Formation SEO On-site: SXO

You master the fundamentals of Google, the 3 pillars: technique, content, popularity and want to train with an experienced SEO consultant to make your website a powerful and powerful website. We will thus discuss Netlinking, SXO, Google EAT or the semantic cocoon.

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Understanding Google and user expectations

Understanding Google and its evolution in order to improve the SEO of its website requires both a technical and a marketing vision . For an SEO strategy, onsite or off-site, successful is identical, marketing and research intentions are at the heart of our business.

Do you want to rank pages, simple, without content and generate 120K €?

Our SEO training is particularly suitable for any e-commerce site, any company or start-up that needs to position itself on a keyword, or a theme with high sales potential.

So that these skills become skills, your coach will support you in carrying out personalized exercises.

SEO Marketing: for optimal SEO efficiency

Marketing approach

The marketing approach of your SEO consultant also allows you to clearly define the objectives and the target (s), to lay down the page structure, the tree structure that is going well.

There is nothing worse than wasting months before realizing that you made a mistake and that you have to start over!

Central keyword

Basically, your activity can be based on a single keyword, this is rare because there are often synonymous or related expressions. This keyword can generate a lot of business but there is medium to high competition. Ex. Garden pergola

It will take months or even a year to get to be in the top 3 on the central query. In order to capture business quickly, we will target this central keyword, the related expressions, which can give us a spectrum of twenty keywords.

Secondary keywords: specific needs, questions, information guides ...

There are several hundred pages that can be created to create your authority in a very competitive industry using the semantic cocoon technique .

Long tail keywords. Ex. Catalog products

Secondary keywords are for example the products in your catalog. We can have several hundred in the case of pergolas and garden sheds. We are going to be on expressions with 3 or 4 keywords. These expressions may or may not mean a lot.

On, it does not help so much that the product pages are not indexed by Google!

The counter example is the most expensive query on Google Ads a few years ago: "criminal lawyer in Palm Beach" (Florida, USA). A request for $ 500 because the Internet user is ready to "give everything" so as not to go to jail. This demonstrates the importance of local SEO and a personalized study!

Can a business be based only on the long tail?

The long tail, made up of expressions of 3 or 4 keywords, is often an amateur SEO argument because you cannot develop a sustainable and growing business on it.

On the other hand, it makes it possible to have quick results and a return on investment which is significant. We must target secondary queries in the short and medium term, because even if we do not aim for the top 10 on the central keyword, which is extremely competitive, we will have a perennial business with mainly product categories .

How much does the SXO cost?

In a perfect world, you or your marketing department had already done this competitive positioning job.

If you have the time to do so, we provide you, at no extra cost, with a framework to follow in order to understand the question.

If you want a competitive, marketing and technical benchmark of your competitors, we are able to provide you with a study. This is roughly double the working time of a classic keyword research and optimization mission .

How to identify your personas?

There are many methods and theories for this, but they will be more concrete through two examples.

The first, within the framework of the realization of semantic cocoons in real estate, we will have a very wide range of profiles: from the individual to the family, of all ages. We are therefore going to simplify this to 4 slices of life: individual, young couple looking for an apartment with 2 bedrooms, young couple expecting a second child and retirees . In parallel, we will have levels of knowledge ranging from nothing, the first installment to professionals in real estate management type "LMNP".

The second is less focused on profiles than on purchasing behavior. For example, on an e-commerce, we will have 20% of the products that will make 80% of the turnover with low average baskets. This average basket of around fifty euros is Profile 1 and represents 55% of turnover . Conversely, we will rarely but regularly have very high purchases of high-end products , this is Profile 2. It represents 15% of turnover. We will have a profile 3, with 30% of the turnover which is the heart of the clientele with average shopping cart at the very correct amount.

Profile 2 represents a strong growth potential that must be explored with a phone call and provided with a questionnaire prepared in advance in order to define: the who, what, how ?. Profiles 1 and 3 also deserve specific approaches in terms of marketing and calls to action both in terms of conquest policy and loyalty.

Do you need 2000 word pages to be 1st in Google?

This approach shatters the principle that it takes 2,000 words to appear 1st in Google. Sometimes, it will take 10,000, sometimes, it only needs 300 if the answer to the user's need is given.

For example on the query "loan calculator": Do you think you have to tell the story or how you calculate a loan? No, you just need to provide a good loan calculator! Then you have to link ...

EAT Google: How important is it?

The EAT is important for all queries, but some more than others.

If you are just looking for pictures of cute cats, then EAT is probably not that important. The subject is subjective, and it's okay if you see a cat that you don't find cute.

