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ADVICE AND REMARKS ON CORPORATE SEO

Are you running a business and looking to increase your visibility? SEO appears to be one of the most common solutions on which many players are present. In this article, I give you the most basic advice and some things to think about when you want to be more present on search engines. When you have adopted a digital-oriented marketing strategy , SEO and SEA definitely appear to be great means of acquisitions. The reality is that this is not only the only advantage but we come back to that later.

Establish a corporate SEO strategy

Our many trusted SEO clients know it: To obtain results, we must set quantifiable and qualifiable objectives. Likewise, based on our experience, we define what falls within the priority objectives and secondary objectives . The great property of SEO is to mark a territory and most often to position a website in an existing market over the long term. It is up to the company to then propose the appropriate offer to the traffic obtained. The SEA has the advantage of positioning your website directly on the offers you offer; It is up to you as for us to study with great precision, in a ROIste way the conversion of such campaigns of Ads. In both cases, the preliminary study and a reflection on the marketing strategy must be put in place. For this, it is necessary to provide feedback qualifying the resulting means of action.

We have a habit (and our loyal readers know it) of breaking down SEO into several areas of study:

On-page and off-page on the one hand,

The technical part and the semantic part on the other hand.

These questions are the subject of an in-depth study in the SEO audit that we offer to small, medium and large companies that ask us. The stakes are high in many respects on SEO because it allows to establish a launching pad on social media, E-reputation, E-mailing in addition to the sales generated by the very fact of having a good site. reference.

Is the benchmark useful in corporate SEO?

The benchmark is a form of benchmarking, of comparison in a way from one company to another. In SEO and even in paid referencing, it is possible to establish elements of comparison between the different players in the same market. It is generally interesting to extract information from competing sites, including for a more global marketing strategy (Note that there are different ways of benchmarking ). But we will not hide here that there are not so many differentiation methods on the levers that are SEO and SEA. In any case, the techniques are more or less the same depending on the objective criteria that we define together. Be careful, when I mention the little singularity in corporate SEO strategies, I do not forget that we can be more or less aggressive, more or less in relation to direct request, more or less on a competitive to highly competitive sector involving reflection of a different nature. But I'll summarize the methods quite trivially:

You need a clean code for your site (and rich in elements adapted to the engines),

You need content,

You need a nice semantically distributed tree structure,

You need an internal mesh,

You need more popularity (backlinks).

This means that if it is necessary to look at the competitors, it is mainly on certain points and in particular the way in which the backlinking is done . For the rest, the logic resulting from a mind map and an annual marketing plan should be sufficient to rank better. In any case, the competitors have the same needs.

The elements of differentiation in the SEO of companies

As I mentioned just above, the elements of differentiation are more limited. However, we will notice that many companies base their strategy on elements such as storytelling or backlinking and it is there that we can have interesting margins of maneuver. These criteria, which should be analyzed, do not necessarily correspond to the approach of evaluating conversion. Evaluating conversion is not just looking at the conversion rate against the indicator in your profession; We are more inclined to talk about raw data and let me explain why: When you increase the performance of a website from the point of view of SEO, you potentially increase traffic including that from the long tail. Therefore, your traffic increases even though the market you are targeting remains relatively identical in volume.

The consequence in Google Analytics is: Increase in bounce rate and decrease in conversion rate. I wanted to remind people here that seeing your conversion rate fall on SEO but your gross value increase is not only normal, it is desirable! It's up to you and us to find the real good key performance indicators (KPIs) such as the number and quality of positions in Google for example.

You are not satisfied with this remark and I understand you. This is where another differentiator comes in: The user experience . We could even consider this point as the first to observe (many professionals do so wrongly in my opinion). User experience (UX) is the last element that improves the conversion (And there, I hope you read the above )

Beyond that, I had already expressed my opposition to having a concomitance between user satisfaction and a high bounce rate in Google Analytics on the excellent site of Olivier Duffez. No, satisfaction and further UX are elements to be taken into account from the SEO point of view from the SERP and for a company in its own processes throughout customer - employee - partner - supplier relationships. I like the notion of relational business and accomplished inbound marketing strategy . In a nutshell: Passive prospecting and loyalty are good, appropriation as business design is better.

Control your brand image through corporate referencing

Often, we are contacted for E-reputation issues . A lack of visibility is a recurring problem that also generates problems in the long term. Without customer follow-up, without cocooning your market and without an Internet presence with:

A well-referenced website,

Storytelling and demonstration of expertise,

Blogging,

Useful video on YouTube

In-depth work on social networks 

You are sure to see negative appearances whatever the level of your business in a market that demands more relationships . Centralize all your resources here and ensure that digital is the business of all your employees, it participates in the culture of the company and that is felt, transmitted, appreciated and understood. If you need a diagnosis of your e-reputation , contact us.