How to optimize your SEO strategy?

SEO usually aims to make your site appear at the top of a particular keyword’s results on search engines. It is important to regularly optimize your SEO to make sure that your potential customers find you on the web.


When you search, for example, “Paris Montreal flights” on google, many links appear. They can be divided into two categories: free links and paid links.

The free links (organic) rely on your site’s search engine optimization (SEO).


Sponsored links depend on your Search Engine Marketing (SEM).


SEM (paid results) are linked to your AdWords campaigns. These campaigns allow a company to position itself in the top search results for specific keywords. The purchase of these keywords is done through a bidding system. Conversely, SEO (free optimizations) depends on the relevance and quality of your website’s content in relation to the user’s search query.

One major difference between SEO and SEM is the notion of time. SEO requires putting in place a strategy over the medium to long term in order to gradually reach the top spots on Google. SEM aims to highlight your website quickly, your position largely depends on the budget for your campaigns.

But how to implement an effective SEO strategy?

SEO strategy

Choosing the right semantics

The establishment of a successful SEO strategy is based on semantic choices. It’s important to choose well, because it will determine whether or not you appear during user searches. Take time to understand your target audience and think about the keywords that your potential customers will use to find your products or services. It is possible to estimate traffic each keyword and whether a keyword is typed often, thanks to Google Trends.

It is important to find a balance between:

  • the relevance of your keywords: are they used by your potential customers?
  • the volume of traffic: how often are they typed on Google?
  • the degree of competition: are they used by my competitors?
  • The ideal, but rare, keyword is used by your potential customers, has a high traffic volume and low competitive intensity. Also consider using a mixture of keywords and specific phrases to get optimal traffic volume.

Structuring your site

It is important to produce content that is both relevant and high quality, while paying attention to the structure of your pages. Whether it’s the title of your pages, which must be catchy and contain the main keywords of your article, or a well written meta description of the page. The meta description (black text in the image above) describes the content of your page and facilitates indexing your site on search engines.

In addition to the relevance of the content, it must be well organized. It is important to use heading tags such as h1, h2 or h3 to properly structure the pages of your website. Finally, linking to other websites and referring visitors to your sources cited in your articles can improve your SEO.

Relevant and authoritative content

An effective SEO strategy is also based on the relevance and authority of your website. To improve your ranking on search engines, increase the number of visits to your site. To do this, you need to offer quality content that is relevant to the keywords searched for by users.

The authority of a website is linked to the number of links pointing to your site. The goal is that other sites, such as La Presse, for example, cite your site and incorporate links in their articles links leading to your site. This tactic, called netlinking, can improve your SEO by increasing the authority of your site. Thus, the more websites link to your site, the more authoritative your site is considered.

Responsive design and UXO

With the growing use of smartphones and mobile devices, Google has redesigned its algorithm to promote mobile-friendly websites and responsive design. User experience has become a key factor to benefit from good SEO. Sometimes called UXO (User eXperience Optimization) because websites are increasingly evaluated by their ease of use, on top of the relevance of content (particularly through responsive design).

Will user experience optimization become the new SEO?