In online content marketing strategy, the word strategy is very important. You may write and publish the best of your articles, without actions to make it known to search engines and the public, it will bring you neither traffic on your website, nor visibility and notoriety among Internet users.
This is also why an article optimized for natural referencing must be promoted on different communication channels to reach a wider audience. Most companies investing in content marketing just post their content on their blog and then share it once on social media. An error, when we know that the life of a post on FB or a Tweet does not exceed 24 hours. Hence the need to promote its old content over the long term.
Finally, the website itself is essential for SEO and the success of a content marketing strategy. The best articles on a technically mediocre site will have a hard time ranking well on Google.
Using content marketing is a way to capture the attention of readers, traffic, and conversions.
How do you combine SEO and content marketing to turn an anonymous blog post into a successful online post? This is what we will see together with these tips.
SEO: the essentials to get traffic to your site
The natural referencing of a site is supported by 3 pillars to be first on Google :
- site development
- internal and external links
- the contents
The SEO performance of a page depends on a good harmony between these 3 elements. The one, not going without the other.
The need for a technically efficient site
The first of the 3 pillars of SEO is therefore technique. The structure of the site is the basis that will allow the content to rank well in the search results . A clean code and a well thought-out site structure will facilitate the work of search engines and in particular of Google.
In order for Bots to be able to analyze and index the pages of the site, they must be able to access them easily. Ideally, a web page, especially if it is important for business, should not be more than 3 clicks away from the home page.
This is quite complicated for sites with many pages. In this case, it is advisable to create a site map to facilitate the navigation of google robots on the site.
Other elements are also taken into account, among them:
- page load speed
- a responsive site
- the validity of 301 redirect links and 404 errors ...
Internal and external links, instructions for use
Whether inbound or outbound, links have a strong impact on SEO . Google gives a lot of weight in its algorithm to the number, but also to the quality of links pointing to a site. This is why they are considered to be the second pillar.
The inbound link is a link from another site that points to one of your pages . If this site is in "Do Follow", the link redirects to the page and is counted for your SEO. If this link is "No Follow", it redirects to the page, but has no impact on the natural referencing of your site.
The more “Do follow” links that point to your site, the more credibility Google gives it. It will therefore be more likely to position your pages well in its search results, ahead of your competitors.
An outbound link is a link you place in your content that points to another site . You can also put them in do follow or no follow. Be careful, however, that a site that has many "no follow" links may be badly perceived. Strangely, the purchase of link being an abusive practice in the eyes of the search engine, this one requires to put the sponsored links in "No Follow".
A puzzle for SEO experts who need Do Follow links to properly reference the sites they are responsible for.
Another important point in a link strategy is internal link management. These should facilitate the work of robots when indexing content . It improves the page rank of a page, in particular by creating a link to a strong page towards a weaker page.
In the case of a blog, it is advisable to create relevant internal links between the articles. These links can be inserted naturally into the text or placed at the bottom of the page in the form of a menu: “to read on the same topic”.
Content marketing: focus on content writing
The 3rd pillar of SEO is therefore writing blog articles and texts for your site. Google places a lot of importance on the quality of the content .
But what is good content?
A text written for the web is considered "good" when it combines relevance of the words for the target consumers and SEO optimization. Google , which is positioned as a response engine , has one main goal: to inform the Internet user. To do this, it tries to find the pages with the most relevant answers to a query on the web. In order for it to find these pages, their content must be well optimized for its algorithm.
How to optimize content?
Content optimization for natural referencing goes through 3 stages:
- The choice of keywords: Whether long tail or short tail, keywords are what will help Google determine what your page is about . If your text is well optimized for this keyword, each time a user types this query on the search engine, there will be chances that your page will appear quickly in the search results.
- On-site optimization : these are texts that are not visible to the reader when they are on your web page. The title is the title of the page , it must imperatively contain the main keyword. The metadescripton has a more marketing vocation . It serves as an "advertisement" for your page in search results. A metadescription that contains the keyword typed by the Internet user is more likely to be spotted by it. So think about writing an attractive meta by including the keyword.
- On-page optimization : this involves optimizing the text of the page or the blog article by creating a readable structure: H1, H2, H3, bullet lists… Then, it is important to work on the word -key by inserting it naturally in the content , but also in the H1 and in at least one subtitle. Finally, you have to work on the lexical field around the keyword. It then remains to manage the internal and external links to perfect the optimization of the text.