How to improve your website's visibility: 11 levers

Do you want to acquire more clients? Do you want to gain recognition? Increase your online visibility! How? Where to start? We explain 11 levers to implement to boost your visibility!

A website's visibility is its ability to be found: in search results, on social media, and now in AI answers. It directly drives your traffic, your inbound enquiries and your revenue. Here are the eleven levers that build it.

1- Have a website

First and foremost, it is essential for your business to have a website. Why create a website? Because it offers many advantages!

- It makes your business visible anytime, anywhere in the world

- It helps your business stand out from the competition

- It allows you to communicate with internet users

- It improves your company’s recognition

- It ensures your business is visible on major search engines

If you don’t have a website yet, it’s time to create one to benefit from a professional online presence.

If you’re not familiar with coding, discover how to create a website without coding.

2- Regularly create content

Once your website is created, it needs to contain a minimum amount of content so that users visit it and spend time there. If the content on your site is too limited, users won’t have much reason to return regularly, won’t find answers to their questions, and your site will be hard to find on search engines. Fill your pages with at least 400 words and visuals to answer users’ questions and provide information they won’t find elsewhere.

Create content regularly! Implementing a content strategy, such as blog articles, helps attract visitors to your site, answer more questions, provide more or less exclusive information, and thus increase your online visibility.

A visitor who finds an answer to their question on your site is more likely to return and take action!

3- Work on natural referencing (SEO)

To increase your visibility, what’s better than improving your ranking on search engines through SEO!

Natural referencing starts with content creation. By positioning your text content around specific keywords, you can easily and sustainably increase your visibility on search engines like Google.

Note that on Google, the large majority of clicks go to the top three organic results. Being on Google is great for visibility, but ranking well can truly boost it.

The exact figures are worth pinning down, because they are routinely inflated. Sistrix's reference study, run on more than 80 million keywords and billions of search results, measures an average click-through rate of 28.5% on the first organic position, 15.7% on the second and 11% on the third, roughly 55% of clicks for the top three, not 60% or more. By the tenth position only 2.5% is left. More importantly, the study shows that rank alone does not decide the outcome: depending on the layout of the results page, the click-through rate of position one swings from 13.7% (queries showing Google Shopping) to 46.9% (queries showing sitelinks). In other words, gaining a place on a commercial query crowded with ads pays far less than the same place on an informational query. Source: Sistrix study on click-through rates in Google.

To optimize SEO on your site, work on the technical aspects recommended by Google, such as eliminating 404 pages, ensuring fast loading times, having a robots.txt and sitemap.xml, making your pages responsive, and finally refining the semantic aspects of each page to rank for the right queries.

In practice, start with an SEO analysis tool (Search Console, Semrush, Ahrefs or similar) to see where you stand, then choose your keywords methodically: start from the queries your customers actually type, check volume and difficulty, and aim for one page per search intent. Look after your images and videos too: properly named, compressed and captioned files contribute to your ranking.

4- Gather external links (backlinks)

In SEO, we also talk about external links, or backlinks in English. Backlinks are links on other sites that point to yours. Obtaining backlinks increases your credibility in Google’s eyes and helps you rank much higher.

To get them, you can purchase backlinks on dedicated platforms or exchange them for free. Be careful not to overdo it, as excessive backlinking can be penalized by Google.

One warning belongs here, because the question is more clear-cut than it looks: buying links is not a grey area, it is an explicit violation of Google's rules. Google's search spam policies list "buying or selling links for ranking purposes" as link spam, which covers exchanging money for links, exchanging goods or services for links, sending someone a product in return for an article containing a link, and excessive link exchanges of the "link to me and I'll link to you" kind. A penalty therefore does not depend on how much you do it: it is the nature of the transaction that is targeted. If a sponsored link genuinely makes sense for your brand, it remains possible provided it is marked with rel="sponsored", which neutralises its SEO effect but avoids the penalty. Full rules: Google's official spam policies documentation.

