Is Google natural referencing still a mystery for you? Here are the 21 questions that will allow you to know everything about the referencing of your website!
- What is natural referencing?
- Why it is essential?
- Why google acquires the digital traffic firstly?
- Difference between Paid and natural referencing.
- Importance of Google SEO.
- How Google search engine works?
- Natural SEO takes time?
- How to optimize website?
- On and OFF site Natural SEO.
- Keyword strategy.
- Long-tail keywords, compulsory.
- Google updates, penalties and effects.
- Cost of an SEO strategy.
- Importance of measuring the audience.
- Local SEO.
WHAT IS NATURAL REFERENCING?
SEO, or SEO (Search Engine Optimization), encompasses all the methods and techniques that aim to position the web pages of your website in the top natural results of search engines (notably Google, but also Bing, Yahoo and consorts).
This in order to improve the visibility of the pages in question, by applying a series of “rules” enacted by search engines.
WHY NATURAL SEO IS ESSENTIAL?
Because there are more than 1 billion websites on the Internet and Google has indexed some 30 trillion pages.
When a user searches on the Internet, the only way to make a page visible to them is to optimize it by applying the rules of the search engine.
You may have the most beautiful website design in the world, but without referencing your website, it is likely to remain invisible.
WHAT MAKES GOOGLE SEO THE FIRST LEVER FOR ACQUIRING DIGITAL TRAFFIC?
Natural SEO allows you to attract qualified traffic to your web pages, which can convert into prospects and then customers.
So that optimizing its natural referencing can capture the attention of those who are really interested in the type of services/products that you offer.
This traffic generated by Google SEO is sustainable over the long term. Unlike a traditional advertising campaign, the effects of which stop as soon as you stop injecting money, SEO continues to attract traffic (and generate profits) even when you no longer optimize it.
WHAT DISTINGUISHES NATURAL REFERENCING FROM PAID REFERENCING?
As its name suggests, the objective of natural referencing is to position the pages in the so-called “natural” results, or “organic links”, of SERPs (the pages of search engine results).
This positioning is obtained without having to pay money to the search engine, unlike what happens with paid search engine optimization (SEA).
This involves buying keywords to place “sponsored links” at the top of the SERPs, for example by launching a Google AdWords campaign.
WHY DO WE NEED GOOGLE SEO?
Because Google is the most used search engine in the world. Its market shares fluctuate between 75 and 95% depending on the country: in France, more than 93% of the Internet population use this search engine as a priority.
Working on natural referencing means giving yourself every chance of making your web pages visible to internet users.
HOW DOES THE GOOGLE SEARCH ENGINE WORK?
Google indexes billions of pages every day and ranks them to rank in its results. Before indexing, there is the “crawl”, the exploration of all web pages by Google robots.
If the conditions are met, a page is indexed – kept in memory in the database. It will then be positioned in the results.
This positioning is based on the relevance of the pages with regard to the requests made by Internet users. For example, if someone searches for “SEO agency” on Google, they will get the pages that best meet their request.
To decide which pages are relevant, and which pages are not, Google has implemented several hundred criteria: these are the criteria that Google SEO aims to apply.
WHY DOES A NATURAL SEO STRATEGY TAKE TIME?
With more than 200 optimization criteria, Google natural referencing requires know-how, experience and time!
A website SEO strategy gives results only in the long term: between the SEO audits, the definition of an action plan, the implementation, the work on the pages, the publication of content and the net linking, it takes an average of 6 months to start getting positive effects. But thereafter, these effects are long-term.
In short, natural referencing is similar to a diesel engine: long to start, but effective over time!
HOW TO OPTIMIZE YOUR WEBSITE SEO?
Optimizing the referencing of your website involves using a large number of levers (more than 200) which correspond to the criteria set up by Google.
To help webmasters get started, the search engine provides a Google Natural SEO Guide – but don’t expect to find the secrets to successful optimization! They are mainly bases of work.
WHAT IS NATURAL ON-SITE SEO?
On-site natural referencing brings together all the elements that relate to the web pages themselves:
- HTML tags (title, Meta description, title levels, alt attribute for images, etc.)
- Rich snippets (enriched extracts)
- URL structure
- Loading times
- The internal network
- The robots.txt and sitemap files
- The relevance of the keywords
- The placement of keywords in content and their density
- The semantic field around keywords
- The quality and originality of the content
- The mobile friendly aspect – Responsive
These elements more or less impact the natural referencing of a page, but they contribute at least to its good indexing and / or to the improvement of its visibility.
WHAT IS NATURAL OFF-SITE SEO?
The off-site natural referencing called Net linking concerns elements external to web pages:
The popularity of the site
Net linking and backlinks (links that point to your pages from other sites)
The engine of natural referencing Google off-page is the quality: a page which pleases the Net surfers will more easily obtain inbound links and will see its popularity increasing; 10 backlinks from a few influential sites are more important than 100 backlinks from sites with a bad reputation, etc.
HOW TO CHOOSE THE KEYWORDS FOR YOUR GOOGLE SEO?
The choice of keywords depends on your industry and your needs.
The keywords are selected according to their popularity (the number of times they have been requested by Internet users) and their competitiveness.
If it is difficult to position yourself on generic keywords in certain sectors (for example “SEO agency”), natural referencing on “long tail” keywords can prove to be easier – and generate more traffic. Qualified.
