SEO: Your Key to Dominating Search Engine Rankings
SEO involves techniques used to position a website in the top spots of the results page of major search engines.
The Usefulness of SEO
93% of online experiences start with a search engine query[1]. Google, the undisputed leader of search engines, with 92% of the global market share[2], accounts for approximately 2.2 million queries per day[3].
90% of user clicks after a query occur on the first page of results (SERP), while less than 1% of users will click on a site on the second page[4][5]. On the first page, 60% of clicks go to the top three results[6], with 33% going to the first result[7], and the rest shared between the second and third results.
The Different Types of SEO
SEO is a type of organic search optimization. Optimization involves actions that aim to best respond to the user's query and ensure a pleasant and interesting experience when visiting the site. SEO offers lasting results.
SEA, or Search Engine Advertising, is a form of paid search optimization. It allows the site to position itself on the most competitive keywords and reach audiences based on their location and interests. This type of optimization works faster, but its effects disappear when the campaign ends.
Steps to Build a Good SEO Strategy
- SEO Audit: Analyze all information regarding the website's functionality and user interaction. SEO experts use tools like Google Search Console, Google Analytics, Screaming Frog, Semrush, Ahrefs, to obtain data on the site's SEO performance. This identifies strengths and provides recommendations for weaknesses.
- Setting a Measurable Goal: Increase the number of clicks on the site by 25%, reduce the customer acquisition cost, increase brand awareness, etc.
- Developing a Strategy Based on the Goal: For example, if the goal is to obtain more backlinks, a link-building strategy is implemented. For increasing sales, an e-commerce SEO strategy is used.
- Implementing the Strategy and Recommendations from the Audit: This may involve fixing broken links, optimizing keyword usage, improving title tags and meta descriptions, etc.
- Monitoring, Evaluation, and Vigilance: SEO trends constantly evolve. Search engine algorithms are regularly updated to track sites that abuse the system and better satisfy users. Keeping up with new trends is crucial to maintaining acquired advantages. Regular site evaluations track the strategy's effectiveness and make adjustments as needed.
Which Search Engine to Choose?
Google remains essential as the most used search engine. However, studies have shown new trends in how users search for information. 57% of users search for information on YouTube the same way they used to on Google[8]. TikTok, YouTube, Instagram, ChatGPT, and Pinterest, the most used social networks, are more interactive and quicker in their responses. 46% of people born between 1997 and 2006 and 35% of those born between 1981 and 1996 prefer to use social media for their searches over Google[9]. These social networks highlight videos, tutorials, and tips, which these generations consider more authentic, educational, and better for discovery. The evolution of mobile device usage also contributes to this behavior change.
Case Study of a Company with a Successful SEO Strategy
The case of Booking.com is interesting due to its SEO success. The site started as a small Dutch startup in 1996 before becoming one of the most renowned companies in the e-commerce travel sector.
In 2005, the site was acquired by The Priceline Group. Like any e-commerce company, it heavily invested in attracting users to its website, where all transactions are conducted. Although other marketing operations using media or social networks were performed, if in 2017 booking.com became a market leader and remains the top in its category with 563.55 million visits in May 2024, it is largely due to a well-executed SEO strategy[10][11].
Site Ergonomics
Over the years, the site has continuously evolved. In 2005, the homepage consisted of a few windows for choosing a destination and pages for discovering the best accommodations. Today, the homepage is more attractive. Several filters have been added to facilitate user searches. Numerous images catch the eye. Navigation menus and breadcrumbs make site navigation easier. The average page loading speed is 0.68 seconds[12].
Use of Keywords
An analysis of the site shows that 7.2 million organic keywords were used in one year by users to find it[13]. Keyword utilization is done through structural SEO, which involves systematic page structuring. For example, for accommodation queries, pages are classified as follows:
- Hotel in + location name
- Hostel in + location name
- Villas in + location name
Thus, if you type "hotel + city name" into Google's search engine, you are likely to land on a Booking.com page. The site employs the same method for all its offerings.
Improving Conversion Rates
It starts with a well-accessible search bar on the homepage, leading to a list of accommodations with attractive images, precise descriptions, consumer reviews, and purchase incentives such as "only 2 left" or "high demand," "lowest price for the selected date." Finally, the booking page is very easy and quick for users to complete their purchase.
Conclusion
Mastering SEO has become vital for a company's development. A successful SEO strategy results from analysis, monitoring, studies, and multiple adjustments made both on and off the website.
Our team of passionate SEO experts is ready to create a tailored SEO strategy for your business, aligned with your goals and budget, to propel your online presence to new heights. Contact us and discover how we can turn your vision into reality.
Sources:
[1] https://www.lsa-conso.fr/de-start-ups-a-licornes-grace-au-referencement-naturel-seo,407046
[2] https://semji.com/fr/guide/seo/
[3] https://semji.com/fr/guide/seo/
[4] https://www.lsa-conso.fr/de-start-ups-a-licornes-grace-au-referencement-naturel-seo,407046
[5] https://www.lsa-conso.fr/de-start-ups-a-licornes-grace-au-referencement-naturel-seo,407046
[6] https://www.lsa-conso.fr/de-start-ups-a-licornes-grace-au-referencement-naturel-seo,407046
[7] https://www.lsa-conso.fr/de-start-ups-a-licornes-grace-au-referencement-naturel-seo,407046
[8] https://www.archimag.com/sites/archimag.com/files/pictures/recherche-information-reseaux-sociaux.jpg
[9] https://www.archimag.com/sites/archimag.com/files/pictures/recherche-information-reseaux-sociaux.jpg
[10] https://fr.semrush.com/website/booking.com/overview
[11] https://fr.semrush.com/website/booking.com/overview
[12] https://fr.semrush.com/siteaudit/campaign/17800329/review/#performance