Improve the visibility of your website

The discoverability (the visibility or findability of content) of a website is a crucial issue for any company wishing to attract new customers and increase its traffic. A beautiful site with quality products isn't enough if no one can find it. It's therefore essential to work on a number of aspects to improve your site's visibility, including SEO, site construction, content management and content management. backlinks or collaborations with influencers.

Search engine optimization (SEO)

SEO (Search Engine Optimization) is one of the pillars of visibility. It involves optimizing your site so that it appears in the top results of search engines like Google.

Choosing the right keywords

It all starts with researching the keywords your potential customers might use to find your products or services. Use tools like “Google Keyword Planner” or “SEMrush” to identify the most sought-after keywords in your field.

1. Main keywords These are keywords that directly describe your business. For example, if you sell shoes online, a main keyword might be “buy shoes online”.

2. Long-tail keywords These longer, more specific phrases have less competition and often attract more qualified customers, for example “buy women's hiking boots”.

On-page Optimisation

On-page optimization concerns the elements directly integrated into the pages of your site.

1. Meta tags Make sure that every page on your site has a unique title tag and a meta-description optimized for your keywords. These tags are crucial as they appear in search results.

2. Clean URLs Use descriptive, readable URLs, including keywords where possible. For example, a URL like votresite.com/chaussures-de-randonnee is better than votresite.com/page1234.

3. Quality content Google favors sites that offer relevant and useful content to visitors. Create information-rich pages, with well-structured text, images and videos. Make sure that each page clearly responds to your users' search intentions.

4. Title tags H1, H2, etc. Use title tags to structure your pages and make them easier to read, not only for users, but also for search engines.

Technical and web server optimization

Technical optimization aims to improve the user experience, enabling them to navigate your website with ease. Loading times and ergonomics are essential to keep your customers coming back to your e-commerce site.

1. Loading speed A slow site penalizes your SEO and drives users away. Optimize your site's speed by compressing images, using fast hosting and minimizing unnecessary scripts.

To find out more about the technical optimization of your website, please refer to our dedicated guide : Optimizing the performance of a WordPress site

2. Mobile adaptability : Google favours sites responsive (mobile-friendly). Make sure your site is readable and easy to navigate on smartphones and tablets.

3. Clear architecture : A well-structured site with an intuitive architecture makes it easier for visitors to navigate and for search engines to better understand your content. Use internal links to guide users to important pages.

Building an intuitive, user-friendly site

Even with the best SEO, if your site isn't pleasant to use, your visitors will quickly leave. Here are some key aspects to consider.

Clear, attractive design

Your site should have a professional design that reflects your brand image. Make sure it's visually appealing, but also functional. Users need to be able to find what they're looking for quickly.

Intuitive navigation

Your site's navigation structure should be simple and logical. Use a clear menu with well-defined categories. Add a search bar too, so that users can easily find specific products or information. An overly complex tree structure is counterproductive most of the time.

Conversion optimization

The discoverability doesn't stop at attracting visitors: you must also succeed in converting them into customers. Simplify the purchasing process in your store, reducing superfluous steps so that the user gets to the checkout stage as quickly as possible. Checkout, make sure call-to-action buttons are clearly visible and functional.

Use backlinks to improve brand awareness

Les backlinks (inbound links) are links from other websites to yours. Google considers backlinks as a vote of confidence, so the more quality links you have, the better your position in search results will be.

1. Link building strategy : search for sites in your field with a good reputation and offer them content that could be useful to their audience, such as blog posts or guides. In return, they might include a link to your site.

2. Guest blogging : Write guest articles on influential blogs or websites in your niche. This is an excellent way to get backlinks while demonstrating your expertise.

3. Directories and specialized platforms : Register your site with quality directories or platforms that list companies in your field. This can not only improve your SEO, but also generate direct traffic.

Collaborate with influencers to expand your audience

Influencers have the power to recommend products and services to a wide audience. Collaborating with them can significantly improve discoverability of your site, especially on social networks.

1. Finding the right influencers : Identify influencers who have an audience aligned with your potential customers. These can be micro-influencers (a few thousand followers) or macro-influencers, depending on your budget.

2. Creative collaborations : Offer partnerships where the influencer can showcase your products through sponsored posts, stories or videos. Make sure the content is authentic so as not to appear too commercial.

3. Creating quality content : Encourage influencers to create original, engaging content around your brand. This content can not only increase your visibility, but also generate backlinks if influencers mention your site in their articles or videos.

Invest in online advertising to boost visibility

Even if SEO and backlinks take time to show results, online advertising is a quick way to attract traffic to your site.

1. Google Ads / AdSens : Google Ads: Google Ads allows you to appear at the top of search results for specific keywords on a cost-per-click basis. Use well-targeted campaigns to reach your ideal customers.

2. Advertising on social networks : Platforms like Facebook, Instagram and TikTok offer highly targeted advertising options. You can define your audience according to demographic, interest or behavioral criteria.

Concluding remarks

Improve visibility and discoverability of your website requires a coordinated effort on several fronts: SEO, building an intuitive site, acquiring backlinks, and leveraging collaborations with influencers. By combining these strategies, you can not only attract more visitors, but also convert them into loyal customers. So, are you ready to make your site more visible?