What is natural referencing (Google SEO) and how to reference your site on Google?
SEO, how to reference your site on Google?
Are you new to SEO? Are you looking for a better ranking on Google and more traffic thanks to SEO (Search Engine Optimization) of your site for search engines?
This Google SEO beginner’s guide to SEO is for you and will allow you to better understand how to reference your website in first place in Google results.
What is natural referencing?
Natural referencing, also called SEO, is the set of actions and techniques that allow a website to gain visibility in the organic results (not paid) of a search engine, and more particularly on Google.
Beyond the objectives of positioning in first place on Google and traffic generation, Google SEO has another objective to improve the user experience and the conversion of the site. This is why the discipline is associated with terms like SXO, CRO…
To better understand the rest of this guide, you can familiarize yourself with the jargon of Google SEO by reading this SEO glossary.
What is the difference between natural and paid Google SEO?
Natural referencing acts on the organic results of search engines. Paid referencing, also called SEA, designates the positioning obtained via paid advertising from advertising agencies such as Google Ads.
Many companies are wondering whether to invest better in paid SEO campaigns or SEO?
Combining SEO and SEA campaigns is often a winning strategy for optimizing the visibility of a website in search engine results and increasing conversion rates.
Why Google SEO?
Natural referencing is for many companies a source of visibility and significant turnover, with a high rate of return on investment compared to other media and advertising levers. The advantages of Google SEO are numerous for a company, whatever its size, it’s commercial positioning and its geographical position.
Some statistics on SEO:
93% of all online activities start with research.
81% of consumers start searching online before making a large purchase.
Organic SEO traffic is 5.66 times higher than that of paid ads.
By following this link, you can find other statistics on natural referencing that will allow you to better understand why developing an SEO strategy can be beneficial for your business and online visibility.
Unfortunately, many confusions and legends surround the profession of SEO and SEO. It is therefore essential to understand the subtleties in order to better assess the strategies proposed and to put this visibility lever in place.
What is the price of Google SEO?
When you want to set up a natural referencing strategy for a company, beyond the advantages targeted by this strategy, the question of cost arises quickly, especially when you want to hire the services of professionals in the sector (freelance or SEO agency ).
Faced with the number of offers offered online, of different services and prices, it is difficult for a layman to easily sort out serious offers, SEO scams and worse, services that can endanger your website and its visibility.
SEO is a discipline that responds to codes, well-established and known practices. So beware of dream sellers and providers who promise you secret solutions.
As in any profession, call on professionals at a cost proportional to your qualifications. Even done alone, SEO is not free, a certain number of tools and investments are necessary (content, netlinking, site optimization, time, etc.).
Understanding SEO and Google
Google is the number 1 search engine in the world. Even if alternative search engines exist, it dominates with more than 92% of market share in the world. Referencing on Google has, therefore, become a goal and a necessity for many companies.
Google is now more than 20 years old, its history is as long as that of its logo. Those who started referencing in the 2000s like us, saw it evolve and had to adapt their practices to continue to position sites at the top of the results.
Understanding how a search engine works is essential to adapt its SEO strategy and provide Google with what it wants. What are the criteria evaluated by the engine? Does my site deserve to be first on Google?
Google Guidelines are recommendations and rules established by the search engine for webmasters and SEO specialists. Google wants to revolve around 2 axes, to offer quality results to its users, and that its results are not spammed by sites using techniques it deems abusive.
Google, therefore, gives recommendations on how to build a quality user-oriented site that will also be easy to explore and index by its robots.
It also establishes its rules and the sanctions which may result if they are not respected. More or less heavy sanctions can affect a site, the most radical being the total exclusion of its index.
It is therefore essential to respect good practices and take controlled risks so as not to penalize a referent’s work with a penalty.
Google robots crawl the web by following page-to-page and site-to-site links. The content explored is analyzed and then displayed in the results according to relevance criteria evaluated by Google algorithms. They are numerous and evolve over time. Most of the time, animal names are given to these algorithms.
