Content Marketing: What is it? What are the best practices?


Content Marketing is one of the six channels of a company’s Digital Marketing, which is to provide visitors with quality information on your website.

It’s not about pushing directly for sales, but creating and distributing relevant and consistent web content to attract and retain a clearly defined audience.

The ultimate goal is obviously to turn some of your visitors into customers.

And here our content marketing definition:

In other words, Content Marketing aims to attract and retain customers by constantly creating relevant content. Few companies doubt the power of Content Marketing. But unfortunately, only a few have the skills and expertise to have a real impact on sales

Learn how to promote your business, attract qualified prospects and maintain good relationships with your customers through Content Marketing.

This article positions Content Marketing at the center of your Digital Marketing strategy. Then it describes the best practices for setting up your Content Marketing strategy that converts.

Content Marketing What is it What are the best practices

Make Your Business Blog the Foundation of Your Content Marketing strategy

Personal blogs have given rise to Content Marketing for Business.

The diagram above speaks for itself!

Businesses that run a blog are getting 55% more visitors to their websites than those who do not (HubSpot source).

Corporate blogs are commonplace today to provide free high-quality information for visitors to their website.

With all this content published on your business blog, you are seen as an expert in your field.

As you provide them with free useful advice on your business, it also establishes a relationship of trust with your readers.

And with recognized expertise and a relationship of trust, you are not very far from being able to make a sale.

Advice: Running a business blog is the fastest way to create a sharing platform and turn your business into a content-generating machine.

Why practice Content Marketing?

Content Marketing What is it What are the best practices 2

The return on investment (ROI) of Content Marketing is phenomenal!

Content Marketing is at the center of all your marketing activities.

All your prospects, whatever their age, their location … consume information on the Internet.

That’s why Content Marketing is simply Today’s Marketing. Content Marketing refers to sharing your knowledge, advice … in various formats:

  • Blog posts,
  • Videos, Podcasts, Infographics, Webinars,
  • Publications on social networks,
  • emails,
  • Quiz, Generators, Calculators and other widgets …

Content Marketing is therefore essential to build a brand in our increasingly digital world.

All these contents are also material for Marketing on social networks.

They contribute fully to the efforts you put into your Search Engine Optimization (SEO) strategy:

  • By providing quality content to search engines,
  • While participating in obtaining links backlinks (backlinks).

By targeting specific ‘buyer profiles’, Content Marketing becomes the key component of Inbound Marketing.

As a reminder, Inbound Marketing uses tactics to generate and feed your prospects in order to gradually transform them into customers.

Finally, Content Marketing gives your business a huge advantage to stand out from your competitors who do not practice it.

But the opposite is true too.

Not practicing Content Marketing puts your business at a disadvantage.

This is why Content Marketing contributes to all the channels of Digital Marketing and even to all your traditional Marketing actions.

Content Marketing Contributes to the Natural SEO of Your Website

Content Marketing What is it What are the best practices

There are many tasks to improve the SEO of your website.

But nothing matches Content Marketing to boost SEO of your site.

And that’s logical.

Google’s goal is to match the most relevant information with the search queries of its users.

As a result, without content, you have no chance to rank well in the search engine results pages.

SEO requires content. And Content Marketing is a flood of content.

The proof: if you arrived on this article, it is probably with a search on Google.

There is no SEO without content since you need words, articles, substance …

In search engines, you position yourself for specific keywords available in your content.

Having a lot of content means having more keywords, and ultimately more possibilities for rankings in Google.

The other major factor of SEO on the Internet is getting backlinks.

When other websites include links to your site, Google considers you a respected authority and you go back in its rankings.

And how to simply get backlinks?

Produce quality content so that other sites will want to quote them in their own content, with links pointing to your pages.

Finally, Google also promotes regularly updated websites.

For example, by publishing regular content, your website will probably be better ranked.

On the other hand, without new content, Google assumes that your website is being abandoned. As a result, it drops your rankings for fear of highlighting outdated pages.

Advice: focus your main efforts of SEO on Content Marketing.

Content Marketing is the starting point of your emailing

Content Marketing What is it What are the best practices 4

With the constraints of the new GDPR legislation entered into force since May 2018, buying or renting a database of email addresses is increasingly difficult if you want to secure your business.

And more, this never gave good results.

So how?

Your Content Marketing must be thought to get the email address of your readers.

For example, the white papers available for download usually address the questions your prospects are asking.

But they also lead your readers in the right direction: your products offering and/or services!

Encouraging them to subscribe to your newsletter. This is a clever way to collect their email address and therefore to keep in touch with them.

With an email subscribers list, your company is able to:

Share more content,
Stay in touch with your prospects,
Eventually, encourage them to contact you.
Content Marketing replaces public relations
Public relations includes all the methods and communication techniques used by companies to inform internally but especially externally.

But we are in the 21st century, and your customers are always connected to the Internet in the office, at home and even on the move.

So no need to rent a TV spot! Download a video on YouTube and you can reach millions of people for free.

With a little luck, your video can become viral and thus generate a significant volume of traffic and increase your brand authority.

No need to use an advertising agency to advertise. Use Google Adwords.

Blog posts have also replaced press releases and Facebook Live the traditional press conference.

Advice: the Internet reduces the gap between a company and its target customers. And Content Marketing provides all the media to animate your public relations for free!

Content Marketing Improves Customer Service

Content creation is not just about attracting leads.

Good Content Marketing also helps your existing customers.

Simplify their life with:

Tutorials to help them use your products and/or services,
FAQs Frequently Asked Questions are excellent topics. Indeed, when a customer asks you a question, it is more efficient to send it back to the right page rather than write them each time an explanatory mail.
Note: Content Marketing is also a strategic weapon for recruiting new talent. Indeed, any candidate will come to find information on your website to understand who you are and decide to work for you.

On the same topic Generate More B2B Leads With Content Marketing

What are the best practices of Content Marketing?

Content Marketing What is it What are the best practices

You are now aware of Content Marketing and its importance, but how to do it well?

It is usually here that most entrepreneurs stumble.

But fortunately, by respecting some basic good practices, you will be able to reap the benefits.

Set a goal

The success of Content Marketing goes far beyond publishing content.

Measuring the impact of your Content Marketing is the only way to know that what you are doing is working.

And for that, it is essential to clearly define the objective that you expect.

Without a well-defined goal, the content you produce just adds noise without meeting the needs of your customers.

Although the purpose of Content Marketing depends on your business, here are the 5 most common goals:

  • Develop your authority,
  • Generate traffic to your company’s website,
  • Generate leads,
  • Convert leads to customers,
  • Keep your customers loyal

In a B2B context, Content Marketing is also a proven way to feed your prospects, so they want to get in touch with your company.

Identify precisely your target audience (Persona)

Not analyzing your buyer profiles is the most common mistake of a Content Marketing approach.

Indeed, without taking the time to understand your audience, how to identify the topics that will interest them?

Organize a brainstorming session with your team to identify the characteristics of your personas:

  • Age range, location …
  • Profession, function …
  • Financial situation,
  • Level of education, groups of membership …
  • A way of talking,
  • Interests, challenges …
  • Habits on the Internet, favorite sites …

And take inspiration from this model to formalize them.

Follow the buying cycle or intentions of your visitors

Content Marketing What is it What are the best practices

This is the principle of free entry into a store. (Image source)

Some consumers enter, ask questions and go out without buying anything.

Others go straight to the right shelf, take a product and run to the cash register.

So, for your Content Marketing, do you do the same thing?

Publish content for all stages of the purchase cycle:

  • Awareness of the problem,
  • Search for a solution,
  • Consideration of a solution
  • Purchase the solution.

