Customer experience is the matter that deals with the optimization of the contacts that take place between the customers and the company emanations. That is to say, everything that bears your name, corporate colors, and the brand in general. As a result, the work that takes place at this juncture also invests everything related to online activity, such as website and social media presence.

In defining more carefully the concept of customer experience (also known as CX) encompasses the set of activities, memories, and sensations – therefore direct and indirect experiences – that the customer has of your corporate essence. It is clear that in this balance also those who deal with web marketing must be inserted to optimize the results. How? How to move to?

Customer experience: what is it and what is it for?

Working on optimizing the customer experience allows you to get real results. In reality, the first useful step is the one related to the brand. A website that takes care of the relationship with those who buy, book or accepts the quote that is presented in such a way as to pamper the user. Isn’t this the essential point of inbound marketing? After the sale, you have to delight.

To make them buy again and suggest your name to other potential customers. Improving customer satisfaction is also a precise goal of your web marketing work, and those who deal with the design or texts of a portal must not only evaluate the impact of the user experience. Focusing on the customer, on the people who have already chosen your brand, is important.

To learn more: definition of CRO (conversion rate optimization)

How to improve the online customer experience

Implementing the pages is not easy; the concept of customer experience can embrace different sectors. How to optimize the CX of a job? One of the most critical areas is related to upload times compared to web pages. How long does it take for a page to load? According to Hotjar’s research waiting is the main leading cause of frustration (not only on the web).

Think about who manages e-commerce and needs to simplify the buying process. Do you think it is an excellent solution to allow people to wait over 5 or 6 seconds to arrive on a check out page? Speeding up the loading of pages is one of the ways to follow, but it is not the only one. People are also annoyed by employees who do not understand the requests.

Then there are the problems not addressed and not resolved; for this reason, the customer care service on social and chat rooms should be well educated, aligned to the user’s needs. The chatbot may not always be the solution. Are you sure it can answer all the questions without failing a shot? The fourth reason for intolerance concerns the excess of automation.

CX and optimization: how to get online?

Those who work with experiential marketing, an approach dedicated to enhancing the user within the purchasing process, focus on five sensorial dimensions. I’m talking about Strategic Experiential Module or SEM, which is the essential junctions to take as a reference to an action strategy related to the customer experience. Here are the steps:

  • Sense: sensory perception.
  • Feel: feelings and emotions.
  • Think: cognitive processes.
  • Act: actor’s activity.
  • Relate: interactions.

These are the most important action plans for customer experience optimization. I’ll give you a concrete example: in the previous paragraph, I dealt with the topic of Messenger bots and the need to have a more human approach. Because a mechanical language involves the user from the point of view of cognitive processes, it invites him to think that on the other side there is not a person.

Coming to hypothesize that the brand is not attentive to the contact because it inserts a bot. How can the problem be solved? Using a copy in the chatbot’s responses that take advantage of the irony.

Firstly the bot on Messenger, or other chats, can be presented as such. They are thus reducing the friction that takes place when the user discovers that there is no human interaction in the conversation.

Whoever writes answers can ask the copy to use irony, jokes, and jargon that reduce the distance between the writer and the law. Of course, such work needs time and effort. But if you want to work on the customer experience, this is the way.

How do you work? Have you optimized your web presence?

Needless to say, how important it is to have a customer experience analysis approach. Don’t just think about optimizing sales and increasing conversions. You must treat your clients in such a way that encourages them to return. And in this process, you can’t afford to lose oversights.

Imagine the impact on your website by combining the marketing qualities of social SEO? It’s something you need to find out.

Search engine optimization (SEO) is a type of inbound marketing strategy. On the other hand, social media connect people, giving you a broad platform to carry out your marketing activities.

At first glance, you may not think that there is a correlation between social media and SEO strategies. Can you position yourself higher with social SEO? Read on to find out.

Social media and SEO

Social media has an impact on SEO. The greater the interaction and social commitment of your platforms, the higher the ranking your site will have on the search engine.

