Why work the natural SEO of its content marketing? Do you really need to write optimized articles? What is the real importance of SEO?
Even though we talk a lot, SEO is not yet an obvious reflex when it comes to producing web content. An entrepreneur of SMEs that is not the trade will not de facto all the cards in hand to evaluate the benefits. And the jargon that some serve them does not help.
But even with a very didactic approach, it is not always easy to argue. I see it every day: I am ordered articles not optimized or “with just a keyword”.
But why ? Did the SEO die? Is the optimization of natural referencing useful, impactful or even achievable? Is SEO really important? A quality article does not need to be SEO-friendly, right? How can we respond simply to the main objections presented?
AN SEO-FRIENDLY ARTICLE, FOR WHAT?
THE SEO TO APPEAR ON THE FRONT PAGE OF GOOGLE
SEO (Search Engine Optimization) is a set of techniques to optimize the natural referencing of a website . It is to be differentiated from the SEA (Search Engine Advertising), ie advertising on search engines, via AdWords, for example.
The optimization of organic SEO aims to obtain “the best visibility possible in the natural results of search engines such as Google or Bing,” according to Olivier Andrieu of the blog Abondance. It allows to boost the traffic coming from these search engines.
Clearly, the goal of SEO is to reach the head of SERP (Search Engine Result Page), the search engine results pages. To make it even clearer, it ‘s about getting to the top of the first page of Google (which looks at the second page?) Where the click rate is higher . Remember that Google represents 94.1% of market share in France ( Moderator’s Blog – November 2016).
SEO optimization can be at the top of Google search, but not that. The significant importance of SEO is also demonstrated by its effects for:
- Generate traffic to your blog and be visible to Internet users,
- Increase your qualified leads base,
- Boost your sales,
- Boost the ROI (return on investment) of your content marketing,
- Strengthen your company’s reputation and credibility,
- Have an effective long-term strategy.
AN SEO BLOG ARTICLE IS NOT A KEYWORD STUFF
Still a priori that persists. A well optimized blog article deals with the following minimum points:
- the keywords , the long troll and the lexical field,
- the tag tit l e ,
- the meta description ,
- the hn tags,
- the url,
- the bold and the italic,
- the data and the weight of the image,
- the length of the note and the frequency of publication,
- the internal and external links and the title of their anchor.
But, let’s say that an SEO strategy goes far beyond: tree structure, coding, netlinking, social networks …
In any case, it is not a question of accumulating a keyword in a web content . This practice can be sanctioned by Google.
CONTENT MARKETING AND OPTIMIZATION OF NATURAL REFERENCING
If content marketing can generate additional traffic to your website, a natural SEO strategy will boost the profits . The users will be oriented towards your site thanks to your contents and your referencing. They will land, on their own initiative, on your content. This type of non-intrusive strategy benefits from much higher conversion rates .
The optimization of the articles of your blog thus aims to improve your visibility. Content marketing is an engaging and demanding process. So, implement it fully so as to maximize the benefits ! The fertile importance of SEO coupled with a prolific quality marketing content represent a winning duo.
10 OBJECTIONS TO THE IMPORTANCE OF SEO IN A BLOG POST
Here are 10 arguments heard against achieving optimized blog articles.
OBJECTION # 1 – I PREFER TO POSITION MYSELF ON THE QUALITATIVE WHAT TO DO SEO
For some, the SEO is still synonymous with filling keywords (some “pros” still do it). But in reality, the SEO is not in opposition to a quality approach , quite the contrary. A well optimized blog article can quite reflect a broad professional expertise.
How? For example, work around the lexical field brings a richness to the content from the point of view of a “human” reader, besides being beneficial for the robots. Very useful sites, such as 1.fr , testify to this. Similarly, blogger Medhi explains that Neil Patel has demonstrated that the “width of the lexical field [of an article] is an important ranking factor for Google “.
OBJECTION # 2 – I KNOW SEO, IT’S NO USE
And not an SEO article, it’s not bullshit . Strategies, of course, fail, of course. It is not because once your SEO has failed it must be deduced that it does not matter to your content marketing . There are many brakes to a good organic SEO .
