12 octobre 2020
The world of the web brings together millions of websites, working on your positioning in internet search results (SEO) has become an essential element of your strategy.
An important traffic acquisition channel, SEO is an essential practice if you want to increase your visibility on search engines! There are two types: natural referencing and paid referencing (AdWords or Display campaigns).
Today we are focusing on one of the components of SEM (Search Engine Marketing), natural referencing: definition, operation, optimization criteria, we tell you everything!
Natural referencing: definition
Natural referencing or SEO (Search Engine Optimization) defines a set of techniques aimed at improving the ranking of a website among the results on search engines. It depends on a certain number of criteria.
Comment fonctionne ce classement ?
- Indexing: robots, called “crawlers”, browse the pages of websites and record the content of the visited pages on a database. Crawlers continually explore websites to index new pages and remove those that no longer exist.
- Algorithms: browsers use algorithms which, among the stored data, retain those which appear the most relevant to the search carried out by the Internet user.
The ranking obtained through SEO is not fixed: your position in the search results can change. SEO is a long-term practice, which takes time, which requires regularity and which is constantly evolving.
Why is natural referencing important?
Most Internet users do not go beyond the first page of results of an internet search. Ensuring a good position in the search pages is therefore essential if you have traffic on your site.
By working on your SEO, you will be able to increase your visibility by appearing higher in search results. This will then allow you to increase traffic to your site.
How to optimize the natural referencing of your website?
L’aspect technique
We must develop a site that is accessible and easily indexable by robots. Several elements need to be taken care of:
- Optimize the loading speed of your site's pages.
- Integrate an XML sitemap: this is a map used to define the pages of the site to be indexed. This makes the work of crawlers easier.
- Take care of the structure of your website
Quality content
Writing original and relevant content is a key element of SEO.
- The use of keywords: identify the words used by Internet users when they do internet searches. Integrating these words into your content will reinforce the relevance of your pages with regard to the search carried out. However, be careful not to overdo it!
- Structured content using the Hn tagging system: this involves ordering the content presented with levels of titles.
- Complete content: the title tag and meta description are equally important.
Netlinking and backlinks: the importance of links
- Integrate internal links between your different pages: redirecting to pages with similar or associated content will help the indexing robots in their work.
- Popularity: backlinks, that is to say external links leading to your pages, will promote your visibility.
Voice recognition must now be taken into account in your SEO strategy
With the rise of voice searches, adapting your SEO can be useful. Voice searches thus lead to longer queries and/or formulated in sentence form. How to adapt to it?
- Provide concise paragraphs listing the elements that may be requested by the person performing a voice search.
- Write your content taking into account so-called “conversational” language to correspond to the questions formulated orally by Internet users.
- Integrate “long tail” keywords: this involves using expressions, questions or sentences integrating the keywords. Long tail keywords are usually made up of more than 5 words. This type of keyword is also an advantage. Indeed, they are more competitive and offer a better conversion rate.
To conclude, natural referencing is an essential practice if you want to have an effective presence on the web.
To find out more about the other components of SEM, you can consult our latest article.
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