All SEOs know that there are two very distinct components to successfully referencing a page on Google: the creation of inbound links and optimization on the page itself. It is the latter that interests us today. I will detail all these points not to be overlooked for a natural referencing of a page….
We are talking about natural referencing here which means that we are going to seek to please Google in a lasting way and we hope it is final. For that we must remember the objective of Google:
Offer quality relevant content to its visitors
And so to please Google you have to please the readers. Here’s how to please both.
Whenever there is a question of SEO you have to think about what is natural for the reader.
There are three parts to a page SEO strategy:
- Choose a keyword from a subject;
- Write the article without thinking about SEO (think natural!);
- Optimize the article for SEO.
In this article I will deal with the third point.
1. Frequency of the keyword
There was a time that seems distant now, this is where Google was silly. It was enough to manage to insert the keyword enough times for Google to notice it. We regularly found pages with a keyword frequency of 5%.
If you don’t realize I assure you that it is huge and that it is not natural. Such a frequency means that the reader will notice it immediately. This corresponds to finding the keyword once in 20 words. Almost once per line!
Those days are over and today it is better to stick to a frequency between 1.5 and 2%. To make your keyword appear, use long tail phrases. Add to that some synonyms or similar terms.
Close terms would be “SERP” (Search Engine Ranking Pages) or “Google”.
And the keywords of the long tail would be “natural referencing”, “paid referencing” or even “effective natural referencing method”. In short, you understand.
2. Presence in the title
Inserting the keyword in the title is a good thing. The title of the page is the first thing the reader sees on Google’s pages, so it is logical that they attach importance to it.
Try to write a title of less than 70 characters so that it is visible in full on Google and insert the keyword at the beginning with synonyms or close terms. Here is an example :
Natural referencing: please the reader to rank on Google
3. Presence in the subtitles
As for the title Google looks carefully at the subtitles. Insert your keyword in a subtitle, then long tail phrases or synonyms in the others.
Don’t overuse where Google will spot it. Again think natural.
4. Presence in the first paragraph
The first paragraph is the introduction, where you’ll explain what the article is about. Google knows this and it makes sense to think that it is paying more attention to it than the rest of the article.
You will therefore have to insert your keyword in the first paragraph of each page.
5. Presence in the meta description.
Does that mean you have to forget it? Absolutely not !
The meta description is part of the parameters that will decide the reader to click on your page or not. It must therefore be attractive. Its sole purpose is to encourage as many readers as possible to read the article.
Inserting your keyword in this meta description is far from being useless for both the reader and Google. This may still be a factor taken into account even if it has less impact than before because again, what appeals to the reader appeals to Google.
6. Presence in the URL
A URL also gives information to the reader. A URL like:
is very explicit. The reader knows what it is about, so it’s only natural that Google takes it into account.
The main thing is to put the keyword in the part that concerns the page. The section concerning the possible category of the article can contain synonymous or close keywords which indicates that the site deals with the subject on other pages.
Be careful not to end up with too long addresses. The shorter a URL, the more memorable it is for visitors.
It is also necessary to avoid the addresses set and incomprehensible to the reader.
7. External links
Some SEOs do not link outside their site for fear of their visitors going away. The consequence of this is that Google sees the site as a black hole. There are outbound links but none fit.
Not making links to the outside is not usual behavior
The best thing is to add some links to sites dealing with a related subject. It is preferable to avoid competitors otherwise the SEO will penalize itself.
The best sites for this are authority sites. These sites are known by everyone and have many pages to which you can put your links. Wikipedia or news sites like lemonde.fr are my favorites.
Remember to vary the links and keep it natural.
8. Text length
I’ve said it before, but I’ll say it again: Google is looking for what’s relevant to the reader.
This means that to rank a page must bring something of value and it cannot be done in 200 words.
With regard to the written articles, we note that the average length of the top 10 results increases according to their position. In other words, the longer items are better positioned.
For a video or an infographic it is more difficult to judge the relevance of a page and Google will therefore also rely on the number of shares on social networks.
In short, offer quality content and for that you have to take your time.
9. Type of content
As I said in the previous point, texts are not the only form of content possible. Video, infographics, podcasts or any other form of content imaginable is possible.
Besides, a page which is not limited to a single type of content but which offers images and videos for example is more likely to be useful to the reader.
Take advantage of the diversity of content to stay natural and do not limit yourself.
SEO on site is not to be neglected if you want to reference a page. There are many parameters to take into account but if you keep in mind that it is the reader that you are targeting, the adjustments are natural.
You now know everything that makes the quality of a site referencing and you just have to apply. Look at the pages that are not well classified and repeat the points one by one. You may have Google penalties that can be easily removed. Then come back to this article and tell me what changes you have applied.