will have virtually no impact on your positioning.
Then a good link is a link that is not forced. Understand that he is not there by chance but for a specific purpose. If the link appears within an article, it is because it has a good chance of adding more information to an article. You therefore appear as a significant source of knowledge. You become relevant then. Conjugated to the effect of a nearby domain, this increases your credibility in the eyes of search engines. They are then more confident, more able to say that you have authority on this area. You win places.
Having a strong presence on social networks boosts SEO
False. Having a strong presence on social networks such as Facebook, Twitter and other Instagram or Linkedin certainly adds visibility and can increase your visitors. But they do not have a direct impact on your SEO. However, by allowing you to capture a new audience, they can make you talk beyond these media. They therefore have an indirect impact through potential sites that can possibly make links back to your content. Once again, the value of these links should be tempered according to the authority of the source site, its area of expertise, the location of the link, and how it is integrated into its editorial content or not. .
There are several types of SEO
It is true. Among them are:
It consists in positioning oneself in a natural and free way on the search engines, by the use of techniques called white (white, approved) or black (black, forbidden). Here, the client’s website is maximized to the maximum extent possible, and we take care of the grain (hence the abbreviation SEO, for Search Engine Optimization ). I advise you to pay attention to the types of benefits desired and choose only white, safe techniques, where you do not risk anything in the long term.
By the purchase of keywords, it is for example possible, on Google, to appear at the top of search pages. This service is paid and gives you a quick, easy but temporary visibility. It is neither more nor less than marketing campaign techniques, buying visibilities, links, via Google Adwords or other advertising agencies. Paid search is also called SEM for Search Engine Marketing . This is a great way to get people talking about you, for the launch of a product or brand.
This is usually a free listing, consisting of appearing in the proximity inset when people do a local search. For example, if you are a gym and fitness center in Bordeaux, a surfer who type on Google “Bordeaux gym” must be able to find you in local businesses. Your establishment will then appear before his eyes, and he can discover the opening hours, pictures of the premises, the address, the telephone number and the URL (if any) of your website.
This type of referencing is largely based on the same criteria as natural referencing, except that it is optimized for mobile searches. Hence the importance today of having a website with RWD ( Responsive Web Design ) functionality. Indeed, Google is able to determine sites that offer adequate content on smartphone. Thanks to its algorithm, it is able to weight the results. As a result, adaptive websites are much better equipped to meet this demand.
Ideas received are hard. On SEO, they are legions by opacity and lack of knowledge of the profession. Whatever. This article does not stand out as a defender of all the truths on the subject. Its sole purpose will have been, I hope, to inform you and to make you understand what you are entitled to expect, or not, such benefits.