Google’s ranking criteria and technical skills evolve over time.
Technological progress, increasing computing power and the arrival of artificial intelligence has changed the quality of the results offered and forced website publishers to adapt to them. SEO techniques evolve with these changes.
In order to make search results even more relevant, artificial intelligence and machine learning appeared in 2015 with Google Rankbrain.
In the past, the search engine matched content containing specific keywords to a query. Today, thanks to its learning of the semantic universe of each request, Rankbrain is able to submit a relevant result by guessing the meaning and the intention of research and to propose more relevant results.
How long does it take to reference a site?
Among the most frequently asked questions, knowing how long it takes to rank on Google is at the top. An SEO strategy takes time, especially for a new site, and many customers rightly wonder, how long it will take to get the first returns on investment.
There are no ready-made answers to this question. Generally, it takes 6 months to 1 year to measure the results of an SEO strategy at their fair value.
If your site is old, already has a significant reputation, the results may be faster.
The actions of your competitors also enter the equation, such as the difficulty of the targeted queries.
The black hat referencing
Black hat SEO fuels many fantasies in the world of natural SEO. Even if certain practices may be illegal when they amount to hacking, most black hat SEOs simply do not use techniques to save time and exploit Google’s flaws (automatic content creation, site networks) for net linking, automatic site generation, etc.)
Exploiting Google’s flaws and playing cat and mouse with it is nothing illegal. The only problem would be ethical, if such techniques were used without the knowledge of a client, risking for him to be awarded penalties.
Many techniques considered black hat in the past have completely entered the customs of traditional SEO.
It is also possible that unscrupulous competitors seek to harm your site using different techniques. Called negative SEO it aims to discredit your site or some of your pages in the eyes of Google in order to make them lose positions for the benefit of your challengers.
What is an SEO audit?
It is basically a “health check” of your website. Above all, an SEO audit must be complete. It should cover both the structural and content elements that affect your visibility.
It must provide an overview of the current situation of the site. Anything missing could lead to unnecessary or inappropriate recommendations.
The recommendations of an SEO
Optimization audit must be able to be implemented and prioritized according to the short, medium and long term objectives.
The SEO audit addresses the following points:
Content and its optimization
Site exploration and indexing by Google
Architecture and accessibility
Netlinking and popularity
What are Google’s ranking criteria?
Google uses, according to the figure often announced, more than 200 different factors to rank a site. Nobody really knows and no matter how precise this figure is. The magnitude of this figure is still daunting.
All of these factors do not have the same importance. Some are essential, but others have weak repercussions. Many of them are not even directly influenced.
With the list of the most important Google ranking factors, it’s easier to understand what Google expects and to focus on the levers that will generate the fastest results.
How to be first on Google?
You can access the first page of Google by making changes to your website through natural search engine optimization (SEO).
These different actions aim to make your site interesting for Google and to stick as closely as possible to the requirements of its complex algorithms.
While there is no guarantee that a site will be listed on the first page of Google’s results, the work of a professional SEO can help improve your ranking and increase the number of visitors to your site.
You can read our article on the 60 tips and tricks to perform in natural referencing to improve the positioning of your site in the results and may one day rank you in the first position on the queries you covet.
What is the zero position?
Position zero is the information that Google places at the top of search results. The zero position is also called “featured snippet”. It is a content extract that responds directly to a search query.
The zero position is placed above the first search result and is displayed differently.
As Google explains about featured snippets in the search: “What is different with a featured snippet is that it is improved to draw the user’s attention to the results page.”
How important is loading speed in Google SEO?
The loading speed of a site has a direct impact on the user experience and conversion, but also indirectly on Google SEO. A slow site can prevent search engine robots from crawling your site for as long as expected. However, a site must really have a major speed problem for this to affect its SEO. No need to go overboard and want to get perfect scores on the different testing tools.
A website with average speed will not see its SEO impacted.
