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