Referencing

Natural referencing

The referencing is the whole of the techniques which make it possible to register a site in the search engines or the directories. Referencing is often associated with the positioning which, as for him, represents art to optimize the place of the site in the answers provided by the search engines.

It is often in the middle of the actions made within the framework of an operation of Marketing Internet or Search Marketing, because most economic.

Stakes

Referencing is one of the independent sources of creation of traffic on a site today. Indeed, it makes it possible to the Net surfers to reach a site without knowing its address. The principal surge comes from the search engines, but many visitors also pass by Annuaires. Also more and more sites of bookmarks are found (mark pages), which make it possible to the Net surfers to preserve the addresses of their preferred sites, commercial or not.

Techniques

In a chronological way:

When designing Web site

Analysis of the target
Choice of the Key words, not only for the Metadata, but also to integrate them during the drafting of the Contained S of the Web pages, with the attribute keyword or other attributes (the attribute " keyword" is used much less now).
Optimization of the internal bonds of the site (via the integration of plan of the site for example)
Development of the Contained and to take care of its accessibility.

During the tender in the research tools and the directories

Equivalent of the word Indexing .

To give detailed informations to the search engines and directories so that they index the page or the site which interests the applicant.

This information can vary from one tool to another, some Indexation S are free, the other paying ones, while certain tools will require bonds in return (reciprocal Liens/mutual Liens).

Positioning

Techniques aiming at positioning in the first results, generally the first two pages, at the time of research on certain key words:

To create contents in total adequacy with a quality which respects the charters of the search engines.
To create external bonds on sites treating of the subject by including the key word in the bond (Backlink).

Prohibited techniques (for example by Google)

To post different contents with the search engines and their club-footed using a script in Javascript (technical called cloaking ), with a masked page.

(Technique which is réprimandée by the search engines. The site will be placed on a black list if it is located, like the BMW business in Germany).

masked Texts or bonds
repeated key Words
Inadequacy between contents of the page, that of description
misleading Redirection
Site or page repeated (be)
satellite Page (doorway very snuffed in France)

Follow-up of positioning and Indexing

Followed Indexing to check that the engine always knows the page which interests us. It is not practically useful any more to subject sites to the engines and even less to subject them if they are already indexed.
Followed positioning to optimize thereafter compared to the key words which interest us.
the follow-up of Indexing in the directories sets of themes and general practitioners must be carried out frequently in order to preserve acquired popularity, to even optimize it by increasing the number and the quality of the bonds in return (Backlink) towards the site to be positioned.

Contest of referencing

The contests of referencing allow the professional référenceurs but also with the amateurs to measure their assets in term of referencing. The goal of these contests is to arrive first in the principal Search engines, like Google, MSN, Yahoo, Ask… with a key Mot given, these key words are generally selected with precaution in order not to interfere with true key words used in other contexts more " sérieux". Key examples of words of preceding contests: eater of stork , wizard glouton , chocoku , tiger osmosis , cobraoupouaout , zurtouij …

It is the best means for the référenceurs of improving, of measuring themselves with the others and thus of proposing an increasingly pointed service with the customers eager of a good position in the Search engines.

Policy of bonds (NetLinking)

All the bonds do not have the same value with the eyes of the search engines (Popularité of bonds). Number of webmasters use the exchanges of bonds in order to gain visitors and PageRank. In addition, Google also founded BlockRank in its formula to block the sites which do not respect the directives. The exchange of bonds allows, in addition to the improvement of the Positionnement in the engines, to increase, to a certain extent, the popularity and the number of visitors directly of site to site.

Black lists (blacklist)

The fraudulent techniques (firm of bonds, Cloaking and others) are supervised, and sometimes réprimandées, by the search engines which improve each day their Algorithmes in order to eliminate the sites cheating for their positioning.

When frauds are noted (by a robot, human, or a competitor), the page or the site in question is placed on a black list (desindexation of the search engine, which penalizes the site largely) for one duration of a few months, final or until the site respects the conditions of Indexation of the tool.

Google installed a “vat at sand” ( sandbox ) which is a warning before the setting on black list, but also a means of preventing the new sites from too quickly climbing on certain key words in the results of a search.

Google in addition, proposes a page in 93 languages to maintain the quality of the index with a report/ratio of spam related to referencing, which will make it possible to enter one day ethical referencing. The page in French is: http://www.google.com/intl/fr/webmasters/spamreport.html to announce the abuses.

See too

External bonds

Any bond other than that (or those) towards one or more categories of the directory Web DMOZ is not acceptable and will be removed. -->

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