On the other hand, if you are looking for the right dosage of aspirin during gestation, then the EAT is definitely important. If Google were to show content on this topic written by an author with no knowledge of the matter, posted on an unreliable, unauthorized website, then the likelihood of that content being inaccurate or misleading is high.

Considering the nature of the information sought here, this is not only a slight inconvenience, it is also a potential danger to life.

EAT is also important for questions like "how to improve your credit score". In this case, advice from someone who has no idea what is going on and is not authorized to give their opinion is unlikely to be legitimate and should not be relied upon.

Google calls these kinds of topics YMYL (Your Money or Your Life) topics: Certain types of pages or topics can impact a person's happiness, health, financial stability, or security.

We call these pages "Your Money or Your Life", or YMYL.

If your site is built around a YMYL topic, it is essential that you meet these criteria.

Click-through rate - Does CTR influence ranking?

Our experience, our tests and the results obtained confirm that the CTR is not a ranking factor, the pogo sticking on the other hand is. Some specialists confirm that the time spent on the site, dwell time (obtained by google analytics, chrome ...) is also.

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SEO brings together the multiple operations aimed at improving and perpetuating the visibility of a site on the Internet. We can - roughly - summarize the evaluation of a site through standardized factors and others more focused on marketing and incentive:

  • The 4 questions to ask yourself before publishing a website
  • SXO: SEO and navigation, intuitive perception of the architecture, depth of the site
  • Google Ads Sales Pages and Landing Pages
  • Semantic cocoon and Content: enhancement and relevance of visible textual and editorial content
  • Popularity: evaluation of the quality of your popularity and affiliations and e-reputation + what is a good link and analysis of indicators: PageRank, TF / CF, Topical Flow
  • Content Marketing and Incentives : highlighting structural aspects in order to motivate the visitor to reach defined objectives

The term semantic cocoon was developed several years ago by Laurent Bourrelly to build and organize the architecture of a website. This technique consists of organizing the content of the pages of a site to link them together. This internal mesh worked around a particular theme forms a whole called a semantic cocoon.

The semantic cocoon will serve as a basis for understanding what a powerful website is today.

  • Links: essential tools for a good cocoon

The cocoon is built thanks to the establishment of a perfectly worked internal mesh. The pages are organized under different levels:

  • The target page;
  • Mixed pages;
  • The final pages;

These are the internal links that form a united whole between the different pages. This technique has proven itself in natural referencing.

  • Content: a determining element in shaping the semantics of the cocoon

Semantics commonly means " the study of the meaning of linguistic units and their combinations ". It is through this notion that the term semantic cocoon must be interpreted.

The contents that form this cocoon must be linked together by a common theme. And this theme must imperatively take into account the needs of Internet users to respond effectively.

This theme comes in the form of keywords worked and used effectively on each page according to the needs of the users. This technique works on the semantic field of each content to harmonize all the pages between them. It is this work of cohesion and liaison based on the needs of the "targets" which forms the whole of the semantic cocoon.

Laurent Bourrelly, inventor of the semantic cocoon

  • Career beginnings on the other side of the Atlantic

Laurent Bourrelly is one of the pillars of referencing in France thanks to the creation of a particular referencing technique called "semantic cocoon".

This Frenchman started his career in the United States. He worked during his first years in the field of communication and operational marketing. But his passion for computers pushed this “stork eater *” to change lanes to devote himself to SEO.

* The “stork eater” seo contest is a contest that was won by Laurent Bourrelly in 2004, which allowed him to start building his reputation.

  • The creation of a unique SEO technique: the semantic cocoon

Laurent Bourrelly launches the technique of the semantic cocoon inspired by the technique known as “siloing”. It consists of implementing a specific “on-page” strategy. It is illustrated around a harmonization of the pages of the site thanks to the creation of several silos on various themes.

This technique combines known principles with notions of thematic PageRank, for example. PageRank consists in representing the popularity of pages on Google by a particular index noted from 0 to 10. You can thus quickly know if a page of a site is popular according to its topic. The closer the page index is to 10, the greater its popularity.

We must visualize the semantic cocoon as a sort of pyramid formed of different layers which classify the contents according to their semantic field. The mesh of the whole can be imaged by a spider web woven around a main subject. This vision shakes up the techniques used until now and is widely proven in the field of SEO.

Why make a semantic cocoon?

After understanding what the notion of semantic cocoon means, we must answer the question: but what is it for? And why should we use it?

The answer is simple. Building your site using the semantic cocoon gives you the opportunity to be visible on the internet effectively. Internet users quickly find your site in Google results. However, this asset is not the only one to count when using the semantic cocoon.

