You want to optimize the visibility of your website, but between indexing, KPI, Benchmark, keyword stuffing… are you often lost in the face of the very technical jargon of SEO? To familiarize yourself with it and approach all the subjects that revolve around this universe calmly, discover some essential definitions to know!
In SEO, we often hear a lot about algorithms. The term refers to computer programs created to analyze site content and prioritize indexed web pages based on their quality. The algorithm of a search engine such as Google thus makes it possible to define the positioning of web pages. It uses a series of constantly evolving parameters to measure the response capacity of a search.
This English term which means data analysis refers to all the methods used to analyze a website. This involves the collection of various data using key performance indicators or KPIs (Key Performance Indicators). This could be the duration of a session, the loading time, or the number of visitors used to better focus your SEO strategy.
Anchor link, also known as anchor text, refers to textual content on which a hyperlink is placed which redirects to other content. Highlighted in blue to indicate to the Internet user that they can click on it, the link anchor explains to Internet users and search engines what the remote page is talking about. Natural or optimized, it allows you to create backlinks in order to optimize netlinking and develop domain authority on search engines.
This English term which means “inbound link” refers to a hypertext link inserted in a page of a website and which refers to a page of another website. In other words, backlinks indicate external links that point to a site. They play an essential role in natural referencing, especially when they are considered high quality by search engines.
HTML tags are elements of the HTML language, widely used in SEO. Note that HTML language allows browsers to understand text. These are codes that are inserted into the text to delimit the components of a page and prioritize the information. They make it possible to structure a text in a coded language and facilitate the indexing of the pages of a website.
Black Hat SEO
Different from White Hat, Black Hat SEO is a natural SEO technique different from search engine guidelines such as link buying, Negative SEO, cloaking, etc. It is used by some SEOs to quickly gain position in search results. The processes aim to exploit flaws in algorithms to manipulate results in one’s favor. The use of this practice may result in penalties or sanctions against search engines.
Also called benchmarking, benchmarking is a marketing technique. It is used to analyze and measure the performance of a competing company in order to implement a more effective digital marketing strategy to become or remain the leader. It corresponds to the study of a product or service, by the strategic keywords used by the competition, the traffic generated according to these keywords, etc.
CMS or Content Management System
The CMS or Content Management System is online software, used to create, modify or manage websites, social networks or even blogs with ease. Among the best-known CMS, we find WordPress used for sales sites, Showcase sites and blogs, Prestashop for online stores, Joomla and Drupal.
In the world of computing and the web, the crawler, also called “web crawler” or “spider”, refers to a tool or software responsible for browsing the web to analyze content and index sites. It is a computer robot which is used to measure the relevance and quality of a site and to determine possible structural anomalies which may slow down its referencing. The crawler is used by search engines, the best known of which is Google bot used by Google.
Duplicate content refers to pages internal or external to a site with content reproduced identically or almost identically. This may involve repeating a paragraph or an entire page. As part of the natural referencing of a site, duplication of content is strictly penalized by Google.
Indexing is a computer process which consists of crawling and referencing a site or page by search engine robots. It involves examining files, messages and other content and referencing them. It thus makes it easier to access and process this data and to define the positioning of the pages. Indexing is done taking into account keywords. Once indexed, the page may appear in search results.
The lead, an English term widely used in inbound marketing, corresponds to a contact from a potential customer who may be interested in your service, your product or your company. These are those who express an interest and who agree to share information such as name, email or telephone number. These are the leads that are transformed into prospects, which is why you must do everything possible to generate more leads in web marketing.
Keyword stuffing is a Black Hat SEO practice used to over-optimize pages and thus improve the positioning of a site. It consists of exploiting keywords improperly in a page or web content and deceiving robots, which goes against the recommendations of search engines which recommend a density of around 1%. The practice is heavily penalized by Google and the latest developments in its algorithms make it easy to detect.
This is one of the levers of natural referencing. Link building is a set of techniques aimed at obtaining inbound links pointing to your site. It consists of creating external links or Backlinks to improve your position in search engine results. Appreciated by Google robots, link building must be integrated into your SEO strategy.
The external link defines all of the hypertext links on a site which point to pages or URLs of other sites. This integration of external links on your last pages is ideal for the SEO of your website since it allows Google bot to continue crawling the site and leaves it via an external link. It is especially advantageous when the two pages are directly linked and provide added value.
Internal linking defines the action of linking the pages of the same website together. These are links that allow you to navigate from one page to another. Its objective is to encourage visitors to consult the other pages of the site and to stay there, to encourage visits by indexing robots to the different pages and to transfer the quality of a link (SEO Juice) from a page to other pages. In short, it promotes the circulation of users between the different pages of the site.
SEO optimization is the art of working on a web page with a view to better visibility of the website. It designates a set of SEO techniques implemented to improve its positioning. It applies search engine recommendations to facilitate its indexing and improve its positioning. It touches different dimensions, including content optimization, technical optimization and netlinking.
Page Rank is a Google algorithm responsible for evaluating the popularity of a web page. Rated from 0 to 10, it is based on the number and quality of links which point to the latter or Backlinks. A high score indicates an improvement in the positioning of the page concerned.
The persona, also called “buyer persona”, is a fictitious representation of your targets as part of a new advertising campaign, the launch of a new product, etc. It is determined based on specific criteria obtained with statistical data. This makes it possible to create sorts of archetypes of buyers or potential customers to better understand, touch and satisfy them. The creation of a persona makes it possible to determine what their consumption habits are, their expectations or even what media they use.
Positioning is a web marketing concept that defines the place occupied by a web page in search engine results based on a given keyword. These are the indexing robots which position a page using the algorithm following a certain number of criteria.
Natural referencing refers to a set of techniques allowing you to position yourself well in search engines like Google. Unlike paid referencing or SEA, it allows you to improve the visibility of a website. We also talk about SEO or Search Engine Optimization.
SERP or Search Engine Results Page
The SERP or Search Engine Results Page is a term widely used in the field of web and digital marketing. It is used to define the results pages displayed by search engines like Google following a query from the Internet user. The first pages display the most relevant results accompanied by content descriptions.
The term over-optimization refers to a web marketing strategy which consists of pushing the SEO optimization of a web page or natural referencing techniques to the extreme. Described as abusive, it is put in place for robots and not with the aim of bringing added value to the website. The robots see a desire to deceive them, which can lead to penalties. Among over-optimization, we find the abusive use of keywords or keyword stuffing in URLs, meta tags or content, Black-Hat SEO, over-optimization of backlink anchors, etc.
The URL, the acronym for “Uniform Resource Locator”, corresponds to the address of a web page or website which is displayed in the top bar of a browser. It allows you to precisely locate where a resource or file like a web page, an image on the Internet, etc. is located. The URL can be canonical, in other words considered original and the most representative by Google and must be indexed first to combat duplicate content.
As an essential tool for an effective digital marketing strategy, web analytics consists of measuring, collecting, analyzing or even reporting data online. It allows you to understand and improve your presence on the web. Web analytics helps you make the best decisions as part of your web marketing strategy by grouping together data that makes it possible to identify visitor behavior, in particular to observe their navigation, to retain them, or to monitor the acquisition of traffic for example.