Understanding and mastering search engine optimization has become essential for any digital strategy.
Through the expertise of Benjamin Yeurc'h, SEO consultant and instructor at Digital Campus, let's explore what makes SEO a cornerstone of online visibility.
SEO (Search Engine Optimization) is today the primary traffic acquisition lever for the majority of websites. But how exactly does it work? Why is it so strategic? And what are the key skills needed to thrive in this ever-changing field?
Benjamin Yeurc'h, instructor at Digital Campus, shares his expertise and advice in this interview. An SEO expert and natural referencing consultant, Benjamin is also an instructor at Digital Campus. He guides students on digital project management and search engine optimization — his area of expertise.
Benjamin Yeurc'h : SEO, or search engine optimization, involves optimizing a website to make it more visible in search engines without relying on paid advertising. This is achieved by improving the site itself, its content, and its online authority. The goal is simple: reach the top positions for the keywords that matter to us, in order to generate qualified traffic.
It's also important to distinguish SEO from SEA: paid search allows you to pay to appear at the top of results, whereas SEO is a long-term approach that works on improving the overall quality of the site.
Benjamin Yeurc'h : The main advantage of SEO is that once a site is well-positioned, it can remain visible for a long time — sometimes years — without direct advertising costs. It's a long-term investment.
And above all, for the majority of websites, SEO accounts for more than half of total traffic. It is therefore a strategic acquisition lever and often the primary channel through which visitors arrive.
Benjamin Yeurc'h : SEO is a somewhat hybrid profession: you're at the crossroads of marketing, content, and technology. You need to know how to write for the web, understand how search engines work, and also collaborate with developers to implement technical optimizations.
It's truly a discipline that requires being comfortable working with different stakeholders: creatives, copywriters, technical teams… That's also what makes it so fascinating.
Benjamin Yeurc'h : The most important thing is to stay curious and keep a close eye on industry developments. The world of SEO is constantly evolving, especially with the rise of artificial intelligence, which is bringing many innovations.
Rather than seeing these new technologies as a threat to our profession, we should view them as opportunities to move faster, be more creative, and build even more effective strategies.