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Off page SEO: 5 tips to earn quality backlinks

Off-page SEO refers to certain techniques to improve the position of a website in the search engine results pages.

Many people associate Off-page SEO with the creation of backlinks, but it’s not only that.

A better explanation regarding the site’s position on obtaining backlinks:

Today, Off-page SEO is to promote the contents of your website in order to build trust with your audience. This trust is won, users will naturally refer to your content if they are of good quality. As a result, you naturally get backlinks

But before, let’s start from the beginning …

What is Search Engine Optimization?

Search engine optimization or SEO is one of the 6 channels of Digital Marketing.

Specifically, SEO is a set of techniques to optimize a website and its content for search engines.

The goal is to put your web pages back in search engine results pages like Google.

SEO is therefore vital for:

  • Gain visibility on search engines,
  • Attract qualified visitors,
  • But also give credibility to your content.

technical seo elements

Search engines use complex algorithms to:

  • Determine the pages to include in their index,
  • Then sort these pages in the search results.

Optimizing a website for search engines breaks down into 3 subdomains:

  • The ‘On page’ SEO,
  • The ‘Off page’ SEO,
  • And the ‘Technical’ SEO.

The ‘On-Page SEO’ or SEO on your pages

The ‘On-Page SEO’ groups the actions to take on each page of your website so that they are properly optimized for search engines.

Here are some examples of these actions:

  • Work on your titles and meta descriptions,
  • Structure your URLs carefully,
  • Insert internal links naturally,
  • Cut out your text in chapters with subtitles,
  • Optimize your images …

Find all these tips in this article: On page SEO: 11 techniques to boost your rankings.

Technical SEO

Technical SEO makes it easier for search engines to crawl and index your website.

Indeed, search engines run crawlers on websites to retrieve certain information in their index.

This information is then used to rank the different pages according to keywords typed by users.

By working on your technical SEO, you help search engines to better access, analyze, interpret and index your website.

The actions to be carried out, therefore, optimize the infrastructure of your website without taking into account its content or its promotion.

That’s why Digital Marketing experts talk about technical SEO.

Find here my checklist of the 15 points of control of Technical SEO.

Off page SEO or SEO outside your site

Finally, the Off-page SEO includes all activities to be conducted outside your website, that is to say on other sites than yours.

Concretely, you carry out actions of promotion of the contents on your Web site to obtain a maximum of the inbound links (or Backlinks).

The purpose of this article is to review all these promotional actions to work your ‘Off-page SEO’.

But first, discover the benefits of working your ‘Off-page SEO’.

Why work on your ‘Off-Page SEO’ is important?

Off page SEO 5 tips to earn quality backlinks

Search engines are always looking to return the best results for users.

To do this, they rely on complex and secret algorithms.

However, Digital Marketing experts have counted more than 200 factors in the Google ranking system.

Among these factors, several are used to measure the authority of your website or its popularity.

The popularity of your site is proportional to the number of references that your site has on other sites.

In fact, if another site refers to one of your contents, it means that they find it relevant to the point of wanting to refer to it. It acts as a ‘vote’ of trust.

In addition, all these links on other sites also provide visibility.

Indeed, a user visiting another site referring to one of your content can click on this link and visit your website.

That’s why the main activities around the ‘Off-Page SEO’ are to promote your website to give it visibility and gain confidence before collecting ‘votes’.

2 main advantages of ‘Off-page SEO’

By getting all these references on other sites, the traffic of your website will naturally increase:

  • More traffic from the search engines. Your rankings in the results pages go up as search engine algorithms take into account the number and quality of backlinks,
  • More traffic following the exposure of your links. Each link on a third-party site is likely to be clicked by users. You are de facto getting a small share of the traffic from all these sites. SEO experts refer to this acquisition of traffic as ‘Link Juice’.

Obviously, to conquer new customers, it is necessary that this ‘link juice’ generates qualified traffic.

So this is an aspect to take into account as soon as you work your ‘Off-page SEO’.

Create backlinks yourself

Off page SEO 5 tips to earn quality backlinks

We have seen that Google considers a link from another website to your site as a ‘vote’ of trust.

So why not ‘vote’ for yourself!

Over the years, webmasters have created their own backlinks by ‘inventing’ multiple ways to increase their number of inbound links.

Some of these methods are even doubtful. Digital Marketing experts call them ‘Black Hat SEO’.

Since the so-called Panda, Penguin and Hummingbird updates, Google’s algorithm identifies these non-natural incoming links.

Entrepreneurs who use these methods have their website penalized. And if you abuse, Google can even stop indexing your website!

And also totally shares my point of view on this subject.

The attribute ‘Follow’ or ‘no follow’

In order to give webmasters a way to connect to a website without passing the ‘link juice’, search engines have introduced the ‘no follow’ attribute for links.

This is an HTML attribute to add to a link like this:

<a href=http://www.mywebsite.com rel=’nofollow’> Click here </a>

This no follow attribute tells search engines not to consider this link as a ‘vote of confidence’ for the referenced website.

Nofollow has been introduced to connect you to other sites from your own without going for a follower of the ‘Black Hat SEO’.

Tip’s advice: add the no-follow tag on all your external links in your pages that point to websites in which you do not fully trust. For example: on all links inserted by users in your comments. This is also useful for ad links.

What is a good backlink?

First of all, the creation of backlinks is not only a question of quantity, but it is also a question of quality.

Indeed, no matter how many inbound links point to your website, it’s more important where these backlinks come from.

Indeed, backlinks are not born equal.

A single link from a high authority site like lemonde.fr has more weight than several backlinks on many sites of low authority.

Your goal with the ‘Off Page SEO’ is to get inbound links from websites with strong authority.

So how to get inbound links of good quality?

Google talks about ‘natural’ inbound links.

The ‘natural’ backlinks correspond exactly to what their qualifier implies.

The owner of a website appreciates the content on another website and naturally adds a link to his website.

Thus, to generate good quality backlinks, you need to create useful and relevant content that other users want to cite in their own content.

And since this is a ‘vote of confidence’, you must do everything first to make people trust you.

And so, here are the 5 winning techniques to succeed your ‘SEO Off Page’.

On the same topic 7 practical steps to increase your domain authority

5 tactics that work to create quality backlinks

Off page SEO 5 tips to earn quality backlinks

Since you are looking to generate qualified traffic, put yourself in the shoes of your personas (or target audience).

Indeed, if you know exactly which websites your audience connect regularly, you gain in efficiency and especially a lot of time.

The results are immediate:

  • More mentions for your company,
  • More ‘natural’ backlinks,
  • Greater trust of your target audience,
  • Diversified incoming links from many sites …

1. Being present where your customers are

Suppose you work for GNM Digital Agency.

Our target client is an entrepreneur seeking to gain visitors and turnover with his website.

Our target is therefore essentially composed of:

  • Entrepreneurs or business owners,
  • Marketing managers within companies.

These people regularly visit sites such as:

LinkedIn, Medium …

Twitter, Facebook …

Reddit, Quora …

Off page SEO 5 tips to earn quality backlinks

Joining communities and getting involved in conversations

By joining these communities and getting involved in the discussions, we put forward our comment directly to our target.

We also republish our articles on medium.

And also on Reddit.

This is not wild promotion. We seek to engage in a conversation and solve their problems. So you get to refer to your product or service in the ‘answers’. I even sometimes do not mention GNM.

Here is the principle to respect:

Always add value to the discussion. In the short term, you get inbound links of low value since your links on these platforms are in no-follow.

This has a direct impact on your SEO. But your direct traffic will increase since you address your target audience …

As you go along, you are seen as an expert in your field.

You win the trust of your audience. And in the end, some will refer to your content in their articles.

Comment intelligently on other content Another tactic is to insert comments on other blogs. I’m not talking about copy-pasting a standard text or inserting a link wildly in the comments.

I am talking about making useful, high value-added comments – that is, authentic, insightful and relevant …

Such comments expose your name to your target audience and this can only be beneficial for your Natural reference.

