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Referencing ( SEO,VSEO, Local SEO, MOBIL SEO, SEA , SMO , SXO and SEM)

SEO Referencing

SEO (Search Engine Optimization) Referencing is a set of internal or external optimizations to a site.
Respecting Google guidelines, these aim to allow the various pages to appear in the results of search engines on keywords or key phrases directly related to the content of the topic.

SEO, for lasting visibility and Referencing

Being on the internet is one thing, being visible in the right place is another.
This visibility on search engines, more precisely on Google, is today crucial for almost all companies, from the international structure to the independent entrepreneur, as it generates turnover in a direct way. or indirect.
Enabling professionals to reach their core target via Google in a sustainable way is precisely the expertise of the natural referencing agency.

SEO Referencing : several thousand criteria

Particularly subject to the throes of competition, whether fair or not (Negative SEO or NSEO), the world of SEO is governed by a set of rules constantly questioned by Google.
While respecting the framework imposed by this American company (under penalty of Panda, Penguin and others penalties), the job of the SEO consists of optimizing a large number of major positioning factors, including:
the quality of the editorial content which must fulfill a double objective: to be optimized so as to contain the keywords related to your activity and on which you seek to be well positioned, while respecting the Google guidelines;
on-site optimizations, i.e. those specific to the site itself.
This goes from the quality of the code to the internal linking (internal linking), through the structure of the pages (Hn) or the speed of loading on mobile (mobile first);
off-site optimizations that affect the environment in which the site operates, such as the quality of the profile of external links (netlinking) or the e-reputation of the brand or company.


How long does it take to rank well on Google?

SEO Referencing does not provide immediate results because it involves the optimization of many factors, then their consideration by Google and search engines in general.
In addition, the audit of keywords plays an essential role since it makes it possible to obtain a more or less rapid visibility according to the competition.

On the other hand, once the positioning is acquired, the results are lasting.
A durability that is not found in SEA, also called paid referencing, since it allows your site to appear on the first page on a specific request thanks to the Google Ads advertising network.
On the other hand, this implies:
substantial budgets in the medium or long term;
a total disappearance of your site on the first page when your advertising budget is exhausted.
This is why visibility specialists generally advocate playing on both sides with:
SEA for immediate traffic;
SEO or free referencing for lasting positioning and not dependent on your advertising budget.

Local SEO, an opportunity for SMEs

For a greater relevance of its results, Google has been offering for several years results that are no longer generalist, but based on your query or your geolocation.
Thus, if you type “shoemaker”, it offers you the addresses of nearby shoemakers.
Likewise, it provides geolocated results for any search of the word + city type.
This local search is a real opportunity for companies whose customers are located in a specific territory.
Google believes that they alone are legitimate to appear on the first page.
Thus, if you are in Paris, in the case of the previous example, it only provides contacts in your arrondissement, and not in Brest.

Directly reach your target audience

The web agency systematically integrates the notion of local referencing in any referencing strategy, as soon as it makes sense.
It is indeed simpler and more effective to appear in the best results for its activity and in its city than in results on the scale of the whole of France.
In addition, the ROI (return on investment) is much more interesting.
Indeed, it is a safe bet that the person who typed “shoe repair” is looking for a professional next door for an immediate need.
The local SEO allows to touch your heart and transform target most effectively contacts or customers.

Our local SEO service

After analyzing your site, the digital agency develops and submits a tailor-made local SEO strategy to you.
In addition to the optimizations essential to any website, there are those that are more specific to your visibility in your catchment area, such as the creation of a Google My Business page, the geolocation of your content, competitive intelligence and many other factors too. many to be listed here.

VSEO Definition (Video SEO)

A communication format particularly popular with Internet and mobile users, video occupies an important place in Google search results.
In addition to a tab specifically dedicated to this type of content, the Mountain View giant also displays the most relevant prominently in its general results.
Adopting a good VSEO strategy then makes it possible to benefit from enhanced visibility

VSEO: why reference its videos?

