Checking your site’s SEO
As you know, a natural referencing strategy is established over the long term. You need to give the search engines time to analyse all the content of your site (optimisations, tags, images, text, etc.) and to observe its behaviour (traffic, acquisition of links, updating of content, etc.). The history of the domain name is also a criterion taken into account by Google (so avoid changing your domain name at all costs!).
Search engine optimisation is never static. Search engine algorithms evolve over time, and your strategy must also be continually adapted to continue improving the results obtained. Keep up to date with algorithm changes through the specialist press, blogs, etc. Also keep an eye on changes in your natural referencing by monitoring variations in positions in the search engine results for the queries you are studying.
Revise your keyword list by removing keywords that are no longer searched for and replacing them with more targeted ones. Then modify the content of your website accordingly, your tags (re-optimise them!), your titles and your texts (add to them if they are not sufficient and rewrite them if they are out of date), so that they are always in line with the keywords you are studying. Finally, create additional content pages to support your SEO work on one or more queries.
First of all, the pages with the highest bounce rates and the main exit pages: check whether they allow visitors to continue browsing (presence of a button, internal links, good visibility, etc.). Information about your audience is also important: the origin of your visitors and the language used may change; it may be appropriate to add a version in an additional language. In addition, the technology used by your visitors needs to be monitored: compare the length of visits and the bounce rate for the different media; content may need to be adapted. There is always room for improvement in SEO, but sometimes you have to look, analyse and test… and often you have to be patient before you see the first results!
There are many tools available (free or paid) for analysing the positioning, structure and performance of a site. They show that web marketing professionals are genuinely concerned about natural search engine optimisation.
The Google Analytics tool can also be used to keep an overview of changes in your website’s traffic (audience, origin, behaviour, technologies, e-commerce, conversion tunnel, etc.). Studying this data remains very important throughout your SEO strategy.
SeeURank and Google Search Console are also specialised tools. And in the event of disappointing results, don’t panic: there are always actions to be taken, and it often takes longer to achieve first-page positions.
