SEO agency vs. In-house SEO: a guide for companies

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SEO agency vs. In-house SEO

“You are not a good SEO if you have never looked after your web project from beginning to end,” a colleague who works for a renowned SEO agency recently told me. We thought for a moment: “That’s right.” After all, there’s a lot of SEO theory, but knowledge is of little value without experience. In-house SEO, according to our counterpart, would also often suffer from operational blindness; as it is usual, if you are the contact for a single brand or always the same products. Free SEO consultants or agencies would have a clear advantage: they usually look after many different companies, usually even from very different industries. So who does the better job in SEO: own teams or service providers?

If you only outsource, you risk a blind flight

“I pay, you make sure that I am at Google’s top.” Who has heard this sentence as a service provider before, en expected then sometimes a nasty surprise. Already with the first steps on the way, the payment-willing but otherwise apathetic customers to miss an SEO strategy, it failed because of the desire of the client to join in the fun. “After all, I pay money, and not too short. So you do something for your fee! “As a service provider, you are often faced with more questions than answers. What can we do for this company? Often, then, only actions remain, for which the client does not have to move a finger. This inevitably leads to SEO measures that are limited to the construction of links. A risky venture. At best, the SEO agency works with half strength, while you are chronically absent and respond to questions and ideas for action with concise mails. In the worst case, you send your SEO and thus an important part of their online marketing on a blind flight with an uncertain outcome.

If you are thinking about launching a service provider for your SEO, say goodbye to the thought of simply “letting it go.” He can (at least on page) do nothing if they do not provide him with an adversary who picks up suggestions and gives feedback, and not least sets processes in motion that anchor the SEO plan in the company. Because an SEO strategy must lead to real changes, especially on the website. Everything else is at most online PR and has little to do with SEO.

If you want to do everything yourself, you should start modestly

SEO is a complex marketing field. If you want to build up your resources with employees, you should plan many small steps. An experienced employee will quickly take your in-house SEO to a new level. However, even a professional needs the appropriate infrastructure in the company to put his SEO knowledge into action. As a rule, it is not enough to hire a more or less experienced head internally with the topic of SEO, but a part of their company must be geared to work this way.

As a rule, it will take some time until you have developed and implemented a fully fledged SEO strategy with your employee or even a team. Start working on the biggest bottlenecks that your business or website is targeting Google traffic. Make sure your in-house team has all the tools, means and disciplines you need. These include:

  • Marketing Goals: Why do we do SEO? How do we do it? What do we do?
  • SEO tools that fit your needs
  • Knowledge and experience in using Google services such as Analytics, Webmaster Tools, Google My Business, etc.
  • Capable authors who can implement a content strategy
  • PR Contacts
  • Basic technical understanding and the ability to influence the content and structure of your website
  • Sources for training and knowledge building
SEO agency vs. In-house SEO

What must an employee who supervises the SEO?

You would do well to entrust a technically savvy employee with your SEO. On the other hand, a person driven by numbers can lose sight of the creative aspect of search engine optimization. A generalist who knows about recent and recent developments in the search engine, brings technical understanding for web projects and can think conceptually, is a good interface between your company, Google and the users of the search engine. As with choosing an SEO service provider, in-house SEO should support the company’s strategic goals rather than just focusing on classic SEO KPIs such as rankings and traffic.

Attention to “diehard” SEO’s

Sadly, some potential applicants have already lost this train. They may have learned their trade in an SEO agency and have lived up to a real tunnel vision over the years. An in-house SEO must be able to think interdisciplinary. A professional idiot is out of place. For others, looking beyond the box is not difficult – they understand that your SEO must be a complement to the complete marketing strategy and not a privileged island discipline that works on its own and is not the rest of the marketing strategy needs to take care of.

SEO agency vs. In-house SEO

What is a good SEO service provider?

First of all, you recognize a good SEO service provider because it does not measure itself and the desired successes only on superficial results such as Google rankings, but asks and puts the strategic goals of your company in the foreground. In most cases, this is geared toward your company’s sales. If someone tells you about top rankings and other unimportant KPIs that he and now would translate for you, you’re probably on the wrong track with your contact.

Put on advice with sense and reason

They recognize a good service provider by asking them the questions that help them to be more clear. It is the questions that aim to generate revenue and success from traffic. In addition, a service provider should provide you with answers to what happens after visitors find your business on Google.

Working together only to hunt for links is a devilish endeavour that can backfire. The recognizable will to work together on a strategy that has the long-term success of your business and increased sales has the goal of shooting at a good service provider. Of course, other measurable achievements may be at the end of an SEO strategy, such as recruiting or branding your business. A good service provider will have internalized your goal in SEO in a first meeting and make you an appropriate offer.


No SEO agency in the world can replace a capable in-house team in your business. On the other hand, in-house SEOs tend to be operational blindness – this is in the nature of things when someone markets their products and content. Fresh input always does good; Therefore, you should consider a consulting SEO agency, even if you already control your SEO.

What content marketers can learn from Buzzfeed

Posted Leave a commentPosted in ✒ Content Marketing

Buzzfeed is still often ridiculed for his questionable journalistic quality. However, what is often overlooked is that the media portal has achieved groundbreaking success with its concept of shallow entertainment.

Since this is not a mere coincidence, conscientious marketers should ask themselves the question of what lessons can be learned from this for their content strategy.

What content marketers can learn from Buzzfeed

From a quarrel with Nike to reverse Vokuhilas

The story of Buzzfeed started off in a similarly unconventional and curious way as the platform itself. Founder Jonah Peretti was bored of working on his master’s thesis in 2001, wondering which designs Nike’s newly released generator would allow for personal shoe design.

The system allowed the imprint “Sweatshop” (German: Exploitation operation), a short time later, Nike rejected the order but by e-mail. Peretti fought back, and there was a buzz of e-mail that, once published online, generated so much attention that Peretti found himself on a talk show with Nike’s PR boss.

Fascinated by the fact that an insignificant student could generate so much reach with so little effort, Peretti then founded Buzzfeed in 2005. The fixed idea has since grown into one of the most well-known Internet media portals, which in 2016 had a theoretical market value of 1.5 billion US dollars, 200 million monthly visitors and five billion video views.

The very bold, colorful and non-stringent content of his website describes Peretti idiosyncratically “Vokuhila, only the other way round”: While the motto of the 80s hairstyle is “business in the front, the party in the back,” Buzzfeed is in chaos in the foreground.

Only those who search for it, find the corresponding seriousness hidden in the background. What sounds like a rather eccentric comparison, holds important insights for online marketers in general and successful content marketing in particular.

What content marketers can learn from Buzzfeed

10 BuzzFeed principles that help your content marketing succeed

Follow a clear strategy

At the same time, the most comprehensive and the most general point is the most important one: Behind the colorful, chaotic appearance of Buzzfeed hides a very clear strategy. How it looks in detail will be explained below.

However, it should be noted that nothing is published without thought. Media format, platform, paid or organic promotion – all that is well defined.

Even a well-thought-out SEO concept is essential. Including keywords, sharing options for social networks and a lot of links: Buzzfeed takes this to heart in his articles.

Ultimately, this includes the measurability of interactions with the published content. For example, Buzzfeed uses tools such as Pound or The Hive to accurately understand how many times a post has been mislaid, shared, or tagged.

