Does natural referencing (or SEO for search engine optimization) speak to you? This discipline of digital marketing can do a lot for your online business, provided you follow its best practices: discover the main techniques.
Natural referencing, what is it?
Natural referencing creates a lot of noise in the field of digital marketing and it is no accident. This discipline aims to get the best places among the results offered by machines like Google for a given query. Let’s take a simple and concrete example: if you have an online mattress store, natural referencing can help you appear among the first results on Google when Internet users search for keywords such as “mattress”, “buy a mattress” or “cheap mattress”. However, positioning your pages on engines will directly determine the success (and profitability) of your digital strategy. Natural referencing has now become complex and it is not uncommon to call an SEO agency even if you can start by following the rules that will follow.
Natural referencing: what goals to achieve?
Let’s consider the goals that a good SEO strategy can help you achieve before we look at the best practices to follow! In general, natural referencing can help you achieve two main goals: visibility and notoriety. First, a solid SEO strategy will help you make the pages of your website more visible on search engines: then you will increase your web traffic, which will then be up to you to turn into customers. SEO can also help you build your brand in a sustainable way on the web: then it will allow you to effectively stand out from the competition and gain more new customers while retaining your current customers.
However, these goals will only be achieved if you follow essential good practices: zoom in on the SEO techniques available to you to gain visibility and notoriety on search engines!
SEO: 4 golden rules of excellent positioning
A wide range of SEO techniques can help you achieve your online goals. However, you will have to constantly adjust: if you had to remember only one good practice in the field, it would be the one of constant adjustment! Indeed, 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 constant trends. You will also benefit from regular sector monitoring to adjust your strategy when needed.
Golden Rule # 1: Meet your digital audience
The success of your SEO strategy will always rely primarily on your knowledge of your digital audience. Why? Because search engines have the sole goal of offering Internet users increasingly relevant results. You will need to get to know those who are likely to visit your site to better attract them to your site. 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 offer her solutions tailored to her needs and the problems she faces. Do not hesitate to conduct a complete market study and use the persona method to follow this good practice!
Golden Rule # 2: Develop a cohesive content strategy
In order to analyze your website and position it on the results pages, Google essentially relies on the content you publish. From the homepage of the exhibition page to the product sheets of the online store, all texts, images and videos that appear on your website will be taken into account by search leaders. Therefore, you will need to take care of each of your content, paying special attention to the keywords you use. Remember to analyze the most common requirements in your field of activity: tools like Google Trends or Google Analytics can help you. By focusing on high-potential keywords, not forgetting to evaluate their competitiveness, you will be able to refine your content strategy. Don’t hesitate to create a blog on your site, and then feed it with original and relevant articles: these texts will prove to be attractive to Internet users as well as search engines.
Rule number 3: Look under the hood (your website)
In addition to the texts and images that you publish on your site, search engines also rely on its technical parameters to position it among their results. First, analyze the load time of your pages: it should be as short as possible. Then don’t forget to check their level of security: did you take the time to adopt the SSL protocol intended to protect navigation, but also transactions on your website? Finally, you will benefit from following the rules of responsive design to optimize the loading of your various pages on all media, starting with smartphones and tablets.
Golden Rule no. 4: Use the network connection lever
The quantity but also the quality of the links generated by your website play a key role in your SEO strategy. Search engines first analyze backlinks, which are 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. However, to achieve this, you will need to devise an effective netlinking strategy: ask yourself about the partnership opportunities (blog hosting, link exchange) available to you to get the best positions on the results pages!
This inexhaustible list of best practices for SEO will put you on the path to effective SEO. However, you will need to be constantly informed about the topic to understand all its subtleties, but also its constant evolution: do not hesitate to identify a few reliable sources of information to track and refine your SEO strategy in real time!