Content marketing is an essential visibility lever in any good digital strategy and natural referencing. This approach aims to strengthen Google’s positioning and increase the reputation of a company through quality and relevant content, published on the company’s own site or via other distribution channels.
What is Content Marketing?
The cornerstone of any effective digital strategy, content marketing consists of designing and publishing relevant, useful and high value-added content. The purpose of this is in particular to legitimize the expertise of the company in its field and to establish its positioning in the search engines.
Many possible shapes
If we think first of all about the design of articles, content can also come in many forms, including:
- blog posts
- product testing, especially for e-commerce
- background folders
An essential lever of visibility and notoriety
If content marketing has established itself in recent years as an essential lever for visibility and notoriety, it is because it has many advantages:
- differentiation from the competition by highlighting what makes the identity, originality and creativity of your company, your brand
- generation of interactions with your target audience. This can result, for example, in blog comments, subscriptions to your newsletter or sharing on social networks.
- strengthening your brand image (e-reputation) and your legitimacy in your field with consumers
- improving the popularity of your site and its positioning in search engines (SEO) thanks to the generation of content and obtaining spontaneous backlinks (external links)
Why content marketing and natural referencing are linked?
If the primary objective of generating quality editorial content is to enable the company to communicate, it also helps to strengthen its presence in the search engines, and even to appear on the first page of Google.
Using a lexical field to identify your pages
The place assigned by the American search giant to a particular page of a site depends on a host of SEO criteria, including loading speed, ergonomics on mobile and tablet, the https certificate or the quality of the external link profile.
But, for Google to identify and position your web portal on such and such a keyword directly related to your activity, it must find this same term in your pages. In this, the regular and recurring design of quality editorial content gives you the possibility of using the entire lexical field relating to your theme or your activity.
This is a positive signal sent to Google which will then be more inclined to put you at the top of its ranking.
The long tail to establish your presence
In natural referencing, the expression “long tail”, “long tail” refers to queries made up of at least four keywords with low search volume typed by Internet users in Google or Qwant for example.
The first characteristic of the long tail is to be less sought after but also less competitive.
If the resulting traffic is lower than that of a generic query, it is also much more targeted and therefore easier to convert. The long tail generally offers a very attractive return on investment (ROI).
The regular production of relevant editorial content allows the use of the entire lexical field relating to your activity and facilitates the positioning of your pages on the long tail.
Netlinking, SEO and notoriety
Originally, the Google algorithm is based on netlinking, that is to say, external links pointing to the same site. The more it had, the more it appeared to be a reference to display in the best results.
If thousands of other criteria are now taken into account, netlinking always occupies a preponderant place in the final note attributed to a page or a site by the number 1 of the search. It is therefore easy to understand the importance of obtaining it spontaneously, in particular from other quality sites.
The publication of content with real and high added value helps to make your structure a reference. As such, you can spontaneously benefit from external links or sharing via social networks. Either way, it boosts your notoriety and visibility, especially in Google.
An audit for your content strategy and your semantic cocoon
For Google to identify your pages on a particular keyword directly related to your activity, they must have quality texts with high added value. It is also necessary that the organization of the content at the scale of the site as a whole is structured in such a way as to enhance the target pages. These are the most likely to generate actions such as subscription to a newsletter, a quote request, an appointment or even sales.
How to find these keywords? What is their ideal density in a text, a page or an article? How to develop your semantic cocoon?
What is a semantic audit used for?
The semantic audit aims to determine all the keywords to target for your activity, these terms likely to be entered by search engine users. These are the expressions on which your site already appears in the results, but also the queries on which it would be beneficial for you to appear.
Performing a semantic SEO audit therefore allows:
- to prioritize the keywords on which it is essential to be present, in particular according to the expected ROI (return on investment) and the positioning of the competition
- the development of a real content strategy according to each page
- the prioritization of this same content at the scale of a site
- an estimate of the potential targeted traffic that may be generated by the editorial content
A semantic audit alone is not sufficient in itself to obtain subscriptions to a newsletter, to make sales for an e-commerce or simply to attract a larger targeted audience. On the other hand, it helps to maximize your visibility in the results of Google for example, and therefore, as part of a visibility strategy, to increase your traffic in a sustainable way. In other words, the semantic audit aims to formalize the content that will attract prospects and, ultimately, convert them.
Ideally, the audit is completed before a site is opened by one of SEO.fr’s referrers. However, it is never too late to do so.
What is the semantic cocoon SEO technique used for?
A semantic audit allows you to identify the terms and expressions that must appear in the editorial content of your showcase site or your online store to hope to be better positioned in search engines. But you still need to know how to best organize this information across an entire site.
By putting the user back at the center of this SEO strategy, the semantic cocoon aims to push a “target” page using the pages placed at a lower level in the site’s organization chart. This architect therefore relies on:
- semantically similar content with high added value. This therefore implies having previously identified the key expressions related to your activity (semantic audit) and designed relevant editorial content.
- an internal network (internal links) with meaning for the prospect or the future customer
This organization is based in particular on semantic continuity, the target pages benefiting from the power of the intermediate pages themselves linked with the deep pages. It allows Google robots to more easily understand each universe of a merchant site, for example, and promotes its ranking in the results.
In other words, the semantic cocoon helps strengthen your positioning on the most competitive expressions.
Ideal keyword density for Google
To take advantage of the SEO impact resulting from quality editorial content and a semantic cocoon, it is therefore necessary that the keywords related to the theme of the site appear in this same content. However, there is the question of optimization. From what density is the impact significant? What are the limits not to cross? Clearly, is there an ideal keyword density for Google?
The answer of the principal concerned is unequivocal, there is no ideal percentage. Logically, any content designed in a natural way spontaneously integrates a wide lexical field and many key expressions. It is therefore useless to want to ensure that such and such a word appears up to 4%, 5% or 6% for example.
However, there is a limit that should not be crossed. Systematically over-optimizing and stuffing keywords in H1s, H2s, or H3s may look like an attempt to manipulate the serps with a penalty.
Indeed, Google does not rely on the repetition of a single keyword to assess the authority of a page. Its analysis is more global and covers all the vocabulary used, in particular the presence of co-occurences (synonyms), a rich lexical field (associated terms) relating to the theme of the page and meta-words .
The meta-word is a complex concept that brings together many terms that make sense in relation to the main subject treated and which makes it exhaustive. This may include synonyms and words from the associated lexical field. But the concept is much broader than that and for a page dealing with football, for example, we can find names of competitions, trophies, famous players, the equipment used by a footballer or names of rules. Meta-words make it possible in particular to create sets of complementary pages (semantic cocoon), each with specific subjects, but intrinsically linked to a page and to a more general main subject (depth of content).
It is the richness of your text and your site that will make sense to Google. The latter always favors quality content and its algorithm knows precisely how to distinguish between rich optimization and basic optimization.
Semantic audit, competitive analysis of keywords, development of a content strategy, semantic cocoon, to strengthen your Google positioning, contact one of the SEO experts from the digital agency SEO.fr to obtain your quote. free.