Long-term positioning of your website in search engines!
Are professional SEO services still a mystery to you? Here are 21 questions and answers to help you learn everything there is to know about your website’s optimization!
Search Engine Optimization (or SEO), is a combination of methods and techniques whose aim is to position your website’s pages within the first few results search engines (particularly Google, but also Bing, Yahoo and the like) display for a query.
Marketing SEO services allow the pages in question to gain better visibility by applying a series of ‘rules’ enacted by search engines.
Because there exist over 1 billion websites on the Internet and Google has indexed some 30,000 billion pages thus far.
When an Internet user initiates a web search, the only way to make a page visible to them is to optimize it by applying the search engine’s rules. Your website may be the most beautiful in the world, without the help of professional SEO services, it is very likely to remain completely invisible.
Professional SEO services aim to attract quality traffic to your web pages, which may then be converted into potential customers.
Thus, the best SEO services know how to provide excellent solutions to capture the attention of those who are truly interested in the services or products you offer.
This traffic generated by Google-based optimization is particularly long-lasting. Contrary to a traditional marketing campaign, whose effects stop the moment you are no longer injecting money, SEO continues to draw traffic (and to produce ROI) even when you are no longer working to strengthen it.
Organic Search Engine Optimization, as the name indicates, aims to influence the ranking of web pages in ‘organic’ search results or in the SERP’s (Search Engine Result Pages) ‘organic links’.
When using professional SEO services, ranking is obtained without having to pay a search engine, as Search Engine Advertising (SEA) requires.
The latter consists in purchasing keywords to place ‘sponsored links’ at the very top of the SERP, by launching a Google AdWords campaign, for instance.
Because Google is the most widely used search engine in the world. Its search market share hovers between 75% and 95% depending on the country: in France, over 93% of Internet users mainly rely on this search engine (87.5% in the UK and 93.2% in the US).
The best SEO services therefore give your web pages every chance to be made visible to Internet users.
93% of UK users rely on Google for their web queries.
Google indexes billions of pages daily and ranks them to put them in the most relevant position in its results. Before being indexed, the pages are ‘crawled’: this is what Google’s robots do when they explore web pages.
If all the conditions are met, the page is then indexed – saved to Google’s database. It will eventually be ranked in the search results.
PageRank (Google’s algorithm) positions pages based on user queries. For example, if one searches for ‘professional SEO services’ on Google, the pages that best correspond to their request will be displayed.
To decide which pages are relevant and which are not, Google relies on several hundreds of criteria: professional SEO services allow your website to benefit from these criteria rather than to suffer from them.
With over 200 optimization criteria, the best SEO services require know-how, experience … and time!
Professional SEO services create an optimization strategy for your website that will only provide results in the long term: between SEO auditing, defining the action plan, setting up, working on the pages, publishing content and net linking, it takes an average of 6 months to start seeing measurable benefits. Following this initial phase, the effects are long-lasting.
Search engine optimization could be compared to a diesel engine: the best SEO services need a long run-up period but are efficient in the long run!
Optimizing your website’s SEO requires many levers (over 200) to be pulled which correspond to the criteria put in place by Google.
To help webmasters get started, a Search Engine Optimization (SEO) Starter Guide is made available by the search engine – but don’t expect to find all the secrets of a successful optimization campaign there! It is mostly a base on which to build.
On-site SEO relies on all the elements pertaining to the web pages themselves:
These elements impact a page’s SEO more or less significantly, but they all contribute to its successful indexing and/or to better visibility.
Off-site SEO, also called Link Building or SEO backlinks, has to do with the elements that are external to a web page:
The main driving force behind Google off-page SEO is quality: it is easier for a page to get inbound links and thereby see its popularity soar if Internet users like the page in question; 10 backlinks from a handful of influential sites are worth more than 100 from websites with a poor reputation, etc. Which is why professional SEO services focus on quality versus quantity.
Choosing the right keywords depends on your industry as well as your requirements.
Companies that provide professional SEO services select your keywords based on their popularity (the number of times Internet users have searched for them) and their competitiveness.
