The optimization for search engines or search engine optimization is a real issue at several levels:

– Make their website visible in a sustainable way;
– Receive qualified traffic from search engines;
– Win a brand image among Internet users.

The objective of the work site optimization for search engines is, firstly, to define the terms / queries that users are likely to take to reach the site. These keywords will be selected based on the activity of the company and depending on traffic. A keyword too specific will not bring enough traffic and a keyword too generic bring a large volume of unqualified traffic.

Appear on Google first page for a query called “generic” (eg “mp3”), ensures a high volume of traffic. In fact, about two-thirds of users click on one of the results of the first page and almost all do not look beyond the third.

Because of this enormous potential traffic, webmasters seek by all means to be at the top of the list, even “cheat”. There was at one time using spamdexing techniques (spamdexing) for cheat engine robots back to the site. The engines have responded by modifying their ranking algorithms to penalize or blacklist these “rogue” sites.

The goal of a search engine is to provide the most relevant query to the user, the engine ranking algorithms are constantly modified to move in that direction, in that of the user.

The answer that Google regularly brings to all the webmasters who want to know the techniques to optimize their sites is that they have to think about designing a pleasant and appropriate site for the user rather than trying to create a site for their robot indexing (crawler). Even if there are practices to avoid penalizing the ranking of a website, the best way to have a good rest classified site to ensure that it brings a real benefit for the user.

The optimization for search engines is a difficult area to quantify in terms of results: indeed, the ranking algorithms change constantly.

An effective method to optimize a site is to “get under the skin” of a search engine and see what information he can use to rank a page, URL, meta tags, titles, content, images, files …

According to the results of the International Observatory of Internet Professions competence “Search Engine Optimization” appears as one of the most popular in all of professional profiles. While this may appear as logical for a webmaster or a web designer this seems surprising, for example to a specialist in internet databases, but the way he organizes the functioning of the BDD can provide a significant gain in site optimization . In fact according to studies, this skill, put forward and proved an essential asset in a job search phase.

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