VSEO (Video Search Engine Optimization) is the set of techniques that respect Google guidelines aimed at optimizing the visibility of videos, mainly on Youtube, but also on competing platforms such as DailyMotion or Rutube.
This SEO applied to videos has many analogies with natural referencing applied to websites.
It is above all an opportunity to take advantage of the traffic of the second largest search engine in the world, which has been owned by Google (Alphabet) since 2006. World leader in the distribution of videos online, YouTube is also a considerable source of potential visitors.
In France alone, 5 million videos are viewed every day.
Moreover, this type of content is today one of the most powerful and engaging marketing levers.
Working on the referencing of your YouTube videos therefore has a dual objective:
benefit from enhanced visibility in the second largest engine in the world and, indirectly, from additional Google visibility;
reach an increasingly targeted audience, which increases the engagement rate and your ROI.

How to optimize your videos on Youtube?

As with the natural referencing of your website, the optimization of your video content must be done in accordance with the guidelines imposed by the search giant.
If many criteria come into play, there are some fundamentals in VSEO, among which:
metadata: YouTube is currently unable to understand the content of a video.
Only the metadata present in the video make this understanding possible, and therefore the appearance of your clip in its suggestions.
The metadata is the title of your video, but also its description or the keywords (the “tags”).
This information must therefore be considered in order to be able to target the target audience in a relevant way;
the subtitling which facilitates the comprehension of the video and therefore its sharing;
the format: adapt the duration of your content to your target.
If the most viewed duration hardly exceeds 90 seconds, some films may be longer if this proves to be relevant (tutorial, etc.).
The objective is not to lose the visitor on the way, which would send a bad signal to the platform;
an optimized thumbnail: When downloading a video, YouTube selects a thumbnail at random.
This is rarely optimized.
Choose the most relevant to increase the click-through rate, and therefore its positioning in the search results.
good quality: a soundtrack and crisp images in HD if possible are essential.
A basic which is however far from being systematic;
netlinking: for a sustainable VSEO, you must also think about setting up a netlinking strategy.


SEA (Search Engine Advertising) definition

When we want to gain notoriety for a site, it is advisable to look at its referencing. The more it will be visible to Internet users on search engines, the more the site will be able to sell products or retain Internet users. And to improve the referencing of a site, it is necessary to look at two strategies: natural referencing (Search Engine Optimization) and
paid referencing (Search Engine Advertising). As opposed to SEO, SEA is a targeted but paid service. Before wanting to optimize your website in terms of SEA, it is necessary to establish a clear and precise strategy. For this, it is important to identify the most important keywordsand the most relevant to the site.
After that and with the help of this first report, the announcements should be drafted.
When you want to increase the notoriety and visibility of a site, web marketing is mandatory.
Among the things to do, SEO is essential.
And paid referencing (SEA), which is different from natural referencing (SEO), is often the starting point of a good digital strategy.
SEA stands for 
Search Engine Advertising , and it's one of the best ways to quickly rank for targeted keywords and generate traffic.
SEA is a system that aims to place an advertisement in a good position on search engines, in the paid part.
On Google, we use Google Ads, formerly Google Adwords, to position ourselves on the search terms and improve visibility.

The Presence-Visibility-Notoriety triptych

Once a site is created and put online, it is therefore present on the web.
The pages of a site can be present on the web but not on the search engine results (SERP).
We then say that they are not indexed.
Getting indexed is the basis of traffic acquisition, which will make you gain visibility.
After that, you can start working on your natural referencing (organic traffic).
It will therefore be a question of making your pages go up on Google, Bing,… on specific terms.
For paid SEO, it's not exactly the same.
The page to be placed must be live, but it does not need to be indexed to set up an advertising campaign.
All the web strategy in SEA starts from the definition of the keywords on which you want to position yourself . It is the basis of all that will follow thereafter. If this is unstable and poorly done, you won't get any interesting results. 
This underlines the importance of defining the list of keywords on which you will place yourself . To be effective, your expressions must have potential, that is to say, be sought after by Internet users. It will also be necessary that the products or services that you offer correspond to the expectations of this keyword. Only then can you create your ad.
After defining your expressions that will ensure visibility comes the creation of the ad.
This will be created according to your objectives, your target and your landing page.
It is from there that you will work to achieve your goals.
Defining a keyword strategy and budget gives you visibility, but creating the ad and everything that happens from landing on the chosen page is done to bring you brand awareness.
This is where your branding begins.
These different steps can be done yourself, but it is better to call on a professional, SEO who will know how to optimize your digital marketing strategy.

