SEO: you have no results, that’s normal …
You do SEO. You have no results? It’s normal. It is if you have results that you are not in the norm. I’m not saying it, but an American study published in May 2018.
We draw 2 lessons:
- Out of 2 million pages analyzed: only 5.7% ranked in the top 10 search results on at least 1 request in the year following their posting. So, more than 90% of the published pages (whether or not these pages have been optimized for SEO) are never referenced, even on 1 keyword.
- Out of 1 billion pages: 91% receive no traffic from Google; 4.5% between 1 and 10 per month); 3% between 11 and 100; 1% between 100 and 1000.
So if you post pages with content, and those pages are referenced by Google, and they bring you traffic, you are kind of an alien (or you appeal to an alien).
SEO: a real job
Today, SEO has become (like many other digital approaches) extremely complex. It’s all about technique, code, content, inbound links, and UX. There are, in my opinion, very few people who master these 4 levers. Some people may have 1 or 2 levers totally mastered, but all 4 seem unlikely to me. I haven’t met someone who is both very good at code and very good at SEO content writing.
SEO is in my opinion today a team effort. As I explained in a previous article, the ideal operating mode is to have a person in a company who has a vision and a global understanding of natural referencing and who can rely on an external technical team for the implementation. technical work. Only a few large accounts with substantial digital budgets can effectively internalize their SEO.
It is also important to understand that between saying that we do SEO and doing SEO that gives results, there is a fairly significant gap. I spoke (supporting example) in several so-called SEO experts who had no results. I was contacted by subcontractors who sent me, as a reference, links to pages that are not referenced.
There is also confusion in the profession, which does not simplify the life of decision-makers in companies. There are agencies whose job is to make sites (but not SEO, even if they offer it), agencies whose job is to do SEO (but not sites, even if they offer it) and agencies (rarer) that do both.
Google is not everything
Of course, the traffic from Google is not all: the traffic can be direct, it can come from social networks, third-party sites, advertisements, newsletters … However, we know that more than 90% of Internet users start with Google, therefore not getting traffic from it is probably very damaging for many sites. The best SEO specialists also recommend diversifying your traffic sources and not becoming Google dependent.
Why is SEO not working? Lack of inbound links
This is a point that seems basic to many, but for clients whose job it is not, the inbound links, it is not at all clear. This is one of the 3 key SEO factors for Google, even though many pages still manage to get indexed without inbound links.
This page is for example referenced on SCPI Avis, on the first page (1,200 requests per month),
and without any inbound link.
However, it is not frequent and it is not within the reach of everyone (to reference content on page 1 without an inbound link). In general, there is a link between the number of backlinks and the traffic that comes from Google.
Why is SEO not working? Because of the theme of the page
It is on this subject that I see the most errors. The most frequent:
- “I know my clients. I have been working in this sector for x years and I know my clients ”. Most of the time, when a client tells me that, there is a good chance that they are missing the point and that they are dealing with the wrong topics or not in the right way.
- The company is positioning itself on its solution. If your goal is to sell a product or service that few or no people know about, few people will be looking for it so you will have little traffic and probably no results. Yet it is a fairly common mistake to try to make yourself visible on your brand or product that no one knows. I had the case again recently, during a digital marketing training of an entrepreneur who was very happy and very satisfied that his agency had positioned him on the 1st page of the results … on his brand that he had just created and that no one therefore does not know, apart from his family circle and some friends. What is terrible is that he took a long time to realize that it was unnecessary (at least at this stage) and that it was not by doing so that his business was going to take off. I also had the case, with a prospect. Meeting with the whole board. The Marketing Director explains, proud of himself, that the company’s site is in 1st position (not on the first page, in first position) on a request which describes their activity well. The board is amazed by these excellent results. Except that…. Except that the phrase in question is part of the vocabulary of suppliers, not customers, and less than 10 people search in question every month.
SEO: importance of keyword targeting
The wrong choice of keyword is a fatal mistake. You must have an idea of these keywords, but it’s up to your SEO partner to do the job and come up with relevant queries to rank you on. If your SEO provider asks you for a list of keywords you want to rank on and doesn’t try to complete it, run away, that’s a pretty bad sign. Ask him about the tools he uses. If he only uses Google’s free tools (trends, Keyword Planner, etc.), also flee. These tools are good when you cannot afford the services of a provider but they are insufficient. You have to use them often, but you can’t limit yourself to these tools.
It’s pretty simple: if no one is looking for what you’re targeting, we won’t get any visits. The error (see above) is often to communicate on the solution that we bring (and that often no one knows) instead of communicating on the problem to which we are responding (and which affects many people). Like this infratherapy SME which communicates on this solution (200 searches per month) instead of communicating on the problems to which it can respond (back pain, overweight…). It’s easier to go talk about back pain and get traffic than it is to try to generate traffic on a technique that nobody knows.
Data Seo: a good solution?
On this subject, I am judge and party since it is the specialty of my partner. He has been working on the subject for years, with a methodology that gives excellent results and generally quite quickly.
He uses Big Data tools to have a very marketing approach to SEO, based on data, on the real understanding of the needs of our clients’ clients.
Compared to what I wrote previously, it is quite common that I bring information about their market to my clients. The data approach makes it possible to understand expectations, needs, problems, opinions on the competition. So the data is used at the start of the projects entrusted to us. Then, the data is also used to write our content. We are clearly targeting content for search engines: in order for an Internet user to read what you have to say, Google must first understand what you mean.
After 15 years of Sales and Marketing Management in BtoB, Cyril Bladier created Business-on-Line; digital network agency. He specializes in digital strategies and is an expert on LinkedIn. Professor at HEC / Google @ HEC / ESCP / Neoma BS, he leads conferences and supports entrepreneurs, managers and companies in their digital strategies (BtoB, BtoC, HR). He runs the B2B blog. He co-wrote “Succeeding with Social Networks” (L’Express Réussir) and “Le Marketing de Soi” (Eyrolles, 01/2014). He wrote “The Social Network Toolbox” (Dunod, 02/2012), nominated for the HubForum “2012 influential book of the year in digital” award; and The Social Network Toolbox_ Edition 2014 (Dunod, 01/2014). He is a founding member and member of the board of the Association Française des Décideurs du Digital. @businesson_line. To contact him: cyril.bla[email protected]