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Content marketing

Content marketing is an essential visibility lever in any good digital and natural referencing strategy. This approach aims to strengthen Google's positioning and increase the notoriety of a company through quality and relevant content, published on the site of this company 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 added value content.
The main objective of this is to legitimize the expertise of the company in its field and to establish its positioning in the search engines.
Many possible shapes
If you think about article design first, content can also come in many forms, including:
blog posts
product testing, especially for an e-commerce
background files

An essential level of visibility and notoriety

If content marketing has established itself in recent years as an essential lever of 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 are content marketing and natural referencing linked?

While the primary objective of generating quality editorial content is to enable the company to communicate, it also helps to strengthen its presence in 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 is a function of a host of SEO criteria including the 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 a particular 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 make you appear at the top of its ranking.

The long tail keywords to establish your presence

In natural referencing, the expression “long tail”, “long tail” designates requests made up of at least four low search volume keywords typed by Internet users in Google or Qwant for example.

The main characteristic of the long tail is that it is less popular 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 transform.
The long tail generally offers a very interesting 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 as a reference to display in the best results.
If thousands of other criteria are now taken into account, netlinking still occupies a preponderant place in the final score 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.
Publishing content with real and high added value helps to make your structure a benchmark.
As such, you can spontaneously benefit from external links or shares via social networks.
In either case, it strengthens 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 and high added value.
It is also necessary that the organization of the content on 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 subscribing to a newsletter, requesting a quote, making an appointment or even sales.
How do you 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 for?

The semantic audit aims to determine all the keywords to target for your activity, these terms likely to be filled in 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.
Carrying out a semantic SEO audit therefore allows:
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
developing a real content strategy based on each page
the prioritization of this same content at the level of a site
an estimate of the potential targeted traffic that can be generated by the editorial content
A semantic audit alone is not sufficient in itself to obtain subscriptions to a newsletter, make sales for an e-commerce or simply attract a larger target 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 performed before the opening of a site by one of the referencers.
However, it is never too late to do so.

What is the SEO technique of the semantic cocoon 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 have to know how to best organize this information on the scale of 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 pages placed at a lower level in the site's organizational chart.
This architect therefore relies on:
semantically similar content with high added value.
This therefore implies having first identified the key expressions related to your activity (semantic audit) and designed relevant editorial content.
an internal network (internal links) having meaning for the prospect or the client in the future
This organization is based in particular on semantic continuity, the target pages benefiting from the power of the intermediate pages which are themselves linked with the deep pages.
It allows Google robots to understand more easily each universe of a merchant site for example and promotes its ranking in the results.

In other words, the semantic cocoon helps to strengthen your positioning on the most competitive expressions.

Ideal keyword density for Google

To benefit from the SEO impact resulting from quality editorial content and a semantic cocoon, the keywords linked to the theme of the site must therefore appear in this same content. However, the question of optimization arises. From what density is the impact significant? What are the limits that should not be crossed? In short, is there an ideal keyword density for Google?
The answer of the principal concerned is unequivocal, there is no ideal percentage. Logically, any naturally designed content spontaneously integrates a wide lexical field and many key expressions. It is therefore useless to want to ensure that such or such a word appears at 4%, 5% or 6% for example.

On the other hand, there is a limit that should not be crossed. Systematically over-optimizing and stuffing keywords into H1, H2, or H3 may sound like an attempt to manipulate 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 relates to the whole of the vocabulary used, in particular the presence of co-occurrences (synonyms), of a rich lexical field (associated terms) relating to the theme of the page and of meta-words. .

The meta-word is a complex notion which groups together many terms which make sense in relation to the main subject treated and which makes it exhaustive. It can include synonyms and words from the associated lexical field. But the concept is much broader than that and for a page dealing for example with football, we can find names of competitions, trophies, famous players, the equipment used by a footballer or names of rules. Meta-words are used 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 in the eyes of 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, you can use our free tools