Backlinks shared via social media posts lead to a higher ranking for your site. Links to social media sites are treated just like other Google site links. Therefore, it is important to engage in social media marketing, as this is also considered in the social media optimization (SMO) algorithm.

Google also pushes companies that are not dedicated to marketing further down the SEO rankings. Bing is second to Google when it comes to being the most used search engine. They clearly stated that they consider the social presence that a company has and look at the number of their followers and followers.

Benefits of SEO

A customer might be looking for a product or service that you provide and a quick online search will give them the results. The best results will be among their first considerations when making a decision. SEO has a high return on investment and the following are some of the ways you can take advantage of it:

  • SEO helps to increase the visibility of your brand by having a higher rank in the search engine. If you do a quick search for a company, it is likely that their social media profiles will appear among the best results.
  • Trust is built when your brand is displayed after the customer has done a search using the keywords and your site looks like an excellent result.
  • SEO has relatively low costs compared to AdWords and PPC. More traffic is also caused by SEO efforts and you don’t have to pay per click.
  • There is usually an increase in traffic every time you make the effort to do SEO.
  • The effects of SEO are long-lasting. Unlike advertisements where no exposure is obtained when you stop paying, it is not easy to get a higher research position taken away. What you should do is maintain that position.

Social media integration

Every company knows the importance of an integrated marketing communication strategy. With the increasing use of social media and the impact it has on branding companies, it is important to have social media integration.

In the event that an activity takes place on Facebook or Twitter, Google collects it and the social media websites are returned to the search results. Don’t be left out while your competitors are engaged in SEO. You would also like to be seen as a better choice by your target audience.

The use of quality content, SEO and public relations (PR) can be combined to achieve maximum results. Traffic must lead to sales and you can maintain a good relationship and reputation by passing easily and receiving messages from customers. The content you share can be used to engage, educate or inform customers.

SEO and social media both have the same objectives, including increased traffic and conversion rates, development of brand visibility, exclusion of competition and increased number of customers. Therefore, if you manage digital marketing activity, you will have to combine SEO and social media in digital advertising to distinguish yourself from others.

If you need expert assistance, you can hire the services of a digital marketing agency. This will not be considered a mistake because the cost will allow you to get good results. There can be many plumbers and the growth of your business with SEO will help you achieve great results.

Facebook SEO

Facebook is the most visited social media site. The techniques you can apply to increase the ranking on your page on Facebook and other search engines include:

  • Using the best Facebook page name.
  • Using a vanity URL, which will help you improve your Facebook SEO.
  • Keyword insertion in strategic positions, for example, the “Information” section of the page.
  • Optimization of status updates on the Facebook page for SEO
  • Including your local/physical address. Most companies include their address and the map showing clear indications. Google takes into consideration the extent to which companies share information with customers and this helps increase search rankings.
  • Include links and plug-ins on your Facebook page. This increases the credibility of your company and increases both your website and the Facebook page.
  • Add links to your site on your Facebook page.

How to use social SEO to increase your rankings

There is an undeniable relationship between social media and SEO ranking. Their combined use is what is currently referred to as social SEO.

You don’t want to be that marketer or company that constantly spies on incoming mail, the timing or feeds of your target audience. You need to communicate effectively and efficiently. To make a positive impact, maximize social SEO by doing the following:

  • Focus on the quality of your posts. It is necessary to provide an inspiration to the public and quantity is not how to do it. Flooding their timing can lead to ignoring, blocking or ceasing to follow you. Content is king and if you plan your posts well, you will rise higher in search engine results.
  • Use paid promotion to increase your SEO efforts. Compared to organic promotions, paid promotions have a wider reach and impact.
  • Include links in your social posts as they also send classification signals to web pages.

Social SEO is a perfect marketing tool

Social SEO is constantly increasing and the dynamics now make it considered as the new marketing tool.

