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Natural referencing: the best practices

Do you know about SEO (search engine optimization)? This digital marketing discipline can do a lot for your online business, provided you respect its good practices: discover the main techniques. Natural referencing or search engine optimization is a set of techniques that will allow your site to well exist among the millions of other sites on the net.

What is natural referencing?

Search Engine Optimisation (SEO) is very much in the news in the digital marketing sphere, and it’s not by chance. This discipline aims at getting the best places among the results proposed by engines like Google for a given query. Let’s take a simple and concrete example: if you own an online mattress store, SEO can help you appear among the first results on Google when people search for keywords such as “mattress”, “buy a mattress” or “cheap mattress”. Now, the positioning of your pages on the engines will directly condition the success (and profitability) of your digital strategy. Natural referencing has become complex, and it is not uncommon to call upon the services of an SEO agency, even if you can start by following the rules below.

Natural referencing: to achieve what objectives?

Let’s review the objectives that a good SEO strategy can help you achieve before we look at the best practices to follow! Generally speaking, natural referencing can help you reach two main objectives: visibility and notoriety. First, a solid SEO strategy will help you make your website pages more visible on search engines: you will then increase your web traffic, which you will then have to convert into customers. SEO can also help you establish your brand in a sustainable way on the web: it will allow you to stand out from the competition and acquire more new customers while retaining your current customers.

However, these objectives will only be reached if you respect some essential good practices: zoom on the SEO techniques at your disposal to gain visibility and notoriety on search engines!

SEO: the 4 golden rules of excellent positioning

A wide range of SEO techniques can help you achieve your online goals. However, you will have to adapt yourself constantly: if you had to remember only one good practice in this field, it would be the one that consists of adapting yourself constantly! Indeed, the guidelines set by Google and other search engines are constantly evolving to meet the needs of Internet users. In order for your SEO strategy to remain relevant and profitable, it must therefore take into account these permanent evolutions. You will also benefit from regularly monitoring the sector in order to adjust your strategy when necessary.

Golden rule 1: Know your digital audience

The success of your SEO strategy will always be based on your knowledge of your digital audience. Why? Because search engines have the sole objective of offering ever more relevant results to Internet users. You will need to know who is likely to visit your site to better attract them to your pages. By analyzing the characteristics of your digital target, you will be able to answer their questions in the most relevant way possible. You will also be able to propose solutions adapted to their needs and the problems they encounter. Don’t hesitate to conduct a complete market study and to use the persona method to respect this good practice!

Golden rule 2: develop a coherent content strategy

To analyse your website and position it on its results pages, Google relies mainly on the content you publish. From the home page of a showcase site to the product sheets of an online store, all the texts, images and videos that appear on your site will be taken into account by the search leaders. You must therefore take care of each of your contents, paying particular attention to the keywords you use. Think of analysing the most frequent requests in your field of activity: tools like Global By focusing on high potential keywords, without forgetting to evaluate their competitive aspect, you will be able to refine your content strategy. Don’t hesitate to create a blog on your site, then to feed it with original and relevant articles: these texts will prove to be attractive for Internet users as well as for the search engines.

Golden rule 3: look under the hood (of your website)

Beyond the texts and images, you publish on your site, search engines also rely on its technical parameters to position it among their results. First, analyse the loading time of your pages: it should be as short as possible. Then, think about checking their security level: have you taken the time to adopt the SSL protocol designed to protect navigation, but also transactions on your site? Finally, you should respect the rules of responsive design to optimize the loading of your various pages on all media, starting with smartphones and tablets.

Golden rule 4: exploit the lever of net linking

The quantity, but also the quality of the links generated by your website play a crucial role in your SEO strategy. Search engines analyse first the backlinks, which are the links published on third party sites that redirect users to your own site. The more quality backlinks you generate, the more authority Google will give you in your field. However, to achieve this, you will need to design an effective net linking strategy: ask yourself about the partnership possibilities (guest blogging, link exchanges) that are available to you to get the best positions on the results pages!

This non-exhaustive list of good SEO practices will put you on the way to efficient referencing. However, you will have to keep yourself informed on the subject to understand all its subtleties, but also its constant evolutions: do not hesitate to identify some reliable sources of information to lead your monitoring and refine your SEO strategy in real-time!

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