On the other hand, performance optimization will have a direct impact on the user experience and the transformation rate, particularly in e-commerce.
There are many tools to measure the performance of a website and get recommendations for improvements.
What is a sitemap?
A sitemap is a file in which you can list the pages of your site to indicate to Google and other search engines the organization of the content of your site. Search engine robots like Googlebot read this file to explore your site more intelligently.
Sitemaps tell search engines what content you have on your sites so they can find it more easily and when it was last updated.
How does Google index a site?
Search engines find, analyze and offer the page of a website in their results by performing 3 phases.
Crawling the site: search engine bots scour the internet for content, examining the code and content of each URL they find, going from page to page.
Index it: storing and organizing the content found during the crawling process is called indexing. Once a page is in the index, it can be displayed to answer relevant queries.
Propose it in the results: provide the elements of content that will best respond to a user’s request by classifying the results from the most relevant to the least relevant.
What is the budget crawl?
Budget crawl is an SEO term to describe how search engines work to decide how many pages, and which pages, should be crawled in each period. This is basically the attention that search engines pay to a website.
Search engines do not have unlimited resources to allocate their attention differently depending on the sites and their importance. So they need a way to prioritize their crawling effort. Assigning an exploration budget to each website helps them achieve this.
You can optimize your site so that the resources allocated by the search engine are best used on your most strategic content and not on unnecessary pages.
What is a 404 error?
The typical trigger for a 404 error message is the removal or moving of content from the website to another URL. There are also other reasons why a 404 error message may appear.
Among these, we can cite:
The URL or its content has been deleted or moved without modifying the internal links accordingly.
The URL was written incorrectly during the creation or redesign process,
The links are incorrect or the address was not entered correctly in the browser.
The server responsible for the website is not functioning or the connection is broken.
The requested domain name cannot be converted to IP by the domain name system (DNS).
The domain name entered does not exist or no longer exists.
How important is the robot.txt?
Web site owners use the / robots.txt file to instruct web bots on their site, this is known as the robot exclusion protocol.
The robots.txt file is mainly used to specify which parts of your website should be crawled by crawlers. It can specify different rules for different bots.
They may ignore your robots.txt file.
The contents of the robots.txt files are publicly available. You can try to ban unwanted bots by modifying the .htaccess file associated with your website.
What is log analysis?
The important thing for an SEO is to know exactly what GoogleBot is doing on your website. The main task of GoogleBot when entering a website is to browse a number of pages determined according to the site’s exploration budget. After crawling, they save the pages they have crawled in the Google database.
Understanding the movements of GoogleBot on your site is one of the most effective strategies to improve your technical and on-site SEO.
Logfile analysis is the process of downloading log files from a server and analyzing them using an analysis tool.
It helps SEO specialists to find important technical SEO problems that cannot be found in any other way.
The data in the log files is useful because it allows us to understand how search engine robots move around within their websites and what specific information they store in their database.
How to use referrals in SEO?
Redirects are often used in SEO for a multitude of different reasons depending on the uses and situations encountered in SEO (redesign, migration, change of domain name, deletion of a page …)
A 302 redirect lets search engines know that a site or page has been temporarily moved.
A 301 redirect sends the message to the search engines that a website or page has been permanently moved.
You usually redirect a page for one of these reasons:
The URL is broken or it does not work.
The page or website is no longer active.
You have a new web page or a new site and you want to redirect Internet users and robots.
You are testing a new web page in terms of design or functionality.
You are editing a web page and want to temporarily redirect your users to other pages.
How to find the keywords in natural referencing?
Keyword research is the activity of analyzing and finding a list of keywords useful for the implementation of an SEO strategy. The keywords or search terms become a guide for the orientation of your content and your marketing strategy.
A keyword can consist of a single word, but most often it is made up of several words.
It is not enough to find a large number of search terms. You need to make sure that the SEO keywords used in your content match your brand, product or service, to the keywords your customer uses.