Indeed, all visitors to your website are in a different phase of the buying cycle.

Some are just looking for information ‘Top of the Funnel’. They may not even be aware of their need and interest in what you have to offer.

But, at the same time, prospects are visiting your site many times. They know their need and their problem ‘Middle of the Funnel’. They are looking for the best solution to help them solve it.

So carefully organize all this content according to user intentions to engage the right kind of visitors, at the right time with the right content.

Being aware of the different stages of maturation of your prospects is not just essential for the visitor experience. But it is also crucial for the success of your B2B lead generation.

If the organization of your content is poor, do not expect to receive a lot of phone calls.

Publish quality content

Creating Quality Content

Creating Quality Content

The main goal of Content Marketing is to provide your readers and prospects with information.

For their part, they are looking for quality information, that is to say, that it is useful to them.

So always choose quality over quantity.

If your quality level goes down, you will start losing readers, prospects and ultimately, customers.

To write quality content, respect the communication style of your company, be honest and authentic and stimulate reading.

Write about what you know, and what you believe.

Do not be afraid to take a stand. Your unique point of view. You will distinguish yourself from the rest of the competition.

On the other hand, no one wants to read an article written by an entrepreneur-centered on himself. So avoid creating content about yourself, your offer and your business.

Instead, focus your content on the needs of your audience using Storytelling techniques.

Also, write as you speak. Your content seems less formal, and therefore more interesting.

Grammar and/or spelling mistakes are obviously to be banned.

To do this, use a spelling checker as Grammarly.

Then, before publishing content, let it pass for 24 hours, then read it again carefully.

Important: The content title is the first thing that people see on Google, on your website, on social networks, and emails. A catchy title makes you want to click. Work with care.

In addition to the title, the introduction (and conclusion) must show the value of your content.

So, arouse the curiosity of your readers to encourage them to read your article to the conclusion.

Finally, the algorithm of Google is increasingly powerful, quality content is the only reliable way to stay well ranked.

Publish regularly and keep an editorial calendar schedule

keep an editorial calendar schedule

To keep your audience active, it’s important to publish frequently.

Indeed, as soon as you stop publishing for a significant period of time, your readers will stop visiting your website.

So publish as often as possible, while making sure to make your readers addicted to your content.

To be sure to respect your publication rate and keep the overall consistency of your content, set up an editorial calendar.

That way, you set up the messages to communicate, the types of content that are best suited and their publication date.

This is the goal of an editorial calendar schedule. Without a calendar, it is impossible to plan in advance.

Avoid Stepping forward

You are not a media site looking for the latest scoop.

To avoid publishing content whose validity is too short.

Digital Marketing experts talk about permanent content (or evergreen). This article is a perfect example!

Permanent content becomes a lasting asset for your Content Marketing. But it has also the ability to meet the needs of your customers over time.

Even with all these precautions, all content will become obsolete: your offer evolves, as the needs of your customers and also the algorithm of Google.

So regularly, rather than publishing new content, review your existing content to update or make it better.

Remember to recycle your existing content to optimize your workload.

Indeed, recycling your existing content is the simplest and most cost-effective way to boost the creation of your content without compromising the quality of your resources.

You can do this by finding a way to reuse your existing content to create new, thought-provoking resources.

Here are some ideas for reusing your content:

A report can be divided into several articles,
Create a video, an infographic on Canva or a set of slides related to an existing article,
Conversely, transcribe your audio and video files in a written format,
Improve your existing content by addressing new points,
Promote your white paper by publishing an excerpt …
Do not let your content age and your work go up in smoke. On the contrary, recycle it. You give it a youthful boost with little time to do it.

Make the commitment

Content Marketing What is it What are the best practices

All your content is going to procreate a dialogue. And the dialogue also generates word of mouth that has the potential to transform the way consumers see your brand.

So, because you want your readers to contact you, then encourage them to do so.

The call to action buttons (CTA)

Generally speaking, many entrepreneurs forget to add incentives to act on their content.

And the best way to guide people to other parts of your site is to have incentive CTAs.

Each web content must have a purpose.

And no matter what purpose – get a quote or download a white paper, always add a single CTA!

This rule applies also regardless of the objective of Digital Marketing: emailing, social networks, online advertising …

And to choose the best locations for your CTAs, rely on my test.

Share buttons on social networks

Do you watch consuming content on the Internet?

As soon as you enjoy an article, you are looking for the social sharing button to share it with your friends or colleagues. If the button is not present, you let it fall.

So make content sharing as easy as possible for your readers.

Social sharing buttons enhance the user experience and also contribute to the visibility of your brand.

A simple social sharing will reach one or more other readers, who can, in turn, share it with others, who can then relay it, who … Can you see the snowball effect?

So place sharing buttons accessible to your readers, to access them wherever they are on the page.

If your business blog is under WordPress, install a free extension like Sumo or Social Warfare.

Last tip: Also encourage your readers to comment on your articles by adding at the end of these one or more open questions.

All of these points invite interaction and, ultimately, improve the collective user experience.

Promote your content

Content Marketing What is it What are the best practices

Creating your content is one thing.

Then promote it to make sure your message reaches your future customers.

Promote your content on social networks

For this, promote it on social networks and via a newsletter.

Accounts on social networks are among the most valuable resources a business can have.

Sites such as LinkedIn, Twitter, and Facebook are filled with members of your audience and other potential customers waiting to be found.

So share with them your content!

This can only help to answer their questions while establishing immediately your credibility.

You have spent time creating quality rich blog posts.

Sharing your articles on social networks expands your audience by taking advantage of your subscribers’ sharing.

B2B Marketing specialists often wonder how to use social networks.

Here are few practices for B2B Marketing specialists to integrate content marketing and social networks:

  • Choose the right networks: Identify where the target audiences spend their time online and where relevant conversations are already taking place. For B2B, it’s probably Twitter and LinkedIn. Then, some content is better suited to LinkedIn, others to Twitter. Here again, find out what your audience expects and on what networks and experiment.
  • Publish at the right time: All platforms like Facebook, Twitter, and LinkedIn give you access to your statistics. So you know the days and times when your audience is most active. Test and analyze your results.

Promote your content by emailing

Similar rules apply to promote your Content Marketing via email.

In particular, practice the segmentation of your email address databases to send the right message to your audience and also check the sending times.

On the other hand, emailing is possible only if you have a good base of contacts. Here again Content Marketing comes with what Digital Marketing experts consider as a magnet to a customer.

3 Indicators to Improve Your Content Marketing

Content Marketing What is it What are the best practices

In a perfect world, you publish your content and immediately your turnover increases, as if by magic.

But that does not happen like that, unfortunately.

So how can you be sure you are on the right path?

Here are 3 indicators to analyze your performance.

Traffic volume

Increasing the page traffic of a content is a useful indicator to determine if your content is bearing fruit.

Use Google Analytics to analyze the number of page views and the main source of traffic.

If you find that some of your content does not attract a steady stream of traffic to your website, it’s time to re-evaluate their presentation or topic.

The level of commitment

The traffic volume determines the number of people that your content reached. But this data does not guarantee commitment.

There is a difference between reading, commenting and sharing a post, and simply visiting a page and then deciding that it does not interest you.

Social share button metrics measure the level of social engagement on your blog posts.

The number of comments is also a good indicator. Indeed, it shows that your visitors have read the content to get an opinion on the subject or have developed a question.

On Google Analytics, the bounce rate and the duration of visits also affect the level and quality of engagement with particular content.

Finally, social networks all have a system of statistics.

The number of tweets, retweets, comments, shares, and likes of a content is strongly correlated to the perception of your audience on this social network.

These indicators highlight the platforms that offer the best performance.


