SEO before targeting the primary keyword terms of natural
referencing, SEO (Search Engine Optimization) consisted of positioning itself
on the first three results of organic searches on Google (non-paying) by
targeting primary keywords (table, shoes, accountant, bank, etc.). Being
present on this first page of results for these keywords was the major objective of an SEO agency to optimize a site with natural referencing.
However, SEO remains one of the major channels that brings
the best conversions in terms of sales. So it is increasingly important to
choose the keywords that buyers use, but not the way we used to.
Being # 1 on Google doesn't guarantee conversion,
just like paid ads or traditional ads. However, the enormous advantage of
natural referencing makes it possible to position oneself on selected keywords.
Hence the importance of positioning yourself on keywords that convert.
The last word: stop looking to position your site on
primary keywords that do not convert. Target the quality of your traffic rather
than the quantity by identifying the search intentions of your potential
buyers.
SEO now:
SEO now is about optimizing on keywords that convertThe
advantage of SEO is to be able to position itself in front of the eyes of
buyers on their precise searches. SEO therefore consists of optimizing your content for discovery and
conversion .
Here is a method to know how to identify the keywords that
convert in order to improve the SEO of your website.
To identify keywords that convert, you need to use mainly 2
resources: your own analysis reports of course, but most importantly, the
keyword tools that are available to you.
The Google Adwords Keyword Tool was a good tool for finding
keywords that convert but it has been replaced by Google Keyword Ad Planner ,
useful, of course, but less effective since it is much more oriented towards
ads. Adwords as general search terms.
If you use Google Keyword Ad Planner for SEO, do not forget
to check the “keyword ideas” tab to find the functionality of the Google
Keyword Tool.
SEO keyword in Google Keyword Planner
Many keyword research tools exist such as Semrush , Wordtracker , Searchmetrics or
Marketing Samurai , known worldwide and used by professional marketers.
Among these tools, the free version of Semrush is quite
interesting in that it provides just enough data to be useful (which by the way
makes you want to subscribe to the pro version). In particular, it gives the
number of results per keyword, which makes it possible to properly assess the
competition and the related keywords:
SEO and the choice of keywords that convert
SEO, therefore, allows you to better manage your paid
advertising campaign by knowing how to identify exact search terms. By
identifying exact search terms, you'll be able to target your ads and optimize
your pages for SEO on searches that more closely match your product and service
offerings and improve your conversions.
SEO today therefore targets the quality of traffic rather
than the good old traditional marketing method based on the amount of traffic.
Everyone knows that an email campaign converts at 1, 2, or 3% at the best of
times.
SEO allows you to carry out ad campaigns and optimize site
pages that convert at 20, 30 or 40%. Less traffic, but more conversions.
Remember to include regional and local search options if
your business is based on a catchment area.
Start by using your own analytics reports to identify which
keywords are bringing people to your site and measure their conversion
effectiveness. You should be able to see what people are looking for by
tracking how far you have come as you move through your website.
Set goals for some of your top conversion goals so you can
see which keywords you might not have thought of that are still bringing
traffic to your site, then check the search volume in your search engine.
chosen keyword analysis. Some tools include local search information. This is
extremely important so that you can see what is happening in your geographic
area.
SEO includes a full range of means
There are other ways to identify keywords that have high
conversions. For example, you can:
Use the command "intitle:" in the Google search
bar to identify the number of sites that have your keywords in the title
Example: intitle: hiking backpack.
Use Google suggest (the suggestions offered by Google when
you do a search), based on actual research. Ubersuggest is one of the great tools to extract all the
search suggestions from the major search engines.
Do a Google search and see suggested footer searches based
on searches that have been performed.
Do a competitive analysis to see which keywords your
competitors are using, what traffic they bring them and what
In other words, current SEO is all about identifying
keyphrases and optimizing on search intentions that convert. It is no longer
the primary keyword that should be targeted (far too costly in time, energy and
money) but the keyword phrase that precisely defines your offer.
How is SEO used to identify search intentions?
Think about how people search online, as well as yourself.
Many people use real questions in their online research. Knowing these
questions will give you a good start in improving your conversions. With the
new Google search engine, search results are more based on conversational
searches, thus approaching the way we speak.
If someone searches by asking a question and your site has
the answer, not only will your site be better positioned, but your offer will
be of more interest to that person.
Keep the research intent in mind. Keywords only convert if
they match what people are trying to do. Some people are just looking for
information with no intention of acting on what they find. Others seek with the
intention of acting.
To profit from search intentions, you must identify the
search terms that lead to the action. The more specific the search (color, location,
price ...), the more likely it is that the search engine user is looking to
accomplish something specific, such as finding a used silver gray family car
with less than 100,000 km at the meter. SEO today therefore consists in
properly identifying the offer by optimizing all the points that will help to
convert better.
SEO must also take into account mobile searches
Mobile research shows that more than any other segment,
mobile device users act quickly on the information they find. That's why
analyzing mobile search trends can help you identify key targets.
A responsive web design site that adapts the content to all
screen sizes becomes obvious, especially since it is a factor that Google takes
into account in the natural referencing of your website.
SEO and the content war
The richness and diversity of content have therefore become
essential for successful online marketing. Creating and optimizing captivating
content that targets the demands of Internet users requires the implementation
of an editorial strategy requiring many skills.
The study of the behavior of the buyers today of Google
reveals that it is necessary to target several stages in the phases of
purchasing decisions to succeed in converting online.
Content and SEO now go hand in hand, and this in a whole
called Inbound Marketing to manage to capture prospects online and turn them
into customers.
Conclusion on SEO
The web becomes a space for conversation with your audience
which requires the establishment of a blog and social network profiles adapted
to share your content optimized for SEO and conversion.
While studying search keywords online is the first step in
building an effective SEO strategy for your website, an editorial content
strategy becomes necessary to engage in conversation with your audience to grow
your business in line.
This is a great opportunity to set up to attract those who
are interested in your products and services, but it requires upstream work
that most companies have not yet integrated.
So, take the opportunity to be the first to do so in your
industry and get a head start with our SEO Friendly content marketing offers .
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