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Web writing: towards a desacralization of SEO content?

Fierce defenders of the SEOPut down your weapons! Want to desecrate a practice that is sometimes overestimated does not mean eliminating all SEO marketing strategyIt is more a question of making it clear that SEO is not a magic wand to climb into search engine results

Seeking to create content for your site today necessarily means asking yourself the question of SEO, but how important is it to optimization for the web of his site? How do you improve its referencing and identify his mistakes? let's come back to answer these questions, on the best practices of the organic search.

Google Panda: the new rule of natural referencing

Since the first version of Google Panda (algorithm introduced by Google in 2011), the rules of the web writing game have been changed: Panda has not only changed the results of search engines, but also the way to design a SEO-optimized content.

Before Panda, it was more or less easy to make your website appear at the top of the search... sometimes in an absurd way, because a content farm could be better referenced than a major brand's website or a word's Wikipedia page, it was time to optimize Google for users.

Each update of the Panda algorithm focuses on the web page qualitySeveral practices have been banned from the search engine giant, including the misuse of keywords (keyword stuffing), consisting of filling in a web page of keywords that correspond to it from a very long distance or not at all, for the sole purpose of generating traffic.

A look back at the initial function of SEO

Seek to produce a SEO contentis to want to obtain the better referencing The acronym SEO (Search Engine Optimization) refers to thesearch engine optimizationTo fall through Panda's cracks, it is not a question of creating a dummy and hollow content to be better referenced, but of perfecting its web pages so that they are readable by search engines.

Let us then focus on the material that you propose to your readers.optimize for the web is to return it accessible to the publicTo optimize an article for search engines consists above all in choose your words carefully (your keywords), but also to place the most important formulas in the strategic positions such as the introduction, titles, or the beginning of articles.

5 steps to optimize its content and improve its SEO

1- Use simple, clear and precise language.

To improve your ranking in search engine results, speak clearly, so that Google will understand you as well as your readers, look for the exact and appropriate words corresponding to your site's theme, you are yourself an Internet user, so put yourself in the shoes of your readers and ask yourself what you would type in Google's bar...

2- Propose content related to your SEO strategy.

Don't overuse the formulas most sought after by Internet users: if the real content of your web page doesn't match the window you give yourself, your readers will quickly leave your site, and you run the risk of being eliminated by Google Panda's filters, but the objective is to position yourself in your theme.

3- Respect the thematic unity of your site.

By producing more content that respects your theme, you will enter a virtuous circle, because the more you write about your theme, the more links there will be to your web page, and the better it will be positioned.

4- Offer its readers what they expect.

By offering more and more dense content over time, you will undoubtedly meet your readers' expectations, and if you have taken the time to write clearly to deploy interesting ideas, the author of a research should have found the right site that meets their needs.

5- Offer readers more than they expect.

Go beyond your readers' expectations: In marketing, there are two ways to seduce them: by giving what the public is looking for or by creating a desire for what you offer, if you know the interests of the average reader entering your site, offer them something innovative!

If I don't bet everything on SEO, will I lose traffic?

At first, maybe. But you have to differentiate between quality traffic of a large volume of traffic. SEO strategy will bring to your website interested readers, sensitive to your needs and expectations. calls to actionThis will increase your conversion ratei.e. your ability to transform your visitors into customers.

On the contrary, with a referencing strategy aimed only at improving your positioning at the expense of consistency, you may get more traffic, but fewer potential customers.

Think about what you expect from your reader: certainly not that he closes your page just opened. if you regularly generate a good contentnot only will your visitor be happy to have found you, ready for actionbut also, ready to return !

à propos de l'auteur.e : Swann Le Moigne

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