Natural referencing (SEO for Search Engine Optimization) is the essential acquisition lever of any web marketing strategy. It is very efficient and ensures regular traffic on its site at a lower cost...

However, it is also the lever for which the competition is the toughest and the technique the most difficult to integrate. Indeed, search engines and their algorithms use many variables to decide, or not, to highlight your site for a given query. These variables are very diverse and – although more or less known – hidden by search engines.

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In this article, you will discover the different actions to be put in place to develop an effective and profitable SEO strategy for this year 2021.

In addition, you will discover how Web Push Notifications can help you improve certain performance indicators of your site, and therefore improve your SEO.

Natural referencing, an essential lever

Definition

SEO brings together all the techniques to be put in place to improve the position of your website on search engines.

Here is the definition of the site seo.fr:

SEO (Search Engine Optimization) means in French: “Optimization for search engines”.

This term defines all the techniques implemented to improve the position of a website on the search engine results pages (SERP). It is also called natural referencing. The objective of an expert in natural referencing is to improve the visibility of the websites he supports by making them gain places on search engines (Google, but also Yahoo !, Bing, etc.). The goal is to bring together Internet users interested in products / services or informative content.

We say thata site is well optimized or referenced if it is in the first positions of a search engine on the desired queries.

Why establish an SEO strategy?

SEO ranks number one in many areas concerning the performance of a publisher or e-commerce site. Here are some numbers:

  • + 80% of Internet users do online research to find out about a product;
  • +69,000 searches on Google per second;
  • 80% of clicks are made on the first 5 results (+ 30% on the first);
  • 50% of Internet users leave the site if it takes more than 4 seconds to open;
  • 1 second wait per page amounts to 11% loss of visits and 7% loss of conversion;
  • For Amazon, an increase in load time of 1 second costs 1.6 billion in sales in 1 year;
  • 53.3% of all website traffic comes from organic search.

We can thus notice that natural referencing is essential for reach its target audience, bring traffic, and generate online sales through its merchant site. Many elements must be taken into account to improve your SEO: content, strategy and technique.

When we talk about the Internet, we often talk about “web”. Indeed, the World Wide Web can imagine itself as a gigantic spider’s web by which the sites are linked to each other by threads. For the web, nodes represent sites and threads represent links that point to each other.

In order to index web pages, search engines use crawlers (also called spiders). To visualize the process, imagine small robots that navigate between all the internet pages. Each time a crawler arrives on a page, it will determine, thanks to artificial intelligence and semantic recognition, what the page is about and what query it can answer.

Once he has finished his analysis, he will click on all the links on this page in order to continue browsing the web, and do the same thing indefinitely.

When we understand this operation, we realize that there are fundamentals to respect in order to help crawlers in their work, and thus to better reference its pages and its website.

The contents

Diagnostic crawlers read the pages, and determine how relevant they are to responding to certain queries. This is why it is important to adapt the content of its page according to the keyword on which you want to position it. For example, if you are doing a blog post on “how to have soft skin” you should take into account that the crawlers are reading your pages and should understand that this is what you are talking about. So, it is important to use a lexical field around this keyword (baby skin, dermatology, skincare, etc.) to help the robot in its mission!

The strategy

Having a well-referenced site necessarily requires the development of a good SEO strategy. To do this, you must organize yourself in order to position yourself on as many requests as possible that come into your field.

For that :

  • Monitor regularly to look at the keywords on which your competitors are placed;
  • Write quality content regularly;
  • Rely on news and seasonality;
  • Work on several contents around a theme, depending on the funnel;
  • Get quoted by other websites (backlinks), preferably those with good popularity and which deal with topics similar to yours.

The technique

Search engines want the experience of Internet users to be as smooth as possible, because a pleasant experience encourages loyalty. This is why the algorithms are uncompromising on the experience that Internet users have on your website. Thus, the technique is essential if you want to improve your natural referencing.

To do this, it is essential to have a responsive (mobile friendly) website and low loading times. There are many ways to improve your page speed. Here are some tips:

  • Reduce the size of the images;
  • Avoid too many redirects;
  • Install cache plugins;
  • Preload the key elements;
  • Reduce the size of the CSS.

As you can see, file size is extremely important for the site’s loading speed, which is directly correlated with the natural referencing of a page, and therefore of a website.

Thus, the content, the strategy and the technique are essential to have a good SEO on the web. But the algorithms use other parameters to determine whether your page will respond to the user’s request. Here are a few :

  • The bounce rate;
  • The exit rate;
  • The time spent on the page;
  • Traffic.

Thanks to the Web Push Notification, you have the possibility to improve these metrics, and therefore to improve your natural referencing.

Web Push Notification

Web Push Notification, or web notification, allows messages to be sent directly to the user’s device. To be authorized to send notifications, the Internet user must first give his consent via a browser window called “Hard Asking”. Thanks to personalized templates, around 15% of site visitors allow notifications (web push notification opt-in process).

Web Push Notification for natural referencing

Internet users who agree to receive notifications from a website are generally attached to the institution in question. When you take the initiative to include web notifications in your digital strategy, you hold the power to write personalized messages and communicate with your audience. This power induces the possibility of bringing your audience back at any time and creating a feeling of brand preference.

Web Push Notifications for web and media content publishers

As a publisher, you have the possibility to push your new articles to your base, thus creating a sort of RSS feed that appears directly on your audience’s screen. This practice has the effect of bringing additional qualified traffic to your site! In addition, only people interested in the article in question will click on the notification, which reduces the bounce rate of those pages.

Thus, you improve different metics taken into account by Google’s algorithm and at the same time position your site for better referencing.

Web Push Notifications for eRetailers and eRetailers

If you are an e-merchant or e-retailer, Web Push Notification will also allow you to attract qualified traffic to your marketplace! In addition to having many beneficial effects on your conversions, web notifications will have a beneficial effect on your natural referencing!

Indeed, this solution offers the possibility of creating specific scenarios and / or highlighting promotional offers, cart abandonment, cross selling, etc. Thanks to this, your merchant site will see several of its metrics develop, which will naturally improve the organic referencing of your site!