The basics of SEO #1: definitions and keyword phrases

(Article updated on 07/07/2017)

When you want to create a website, or when you already manage one, the question of visibility — and therefore of search engine optimisation — inevitably arises. How do you appear in the best possible position on search engine results pages? Why can't people find me when they search for my site?

We will explain here some fundamental knowledge on the subject to help you build a well-optimised site.
Indeed, to be visible online it is important to take care of the SEO of your web pages.
We obviously cannot cover every single action to take exhaustively. And that is for 3 reasons:

1. It would be far too long, and many articles would be needed to cover the subject in full.
2. Google, which reigns supreme among search engines in Europe, regularly changes its algorithms. Knowing every detail today does not guarantee the same will hold true in a week's time.
3. Google does not reveal all the secrets of its algorithms. It is estimated that SEO professionals are familiar with only a quarter of Google's rules.

That said, knowing a few basics on the subject can only help your search ranking. While nobody can guarantee a first-page or top-position result, it is nonetheless possible to gain visibility.

What is SEO?

First of all, a definition is in order.

SEO, organic search, or natural search — these terms are synonyms.
It involves optimising the pages of your website so that Google places them in an advantageous position within its search results pages.
SEO stands for Search Engine Optimization.

SEO, SEA, SMO, ASO?

You may also have heard of SEO, or SMO, or even ASO.
Before going further, it seems worthwhile to clarify all these acronyms.

SEO, as we have seen, refers to organic search. Therefore carried out manually, and "free of charge" (in terms of money — it is an investment of time).

It is thus contrasted with SEA (Search Engine Advertising), which is therefore paid. This involves appearing in the adverts at the top of search results pages, or on their sides.

SMO stands for Social Media Optimization. This involves gaining visibility through social networks.

Finally, ASO, App Store Optimization, is search optimisation for mobile applications on app stores.

Here, we will only discuss SEO — no Google Ads or advertising campaigns, and no mobile applications. Only organic search for a website.

Keyword phrases in SEO

First of all, a linguistic clarification is required. Even if the term "keyword phrase" speaks for itself to some, it is always worth examining.
A keyword phrase is a group of words used on a search engine. So, if I am looking for a bakery in my neighbourhood, I would type "bakery lyon 7".

Keyword phrases and keywords

Furthermore, a distinction is made between keyword phrases and keywords. A keyword stands alone; here, it would be "bakery". But in terms of search optimisation, this is not sufficient. If I search "bakery" on Google, my search will be fruitless: I would find all the bakeries in France, whereas I am only looking for one near me.
Users have long since developed the habit of typing several keywords for their searches: a keyword phrase, therefore.

When writing content specifically for SEO, or when simply wishing to optimise one's search ranking, keyword phrases are the fundamental tool.
For those running a commercial website, think about the words your potential customers might use. You sell phones at good prices in Lyon: perhaps the phrase "cheap mobile phones lyon" would suit you.

Note: a page that consists only of repeated keyword phrases will be viewed unfavourably by Google and may even be blacklisted. It is therefore important not to repeat your keywords too frequently. This reprehensible practice is known as keyword stuffing.

Tools to better target your keyword phrases

Online tools allow you to see the frequency of use of given keyword phrases over the past month, as well as the level of competition — which will be high if many sites are already using the keyword phrase you are targeting. In an ideal world, a keyword phrase with low competition and high usage frequency would be perfect. But it should be noted that this will rarely, if ever, be the case. Competition will often be well and truly present.

Adwords is one such tool. While its primary purpose is to run advertising campaigns (i.e. SEA), the interface includes a section for choosing the keyword phrases to include in the adverts you want to create. Simply make your selection of keyword phrases and cancel the process before finalising/paying for your advert. You can then use the keyword phrases that seem most relevant to you.

Choosing the right keyword phrases and placing them strategically is important. Similarly, try to vary the terms from one phrase to another. As we will see in the following articles (The basics of SEO #2: titles, metadata and time), this notion is crucial for anyone wishing to optimise their search ranking.