But the most important indicator for measuring the effectiveness of your Content Marketing is, without a doubt, the number and quality of conversions.

Conversions from leads to customers translate into revenue.

As a result, the higher the number of conversions, the higher the value generated.

If your content contains a call to action, the conversions indicate that the visitor has understood what action he was supposed to take.

It also implies that he was interested enough in what you had to offer to carry out this action.

To do this, set up conversion tracking on Google Analytics.

And to go further, use Google Tag Manager to follow all clicks on your CTAs.

To evaluate your conversions, look for the sources responsible for the highest conversion rates. For example, were people more likely to convert eBooks or newsletters?

Conclusion on this presentation of Content Marketing

I know that this article on Content Marketing is dense. What to remember for the moment is to master the fundamental principles of Content Marketing. Essentially, Content Marketing can be successfully implemented with the following tasks:

Establish a business blog,
Get to know your buyer profiles or your target audience (persona),
Become aware of all the stages of a purchase cycle,
Decide which types of content best serve your market,
Publish quality content regularly,
Promote your content on social networks,
Measure, test, improve, repeat.
Content Marketing best practices are evolving slowly.

These best practices can put your business in a position to conquer new customers today and for the long term. And before you go too fast, do not think above all that quality content consists only of keywords. So, what is your experience? Do you already use Content Marketing?

Golden rules for content writing


8 Fundamentals of Content Writing for the Web


Before you start your content writing for the web, discover the 8 fundamentals to know for an effective content marketing strategy!
Do you want to embark on a content marketing strategy? Are you ready to write your first articles for your professional blog?

the writing of content for the web meets specific rules, adapted to the specificity of the support. Here are the 8 basics of web writing to know to write 100% SEO friendly content.

1. Content writing that meets specific goals

A print reporter writes to disseminate information. A web editor also aims to inform; but he must also know how to convince his audience (to sell a product/service, to demonstrate his expertise or his customer, to encourage the reader to stay on the site, etc.) and organize his text according to the rules of SEO.

Content writing requires the mastery of multiple skills, as well as the ability to meet specific objectives, which differ according to the field of activity and the profile of the Internet users to be targeted. To entrust this mission to a web editor is not, therefore, a luxury.

2. Choose your subjects according to your targets

Content writing requires you to choose specific topics: you do not publish anything and everything on your blog! To do this, one must take into account both its area of activity and the typical profile of its potential readers.

What message (s) do you want to address to your audience? What are the topics that interest them? These questions are crucial. You will not publish cooking recipes on a real estate blog, nor offer legal advice on a platform dedicated to children. Good content is first and foremost a well-targeted topic that will likely to appeal to your readers and attract more qualified traffic.

Think about it: you write above all for the surfer!

3. Put the main information forward

Attract attention: this is the secret of writing content for the web. Not only to get the readers attention, and the desire to read based on your titles and introduction. But also the attention of search engine robots, offering titles which allow them to index the page easily.

A good structuring of its content aims to put the main information (include: keywords) forward in:

  • Titles Hn (H1 for the main title, H2 for the game titles, H3 for the subtitles …);
  • Tags (title, meta description, alt …);
  • The intro (about fifty words on average or 250 characters).

the main title and the meta description appear in Google’s results page. It is therefore essential to optimize them well!

4. Optimize the SEO of your content

Content writing aims to inform, convince … and refer to pages! SEO is an essential method for positioning your pages in the first results of search engines. Without this leverage, your content won’t be visible to users and you will not get traffic.

The on-page SEO goes through:

  • Optimization of tags(see above);
  • The keywords selection (popular but not too competitive, in line with the expectations of your target readers);
  • The placement of keywords in the content (you must reach an average density of 1 to 2% for the main keyword);
  • Optimization of the URL (containing the main keyword, and not too long).

Do not forget, too, to work the semantic field around your keyword. If your content relates to the Auto Showroom, for example, you will have to use terms like ‘car’, ‘automobile’, ‘vehicle’, ‘mechanical’, ‘four-wheel’, brand names, etc.

In any case, all these attributes are specific to the writing of content to impact the positioning of the page on the SERPs of the search engines.

5. Adapt the length of the texts to the subjects

This is a question that often comes up about content writing: do you have to write short or long content? Should we prefer the content of 300 to 400 words, quick to read, or offer expert articles that take the time necessary to explain things well, even if you know the 2000 words?

It is commonly thought that Internet users do not read, or little, the web content. However, according to a Backlinko study, the articles in first place in the results of Google are composed of an average of 1,890 words! And since Google does leave nothing to chance, it is because its users have to appreciate these long contents!

In reality, everything depends on the subject treated … and the purpose of the page. Sometimes, 400 words are enough to go around a question (if it is a page dedicated to optimization). At other times, offering content of 1,500 or 2,000 words helps to demonstrate its expertise on a given topic.

6. Make internal Linking

Once you have started writing content, you will quickly have several articles in stock on the blog. Take the opportunity to start working on your internal Links: this consists of inserting into your content links to other pages of your blog (or your website).

The internal linking has two advantages:

  • It encourages your readers to click on the links to access other pages of the site;
  • It contributes to the good indexing of your pages by the search engine robots (which, during the crawl, circulate on the site through hypertext links).

7. Set up an editorial schedule

At first, running a blog is pretty simple: you pick a topic to write an article every week, and you’re done.

But very quickly, the machine can get carried away. the Increase in traffic to your site gives you more responsibility because your readers are waiting for recent posts. In addition to the 5 weekly articles on the blog, you need to write white papers, guides, client cases, comments for your videos, etc. Topics become more and more expert, and you must manage multiple contributors internally and externally. Result: you are on the edge of implosion!

The solution? Set up an editorial planning for content writing. You will be able to organize your publications on a long-term: topics to deal with dates of publication determined in advance, topics already exploited (practice to organize the internal linking), ideas for future articles, and of course, the entity of the editor in charge of every content.

8. Share your content

Last fundamental point: a good article is a shared article. What’s the point of spending time on content writing if it is to wait for people to find you a little by chance on the search engines?

Go get your readers: distribute your content to your prospects and customers via all channels available to you (website, emailing, SMS). And do not forget to adopt a communication strategy on social networks to share your content … and push your audiences to share them in their turn!

Rethinking SEO in 2018

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How to rethink SEO in 2018

Digital practices are evolving at a high speed and SEO is not spared. This lever, which at the base was heavily influenced by tricks to more or less ‘deceive’ algorithms, must constantly reinvent itself in front of ever smarter search engines.

Organic visibility stat

The Organic visibility on Google is becoming more and more difficult to access. Beyond the major updates such as Panda, Penguin and Fred that challenged ‘bad’ content, SEO over-optimization, ‘bad’ link building and poor user experience, other regular updates of algorithms are design to improve the relevance of the results. However, it seems that Google now tends to systematically favor the general giants of e-commerce for the first places, including very specific markets.

At the same time, the space devoted to organic results is constantly being reduced in favor of other types of paid answers or internal to Google. Between the leading position 0 and the expansion of the space allocated to Adwords ads, as well as the knowledge graph and various services offered by Google from the results page (Google Flights, concert tickets, museum tickets …), natural results become secondary.

And this trend is not only seen on search engines but also on Facebook, with an even greater decrease in the reach of organic posts against the recommendations of friends and advertisements.

In such a context, the best strategy to adopt is to focus your efforts on what really interests your targets and not the indexing robots because it is this work that will allow you to be rated on them. Thus, SEO requires more and more transversal skills and rethinks in an integrated way within a comprehensive marketing strategy that will allow you to pull out your game plan on all the levers.