Tips advise: Watch who mentions your brand on the Internet with Google Alerts, mentions or even ahrefs. Then participate in the conversation with relevance.

2. Write guest articles

Off page SEO 5 tips to earn quality backlinks

Guest blogging is not a new technique of SEO.

Obviously, it’s not about publishing articles with dozens of links pointing to your site. Moreover, with such a high level of quality, your host should not agree to publish it.

Here are the main benefits of guest articles:

  • Strengthen your expertise and that of your business,
  • Increase the number of mentions of your brand,
  • Bring qualified traffic,
  • Acquire some backlinks …

3. Reach out bloggers to build strong relationships

Off page SEO 5 tips to earn quality backlinks

When I talk about contacting other bloggers, I do not mean emails that I receive every day asking me to add a link in one of my articles or to exchange links. This tactic is, in my opinion, closer to

spam than ‘awareness’. In fact, the mail goes directly to the trash.

Build a sustainable relationship.

Your goal is to build a lasting relationship with your contact.

This involves:

  • Monitor what is happening in your industry,
  • Contact other bloggers to initiate the relationship, and earn his trust!

This usually starts with helping the other person before asking for something in return.

Then, the acquisition of backlinks becomes more simple and natural. Indeed, it’s easier to ask someone for something you have previously helped. Of course, this approach to ‘Off Page SEO’

takes a lot of time, but the benefits are clear.

Giving to receive

Here is an example lived a few months ago.

I was reading an article on Digital Marketing. And I came across a broken link that pointed to an article that seemed interesting to read.

It was not even an external link, just a badly formatted internal link. So I decided to send a quick email to the owner of the site to warn him of the problem without even asking for anything in

return.

Obviously, the owner of the site thanked me. Since, from time to time, he retweets some of my contents without I never asked him anything.

Tips advice: Not easy to have such a result every time. But put all the odds on your side, with really personalized emails, not just the first name.

Start by thanking the people who mentioned your content. Few of your competitors do it and you stand out immediately. And often, the relationship is maintained.

Here are 3 ideas for building lasting relationships through promotion:

  • Inform people about problems encountered on their website:
  • broken links,
  • spelling errors …

Thank people who have referred you to your content,

Ask relevant questions to the people you want to reach …

Especially ask for nothing until the initial relationship has been established. Apply the ‘Give to Receive’ principle that is most effective on getting your ‘Off Page SEO’ done!

4. Working your ‘local SEO’ is also part of the ‘Off Page SEO’

Off page SEO 5 tips to earn quality backlinks

If you receive your customers and prospects in your offices, local SEO is essential to attract new customers.

The reputation of this type of company is based on ‘word of mouth’. And in Digital Marketing, ‘word of mouth’ is materialized by the opinions we leave on the Internet.

Being well referenced on the sites of opinion:

Not only the satisfied customer’s deposit opinions taken into account by the algorithm of Google,

But especially, your potential customers will read them to check the seriousness of your service.

The local SEO is experiencing a significant craze, especially with the rise of smartphones.

Indeed, on a smartphone, most of the research we do has a local component.

In other words, the results are around us when we search on Google from our smartphone.

This seems logical since the next step is to either call the chosen candidate or visit him.

Tips advice: At a minimum, report your business on Google My Business, taking care to fill in all relevant information.

5. Social networks also help to some extent

Off page SEO 5 tips to earn quality backlinks

Promote your content on social networks is part of the ‘Off Page SEO’.

If you think about it, Marketing on social networks is also a form of backlinks creation.

On the other hand, most of the incoming links you get on social media platforms are ‘no-follow’.

But this does not mean that they have no value.

Social media endorsements are gaining ground because the ranking factors and the appropriate configuration of social network profiles can also boost SEO.

In itself, social networks are not essential for your position in the search engines.

However, it gives you a unique opportunity to connect with customers and potential visitors.

Once again, find out which platforms your audience connect to Twitter, Facebook, LinkedIn … and begin to engage in conversation with them.

Remember that social networks are 2-way channels. Everything is a matter of conversation.

A special mention for Google

it is very likely that since 2011, Google uses its own network as a criterion in its algorithm when content is shared and gets a number of ‘+1’.

Developing your audience on Google+, you naturally increase a large number of ‘+1’ and your SEO seems to be best.

Make sure to create a link with your Google plus page related to your website and share your content via this channel.

Another special mention for Pinterest

Pinterest is one of the few social platforms that do not report the ‘no-follow’ links.

So every time an Internet user ‘re-pin’ one of your pins, it’s a true backlink won.

Update September 2018: this is no longer the case. The links on the images went on no-follow.

However, Pinterest’s interest in acquiring traffic is not to be questioned.

So make sure you open a pro account on Pinterest and at least share your website’s content.

Know that content types that generate the most backlinks are lists, guides, and infographics (source isglobalweb),

then, the ultimate is to make design infographics from your content and relay them on Pinterest. Use canva for this.

The content publishers are also fond of beautiful graphics to enhance their content and also it’s many earned backlinks.

Take the time to build your target audience on Pinterest, this can only increase your backlinks.

Note: you can check your backlinks and those of your competitors with tools like OpenLinkProfiler or ahrefs…

‘Off Page SEO’ is useless without a good ‘On-Page SEO’

Off page SEO 5 tips to earn quality backlinks

‘Off Page SEO’ is the activity on which entrepreneurs spend the most time.

It’s quite logical given the number of places where you can promote your company’s website.

On one hand, if your ‘On-Page SEO’ is not square, all actions to win backlinks will not be used.

Suppose your website looks like the screenshot above.

Does this site inspire your confidence?

No!

Will you create a link to this website?

Surely not.

All in it, this is an extreme example. But my personal point is this:

Nobody will create a link to a website that does not give confidence

In other words, if your site design dates from the 2000s, it’s probably time for a fresh facelift.

Similarly, if your website is littered with spelling or grammatical errors with outdated content information, you will never get a backlink on an authority site like searchenginewatch.com.

It does not matter how much effort you spend on it. It’s a lost in advance.

And if someone accidentally shares your content, users who come to see your site then leave immediately.

In addition, a good ‘On-Page SEO’ has a direct impact on your ‘Off Page SEO’.

Why?

Because by being well ranked in search results, more people are clicking on your content.

And if more people read your content, more people can potentially refer to it in their articles.

And if more people are referring to your articles, you get backlinks.

Tips advice: Give priority to ‘On-Page SEO’ before trying to work your ‘Off Page SEO’.

Conclusion on the 6 techniques of ‘Off Page SEO’ to boost your rankings

The ‘Off Page SEO’ is clearly extremely important, regardless of the business sector of your company.

However, it’s not just about building inbound links.

Of course, backlinks are still one of the most important criteria.

But they are only one of the 200 factors in Google’s algorithm.

Moreover, today, building links is no longer a silly and nasty process like ‘search a site, build a link, move to another site …’

The creation of quality backlinks consists in:

  • Promote your content,
  • Build trust,
  • Establish lasting relationships with other users.

This requires first and foremost excellent content, a smooth customer experience on your website and a well optimized ‘SEO On Page’.

Do this to win.

So what is your favorite tactic to create high-quality backlinks?

7 steps to increase your domain authority

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What is your domain authority?

The Domain Authority (DA) is an indicator that grades the quality of your company’s website. Specifically, the domain authority measures the quality of your SEO. As a result, the higher your domain authority is, the more visitors you attract to your website and, in the first place, conquer more new customers.

This is how we describe it:

Domain authority is developed by Moz. Other companies like SEMrush also have similar metrics. No link with Google. This is a modeling essay from Google’s algorithm that assigns a rating to any website. Since this rating is essentially based on the number and backlinks, working on it can not hurt your SEO.

So I’m going to define domain authority and then give you 7 practical tips to increase it. And most importantly, I hope to make you want to further follow your domain authority (DA). It’s a solid metric for how your website’s SEO is changing over time.

What is the domain authority (DA) of a website?