Only after you have done proper and thorough research can you develop a viable SEO strategy. With a good keyword research strategy, you can then create a detailed action plan to achieve your goals.
What is the research intent?
Search intent is the reason why internet users do a specific search. Why are they researching? What are they looking for?
Are they trying to find the answer to a question or do they want to reach a specific website?
Google has become more and more competent in determining the search intention of its users. All of Google’s result pages are now trying to best match the search intent, not the exact keyword being searched for. In some cases, the exact search term isn’t even included on the Google search results page.
Understanding the user’s search intent is the best way to create suitable content that Google can offer.
There are 3 main research intentions:
What is keyword cannibalization?
Keyword cannibalization means targeting the same keyword, term, or phrase across multiple pages of your website.
User signals such as CTR, links and conversions are therefore distributed between two or more pages.
Each page of your website must be focused on a primary term so that this page can be clearly defined by the search engines as being relevant for this term and that the search engines do not have to choose between pages of similar content.
How to use long-tail keywords?
Long-tail keywords are search phrases with a higher number of words. Their length makes them more specific than searches with fewer words.
Long-line expressions with 3/4 words or more are considered.
These are highly targeted search phrases that specifically serve the intention of the researcher. These keywords have low search volume, low competition, and generally have high conversion rates.
The expression “long tail” comes from the fact that if you had to draw a curve of keywords according to their search volume, they would be at the end of the curve in terms of search requests.
Content and semantics in SEO
How important is SEO content?
The content of your website determines the keywords for which the pages of your website will be classified. Content that is unique and relevant and optimized in relation to the intention of the search will be ranked higher than weak content that does not meet the intention of the Internet user.
Here are some other key benefits of content related to SEO:
Quality content generates a high CTR: quality content attracts visits and shares.
Quality content helps you generate backlinks: for Google, high-quality inbound links are synonymous with credibility and trust.
The more quality backlinks you have, the more likely you are to be ranked high on Google.
Content allows you to integrate keywords: quality content is the only way to ensure that you can use your keywords strategically without constraints while meeting the search intention of Internet users.
Quality content offers an exceptional user experience: SEO also involves the creation of a website with a good structure in which users can navigate easily, geared towards performance and conversion.
SEO and content cannot work successfully in isolation. So you need to focus on creating quality content if you want to improve your ranking.
How to define your buyer’s personas?
A buyer persona is a research-based profile that describes a target customer. These buyer profiles describe your ideal customers, their days, the challenges they face and how they make decisions.
It is common to have multiple buyer personalities for a business. For example, if the end-user of your product must obtain the approval of others before making a purchase, each person involved in this decision is a separate personality. They will have different criteria for evaluating your product, and you will need different strategies to meet these needs.
Before you can set up an SEO strategy, you need to know who you are targeting, which will then determine what you are targeting.
It is extremely important for any business to have target personas, buyers, before embarking on content marketing. With a defined target audience, it is easier to write content to meet that audience.
Meta-tags are invisible tags that provide data on your page to search engines and website visitors.
They make it easier for search engines to determine the content of your page and are therefore essential for SEO.
Meta tags are placed in the <head> section of an HTML document.
Search engines are placing more and more importance on good user experience, and that means ensuring that your site responds as best as possible to a user’s request. Meta tags contribute to this by ensuring that the information that researchers need to know about your site is first displayed in a concise and useful manner.
There are many types of meta tags that serve different roles, and not all of them are relevant to SEO.
The main tags useful in SEO are:
Title or Title tag
Meta Tag Description
The Canonical tag
Open Graph tags
Author and copyright
How to write for SEO?
SEO-oriented web writing is a specialized form of online writing that:
Contain the words the target reader types in a search box to find the information they want.
Helps online content rank higher in search results.
Generates qualified traffic.
All of these optimizations should not make writing difficult to read, give the impression of being repetitive or lose its conversion objective. This makes exercise difficult and makes it a specialized discipline.
