zohra belmahdi,
TRANSCRIPT
Zohra BELMAHDI, Sales Executive France Textbroker
Since 2005Unique content 36 languagesTranslation ALL languages
Who are we ?
We are a team of SEO experts with the
goal of offering a discipline that is for now
only monitored by experts.
We help our clients gain some autonomy
in reinforcing their SEO strategies.
Founded by 2 statistician engineers, we
apply our math and IT expertise in the
field of natural referencing.
1. What content are we talking about ?
2. Best practices when creating content
3. Impact of content optimization on User Experience and conversions
4. What type of content and where ?
5. How to measure the impact of content optimization on the website performance ?
6. Take away !
The stakes of content strategies
What type of content ?
Types of content
● Every website needs different types of
content to be successful
● Each type differs in its required quantity
and quality…
● …and this multiplied by the number of
languages you are operating in
● whatever type of content, it has to be
relevant
Define your audience
Content relevancy means:
● Know the user intent and
serve that intent
● Provide added value to the
user
● Address the right target
persona
What do they want??
● Use your brain =>
brainstorming
● Talk to your clients
● Observe your market
● Analyse the keywords
WHAT GOOGLE WANTS
I am so addicted to your content !
How does Google measure
authority and relevance?
relevance of your page : Prove your
expertise. Analyzing its content based
on several factors, including where,
how and how often you use certain
words in that piece of content.
Authority : number of links pointing to
that page and how trustworthy those
links are.
Trust : how trustfully your website is
(https, positive ratings, legal
disclaimer, securised payment, Google
My Business completed, etc.)
CONTENT CREATION : BEST PRACTICES
Look at my fresh, so fresh content!
● Add new content regularly
● Update your existing content
and make it current/evergreen
● Create reasons for users to
come back to your site and
consume more content
● …and show Google that you
regularly update your content
NO DUPLICATE !
● never copy content from
other websites
● check your internal pages
Google is TEXT ADDICT
Definitely, SIZE COUNTS!!
What a text appeal!
When reading the text, you
should not notice that some
keywords are inserted
=> soft!
BE DELICATE
Hey buddy look at my titles and sub-titles ;)
● Always choose catchy
headlines, (same goes for
summaries and meta
descriptions) that are
appealing to your audience
● Choose titles that will answer
your user query
We have a connection... I get you
● Short paragraphs
● Short and clear sentences
● Bullet points
● Bold
● Spelling mistakes, grammar, syntax
● Read again to remove all
unnecessary info
● Emotions, storytelling
A perfectly readable and understandable content
It all started with a briefing
● Adapt your style, your tone of voice
to your target => define clearly your
content briefing.
MULTI-DEVICE
● Your content must be readable on…
…desktops
…tablets
…smart phones
● Make sure your website is responsive
● Ensure proper segmentation of your articles (H1,
H2, H3) as well as catchy summary snippets visible
above the fold on mobile devices
Look I am so famous!
=> Create awareness
● Promote your content on social
media channels that are relevant
to your audience
● Evaluate strategies for using
influencer networks…
…or promoting your own staff to
become experts/influencers in
your field
● Consider link building with
trusted, high-authority external
links
<H1>Heading1</H1><H2>Heading2</H2>
<H3>Heading3</H3><H4>Heading4</H4>
WELL OPTIMIZED SEO CONTENT
Going international?
What to consider:
● Do local keyword research
● Translations vs. fresh content
creation
● Use native writers and editors
● Do it right or don‘t do it!
No-go‘s:
● Machine-translate your content
● Translate only parts of your website
or shopping process
IN PRACTICE
EXAMPLE 1 : My product pages are of no value !
Americans are good !
A product page with an interactive content !
An example of a listing page !
Coming back to the best product page :)
Editorial content (very informational) boosting the categorical pages !
Mixing editorial / commercial: our favorite type of content !
What about the offline and social media ?