The Domain Authority (DA) of a website is a score between 0 and 100 that tries to predict how a website ranks on search engines.

7 steps to increase your domain authority

The closer your score is to 100, the better.

This DA note is based on a metric scale. In other words, the higher your score, the less difficult it is to progress.

On the other hand, the DA is a metric totally disconnected from the ranking metrics established by Google.

In fact, Moz is trying to simulate Google’s ranking algorithm based on known criteria.

But as Google’s algorithm is secret, with over 200 factors and constantly evolving, Moz was unable to have a precise estimate.

However, this approximation is good enough for SEO experts to use it and track the organic SEO progress of a website.

Moz works similar to Google, it retrieves data from the Web, put them in its index and calculates the domain authority.

But as it is not the same power of calculation as Google, Moz can do it only once a month.

Therefore, when you make changes to your company website, your DA does not change immediately.

Recommendations: Your DA rating is primarily used to evaluate your SEO progress and compare yourself with your competitors.

How is the domain authority calculated?

Moz indicates that the domain authority is calculated with a number of criteria which include:

  • The number of inbound links (Backlinks) pointing to your website,
  • The quality and relevance of these incoming links,
  • The quality of the content published on your website,
  • The popularity of your domain on social networks,
  • The quality of SEO (Organic SEO) of your website.

Where can I find out about the DA of my business website?

To find out your domain authority score, go to Moz’s Link Explorer tool, enter your domain name and check the results.

what is your daumain authority

Note: Open Site Explorer (OSE) index tool is no longer updated. Moz returns today on Link Explorer which has the same functions.
Basically, it’s a reinstatement for Open Site Explorer which was Moz’s tool for link discovery, competitive analysis, and link building.

What is the authority of a page?

The page authority (PA) is similar to the domain authority (DA). It is an indicator of the ability of a page to rank.

Instead of taking the entire domain into account, the page authority notes the performance of a particular page.

A website with many pages with strong authority also has a high domain authority (DA).
The page authority is based on three factors, namely:

  • Age and trust
  • Value received from links
  • Page last update and relevance

Age and trust

The pages that have been on the Internet for years with good results have already earned their right to position themselves well on the results pages. New pages, as well as new domains, must first prove their qualities before they can position themselves for competitive keywords. Give your page time and take good care of it: write good content and get quality backlinks.

Value received from links

Each link has authority, external links as well as internals bring some authority to the landing page and thus influence the authority of this page.

last page update

Search engines prefer pages that are frequently updated. Regularly review the contents of your most important pages and whenever possible, update them. Do not forget the relevance. It takes more than a high page authority for a page to rank well. Relevance for specific keywords is also crucial. The relevance is gained with the content of the page, which must include these keywords and internal links, as well as backlinks (or external links).

Why do you need to improve your domain authority (DA)?

In fact, any action taken to increase the authority of your domain will also improve your rankings on the search engines.

Now that you have mastered the notion of ‘domain authority’ and know how it is calculated, let’s look at how to improve your domain authority.

7 tips to improve your domain authority

How to increase your domain authority

As you will see, the same approach to improve your DA is the same for the 3 elements of SEO as I will describe.

1. Work on your ‘off page’ SEO

In fact, backlinks are the most important priority factor in Moz’s algorithm.

That’s by the way, what appears right to the right of your domain authority note on the Link Explorer screen.

7 steps to increase your domain authority

Moz talks about profile links which are the set of links that point to your site.

What is a strong link profile?

According to Moz, a good link profile has the following characteristics:

  • Inbound links from websites with strong authority,
  • Inbound links from websites dealing with the same subject,
  • And incoming links from many different websites,
  • No bad links.

How to improve your link profile?

In fact, improving your link profile is based on the ‘off Page” SEO techniques, one of the 3 subdomains of SEO.

So it’s all about getting quality backlinks by promoting your content.

To enhance your link profile and, among other things, improve your domain authority, you take 2 actions:

  • Eliminate bad links,
  • Get quality links.

Remove bad links

This process involves using a tool like Moz Explorer or SEMrush to find the toxic links.

Then contact the managers of the websites and ask them to remove the link or add the attribute ‘nofollow’ to undervalue the power of the link.

For site managers that do not respond, use the tool to disavow links in your Google Search Console in order to remove the negative impact of these links.

Get good links from other relevant websites

It is probably the most difficult task of SEO.

Any Digital Marketing expert will tell you that getting quality backlinks is a subject in its own right.

To give you an overview, there are mainly 2 ways to get good inbound links:

  • Publish quality content,
  • Ensure their promotion.

Publish quality content on your website

Posting quality content is the best way to get ‘natural’ backlinks.

The principle is as follows: if a user reads one of your articles and appreciates it, he will refer to it in his own content.

As a result, the first step is to publish content that your readers will like.

That is relevant, useful and easy content.

In practice, you must be very patient.

Indeed, it takes time to gain the trust of your readers so that some Internet users in your industry want to quote your content in theirs.

Promote your articles

The second way to get good backlinks is to contact other websites to let them know you exist.

In this way, you increase your chances of getting links pointing to your professional website.

2. Optimize your site’s ‘On page’ SEO

SEO on page Optimization

To improve your domain authority, you must also optimize the SEO of your pages.

‘On page’ SEO is about optimizing your page and its content.

Among the major points to optimize, here are the main ones:

  • Optimize your title and the meta description,
  • Cut out your content with subtitles,
  • Optimize the URLs structure,
  • Compress the weight and optimize your images for SEO,
  • Use keywords naturally in your content without stuffing,
  • Add internal links to your content,
  • Work on formatting your content for easy readability.

Note: Of course, your content must be updated regularly to prevent it from becoming obsolete.

3. Work on your technical SEO 

technical seo elements

Technical SEO is the third part of the process.

This concerns your website, that is, the container of your content.

In general, these rather technical actions are to be done only once.

On the other hand, if one of the aspects of the technical SEO is not correct, it has a strong impact on your domain authority and therefore on your rankings in the search result pages.

Among the 16 critical parameters of Technical SEO, the main ones are:

  • Setup your website on Google Search Console and Bing Webmaster tools,
  • Submit your XML sitemap to Google,
  • Test your robots.txt file on the Google Search Console to make sure Google and other search engines can crawl your website without problems,
  • Secure your website with an SSL certificate (https),
  • Add structured data to help search engines better understand your content …

4. Have a mobile-friendly website 

Not having a compatible website for small screens of a smartphone has a negative impact on your domain authority.

In addition, having a mobile-compatible website is no longer an option. It is mandatory.

Here are some reasons:

48% of searches in North America are done on mobile (source Google Research),
Many Internet users start their search on mobile and pursue it on a computer,
Mobile Compatibility is a Google Ranking factor
Google deploys its Mobile First Index that takes into account the content of your website on Mobile to rank your pages.

Recommendations: to avoid having 2 sites to manage (one for a computer, another for mobile), opt for a responsive design that adapts naturally and automatically to the size of the devise screen of your users.

Note: You can also make your pages compatible with Accelerated Mobile Pages (AMP).

My tip: To make sure your website is mobile-friendly, use Google’s free mobile tool.

The report in this tool provides all the recommendations for making your website mobile-friendly.

Have a mobile-friendly website

5. Optimize the loading time of your pages

One of the known factors of Google’s rankings is the page speed.

A website that loads slowly is penalized.

Speeding up your pages improves:

Not only your ranking in Google’s result pages and your domain authority,
But also the user experience which translates into more conversion: sales, prospects, registrations …
Solving the page speed problems of your website is not always easy.

Nevertheless, to save time on the technical aspects without using your developer, here are the actions to take to optimize the website of your company:

  • Delete unnecessary extensions,
  • Use the latest versions of your CMS (WordPress or other) and your extensions,
  • Ask your website hosting for a report on your server’s performance. If necessary, pay yourself a more powerful server.
  • Use a caching plugin, like W3 Total Cache,
  • Compress your images with an extension, like tiny jpg or png
  • Use YouTube or Vimeo to host your videos instead of running your own server …

6. Increase your social shares

Although officially, Google has repeatedly stated that social shares are not part of its Google algorithm, it seems that there is a correlation between pages well ranked on Google and the social commitments of these pages.

