One of Google’s greatest strengths is its ability to bring out quality, informative, easy-to-read articles from thousands of web pages with similar content. In fact, 75.6% of the world’s searches are made on Google, and more than 2 million blogs are published every day on the Internet. It is, therefore, difficult to stand out.

 SEO (Search Engine Optimization), more commonly known as natural referencing, is therefore used to optimize the positioning of a web page and make it visible in the first results of a search engine. While SEO initially worked only by keywords, it now focuses on the value of content. In other words, two contents on the same subject can have completely different values.

So, how do you optimize your blog’s SEO and therefore, its value?

Your content must meet a need, a search intent. That’s where your team becomes important. Brainstorm with your colleagues: what are your clients’ most frequently asked questions? What elements of your website need more explanation? Do you use the same language as your clients when you talk about the business? Does your business “jargon” deserve to be explained? The answers to these questions will give you ideas on what to write that will bring value to your potential clients.

 Here are four best practices to optimize the value of your content and thus optimize the natural referencing of your blog article:


1. The key PHRASE

 It is the heart of your message; it holds all the value of your web content. The key phrase is a combination of keywords (2 to 4 words) that perfectly define the subject of your blog article. However, these keywords must be different from any other key phrase on your other blog posts.

 It must appear:

  • In the title
  • In the URL of your blog post
  • In the introduction (or at least include synonyms of your key phrase)
  • In the meta description of the page
  • In the subheading
  • And at least five times in your article depending on its length

 That being said, keep in mind that the reader’s experience is much more important than the number of keywords present in your article. If the article is not pleasant to read, paradoxically, your article will lose its value.

 Furthermore, choose your keywords carefully. If the keyword has no real value, i.e. no relevance, search engines will not rank your page correctly


2. Readability

 In 2015, 19% of Internet users will move on within the first 10 seconds of reading. This means that retaining visitors to your site is one of your biggest challenges. It is, therefore, essential to make your page uncluttered and attractive.

 A few things to keep in mind:

  • Keep your paragraphs clear and short, no more than 150 words to make it easy to read. Use subheadings. The first sentence of your paragraph should be simple and introduce the topic, while the rest serves to expand on the subject.
  • Less than 10% of your text should be written in a passive voice. Speak to your reader!
  • Use a variety of transition words at the beginning and middle of the sentence (“otherwise,” “finally,” “therefore,” “nevertheless,” etc.).
  • Pay attention to repetition. Make sure your words are varied. Use synonyms and vary your vocabulary. Doing this will make the text much more dynamic and interesting for your reader.
  • If you write in English, avoid long sentences at all costs! According to Yoast, a sentence that contains more than 20 words is already too long. 
  • As mentioned above, keep your focus on your target audience. Who are you addressing? Are you using too much or too little technical vocabulary? Don’t hesitate to redefine certain terms; every word counts!

3. Width of SEO title and length of text:

The SEO title

When you search on a search engine like Google, this is what appears in the results:

  • An SEO title
  • A URL link
  • A meta description that gives a glimpse of the content of the page

The SEO title also appears in the navigation tab, and it is just as important as the title of the article itself. It defines at a glance the relevance of the content for the search of the Internet user, so it is fundamental.

 A few tips:

  • Include your keywords in the SEO title, the page title, and in the meta description.
  • The width of the SEO title can be up to 600px for Google*.
  • Check the width of your SEO title on other devices (smartphone, tablet…)
The length of your blog post

According to Yoast, a blog article has better SEO results if its content exceeds 1000 words. In fact, the longer the text is, the higher the chances of finding your key phrase and keywords and, therefore, the greater the value of your content.

 We strongly recommend that your keywords and key phrases also appear in the captions of the photos, videos, and links that you include in your article.

However, don’t forget the readability criteria. A medium-sized post with good quality content is much better than a long and poorly written post. Your reader’s attention span is precious!

Also, remember to update your text from time to time. According to a Baclinko study, republishing old blog posts with updated content (text and images) can increase traffic by up to 111%.

4. Internal and external links

 Embedding links in your articles is a simple way to generate traffic that is essential to SEO performance. We strongly suggest that you incorporate two types of links in your publications as a priority:

– Internal links: which redirect to other pages on your website, linking topics together.

– Outgoing links: links to other websites, giving you more visibility and allowing you to generate referrals.

Be careful, however, that the links come from reliable, quality (no spelling mistakes in the texts for example), and if possible recent sources.

 You can also choose to integrate these links in your articles via clickable words, or via so-called generic anchor texts, such as “Click here”. The different link anchoring techniques play an important role in the success of your SEO. Besides, they make the reader’s experience more pleasant.

5. Functional and responsive site

Finally, our last piece of advice is to make sure that your website is dynamic, attractive, and above all, instinctive and easy to use. Make sure that it is also responsive, so it adapts to all screen formats (desktop, smartphones, tablets, etc.). Regularly check that your site works correctly on all these devices, to avoid a drop in traffic and visits. Indeed, be aware that 79% of Internet users who have encountered problems on your site will not come back, and 64% of mobile users will not wait more than 4 seconds for a page to load.


The SEO referencing of your website is a decisive element in the well-being of your company and a continuous process, but above all, teamwork. Vagabond & Marketers wishes you good luck in your optimization!

 Want to know more about it? Do you have any questions? Do not hesitate to contact us.