SEO: Practical advice to improve your visibility and attract the right prospects

Attracting customers without investing heavily in advertising is not an unattainable dream. This is precisely what natural referencing (SEO) allows, when it is thought out and applied in a strategic way.

Many businesses limit themselves to a few technical adjustments to their site in the hope of seeing their sales take off. In reality, effective SEO goes much further. It is a continuous work that combines research, content creation and user experience optimization. The end goal? Convert simple visitors into real qualified business opportunities.

So here are concrete tips for building an SEO strategy that can generate lasting results.

Targeting the right keywords

The first step in good SEO is choosing the right keywords. Forget overly generic terms that attract a lot of visitors but few qualified prospects. Use specific expressions that speak directly to your ideal customers. For example, instead of simply targeting “CRM”, a manufacturing company would be better off targeting “CRM for manufacturing sector” or HubSpot CRM for a manufacturer.”

You also need to understand the role of keywords: for a company, they represent a source of visibility and traffic. For a user, they are the way to find not only an answer, but THE best answer to their question. This is why they are so important because they allow you to position yourself at the top of your competitors!

By choosing the right keywords, you increase your chances of generating more leads, attracting more visitors to your website and selling your products and services more effectively.

Create content that provides real value

Google highlights content that really meets the expectations of Internet users. Blog articles, practical guides, case studies, videos... all these formats can become powerful prospecting levers if they are well constructed and useful.

SEO is an integral part of this value. Being mentioned by a recognized site can significantly boost your visibility. Conversely, citing relevant sources in your content can also strengthen your credibility. However, be careful: the Name-dropping without added value brings nothing and may even scare your readers away.

Good content is more than just repeating keywords. It should inform, reassure and encourage action. In B2B, a quality article can even become the starting point for a long-term business relationship.

Improving the user experience

Nowadays, a site that is fast, fluid and pleasant to navigate is essential. Google takes loading speed, mobile compatibility, and navigation clarity into account in its ranking. So, put yourself in the shoes of your customers, if you were looking for specific information on your site, would you find it easily? Are the buttons well placed? Is the content clear, concise, and in the right place?

A successful user experience promotes retention. The more quickly and without frustration your visitors find what they are looking for, the longer they will stay and want to contact you.

Develop quality relationships

Inbound links, or Backlinks, play a key role in SEO. The more these links come from reliable and relevant sources in your industry, the more credible and trustworthy Google will consider your site to be.

A backlink is simply a link from another site to yours. Good backlinks improve your rankings, strengthen your visibility and generate qualified traffic. We then speak of off-page SEO, as opposed to on-page SEO, which focuses on the content of your own site.

In addition, a quality inbound link acts as a recommendation. When a reputable site points to your content, it sends a positive signal to search engines and potentially attracts new visitors. To get them, you can develop partnerships, publish guest articles, or participate in professional events in your sector.

Continuously monitor and adjust

SEO is never fixed. User behaviors are changing, and Google's algorithms are changing regularly. To remain competitive, it is essential to monitor your results and adapt your actions using tools like Google Analytics Or Google Search Console.

This regular follow-up allows you to identify what is working, to correct what is not giving the expected results, and to continue to make progress.

But attracting traffic is only the first step. To turn your visitors into customers, you need to start the relationship from the very first contacts. Tools like HubSpot's prospecting agent help you qualify your prospects, personalize your approaches and maximize the effectiveness of your efforts. With HubSpot and its software SEO marketing, you can also easily optimize your pages. The platform offers recommendations ranked by priority, showing you which actions will have the most impact in improving your rankings and your conversions.

A little nod to GEO

What if we introduced the GEO (Generative Engine Optimization) ?

GEO vs SEO is not just a duel of marketing jargon, in fact, it is a major turn that is already influencing your website traffic, whether you are aware of it or not. Even if you continue to optimize your pages to appear in the classic Google results, a growing number of your potential customers now get instant answers via ChatGPT, Perplexity or even Google's generative engine. This is precisely where Optimization for Generative Engines (GEO) comes in.

Unlike traditional SEO, which mainly aims to improve positioning in search results, GEO aims to ensure that your content is identified, cited and integrated directly into the responses produced by generative engines.

Conclusion

SEO is one of the most powerful levers for developing your visibility and generating sustainable growth. Used properly, it is a strategic investment that can become a real pillar of your success. By combining relevant targeting, quality content, a smooth user experience, and adapted tools, you create a digital ecosystem that can attract, convince, and convert your ideal customers.

But as generative engines gain ground, the GEO (Generative Engine Optimization) is becoming more and more popular. It is no longer just a trend, but a new standard that complements SEO to ensure sustainable visibility, both in classical results and in generative responses.

And you, are you ready to transform SEO... and now GEO... into sustainable growth engines for your business?