Advice on the methodology of rewriting
WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?
Called SEO, the abbreviation for the English terms Search Engine Optimization, it is a technique aimed at optimizing all the content of your website so that it ultimately ranks as high as possible within search engines. The goal of search engine optimization is to significantly enhance your visibility on the Internet by being present at the best ranking among the Search Engine Result Page (SERP) in French.
Search engine optimization, or SEO, is a web strategy that involves optimizing the pages of a website for search engines such as Google. To achieve good positioning, a semantic analysis is necessary, along with careful research of the most relevant keywords for your content.
It is essential to create quality content, tailored to each page, and to structure them coherently for search engines.
Search engine optimization is thus a combination of quality content and technical optimization. It is also important to conduct an audit of the website to identify areas for improvement. Many tools are available to facilitate the work of SEO professionals and optimize search engine optimization, such as Google Analytics for analyzing website traffic.
In summary, a good search engine optimization strategy is crucial for improving search results and traffic to your website.
WHAT IS THE FIRST PHASE OF THE PROCESS?
Before you even start writing content for your website, you need to put yourself in the shoes of your potential internet users (clients and prospects in particular). The work of semantic SEO rewriting means first identifying the keywords, word groups, and other phrases that users are most likely to type when searching for products, offers, or services closely related to your business.
FOCUS ON SEO WRITING METHODOLOGY
Semantic SEO rewriting involves using optimized semantic coding where the use of relevant keywords is essential. The web writer you engage (internal or external to your company) should first compile a complete list of the keywords that will be central to your website. Once this is defined, the web writer will have several steps to follow to correctly apply semantic SEO rewriting. The first involves identifying the keywords that users most often use. To do this, the web writer will use effective SEO tools (like Google Ads, Keyword Tool, UberSuggest, Yooda, etc.) which will provide all the keyword suggestions they need.
One must bear in mind that the keywords you might think of will not always be the same as those used by your clients, prospects, or even suppliers and partners. The second step will aim to measure the search volume of one keyword in comparison with another, this time using keyword analysis tools (Google Trends, Keyword Spy, Alyze, etc.). Finally, the last step involves a detailed analysis of the websites of your direct competitors who have a good position on Google or any other powerful search engine (such as Bing, Yahoo, Qwant). Here, the web writer will turn to software offering a comprehensive competitive analysis service such as Screaming Frog Spider, SEOQuantum, or SEM Rush.
WHY AND HOW TO IMPROVE THE CONTENT OF YOUR WEBSITE?
As we have just seen, keyword research plays a crucial role in improving the SEO optimization of a website. However, this is not the only indicator to consider. The optimization of any website's content must allow you to adapt it to the workings of search engines on one hand, and on the other hand, fulfill four major objectives, namely: being able to concretely answer all the questions that would be directly typed by internet users in a search bar; being able to offer all your visitors exclusive and distinctive online content that meets their needs and expectations; successfully increasing the conversion rate of your visits into purchase intentions; and finally being able to differentiate yourself from the competition.
A quality content also involves its formatting. Each article or post should have a catchy title (meta title) and include a meta description sufficiently effective to encourage an internet user to click on it. It will concisely yet clearly summarize the content of the article. Your post may be perfectly written, but if its readability is lacking, readers are likely to skim through it. To avoid this, don't hesitate to create relatively short paragraphs framed by subtitles and to insert bullet-point lists, which are very convenient to view on mobile. Regarding the very structure of your site, it is advisable not to block the crawl of search engines. The crawling activity of a search engine refers to the process through which a search engine studies and indexes the contents of your website.
It is also recommended to secure your site using the encryption combination HTTPS (HyperText Transfer Protocol Secure). You can also integrate a sitemap file allowing search engines to easily access all your URLs, mobile URLs, images, and other videos. However, to return to keywords, a web writer should avoid overusing them as Google's algorithm operates on the principle of Latent Semantic Indexing (LSI), enabling it to detect synonyms and words related to your main keywords. This accumulation does not equate to a better browsing experience for the user and could even become counterproductive to your site's ranking. Don't skimp on using internal linking, a cornerstone technique of SEO. Internal linking refers to the organization of links belonging to a website.
HOW TO OPTIMIZE YOUR NATURAL REFERENCING?
To link with the previous section, it is essential to consider internal linking as a significant component when optimizing articles for search engines. This will give you the opportunity to materialize the architecture and organization of your site by allowing articles to be directly connected to one another. Specifically, you will be able to redirect a reader from one article to another referring post, mentioning a complementary or related subject.
The semantic field is a key element in natural referencing. Semantic analysis involves examining the lexical field and the semantic cocoon of a web page. This analysis helps determine users' search intentions and structure the content accordingly.
To optimize its semantic referencing, it is important to conduct a semantic audit and implement a semantic strategy in line with search volumes on search engines. Semantic cocoons and the implementation of structured data are also important elements to strengthen your semantic referencing.
Be careful not to neglect the writing of the anchor, ensuring it corresponds well with the content redirected, in order to maximize the value of your website. A web writer can also set up what is called a long tail, in the writing of web content, with the aim of directing readers to your site. This term, initially used in marketing, refers to the use of rare or less commonly used words, which when combined, will represent a real added value to your site and thus help optimize its natural referencing. By using less competitive keywords, you will stand out and proportionally increase your traffic.
For good referencing, it is also necessary to implement corrective actions. These will be a consequence of analyzing your data using appropriate statistical tools such as Google Analytics and Google Search Console. However, before implementing these corrective actions, it is necessary to have the skills to master and analyze the results that will be provided by these statistical tools. Corrective actions can range from strengthening internal linking to acquiring natural backlinks (through content marketing) to optimizing written content.
WHITE HAT OR BLACK HAT SEO, THE CHOICE IS YOURS
These two SEO terms, White Hat and Black Hat, differentiate whether you wish to adhere to the predetermined codes and standards of the web. White Hat SEO is somewhat about acting within the norms in order to achieve sustainable natural referencing, while Black Hat SEO tends to deceive the various indexing robots by exploiting potential flaws in their algorithms (invisible text, content perceived differently by a robot and a human, abusive repetition of keywords, etc.).
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