SEO (Search Engine Optimization), more commonly known as natural referencing, is an activity whose goal is to make a site rise as high as possible in Google search results. It is directly opposed to SEA (Search Engine Advertising), requiring payment to Google Ads in exchange for sponsored positioning at the top of the page. SEO is essential in the long term, it generates qualified visits to a site. Furthermore, when looking at the nature of the Google algorithm, it is very easy to guess that SEO is inherently a virtuous circle.
How does the Google algorithm work?
The operation of natural referencing is very simple: when a Google user types a request using keywords on the search engine, several sites will be positioned on the results page. As SEO is relative and not absolute, your position depends entirely on the quality of your SEO against that of your competitors!
Keywords can be short and simple, for example: “athletic shoes” or composed of a snippet of phrase, so-called long tail searches such as “black athletic shoes for jogging”. It will logically be easier to position yourself on a long-tail query since the more precise the query, the fewer competitors will be seeking to position themselves on it.
It is important to understand the goal of Google: to offer consistent and quality content to its users. Regarding the quality of the content, several criteria are taken into account including the loading speed of the page in question, the presence of images, videos, texts on the page, or even depending on the behavior of your visitors. times on your site.
How to handle the algorithm to be better referenced?
First of all, it’s important to understand that doing SEO is a long-term job, and that’s what makes it so valuable. Referencing a site is a bit like planting a tree, you will have to water it regularly for it to grow, then the moment will come when it will be completely self-sufficient and you will just have to reap its fruits.
Doing natural referencing therefore requires patience and time. However, there are good practices to put in place that could be divided into three main categories:
The Google algorithm is based on keywords. This is why the first basic factor of seo experts delhi to consider is content creation:
- Use Hn tags to highlight your keywords
- Regularly publish new content
- Create FAQ / Blog pages to position yourself on long trails
- Optimize the internal network of your site
- Specify the meta data of your pages
- Favor snippets for your landing page
It consists of optimizing your site as much as possible so that it meets the requirements of Google and users. For this you will have to focus on:
- The loading speed of your site
- The sitemap
- The user journey
- Design and UX
Out-site SEO consists of placing links pointing to your site on other web pages external to your site. It is important that the sites concerned address the same topic you are dealing with. You should therefore:
- Develop a netlinking strategy
- Create a community on social networks
- Maximize your advertising influence (SEA, Facebook ads, etc.)
Respecting these three main categories requires regular and recurring work on your site, in particular on the management of your community (social networks), on the creation of content, on the respect of a netlinking schedule, or even the management of your campaigns. advertising.
GO FURTHER IN NATURAL REFERENCING
With these various updates, natural referencing has evolved a lot. The basics, including the three pillars of SEO, are more relevant than ever. But various criteria are more and more essential to properly reference a site and natural referencing tends to be divided into several areas.
HUMMINGBIRD, RANKBRAIN, SCHEMA.ORG AND RESULTS CUSTOMIZATION
A few years ago, optimizing a text for natural referencing consisted of sprinkling it with keywords. Today these techniques no longer have any impact.
The classification criteria are equipped with algorithms based on semantics . We can notably cite Google Hummingbird, an algorithm deployed in 2013 to better understand natural language (and not simple keywords). More recently, Rankbrain technology has started integrating artificial intelligence into rankings to better understand the meaning of texts and the links between different semantic units.
Search engines have taken into account formatting protocols for certain types of data such as postal addresses, cooking recipes, events, etc. in order to offer them special displays in the SERPs. Likewise, the results are now personalized. Depending on the location, history and device of the Internet user, the results presented will be adapted.
As part of the personalization of the results that we have just mentioned, local referencing has gained in importance in recent years.
Today, on some requests, the results are classified in part according to the location of the Internet user. A search for “restaurant” will not return the same results depending on whether you are in Nantes or in Paris.
Likewise, there are specific displays for local queries such as integrating a map directly into the results page.
Gain visibility on Google
The concept of SEO cannot be considered in isolation. It is inseparable from a capital notion: the notion of visibility .
If the notion of referencing defines the action of being referenced and therefore present in a database, the notion of visibility defines the capacity of the referenced thing to be found. This is an essential notion to always keep in mind when talking about SEO. Imagine a large store on 3 floors, your product is listed there, but at the end of an aisle on the third floor at ground level and in a single copy. You will agree that the usefulness of the thing is very reduced. While if your product is listed at the head of the gondola near the entrance of the department store, that’s a whole different story.
The Google SEO works in the same way. 3/4 of Internet users will not even visit the second page of search results. When you think of SEO, you must therefore think visibility with the objective of being present on the first page of search results for relevant keywords, related to your activity and your customers.