the natural reference (SEO) of a website makes it possible to gain visibility on the search engine results pages. This is a great opportunity to promote a website or a business. We have drawn up 10 criteria to optimize your natural referencing SEO.
1. Adopt responsive design
Responsive design, or responsive website, consists in developing a website that will adapt to the device with which the Internet user connects. This technology responds to new uses: increased traffic via mobile devices (tablets, smartphones, connected watches, Smart TVs, etc.) with very different screen sizes. This change in the web design process allows a web page to be displayed optimally.
The mobile interface adapts to the size of the screen, but also to the easy to navigate (bigger and more spaced links, adapted menus…). the responsive web design enables an improvement of the user experience (UX). Developing this type of website increases traffic via mobile devices and therefore reduces the bounce rate. Responsive design has become the standard: Internet users expect all sites to be suitable!
2. Reduce site loading time
In addition to a responsive website, you need to think about the loading speed of each web page. Indeed, Internet users have too many choices on the web and do not want to wait to access information or content. In addition, they can browse through a connection with a low speed.
Google penalizes sites that are too slow. A page loaded in 3 seconds or more will lose almost half of Internet users. This will result in an increase in the negative bounce rate and cause you to lose positions on the SERP of Google, Bing or even Yahoo. Since 2010, Google has penalized websites with high load times: measure the speed of your website with PageSpeed.
So how do you improve your site’s loading speed? Criterion n ° 1 to limit waiting and loading is to reduce page weight. You can reduce the overall weight of a page by limiting the code / text ratio, but more importantly by reducing the weight of the heaviest elements such as photos, visuals, infographics and videos. Use tools like Compressor.io for photos and host your videos with providers such as Vimeo or YouTube.
3. Optimize your tags and metadata
The Title tag and Meta Description tag provide a short description of the content of the web page. They have a very strategic role: it is necessary generate the desire to click on your site ! Good tags should be consistent with the landing page and your editorial line, include prompt action verbs and finally keywords. They are limited in number of characters: there are SERP simulators online to help you optimize your visibility on search engines.
The other tags on the h1, h2, h3… hn page are chapters of your web pages: placing the vocabulary of the expressions you are targeting in these tags is a good way to improve your positioning on Google. But be careful not to overdo it, just reading all your titles should allow you to understand the content of the page without heavy repetitions.
4. Define a keyword strategy
Keyword research is one of the most important steps SEO strategies of a website. You must list all the Google requests that Internet users could make in order to come across your website and / or the requests on which you want to rank. This corresponds to your activity and your positioning in relation to your customers. Are you going to position yourself on “Cheap Smartphone Accessories” Where “Premium quality smartphone accessories”? Also think of natural queries oriented around questions “which Samsung model to choose?”… There are many keyword research tools like Mazen, SEMrush, Yooda Insight, Keywords Planner or even Google Trends.
Strengthen your brand positioning
In addition to matching your positioning, you need to know what the competition is on the expression and also the number of queries. Keywords with low competition (in this case, it is easier to position yourself) or keywords with a high number of requests (important source of traffic) are to be preferred. It is one of the most important areas of expertise for succeed in natural referencing. Your keyword strategy will greatly determine the content of your website.
5. Create qualitative content
The content of a website is one of the most important points. It will attract Internet users, convert Internet users into customers, but also play an essential role in the natural referencing of your site. The robots will make a crawl of your content and the algorithms of Google and other search engines will try to determine what is the subject of your page and deal with many other criteria, which will allow them to position your website in relation to other content available on the internet . The content must be of good quality to participate in the good positioning of your website.
All SEO projects within the 1ere Position agency go into the hands of our experts in web writing and content marketing to increase the quality of your positions in search engines of course, but also to boost your transformation. . The content is with us KING !
6. Optimize content SEO
Web writing must satisfy both human internet users and robots. The use of a suitable lexical field, and meaningful lexies, and the use of the most important terms should be thought out to provide optimal text content. Be careful, even the algorithms spot spelling and grammar errors as well as abusive optimization (over-optimization or keyword stuffing). These techniques can be harshly hit by search engines, moreover text written with an intention of “spam” will scare Internet users away.
Write alt text
To date, text is the only element analyzed by algorithms, as Olivier Andrieu puts it so well, “Google is obsessed with text”. Videos and photos must also be worked on to facilitate the work of robots and attract the favor of search engine algorithms. Alternative texts must be defined (in particular with the attribute alt for images) to describe each image and allow Google to understand the content of the images. But above all, you have to place the images and videos in the right place, i.e. in a block of text composed at least of a title Hn and a paragraph of explicit text in the semantic field of the content of the video .
7. Avoid duplicate content
“Just copy / paste the most attractive content from the competitors“. Search engines hate this kind of attitude and they severely punish this practice. duplicate content. The web universe exists by creating new information every second, making the web richer. Creating unique content (text, photos or videos) means being well regarded by search engines and making a difference with the competition!
8. Create effective netlinking
Your website must bring new content to the World Wide Web but also fit into the constellation of websites. To be included with other sites, you must have a netlinking strategy in place. The links between the sites make it possible to regulate web traffic and enrich the browsing experience.
The outgoing links of your site must be contextualized and directed to quality sites with interesting content (therefore possessing a trustflow important theme). The backlinks are a great opportunity to optimize your SEO: if other sites refer to you with links, then you are a reliable site with interest to readers. Ask your partners to direct links to your site!
Also remember to take care of your internal mesh, it is just as important. As soon as you can, create links in your content to enhance your different pages related to the theme of the page. It is therefore a matter of providing internal links to pages relating to the theme. This internal mesh approach is called a “semantic cocoon”.
9. Be present on social networks
The web is social! It is impossible not to be present on social networks (Facebook, Twitter, Instagram, Pinterest, Snapchat, Linkedin): they are suitable for all companies and all sectors of activity according to the targets and objectives to be achieved. You can use some of these social platforms as relays for your content.
Posting interesting and relevant content can also be a way to generate curiosity. We are talking about Social Media Optimization. Among the people who will discover your content thanks to RSN, sooner or later there will be someone who will create a link for you on a real site, this will then have a direct impact on your natural referencing.
10. Use Google Analytics and Google Search Console
Google Analytics is the benchmark for web analytics tools. The web giant offers companies free tools that improve statistical SEO monitoring. Google Analytics offers relevant and precise statistics that make it possible to understand who your audience is, its behavior, traffic acquisition, conversion rate, but also analyzes on your SEA paid referencing campaign (Adwords, display, etc.).
Google Search Console makes it possible to improve many criteria and to see the way in which Google indexes your website (metadescription tags, robots.txt, sitemap…), but also the performance of your positioning on keywords.
However, there are other alternatives to Google, sometimes more efficient, we recommend in particular the Yandex Metrica solutions and the Bing Webmaster tools.
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You now have some food for thought to improve your SEO. It is important to remember that SEO can be combined with paid search (or SEA) to gain in efficiency. Do not hesitate to ask our SEO experts for help to talk about your website and boost your visibility.
Why optimize your Google SEO?
Natural referencing is closely linked to Google, to the point that we sometimes speak of Google referencing. With more than 90% of searches in almost all the countries of the world, the American search engine enjoys an indisputable position in the market. In fact, SEOs focus primarily on this search engine to create SEO strategies and implement optimizations. In concrete terms, most of them follow Google’s instructions to webmasters to the letter and aim at all costs for the best possible position on Google.
With nearly 10 algorithm changes per day, Google is a constantly evolving engine. Ask Google SEO experts to take charge of your site and guide you to the best positions!