How can I improve the visibility of my site in search engines?

Procédure

Objective

This documentation explains, in simple terms, how to improve the visibility of your site in search engines such as Google.
You will discover the first useful actions to take, the difference between natural referencing and paid advertising, and how to check whether your site is starting to appear in the results.

Services concerned

This documentation is aimed at customers with a website hosted by LWS, regardless of the tool used to create the site, as long as it is already accessible online.

Panel concerned

No specific panel is required to follow this documentation.
However, certain additional checks or actions may depend on the tool used to manage your site.

Prerequisites

Before you start, make sure that :

• Your site is already published on the Internet;
• Your domain name is active and linked to your site;
• You have access to your site's administration or content;
• Your site already contains at least a few pages that are visible to visitors.

A simple understanding of SEO

Putting a site online does not automatically mean that it will appear immediately in Google or other search engines.

For a site to be visible in search results, search engines must first :

1. discover your site ;
2. browse its pages
3. understand its content
4. decide which searches it can be displayed for.

This process is commonly referred to as SEO.

There are two main ways of gaining visibility:

• natural search engine optimisation (SEO);
• paid search engine advertising (SEA).

What is the difference between SEO and SEA?

SEO: natural search engine optimisation

SEO refers to all the actions that help your site to appear more naturally in search results, without paying for each click.

In practical terms, this is based primarily on :

• the quality of your site's content ;
• clear titles and pages
• good organisation of the site;
• the confidence your site inspires in the search engines.

SEO does not generally produce immediate results. The first effects may appear gradually after the site has gone online or after new content has been added. Depending on the situation, this may take several days, weeks or longer.

SEA: paid advertising

SEA involves paying to display your site or your offers in the sponsored results of search engines.

This solution can be useful if you want to :

• gain visibility more quickly ;
• promote an offer that is limited in time
• launch a new product or service
• attract visitors over a specific period.

However, this visibility depends on the advertising budget: when the campaign stops, the results can diminish rapidly.

Things to remember

• SEO is more gradual, but longer-lasting.
• SEA may be faster, but it is not free.
• In most cases, a beginner should start with the basics of SEO before considering advertising.

How to improve your site's visibility: step-by-step procedure

Step 1: check that your site is accessible

First of all, open your site in a browser and check that :

• the home page is displayed correctly ;
• the main pages are accessible
• the site does not return any errors;
• the site is not empty.

Why this check is important

A search engine cannot properly reference a site that :

• is not displayed correctly
• is still under construction ;
• contains almost no content;
• only displays an empty or temporary page.

Expected result

Your site opens normally and visitors can consult its content without difficulty.

Step 2: create clear content on your pages

For a search engine to understand your site, your pages must clearly explain what you are offering.

Each important page should answer one simple question:

• what is this page about?
• Who is it aimed at?
• What useful information does it provide?

Simple good practice

Try to include :

• a clear title for each page ;
• an understandable text, written primarily for people;
• a different page for each important subject;
• useful, concrete and up-to-date information.

Example

Instead of a vague title like Welcome

prefer a more precise title such as: Creation of a showcase site for craftspeople in Lyon

Things to avoid

As far as possible, avoid :

• very short pages with no real content ;
• texts copied from other sites;
• pages that mix several subjects without any logic;
• titles that are vague or identical from one page to the next.

Expected results

Each important page on your site presents a clear and useful subject for your visitors.

Step 3: Organise your site logically

A well-structured site is easier to navigate, both for visitors and for search engines.

What you can do

Check that :

• your menu is easy to understand ;
• your main pages are easy to reach
• visitors can navigate naturally from one page to the next;
• important information is not hidden too deeply.

Example of a simple organisation

• Home
• Services
• Rates
• About us
• Contact

Why it's useful

If your site is better organised, it's easier for search engines to understand :

• the topics covered ;
• the important pages
• the links between the different parts of the site.

Expected results

Your site has a clear and coherent structure.

Step 4: Take care with your page titles

Page titles help search engines to understand the main subject of the content.

Simple advice

Each page should have a title :

• precise ;
• easy to understand
• different from other pages
• related to the actual content.

