SEO Agency| Search Engine Optimization | SEO Experts & Consultants

Search Engine Optimization (SEO) or Natural Results Optimization or Organic Optimization is a set of methods used to make your website appear in the first results when a user (and potential customer) does a search on Google. Here, there is no miracle recipe: only the experience, rigor and consistency of your SEO agency will succeed in raising your precious address to the top of search results and considerably increasing its web traffic.
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Search Google with search terms you would like to be found with in SEO. You don’t see your site appearing on the first page of the search results? We can help you rank better.
You don’t have a website yet?
If you work with us to design your website, we’ll make sure that when we create it, we optimise it so that it ranks well against the competition on search engines.

Psitt! Paid search and natural search are very different, but together they contribute to the good positioning of your website on search engines.

To learn learn more about paid search and SEM, click here.

What is the difference between search terms and keywords in SEO?

According to Google, a “search term is the exact phrase or term that a customer enters when searching on a search engine”. A keyword is “the term or phrase that Google advertisers associate with a given ad group so that their ads target customers.

ANALYSIS OF YOUR CURRENT SITE:
THE FIRST STEP TOWARDS SEO OPTIMIZATION

Before jumping into a SEO strategy, our team will analyse each page of your current website in about 50 points impacting your Google ranking using several of the most advanced technological software.
We use software such as Ahrefs, SEMrush, Moz, Screaming Frog, KWFinder, Uberggest, Spyfu and many others, such as Google Analytics and Google Search Console, to analyse your traffic history.

« Everybody » uses Google!
35% OF PRODUCT SEARCHES START ON GOOGLE (ACCORDING TO EMARTEKER); 35%
43% OF ONLINE SHOP TRAFFIC COMES FROM ORGANIC GOOGLE SEARCHES (ACCORDING TO KINSTA); 43%
26% OF THE TRAFFIC TO ONLINE SHOPS COMES FROM GOOGLE ADS (ACCORDING TO KINSTA). 26%

ANALYSIS OF YOUR MARKET

At PH DIGITAL, we analyse your market in order to improve the natural referencing of your site.
We deploy our SEO strategies based on your business objectives and the “star” products or services you are known for or want to promote.
Whether your company’s market is locally focused, national or international, we will tailor your site’s content so that your prospects can easily find (and discover) you on search engines.

ANALYSIS OF COMPETITOR SITES

Finally, we will also analyse the sites and pages of your direct, indirect and digital competitors using the best technological software and compare the results with your current pages in order to identify the best opportunities for optimisation according to your current positioning, the traffic your pages generate, the level of competition and difficulty of the keywords, the content gap, the inbound links and your business objectives

An analysis report that will allow you to understand everything

In the light of the results obtained with the various analyses, we will prepare a detailed and popularised report that will facilitate your understanding. It will then be easier for you to participate in your SEO campaign, if you wish.
Of course, these results will ultimately be used to create the infrastructure of your SEO strategy, which will allow you to improve the weak points of your site, to create a strategy of improvement and creation of content and to respect the criteria of the Google algorithm.

Three important pillars in SEO

Optimising a site for SEO is much more than just adding keywords to your pages.
Here are the three main pillars of SEO.

On-page SEO

On-page SEO is about all the elements on your website. It includes :

  • Analysis, identification and segmentation of the content elements present on your site and present on the sites of organic competitors according to the following aspects; the 4 main types of search intent, the types of content for each stage of the buyer’s journey (TOFU, MOFU, BOFU), the stages in the marketing funnel, etc.
  • Optimization of content types in terms of quantity, quality, expertise, authority, trustworthiness (E-A-T) and in relation to your gap to your digital competitors
  • Internal structure (i.e. the organisation of pages, menus and sections of a site);
  • architecture (i.e. the organisation of page URLs);
  • the writing or optimization of metadata tags for each of your pages (the title tag, the meta descriptions, the <H1, H2, H3, H4, Hx> header tag, the ALT tag, the viewport tag, the robots tag, the canonical tag, the meta geo tag, the language tag, etc.)
  • Structured data, which consists of putting forward structured data in a standardised format to give the user information about a page and to classify the content of that page. For example, on a recipe page, this could be the types of food, the temperature of the oven, the time required and the proteins in the recipe, etc.)
  • Integration and positioning of relevant terms in specific places;
  • Internal linking (creating links between different pages of a site with specific anchors);
  • adding visual content such as photos, videos, graphics, etc. While optimising alt tags (allows the Google algorithm to interpret them well and give them visibility on Google Images, for example);
  • Ease of navigation and conversion (i.e. whether the user can easily find his way around the site and take conversion actions).

As you can see, on-page SEO also takes into account the user experience (UX).