If you wish to further investigate how to encourage business, read our blog for more guidelines.

You do not win the war without establishing a battle plan. The same applies in SEO: it’s impossible to succeed without a prior SEO audit.

Your website is unique. It has its exclusive content, displays its performance, aims to achieve goals that belong only to you. You also have your SEO passion – your keywords worked, your technical drivers worked, you won backlinks. Even brand new, it is a necessary part of a competitive market which you hope to emerge. The selection of an appropriate SEO strategy must be in a unique image. For this, we must go through a step that SEO consultants consider essential: An SEO audit. But what makes this audit indispensable, exactly?

SEO Audit: A Tactical Case

Your team is coming to the finals of a big competition. Between it and the victory, there are four opponents, all equally strong. If you want to get on the top of the podium, you will have to put together an unstoppable strategy. First, evaluate the individual performance of your players, to determine which ones deserve their place in the final formation. Then, build a dynamic group. Finally, scrutinize previous matches of your rivals to analyze their methods, learn to mitigate their strengths, and successfully exploit their weaknesses. This initial phase allows you to forge the right keys, that will open the doors to consecration.

SEO tactical Case

Now, replace the team with your website, and compete with the search engine results pages, and the opponents with your major competitor sites – and you’ll have a good idea of ​​the importance of an SEO audit. A right SEO agency carries out an audit for the same reason that a coach develops a preparatory phase before a match or a series of matches. He allows to give himself the means to reach the objective by defining the best tactics to adopt for the context.

A detailed battle plan

It is a natural optimization strategy that makes sense only if it sticks to a specific site and a particular problem. Put it this way; an SEO audit consists of an analysis of the parameters of a website in terms of organic SEO. Expression of a work that is both professional, exhaustive and objective, carried out by an SEO expert. This audit draws up an inventory of a site’s positioning according to the market on which it evolves. It should be done, by determining through which possibilities it made the website visible on the SERPs (which places, on which particular keywords …), and identifying the possible obstacles to its progression.

SEO audit detailed battle plan

In detail, an SEO audit relies on several points. Especially :

  • The SEO architecture of the website (well-defined structure, clear site structure, optimized tags, relevant URLs, quality content, carefully selected keywords, intelligent distribution of these requests in the content, etc.).
  • Off-page optimization (everything about the netlinking, the authority enjoyed by the site, the quality of the anchors of links, the performance of the backlinks, links possibly dead or toxic, etc.).
  • The technical performance of the site, i.e. (page speed display, mobile compatibility, the weight of images, etc.).
  • The quality of the user experience (simplicity of navigation, the ability for the user to find what he wants in a maximum of 4 or 5 clicks, well-organized menus, the efficiency of the internal search engine, etc.).
  • The SEO history of the site (especially the relevance of the SEO routes operated until then according to the nature of the site and its objectives. For example, access to the shopping cart for an e-commerce platform, the efficiency of the CTA buttons and landing pages, etc.).
  • Competition performance (the methods favored by the big players in the market who rank in the heights of the SERPs, the working keywords, and the types of subjects treated, etc.).

It is only a working base. Because the organic SEO audit of a site then leads to a series of recommendations to better reference it, improve its positioning, boost its digital reputation and offer a better user experience, through a detailed specification. (Note that sometimes a pre-audit SEO, organizational tool to prepare the audit as such.)

This specification is similar to a real battle plan, precise, sharp, leaving nothing to chance. It is often consistent. A serious SEO agency has the ability to lay down a reliable analysis of a good fifty pages. Screening the entire SEO spectrum and creating a pavement that serves as a pillar for your future SEO strategy.

Natural SEO audit: a (really) essential step

The SEO audit is not the first rung of the SEO scale. It is the foundation on which this ladder is placed, the one that will give the work its solidity and determines your ability to climb the ladder to the end. This audit proves to be indispensable in all cases. To Consider

For an existing site whose visibility you want to improve.

