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SEO: how to provide the most relevant content for Google?

Content is at the heart of SEO and marketing techniques. It is a fundamental pillar of your SEO strategy on Google. Therefore, you need to choose the relevant keywords for your business. Also respect the semantic tagging that allows you to structure and prioritise your ideas. You can also consult and analyse the pages displayed in the top 5. This will help you identify SEO methods to apply to your own content.

  • Web content relevance criteria
  • Challenging conventional ideas about SEO

SEO

Web content relevance criteria

There are four key factors you should consider when assessing the relevance of content. Google also relies on the same elements in its algorithms.

Quality

It demonstrates your mastery of a set of technical criteria in addition to the rules of syntax and grammar. It also highlights your expertise in your field of activity. This will give your readers confidence.

The subject line

Its main function is to provide answers to the problems and questions of Internet users. However, the content must be easy to read on different multimedia devices, whether it is a computer screen or a smartphone. Therefore, keep the sentences short. These will also optimise the indexing of your web pages by Google’s robots. To find out more about this subject, you can read the article on our tips for optimising your referencing.

Length

Generally speaking, you should favour short text. Google’s algorithm considers that information is richer and more relevant than long content. Nevertheless, long content is recommended in specific areas such as medicine or justice. The target audience is looking for comprehensive information. They therefore expect to read in-depth articles that are long, detailed and clear.

Keywords

The choice of strategic expressions depends essentially on your field of activity, your subject and the requests made by Internet users. You can use SEO tools such as Google’s Search Console. This allows you to access keywords that are not listed on other systems. However, you need to understand the intention of the users. Google does highlight content based on a specific keyword. If the user says “applesauce”, the results will mainly show cooking recipes. However, if the query is “organic applesauce”, the search engine will select products available on the Internet.

The type

Generally, SEO content refers to text. However, you can also choose videos, infographics and image galleries. You should always choose the most suitable type to reach the maximum target audience. Google uses its databases to find out what content users are looking for according to the query they enter.

Challenging preconceived ideas about SEO

For many years, some perceptions about SEO techniques and approaches have prevailed over others. These perceptions often mislead companies in their SEO strategy.

Stop considering unduplicated text as original content

To improve your ranking on Google, you need to produce content on a regular basis while taking care to avoid duplicate content. As a result, many brands and companies are using artificial intelligence-based tools. These tools allow you to create a large amount of text in a minimum amount of time. The principle of this concept is to replace words with their synonyms or to rephrase an entire sentence. However, Google has developed an algorithm to detect content that provides real information compared to what already exists.

Taking advantage of all types of semantic fields

Generally, semantic field refers to the meaning of language and words. It consists of identifying and using all the terms related to a specific theme or domain. For example, for the word bakery, you would automatically associate the expressions :

  • flour ;
  • yeast ;
  • water ;
  • oven ;
  • bread ;
  • pastry.

This method is successful in terms of relevance, but the semantic web must also be taken into account. This term refers to the tagging of content in order to standardise it. This concerns the protocols of meta titles, meta descriptions and Hn. The aim is to better meet the needs of users by making machines capable of analysing and understanding the information available on the Web. A user could enter the query “Spend a holiday in Corsica with a family and a 2 year old child for a budget of €4,000”. He or she would have to do a lot of research to compile the necessary data and then sort it out. However, the semantic web makes it possible to exploit the search engine to propose the best alternatives. They are based on the comments left by other users. Consequently, your content must also be relevant to this parameter.

Things to remember

Several criteria determine the relevance of your content, whether it is text, video or images. You must take into account the lexical field relating to your sector of activity and the subject matter. The same principle applies to the choice of keywords. These should also correspond to specific user intentions. Also apply the semantic web standards, especially the different HTML markup. Alternatively, you can also keep an eye out for trends in SEO. These are constantly evolving in order to improve the user experience.

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