Link building takes work: quality directories, guest articles, partners and suppliers who mention you. One link earned from a respected site in your field is worth more than ten artificial ones, with no risk of a penalty.

5- Send a newsletter

To gain online visibility, you can create a newsletter. By sending emails regularly, you appear in users’ inboxes. You can then send various messages to promote an offer, event, or news. A newsletter helps you build a valuable contact base.

6- Use paid referencing (SEA)

Depending on your communication budget, you can also invest in paid referencing (SEA). SEA involves paying to appear as an ad at the top of search engine results pages.

By analyzing market opportunities and your competitors, you can target the right queries and generate significant traffic through SEA.

Beyond sponsored links in search results, consider display networks: your banners appear on websites and apps your audience already visits, a good complement to a search campaign.

7- Create pages on social media

By creating pages on social media, you can significantly increase your visibility. You can share information, links, promote offers, or interact directly with users.

On Facebook, in early 2022, there were over 2 billion active users per month worldwide and over 40 million per month in France. Having a Facebook page can help you reach an additional audience around the world. Since information spreads quickly and easily on social media, your online visibility can grow substantially.

Also add share buttons to your content: every visitor who shares an article becomes a free relay for your visibility to their own network.

8- Build a community on social media

Having pages on social media will help you create different communities. A large user community allows you to foster interactions and quickly share content related to your business. You can then reach users who don’t know you yet and further increase your visibility.

9- Run ads on social media

Again, depending on your communication budget, you can opt for social media advertising. The advantage here is that you can target users more precisely and be visible to those most likely to engage with your business. Depending on your goals, offerings, and target audience, you can advertise on LinkedIn, Snapchat, Facebook, Twitter, etc.

10- Track and analyze your visibility

Finally, to increase your online visibility, it’s crucial to track it precisely. To do this, use tracking tools, starting by setting up tools like Google Analytics or Google Search Console. Properly tracking and analyzing your visibility on search engines and social media will help you prioritize the most effective actions and stay ahead of your competitors.

11- Optimize for AI: AI Overviews, ChatGPT Search, Perplexity

This is THE method that emerged in 2026 and that most businesses still ignore. A growing share of searches no longer goes through Google’s blue links but through generated answers: AI Overviews (Google), ChatGPT Search, Perplexity, Claude. If your content isn’t structured to be cited by these engines, you become invisible on these new channels.

The concrete levers of this optimization (called GEO, Generative Engine Optimization):

• Direct answers at the top of the page: a sentence that answers the question immediately, before any context.
• Structured data (schema.org, FAQ) to help AIs extract information.
• Brand mentions on sources that AIs cite (Wikipedia, Reddit, specialized forums): they now count more than traditional backlinks for AI visibility.
• Freshness and authority: AIs prioritize recent content signed by an identifiable author.

In practice, addressing SEO and GEO together has become essential in 2026. Ignoring AI search means accepting to lose a share of visibility that will only grow.

One note of caution, and it comes from Google itself. Its documentation on AI features in Search is unambiguous: "the best practices for SEO remain relevant for AI features in Google Search" and "there are no additional requirements to appear in AI Overviews or AI Mode, nor other special optimizations necessary". Put plainly, no agency can sell you a secret technical lever into AI answers: what works is still original content, a page technically accessible to crawlers, and correct structured data. What genuinely changes is the writing, answering the question in the first sentence, being quotable, dating and sourcing your claims, because that is what a model can extract and attribute. Reference: Google's guide to AI features and your website.

Increase your online visibility with Scroll agency!

Do you want to create a 100% effective website to boost your visibility? Do you want to improve your site? At Scroll, we support you in creating a sleek, dynamic, and well-ranked website on Google. To meet your needs, we’ve created the Webflow agency, made up of no-code experts who develop tailored solutions for you. If you have a project, don’t hesitate to contact us!