M13 — Chapter 14 - GEO & AEO

Criterion M13: Conversational Language — guide + checklist

PART 2 - Advanced Strategies Chapter 14 - GEO & AEO Keyword : langage conversationnel

This criterion is subtle… until it blocks SEO performance.

The **M13 — Conversational Language** criterion is part of our SEO checklist (335 criteria). Here, you have a **practical** method to check and fix it — with a concrete example.

What exactly this criterion covers

This criterion is subtle… until it blocks SEO performance.

**M13 — Conversational Language** (Chapter 14 - GEO & AEO): Natural writing understandable by LLMs

Why it matters (SEO + UX)

Why it matters: it is a UX point that eventually translates into SEO. When poorly applied, we often observe: ambiguity (wrong associated query), duplication between pages, or loss of performance on Core Web Vitals.

On high-volume generated sites, this criterion also acts as a **safeguard**: a stable rule prevents 1,000 errors at once.

How to check (step by step)

Approach: crawl check (list + export). Recommended tool: **AnswerThePublic**.

  1. Open the source code and locate the concerned element (tag/structure).
  2. Check hierarchy and coherence with H1 + intro.
  3. Run a crawl to detect pages violating the criterion.

Tip: first isolate 10 “representative” URLs (top pages + generated pages) before scaling the fix.

How to fix properly

Strategy: repair, re-crawl, and monitor in Search Console.

  • Rewrite the plan: clear H1, H2 = sub-questions, H3 = details.
  • Add a differentiating element (scope, method, example) to avoid duplication.
  • Check coherence with intent (info / comparison / action).

Then: re-crawl 50–200 URLs, then monitor Search Console over 7–14 days (impressions/CTR/indexing).

Concrete example (illustrative)

Example (illustrative):

  • **Context**: service landing page for law firm in Lyon
  • **Before**: generic H1 + sections without hierarchy (incoherent H2/H3).
  • **After**: intent-oriented H1 + H2 by sub-questions (case: service landing — law firm).
  • **Note**: Goal: make the plan “scannable” and aligned with intent.

Checklist to tick

  • [ ] Matches intent
  • [ ] Unique
  • [ ] Concrete examples
  • [ ] Natural keywords
FAQ

Frequently asked questions — M13

What is the most common mistake on “Conversational Language”?

Trying to “optimize” by adding too many keywords, which degrades readability and creates repetitions.

Which tool is fastest for large-scale checking?

For this type of criterion, a crawl (e.g., Screaming Frog) + targeted verification in AnswerThePublic is generally the fastest combo.

How to prevent this from recurring on 10K generated pages?

Freeze an auto-generation rule (title/structure/schema/URLs) + add automatic control (crawl or test) before production import.

Ready to go from theory to action?

Validate this criterion with an audit, then deepen the method in the Academy.

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