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June 2, 2020

“Content is king”

Even though marketers just love repeating this idiom, it remains very true and is becoming more relevant every day. Especially now. But in order for your content to work its magic, it’s even more important that you are the king or queen of your content. Of course, you need quality content, but you’ll also want your content to reach your target audience. And that’s exactly the reason you need an SEO strategy. Let’s dive in.

What is SEO?

Let’s start with the beginning. When talking about SEO (Search Engine Optimisation), we’re referring to the efforts made to ensure that your website’s content is easily found by search engines. And especially by Google, the ruler of all search engines.

Organic visibility in search engines

And why would you want to do that? Well, by optimising your website (and content), you’ll rank higher in the Search Engine Result Page (SERP). Which in turn will improve the probability that a prospective customer clicks on your web link, instead of the link of your competitors. More clicks, more organic traffic, more ROI.

SEO is not SEA

Why are we talking about organic traffic, you might ask? It’s because organic traffic implies that you’re getting these visitors for free thanks to SEO tactics. With SEA, we pay the search engine to make our content more visible. It’s the quality and relevance (especially in terms of semantics) of your content that search engines will reward with a high spot in the SERP.

These two approaches are often characterised as antagonists. However, SEO and SEA tactics are often used together to complement each other in a global digital strategy. When launching a new website, SEA can be used to create a visibility burst before SEO starts yielding results.

SEO: quality traffic as the main goal

Why is investing in SEO so important? Simply put, it’s your number one tool to get more quality traffic – or visits from your target audience – to your website. 

Even though traffic volume and the number of clicks are key objectives in your digital strategy, you still want those clicks to come from your target audience. If you generate 100 000 clicks on your website by people who are not interested in your content, they’re all worthless since they will not lead to conversions (downloads, sales, etc.).

Why does SEO help to generate quality traffic?

The main mission of search engines is to provide the internet user with the most relevant answer to the question they ask them. And they have evolved to become really, really, really good at it. Which makes sense, since the better their answer is, the more satisfied you will be with their services.

So when your content perfectly matches your visitors’ needs, the search engine loves to get you together. And this match can ultimately lead to a conversion of this quality visitor. But to achieve this, it’s very important to end up in one of the prime spots of the SERP. If not, it’s most likely that your targeted audience will not find your website.

Quality traffic … and more

Besides generating quality traffic, an efficient SEO approach could have other positive effects on your digital strategy:

  • Boost your credibility in your field.After all, SEO is based on the quality of your content. This quality can help you prove your relevance in your field of expertise. Or even establish you as a thought leader.
  • Challenge your organisation, the quality of your content, and the positioning of your products.Optimising your SEO means developing web pages with quality content, but it also makes you rethink how you organise your digital information and the way you link this content to your products. 
  • Make your visibility last.Sometimes it takes a while before you’ll see the results of your SEO efforts. But when you do, the effects are very often long-lasting. Especially compared to a paid campaign where your visibility will go back to zero once it’s over.

In fact, today it’s always a good idea to set up your SEO efforts combined with your brand strategy and business objectives.

 

By Yasmina Dumont