Improve your natural referencing on Google

Your website is finished and ready to go live. Months go by, but no user consults it! The visibility of your website is essential to the development of your business. It is at this precise moment that the various digital marketing channels intervene, including one of the best known: natural referencing.

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What is natural referencing?

Natural referencing also called SEO (Search Engine Optimization) is the set of practices and techniques that consist in positioning your website and its pages in the first natural results on search engines.

These are methods that require patience and careful work in order to reach the top positions.

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Why is natural referencing important?

The click-through rate for first positions on Google is 34.36%, which means that when you are in the first position, you are getting 1/3 of the users at first glance. On a keyword with 2000 monthly searches, that would give you 660 monthly users with a single keyword dedicated to a single page.

With these few figures, you can begin to imagine the power of SEO.

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How to improve your natural referencing?

There are many techniques to improve your SEO. However, it must be done sparingly and with particular attention, because the competition for good natural referencing is not the same as it was 10 years ago.

Nowadays, reaching the top position and staying there is a daily battle that is increasingly difficult to win without good preparation.

Here are some of the practices we use to ensure quality natural referencing:

Indexability

The first thing to check is the indexability of your site. Indeed, if your site is de-indexed, it will simply not be indexed by the search engines and will not be able to be found on the pages of Google or its competitors.

Robots.txt, sitemaps

A sitemap (site tree) makes it easier for robots to find all pages. This way, they can scan your site more quickly and update it in searches as soon as new content is published.

Managing 404 errors

A site should have as few 404 errors as possible so that Google and other search engines see it as qualitative for users. A 404 error is an error that indicates that the page was not found.

Loading speed

It is important to have a fast loading site as it has been shown that after 3 seconds of waiting to load, 50% of users leave your site. This is even more true on mobile because the patience of users is reduced.

HTML markup (Hn, Title, metas)

HTML markup should structure your content. Your page should have a "title" tag, an "h1" tag, then "h2", "h3" up to "h6" if necessary, and a meta description. The "title" tag represents the title of your page, the "h(n)" tags represent the main title then the subtitles and the meta description must give a short description of the content of your page.

You must stay within the minimum and maximum number of characters, i.e. between 30 and 60 for the "title" tags, between 70 and 155 for the meta descriptions and remain below 70 for the "h(n)" tags.

Image optimization

It is important to avoid images that are too heavy, which can increase the loading time of the page. It is therefore advisable to use JPEG images and/or to compress them.

The "alt" attribute must be filled in for each image because Google cannot read images, it needs help to understand the context of the image. For the rest of the nomenclature, we advise you to also give a title attribute, a file name that describes the purpose of the image.

Testing the mobile compatibility of a site

Search engines are increasingly prioritizing mobile-friendly sites.

Netlinking and backlinking strategy

Having a netlinking and backlinking strategy is crucial to give power to your SEO. It is certainly the most tedious and time-consuming practice but one that pays off tremendously if done well.

What deliverables do we make available to you?

–      A well-referenced site.

–      A site optimized for mobile and globally responsive.

–      An architecture that will delight search engines and users.

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What are the steps to improve your SEO?

Meeting

Every project starts with a meeting! Over a coffee in our offices or during a call with you, our role will be to identify your expectations and needs for improving the natural referencing of your website.

SEO audit

We make you an offer based on an established SEO analysis in order to offer you a collaboration that meets your needs.

Implementation of measures

The various technical and editorial SEO techniques are implemented by our digital marketing experts.

Analysis of the results

Our experts then analyse the results of the measurements.

How long does it take to set up a good natural referencing?

The time required to set up a good natural referencing is extremely important and never stops. SEO is something that you have to invest hours of time on from time to time to keep a good ranking.

The time will also depend on your site and its number of pages. If the site is already existing, we will have to do an SEO audit to find out what the problems are and correct them. You can count on 2 weeks for the implementation of the measures. The search engines will then analyse your website and reference it in the following weeks.

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What does it cost to improve your SEO?

The costs vary depending on the needs and measures to be implemented in order to achieve your performance objectives. However, the cost of such work starts at around CHF 1’600.-.

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Illustration of a dashboard Google campaign

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