Search Engine Optimization Explainer

Black hat techniques

Here are some techniques considered black hat:

Display different content for search engines and their bots using a JavaScript script (called a camouflage technique), with a hidden page. This technique is banned by search engines, and the site will probably be blacklisted if you identify it, as in the case of BMW in Germany, where the car company was blacklisted by Google, which eliminated it. January 2006 index for two days 13;

Hidden texts or links;

Repetitive keywords;

Discrepancy between page content and description;

Misleading redirection;

Repeat website or page (content duplication).

Local References

Registering a business on Google My Business lets Google know if it works in the specified physical location, giving it a better chance of appearing in search results and Google Maps14.

Location monitoring and indexing

Monitoring the performance and ranking of their keywords is crucial to measuring the results of SEO strategies.

Index tracking to make sure the engine is still familiar with the page concerned. It is hardly helpful to submit sites to engines and less submit them if they are already indexed.

Location tracking to optimize below for the keywords that interest us.

Indexing in thematic and general directories often needs to be done to maintain the popularity gained, or even optimize it by increasing the number and quality of inbound links to the site to be placed.

To SXO

SXO (Search Experience Optimization) allows to improve the quality of content to meet user expectations through semantic networking. This is responsive to the development of search users’ Internet trends and especially the increasing use of voice searches. The SXO is therefore based on the user experience (UX for User eXperience) to improve the visibility of a site.

Fight against abusive references

Main article: spamdexing.

However, SEO is a profession that is evolving in a complex framework. Its innovative and innovative techniques incorporate new considerations that consist of marketing, relationships with communities, monitoring developments, as well as computer and technical similarities. However, the commercial challenges that SEOs are responding to can be counter to the financial challenges of search engines, especially those of Google.

Google has put together an arsenal of optimization prevention techniques that do not respect its quality guidelines (selling links, hidden text, etc.), we are talking about “penalties” 15. The penalties can be of two types:

Algorithmic penalty: The penalty is continuously updating the algorithm;

Manual penalty: The penalty is triggered by a manual action by a member of the Google spam team on the Internet, usually following the detection of a black hat operation.

Two recent Google updates specifically target SEO16:

Update Panda: Punishment for sites with little added value, too many advertisements;

Update Penguin: Fight against abusive external links.

Website Promotion Criteria

There are more than 200 parameters used in the location algorithms. According to a study with 140 referrers, some criteria will allow the page to be swept away in the first natural results, while others will result in heavy penalties from Google17.

Main criteria that positively affect location:

Page popularity;

The relevance of the linking pages;

The text of backlinks;

The relevance of the page;

The page’s confidence index;

Site age;

Domain name authority;

Page rank of page;

The quality of the links to this page.

A reference to the profession

According to the results of the International Job Observatory, “Search Engine Optimization” seems to be one of the most sought-after professional profiles. If this aspect seems to make sense for a webmaster or web designer, first glance may seem less of a priority to other profiles, such as for an internet database specialist; However, the consistency with which the latter organizes the functioning of the database concerned can result in significant gains in optimizing the site. In fact, according to some research, highlighted and proven SEO skill, is an essential asset in the job search phase 18.