Why do natural referencing ?

You have a great product or a great service… but no one knows about it. 
You have created a very nice website but you are not generating traffic. 
Such a waste ! It’s time to ask the right questions. Why doesn’t it work?
The answer is simple: you are not visible. The solution is all found:

In this article, we remind you what natural referencing (or SEO) is and we explain why you absolutely need it.What is natural referencing?

The definition of natural referencing: Natural referencing or SEO encompasses all the non-paying methods and techniques that aim to position the web pages of your website in the first results of search engines.
By definition, it is opposed to paid referencing (or SEA) which consists of allocating a budget in order to position oneself “artificially” in the search results.What is “doing natural referencing”?

The notion of “doing” SEO is important. It is not enough to create a website and content to obtain good positions. It was possible in the early days of the web. But today the competition is such that SEO requires the simultaneous activation of several levers (content, page optimization, technical SEO, netlinking, etc.) .
To obtain better rankings than its competitors, it is necessary to adopt a proactive attitude in terms of natural referencing. 
Clearly, it is urgent to adopt the best practices with regard to the algorithms enacted by the search engines (in particular Google). Why is Google natural referencing essential?

Google is the first traffic acquisition lever !

Do you have a website and are you wondering if you should invest time and resources in SEO? The SEO numbers are pretty telling.
For most sites, organic traffic (from search engines) is the main source of traffic . It accounts for around 50% of global traffic. The rest is divided between direct traffic, paid traffic, traffic from social networks and referral traffic (from referring sites via inbound links).
Organic traffic includes traffic from all search engines. But, in reality, it is mainly Google that is concerned. In effect,in France, 93% of Internet users use Google as a priority for their searches .
What conclusions can we draw from these figures? 
First, not doing natural referencing is equivalent to depriving yourself of half of your traffic potential. And, second, your natural referencing strategy will mainly consist of complying with the expectations of Google algorithms.What are the advantages of natural referencing?

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Trust and credibility

Search engines are trusted third parties between an Internet user and a web page. Their role consists in interpreting the request of the Net surfer and in classifying the existing answers by order of relevance.
Therefore, if you reach the first position on Google, it means that the search engine considers that you bring the best answer on a given subject. For the Internet user, a good ranking in the SERPs (results pages) means that he can have confidence and that you are a credible interlocutor on the subject in which he is interested.


Today, more than 30,000 billion pages are indexed by Google. Your website pages are just a drop in the ocean. 
Each time you create new content, you therefore compete with dozens of other pages.
How to get out of the game?
Natural referencing is the solution to position yourself well in search results. Indeed, it is a strategy that allows you to target relevant, accessible and profitable keywords and then to activate different levers to outperform your competitors.


Search engines indicate to the Internet user the pages that best respond to his request. This means that, if you provide the right answers, you become visible to an Internet user who did not know you beforehand.
In any case, it will be the case if you manage to climb into the first 3 positions for a given keyword. A recent study on click-through rates shows that for an off-brand query, the top 3 search results drive 68.5% of clicks. 
This “golden triangle” phenomenon confirms the need for good natural referencing. Beyond the 10th position, you fall below 2% clicks. In other words, you are (almost) invisible. 

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Natural referencing is a war of positions. Only the first positions in the SERPs can generate satisfactory traffic , which it will then be up to you to grow.
A good natural referencing offers a certain competitive advantage. Indeed, to outperform your competitors, you will have to adopt a certain number of best practices: 

  • Stay on top of SEO developments, in particular Google algorithm changes;
  • Improve the technical performance of your site: loading speed, mobile compatibility, etc.
  • Position yourself on the relevant keywords with regard to your activity;
  • Produce quality content in response to the issues of your target customers;
  • Conduct a netlinking strategy that reinforces your legitimacy on your subjects;
  • Be on the lookout for your competitors’ SEO practices;

The more you improve in these good practices, the greater the advantage.


SEO efforts have long term effects . This is what makes the difference between natural referencing and paid referencing . SEO takes time but produces lasting effects while SEA generates short-term results but its effects fade as soon as the campaigns end.
Producing expert content and obtaining quality backlinks contribute to your long-term positioning in search results. Moreover, such practices put pressure on your competitors who must allocate time and resources to catch up.


Natural referencing is based on the positioning of relevant keywords. This reflection on the target keywords implies that you ask yourself about the problems of your target customers, their search habits and the intentions underlying their queries.
This work helps you better understand your target audience . Thus, you attract qualified traffic that will allow you to generate commitment and business.

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Compared to promotional techniques, SEO is a relatively inexpensive strategy. Therefore, it is accessible to any type of business, from consultants to large companies, including startups and SMEs.
Implementing a quality SEO strategy always benefits the brand and its marketing efforts.
Knowing that Internet users almost systematically start their search for information on the web, better referencing makes it possible to distinguish themselves from their competitors, to generate traffic and business opportunities.

Relatively inexpensive, SEO, on the other hand, requires specific skills. You can either acquire them internally or be accompanied by SEO experts.

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