Ensuring an active presence on the Internet has become essential for companies, regardless of their sector of activity. This is a formidable way to gain visibility and therefore attract more customers. But in an increasingly competitive context, being present on the web is no longer enough. Indeed, to stand out, it is essential to be well referenced, that is to say well positioned in the results of search engines. Discover in this article the most relevant and effective solutions in 2023!
Natural referencing (SEO)
Also known as SEO (Search Engine Optimization), natural referencing refers to all the free techniques that improve the positioning of a web page in the list of search engine results. The ultimate goal is to appear in first place or at least on the first page of results and thus generate the maximum traffic on the web page in question.
There are several natural referencing techniques. However, to find the ones that are most suitable for your site and your objectives, it is necessary to first carry out a complete analysis of your website, your situation and that of your competitors. With this in mind, using the services of an SEO professional like the communication agency in Grenoble Vert Chameleon can be of great help.
This approach will allow you to benefit from the expertise of a team specialized in this sometimes-complex field, and which has the tools as well as the necessary skills to help you achieve your objectives. The service provider can help you implement a tailor-made Keyword Research service strategy that is perfectly suited to your needs and those of your target audience.
In 2023, several natural referencing techniques will be preferred.
Les featured snippets
A featured snippet or position zero is a type of content that can take several forms: image, paragraph, question or list of points. This is a box that Google – the most used search engine in France – displays in the first place of search results and which provides a clear and concise answer to a user’s question. It is usually offered in response to a voice request and is displayed just below the search field.
The share of searches without clicking on a result link is growing more and more, a symptom that featured snippets have been gaining in importance for some time: this answer seems to be enough for Internet users. And this trend should continue for quite a while. To reach this famous position, it is therefore strongly recommended to work on the structure of your content, to respect the criteria of featured snippets and to propose summaries at the beginning of the section or page.
According to statistics, nearly 30% of searches on the Internet are currently done in voice mode, largely due to the success of connected stations and voice assistants. Nearly half of smartphone owners now prefer voice search to make a request on the internet, and a third do it daily. It is therefore more than essential to adapt your content to this type of research. Concretely, it will be necessary to offer content with longer keywords, as close as possible to oral language.
Local and mobile SEO
In addition to voice search, Google Maps is now increasingly used as a real search engine. Proof of this is the number of local queries launched on mobile, which is constantly increasing. It will therefore be necessary to bet on a “drive-to-store” strategy, that is to say on a strategy which encourages Internet users who are followers of research via Google Maps to reach your physical point of sale.
EAT natural referencing
Since its last updates in March 2019, it has become essential to comply with Google’s quality standards to hope to appear at the top of search results. In particular, 3 essential criteria must be respected, namely expertise, authority and credibility: “Expertise, Authoritativeness, Trustworthiness” or EAT in English. In practice, it will above all be necessary:
- Focus on quality content.
- Work on the notoriety of the site (thanks among other things to the various links).
- Improve the transparency and authenticity of the site.
Paid referencing (SEA)
Like natural referencing, paid referencing or best (SEO services) has the main objective of optimizing the positioning of a given page or website in search engine results. It designates all the paid advertising actions that make it possible to achieve this, such as SEA. Generally speaking, the payment in this type of strategies is done by auction, or when the link to the page or site is clicked.
Among the most promising paid referencing techniques in 2023, we distinguish:
Google Ads audiences
In 2023, we will have to closely monitor the audience signals that will make it possible to get to know Internet users better, and more precisely to identify their passions and their purchasing intentions. To do this, two audience targeting methods should be followed and adopted:
- The Affinity Audience
- Seasonal Event Segments
To get started, add watch audiences so you can later identify which ones will be most effective.
Image carousels, Gallery Ads are interactive advertisements located at the top of the search engine results page on mobile. This type of format gives your ads more space on users’ screens, maximizing their impact and persuasive power. To optimize the chances of attracting your target audience, prefer beautiful photos with a title of 1 to 30 characters and a text of 70 characters maximum.