10 tips to gain visibility on the internet

The We Are COM team spoke with Olivier Andrieu, the SEO reference in France and author of the book Succeed in your natural referencing. New brand or centenary, all have to fight to exist on the internet. A real communication challenge! So to update and progress, we asked 10 SEO questions to the "referencing pope". Let's Go(ogle)!

Do I have to take specific actions to protect my brand on the Internet ?

In terms of SEO (natural referencing), we mainly talk about cybersquatting that is to say the fight against the "little clever ones" who buy domain names similar to those of your brand. There is no miracle recipe in this area: buying the most obvious domain names to prevent them from being “snatched” remains the most effective action.

But ICANN (the organization that manages "extensions" such as .com or .fr) does not make things easier by creating hundreds of new extensions (.shop, .xyz, .paris, .alsace, etc.) . It is now impossible to buy his brand for all these extensions, it would cost a fortune! We therefore try to “do the best” on the most common extensions. But it is not obvious. Note here that at the SEO level, these new extensions are considered by Google as .com. So nothing more, but nothing less either. And not really impact in natural referencing.

Should we think 100% Google or should other search engines be considered?

Today, in France, Google has around 95% of the search market. It is therefore a hegemonic situation. And that shouldn't change.

In the United States, Bing is a serious competitor with 30% traffic share (and “only” 65% for Google). Then, a few countries that still and always resist the US invader: Russia (Yandex), Czech Republic (Seznam), China (baidu), South Korea (Naver), etc. but these are exceptions.

The Social networks can they be a major source of traffic for my website?

Yes, clearly. It should be noted that social networks have no direct influence on Google rankings - not even Google+ !. Google does not take into account social signals (links, likes, shares, comments, number of fans or followers, etc.). On the other hand, they have the great advantage of generating traffic and, precisely, of making us become less dependent on Google, which is rather an excellent thing, isn't it?

I try as often as possible to get the following message across: Google must not generate more than 50% of the overall traffic on your site, because this is traffic that we do not control 100% and which comes from an actor who will, one day or another, be your competitor. Social networks allow you to dissociate yourself from this traffic!

"Hey Google". What about voice requests ? Does SEO work the same?

Google's algorithms are changing to voice search. Where, for years, we typed keywords in a search form, Google believes that in the future Internet users will vocalize their search by speaking to their mobile. The engine therefore adapts to understanding vocal questions.

SEO is also adapting: it is now necessary above all to answer Internet users' questions, and therefore identify them upstream. It is a strong and essential development of our profession for the years to come.

Can SEO be local ?

Yes of course. Local referencing is an article in particular around Google My Business and the "local pack" (the 3 links that appear below the Google Maps map when you type a request such as "Paris hotel" or "Lyon restaurant"). The 3 main criteria are: the relevance of the My Business file (the fact that it is filled out as well as possible), the authority (quotations, opinions, links, etc.) and the geographical proximity to the position of the user when he asks his question.

Advertising links (Adwords) have a beneficial effect on the natural referencing of my site?

Yes, in a natural way: buy from Adwords generates traffic on a site and Google takes this traffic into account. So the SEA (paid search) can have an impact on SEO. But the monthly budgets required are rather 5 figures to see a real impact. So not easy ...

How to reference your videos ?

We no longer really talk about “video referencing” on Google because the search engine hardly inserts videos into its results pages (as it does with news and images). This still happens, of course, if one is specifically searching for a video, but globally this type of result is now shown in the “Videos” tab of the results pages. Basically, “video referencing” today comes down to the question “how to be well referenced on YouTube? [Editor's note: Another vast subject that Team WAC will cover soon!]

Write for the web : a different style? How to go about it simply?

Simply, it's impossible to say here 🙂 There are methodologies that work well. The idea is above all to offer a text (at least 200 words) that is interesting and above all very rich in semantics, with an extended lexical field (synonyms, related words, etc.), oriented around a single concept per page, all of this. in a well-mastered technical structure (H1-H6 beacons). It's a bit quick to summarize, but there is the essential! The goal is to please the Internet user by taking into account the constraints of Google's algorithms. And not the other way around 🙂

HTTP vs. HTTPS ? Is it important ?

Today yes. The trend to switch to HTTPS is clear and in a few years (months?), All sites will be in HTTPS. In recent weeks, we have seen that HTTPS sites are positioning themselves better. It is therefore time to move on.

What trends for tomorrow?

They are clear: mobile, vocal and semantic. SEO will now always revolve around these 3 keywords!

Olivier Andrieu is a freelance SEO consultant, author of a fifteen books on SEO and creator of the company Abondance and the site www.abundance.com


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1 Comment

  1. The last sentence sums up the real current SEO trends (mobile, vocal and semantic). But we do not yet know the real intentions of Google when we combine the Rankbrain (artificial intelligence), AMP and the Phantom update.

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