How to improve SEO in Google? I detail the 5 steps to be more visible in Google!
Without realizing it, the SEO on Google evolves regularly with for example the voice search, the reduction of the number of positions for the paid referencing … not to mention small changes in the algorithm of Google.
However, what does not change in SEO, it is the importance of the choice of keywords (related to the creation of contents) to appear on the good expressions in the search engine of google.
Here is a chart that summarizes the key factors to improve its SEO agency in Google:
- The domain name
- Links pointing to the page
- The anchor of the link that points to your page
- The keyword used in the page and its optimization
To find the right m ots c strips must both common sense, but also keyword analysis tools which we’ll discuss a little later.
One of the fundamental principles, whatever the sector of activity, and despite all the changes imposed by the search engines, is to create 1 page of content for 1 specific keyword.
This is the fundamental principle: if you want to be visible for 100 phrases on Google, you must create 100 pages specifically optimized for these 100 expressions.
The goal is to identify the keywords that are most relevant, which will create the art pages optimized for these expressions crucial for your business .
Then, depending on the quality of your content, the number of links that point to the site … Google will rank them in the results of the keyword when users type this expression into the Google search engine.
So we’ll go through the key steps together to identify the right keywords to improve your visibility and drive more targeted leads through Google.
But before that, there are four key points to keep in mind before you head headlong into creating the associated content:
- Select keywords that should bring the best the Return on Investment (ROI). This analysis must be done on each selected keyword. The goal is to draw up a priority list so as not to waste time on keywords that are too competitive, or on the contrary to position themselves on keywords with too low a volume.
- Anticipate what you will do traffic that will arrive on your pages. Indeed it is good to have content adapted to your target but it must take action. So you have to either value your products or services to sell them, or retrieve the coordinates and then set up a marketing automation scenario to proceed with the sale.
- Focus on the keywords related to the purchase or upstream of the act of purchase to attract targeted prospects, even if these keywords are little sought. This is for example a focus on the keywords related to an immediate purchase (ex: cheap mountain bike Bordeaux …) rather than generic keywords (eg mountain biking).
- Avoid wasting time trying to position yourself on popular keywords but generic (which may attract visitors off target) or competition (where you can never position yourself with a budget “normal”). For example, position yourself on the keyword “CRM” in general or “Free CRM” if you sell a high-end CRM. Indeed, on the generic keywords you will have necessarily in competition Wikipedia or generic sites.
To illustrate these 4 tips, here is a graph that will give you an idea of the cruel dilemma for choosing your keywords: the more generic the keywords they have, the less they convert and the more competitive they are.
For this you must:
- Conduct maintenance s qualitative s (group or individual) with employees of the company,especially those related to prospects (sales, marketing, customer service …). You have to ask them to tell how a sale is, what are the key words used, what are the problems put forward, what the customers say …
- Send an Excel file (or Google Sheets) where your colleagues will write the keywords they think the prospect types in Google to find your products. The goal is that they can provide you with a basic list. For this use a shared file (Google Sheets, Google Drive, Dropbox …) so that everyone can see the keywords, themes …
It is important to work on major themes (eg types of needs and problems, company product names, competitors’ product names, technical terms, etc.) so as not to focus on keywords. “products”.
To feed this file, several questions can be asked with the questioning diagram “QQOQCCP” accompanied by information on the way the sale takes place :
- What : description of the product, the problem, the needs, the activity, the questions asked, the keywords used, acronyms, synonyms, market trends …
- Who : who is the typical client, who is involved in buying and using, who is involved, what is his job, which sites he visits, how does he get information …
- Where : what is the buying process, the audience hubs …
- When : the moment, the frequency, the seasonality …
- How : methods, procedures …
- Why : causes, reasons, purpose, purpose …
- Fears : What are they afraid of …
- Advice to create the need, to encourage action …
- The tips to get them to decide, the keywords that make tilt …
- The official and unofficial reasons to buy a product (ex: one does not buy only a Mercedes for the power of the engine, or a Renault Zoe for the size of the car … there are motivations not avowed but very important).
- Anecdotes, verbatim, expressions used … by prospects, and those used by sales and marketing.
- The names (brands …), the names of the competitors … used.
- The types of products ordered , the ranges of products (eg low cost …)
The goal is to put yourself in the customer’s shoes, and think about what he’s going to type in Google.
Note: upstream it will be necessary to define the “persona”, that is to say, who his typical client. What type of clientele and consumers are you targeting? Why do you have to buy from home and not from another seller? Q ual are the points of differentiation between you and your competitors? What issues is your product or service trying to solve?