Org export to latex and HTML references

Question

I have been working on a document that I want to export to both HTML and latex; while working on the document I noticed that using latex \label{} and \ref{} tags works properly for latex export, but these are shown as plain tex in the HTML export. Similarly if I use Org links for references inside the document (for example a link to an Org header ) these are translated as links in the HTML export, but the latex export only shows a different typografy (\texttt{}), but I don't get any hyperlink characteristic.

Is there a way to the same behavior for both exports, either latex directives to translate into html links or Org links as in-file references for the latex export?

For an example of what I'm dealing with please check the following snippet.

#+OPTIONS: H4 num:3 toc:nil \n:nil @:t ::t |:t ^:nil -_t f:t *:t <:t
#+OPTIONS: TeX:t LaTeX:t skip:nil d:nil todo:t pri:nil tags:not-in-toc
#+OPTIONS: author:t email:nil creator:nil timestamp:nil
#+LATEX_HEADER: \usepackage{geometry}
#+LATEX_HEADER: \hypersetup{colorlinks, citecolor=black, filecolor=black, linkcolor=black, urlcolor=blue}


* Section name
\label{sec:section_name} (not working properly in html export)
some text
#+LABEL: fig:image
[[img][file:image]]
some reference to figure \ref{fig:image} =link work in latex but not in html=
* other section
reference to [[* Section name][link work in html, but not latex export]],but if I use the reference \nameref{sec:section_name} will not work in html, but it will in latex export

PS: I'm aware that I may try to use pandoc, but I have never used it and I don't know if I will get the desired result, and I'd rather not use add additional tools to the toolchain.

Thanks in advance

-- Edit, Added org-mode fragment as example

Answer 1

A couple of things..

1. The syntax for figure/table labels is #+NAME:. You also need to use #+CAPTION: if you want to cross-reference them.
2. You do not need to use the \label syntax; it's much simpler in org-mode.
   • To reference the section Section name (from your example), you use [[Section name]].
   • To reference that figure in your example, you use [[fig:image]].
3. You need to use the #+LaTeX: prefix for LaTeX-only code.

Working MWE

* Section name
some text
#+CAPTION: Fig Caption
#+NAME: fig:image
[[file:img]]
some reference to figure [[fig:image]] =link will work in both html and latex=
* other section
reference to Section [[Section name]] =link will work in both html and latex=

Using CUSTOM_ID to refer to sections

Thanks to the tip from @rasmus in the comments, this is a better way to link to sections as it decouples the section name from the link name.

* Introduction
:PROPERTIES:
:CUSTOM_ID: sec:intro
:END:
some text
* Conclusion
This links to Section [[#sec:intro]] and this link will work in both html and latex. 
*It is important to prefix the custom ID with the =#= character.*

One more way to refer to sections (double angular brackets)

* Introduction
<<sec:intro>>
some text
* Conclusion
This links to Section [[sec:intro]] and this link will work in both html and latex.
*You do not prefix the link name with the =#= character here.*

References

1. Figures in org-mode
2. Internal Links
3. Quoting LaTeX