  • Improve the visibility of its website

The number one reason that leads owners to use this technique is its SEO results. The semantic cocoon has been proven for several years to rank among the techniques to use to have perfect visibility on the internet.

Attention, to obtain this result, it is necessary to scrupulously respect solid techniques in terms of referencing. It's not enough to just insert internal links and build quality content to stay at the top of Google. The professionals who apply this technique order, build and optimize the entire architecture of the website as a whole. Having a global vision to be efficient in every detail, this is perhaps the secret to know and apply.

  • Meeting user needs

Building a semantic cocoon allows you to start from the needs of your targets. They will come and visit your site to obtain your products or services, but also to obtain additional information. You have determined upstream the user questions to answer them in the pages of your site.

This technique allows you to increase the number of visitors to your site. They come and above all they come back to read relevant content!

Semantic cocoon and high level referencing

The evolution of referencing techniques demonstrates the current effectiveness of the semantic cocoon. Quality takes precedence over quantity in the eyes of Google. And it is this “quality” aspect that is put forward by the technique of Laurent Bourrelly.

  • The lack of rigor sanctioned by Google

SEO techniques have sometimes gone as far as perversion to be "blacklisted". Some consultants were pushing page SEO to an exaggerated basis. The contents then became unreadable. The keywords were inserted too heavily, going so far as to suppress the main information.

Google is reacting strongly. He launched in 2011 Google Panda considered filter and penalize low quality content. Its goal is then to improve the natural results of Google for the benefit of sites offering quality content.

The hunt continued in 2012 with the creation of Google Penguin. This novelty seeks to penalize over-optimized sites including keyword stuffing. It also fights artificial or poor quality links. Even today, Google continues to put in place tools that penalize sites that do not respect “good SEO practices”.

  • What are the techniques that work?

Gone are the days for anarchist content that pulverizes the semantic field of a page. Today, we must take care of its content and put it back at the center of our concerns. Ultimately, for a site to be visible, it must have quality content.

However, more needs to be done. All SEO techniques are qualitative with the application of the semantic cocoon. The objective is to build a perfectly harmonious whole to guide both Google and the user on technical and relevant information.

Obtaining a high-performance result cannot be obtained without nothing. Each action must have its reason and its effectiveness to create unique added value for the site. This is mainly achieved by placing your targets at the heart of the organization. SEO becomes a technical matter to be mastered right down to your fingertips to give better visibility to the target page.

How to create a semantic cocoon?

The construction of the semantic cocoon is hierarchical and ordered. It is necessary to respect certain essential steps and not to burn them to achieve an optimal result. Presentation of this organization.

  1. The priority: understanding the needs of Internet users

Internet users are at the heart of the technique. You have to understand what the Internet user is looking for in order to answer their questions with appropriate content. This is therefore the first step to follow. The use of "personas" is an effective action to analyze the needs of its targets.

  1. Group the needs of Internet users around several expressions

Once the needs have been identified, we must focus on transforming these needs into different expressions. These make it possible to do all the work devoted to keywords and the semantic field. You have to put yourself in the shoes of Internet users to understand what you might type in the Google search bar.

  1. Building the organization of the semantic cocoon pages

The design of the semantic cocoon involves the arrangement of the pages of the site. We must design the semantic cocoon around a pyramid on several levels. For example, imagine that the theme of your cocoon revolves around mutual insurance.

  • At the very top of the pyramid is the target page or the parent page. It is intended for conversion. Its main theme is the “request for a mutual insurance quote”;
  • Below, the mixed pages provide relevant information to Internet users. There may be a page with the subject "How to choose your mutual? »Associated with a quote form;
  • The third step is reserved for complementary or final pages. They are intended to enrich the content around the same theme. The contents can therefore be more or less distant like, for example "what is the interest of a mutual? ";

Once the different pages have been organized, you have to start working around the internal mesh. It allows to bind the pages together to form a perfectly welded whole.

These steps are obviously briefly explained to get an overview of the steps in the creation of a semantic cocoon.

Semantic cocoon and e-commerce


The implementation of the semantic cocoon is an essential asset for your site. This statement is also true if you own an e-commerce site. The major drawback is that today platforms do not adapt well to this technique. It is therefore necessary to call in a professional to clean its interface most often.

  • The existing difficulties between WordPress and the semantic cocoon

This question raises many difficulties for proponents of quality SEO. Plugins specializing in e-commerce at WordPress sometimes make it difficult to set up a semantic cocoon. Indeed, the pages are heavy and slow down the website. The lines of code are difficult to access and it is the same for Google.