If good rankings are difficult to obtain for generic keywords in some industries (for example ‘SEO agency’), the best SEO services prefer to rely on ‘long tail’ keywords, which may be easier to optimize – and generate higher quality traffic.
There are many tools to help you choose your keywords, such as Google’s Keyword Planner.
‘Long-tail’ keywords are key phrases which contain over 4 or 5 words. They allow pages to be ranked for more specific and qualifying searches, such as ‘professional SEO services located in London’ rather than ‘SEO services’.
These more specific keywords are less popular, but also less competitive, which allows pages using them to rank better; besides, they show a better conversion rate.
It is worth noting that voice search, which is very trendy, favours ‘long-tail’ searches.
Google-specific SEO marketing services are therefore recommended.
‘Long-tail SEO’ creates 80% more traffic and better-quality traffic.
HOW DO GOOGLE UPDATES WORK?
Google’s algorithms are programmed to offer users the most relevant results. To that end, they are constantly evolving with every Google update. Some are minor (mobile compatibility, https protocol) and do not wreak havoc on website rankings. Others are considered major because they modify Google search engine optimization and ranking criteria significantly. For instance:
These algorithms not only check for SEO relevance, but also penalize websites that use Black Hat SEO techniques.
Google penalties in search engine optimization derive from algorithm updates. The Penguin penalty, for instance is a filter that punishes websites where poor quality backlinks are published.
The Panda penalty takes on websites whose content doesn’t comply with quality standards (typically keyword lists).
These penalties are not entirely dictated by algorithms: they can also be inflicted manually by Google’s engineers.
In the blink of an eye, a website can go from ranking first in the SERP to plummeting all the way down to the 20th page! In its Webmaster Guidelines, Google lists the techniques which should be avoided to prevent a website from being penalized.
How can you know whether your website or some of your pages were penalized because of Black Hat Google SEO? You may learn about it:
The cost of a website optimization may depend on various factors (industry, specific needs, competitiveness, goals, website’s size). The necessary budget can only be determined once an in-depth analysis taking all these factors into account has been carried out. With that said, professional SEO services for a small business average €15,000 per year and reach several thousand euros monthly for larger accounts.
An SEO audit is a compulsory prerequisite to any search engine optimization strategy: it is used to determine the best SEO services and plans of action based on many variables which all depend on your professional activities and individual website. Among other elements, an SEO audit analyses:
An SEO audit relies on a set of tools specific to the technical issues at hand, but professional SEO services should always include a well-defined strategy provided by the SEO consultant.
There is no such thing as general SEO, no secret formula for the best SEO services can be applied to all websites indistinctly. Search engine optimization audits are the only way to build an appropriate strategy.
Since marketing SEO services aim to improve a website’s visibility and to increase its traffic, being able to analyse the volume of said traffic is essential. It is a mandatory condition without which it is impossible to assess the efficiency of your SEO campaigns and to correct possible issues. Among the main monitoring indicators are:
Many tools are available to help you measure your traffic, such as Google Analytics.
A variation of professional SEO services, local SEO positions a website to respond to a localized search, which usually comes with the name of a city. For example, ‘best SEO services in London’.
The aim is to reach local customers at the exact moment when they search for information regarding a service or product.
Keeping in mind that 25% of overall Google searches are local in nature and that 88% of local searches done on a smartphone lead to an action (phone call, physical visit) within the next 24 hours.
The best SEO services are provided by those who possess an in-depth knowledge of the ever-evolving list of criteria search engines enforce.
Unless your company houses a dedicated SEO team, calling upon professional SEO services (such as those provided by an SEO agency) guarantees a more efficient and more affordable SEO strategy.
Do you wish to work on developing your search engine optimization internationally to reach an ever-expanding audience? Here is what you need to do to succeed:
Search Engine Optimization (or SEO) is a set of methods and techniques. Professional SEO services aim to rank your web pages within the first few natural results in search engines.
According to Google, the first results may be observed 4 to 12 months after the start of an SEO campaign. To consolidate your rankings, SEO must be seen as a very long-term investment.
The cost of an SEO strategy varies based on the project scope as well as competitiveness within your niche and for your keywords. An average of €15,000 per year should be expected for a small business.