Many tools allow you to choose your keywords, including the Google keyword planning tool.
WHY IS IT INTERESTING TO USE THE “LONG TAIL” IN TERMS OF NATURAL REFERENCING?
The “long tail” defines key phrases of more than 4 or 5 words. It allows you to position yourself on more precise and more qualifying queries, for example, an SEO agency located in Paris” rather than “SEO Agency”.
These more specific keywords are less popular but also less competitive, and allow them to better position themselves; in addition, they record a better conversion rate.
Note that the very fashionable voice search favors “long tail” queries. A suitable Google referencing is therefore recommended.
HOW GOOGLE DO UPDATES WORK?
Google’s algorithms are programmed to provide users with the most relevant results. To this end, they are constantly evolving over Google updates. Some are minor (mobile compatibility, https protocol) and do not produce an earthquake in the positions of the sites. Others are considered major because they significantly change the criteria of Google natural referencing and positioning. For example:
Google Penguin for a more qualitative net linking;
Google Panda for better consideration of the quality of web content;
Same as, Google Calibri, and more recently Google Rank Brain, to better understand the intentions of users in order to offer them results that are always more in line with their queries;
The Google Mobile Friendly algorithm to promote the natural referencing of sites compatible with mobiles. The search engine also provides you with a Google Mobile-Friendly Test to check the compatibility level of your site.
These algorithms do not just check the relevance of natural referencing. They also aim to penalize sites that use abusive SEO techniques.
WHAT IS A GOOGLE SEO PENALTY?
Referencing penalties on Google arise from algorithm updates. The Penguin penalty, for example, is a filter that sanctions sites with poor quality backlinks.
The Panda penalty attacks sites whose content does not meet the expected quality standards (typically: lists of keywords).
These penalties are not only algorithmic: they can be manual, decided by engineers from Google.
A penalized site can go from the first position in the SERPs to the 20th page in the blink of an eye, and vegetate in the depths until the problem is solved! In its basic instructions for webmasters, Google lists the techniques to avoid in order not to be penalized.
HOW DO YOU KNOW IF YOUR SITE IS AFFECTED BY A GOOGLE PENALTY?
How do you know if your site or some of your pages have been penalized for abusive Google SEO? You will know:
- When receiving a message from the Google Search Console
- By noticing a change in the positioning of your pages or a sudden drop in traffic generated.
HOW MUCH DOES A SEO STRATEGY FOR YOUR WEBSITE COST?
The cost of referencing your website depends on many factors (industry, needs, competition, objectives, size of the site). The budget can only be determined after a sharp SEO analysis taking into account all these factors. However, count around $15,000 a year for an SME (average budget), and up to several thousand dollars monthly for large accounts.
HOW DOES AN SEO AUDIT WORK?
An SEO audit is an essential prerequisite for any Google natural SEO strategy: it helps determine the best possible action plan, based on many factors specific to your business and your website. An SEO audit analyzes in particular:
- Competitive strategies
- Site performance in terms of natural referencing
- The architecture and content of the site
- Technical performance
- The quality and extent of net linking
An SEO audit must rely on tools specific to the technical issues analyzed, but the strategy must remain the responsibility of the SEO consultant.
There is no generic SEO strategy, no secret recipe that would work for all sites. The natural referencing audit is the only way to build a suitable strategy.
WHY IS IT IMPORTANT TO MEASURE YOUR AUDIENCE?
Since the aim of natural SEO is to improve the visibility of a website in order to increase its traffic, it is essential to be able to measure the volume of this traffic. This is the sine qua non condition for evaluating the effectiveness of your SEO campaigns and, if necessary, correcting any blocking points. Some of the preferred monitoring indicators include:
- Global traffic
- The most visited pages
- Pages that convert visitors to prospects
- The sites and platforms from which visitors come
- Many tools exist to measure its traffic, such as Google Analytics.
WHAT IS LOCAL SEO?
Variation from the Google natural referencing, local referencing aims to position itself in response to a localized request, generally accompanied by a city name. For example: “natural referencing agency Paris”.
The goal is to reach local customers when they are looking for information on a service or product.
Knowing that 25% of all searches carried out on Google are local, and that 88% of localized searches made from a smartphone give rise to an action (phone call, physical visit) within 24 hours.
Google My Business offers a very simple local Google natural referencing, which displays the coordinates of the company, its timetables, as well as its geographical position via Google Maps.
WHY ENTRUST YOUR NATURAL REFERENCING TO AN EXTERNAL SERVICE PROVIDER?
Google natural referencing requires specialized skills, specific know-how and constant monitoring of changes in criteria set by search engines.
Unless you have an internal SEO team, it is more efficient and profitable to use an external service provider (an SEO agency) for the referencing of your website.
HOW TO WORK WITH NATURAL REFERENCING INTERNATIONALLY?
Do you want to work on your Google natural referencing internationally in order to reach an ever wider audience? To achieve this, you must:
Switch your website to multilingual
Entrust the translations of your content to a professional.
Work on the keywords in the language of each country to rank in the national search engines (Google.de, Google.es, Google.it, etc.)
Target the right structure for URLs
And call on an SEO reference specialized in natural referencing internationally! I would like to refer a company that is also providing the web development services in Canada. Join our social media page for every new update.