Address the right usage environment with the right content

If you want to optimize content successfully, you must first know when and for what purpose it will be consumed. This is pretty clear at Buzzfeed. Above all, the so-called Bored at Work and Bored in Line target groups are addressed here.

These users are not looking specifically for specific information, but merely trying to kill time inconspicuously over a short period – typically in the office or a queue.

This has far-reaching consequences for content targeting. If you want to fight your boredom within a short time effectively, you want to see easy-to-understand, easy-to-digest and above all emotional content. Whether emotion, humor or drama – the main thing, it appeals to the emotional level.

What content marketers can learn from Buzzfeed

Content to the specific standards of use of the Internet vote

The world of the Internet has its own rules that everyone should follow if they want to succeed here. In keeping with point two, most of the articles should not be too long, so they can be read easily in a short time.

The average Buzzfeed contribution, for example, a mere 155 words long. From an SEO perspective, however, longer texts should be published at regular intervals, covering around 2,000 words.

Especially the principles of the used social media platform should be exploited to generate as many interactions as possible. For example, this includes using prominent hashtags. At the same time, the content should be so emotionally appealing that consumers feel a need to share it.

As the use of smartphones takes on ever-increasing importance, the corresponding websites must also be optimized for mobile presentation.

Based on the “Distributed Content Model” by Buzzfeed

This approach relies on scattering different content across different platforms and doing so

  1. a) not necessarily to insist that ultimately all traffic is directed to the own website and
  2. b) not to distribute all contents compulsorily over all channels.

In this way, the content can be perfectly tailored to the specific conditions of the respective network (see point three), while at the same time reaching as many people as possible.

Pay attention to easy readability

A study has shown that Buzzfeed articles are written on average at the reading level of fourth graders. For comparison: The content of the American news channel CNN is tailored to the level of the seventh graders.

This does not mean that content should be stupid. Instead, it is also about the ability to consume content as quickly and easily as possible and to exclude as few people. General is advisable …

  • mainly to use sentences with less than 20 words,
  • shorter words with not too many syllables (ideally around 3-4) to use and
  • often to rely on conjunctions that clarify relationships.

Deliver regularly and a lot of content

In terms of release frequency, Buzzfeed makes so fast no one before. Sometimes the media portal publishes several posts per hour. Assuming four posts per hour, two of which flop, two posts per 60 minutes are still successful. So mass creates attention and interactions.

This is, of course, an extreme example. But for other companies, a stable frequency of social media posts or blog articles is crucial. Because only a certain regularity ensures that they stay in the memory and deliver a constant added value.

What content marketers can learn from Buzzfeed

Branded content instead of ads

In times of adblockers, hardly a user gets to see more advertising. Accordingly, this form of advertising for potential advertisers has become unattractive.

That’s why Buzzfeed relies on so-called “branded content”instead. Articles like “11 Things You Did not Know About PlayStation”  are authors of the Sony Entertainment Network, so they’re sponsored.

Both in terms of content and appearance, these articles are as good as indistinguishable from unpaid articles. From a journalistic perspective, this is questionable, especially since it is not explicitly stated that the contribution is sponsored.

However if the separation of neutral journalistic and branded content is carried out appropriately and transparently, this offers an optimal opportunity to involve advertisers without annoying advertisements.

Put everything on the nostalgia card

As already mentioned, an emotional bond makes content particularly attractive and invites users to interact. In particular, an emotional emotion has proven to be successful: nostalgia, the wistful yearning for old, supposedly better times, runs like a red thread through most of the content of Buzzfeed.

Numerous contributions to the theme “Only 90s kids remember” are reminiscent of sweets, TV shows or clothing, which have made up the childhood of Generation Y.

And that’s pretty clever because the painfully beautiful feeling reduces stress and creates a sense of familiarity such as connectedness – so articles are predestined to end up with a “Do you remember that?” Comment in the sandbox friends’ newsfeeds.

Use the correct headings

“A mother brings her child to school. What happens then brings tears to your eyes! “- for headlines of this kind Buzzfeed is famous as well as infamous and also reaps plenty of ridicule.

But what is ignored: They work. Also, when click baiting has become nonsense, headlines make curious and attract readers to their website.

Companies are well advised to approach the whole thing a bit more subtle. But make sure that users not only scroll past the teaser in their newsfeed but also click on it, should marketers.

Various authors have their say

Buzzfeed employs 200 editors who create content. So many do not have to be for their blog certainly to use multiple authors but makes sense in any case.

Because in this way different styles of writing and opinions are depicted. This creates a variety that in turn leads to different target groups being addressed.

6 facts about SEO that your marketing should notice

Posted Leave a commentPosted in 🔝SEO

It was like this in 2008, when two lovers hung a lock on the Hohenzollern Bridge in Cologne, sinking the key in the Rhine and swore eternal love with it. It is not known who made the beginning, but other couples followed the romantic custom, which incidentally originated in Italy. Today, the love castles on the Hohenzollern Bridge are one of the most famous sights in Cologne.

And the moral of the story? Well, we do not know if, thanks to the love locks, all the couples are still together. But it is clear that a single castle would indeed not become a tourist attraction. By contrast, thousands of love locks already.

Translated into online marketing, this means that a single useful post on your website will not have a big impact on your SEO performance. It is the sum of many search engine optimized contents that pokes your site forward in Google & Co.’s search results.

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We want to help you with this. Here are 6 facts about SEO – for a successful and happy future in your search engine marketing.

Search Engine Optimization is 75% OffPage and 25% OnPage

Two elements are relevant to your SEO performance: getting more links to your pages and matching your content to the terms your relevant audiences are looking for. The former is also called ” OffPage optimization,” second ” OnPage optimization.”

Of course, it’s important to tailor your website content to those keywords that are relevant to your business. But this so-called OnPage optimization alone is not enough to get your website up front in Google’s search results.

Because search engines also pay attention to how often links from other sites to your website. It depends not only on the quality backlinks but also on “social signals” such as “likes,” “comments” or “shares” on Facebook. This feedback from other Internet users signals to search engines that your content is considered helpful by others. And that, in turn, makes your site popular with Google.

No search without search engine

82% of Internet users in Germany use a search engine at least once a week. Internet searching is so important that potential customers will even notice you. If your website is not search engine optimized, you will be invisible in search engines. In the perception of prospective customers and potential new customers, you are thus not existent.

Page names are the most important element of OnPage optimization in addition to content

The biggest potential for better SEO performance is in the page names of your website. In addition to the actual contents of the page, name is thus the most important element in search engine optimization of your pages.

You will always see the page title at the top of the window of your web browser. It’s also the same name that you see in Google’s results list.

However, relevant keywords should not only appear in the page title, but also in the headings on the page (especially in the H1 headings), in the alt tags of pictures and, of course, in the body text (paragraph text) on the page.

Crisp meta-descriptions with less than 156 characters improve the clickthrough rate

The meta-description is the short description that appears in the search results below the page title and the link. The Internet users can see directly what they expect when they click on the link. Therefore, a crisp meta-description is enormously important. You will not get a better ranking in the search results, but more clicks on your pages.

Create an individual meta description for each page. So you get more clicks on the pages, depending on what the users have just searched. Matt Cutts, who is responsible for Google’s Webspam theme, recently said it would be better not to populate meta-descriptions than to duplicate them.

And how do you find out which meta description is best for your site? Just test it! For example, show ads on Google or Facebook and see which texts arrive the best. You should then use them as meta-descriptions.
And remember, your meta-descriptions must be crisp. After 156 characters Google cuts off the rest of the text and puts a clip with dots next to it.