It’s normal. Popular pages in Google also tend to receive more Likes, shares, tweets …

To increase your domain authority, here are some actions to take:

  • Work on your profiles on LinkedIn and try to increase your connections,
  • Be active on social networks to promote your content to collect more Likes, tweets, + 1 on Google + …

Not to mention, add the social sharing buttons on all your pages to facilitate sharing for your visitors …

7. Have patience

Increasing your domain authority does not happen overnight.

It takes time for Moz bots to evaluate your website once the above changes are made. You must be patient.

In any case, working consistently on improving your rankings in Google also has a positive effect on your domain authority score. And vice versa!

Conclusion on how to improve your domain authority

To conclude, do not be too obsessed with your domain authority (DA).

For me, it’s just a number that measures the strength of your area compared to your competitors.

In addition, a low DA does not mean that your website is not ranked well on Google.

On the other hand, a strong authority means that you are on the right path without any guarantee of obtaining a better ranking on Google.

Whatever it is, please check regularly your Google Search Console and have a complete check-up on your website.

Nothing like Google to help you progress on Google! Now, what are you going to do with these techniques to get your domain authority (DA)?

Rethinking SEO in 2018

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How to rethink SEO in 2018

Digital practices are evolving at a high speed and SEO is not spared. This lever, which at the base was heavily influenced by tricks to more or less ‘deceive’ algorithms, must constantly reinvent itself in front of ever smarter search engines.

Organic visibility stat

The Organic visibility on Google is becoming more and more difficult to access. Beyond the major updates such as Panda, Penguin and Fred that challenged ‘bad’ content, SEO over-optimization, ‘bad’ link building and poor user experience, other regular updates of algorithms are design to improve the relevance of the results. However, it seems that Google now tends to systematically favor the general giants of e-commerce for the first places, including very specific markets.

At the same time, the space devoted to organic results is constantly being reduced in favor of other types of paid answers or internal to Google. Between the leading position 0 and the expansion of the space allocated to Adwords ads, as well as the knowledge graph and various services offered by Google from the results page (Google Flights, concert tickets, museum tickets …), natural results become secondary.

And this trend is not only seen on search engines but also on Facebook, with an even greater decrease in the reach of organic posts against the recommendations of friends and advertisements.

In such a context, the best strategy to adopt is to focus your efforts on what really interests your targets and not the indexing robots because it is this work that will allow you to be rated on them. Thus, SEO requires more and more transversal skills and rethinks in an integrated way within a comprehensive marketing strategy that will allow you to pull out your game plan on all the levers.

Mark the spirits: think ‘branding’

In a highly competitive market, it is ideal to reach your potential customers as early as possible in the buying process, that is to say even before they start their research on the internet. That they hear from you in a positive way to think of your brand when the need will be felt. With this in mind, branding is very important, even for companies that have not been interested in it so far. Determining your values, your competitive advantage, and your positioning, and conveying them through a differentiating message is now decisive. Even identifying a new niche in which you can thrive. The prescription is the best advertising a brand can receive and if your vision is right and challenges your targets to the point of inciting them to keep in mind or even talk about it will be easily declined on the various marketing levers, including the SEO.

For this purpose, it will be important to flatten your branding to make it remarkable. What could attributes make you stand out? With which targets could your offer be the most impactful? Whether it’s a product advantage, outstanding quality service, off-the-shelf communication or anything else that can create a brand attachment, tweaking your difference must be the basis of your strategy. And it is this detail that will be remembered.

Protect your brand-reputation

In the same vein, customer satisfaction must be sought and put forward. Because Google does not want to promote companies leaving behind traces of negative experiences. However, where big brands can still potentially have the benefit of the doubt in case of failure, the smallest companies are not allowed to make the mistake. And positive-minded customers are less likely to express themselves than those who are disappointed, nothing prevents you from encouraging them to also share their good impressions online. Your brand image capital will only get better.

Content Strategy: Quality rather than Quantity

Finally, the content still remains a cornerstone of SEO strategy. But not just any. The one that is valued by Google must, in the context of a fluid and enjoyable user experience, also provide a positive experience to the reader, without being written in order to optimize the site for keywords or phrases. As part of shopping sites, understanding the expectations of your customers, and the criteria for their purchases, you will know what information should be communicated and their hierarchy.

Regarding branded content, it must support your vision and your identity, while adopting an original and authentic angle of approach. Give free rein to your creativity so you do not just find yourself declining or even copying the good ideas of others.

Finally, concerning information content, so as not to multiply the topics that have already been widely debated by various competitors either directly or indirectly, the right strategy to adopt is based on the questions that your target audience ask and then fill in the gaps content available on the web by identifying those that have not yet been satisfactorily processed or that require more detailed responses.

In conclusion, the increasingly complex evolutions of SEO ultimately provoke strategic challenges on the part of brands that will ultimately stop the over-information and ultimately only keep the best.

writing an SEO article best practices and optimize it for Google

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Writing an SEO article perfectly optimized is now essential to approach the top 3 positions of the search engine results. You will see that SEO is not just the keywords that do the job.  It is a unique set of rules to follow that we are going to present here:

Writing an SEO article for Google is certainly a good point, but optimizing it is something else. In order to help it rank well on Google, it is absolutely necessary to take the time to properly write your article and make every effort to make it perfectly optimized.

Perfect optimization of your content will allow you to appear in the first results of Google searches. In this article, we invite you to discover some rules and tips on writing an SEO article and thus optimize it for Google.

What is SEO?

SEO also is known as search engine optimization, it is a technique that will allow you to optimize your articles to make your page be positioned better in search engine results and more particularly Google. The top positions on Google being awarded are the Top 3.

What Is SEO

You should, however, know that SEO is not an exact science because it involves many factors. It is not always possible to gather them all together, but respecting the rules to put all the odds on one’s side is already more simple. A legitimate website for 10 years on a subject, cannot be overtaken overnight if it follows SEO rules to position its content.

By implementing an SEO strategy, this will allow you to gain visibility while ahead at the same time with some of your competitors (as far as possible). You will have more chances to increase traffic to your website and at the same time your sales if you have an e-commerce site.

To put in place a good SEO, it is necessary to follow Google’s guidelines, that is to say, the rules that will allow you to better optimize your content at the SEO level, the loading time of your web pages, as well as several points to apply at the level of your website structure.

We will focus on the rules for writing an SEO article that is relevant to our site.

Write an SEO article

Writing an SEO article means that you write your content following rules that will allow it to be positioned at best on search engines … especially Google.

The first rule to follow in SEO is to be natural in your content writing while seeking to offer the most relevant content possible to your audience.

None of the rules applied should alter the essence of your article if you respect them. There is no question of repeating a keyword 50 times, but knowing how to use its lexical field by addressing synonyms, words related to the main treated keyword. The goal is that Google can correctly interpret your content as being directly related to the word of your target main keyword.

You could write the definition of a word without notifying it and Google could then guess it (interpret it) because it is not a human but a smart bot that will know what you are talking about.

So writing an SEO article aims to offer the maximum of elements related to a word so that Google can correctly interpret it. In the end for a web editor, this is to be relevant and provide added value to the content.

Now let’s look at these different SEO rules to follow:

1. The use of keywords for a good SEO

Like many people, you have probably heard about keywords without actually knowing what it means or what it is for. You should know that optimizing your content starts with choosing your keywords, including finding the right ones.

Writing an SEO article already revolves around the main keyword or keyword phrase.

If you choose a keyword too ‘classic’, the latter may be too competitive, and you will have very little chance of being well referenced. For that, it will be more judicious to opt for keywords with a long tail which will allow you to be better (more easily) positioned. The long tail is a key phrase revolving around your main keyword.