The advantages of paid referencing

If you have decided to go through paid SEO to increase the visibility of your site, here is what to remember about the strengths:
The rapid visibility of your site : paid referencing makes it possible to quickly place your site in the results of search engines, unlike natural referencing.
This option is most recommended if you want to achieve significant results in a short time.
A complement to natural referencing : With paid referencing you have more facilities to reach a particular target, especially by using different marketing techniques.
The SEA will often allow you to start your SEO campaign and support it periodically.
Real-time control : thanks to paid referencing, you can modify and adjust your ad and your budget in real time.
Budgets are generally affordable (some areas of activity are exceptions).

SEA generates quality audiences

The role of the SEA SEO
will subsequently be responsible for managing a sponsored links campaign which will appear in the results of search engines when they are likely to respond to a user's request. From then on, they will be displayed in the form of advertisements on which the Internet user will be free to click. Moreover, each click that one of the ads receives will generate income for Google, which, depending on the popularity of the query on which the SEO SEA is positioned, can range from a few cents to several euros. Obviously for the site to be referenced and its administrators, the purpose of these paid ads is to generate clicks, but above all what we call a quality audience, that is to say Internet users directly interested in this that the site concerned has to offer (products, services, content, etc.)
To learn more about paid search, visit the  definition of Google Ads .


You should see these different acronyms pass regularly on the internet today.
If you are a novice, their senses are probably unfamiliar to you.
If you are used to the web, you certainly know a little more, but there may still be some hesitation.
It must be said that many people still mix them up and disseminate information that is not always very accurate.
We are here today to put an end to this and to understand once and for all the relationship between these different terms.


What is the SMO?

The  SMO (for Social Media Optimization) includes all activities aimed at developing the visibility of a company through social media. The weight of these is not always easy to understand when focusing on search engines. Indeed, if Youtube and Google+ (the two babies of Google) have a certain weight, that of other social media such as Facebook, Twitter, LinkedIn, Viadeo and Dailymotion is more relative. Youtube and Google+ are essential today in a “search” strategy.It is indeed common to see Youtube videos go up in search results (and Youtube videos go up much more predominantly than Dailymotion or Vimeo videos for example) and we must not forget that Youtube is itself the second search engine. in the world in terms of search volume. The same goes for Google+ which, in addition to customizing the SERPs according to the logged in user profile, offers many options related to visibility on the results pages: Company Rich Snippet, Authorship thumbnail, Google+ Local profile, etc. .Authorship thumbnail, Google+ Local listing, etc.Authorship thumbnail, Google+ Local listing, etc.
The weight of other social media is more relative (still from the perspective of the search strategy that we are dealing with in this article).
The profiles go up well from time to time, but it is mainly by their power of communication, virality, federation and loyalty that they stand out very widely.

What is SEM in the end?

The  SEM  (for Search Engine Marketing – Marketing on Search Engines) is an umbrella term taking into account all the techniques to improve the visibility of an entity (site, company, person ..) on search engines.
Therefore, SEM is a collection of marketing techniques and not a marketing technique in itself.
If you observe the first 3 points of this article, you will notice an obvious complementarity between the 3 techniques (SEO, SEA and SMO).
Thus, all the techniques that we have observed previously simply make up what is called the SEM.
Traditionally, and as the title of this article indicates from the outset, this marketing ecosystem is summarized by a short phrase: 

seo referencing

Local SEO: What is local SEO?

For Google, the most important thing is the user experience.
To strengthen the latter, the number 1 in research in France has decided for a few years to geolocate its results.
Indeed, a mobile user performing a search for a hairdressing salon for example, obviously wishes to obtain suggestions close to where he is, and not at the other end of France.
This is what SEO professionals call local SEO.
An opportunity for entrepreneurs, SMEs and midcaps but also large accounts with many local branches.

