Google is to the internet what the librarian was to the library. Its objective is to find the most suitable content for your search. In recent years, natural referencing has evolved a lot . Indeed, the various search engines like Google have improved their algorithms in order to provide the most relevant results possible. The conclusion is the following: Search engines now take context into account. The same keyword can bring different results depending on the context. As professionals, it is therefore essential to think about your marketing strategy so that it best meets Google’s criteria. And this, without forgetting the user experience for the Internet user, which must be at the center of your attention.
SEO moving from keyword logic to semantic cocoon logic Today, keyword logic predominates. Many marketing professionals use ten to twenty keywords as Honduras Cell Phone Numbers List performance indicators. Screenshot 2018-06-25 at 13.10.20 But the latest behavioral developments such as voice search, geolocation, changes in the wording of queries, lead to reworking this content in order to best match what Internet users are looking for (and how they are looking for it). Indeed, we see that today: 20% of searches are voice searches The number of possible variants to express a request explodes! huglyon-what-must-remember How to adapt to these SEO evolutions?
With Your Leads In Order To Follow Them
Solution n°1: produce content around a general theme To do this, it is advisable to choose a central page which will be the main content for a given subject, to which other “sub-pages” will be added in link to complete it. Like a book that scans an entire subject from different angles, you need to produce content to address an entire theme for your persona. Create content that converts with this guide. Architect this content in such a way as to maximize its visibility This star organization (or spider’s web) demonstrates to search engines like Google that your “central page” (or pillar content) is the reference in terms of authority on the subject. This will bring it up in organic searches, and improve your SEO ranking.
HUG-LYON-Topic-cluster Bertrand Sempéré recommends proceeding as follows for setting up semantic cocoons: Step 1: Define the theme Define the general theme on which you wish to position yourself. What space do you want to dominate on search engines? This is the title of the book you want to write for your persona. It must have a long tail keyword (3-4 words) that must generate a large search volume. Step 2: Divide the general theme into chapters In relation to the general theme, map the 5 to 8 specific problems that your customers encounter, these are then your chapters. For each chapter, determine which blog posts you could write for the Awarness, Consideration, and Decision phase.
Throughout Their Buying Journey But For
Be as specific as possible on these blog posts and they should be optimized for the long tail. For each chapter, determine the conversion point to use to convert your visitors into customers Step 3: Create your central page ( Pillar Page ) The central page is a page that summarizes (in 2,000 – 3,000 words) everything you need to know about the main theme. This is the summary of the book in 3 – 4 pages. Tip: use a white paper as the basis of your central page to facilitate the exercise. Step 4: Link all of your content To promote the central page, internally link blog posts to the pillar page. You thus pass all the SEO credits of the blog articles to the central page, which promotes its visibility.
Limit the number of internal/external links to two or three per blog post . This architecture facilitates crawling of the site by search engines. Conclusion The keyword is not dead, it is still important in a marketing strategy. But its interest is diminishing in favor of semantic cocoons (or topic clusters). What is the impact of these topic clusters on mobile search? Is the logic of keywords in H2s outdated? How to organize its offers (white papers, guides…) according to these cocoons? So many questions that were addressed during this second HUG in Lyon in the presence of Bertrand Sempéré.