Your website remains stuck in the limbo of search engine results. You have been vegetating on the second page of Google for years, behind your main competitors. Or, after having long held the top positions, you noticed a loss of speed, which resulted in a decline in the number of visitors and a decrease in the conversion rate. In this case, working without an SEO audit is tantamount to treating a patient without knowing what pathology he is suffering from. There is only a slight chance that the chosen medical treatment will only cure the pain.

If the case of a penalized site.

Google does not mess with sites that do not respect its rules and guidelines. The problem is that these are not necessarily known to webmasters. One day, you record a sharp drop in your natural traffic and discover that your site has completely disappeared from the radar, without knowing what happened. Here, the SEO audit can determine the exact cause of this collapse, a prerequisite to propose relevant fixes, for example, in the context of Panda or Penguin penalty. Without this preliminary phase, the efforts provided by the SEO auditor can quickly run out.

For an existing site to remake or migrate.

To avoid losing all SEO achievements in the process, a poorly conducted migration that can be expensive to position a website, without certainty to find all the links juice one day or the other).

New or under creation websites

Launching your website does not exempt you from performing an SEO audit. On the contrary; it is probably the best time possible because it is not necessary to clear the optimization and endorsement history of your site to define a strategy. It makes it possible to establish a battle plan on a perfectly healthy ground, in particular by taking as a reference the existing market, the needs of the potential customers and the actions carried out by your competitors. All that remains then is to apply these recommendations calmly, without having to release the brakes, fight a pre-existing penalty, or deal with sneak attacks (Black Hat SEO) type.

The process of launching an SEO strategy without proceeding upstream to an SEO audit would be like bringing your team on the field without having established tactics or analyzed the strengths and weaknesses of your opponents. In short, it would be going straight into the wall … relying only on hope or luck to not suffer too much damage. And, in terms of organic SEO, karma has no place. It is the quality of your strategy that makes all the difference between a site that reach the summits and another condemned to stay buried in the limbo of Google.

SEO techniques in 2019 are well-outlined activities that help you get the desired results. It’s not always enough to publish new articles for the blog, you know?

When it comes to SEO techniques, I always think that, after all, the most useful thing you can do for a project is the publication of good content. Isn’t this the essence of a good strategy for search engine optimization?

You have to find and use the SERP to give the public the best possible results. It applies to SEO and SEM, without distinction. But does this apply to everyone?

Is it enough to follow the hard-nosed road and publish without peace? Not always, sometimes, you have to think through the perspective of SEO techniques to get visibility on Google. What are the tips and strategies I used on my blog?

SEO techniques: what they are and what’s for

This term refers to all the activities that make it possible to increase site visits to obtain useful and concrete results. So it’s not just about getting more clicks on the results, but also about working to improve conversions.

As a result, to be complete and precise in defining the best SEO techniques we need to address the topic from a strategic point of view: you have to sell, generate qualified contacts, get leads and request for quotes. So how to improve the positioning of your website and maintaining this proper perspective?

Base with the leading SEO techniques

  • Each page must have title and meta description tags.
  • Add sitemap.xml in the search console.
  • Set up a linear and straightforward URL structure.
  • Use light and undemanding WordPress theme.
  • Compress each image to reduce weight.
  • Point each page to the placement of search intent.
  • Strictly abolish duplicate content.

Blogging: positioning with new posts

This is the basic rule of web marketing strategies that allows you to improve your web positioning: publish fresh content to gain essential positions for your business. Having an editorial plan is critical.

Because the blog works when you decide to place content to intercept a specific public need, that is to say, an audience that you can transform into a clientele that allows you to make money online with your service.


The rate of publication influences traffic.

So the keyword research is crucial to understand how to choose the keywords to be developed in the articles to intercept the right audience. Here you will find the keywords to use on the website, in the articles and the WordPress SEO fields by Yoast.

So, first, the SEO technique to be developed with strength: open a company blog , make proper keyword research, and start writing. Simple, isn’t it? The pace of publications can do a lot for the project, and not just for the increase in visits.

