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So what is Search Engine Optimization, anyway?

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29 January 2014 | Be the first to comment!

We've been hearing a lot about search engine optimization on the Web and how it is an essential factor in ranking well on search engines. It also contributes to making your websites more efficient with your clientele. Like the Web, search engines are constantly evolving, and becoming more and more intelligently efficient. The goal of search engines is to better reach the needs and expectations of its users. Consequently, the rules and efforts of your web site optimization need to adapt to these changes.

Search engine optimization or SEO is the process of conveniently positioning your website and your contents on various search engines so that they appear in the search results of internet users. But this will also help to display your contents correctly when they are shared on the web and on social networks.

The goals of website optimization are:

• To create an adequate and optimal user experience.
• To communicate your Web presence intentions with search engines so that they may accurately recommend your site and contents to internet users who conduct specific searches relating to your products or services.


But what about the 'keywords'?
The basics of optimization, what I often call the 'mechanical' part of the process has significantly changed (no, it is no longer a question of simply inserting keywords in the meta-tags keywords). Even if this mechanical part doesn't have as much authority any more, it will always remain an important part of your optimization efforts. These actions will allow you to adequately present your contents to various search engines, which will in turn provide your pages with ranks and relevance in accordance to search results. This more technical process consists of configuring your web site, its description meta-tags, its URL addresses, its pages titles, etc. Optimization has come a long way since the time of ever important keywords (which isn't too far back!). They quickly became overused and search results would deceive internet users in guiding them towards websites which contained nothing to meet their search expectations. Keywords are still being used in the optimization of Web content, but they are now located within the content itself and are moderately used. They are no longer only present in the meta-tag keywords. However, even with a good technique, it's still insufficient in providing you with a good search engine ranking. Search engines are fast becoming more and more advanced, and can now grasp the meaning of your requests, the relevance of your content for users based on their geographical location, their language, their age, their internet usage or even their social practices online.


The secret (of search engine optimization) is in the sauce... and the sauce is your content!
To be found and seen in search enginges today, your site needs to provide a quality content above all else. Google even says it in this video ! The creation of appealing and useful content will no doubt have a bigger impact on your Web site than any other method. Furthermore, Google rewards sites that are alive and take into account the value of content and interaction. In creating interesting blogs and useful articles for example, you would be responding to the demands of search engines in providing a quality content that would comply with the needs of internet users and your target audience.

There is no such thing as a miracle recipe, really; create a quality content that will be useful and interesting for those visiting your site, and make it easily shareable on social networks in order to achieve a higher visibility and interaction. Strive for content strategies that will make the 'must read' appeal of your web site last longer!

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