SEO or Search Engine Optimization

To better understand organic SEO, read our articles!

SEO - for Search Engine Optimization - aims to ensure the best positioning of a website's content on a search engine.

Leverage SEO to generate leads and sales

Search engine optimization is about maximizing:

  • Content
  • All the technical parameters of a website
  • User experience (UX)
  • Domain authority and awareness

SEO performance is quantifiable with tools such as:

  • Google Search Console
  • Google Analytics

Why have an SEO strategy?

When we know that the top 3 organic search rankings generate nearly 40% of all clicks, should we hesitate to invest in an organic SEO strategy? Here are the main reasons to have a long term SEO strategy:

  • Search engines (let’s say Google!) are the primary source of traffic for most websites
  • An excellent organic SEO builds trust and credibility
  • Quality SEO integrates a better user experience
  • Local SEO is an essential element for small and medium businesses success
  • SEO highlights new business opportunities
  • Good SEO practices are constantly evolving

Although the return on investment of SEO is not the easiest to calculate, you can almost always measure anything with proper monitoring and analysis.

SEO can be separated down into two parts: on-page optimization and off-page or off-site optimization.

On-page SEO

On-page (or on-site) SEO consists of optimizing the elements of a website to obtain a better ranking and more relevant traffic from search engines. On-page optimization concerns both the content and the HTML source code of a page.

A good on-page SEO helps search engines interpret the content of pages and analyze their relevance to the user’s query. The goal is to make it as easy as possible for search engines and users to understand.

It includes the following elements:

  • The use of links on a page: how many links are there? Are they internal or external? Where do they point?
  • The page load time
  • The use of structured data or other tags
  • The URL structure of a page
  • Mobile adaptation
  • Metadata of the page

All these elements are linked to the same basic idea: to create a good user experience. The more usable a page is (from a technical and non-technical point of view), the better is the optimization of that page.

Off-page SEO

Off-page (or off-site) SEO refers to all actions taken outside your website to influence your ranking in search engine results (SERP).

The main objective of off-page SEO is to improve the popularity, relevance, reliability and authority of a site through other sites. These other sites must link to your site (called backlinks) or promote it. Thus, they “guarantee” the quality of your content. There are three main types of links:

  • natural links
  • the links built manually
  • links created by user

Beware; however, those backlinks must not become harmful to your SEO. They must be of quality. How to know it? Look at some signals like:

  • The popularity of the site
  • The site’s sector or activity must be relevant for you
  • The anchor text used
  • The number of other links on the page where your link is present

Netlinking is the most common off-page optimization practice. However, all the actions implemented outside of your website contribute to improving your SEO. These may include:

  • social media marketing
  • guest articles
  • brand mentions, with or without backlinks
  • Influence marketing

To recap

Organic SEO is a process that can take time to set up and to bear fruit. A good strategy often pays off in terms of increased traffic.

Discover some case studies unveiled by Google.


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