To be well referenced, you need to understand what Google will offer in the search results: shopping, images, videos, local, etc. There are different types of results that Google uses depending on the user behavior it detects. Because of this, the first thing you need to do is understand your target and what it will be looking for: its search intent…
1) Study your “buyer persona” to define the expected content
It is important to know your primary and secondary goals in order to implement the appropriate content strategy.
The people who subscribe to your service need it. How do you like your service? You need to create content that’s present at every stage of the research process on Google: from the problem you’re trying to solve, to comparing it to other services, to the purchase process.
If you know your goals well, you have defined your personas and you know almost everything about them: their concerns, their fears, the media that will listen to them, etc. Then you start with the right basics.
Ask yourself the right questions:
- What problems will your product/service solve?
- What will be the benefits to your goal?
- what are their needs
- Who are my competitors? what do they offer
Brainstom and write one word, one idea per post-it, to:
- List the terms that relate to the strengths/weaknesses of your product/service;
- List your target’s needs;
- List the fears your service might raise;
- list competitors;
- list partners.
example : Optics / Glasses / Lenses / Children / Sunglasses / Reimbursement / Secu / Mutual Insurance / Deadlines / Corrective Lenses / Anti-Reflective / Blue Light
2) Assess feasibility
SEO is a long-term task, it takes patience to measure the first results. For this reason, I advise you to start with keywords that are easy to reach (long tail).
In fact, unless you are in a real niche market, it will be very difficult for you to rank in the first positions of a SERP for a top keyword of your business (if you have no history, no authority).
There are 3 fundamentals to respect: content + technique + authority.
They master the technology and the production of content. The authority, the notoriety will come with time.
What is notoriety? It’s the reputation of your expertise on the web. are we talking about you who is talking about you You got it, that takes the most time.
Nonetheless, by grabbing small key phrases, you will start getting people talking about you to generate traffic. Using RS and SEA can also speed up the process.
How do you measure the difficulty of a keyword?
Using free or paid tools: Google Keyword Planner, Ubersuggest, SEMRush etc. The best practice remains that of your SEO consultant who has the expertise and his homemade tips to present you with a keyword study that fits your goals.
Remember: The more results the keyword generates, the more the keyword is in demand (search volume), the more difficult it is for you to position yourself (in the beginning 😉 ).
The costs in CPC are also an interesting indicator for assessing the competition. However, be aware of the seasonality. (Ski rental, standup paddle rental, etc.)
You can now rank your keyword phrases from the simplest to the most complex.
3) Produce your content
Choose one of your keywords and start writing. Almost !
You write your content for one person, one individual! Stop keyword stuffing and repetition.
You’ve selected your keyword phrase, entered it into Google and observed the content offered:
- product sheets;
- blog entries;
- Purchase deposits:
- videos or pictures.
Why is it important to do this?
What Google shows you is a “picture” of what people expect!
It is important to understand this concept.
Your content needs to follow this pattern, and if you want to make the top 3, you need to outperform the competition.
Break down into sections and paragraphs, make sentences short and concise for easy reading.
Here you have all the important information to create your content.
4) Content Optimization
Once your content is created, you need to optimize it.
For this it is necessary to have some basic concepts in HTML.
- Check that each section title contains your main keyword. The section title is written in H2. Use the “strong” tag to emphasize important terms to reinforce your page’s semantics.
- Place links to related content, child pages, or parent pages to take advantage of internal networking and spread the SEO juice between your pages.
- Place links to partner sites to get the juices flowing between your sites.
- Optimize your images if you have them.
5) The publication of your content
The publication of your articles must be regular. Regularity sends a strong signal to Google that you are active and present.
You have prepared 20 articles, take the time to publish them over 10 weeks at a rate of 2 articles per week. So you have 10 weeks to produce 20 new ones, and so on.
6) Track and measure the performance of your content
You can track multiple KPIs with an audience measurement tool like Google Analytics.
To measure the success of your content, you can track the bounce rate as well as the time spent on the page.
About the author
Mathieu Allart: Manager of Mael et Zélie and web consultant in Lille. I’ve been building websites and emailing for 17 years. As a developer, project manager, then team manager, I offer my consulting services to companies looking for visibility on the internet.