Improve the CTR of the most useful contents

An easy job that only needs the Search Console. With this SEO tool, you can do research analysis. In practice, you can view the contents that bring more traffic and evaluate the relationship between impressions and clicks.


That is, you can work on the CTR and find out if you can make it so that based on the placement, you need to work to convince more people to click. Maybe people see the snippet but decide not to visit your page.

At this point, you can use the meta description to add a call to action. And entice people to click. Remember that the SEO copywriter doesn’t have to write for search engines but use these tools to reach his audience.

SEO techniques for pages, tags, and categories

One of the significant problems of those who think they have reached the maximum limit: they have not optimized what they do not see. Think about publishing new articles and following essential SEO solutions. But forget that it has a lot of content on the website.

And often these texts only deserve to be improved. For example, the landing pages: they were designed to convert, that’s fine. But do they also have any chance of positioning themselves on Google? And the service pages – who are they, contacts, portfolio – have been treated? Do they have Google meta tags that can describe the content?

Let’s get to the point: tags and categories. Have you created taxonomies that overlap and cannibalize each other? Optimize these pages to eliminate those that are not needed and do not lead to visits, add useful text, and intercept research intent. Then I’ll show you that they start bringing in visits and everyone’s happier.

Work on the long tail keyword of your blog

One of the most apparent SEO errors when you do your keyword research: you decide to choose the keywords with the highest search volume, to increase the visits of the blog. Not forgetting that you don’t bring Google Analytics graphics to the table.

Where to put keywords on a site? The answer is quite simple, but it is the choice that makes the difference. I prefer to avoid keywords that carry more traffic than those that can intercept potential customers.


For this work on the long tail keyword. Have you no idea what it is? Take a look at the image below, explaining everything in detail.

The keywords that manage to create a higher conversion opportunity are those found in the final part. Therefore, those that have more terms and that describe a research intent with more attention and precision.

When you choose the titles to be included in the editorial calendar not against the keywords with more visits but intercepts the queries that bring customers, they are the longest and most detailed ones, perhaps with a not very high CPC but not negligible.

Update old posts with new content

You have published articles but do you think we can achieve something more by publishing less? It’s not an absurd idea; updating old articles is a good practice.

Especially if you want to work with what you already have online. Why think of being able to place new content when you already have something that tries to achieve this result? He’s just waiting for extra gear. Maybe optimizing:

  • Tag title
  • Meta description
  • Internal links
  • SEO friendly URL
  • SEO image optimization
  • Title H1
  • SEO Optimization PDF
  • Post subtitles (Heading)
  • Create an internal menu

content audit flow chart

I believe that it is necessary to work consistently on this point. The relationship between freshness and SEO should not be questioned, always offering the best possible content is indispensable. For this, I follow the scheme of Ahrefs.

What does this scheme say? If the article is recent, we leave it alone. Otherwise, it enters the review cycle. Does it carry traffic? We review it. Does it have any importance, but has it been poorly tackled? It is rewritten with 301 redirects. In short, among the best SEO techniques, reviewing old content can make a difference.

Find quality links for your domain

Do SEO techniques exist for making link building and finding quality mentions? I know a couple of them, I put them into practice on my blog, and I’ve always had good results. Most important rule: publish something incredible, unique, unrepeatable.

For example, an ebook or a list of resources. Perhaps a model to carry out a specific operation of your professional universe. In short, you have to create something that acts as bait. Then start your SEO / digital PR work. Or:

  • Identify people who might be interested.
  • Contact bloggers who have web pages dedicated to the topic.
  • Find out if they are willing to link your content.
  • Alternatively, propose a guest post to push it.

In other words, you have to do a blogger outreach job to find out useful contacts and start bargaining. Another new solution: use Screaming Frog to find the broken links of the blogs in question and propose a valid alternative.

SEO and SEM techniques: what do you do on Google?