Example:

  • Main keyword: Marketing
  • Key phrase (long tail): marketing strategy – marketing techniques – search marketing etc …

Be aware that some tools allow you to find the keywords to be naturally visible on Google. We can mention ‘Google Keyword Planners’ that will allow you to find these keywords for free.

Other tools are available, but they are generally paid. Once you’ve completed your long-tail keywords research, you can then start writing your article.

2. The title of your SEO article

The title of your article must contain a keyword and usually at the beginning according to the topic. This title should also be attractive and not too long because it is partly through it that your article will be read and/or shared. Numbers are often used in titles and it really works.

write your seo article title

For example, instead of saying ‘clothing trends’, write instead ‘3 outfits trends’.

The SEO title and the meta description that will be seen below, are the 2 elements to treat to increase your Click Through Rate (CTR) in order to gain traffic and raise your content to the nearest of the top 3 Google.

Writing an SEO article with an expressive title will increase your chances to be read, but be careful not to over-sell your article by putting a title too catchy! Find the right balance.

3. Writing the introduction of your SEO article

The introduction is often sloppy by the editor, but it has its importance. Indeed, this introduction will allow you to introduce once again your keyword for your SEO. Be aware that this keyword should appear preferably once in the first 100 words of your article.

Writing the introduction of your SEO article

Thus, the Google robot will be able to quickly find this keyword and index your content based on the keyword if all of your content is well optimized.

Humanly speaking, your content article introduction represents the first lines of reading through which you will have to capture your audience. It may, from time to time, be repeated as a meta description tag if it is relevant and not too long.

4. The number of words

As the years’ pass, it becomes more difficult to position oneself on competitive queries. Furthermore, it is also difficult to maintain the first position on Google if SEO articles are not sometimes reviewed and updated.

Today it is easier to position oneself on long articles than on short articles. Writing an SEO article, therefore, requires time if you want to position yourself effectively in the top position on Google. For the length, we will aim at an average 2000 words.

It’s a lot of words to get up to 2000! Yes, but it is better to take the lead where the field is still virgin or try to take the places of your competitors if they opted for short content. It does not mean that you will take their place overnight, but if you work to promote your posts on your social networks and if you do link building, it will pay off faster.

Think about the different angles of a subject to bring material to your content and do not think that you need to make an unnecessary filling.

5. Segment SEO content with H1, H2 … H6 tags

Writing an SEO article in one go will not make people want to read it, especially if it is close to or more than 1500/2000 words. To do so, you will need to cut it into sections (headings and subheadings) like this article and treat your content point by point.

The H1 tag is reserved for the SEO title of your article. It should be used only once within the content. WordPress theme normally interprets the SEO title as an H1 tag. It will, therefore, start with the H2 tags (or title 2 in the WordPress drop-down menu)

writing an seo article

Define a central frame and the different topics and subtopics that you will have to deal with. Each of these headings will be the subject of a title linked to an H2 tag. Use then H3 tag for the sub-headings. Beyond that, we can have H4 tags which would align points under the subheadings. H5 and H6 tags are rare.

Topics and sub-topics have the advantage of being able to slip in your keywords but especially to streamline the reading of your SEO article. Writing an optimized SEO article using the H tags to segment it, also allows you to drag photos within topics to illustrate the points addressed.

6. Internal links and outbound links

Whether it’s internal links or outbound links, they all matter when writing an SEO article. Internal links connect your articles to each other. The outgoing links allow them to bring additional information to your content.

writing an seo article with links

Internal links: These links will allow you to refer to other pages within your site. They allow for different links from your website, to do what is called an internal linking.

This will increase the SEO of all your pages. In addition, be aware that internal links are a great idea to encourage the bounce rate (by lowering it) and make the reader want to read other pages (articles) of your website. The lower your bounce rate, the more your audience will browse your articles, instead of going out directly after reading or browsing the article your reader has arrived at.

Outgoing links: They will redirect the reader to another website or page. This will allow the reader to discover more about the subject, and this will add additional value to your content. Google Search engines highly value outbound links.

Internal and external links are therefore of great importance so that you can easily improve your SEO.

7. Backlinks

We remain in relationship with backlinks, which unlike your outgoing link is a link from your website but shared from another site. For the site that shares it is, therefore, an outgoing link and for you, it is a backlink, a link that ensures a return to your site. In this case, it is you who benefit from the traffic generated from a website to yours.

Backlinks are highly sought after by website owners and bloggers. They significantly contribute to the popularity of a site and its positioning on search engines like Google. When it comes to SEO, SEO agencies or experts are usually used to work on a link building strategy to gain positions and authority.

Agencies and SEO experts usually have a portfolio of bloggers and important media. Some of them manage the link building part by buying links. They get sites with a higher DA to ensure a better positioning of the content or site in itself.

The backlink has a real importance to go up in google position rankings. To earn them, it is better to outreach for an influencer high authority blog site with an optimized SEO article that can sometimes accept to post it according to your content topic.

8. The images weight and alt tag

As a web editor, you often tend to overlook images, but know that they are very important for optimizing your article. Indeed, it is necessary to optimize your images so that they do not slow down your website.

This is one of the first things to do in order to meet the requirements of Google. It is an important ranking factor, especially for Mobile-friendly sites.  It is a priority if you want to have a site and pages that load quickly on mobile devices. Google appreciates sites that are fast and it will tend to favor them.

Finally, know that you can (must) add an alternative text or alt tag on your images, so you can place your keyword again by indirectly associating your images to your content and therefore your website. This is a good strategy because Google’s robot will be able to reference your image based on this alternative text. You should include in it the keyword that you are interested in.

Do not neglect to reduce the size of your images and filling the alt tag. There are plenty of plugins to help you do it. Find a software that can also help you do it manually. Start by looking for a small software that compresses images for the web, if you do not have Photoshop.

For the filling of the alt tag, look at the screen below. You will fill your alt tag when uploading your image to one (you can return to it if necessary) For the images within your article, click on the image and select the small pencil to edit the information.

writing an seo article

 

9. The meta-description

The meta-description is essential for your SEO. It is an integral part of your article writing, so do not make it a dilemma. This meta-description is a kind of a summary of your content article. Focus your strategy to attract the reader’s attention to want to read your content.

When a reader types a query on Google search and your content appears, he will read the meta description and click if it is relevant. This principle helps to increase your CTR (click through rate) or rate of clicks and participates in the SEO of your article. When your article appears as a result of a query and the user doesn’t click on your article, it lowers your CTR. If your CTR is low on one or more of your articles, you will have to rework your articles.

writing an seo article

It will notably be visible on the search engines and therefore on google results. Automatically, it will contain the first 140 characters of your article, but this is not the goal. You must write it in a strategic way and of course include, again, your keyword.

 

10. Measure and analyze your content with Google Analytics

Finally, consider installing Google Analytics to measure the results of your work and analyze all the information about your related content. The number of readings, the CTR, the origin of your audience etc …

writing an seo article
You will have a code to place on your website (within the theme) to activate it. It is essential to monitor the evolution of your traffic and your website as a whole.

Also consider other paid tools that will help you as SEMRush, Majestic SEO, Moz explorer etc …

 

11. Consider SEO voice search 

One of the strong trends considered in 2017 is voice search. It is probably one of the next challenges in SEO. The use of voice search is growing day by day. In a study commissioned by Google,  41% of adult Americans are using this feature. Also, the rise of more than half of teens is using this feature on a daily basis. Seeing this heavy trend, optimization for voice search will now be a major key for companies specializing in SEO.

It will be wise to quickly get up to date with all the voice assistants who arrive in homes, in addition to those who equip our mobile devices such as Google Assistant, Siri or Cortana.

voice search

You do not type a Google query on your computer or mobile as you speak. When speaking to a voice assistant, we build more explicit sentences such as: ‘How do you write an SEO article? Instead of ‘SEO Article’ usually typed on Google.

