An SEO article is an essential asset to boost the visibility of the  pages  of  your  website. Indeed, it makes it possible to attract users to requests that product or category pages could not necessarily reach, then to redirect them to strategic pages of the site through internal links. In other words, writing blog posts is a great way to add value to your website and optimize digital communication around it.

What exactly is natural referencing?

If you are already a web editor, you may have heard the term “SEO” which means “Search Engine Optimization” or optimization for search engines. Indeed, writing SEO content means writing both for your users but also for search engines in order to obtain a good positioning for your article, especially on Google. A good optimization of your article and its content is the key that will allow you to appear in the first search results of Google. Using an SEO strategy is therefore an excellent asset for you if you operate in a competitive environment.

In order to help you stand out and succeed in your positioning, we are giving you 7 tips that will also help you understand the SEO copywriting mechanism.

1.   For good SEO copywriting, determine your target audience.

An essential step in writing your SEO article will first be to identify your target on the one hand and their information needs on the other, because it is this information that will guide your writing.

2.  Create a plan for your editorial strategy.

For your blog to work as well as you want, bet on regular and relevant publications.

To help you in this direction, you can start by setting up an editorial calendar type document, updated monthly and listing for each month, the themes to be addressed. It is important to target relevant queries to your target audience. Similarly, the themes chosen must be able to cover the customer journey as a whole. Brainstorm, benchmark competitors’ strategies, identifies web trends.

In a similar logic, you can opt for a full-funnel approach:

• In the Awareness phase , seek to arouse interest in a specific theme, present a specific problem;

• In the Consideration phase , do not hesitate to propose solutions, to present a concrete case;

• In the Decision phase, it will be relevant to communicate on the website, the brand, the service, the products, deploy the communication, present events.

3.  Make a list of keywords to help you improve your natural referencing.

A web page always addresses a theme which is none other than its main subject. It is then necessary to identify the characteristic keyword which will be said to be the main keyword in SEO. You must also identify similar keywords, synonyms, related keywords and any other secondary keywords that are part of the lexical field of the page.

All of this semantics will allow you to create quality content for your page and optimize its SEO. For example, if you sell sneakers, you could for example choose “buy sneakers” as the main keyword and “cheaper sneakers”, or even “sneaker store” as secondary keywords.

In order to optimize your article, add a paragraph of text of 500 to 1000 characters in the introduction or at the end of the page . This will allow you to present the subject or theme of the page while respecting good SEO practices. Thus, you mobilize the targeted SEO keywords and you widen the semantic field.

The goal is to better position the page in question on search engines when an important request is made.

As you will have understood, when you write an SEO article, keywords are  your greatest strength, when they are well chosen.

How do you select the most appropriate keywords for SEO writing?

When selecting keywords, favor those that are both relevant, sought after and on which the competition is not very high in order to increase your chances of being referenced. Rather  than  a  classic  keyword,  opt  for  compound  keywords  also  called long-tail keywords. These are phrases that revolve around  your  main  keyword. By way of illustration, you have the classic keyword “map” which can turn out to be very competitive and therefore irrelevant for search engines. However, by using a keyword phrase such as “business card”, “credit card”, “wedding card”, you will significantly double your chances of getting a good ranking.

4.   Provide your viewers with relevant and high-quality SEO articles.

A blog post should be interesting  enough  to capture  the  attention  of  your  readers. How? ‘Or’ What ? Through rich, engaging, well-structured and high-quality content.

To  do  this, the  first  step  is  to  define  the  editorial  angle  of  your  article.   From what angle do you approach the theme? ”, ” what issues/solutions do you want to raise? ”. Ask yourself the right questions and define a writing plan.

In addition, all the identified keywords will feed your methodology. It will therefore be essential        to        include        these         keywords         in         your         article.     In addition, put special emphasis on your titles and subtitles, your keywords must be present there in order to increase the click-through rate and position your article as well as possible.

5.   Put your SEO content density to the test.

Indeed, depending on the themes of your sector of activity, a long and dense article will be valued by the various search engines insofar as it will contain more keywords than a small  article. So  how  do  you   get   a   dense   article   with   rich   and   neat   content? By devoting time to your research as well as writing. This is an additional workload but the reward will be materialized by a good positioning of your article in the search results.

6.  Vary your SEO pieces and put them to the test.

In addition to the density of your text, be aware that images, infographics, videos and other slideshows can enrich the content of your SEO writing, improve the reading experience and give it another dimension. Do not hesitate to test different formats in order           to   identify                        the            most                  engaging   content. As a web editor, you must bet on varied content, especially if your articles  are  long. Similarly, by inserting images, videos or gifs in your SEO article, you will air the text and keep the reader’s attention. Each image must be captioned and completed with the Alt-txt tag(Google robots do not “see” the images, and will therefore read the text to find out what this image corresponds to), which will be noted in the document comment. The alt-txt should also include keywords.

7.  Make your SEO piece focused.

Overall, the organization of an SEO article takes the same elements as that of a web page, since this is ultimately how your article will be considered by robots.

• Metatags & URLs

They work the same way as on your classic web pages: keywords, title, and description, optimized for both SEO and clicks. A well-constructed URL must clearly indicate the path to the article, as well as what we will find there. It must reveal the keywords, while being short and precise. The shorter the URL, the more effective it is.

• The Hn structure

Hn are title tags used to frame and prioritize content titles. Their use is very important in SEO because they allow different search engines to understand how your article is structured while highlighting your editorial quality. These tags are six in number among which we find the tags H1, H2, H3, H4, H5, and H6.

The H1 is usually the title of the article, often identical to the meta-description. The H2s are the main parts of the text and the H3 the sub- parts. Impact of your keyword. The more your title appears natural, the less likely it will be heavy for the reader and the better your article will be optimized.

Note that it is important that you respect the Hn hierarchy and the uniqueness of the H1 in order to make it easier for your user to read and highlight the keywords placed in the titles.

• The links

An article, although intended to answer a reader’s question, should also direct the reader to your products or other relevant pages for additional information. When these links redirect the reader to another page of your website, these are internal links and in this case we speak of internal linking. If these links refer the user to the pages of a website other than yours, then these are external links or outbound links. In both cases, these links occupy a strategic place in SEO and must be worked on in order to improve your positioning in search results.

In addition, it is essential that the anchor text, ie the text on which the reader can click to access the link, corresponds to interesting keywords for the page to which this link leads. The body of the text will therefore contain the anchor text, noted in bold, and you can add in comment the link of the page to which you wish to direct the reader.

Here is the structure to follow to best optimize your article:

• URL:
• Page title:
• Description:
• Main keyword:
• Secondary keywords:
• Legend: H1 – H2 – H3 – Text link
• Text body.
• Some general SEO recommendations

To go to the end of your SEO process, certain good optimization habits must be integrated:

• The first relates to the title of the page which, to be displayed correctly, must be less than 70 characters, remain natural and contain the main keyword at the beginning of the title.
• The second concerns the meta description that is displayed on the results page. It must be less than 156 characters in order not to be cut off and must necessarily make the reader want to   click. To do this, consider inserting several keywords.

In summary, for optimum natural referencing, you must always insert the main keyword in a subtle and homogeneous way throughout the article as well as in all the elements: title, description, Hn, body text, alt-text etc

The same is true for the secondary keywords which support the main keyword by reinforcing the semantic field. They too must be present throughout the article, especially  since  they  make  it  possible  to   reduce   the   Hn   by   avoiding repetitions. Positioning yourself on secondary keywords can be an interesting SEO strategy.