Definition of Search Engine Optimization
SEO (Search Engine Optimization) is the art of optimizing a web project andits environment for search engines (Google, Bing, Yahoo…). Morecommonly known as natural referencing, its goal is to increase the quality,understanding, but above all visibility of a website within the searchengines’results.
Generally, the SEO is only the amount of optimizations on the site (on-site)and outside the site (off site). Then only engines decide whether or not to besufficiently visible in their results. Of course, there are a number of things todo about these optimizations, such as audits, monitoring, planning, etc.
Referencing is therefore a particular science in the sense that its use onlyinduce the engines (or rather their algorithms) to position us, index and/orevaluate properly.
Note that the natural referencing is not only the fact of being referenced (inthe sense classified or indexed) within the results, this being purely alanguage of language.
SEO is the acronym of Search Engine Optimization and can be definedas the art of positioning a site, web page or application in the first naturalresults of search engines. If possible, the position obtained must be onthe first page, because most of the requests are the only page consulted.In French, SEO is designated by the term natural referencing.
In the French and Western context, SEO is essentially to “paste“ the“requirements“ and operating modes of Google, which ranges from 75%to over 90% of the country‘s research requests. The position in theSERPs is obtained from the relevance score assigned to the page by thesearch engine algorithm on a given query. It is not the result of a paymentmade to the search engine contrary to what happens with the use ofcommercial links. The SEO is with commercial links (SEA) the two maincomponents of search engine (SEM = SEO + SEA).
Several hundred criteria are taken into account by Google‘s algorithm.These criteria vary in time according to changes in the algorithm andfilters of Google. They also vary depending on the context and nature ofthe search (local request, image request, current request, etc.). The SEOis thus now declined in local SEO, SEO video, SEO of images, newsSEO, etc. We also talk about SEO blackhat, when practices arequestionable and/or contrary to Google recommendations.
The main areas of the natural or SEO are:
– Technical or infrastructure elements (domain name, crawl optimization,code compliance, etc.)
– Content optimization elements of pages (on SEO page)
– Development and optimization of external links (backlinks)
The SEO Moz agency quite rightly illustrates these componentsby the expression of “10/30/60“ of SEO (10% technical, 30% content and60% popularity in the form of backlinks).
Ideally, the SEO approach must be conducted upstream of the launch ofa website. For sites already in place, it usually follows an SEO audit.
Mastery of SEO requires technical and marketing skills and continuoustracking activity to cope with the constant evolution of algorithms. Itobviously includes many technical aspects, but the role of the strategyand the “good ideas“ SEO should not be underestimated. Within themajor merchant sites, SEO teams work closely with the ISD. Theoptimization of natural referencing can also be taken into account byexperts or specialized agencies.
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