Why optimize the SEO of your web writing?
Optimizing your web content for natural referencing is not about applying a magic formula. There is no ready-made, ready-made recipe that brings wealth and prosperity. By refining your SEO, you can get the most out of it and grow your business by optimizing your ROI, return on investment.
Continuously optimize natural referencing
SEO is neither an exact nor a fixed science. Google, Bing, Yahoo !, Ecosia, Qwant, DuckDuckGo, etc. constantly evolve their algorithm. This is the reason why what worked yesterday in web page optimization no longer works today. If some keyword hype could make your pages show up in search engines yesterday (or rather the day before), today is a completely counterproductive SEO strategy.
SEO writing also does not correspond to a set of strict and unanimously accepted criteria that make it possible to reach the desired zero position of the SERP (Search Engine Result Page).
There are a certain number of editorial techniques and characteristics accepted by all: quality of content, presence of a keyword, use of tags … On the other hand, others are subject to controversy or, more surely, to various professional evaluations. : density of keywords, drafting of tags, modalities of external links, level of optimization of anchors …
SEO is an iterative strategy that requires multiple adjustments. This is why you should test different formulas to see how your site reacts.
The idea is that if you optimize too much, the Mountain View giant will penalize you. But, otherwise, your site may be badly positioned. Basically, as its name suggests, “search engine optimization” is about the right balance between too little and too little, a fair optimization.
Improve your positioning a little to generate a lot more traffic
With a few tips, a few minor changes, you can optimize the SEO of your web content and gain some places in your search engine ranking. With these few places, you can generate much more visitor traffic. You then enter a virtuous circle where this traffic boom will again make you gain places and so on.
This major impact of SEO optimization on the number of people visiting your site is all the more noticeable as your content will move from one page of organic search results to another. For example, if for a request, your page arrives at the second page of Google’s SERPs, by improving its SEO a little, it will be able to reach the first page, which changes everything in terms of traffic. Indeed, only 0.78% of clicks are made on the second page of the results.
Support the evolution of your marketing and sales strategy
Your SEO strategy must bear the strategic directions of your business. The keywords you have decided to place yourself on must reflect your commercial offer. Also, it is important to regularly come back and ask yourself questions about these choices.
A few years ago, when you decided to position yourself on the keyword “webmarketing” or “chocolate”, its search volume and its level of competition were probably not the same as they are today. The keyword choices made even 3 years ago are surely partially obsolete. They must be updated regularly.
In addition, some of your competitors may have come to take the top positions with a marketing budget that disqualifies you. Maybe new competitors have emerged. Still, the competitive environment on search engines has certainly changed a lot.
Plus, your business is evolving. What founded your business a few years ago may have changed. Your priorities from yesterday are no longer what you are now. For example, you have abandoned a part of your business (a product, a service, a type of clientele…) to reinvest yourself in another.
This is why you need to re-examine your SEO strategy from time to time with regard to your business objectives. So you might see some top priority keywords that you don’t rank well for in Google’s results today.
Update your obsolete content
Your field of activity is undergoing changes. These can be regulatory, technical or practice changes. Changes in the vocabulary used, external links leading to 404 errors or the publication of more recent statistics can also prompt you to update your content.
To keep an SEO strategy with consistently high quality web content, you need to make sure that it remains constantly relevant and up to date. It will also affect your brand image and your authority in your field.
Google also particularly appreciates regularly updated websites. He can see that your old content has been recently rewritten and thus better rank your website. By refreshing your pages, you show search engines that your site is active, allowing you to optimize the SEO of your articles and pages.
Finally, given the cost of creating quality content, it helps to make sure you always keep topical content on your site. To avoid having to throw them away and have new ones written, it’s best to update them. An update will always be less expensive and time consuming than a new writing.
10 tips to easily boost the SEO of a web page
If modifying your web content has many benefits, find out how to easily boost your pages and articles. Here are 10 tips accessible to all to optimize the SEO of web content, in addition to the more technical aspects: loading speed, Sitemap.xml, robots.txt …
Tip 1: Correct Your Basic SEO Mistakes
It is possible that your pages or articles are written with one (or more) SEO optimization flaw (s). Because you wished to save that organic SEO work at the time of writing, or you made a few mistakes out of ignorance, corrections need to be made.
These could be, for example, the basics, namely:
- Respect the hierarchy of content by correctly using Hn;
- Integrate a unique keyword (never used elsewhere);
- Write an H1 of an adequate length with your keyword;
- Write a short introduction using your keyword from the first line;
- Write H2, H3… correctly optimized and sufficiently numerous;
- Have internal links;
- Embed external links to authority sites;
- Mention the alt tag of the images;
- Insert images with minimized weight;
- Have a short url mentioning the contextualized keyword (to do if and only if you perform a redirect).
Your pages may also experience code errors or an overloaded code. Remember to have the cleanest possible code. To do this, display the html of each page and clean up.
Tip 2: Improve web content
Your web pages and blog posts can benefit from several types of improvement, namely:
- Expand your exploration of the semantic field
- Rework your text with new arguments
- Update some dated or outdated items
- Review the organization of your content by creating new sub-sections
- Improve the user experience
This way you refresh your page by showing the Google search engine that your site is still very current. In addition, you improve your SEO by deploying more beneficial keywords with semantic work and long tail queries. To achieve this more surely, use a semantic SEO tool, such as 1.fr, YourTextGuru, SEOQuantum …
You may also want to make your content evergreen, that is, always valid, if you haven’t already. This prevents them from being quickly overwhelmed. We must therefore absolutely avoid expressions such as “two months ago” and hot news. The Covid-19 crisis, by its magnitude, has generated an incredible multitude of content that will soon be obsolete (well, normally).