Writing an SEO article should not be done for the sole purpose of responding to a direct keyword. You should focus on answering one or more questions about a key topic. You do not need to put a question as an article title. The Google bots are now smart enough to detect content that meets a problem or a question.

Simply think about it when writing your article.  You will get better success when answering as best you can to one or more questions about a topic.

The conclusion on writing an SEO article

The process of writing an SEO article for Google may seem complicated at first glance. However, with practice, it will grow over the months and becomes almost a game for you. Learn these steps and follow the progress of your site.

 

 

 

 

10 Points to retain visitors on your website

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If you are an entrepreneur, then you know the importance of having a professional website and acquiring regular traffic. Getting traffic is good but it’s only half the work. The real challenge at this point is to keep the visitor on the website for a long time to learn more about what you have to offer and, even better, to bring it back because you have attracted interest and want to know more.

So, what makes visitors come back to visit your website? What can you do to keep your visitors past the first few seconds?

Be clear about your activity

When a visitor arrives on your site, is he able to clearly understand the nature of your website? Your visitors need to know very quickly if your website is relevant to their query. If they can not understand what you are doing, they will move quickly to a competitor’s site. Keep this in mind, if a visitor has landed on your website, it is very often for a very specific reason. He is looking for something that meets his needs or a solution to his problem. Your job is to help him find the information he needs as quickly and clearly as possible.

Know your target audience

Everything about your website, from its graphics chart, its color code, the size of characters to its content and the editorial tone used, must speak to your target market. If your website tries to reach everyone, you will end up not interested in anyone. Do not be afraid to really zoom in and be specific about the ideal customer you want to serve. In fact, the more specific you are, the better.

Keep your website simple

Your website can offer an out-of-the-ordinary user experience, or offer animations or awesome features from a technology perspective, but if it does not engage your visitors and keep them off the first few seconds, you lose them forever.

Boost your site

Everything in this world is going very fast. People are very busy and getting their attention is difficult. Your website should load quickly otherwise you run the risk of seeing your visitors go elsewhere. No one has the patience to wait more than 3s for a web page to load, especially if it is open on a mobile device. Make a technically clean website to make sure nothing is slowing it down. If your site is slow and you do not understand why? You can get help from a professional.

Look professional.

Make sure the ‘look & feel’ of your website can bring credit, that your business appears trustworthy and not spam. Why not a site made by yourself as long as you respect the basic design rules and have an eye for aesthetics. Make your choice and evaluate the opportunities between investing in a professional website (think about the advice you can get) and making one yourself.
The problem with a tinkered site is that it feels like miles. Ultimately, why should your potential customers invest in your products and services if your website says loudly ‘I do not want to invest in my own business? ‘.
Naturally, independent contractors often have a tight budget at startup. However, a professional website, good photographs and flawless writing are some of the key investments you should not be saving money for.

Hunt for spelling mistakes and grammatical errors.

Spelling mistakes and bad grammar send bad signals to your visitors. We are talking about trust here: if a potential customer has to spend money on your products and services, they need to be able to trust your business. Spelling errors and grammatical errors make your business seem less trustworthy.
Many studies show that potential buyers will tend not to use a company that presents content with obvious grammatical or spelling errors on their website. The argument is that they would not trust the company to provide quality service.

Fresh and up-to-date content

If the last article on your blog is a year old or older, if the latest news starts in 2012 then it’s time to dust off the content, hunt the cobwebs or your visitors will assume that your business is no longer very active. Make sure you keep your site up to date. Nobody wants to do business with a company that presents content that seems old and not brought up to date. Having recent content also tells search engines like Google that your website is still active.

Make it easy to use

Make sure that your website is easy to navigate and that your visitors can find the information they need quickly without having to analyze too many levels of information.
Use images and white space to provide an easy-to-read layout. Too much text will repel reading. Use text caps, titles, and subtitles to prioritize information by giving the possibility of a quick diagonal reading. Use the categories and hierarchy of your website to group the contents in a logical way. Make your visitors contact you easily.

Easy on the pub

If you have a blog that you want to profit from with advertising, be careful not to disturb the visitor with too much advertising display. This makes navigation on the site difficult. Ads that contain a lot of animation are particularly bad. Also, having too many ads on your site makes it slower to load. Monetizing your site is a good idea, but be attentive to the expectations of your visitors. Think about strategic locations for ads.

Clear call to action (CTA)

Do not assume that your visitors will automatically know what to do. You must tell them clearly. Want to subscribe to your newsletter? Tell them that so clearly with a call to action button. Think of an incentive to do so. Do you want to request a quote? Tell them where to go to fill out the form or display your telephone number clearly. You want that they organize a free consultation call? Provide the link to book a call with you.

A visitors engaged is a potential buyer

Caring commitment of visitors is one of the most important things for you, website owners. Engaged visitors will be more likely to buy your products, buy your services and sign up for your mailing lists. They will also remember your business and return more easily to learn more

Keywords and SEO attracting as many customers to your site

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Keywords & SEO


Attracting As Many Customers To Your Site

 

The process of choosing the right keywords for SEO is essential. Your texts are constructed of words that should respond to your client’s search query. The science of information is structured around these words. And it’s also important to use them properly to optimize your SEO on Google.

Attention, when I say ‘keyword’, I’m not talking about what is indicated in your meta tag keywords and is no longer taken into account since the early 2000s. I want to talk about your main content, the one which is legible on your page. This is what will definitely marry your keywords & SEO.

Search engines browse and index your content by focusing on your keywords. They do not try to store, in a single database, the entire tens of billions of pages that make up today the web. Millions of smaller, industry-specific databases allow Google to find the information you want almost instantly.

Of course, if you want your page to be well positioned in the search results when looking for ‘luxury house to rent’, it would be wise to make sure that ‘luxury house for rent’ appears at the beginning of your document. To be more specific, it must be ensured that your keyword is sufficiently highlighted and that it is understood by the engine.

 

Your target keywords and SEO, centers of your web communication

 

As an internet user, our keywords determine our communication to the engine. They indicate our intention and Google gives us its results according to the queries we are looking for. The word order, accents, punctuation, and context allow the Google search engine to refine the results and classify them.

Google measures the importance of a keyword by using it on your page. It can then evaluate its relevance to a query. To optimize your SEO, make sure that the expression on which you want to position yourself is included in these 4 elements:

  1. Title of your page: <title> tag, visible at the top of your browser and linked in Google results
  2. Title of your content: title <h1> appearing by default at the beginning of your text
  3. First paragraph, or catching the reading of the rest of your page
  4. URL of your page: URL of your document (www.your-site.com/your keyword.html)

The more a searched keyword is specific, the fewer competing results will be displayed by the engine. This will make you look more easily in the first page results.

The word ‘house’ will bring much more results than ‘luxury house for rent’. Certainly, ‘house’ is much more sought after. But if you speak specifically of ‘luxury house for rent’ on this page, it is much more interesting to say it immediately and avoid an immense competition. And finally, is it not more coherent?

 

For the reader and your SEO, do not abuse your keywords

 

Since the birth of the web, the abuse of keywords to manipulate the results of the engines is present. This includes excessive keyword embedding in your titles, text, URLs, images, and links. Unfortunately, or fortunately, this tactic is only a carrier in the short term and will do more harm than good SEO to your site.

In the beginning, Google looked at the density of your keywords, without taking care of their context of use. Today, with the artificial intelligence of RankBrain, he understands your texts much better, but not as a true reader.

The best practice is to integrate your keywords strategically and naturally. If you want to optimize your SEO on the expression ‘ Calgary Zoo’, talk about its context: its location, the different types of animals, the species, family programs. If you simply quote your keyword ‘Best Zoo in Alberta’ on a page dealing with personal branding, your efforts to position yourself on the ‘Best Zoo in Alberta’ will be in vain.

The goal is not to be visible at the top of all keywords. On the other hand, think of optimizing your relevance on the topics sought by the readers that you want to attract on your page.

 

Where to place your keywords to optimize your SEO?

