What is SEO?

SEO stands for Search Engine Optimization. Adding it to your web strategy will increase your chances of appearing in the first results on search engines, and thus increase your chance of being found by new users. In a simple way, it’s about pleasing Google, Bing, Ecosia (and many others…) by providing information they put forward, and especially by making it easier for them to find it.

So, are you still interested in learning more about SEO?


Some useful definitions

Let’s start at the beginning: the traditional definitions. We’ve already established what SEO is, in its broadest sense. Here are some definitions to dive into the subject.


All the media assets available on your website. It includes your pages, categories, articles and products.

Focus Keyphrase:

The focus keyphrase is the optimized keyword you have chosen to associate with your content. 

If different contents have the same focus keyphrase, it has the opposite effect: it’s called keyword cannibalism. The pages of the same website become competitors and will show more and more difficulty to appear in the first results.

Meta Title (or SEO title):

The meta title is the title of your content that will appear on search engines result pages and social media. It should be about 70 characters long.

Our recommendation: use the name of your content, followed by the name of your business, then the type of business.

Meta Description:

The meta description is the short text that will appear below the meta title in search engines result pages. This is the place to use action verbs and make users want to visit your site! It should be about 150 words long.

Alt text:

An alt text is short and descriptive, and should be added to each of the media (images and videos) on the website. It’s the equivalent of a focus keyphrase, but for your media. It will not be visible anywhere, it’s only used to inform search engines. It’s the one that allows (among other things) to highlight an image during a search for images.

Hierarchy of titles:

The hierarchy of titles on a website has the same importance as the sections and chapters of a book. It will allow search engines to understand how the content on your website is organized. 


Why is SEO important?

A site does not rank on its own on search engines. If users search for the exact name of the company, the site will appear first, but not if they search for a focus keyphrase that has not been added to the website.

It’s a new component to implement in your overall strategy, to allow new users to find you on the web.


When to do SEO?

SEO is to be done each time new content is created. It’s preferable to do it at the very moment of creation to allow the search engine robots, if they pass over the content quickly, to understand what it’s about and to rank the content.

It’s recommended that weekly check ups be made to ensure everything is in order on the site.

Our recommendation: You should update your SEO whenever you make changes to your content.


Let’s get one thing straight right away: it’s extremely unlikely you will be the first result to appear on a search engine results page. The top spots are very often reserved for paid ads and, as mentioned at the beginning of this article, SEO is a free form of search engine optimization.

The goals you can set for yourself when working on your SEO will depend on your industry. If your business is in a very successful environment on the web, trying to appear on the first page of the results is a difficult, but fairly realistic goal. On the contrary, if your field doesn’t place much importance on online presence, you might set your sights on reaching the top 5 results of the first page.

Are you motivated to learn how to implement the concepts outlined in this article? Do you want to take your marketing strategy to the next level? Want to make your brand stand out in the vastness of the web?


Book an exploratory meeting with us today!


Project Manager