Knowing your audience is essential to align your inbound conversion and retention strategies. As a blogger, advertiser, or brand, you probably already have a good general idea of your target audience’s interests. But there’s always something new to learn about people.
In order to find the information they are looking for, Internet users query the search engines using the key words and phrases that seem relevant to them. It is therefore essential to identify these terms, which are entered by Internet users in a search engine. And to make sure that the content published on our site integrates these keywords and best meets the expectations of visitors. So to speak, appearing on the web requires offering content that the user is looking for on his site. In order for this content to be listed by the tools most used by the Internet user to carry out their searches: search engines. This is called natural referencing, also called SEO (for Search Engine Optimization).
Optimizing the content of your website is therefore essential to target a specific audience, with relevant keywords, and improve your online visibility. However, SEO is an art that can be mastered. Because, too much optimization kills optimization. The goal of search engines is to offer the best user experience. Thus, to be well optimized, a website must go in this direction and use keywords, but in moderation. Editorial SEO is therefore characterized by the quality of the content published on your website. Your targets and their needs must be at the heart of this content because, if you meet them, your positioning on the web will be even better.
Any website content writing project must integrate SEO optimization into the content strategy. Why should it be integrated? To adapt the lexical repository to the uses of Internet users and allow Google to reference your site in the right set of results. This repository must be directly visible, moreover: in titles, reading aids, or action buttons, so that readers and engines quickly master the semantic universe. Otherwise, neither Google nor the visitor will risk scanning your pages in the hope of finding the Holy Grail.