How to create a keyword lexicon, use tags and ensure quality code?

In 2017, 30 trillion pages were indexed by the Google search engine. Indexing web pages is a first step, but it is not enough.

Making the products and services offered by a brand visible is the second step. When the Internet user types a query, he must be able to find the information easily. Your web pages must stand out at the top of the results. So how do you understand the natural referencing of a site? Inbound links, outbound links, ecommerce seo firm development of the lexicon, tags, code quality, content quality, what are the best practices for working on the SEO of a site?

The main objective of natural referencing

Natural referencing or SEO (Search Engine Optimization) is a substantial job which revolves around a multitude of factors and which takes place over time. The advantage of SEO lies mainly in its sustainability. Careful natural referencing strengthens the positioning of a site in the long term. With a well-constructed SEO strategy, web pages are well positioned in search results. Not to mention other search engines, today Google alone has around 20 billion sites visited and more than 3 billion queries made every day. It is therefore essential to develop a good SEO strategy to be well referenced on the Google search engine, book marketing services which remains the most used in the world according to the latest surveys carried out.

Properly undertake the natural referencing of a site

Although Google’s algorithm regularly undergoes changes, we nevertheless know that it is based on 3 fundamental pillars. The quality of incoming links, the quality of the code which takes into account compliance with W3C standards, the loading time, the quality of hosting, and the quality of editorial content. The same goes for Bing, Yahoo, etc. engines. It is therefore on these main criteria that SEO efforts must be significant.

How to develop a keyword lexicon?

To develop the lexicon of keywords intended to be used in writing SEO tags, it is advisable to proceed in 2 steps.


Firstly, it is necessary to establish an initial corpus of potential queries based on the themes addressed and using tools allowing variations of expression to be obtained.

Secondly, it is necessary to filter this corpus according to several criteria translated into scores. You must assign an interest score to determine which query is typed by Internet users, a feasibility score to define the first 10 search results and point out quality links and finally a probability score to determine the potential of the query. generate clicks. From there, we can define the most relevant queries for the optimization work. We can use different SEO tools to define the lexical field of a site, for example a keyword generator. There are free online solutions, but it is better to use the Pro versions of SEO software or to have an SEO audit carried out by an expert.

Optimization of natural referencing with 2 categories of keywords

In a website lexical audit, we can distinguish 2 categories of keywords. A main lexical field which includes queries with punctuation, and a secondary lexical field which includes queries formulated without accents or connecting words. By adding the main lexicon and the secondary lexicon, the lexical audit reveals the keywords which have the best potential in terms of number of clicks. They must therefore be used as a priority in the content and tags of the site.

Complete the tags correctly and ensure the quality of the code

The Title tag

The Title tag corresponds to the first line that appears in blue in the search results. It must be between 50 and 80 characters at most and offer a summary of the content of the page. In the Title tag we use the keywords from the main lexical field.

The meta-description tag

The meta-description tag corresponds to the description text of the page. It must contain between 230 and 320 characters’ maximum. This tag is specifically dedicated to the Internet user since it is not taken into consideration by the Google algorithm. Its main purpose is to improve the click rate and therefore traffic. Key words from the main lexicon must be included.


Each web page has its own URL. To define them we use keywords from the secondary lexicon given that a URL cannot contain special characters. Ideally, the URL should be easy to dictate and perfectly summarize the content of the page.

Hen tags for prioritization or title and subtitles

Page content prioritization tags allow the Internet user and search engines to identify the different paragraphs of a page. They are what structure navigation. A web page must have one H1 and can contain multiple H2s, H3s, H4s, etc.

Enter the Alt attribute of each image

The Alt designates the text in the image. To define the name of the image file, we use the secondary lexicon and describe what it represents. You must also separate words with hyphens and not underscores.

The link anchor (href)

The anchor of a link should never be too long. It must be clear regarding the content that will be found by clicking on it and integrate naturally into the content of the text. There we use the main lexical field. It is essential to ensure that outgoing links open in a new window. To succeed in internal net linking, the site tree structure must be as simple as possible, that is to say with as few levels as possible.

The strong tag

The strong tag is used to bold certain words to indicate their importance to search engines. Strong tags must be used sparingly so that the algorithm takes them into account. For this tag, we use the secondary lexical field.

The quality of content and the absence of duplicate content

All content on a site contributes to its SEO. Each content is read by the search engine and has an impact on the positioning of the site. Duplicate content is systematically penalized, in this sense it is essential to ensure that the content is exclusive, relevant and well-constructed. It is possible to check online if content has been duplicated, for example with the Posited tool.




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