Geolocation, one of the criteria for your visibility

The SEO (Search Engine Optimization) is an anglicism is defined as all the necessary criteria and optimizations to enhance the visibility of a web page or a website in search results from Google.
The final objective is obviously to be among the first results on key queries for the company.
Among the thousands of criteria taken into account by Google to estimate the degree of relevance of websites to a particular request, we find in particular:
user experience (UX): the bounce rate, the ergonomics of the site on all types of screens (mobile first), the loading time or the user journey have a positive influence on your SEO.
For some professionals, the number 1 criterion will soon be user experience (UX)
the technical elements specific to the site such as the quality of the code, the weight and the loading speed of a page, the tree structure and the structure of the site or the https
on-page or on-site optimization: this is all the techniques aimed at improving the quality of the content of a page or a site such as the organization of information (Hn structure), the quality editorial content or even internal networking
off-site optimization which concerns everything relating to the environment of a site, and in particular external links (netlinking), both in terms of origin and quality of anchors for example
Local SEO: Appeared in 2006, local SEO has grown considerably in recent years, with Google seeking to provide its users with results based on their location whenever relevant.
It is now a powerful lever of visibility for all companies whose customers are located in a well-defined catchment area.

How is local SEO an opportunity for your visibility?

The geolocation of the results proposed from the outset according to the location of the users is one of the notable developments of search engines in recent years.
An evolution as important as the shift from blind advertising jams in mailboxes to the sending of targeted emails.
Local referencing is above all a powerful lever for visibility that can be used by all structures and companies whose customers are located in a defined catchment area.
This is particularly the case of the artisan pastry chef, the caterer, the driver's license point recovery center, the fitness room or even the SME specializing in the delivery of firewood.
Integrated into any good SEO strategy, the geographical positioning of these entrepreneurs, craftsmen and other SMEs is therefore a great opportunity for visibility in their catchment area and in their search engines.

How does local SEO work?

For Google, there are two types of localized searches:
queries without geographic precision but which are logically linked to your geographic position. This is particularly the case for all requests such as “Indian restaurant”. For the search engine, whether you are on a fixed or mobile browser, it is the place where you stand that allows you to geolocate the results. If we take the previous example, it seems logical to offer the addresses of Indian restaurants located near the Internet user, and not at the national level. The results displayed by Google therefore differ depending on where you are standing.
requests incorporating geographic precision such as “Indian restaurant Rennes”.
In this case, the proposed results are composed of the contacts of the companies located in the specified zone or city.
This time, the results are identical because they are not linked to the applicant's geographical position, but to that specified in the search.
It should also be noted that Google is able to differentiate a generalist query such as “video games” from another of a local nature such as “Paris video games”.

Geolocated referencing: advantage for local professionals

The goal of any business is the same, to appear in the top search results for targeted queries related to their business.
However, it can be very complicated to position yourself on very competitive and generic terms related to a business or a city (the larger the city, the greater the difficulty).
For a company working in a targeted catchment area, the problem is different since its interest is to be only well positioned on requests related to its activity + a city or a specific department.
If we take the example of the Indian restaurant, a good web visibility strategy integrating a significant part of local SEO allows it to appear prominently on all queries related to its activity, and this, that the geographical area that is :
specified: in this case, the company is legitimate to appear in the geolocated results
not specified: the professional appears in local Google results if and only if the search is carried out by a mobile user or an Internet user in his catchment area
In either case, the target is precisely that of the company, which increases the rate of transformation.
This can result in a telephone contact or even a visit of the Internet user in the establishment.

SEO mobile: AMP

Deployed by Google on February 24, 2016, the AMP (Accelerated Mobile Pages) project aims to reduce the loading time of web pages viewed from a mobile device.


AMP: what is it?

In 2015, for the first time, the number of people connecting to the Internet via a smartphone exceeded that of Internet users using a laptop or desktop computer.
It therefore seems logical for web players like Google, Bing or Twitter to do much more than take them into account by strengthening the user experience.
This open source initiative stems from discussions between publishers and companies specializing in new technologies.
The main goal is to improve the entire mobile content ecosystem for all users including publishers themselves, delivery platforms, mobile internet users, etc.
In October of the same year, the Accelerated Mobile Pages (AMP) project was announced.
It was rolled out at the start of the following year, in 2016, with the aim of offering mobile pages that load very quickly.
Available in part on Github, AMP is an open source technology comparable to a framework.
Developed by Google and Twitter, among others, it reduces web page loading time by four, while requiring ten times less data.

How to make the desktop and mobile versions of your site coexist?

With the advent of smartphones, tablets and other nomadic screens, any website must have two versions, one for computers, the second for mobiles.

