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What is a keyword in SEO?

Any sustainable natural referencing strategy first involves significant work on the keywords that best define your professional activity or the theme of your site.
And for good reason, since search engines, whether Google,
Qwant or even Bing, are largely based on the keywords contained in a page to make it appear in their results.
And for the allocated space to be the best possible, it is not enough to stuff it with key phrases.
The keyword or key phrase is the basis of any seo optimization of the site itself (on-site referencing).
Indeed, every day, billions of pages are published, modified or updated.
These normally contain quality editorial content allowing them to appear according to the terms typed by Internet users or mobile users in their preferred search engine.
This is what we call requests.
The work of natural referencing specialists therefore consists of identifying terms related to your activity and able to:
allow visitors to find a product or service that you market
find the information they need on your site
find your business


Among the most relevant keywords, we obviously find your brand, but also all those for which you are a distributor.

Keywords or generic expressions

The keyword or generic expression has a very broad scope, like “seo” or “advertising agency” for example.
The results for such queries frequently run into the millions.
However, these are fundamentals because they accurately describe your professional activity.
On the flip side, they are often very competitive and require a lot of effort to be well positioned on the front page.

The long tail

Unlike the keyword or keyword phrase, the long tail is more like a piece of a sentence.
This is what we call in natural referencing since 2004, the “long tail”, “long tail” in English.
Example: If “sneakers” is a key phrase, “black and yellow men's velcro sneakers” is a long-tail style query.
The latter is obviously more precise, but also much less competitive.
It is therefore easier to position yourself there, but also to benefit from even better targeted visibility.
Internet users arriving on a site thanks to the long tail are therefore logically more likely to become prospects or potential customers.

How to find the “right” keywords and define your SEO strategy?

Keywords, or “keyword” in English, are therefore essential to the development of any good SEO strategy.
But how do you find the most relevant ones?
What criteria must they meet?


What criteria must “good” keywords meet?

Beyond the simple SEO aspect which is far from being negligible, a “good” keyword is one which is the perfect compromise between four imperatives:
have a maximum of monthly requests
be as competitive as possible
best define the activity of the company or the theme of the site
be the trigger of an intention on the part of the Internet user.
This intention can, for example, be commercial (online sales) or informative (request for a quote, making contact, subscribing to a newsletter, etc.)

Keyword stuffing, a practice to be avoided

A text containing a maximum of keywords is therefore essential to maximize the chances of appearing on the first Google page.
Unscrupulous of Google guidelines, some have therefore not hesitated to fill their pages with terms in order to artificially improve their SEO performance.
This technique is known under the expression “keyword stuffing”, which can be translated in French as “key word stuffing” or the accumulation of keywords.
Rather than providing quality content to their visitors, with a balanced insertion of important terms, which allows for harmonization of editorial and technique, followers of keyword stuffing form entire paragraphs of keywords or names of cities (for local SEO).
However, since 2011 and the deployments of Google Panda and Google Penguin in particular, such a black hat practice systematically results in a referencing penalty.
This results at best by a very significant loss of positioning, or even by a total eviction of the serps.

Keywords in urls: is it important?

As early as 2010, Google indicated that the insertion of keywords in a url could be of interest from an SEO point of view.

However, this possibility should not turn into stuffing keywords in an url, the search giant can then interpret this as spam and a desire to manipulate search results.
Without neglecting this opportunity, Google already specified at the time that it is much more judicious to offer interesting and well-constructed content from an SEO and commercial standpoint to its visitors.

Your audit to determine the most relevant keywords

To choose the most relevant keywords for your business model,'s natural referencing experts rely not only on their experience in this field, but also on a rigorous methodology.
Each company being unique, it is obviously not possible to go into the details of a keyword audit here.
However, broadly speaking, this systematically includes:
favor expressions rather than a single word.
Indeed, Internet users essentially type queries like “Paris SEO agency certified by Google Partners” rather than simply “SEO agency”.
In addition, the conversion rate of an Internet user into a customer or prospect is greater when the latter has made a specific request.
use the statistics and data in your possession (Google Analytics, etc.)
analyze search volumes and the competitive aspect of the terms selected
perform a competition analysis and watch
follow the evolution of the search volume for given expressions to anticipate trends.
Responsiveness that allows you to take advantage of emerging markets
For the development or optimization of your natural referencing strategy, are you looking to be better positioned on the terms essential to the development of your activity?