Search Engine Optimisation (SEO) Explained Simply

SEO (Search Engine Optimisation) includes everything that helps your website appear free of charge in Google’s search results. The goal: for your page to be considered the most relevant and trustworthy for a given search.

How Google determines rankings

Google analyses hundreds of signals, which fall into three categories: relevance (does your content truly answer the question?), authority (do other websites link to you?), and user experience (is the site fast, mobile-friendly, and secure?).

The 4 SEO levers

• Keywords: identify the phrases your customers type (e.g., “emergency plumber Nantes”) and address them with a dedicated page.
• Content: write useful, comprehensive pages that cover the topic better than your competitors. Content is the fuel of SEO.
• Technical aspects: page loading speed, mobile display, title tags (title, H1), clear URLs, HTTPS.
• Popularity (netlinking): links from other high-quality websites boost your credibility in Google’s eyes.

Local SEO: the essentials for a local business

If you serve local customers, your priority isn’t the global top page but the “local pack” — the three Google listings that appear with the map. This is optimised through your Google Business Profile (accurate category, opening hours, photos, recent reviews) much more than through your website.

How long does it take?

SEO is a long-term investment: expect several weeks to a few months for lasting results. In return, a well-established position brings you visitors every day, with no cost per click.