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Rethinking SEO in 2018

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How to rethink SEO in 2018

Digital practices are evolving at a high speed and SEO is not spared. This lever, which at the base was heavily influenced by tricks to more or less ‘deceive’ algorithms, must constantly reinvent itself in front of ever smarter search engines.

Organic visibility stat

The Organic visibility on Google is becoming more and more difficult to access. Beyond the major updates such as Panda, Penguin and Fred that challenged ‘bad’ content, SEO over-optimization, ‘bad’ link building and poor user experience, other regular updates of algorithms are design to improve the relevance of the results. However, it seems that Google now tends to systematically favor the general giants of e-commerce for the first places, including very specific markets.

At the same time, the space devoted to organic results is constantly being reduced in favor of other types of paid answers or internal to Google. Between the leading position 0 and the expansion of the space allocated to Adwords ads, as well as the knowledge graph and various services offered by Google from the results page (Google Flights, concert tickets, museum tickets …), natural results become secondary.

And this trend is not only seen on search engines but also on Facebook, with an even greater decrease in the reach of organic posts against the recommendations of friends and advertisements.

In such a context, the best strategy to adopt is to focus your efforts on what really interests your targets and not the indexing robots because it is this work that will allow you to be rated on them. Thus, SEO requires more and more transversal skills and rethinks in an integrated way within a comprehensive marketing strategy that will allow you to pull out your game plan on all the levers.

Mark the spirits: think ‘branding’

In a highly competitive market, it is ideal to reach your potential customers as early as possible in the buying process, that is to say even before they start their research on the internet. That they hear from you in a positive way to think of your brand when the need will be felt. With this in mind, branding is very important, even for companies that have not been interested in it so far. Determining your values, your competitive advantage, and your positioning, and conveying them through a differentiating message is now decisive. Even identifying a new niche in which you can thrive. The prescription is the best advertising a brand can receive and if your vision is right and challenges your targets to the point of inciting them to keep in mind or even talk about it will be easily declined on the various marketing levers, including the SEO.

For this purpose, it will be important to flatten your branding to make it remarkable. What could attributes make you stand out? With which targets could your offer be the most impactful? Whether it’s a product advantage, outstanding quality service, off-the-shelf communication or anything else that can create a brand attachment, tweaking your difference must be the basis of your strategy. And it is this detail that will be remembered.

Protect your brand-reputation

In the same vein, customer satisfaction must be sought and put forward. Because Google does not want to promote companies leaving behind traces of negative experiences. However, where big brands can still potentially have the benefit of the doubt in case of failure, the smallest companies are not allowed to make the mistake. And positive-minded customers are less likely to express themselves than those who are disappointed, nothing prevents you from encouraging them to also share their good impressions online. Your brand image capital will only get better.

Content Strategy: Quality rather than Quantity

Finally, the content still remains a cornerstone of SEO strategy. But not just any. The one that is valued by Google must, in the context of a fluid and enjoyable user experience, also provide a positive experience to the reader, without being written in order to optimize the site for keywords or phrases. As part of shopping sites, understanding the expectations of your customers, and the criteria for their purchases, you will know what information should be communicated and their hierarchy.

Regarding branded content, it must support your vision and your identity, while adopting an original and authentic angle of approach. Give free rein to your creativity so you do not just find yourself declining or even copying the good ideas of others.

Finally, concerning information content, so as not to multiply the topics that have already been widely debated by various competitors either directly or indirectly, the right strategy to adopt is based on the questions that your target audience ask and then fill in the gaps content available on the web by identifying those that have not yet been satisfactorily processed or that require more detailed responses.

In conclusion, the increasingly complex evolutions of SEO ultimately provoke strategic challenges on the part of brands that will ultimately stop the over-information and ultimately only keep the best.

Landing page optimization tips

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9 tips to optimize your landing pages

Implementing a digital marketing strategy is a significant investment for your business. Despite the variety of channels you use, research has shown that 98% of visitors will not complete a transaction on your site. But, it is possible to remedy this problem.

A landing page by target

In a web-marketing strategy, looking for ways to gain traffic is a priority, converting this traffic to real prospects is even more important. Landing pages are made for this: it is the marketing tool that will convert this visitor traffic into customers and prospects. Having a home page landing page is a common mistake.

