What is SEO?

Referencing, also called SEO for Search Engine Optimization, is all the efforts made to better position a site or a web page in search engine results. SEO can be worked at three levels: optimizing the content of the page, optimizing links pointing to the page and technical elements.

The algorithms of the major search engines are kept secret. However, many studies have allowed SEO experts to determine which elements are among the positioning criteria. Thus, it is possible to optimize a site or web page so that it ranks higher in the positions.

The first step in SEO work is the SEO audit in order to obtain an overall picture of the situation of a site or a web page. Then, the second step will be to choose the keywords to work on. The SEO efforts made next will depend on the audit and the needs of the business.

Content optimization (on-page SEO)

On-page content optimization is the process of tweaking the titles, text, images, and other elements on a page to make it more relevant for certain keywords.

Link optimization (link building)

Linkbuilding is a very important step to improve the position of a website in the results. Google has also confirmed that links are among the three most important criteria of its algorithm.

Technical elements

The technical elements correspond to the very structure of the website, the domain name, the redirections, the code used, the directives for the robots and any other technical element that may have an impact on SEO.

Natural referencing and paid referencing

It should be noted that referencing refers to the term natural referencing. Many businesses will also use what is called paid search, which is buying cost-per-click ads to appear in results for certain keywords. This is particularly what is offered with Google AdWords and Bing Ads.