Mark the spirits: think ‘branding’

In a highly competitive market, it is ideal to reach your potential customers as early as possible in the buying process, that is to say even before they start their research on the internet. That they hear from you in a positive way to think of your brand when the need will be felt. With this in mind, branding is very important, even for companies that have not been interested in it so far. Determining your values, your competitive advantage, and your positioning, and conveying them through a differentiating message is now decisive. Even identifying a new niche in which you can thrive. The prescription is the best advertising a brand can receive and if your vision is right and challenges your targets to the point of inciting them to keep in mind or even talk about it will be easily declined on the various marketing levers, including the SEO.

For this purpose, it will be important to flatten your branding to make it remarkable. What could attributes make you stand out? With which targets could your offer be the most impactful? Whether it’s a product advantage, outstanding quality service, off-the-shelf communication or anything else that can create a brand attachment, tweaking your difference must be the basis of your strategy. And it is this detail that will be remembered.

Protect your brand-reputation

In the same vein, customer satisfaction must be sought and put forward. Because Google does not want to promote companies leaving behind traces of negative experiences. However, where big brands can still potentially have the benefit of the doubt in case of failure, the smallest companies are not allowed to make the mistake. And positive-minded customers are less likely to express themselves than those who are disappointed, nothing prevents you from encouraging them to also share their good impressions online. Your brand image capital will only get better.

Content Strategy: Quality rather than Quantity

Finally, the content still remains a cornerstone of SEO strategy. But not just any. The one that is valued by Google must, in the context of a fluid and enjoyable user experience, also provide a positive experience to the reader, without being written in order to optimize the site for keywords or phrases. As part of shopping sites, understanding the expectations of your customers, and the criteria for their purchases, you will know what information should be communicated and their hierarchy.

Regarding branded content, it must support your vision and your identity, while adopting an original and authentic angle of approach. Give free rein to your creativity so you do not just find yourself declining or even copying the good ideas of others.

Finally, concerning information content, so as not to multiply the topics that have already been widely debated by various competitors either directly or indirectly, the right strategy to adopt is based on the questions that your target audience ask and then fill in the gaps content available on the web by identifying those that have not yet been satisfactorily processed or that require more detailed responses.

In conclusion, the increasingly complex evolutions of SEO ultimately provoke strategic challenges on the part of brands that will ultimately stop the over-information and ultimately only keep the best.

writing an SEO article best practices and optimize it for Google


Writing an SEO article perfectly optimized is now essential to approach the top 3 positions of the search engine results. You will see that SEO is not just the keywords that do the job.  It is a unique set of rules to follow that we are going to present here:

Writing an SEO article for Google is certainly a good point, but optimizing it is something else. In order to help it rank well on Google, it is absolutely necessary to take the time to properly write your article and make every effort to make it perfectly optimized.

Perfect optimization of your content will allow you to appear in the first results of Google searches. In this article, we invite you to discover some rules and tips on writing an SEO article and thus optimize it for Google.

What is SEO?

SEO also is known as search engine optimization, it is a technique that will allow you to optimize your articles to make your page be positioned better in search engine results and more particularly Google. The top positions on Google being awarded are the Top 3.

What Is SEO

You should, however, know that SEO is not an exact science because it involves many factors. It is not always possible to gather them all together, but respecting the rules to put all the odds on one’s side is already more simple. A legitimate website for 10 years on a subject, cannot be overtaken overnight if it follows SEO rules to position its content.

By implementing an SEO strategy, this will allow you to gain visibility while ahead at the same time with some of your competitors (as far as possible). You will have more chances to increase traffic to your website and at the same time your sales if you have an e-commerce site.

To put in place a good SEO, it is necessary to follow Google’s guidelines, that is to say, the rules that will allow you to better optimize your content at the SEO level, the loading time of your web pages, as well as several points to apply at the level of your website structure.

We will focus on the rules for writing an SEO article that is relevant to our site.

Write an SEO article

Writing an SEO article means that you write your content following rules that will allow it to be positioned at best on search engines … especially Google.

The first rule to follow in SEO is to be natural in your content writing while seeking to offer the most relevant content possible to your audience.

None of the rules applied should alter the essence of your article if you respect them. There is no question of repeating a keyword 50 times, but knowing how to use its lexical field by addressing synonyms, words related to the main treated keyword. The goal is that Google can correctly interpret your content as being directly related to the word of your target main keyword.

You could write the definition of a word without notifying it and Google could then guess it (interpret it) because it is not a human but a smart bot that will know what you are talking about.

So writing an SEO article aims to offer the maximum of elements related to a word so that Google can correctly interpret it. In the end for a web editor, this is to be relevant and provide added value to the content.

Now let’s look at these different SEO rules to follow:

1. The use of keywords for a good SEO

Like many people, you have probably heard about keywords without actually knowing what it means or what it is for. You should know that optimizing your content starts with choosing your keywords, including finding the right ones.

Writing an SEO article already revolves around the main keyword or keyword phrase.

If you choose a keyword too ‘classic’, the latter may be too competitive, and you will have very little chance of being well referenced. For that, it will be more judicious to opt for keywords with a long tail which will allow you to be better (more easily) positioned. The long tail is a key phrase revolving around your main keyword.


  • Main keyword: Marketing
  • Key phrase (long tail): marketing strategy – marketing techniques – search marketing etc …

Be aware that some tools allow you to find the keywords to be naturally visible on Google. We can mention ‘Google Keyword Planners’ that will allow you to find these keywords for free.

Other tools are available, but they are generally paid. Once you’ve completed your long-tail keywords research, you can then start writing your article.

2. The title of your SEO article

The title of your article must contain a keyword and usually at the beginning according to the topic. This title should also be attractive and not too long because it is partly through it that your article will be read and/or shared. Numbers are often used in titles and it really works.

write your seo article title

For example, instead of saying ‘clothing trends’, write instead ‘3 outfits trends’.

The SEO title and the meta description that will be seen below, are the 2 elements to treat to increase your Click Through Rate (CTR) in order to gain traffic and raise your content to the nearest of the top 3 Google.

Writing an SEO article with an expressive title will increase your chances to be read, but be careful not to over-sell your article by putting a title too catchy! Find the right balance.

3. Writing the introduction of your SEO article

The introduction is often sloppy by the editor, but it has its importance. Indeed, this introduction will allow you to introduce once again your keyword for your SEO. Be aware that this keyword should appear preferably once in the first 100 words of your article.

Writing the introduction of your SEO article

Thus, the Google robot will be able to quickly find this keyword and index your content based on the keyword if all of your content is well optimized.

Humanly speaking, your content article introduction represents the first lines of reading through which you will have to capture your audience. It may, from time to time, be repeated as a meta description tag if it is relevant and not too long.

4. The number of words

As the years’ pass, it becomes more difficult to position oneself on competitive queries. Furthermore, it is also difficult to maintain the first position on Google if SEO articles are not sometimes reviewed and updated.

Today it is easier to position oneself on long articles than on short articles. Writing an SEO article, therefore, requires time if you want to position yourself effectively in the top position on Google. For the length, we will aim at an average 2000 words.

It’s a lot of words to get up to 2000! Yes, but it is better to take the lead where the field is still virgin or try to take the places of your competitors if they opted for short content. It does not mean that you will take their place overnight, but if you work to promote your posts on your social networks and if you do link building, it will pay off faster.

Think about the different angles of a subject to bring material to your content and do not think that you need to make an unnecessary filling.

5. Segment SEO content with H1, H2 … H6 tags

Writing an SEO article in one go will not make people want to read it, especially if it is close to or more than 1500/2000 words. To do so, you will need to cut it into sections (headings and subheadings) like this article and treat your content point by point.

