SEO STRATEGY : all you need to know to be a perfect SEO Strategist

Find here all the information to understand Search Engine Optimization. If there are some very complete or synthetic works on web SEO,presenting in one page all the techniques to improve the positioning of its site on Google seems to us an interesting exercise for our readers.

You will find-therefore here a step-by-step method, that you can follow by using as support our software, dedicated to beginners as well as to experts in SEO (also called SEO: Search Engine Optimization).

If you do not have a website yet, you can set up the first tasks described below, and then consult our folder on the creation of a website. Be aware that you will save important savings by completing a website that has already been studied and designed for referencing.

Preparing your SEO

The first step, before starting, is to look at your market:

  • What products do you propose?
  • Who are your clients?
  • What terms can your customers type in Google to find your products and services?
  • More broadly, what Internet users can become customers when they surf online?

This is the famous step in search of keywords, sometimes also called “SEO plan”. You have to master this method perfectly to make your site referencing.

For example, a contractor who makes the rental of rooms will have to diversify his vocabulary widely to fit all requests from Internet users:

  • Rental of conference room
  • Rental of marriage room
  • Rental of the holiday room
  • Rental of entertainment room
  • etc…

To choose your keywords, you can help you with keyword suggestions, and with a little imagination and thinking you will easily find a wide list of strategic words.

 Realize the plan of its site “Thought for Referencing”

Even if you already have a website, working SEO will most often require rethinking its organization. You will need to create new pages, modify existing pages, and logically link these pages to each other.

Following the semantic cocoon method, including by Laurent Bourrelly, is essential to ensure good quality of your site’s referencing.

In a nutshell, this method is to:

  • Create a page for each key keyword. In our previous example, this means that it will take a page for “conference room rental”, a page for “wedding room rental”, etc.
  • Link pages dealing with the same subject in a logical way.
  • Do not link pages dealing with different topics.

The objective for a basic storefront site is to reach 40-60 pages. For a website e-commerce or any website with important ambitions, try to exceed the 200 pages is an interesting goal.


Drawing up well structured content

Within each of your pages, structurez your contents in several subtitleswith well-identified paragraphs. Always think of having a strong title,which gives you the desire to be read and allows you to understand thecontent of the page. This title must contain the keyword of the page inquestion.

Writing rich content semantically

For each of your pages, you will use the keywords of your “SEO plan”.You place your main keyword in the important areas for referencing (thefamous “hot zones”) and you will develop your semantic field throughoutthe content with secondary keywords, synonyms and relatedexpressions.

Creating links between your different pages while respecting strict logic

The links you are going to link between the pages of your site are studiedby Google and are of great importance for the referencing of your site.

To achieve your internal meshing (the setting up of internal links), youmust conduct the following reflection, for each page of your site:

  • Make a link to the top level page at the beginning of your content.
  • Make a link to each page of the same level, rather at the bottom of thecontent.
  • Link to each of the lower level pages throughout the content.Do not hesitate, for these links, to use links (anchors) containingkeywords. For example, if your page “How to make a good meal for yourfiancée” makes a link to your “Salmon Tartar Recipe” page, the link willbe available as follows: ” The first idea that flies for a dinner in love,especially through a beautiful summer evening, is to build on freshness.A salmon tartar (link) or a simple watermelon will make the case perfectlyfor a delicate and refreshing entry».

This internal mesh has been theorized in a very precise way by someway, who gave him the name “semantic cocoon”. An interesting theory,however, which must be applied with discernment so as not to fall into theautomation of links.

Optimizing the hot areas of pages

In order for Google to easily identify each of your pages, you must focuson 2 essential elements: the Title and H 1 tag.

The Title tag is a source code element that allows Google to display arelevant title in its search results. You can view it with the Optimizsoftware, which also tells you if it is well written.

When you browse a Google search results page (also called “SERP”), alllinks you can click to access the various pages are Title tags.

But beyond the need to have a sexy Title tag to attract clicks from users,it is important to note that the keywords located inside this tag areconsidered by Google to be particularly significant of the content of yourpage. In other words, to position you properly, you must include the mainkeyword of your page in the Title tag.

Below, the Title tag is “The Best Books on Referencing”. It contains themain keyword “books referencing” of the page to which it corresponds(page with as url:

Optimizing the hot areas of pages

In order for Google to easily identify each of your pages, you must focuson 2 essential elements: the Title and H 1 tag.

The Title tag is a source code element that allows Google to display arelevant title in its search results. You can view it with the Optimizsoftware, which also tells you if it is well written.

When you browse a Google search results page (also called “SERP”), alllinks you can click to access the various pages are Title tags.

But beyond the need to have a sexy Title tag to attract clicks from users,it is important to note that the keywords located inside this tag areconsidered by Google to be particularly significant of the content of yourpage. In other words, to position you properly, you must include the mainkeyword of your page in the Title tag.

Below, the Title tag is “The Best Books on Referencing”. It contains themain keyword “books referencing” of the page to which it corresponds(page with as url:

Attention to important page markers for referencing

Urls, description metadata, subtitles and Alt of images are markers that youalso need to treat, to the extent possible.

The metadata description

The description metadata is an essential page element. As the Title tag, it isa text that does not appear directly in the page but is used by Google as partof the search results display.

Unlike the Title tag, the keywords located inside the description metadataare not taken into account by Google as part of its classification algorithm.However, again, writing an attractive meta-description, containing a strongmarketing or marketing argument that gives you the ability to click, is key todistinguishing you from Google’s results.


