Why work on natural referencing for your content marketing? Do you really need to write optimized articles? What is the real importance of SEO?
Even if we talk about it a lot, SEO is not yet an obvious reflex when it comes to producing web content. An SME entrepreneur whose job is not his business will not de facto have all the cards in hand to assess the benefits. And the jargon that some people use does not help.
But even with a very didactic approach, it is not always easy to argue. I see it every day: I am ordered non-optimized articles or “with just one keyword”.
But why ? Is SEO dead? Is SEO optimization useful, impactful or even achievable? Is SEO Really Important? A good article doesn’t have to be SEO-friendly, right? How can we simply respond to the main objections presented?
An SEO-friendly article, what for?
SEO to appear on the first page of Google
SEO (Search Engine Optimization) is a set of techniques aimed at optimizing the natural referencing of a website. It is different from SEA (Search Engine Advertising), in other words advertising on search engines, via AdWords, for example.
The optimization of organic referencing aims to obtain “the best possible visibility in the natural results of search engines such as Google or Bing”, according to Olivier Andrieu of the blog Abondance. It thus boosts traffic from these search engines.
Clearly, the goal of SEO is to reach the head of SERP (Search Engine Result Page), the search engine result pages. To be even more clear, it’s aboutget to the top of the first page of Google (who is looking at the second page?) where the click rate is higher. Recall that Google represents 94.1% market share in England (Blog du Modérateur – November 2016).
SEO optimization allows you to be at the top of Google searches, but not only. The significant importance of SEO is also demonstrated by its effects for:
- Generate traffic to your blog and be visible to Internet users,
- Increase your base of qualified leads,
- Boost your sales,
- Boost the ROI (return on investment) of your content marketing,
- Reinforce the notoriety and the credibility of your company,
- Have an effective long-term strategy.
SEO blog post is not keyword stuffing
Another a priori that endures. A well-optimized blog article covers at least the following points:
- the keywords, the long tail and the lexical field,
- the tag title,
- the meta description,
- hn tags,
- the url,
- bold and italic,
- image data and weight,
- the length of the post and the frequency of publication,
- internal and external links and the title of their anchor.
However, it should be noted that an SEO strategy goes far beyond: tree structure, coding, netlinking, social networks, etc.
Content marketing and SEO optimization
If the content marketing helps generate additional traffic to your website, a natural SEO strategy goes boost profits. Internet users will find themselves oriented towards your site thanks to your content and your SEO. They will land, on their own initiative, on your content. This type of non-intrusive strategy benefits from much higher conversion rates.
Optimizing your blog articles therefore aims to improve your visibility. Content marketing is an engaging and demanding process. So, as much to implement it fully so as to maximize benefits ! The fertile importance of SEO combined with prolific quality content marketing represents a winning duo.
10 objections to the importance of SEO in a blog post
Here are 10 arguments heard against the creation of optimized blog articles.
Objection # 1 – I prefer to position myself on quality than do SEO
For some, SEO is still synonymous with keyword filling (some “pros” still do). But in reality, SEO is not in opposition to a quality approach, on the contrary. A well-optimized blog article may well reflect broad professional expertise.
How? ‘Or’ What ? For example, work around the lexical field brings great richness to the content from the point of view of a “human” reader, in addition to being beneficial for robots. Very useful sites, such as 1.fr, bear witness to this. Similarly, the blogger Medhi explains that Neil Patel has demonstrated that the “width of the lexical field [d’un article] is an important ranking factor for Google. ”
Objection # 2 – I know SEO, it’s no use
And not an SEO article, it’s not bullshit. Strategies fail, of course, sometimes. It’s not becauseonce your SEO has not success that it must be inferred that it does nothas no importance for your content marketing. There are many obstacles to good organic SEO.
And then it is necessary to think carefully about the causes of failure. Was there a real SEO strategy? With clear positioning objectives on key words, a thoughtful internal network, a specific promotion and all in all? Because this is important …
Objection # 3 – My industry is too competitive
It is clear that if you have a shoe store and want to be on the front page of Google on the word “shoes” you may be disappointed! But regardless of the professional field, it is possible to develop natural referencing. If the first page seems impossible to reach with a generic term, a good SEO strategy will plan to position yourself on long tail expressions, as Rudy Viard explains.