SEO copywriting is much more than just inserting key phrases into the content, the content must be authoritative, have sufficient length to fully answer readers’ questions and distinguish itself from competing content.
How to use SEO in a content marketing strategy?
SEO is an online marketing tool that many marketers are familiar with. If your website is well referenced, your pages will appear in the first positions of the search rankings.
Content marketing focuses on the creation and distribution of content. They seem to work differently, is it possible for them to work together? How can your business integrate content marketing and SEO?
Without high-quality content, you cannot take full advantage of the benefits of SEO. Relevant and useful content on your website encourages visitors to your site to stay there longer.
Why update SEO content?
Each update to your website once it is online plays a role in its interaction with visitors, customers and search engines.
A static website without updates can be considered by Internet users and search engines as a lifeless and novelty entity. However, old content and sites without updates can also be very well positioned.
Google often updates its algorithm to ensure that users get the best content possible, and your competitors may make changes to their sites to outperform you.
It is therefore essential to regularly update your SEO strategy and your content.
What is duplicate content?
In SEO, duplicate content refers to blocks of text that are either completely identical to each other.
There are two types of duplicate content:
Internal double content is the case where a domain creates double content through several internal URLs, on the same website.
External duplicate content when two or more different domains have the same page copy indexed by search engines.
Officially, Google does not impose penalties for duplicate content. However, it filters identical content, which has the same impact as a penalty: a loss of ranking of your web pages.
Duplicate content confuses Google and forces the search engine to choose from among identical pages which one should be ranked in the top results. Whatever the producer of the content, there is a good chance that the original page is not the one chosen for the first search results.
What is a semantic cocoon?
The semantic cocoon is an SEO method which consists in creating a set of linked pages via semantic affinities.
The entire structure and internal mesh created aims to push a target page to advance its ranking on Google. The semantic universe created must give Google all the signs of relevance it needs to consider the target page as worthy of being positioned at the top of the results for the targeted query.
In a context where networking can become very expensive or sanctioned by Google, the semantic cocoon is an opportune tool to develop a strategy which also has a cost, but which makes it possible to obtain a result without actuating too risky levers.
Local Google SEO
The local Google SEO is an opportunity for local businesses who want to attract quality web traffic. Local traffic is qualified and remunerative, research corresponding to an immediate need in the majority of cases.
In the mobile search area, taking advantage of local Google SEO is an obligation for any business that wishes to be visible in its catchment area.
Google My Business, the basis of local Google SEO
Your company ‘s Google my business page is the basis of any localized SEO strategy. It gathers all the information concerning your company and makes it possible to validate the information which could be used by Google in its various tools (GMB, local pack, Google Maps, knowledge graph…)
The creation and optimization of a GMB file are, therefore, the starting point for your local visibility and complements the local website of the company.
Google Local Pack
Google processes around 3.5 billion searches a day and accounts for nearly 88% of all mobile searches.
Local Google searches have big transformative power because 76% of Internet users looking for establishments, products and services visit a store or business during the day.
Placed prominently on the Google search results page, getting your business listed in the Google Local Pack can improve traffic, pedestrian traffic, and local business sales.
What is the Mobile-first index in SEO?
Mobile phone browsing has surpassed desktop browsing. Optimizing your site for navigation is no longer an option, but a necessity.
From this observation, and in order to give an optimal user experience, Google has set up indexing of the mobile version of the default sites called Mobile-first index.
What is the impact of voice search in SEO?
Today voice search is present on voice assistants already sold by hundreds of millions.
Why is voice search developing so fast?
Users want quick answers and advice.
Voice search is faster than typing text on the screen.
Voice search is the perfect tool for mobile search on the go.
Digital assistants are more and more used and voice constitutes the interface of exchange with these devices.
OK, Google has become a mainstream expression. With the proliferation of personal assistants and the democratization of voice search, natural referencing and how to optimize its content will have to adapt to this new situation.
