21 juillet 2021
With more than 1.7 billion websites in the world, having a website is not enough: it must be visible. For this to be possible, you must work on your natural referencing (SEO), which will allow you to be better placed among search engine results, and to attract Internet users to your site.
Natural referencing (or SEO for Search Engine Optimization) refers to all the techniques and methods aimed at improving the ranking of a site on search engines.
L’importance du SEO
Google searches are your main source of traffic.
Search engines are now essential. Nearly 90% of searches, all fields combined, are done on the internet. Google is also the leader in search engines, and has more than 700,000 queries made every second.
Therefore, succeeding in appearing among the first results of search engines is essential to your visibility. In fact, 75% of users do not go beyond the first page of results, and only 9% go to the bottom of the first page. To complete these figures, 60% of Internet users click on one of the first three results of their search. Being among the first is therefore a real challenge in attracting people to your site!
Good positioning strengthens the credibility of your business
Optimizing your natural referencing also offers more credibility to your business, both in the eyes of Google and in the eyes of your customers. Indeed, if you appear among the first, this means that you offer content that is very relevant to the user's query. This will strengthen your customers’ trust in your site. Being present on the first page of search results therefore means that your content meets Internet users' expectations. Indeed, the Google algorithm works in particular depending on the relevance of your content to Internet users' requests.
Good web referencing also means a better user experience
SEO is very important in terms of customer experience, since the primary challenge is to bring Internet users to your site. Indeed, the customer experience brings together all the elements of interaction between the user and your company and its goods or services. A good customer experience requires a low loading time. In fact, 53% of Internet users would leave a site if it takes more than 3 seconds to load. Be sure to optimize the technical aspect of your pages to reduce their loading time.
Optimizing your site to make it ergonomic and pleasant will increase your chances of having visits to your site. Having good SEO will allow you to appear among the first on search engines: your customers and prospects will easily find your site, and this will make their experience more pleasant.
Some SEO trends 2021
Qualitative content
If content is an important element of your SEO strategy, it is because Google prioritizes the relevance and quality of content.
Your content must be of quality and precisely targeted to respond effectively to the needs of your users. Your content must also be written in a simple and understandable way to make it easier for your visitors to read.
Having qualitative content also means anticipating the questions that your customers or prospects might ask, in order to answer them in the most optimal way. Content work also involves impeccable HTML markup.
Mobile first site
To maximize your SEO, you must also take mobile visits into account. Your website must be optimized for mobile. Mobile users must therefore find the same comfort as on a computer.
Indeed, Google now values sites offering an optimal experience on mobile, with mobile first indexing. This is simply the new way that robots index websites: Googlebots primarily browse the mobile version of websites (before the desktop page), which could have an indirect impact on your ranking in search engine results.
Security
Also very linked to SEO, having a secure site is an essential element to optimize your positioning. Google takes website security into account in its ranking. Therefore, having an unsecured site will cause you to lose places in search results. Likewise, if the user has any doubts about the security of your site, they will quickly leave it. You must therefore have a secure site to encourage users to visit and stay on your site. So, you must have an HTTPS site to ensure the integrity and security of data on your site.
Customer experience
New for 2021, Google has been implementing Core Vitals Web this summer, made up of three new indicators to measure user experience. If the relevance and quality of content always takes precedence over user experience, these indicators remain no less important. Indeed, if two pages offer similar content, it is these new indicators which will decide the ranking between the pages.
Le Core Vitals Web comprend trois indicateurs :
- LCP (Largest Contentful Paint): performance indicator, it measures the loading time of a page. Google recommends a loading time of less than 2.5 seconds to display the main information of a page, namely: the title, illustration, content.
- FID (First Input Delay): responsiveness indicator, it measures the reaction time for an action performed by a user. For example, the reaction time when clicking on a button. Google recommends a reaction time of 100ms.
- CLS (Cumulative Layout Shift): stability indicator which measures the impact of updates to a page of a site. Google recommends a CLS less than 0.1. The site must not contain modifications due to late loading of page elements which would shift the blocks of the page or its contents.
Thus, implementing a good natural referencing strategy is essential to be visible and stand out in the competitive world that is the internet. Don’t underestimate the importance of SEO anymore!
Our team puts its SEO expertise at your disposal to support and guide you in optimizing your site, do not hesitate to consult our service.
You might also like
News, trends, tools, advice: our blog so you don't miss anything about the web and AI.