To understand how natural referencing works, 1st Position gives you some advice and answers frequently asked questions on this subject. Have you just created a website for your business or out of passion? Your goal is therefore to reach a large audience in order to attract prospects who will perhaps become your new customers. It is therefore essential to understand what natural referencing consists of and understand how to reference your site.
What is natural referencing?
Natural referencing brings together all the practices and optimizations aimed at making your website appear in search engines and gain visibility through good positioning. This is an essential step that allows you to perpetuate your activity on the web and ensure quality traffic. SEO can also improve your ranking in search results and revise your marketing discourse by following the emerging research trends of your target.
The real difficulty of this exercise is not in promoting the site to search engines but in structuring the content. Internal and external networking is essential to improve your positioning on the chosen keywords. The results of natural referencing are visible after a certain time, but remains a solution to develop the notoriety of your website.
Why be interested in web referencing?
The first step in the online shopping process is entering keywords into the search engine.
This is the most strategic step because by positioning yourself on several keywords, you will have a better chance of attracting visitors to your site. If no SEO strategy is established, it amounts to ignoring Internet users. Optimizing your SEO will allow you to generate more traffic and your leads will naturally come to you.
Unlike an advertising campaign, SEO or SEO has long lasting beneficial effects and the fallout lasts long after your website SEO optimization. An SEO watch is therefore a crucial step because you have to keep abreast of the latest news or innovations on the web.
The intelligence of search engines …
For good SEO, you need to know how search engines work.
Each search engine (Google, Bing, Yahoo) is organized according to its own algorithm and is based on databases which contain links to pages of websites.
Google robots have several roles. They automatically scan the web and find new pages that do not yet exist in search engine databases and they perform updates for already existing pages that have been modified.
For each keyword entry by the Internet user, the Google search engine will automatically compare millions of web pages by ranking them in order of relevance.
The three steps for a search engine to work:
- Google “crawls” the web. A Googlebot, Google’s indexing robot, analyzes the content of the web and browses from link to link, retaining the information on each page.
- Google indexes web pages by keeping them in memory in its database.
- Google processes Internet users’ requests according to the algorithm.
Google’s algorithm is complex with frequent updates. More than 200 different criteria of relevance are present.
How to optimize your web referencing to position your site well?
Three pillars are necessary to be well positioned on search engines. Technique, content and popularity are at the heart of SEO strategy.
It is the indexing of your website. To ensure that it is properly indexed, you can enter “site: votresite.fr” on Google.
Content and internal mesh
The content of your website has a double utility: To provide useful information to the visitor and to allow search engine algorithms to understand your themes. It is therefore interesting to work on its content by organizing them by thematic clusters and integrating a strong internal network that will promote the internal redistribution of link juice.
You must ensure the number of links and the quality of hypertext to your website.
To the search engine, these links represent a recommendation from another website.
Sharing your articles on social networks, exchanges with Internet users, e-mailing campaigns are also other solutions to increase your notoriety.
The stakes of e-reputation are based on the opinion of Internet users. It is measured through comments and exchanges between Internet users on forums or on social networks.
Positioning factors of a website
The “On-Page” and “Off-Page” elements are essential to optimize the natural referencing of your website.
The On-Page SEO criteria are :
- The choice of keywords
- The robots.txt file
- ALT attribute of images
- Traffic and conversions
- The url structure
- Meta Title tags
- Site architecture and internal link structure
- The page load speed
- The mobile and tablet version
- META Description tags
- Editorial content and duplicate content
- Site performance (display speed, accessibility on different media thanks to responsive web design or the use of AMP for your SEO).
The Off-Page SEO criteria :
- The competitive benchmark
- Anchor texts for links
- Netlinking and popularity of the site
- Social networks, mobile, image & video
For further advice, the Google search engine provides Webmaster with a guide called “Search Engine Optimization“. This guide will help you become more familiar with the basics of Google SEO.
Why is it important to measure your website traffic?
If you want to improve your SEO referencing, you can measure the audience with the Google Analytics tool. By measuring and quantifying your audience, you can tell yourself if your SEO strategy has been effective. Thanks to Google Analytics, you will be able to measure the overall traffic of the site, the pages generating the most conversions, the conversion rate of your site, the pages receiving the most organic traffic as well as several other elements.
This data will therefore allow you to measure the effectiveness of your SEO optimization and to adapt your natural referencing strategy.
What is the difference between natural and paid SEO?
Natural referencing, called “organic referencing”, comes from the Google index and is displayed according to its relevance. Sponsored links therefore do not depend on natural referencing. Paying to improve your SEO on Google Ads will therefore not improve your ranking among natural results. Paid referencing called, “sponsored links” or “SEA” or “Google Ads” is the paid results with commercial links.
However, it’s up to you if you want to combine these two types of SEO in order to increase the conversion rate on your website. The most clicked and viewed areas are proven to be the first results. Site SEO is an essential element for your web marketing strategy.
1ère Position offers you other articles on natural referencing in order to improve your skills!