It's good to make a beautiful site! Getting it seen is even better!
SEO, SEA, SEM, SMO are acronyms that may not mean much to you, but they are fundamental if you want your site to be visible and therefore indexed correctly by search engines.
Being on the second page of a search engine can be irritating, even frustrating, because you may not have put all the chances on your side at the start of the project. To avoid this type of situation, you need to think about SEO right from the1st line of code.
A well-referenced website is a healthy website!
Appearing among the first choices of search engine results is a determining factor. Search engines are well aware of this, and their objective is to use algorithms to define criteria that developers and webmasters must respect if they wish to create a site that is well referenced.
Relevance is the main criterion for ranking in the 1st results pages. It is therefore essential to include as many keywords as possible in your site's metadata, and to integrate this step into your specifications. This is how robots will be able to make the association between a web surfer's search and your website.
There are many other criteria: frequency of content updates, structure and organization of information, performance criteria (site speed and loading time), quality of coding and CSS styling, the social aspect (presence and sharing of your social networks) also known as SMO (Social Media Optimization), quality of links to external pages. It's also very important to know that your site's popularity is evaluated, and the more your website's url is cited on other sites, the better your SEO will be!
These solutions for referencing your website are within your reach, if you remember to include them in your specifications. This is what we call "natural referencing" , which has the advantage of being free: its other name is SEO (Search Engine Optimization). You just have to be patient, because it can take several months to get the ranking you deserve!
What about paid search?
The use of paid search is commonplace in the events sector, as it can facilitate the mobilization of new participants and the prospecting of partners.
The advantage of paid search over natural search is that results are almost instantaneous. It does, however, require specific skills, as it can be complex.
Bids on keywords are proposed, and if we take Google as an example, you'll have to set an amount for each keyword; if you're well within the average bid and your site appears in the search results, you'll pay this amount every time someone clicks on the link leading to your site (cost per click - CPC). This is currently the most common method.
Paid search requires analysis to know which keywords to invest in, and depending on the conversion rate, to know at what amount the investment is relevant. Tools are available for real-time monitoring, to calculate performance and improve analysis.
This is a paid search engine optimization technique known as SEA, which stands for "Search Engine Advertising".
However, you mustn't neglect the "free" SEO part, which remains inseparable: you can't have one without the other!
Now you know more about the importance of SEO techniques, which together form what's known as SEM - Search Engine Marketing.
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