In order to understand the usefulness of natural referencing for a website, you must first understand how the internet works. The Internet is a gigantic network of interconnected content, a bit like the threads of a spider’s web. A 2016 scientific study identified more than 4.65 billion pages for 1 billion sites.
Google, which remains the recognized world leader with more than 88% of the market share, followed by Bing with 4.15% and Yahoo with 3.55%. While Baidu and Yandex , the leaders in their respective markets (China and Russia) have not yet achieved 1% market share.
How does a search engine work?
The search engine is a tool that allows you to find web pages, videos, images, using keywords .
It is made up of robots that fly over the web in search of new addresses and new content which they then index in a database. It is this same database that is consulted by Internet users through the search engine.
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The goal of the search engine is therefore to offer the most relevant result to the requests it receives. In the case of Google, it ranks its searches in order of concordance using a complex algorithm comprising more than 200 factors.
The consequence of this ranking is the emergence of an endless battle for website managers to make their site appear among the first results cited by the search engine. Because if it is there, it will pump many more visits.
How to appear on the first page of search engine results?
There are several ways for a website to appear on the first page of results. The most important are the paid and natural SEO methods
The Search Engine Advertising (SEA): listing fee ;
The Search Engine Optimization (SEO): SEO .
Natural referencing is a set of techniques which aim to optimize the visibility of a website in the results of a search engine. We distinguish two categories of natural referencing:
Referencing says ” on site ” which includes factors inherent to the site: its structure, its performance, its content, the use of meta descriptions and keywords, the use of specific files (sitemap.xml, robot.txt ), regular updating of content …
Referencing says “ off site ” which therefore includes factors external to the site such as presence on social networks, netlinking (the number of links on other sites that refer to yours), etc. If these practices occur most of the time without your participation, they nevertheless improve your SEO.
Why use SEO in your business?
SEO should occupy an important place in online marketing strategy, especially if you do not have the budget to invest in AdWords-type campaigns. A website that has worked on its SEO will appear among the first links on the results page of a search engine. This will generate not only more traffic, but above all optimized traffic, in other words the presence on your site of Internet users interested in your services. Without SEO, your site will not be crawled by search engines, you will rank poorly on the results page and you will have less traffic.
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If you are in a competitive industry, all of this becomes even more important. Internet users very rarely read beyond the first 10 proposals or even the first 5. If optimizing your SEO requires an investment of time and money, it will quickly bring you independence and cost you less than acquisition channels like Google AdWords with, in addition, a better return on investment.
How to set up a relevant SEO strategy?
After clarifying the importance of natural referencing for a website, we can now analyze the practical aspect of the method. Setting up a relevant SEO strategy is not as easy as it seems. In general, it consists of 5 main points.
The choice of keywords
A good SEO strategy begins with the targeted choice of keywords for the pages that are to be referenced. It is a long job that requires time and precision. You have to choose your keywords wisely so that they bring traffic to your site.
The content of the pages of your site
Search engines analyze the editorial content of your pages. This is a very important variable for your SEO because it tells search engines what your page is about. The problem when writing your website is that you can forget that you are not writing content just for the robot that analyzes the pages, but also for the public.
You have to know how to be relevant, precise and complete and respond to Internet users’ requests. Keep in mind that the goal is to generate quality, targeted traffic!
Search engines don’t read the content of a site like a person. It is the HTML code that helps them read and analyze pages. You must therefore optimize several elements including:
The title tag
The meta description tag
The use of H1, H2 or H3 titles
The internal mesh …
In addition, it should be kept in mind that these elements must always be in agreement with the predefined keywords according to the point.
The link strategy
Still called linking , this step concerns the popularity of your site. Search engines crawl all sites and judge your popularity based on what they say about you. They take into account:
The number of sites that talk about you. However, focus on quality over quantity.
The popularity of sites that talk about you. Just like you, their popularity is also analyzed.
A certain time after the implementation of a strategy, it is necessary to carry out an analysis and an assessment in order to identify the actions which worked and those which need to be reviewed. The same goes for SEO strategy. This is all the more true as search engine algorithms are constantly evolving by incorporating new criteria.
Your SEO must therefore always be up to date and be readjusted from time to time.
The progression of your traffic thanks to SEO.
While this last axis may require time and investment, it is necessary in order to maintain optimal referencing.
Ultimately, existing on search engines has become an important issue for a company. SEO is able to bring you a major return on investment compared to paid advertising. You will benefit from it an increase in traffic to your site, sales and turnover.
Currently, the next step is to set up an SEO strategy for your company, know that our SEO company in Lahore can assist you in the implementation of this strategy.
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