The 7 main qualities of an SEO editorial expert
Want to increase the impact of your web content? The editorial SEO expert uses the power of words combined with SEO techniques . The result: quality texts that please both readers and Google algorithms!
Editorial referencing is essential in all web marketing strategies . So here are the 7 main qualities to have to achieve your goals!
1 – Empathy to understand Internet users’ expectations
2 – Mastering SEO web writing techniques
3 – Knowledge of on-page SEO optimization processes
4 – A sense of analysis: an essential quality for an SEO editorial referencing expert
5 – The flair for taking advantage of web news and trends that work
6 – The taste for challenge: exceeding the competition and customer expectations
7 – Curiosity to follow the evolution of search engine algorithms
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1 – Empathy to understand Internet users’ expectations
The first quality of the SEO editorial referencing expert is a resolutely human faculty: empathy . It allows you to put yourself in someone else’s shoes at the level of what they feel. An empathetic approach, turned towards others, is a prerequisite for understanding the issues and expectations of Internet users.
Empathy toward family and friends usually comes naturally. But this quality doesn’t necessarily come naturally in the digital world.
To develop your empathy towards your target audience or persona, you need to know how to be curious . By taking an interest in the problems they encounter in life. This will be done by getting out of your comfort zone to explore topics that are not part of your interests.
At Sémantisseo, we call this the sneaker method . Because you have to know how to put yourself in your client’s shoes to understand their expectations, what they are looking for.
Thanks to this open-mindedness, your SEO editorial content will gain value in the eyes of Internet users .
And you will get other benefits:
It will then be easier to develop a community on social networks.
Collaboration and mutual assistance with other web specialists (web designers, web developers, etc.) will be particularly facilitated.
2 – Mastering SEO web writing techniques
SEO web writing is a form of writing that follows precise rules. Users do not consult a web page as they read a newspaper. Most often, they are looking for specific information or an answer to a question.
This is why writing for the web requires knowing how to write in an optimized way . SEO writing allows:
For your readers: to quickly find what they are looking for
For algorithms: to index your content to offer it to Internet users
Constructing your text well for an SEO web editor involves developing editorial content with high added value :
Understanding the search intent of the Internet user to identify relevant topics
Identify keywords around which to develop your web content
Develop a semantic field to increase the relevance of your content in the eyes of search engines
Adapting your writing style to the demands of voice search
Structure your content with subheadings, lists, tables, etc.
Once you have your text written, it is time to move on to optimizing the on-page content .
3 – Knowledge of on-page SEO optimization processes
Without having to go into technical SEO, editorial SEO focuses on the natural referencing of its texts. Indeed, content that is well referenced by Google will be read more.
The SEO editorial referencing expert must know how to use certain techniques specific to on-page SEO .
On-page SEO therefore concerns the content of the page, but also everything related to it (images, URLs, meta tags).
Check-list de l’optimisation on-page :
Hn tags : the title of the page in H1 and the subtitles in H2, H3, H4
Internal mesh link : create hyperlinks to other pages of the site
External mesh link : create hyperlinks to other websites
Photo optimization : file name, alt tag, image weight
Page URL optimization : include only the main keyword
Writing a Title : 59 characters maximum including spaces
Writing a meta description : 161 characters maximum including spaces
There are SERP (Search Engine Result Pages) simulators that help you write meta tags of the right length. Référencement.com or Thruuu.com are two free tools that we particularly like at Sémantisseo 😁.
4 – A sense of analysis: an essential quality for an SEO editorial referencing expert
The sense of analysis is a valuable quality to perform in editorial referencing . It is part of the heart of the profession since it will be requested at different stages for:
Conduct audits of the performance of content and editorial referencing of websites
Analyze the competition that ranks well on the key terms in your field of activity
Identify search phrases used by potential customers
Track SEO performance and upgrade editorial SEO strategy
Our training program ” Visibility through Words ” provides you with all the tools to become an expert in SEO content and writing. Thanks to this comprehensive training, editorial referencing will no longer hold any secrets for you!
5 – The flair for taking advantage of web news and trends that work
Working on the web also means being interested in the news that circulates on the web. An expert in SEO editorial referencing needs to know the interests of Internet users .
By combining personal experience with good flair, new topics close to current events will enrich web content.
Social networks are valuable resources. Among professionals, Twitter and LinkedIn are platforms where a wealth of information and good advice circulate . If you haven’t already, we advise you to create your own network to always stay one step ahead of the news.
Depending on your field of activity, also think about bloggers, or even influencers who reveal trends in advance.
6 – The taste for challenge: exceeding the competition and customer expectations
Visibility on the internet lends itself to fierce competition! You have to like taking on challenges, since reaching the top of the SERP is not done in one day. And once you get to the top, you still have to stay there…
People who are experts in SEO editorial content must be prepared to regularly review their strategies : content strategy and marketing strategy.
And to maintain good results, you have to have a taste for challenge and a competitive spirit! And enjoy following your statistics and results on a daily basis.
7 – Curiosity to follow the evolution of search engine algorithms
Algorithms use artificial intelligence and are constantly evolving. SEO strategies are therefore obliged to follow these developments to meet Google’s requirements. And because the rules of SEO are evolving, it is important to always stay up to date.
Even web experts do their regular SEO monitoring and follow training courses to acquire new knowledge . Their goal is not to follow SEO trends, but to successfully anticipate them.