How to direct users according to the terminal used?

Directing the Internet user to the version most suited to the terminal used guarantees a better user experience and therefore sends a positive signal to the attention of Google:
when a user or a crawler (like “Googlebot-Mobile”) finds the standard version of a URL of your site, it is necessary to make a redirection towards the equivalent “mobile” URL.
However, you should avoid just redirecting to the home page of the mobile site as this generates a negative user experience.
Search engines can even interpret it as an attempt to “artificial” SEO improvement.

Conversely, when a user with a computer arrives on the mobile version, a redirection to the desktop version is not mandatory. .
A link to the latter can however be added, as soon as it is more complete or offers more functionalities.

Provide different content depending on the user-agent

By detecting the user's user-agent, both versions for mobile or desktop can be accessed from the same url, without redirection.
However, it is necessary to ensure the correct configuration of this system so that Google indexes the desktop part with “Googlebot”, and the mobile version with “Googlebot-Mobile”.
In short, the same content is offered to Internet users on PC as to “Googlebot”, and to those who use a mobile as to “Googlebot-Mobile”.

If this is not the case, and therefore you provide different content to Internet users and Google robots, the latter may think that you are cloacking, with the risk of seeing your site blacklisted.

What are the benefits of accelerated mobile pages?

The accelerated mobile page has a double advantage:
for Internet users: have access to very fast and very easy to use pages thanks to this new almost instantaneous code
for e-merchants: to considerably reduce their bounce rate.
The longer a site takes to load, the less time prospects spend browsing its various pages.
Some of them don't even visit the first page of the site if it doesn't show up within the first 2-3 seconds
Another very interesting advantage is that of being able to promote your business through advertisements that are more quickly disseminated and visible.
The source of income linked to subscriptions and announcements is therefore more interesting.
As the potential of the web is more open, interactive applications and platforms can function better remotely.

How do these accelerated pages work?

AMPs work the same as regular HTML pages, except that they contain a more limited set of technical features.

These features are defined and governed by the open source AMP system.
Just like all the other basic pages, AMPs load and distribute themselves through traditional web browsers as well as applications using the Internet (videos, photos, animation, etc.).
The AMP developers have set up files containing various technical and architectural approaches aimed primarily at optimizing display speed. For this, they use a whole panoply of web components offering the possibility of integrating complex multimedia tools such as videos, social messages, display advertising or the collection of technical analyzes. The main thing is not to standardize the way in which the pages are edited, but to build a technical core common to the different pages in order to speed up their loading time.
One of the important aspects of its operation is the caching of AMP files through the cloud.
It makes it possible to reduce the waiting time for access to information contained in mobile devices and therefore to deliver data more quickly.

Several companies offer AMP caching solutions.
This is the case with number 1 in online research, which offers its “Google AMP Cache” which can be used by anyone, free of charge.
The objective of AMP is to combine limited technical functionalities with a distribution system built around caching leading to more efficient pages.
This makes it possible to generate more traffic on user sites and reduce the bounce rate of e-commerce sites.

Why is the AMP project open source?

The companies involved in this project wanted to improve the user experience at all levels of intervention.
The work thus carried out not only serves connected platforms, but also represents a whole set of technologies intended for multiple publishers.
Creating a free license for this project allows contributors to share their ideas and support the development of AMPs.

Who can use the Accelerated Mobile Pages?

The project is open to all stakeholders whoever they are (simple publishers, owners of e-commerce sites, creators, professionals, etc.).

What are the consequences of using AMPs?

Using the AMP format, online content editors create AMP files ready to be crawled, indexed, viewed (subject to the bots exclusion protocol) and cached by third parties.

Does this format involve more work for virtual content publishers?

It's just as easy to post AMP content for articles or blogs, as it is to post videos, photos or GIFs online and in AMP format.

What is the most suitable type of content for AMPs?

The answer is no.
As the “AMP HTML” protocol only works with tools already available online, this format does not involve additional work.

How can a user convert their content to AMP?

With a CMS (Content Management System), providers can easily generate AMP content.
For the best known of them, WordPress, there are also many plugins to use the AMP format in a simple way.

A platform adapted to e-commerce sites

How can an e-commerce site get involved in the creation of Accelerated Mobile Pages?

