SEO: improving your ranking

The referencing of your website is of great importance. There are various ways to improve it. SEO is an essential solution for any self-respecting website. Find out what SEO is and how it works.

Here are the main points of this article:

  • What is SEO?
  • Benefits of SEO
  • The 4 pillars of SEO


What is SEO?

Search Engine Optimization, or SEO for short, is a set of techniques for improving the position of a website in search engines in order to improve its visibility to Internet users.

It is also known as “natural referencing”. Unlike SEA (Search Engine Advertising), it allows to optimise the traffic on a website thanks to the results of non-paid organic searches. Also, it does not require any advertising and is based on the needs of Internet users.

Benefits of SEO

SEO is an important part of a marketing strategy. It has undergone significant developments in recent years. It allows you to improve the positioning of your website on search engines, especially on Google. And since 90% of clicks for a search on Google are focused on the first page, it is very important to place your website at the top of the list.

The majority of Internet users search on search engines before making a purchase. They visit websites to find product information, to compare offers from different suppliers or to ask for advice. Therefore, it is very crucial to optimise the SEO to make the website more visible. With SEO, the number of visitors to your website will increase, with the aim of converting them into leads and then into customers.

SEO is an excellent solution for your marketing strategy. You can find more solutions for effective lead generation in this article: Lead generation: how to generate qualified leads? It is important to note that the effectiveness of SEO comes from the fact that 70-80% of internet users prefer to focus on organic results instead of clicking on paid ads.

The 4 pillars of SEO

Being well referenced on Google requires work upstream. Your website must meet a large number of criteria in order to be seen by the search engine’s algorithms. These criteria can be classified into four categories to form the main pillars of SEO: the technical aspect, content, customer experience and linking.

The technical aspect

SEO starts with the technical aspect of your website. In order to be visible to Google, it must be indexed in the search engine database. In addition, the search engine has other specific criteria for a well-designed website, including

  • the structure of the Hn titles
  • internal linking; and
  • accessibility of the pages;
  • URL structure;
  • the quality of outbound links ;
  • etc.

It is also important that your website respects the different guidelines and algorithms of Google to implement a successful SEO strategy.


Quality content helps your website to rank higher in search results. It should include well-chosen keywords. It is also important that your content provides the maximum number of answers for Internet users. Inserting images to illustrate what you are saying is also an excellent way to improve your website’s ranking.

Customer experience

Google is becoming more and more fussy about customer experience. This trend is confirmed by the switch to the mobile first index. Indeed, the search engine no longer indexes the PC version of pages. It focuses more on the mobile versions. So, think about adapting your website to the mobile format. A mobile-friendly website will be easy to reference. It is best if the platform is compatible with all devices.

To improve the customer experience on your website, here are some SEO criteria to follow. Google recommends that every page should be accessible within 3 clicks. This encourages users to navigate from page to page. In addition, the page load time should be optimised. Think about reducing the size of your images in order to benefit from a good loading speed.


The more links your platform receives from other websites, the more popular it becomes. These types of referrals increase your traffic and awareness. In addition, they also give your website the opportunity to be better referenced by search engines.


What should I remember?

Natural referencing allows you to improve the positioning of your website, without having to go through advertising. To succeed in your SEO strategy, rely on the 4 pillars of SEO. Each element must be given special attention in order to meet the guidelines of the search engines and the needs of Internet users.

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