1. What is SEO?
Having good or favorable SEO means that your webapp comes up as one of the first results returned by search engines when someone types the key words you're aiming to be positioned around.
When search engines turn up results, they are based on 2 elements :
- their indexing
- their algorithms
To make up their index, search engines use indexation robots. These robots (bots) browse the web and collect information about the websites visited (content, links, activity, etc.).
Information saved in the index is then used by algorithms. For each request, they calculate and return the list of the most pertinent sites. There are many settings taken into account in judging the level of pertinence. Certain ones are of a technical nature, others are editorial, and some are related to various links that link sites together.
2. How can SEO be optimized?
When optimizing SEO, there are 3 aspects to consider :
1/ Technical : The web app must be correctly indexed by robots
This is a constant priority at Apollo Apps. We provide you with the tools that will allow you to facilitate the indexation of your content.
There are various options that, when used correctly, provide you with all you need to be perfectly indexed. Read about how they work in the following online helps : Your Webapp's Tags, Declaring a webapp on Google, Slug.
2/ Editorial : Regularly updated content
Content freshness is an important criteria for search engines when determining pertinence. You should regularly write and make as many articles as possible publicly visible (accessible to search engines), using key words around which you want to be positioned. Remember that robots give priority to the first 100 characters in an article.
But be careful—keep in mind that you're writing for visitors and not for robots. Don't make the mistake of writing sentences that are difficult to understand or unpleasant to read just to get in as many key words as possible.
3/ Link acquisition : incoming links coming from similar sites
Try to obtain as many links from other sites as you can. If other sites point towards yours, this is a very good indicator for search engines that you have pertinent content.
Links coming from websites of the same activity sector are preferable.
Good to know :
a) The 3 aspects noted above are listed in order of importance. With that being said, technical aspects are not everything. To differentiate yourself from competitors, original, high quality content must be produced to capture an audience. If the content is pertinent, your audience will naturally make links to your web app.
b) SEO takes time—it's not an overnight process. It will take a few weeks before you start to appear as a result in primary search engines. Seniority of a web app also plays a role in algorithms, which means priority is given to older web apps.
c) Be wary of tempting offers that promise you first position in Google. These techniques that aim to trick search engines (black hat SEO) are severely punishable and can eventually lead to total index exclusion. You should therefore avoid being part of directories, content farms, etc.
3. Filling in the basic information
In the menu Publish > Administration > SEO, under the General Parameters tab, you can choose whether or not to allow for indexation of your web app by search engines, and manage the basic options.
General Parameters Tab :
1/ Title Tag
The information provided here allows you to fill in the browser title. The content in this tag is taken in the search results—it's the name of your site. Choose a title that's less than 70 characters so that it's not truncated in the results.
2 / Meta Description Tag
The purpose of this content is to provide a description of your web app. The content in this tag describes your web app in the search results. If the description is less than 150 characters, it won't be truncated.
Google search results :
3/ Key words
It is recommended not to go over 20 words, separated by commas. Yahoo is the only one still using this information. It has very little impact on your SEO.
Choose the browser title content, the description, and the key words very carefully, as they define your web app's activity. Avoid clichés and word repetition.