Examples

Prefer :

• Computer repair at home in Marseille
• Our plumbing services for individuals
• Contact our hair salon in Lille

Rather than :

• Home
• Page 1
• Miscellaneous services
• Welcome to our website

Expected result

The titles of your pages clearly describe their content.

Step 5: Publish useful and reassuring content

A site is more likely to be visible if it provides visitors with real information.

Here are the most useful contents to start with

You can add or improve :

• a clear presentation of your business ;
• a detailed services page
• a comprehensive contact page
• answers to frequently asked questions;
• examples of projects, services or products.

Why it's important

Search engines try to offer results that are useful to Internet users.
The more clearly your site helps a visitor understand what you do, the more likely it is to be considered relevant.

Expected results

Your site provides concrete, understandable and useful information.

Step 6: update your site regularly

You don't need to publish every day, but a site that remains totally static for a long time may give fewer signals of activity.

You can, for example

• correct obsolete information ;
• complete your services pages
• add a new project;
• add to your FAQ;
• publish a new article or news item if it makes sense for your business.

Expected results

Your site evolves over time and stays up to date.

Step 7: Encourage trust

Search engines place more value on sites that inspire trust.

To do this, make sure that your site clearly displays :

• the name of your business
• a means of contact
• coherent information about your services
• serious content, proofread and without exaggerated promises.

Expected results

Your site looks reliable, understandable and professional.

Step 8: Consider advertising only if you need faster results

If you want to obtain visits more quickly, you could consider a search engine advertising campaign.

This solution may be useful if :

• you are launching a new activity ;
• you have a time-limited promotional offer; or
• you want to test a request quickly.

However, advertising does not replace the basics of natural referencing.
Even with an advertising budget, it is still important to have a clear, reassuring and well-structured site.

Check that your site is starting to be visible

Search engine optimisation is generally not immediate. Once your site has been put online or its content has been improved, you often have to wait a while before seeing the first effects.

What you can check

You can consider that things are moving in the right direction if :

• your site is easily accessible ;
• your pages are complete and clear
• your content is gradually improving;
• your site name, your activity or certain page titles start to appear in searches.

Expected results

Eventually, your site may start to appear in searches related to :

• the name of your business ;
• the name of your site
• your services;
• your location, if your business is local.

How long will it take?

It's normal not to see immediate results.
Depending on the type of site, its content, how long it has been in existence and the competition for your business, visibility can develop gradually over a variable period.

The important thing to remember is this

• a new site does not always appear immediately ;
• natural referencing requires regularity;
• lasting improvement generally takes time.

Common problems and solutions

My site is online, but I can't find it in Google

This can be normal, especially if your site is new or if its content is still limited.

What should you do?

• Check that your site opens correctly;
• add clearer and more complete content
• improve your page titles;
• give the search engine time to discover andanalyse your site.

My site contains very little text

A site with very little information is more difficult for a search engine to understand.

So what can you do?

Add simple but useful content:

• who you are ;
• what you offer
• who you are addressing
• how to contact you;
• what makes you different.

I created my site recently and I thought it would be visible straight away.

This is a very common expectation among beginners.
Putting a site online does not guarantee that it will appear in search results straight away.

So what should you do?

• keep improving your pages;
• check that your site is well structured;
• Be patient;
• don't rely on promises of instant results.

My site is clear to me, but maybe not to a visitor

This is a common problem. We often know our own business too well, which leads us to use overly technical vocabulary.

What can you do about it?

Reread your pages and ask yourself this question:

"Does someone who knows nothing about my business immediately understand what I'm offering?"

If the answer is no :

• simplify the sentences ;
• replace jargon ;
• add concrete examples;
• explain overly technical terms.

Important advice for a good start

For beginners, there's no need to look for complicated techniques from the outset.

Concentrate on the basics first:

• an accessible site ;
• clear pages ;
• Understandable titles;
• useful content ;
• a logical structure;
• regular updates.

This is the healthiest basis for gradually improving your visibility.

Conclusion

Search engine optimisation takes time, but it starts with simple, accessible actions.
If you want to go faster, advertising can be a complementary solution, but it is no substitute for a well-constructed site.