Content marketing is an essential lever for visibility in any good digital and natural referencing strategy. This approach aims to strengthen Google positioning and increase awareness of a company through quality and relevant content, published on the same site of this company or via other dissemination channels.
Content marketing, the cornerstone of any effective digital strategy, consists of designing and publishing relevant, useful and high added value content. Its main objective is to legitimize the expertise of the company in its field and to establish its positioning in search engines.
An essential lever of visibility and notoriety If content marketing has imposed itself in recent years as an essential lever of visibility and notoriety, it is because it has many advantages: differentiation from the competition by highlighting what makes the identity, the originality and the creativity of your company, your brand generation of interactions with your target heart. This can result, for example, in blog comments, subscriptions to your newsletter or even sharing on social networks. strengthening your brand image (e-reputation) and your legitimacy in your field with consumers improving the popularity of your site and its positioning in search engines (SEO) through the generation of content and the obtaining of spontaneous backlinks (external links)
Why content marketing and SEO are linked?
If the generation of quality editorial content is primarily intended to allow the company to communicate, it also helps to strengthen its presence in search engines, or even appear on the first page of Google.
Using a lexical field to identify your pages The place allocated by the American search giant to this or that page of a site is a function of a host of SEO criteria including loading speed, ergonomics on mobile and tablet, the https certificate or the quality of the profile of external links. But, for Google to identify and position your web portal on a particular keyword directly related to your activity, it must find the same term in your pages. In this, the regular and recurrent conception of quality editorial content gives you the possibility of using the entire lexical field relating to your theme or your activity. This is a positive signal sent to Google which will then be more inclined to put you at the top of its ranking.
In natural referencing, the expression "long tail", "long tail" means queries consisting of at least four keywords with low search volume typed by Internet users in Google or Qwant for example. The main characteristic of the long tail is to be less sought after but also less competitive. If the resulting traffic is lower than that of a generic query, it is also much more targeted and therefore easier to transform. The long tail generally offers a very attractive return on investment (ROI). The regular production of relevant editorial content allows the use of the entire lexical field relating to your activity and facilitates the positioning of your pages on the long tail.
Net linking, SEO and awareness Originally, the Google algorithm was based on net linking, that is, external links pointing to the same site. The more it had, the more it appeared as a reference to display in the best results. If thousands of other criteria are now taken into account, net linking still occupies a prominent place in the final score assigned to a page or a site by the number 1 of the search. It is therefore easy to understand the whole issue of obtaining it spontaneously, in particular from other quality sites. The publication of content with real and high added value contributes to making your structure a reference. As such, you can spontaneously benefit from external links or sharing via social networks. In either case, it strengthens your notoriety and visibility, especially in Google.
For Google to identify your pages on a particular keyword directly related to your activity, they must have quality texts and high added value. In addition, the organization of content across the site as a whole must be structured to enhance the target pages. These are the most likely to generate actions such as subscribing to a newsletter, requesting a quote, making an appointment or even sales.
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