Owning a website and regularly publishing content (text, images, videos) is a big step in deploying a quality marketing strategy for your business.
Optimizing the content that you would have published on each page will improve your natural referencing (SEO) and give more weight to your strategy. I, therefore, offer you some tips to follow to stand out from other sites.
Understand the Internet users who form your target
The first question you need to answer when submitting content on a page on your website is "Who am I posting for? "Defining your target will allow you to direct your content so that it meets your objectives while targeting the right Internet users.
After listing your business goals, I recommend creating personas. It's about creating a profile that will describe your ideal Internet user. To do this, here are some questions:
- What is my target age group?
- What is his sex?
- What region is it in?
- What are his web habits?
- What is his buying and research behavior?
By putting yourself in the shoes of this ideal Internet user, you will more easily determine the points of your content strategy on which you must work.
Look at competing sites
Analyzing competitor websites will allow you to visualize the weaknesses and strengths of the content or marketing strategy they have deployed. Use the results to improve your strategy and the optimization of your content.
For example, I suggest you target the big competitors in your field. Note the keywords, link format, and web page structure they use. You can also, in a more complete analysis, evaluate the relevance of the content, concerning the themes, that they develop for their Internet users.
This competitive intelligence will develop your intuition and can allow you to imagine other SEO offensives, just as effective, to exploit.
Create your keyword lexicon
To be visible to search engines, especially Google, and also to Internet users, you must choose your keywords carefully. You must use expressions that relate to the content in which they are inserted. I suggest you use keyword generators. Google Suggest, for example, creates a list of keywords searched by Internet users with their frequencies.
There are other handy tools for doing keyword research as well. These include Your Text Guru. It is very ergonomic and easy to use and widely used to get the lexical field.
Even if these different tools offer many keywords, choose only those that apply to the content. Do not keep the same keywords too close, at the risk of making reading unpleasant for Internet users.
Write quality content
Visitors like content that respond clearly and precisely to a search. You must therefore offer quality content on each web page in to hope to attract as many of them as possible. This rule is even more important since, for Google, only pages offering a quality user experience can claim a better ranking in the SERP.
Here are some guidelines, which I suggest you follow, to create quality content that appeals to your visitors.
Choose a catchy title for the web page and write your tags well
As soon as they perform a search on Google, your visitors see, first, in the results, the title tag and the meta description tag. If the first is of paramount importance for natural referencing in search engines, the second is less so.
The fact remains that the two tags must be very well written to convince Internet users to choose your web page rather than another present in the search results. You ensure that the main keyword is present in the content of these two tags.
Apart from the title and the meta description, you must also pay great attention to writing the title of each web content (articles, text, images) that you publish on your page. It must contain the main keyword for two reasons. The first is to give Internet users an idea of the topic covered and the second is to optimize the content for SEO.
Beyond all this, you ensure that your title arouses the curiosity of Internet users. I recommend you plan your titles as questions to respond to a need, a search intention. Statistics show that these formulations particularly generate more traffic on the sites.
Answer the questions of your Internet users in your content
You ensure that the content of the article matches its title. Only include relevant information that brings real added value to Internet users. I recommend you establish a certain proximity to the reader in your content. The closer he feels to you, the more interested he is in what he reads.
Use your keywords carefully
If previously the excessive use of keywords allowed pages to be placed at the top of search results, this is no longer the case. Search engines, including Google, have rolled out many updates to detect and penalize any sites that engage in a keyword stuffing campaign. You must therefore use them sparingly, favoring semantic writing and fluidity of reading.
Be careful not to build the content or optimization strategy for SEO referencing on queries that are too exploited by big competitors. I recommend you use long-tail queries instead. These are groups of words that are the subject of little research, but which make it possible to improve the natural referencing of the pages of the website.
Use emphasis tags like <strong> and <em> to draw the reader's attention to a particular passage or passage. This allows you to keep your users longer on your pages.
Structure your content
The content you share on your pages must be structured. Structuring your content improves the user experience and helps search engines understand what you are doing. For example, for articles, split your text into several paragraphs, and include titles and subtitles. I recommend you put an important keyword in each title. This technique earns you more SEO points.
Avoid filler phrases in your content
When you write, be straight to the point and be honest in your assertions. Avoid using double-meaning or metaphorical expressions. I suggest you use simple expressions, with a vocabulary adapted to your target. Also, remember that the Internet user wants information that brings him added value. Delete all superficial and unnecessary parts, proofread, and remove redundancies.
Write long articles
Long articles are considerable assets to improve your natural referencing (SEO). With long articles, you can use more keywords. The reading time for this type of article is long, which leads search engines, in particular, Google, to think that the content appeals to Internet users.
Avoid duplicate content
Duplicate content or plagiarism is to be banned absolutely. Not only do you penalize all the pages on which you do so from an SEO point of view, but you also incur legal proceedings.
Include images in your content
Integrating images captivates the attention of Internet users. Choose images that speak to the Internet user, while remaining faithful to your subject. Don't forget to fill in the attributes. These are indicators for robots, but also for Internet users who know the image that should have appeared when loading is slow.
Consider external links
External links, also called backlinks, connect your page to that of other B websites. This SEO strategy aims to transfer the notoriety or trust of the B site(s) to your site and facilitate your referencing... I advise you to favor authoritative, popular, and high visibility sites.
Improve the loading speed of your pages
The longer the loading time of your pages, the less the Internet user wants to stay there for a long time. So you need to use clean code. Compress your images and redirect the user to video hosting websites like YouTube. I recommend Google's gasped Insights or Google Analytics' "Site Speed" reports to analyze how fast your pages load.
In short, to get an excellent SEO referencing:
- design a good writing strategy;
- produce quality content;
- have good backlinks;
- make sure your website performs well.
I also recommend that you integrate social networks into your strategy to boost your SEO rating.