Multiple roads lead to website's optimisation. As far as content relies on text, the written copy calls for optimisation. Apart from textual content, optimisation targets are visual content, graphics and multimedia.
Content provides the link with the visitor. Search engines possibly show this link in indexes, so the visitor finds it. Content is multiform, so is optimisation, that aims to improve the visitor's experience.
We advise on how to achieve the best possible optimisation of an existing website, supervising the implementation and assisting with KPI definition and measuring the success. We look at the website in its market, content adequacy, research the possible improvements regarding content, performance, and compliance. For such tasks, robots help, but they have their limits... Pricing
Dealing with quality
Minimally, writing must address:
- Style and easiness
- Wording and vocabulary
- Sentence length
Wording is an important and hard task. For a human eye, a web page is the result of particular semantics, made of meanings, appearance and objects.
Illustrations' quality is part of it. To understand the meaning of a text, the words' appearance, their size, colour, shape are of particular importance. Writing clearly, easy to read sentences is a tricky goal. We need to format words in a way that helps understanding. Here, we work to improve our writing qualities.
Dealing with quantities
Search engines uses robots to scan the web and build their indexes. A robot deals with quantities: number of words, lengths, number of headings, number of repetitions, structure represented by HTML tags, presence of a given tag... For visitors to find the website's content, the content must properly reflect in search engines' indexes, directories, other websites, social media and... words of mouth. The link offered by search engines between visitors and websites is a permanent source of confusion.
Optimisation is a precondition to successful marketing. But content optimisation can be a challenge if the development did not consider the content or did not respect the web rules By web rules we refer to the specifications issued by the World Wide Web Consortium that set the rules to author and display web pages, through HTML and cascading stylesheet markup. These rules are implemented by the different browsers. If followed, these rules allow browsers to correctly display the web page.. Adapting the website becomes in turns a precondition to its optimisation.
Optimisation vs SEO
The expression "SEO" (search engine optimisation) in itself leads to a wrong interpretation. Tuning up the content for search engines is a nonsense. At the opposite, improving content for visitors and customers, in particular consistency and wording, will bring better results in search engines' indexes.
There are however specific tasks to accomplish to ease indexation of the website's pages by search robots. To learn more, see Do you speak Bot?.
Search engines indexes store content data and pieces of content. A robot will properly reflect large enough, consistent and original content. This way, when querying an index, the visitor will possibly find the content that fits its search words, thanks to the work done to optimise the website's content. All the contrary, stuffing content with keywords that do not reflect the content provides a deceitful experience for the visitor. When the page displayed does not match the expression searched, the visitor quits!