How Google SEO works: a revolution in the world of search

Google SEO, also known by the acronym SEO (Search Engine Optimization), refers to all the techniques and strategies used to improve the visibility of a website or page on different search engines.

Through this article, discover the functioning and major issues of this field which has continued to develop since the advent of the internet.

Keywords: a key element for SEO

The fundamentals of how search engines work

To understand how Google SEO works, it is important to go back to the basics of search engines. The main players in the market are Google, Bing, and Yahoo!, but we can also cite DuckDuckGo and Qwant.

The role of “crawlers”

The operation of search engines is based on several key steps. The first consists of indexing the content available on the internet using robots called crawlers or spiders. The latter browse the different web pages to collect all the information necessary for the referencing of the sites.

The ranking algorithm

As explained by this SEO agency, once the content is indexed, search engines use a complex algorithm based on different criteria for assigning a score to each web page. This rating system makes it possible to determine the ranking of pages in search results based on their relevance.

To respond to user queries, search engines must be able to identify and associate the query with a selection of relevant content. To do this, they rely on the use of keywords.

The correspondence between query and content

When a user performs a search, they typically enter a series of keywords into the search engine bar. The latter will then analyze these terms and compare them to the indexed content to determine which is the most relevant content to display.

To facilitate this analysis, Google uses expressions and synonyms, taking into account the user’s search intent. This helps refine the ranking of results and provide a more precise answer.

The choice of keywords

To optimize their SEO, site owners must ensure that they effectively use keywords related to their sector of activity or the subject(s) covered on their website. It is also important to pay particular attention to the repetition of these keywords, without overdoing them at the risk of being sanctioned by search engines.

On-page and Off-page SEO

In terms of SEO, there are two main categories of techniques: On-page SEO, which concerns everything directly linked to the content and structure of a site, and Off-page SEO, which includes the actions carried out outside the site to improve its popularity and visibility.

On-page SEO: targeted actions on each page

  • The title tag: must be concise, and precise and include one or more keywords. It gives a first indication to the search engine about the subject covered on the page.
  • Hn tags (H1, H2, H3…): they are used to structure the content of a page by prioritizing the different text elements, which makes reading easier for the user.
  • The URL: it must be simple, clear, and contain relevant keywords.
  • The meta description: although it no longer has a direct impact on SEO, it is still useful to encourage the user to click on the link and thus increase click-through rate (CTR).

Off-page SEO: creating links to your site

This involves working on the website’s e-reputation to gain credibility and authority with search engines, particularly through the creation of external links (“backlinks”) pointing to its pages. Among the commonly used techniques:

  • Netlinking: it consists of obtaining inbound links from other quality sites, which increases the popularity of a site. The quality of links is much more important than their quantity.
  • Directories: in a somewhat outdated register, they nevertheless make it possible to increase visibility on the internet and are useful for creating additional traffic.

Use an agency specializing in SEO

To benefit from personalized support to optimize the SEO of your website, you can call on an SEO agency such as Classification of SEO Agencies. This will bring its technical expertise and knowledge of the digital world to achieve your visibility and notoriety objectives on the web.

Measure the effectiveness of actions taken

To ensure the success of your SEO actions, it is essential to monitor the relevant key performance indicators (KPIs). Among these are:

  • Positioning: it reflects the ranking of a site or page in search results for a given keyword.
  • The click-through rate (CTR): it represents the ratio between the number of clicks received by a site or page and the number of impressions (displays) of it here in the search results.
  • Organic traffic: this is the number of visitors who arrive on a site directly from search engines, without going through advertising or sponsored links.< /span>
  • The conversion rate: it measures the percentage of visitors who have carried out a specific action on your site after arriving via search engines (purchase, contact, registration, etc. ).

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