Guide To Search Engine Optimization (SEO)

As Google adapts to mobile and refers more traffic to mobile versions of sites, having a mobile friendly website is essential. Another key factor in the eyes of Google’s algorithm is related to the user experience. This refers to the loading time of the page because slower pages typically have a higher bounce rate and average time spent on the page is lower.

More than 200 factors are taken into account in organic positioning. To understand search engine optimization (SEO), it is essential to know the main factors use to determine site ranking.

Several categories of ranking factors can be distinguished. Thus, a first distinction can be made between on-page and other off-page factors. On-page SEO refers to the good practices of site publishers that ensure their content is easily discovered and indexed by search engines. Conversely, off-page optimization refers to SEO strategies affecting the site as a whole and its links to other sites.

Another distinction can be made between technical and content factors. Google does not communicate the details of its algorithms but some optimization factors have more importance than others. Hence, site owners and organization, such as OMG Machines place emphasis on this aspect.

Algorithms

Search engines, such as Google deploy new algorithms on a regular basis with the aim to improve user experience and the quality of pages featured on search engine results pages (SERPs).

The algorithm Google Hummingbird was released in September 2013. It was designed to better understand the intentions of the user, especially when it comes to “long-tail” queries (several words), in order to display relevant results according to the user’s content needs.

Link authority

Backlinks with a quality profile (reputable sites, institutional or having a good profile of backlinks) carry more weight in the eyes of Google. Link authority is one of the most important SEO factors. A link to a site with authority is better than a hundred poor quality links, the latter may even attract penalties from the search engines. Some of the good examples of authoritative sites include government, educational and corporate websites.

Anchor text

Anchor text is visible and clickable text in a link. The words contained in anchor texts of backlinks pointing to a site are taken into account in the positioning of a site on Google. The logic behind this is that incoming links to a site should come from web pages dealing with similar topics, which is reflected in the anchor texts. In addition, for Google, the diversity of anchor text types backlinks (generic text, thematic text, brand name, URL, etc.) is synonymous with quality and relevance.

Relevance of content and originality

Search engines highlight web pages that bring the most value to users according to search relevance. When you want to rank well on Google, you must provide original and relevant content.

Length of content

The length of the content on web pages is a referencing criteria on in the eyes of Google. However, the ideal length of the content can vary enormously from one industry to another. The best way to get an idea of the length of the content to be produced is therefore to make a study of the competition on the keywords you are targeting. One thousand words is a good minimum.

Additional considerations

To ensure good visibility, it is important to regularly update social media content and encourage dialogue with users. The characteristics of social media are particularly suited to improving the after-sales service of a company. Many companies such as Dell use their Twitter account to respond directly to customer requests for their products. This social media application quickly disarms potential conflicts and provides responses to disgruntled customers.

It also helps to better understand customer queries and gives businesses the opportunity to improve products and services based on this information. It is vital for this kind of service to respond quickly and constructively to satisfy the customer and show that you are addressing concerns.

One can wonder about the risk of the transparency of an after-sales service on the social media because the complaints or requests are in the sight of everyone. In reality, this transparency has a positive effect on the image of the company because it shows that you are keen to meet the demands of your customers.

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