Optimizing your showcase site is an essential step for companies or individuals who wish to be visible on the web. A site can have different objectives such as the presentation of its services or access to practical information. If improving your SEO referencing is a real challenge, it is far from impossible! Discover all our advice for a dynamic and well-referenced showcase site.
Optimize your showcase site with good editorial content
Editorial content plays a vital role in the natural referencing of a showcase site. Associated with technical SEO and net linking, it allows the algorithms that browse it to understand the theme of the site. The content must still be relevant and of high quality.
Working home page
The SERP or Search Engine Result Page corresponds to the results page that is displayed when a user performs a search. After clicking on one of the links displayed, the home page is the first page that the user visits: this is where everything happens. In order to limit the bounce rate, it must clearly and precisely describe the objective of the showcase site. Indeed, when a user clicks on a link after typing a query, he expects to find what he is looking for. The content of the home page must therefore be relevant and convince the user to continue browsing. On the site. The length of the content is also to be taken into account. Indeed, you should know that Google’s algorithms only index pages that contain a minimum of 300 words.
Write a cover page
Also called “About”, “Who are we” or “Our story”, it is an essential page for the referencing of a showcase site. Indeed, it makes it possible to tell the history of the creation of the company and can possibly present the activities or services offered. For it to be effective, it is necessary to clearly define the semantic field to be developed, as well as the target request of the page. In addition to the keywords related to the theme, it may be interesting to work on the geographical referencing of the showcase site. The insertion of names of places or cities makes it possible to specify the location of the services offered and therefore to better target its audience.
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Work on target queries and the semantic field
To optimize your showcase site, the content of each page must be worked on according to a specific request. Get help from the best professional Wikipedia page creation agency to make writing more fluid, they can be defined upstream. In order to create a relevant target query, you have to put yourself in the user’s shoes. In addition, Google’s latest algorithm update also requires voice queries to be worked on. Technologies are developing more and more in this direction and it is important to take them into account. Finally, the editorial content linked to the target queries must reflect the subject dealt with. The keywords, as well as the entire associated semantic field, must be developed. We must remain vigilant to not put in competition the pages of the same site on the same requests. Indeed, the algorithms will not know which request to base on, and the site risks being less well referenced.
Create a blog to optimize your showcase site
Having a good showcase site is not always enough! For it to be well-referenced, it must be active. If the algorithms do not detect activity on the site and it generates little traffic, this jeopardizes SEO (Search Engine Optimization) referencing. To boost a showcase site, creating a blog remains the most effective way. When the articles published relating to the right queries and their content is relevant, they can very quickly be well-referenced. They make it possible to develop the internal mesh, which keeps the user longer on the pages. Finally, the sharing of articles and comments left by readers generates interaction on the site. In short, creating a regularly updated blog only brings advantages.
Strengthen the structure of a site with technical SEO
Technical SEO brings together all the parameters related to the overall architecture of a website. Do not panic, the objective is not to rethink the entire structure! It is simply a question of building a coherent and well-thought-out base, for a pleasant and ergonomic showcase site. Here are some examples relating to technical SEO that improve the natural referencing of a site.
Optimize user experience
It is with the Core Update of Google’s algorithms that the user experience takes a prominent place in natural referencing. The acronym UX for User Experience refers to all of an individual’s perceptions when using a product, site or application. For an optimal user experience, a site must be accessible, understandable, and have a coherent graphic charter. The criteria that define the user experience are numerous. Among them, we can mention navigation, internal networking, site performance, and loading time.
Have a responsive site
More than half of Internet users consult a website from their mobile phones. In public transport, while shopping, or at the office, it is the most used medium for browsing the web. A properly created site must adapt to the different user consultation screens. When this is the case, it is said to be responsive. This technical specificity plays an increasingly important role in SEO referencing. Since 2019, Google’s algorithms penalize sites that are not mobile-friendly. This is a parameter to take into consideration for the optimization of a showcase site.
Optimize title and meta description
The title tag is the SEO title associated with the page link that appears in the SERP. The title must express the content of the page or article while making the user want to click. There are several techniques for marketing a title, but the most important thing is to respect the length of the character string visible in the SERP. Currently, it should not exceed 512 pixels, which averages out to 55 characters. The meta description is the text that appears below the title. To be readable, it must measure between 140 and 160 characters. Indeed, if ever the text is too long, it will be truncated and therefore not readable by the user. These parameters have a significant impact on the organic traffic of a website.
Improve performance and loading time
Always with the objective of improving the user experience, performance and loading time is to be taken into account. A showcase site generally contains a few pages and does not require specific development. Thus, it must be able to load and display its content quickly. Conversely, a showcase site that is too slow risks seeing its users close the page before it has finished loading. The bounce rate increases, which has a negative impact on natural referencing.
Develop internal networking
The internal link corresponds to all the links provided within a site. It allows you to link pages or articles that deal with complementary themes. The user thus accesses other information likely to be of interest to him. The internal mesh also plays an important role in the navigation inside the site. It streamlines the consultation of content and improves the user experience. Thanks to the links, he navigates from page to page and stays longer on the site. The bounce rate decreases, which allows the showcase site to move up in the SERP results.
Improve your SEO referencing with net linking
Editorial content and technical SEO provide a solid basis for optimizing a showcase site. However, we must not forget the importance of net linking.
Get inbound links
Incoming links or backlinks correspond to links that point to a site. Networks of sites, exchanges of good practices or purchase of links: there are several techniques for obtaining incoming links. The principle is simple: when an incoming link is created, the target site benefits from the traffic of the original site. For example, a blogger can write a guest post on a site that deals with related topics and insert a link to their blog. The readers of the article are thus redirected to his own site, which creates interactions and generates traffic. It’s a win-win process because it allows the original site to generate an external link. However, the link must be of high quality! If the backlink is irrelevant, SEO will be impacted.
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Insert outbound links
Outbound links have long been the subject of controversial debate. This type of link corresponds to links that point outside the original site. Used well, this practice has a positive result on the quality of SEO. To do this, the links created must be consistent with the content of the original page or article. If not, it can hurt SEO. When in doubt, the no follow and do follow attributes make it possible to manage the existing connections between the links of different sites. Indeed, these attributes make it possible to indicate to the algorithms whether they must take the link into account or not.
Optimizing your showcase site is an exciting challenge that depends on many parameters. If editorial content plays a major role in the referencing of a site, technical SEO and net linking are just as important. You now have all the tools to optimize your site, it’s up to you! When in doubt, calling on an SEO web editor will allow you to be well-supported and benefit from the advice of a professional.