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The first 5 hits on Google get 75% of the clicks

If your website is to become a real attraction, then it is not enough to be just one of many points on the map of the internet. You have to be better than the rest.

The online advertising network Chitika analyzed the click behavior in Google search and found that over 75% of the clicks on the first 5 hits accounted for. For your search engine marketing, this means focusing on the most important keywords and optimizing your content accordingly for those terms. Less (keywords) are more (relevant traffic) here.

Facebook and Google+ play the most important role for SEO

As social media became more and more important for everyday communication in recent years, the search engines began to individualize results on the basis of social networks. Thus, for example, recommendations and preferences from your personal network are included in the search.

In this individualized search content is rated higher if there is a personal connection to you. This can be, for example, a video that someone from your circle of friends liked, shared or commented on Facebook. Or a blog post that someone in your circles on Google+ rated as “Plus 1”.

How can you use this for your search engine marketing? Connect with people who have a social role in the topics and keywords that are relevant to you. Once your content has been shared, commented on, liked, or +1ed, chances are better than pages will rank better in the individualized search results of other users.

Searchmetrics has taken a close look at the impact of social media on search results, placing Facebook at the top of the league. At Moz, Google+ plays the most important role as a multiplier for SEO. However, this also raises the hen-and-egg question: are well-ranked pages often shared via social media, or are pages that are often shared ranked better? The topic is currently hotly debated, but one thing is clear: Social media has an impact on SEO.

To improve your search engine marketing through social media, create a list of important keywords for you. Are these keywords reflected in the content you share on social media and in your blog? Again, focus on one or two search terms and think about how to create the right content for others to share through social media.

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Step by step to better search results

In 2008, when the unknown couple hung his love palace on the Hohenzollern Bridge in Cologne, it hardly had in mind that years later would become an attraction. But thousands of other couples who did the same made a simple bridge a tourist attraction.

You too can turn your website into an attraction in search engines. The secret is a mix of optimizing your current pages and creating new content that is linked by others and shared through social media.

7 unbeatable tips for a better organic ranking of blog posts

Posted Leave a commentPosted in ✒ Content Marketing

If you currently have a content marketing campaign up and running, we can probably safely assume that you have already written a number of blog posts and published.

The key question is: do you also generate traffic? Even the most fantastic contribution is practically worthless if nobody shows interest in it. But what can one do if the readership actually fails?

Quite simply: Improve the organic search engine ranking of his posts!

But before we promise you too much, one thing is clear: not every post has the potential to achieve a good ranking. For this reason, you should, first of all, think about which of your blog posts have what it takes to do well in the search results and in which posts this means the biggest advantage for your company.

How to find a suitable contribution?

As a first step, you should Google the target keyword in the title of your post for which you want to achieve a high ranking. So you can get an impression of how high the competition is on this keyword/topic.

Which pages are displayed at the top of the search results? When it comes to sites like Spiegel, Forbes, and or similar, the chances of outsmarting your competitors are usually rather bad.

With that in mind, it’s a good idea to opt for a blog post with a less coveted target keyword. However, that does not mean that you should necessarily avoid keywords that your competitors are already using in search results – on the contrary! Because if your competition can get a good ranking for a particular keyword, there’s no reason why you could not do that.

You should also check the current ranking of your post: where is it currently displayed in Google’s results pages? At the bottom of page 1? On page 2? Maybe even on page 3?

You should choose a post that has already been indexed by Google and appears on the first 2 or 3 search result pages. If a post cuts off well anyway, it’s much easier to achieve an even higher ranking than if this post does not exist for Google.

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To improve the ranking of a blog post

Now that you have chosen a post that you believe can make it to the top of Google search results, now is the time to put that goal into action.

And do not worry – the whole thing is not that hard: To give the ranking of your blog a boost, you just have to follow these 7 tips:

Improve the ranking through appropriate optimizations

This tip may seem obvious to successful (inbound) marketers. Nevertheless, allow us to briefly discuss the most important basics here:

  1. Keyword Optimization: Focus on long-tail keywords and use both the target keyword and synonyms within the post. Make sure that this is organic. After all, you do not want your blog to become just a string of keywords!

  2. Title Optimization: Mention the keyword (as early as possible) in the title and limit yourself to 60 characters.

  3. Meta description optimization: Mention your keyword, be careful not to exceed 160 characters in length, and describe your blog in a concise, concise and interesting way.

  4. URL optimization: Studies have shown that short URLs with a high number of keywords achieve a better ranking.

  5. Optimizing images: Do not forget that the visual component also plays a crucial role! Also, add keywords/synonyms as alt text.

  6. Link Optimization: If necessary, add internal links and use external links to refer to sources that confirm or underline your own statements.

Improving the ranking by external links

The principle of external linking has already been mentioned in point 1, but at this point, we would like to take a closer look at the subject.

Although Google more or less denies that external links affect the ranking, a study led by Reboot has found that there is a connection between the external (outgoing) links of a page and their search engine ranking.

The study highlights that links with a high-level authority have a positive impact on the SEO of a page. So it’s a good idea to add such links to blog posts whose ranking you want to improve.

Improve rankings through backlinks from high ranking websites

Please note that backlinks (also: inbound links) of established domains have a higher authority than those of new domains. In this respect, backlinks from high-ranking websites are extremely effective if you want to miss the ranking of a blog post. You can build your backlink profile in different ways, but the following methods are always a good starting point:

  1. E-mail Outreach: Introduce an e-mail outreach program that lets you contact website owners who are related to the topic of your post and request a backlink.

  2. Social Media Sharing Outreach: You cannot send an email because you lack the necessary contact information? No problem – just contact high-level websites directly by posting comments on their social networks or blogs, or sending them a private message along the way.

  3. Guest posts on high-profile industry websites: It may be that you have to send a few e-mails in order to ask the respective operators whether they allow guest contributions to their websites. If so, you have an ideal opportunity to get valuable backlinks.

The term “semantics” means the teaching of the meaning of linguistic signs, such as words or sentences. In modern semantic search, it is crucial to have a rich database of meaningful keywords so that the context of search queries of any kind can be determined. Semantic keywords (also called LSI keywords) are keywords that are related to your main keyword.

For example, suppose someone is looking for the term “runner.” This raises the question of whether it refers to a person, a carpet, a chess piece or any of the many technical terms associated with that term.

The Google algorithm has been considering semantic relationships for some time to understand the search intentions of users.

By using semantic keywords in your post, you’ll help Google understand its content and determine if it fits a particular search query.

These keywords may not have a high search volume, especially compared to the keyword that will serve as the basis for optimizing your contribution, but they will increase your relevance.

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Improve Ranking through Content Syndication

When one of your blog posts (or other popular content) is posted on a website that’s popular within your industry, it’s called content syndication.

Syndicating blog posts gives you the opportunity to reach a much larger audience than you could otherwise. There are many networks that specialize in content syndication – so you’re spoiled for choice. Next, all you have to do is find out which sites within your industry are eligible to syndicate your content.

For example, some posts are posted on where they reach more readers than on our own agency blog.

Make sure that the post you select for syndication includes a link to your website. So you not only get a backlink but also enjoy the generated traffic!

