SEO : the challenges
Optimization for search engines or search engine optimization is a real issue at several levels:make the site visible in a sustainable way ;
capture qualified traffic from search engines ;
win a brand to users .
The purpose of optimizing the site work for the search engines is , at first , to define the terms / queries that users are likely to take to reach the site. These keywords will be selected based on the activity of the company and as a function of the potential traffic. Too specific keyword does not bring enough traffic and a keyword too generic bring a large volume of unqualified traffic.
Appear on Google first page for a so-called "generic" ( eg "mp3" ) application provides a large volume of traffic. In fact, about two-thirds of users click on one of the results of the first page and almost all do not look beyond the third.
Because of this enormous potential traffic webmasters seeking by all means to be at the top of the list , even 'cheat' . There was at one time the use of techniques spamdexing ( spamdexing ) for cheat engine robots back to the site. The engines have responded by changing their ranking algorithms to blacklist or penalize these sites "rogue " .
The purpose of a search engine is to provide the most relevant to the user query , ranking algorithms of the engines are constantly modified to move in this direction , in that of the user.
Google provides the answer regularly to all webmasters who want to know the techniques to optimize their sites is that they should think about designing a fun and relevant to the user site rather than trying to create a site for their robot indexing ( crawler ) 2. Although there are practices to avoid penalizing the ranking of a site, the best way to have a listed site remains to ensure that it provides a real benefit to the user.
Optimization for search engines is difficult to quantify in terms of field results : indeed, the ranking algorithms are constantly changing .
An effective method for optimizing a website is to " get under the skin " of a search engine and see what information it may have to rank a page, URL , meta tags, titles , content, images, files ...
According to the results of the International Observatory of Trade Internet competence " Search Engine Optimization " appears as one of the most sought after in all professionnels profiles. While this may appear to be logical for a webmaster or a web designer that seems surprising , for example, a specialist internet databases , but the way it organizes the functioning of the BDD can provide a significant gain in site optimization . In fact according to studies, this skill, highlighting proven and is a vital asset in a phase of employment research.
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