Methods to position your site well in search engines and improve your SEO

Did you know that less than 20% of Internet users search beyond the first page on Google? In other words, more than 80% are limited to the first page. Isn’t this a good reason to act to hope to position your site well in the search engines!

To position your site well in search engines, you will have to rely on SEO techniques . There are two types; so-called “Natural” referencing or SEO (Search Engine Optimization) and paid referencing or SEA (Search Engine Advertising).

In this article, we are going to talk about natural referencing, which we will later compare to paid referencing. To define it, let’s say that natural referencing is the set of techniques consisting in improving the positioning, the ranking of a content / website in the search results. We are talking about Google , Bing , Qwant , Yandex , etc.

How does the search engine work?

Before getting fully into the subject of how to position your website well, let’s take a quick look at how search engines work. Apart from Google, there are other search engines, although it remains the undisputed leader in the sector.

Whether it’s Bing , Yahoo , Qwant , Yandex or DuckDuckGo , they all work on the same principle, and that in a number of steps. Here are the steps in question:

Crawling

Crawling is the step by which search engine robots browse a website in order to learn about its pages. The robots are then said to crawl or crawl the site one URL after another.

Indexing

After crawling a site, the agents (robots) transmit the site information to the database (index) of the search engine. Content already indexed is updated and unindexed content is then stored in the search engine’s index.

At this time, your website, your content becomes findable in the results of the search engine, the SERP (Search Engine Result Page). This is the first step in your positioning, but all the work remains in front of you. Since there should be no question of confusing indexing and referencing, no way.

As soon as a website, an article or any other content is taken into account by a search engine, it is said to be indexed. However, even entering all possible queries, it might not be offered to you in the results. This is where SEO comes into play.

If you’re worried about not knowing whether your content is indexed or not, there’s a simple technique to find out. Open the search engine, type “  site:yoursite.com  ” and launch the search. For example “  site:webajour.net  ”.

This will show you all the pages, articles of your website already indexed by the search engine. If your domain is “  .net” , “  .org” , “  .info” , etc. so enter it like this.

So before thinking about positioning your site well in search engines, make sure it is indexed. The indexing time of a site, of a content depends on a certain number of factors. The older, active and well-optimized your site is, the faster its content will be indexed.

In a few months, I saw the indexing time of one of my sites go from several days/weeks to a few hours. It may not be the best optimized site on the internet, but it’s just a matter of work and time.

Content Comparison and Ranking

After having crawled and indexed several contents, search engine algorithms proceed to the comparison with thousands, millions of other existing contents in their indexes. This comparison is based on several criteria, from the quality of the content to the loading speed, including the notoriety of the site. A whole bunch of criteria then.

Finally, the content deemed most relevant, more likely to respond to the user’s request is displayed. And this according to the order of relevance evaluated by the algorithms of the search engine.

Now let’s see the techniques to apply to position your site well in the search engines.

Choose good keywords to position your site well in search engines

A good keyword, good SEO techniques and most of the work is done. The right choice of keywords is the basis of good positioning in search engines. This is also where you will often have the most difficulty, given the possible stiffness of the competition that you will have to face.

How to choose a good keyword for the content of the site?

Speaking of keywords, know that there are two types. There are long tail keywords and short tail keywords . Long tail keywords are those with more than 3 words, they are more targeted and often less competitive keywords.

Short tail keywords have less than 3 words, usually two. These are keywords that return more varied results. Such keywords are very competitive and should be avoided, especially if your website is “new”.

Only websites with more notoriety can afford the use of this type of keywords, since their notoriety gives them considerable advantages with search engines.

Imagine that you want to position yourself on a search concerning weight loss. By using the keyword ”  weight loss  “, you take a huge risk of never seeing your content appear, even in the first 100 results.

Remember, TOO FEW users will go beyond the first page, and the first page rarely contains more than 10 results. In addition, such keywords are often purchased (paid search), which would leave you practically no chance.

Imagine the same case differently. Let’s say that for the same search intent, you use one of the following keywords: ”  Quick Weight Loss Exercises  “, or ”  Quick Weight Loss Recipes  ” or ”  Easy Weight Loss Techniques  “.

With these keywords you are also taking a risk but in a positive way. In fact, your content will be more likely to appear on the first page of the search engine if a user launches such a request. But for that, it will have to be very well optimized.

As you will have understood, a good choice of keyword is very decisive if you want to position your site well in the search engines. Long or short tail, opt for keywords likely to be searched by Internet users. Posting content for which you will be the only visitor is absolutely useless.

