1. Definitions and operating modes

Before delving into the subject of website SEO, we feel it's important to clearly define the terms we'll be using in this article. Some of these terms are often misused, even by professionals in the field.

Referencing indicates the presence of a website in the databases of a search engine. In a way, a "referenced" website is "findable" or "indexed".

Positioning, on the other hand, consists of ensuring that a website or web page is found in search engine results pages when a particular keyword, representative of the site's activity, is entered. As in a supermarket, a website can therefore be considered to be "on the shelves" (referenced) or "at the head of the aisle" (positioned) (figure