Editorial strategy


Editorial Strategy, content marketing and SEO


Editorial strategy is the central element of your web marketing strategy

Editorial strategy, content is KING!

Also called content strategy or content marketing, the editorial strategyis an essential lever in web marketing. Increasingly used in SEO strategy for referencing, the editorial strategy allows you to develop a marketing plan where content becomes king.

  

Editorial strategy, an essential lever in web marketing

It defines you as a person

Keyword selection and content strategy

Setting up an editorial calendar

Creation of SEO optimized web content

Dissemination on marketing communication media

Reporting and positioning tracking

Content marketing services and strategy

SEO Web Writing

Rédaction web SEO

SMO - Social Networks

SMO - Réseaux sociaux

Content optimization and rewriting

Optimisation et réécriture de contenu

Blog Posts

Articles de blog

Keywords and search intent

Mots-clés et intentions de recherche

Monitoring and analysis of your content

Suivi et analyse de vos contenus

Implement an editorial strategy in SEO

Implementing an effective SEO (Search Engine Optimization) editorial strategy is crucial to improving your website's online visibility and attracting organic traffic.

An SEO-oriented editorial strategy is:

➡️Analyze your keywords

  • Identify keywords relevant to your business and industry.
  • Use keyword research tools like Google Keyword Planner, SEMrush, or Ubersuggest to understand the search volume, competition, and search intent associated with each keyword.

➡️Understand your target audience

  • Define your target audience to meet their needs, preferences and online behaviors.
  • Create personas to better understand the demographic and sociological characteristics of your audience.

➡️Set editorial goals

  • Clearly define your editorial goals in terms of traffic, conversion, brand awareness, etc.
  • Goals should be aligned with the overall goals of the company.

➡️Create an editorial calendar

  • Develop a detailed editorial calendar by planning content types, topics, and publication dates.
  • Diversify content formats to meet the needs of different segments of your audience.

➡️On-page optimization

  • Each page should be optimized for search engines using proper HTML tags, meta descriptions, optimized title tags, etc.
  • Naturally integrate keywords into the content, avoiding over-optimization.

➡️Write quality content
  • Produce high-quality, informative and engaging content that answers your audience's questions.
  • Avoid duplicate content. Each page should offer unique value.

➡️Internal and external links

  • Integrate internal links (internal meshing) to strengthen the structure of the site and guide users to other relevant pages.

  • Obtain quality external links (netlinking) by working on partnerships, online public relations and the creation of attractive content.

➡️Promotion of web content

  • Actively share each piece of content on social media, in newsletters and through other online marketing channels.
  • Encourage interactions, comments and shares to improve visibility.

➡️Performance monitoring and analysis

  • Use web analytics tools like Google Analytics to track the performance of each content.
  • Adjust editorial strategy based on data, focusing on content that drives traffic and conversions.

➡️Continuous review and adjustment

  • Periodically review your editorial strategy based on market trends, changes in search engine algorithms and feedback from each target audience.
  • Stay competitive.


The different formats of content on the Web

  • Informative articles
  • The video
  • Computer graphics (image, photo)
  • The podcast
  • The newsletter
  • The interview
  • The press release
  • Ebook - White paper
  • Webinar
  • Case study
  • Thematic file
  • Social Media Posts
  • Category page and product sheets
  • Page of a website.


What is a buyer persona in digital marketing?



A buyer persona in marketing refers to an ideal target customer.


It is a detailed fictional portrait of the marketing targets: who they are, their tastes, habits, needs, problems, etc.



Buyer persona goals


Creating a buyer persona allows you to better target your communication and your service offering.


Buyer personas allow companies to:


  • Define the various profiles of their customers
  • Know what types of content to produce to attract them
  • Know when to publish their content
  • Know the sensitive points to address
  • Define the right keywords (SEO) for your editorial strategy.



Example of buyer persona in marketing

Exemple de Buyer persona

The stages of semantic study



  • Search keywords
  • Understanding search intent
  • Write quality content
  • Working on internal meshing
  • Controlling semantics
  • Index your pages
  • Track your content and keyword positions.



Search keywords


Keyword research is always the foundation of an SEO strategy.

You need to determine the words that perfectly represent your business and which target your audience . 

Here are the main existing keywords:


  1. Short tail  : short query (maximum three words) 
  2. Long tail: long query (more than three words)
  3. Semantic keyword (related to your key query)
  4. Event keyword (short-term visibility, linked to current events)
  5. Keyword evergreen (long-term visibility, imperishable)
  6. Local keyword (essential for geolocalized referencing).

Understanding search intent


First, you need to precisely define your SEO persona.

It is only with a perfect knowledge of your readershipthat you can meet their needs! We're talking about search intent.


Analyze Google SERP

always keeping in mind the different

types of intention

who are behind each request.


  1. Navigational search: to find a particular company or site.
  2. Information research: most often in the form of a question.
  3. Transactional research: decision support for a purchase (name of product or service).
  4. Business research: allowing you to make the best decision for a purchase (comparison, best price, etc.).
  5. Local search: geolocated query
  6. Image and visual research: image query

Write quality content



The quality of your content is essential to engage your readers and improve your ranking on Google.

