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SEO & GEO

Search engine optimisation (SEO) and visibility in AI answers (GEO)

Be found, understood and chosen

Search engine optimisation aims to improve the visibility of a website on search engines, without paying for advertising. Good SEO relies on a set of complementary levers: website structure, content quality, technical optimisation, performance, media and data analysis. These elements must be planned together and monitored over time to achieve lasting results.

At PharWeb, SEO is built in from the website design stage. The goal is to build a sound foundation, readable for search engines and useful for visitors, while setting up the tools needed to analyse and improve visibility. This foundation is also what makes it possible to appear in AI answers.

Search result, rising visibility curve and an AI answer bubble

The levers of search engine optimisation

Structure and content

The structure of a website plays a key role in SEO. A clear organisation of pages, consistent headings and relevant content help search engines understand the website. Text must meet users’ expectations, be informative and be written naturally.

  • A clear page hierarchy
  • Structured headings and subheadings
  • Unique, useful content
  • Readable navigation

Technical SEO

Technical SEO covers elements that are invisible to users but essential for search engines. It ensures the website is properly indexed and avoids technical obstacles.

  • Clean HTML structure
  • Optimised loading times
  • Mobile compatibility
  • Correct URL management
  • Indexing and crawling of the website

Optimised images

Images contribute fully to SEO when they are properly optimised. They must be adapted to the web, well named and accompanied by information that helps search engines understand them.

  • Compressed, optimised images
  • Descriptive file names
  • Suitable descriptions
  • Consistent integration into the content

Performance and user experience

The speed of a website and the quality of the user experience directly influence SEO. A fast, smooth and pleasant website is better perceived by visitors and by search engines.

  • Loading speed
  • Layout stability
  • Ergonomics and readability
  • Adaptation to different devices

Be visible close to home

For many businesses, local visibility is essential. Local SEO makes it possible to appear in location-based results and on maps.

Google Business Profile listing

Management of the Google Business Profile listing, to appear on maps and in local results.

Consistent information

Consistent information (name, address, contact details) on the website and on every platform.

Platforms and directories

Visibility on local platforms and business directories.

Measure to improve

SEO also relies on data analysis. Setting up tracking tools makes it possible to understand visitor behaviour, identify strengths and areas for improvement, and measure the impact of the actions taken.

These tools can be connected to the website and to other services to centralise analysis.

Google Search Console

To monitor the website’s indexing and visibility.

Google Analytics

To analyse traffic and usage.

Privacy-friendly alternatives

Audience measurement solutions focused on privacy.

Audit and tracking tools

SEO audit and performance tracking tools.

SiteFiable

Check how much trust your website inspires: legal notice, SIRET number, SSL certificate, reports, more than 30 public sources. Test a website on sitefiable.fr

Be visible in AI answers (GEO)

Search engines now include AI-generated answers: AI Overviews and AI Mode in Google, search in ChatGPT… GEO (Generative Engine Optimization) means making your content easy to find, understand and cite for these tools.

What Google says

According to Google, there are no additional requirements or special optimisations needed to appear in AI Overviews or AI Mode: the page must be indexed and eligible for a snippet. Best practices remain those of SEO: content available as text, internal links, a good page experience and structured data consistent with the visible text. No special file for AI is required, and traffic from these features is counted in the Search Console Performance report (“Web” type).

Source: Google Search Central, AI features and your website

On the ChatGPT side

OpenAI distinguishes two crawlers: OAI-SearchBot, which allows a website to appear in ChatGPT search results, and GPTBot, used for training models. These are two separate choices in the robots.txt file: a website can be visible in ChatGPT without its content being used for training.

Source: OpenAI, crawler documentation

What we put in place

Structured data and FAQs

Schema.org markup and FAQs consistent with the visible content of your pages.

Clear, citable content

Pages structured into clear, factual answers: explicit headings, lists, verifiable information.

AI crawler access

Configuration of the robots.txt file (OAI-SearchBot, GPTBot…) according to your visibility and training choices.

Visibility monitoring

Monitoring in Search Console and regular tests of the website’s presence in AI answers.

In-depth work, lasting results

Search engine optimisation is in-depth work. Results build up over time and rely on continuous improvement of the website, its content and its performance.

A structured approach avoids risky practices and builds stable, lasting visibility, in search engines as well as in AI answers.

What a well-run SEO strategy makes possible

  • Better visibility on search engines
  • Qualified, lasting traffic
  • Understanding of visitor behaviour
  • Continuous content improvement
  • Stronger local and sector presence

Frequently asked questions

Search engine optimisation is in-depth work: results build up over time and rely on continuous improvement of the website, its content and its performance. Monitoring in Search Console makes it possible to measure progress and adjust actions.