A homepage is a general, informative page where the visitor is likely to browse or search for more information. A landing page is a page with a persuasive action on the web on a specific target and relative to a specific offer. The landing page aims to convince this target to perform a specific action: registration, contact form, etc …

The content of your landing page must be coherent with your action of acquisition. For example, if your landing page is the landing page at an AdWords ad, the visitor must find on your landing page arguments that support and demonstrate the title you had on your AdWords ad.

The design of a landing page should not be taken lightly. You must take into account many parameters to convert a maximum of visitors into prospects. With a neat and professional landing, know that you can increase your conversion rate (CR) by up to 300%. The strategies you will need to put in place are based on digital marketing techniques. Here are the essentials to optimize your landing pages.

Identify the purpose of the landing page

This step is fundamental because it guides your strategy. To determine the reasons for your landing page, first, identify the type of conversion you want to achieve. Is it to encourage users to buy your product? Is your jump page a tool to increase your e-reputation? Once you have clarified the final goal of your landing page, you will now be able to define your target audience and adapt the content according to the ‘personas’ frame of reference.

Optimize your call-to-action

Your landing page should have a call to action. Think of a goal, a single message, an action. Your basic message and call to action MUST be visible above the waterline. The call to action can be repeated throughout the page.

Are you an e-commerce site? Are you considering launching a new product? There are surefire ways to increase the conversion rate of your landing page with Call-to-Action (CTA). Highlight your offers for visitors to pass the act of purchase. In this case, you can opt for expressions such as ‘limited offers’, ‘flash sale’, ‘add to cart’ … to inform users that this is a one-time offer. To better choose the strategy, take the time to observe the behaviors of your targets. For example, it is possible to vary the location of CTAs.

If the purpose of your landing page is filling a form, you will need to minimize the number of mandatory fields to be completed by visitors. If you need a lot of data, try running A / B tests with varying amounts of input fields to know the acceptable dropout rate for the additional information captured. Note that a ‘social share’ button in a choice form, greatly increases the conversion rate.

Take care of the design of your web page

The landing page should reflect your company’s image. Make sure that the design is consistent with the Visual identity of your brand. You should also standardize the formatting of your landing page and of your site. This tip is very important so that your potential customers do not get lost. Also be careful about the choice of typography. It is best to put a simple forward, but nice font to see. In order to increase your conversions by up to 86%, it is also possible to insert video or pictures on your landing page.

Choose a catchy title

Studies have shown that 80% of Internet users interested in the title of articles, only 2 users out of 10 decide to stay longer than 5 minutes on a page. Choosing a catchy and relevant title is, therefore, essential to attract your potential readers to continue visiting the site. There are no general rules to create a captivating title. Strategies have however been proven on the web and helped to increase the CRO. The use of adverbs such as ‘how’ and ‘why’ is most often affected, because it allows responding to your readers.

Opt for a responsive design

Do you want to reach more prospects? The responsive design must be integrated into your digital marketing strategy. You must create a landing page that is suitable for all media. With the evolution of technology, mobiles and tablets are everywhere. In Canada, they are more used to connect to the internet, because more than half of users are opting for these terminals. To ensure the success of the responsive design, you must make your web page more ergonomic regardless of the tool used. The choice of the display format is essential to achieve this goal. It is also important that your web designer uses programs to allow users to quickly access the landing page.

Share consumer reviews

A satisfied customer can greatly increase your brand reputation to the general public. Prospects who do not yet know your products and/or services will be attracted to your brand by relying on the testimonials of your customers. There is nothing better than offering a way for consumers who have already tested your products and/or services to share their reviews on your landing page. With this information, you will easily optimize your landing page. Don’t be tempted to create false testimonials. By inducing Internet users to make a mistake, you will hurt your reputation.

Make the visit to your landing page more attractive

Your landing page captures the attention of visitors? This is already great news, but there is still work to be done. Internet users need to spend as much time as possible. You must, therefore, multiply your efforts to surprise your visitors. Do you know that videos always attract users’ attention? It is possible to gain a conversion rate of more than 75% through a video. For hosting this multimedia file, you can, for example, use Youtube or Vimeo. The ‘chat’ is also an interesting solution to encourage interaction with potential customers.

Track your conversion rate

It’s always a good idea to have concrete data to know where your landing page conversion rate is. Is your strategy effective? What are the points to improve? With Google Analytics, you’ll have reliable statistics on the number of monthly conversions and the conversion rate. This tool can also count the exact number of sales, downloads … With these data, you will be able to react in time.

There is no strict rule to follow to increase your conversion rate. These tips will help you make your landing page as effective as possible. Take the time to study each point and improve your strategy.