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SEO Google guidelines
SEO Google guidelines

Backlinks and SEO

Search Engine Optimization (SEO) is one of the most important issues. The visibility of a company and its services is dependent on successful optimization. There are several possibilities: - Free, organic and natural SEO - Paid optimization, which mostly refers to AdWords (paying for keywords through Google).

The quality of paid optimization depends on your choice of keywords, and especially, your budget. There are many choices in terms of keywords, but efficiency is very dependent on the money you’re willing to invest in important keywords that have high search volumes. This paid SEO is called Search Engine Advertising (SEA).

Efficient optimization is developed through natural SEO as it’s free. However, it costs time in terms of optimizing a website, creating content and building a network to exchange backlinks. This “free” approach is what SEO refers to.

Optimization can also be implemented for app stores such as Google Play or the Apple App Store. The goal is to promote the company’s app in order to improve visibility and downloads. It’s estimated that 200 billion downloads have been carried out since the creation of smartphones. And you have to put that in perspective with the fact that there are 4.5 billion smartphones currently in use and four million apps available for download. Optimizing an app’s visibility is called App Store Optimization (ASO)

Optimization can also be implemented to help a company’s social interactions last longer. In other words, to make it possible for a post or tweet published in the morning to still be visible in the evening (given the massive amount of content published in a day, it would normally be drowned out by the end of the day). The art of elongating the lifespan of social interactions is called Social Media Marketing (SMM).

Let’s focus on two key parts of SEO: - content - backlinks

For SEO to be successful you have to follow the rules set out by Google in its guide (see link at the end of the article). We chose to focus on two major factors: content and backlinks.

A website’s content is crucial because it’s what Google reads and indexes. It’s what is provided to internet users when they carry out a search and see a SERP (Search Engine Result Page). Therefore, website content is the first thing to focus on. A brand’s content is made up of text, images and videos in all formats. The more a company and brand has content, the more likely it will be found online.

Backlinks on the other hand are like a popularity vote measured by Google. This means you need lots of people to be talking about you and linking back to your website. These links can be found on a friend’s website, blogs, forums, and in particular, social networks. It’s important to carry out audits of backlinks to measure your popularity. At the end of the article, you can find a link towards this kind of service.

Links at the end of this article

MAJESTIC is a service that is helpful to improve SEO. It helps calculate the number of backlinks aimed at your website.

You can also download the Google guidelines at the end of this article.

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Digital Transformation of Businesses and Services

Grenoble Ecole de Management

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