Search engine optimization (SEO) is essential for visibility, reputation, and above all customer acquisition. This guide will help you get your first results quickly while building a strategy that lasts.
Why SEO is essential
- Sustainable acquisition: unlike paid search (Ads), SEO is a steady source of traffic that doesn't depend on an advertising budget.
- Long-term profitability: an upfront investment that pays off over time, unlike the ever-rising costs of Google Ads.
A success story: Wallaxy reached 20,000 visitors and its first customers in under 6 months, thanks to an effective SEO strategy.
The 3 Pillars of SEO
1. The Technical Pillar 🚗
The foundation that keeps your site running smoothly.
Technical checklist:
- A fast, well-structured site
- An optimized mobile version ("mobile-first" indexing since 2014)
- Clear, intuitive navigation
- Minimal use of annoying pop-ups
- A good user experience (UX)
Recommended tools:
- Google Search Console (free)
- SEMrush (paid, comprehensive)
2. The Content Pillar ⛽
The fuel that lets Google understand and rank your site.
Content checklist:
- Regularly create quality content (articles, pages, product descriptions)
- In-depth keyword research (see the methodology below)
- Answer users' search intent
- Content that's engaging, clear, and enjoyable to read (use GIFs compressed with Imagify)
3. The Trust Pillar 🤝
The credibility you gain from backlinks from other sites.
Trust checklist (backlinks):
- Earn links naturally by creating high-value content
- Use free tools or simulators to generate backlinks
- Take part in platforms like Reddit and forums, or answer questions on specialized platforms
- Avoid buying cheap backlinks at all costs, as this can seriously damage your reputation with Google
- Swap articles with other relevant blogs for quality backlinks
Keyword research methodology 🎯
Step 1: Build your keyword wishlist
A comprehensive list of the keywords relevant to your business, with no limits.
Example:
Category | Keyword
Plush toys | otter plush
Plush toys | baby otter plush
Plush toys | buy otter plush
Step 2: Check search volume
Use SEO tools to confirm the monthly search volume of your keywords.
Recommended tools:
- SEMrush (paid, very comprehensive)
- Ubersuggest Lifetime (low budget: ~€130 for life)
- Mangools (under €30 / month)
- Google Search Console (free)
Step 2: Check the competition
Use the Google command:
intitle:your keyword
- Favor keywords with fewer than 3,000 results to start.
- Gradually raise the threshold as you get results (4,000, then 5,000 results, and so on).
Step 3: Select your priority keywords
Prioritize keywords with high volume and low competition.
Local SEO 📍
Local SEO checklist:
- An optimized Google My Business listing
- Carefully chosen local keywords ("skatepark Montpellier")
- Relevant geo-targeted content (local articles, comparisons)
- Earn positive reviews (a significant impact on SEO)
Mistakes to avoid at all costs 🚨
- Don't neglect the mobile version: Google indexes mobile versions first.
- Avoid paid or low-quality backlinks: high risk of a Google penalty.
- Don't work on just one pillar at a time: you need to keep technical, content, and backlinks in balance.
- Avoid highly competitive keywords from the start: choose accessible keywords to begin with.
Protect your brand
- Check that the domain name is fully available (including variants)
- Choose the right extension:
.frfor the French market.comfor international
- Check that your brand name is legally available
- Regularly create content about your own brand to keep competitors' pages from taking over
SEO checklist
To make sure you don't overlook anything in your strategy, here's a recap checklist:
- Technical Pillar:
- Optimize the site's loading speed.
- Check and improve the mobile version.
- Ensure a clear architecture and intuitive navigation.
- Resolve technical issues through Google Search Console.
- Content Pillar:
- Carry out thorough keyword research (wishlist, volume, competition).
- Create quality content that's original and tailored to your audience.
- Regularly update your articles and pages.
- Use technical English terms (SEO, backlinks, net linking, etc.) where relevant.
- Trust Pillar:
- Develop a net linking strategy based on natural partnerships.
- Avoid buying backlinks and favor article swaps.
- Monitor the online reputation of your site and your partners.
- Local SEO:
- Create and optimize your Google My Business listing.
- Include local keywords in your content.
- Ensure your location is consistent across all your pages.
- Tools and Tracking:
- Set up Google Search Console and analyze your data.
- Use SEMrush and/or other keyword research tools to refine your strategy.
- Establish a monthly routine of checks and optimization.
- Brand and Domain Name:
- Check the availability of your domain name and its variants.
- Choose the extension (.fr, .com, etc.) based on your target audience.
- Protect your brand by creating dedicated content.
Conclusion
Your SEO strategy rests on discipline, consistency, and ongoing work across the three pillars: technical, content, and trust. Prioritize accessible keywords and gradually move toward more competitive challenges. A well-executed SEO strategy ensures sustainable, profitable acquisition.
Key takeaways:
- Consistency and balance across the three pillars
- Quality and relevance of content
- Gradual acquisition of quality backlinks
- Regular monitoring with the right tools
Happy optimizing! 🚀📈