Improving Ranking through Social Signals

“Social Signals” is a collective term for all interactions of social content users, such as likes, comments, retweets, and + 1s. Social signals are similar to other aspects of the Google algorithm: The Web giant has not yet officially confirmed that this type of user feedback is a ranking factor. In this respect, one can argue about the actual meaning of social signals.

Nonetheless, in several case studies, there is the talk of a link between social signals and an improved ranking. And that’s not all: social signals should also have a positive impact on traffic, so it’s always advisable to do everything to enable users to interact with your content.

Improving the ranking with a higher CTR

The click-through rate (CTR) is a user interaction signal that helps Google rank content: it determines how “worth reading” it is based on the number of clicks a post has received. But how do you increase the organic CTR of a post?

First of all, it’s a good idea to tweak the title of the post. Keep in mind that most readers of your blog are busy people. That is why it is so important that the title of your contribution encourages reading.

So you’re missing an interesting title from your post that literally requires it to be clicked – but does not use more than 60 characters.

Take, for example, the title of this post: “7 unbeatable tips for a better organic ranking of blog posts.” Many of you have probably wondered what makes these tips so unbeatable and clicked on the post to find out. The title has served its purpose.

seo on page

SEO on page: The key to optimizing your website

Posted Leave a commentPosted in 🔝SEO

The meaning of the acronym SEO sometimes seems closer to “Extremely Obscure Strategy ” than to “Search Engine Optimization”.

As marketers, you need to keep up to date on what seems like an endless update to Google’s algorithm. Otherwise, you may not be referenced for your main keywords.

While this is not easy, there is a golden rule that has long been proven to ensure the success of your seo on page strategy: optimize your website for relevant target keywords.

By optimizing your site properly, you will attract better visitors, increase your conversion rates, and ultimately, you will get more customers.

If you’ve found the right keywords for your business, let’s see what is seo on page, where to add keywords to your site and how to avoid search penalties.

What is seo on page?

SEO, or search engine optimization, is about creating content, optimizing it, and promoting it.

It is commonly accepted that this process is made up of two parts, the seo on page, and the off-page SEO.

The difference between the two can be summed up as follows: the seo on page is the information sent to the search engines by your site, while the SEO off-page is the information sent to search engines by other websites.

SEO on page is about individually optimizing certain pages of your website so that they are better referenced in the search results.

The term applies to both content and HTML source code, both of which can be optimized for search. The SEO off-page meanwhile, refers to external SEO markers as links.

SEO tips to improve the SEO of your web pages

You can attract the right visitors to your site and improve the performance of your inbound strategy, thanks to your seo on page.

Indeed when you optimize your SEO for search engines, it is to understand who you are, what you do and the topics covered in your content.

By improving your seo on page
, you contribute to the natural referencing of your website on the search engine results pages (or SERPs for Search Engine Results Page).

1 – Do an SEO audit of your website

Whenever you create new content to add to your site, be sure to keep the specific keywords you are targeting and incorporate one or two per page.

On the other hand, if many contents are already published on your site, it will be necessary to begin by conducting an audit SEO.

This audit will help you determine how well your site is suited to SEO. You can then update and optimize your content for the search by focusing on the pages generating the most traffic.

seo on page

The audit will also allow you to detect a number of problems that you may be unknowingly facing so that you can resolve them as quickly as possible and progress your SEO.

Here’s how you will need to do an SEO audit:

  1. Export all the pages of your website into an Excel file.
  2. Sort them in descending order according to the number of visits they generate.
  3. Assign a category of keywords to each of them, then add it to the column next to the page name.
  4. Insert a new column in which you will enter additional specific keywords that you want to embed on this page.
  5. Keep in mind that they need to be as relevant to the content on this page as to the research your target audience is doing.
  6. Once this process is completed for all pages (or if there are too many, at least for the most important), you can then fully focus on adding keywords.

2 – Introduce your keywords (naturally) in 5 elements of your website

To optimize your web pages, you must include specific keywords for which you want to reference your pages. However, the placements you select for the integration of these keywords do not all have the same value.

Five elements of your website should be optimized with your keywords to favorably increase the SEO of your page. These are titles, descriptions, content, Alt text and title attributes, and URLs.

If you have not yet optimized these elements on your website, you still have some work left, but this fundamental task will prove extremely beneficial in the long run.

To get the most benefit, first hit the pages that generate the most traffic. Then, think about optimizing your new pages as you create them.

The titles

Titles (meta title) are the HTML elements used to describe the subject of a web page, they appear in search engine results.

Titles have a direct impact on both visitor click rates and your site’s ranking in search results.

To optimize your titles for both search and clickthrough rates, try to limit them to a maximum of 65 characters so they are not truncated on the search engine results pages.

Technically, Google measures the length in pixels and not in the number of characters, but this 65-character limit will generally allow you to display all of your titles in the results of search engine pages.

Also, try to incorporate keywords into your titles so that people can see if your site is relevant to their search at a glance; place them at the beginning of your title to reduce the risk of seeing them truncated.


Descriptions today have no real impact on SEO but they still have a strong influence on the click rate.

Their main purpose is to meet a human need and not to be indexed by search engine robots. You can take advantage of this to tell people why they should click on your page.

Include one of your target keywords in your description and make sure it is designed to capture the attention of users so that they can establish the relevance of your content to their search.

The content of your page

Visitors are more likely to stay on a page if it contains the terms they are looking for in its body of text.

Google relying on their presence in your content to determine the SEO of your site, they will help you advance your page in the SERP.

Just be sure to use them naturally because Google has improved the detection of keyword stuffing. When creating new content, focus on what interests your audience rather than trying to determine how often you can insert a keyword. In doing so, you will find that you optimize your content in a natural way.

If there are no contraindications to adding keywords in different sections of your website, do not overdo it, at the risk of seeing your web pages fall in the search results. Moreover, nobody will enjoy reading this kind of content.

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The alt text and title attributes of the images

It is also possible to embed keywords naturally in the alt text and title attributes of your images.

These are elements that can be added to the tag of an image in HTML. Here is, for example, how this tag looks in its full version:

<img class=”alignCenter shadow” title=”image tooltip” src=”image.jpg” alt=”image-description” />

The alt text attribute of an image tells search engines what this image is for so that it can be referenced in the search results.

This attribute is displayed as part of the image when it can not be properly rendered and simplifies the use of the site for people with impaired vision, who use screen readers.

The title attribute of an image for its part to display the text over the flyover, like a pop-up window. However, it does not appear when the image can not be loaded.

Inserting keywords into these attributes may seem insignificant and this approach will not have the same impact on your SEO as some of the other suggestions offered here.

But the game is well worth the candle and the few minutes (and again) you will spend renaming your image to change the name “IMG23940” by default in a more accurate description will bear fruit.


It’s a good idea to include keywords in your URLs only if they accurately reflect the content of the dotted page. This process is especially important for companies that maintain a frequent and regular blog because it provides an opportunity to optimize your URLs for any new article published since they are different for each article.

However, be careful: search engines penalize domain names that contain a glut of keywords. So, if you are based in Lyon, for example, and you plan to get into real estate, avoid domain names like “”. Opt instead for simplicity with a URL on the model “” and your SEO should be worn.

Indeed, by practicing the stuffing of keywords in the URLs, you have a great chance to penalize your website because this practice is prohibited by Google’s guidelines.

As always, be sure to create understandable URLs for your audience. They need to make sense to readers while allowing them to get an idea of where they have landed on your site.