And then it is necessary to think carefully about the causes of a failure . Was there a real SEO strategy? With clear objectives of positioning on keywords, a reflective internal mesh, a specific promotion and tutti quanti? Because it’s important all this …
OBJECTION # 3 – MY INDUSTRY IS TOO COMPETITIVE
It is clear that if you have a shoe store and want to be on the front page of Google on the word “shoes” you may be disappointed! But whatever the professional field, it is possible to developnatural referencing . If the first page seems impossible to reach with a generic term, a good strategy SEO will plan to position itself on the expressions of long troll , as Rudy Viard explains.
In the case of our example, it will be necessary to privilege the terms concerning the geographical location, the specific products of the shop or the exclusives of distribution of brands in the region.
OBJECTION # 4 – SEARCH ENGINES FAVOR RELEVANT SITES INSTEAD OF SEO
Why choose ? Be and Relevant, and SEO! Even though the SEO has fundamentally changed since the last century, it is not so has been . The search engines have become much more efficient, able to analyze a foultitude of data with their ever more elaborate algorithms.
Natural referencing techniques have profoundly changed. Even if some have become obsolete, the immense importance of SEO is always verified. For example, at the moment, search engines still do not know how to read an image , as the blogger and marketer Olivier Lambert reminds us. Without optimization, this one does not represent any interest for the referencing of your site.
OBJECTION # 5 – I’M NOT TRYING TO INCREASE TRAFFIC TO MY SITE
SEO has many other virtues than boosting the visibility of your blog. But it’s still a bit strange not to try to attract more visitors … Even if you want to write a blog for your loyal customers. It is always good to extend its clientele , its targets, its qualified leads, its prospects …
After it is true that turning a reader into a customer is yet another step that will require energy. Your lead nurturing will be all the better helped by your SEO as your strategy will be properly targeted. Attendance data (Google Analytics) will help you get to know the people you are attracted to.
OBJECTION # 6 – NO ONE KNOWS TOO MUCH HOW OPTIMIZATION WORKS
There is certainly some mystery about the increasingly complex algorithms, but the SEO is a tool that has proved its worth . Specialist consultants carry out numerous tests before developing their methods and disseminating them. In this regard, a number of actions are recognized as effective.
On specific points, there are differences, but it can be seen that many processes have a consensus . This is reflected in the many basic SEO criteria presented by a large panel of 140 overlapping SEOs.
OBJECTION # 7 – ADWORDS ADVERTISING IS MORE INTERESTING
As with any advertising campaign, the results, however interesting (and they are!), Are only punctual. In general, do not arbitrate between SEO and SE A . The two techniques do not meet the same objectives.
The great importance of SEO for your content marketing lies in the traffic and leads that organic SEO optimization will bring you in the long run. AdWords will occasionally boost your results, making it a great tool for an event or launching your site. These are more complementary than competitive tools , but pay attention to your budget with PPC (Pay Per Click).
OBJECTION # 8 – SEARCH ENGINES NO LONGER HAVE TODAY
The optimization of an article is not to deceive the search engines (although some black hats venture there …). Alexandra Martin explains on her blog Miss Seo Girl that “[the SEO has managed to present as natural sophisticated methods “, which is not the same thing!
The optimization of natural SEO aims above all to show as clearly as possible to the search engines of what your blog article is talking about. Simply put, SEO is trying to make your blogcrystal clear for the robots that will index it. It is therefore a matter of speaking their language to be properly understood.
OBJECTION # 9 – THE RESULTS ARE TOO LONG TO WAIT
It is true that an SEO strategy takes time . It is necessary that search engines scroll the blog, see the backlinks or even take into account your keywords. In the end, getting a return on investment (ROI) will take months . But there are many factors affecting this period: competition, the relevance of the strategy, the frequency of publication of articles …
Nevertheless, a natural SEO is durable (provided to maintain the effort, obviously). And a content marketing strategy is also in the long term. A bit of patience…
OBJECTION # 10 – THIS IS TOO RISKY A STRATEGY
It is true that the optimization of articles must be done with precaution and know-how . Considering updates to Google’s algorithms is fundamental. The complexity of SEO does not justify dismissing it as its benefits are valuable.
It is sometimes necessary to be accompanied so as not to commit an odd one . A professional knows the news of his sector. He will be able to initiate an appropriate strategy in relation to his level of competence.
SEO is always relevant when content marketing is done. To believe that this is superfluous or inoperative is a mistake. Through optimizing your blog, you see your visibility on Google climb.
So yes, SEO is important! Even if all entrepreneurs and SMEs who do not bathe day and night in digital are still to be convinced.
And as said Digital Century about the future of SEO : “SEO is alive – and better: businesses can do without.