Organic referencing: improve the ranking of your website!
Organic referencing or Search Engine Optimization (SEO) refers to the different techniques applied organically; allowing a website to achieve better positioning in search results for a given topic.
The more a website matches the criteria and algorithms of search engines, the more it will be placed in the ranking of search engine result pages (SERP). This is natural referencing, which targets unpaid traffic; while Search Engine Advertising (SEA), Google Ads (Adwords) or Pay-Per-Click (PPC) refer to paid search.
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Why bet on good SEO on Google?
Google is the most widely used search engine, especially in France. This makes referencing on this search engine the most important lever in terms of digital traffic. Knowing that 75% of Internet users never make it past the first results page, even the most beautiful website in the world runs the risk of remaining invisible if it is not well-ranked.
According to a SEMrush study, the 5 key ranking factors on Google are:
- direct traffic;
- time spent on a website;
- the number of pages visited;
- the bounce rate;
- the number of referring domains (backlinks).
Natural referencing is based on several elements, namely:
- On-site SEO :
- HTML tags and rich snippets
- URL structure
- loading time
- the internal mesh
- robots.txt files (indexing by crawlers)
- the website map
- the relevance of keywords
- the positioning of keywords in the content and their density
- the semantic field
- the quality, freshness and originality of the content
- responsive web design (mobile friendly, etc.)
- Off-site SEO :
- the popularity of the site
- netlinking and backlinks
- the competitive benchmark
- links to social networks
Organic referencing: many benefits vs a few drawbacks
Benefits
- Profitability
SEO is free. Obviously, if you decide to entrust your SEO to a specialized agency, you will have to pay it. However, keep in mind that the ROI of effective SEO usually outweighs the costs.
- Durability
With an optimized and continuously updated site, as well as good content marketing (content is king!), SEO will bring you traffic in the long term.
- Quality
Having determined your personas or targets and implemented an effective SEO and content marketing strategy, you can expect quality traffic. Qualified visitors are easier to convert and lead to sales.
- Confidence
The better your site ranks on the first page of Google results, the more reliable it will be and the more trustworthy your business will be regarded. This is very beneficial for your reputation.
Disadvantages
- Long to take effect
SEO takes time and its outcome is not immediately visible. You have to wait at least 6 months before reaping the benefits. Furthermore, SEO must be done regularly. In the meantime, the paid option (SEA) is a quick fix.
- Google's algorithms
Google studies +200 factors to rank sites on its SERPs and changes its algorithms +500 times a year. These criteria, which change or are updated and others introduced regularly, are intended to improve the relevance of search results, as well as user experience. It is best to follow these guidelines closely, in order to obtain a good ranking and not be penalized on the most popular search engine in the world.
SEO: Why call on specialists?
Natural referencing requires precise and always up-to-date know-how, because SEO techniques evolve according to changes in algorithms and new technologies. If you don't have in-house SEO specialists, it is more cost-effective and efficient to hire an external provider to set up and maintain your website's SEO on a regular basis.
Esokia: the SEO agency you need!
SEO is one of Esokia's specializations. Our digital marketing team has qualified and experienced SEO experts who will help you define and set up a successful SEO strategy.
Our digital agency will proceed step by step :
- Conducting a detailed SEO audit of your website first
- Defining an action plan
- Integrating better keywords into your web pages
- Optimizing your netlinking and backlinking strategy
- Improving navigation and user experience on your website
- Analyzing your competitors' sites and making recommendations
In addition, we can also write optimized content (e.g. blog posts) for your website and even manage your SEA campaigns. Don’t hesitate to contact us to start working on your website ranking as from today!