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Elaborate an SEO strategy:

The vast majority of Internet traffic comes from the major search engines: Google, Bing, Yahoo! This is especially true if you have no or very little budget to invest in Google Adwords for example.

The place of SEO in the online marketing strategy

The contribution of search engines via SEO is all the more important as they generate targeted traffic with users searching for what you offer. Thus, if your site can not be found and analyzed to be referenced in the search engines, you can hardly increase the traffic of your site. And this statement is even more true if you are positioned in a competitive sector. Optimizing your SEO to be in front of your competitors is an invaluable investment.

In addition, investing time or money in optimizing the SEO of your site is very important because it offers a higher return on investment than other acquisition channels. Indeed, SEO costs less and above all allows you to remain independent compared to paid channels like Adwords or affiliation.

You must therefore develop and optimize an SEO strategy .

How to set up an effective SEO strategy?

We can distinguish 5 major steps in the development and optimization of a SEO strategy “home” that is to say, a strategy developed and conducted by you, without going through an agency specialized in SEO.

1) SEO strategy: the choice of keywords to target

Any SEO strategy starts with the choice of keywords to target for each page to reference. This is a lot of work but consider it an investment that will be largely amortized!

At this stage the primary rule to follow is to avoid targeting too different keywords on the same page. For example:

• Key words 1: “Buy apples”
• Key words 2: “Buy carrots”

Here you have to make a choice: target the sale of apples or carrots. The choice will be based on what you really propose on your page. And if you propose the two articles, you will have to separate them and thus target each of the keywords on dedicated pages. You can attract both Internet users interested in apples than carrots.

Then we weight our analysis according to several criteria (non-exhaustive list):

• the resources needed to reach the goal: time, budget, staff.
• the level of potential traffic to be generated: do users type this word? How many are they ?
• the quality of the potential traffic to generate: the net surfers who look for this key word are they in my target?

2) SEO Strategy: Content Optimization

Editorial content is one of the most important variables of SEO. It tells the search engines what your page is about.

Be careful, however, not to fall into the trap of writing only for search engines.

Indeed, remember that if you want to reference your site it is in order to generate targeted and quality traffic!

So meet both the imperatives of SEO and the expectations of your target remains a difficult discipline, which requires real writing skills: it must be relevant, respond to the request of Internet users, be complete.

3) SEO Strategy: the technical optimization of the page

As you probably know, search engines do not read web site content in the same way as humans do. You have to help them read and analyze your pages. For that you have to intervene on the HTML code of your pages. The elements to be optimized are the following (non-exhaustive list):

• The html code
• The title tag
• The meta description tag
• The urls
• Redirections
• The charset

When optimizing these technical variables always keep in mind the keywords you have chosen to target.

4) SEO strategy: linking (link strategy)

During this step, you will work on the popularity of your site. Search engines rate your popularity based on what other sites think and say about you:

• How many sites are you talking about? For this point, focus on quality over quantity.
• What popularity do they have in turn? The popularity of these sites is evaluated in the same way as for yours: the vote of the external sites.
• What are they talking about in their own content? Here the engines try to know if you have a real point in common with the sites that point to you. If it’s yes it’s good for you, if it’s not, then not so good!

5) SEO Strategy: Review of optimizations

As with any strategy, the moment of the balance sheet arrives to determine what has worked and what needs new optimizations.

The SEO strategy does not derogate from this rule. Especially as the techniques, the good practices evolve, it is therefore necessary to always get up to date.

The assessment is done in two stages:

• The technical balance that is made from the implementation of optimizations, to be sure that there are no oversights, “breaks”. Ex: Are the redirects all in place? Are there any forgotten alt tags …
• The positioning report must be in the form of regular “points” but spread over time.

This is a statement of the positioning of the keywords you have worked on.

This phase could either be done manually, but beware it can be very time-consuming, or be automated, this is the case for SEO agencies.

What you need to analyze:

• Your positioning before optimizations and after, for a list of keywords that you would have worked. Record your position at each survey to assess progress
• The number of urls / pages referenced to be sure that the whole site is accessible.
• The number of sites pointing to you and their quality.
• The increase in traffic generated by referencing (see analytical tool)
• The keywords that generate the traffic
• Time spent by keyword (to evaluate the relevance of the keyword)

Once all the data analyzed and conclusions drawn, we start all over again!

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