SEO from A to Z for businesses

For a business, attracting potential customers to its website in a natural way can significantly reduce the cost of marketing. This is where SEO (Search Engine Optimization) comes into play. SEO allows you to maximize the visibility of a website on search engines. In addition, thanks to this approach, you do not have to pay for direct advertising. Implementing an effective SEO strategy helps in the long term, by generating a constant flow of qualified visitors. This course, in the form of a complete SEO guide from A to Z for businesses, will teach you everything you need to know to succeed with your SEO strategy. You will also be able to optimize your online presence.

What is SEO?

SEO, or Search Engine Optimization , refers to the set of techniques used to improve the visibility of a website in the organic results of search engines. The main search engines are: Google, Yandex, Bing, or Yahoo. Unlike paid ads, which appear at the top of search results pages (linked to advertising campaigns), SEO aims to move pages up naturally.

The three pillars of SEO:

On-page SEO

Optimization of internal elements of the site such as content, HTML tags (titles, descriptions), keywords and site structure.

Off-page SEO

External strategies such as acquiring backlinks (inbound links). It is also promotion via other sites and social networks.

Technical SEO

Optimization of the technical performance of the site (loading speed, security, code structure). Technical SEO aims to facilitate exploration and indexing by search engines.

Why is SEO essential for businesses?

Nowadays, consumers turn to search engines first to find products or services. Therefore, for a business, it is crucial to appear at the top of search results to capture this audience. Below are some of the main benefits.

Reduced marketing costs

Unlike paid advertising, SEO allows you to attract traffic on an ongoing basis without additional costs once the strategy is in place.

Increase in qualified traffic

SEO allows you to capture an audience already interested in your products or services, thus increasing the chances of conversion.

Credibility and trust

Being well positioned in organic results is perceived by users as a sign of trust and authority.

Long-term return on investment (ROI)

Although it takes time to set up, SEO offers long-lasting and stable results.

Difference between SEO and SEA (Search Engine Advertising)

It is important to distinguish between SEO and SEA, which are often confused, but very different in their operation and objectives.

SEO (Search Engine Optimization)

It is a long-term strategy aimed at improving the natural visibility of the site in search results. SEO involves constant work (content optimization, technical improvement, link acquisition). Work that aims to remain competitive, but once well established, it can generate regular traffic without additional costs.

SEA (Search Engine Advertising)

SEA is based on the purchase of keywords through advertising platforms such as Google Ads. It allows you to appear immediately at the top of search results for specific queries. However, once the campaign is stopped, the visibility also disappears. SEA is frequently used for quick results, but at a recurring cost.

Impact of SEO on Organic Traffic and Sales

One of the biggest benefits of SEO is its direct impact on organic traffic . Users trust organic results, and good SEO brings qualified visitors to your site, which can translate into increased sales.

Increased organic traffic

SEO allows you to attract visitors interested in your offers, without having to pay for each click as in a SEA campaign.

Improved conversion rate

By appearing for the right queries, SEO attracts users who are actively looking for solutions, increasing the chances of conversion.

Increased sales

More qualified traffic translates into more sales opportunities. A good SEO strategy not only maximizes visibility, but also conversions and overall business revenue.

Keyword Search

Keyword research is a crucial step in any SEO strategy. It allows you to understand what your target audience is looking for and to position yourself on the most relevant queries. Indeed, a good selection of keywords can considerably increase the visibility of your site. Consequently, you will attract qualified traffic. In this module, we will guide you through the essential steps to identify, select, and effectively use keywords in your SEO strategy.

1. The importance of keywords

Keywords are the terms or phrases that users type into search engines to find information, products, or services. Imagine, you want to search for a phone of a certain brand. Your first reaction might be to go to Google and type in, for example , “iPhone 15 in Montreal.” In this case, the term iPhone 15 in Montreal can be considered your keyword . For businesses, it is crucial to understand and target the right keywords in order to attract visitors who are most likely to convert into customers. Why are keywords so important?

• Positioning : Keywords determine which queries you appear for in search results.
• Qualified traffic : Targeting relevant keywords allows you to attract visitors interested in your offers.
• Competitiveness : Understanding and leveraging low-competition but high-demand keywords can give you an edge over your competitors.

The different types of keywords:

• Short-tail keywords : Short, general words like “shoes,” which generate a lot of traffic but are often very competitive.
• Long-tail keywords : More specific phrases like “men’s leather athletic shoes.” These keywords have less search volume, but attract more qualified traffic and convert better.
• Branded and non-branded keywords :
  • Branded Keywords : Related to your business (eg: “Nike shoes”).
  • Non-branded keywords : Generic queries without brand mention (e.g. "sports shoes").

2. Techniques for finding the right keywords

Keyword research is not done randomly. There are techniques and tools to discover which keywords are searched by your audience and how you can position yourself on them.

a. Using Keyword Research Tools

Keyword research tools help you analyze the terms your target audience is using. Here are some common tools:

• Google Keyword Planner : Free tool from Google that provides keyword ideas and search volumes.
• SEMrush and Ahrefs : Paid tools that offer in-depth keyword analysis, including competition, competitor keywords, and trends.
• Ubersuggest : Another free tool that helps generate keyword ideas based on similar queries.

b. Competitor keyword analysis

Looking at the keywords your competitors are using can give you ideas on what terms you should be ranking for.

• Step 1 : Identify your main online competitors.
• Step 2 : Use tools like SEMrush or Ahrefs to analyze which keywords are bringing them traffic.
• Step 3 : Explore keyword opportunities that they are not or under-exploiting.

c. Identify search intentions

It is important to understand why a user is searching for a given keyword. Search intent can be classified into four main categories:

• Informative : The user is looking for information (eg: “what is SEO?”).
• Navigational : The user is looking to go to a specific site (eg: “official Nike site”).
• Transactional : The user is looking to make a purchase (eg: “buy sports shoes online”).
• Commercial : The user compares before buying (eg: “best sports shoes 2024”).

By understanding the intent behind keywords, you can tailor your content to directly address user needs.

3. Keyword optimization

Once you have identified the right keywords, it is essential to integrate them correctly into your website to maximize their impact on your ranking in search results.

a. Placement of keywords

Keywords should be placed strategically to improve the relevance of your content without overloading the page.

• Title Tag : This is one of the most important elements for SEO. Make sure your main keyword is in it.
• Meta description : Although it doesn't directly affect ranking, it does influence click-through rate. Include your main keyword in it.
• H1, H2, H3 tags : Use titles and subtitles to structure your content and insert your keywords.
• Body text : Keywords should appear naturally in the content. Aim for a reasonable density (around 1-2% of the text).
• Images and Alt Attributes : Images can also be optimized. Use keywords in file names and image Alt attributes.

b. Avoid keyword stuffing

Keyword stuffing is the act of overloading a page with keywords in an attempt to manipulate search engine rankings. This not only hurts the user experience, but can also lead to penalties from Google. Make sure your keywords fit naturally into the text.