Since the project is open to everyone, it is easy for you to collaborate with the current members of the MPA management team.
They are also very enthusiastic about the idea that you can submit your ideas!
Google has opened its cache to the public, so you can access it for free, even if you sell products online and your goal is to increase your turnover.

How does advertising on MPAs work?

One of the primary goals of building Accelerated Mobiles Pages is to ensure effective monetization through mobile purchases.
The idea is both to facilitate access to the shopping cart and to online purchases via a smartphone, but also to speed up the purchase process by reducing the loading time of the pages.
The objective is therefore to provide support to businesses by offering them a full range of ad formats and sustainable advertising and technological networks.
Companies that wish to do so are therefore urged to develop sustainable advertising practices to ensure that AMP files are fast and efficient for end users.

Can e-merchants take an inventory of what they sell through AMP?

Yes, just like they do with their existing websites, publishers can completely control their wares and monitor advertising.

How should online subscription and payment services work with their AMP?

The designers of the Accelerated Mobile Pages imagined this code in open source mode so that all web players can appropriate it.
It is thus entirely possible for publishers to:
offer subscription services or online payment
allow customers to access their information, documents and order tracking
to preserve the anonymity of customers
By offering a better user experience, it is notably possible to reduce the cart abandonment rate for e-commerce.

How do AMPs manage website statistics?

While the first demo version of MPAs featured some pretty basic and simplistic analytics, many improvements have since been rolled out.
Several analysis specialists are currently working on this crucial point, in particular for natural referencing (SEO).
The team is developing a system for virtual information gathering, trend analysis, integration, and all without compromising the initial goal: to accelerate the loading speed of web pages (and therefore, without compromising the size or the speed of AMP files).
Do publishers have access to their level of traffic from an audience analysis medium?

Yes, an AMP file informs this.
It is often the favorite place for publishers to learn more about their reputation!

Is it possible to have AMP example pages?

The AMP project is open source.
You can find at this address: examples of pages made with AMP technology.
You have to understand that this technology is not just a trend, but a real revolution in the mobile experience which is the key issue for the coming years.
Having pages in mobile or responsive version is no longer sufficient to be visible on Google.
It is also necessary that these pages load quickly.

AMP: what impact on SEO Referencing?

Although Google's natural referencing algorithm has thousands of criteria that are sometimes jealously kept secret, the Mountain View giant has made it a priority to offer ever more qualitative results.
This translates, for example, into greater relevance of the results depending on the location of the Internet user, or even by the quality of the site itself.
However, since mobile traffic is preponderant, Google has made it clear that having a mobile-friendly site is not enough to appear on the first page.
The loading speed of websites on smartphones is now one of the key criteria for natural referencing.
To guarantee a better user experience, AMP is therefore obvious since this technology considerably reduces page loading time.
When Google has to choose between two sites of the same quality, it is AMP that makes the difference.
It is also a way for the search engine to impose this new standard.


SMO definition (Social Media Optimization)

SMO or Social Media Optimization, is a referencing technique that appeared with the advent of social media or networks on the web, and above all, the desire of Google and search engines to take their activity into account in the referencing of Web sites. Thus, the SMO is neither more nor less than a technique of referencing via social networks. It is therefore used to develop the notoriety of a company. But how does it work? SMO is a process that we could define as very subtle. Why that ? First of all because it cannot be improvised. Indeed, without notions of marketing, it is possible to go wrong. If your goal is to improve the online reputation and traffic of your business via Facebook, Google +, Twitter and others, it is first a question of putting in place a marketing strategy.The mistake would be to create pages on these social networks, to post anything there and to wait to see if your number of subscribers increases. Which is unlikely …
But what do Google and search engines use to judge your SMO?
Like PageRank, all Google wants to know is: are you popular?
So it is with your social media pages.
And there, it is not only the number of subscribers that you have that matters, even if this is a sign, but especially what is happening on your pages.
Do you create interactivity with Internet users?
Are you causing discussion threads?
Shares, retweets, likes?
How many Google+ circles are you in?
The SMO therefore judges your popularity with Internet users, therefore, your ability to get people talking about your brand or company.

What is SXO?