Off-page SEO

his pillar in SEO touches on all the other elements that are off your website such as

  • Creating off-site content for digital properties and contextual pages.
  • Creation of Backlinks with various proportions and including the following elements: DR :Domain Rating, UR :URL Rating, Type of Backlinks :Do Follow, UGC, No Follow, Content, With/Without Redirect Chain, Quality of Domains / IPs / Subnets, Quality of article content, Quality of individual links and referring pages, Quality of overall web property links, Links with Contextual / Non-Contextual Content, Indexing rate and number of indexed links, Levels of links between digital properties / domains
  • Creation & optimisation of off-site content and anchors
  • Development of partnerships that will publish articles with links to your web pages
  • Social media mentions with a tag to one of your urls
  • Placement in directories and listings with NAP content optimisation
  • Guest blogging
  • Articles from journalists
  • Etc.

Technical SEO

Technical SEO is another important pillar in your organic strategy:

  • optimising the speed of the site according to several elements
  • optimising the mobile version (Mobile Content, AMP, Structured data/Schema markup, Popup)
  • ensuring that the site is easily navigable for Google’s crawlers (crawlability);
  • indexing the pages (i.e. registering the pages in the search engine databases);
  • ensure that there are no dead links (404 errors) or duplicate content.
  • correcting of errors and optimise broken links and internal links;
  • correcting of XML sitemap errors and URLs that are indexed, excluded or have errors
  • ensure the site’s robots.txt file
  • ensure there is no duplicate metadata
  • increase security and protection
  • check for potential cannibalisation (URL, Content, Metadata, Crawler);
  • check and optimise the Google Search console
What are the different actions and methods used in a SEO strategy?

WEB WRITING AND CONTENT CREATION FOR SEO - IN FRENCH AND IN ENGLISH

Without quality and structured content for SEO, it is impossible to aim for a successful natural referencing!

The content of your site must first be :

  • of quality, expertise, authority, reliability, relevance and optimised according to a defined tree structure;
  • under certain types of content according to the SERP results targeted for the users’ search queries;
  • sufficient (too short a content will harm your SEO or put you at a competitive disadvantage);
  • clear and with ”calls to action”;
  • intelligently distributed on the different pages according to the defined SEO infrastructure;
  • impeccably written in the chosen language(s).

Together with you, we will determine the architecture and tree structure of the content and the important pages, the right keywords and content themes, always with a view to optimising organic referencing.

FINDING THE RIGHT KEYWORDS AND THEMES

Each page of your website has its own entity.
So, when choosing search terms and themes, you should proceed one page at a time. For example, a car dealership will not have the same keywords for its new car sales page as for its repair and maintenance service page.
In English, the keywords generally used are composed of 2 or 3 words (example: “best dentist Montreal”). It is our duty to identify those that not only generate the most searches, the most clicks, the most clicks per search (CPS) but also those that generate quality traffic, composed of serious potential customers.

An example of this?
In order to achieve this, it is important to understand the search intent of the potential customer. If, for example, you own a car garage that repairs BMWs in Montreal, you might be tempted to target the keyword “garage”, which generates a lot of searches, since it is a fairly broad term. However, “BMW garage Montreal”, although it has a much lower search volume, will be more profitable for you: it will target more of your prospects’ needs and have a better click-through rate.

What is the competition doing?
In our keyword and topic selection strategy, our agency of SEO experts and consultants will also look at the keywords used by your competitors. We will look at how they are trying to optimise their SEO to ultimately differentiate you from them, because your business is unique (and the best in its field, right?).

Is it possible to be punished by Google?
Yes, and the consequences can be devastating for a business. At PH DIGITAL, we strictly follow Google’s best practices for natural referencing. Because Google can dramatically lower the position of a site that uses non-recommended practices that are considered suspicious (also called Black Hat SEO or spamdexing).

FOCUS ON LINK BUILDING AND DEVELOPMENT (BACKLINKS)

Ready to climb to the top of Google’s search results, your website will now only need to be visited by a number of prospects… and to be cited by other sites! This is because Google considers that if other reliable, highly visited and domain authority (DA) websites have links to yours (these are called backlinks), it deserves to rise higher in the search results.

This is why part of the SEO strategy is link acquisition (or link building). For this to be effective, the links acquired must be of good quality. For example, it is better to have a single incoming link from a site like La Presse than to have many links originating from little-known sites with low domain authority.

To achieve this, several techniques can be used. Developing partnerships, mentions on social networks, placement in directories, guest blogging (a blog that calls on an expert to write an article), and an article by a journalist on an editorial platform are all options.