 

The use of your keywords is still part of Google’s algorithm. Effective techniques will help you create consistent, well-optimized pages for top engines. Here are different places to use your keywords to maximize your SEO:

  • Title tag: Try to use it as early as possible in your page title.
  • Title <h1>: Use your keyword or a very close phrase in your content title. Generally, I resume a summary of my title tag. This is consistent for the user and is not perceived as repetitive.
  • Content: Repeat your key phrase 2 or 3 times in the content of your page. Remember to repeat it in your first paragraph. If your content is long enough, do not hesitate to use synonyms.
  • Pictures: Take your word back into the file name of your first image and indicate it in its ALT tag. This tag (attribute) is the text displayed when the image does not appear and it is read orally to describe the image to the visually impaired. It’s also what Google understands about your image.
  • URL: This is the address of your page on the internet. Typically, we find your keyword in the name of your file (www.your-site / keyword.html).
  • Tag description: This one is no longer taken into account by Google for your SEO. But it encourages the click as it attracts the attention of the user and enhances your credibility compared to the research carried out. If the user understands your expression, he/she will be more likely to click and thus get into the results.

 

In general, avoid using your exact keyword in the anchor links that lead to other pages. This would dilute your SEO on Google. The engine will not know which page to display when one looks for a referenced word on a page and that it makes a link towards another page starting from the same keyword.

Do you want help to optimize the SEO of your website? Ask for a diagnosis and a quote without commitment.

Why create SEO content?

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SEO content is essential for a good SEO of your website. What is SEO content and why should it be produced?
SEO content is a very important factor for your website. Good SEO content will make your site visible in the search engine results, including those of Google. It will allow you to increase the organic traffic of your site and boost your visibility.

Definition of SEO content

SEO content is content optimized for search engines. All the texts and visuals of your website can be optimized SEO.

Search Engine Optimization is known or called (SEO). SEO is defined as the art of optimizing the positioning of a web page, the objective being is to appear in the first page positions of search engine results and especially on Google.

Why create SEO content?

Why create SEO content and why for Google in particular? With these few figures on the market share of Google in the search on the web, you will find the first answer. This will help you understand better why it is important to create SEO optimized content for your website:

In Canada, 90.8% market share for Google (Bing 5.61% and Yahoo 2.48%),
In North America, 88.66% market share for Google (Bing 6.77% and Yahoo 3.62%),

Source: gs.statcounter.com for the month of June 2018

These numbers alone illustrate why you need to meet Google’s content requirements. To get good visibility on Google, SEO content is king.

SEO optimized text content

To make your website visible on the search engines and especially on Google, it must contain optimized SEO content.

Optimized SEO content must be:

  • Original, interesting and quality,
  • Adapted to the web and the requirements of Google,
  • Concise and quickly understandable,
  • Interactive.

To this short list are added the Google’s quality guidelines:

  • Design content by thinking first of your visitors rather than the search engines,
  • Do not mislead your visitors,
  • Avoid using SEO techniques that are contrary to Google’s guidelines to help you rank,
  • Make your site unique, attractive and stand out from your competition.

SEO optimized visual content

Depending on your field of activity, visual content may be as important as text content. Since 2001 (corresponding to the birth of Google Image), the search for images is constantly increasing on Google. By using quality images related to your business activity, you can acquire quality traffic to your website. This is the case for example for communication agencies, e-commerce sites, portfolios of artists such as photographers and graphic artists, image banks, etc.

To optimize your images for SEO, it is essential to:

  • Use ‘ALT’ tags with targeted keywords to describe your image,
  • Take care of their size and weight to optimize loading time,
  • Enter the title of the image.

To learn more about SEO optimization of images:

And do not forget that Google Images has evolved. The advantage of this update allows a more quality image search.

How to value your SEO content?

Creating optimized SEO content will be beneficial for your visibility, provided you meet certain criteria on the web page that will host your content. A web page containing SEO content must include:

Title

It should contain the title of your web page and its content that will be displayed in Google’s results. It must, of course, contain the targeted main keyword.

Title tag

The title tag or H1 tag is the ‘editorial title’ of your content, it is visible on your page and must contain the keyword you are targeting.

A Meta Description

It informs Internet users of the content of the web page in the form of a short description. It is visible in the results of the search engines and must attract the user’s curiosity and encourage them to click on the link of your web page.

How to promote your SEO content?

When SEO content is added to other actions, you put the odds on your side to optimize the SEO and positioning of your web page. The SME, does it speak to you? Need a little reminder?

When you combine SEO, SEA, and SMO, the three complement each other and allow a good SEO of your website on Google.

The three main levers for promoting your content:

  • SEO, natural optimization,
  • SEA paid optimization,
  • SMO, optimization on social networks.

Indeed, a unique and quality SEO content must be relayed on social networks. Promoting quality SEO content is the best way to naturally get backlinks to increase awareness and visibility of your web page.

Who to call for SEO content?

To produce SEO content, you have several options:

  • Write content from A to Z alone by following the instructions of Google,
  • Write a first draft that will then be optimized for a web search agency,
  • Use an SEO agency or web editor.

In short,

Writing SEO content with high added value is essential to improve your positioning on Google. If despite all your efforts and following these tips the positioning of your website is not up to your expectations, do not hesitate to use the services of a web agency to conduct an audit of your website. This audit will allow you to identify and correct the weaknesses of your site to improve its performance.

GDPR impact on SEO

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What will be the impact of the GDPR on SEO?

The GDPR is on everyone’s lips right now. Indeed the new legislation comes into force on May 25, 2018. But what is the GDPR, why does it come into force and will it have an impact on the SEO?

What is GDPR?

The GDPR is the General Regulation on the Protection of Data (or GDPR for General data protection regulation), a text of the law (Law No. 2016/679) adopted in 2016 by the European Union. This text will enter into force on 25 May 2018 and will serve as a European reference for the protection of citizen’s personal data. The text of the law brings new and much more binding obligations on the treatment and the circulation of these data on which the companies rely on to offer their services and products.

Why GDPR?

The entry into force of the GDPR reinforces the main principles issued by the Data Protection Act, in force since 1978, to increase the rights of citizens and give them more control over their data according to the CNIL. But the text of the law also aims to replace a directive of 1995 and thus become the new reference text on personal data in the European Union. The explosion of digital technology and the new uses that this entails made it indispensable to adjust a directive that was more than twenty years old.

The GDPR is part of a desire to harmonize the European legal panorama with regard to the protection of personal data, thus, one and the same law applies to all Member States.

When does the GDPR come into effect?

The entry into force of the GDPR took place in two stages. The text was first adopted by parliament on April 14, 2016, and promulgated on April 27 in the official journal. However, it has been decided to postpone its application for two years, it will take place in a little over a month, on May 25th, 2018. These two years have allowed both national legislation and businesses collecting and processing personal data to prepare for the entry into force of the law. After May 25, sanctions will be imposed on any processing of personal data in violation of the GDPR. Companies that commit breaches of the rules enacted by the GDPR incur up to 20 million euros or 4% of the annual turnover of fine.

What’s changing on websites?

It will be necessary to provide the users with a clear and precise information which data will be collected and for what purpose in order to obtain or not its consent. In addition to giving the user the right to act on his data, the company must keep a record of consent in order to defend itself in case of complaint and the control of the CNIL that would result.

What impact will the GDPR have on natural referencing?

In fact, not much since the ranking criteria of a website does not depend on how the data are collected or a number of subscribers to a newsletter.

And no search engine has yet indicated that the compliance of a site with the GDPR would become a ranking criterion. That said, this is not a reason for not complying on the one hand, and maybe in the future, this criterion will be taken into account on the other hand. You never know with the search engines.

The impact of the GDPR on SEO will be more subtle especially on the side of the UX and analytic data collections.

Another reason to put SEO and UX in relation?

Yes, again a reason to put SEO and UX in relation. As we know the use and ease of access to information of a site participates in its good ranking in the search engines. And the consent request that will have to be offered to users from May 25th will probably be presented on most sites in the manner of a request for acceptance of cookies. It will then be necessary to bring the consent request in the most user-friendly, and the least heavy in bytes so as not to impact the site loading speed.