Providing quality content and optimizing the semantic field is essential to please search engine algorithms.





Create pillar pages



A pillar page, or "pillar page" in English, is a central page on a website which deals with a broad and essential subject for your field of activity.
This page is designed for provide a comprehensive and in-depth overview of the topic , bringing together a wide range of 'relevant information' .

She must be well structured , easy to navigate and provide an excellent user experience .

The idea behind a pillar page is to create a comprehensive resource that can serve as a foundation for other, more specific content, called satellite pages or “content clusters.”



These clusters are subpages (or articles) related to more specific or detailed aspects of the topic covered by the pillar page. Cluster pages are interconnected with the pillar page through links, creating a clustered content structure.

This approach to content creation, known as "

topic cluster

", East

beneficial for SEO

.


By linking the cluster pages to the

pillar page

and vice versa, you strengthen the relevance of your website's position in search results by

demonstrating your expertise in a particular area

.

Search engines place great importance on the relevance and structure of content. This method of

On-page SEO

helps improve your site's visibility in search results.




Also Ask exemple d'une requête

Working on internal meshing


Internal linking refers to creating links between different pages within a single website. This involves adding hyperlinks that connect the pages together.
The role of internal meshing is to:

  • Make navigation easier for users.
  • Distribute authority across your site
  • Help search engines understand the structure and relationship between your pages.


Internal linking can help increase the relevance of a page and subpage for a particular keyword.

Internal linking of a pillar page is a crucial part of the SEO strategy based on the content cluster model.
It involves creating links between the pillar page and your satellite pages.


Exemple de maillage interne page pilier

Control semantics and SEO optimization



Control semantics and On-page SEO optimization with tools like:

  • Neuron
  • YourText.Guru
  • SERanking
  • SEOQuantum
  • SEMJI



Semantic optimization with Yourtext.guru

Optimisation sémantique d'un contenu avec Yourtext.guru

On-page optimization of content with SERanking


Optimisation On-page d'un contenu avec SERanking

Why does the editorial strategy work?

I have supported and created many editorial strategies for my clients. The observation? Writing SEO-optimized content works! And you know why? Because Google, like Internet users, reads your content.

Google loves news. The more you give it news, the more it will come to your site.

Like everyone else, we can no longer do without searching the Internet. It is so convenient to get any information from our mobile. Human beings need to feel reassured. The more appropriate web content they find, the more they read it and ask for more.

More than a product or a service, the editorial strategycreates interaction with your readers and followers.


A successful content strategy, it's the creation of texts in line with your company values,   

with your brand DNA.   

Understanding search intent: an essential step in editorial strategy



Understanding search intent means:


  • Defining the right content angle from SEO queries
  • Building the plan to meet Internet users’ expectations
  • Assert your expertise on a subject and stand out by creating comprehensive content (using thematic clusters, for example).



The need to have a good SEO consultant



By choosing a SEO web consultant confirmed, you are assured of positioning over time with high added value content.

The strength of a successful editorial strategy is to transform your readers into true ambassadors for your brand.


Editorial strategy: prioritizing customer experience

Stratégie éditoriale réussie

Editorial strategy refers to the overall approach an organization takes to creating, publishing, and managing its content on the web.

It includes:

  • Planning
  • The creation
  • The distribution

    and optimizing content to achieve specific goals.

Prioritize customer experience in this strategy means focusing on content creation.

Meeting customer needs, expectations and preferences improves customer satisfaction and strengthens engagement.

Implementation of an editorial strategy focused on customer experience




By prioritizing thecustomer experience in your editorial strategy, you create a deeper, more meaningful relationship with your audience.
This interaction results in increased loyalty, growth in your revenue and a strengthened brand image.


Stratégie éditoriale SEO et expérience client


➡️Deep understanding of the target audience


A thorough understanding of the needs, challenges, interests andt your target audience’s preferences is essential. This helps create relevant and useful content that resonates with your audience.



➡️Personalization of content


Content personalization is a powerful way to improve the customer experience.
By tailoring content based on demographics, purchasing behaviors, and individual preferences, you deliver a more personalized and relevant experience.



➡️Using different content formats


Customers have varying preferences when it comes to content consumption. Some prefer blog posts, others videos, and still others infographics.


By diversifying content formats, you reach a wider audience.



➡️Consistency and quality


Maintaining consistent quality and a cohesive editorial voice helps build customer trust. When they know what to expect in terms of tone, style, and quality, they’re more likely to engage with your content.



➡️Engagement and interaction


Encourage engagement with your content by encouraging comments, shares, and feedback. Respond to comments and questions to show that you value your customers’ opinions.



➡️Performance measurement and adjustments


Use key performance indicators (KPIs) to assess the effectiveness of your editorial strategy. If some content generates more engagement than others, analyze why and adjust your approach accordingly.



➡️Use of customer feedback


Customer feedback is a valuable source of information. Use this feedback to adjust your editorial strategy, identify gaps, and continually improve the intended customer experience.


Boost your online visibility with a tailor-made editorial strategy!

Get engaging content that is optimized for search engines and perfectly aligned with the needs of your target audience.

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