Also, think of separating words with hyphens and deleting superfluous terms, such as definite or indefinite articles, from the part of the URL that corresponds to your page.

3 – Learn to avoid search penalties

There are various counterproductive strategies, which surprisingly, are still in practice at the moment and which you should avoid using when you optimize your website for keywords.

Never hide your keywords

Do not use the same color for the background and text of your website, do not hide your keywords behind the images or on the sides using cascading style sheets (yes indeed, it is hardly credible to have yet to clarify this point today).

Even if this case is less easily detectable than others, the most sophisticated modern search engines find it very easily and it can lead to very serious research penalties.

Avoid keyword stuffing

This practice consists of repeating the same keywords in a text, be it the title, the description, the content, the URL, or the fine print at the bottom of the page. Clearly, if they seem to have been added unnecessarily to a web page, it is probably stuffing keywords.

This tactic is one of the oldest in SEO, but today, search engines are specifically designed to detect it. In addition to being similar to spam, it is rejected by search engines and also leads to search penalties.

Do not add keywords where there should not be any

This practice, somewhat different from that of keyword stuffing, is more about inserting keywords, or even a single keyword, into contexts where they have no place.

If you can not insert a keyword naturally in one of your contents, it is probably because it does not really meet the needs of your personas.

Remember that SEO is not so much about the number of keywords you can add to a web page as it is relevant to your target audience.

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4 – Promote a quality user experience

Fostering a quality user experience should be your main goal. If optimizing your website for an algorithm seems to have a purely technical connotation, the goal of a search engine is to offer the best possible user experience to users.

Do not lose sight of this goal when developing your SEO strategy and you will be more likely to make the right choices. Place the human before the search engines and you should not encounter insurmountable problems!

We realize that as a marketer your schedule is extremely busy. Still, you need to prevent SEO from being relegated to the end of your list of priorities because of a lack of knowledge, or worse, because you are afraid of doing something wrong.

Search Engine Advertising

Why You Should Better Reconcile SEO And Search Engine Advertising?

Posted Leave a commentPosted in 🔝SEO

Whether a company relies on organic coverage or paid ads on Google often seems like the pure taste. However, both channels should not be used arbitrarily and optimized. and running SEO and Search Engine Advertising in parallel, without matching the measures, leaves unnecessarily potential. This article shows why – and how you can benefit from the benefits of both channels.

Free vs. paid traffic-a wrong alternative

The idea of free traffic, which then fills the cash registers, order books, and shopping baskets, is tempting. But also the switch to shift (Google AdWords) for though paid for immediately measurable hits has its appeal. And both thoughts are treacherous because of:

  • SEO is not a channel for free clicks. Every step in the optimization costs time and money, even if “free” rankings do not disappear immediately in case of success.

  • No one increases sales, sells, wins leads, or builds a brand because at once, Google ads will cause more visitors to stumble on their own page.

Both ways for more overlays and traffic via Google cost money and tie up resources. This hurts less when both strategies-SEO and Search Engine Advertising-pull together.

After all, they complement each other perfectly-both work best with content and landing pages that add value to the user, make them curious and motivate them to act.

Search Engine Advertising

Overcome differences and find common ground

Venue SEM: The One arm (SEO) relies on sustainable successes, the other (Search Engine Advertising) to immediately measurable results.

If you look at the goals behind each campaign – sales, generate contacts, brand strengths – don’t mind making a landing page fit for both the ranking and paid ads, or to fire successful articles with Search Engine Advertising.

Many companies that rely on both paths, however, separate the locations strictly from each other-often result are double effort and playful potential.

Why does the cooperation between Search Engine Advertising and SEO experts often not work?

  • SEO experts simply have other things in mind that Search Engine Advertising pros – although they both actually have a point of intersection: the success of the advertising company.

  • As a result, landing pages for the Search Engine Advertising are often created without any thoughts on the rankings.

  • Online content and pages for SEO are also almost always created without the option to be supported by traffic via Google ads.

For example, projects often run as a lead campaign: in order for sales to have more qualified contacts, many companies create landing pages for lead generation that will work based on traffic from Google ads.

On the other hand, it is a smart SEO tactic to build with editorial content such as blog articles reach and turn readers through appropriate CTA into interested parties.

Often the following happens: for both locations (landing pages and measures for the Search Engine Advertising as well as means for organic coverage), experts are commissioned, who from here pursue their own defined professional goals.

  • Both are about the right keywords first. But the paths are already separating: The AdWords expert knows that if the bid is appropriate, it will likely generate traffic to those keywords.

    Now, for example, he needs to figure out how many clicks are possible with which keywords on the budget and what landing pages and content are needed.

  • The SEO expert focuses his analysis on keywords with the highest possible search volume with the greatest possible relevance and chances in the ranking.

    It usually establishes a concept of how relevance can be produced at all. “Strong” backlinks, “good” content and often technical optimization need to be.

  • In addition to the creation of landing pages and strategic content, the Search Engine Advertising and testing in parallel. At the beginning best with as much traffic as possible, so that early valid data on the campaign services come about.

    The right ad texts, budget distribution on campaigns, groups, and ads as well as matching landing pages are the theme.

  • The result: Both sides gain valuable data and insights, but usually do not get much of each other with their actions. Perhaps the Search Engine Advertising professional has now found a landing page version and matching ad content that leads to conversions at the acceptable cost? Meanwhile, the SEO may already be celebrating its first ranking successes.

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Many SEO agencies are saying to this day that they are not actually dealing with conversions. Traffic is the focus. Now the Google AdWords Agent has no traffic problem but is measured by the conversion successes. On the other hand, it is often enough for the SEO-entrusted to ensure neatly free clicks. In the best case, both works more or less satisfactorily.

Interim conclusion:

  • It is rarely the case that a blog post that has been proven to generate rankings and traffic and leads to leads is also enhanced with AD traffic.

  • In addition, landing pages for PPC campaigns are often not indexed on Google. Even after successful A/B testing, the lead generation pages often remain island solutions and Google does not index them.

What seo learn from Search Engine Advertising?

Keywords and conversions data: The Search Engine Advertising team knows which keywords convert what content as well. As a result, SEO could take arguments and content from the lead landing pages and integrate it into onpage seo.

Empirical successes in SEO transfer often are interesting in the SEO Shorthead keywords because of their high search volume-tail-keywords are considered more specific. But from the Search Engine Advertising, you can derive tail combinations that are proven successful keywords for optimization.

Specialists from the SEO experience, for example, that the term “garden scissors to fruit baumschnitt” leads to more sales than “garden scissors for refining”-provided that the same onpage content and openers in the form of meta-descriptions (Search Engine Advertising texts) and Meta titles (AD titles) are used in optimization.

What works in the Search Engine Advertising should also be ranked?

If a landing page brings leads or sales, don’t mind indexing them too. For this, AdWords and SEO teams need a common database and coordination. In addition, it often needs to be defined where the AdWords landing pages can be placed on the website. So for example on the blog or as part of the navigation.

Precise user signals like click-through rates per URL and keyword are missing in the SEO too often. Insights from AdWords campaigns can be a help in times of anonymized keyword data in Google Analytics.

What Search Engine Advertising can learn from SEO content that has proven to be useful in SEO are inevitably relevant. And the fact that users can find relevant information about a company also has a significant impact on branding and increasing the awareness of a company as an authority in addition to lead generation.

