SEO (Search Engine Optimisation) means optimizing your website so that it will be correctly identified and presented by Google (or any other search engine) when someone types a request in a search engine.
If you want your website's SEO to be on top, you have to make sure you follow some important steps. We summed them up for you in this guide:
1. Know your keywords
When you want to search something on Google, you type your request in the nav bar, using keywords.
Google classifies all pages of all existing websites based on their relevance according to specific requests. In order to do so, Google analyses every page of your website and and looks for keywords.
- where in the page are the keywords located?
- how often are they repeated?
It is essential to know precisely on which keywords you want your website to rank, and this applies for every page of your website.
What is my website's purpose?
Ideally, each page of your website needs to focus one one specific goal (one page = one goal). It means that on each page, you'll use keywords relevant to this specific goal, instead of mixing all kind of keywords on the same page. By using specific keywords on each page, your website will be more efficient.
How can I find relevant keywords for my website?
Read our tutorial, and you'll know how to find good keywords step by step!
Write down the list of keywords for your website
By searching keywords that apply to your company as a whole, and keywords that are specific to each single page of your site, you'll end up with a lo,g list of keywords. This is the lexical field that you'll use on your site. Make sure to save it somewhere, you'll use it whenever you add pages to your site and write content for it.
2. Use your keywords in your website
Google (and so do the other search engines) is presenting in its search results pages that, according to its algorithm, are best suited to bring a relevant answer to user's request.
In order to do so, Google has analyzed all pages of your website. To have a chance to appear among the search results, you'll have to use and repeat your keywords in specific places of your webpages.
Your keywords need to be present in:
- The meta title and meta description of each page. It's very important, as these elements explain what the page is about. Google expects you to use keywords that make it easy to understand the goal of the webpage.
- The titles and subtitles of your page. It's a bit like the titles in the article of a newspaper or magazine: just by reading them, the reader needs to understand the topic of the text.
- The beginning of a paragraph: using keywords in the beginning of a paragraph helps Google make sure it correctly identified the topic of the page. Of course you shouldn't write for Google, but for the human beings who'll visit your website ;) However, it's important to take Google's expectations into account.
- The images : it's important to give your pictures a name that includes a keyword (and not something like pic123407.png)!
By using your keywords like this on every page of your website, Google is able to understand the topic of your pages. The search engine can then present your site among the search results when a user sends a request.
- How to do it on Orson? Read the tutorial "how to use my keywords"
3. Offer your visitors useful information and quality content
Bring interesting content
The more pages your website has, and the more precise these pages are (remember, one page = one goal), the better your SEO!
- You are selling many different products? Create one page per product, in order to boost the visibility of each product. Don't mix several product descriptions on the same page.
- You have several shops? Produce specific content for each shop in order to boost your local SEO: it's becoming increasingly important for Google.
- You have specific skills, then launch a blog in order to bring specific information and knowledge about themes linked to your business. We'll get back to the tips to create an efficient blog in chapter 4 of this guide.
All these types of content will enrich your website, as each page belongs to the same domain.
This is why we advice you to avoid using different domain names: if you create a blog, make sure it's on the same domain as your main site, so that the domain will benefit from the blog's SEO performance.
Keep in mind that if you use different domains, it means you'll have have to boost the SEO for each domain separately... Using a subdomain is a better solution. Don't hesitate to ask us for advice on the livechat.
Make you website easy to read
We all tend to read very quickly on the internet and if we don't find straight away the info we're looking for, we leave the current webpage and search elsewhere, on a different website. This means you only have a few seconds to provide the visitor with relevant information!
This doesn't mean your texts have to be short and and with poor vocabulary. It's actually the other way round: wide vocabulary and good syntax are a big plus for your SEO!
But make sure to keep your visitors' attention by using:
- titles and subtitles (they are easy and quick to read)
- high quality pictures
- bold type, to bring attention to specific words (ideally your keywords)
- internal links (or sometimes links towards different sites), to bring additional info
4. Make sure your content is up-to-date
Google takes into account if your website has regularly new content: it's a sign that the website is up-to-date and it will be boosted in the search results.
A visitor doesn't search for a website as a whole, but is looking for specific informations such as: product prices ; opening hours ; product info ; phone number... These informations are present on your website and they need to be up-to-date!
It seems obvious, however many websites are not updated once they are launched. They quickly become out-of-date, since:
- your company is evolving (you might have new products, a different pricing, new clients...)
- your competitors are evolving too
- technology is evolving: think how quickly mobile search appeared! 10 years ago mobile internet was almost non existent, now it represents more than 50% of global trafic
- communication tools are evolving too: think about various social networks that appeared and disappeared in the past decade
A blog will be useful to your website, as it will help you post fresh content on a regular basis and bring quality information on topics linked to your business.
By showing your skills and expertise on various topics, your company will seem more trustworthy. Besides, when you write an article, you'll use keywords... and boost your SEO!
How often should you post articles? At least several times a month, if possible several times a week, to make your blog seem fresh and interesting.
- How to do it on Orson? Read the tutorial "How to create a blog"
5. Promote your business and your website on social networks
SEO is a process that requires creating, presenting and animating relevant information.
Using social networks will bring exposure to your company, and as a result help you promote your website. All the work you've done previously will now make sense: if visitors like your blog, they'll share your articles with their network and follow your company.
If your articles are widely shared by influent people or organisations, it will bring trafic to your site and boost your SEO.
- How to do it on Orson? Read the the tutorial "How to connect social networks to my site"