The H1 tag is reserved for the SEO title of your article. It should be used only once within the content. WordPress theme normally interprets the SEO title as an H1 tag. It will, therefore, start with the H2 tags (or title 2 in the WordPress drop-down menu)

writing an seo article

Define a central frame and the different topics and subtopics that you will have to deal with. Each of these headings will be the subject of a title linked to an H2 tag. Use then H3 tag for the sub-headings. Beyond that, we can have H4 tags which would align points under the subheadings. H5 and H6 tags are rare.

Topics and sub-topics have the advantage of being able to slip in your keywords but especially to streamline the reading of your SEO article. Writing an optimized SEO article using the H tags to segment it, also allows you to drag photos within topics to illustrate the points addressed.

6. Internal links and outbound links

Whether it’s internal links or outbound links, they all matter when writing an SEO article. Internal links connect your articles to each other. The outgoing links allow them to bring additional information to your content.

writing an seo article with links

Internal links: These links will allow you to refer to other pages within your site. They allow for different links from your website, to do what is called an internal linking.

This will increase the SEO of all your pages. In addition, be aware that internal links are a great idea to encourage the bounce rate (by lowering it) and make the reader want to read other pages (articles) of your website. The lower your bounce rate, the more your audience will browse your articles, instead of going out directly after reading or browsing the article your reader has arrived at.

Outgoing links: They will redirect the reader to another website or page. This will allow the reader to discover more about the subject, and this will add additional value to your content. Google Search engines highly value outbound links.

Internal and external links are therefore of great importance so that you can easily improve your SEO.

7. Backlinks

We remain in relationship with backlinks, which unlike your outgoing link is a link from your website but shared from another site. For the site that shares it is, therefore, an outgoing link and for you, it is a backlink, a link that ensures a return to your site. In this case, it is you who benefit from the traffic generated from a website to yours.

Backlinks are highly sought after by website owners and bloggers. They significantly contribute to the popularity of a site and its positioning on search engines like Google. When it comes to SEO, SEO agencies or experts are usually used to work on a link building strategy to gain positions and authority.

Agencies and SEO experts usually have a portfolio of bloggers and important media. Some of them manage the link building part by buying links. They get sites with a higher DA to ensure a better positioning of the content or site in itself.

The backlink has a real importance to go up in google position rankings. To earn them, it is better to outreach for an influencer high authority blog site with an optimized SEO article that can sometimes accept to post it according to your content topic.

8. The images weight and alt tag

As a web editor, you often tend to overlook images, but know that they are very important for optimizing your article. Indeed, it is necessary to optimize your images so that they do not slow down your website.

This is one of the first things to do in order to meet the requirements of Google. It is an important ranking factor, especially for Mobile-friendly sites.  It is a priority if you want to have a site and pages that load quickly on mobile devices. Google appreciates sites that are fast and it will tend to favor them.

Finally, know that you can (must) add an alternative text or alt tag on your images, so you can place your keyword again by indirectly associating your images to your content and therefore your website. This is a good strategy because Google’s robot will be able to reference your image based on this alternative text. You should include in it the keyword that you are interested in.

Do not neglect to reduce the size of your images and filling the alt tag. There are plenty of plugins to help you do it. Find a software that can also help you do it manually. Start by looking for a small software that compresses images for the web, if you do not have Photoshop.

For the filling of the alt tag, look at the screen below. You will fill your alt tag when uploading your image to one (you can return to it if necessary) For the images within your article, click on the image and select the small pencil to edit the information.

writing an seo article


9. The meta-description

The meta-description is essential for your SEO. It is an integral part of your article writing, so do not make it a dilemma. This meta-description is a kind of a summary of your content article. Focus your strategy to attract the reader’s attention to want to read your content.

When a reader types a query on Google search and your content appears, he will read the meta description and click if it is relevant. This principle helps to increase your CTR (click through rate) or rate of clicks and participates in the SEO of your article. When your article appears as a result of a query and the user doesn’t click on your article, it lowers your CTR. If your CTR is low on one or more of your articles, you will have to rework your articles.

writing an seo article

It will notably be visible on the search engines and therefore on google results. Automatically, it will contain the first 140 characters of your article, but this is not the goal. You must write it in a strategic way and of course include, again, your keyword.


10. Measure and analyze your content with Google Analytics

Finally, consider installing Google Analytics to measure the results of your work and analyze all the information about your related content. The number of readings, the CTR, the origin of your audience etc …

writing an seo article
You will have a code to place on your website (within the theme) to activate it. It is essential to monitor the evolution of your traffic and your website as a whole.

Also consider other paid tools that will help you as SEMRush, Majestic SEO, Moz explorer etc …


11. Consider SEO voice search 

One of the strong trends considered in 2017 is voice search. It is probably one of the next challenges in SEO. The use of voice search is growing day by day. In a study commissioned by Google,  41% of adult Americans are using this feature. Also, the rise of more than half of teens is using this feature on a daily basis. Seeing this heavy trend, optimization for voice search will now be a major key for companies specializing in SEO.

It will be wise to quickly get up to date with all the voice assistants who arrive in homes, in addition to those who equip our mobile devices such as Google Assistant, Siri or Cortana.

voice search

You do not type a Google query on your computer or mobile as you speak. When speaking to a voice assistant, we build more explicit sentences such as: ‘How do you write an SEO article? Instead of ‘SEO Article’ usually typed on Google.

Writing an SEO article should not be done for the sole purpose of responding to a direct keyword. You should focus on answering one or more questions about a key topic. You do not need to put a question as an article title. The Google bots are now smart enough to detect content that meets a problem or a question.

Simply think about it when writing your article.  You will get better success when answering as best you can to one or more questions about a topic.

The conclusion on writing an SEO article

The process of writing an SEO article for Google may seem complicated at first glance. However, with practice, it will grow over the months and becomes almost a game for you. Learn these steps and follow the progress of your site.





Effective content strategy


The 5 pillars of an effective content strategy

What is a content strategy?

They say that Content is King and Content quality is Queen…You say nothing new under the Sun.

It is nevertheless your best ally for any web marketing plan! To get there, nothing is easier. Just put in place an effective content strategy, otherwise called brand content for the most hype of us. Yes, but what exactly is it? It’s about creating content that’s right for your target audience, highlighting your strengths, products, and services.

These content broadcast on the web are imperative in terms of SEO! You can position yourself on certain keywords or improve your long tail. The whole thing is to gain positions in SEO. It is also the best way to control your brand since it is you who speak by carefully choosing your elements. By distributing it in the right places you will be able to develop your image, boost your fame, demonstrate your expertise and gain legitimacy.

A little fuzzy? Do not panic, I suggest you follow a simple methodology with 5 essential pillars to create an effective content strategy!

Pillar 01: Challenges and positioning, the basics of your content strategy

Determine specific goals

This is the first key step in your content strategy! You cannot (should not) neglect it! To ask the right questions in advance is to know why you write. Identifying the right goals is the best way to initiate a good strategy! (By the way, it is also valid for any type of strategy).

I propose a list of objectives, which is obviously not exhaustive:

  • Develop your reputation
  • prospect;
  • loyalty;
  • Create services for your customers;
  • Increase sales ;
  • legitimize your positioning;
  • Improve your traffic from search engines;
  • Etc.

You can define one or more goals, and then prioritize them with a primary goal and secondary ones. The key issue of your strategy is to convert and sell!

Know who you are

Writing and talking about yourself provoke sometimes anxiety. We’ve often been told that we have nothing to say or say…! We all have something to tell!

Companies, brands, people, each entity has an experience, a history, assets. You just have to find the art and how to tell it well. And to talk about oneself, one must know oneself well. The idea is to define who we are, it’s positioning, what differentiates us from our competitors, which is our strength, our values, our mission.