App referencing on App Stores
Apple and Android App Store stores use a filing system to display mobile apps.
When you want to highlight its application, it is important to make it appear in a good position on the various requests of Internet users.
Having a lot in common with SEO, ASO ( App Store Optimization ) has become a discipline practised by some professionals.
The SEO of an E-commerce site
How to reference an E-commerce site?
The referencing of an e-commerce site responding to specific problems.
The best SEO strategies for e-commerce include:
Find the types of keywords that customers are looking for.
A site architecture optimized for Internet users and Google crawl.
Optimize the SEO of product sheets and content.
Local SEO to help generate local organic traffic
Content marketing to attract targeted visitors.
Netlinking to increase the authority of your website.
Referencing errors on E-commerce sites are common and often turn for beginners and small sites, around the same issues
Weaknesses in product descriptions.
No keyword optimization.
Too much focus on transactional keywords.
Lack of development of information content.
Poor migration between e-commerce platforms.
How to write a product sheet for SEO?
The product pages of e-commerce sites that are starting are often poorly constructed and poorly optimized for natural referencing. The ergonomics can be poor and the standards of E-marketing not used.
Your efforts will be nullified, if once a visitor arrived on your site this one does not put him in confidence. It is often easier to increase your conversion rate than to double your traffic.
Your visibility and conversion strategy must be optimized across the entire marketing chain.
Optimize for SEO
Be specific about the name of your product.
Write the descriptions produced for consumers.
Be clear and concise on pricing.
Plan for a clear call to action.
Use unique high-resolution images.
Use social evidence.
Facilitate product comparison.
Be clear about the shipping costs.
Referencing videos and images
Referencing videos and images
How to reference a video on YouTube?
YouTube is the second-largest search engine in the world. Using video in a content marketing strategy can be very effective for some businesses. You still have to be visible and appear at the top of the results when searching on the video search engine.
Optimizing the positioning of videos on YouTube is possible and complies with rules as is the case for SEO on Google.
How to optimize images for SEO?
Images are essential and very present on websites. They make it possible to illustrate the point, to ventilate the texts and to make all the pages more pleasant to browse. Images and photos can also be a source of traffic and visibility in search engines, especially on Google image which can often be used for specific searches by Internet users.
Optimizing the referencing of photos on Google images can in some cases be a source of visits that should not be overlooked.
How in this case to optimize the image files for your Google referencing?
SEO, popularity and netlinking
At its inception, Google owes its success and the relevance of its results to its initial philosophy, which consists in considering that the more a site receives links from other sites, the more it is qualitative. The founders of Google have filed the patent for the Pagerank algorithm which calculates the popularity of a site according to a very specific calculation.
The ability for a site to generate inbound links, called backlinks, is a determining factor in the success of its natural SEO strategy. Knowing how to generate links to your site is, therefore, the nerve of the war and one of the main activities of SEOs.
The objective of a Netlinking strategy is, therefore, to boost the notoriety and traffic of a website by using all the possibilities available to generate external links, without attracting the wrath of Google via a penalty.
Generating inbound links is one of the pillars of a successful SEO strategy. However, not all links are created equal, some are more powerful, while others are completely toxic and better not to be.
For a long time, it was possible to generate links by the hundreds or thousands, whichever generated the most first. Then time passed, Google whistled the end of the party by starting to sanction and put in place algorithms to detect abusive linking techniques.
Today a linking strategy, to be sustainable over time, must be much more qualitative than in the past.
Getting quality links from an authority site will be the cornerstone of a good netlinking strategy:
A backlink from a relevant source.
A link from a trusted source.
A link with a targeted anchor.
The traffic brought by the link.
A link placed in the content.
A backlink placed on a page that has authority.
A non-reciprocal link.
A backlink among few links.
A difficult link to obtain.
Getting quality links from other sites is not easy and can be risky depending on the techniques used. The Google Guidelines don’t leave much freedom on this, and if they were to be followed 100%, only 100% natural and unsolicited links would be allowed.