Tip 3: Increase the length of your pages
A few years ago, the benchmarks for web text length were much lower. For a product sheet, it becomes difficult today to have a good ranking below 300 words, as for any standard web page.
For a blog post, it is difficult to give an absolute number, it depends on the competition and therefore on the field of activity of your company. It can be 500 words, such as 2000 minimum. You must then look at the pages that position themselves in front of yours in the SERPs. If they present more developed texts than yours, then it is useful to lengthen your content.
Regardless of the extent of the aspect ratio you choose, this is an easy way to improve the SEO of your texts. You just need to add an H2 or a few H3s. Generally, this SEO tip works with the previous one.
Tip 4: Improve your internal mesh
If all of your pages have internal links, that’s good. But it is possible to optimize SEO by developing a more successful linking strategy.
You can choose to push the pages with the keywords most relevant to you. These are the ones that have priority in your strategy. It could be the ones for which your conversion rate is the most important or your profitability the most notable. This should be analyzed in light of your business strategy.
It is then useful to have a tracking spreadsheet showing your internal links. So you can see which pages are the most advanced and evolve your networking strategy.
In addition, for a strong impact, you can decide to develop silos or semantic cocoons, as described by SEO consultant Laurent Bourrelly. These techniques will more likely make you climb in the first results of Google.
Tip 5: Deoptimize to optimize SEO
Said like that, it may seem contradictory. But in fact, no! Over-optimization is a bad idea. It can penalize your site. If you have stuffed your text with keywords (the famous keyword stuffing) or if you have over-optimized all your anchors, this negatively influences your web positioning.
Even though Matt Cutts, the Mr. Google, never made it clear that a specific keyword density should be respected, it is often customary to approach 1%. So, if your content is far beyond that, it is better to take it back.
Tip 6: Use the right keywords
For your web marketing strategy to be successful, it must incorporate the right keywords, those that are able to bring you qualified traffic. Without it, it’s difficult to optimize your site’s SEO and especially difficult to convert.
Poorly optimized content very often uses poorly chosen keywords. Also, take stock of your keyword strategy from time to time to optimize performance.
But what is a good keyword? It is :
- Relevant to your target customers
- Wanted by enough internet users
- Not too competitive
This is a keyword used by your marketing targets who want to acquire your products or services. This is the sine qua non for generating qualified traffic, made up of potential customers. The best way to identify them is to interview your current customers. Be careful to distinguish between terms that you use and those that your prospects may use. They can be very different.
Then, check the relevance of these queries in terms of search volume. This is to make sure that enough people are typing the phrase in search engines.
Finally, make sure that the level of competition is not too high for the performance of your site. There is no point in investing in content if you can only reach 10e SERP page. For overly competitive keywords, prefer to use long tail phrases.
Tip 7: Aim for Google’s featured snippet
For pages on your website that already appear well positioned, but not at the very top, you may aim to reach position zero. One trick to do this is to give Google some content that it usually puts in the leading featured snippet.
Do you see what it is? This is the optimized insert placed at the beginning of the SERPs, like this:
The SEO Louis Maîtreau details the technique to achieve the featured snippet. There are 3 types of content that can claim it:
- A question and its answer in a paragraph of 40 to 60 words
- The bulleted or numbered list from 5 to 8 lines
- The data table
Know how to review your web content to try to achieve this Holy Grail by finding the right question.
Tip 8: Solicit new qualitative external links
To improve the positioning of your website, consider using netlinking intelligently. Avoid poor quality links and focus your actions on finding more qualitative links. To get them more easily, you will need to publish very qualitative content, which goes back to tip 2.
The linkbaiting strategy remains the most qualitative for good SEO. It aims to naturally acquire inbound links. You can ask nicely by sending emails to carefully selected sites.
To boost your backlinks and improve your SEO, also offer guest posts or buy sponsored posts from authority sites. To find them, there are dedicated web services or competent professionals. Otherwise, use your professional networks.
To select the websites to publish on, set performance indicators against those of your own site. This could be, for example, a good Trust Flow (TF), Referring Domains (RD), Authority Score or Domain Rating (DR).
Tip 9: Add new media to your content
Search engine algorithms value the media (infographics, illustrations, videos, podcasts, etc.) in pages and articles. They will consider that they enrich the material you offer to Internet users, which helps improve the SEO of your website.
Also, consider associating an article with a synthesis or a parallel development in the form of images or videos. It is also a lever to boost shares on social networks and get more back links pointing to your site.
Tip 10: Share your old pages again
It is likely that during its creation, you have widely shared your content online. Sharing is beneficial for SEO because it generates traffic, boosts your brand awareness, and invites inbound link building.
Also, organizing recurring sharing of your web pages is a good SEO technique, but don’t overdo it! It is preferable to carry out an update before this new sharing.
In terms of digital marketing strategy, it is fundamental to seek all the levers for optimizing a website in your possession to boost its performance. No content should become obsolete, or be thrown out for lack of interest. You must constantly seek to optimize the SEO of your content to get the most out of it. Updating them takes less money and less time than creating new ones. And it helps boost their ROI.
These few tips will quickly make positioning changes in Google results. Depending on the activity of your site, a few days to a few weeks is enough time for the spider robots to pass everywhere. Tell me how does your traffic curve evolve?