To finish this step, it is obviously necessary to have a global vision of all the offers, products, and services that we sell.

Define your targets

The challenge of an effective brand content strategy is to know who is talking so that our content is read. The more you know about your audience, the more relevant you will be, the more you will interest your targets and the more your content will be read. Who do we target (general public, BtoB, …), what are their needs, their purchasing process, …? To go further and be closer to expectations, do not hesitate to think about your personas! (imaginary characters representing each of your targets).

Unique, tailor-made content and adapted to your targets can strengthen your brand image and add value to your business. It is also the best way to interest your customers and your prospects since you will stick close to their expectations.

Pillar 02: A precise editorial line as a guideline

Create an editorial line

Editorial line, an expression that can be scary! Still, if you followed the previous steps it should be child’s play. To put these few lines is to define a course, a guideline for your content taking into account your objectives, who you are and your targets.

The idea is that in one or two sentences, you recall the previous points: your positioning, the main mission of your product/ service/brand. It’s kinda your signature, brand content version!

This editorial line must always be present in mind because it will allow you to remain consistent during your various speaking engagements and differentiate yourself from your competitors. Then, you just have to pull the string by defining your tone, your style, the image you want to convey: a pedagogical or playful tone? Humor or rather institutional?

Define and segment topics

You must choose the key messages you want to share. This may be transparency, quality, a wide range, innovation, benefits, etc.

You now have to list all the topics that allow passing these messages. Gather them into categories to see if the package is well articulated and meets your original goals. Grouping your content is organizing information and facilitating its understanding with your target audience.

To help you create this segmentation of content and find complementary ideas, there are several solutions:

Conduct a keyword audit! Thanks to this semantic analysis carried out on your site and those of your competitors, you will be able to refine your topics;
Think imperatively about the structure of the site to make this content strategy a true ally of SEO;
Do a monitoring on social networks: look at what is said, how, etc. ;
Use this site which allows you to properly map your content and find unique topics to treat.
After these 3 sources of ideas, the hard part will be to segment your content so that it is easily understandable for your targets!

Pillar 03: Quality, varied and optimized content

Vary the types of content

Today there is a lot of possibilities to create content! Editorial, visual, video, you find what is best for your target. A small list of non-exhaustive ideas once again:

⊗ Articles, interviews;
⊗ White paper, webinar, ebook, polls;
⊗ Photos, charts, graphics, visual gifs;
⊗ Customer cases;
⊗ Contests

Above all, vary the formats so as not to bore your audience! But keep in mind your editorial line to stay consistent. You will also have to create a graphic chart for your visuals in order to be quickly recognized and remain consistent in your different speeches. If you do not master publishing software, do not panic! There are now practical online tools to realize your visuals. For this article, I realized, for example, the visuals with Canva.


Vary the types of contents, it is also adapting to the ways of consuming information today! The practices have evolved significantly, so we must create brand content that adapts to different contexts of the web ecosystem! Keep in mind that the smartphone is the first screen in our way of consuming the web today.

Optimize content

Writing for the web is also to ensure your content is well optimized. Whether your texts, your visuals, your videos, on your blog as on Youtube, Facebook or Pinterest, … Each type of content, streaming media requires optimization. However, be careful finding the right balance between the quality of your content and optimization.

The idea is to work on your keyword strategy to position your site on the desired queries, it is using the right keywords on networks to allow as many people as possible to discover content in line with their interests. You must rely on the keyword audit previously performed. This is the best way for you to meet the needs of Internet users!

Pillar 04: A web ecosystem to make a soundboard

Broadcast your content

The more your content is shared, the better will be your reputation and your visibility. Yes, but where? Your main tool must belong to you, so I would say that your website and/or blog is the cornerstone of your device!

Then you will push your content on different social media, you determine in advance which network to publish first according to your objectives, your targets and your content!

Facebook ;
Youtube ;

Warning! Each chosen social channel requires a different speaking tone. The same content can obviously be shared on several networks, but you must adapt it to each one, to each target. (a public tone for Facebook, a professional angle for Twitter and Linkedin, …). You will also need to adapt to the most relevant broadcast days and schedules that vary by network.

Challenging, in parallel or practical, do not hesitate to amplify the diffusion! Here are some ideas to go after:

Buying space ;
Blog guests;
Relations with influencers
Press releases ;


At this stage, you now know what to say, how to say it and where!

You still have to plan to gain peace of mind in your daily life. The principle is to speak regularly to stay in the minds of your customers, your prospects. But you should not fall too in speaking too regularly at the risk of boring your targets or even to address all your topics too quickly and lose your momentum.

Create an editorial schedule where you will spread your words by varying your topics. All you have to do is animate your presence. However, anticipation and planning do not mean lack of responsiveness! Keep in mind that you must be present on your various media to moderate and respond if necessary, as well as when it’s relevant, react to the news!

Pillar 05: KPIs to track your performance

Measure your actions

Test and learn, I’m sure you know this expression! This is one of the foundations of the digital world wide web. Seen as this one evolves quickly, just like its users, which was true yesterday, it is not anymore today. So, test! But most importantly, measure every time!

From the objectives that you have defined, choose relevant KPIs of the order of quantity (Number of views, shares, …) or qualitative (traffic sources, typology of the fans, …). Besides, do not forget to carry out a marking plan for your website, to allow you to place in the right places the markers which will then go back to your analytical tool.

By analyzing the successes or failures of your strategy, you will adapt to the needs of your audience to offer them a better user experience closer to their needs/desires. You will be aware of the content that works best on your site, those on Facebook, what time is better to publish, etc … A good way to refine your content strategy!

An effective content strategy in 5 points

5 pillars of an effective content strategynews

With these 5 pillars, you should now be able to create a quality content, designed for your target audience and optimized for search engines. And what better than a video to explain how this content methodology is important?

A strategy of contents thought in advance and adapted to the different channels is your best online marketing ally in the service of commitment and performance!

10 Points to retain visitors on your website

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If you are an entrepreneur, then you know the importance of having a professional website and acquiring regular traffic. Getting traffic is good but it’s only half the work. The real challenge at this point is to keep the visitor on the website for a long time to learn more about what you have to offer and, even better, to bring it back because you have attracted interest and want to know more.

So, what makes visitors come back to visit your website? What can you do to keep your visitors past the first few seconds?

Be clear about your activity

When a visitor arrives on your site, is he able to clearly understand the nature of your website? Your visitors need to know very quickly if your website is relevant to their query. If they can not understand what you are doing, they will move quickly to a competitor’s site. Keep this in mind, if a visitor has landed on your website, it is very often for a very specific reason. He is looking for something that meets his needs or a solution to his problem. Your job is to help him find the information he needs as quickly and clearly as possible.

Know your target audience

Everything about your website, from its graphics chart, its color code, the size of characters to its content and the editorial tone used, must speak to your target market. If your website tries to reach everyone, you will end up not interested in anyone. Do not be afraid to really zoom in and be specific about the ideal customer you want to serve. In fact, the more specific you are, the better.

Keep your website simple

Your website can offer an out-of-the-ordinary user experience, or offer animations or awesome features from a technology perspective, but if it does not engage your visitors and keep them off the first few seconds, you lose them forever.

Boost your site

Everything in this world is going very fast. People are very busy and getting their attention is difficult. Your website should load quickly otherwise you run the risk of seeing your visitors go elsewhere. No one has the patience to wait more than 3s for a web page to load, especially if it is open on a mobile device. Make a technically clean website to make sure nothing is slowing it down. If your site is slow and you do not understand why? You can get help from a professional.

Look professional.

