Aug
19

How to seduce
Google with optimised
content

posted on August 19th 2014 in SEO

seduce-google

When we address natural referencing, marketers know that the two main keys to optimize the publication of its owns pages on Google are: 1) numbers of inbound links and 2) optimization made on the page itself. The first one reveals the particular importance of being active on social media and generating links to its page, e.g. from an article published on Facebook. The second one illustrates the work to do on the page itself and could be consider the first part of the job.

Both methods play an important role in helping to improve your ranking. I would like to focus, in this first article about SEO, on the optimization of the page itself, particularly in its editorial aspect.

Thus, the objective is to get the best google ranking, normally considered as being published in the first listings on the results page. Here are some editorial recommendations which help you to maximize SERP (Search Engine Result pages).

1. Quality and updated contents

Search engines are first looking for quality services to offer to users, with relevant contents. So even before thinking about how improving your SEO, spend the necessary time to write interesting and original content. Original content doesn’t mean that the subject has never been published before, that would be impossible. However, it is possible to add a value to the subject by deepening some points, by organizing them differently or linking some information. Making research on social media about how users ask questions and what retains their attention in a specific topic could help find an original angle of attack.

With the same concern of giving the best services to users, search engines give importance to the updating of your information. Updating webpages of your website increase the passage frequency of the crawler and globally increases the value given to your website by the search engine.

2. Length of text

Because it’s not easy to publish quality contents with less than 200 words in a webpage, particularly for a blog article, length has importance.

Studies reveals that among the top 10 of the SERP, the more a webpage contains words, the better it is ranked.

At the same time, we know that users read less articles when they are long… That’s why the best approach is to try to find a compromise between taking care of your SEO with articles extensive enough and keeping the reader engaged.

In the case of videos or infographics, because it is more difficult for Google to judge the relevancy of a webpage, the search engine will rely on the number of shares on social networks to evaluate its quality.

3. Natural presence of your keywords

The definition and use of your keywords are essential in your article if you want them to be detected by Google; although avoid too much repetition of the these, and do not use what is called “keyword stuffing”. The impact of this method could be the opposite of the one researched: Google now spots this artifice and blacklists the relevant webpage. It used to be that this trick could fool Google, but, as I mentioned above, Google wants to pay off webpages with quality content. So, for natural referencing, be relevant, and as Matt Cutts, Google spokesman, urges us – ‘be natural’:

Instead of “keyword stuffing”, the best way to make your keywords work is to use expressions related to the keyword, such as synonyms, close terms, long-tail words and expressions. Google now take them into account in its algorithm. There are some tools which allow comparing search volume of keywords by user and also which give suggestions for related keywords, such as Google Trends.

3.1 Presence in your title

The title of the webpage has to describe in a few words the contents of the page. It’s the first element a visitor will read in the SERP; that’s why it’s important to take care of it and why Google places some emphasis on it. So try to insert your keyword in the title.

Each page title on your website needs to be unique to avoid being considered as duplicated contents by Google (another web page ranking trick banished by Google). To be entirely readable on the SERP, it’s recommended that you do not go over 60 characters.

Because European users read from left to right, it is better to put in your keyword towards the left of your titles.

3.2 Presence in your first paragraph and subtitles

Your first paragraph is the introduction and the place wherein you’ll describe what you are going to talk about. Google knows that and it is the reason why it pays attention to it. In addition to the titles, Google watches the subtitles. Again, try to put in keyword in both of them or to avoid over optimization as mentioned above, use long-tail words or synonyms.

3.3 Presence in the URL

An URL gives information to the user, allows him to understand what the page talks about and forms a key part of the google search. Try to insert your keyword too, but avoid using too long addresses that are not memorable to the user.

4. Create internal and external links.

Creating internal links between your webpages emphasizes their visibility from Google, so don’t forget to include them when it’s relevant. Concerning external links, some marketers don’t like to add links from their webpages thinking it’s an incitement to their users to leave their site. Google doesn’t like webpage without links, again because it wants to give the priority to the interests of the user:

“Relevant outbound links can help your visitors. Thoughtful outbound links can help your credibility.”

So without adding links towards your direct competitors, you can create some outbound links in a new window towards reference websites with great authorship in your field. And you can consider that if your article is interesting enough, the visitor will probably go back to your article and blog.

In conclusion, what is revealed in all these recommendations is that when you want to optimize your page to get a better ranking, don’t think too much about ranking… but keep in mind the interests and expectations of the users, think about being helpful to them and Google will be grateful to you.


Following over 13 years of online marketing experience in France, I decided to set up my own business in London. I love my job, the challenges it brings with the satisfaction of the solution and Eurostar of course :-)

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