Needless to say, following these rules would make the job of finding popularity for your site much more difficult.
How to assess the popularity of a site?
Use the tool Trust flow and Citation flow Majestic, is common to assess the popularity of a site or page. Majestic is an online SEO software publisher which aims to inventory the incoming links obtained by a site. Its huge database containing billions of links allows you to assess the popularity of websites and their main themes.
These indicators must be complemented by other information to carry out a complete study, but they are references and metrics that you will often meet in the SEO world and which are used by link buying platforms to evaluate publishers’ sites.
The work of acquiring quality links can be greatly facilitated by link purchasing platforms. These net linking providers put you in touch with site publishers who agree to place links to your site on theirs.
The more the catalogue made available, the easier it will be to find quality sites in the themes of yours.
Buying backlinks for netlinking is a solution that can quickly become expensive. The high pricing of certain supports, even if the ease and the saving of time are to be taken into account, can lead to questioning the final interest of the method in favour of other solutions, and in particular the creation of a personal site network.
What is the internal mesh?
The popularity is obtained mainly thanks to external links, however, the internal mesh also plays an important role to distribute this force between the pages. A good network of internal links, therefore, makes it possible to transfer authority to certain pages and to improve their positioning in search engines.
A netlinking work will, therefore, be completed by work on the internal mesh with quality anchors, placed in an adequate semantic context, in relation to the linked pages.
What is a PBN in SEO?
When the creation of links is difficult, that the pricing of buying links becomes too high or simply to master its strategy fully, the creation of a site network can be a good opportunity.
Called PBN (Personal Blog Network), the site network can be an option that has many advantages.
What are the advantages of using it?
Flexibility and enrichment of PBN.
Thematic links to your site.
Constant force overtime for backlinks.
PBN makes it possible to create themed sites of the desired quality. To freely place the desired links with the desired anchors, while being able to reverse its strategy in the event of a Google update or penalties.
The main problem with purchasing links is that the publications containing the backlinks end up over time in the meanders of the site trees, thus gradually losing the power of the links so dearly acquired.
With PBN, you have the power and keep a constant power or one that increases with the intrinsic popularity of the linker site itself.
This effective strategy is, however, risky if it is poorly mastered. Without hiding the footprints of your site network, your competitors or Google will have no trouble identifying all the sites that make it up. So be careful.
Your backlinks profile should be harmonious, and if it’s not 100% natural, it should look like it.
The analysis of your inbound links allows you to check if your link profile is consistent with the profile of the sites in your industry if certain strategies are not too identifiable if your anchors are not too optimized.
From these observations, you will be able to reassess your strategy and adapt it so that it respects the rules and objectives set.
By observing the linking strategy of your competitors, you will find new link opportunities and will be able to understand which strategies are working at the moment.
Google penalties in SEO
Algorithmic and manual penalties
If the search engine guidelines are not respected, Google can apply sanctions. These penalties are of two types, manual or algorithmic.
Manual penalties are directly applied by a member of the team following the study of the site, they are reported in the Search Console with the reasons.
Algorithmic sanctions are more insidious. You see a drop in traffic, in positions, on the whole site or on certain pages, but you do not know why. It is then necessary to study the possible causes and act accordingly to try to have the sanction lifted automatically.
The Penguin penalty is one of the best known and most feared. Appeared in 2012, its objective is to sanction abusive net linking campaigns and over-optimization of link anchors.
If your site receives poor quality links with anchors that are too uniform, you risk being detected by the Penguin algorithm and seeing your site drop in the rankings.
The panda penalty sanctions sites with poor quality content. Sites generating duplicate or no added value for the Internet user are particularly exposed.
To get by, targeted content must be removed or improved.
Optimization of link anchors is particularly monitored and sanctioned in the event of abuse. Whether inbound links or internal networking, the links must be conceptualized and take into account the user experience. Using keywords to optimize links becomes risky.