To further increase your web presence, you can also turn to tailoring content to get as many prospects as possible according to search intent:

  • to find out about a topic in general (example: search for “back pain”);
  • to find out about a specific product or service (example: search for “how physiotherapy can treat back pain”);
  • take an action to purchase that product or service (example: search for “best physiotherapist in Montreal”).

This can be done by reviewing existing content or creating new content, such as blogs and ebooks (either on your site or on another site). With a good content strategy, you will be able to improve your SEO, reach a wider target audience and even exploit new keywords.

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Adapting SEO to your market area

An important step in the SEO process is to determine the size of the company’s market. Is it a local, provincial, national or international market? A business that has a physical location and caters to a specific local geographic area will not use the same tools and tactics as a business that delivers its products or services internationally.

It is therefore important to understand the area that the company is serving to market its product. Direct digital competitors on the SERP (Search Engine Results Page) must be analyzed to determine whether a local, provincial, national or international organic SEO strategy should be pursued.

What is local SEO?

Did you know that...

Local goods and services businesses such as garages, restaurants, medical clinics, plumbers, exterminators, locksmiths, etc. can and should adjust their site and content to maximize visibility to their local customers. Google and other search engines determine if the search intent is local or not and adjust the information they display accordingly.
When a user specifies the location for which they want results (e.g., Montreal lawyer or garage near me), the search engine will determine what information it should display. Often when a search is considered local, Google will display the Google 3 pack or also known as the Google - Local 3 pack which is simply a map at the top of the page that displays 3 businesses in the targeted local area.
At PH Digital we make sure to do a local audit and show Google that your business deserves to be displayed in the top search results in your primary local area, the one that brings you 80% or more of your revenue. For provincial, national or international SEO strategies, other elements are analysed and prioritised in the optimisation actions. Particular attention is paid to the SERP results by city, province, country and continent as well as the on and off-site content of digital competitors positioning themselves in the targeted territories.

The services of our SEO agency in natural referencing (search engine optimization) :

When you entrust us with your organic search engine optimization, we put in place a strategic plan and a detailed roadmap of SEO actions that will include a short, medium and long term perspective. The specific actions of each element of the SEO strategy will be addressed under each of the 9 phases in order of the possible optimization elements that we will deploy, depending on the investment amounts and the period defined in this strategic plan.

PHASE 1 - IMPLEMENTATION AND CONFIGURATION OF SOFTWARE AND ANALYSIS TOOLS

Setting up and configuring the software and tools for the analysis of your digital properties according to the organic strategy put forward;

  • Google Platforms (Analytics, Search Console, Search Central, My Business, PageSpeed Insights, Rich Results Test, Mobile-Friendly Test, Keyword Planner, Trends, Data Studio)
  • Ahrefs
  • SEMrush
  • Majestic
  • Screaming Frog SEO Spider & Deep Crawl
  • Searchmetrics
  • GTmetrix, Pingdom, Dareboost, Keycdn Speed Test, Dotcom-Monitor, Yslow
  • SpyFu
  • Mangools Tools (KWFinder, SERPWatcher, SERPChecker, LinkMiner, SiteProfiler)
  • SEOquake, Woorank, Wayback Machine, AnswerThePublic

PHASE 2 - PRELIMINARY AUDIT OF YOUR WEBSITE

We proceed to the 1st audit of your digital property (website) including several aspects of analysis allowing the prioritization of the optimization actions included according to the strategic plan of referencing.

Here are some of the aspects that can be carried out;

THE GENERAL STATE OF YOUR DIGITAL PROPERTY

THE TECHNICAL ASPECTS OF YOUR DIGITAL PROPERTY

THE METADATA / HTMLS ASPECTS OF YOUR DIGITAL PROPERTY

THE GENERAL STATE OF THE ORGANIC COMPETITION

USER EXPERIENCE (UX) AND CONVERSION DATA ASPECTS

PHASE 3: ESTABLISHING THE LOCAL, PROVINCIAL, NATIONAL OR INTERNATIONAL SEO STRATEGIC PLAN

We establish the SEO strategic plan which will either be focused on a local, provincial, national or international strategy with SMART objectives and a timeline of actions for a simple and accurate visualization & understanding of the elements that will be carried out in the organic SEO strategic plan over the defined period.

PHASE 4 - COMPREHENSIVE ANALYSIS OF YOUR WEBSITE

We carry out an in-depth analysis of your digital property (website) including several aspects of detailed & exhaustive analysis and study. This analysis will allow the creation of optimization and integration plans (On Site, Technical, Content, Off Site).

PHASE 5 - ON SITE OPTIMIZATION AND INTEGRATION PLAN

We proceed with the creation of an optimization and integration plan for “Metadata”/HTML tags – (On Site).

