Alexandre Bonetti, founder and president of Simplébo, a start-up that supports more than 10 companies of all sizes on website creation and Google referencing, today gives us a meaningful testimony on referencing or “SEO”. Alexandre is an expert in the “popularization” of technical subjects, and teaches at ESCP Europe. He leads a team of 000 “coaches” who explain Google SEO to professionals of all levels.
- What is good Google SEO?
The French spend on average 2h26 on the internet every day. The most visited site during these 2h26 is… Google!
Indeed, whether it is to find a professional, a product, a service, or any solution, the French have taken the reflex to go to Google, and to do a search.
Not surprisingly, 91% of these Internet users click on a site that is on the first page of Google results.
Having a "good Google SEO" is precisely, for a company that offers products or services, to be positioned on this first page, when its future customers do research.
It is therefore a question of identifying the "keywords" typed by its future customers, then to ensure that its website is at the top of the results, on these keywords. This is the meaning of our mission at Simplébo: to create efficient and well-referenced websites.
Problem: There are only 10 places on this first page, but there are many more companies that would like to be there. Some companies manage to do well because they know the tricks to position themselves on the first page. Others give up the fight, for lack of time to look into it. In reality, these tips for being on the first page are much less complicated than you might think. Simplébo's job is precisely to carry out this work, as a team, with our customers, and to make the methodology as simple as possible.
- What are the best methods to see your site first on Google?
Google has a method for "ranking" websites for a given keyword. This method is the famous "Google algorithm".
This ranking algorithm is constantly evolving but its main principles are simple and stable. If we know these main principles, we can go ahead of our competitors on Google, in a natural way, that is to say without having to pay Google.
If we had to summarize this algorithm in a few lines, here they are:
Google wants to remain the most used website in the world. To do this, it must give Internet users the most relevant results possible for each search. Conclusion: to be at the top of Google for a keyword, it suffices to make the most interesting site for the keyword in question, and for Google to see it.
Concretely, this goes through three stages:
- Create a site that respects technical standards
For Google to understand a website properly, that website must meet certain standards. These standards also tend to make the site pleasant for Internet users. Example: having a mobile-friendly, secure, reliable site, etc.
To comply with this step, it is recommended to rely on a professional, such as Simplébo or to be trained on the subject.
- The website must be as interesting as possible
To be well referenced on the keyword "Lawyer Versailles patents", its website must be particularly rich and interesting on this subject. We must therefore create content, articles that talk about this subject, and which are more interesting and rich than those of the competitors.
At Simplébo, we recommend that our customers have ten main pages, and a Blog if they wish to be referenced on many keywords.
- Its site must be reputable
A site is "reputable" if other websites talk about your own website, through a link. In Simplébo, we also support our clients on this subject.
You will notice, in the preceding sentence, a link to the Simplébo site. This link is the perfect example of increasing the “reputation” of the Simplébo site, which illustrates this third step.
To be first on Google, you simply have to be better than your competitors on these three criteria.
- What are the worst mistakes to avoid?
Google penalizes websites that try to "cheat". Here are three of the worst mistakes to avoid, immediately detected by Google:
- Copy and paste text from another website: Google considers it plagiarism, and will strongly penalize the site that has this practice.
- Buy links in large quantities: it is possible to pay other sites to link to yours. Google spots it, especially if the links are from poor quality sites that have nothing to do with yours.
- Failure to comply with the latest standards: a site must be kept to the latest standards from a technical point of view. This requires very regular updates (security, rgpd, language, mobile compatibility, compatibility with new browsers, etc.). Training or being accompanied by a professional is essential for this.
- What are the latest trends in SEO?
- The long tail: targeting "long" keywords
With the competition increasingly fierce, it is strongly recommended that site owners seek to rank on extremely specific and lengthy keywords. Example: do not try to refer to "Lawyer" but to "Business law lawyer in Versailles" for example.
2. Results are faster, more relevant, and easier to achieve.
Google voice search predicts that the majority of searches will be “voice” searches in the coming years. To be well positioned on this type of research, sites must be perfectly structured, have pages that answer frequently asked questions from customers, and have the necessary technical structure.
- The rise of UX (user experience)
Google increasingly values the quality of the user experience. It is therefore necessary to create a fast site, on which the Internet user wants to stay for a long time, to consult several pages, and to interact quickly enough.
The board of Simplébo in one sentence: Create an interesting site serving Internet users, and Google will give it back to you! For technical aspects, either train or subcontract to a professional whose job it is.