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Make the difference between positioning and referencing

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John Black


Positioning refers to the position in the search engine results pages (e.g. 1st page, 3rd position) where a website or web page appears following a user's request (phrase or keywords). This position is attributed by Google's algorithms and is not a matter of chance. It should be noted that a website should be viewed as a set of pages and not as a single entity. Therefore, always bear in mind that a visitor may arrive on your site via pages other than the home page and each page should be optimised for a keyword.
As for referencing, it refers to all the techniques used to improve the positioning of a website. It is a question of implementing the maximum number of recommendations required by search engines so that your site is relevant to the requests of Internet users.

There are two types of referencing, natural referencing (SEO) and paid referencing. The first consists of working on the content of your web pages and their external factors such as incoming links and presence on social networks. This type of referencing takes longer to set up but is more sustainable. The second is to use the Google Ads tool with a paid campaign. You will have to buy keywords from Google so that it can position your website in the results dedicated to "Ads". This visibility is for a limited time and the more competitive the keyword, the more expensive it will be. Each time a user clicks on your ad, your kitty is debited with the amount allocated to the chosen keyword. When your kitty is exhausted and if you have not worked on your natural referencing, you disappear...

Don't bet everything on the design of the site
A "beautiful" site is not necessarily synonymous with an effective site. Moreover, this notion is subjective. So don't overestimate the importance of your website's design. What counts above all is the user experience and the ergonomics of the site. As a communication and sales tool, your website should be of service to the user. Keep in mind that your visitors will not come back to your site because they like its design. They will come back because it provides interesting and readable content, but also because it is fluid and easy to use.

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Keep your website alive
Your task does not end when your website goes online. It just marks the beginning of your digital presence. To keep your site alive, you must think about its maintenance and bring the necessary updates. Be aware that if you do not update the content of your site, search engines will progressively demote it. This is one of the reasons why you should regularly add quality content and monitor the indexing of your pages in search engines. Also think about promoting your website. You can even turn it into a profit centre, but in this case you will need to capture more traffic by implementing a good SEO strategy.

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