Creating descriptive links in a favourable semantic context remains the best practice today.
Seeking to optimize the anchors on an exact keyword is still possible, but sparingly, and by constantly monitoring the profile of the links on the site and on each page.
How to get out of a penalty?
Google’s sanctions can have far-reaching consequences for a website and a business. The timeframe for exiting a penalty is uncertain, and the causes of the sanctions are not always clearly identified.
A certain number of recommendations can be applied depending on the type of penalties applied, manual or algorithmic. Here is an article to get leads out of it.
Which KPIs to use in SEO?
An SEO strategy is not just about generating visits to your site. Even if it can be narcissistically gratifying to see its traffic curves rise, this traffic must above all be targeted and generate the desired conversions.
It is therefore essential to the implementation of any SEO strategy, to clearly define which performance indicators must be followed to measure the merits of the strategy and its results.
How to monitor your positions on Google?
Now that Google is able to recognize the search intention of an Internet user, tracking positions no longer has the same meaning as before since a page can position itself on keywords other than sex for which it is optimized.
Despite everything, it is always interesting to follow the evolution of its positioning on strategic keywords, as well as that of its competitors in order to see if the trends are increasing or decreasing.
Many tools allow you to monitor the positioning of your pages on Google day by day or over given periods in order to measure changes.
What extensions to use for WordPress?
WordPress is the most used CMS in the world. Despite its leading position, the issues of natural referencing on WP are not fully taken into account in its original development. In order to deal with these shortcomings, many independent companies have developed specific extensions in order to overcome the various SEO issues.
Other extensions, even if they are not directly designed directly for referencing, help your entire visibility and user experience strategy via different functionalities (caching, internal mesh, image optimization, etc.).
What tools to use for SEO?
A visibility strategy on Google cannot be put in place without the right tools to simplify your life and allow you to deploy your roadmap in the most complete way.
Depending on your needs, you can use them punctually or over time.
SEO tools can be classified according to these categories:
Comprehensive SEO tools
Monitor your positions
Help with writing and semantics
Check duplicate content
Tools and Google Order List
Tools for browsers
SEO plugins for WordPress, the most well-known WordPress SEO extension is Yoast.
Link buying platforms
Discover our recommendations on the best SEO tools.
Delicate operations for natural referencing
Migration and redesign in SEO
What is the interest of HTTPS for referencing?
Google announced a few years ago that switching to an HTTPS site could vary slightly improve its SEO. Do not expect incredible upheavals. Beyond SEO, migrating a site to HTTPS also has advantages in terms of reinsurance after Internet users.
In order not to harm the visibility of a site on Google, this process must be carried out by following a specific protocol.
How to redesign your site without losing traffic?
In the life of a website, redesigns are part of the classic scheme and its life cycle. A change of name, the need to refresh an ageing graphic charter, the need to evolve technically, a change in CMS… There are many causes that can lead to transforming a website in depth. What about SEO? How to redesign a site without risking losing its hard-won positions?
Many website migrations ignore the visibility aspect and lead to disasters in terms of traffic loss. The migration of a website requires the implementation of a strict protocol in order not to harm in a lasting way the natural referencing actions implemented in the past.
How to change the domain name?
Changing the domain name is a simple operation which can nevertheless have serious consequences on the visibility of a website.
The protocol for changing domain names without losing traffic is not complicated to follow, it is nevertheless necessary to worry so as not to see your website plunge into Google’s rankings.
How to optimize your home page for SEO?
The home pages of websites are often underused in terms of SEO. However, receiving most of the links, they often enjoy great popularity and are the most powerful pages on the site. Not exploiting this potential is a shame.
Optimizing your home page for SEO is possible without compromising aesthetic and marketing needs. According to the sites, this is not always easy, especially if this constraint was not thought of when creating the graphic charter.
The referencing strategy should preferably be integrated as soon as the site models are drawn up, facilitating its harmonious integration and avoiding risky repeats thereafter.