As search engines become true response engines, the race for visibility on Google has never been so strategic. Between algorithmic sophistication, the rise of generative artificial intelligence and changes in Internet user behavior, SEO (Search Engine Optimization) has become a demanding art, at the crossroads of technique, content and user experience.
Whether you’re an entrepreneur, website publisher, marketing manager or digital expert, understanding today’s SEO levers is essential to your online presence. Here’s a summary of the best practices to adopt in order to make a lasting impact on search results.
1. Create quality, user-centric content
Content that performs well on Google today is content that responds precisely to search intentions.
- Originality and added value: Content must be of real use to the user. This means going beyond generic approaches to offer insights, data or a unique perspective.
- Expertise, Authority, Reliability (E-A-T): Google values content written or validated by recognized experts, particularly on sensitive topics (health, law, finance, etc.).
- Semantic optimization: It’s no longer a question of simply “placing keywords”, but of approaching a subject in all its lexical richness by integrating relevant entities and co-occurrences.
2. Deliver a flawless user experience
Google is increasingly integrating UX signals into its algorithm. Good content without a good browsing experience is penalized.
- Technical performance: Core Web Vitals (loading speed, visual stability, interactivity) have become important ranking criteria.
- Mobile compatibility: With the majority of searches carried out on mobile devices, a responsive site is a must.
- Clear structure: Well-organized headings, clean HTML markup, fluid navigation and effective internal linking make the site easier to understand for Google… and for the user.
3. Reinforce your authority with a netlinking strategy
Backlinks remain a pillar of SEO, provided they are obtained naturally and from reliable sources.
- Quality inbound links: Target sites with high authority in your industry. Contextual links integrated into relevant content are worth more than footer links or links to general directories.
- Diversification of sources: Favors a mixed strategy: guest articles, press relations, content co-creation, industry collaborations.
4. Adapt to the age of AI and AI Overviews
Enriched results generated by artificial intelligence (notably in Google’s new interface) transform the way content is selected and displayed.
- Clear, structured answers: Provide definitions, lists, tables or summaries that can be used directly by generative AIs.
- Conversational content: Write in a natural, fluid tone, anticipating real user questions.
- Continuous updating: obsolete or incomplete content is quickly discarded in favor of fresher sources more in line with current intentions.
5. Manage your SEO with method and agility
SEO is not a fixed lever. It requires continuous attention, active monitoring and frequent adjustments.
- Data analysis: Use Google Search Console, GA4 or Semrush to track the evolution of your positions, CTR, bounce rate or strategic pages.
- Testing & iteration: A/B test your headlines, intros, CTAs, content formats, page structures to identify what resonates best with your audiences.
- Competitive intelligence: observe the leaders in your market, analyze their top-ranked content, spot untapped opportunities.
Conclusion
Positioning at the top of the Google results is no longer based on isolated technical tricks. It’s a global approach, at the crossroads of editorial quality, user experience, technical optimization and a detailed understanding of web users’ expectations.
In a landscape dominated by AI and semantic analysis, only truly useful, well-constructed and contextualized content will stand out.
