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.
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.
The aim of SEO is to make a website appear in the top 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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Technical SEO is abouton-page optimisation. It involves modifying the structural elements of the website to make it more comprehensible to search engines. Here are the questions to ask yourself and the tools to use to optimise your site's technical SEO.
Quality, relevant and optimised content improves the visibility of your website on search engines. Here are the questions to ask yourself and the tools to use to improve the content of your site.
SEO popularity, also known as linkbuilding or netlinking, consists of obtaining external links (backlinks) pointing to your website. These links reinforce the authority and credibility of your site in the eyes of the search engines. Here are the elements to take into account whenoptimising your off-page link profile.
This analysis can be carried out with Semrush, Ahref, SEObserver, Screaming Frog.
The fourth pillar of SEO, user experience (UX) and engagement ensures that visitors to your website have a positive and engaging experience. Google and other search engines are increasingly taking UX signals into account when determining page rankings. Here are the main points to consider.
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).
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.
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 from your site 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.
As part of a natural referencing strategy, the definition of clear and measurable objectives makes it possible to guide, measure and adjust actions according to the results obtained. The SMART methodology (Specific, Measurable, Acceptable, Realistic and Time-bound) is often used.
Keywords are the terms that users type into search engines to find information, products or services. Identifying and targeting the right keywords and long tail words 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.