SEO — Essential basics for your visibility
SEO (Search Engine Optimization) covers the techniques used to improve your website's ranking in search engines (Google, Bing) without paying for advertising.
1. Keyword research
The foundation of SEO: identify the terms your potential customers type into Google.
- Free tools: Google Search Console, Google Keyword Planner, Ubersuggest
- Target the intent: informational ("what is VoIP"), navigational, transactional ("buy SIP trunk")
- Long tail: Target specific phrases of 3-5 words (less competitive, higher converting)
2. On-page SEO
| Element | Recommendation |
|---|---|
| Title tag | 50-60 characters, main keyword at the beginning |
| Meta Description | 150-160 characters, descriptive and compelling |
| H1 | Only one per page, contains the main keyword |
| H2/H3 | Content structure, keyword variants |
| URL | Short, readable, contains the keyword (without stop words) |
| Images | Descriptive alt attribute, compressed files (<200 KB) |
3. Quality content
- Minimum 800-1200 words for articles targeting competitive keywords
- Answer the user's search intent precisely
- Update content regularly (Google favors fresh content)
- Structure with lists, tables and subheadings for readability
4. Technical performance (Core Web Vitals)
Google has included performance in its algorithm since 2021:
- LCP (Largest Contentful Paint): < 2.5 seconds — time to display the main content
- FID/INP (Interaction): < 200ms — responsiveness to clicks
- CLS (Cumulative Layout Shift): < 0.1 — visual stability (no elements jumping around)
Test with: PageSpeed Insights
5. Link building (backlinks)
- Obtain links from quality, topically related websites
- Techniques: partnerships, guest articles, professional directories, press relations
- 1 quality link > 100 low-quality links
6. Local SEO
For businesses with a physical presence:
- Create and optimize your Google Business Profile listing
- Consistent NAP information (Name, Address, Phone) everywhere on the web
- Encourage Google customer reviews (strong impact on local ranking)
WebTic supports you with your SEO strategy and the creation of optimized content. See our Marketing & Web offers.
