{"id":29128,"date":"2023-07-06T14:25:34","date_gmt":"2023-07-06T12:25:34","guid":{"rendered":"https:\/\/www.seo.fr\/?page_id=29128"},"modified":"2023-07-11T11:33:47","modified_gmt":"2023-07-11T09:33:47","slug":"what-is-google-referencing","status":"publish","type":"page","link":"https:\/\/www.seo.fr\/en\/definition\/what-is-google-referencing","title":{"rendered":"What is Google referencing"},"content":{"rendered":"\n

What is SEO?<\/h2>\n\n\n\n

In the broadest sense, referencing is the action of listing something (products in a shop, information, files), mentioning it in a system. On the internet, the term referencing has been used to define the action of registering a site on a search engine or directory. Internet referencing<\/strong> is not limited to websites or web pages. It can also be used to reference images, documents (.doc, .pdf, .rar, etc.), videos, products, locations or even applications.<\/p>\n\n\n\n

Referencing necessarily involves an indexing phase, during which a database is created. Referencing therefore also defines the action of registering something in a database so that it can then be found \/ consulted.<\/p>\n\n\n\n

What are the different types of SEO?<\/h3>\n\n\n\n

On the internet, there are two distinct types of search engine optimization. Paid or sponsored search engine optimization (SEA) and natural or organic search engine optimization (SEO). These two practices do not follow the same rules or meet the same needs.<\/p>\n\n\n\n

A search engine optimization strategy for a website can be based solely on natural search engine optimization (SEO) or can combine the two practices if necessary. On the other hand, a search engine optimization strategy based solely on paid search is not viable in the long term. Natural search engine optimization is essential <\/strong>to the success and effectiveness of your website.<\/p>\n\n\n\n

We’re going to look at both types of SEO in more detail, with a particular focus on natural SEO, which is more important, more extensive and more complex.<\/p>\n\n\n\n

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Search results on Google<\/h3>\n\n\n\n

Before going into detail, we need to look at how the results indexed by search engines are presented to Internet users. Let’s take the example of the leader in Internet search: Google <\/strong>(over 93% market share in France). Discover the history of Google here.<\/p>\n\n\n\n

In the majority of cases, this is what the web page will look like when a user performs a search. The presence of both types of search engine optimisation is very easy to spot.<\/p>\n\n\n\n

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The green box containing the first links shows the results of paid search. The red box, below the sponsored links, shows the results of natural referencing. Here, the presence of sponsored links indicates that companies have bought these keywords in order to appear first on the results page. Not all searches show sponsored links, because some expressions are not used at all by companies (lack of interest or return on investment).<\/p>\n\n\n\n

The results pages or SERPs (Search Engine Results Page) can also present much more data than that thanks to specific optimizations (product to buy online, location for a business, etc.). We recommend this excellent infographic from the Telegraph to see a results page in all its complexity (the different modules have been brought together on the same image, as a results page will never present all this information at once).<\/p>\n\n\n\n

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Paid search, or SEA<\/h3>\n\n\n\n

Definition of SEA<\/h4>\n\n\n\n

When we talk about paid search or sponsored search, we think of sponsored links or Google Ads campaigns (formerly Google AdWords). To appear in Google Ads, you need to buy keywords by auction. The cost paid under this system is per click. In other words, the site publishing the ad will pay the specified bid each time a user clicks on the ad.<\/p>\n\n\n\n

For example, if I place my bid at \u20ac2 for the expression “SEO agency<\/a>” and I’m within the average bid for this keyword, when an Internet user searches for “SEO agency”, my ad will appear in the inserts reserved for sponsored links. If the user clicks on my ad (and only in this case) then I will have to pay the sum of \u20ac2.<\/p>\n\n\n\n

Why use paid search?<\/h4>\n\n\n\n

The price of a keyword can vary from a few centimes to several dozen euros for a highly competitive term. It is therefore very important to carry out tests and calculate your conversion rate and return on investment.<\/p>\n\n\n\n

A paid search strategy is generally put in place to :<\/p>\n\n\n\n