An ill-thought-out, invasive pop-up window that puts the user experience at risk could scare your visitors away. And the flight of visitors inevitably leads to a loss of positions in the rankings of search engines. And it’s the same idea for a device that would require a lot of resources, which slow down the loading of your pages and which would, therefore, risk seeing your visitors leave as quickly as they arrived.

Analysis tools and data collection

In a newsletter addressed to its users, Google announces that the necessary measures are taken for the deployment of the GDPR. The newsletter informs us that precise data retention parameters will be put in place and will make it possible ‘to determine the storage duration of the data relating to the users […] As of May 25, 2018, these data will be kept according to the defined parameters. Google Analytics will automatically delete those that exceed the chosen retention period. Google encourages you to review these data retention settings and change them if necessary.

The newsletter also informs us that ‘Google Analytics and Analytics 360 will continue to offer different rules and features related to the collection, use, and retention of your data, to help you secure them. For example, you’ll have features for customizable cookie settings, privacy settings, data sharing settings, deletion of data when you disable an account, and IP anonymization. They may be useful when you assess the impact of the GDPR on the specific situation of your business and the integration of Analytics. ‘

In conclusion, it will be necessary to be vigilant on the way to collect the data of the visitors of your website.

4 Criteria to evaluate your SEO

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4 CRITERIA TO EVALUATE YOUR SEO

SEO is relatively unclear for may marketing professionals and an abstract marketing and customer acquisition lever. Indeed, it contains a part of ‘chance’ related to the goodwill of Google and other search engines to put forward your website or not. Fortunately, there are criteria that can show if you are going in the right direction in your SEO strategy. Discover 4 criteria to evaluate your SEO with Great Northern Marketing Calgary Local SEO.

SEO traffic is traffic coming from search engines

With traffic analysis solutions like Google Analytics, for example, it’s easy to determine traffic that comes directly from search engines like Google, Bing or Yahoo. This shows you which pages of your site are ranking higher or best positioned and possibly the keywords search volume for this page.

Organic traffic will increase with the improvement of your SEO and your positions on the search engines. If you see an upward trend on one or more pages, it’s because your efforts are paying off. By analyzing each page or section of your website, it will be possible to know if your blog attracts more traffic compared to the home page or the products pages. You can then optimize each landing page.

Positioning on search engines

Obviously, your positions on search engines can confirm or deny the SEO efforts you have put in place. It is necessary to create regular reports to correct or deepen your SEO strategy. This forbidding action is often neglected. In addition, these ranking reports are not necessarily obtained following the rules.

In order to obtain positions that make sense, it is essential to make use of SEO tools. Search engines take into account your profile, recently visited sites and other data to provide a ‘personalized SERP’. By using position tracking tools like semrush or ahrefs, you will get more accurate data, closer to reality.

Remember that positioning yourself on a single keyword is not a good strategy. You have to target several keywords and evaluate the visibility of your pages on the SERP compared to Adwords ads for example. By betting on several keywords, you bring more stability to your acquisition of traffic.

The engagement of the Internet users of your site

The engagement of the Internet users of a website makes it possible to understand their expectations and their way of navigating on your site. This criterion is difficult but essential to be taken into account in an SEO strategy. Here are some questions to ask yourself:

  • Which landing page the user got to reach the site? (The page where the user entered the site)
  • What is the bounce rate?
  • How long did the user stay on average?
  • How many pages does he visit?
  • Is the user a new visitor or a former visitor?

SEO does not stop with positioning on search engines. This expertise also involves thinking about navigation and the relevance of the traffic. The engagement of the end user during the navigation can make it possible to evaluate an SEO strategy.

Revenue or leads generated

Almost all websites have a business dimension to their goals. Generating profit by giving value is the name of the net game after all. In a hard currency or in qualified leads, the website must be at the service of your business and your sales.

By setting your goals on Google Analytics, it is possible to evaluate the revenue or leads generated via your website. SEO must provide qualified traffic through targeted queries and facilitate conversion through smooth navigation and engaging content.

As an SEO providers agency, we integrate the ‘Business’ dimension into our strategies in order to boost the return on investment in an SEO strategy. It is vital to evaluate a very large number of criteria to know the relevance of a strategy and make improvements. Consult with us!

How to optimize images for SEO

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How to take advantage of the traffic potential associated with searching images? Here are some tips to optimize images for SEO on your website. One of the SEO strategies that have been neglected is to optimize images for SEO. This era is over since the advent of Google’s universal search in 2007, resulting in the appearance of images and photos in the engines search results.

Since the birth of Google Image in 2001, image search is constantly growing on Google and other search engines. Google Image is the most complete image search on the Web. In 2015, 80% of Google search results display universal search with an image in 35% of cases.

Why should you optimize your images?
Getting a good position in the results with a sales image linked to your business is the assurance of acquiring qualified and potentially important traffic. For certain categories of websites, a good positioning of the images is essential today, it is the case for:

  • E-commerce sites,
  • Portfolios of artists, graphic designers,
  • The image banks,
  • Travel agencies and tourist sites,
  • Printers,
  • The web agencies,
  • The photographers, …

Here now the 8 tips to optimize images for SEO

These are 8 simple tips to implement (on WordPress in particular) to optimize the optimization of images on your website and acquire qualified traffic.

1 – The names of the images

Google cannot read an image, it’s up to you to indicate what is on your image or your photo. For example, if you want to reference photos of the Niagara falls, avoid image names like IMG19762.jpg and prefer Niagara-falls.jpg, admit that it will be easier for Google to position your photo with relevance by placing a few keywords in the file name. (avoid accents and prefer dashes for better interpretation of the file name by Google)

2 – The alternative text or tag ‘ALT’

The alternative text or attribute ‘ALT’ is a text read by the search engines, so it is essential to optimize the referencing of images. In addition to the name of the image, the tag ‘ALT’ also improves the SEO of your site since it allows to accommodate additional keywords that will be interpreted by the engines, be careful with keyword stuffing your image. Keywords placed in the ALT tag will replace the image if the browser can not display the image.

3 – The format and weight of images

Preferably use JPG, GIF and PNG formats even if some engines are able to read other formats. Also, specify the height and width of your image to tell search engines how big your image is. Ideally, the native size of your image should be the same as the display size. Doing so, this will reduce the weight of your images resulting in reduced loading time of your pages.

4 – The content and the context around the images

The context and content (including the caption and title of the image) on the page where the image to be referenced provides search engines with important information about your image.

For example, avoid embedding a business card picture in a kitchen recipe page, and send a confusing message to the search engines about the subject of the business-card.jpg image.

Search Console Help Center Guidelines: Make sure you place your images near a relevant text as much as possible. We also advise you to assign titles and descriptive captions to your images.

The environment of the page is therefore essential to optimize images for SEO purposes.

5 – The title of the image

The title of the image (title attribute) is a text that is displayed on mouseover. The information of this attribute has no effect on the SEO, it is against a plus in term of accessibility and user experience.

6 – A specific sitemap for images

Once all your images are optimized, you can submit a sitemap for images via the Google Search Console interface.

7 – The legend of the image

The legend of the image corresponds to the text displayed under the image. It does not bring any direct added value in terms of reference. It can be useful for the UX and brings content around the image, the legend helps to heal the context.

8 – The long description

Like the caption, the long description of your image is not read directly by Google. However, it is very useful for attachment pages. This is also a great SEO lever for portfolio sites or sites dedicated to photography.

In conclusion, and by following these simple tips, you can optimize images for SEO and improve your positioning. If the results are not there, an audit of your website will certainly highlight points of blocking.

To know more: the future in the search of the images will pass also by the quality of these, the progress of the engines will allow in the long run to identify a blurred photo!

Since 2017 Google Images has evolved, websites are no longer displayed in the background. Sessions from Google Images are no longer counted on Google Analytics.