The 7 secrets of a successful SEO Marketing Strategy.
Whether you are an expert or a beginner in digital marketing, you have certainly heard of SEO marketing strategy (an acronym for Search Engine Optimization), also called SEO. Simply put, it is a set of techniques for optimizing the content of a web page to improve its visibility and positioning in search engine results.
Far from being anecdotal, the presence in the first Google results is today a crucial issue for businesses: search engines generate 30 0% more traffic than social media, while 65% of clicks are intended for first three results ( Panda SEO ). To increase traffic (and attract as qualified traffic as possible) to your website, and generate business opportunities through it, optimizing your SEO marketing strategy is, therefore, a necessity today.
To avoid the most common mistakes and ensure the effectiveness of your natural SEO marketing strategy, you must take care of several key elements, which will make the difference!
1 – Produce quality content
For many years, SEO was based solely on the use – more or less relevant – of keywords. Saturating the content of a page with a single keyword, completely neglecting the meaning, is no longer relevant today (and that’s good!).
Faced with the exponential growth of content on the web (each month, nearly 92 million blog articles are produced worldwide ), search engines have developed technologies allowing them to respond to the intention of each request. , to suggest the most suitable answers. The Internet has thus moved from the era of the keyword to that of semantics and research intent. More than ever, quality content is king.
72% of marketers consider creating relevant content the most effective SEO marketing strategy ( Ascend )
To generate qualified traffic to your website, you must, therefore, understand the intentions, business issues and needs of your customers and prospects, to adapt your editorial strategy accordingly. Each of your content must, therefore, answer one of their questions.
You will make two happy: Google and your prospects. On the one hand, search engines analyze the content of a page as a whole, in order to verify that it corresponds to what the internet user is looking for. On the other hand, such content is appreciated by Internet users, since it brings them real added value. If by going to your website, they find answers to their questions and relevant and useful advice, there is a good chance that they:
-visit again on your site
-consider you a reliable source of information
-value your expertise, especially in their professional circle
-require your services during their reflection and their purchasing process
In addition, if a user can easily find the information answering their questions, they will tend to stay longer on the page they are viewing, or even navigate your entire site. This increases the time spent on the page and decreases the bounce rate (the latter means the fact that a visitor immediately leaves a site after having only consulted the page by which he arrived on the latter). However, these are two key indicators for search engines … and therefore for SEO.
You will understand, to be well referenced on search engines, quality is, more than ever, the watchword of the creation of content on the web.
2 – Create Long content
For a long time, on the web, the trend was towards short content, written in very (too?) Large quantities. It is no longer the case ! Today, and as competition increases, short and unkempt content increasingly gives way to long formats (2000, even 2500 words). Thus, the first results on Google count, on average, 1890 words ( Backlinko ).
Producing rich content takes time and requires an investment in resources. However, this is an opportunity to capitalize on the concept of the long tail and on the semantics.
But the number of words is not everything! To reach the top places in search results, your content must:
-deal with a topic that interests your customers and prospects to capture their attention
-bring real added value to those who consult them
-contain impactful visuals (images, gifs, even videos) that support and illustrate the message
-be properly structured, so that they can be scanned quickly and easily
A HubSpot study found that content of more than 2,000 words generates more backlinks (i.e. inbound links) and shares. These are two key indicators that improve SEO.
Finally, it is a safe bet that you will further mature your prospects with detailed and relevant content. In addition to advancing them in their purchasing journey, you will be able to position yourself as an expert and reliable partner; ideal for promoting conversion!
3 – Mobile optimize your site
In recent years, the share of mobile traffic has steadily increased. Since 2015, more than half of web searches are done on mobile or tablet. In addition to the fact that your customers and prospects are more and more likely to access your site from different devices, the algorithms of search engines focus more and more on this element to reference web pages. Mobile optimization, which consists of adapting your site to different screen formats, is, therefore, essential today.
Not sure if your site is optimized for mobile? Ask yourself if:
-your site loads quickly (each lost second generates a drop in traffic…)
-paragraphs are not too long and the font is readable enough on a smartphone screen
-the modules are tactile and / or scroll correctly
-your site offers an optimized user experience regardless of the device used
Based on this observation, Google, which represents more than 90% of the search engine market share, deployed in 2018 the Mobile-First index, which, regardless of the device used (computer, tablet or smartphone) search results only based on the mobile version of the page. Additional proof of the rise of the mobile in browsing habits and consumption. This update obviously penalizes sites that are not suitable.
To go further and test the architecture of your site in-depth, several solutions are available to you. You can in particular use the mobile usability test of the Google Search Console, which lets you know if your website has ergonomic problems (loading time too high, too small a font for example), Dareboost, or opt for AMP (Accelerated Mobile Pages)
4 – Bet for local SEO
Since the deployment of the Pigeon algorithm in 2014, local referencing represents a real opportunity for companies: 50% of users who perform a local search on their smartphone visit a physical store during the day (Panda SEO). The local SEO, therefore, makes it possible to increase the visibility of a company when the query involves a localized criterion , as the name of a city, for example. Its development was notably favored by the advent of smartphones and mobile traffic.
Local referencing thus allows a company to stand out and appear prominently among its potential targets present on a local scale.
