SEO has over the years become essential.
Why? Well, because it helps improve search rankings by taking into account mainly the various algorithms implemented by Google.
These have evolved a lot, and we may wonder whether it is still advantageous to rely on SEO to improve online visibility.
The answer is yes. Even if results are not immediate, a good long-term strategy is essential.
Reminder: what is organic search (SEO)?
Before explaining why it's so important to choose a good SEO strategy, we'll remind you what SEO is.
It encompasses all the techniques and actions implemented to optimize organic search, in other words to be in the top results of search engines.
Organic traffic and the different types of traffic
There are different types of traffic. Each of them can generate more or fewer visitors.
- Organic traffic is directly related to search engine optimization and includes SEO. Users make a query and receive results among which you must appear. Thanks to organic traffic, you can improve the quality of your traffic and therefore your conversion rate.
- Direct traffic is tied to your brand awareness. Instead of searching for you via a search engine, users enter your address (URL) directly.
- Paid search or SEA It is a paid strategy in every sense of the word. You buy keywords and you are listed when they are the subject of a query. One of the best-known SEA tools is Google Ads.
- Social traffic is that brought by social networks. They remind us that these communication channels should not be neglected.
- Referral traffic is brought via links on other sites. It can come from a partner site or from a directory.
- Email traffic is the one brought by the email campaigns or newsletters.
The main one is organic traffic, which accounts for over 50% of visitors. It's also the most profitable.
That's why in 2022, as in 2021 and previous years, you should integrate SEO into your content strategy.
Google evolves, just like you
Our habits have changed. For several years now, we've been looking for personalized services. As consumers, we want to be recognized and, above all, rewarded. For these reasons, Google has evolved.
Today, to rank well you need to offer quality content that meets consumers' expectations, as well as a good user experience. Sites that are not mobile-friendly are penalized, as are those that overuse keywords or fail to provide original content.
Moreover, we place great importance on local businesses. That's why geolocation on Google is now very important. You can find a company or a service provider near you in just a few clicks.
Understanding Google results to better grasp the impact of SEO
If you use Google, you know that the results have evolved significantly.
Today they are not presented as a list. If you run a query, you will find the following elements.
- Google Ads, which are identifiable because they are labeled as ads.
- Featured snippets that give you an immediate answer.
- Image packs from Google Images that are particularly attractive and help confirm that the query is correct.
- Knowledge cards and panels that provide information about a country, a historical figure, or a work.
- Local packs that show what’s available near you.
- Related questions to refine your search.
- Reviews available via Google Reviews.
- Commercial offers via Google Shopping.
- Video results via YouTube.
Because organic traffic remains the most important, you can't do without SEO.
Having good organic search rankings is essential for targeting your audience but also for improving your conversion rate. At the same time, you must take into account Google's many changes to offer content that is enjoyable, interesting, and aligned with users' expectations.
Our advice
You must create unique content that showcases your expertise, offer it in different formats, and distribute it across various channels.
To improve your organic search in 2022, a key element will be producing unique content as part of a well-defined content strategy.
Finding content ideas and taking the time to write them is not easy. Fortunately, you can rely on Rédacteur.com to perform a semantic audit of your site, find content ideas, and write them for you.
Gain visibility on Google with the Rédacteur.com SEO Content Strategy Packs.