Especially from the point of view that organic top rankings are getting less and fewer clicks, the idea is to bring popular content to the man via paid ads on Google. To create additional branding effects and authority over the prominently placed ads.

Search Engine Advertising

The often very extensive market and competition analyses from the SEO can also provide the Search Engine Advertising with other topics that are suitable for bids.

Especially in collaboration with content experts, Search Engine Advertising specialists can uncover niche topics that are still seldom filled with competition and blessed with low click Prices in the paid Google ads.

The conclusion to reconcile Search Engine Advertising and SEO must create a common keyword base. What works for paid ads also needs to be used for SEO. Conversely, the Search Engine Advertising can learn from positive user signals and relevant content from SEO and better align its actions with user needs.

Because Google ads also quickly attract visitors, the Search Engine Advertising can be a first-class test lab for SEO. Not utilizing insights in the SEO that lead to success in parallel in the Search Engine Advertising is nonsense and is obvious to bold potential in many inbound projects.

How to integrate an inbound marketing strategy into the e-commerce sector?

Posted Leave a commentPosted in 🛒 eCommerce

No one can ignore the presence of e-commerce giants like Amazon or eBay, or the emergence of platforms dedicated to artisan products such as Etsy, because these companies have very large marketing budgets and visibility on the engines of Unmatched search.

Despite this apparent hegemony, a trader can optimize his digital presence and ensure the durability of his company by effectively positioning his products in front of a qualified audience.

The implementation of an inbound marketing strategy specific to the reality of e-commerce will enable us to face several business challenges and generate new opportunities from the retailer’s website.

How can inbound marketing serve the e-commerce sector?

Inbound is a recognized methodology and many e-commerce companies are looking for ways to implement it in their company’s strategy.

So here are the elements to be put in place in order to increase the growth of a company in the sector of e-commerce.

Target relevant buyers

A strategy based on the creation and dissemination of quality content generates natural traffic on the company’s website while being beneficial for indexing in different search engines.

This natural visibility is essential because according to a study by Demand Metric, 70% of online shoppers prefer to discover a new product by consulting a blog article rather than a simple advertisement.

By ensuring visibility among interested individuals, the trader offers himself the possibility of establishing a relationship of trust according to the needs to which his products or services meet.

inbound marketing strategy

Highlighting products in a natural context

According to one study, 82% of online shoppers forge a favorable opinion of a brand when they discover it via a personalized article.

In this context, traditional advertising campaigns must adapt to this new customization format.

In order to attract prospective prospects, the developed content presents the various services in a natural context that moves away from the catalog aspect adopted by the e-commerce giants.

This approach humanizes the company and its services promote their benefits and highlights the expertise of the trader.

The audience thus experiences the brand from the beginning of the shopping cycle and each visitor can easily determine whether the products offered to meet their needs.

Collect data on the prospect and refine the sales process

By automating certain tasks and integrating powerful analysis tools, the inbound strategy allows you to collect valuable data on the company’s prospects.

These data allow the study of the behavior of visitors, especially in relation to Internet users who quickly leave the website without conversion.

By associating these observations with a relevant segmentation of the purchasing cycle, the retailer can proceed with the creation of evolutionary buyers, in addition to refining its approach to potential customers.

This data collection is also an opportunity to target the friction points that slow down the sales process.

Do visitors leave the site after viewing a specific page? Is the drop-off rate on the transactional platform important despite the increasing number of leads generated?

These observations represent opportunities for improvement through the analysis of the data provided by an all-in-one platform.

inbound marketing strategy

Establish and maintain a relationship with an undecided audience

Potential customers of a company can interrupt their browsing due to external factors, although they are always looking for different products.

In order to maintain a dialogue with these potential undecided clients, it is necessary to capture the information essential to retargeting during the initial interaction.

Inbound marketing tools are then used to identify and sort each relevant visitor, effectively target their needs and develop a trusting relationship through a personalized approach.

Such a strategy ensures a presence in the daily lives of each lead, which is advantageous when they are finally ready to complete a purchase.

The implementation of retargeting involves many efforts; however, different marketing tools allow automating the campaigns and customizing the content.

Increase business Opportunities

The items listed above create opportunities for interactions with leads that will require several points of contact with the brand before concluding a purchase.

However, impulse purchases should not be neglected since they account for more than 40% of online transactions.

The diffusion of emotion-bearing content being a cornerstone of inbound marketing, the retailer should expect an increase in these spontaneous acquisitions.

Almost 48% of impulse buyers admit to experiencing regrets, so they are more inclined to cancel their order and have higher expectations than the thoughtful customer.

Thanks to a neat inbound marketing strategy, the trader can ensure positive after-sales follow-up and convert these mixed individuals into satisfied customers.

inbound marketing strategy eCommerce

How can e-commerce companies integrate inbound marketing strategy?

An inbound marketing strategy fulfills several desirable objectives for an e-commerce company since it allows transforming perfect strangers into customers and promoters of a company.

Attract relevant visitors to the site

It is not enough to increase the traffic of an Internet site, but also to attract individuals who may be interested in the products and services offered by the company.

In order to target the right audience, the company must first define the profile of the ideal customers by developing buyer personas.

The content will then be built to meet the interests, needs, and concerns of this standard audience.

By effectively combining a good SEO on search engines and promoting content through sound dissemination channels, it is possible to improve the visibility of the e-commerce site online.

Convert these visitors into leads

The creation of white papers, reports or webinars is an excellent initiative promoting an exchange between the expertise of the company and the personal contact details of the visitor.

Once this information is centralized and segmented, the retailer develops a trusting relationship with this lead by offering targeted content, based on its behaviors and intentions.

The offer must be sufficiently convincing and relevant to encourage potential customers to share their email address to view some of the content.

Encourage leads to make a purchase

A structured process allows automating certain stages of the inbound strategy and optimizing the commercial potential of individuals demonstrating a high probability of conversion.

For example, an email marketing campaign triggered at the right time engages potential buyers and drives them further into the purchasing process.

Once the audience is targeted, it must then be invited to undertake specific actions using clear call-to-action, sometimes dubbed personalized promotional offers that consumers will not be able to resist.

Loyalty to Buyers

Consumers do not hesitate to comment on their experience on social networks and to promote a brand and its products such as proud ambassadors.

In order to take full advantage of the power to promote satisfied customers, it is important to maintain a relationship by offering added value to the consumer.

Impeccable after-sales service and regular communications are necessary for the maintenance of exchanges and, will generate additional sales to the already conquered consumers.

In addition, testimonials, photos, and quotes are useful tools for creating simple, free content that will create an interesting commitment.

Analyze and improve practices

An inbound strategy that centralizes and collects data relevant to database analysis will enable an e-commerce company to detect and generate more transaction opportunities.

For example, an all-in-one platform will quickly identify which landing pages generate more leads, or what offers to generate the most conversions.

In addition, marketers will be able to quickly discern activities that can be automated and initiatives that have a better return on investment.

The evaluation and improvement of each stage of the purchasing cycle will ensure the optimization of the business potential of retailers.

Content Marketing

3 ways to customize your content according to each channel

Posted Leave a commentPosted in ✒ Content Marketing

Most marketers know the importance of creating unique content for different social networks. Would you use, for example, the same text in a paid search and in a tweet? I hope you do a no-brainer behind your screen.

Yet many marketers are not always prepared for what happens when a visitor actually clicks on a link and arrives on their website.

