Content marketing refers to practices that aim to provide prospects or customers with a certain amount of useful or entertaining content.



Your pages are poorly positioned while your content is of quality: what are the reasons?

You have just launched your blog, you are full of original ideas for articles and you start writing!

A few months later you look at your blog's statistics and you realize that it is not generating any traffic, or at least not as much as you had hoped. You are convinced that your content is of good quality, but what are the reasons for this and what is missing from your text to make it perfect?

Writing articles is not enough to be visible

Inbound marketing, which consists in attracting customers to your site by writing quality content, is what we call a content marketing strategy. However, these editorial choices should not be taken at random, it is imperative that they come from the analysis of the buyer persona (typical buyer). Once your ideal prospect has been identified, you will have to follow his path (buyer's journey) in order to identify the keywords specific to each stage of the process in order to hope to reach him, i.e. to be visible on Google search results. Once you have identified these keywords, you must position yourself on them by incorporating them into your content. To do this, several tools are at your disposal, we have listed some of them below in the article! :)

What is semantic analysis?

The term semantics comes from the Greek SEMA (meaning) and refers to the study of the meaning of a word. "The word semantics is derived from the Greek σημαντικός (sêmantikos), "signified", itself formed from σημαίνω (sêmainô), "to signify, to indicate" or σῆμα (semaphore), "sign, mark."

The concept of semantic analysis is increasingly emphasized in the SEO world. It derives from the language sciences. Its role in the field of SEO is to help search engines decide which pages are the most relevant to select when a user makes a request. Search engines therefore work on the study of words and their logic in order to improve their algorithm and perfect their machine learning.

Why produce a semantic analysis in SEO?

A semantic analysis of your site will first allow you to determine the intent of the requests, that is to say the expressions and keywords typed by the user in the search engine bar.

Search intent and the different types of keywords

The semantic analysis will allow you to respond to the different types of requests.

Four types of classification of our keywords should be used in priority according to the purchasing behavior we wish to create: commercial keywords, transactional keywords, informational keywords and navigational keywords.

1. Commercial keywords

These are the keywords that will send the Internet user looking for an immediate purchase from his Google search to the product or service you are selling. These are not necessarily the keywords that will create the most traffic, but they are the ones that will have the highest conversion (sale) rate.

2. Transactional keywords

Transactional keywords allow the Internet user not to buy immediately but to prepare a purchase by comparing different existing offers. The prospect knows he is going to buy, but does not yet know exactly what. It is therefore a question of proposing the prices, the qualities of your product, the delivery conditions by using keywords that will highlight the strong points of your offer compared to your competitors.

3. Informational keywords

Informational keywords work in the opposite way to commercial keywords: their conversion rate is low, but the volume of searches is extremely high. Why is this? Simply because the informational keywords are there to inform a user about a product much more than to sell him this product, proposed however on the same website.

On the other hand, these informational keywords are very important to get a high traffic on a site or a page and therefore to get the sacrosanct first place at the top of Google searches. As a result, they do not sell but, in turn, they will help the site to get better visibility and therefore better sales. This is one reason why many commercial sites now offer informative blogs filled with nice informational keywords!

4. Navigational keywords

Haven't you noticed how lazy we get with the internet? Instead of trying to remember the web address of a website we are interested in, we often prefer to go to our favorite search engine and type in the most remarkable features of what we are looking for.

If you are looking for a shoe website, you will probably search in Google by typing: shoe website Bébécourt (this brand does not exist?).  

So it is necessary that your website presents these navigational keywords from the home page as well as on the contact page so that the user can find you easily.

You now understand why it is important to take into account Google's criteria in terms of semantics and to apply them.

Recap of the benefits

A semantic analysis will boost your SEO on several points:

  • The correct use of keywords will help Google to understand the subject and display you in its search results.
  • You will diversify the entry points to your site, the long tail expressions are positioned more easily in the search results because the competition is less strong in addition to having a higher click rate! Indeed, the longer the request, the more the user knows what he wants and is therefore more likely to click. :)
  • The popularity of your domain will increase! The richer your content is, the more it will be shared on social networks, blogs, etc. These naturally generated external links will amplify your notoriety.

The rise of the voice search the rich and relevant content that you have created thanks to the semantic analysis carried out beforehand will allow you to appear on the answers proposed by Google.

How to do a semantic analysis?

To perform an exhaustive semantic analysis, you will most likely use a semantic tool (so far, nothing crazy!). As seen before, the content must be qualitative and have the right keywords, integrated in an intelligent way. There are keyword search tools for this precise step, as well as specific tools for semantic analysis, which we list just below.

In short, they are tools that collect statistics to identify the terms most frequently searched for by Internet users in a large semantic universe. They also help you to create content, by giving you the frequency of use of lexies (the tool indicates the optimal density of each word!). Most of them also allow you to compare yourself to your competitors.

What are the best semantic analysis tools? helps you to : 

Adapt your content to search engines :

Find the topic of your next article:

Produce content optimized in content and form:


Semrush is an ultra complete tool, regarding semantic analysis you just have to enter the keyword and you will receive recommendations that will look like this :



À From the keyword to be analyzed, the tool will establish different semantic reports, there are 4:





YourTextGuru gives you for a given keyword a list of secondary keywords and expressions or entities to use in your content:

You can also have your text analyzed, you will get an optimization score and a danger score in addition to the scores of the first 10 competitors positioned on the main keyword:



SmartKeyword is a complete solution that helps you take control of your SEO with an intuitive tool. Our method will allow you to position yourself on the best Google queries and thus increase your online sales. Here is an overview of the recommendations that the tool offers when you want to optimize a keyword:


There are 3 parts: content, technical and netlinking. For the semantic analysis that interests us here, go to the semantic section at the bottom! You will have this :


We give you the sub-optimized terms, that is to say that you can use more often in your content as well as the over-optimized keywords, that you must use less frequently or replace them by synonyms. You can also download this list of keywords in an excel file by clicking on 'Export to Excel' at the bottom right!

You also have the possibility to test your text directly:


Example of the brief that the tool provides for a keyword, here 'ultrasound 2nd trimester'.

  • 1st page : Summary page :
    • 1st section 100% customizable on instructions: default field in configuration is 'customizable' for each article as needed
    • 2nd section : Content size : idem, user definable and suggested by default according to what is found on the serp
    • 3rd section : Semantic recommendations on main keyword, contextual keywords, secondary keywords, with some instructions for each (customizable)
    • 4th section : Selection of the 3 best articles we found on the main keyword, both in terms of quality and content size


  • 2nd page: Page dedicated to the main tags >> Title/Meta-description/H1 from what we do the results on the SERP


  • 3rd - 6th page: Examples of h1-h6 structures of what competitors have done on the SERP


Comparative table of semantic tools



Semantic analysis is an essential step in your content marketing strategy. You already know all the advantages and disadvantages of the tools listed above. They are all more or less complete with their own functionality, that's why I advise you to take advantage of each of them (at least to try them) and then choose the one(s) that suits you best!

   Article written by Louis Chevant

Further reading

The complete guide to Internal Meshing

The step-by-step method to build your semantic cocoons, your mesh and the optimal tree structure of your website.