moteur de recherche google seo

What is natural referencing?

To stand out from the crowd and reach new customers and prospects, companies need to rank their website on search engines using SEO.
Published on, 14 Jun 2024
définition référencement naturel seo

Definition of natural referencing

Search Engine Optimisation (SEO) refers to all the techniques used to optimise a website's visibility on the Google, Bing and Yahoo search engines. Unlike paid advertising (SEA), SEO is based on organic and technical actions to be implemented on a website.

Why do SEO?

The aim of SEO is to make a website appear among the first results on targeted queries in order to attract a qualified audience. To achieve this, SEO specialists implement an SEO strategy. They select the right keywords, create quality content, improve the structure of the site and reinforce its authority through backlinks.

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Natural referencing

Entrust your natural referencing strategy to an agency specialising in SEO (Search Engine Optimisation). Since 2020, our consultants, who are passionate about Google's algorithms, have been dedicated to optimising the visibility of businesses online.

Paid referencing

Boost your online presence with a specialist SEA agency. Our digital advertising experts will precisely design dedicated Google Ads campaigns to reduce your acquisition costs and maximise your visibility.

The difference between SEO and SEA

SEO and SEA are complementary and share a common base: the objective of improving the visibility and increasing the traffic of a website via search engines. SEA, or paid search, involves buying ads on search engines to appear at the top of the results. The ads are generally based on a bidding system where advertisers pay for each click (CPC - Cost per Click).

Advantages of SEO

  • Long-term visibility: Once well positioned, a site can benefit from constant traffic at no extra cost.
  • Increased credibility: Users often trust organic results more than paid advertising.
  • Lower cost: Although SEO requires investment in time and expertise, it does not cost per click.

Advantages of SEA

  • Immediate results: SEA campaigns can generate traffic instantly as soon as they are set up.
  • Precise targeting: Ads can be targeted according to location, user interests and other demographic criteria.
  • Flexibility and control: Advertisers can adjust their budgets, bids and ads in real time to optimise performance.

SEM strategy

For a complete online marketing strategy, it is beneficial to combine SEO and SEA, known as SEM (Search Engine Marketing). This approach allows you to benefit from the advantages of both techniques: generating immediate traffic with SEA while building lasting visibility with SEO.

Good SEO practices

The SEO audit

The SEO audit provides an overview of the health of your website across the 3 pillars (content, technical, popularity), not forgetting the user experience ( SXO ). It allows you to take a step back and prioritise the corrective actions and optimisations needed to strengthen your online presence and increase your organic traffic. Regular SEO audits enable you to adapt to Core Updates (updates to Google's algorithm) and remain competitive in your field of activity.

SEO strategy and objectives

As part of a natural referencing strategy, the definition of clear and measurable objectives helps to guide, measure and adjust actions according to the results obtained. The SMART methodology (Specific, Measurable, Acceptable, Realistic and Time-bound) is often used.

Keyword research

Keywords are the terms that users type into search engines to find information, products or services. Identifying and targeting the right keywords and long-winded phrases can attract qualified traffic and improve the visibility of your website. There are several tools you can use to find keywords: Google Keyword Planner, Google Trends, Ubersuggest, SEMrush, Ahrefs, etc. Once the keywords have been found, they need to be classified by volume, relevance, competitiveness and conversion potential.