Urls are the addresses of the pages. We see them at the top of thebrowser, in the navigation bar.

example url for referencement – Optimiz.

Managing Urls in complex or poorly constructed websites can be verycomplex. However, in most cases, it is sufficient to know that a goodURL is an explicit URL, which allows you to anticipate the content of thevisited page. For example:



Alt of images (alternate texts)

Alternative texts of images are a “hidden” element in the code.Alternative text allows the image to be given a description; taken intoaccount by search engines to find out what the image is. This isimportant to position a page on a given keyword, or an image in a GoogleImages search.


The content of a page must, ideally, be cut into several paragraphs. Eachparagraph must be preceded by a subtitle. For this purpose, eachsubheading must be labelled by “H 2”. The H 2 are the main subtitles ofone page. For “subtitles”, the H 3 will be used, and so on until H 6. Goodpage referencing is often linked to a proper structuring of its content.

Have relevant links to its website

To be properly referenced, your website must be “known” on the web. For Google, this reputation acquires with a central tool: links that other websites will make to your site. Specifically, whenever a website talks about you with a link allowing users to visit your site, your referencing improves.

What is a good link?

Not all links are worth it. A good link must meet several criteria among those described below (in order of importance):

  • Come from a website with the same theme as your own.


  • Come from a site with a good Page Rank. The Page Rank is a mathematical formula that allows Google to measure the notoriety of a web site. The more you get links from the sites to the Good Page rank, the more your own Rank page will increase.


  • Do not be reciprocal: when you get a link from a given website, arrange for not to link to this site. This may indeed go for an “agreement” and thus degrade the quality of the link received.
  • Be consistent from the point of view of its anchor“. The link anchor refers to the text on which you must click to access the page on which it is pointing. It is very important to vary these anchors as much as possible, at the risk of serious Google sanctions. Discover our file on Google Penguin in particular.
  • Not to be obtained by excessive «lot»: getting a large number of links at once, and then getting none of them in a literal period, can seriously damage the impact of your link campaign. Better is a link “by here” than a large volume of links at a stroke.
  • Number of outgoing links already on the page: plus a page makes links to other sites, less each of these sites receives from Page Rank. It is therefore not useful to receive a link from a page with a large number of outgoing links.

How to get links?

This question is the biggest question on which all the amateurs amateurs and professionals cross. There are several ways to obtain links. There is no miracles on this side: The more the technique is in place, the less the effects on your referencing will be consistent. The most rependues techniques are as follows (from the least effective to the most effective):

  • Registration of your site in directories. This practice is now almost obsolete.
  • Publication of articles in websites dedicated to referencing (e. g. press releases). This technique is also endangered.
  • Exchange of reciprocal links: you link to a given website; and get one in exchange. Although it has also lived, this technique still remains fairly rependue and retains some efficiency, provided that it is carried out sparingly.
  • Exchange of triangular links: more evolved than reciprocal link exchange, this approach consists of making a link to a website owned by your partner, and to receive a link from another site belonging to your partner too.
  • The blogging client certainly represents the best ratio of time/effectiveness. The blogging artist consists of contacting people with a website or blog in your theme, and convincing him to publish a content inside which you can slide one or two links. This technique requires a little preparation but can have excellent results.
  • The Link Ninja: This exotic expression refers to the fact that “to fetch” links one by one is “malignant”: for example, use a forum discussion where you can provide information on your site by inserting a link. The publication of comments in blog articles is also a solution provided that they are “in the spirit” and provide high value added information.
  • Linkbaiting means simply setting up, on your website, content that will be so interested in Internet users that they will make links to your site without being asked. Check our folder on the Linkbaiting for more information.

Avoiding sanctions from Google

In order to prevent the algorithme from manipulating his algorithm, Google has put in place a policy of sanctions in respect of practices considered to be non-compliant for webmasters.

  • Google Panda: This penalty concerns a small number of websites but represents a formidable danger, so it is difficult to get rid of it. Many of the sites hit by Panda had to close their doors.
  • Google Penguin: This penalty is much more rependue than Panda, but also less serious. It never punishes a site by entering, but only a specific page on a key expression too worked. To avoid this, you can use Optimiz. me, which warns you when your relationship policy becomes too dangerous.
  • Manual penality: If you get links from “low quality” sites, low quality; and you have a seemingly low quality strategy, manual sanction can be imposed by Google’s Search Quality Team. Unfortunately, this may happen due to a campaign of “SEO negative”; this means putting in place bad quality links to your site without your knowledge, by a competitor, for example…

Analyzing results and making the right decisions

Track your positions on Google

To have an idea of improving your referencing, you need to “monitorer”, i. e. follow the positions that your keywords occupy in Google. Optimiz. Allow me to follow this follow up very simply.

Tracking your traffic

Google Analytics must become your best friend. We regularly organize training courses that provide a good level of analysis.

Use Google webmaster tools

If a manual penalty is imposed on you, webmasters tools will be the only way to communicate with the “Googler” (employees of Google) who took the decision to penalize you. But webmasters tools are also a great tool to manage catalogues or to view some key words that generated traffic to your site.

Managing complex problems of indexing

Your site’s access to Google may be complicated if you have a large number of pages. It is then useful to know the brakes in the referencing: bloquantes technologies, non-indexable URL, duplicated content… there are many points of vigilance.

For pus knowledge, you can consult our complete guide to referencing. Beginners as well as experienced will find a real wealth of information, with a single word of order: think carefully about the web site.

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