To help you do this, there are tools to help you choose keywords. Among them Google Trends , Google KeywordPlanner or Google AdWords . There are other paid as free, but you can also use the search engine. Do a search on the chosen keyword and analyze the results.

Choosing good titles for site content

Here is another important point to pay attention to if you want to position your site well in search engines. The title is the very first thing a user will see, before they can learn anything else about your content.

But before seeing Internet users, let’s see search engines. The latter pay particular attention to the title. That is to say its length, its link with the keyword or also its link with the content.

Choose titles that reflect their content well and that contain enough words to properly inform search engines. In addition to that, they should contain your keywords. This is surely one of the important details that search engines take into account to position your website well.

Use attractive titles that do not deviate from their content. Not fanciful titles, the robots will realize it sooner or later, the Net surfers too. And reached this level, you will have doubly lost your credibility; user side and search engine side.

The use of misleading titles is one of the methods used by some not very credible webmasters to attract traffic by deceiving users and search engine crawlers. But the results are short-lived and the consequences quite heavy. Avoid this if you want to create a sustainable website.

Optimize content to position your site well in search engines

This is to pay attention to the writing, the structure of the pages, the number of times your keyword comes up, etc. The motto here is ”  Content is King  ” .

When creating content, avoid duplicating (plagiarizing) content that already exists elsewhere. When the crawlers realize this, they will penalize your site in a very considerable way. The paradox here is that sometimes plagiarists find themselves better positioned than the content owners themselves.

Given the complexity of the algorithms used by search engine robots, I am not able to explain to you the reason for this. What I would ask you is not to go down this road. Write your own content or draw inspiration from existing ones, without plagiarizing them, by bringing added value. Have your words, your editorial style, in short: be original .

Another detail to take into account, to position your site well in search engines, is the frequency of the keyword in the content. Highlight your keyword more often. When writing content, make sure to repeat the keywords, without overusing them.

If you over-optimize, Internet users will notice it, robots too. When creating content, make sure to appeal to users (user experience) and bots at the same time . If you use WordPress, tools like Yoast SEO can track content optimization in real time.

As a recommendation, make sure to use your keyword at least 5 times for 800 word content, at least 8 times for 1000 or 1100 word content. You can also do more, once every 100 words for example, but don’t overdo it. Especially not.

Structure the text

To position your site well in the search engines, also think about structuring your texts well by making them readable, as much as possible. Space out your paragraphs, use hierarchical headings. The use of hierarchical titles offers a double advantage; the comprehension of the content by the users and its comprehension by the robots.

These titles make your content more visible in search engines, especially if some of them contain your keyword. For content with 4 hierarchical titles, make sure to use your keyword (in your titles) once, twice at most.

Structuring the website, optimizing meta tags

Talking about the structure of the website, we see the pages, categories, tags, etc. A well-structured website will be easily exploitable by users as well as search engine robots. Remember to structure it well, delete pages and other unnecessary content.

Other important elements here are the meta tags and the HTML code of the site. Search engines attach great importance to this. These are therefore elements that you cannot ignore and claim to want to position your site well in the search engines. There are a number of Meta tags.

  1. The Meta title tag : it describes the content in the search engine and in the browser tab. It is different from the page title, but can contain the same text. Since it is visible in the search engine, it must be relevant for search engines and for Internet users.
  2. The Meta description tag : this is the paragraph or sentence visible in the search engine, below the title. Add a simple, brief description of the content. Even if this part of the work is aimed more at the interest of visitors than that of search engines.

Also don’t forget the keyword meta tag and image alt attributes for alt text.

Create internal links, obtain external links to position your site well in search engines

The creation of internal links (internal linking ) consists of integrating, in some of your content, links to other content on your website. You will wonder what it would be used for! This operation offers two advantages.

First, it allows users to explore your website by jumping from one URL to another. Then it facilitates the Crawling (exploration) of search engine robots.

To position your site well in search engines, remember to insert internal links in your content from time to time. Above all, be sure to insert them in a completely natural way by using relevant anchor texts.

As for external links, these are those inserted into the content of other websites and pointing to yours. These links are a very good way to improve the referencing of a site. Especially if they come from websites with more notoriety and a very good reputation with search engines.

Some site owners offer the sale of external links, unfortunately most often at exorbitant prices. In addition, it is a practice that search engines could sanction if it is badly done or if the links obtained come from spammy websites .

