While more than 90% of searches are carried out on Google, it is clearly essential for a business to appear on the first page of the search engine. Google’s algorithm, however, is very complex and there are many criteria to consider. How to be well referenced in 2019? This is what I will explain to you in this article.
What is SEO?
When we talk about being referenced on Google, it is important to distinguish between natural referencing and paid referencing.
The natural referencing or SEO allows to increase the visibility of your website by natural results in search engines such as Google. Overall, and we’ll get to that later, there are two main factors to consider: relevance and reputation. The relevance of your page is calculated according to its content and if it perfectly meets the user’s request. Reputation can be reflected in the external links that point to your website.
The paid search or AES enables increased traffic to your website through Google Ads advertising. This means that the advertiser (your business) pays the publisher (i.e. Google) every time a visitor clicks on an ad visible on the search engine according to the keywords you have set for your campaign.
Here we will obviously focus on natural referencing which is much more interesting in the long term.
How to appear on Google
Before wanting to appear on the first page of Google, you must first succeed in being known to search engines, which results in indexing . Finally, when your site has just been uploaded, you won’t find it right away when you do a Google search. It will generally take a few days to be indexed , that is to say that the search engine robots pass on your site and that they add it to their databases.
However, there are tips to speed up the indexing of your site.
- The first solution to appear on Google is to submit your site directly via this address: http://www.google.fr/addurl/ . I also strongly recommend that you log into Google Search Console in order to track the indexing of your pages and any errors you may have on your site.
- The second solution is to create links from other sites. Not only will your pages be indexed faster, but they will also have more “juice” to move up in search results.
Find the right keywords
Having an effective SEO starts with having a well thought-out keyword strategy. There are many tools to help you like Ubersuggest . Yooda Insight or that of Google which will help you to make a first list according to your targets. Focus primarily on the ” long tail ” defined by phrases longer than 3 or 4 words that will be easier to reach and ultimately have a better conversion rate.
Optimizing your pages
You will have to build the pages corresponding to each of your keywords. Your title tag should help Google understand the theme of your page by highlighting your main keyword. The meta description tag can influence clicks, but is not directly used to improve your rankings.
When it comes to writing, it’s important to have a rich lexical field around your main keyword. There is therefore no need to overdose. It is better to write relevant text that will bring value to the Internet user. Also think about internal links to strengthen the mesh of your site. When it comes to text length, many tests show that pages of 800 to 2,000 words can outperform shorter pages.
The web is built from links so naturally, links always have a very important weight in the ranking of results pages. It is through your links that your website is or is not considered a trustworthy site for search engines and especially Google.
There is also the notion of PageRank which corresponds globally to your “link score” even if it is no longer officially communicated by Google. This algorithm evaluates both the quality and the number of links to your site, giving it an authority score ranging from 0 to 10. You can’t afford not to have a netlinking strategy in 2019!
If content and links are the pillars of natural referencing, you should not neglect certain technical aspects of your site:
- Security: Google has publicly stated that site security is a ranking signal in the search algorithm. Having your site in HTTPS will also help you rank higher in search engines.
- Mobile-first: Google’s mobile-first index is now a reality, which means results are prioritized based on pages optimized for mobile devices.
- The speed of fast: The loading time of your pages is obviously an element to optimize as a priority if you want to have an advantage over your competitors.
Call on an SEO expert
We must admit that being well referenced on Google is not an easy task. There are of course many resources to learn SEO whether online or even through books. However, if you really want to have meaningful results, the easiest way is to hire an SEO expert .