Natural referencing has become, in recent years, one of the foundations of the success of a website. Indeed, search engines, and in particular Google, have put in place a certain number of constraints and requirements relating to the ability of a site to go up in search results. It is therefore necessary to continuously improve its key pages, to regularly review its content and to analyze its site from a semantic and technical point of view …
Analyze your keywords and the density of your pages
Analyzing the frequency of repetition of a keyword on a page is useful for two simple reasons: to avoid over-optimization which will harm your SEO, and to ensure that your keyword and its semantic declination are sufficiently present for search engines. So you can:
- Watch how often your keyword and synonymous terms are used;
- Make sure keywords are used naturally in your text;
- Always keep in mind to avoid keyword stuffing.
When you build your page around a keyword, you should not fall into the black hat technique, while ensuring that it is sufficiently present. For that, you have to think about the construction of your page from an editorial point of view.
By focusing on writing quality content, which provides real information, with consistent illustrations, you will naturally integrate your keywords and write a page dense enough to avoid over-optimization.
For example, in order to optimize one of our key pages “school of 3D animation”, we have declined certain aspects of the lessons as under part of the page. Thus, we approached themes that fit into the global semantic cocoon. In this way, we have brought more density to the page while sending indicators to Google on what it brings to Internet users thanks to our H2 and H3.
Better think of the SEO structure of your page as a plan, like writing. Then you’re writing content that’s for people, not Google. By combining these two ways of writing, for the search engines and for your audience, you will inevitably have content optimized for natural referencing.
To go further, you can consult this article: Why is it so important to have a site optimized in SEO?
Zoom on your keywords
There are certain attributes of your page that must include your target keyword. Beyond the raw content that you are going to write, you must also think about:
- .Meta Description;
- Title tag;
- H2 and H3 depending on the structure of your page.
Be aware that these attributes can also use terms synonymous with the target keyword. This will create a lexical field highly appreciated by Google robots that will crawl your website.
The goal is to create, and capitalize on your meta tags to accurately describe the content of the page, to engage the user and to integrate target keywords as much as possible.
Make sure you don’t have broken links
When thinking about on-page SEO, checking that all the links are valid may seem obvious, but it is sometimes a forgotten technique! We especially think of densifying its content, and optimizing its semantic cocoon. However, as the website evolves and experiences changes, internal and external links can break and lead to 404 errors.
There are many tools that help you easily list this kind of link for corrective action. For example, SEM Rush or Screaming Frog have such features.
Ideal to support you in your SEO strategy: 13 free and useful tools for your SEO
Don’t forget to optimize your images
Images are just as essential content as they can be detrimental! On the one hand, it is essential to embellish your different media pages, such as videos or images. It is an element considered by Google for your SEO, and most often appreciated by Internet users.
On the other hand, it is important to optimize each of the imported media, and in particular the images which sometimes weigh very heavy and penalize the loading speed of your website. For each image included in one of your pages, consider in particular:
- Write an “alternative text”, which plays its role in terms of SEO;
- Adapt the format to the content and the web;
- Compress the weight of each image.
Why optimize each image that you put on your website? Because the loading speed of a page, and this is even more true on mobile, is one of the strong factors of the referencing of a site. The objective of this image compression exercise is therefore to promote the speed of your pages, as much for search engines as for Internet users.
So it’s about thinking about both SEO and UX / UI.
In addition, the loading speed of a site is also a conversion factor. Now, a user expects quality information from a website, and the speed of access to this information. The less effort he has to make, the more likely he will be to purchase. The opposite is also true.
Consider reworking some of your content
Do you have content that generates a lot of traffic? Reworking them by updating them is a very good SEO technique! Every piece of content written is a source of SEO, so whether it’s an outdated article or one that dealt with information from 2018, it can be beneficial to update it.
Search engines take into account the age and density of a website. So if your pages are obsolete but are several years old, consider reworking them! You can, moreover, take the opportunity to densify this page and provide even more detailed information. As a reminder, informative pages with a certain length of words are particularly appreciated by Google.
To use the same example as before, we have created a “3D animation professions” page, which requires a regular update. It is important to bring new job descriptions regularly to face the competition, and to work on them in depth. Thus, each business file must be worked conscientiously so that each addition has a real weight in terms of SEO.
In short, regularly updating, improving and revising the content is an important part of your website’s SEO.