The semantic cocoon advocates precisely the opposite. Pages should be light and fast. The code should be clean and optimized for search engines. It is then necessary to ask the professionals to carry out a cleaning to push the most important pages of your site.

  • A difficulty valid for other structures of e-commerce sites

The previous statement for WordPress is also valid for other e-commerce site platforms such as Presta shop or Magento. These platforms offer options that are too weak to work properly on your SEO.

The establishment of a semantic cocoon is then slowed down and the whole must be taken over by a competent professional. To avoid wasting too much time, the professional may suggest that you concentrate their work on the most important pages of your site.

These pages have a dual purpose:

  • Highlight the commercial pages of your site to improve your visibility on them;
  • Position themselves easily when users type in keywords in their searches;

To obtain this result, it is therefore necessary that these pages can be indexed on Google thanks to quality and relevant content that perfectly meets the needs of Internet users.

How much does it cost ? The prices of the semantic cocoon

The establishment of a semantic cocoon for its site involves the work of several actors. They bring together their knowledge to form a complete and quality package.

  • The webmarketing part

The first actor is responsible for organizing the architecture of the site around the different pages. It examines the needs of Internet users. It searches for the keywords for each of the pages according to the determined themes. It does all of the architectural work without worrying about linking the pages.

  • The netlinking part

During the construction of the pages, you need a person responsible for linking these different structures together to form a harmonious whole. These links are created by internal links. These links form an effective internal link for the referencing of the website.

  • The web writing part

The semantic cocoon seeks in priority to set up quality actions. This requires the creation of qualitative content. It is therefore necessary to choose carefully the writers who work on the project to obtain interesting results. They are responsible for writing all the pages of the site (target pages, mixed pages and additional pages).

Semantic cocoon: what are the most suitable plugins?

Being able to automatically integrate its semantic cocoon on its site, this possibility is dreaming. And yet WordPress did it with the Bombyx2wp plugin. Presentation of this plugin dedicated to the semantic cocoon.

  • How does Bombyx4wp work?

This plugin was set up by Benoit Chevillot (professional coder) and Laurent Bourrelly (master of the semantic cocoon). The strong point of this tool: automatic integration of your content while respecting the rules of internal networking.

The installation is done quickly after downloading the mind map. The user can then customize the target pages, the mixed pages and the additional pages according to his preferences. This plugin has the advantage of reducing the risks associated with importing content and saving you time while scrupulously respecting the rules of the semantic cocoon. The goal is to quickly obtain good visibility for the site concerned.

  • Create your mind map with MindMeister

This mind map is used to organize the general tree structure of the site, starting from these target pages to reach all of these additional pages. This software allows you to start your first 3 series with a free version.

You must then switch to a paid version up to 4.99 euros per month to get all the content of the plan. You also have the possibility to export your realization in the form of a PDF file.

Silo VS Semantic cocoon: classic e-commerce technique

These two techniques clash in the field of the organization of an e-commerce site. Each puts its best assets forward, even if today, we must admit, the semantic cocoon is taking a good head start.

  • The silo technique, a fading reputation

The principle is that of conventional grain silos. The installation of large tanks in which are stored different seeds (barley, corn, wheat). The grains do not mix. This operation is similar for the website. Each section has a specific term and the sub-sections relate to the same topic.

Example: take a site that talks about cocktails. A first section concerns ti-punch with sub-sections (rum, sugar, fruits). A second section is devoted to the mojito with sub-sections (rum, mint, crushed ice, lime). The silo then sets up standard links to link the pages of the different sections that talk about rum.

This technique is not always interesting on an e-commerce site. Some sites sell products that are so different that it is better not to have a link between the different pages.

  • The semantic cocoon, an innovative and effective technique

The difference lies in the method of construction. If we had to make a representation of the semantic cocoon and the silo, the two diagrams would not be very different.

However, the base of the cocoon does not start from the same place. Indeed, it starts from the need of users to build its pages and not from the best keywords to use. The heart of the semantic cocoon's action lies in its target. The links are said to be “contextualized”, that is to say inserted in the heart of the pages in a relevant way towards certain pages in a structured way. The cocoon adds information that will directly serve the user. The mixed pages come to respond effectively to its need.

Example: to take up the previous illustration, if the construction of the site is worked with a semantic cocoon, some pages are specially designed to meet the needs of users. So there will be topics like:

  • What are the accessories to have to make a good cocktail?
  • Which sugar to choose to make your mojito?

The information is drawn directly from the user's need and no longer just from the keywords.

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