SEO (Search Engine Optimization), also known as natural or organic referencing refers to “search engine optimization.” This is a set of free techniques for improving the visibility of a website or page in search engine results. 

The goal of an SEO strategy is to increase the visibility of a website among Internet users. It must adhere to the search engine algorithms in order to achieve a higher ranking.  

What exactly is natural Search Engine Optimization (SEO)?  

Before embarking on an SEO strategy, it is critical to understand the functioning and objectives of natural search.  

Definition of natural referencing (SEO)  

Google and other search engines classify websites in their results pages. The ranking is determined by the quality of the content provided by these websites. 

To have consistent and growing traffic, it is necessary to understand the functioning and algorithm of search engines.

The goal of Search Engine Optimization is to ensure that these sites are indexed and visible. It helps in obtaining a better ranking in the search results. 

We are talking about a long-term investment. SEO also allows you to improve the user experience. In fact, it has several advantages because it helps with.

• Improving the user experience (UX), for example, by emphasizing the relevance of the information provided to the user.
• Positioning your website in the “Golden Triangle,” the area where the internet user’s attention is focused.
• Creating targeted traffic and increasing conversion rates…    

The difference between SEO and SEA  

A natural SEO strategy places websites in the best possible ranking on SERPs (Search Engine Result Pages).  SERPs can take the form of paid advertisements or natural advertisements. Natural advertisements are free referencing: SEO. In contrast, paid advertisements are the result of a paid referencing known as SEA. 

This being said, it is important to distinguish between SEA and SEO. In contrast to SEO, SEA (Search Engine Advertising) requires the purchase of advertisements in order for them to appear on search engines. 

In fact, natural and paid search engine marketing complement each other.

To learn more about it, check out this video by Eskimoz 

Creating an effective SEO strategy  

A good SEO strategy requires the organization and preparation of information and data:    

Perform a website audit  

1- What exactly is an audit?  

The SEO audit is a crucial step in the natural search optimization strategy. This is a report that helps in defining  the actions to implement in an SEO strategy. 

It examines the current state and situation of a website. The comprehensive diagnostic assists in determining: a site’s compliance with Google requirements, its web visibility, and the areas for improvement that will allow it to optimize its ranking. 

To put it another way, a full audit identifies a site’s strengths and areas for improvement.    

2 – How do you conduct an audit?  

You can use audience analysis tools to determine the level of traffic on your website. This is the case for the free service “Google Analytics.” For example, it enables you to:

• Track the number of visitors to your website.
• Find the most visited pages…

It is also possible to use “Semrush.” This tool allows you to analyze your web traffic. It tracks the duration of visits, displays traffic sources, analyzes your history, and so on. 

It is recommended that you use other tools, such as Google Tag Manager, to track your visitors’ actions on your website. 

This tool provides information on the following details: visitor clicks, document downloads, video playback, and so on.    

Define the strategy’s objectives  

Setting goals is essential for the success of an SEO strategy. It is recommended that you begin by defining your company’s goals. 

Then come the marketing goals, before moving on to the SEO goals. As an example:

• Establish business objectives such as increasing your total turnover.
• Define marketing objectives: Increase the visibility of a service within the region.
• Put in place well-defined SEO goals, such as ranking on the first page of search engine results pages.     

Organize the structure of your website  

Your website’s architecture is vital. A good structure should meet the needs of the users. 

It has a direct impact on your ranking in the SERPs. To have a high-quality structure, you must:    

Improve your tree structure   

You can start by creating a tree to organize the structure of your website. It is a methodical scheme that organizes your information hierarchically. 

This first step provides you with a bird’s-eye view of your website. 

The tree must include an index page, categories, subcategories, and the content of pages such as articles. 

It is advisable to choose an accessible and cohesive tree structure to improve your clients’ experience.    

Organize your HTML tags  

tags are headings that help to structure a web page. They provide page referencing and comprehension. 

First, The heading of the first level is contained in the H1 “Heading 1” tag. This is the most important one because it must contain the main keyword. 

Then, the tags Hn from H2 to H6 hierarchize the text’s structure. 

In contrast to the H1 tag, they are not visible in search engine results. The H2 tag must be the most important, while the H6 tag must be the least important. 

Finally, there is the meta description tag , which is the text displayed beneath the URL.

The number of the characters must be limited (between 120 and 160). This tag informs search engines about the page’s content.    

Put a link strategy in place  

1 – How do you organize your links?  

On the one hand, internal linking contributes to the natural ranking of your website. It makes it easier for internet users to navigate. However, excessive use of internal links should be avoided.

On the other hand, “backlinks” are external links that lead to other websites. They increase the visibility and recognition of a website. External linkage generates targeted traffic. A quality “backlink” must meet the following criteria:

• The websites should be related to your topic.
• It is necessary to select authoritative and well-known websites.
• Insert your “backlink” in the middle of a sentence.    

2 – Appropriate tools:  

The tracking of “backlinks” yields high-quality links. It is recommended to use the SEO tool “Majestic.” It guarantees access to a list of your links and their sources thanks to its “backlink checker.” 

Although it is a free tool, some of its features charge a fee. 

There are other tools for analyzing “backlinks,” such as “Ahrefs”, “Open Link Profiler”, and “Linkody”.  

Take care of the textual content of your website  

The proper organization of textual content increases the visibility of your website in search engine results. You can add value to your editorial content in the following ways:    

The study of keywords  

Choosing keywords wisely generates traffic. The use of keywords that are relevant to the needs of the users ensures an optimal ranking in search results. 

These search queries are important because they allow users to find your content. 

It is recommended to use a long tail. It’s about search queries made up of several words, at least four. 

The longer the keyword the more specific it is. As a result, long tails reach internet users looking for specific information. The use of long-tail queries results in an improved SERP ranking.    

The quality of your textual content  

A high-quality text must be authentic. It is crucial to avoid “duplicate content.” The duplicated content is penalized by search engines. 

Because of the duplication, your website may not appear in search results. 

As a result, personalization and consistency in your textual content are both excellent ways to boost your natural search ranking. 

Put yourself in the shoes of the consumers while writing web content. The goal is to exceed their expectations. 

Prioritize precise and specific language. Use short phrases and avoid grammatical and spelling errors.   

Final thought  

A successful SEO strategy requires prior planning and a clear definition of the company’s goals. It dwells in the organization of your website’s structure, the creation of unique textual content, and the proper use of SEO tools. 

To have an effective natural search strategy, you must satisfy the needs of your customers and respond to the search engine’s ranking algorithms. 

The ranking of your page in the SERPs increases the number of clients.