Natural referencing (SEO) is one of the strategies to work on your visibility on the internet. We propose to explain three of them to you ( the long tail, niche keywords and internal networking) to develop your notoriety and increase the traffic of your website.
Definition of SEO
Search Engine Optimization (SEO) is the set of techniques used to improve the positioning of your website on the search engine results pages, to arrive at the first results.
Knowing how to establish an SEO strategy is important.
SEO is based on 3 fundamental pillars which are:
- the technical part
- notoriety (largely based on external links: backlinks )
- content ( editing and optimization)
These 3 points are divided into 2 fields:
- OnPage SEO : optimization of the structure, containers and content of your site
- SEO OffPage : optimization of your site in the web network (incoming links, notoriety, animation, authority, etc.)
Depending on your digital marketing objectives, you must:
- work on your SEO before creating or redesigning your website
- improve the understanding of your themes from one or more page(s) of your website to the indexing robot Google, Bing,…
- update your SEO strategy
Before working on these differences we strongly recommend to carry out different audits, to study your targets well using personas.
The importance of SEO
Because :
- one minute on the internet, these are more than 4 million searches carried out on Google
- 93% of online experiences start with a search engine .
- According to Hubspot, 75% of Internet users do not go beyond the first page of results.
- In an article published by Adweek, 81% of Internet users conduct research online before making an involving purchase.
We clearly see the importance of natural referencing, whether in terms of notoriety or traffic generation, among others. The challenge for companies is therefore to work on their visibility on queries related to their activities, with the search habits of their target audience in mind. One effective strategy to enhance visibility and drive organic traffic is through the benefits of link building.
Let’s take a closer look at the 3 SEO strategies.
First SEO strategy: “The Long Tail”
According to a study published by Semrush, the Internet user uses, on average, 3 keywords during his research.
The SEO battle does not only take place on target keywords (the “featured” keywords) that carry traffic and are common, but also on the long tail, which is more specific and attracts more qualified traffic, and is often less competitive.
Reading the graph above, it is obvious that mixing “long-tail keywords” and “featured keywords” can help you work on your visibility.
The goal is to increase contact opportunities between your offers (product, service) and your targets, your brand.
This micro-targeting technique enriches your SEO on targeted “ star keywords ”.
Remember that your targets have their needs, their experiences and their own words to carry out a search. Even if you have defined the best query, it would be fanciful to believe that all your targets will focus on it.
Second SEO strategy: niche keywords
Here, the objective is to position your site, page,… on specific themes and requests.
Even if the search volume is low, this strategy can be effective because conversions can be high.
It is suitable when you offer an extremely sharp, qualified and specific offer.
Indeed, niche content, which concerns a small part of the market and search results, has the advantage of addressing qualified leads. The more niche your keywords are, the higher chance it will attract traffic.
Third SEO strategy: internal linking
Very often, the notoriety of a site is badly distributed. It is distributed throughout the site without taking into account the important pages (content with added value, pages intended for conversion), event pages, latest news, etc.
Not all pages on your site are created equal.
Indeed, some are important for you, others for your targets and some are structuring for your website.
Putting in place an internal linking strategy, therefore, consists in transferring the notoriety of one page to another, to make it benefit from its popularity.
Thus, the internal linking system must facilitate the grouping of all of your pages based on the same semantics and optimize the user journey on your website.
Who Should Use an SEO Strategy?
Everyone…when digital is an integral part of your business strategy, whether as a communication, distribution or service channel.
SEO requires patience and its effectiveness is measured over time. This marketing action is being developed with other, complementary ones such as social networks, or by combining it with paid advertising.
Whether you are a marketing director, communication manager, webmarketing project manager or in charge of acquisition, SEO is a must in your digital marketing strategy .
When to define an SEO strategy?
At any time in the life of your website.
Before carrying out an SEO strategy, you must first have your site audited from an SEO company experts.
This mapping at time T includes elements such as:
- the technical aspect of your site
- the semantic aspect
- the notoriety aspect
Three questions to ask yourself if your SEO strategy does not meet your challenges
Despite the reflection of a SEO strategy, it may be that the results are not necessarily up to your challenges.
Ask yourself:
- Is the strategy implemented in line with market competition, themes and competitors?
- Does my content strategy respond to the issues, challenges, pain points of my target?
- Does the user experience of my site correspond to the browsing path of my target?
Clarification: if your site drops in the results pages, it is not necessarily that it is becoming bad, perhaps your competitors are becoming better.
It is for this reason that it is essential to monitor and work on the referencing of your site in order to be (and remain) better than the others .
Google, from search engine to response engine
In some cases, this leads to a drop in clicks on the search results, which surely risks calling into question your strategy of visibility, notoriety, traffic generation . Recently, the 50% mark has been crossed.
Remember that the presence of direct answers and zero positions depends a lot on the keywords.
Other elements influence the click-through rate (CTR):
- presence of localized results (Google Maps / Google My Business)
- Google Shopping
- Videos
- At one,…
However, SEO remains an essential pillar of your digital marketing strategy.
An SEO strategy brings significant results when it uses multiple levers. As we have seen, the 3 strategies presented can be complementary.
SEO + SEA: a potential to exploit?
In addition, for the SEO lever to offer you its full potential, it is possible to combine it with a paid SEO strategy , and allow you to achieve your objectives more quickly. We will discuss possible SEO + SEA strategies in a future article.
Finally, an SEO strategy works if your content strategy is developed intelligently and the content is quality, useful and well -structured.
Make sure to hire a quality content and SEO agency for the best results.