The easiest way to get links pointing to your site is to communicate with other webmasters. Offer them the exchange of links or the writing of guest articles on their sites.

Incoming links allow search engines to position your site well in their results, but they should not be abused either. Otherwise sooner or later it will penalize your SEO.

Make the site known on social networks

Apart from search engines, social networks are the other main source of traffic. Do not limit yourself to the publication of content, also bet on sharing through social networks, especially if your site is not well known enough. Personally, I don’t use this technique much.

Social networks, some sites can do without it, those attracting a lot of visitors via organic traffic. But you can use it to try to position your site well in search engines.

The more content is shared on social networks, the more search engines will tend to put it up in the results since they deem it relevant. But beware : Google does not always look favorably on traffic from social networks, Facebook more specifically.

Create pages on the social networks of your choice, on which you can share the contents of your site from time to time. Don’t forget to put share buttons above and/or below each of your pages. For visitors who want it, this makes it very easy to share content.

Improve the loading speed of your pages to position your site well in the SERPs

Today many users hate slowness, search engines too. Pages loading too slowly discourage robots during crawling and make them waste a lot of time, a lot of resources.

Apart from robots, users also tire too quickly of slow sites. You can attract traffic, but if your pages load too slowly, it would be difficult for you to keep that traffic. Afterwards, users will leave your pages too quickly and your bounce rate will increase. Which is not good for SEO.

To hope to position your site well in the search engines, think about making your pages load faster. But how? To do this, there are certain techniques. One of them is to use images that are less heavy (in capacity).

We are sometimes obsessed with quality and often tempted to use higher resolution images, OK. But the images (of large size) that you use contribute in a very significant way to weighing down your pages. Opt for images that are small in size but of relatively good quality.

On WordPress, there are tools ( WP Smush it , for example) to compress images. It compresses them before they are used and without affecting their quality. You can also compress them locally on your computer with tools such as Adobe Photoshop .

To improve the loading speed of your pages, you can also use Caching tools . Besides all this, the loading speed of your website will also depend on the quality of your hosting. So opt for a web host likely to suitably meet your hosting needs.

Natural referencing vs paid referencing: SEO vs SEA

A good natural referencing offers qualified traffic and the results are sustainable over time. Unfortunately SEO requires patience and usually takes months to show results. When the job is done well.

And apart from that, the keywords in certain areas are very coveted leaving no chance for those betting on natural referencing. In addition, the positioning strongly depends on the level of competition in the field concerned. These are some of the limitations of natural referencing.

Paid referencing or SEA (Search Engine Advertising), how does it work?

Paid SEO on Google

With this type of referencing, it is a question of paying to be well positioned on a specific keyword. Search engines like Google or Bing offer advertising campaigns. It’s about choosing keywords of your choice and paying to position your site on these keywords.

Natural or paid referencing, you can combine the two to position your site well in search engines. Especially if you have products or services to promote without wanting to waste time. Some activities/businesses don’t like to wait.

But before paying for SEO, first think about optimizing your pages. It is a way to support paid referencing on natural referencing. So that one day, if you are no longer able to pay for advertising campaigns, you can benefit from organic traffic.

Position your site well in search engines: Remember that

As you read these lines, there are over a billion sites on the web. This bar was crossed in 2014. Which means that many, if not all, webmasters are looking for how to optimize, how to position their sites well in search engines.

And if each of them applied the right SEO techniques, with over a billion sites, what would be the purpose? Whatever the answer, one thing is certain: there will never be two first results in a search engine. There will always be one.

And you, whether there are 1 or 10 billion sites, your goal is to go up perhaps not first, but among the first search results. And so the number of sites on the web should not worry or scare you. Fortunately also that there are several domains and local requests.

So remember that to position your site well in the search engines and sustainably, you will have to work constantly. Your competitors won’t let you take the top spot in the SERPs idly by, at least not. They will rework their content again and again, AND SO CAN YOU .

To gain the trust of search engines, also avoid bad practices, such as manipulating links to deceive robots. Remember that a single ill-intentioned gesture could bring you down rankings and make you lose the progress of several months/years of work.

I have seen sites go from 4000 unique visitors per day to less than 10! So be careful, especially since once lost, the confidence of search engines is difficult to recover.

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SAKHRI Mohamed
SAKHRI Mohamed

The blog of a computer enthusiast who shares news, tutorials, tips, online tools and software for Windows, macOS, Linux, Web designer and Video games.

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