If a visitor arrives from a paid advertisement promising a discount coupon but does not see this famous coupon on your site, how do you think he will react? He will most certainly be confused and probably frustrated.

However, according to a study by SEO Services Guru, less than 10% of B2B companies use personalized website content.

Companies that use personalized content benefit from significant benefits. According to an E-consultancy report, companies that personalize their website see their sales increase by 19% on average.

Visitors who arrive on one of your pages from social networks generally have different reasons and interests of visitors arriving through paid campaigns or email marketing. Why not meet their expectations?

Personalized content for campaigns on social networks

For example, a person who has clicked on a link on Twitter is undoubtedly familiar with this network and may share content. In his case, Twitter is his last source of social reference.

By creating custom content for a visitor’s latest social reference source, you can determine which platform it will probably share your content with.

You can include text references to the visitors ‘ sources to answer their points of interest.

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Here are some examples of custom content created for visitors from specific social sources: Facebook and Twitter.

For Facebook users:

Facebook has more small businesses than ever: 30 million, according to TechCrunch. The competition for a natural traffic becomes every day more and more lively.

However, by customizing your content for visitors who reach your website from Facebook, you can increase customer activity and their commitment to the social network.

The following example contains text and sharing buttons on custom social networks (indicated by red markers), specially designed for visitors from Facebook.

The Facebook sharing button on this company’s website allows visitors from the network to instantly share this content, with a single click, on their own page. You also see a custom text that clearly mentions Facebook.

It’s a win-win: The content is personalized for visitors from Facebook, so they can easily share it, and it responds to their unique social networking preferences.

For Twitter users:

According to MediaBistro, 67% of Twitter users are far more likely to buy the products of a brand they follow on Twitter.

If you are already using Twitter to develop the presence of your brand, go to the next step by customizing the content of your website for the users of this network: this way, you will improve their experience with your brand.

For example, a click-to-Tweet button makes it easy for Twitter users to share the content of your business.

If they like to use Twitter, visitors to your site will be able to quickly share these short and attractive quotes on the network, without needing to leave your site.

Are you envious? To help you get started, here are some simple methods that your customers will love to personalize your content by a reference source.

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Personalized content for email campaigns

Creating a successful email campaign involves establishing a list of recipients with specific points of interest. But why spend so much time choosing them carefully if you just direct them to a generic page that is for everyone?

To give them a better user experience, give them a page whose content has been personalized for their points of interest.

Suppose HubSpot creates an email campaign for customers who might like a photo-editing feature in their product.

In the email addressed to these people, they will include a link to the company’s product page, which contains more information about this feature.

However, there is a problem: This photo-editing feature is not mentioned at the top of the page. When the recipients of the email click on the link, they will first see another feature, while the one that interested them is very far away, forcing the recipients to scroll to find it.

How to solve this problem?

The good news is that you don’t need to create unique product pages for each email list because it would take too long.

By customizing your content by e-mail reference source, you can rely on an existing page and thus highlight the specific part that interests visitors from this e-mail source.

When the recipient of email clicks on a link, it will not arrive on a generic product page, but on a custom page that will first show the photo editing feature: So that’s the first thing, we’ll see.

The key is to personalize your content for each individual visitor. By customizing by e-mail reference source, you will be able to highlight information, such as an image, video, or gif, that caters to the unique needs of visitors as soon as they arrive on your page.

Personalized content for SEM campaigns if you decide to devote a portion of your budget to paid search advertisements; it is a good idea for people clicking on these advertisements to reach pages that are optimized for conversion.

It can be very frustrating for a visitor to read some text in an advertisement, such as information on balances, then arrive on your site and see no further details about it.

However, if you personalize your content for visitors from a specific paid search campaign, you can highlight key information in the advertisement directly on an existing Web page to increase the rate of Converting and improving the overall user experience.

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Let’s look at the example below

This company specializing in dresses has launched a marketing campaign for its new collection. To this end, it has created a series of paid search advertisements on Google that provide an exclusive discount code, framed in red below.

Initially, the company’s paid research advertisement returned to the generic product page of the new collection, which all visitors could view (framed in black below).

Personalized content for paid advertising campaigns helps visitors find the information they are looking for while increasing the conversion rate and the number of customers satisfied with your website.

You now know that it is essential to personalize your content according to the distribution channel. However, do you know how to produce quality content that will appeal to your audience?

Why consider inbound marketing before redesigning your site?

Posted Leave a commentPosted in 🚀 Inbound Marketing

There are two particularly interesting marketing initiatives: the adoption of an inbound marketing strategy and the redesign of a website. Nonetheless, most of you are asking the same question when these two initiatives are suggested at the same time… Which one to start with?

It seems more logical to perform the redesign of your site before setting up your inbound marketing strategy. Indeed, why adopt a new strategy if your website is not ready for the public? Or, conversely, you could choose to accurately determine your inbound marketing strategy before doing the redesign. You will get indicators and data and then develop the site accordingly.

Which method offers the greatest chance of success? Inbound marketing before the redesign, or after? The answer is more complicated. If you want my opinion, neither of these two solutions is the best.

What for? Adopting one or the other of these consecutive approaches leads to missed opportunities. It would take a simultaneous implementation of the redesign of your website and the launch of an inbound marketing strategy. Let’s find out why.

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Redesign of the site and inbound marketing: who takes precedence?

The same argument for implementation is separated from the redesign of a site and the adoption of an inbound strategy: the allocation of resources. Designers, coders, webmasters, and marketers are all involved in the final product as soon as we talk about a website overhaul. No one wants to assign even more tasks to the entire team.

But if you consider all this as extra work, it’s that you don’t look at things the right way. What for? First of all, because many assets established through inbound marketing (a professional blog, Call to Action, Landing Pages) are actually components that should be developed to be aligned with the new website.

The very vague objection of the “marketing strategy” generally implies the same elements. Here are the most common:

  • “We don’t want to launch our inbound marketing strategy until the website is completed.”
  • “We don’t need to involve designers in the development of our inbound marketing strategy, it could distract them.”
  • “We want to watch the performance of the new website before launching our inbound initiatives.”

All these reasons are perfectly valid. But there is a very simple solution, which applies to the three examples above: by introducing the inbound marketing strategy at the redesign stage, you make the team easier to align.

Designers, marketers, coders, webmasters… All will be involved in the adoption of this inbound marketing strategy and understand the global vision. They will be on the same wavelength from the beginning, without the need to exchange many phone calls or e-mails once the redesign is done.

Let’s try to illustrate this situation with an image of everyday life: You walk down the street, go along a bakery and stop because a pastry seems to be watching you in the window. You enter the bakery and you immediately see the pastry, its price and a smiling seller posted near the cashier. You come out of the bakery with your pastry, eager to devour it and already ready to return to the first opportunity.

Imagine now the same scene, except that you do not see the pastry of the window when entering the bakery. When you end up finding it, there is no label with the price and you have to contact the seller to get this information. When you are ready to pay, the seller and the cashier are not found. So you leave and go to the next bakery.

The goal of the first shop was to sell this pastry… and that’s what she did. We all want a website like this bakery. When we redesign a site for a customer, we make sure that we understand his objectives from the outset, in order to integrate them into the designs.

If we try to integrate the objectives into the website after its redesign, we will not be able to integrate marketing objectives into the design. So don’t become the second bakery.