PHASE 6: OPTIMIZATION PLAN AND CORRECTIONS OF TECHNICAL ELEMENTS

We proceed to the creation of a plan of optimizations and corrections of the technical elements.

PHASE 7: CONTENT OPTIMIZATION PLAN

We create a plan for optimising the content of the digital property. The following elements can be carried out according to the defined strategy;

  • Analysis of the results of the detailed study on the type, quality and quantity of content of the site, of each URL/Page, of the digital competitors, of the themes and of the SERPs display results in the search results;
  • Analysis, identification and segmentation of the content elements present on the site and present on the sites of organic competitors according to the following aspects;
    • AIDA Model
    • Marketing Funnel Stages
    • Inbound Marketing Funnel Stages
    • The 4 Type of Primary Search Intents
    • Type of Content for Each Stage of the Buyer’s Journey : Top of the Funnel (TOFU), Middle of the Funnel (MOFU), Bottom of the Funnel (BOFU)
    • Types of SERPs : Type of Content for SERPs (Types of SERPs results for user search query)
    • E-A-T Content
    • YMYL Content
  • Restructuring of existing content per page according to the findings: Content Pruning, Content Syndication, Content Curation, Content Amplification
  • Creation of content themes and topics according to the analysis and findings of the content gap in relation to the targeted search terms, the segmentation of the current content, the organic competitors positioned in its search terms and the type of content required according to the results of organic appearance in the SERPs of targeted terms;
  • Setting up weekly, fortnightly, monthly or quarterly content work & discussion sessions;
  • Creation of guidelines for editorial teams and strategic editorial alignment;
  • Writing & translation of content by theme, topic and page according to the defined strategy and guidelines;
  • Quality control of new content produced by the editorial teams;
  • Integration of content on site and verification/editing of on-page design;
  • Quality control of the integration of new content.

PHASE 8 - INBOUND LINK OPTIMIZATION PLAN (OFF-SITE)

Link building is the process of acquiring hyperlinks from other websites to a target site. A hyperlink (usually called́ simply backlinks) is a way for users to navigate between pages on the Internet. Search engines use links to crawl the web; they crawl the links between different pages on your website, and they crawl the links between websites.

PHASE 9 - LOCAL SEARCH ENGINE OPTIMIZATION PLAN DIRECTORIES & LISTINGS

Optionally we proceed to the optimization of the information files in the local directories and listings.
The benefits of SEO
Did you know that…
… 70% of the search results that people click on are organic (not paid)?
All the more reason to invest in an SEO strategy!

Get involved in your SEO and save money!

How about we share some SEO secrets with you so you can do some of the work yourself and save significant money? At PH DIGITAL, we offer you the opportunity to participate in your campaign, with our full support. After all, this is a long-term job that requires continuous supervision. Of course, we will keep an eye on your work and make any necessary improvements.

SEO FAQ

1. Is it possible to see if my site is gradually rising in Google search results?
Of course we do! Since your ranking on Google can change from day to day due to a variety of factors, including SEO campaigns undertaken by your competitors and the arrival of new players in your market, we keep an eye on the performance of your own campaign. Using our specialised SEO tools, we collect a lot of information that we use to prepare a performance report on your campaign, which we send to you on a regular basis.
2. What is domain authority? Is it important?
Domain authority is a search engine ranking score developed by Moz that gives a good idea of whether a site is likely to rank well in natural search results or not. A domain authority is scored from 1 to 100: higher scores correspond to greater ranking ability. A brand new site with a new domain will get a score of 1. To improve domain authority, various factors come into play. External links to your site are an important one. You will understand that domain authority is closely related to organic SEO: the better one is, the better the other is.
3. I want my site to be at the top of Google search results. Can you guarantee it?
We would like to say yes, but it is impossible to guarantee your position on Google. Google's web crawlers are updated on a daily basis, which influences the search results. What we do guarantee, however, is a significant improvement in the ranking of your existing site, thus increasing its quality traffic tenfold. If you entrust us with the design of your site, we will implement all possible SEO strategies to ensure that it rises to the top of Google search results as quickly as possible. Of course, we apply Google's SEO guidelines and best practices to the letter to avoid any penalties.
4. I want immediate results. Is this possible with SEO?
It usually takes at least 6 months after the implementation of the SEO strategy to see results. However, it is possible that your site's ranking will improve before this time. If, for example, the keywords you have chosen are less popular with the competition and have a lower level of competition (keyword difficulty), your SEO is likely to be effective more quickly. This is one of the reasons why we carry out detailed analyses and audits at the start of the campaign. If you want to appear in the Google search results within 24 hours, you can consider paid search.

To find out more, book your free consultation with one of our SEO strategists & consultants now!