SEO, or natural referencing, brings together all the techniques to position content at the top of search engine results. This skill takes a long time to form. But it is possible to master some fundamentals to improve your results. Today we see three.
53% of website traffic is organic: whatever your business, it is in your best interest to optimize your natural referrals.
On the other hand, Google’s SEO developments are constant and increasingly rapid: there are 8 of them in 2021 alone. While the last one has just been implemented, the This was announced by a Google spokesman that future updates will be more frequent.
Google spokesperson’s tweet
With all these changes, you can quickly become scared and not know where to start your SEO strategy. Fortunately, there are still fundamentals that do not change (or little). I grouped them into three points:
The contents
The user experience
Popularity
The contents
Google’s algorithm is now too sophisticated for those who would like to cheat it too crudely: quality content is now an important resource for obtaining good SEO results.
A quality content is above all a text that satisfies the needs of the reader. This need can take different forms: this is called search intent. There are four categories of search intent:
The informative intention (as in 80% of cases, the Internet user wants to learn something)
Commercial intent (wants information before making a purchase decision)
Browsing intent (is looking for a specific site or web page)
The transactional intention (wants to buy a product)
For example, with the keyword “laptop”, the search intent is transactional. The first results (excluding advertising) are the sales pages:
result of keyword “laptop”
By changing the query to “laptop comparison”, the intent becomes commercial. The first results are the product comparisons:
keyword result “laptop comparison”
With “what criteria for a laptop?”, the search intent is informational. The first results are blog posts. Google’s suggestion for “more questions asked” appears higher in the results than previous queries:
keyword result “what criteria for a laptop?”
You surely know: Natural referencing revolves around keywords. Many webmasters think that it is enough to integrate the keyword that the Internet user looks for enough times in an article to be well referenced. We may then want to write an article for each keyword.
This urban legend is partly false. In fact, it is better to choose a topic (and not a keyword) and research the questions that Internet users ask themselves on this topic. This is the best way to adequately meet their expectations. To be successful, you can for example look at the “other questions asked” and “related searches” sections of Google.
So you can work with semantic cocoons: when integrating several links pointing to other pages of your website, do it with pages with similar semantics. For example, articles on taxation, inflation, and cryptocurrencies should be put together to form a semantic cocoon on personal finance.
Finally, you have to optimize the article by absolutely putting one or more in the file
and in titles <hn> of the article.</p>
<h2>The user experience (the technical part)</h2>
<p>Apply good web practices and Google will not penalize you.</p>
<p>Make sure you don’t have 404 error pages (a deleted or replaced page), broken links, and chain redirects (when an old URL points to another updated page). Google Search Console allows you to check for these errors. Don’t hesitate to use other SEO software (some are free) to master this technical part of natural referencing.</p>
<p>Since May 1, 2020 and the Core Web Vitals update, Google considers three speed criteria on your website. These criteria affect your natural reference. You should optimize your loading time with simple tricks (compress images, use plain text font, remove unnecessary plugins, etc).</p>
<p>More generally, the entire interface needs to be optimized. In particular, you must be vigilant when viewing your website on a smartphone. A mobile-friendly interface is essential, knowing that Google’s algorithm crawls your website as a priority in mobile format since the April 2021 Mobile First Indexing update.</p>
<p>Google’s algorithm works like a user: it goes around your site. Navigation must therefore be clear thanks to a good inner mesh. You need to integrate several internal links into each of your pages.</p>
<p> </p>
<h2>Domain popularity and authority</h2>
<p>The natural referencing of every web page doesn’t work in silos. Ranking a page largely depends on the authority of your domain name. For example, knowing that Wikipedia’s domain authority is substantial, their pages will have a good chance of ranking well in search engines.</p>
<p>This same authority criterion is based on the number and quality of links pointing to your page. This is called “backlinks”. If a site with high domain authority links to yours, the SEO impact is much more powerful than a backlink from a small website. Furthermore, a quality backlink in the eyes of Google must come from a site positioned on the same theme as yours.</p>
<p>The best way to get great links is to have great content. For example, if you interview Warren Buffett, you will be an authority figure and several personal finance sites will mention you. But great content requires a lot of resources.</p>
<p>To get backlinks easier, you can write guest articles: in exchange for writing content on a partner site, you have the right to include a link pointing to your site.</p>
<p>You can also exchange links (each pointing to the other site). But if you abuse this practice (for example, adding 50 new reciprocal links in a week), you risk being penalized by Google Penguin, the Google algorithm responsible for hunting down abusive link exchanges.</p>
<p>Finally, you can buy backlinks. But you have to budget: at least €20 per link and an average of $353 according to ahrefs SEO Expertise Tool. But this practice is prohibited by Google, which can apply penalties (deteriorating your referencing or even de-indexing you). </p>
<p>Besides domain authority, the popularity of a website also depends on its branding. For example, backlinks from social networks shouldn’t count in your SEO ranking (they are “nofollow”). But they show that you are a reliable resource. Above all, it is important to have traffic sources other than Google: if your SEO ranking is degraded following a search engine update, you will lose most of your daily visitors.</p>
<p>Podcasts and Youtube videos are great examples of how to get traffic from other platforms and reach audiences with search intent that you can’t reach on Google.</p>
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#foundations #SEO #good #start</p>
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