Are you starting an entrepreneurial activity and want to present your activities on your website? The referencing of your site (SEO, SEA, SEM…) is of capital importance to make yourself known. In this article, we reveal the issues to be taken into account in order to master the contours of visibility on the Internet.

WHAT IS WEB REFERENCING?

Web referencing encompasses all the actions that aim to make a site more visible on search engines. Indeed, the latter do crawling to assess the quality of each site. The challenge is, therefore, to position your site in the first place on certain keywords.

Referencing is assessed on the basis of several criteria, including:

  • The number of visitors. It is important to assess whether visitors visit many pages or whether many visit them.
  • Time spent on a site. A visitor who leaves a site quickly (evaluated by the bounce rate) will cause it to lose places on the search engines.
  • Keyword competition. It isn’t a matter of being there first, but of being so on keywords directly related to its activity.

It should be noted that search engines strongly penalize so-called “black hat” strategies. This term refers to techniques aimed at acquiring a flow of visits artificially or dishonestly. Search engines have, in fact, an interest in ensuring the best match between a surfer’s searches and the relevance of the results.

THE DIFFERENT TYPES OF REFERENCING

To better know the issue, it is important to provide an overview of the current SEO types. There are two main referencing families: one that is free (called natural) and one that is paid.

SEO and SMO: for natural referencing

SEO refers to natural referencing on search engines, while SMO is its equivalent on social networks. It is a question of obtaining, without fetching visitors, a flow of Internet users in a natural way.

In this area, the strategies diverge (as we will see below) from one site to another. It is then a question of implementing actions relating to the quality of the content, the frequency of publication, or the structuring of the site.

Currently, to improve the visibility of an article, it now becomes necessary to display certain keywords or expressions with a specific density (neither too high nor not enough).

SEA and SMA: for paid referencing

These two types of SEO are the equivalents of the terms SEO and SMO seen above. However, these are paid solutions. Indeed, whether on search engines or social networks, an entrepreneur can allocate a budget for his visibility.

It should be noted that paid referencing does not improve the evaluation of natural referencing in any way. Only targeted and specific actions can accommodate a natural flow of visits.

These types of SEO come together in what is called SEM (Search Engine Marketing).

THE PLACE OF WEB REFERENCING IN AN ENTREPRENEURIAL ACTIVITY

The visibility of a website (the famous SERP positioning) on ​​search engines is therefore essential. It is, therefore, a question of taking this issue into account seriously. Indeed, in the absence of visits, the entrepreneur deprives himself of prospects. It then becomes very difficult to develop your client portfolio. In recent years, new strategies have emerged.

NEW WEB AND SOCIAL MEDIA SEO STRATEGIES

New web SEO strategies are developing more and more and are helping to change the practices in use. Thus, we can quote:

  • The development of the semantic mesh. It is a question of positioning, on certain keywords of articles, of the so-called internal links. Thus, a visitor will not limit his navigation to a single page of a site. This contributes to developing the number of visits to a site, an element taken into account in web referencing.
  • The establishment of semantic cocoons. This strategy allows you to build a funnel for your site to drive a visitor to a commercial solution. The site is structured in parent pages and daughter pages. This structuring is ideal for producing highly qualitative and detailed content. The “buyer journey” is fully mastered by the site administrator.
  • The creation of divisive content. Some sites rely most of their strategy on a large volume of creation of attractive content. In addition, they encourage readers to comment extensively. Search engines put forward this type of site, which is politely called “click-trap” and less politely “public.”
  • Personal branding. Strongly present on social networks, this strategy is based on the personality of the entrepreneur. Highlighting the elements of his private life brings the entrepreneur closer to his followers. This encourages followers to visit the site and therefore increases the entrepreneur’s SEO on social networks.

All these strategies must be chosen according to the profile of its clientele and your brand image. It is, for example, useless, to make “click-trap” to prospects who expect qualitative content.

WAGE PORTAGE: BENEFIT FROM A NETWORK OF SKILLS FOR YOUR WEBSITE

It can be difficult to get in-depth training on the issue of web SEO. Thus, some entrepreneurs choose to delegate these missions to third party experts. In these matters, this can include the use of independent experts, specialists.

An entrepreneur can also opt for wage portage. This solution provides, first of all, real administrative and accounting security. However, some portage companies do not limit themselves to these tasks. Thus, they can regularly offer training for their supported employees.