You have certainly already heard of him and you lend an attentive ear to web marketing.
SXO can be defined as the marriage between SEO (Search Engine Optimization) and UX (User eXperience) .
Therefore, this concept combines search engine optimizations with strategies to improve the user experience.
When we adopt the SXO approach, the sole positioning of a site's pages in Google, Bing or even Yahoo is clearly no longer sufficient.
Its managers must be systematically driven by the desire to meet the expectations of Internet users who visit their blog or their online store, at best they must do everything possible to retain and convert them.
Be careful, the fundamentals of natural referencing remain. 
The content – technical – netlinking triptych is still predominant.
But it should no longer only focus the attention of traders and SEOs.

search engines

What actions to take in SXO?

A few years ago, when the competition was not so strong, a company could largely reap the benefits of a simple optimization of its content.
Relevant titles, H1 tags made up of synonyms of the targeted key phrase, a few links on high Page Rank sites… and voila!
Now, there is so much content that you have to play elbows and win in SEO to appear on the first page.
Then, when we manage to place ourselves in a good position, we must still succeed in making the user click on his site.
Finally, UX must be efficient to convert.
SXO, a true alliance between natural referencing and user experience, allows you to reach the point where your site is not visible to the one where it converts.
It is one of the major trends in 2018.
To promote its CTR (click rate), it may be interesting to mention the price on the product title, underline the free shipping costs, promote very advantageous deadlines or even create personas.
When the Internet user has been drawn into the cracks of your net, it would also be profitable to highlight additional content likely to interest them.
For a media that makes a comparison of high-end smartphones, it may be to encourage it to discover mid-range devices that could also quite correspond to its uses.
A distributor will be able to highlight compatible accessories alongside a telephone that he offers for sale.

How to take advantage of universal search?

The SXO requires you to work more on your visibility in the search engines, taking into account all the possibilities available to you, well beyond the traditional search results.
First of all, each site must try to position pages of its site on the zero position.
What is it about ?
Quite simply from an extract of content that Google presents directly to the Internet user in the results.
It is profitable in terms of image for the authors and it is a safe bet that the platforms which are thus valued by the engine adopt the best practices in a global way and offer the best user experience to Internet users.
Then, Google Shopping presents opportunities to merchants and the image search engine allows any site to attract more visitors.
As you can see on the screenshot above, several sites are likely to attract the attention of Internet users with illustrations, just below the Wikipedia page dedicated to this actor.
Rich snippets (or structured data) are also fully in line with the SXO approach.
A supporter looking for tickets to attend PSG football matches?
Admittedly, the page of the official store of the Parisian club is rightly highlighted in the results, but a ticket exchange platform is particularly successful by offering links for each of the next meetings.
By discovering the dates of the upcoming matches, the Internet user may be more likely to book his ticket.

Why you should optimize your local SEO?

Merchants, especially merchants who specifically target their municipality and its surroundings, would be wrong to miss out on Google My Business.
This service highlights many establishments on a large number of requests.
Hotels and restaurants that do not benefit or do not want to appear on intermediary platforms (Booking and La Fourchette to name a few) can attract Internet users if they use the tool correctly.

How to optimize your landing pages?

Each page should fit into your overall SEO and user experience strategy.
Develop your content to enrich the lexical field and tell a story to Internet users.
There is nothing more depressing for a visitor than successively stumbling upon descriptive sheets of manufacturers, taken back as they are by retailers.
In addition, two techniques in SXO can allow you to increase your conversion rate.
This is on the one hand Eye Tracking and on the other hand A / B testing.
The first concept is useful for determining in what order the elements of a page are observed and for identifying the areas where the visitor's gaze lingers the most.
Here is an example in the illustration below.
Regarding A / B testing, which certainly deserves a file on its own, this is similar to a competition of two pages presenting the same product or service. The elements (colors of the titles, positioning of the body of the text, images, purchase button or form to be filled in, etc.) that compose it are arranged in a different way. The tool records the actions and conversions made by Internet users, without them realizing that they land on the first or second version of the same page. There are very distinct levels of performance depending on the choices made by the merchants.
All the approaches that we have presented should not obscure the importance of technical optimizations and the work of netlinking.
It is the combination of all these often time-consuming tasks that allow a site to attract more Internet users, to provide them with relevant answers and to retain them.