Make sure the ‘look & feel’ of your website can bring credit, that your business appears trustworthy and not spam. Why not a site made by yourself as long as you respect the basic design rules and have an eye for aesthetics. Make your choice and evaluate the opportunities between investing in a professional website (think about the advice you can get) and making one yourself.
The problem with a tinkered site is that it feels like miles. Ultimately, why should your potential customers invest in your products and services if your website says loudly ‘I do not want to invest in my own business? ‘.
Naturally, independent contractors often have a tight budget at startup. However, a professional website, good photographs and flawless writing are some of the key investments you should not be saving money for.

Hunt for spelling mistakes and grammatical errors.

Spelling mistakes and bad grammar send bad signals to your visitors. We are talking about trust here: if a potential customer has to spend money on your products and services, they need to be able to trust your business. Spelling errors and grammatical errors make your business seem less trustworthy.
Many studies show that potential buyers will tend not to use a company that presents content with obvious grammatical or spelling errors on their website. The argument is that they would not trust the company to provide quality service.

Fresh and up-to-date content

If the last article on your blog is a year old or older, if the latest news starts in 2012 then it’s time to dust off the content, hunt the cobwebs or your visitors will assume that your business is no longer very active. Make sure you keep your site up to date. Nobody wants to do business with a company that presents content that seems old and not brought up to date. Having recent content also tells search engines like Google that your website is still active.

Make it easy to use

Make sure that your website is easy to navigate and that your visitors can find the information they need quickly without having to analyze too many levels of information.
Use images and white space to provide an easy-to-read layout. Too much text will repel reading. Use text caps, titles, and subtitles to prioritize information by giving the possibility of a quick diagonal reading. Use the categories and hierarchy of your website to group the contents in a logical way. Make your visitors contact you easily.

Easy on the pub

If you have a blog that you want to profit from with advertising, be careful not to disturb the visitor with too much advertising display. This makes navigation on the site difficult. Ads that contain a lot of animation are particularly bad. Also, having too many ads on your site makes it slower to load. Monetizing your site is a good idea, but be attentive to the expectations of your visitors. Think about strategic locations for ads.

Clear call to action (CTA)

Do not assume that your visitors will automatically know what to do. You must tell them clearly. Want to subscribe to your newsletter? Tell them that so clearly with a call to action button. Think of an incentive to do so. Do you want to request a quote? Tell them where to go to fill out the form or display your telephone number clearly. You want that they organize a free consultation call? Provide the link to book a call with you.

A visitors engaged is a potential buyer

Caring commitment of visitors is one of the most important things for you, website owners. Engaged visitors will be more likely to buy your products, buy your services and sign up for your mailing lists. They will also remember your business and return more easily to learn more

Why create SEO content?

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SEO content is essential for a good SEO of your website. What is SEO content and why should it be produced?
SEO content is a very important factor for your website. Good SEO content will make your site visible in the search engine results, including those of Google. It will allow you to increase the organic traffic of your site and boost your visibility.

Definition of SEO content

SEO content is content optimized for search engines. All the texts and visuals of your website can be optimized SEO.

Search Engine Optimization is known or called (SEO). SEO is defined as the art of optimizing the positioning of a web page, the objective being is to appear in the first page positions of search engine results and especially on Google.

Why create SEO content?

Why create SEO content and why for Google in particular? With these few figures on the market share of Google in the search on the web, you will find the first answer. This will help you understand better why it is important to create SEO optimized content for your website:

In Canada, 90.8% market share for Google (Bing 5.61% and Yahoo 2.48%),
In North America, 88.66% market share for Google (Bing 6.77% and Yahoo 3.62%),

Source: for the month of June 2018

These numbers alone illustrate why you need to meet Google’s content requirements. To get good visibility on Google, SEO content is king.

SEO optimized text content

To make your website visible on the search engines and especially on Google, it must contain optimized SEO content.

Optimized SEO content must be:

  • Original, interesting and quality,
  • Adapted to the web and the requirements of Google,
  • Concise and quickly understandable,
  • Interactive.

To this short list are added the Google’s quality guidelines:

  • Design content by thinking first of your visitors rather than the search engines,
  • Do not mislead your visitors,
  • Avoid using SEO techniques that are contrary to Google’s guidelines to help you rank,
  • Make your site unique, attractive and stand out from your competition.

SEO optimized visual content

Depending on your field of activity, visual content may be as important as text content. Since 2001 (corresponding to the birth of Google Image), the search for images is constantly increasing on Google. By using quality images related to your business activity, you can acquire quality traffic to your website. This is the case for example for communication agencies, e-commerce sites, portfolios of artists such as photographers and graphic artists, image banks, etc.

To optimize your images for SEO, it is essential to:

  • Use ‘ALT’ tags with targeted keywords to describe your image,
  • Take care of their size and weight to optimize loading time,
  • Enter the title of the image.

To learn more about SEO optimization of images:

And do not forget that Google Images has evolved. The advantage of this update allows a more quality image search.

How to value your SEO content?

Creating optimized SEO content will be beneficial for your visibility, provided you meet certain criteria on the web page that will host your content. A web page containing SEO content must include:


It should contain the title of your web page and its content that will be displayed in Google’s results. It must, of course, contain the targeted main keyword.

Title tag

The title tag or H1 tag is the ‘editorial title’ of your content, it is visible on your page and must contain the keyword you are targeting.

A Meta Description

It informs Internet users of the content of the web page in the form of a short description. It is visible in the results of the search engines and must attract the user’s curiosity and encourage them to click on the link of your web page.

How to promote your SEO content?

When SEO content is added to other actions, you put the odds on your side to optimize the SEO and positioning of your web page. The SME, does it speak to you? Need a little reminder?

When you combine SEO, SEA, and SMO, the three complement each other and allow a good SEO of your website on Google.

The three main levers for promoting your content:

  • SEO, natural optimization,
  • SEA paid optimization,
  • SMO, optimization on social networks.

Indeed, a unique and quality SEO content must be relayed on social networks. Promoting quality SEO content is the best way to naturally get backlinks to increase awareness and visibility of your web page.

Who to call for SEO content?

To produce SEO content, you have several options:

  • Write content from A to Z alone by following the instructions of Google,
  • Write a first draft that will then be optimized for a web search agency,
  • Use an SEO agency or web editor.

In short,

Writing SEO content with high added value is essential to improve your positioning on Google. If despite all your efforts and following these tips the positioning of your website is not up to your expectations, do not hesitate to use the services of a web agency to conduct an audit of your website. This audit will allow you to identify and correct the weaknesses of your site to improve its performance.

Why continue to use cookies and other personal data registration systems

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How can cookies help you design an effective website?

Since the entry into force of the GDPR (General data protection regulation) on May 25, the corporate world, and more particularly the BtoC, seems to be experiencing a real data psychosis. This new European regulation worries many companies, who do not know what process to put in place to protect the personal data of their customers on the Web. Suddenly, for fear of possible retaliation, some might have the false good idea to remove the use of cookies and other systems for recording personal data on their website (such as Pixel Facebook and contact forms).

However, the GDPR does not mean the end of the personal data. On the contrary, the aim of this new regulation is not to prohibit their registration but rather to protect them, in particular by allowing the person concerned to manage them more easily. In fact, the motto for companies that collect personal data is that they must be able to justify the source of the data they hold and confirm that they have received the consent of the data subject to process the data. Attention, also, that it is always necessary to let this person the possibility of asking that his data be erased.

