If there’s one subject that often comes up on the internet, it’s SEO. Indeed, if you have a website, whatever the issue, it is the field that will help you to be better known, better recognized, and thus to be able to help you to develop your turnover. Let’s take a closer look.
SEO, what is it?
It consists of advertising to attract visitors to your site. You can have the most beautiful place in the world, offer the best content, the one that corresponds to the expectations of a maximum of people, if they are not aware of your existence, you may not be successful.
Transposed in the everyday world, it’s as if you were opening a shop selling clothes in Grenoble, your customer potential is enormous given the size of the city and the tourists who visit it. But if you don’t work on your front, your sign, your shop window (i.e., your visual communication), you won’t attract any customers, because they won’t want to enter. There may be traffic on your street, but if no one stops at your place, you won’t sell anything. This is precisely where the services of a communication agency in Grenoble come in: helping you work on your image and then getting it known to everyone.
Likewise, if you are not mentioned in a newspaper, on the radio, on TV, on the internet: nobody will know what you offer. And even if you have a beautiful neon sign indicating that the biggest shop in the world is open, not letting the world know will mean that you won’t have any visitors. It’s exactly like that on the internet: launching a site is one thing, making your website is known another, and that’s all the SEO work. It’s not that hard, but it’s not that easy either.
How does SEO work?
Once you understand that you have to make yourself known to as many people as possible, you still have to manage to do it.
Anecdote: a few years ago, a friend of mine came up with the topic of the moment, the one that was buzzing. And this, even though a few days before, he wasn’t even on the front page of the search engines. How was this possible? It was about the big national beauty contest that takes place in December every year. Once the name of the known winner was known, it was typed several million times a day into a search engine, because many (curious) internet users wanted to know more about the new beauty queen. And 90% of the searches ended up on the site created by my friend. Magic? Almost!
To succeed in this feat, he had to do a titanic job upstream (or almost). As the regional elections progressed, my friend created a site dedicated to each elected candidate. These pages were fed as the weeks and months went by before the tremendous national competition. In this way, he could propose exciting content for future research. Then, and this is the crux of the matter, he had to “direct” the searches to his site.
That’s when referencing was of great interest. Without paying, he asked friends who owned websites to make one or more links on their sites, to his sites (so he did some net linking). Thus, when the name of the winner was known, the Internet users were naturally directed to the site in question. As my friend had many friends, this resulted in many links. And since search engine rankings are (partly) based on the popularity of searches, my friend had no difficulty placing his site in the first position. Is it simple SEO?
A link farm to improve his SEO?
If we go back to the previous anecdote, we could think that it is possible to create a “martingale” to be well placed when an Internet user is looking for a specific theme. Some “clever guys” have used this technique by creating different sites on different platforms and linking to each other by links on very competitive terms. Thus, within a few days, it was possible to have good results on the search results rankings. Fortunately, search engine algorithms have been modified, and this type of strategy has lost its strength (although it is still possible to use this tactic).
Even though Internet users still do searches, the way they do them has changed. It is now more comfortable to ask acquaintances to recommend a product or service before using or buying it. This is why social networks have become more and more critical in terms of SEO. By using hashtags (the famous “sharps words”), you can be quickly referenced on Twitter, Facebook, or Instagram. This can make you fast access to an audience that has to click on the word to access content that may be of interest to them.
The future of search engine optimization
A few years ago, he HAD to have a website. Then, it WAS PLEASANT to have a Twitter account, a Facebook page, an Instagram account to exist and have legitimacy. And nowadays, some entrepreneurs even use WhatsApp to stay in touch with their customers. But all this is SEO, more or less disguised.
It’s hard to say precisely what SEO will be in a few years, especially with the recent arrival of virtual assistants like Google Home or Alexa, which allow you to query by voice and get different results depending on the time of day, for example.
What we must remember is that SEO is not fixed; it is not because we have managed to show that we are present that we must stop saying it. For example, this is the role of many advertisements, which are not there to win new customers but to remind people that the brand is always there to meet their needs. This is also the role of communication professionals!