Why list your business on the web?
Listing your business allows Internet users who are researching online before purchasing a service or product to discover it in the first results offered by search engines.
While the primary goal is to increase your visibility, the ultimate goal is to reach potential customers and increase your revenue. According to a recent study by Simplébo , 92% of customers first use search engines to learn more about a brand.
How do search engines work?
SEO techniques are based on its operation.
Its robots, Googlebots, called “Spiders” or “Crawlers,” crawl all the pages of the web to index them in its physical data centers. For each search, algorithms (computerized mathematical programs) analyze the content to find the most relevant results. These results are presented on a page called a Search Engine Result Page (SERP).
This processing makes it possible to extract information elements from indexed pages to offer precise answers ( featured snippet ) to questions asked by Internet users at the top of the results page (known as position 0).
Aim for the top spots through natural (SEO) or paid (SEA) referencing
Natural referencing (SEO or Search Engine Optimization), also called organic, represents the set of free techniques that aim to obtain a good positioning in search engines . The objective is that each time an Internet user makes a search to which your company responds, it or your site appears in the first results. 68% of website traffic is organic , that is to say from search engine results (not advertising) reports the specialist Olivier Andrieu .
Paid SEO (SEA or Search Engine Advertising) allows you to position yourself directly at the top of the results by purchasing keywords. On Google, it is the Google Ads tool that allows you to determine which are the most effective. This strategy should be considered on an ad hoc basis: the majority of Internet users prefer organic results, only 6% click on these advertisements .
Observing the behavior of Internet users when viewing a page (eye movements or eye-tracking) has shown that the first three positions obtain 100% visibility, the fourth 85%, and the tenth 20% (Médiative study).
35% of clicks reach the first natural link, 15% the second and 11% the third (GroupM UK and Nielsen survey – 28 million people). And the first five items in the results list capture 70% of clicks, recalls Olivier Andrieu .
Getting good SEO generally takes some time , even for an SEO professional. Paid SEO can then be of real interest , while the natural SEO work pays off or in the case where you position yourself on highly sought-after keywords.