In the case of our example, it will then be a matter of favoring terms relating to geographic location, specific products in the store or even the exclusive distribution of brands in the region.
Objection # 4 – Search engines favor relevant sites rather than SEO
Why choose ? Be relevant, and SEO! Even though SEO has fundamentally changed in the last century, not so much has been. Search engines have become much more efficient, capable of analyzing a multitude of data with their ever more sophisticated algorithms.
SEO techniques have changed dramatically. Even if some have become obsolete, the immense importance of SEO is still being verified. For example, at present, search engines still cannot read an image, as blogger and marketer Olivier Lambert reminds us. Without optimization, it does not represent any interest for the referencing of your site.
Objection # 5 – I am not trying to increase traffic to my site
SEO has many other virtues than boosting the visibility of your blog. But it’s still a little strange not to try to attract more visitors … Even if you want to write a blog for your loyal customers. It is always good to expand its clientele, its targets, its qualified leads, its prospects…
After that it is true that turning a reader into a client is yet another process that will require energy. Your lead nurturing will be all the better helped by your SEO that your strategy will be correctly targeted. Attendance data (Google Analytics) will help you better understand those that your approach attracts.
Objection # 6 – Nobody is too sure how optimization works
There is certainly a bit of mystery around the increasingly complex algorithms, but SEO is a proven tool. Specialist consultants carry out numerous tests before developing and disseminating their methods. In this area, a number of actions are recognized as effective.
On specific points, divergences exist, but one can note that of many processes are consensus. This is evidenced by the very many fundamental criteria in terms of SEO presented by a large panel of 140 overlapping SEOs.
Objection # 7 – AdWords advertising is more interesting
As with any advertising campaign, the results, as interesting as they are (and they are!), Are only punctual. Generally speaking, one should not not arbitrate between SEO and SEAT. The two techniques do not meet the same objectives.
The great importance of SEO for your content marketing lies in the traffic and prospects that SEO optimization will bring you in the long term. AdWords will occasionally boost your results, which makes it a great tool for an event or the launch of your site. These are more complementary than competitive tools, but watch your budget with PPC (Pay Per Click).
Objection # 8 – Search engines are no longer being ripped off today
Optimizing an article is not about fooling the search engines (although some black hats risk it …). Alexandra Martin explains on her blog Miss Seo Girl that ” [le SEO a] succeeded in presenting sophisticated methods as natural “, which is not the same thing!
Optimizing natural referencing aims above all to show as clearly as possible to the search engines what your blog article is talking about. In other words, SEO seeks to make your blog crystal clear for robots who will index it. So it’s about speaking their language to be properly understood.
Objection # 9 – The results are too long to wait
It is true that an SEO strategy takes time. Search engines must scroll the blog, see the backlinks or even take your keywords into account. Finally, getting a return on investment (ROI) will take long months. But many factors play on this delay: competition, relevance of the strategy, frequency of publication of articles…
However, natural referencing is sustainable (provided you maintain the effort, of course). And a content marketing strategy is also long-term. A bit of patience…
Objection # 10 – This is too risky a strategy
It is true that article optimization must be done with care and know-how. Taking into account the updates of Google algorithms is fundamental. The complexity of SEO does not justify dismissing it as its benefits are precious.
It is sometimes necessary to be accompanied for do not commit an odd. A professional knows the latest news in his sector. He will be able to initiate an adequate strategy in relation to his level of competence.
SEO is always a relevant approach when doing content marketing. To believe that this is superfluous or ineffective is a mistake. With your blog optimization, you’ll see your visibility on Google soar.
So yes, SEO is important! Even if all entrepreneurs and SMEs who do not bathe day and night in digital must still be convinced.
And as the Digital Age said about the future of natural referencing: “SEO is alive and well – and companies can do without it less and less”.
And on your side, are you convinced of the interest of optimizing your blog articles?