The impact of content optimization on the user experience and the conversion rate
Keywords analysis
● Informational/commercial KW
● User’s words vs. Professional words
● Long tail
● User intent (Rankbrain friendly)
Rank Brain
The User Experience is key for Google. It is crucial to answer the user’s request at best => bounce rate, time
spent on the page, clic rate
Rank Brain : exemple sur Tediber
● Document best
practices
● Discover what type
of content is most
likely to be shared
● Identify influential
bloggers and social
media influencers
I am watching you
competitor
EXAMPLE
EXAMPLES
Content, user experience and conversion rateContent is King !
The <title> tag
A must !
● The KW should be in the
beginning of the text
● 65 characters max
● UNIQUE
● Answers the question and
makes us want to click !
Pro-tip : A/B testing on SEA and
apply it on SEO !
Contenu, expérience utilisateur et conversionContent is King !
The meta description tag
A must !
● Makes us want to click, gives commercial
arguments
● 230 characters max
● UNIQUE
Contenu, expérience utilisateur et conversionContent is King !
The H1 tag
A must !
● Includes the principal KW
● Around 100 characters
● Describes the added value of
the page
Example: Go Sport“quick wins”
Title : Swimwear – order, cheap prices - Go
Sport
Description : Swimwear at best prices on Go-
Sport.com – 24h/24 A large choice of sports
articles available – Online orders and fast
shipping !
H1 : missing
>> Not specific to the team “AS Saint Etienne”,
duplicated from the page “Swimwear” of AS
Monaco. Not a good move since for big sites
like these a little optimization would be enough
to rank well !
Respond to user questions
90%of our clients have never done keywords studies !
Their websites are more focused on their offer instead of their clients’ needs
But what are they really searching for ?
Semantic cocoons per theme & tree structures
Get the themes by knowing the interests of your clients
Each “knot” of the semantic cocoon represents an
access point of the client on your website.
>> pages to be set as a priority
Tree structure vs. navigation
Tree structure A semantic grouping method of the categorical pages, focused on the clients’ needs
NavigationA logical grouping method per category, focused on the tasks’ needs
Thus, concretely ? Combine the product page & purchase guide
The tree structure of the website indicates a semantic cocoon
around the theme “pillow”L
>> Tediber integrates his “pillow” purchase guide on its product
sheet
And it pays well !
The faceting & medium tail Keywords
Focus on the medium tail keywords
For example “matelas 140 x 190”
> Not “matelas” (short tail)
> Not “matelas dunlopillo aérotex 23,5 cm
couchage latex” (long tail)
We distinguish :
The categorical pages that depict the
intentions and for which we must create
web pages
The filters that do not change the content
(size, color, price…)
NO INDEX
Useful pages for users:
● Well optimized to have a better conversion rate
● Useful for Google
Le faceting & medium tail keywords
Content, user experience and conversion rate Netlinking is Queen !
The user navigation from a page to another is fluid and corresponds to
their needs
Linking the different pages “parent” and “children” depending on the
clients’ needs by adding popular links per theme
Which content to write and where to put it ?
What to write and where ? Some issues we might face...
How to find the keywords with the highest potential ?
How to measure the ROI of the SEO ?
The SEO knowledge is key and the
implementation of the actions could become
difficult
Your keywords study will tell you !
The tree structure of the website indicates a semantic
cocoon around the theme “oreiller”
>> Tediber integrates its purchase guide of “oreiller” on
its product sheet
Discover the intention of your clients thanks to your internal search engine
Combine categorical pages & purchase guide
The tree structure of the website indicates a semantic cocoon around the “lait bio infantile” theme
>> Greenweez integrates its purchase guide on its categorical page
How to measure the optimization of the content on the website performance ?
Measure the ROI of the contenuElectronic commerce > natural results
Measure the ROI of the contentBrand traffic and non brand traffic
Turnover, traffic and keywords ranking per theme
Measure the ROI of the content
Tediber L’ Incroyable matelas
+359% increase in traffic in one year
TAKE AWAY
Key Take Away
Focus client need
topic cluster
- Set keywords studies
per theme in order to
create the tree
structure of the website
and find the medium
tail keywords to
optimize- Optimize the faceting & use the
internal search engine to boost the
list of keywords
Define target and style
guide
Keywords
Writing with best practices
on page
optimisation
Intégrer le contenu “guide” aux pages catégories
Awareness (off page,
targeted social network)
Measure
Adjust