That’s it you finally have your keyword lists with their synonyms and lexical fields as we saw in the previous article: Searching for keywords . Now is the time to tackle the very essence of SEO, which is the creation of content .


To set up your content strategy, there is a very simple questioning methodology. The 5W rule: Why, What, Who, Where, When. This method, which can also be used for content marketing , helps web editors by helping them build simple, clear and effective messages.

  • Who: Who / What is your target audience? Who can be involved in creating your content?
  • Why: Why do we need to create this type of content?
  • What: What is the form of content consumed by your audience? Which form of content is most appropriate for your budget? What problem do they seek solutions for? What call to action should this content be associated with?
  • Where: Where to broadcast this content?
  • When: When should the content be broadcast? Specific timing? A seasonality?

This simple method helps you to better capture the attention of your readers and to give an overview of your content.


At this stage, we forget about keywords and we focus on the essential, your readers. That’s why you have to define your targets, which are actually what’s called persona. In marketing, we know that there are different types of customers . This is why we can create profiles to which we attribute characteristics (trades, age, habits, hobbies …) and thus define the people we want to touch. Some elements of biography will be enough to make you a more precise idea of ​​your persona which you will be able to review later.

Your defined persona, you can now tackle the writing of your content, by addressing them and especially by avoiding to use the jargon of your domain.


You now know your customer and have defined your target audience. Now you have to work on your content so that the user can quickly find the information he is looking for. To answer this, it is important to provide qualitative information (well written, interesting, educational or perhaps funny, attractive …). It’s the quality of content that matters, not the density of keywords.

For each keyword identified SEO or group of queries semantically close, you will need to publish a content to cover all the questions that surfers ask themselves during their searches. The more rich and complete your content is, the more likely it will be to position itself better than the less exhaustive content. Indeed Google considers content as one of the most important criteria for positioning pages and give you much more credit if it considers your content credible, like Wikipedia.


One of the most important criteria in a web page is the title tag. It’s this tag that displays the title of your page in Google’s results when you search and that’s why this tag takes a lot of weight. The ideal is to place inside it the main keyword of your page and if possible at the beginning of the tag.

To integrate the keywords that you have determined, there are certain rules to respect: 

  • The optimized url includes a semantically close keyword. Short and engaging & use “-” to visually separate words.
  • The title tag: must contain the key-phrase of the page .
  • Titles and subtitles (tags H1, H2, H3 …): can contain keywords. Synonyms are welcome.
  • The text of the page: must imperatively contain the main key-phrase (rather in the first paragraph) Be careful not to over-optimize.
  • Internal links: when two pages have close topics, it makes sense to make links between them Applying links to keywords optimizes the targeted page.
  • External links: Allows better “make understand” Google what your page speaks.
  • Images: They can contain an “Alt” tag. It is advisable to fill it with a very short description that explains what the image contains.
  • H3, H4, H5 and H6: No keywords, generic subtitles.
  • The tag meta keywords : it is no longer taken into account by search engines for SEO for almost 15 years. No need to waste your time with.
  • The meta description tag : it does not directly affect the placement of a page, but it appears under the title in Google’s results. On the other hand, the description will make people want to click on the link.

Finally, here is a small illustration of Moz that summarizes almost everything we saw together:


Without compromising on the quality and content of your content, a long long text will be more likely to be well positioned. There is no absolute rule about the size of a text. However, and with the experience on my own sites and those of my clients, here are the lengths that allow to have good results:

  • Low competition:  500 to 800 words
  • Average competition: 800 to 1200 words
  • Strong competition: 1200 to 2000 words


Once you have written your content, it must now be integrated on your site. Often neglected, the form is yet an essential step that will determine if your reader will want to stay or not. In fact, people consume information differently on the web, they quickly scan a page to determine if the content is relevant to them. And if they do not find the information they want, they will quickly leave your site. That’s why it’s important that your web pages and articles have a formatting to quickly assess the relevance of your content. For that, help your readers by including:

  • The titles and the subtitles to facilitate the identification of the content of the page.
  • Bulleted lists and lists with numbers to present most of the content
  • The words in bold , in italic or underlined for emphasis in the lot.
  • Some paragraphs in order to present the information divided into paragraphs. Each paragraph should address one idea.
  • Of calls to action (or Call-to-Action) to encourage your visitors to click on a specific location such as your landing page.
  • Some pictures : The image is often underestimated if not downright neglected. However it is important for your readers to leave a visual imprint so that they remember your article but also to illustrate your remarks. You can also create your own infographics.


Well writing content for the web requires thinking both in terms of SEO, keywords and especially for your target visitors. Of course everyone has his method, it’s up to you to find the one that suits you! But remember that it is essential today to create content to optimize your SEO.