Content Marketing Definition

 Content marketing (in the world, content marketing) is an essential visibility lever in any good digital and SEO 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 company's expertise in its field and to establish its positioning in search engines.


Many possible shapes

If you think about article design first, content can come in many forms as well, including:

  • blog posts
  • product tests, especially for an e-commerce
  • background files
  • infographics
  • videos

An essential lever 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 core target. 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) through content generation 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 opportunity to use 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 train 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.

While 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 net linking, that is to say, external links pointing to the same site. The more this one had, the more it appeared as being a reference to be displayed in the best results.

If thousands of other criteria are now taken into account, net linking 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 them spontaneously, in particular from other quality sites.

The publication of content with real and high added value contributes to making your structure a reference. 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 ablest 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 requests on which it would be beneficial for you to appear.

Performing 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
  • prioritization of this same content on a site scale
  • 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, to make sales for e-commerce or simply to attract a larger target audience. On the other hand, it helps to maximize your visibility in Google results 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 SEO.fr references. 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 previously 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 making

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 incorporates a wide lexical field and many key phrases. It is therefore useless to want to ensure that such or such a word appears at 4%, 5%, or 6% for example.
However, there is a limit not to 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 an expanded lexical field (associated terms) relating to the theme of the page and of meta-words.
The meta-word is a complex notion that brings together many terms that 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 notion 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 precise 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, contact one of the SEO.fr experts in natural referencing to get your quote free.

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