💡 Our Advice
To improve your local SEO performance, we warmly recommend that you create and maintain your company’s Google My Business listing, so that it appears in search results, but also on Google Map. This free record to create contains information such as your address, opening hours, switchboard telephone number, link to your website, etc. Or a set of information potentially very useful for your prospects if they wish to contact you.
5 – Structure each page with care
The algorithms also take into account technical criteria, which you will have to watch out for like milk on fire, so as not to risk wasting your efforts. As with a paper document, the web gives you the possibility of prioritizing the content of a text with titles and subtitles . These are indicated by the title tags (H1, H2, H3, etc.), which have two main objectives:
Make reading easier and improve user experience.
Indicate to the search engines the most important information.
The h1 tag is essential for SEO: it indicates to search engines the general theme of the web page on which it is located.
To optimize your title tags, follow these tips:
Be content with a single tag H1 per page, but choose with care
Use the lower levels (from H2 to H6) to structure the speech, but make sure that they follow each other logically (an H1 title cannot be directly followed by an H3, without interspersing H2 for example)
Insert one or more keywords in your title tags (especially in the H1), but make sure that they keep above all a meaning and consistency for the readers
Write different title tags for each page , to avoid penalties caused by duplicate content
Tools exist to check the correct structure of your page, such as the Web Developer plugin for example.
6 – Take into account voice search
Siri for Apple, Alexa at Amazon or Cortana from Microsoft; these voice assistants gradually moved into our daily lives, and with them, the voice search is becoming increasingly important .
By next year, 50% of searches will be by voice! ( wordstream)
However, the same oral expressions are not used as in writing; with voice assistants, we tend to formulate our requests in the form of questions, and the vocabulary used varies to tend towards a more natural and conversational language.
Similarly, the contexts are different, since voice search is particularly useful when you are busy: watching television, driving, with friends, cooking … With these new tools, surfing habits of Internet users evolve, change, and your website must adapt to these new uses!
Taking into account the research intention rather than just keywords by the search engines is all the more true with voice search. In addition, when they use it, users generally want an immediate response accessible quickly. Your content and its wording must, therefore, evolve accordingly.
In writing, these two principles (research intent and immediate response) are found in the optimized extracts offered by Google, the famous position 0.
In terms of SEO strategy, the emergence of voice search has reinforced the importance of the semantic field and search intention, which now takes precedence over keywords
7 – Optimize your overall website
You have to think about your SEO marketing strategy as a whole, not just web page by web page. Indeed, Google (and all of the search engines at the same time) will favour a site:
whose architecture and ergonomics facilitate navigation and indexing
updated regularly and hosting quality content
to which reference sites in their field point
To do this, you must take care to optimize different elements:
the internal network of your site
the loading time of your pages
securing your site
Take care of the internal mesh
Optimizing the internal network of your website means mastering the navigation and visitor flow, by creating internal links between your pages. Allowing internet users (but also search engine robots) to navigate easily from page to page has several advantages such as:
encourage them to consume more content, which, in a logic of Content Marketing, amounts to increasing the chances of converting them into leads.
make profitable the contents already created by increasing their visibility and making them gain SEO power in the eyes of Google and other search engines
decrease the bounce rate and increase the time spent on the site two elements are taken into account favourably by search engines
NB inserting internal links does not exempt you from introducing external links to web pages which are authoritative in their field. Your expertise will only be strengthened.
💡 Our Advice
To optimize the internal mesh of your website, we advise you to use a silo link strategy. Each silo corresponds to a theme and includes several hierarchical levels: this is the concept of the Topic Cluster. The first level refers to the overall theme, then each subsequent level introduces more and more precise content. This strategy gives pride of place to the semantic context, while promoting indexing by algorithms, thanks to a clear and logical architecture.
Minimize the loading speed of your pages
40% of internet users give up visiting a website that takes more than 3 seconds to load ( Neil Patel ).
And to impose a high loading time on your Internet users is to take the risk of losing them. Beyond the user experience, speed of display also appeals to search engines.
Google recently announced the implementation of Speed Update, an update to its algorithm which aims to penalize slower sites. If you want to assess the loading speed of your site, several tools are available to you, including PageSpeed Insights.
💡 Our Advice
Within an SEO strategy, images are a double-edged sword: if they can improve your SEO and the UX of your website, too heavy they will slow down the loading time of your pages and lead to poor performance. Therefore, make sure that the weight of the images you publish does not exceed 100 to 150kb maximum per image.
Keep your website safe
Since 2014, the presence of HTTPS (secure version of HTTP) is one of the elements taken into account by the Google algorithm. In addition to reassuring Internet users by more effectively protecting their data, an HTTPS site is more easily positioned on the first search results. Today it is a must-have for all e-commerce sites
The evolution of the referencing criteria you will follow
Finally, remember that SEO marketing strategy is constantly evolving. The criteria of referencing fluctuate as the search engines adapt to the new uses of Internet users, refine and enrich their results. Republishing old updated and optimized-blog articles with new content and new images can, for example, increase organic traffic to your site by up to 111% (Backlinko).
To stand out, you must be constantly on the lookout for best practices. And remember that SEO is a long-term strategy, which, to give the best possible results, requires a regular commitment.