Martine Voyer
11-07-2022
|Digital Marketing

How our Marketing Agency Plans your Digital Content SEO

How do our SEO experts get your digital content to appear at the top of search results? They use foolproof tools and clear, precise performance charts to develop your SEO strategy. Discover all our secrets in this article.

SEO Strategy

 

For each of our clients, our inbound marketing team prepares a bespoke digital content SEO strategy. This plan is key to getting your web pages and your social media posts to appear at the top of search results. It is also the strategy that will drive clicks, shares and conversions of prospects into buyers!

A SEO strategy has three steps which form a funnel to reach the prospect, get them interested and incite them into action (by responding to a call to action to fill out a contact form, subscribe to a newsletter, download a document, buy a product online, etc.). Here is a more detailed description of what they entail.

 

Audit –  Research

 

Audit

 

Inbound traffic analysis (organic and paid)   

Our digital marketing team starts by analyzing inbound traffic on each platform:

  • How many people visited your web page or a post on your social media, and when?
  • What keywords (or phrases) were used in their Google searches to land on a particular web page, social media post or blog post?
  • What are the keywords that get your web pages (including your blog posts) on the first Google search result page?
  • Who are the direct competitors who position themselves with your keywords, and which keywords work well for them?
  • What external web pages refer to you and put a link to your website (backlinks)?
  • How many clicks did you get on your sponsored ads ?
  • What is the conversion rate for each click?

Trend analysis

The trends are then analyzed to find answers to several fundamental questions that are necessary to prepare your organic SEO (keywords) or paid referencing (sponsored ads) strategy:

  • In which months of the year do consumers buy your products the most? At what time of the day are there the most site visits? (In order to anticipate buying behaviour)
  • How may likes, comments, shares and clicks are there for each social media post, web page and blog article? (In order to determine what appeals to your target clientele)
  • What path do the visitors to your website take? Do they go through a blog article to click on a link to the Service or Contact pages on your website? (Helps to determine the purchase path and to optimize the site’s user friendliness)
  • How many backlinks point to your website? Which backlinks have a positive or negative impact on your website’s ranking in search results?
  • What are your web competitor’s detailed performance indicators?
  • Which effective keywords are missing from your site?
  • Which of your webpages brings in the most traffic?
  • Where do your visitors come from?

All inbound traffic analysis data, whether organic or paid, is presented in clear graphics that provide a real-time overview of the performance of your website or social media posts.

 

Real time request analysis

This data will allow you to see the traffic evolution, but also the positions of the Top 10 keywords and Top 50 keywords. It is also possible to compare, over different times of the year, how the same keyword performs and determine which keywords are progressing the most and which aren’t bringing in much traffic.

This data also used to analyze how a social media ad campaign performs (number of likes, comments, shares and clicks on links to your website, etc.), while providing data on prospects’ interests. For example, Braque launched a content campaign for Fromagerie Hamel that yielded over 2.3K of engagements and conversions (like, share, clicks and comments)!

 

 

By knowing the steps of the consumer’s purchasing path on your digital platforms, our experts can develop different workflow scenarios as we did for and SIGMA-RH. We offer your prospects various pieces of content adapted to each step in their purchasing path: teasers, information, discounts, contents, blog articles, how-to guides, white papers, webinars, training, etc. Workflow scenarios are a daunting task upfront, but they are extremely effective, while reducing the amount of SEO-related work later on.

 

Conversion path of our client Processia for a given month

Keyword volumes

Keyword search volume measures the number of times a specific keyword is searched for by web users in a given lapse of time. Our experts examine the density of keywords related to your industry to determine their popularity and competitiveness. This information guides our keyword selection strategy, so we can choose those most likely to interest your target clientele, and therefore generate traffic to your website.

Certain keywords are seasonal. For example, one of our clients, a chocolate maker, gets less searches for the keywords order chocolate online in July, because chocolate melts in the mail during this very warm month! But during the holiday season, the keywords chocolate present are very popular. The SEMRUSH tool allows us to see exactly when keywords become popular, thereby giving you the best period to target.

 

Source : SEMRUSH

 

Implementation Plan: Keyword Strategy

For each SEO mandate, our digital content optimization team first defines compatible vocabulary, i.e., we choose the family of keywords that works the best.  For example, for our chocolate making client, we chose  white chocolate in Montréal, dark chocolate in Montréal, quality white chocolate in Montréal, etc.

 

execution plan

 

We also make sure that the copywriter responsible for the texts for web pages, blog articles or social media posts follows a precise narrative arc, based on the primary and secondary chosen keywords. The texts must be organized to include these keywords in the H1 title (main title), in the H2 and H3 titles (secondary titles), as well as in the paragraphs.

We then add extensions, that are blocks of additional information added below text ads. These extensions can be text, buttons, or links and occupy more space when displayed in the top search results.  This can dramatically increase the click-through rate on your ads.

 

Activation: Launch and Optimization

 

activation

Search term analysis

After making a list of terms related to our clients’ products or services, we compare it with the stats on the search terms used by web users. Google Ads and SEMRUSH are helpful tools here.

 

Competitive intelligence

The  SEMRUSH tool provides us with the competitive rate (bidding density for paid ads related to a keyword) for national ads. This data can also represent a keyword’s organic value.

 

Google Search responsive campaign

Responsive ads display the text most searched for by your target audience. When we create this type of ad, we enter several titles and descriptions, then Google Ads automatically analyzes various combinations over time to identify which are the most effective for clicks and conversions.

 

Bidding strategy

Once we’ve selected the most effective keywords to include in your sponsored ad text, you can determine the maximum amount that you are ready to pay each time someone does a search that includes that keyword and then clicks on your ad (cost-per-click bidding).

The Google Ads system identifies, among your keywords, those that seem to be the most effective and which deserve a higher budget per click (increase your bids to generate more clicks) and those for which you can decrease your budget. A bid simulation table shows the number of clicks, the cost per keyword and impressions that your ads could have generated during a week if you had set higher or lower bids on a given keyword.

A conversion (a purchase or newsletter subscription) tracking table helps you to decide to keep the most effective keywords for conversions. Google Ads can even estimate which keywords would be the most effective to get your site on the first page or in the first position in search results.

 

Optimizing your landing pages

Our SEO specialist will show you how to improve the quality of content on your website landing pages. They will be able to make a list of keywords that should be included in them and in the internal and external links that could be added.  Our copywriter will then write texts to optimize your pages (including titles), calls to action and contact forms.

Then, using A/B Testing we can compare two or more versions of your pages, and you will be able to see what works best. A Heat map will also help us to know whether or not visitors are clicking on your landing pages. For example, we can see what type of call to action works the best to drive conversions.

 

Quality score check

For campaigns, a regular check of the Quality score index is necessary in order to adjust the content of the ad, but also of your website pages. The highest scoring text content are more likely to appear in the first search engine ad results, and will cost less per click (conversion).  To earn a high Quality score, the landing page ergonomics must be optimal and the ad content relevant and original.

Call on our inbound marketing and SEO agency  

Would you like to increase the traffic on your web pages and the conversion rate of your visitors (clicks, answers to a form or telephone calls)? Braque can help you to optimize your organic SEO (keywords in texts) and your paid SEO (pay-perclick sponsored ad campaigns).

Our inbound marketing team prepares a bespoke digital content SEO strategy for each of our clients. With our experts, you will substantially increase sales of your products and services.

Contact our agency specialized in SEO now to get more information about our services. Our advertising, marketing and SEO agency has been in Montréal for 30 years!

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