But for the rest, the data and their recording techniques remain essential for companies, who should not be afraid to use them. Their benefits are numerous, both from the point of view of the customer’s browsing experience and digital marketing. Why? Because the resulting statistics allow you to optimize your web presence. But an effective website can bring more customers and therefore more money. That’s why, at Great Northern Marketing, we think as a little reminder of the many benefits of cookies, Facebook Pixel, Google Analytics and contact forms is much needed.

What are cookies and other data recording techniques for?

Cookies, Facebook Pixel, Google Analytics … All these techniques for recording personal data may have different reasons for being. Now let’s look at each one.


Cookies are mainly used to improve the browsing experience of the user (and god knows how important it is!). These files are deposited by your website on the computer of the user who consults. Cookies consist only of text and contain all the personal information that the user has encoded on your website: his name, surname, username, address, age, identifier, etc. They are therefore completely harmless and can in no way access the contents of the computer to obtain information that the user has not provided.

  • They allow you to memorize certain information such as username, password, and user preferences, in order to avoid the person returning to your website from having to encode them again.
  • They also memorize for a certain period of time a product that you have placed in your virtual basket but that you do not buy. That way, if you finally decide to crack, you can find it easily without having to do a new search.

Facebook Pixel:

The Pixel Facebook is a small piece of code placed on your website. It is triggered when an action that you have previously marked as important is performed (for example, a purchase).

  • The goal is to develop highly qualified audiences for your Facebook ads, by analyzing the behavior of your customers on your website. Let’s take an example: if you indicate that your important action is a purchase on your site and that you then launch an advertising campaign on Facebook, the Facebook Pixel will let you know which people your advertising must touch (for example, those who came on your site but have not made a purchase) and those that should not be (such as those that have just made a purchase, and therefore have less chance to start again).
  • It allows for satisfying both the user who is not automatically retargeted after a purchase and your business, which can target much more easily the right people.

Google Analytics:

Google Analytics is a tool that allows you to collect a set of anonymous statistics on the traffic of your website (audience, origin, pages viewed …). The goal is to help you better understand your traffic and behavior and then improve the performance of your website. Thus, Google Analytics allows you, for example:

  • Measure the effectiveness of an AdWords campaign or the effectiveness of your SEO, to optimize them.
  • Determine the most effective channels, social networks, AdWords ads, Google searches …, to further target them and thus increase your chances of achieving your goals.
  • Monitor the conversion rate you get, that is to say, to verify that the goals you have set for yourself are being achieved and to improve what should be if they are not.
  • Check that the bounce rate (ie the number of sessions where the user has viewed a single page, without interacting with its content) is not too high.
  • Determine if your content strategy is effective. For example, if you want to check the success of an article you can see how many people viewed it, how long they spent on the page, and so on. This way, you can better understand the topics that most interest your audience and write more about them, to their delight.

You see it with this non-exhaustive list, the benefits of Google Analytics are really numerous. This tool is very valuable for companies that want to make sure that their website is efficient and that it earns them money. It also allows them to offer a much better web-based customer experience and therefore to get the satisfaction of their customers.

The case of contact forms:

You do not need to delete contact forms from your website. When you think about it, even if you only indicate an email address to which the customer can reach you, you would still be a database because you would have to answer it and use your personal email address. As a result, the GDPR would apply anyway.

It is, therefore, more interesting to keep contact forms, the benefits of which are numerous. Thanks to them :

  • You limit the risk of being relegated to unwanted email (spam)
  • You increase your chances of being contacted in an ‘impulsive’ way: Internet users who have direct access to a means of contact are more likely to fill out your form. If they had to go to their personal mailbox, transcribe your email address, think about the information they have to provide … They have a much better chance to get discouraged and give up.
  • You automate your email processing: all your emails have the same structure and allow you to obtain qualified and targeted information.


Of course, being compliant with the GDPR is important. Companies that process personal data (which is the case for almost all companies since a simple email address is a personal data) must imperatively learn about the new rules established by Europe. But do not panic, though! GDPR does not mean the death of data, either. You can always register them, as long as you can justify their provenance, you have the consent of the person concerned and you respect his right to be forgotten.

So rather than delete all the ways to save data via your website (cookies, Facebook Pixel, contact form, Google Analytics …), just make sure they comply with the new rules. Thanks to them, you will be able to improve your performances on the Web, those of your site, your social networks, your contacts, but also improve the browsing experience of your customers.

Cookies and analytics are the foundation of an effective website and help you deliver quality content and customer experience. Because this is the challenge of the Web: to combine a website that brings you money, which fulfills the objectives that you have set, but also offers a good browsing experience and is interesting for your customers and your prospects. Without these tools, the Web would lose its interest, while, thanks to them, it gains in efficiency.

What is quality content to Google

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 What defines high-quality content to Google

The key to success for your website: create the best possible user experience with original and high-quality content!
Producing quality content is essential if you want to stand out in Google’s search results (more than 95% of the search market). Original and quality content will make your site useful and unique, it is possible that your visitors come back and even refer your content on their own website. Engaging high-quality content is essential to attract as many Internet users as possible over time.

What does Google say about the quality of the content:

‘We suggest you read our quality guidelines carefully’ … ” When a site has been sanctioned, it may not appear in the results of or on Google’s partner sites... ‘

Some tips to read before producing your content

When creating your website, you will necessarily be confronted with the production of text content, before starting to write it, make sure that your website meets the following characteristics:

Your website is useful, rich and informative: If you put a site about an SPA, do not forget to include the address, the schedules, the coordinates, the care, and massages practiced, also think to include a blog to share all upcoming events.

Your site is credible: Enhance the credibility of your site by using for example known quotes, quality external links, opinions, and testimonials. Testimonials from real customers improve the reliability and reputation of your website.

Your site offers high-quality content:

The text and image content of your site must be unique, specific and highly qualitative. Content should not be mass-produced or copied from other sites. Your content must be created primarily to provide your visitors with a good user experience (UX), the concern related to your ranking by search engines must come in the second time.

Your website is more qualitative and useful than other sites:

If you write articles about cooking recipes, make sure the content of your articles is of better quality or makes a different presentation or treatment than many others articles on the same subject.

The site is engaging:

Your site must be attractive, colorful (no more than 4 colors) and alive, feel free to add photos of your products, and why not a photo of your team and yourself. Eliminate spelling mistakes as much as possible, always favor the legibility of the text, adopt a sober and uncluttered style and ban factual errors.

  • A profusion of ads can also distract users and distract them from your content. Involve your visitors and promote interaction with them by publishing regularly and offering them spaces to leave comments, also promote sharing to social networks.
  • Each page must be accessible from at least one static text link.
  • Create a Sitemap whose links point to the most important sections.
  • Limit the number of links per page.
  • Design a useful and informative site.
  • Write pages presenting your content in a clear and relevant way.
  • Identify the words that people are likely to use to search for your pages.
  • Use these same terms in the content of your site.
  • To present the most important elements of your site (names, content, links, etc.), use text rather than graphics elements that can be misinterpreted.
  • Use ALT attributes to include a brief description of the images.
  • Make sure that <title> elements and alt attributes are accurate and descriptive.
  • Make sure your links are working properly and that the HTML of your pages does not present any errors.
  • Use own URLs.

Not to do :

In general, eliminate anything that might cause your visitors to not trust or leave your site:

  • Errors such as dead links (404 errors, to be corrected with 301 redirects) and bad information,
  • The presence of spam in the comments,
  • Grammar errors and spelling mistakes,
  • An excessive number of advertisements,
  • The presence of duplicate content on your site.

To conclude:

The creation of quality content is primarily a matter of logic and common sense with a zest for web writing. Creating high-quality content and, providing a good experience for your audience will necessarily attract you to Google and improve your SEO and positioning. If you do not follow these guidelines, you risk getting the wrath of the Google Panda and Google Penguin duo.