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Website redesign and inbound marketing: Very intimate friends

Website redesigns and inbound marketing have a symbiotic relationship. A new and all-beautiful website offers a more attractive framework for inbound marketing, which helps in return to become a functional tool for generating leads. The key to a successful (but also) symbiosis of successful marketing is the understanding of the different ways in which the elements provide mutual help.

Here are three key areas for which a symbiotic relationship between inbound marketing and website redesign is absolutely necessary and advantageous when you put these two initiatives in place.

Website Structure

It is essential to decide how you will integrate the key elements of your inbound marketing with the structure of the site from its first version. This will save you time and money, eliminate the waste of resources, reduce the number of versions and, above all, increase the chances of success of the site when it is launched. I’ve seen all too often marketers launch a superb new website designed solely around design, and not feature, before adopting inbound marketing tactics.

As you can imagine, we had to make many useful changes that could have been avoided if a strategy had been established before and integrated during, the facelift of the website: CTA placement, the creation of a landing page, integration of a Data capture form…

Don’t wait for the launch of your website to add your inbound marketing practices, do it during the redesign process. The results of your redesign will be more satisfying…

Content Alignment

The creation of the content is, of course, the cornerstone of each change of orientation in the inbound marketing of a company and most of them start (judiciously) with a professional blog.

If you already have a professional blog, you know that nothing beats the moment to get started. It takes time for search engines to index the pages of websites: The sooner you can put some of your content online, the less likely you will be to start from scratch when the redesign of your site is completed. Don’t wait until your new site is launched to start blogging.

To play its part in the symbiotic relationship, the redesign of a website must provide an opportunity for an inbound strategy based on keywords and headings. You can recycle old content, search for and integrate new keywords and topics, or create additional pages to support the use of timely keywords. Consider redesign as a smooth stone and inbound marketing as a chisel.

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User Experience

Companies that use inbound marketing in the most efficient way are those who develop unique buyers, who define the process of purchasing their customers and who adopt the user experience of the website to meet the Best possible way to these two variables.

It is not easy to structure a website to match the buyer personas: You have to do research, make a schedule and consider everything carefully to create pages that meet the expectations of different audiences. As you can imagine, this is the most difficult thing to put in place retroactively after a Web site has been redesigned.

Moreover, you should not stop at the buyer personas: it is equally important to structure the website to facilitate the process of purchasing your target customers. Not all visitors are ready to make a purchase when they arrive on the home page of a website. It is therefore imperative to personalize the content (as well as other key pages) in order to achieve a high conversion rate between visitors and prospects.

If the buyer personas and the customer purchase process are clearly defined and put in place during the redesign of a website, you will avoid many migraines as soon as the site is launched.

Redesigns of websites and inbound marketing have much more in common than you think and each similarity represents an opportunity to bring mutual benefits. So if you are considering these two actions but still hesitating on how to approach them, I strongly advise you to implement them simultaneously to avoid missed opportunities and wasted resources in the future. This may involve more work upstream, but it is a wise choice.


8 Writing tips for blogging beginners

Posted Leave a commentPosted in 📚 Blogging

If you look back on your first texts as an experienced blogger, you would prefer to delete one or the other post from the Internet. Some would probably prefer to sink into the ground when reading his first works.

But don’t go to court with yourself too hard. The beginning is hard. Finally, you have to gain some experience. It is not for nothing that practice makes the master.

So don’t be discouraged if you’re not really happy with your blog posts. You don’t have to be part of a writing course or be part of a content marketing team to become a good blogger (but it certainly can’t be harmed). You can also perfect your writing style online; maybe even this blog post can serve as your first resource.

In this post, we present you eight helpful writing tips that we have gathered from various writing courses and our experience in content marketing. They are designed to help you captivate your readers with easy-to-understand, concise and compelling content.


8 Tips for writing easy-to-understand, concise and compelling content

    • Summarize briefly

The more superfluous words and phrases you omit, the more understandable a text becomes. Don’t talk around the bush for a long time and get to the point quickly.

A concise text comes in a few words and can be read quickly and effortlessly.

If you are looking for automated help, you can use a tool such as the BlaBlaMeter to purify text passages.

    • A sentence should only convey one main idea

A sentence that should be clear and understandable should only contain one main idea. However, authors often make the mistake of wanting to express them as chosen rather than conveying information in a simple way. This often leads to complex sentences that can cause confusion among readers.

Keep in mind that in most cases your readers do not arrive at a chosen language. Users only want to find solutions to their problems as quickly as possible and simple set structures meet this requirement.

    • Sentences only result in related meaning

To formulate a meaningful sentence, you must see it in relation to the surrounding sentences. Avoid using the same word choice in two consecutive sentences, or addressing similar thoughts in two different sentences (redundancy). Vary your choice of words and avoid repeating content to make your texts more appealing to your readers.

Using tools such as Open thesaurus, you can replace excessively frequently used words with matching synonyms.


    • Vary record length and typesetting

Variety lies in the nature of man. Not only short, medium and long sentences complement each other, even simple and intricate sentences form a good combination.

Texts in which all sentences are identical and of equal length seem monotonous and boring. Different sets of sentences make your text a pleasant read.

As a general rule:

      • Keep an eye on the record length and make a change.
      • Resolve excessively long or nested sentences.
    • Avoid cliches

Clichés frequently used quotes and phrases, or similar hackneyed phrases and phrasings undermine the originality of your content.

Some phrases are used so often that they lose their real meaning. According to some studies, the prefrontal cortex, which is responsible for emotions, is not activated in the case of excessively frequently used phrases. These phrases do not leave any particular impression on the readers.

Ask yourself about clichés and phrases if you have heard them before. If so, try to find a fresh, unconsumed formulation. Using a tool to search for speeches, you can banish worn-out clichés and phrases from your texts.

    • Speak the Senses

Writers who understand their craft are telling their stories so that readers can immerse themselves in the narrative. They describe concrete details that address the senses of the readers and can only bring a story to life with words.

Participants were asked to read metaphors describing the texture or structure of an object. Researchers observed their brain activity. Metaphors such as “he had leather-like hands” showed a much higher activity in the sensory cortex, which is responsible for the perception of the tactile. For similar sentences as “he had strong hands”, the sensory cortex of the study participants did not react.

“Leather-like” is a concrete detail that addresses the sense of touch. This helps readers to shoes into a scene that the author describes. Using metaphors, readers can imagine situations by comparing a concrete image with an abstract idea.

Pragmatic writing and creative writing are fundamentally different. But nothing speaks against using a language in blog posts those appeals to the senses.


    • Let go

Are you like this, too? If you think of a nice formulation for a paragraph or sentence, your ambition is awakened. You want to stick to it at all costs, even if it doesn’t really fit into the text. We often find it difficult to drop supposedly good ideas.

However, sections or sentences that do not contribute to understanding the subject of a text, provide new information or arouse interest in further reading, are ballast and tarnish the view of the essentials.

It only helps to delete superfluous text and start over. Of course, it is difficult to publicize beautiful formulations. However, if you do not have any benefit for the readers, you should not bite it.

    • Insert a Pause

Has it ever happened to you that you have read the final version of a text so often that you did not know in the end whether your article is good or bad? If you work on a text long enough, you will eventually succeed, even if that is not the case.

Therefore before you consider a text as finished, you should first take a break from work. Take a distance and work later with a fresh head width. It will be easier for you to find bugs that you have missed so far and to discover new creative possibilities.