Some realities cannot be questioned. Among these, I always mention the great activity of optimizing web pages. In this way, you can intercept the public but not only: increase the general quality of your project.

Is this enough to respect the SEO and SEM rules that give you good results in the SERP? Leave your opinion in the comments, let’s discuss this topic together.

Writing for the web is a full-fledged practice that has its own rules.

The first steps are sometimes hesitant as the areas and skills covered by the web editorial are broad: web marketing, SEO, mastering a foreign language, or storytelling … So many fields that can discourage the most neophytes. Here are ten tips for daring to take the step of web writing and boosting your SEO, to be well seen by Google, but also by your audience in search of quality content.

1) Think before acting

Writing for the web is taking care before thinking about the main keyword on which you want to position yourself. There are many tools available to help you choose your primary and secondary keywords. You’ll find easy-to-read lists of useful SEO-optimized content writing tools by browsing your favorite search engine. The key is to find the right balance so that your keywords are sufficiently typed by users to generate interest (and therefore visits to your page), but the competition is not too much fierce to give you a chance to reach the correct positions. A tool like Google Trends tells you, for example, the search frequency of a keyword, always interesting to know the priorities of Internet users or to find ideas of subjects! Do not forget to insert these keywords into your titles to facilitate better SEO.

2) Be natural!

You’ve probably learned that writing for the web is both writings for Internet users and search engine robots to position your page. Leave aside the machines and their algorithms during the drafting phase and think above all to the Internet users  ! A still common mistake is to want to seduce the robots at all costs and to think wrongly that for that it is enough to repeat the same keywords until indigestion — nothing better to drive away your audience readers and penalize your site. Indeed, the over-optimization of your content is a method that has not worked for ages and is therefore counterproductive for gaining visibility and popularity of your website. Search engine robots are becoming more efficient and now is taking into account the quality and originality of the content. So, be natural in your writing. If people think your text is relevant and useful, there is a good chance that robots will feel the same!

3) Meet the expectations of Internet users

Try to anticipate the needs and questions of your target audience and answer them! Your web page must be the answer to their request. Your content must provide information that will adequately inform users. Obviously, it is wise to stay in your theme, but nothing prevents you from gravitating around it if your approach is consistent. If this can support your expert image in your industry, these are all points earned. In hoping to benefit from a leader in your field, it will be necessary to build an editorial strategy plan coherent to offer content in line with the concerns of your prospects. A long and tedious work that will get rewarded with time!

4) Go straight to the point

A surfer is a man in a hurry, and he has a habit of reading information diagonally. And without wanting to discourage you, it is quite rare that it reads the entire content of a web page. For these reasons, it is advisable to adopt a direct and concise style. Avoid extended sentences and put the essential information at the top of your page. You will then be able to return more specifically to the details. This method is called the inverted pyramid. First, start with essentials so that readers quickly understand what is being discussed and how is your content structured. Answer from the beginning your 5W page (What, Who, Where, When, Why) so that the reader can easily understand the subject. It is only during the reading that the information will be more secondary (and not redundant). Web writing has similarities with journalism, and you must also be particularly vigilant about the integrity of your information by checking your sources beforehand.

5) Structure your content

The user is easily distracted. That is why it is essential to know how to put forward your texts to optimize their impact. Use catchy titles with keywords that will catch the attention of your audience. Structure well your paragraphs by skipping lines, and use smart lists if it can improve the readability of your content. Support your strong ideas with bold text (sparingly) to make it easier for people to read. Finally, think of decorating your content with visual aids such as photos or videos. Well chosen, they will bring a real comfort of reading to your public.

6) Do not copy from other sites

A breakdown of inspiration? It can happen. However, for the proper endorsement of your site, we can only strongly advise you never to resume the content from another site, whether it is a paragraph or extracts of text. This practice called duplicate content remains common on the internet; a downgrading of your page can penalize it in the results of the search engines. Whether it’s a matter of ethics, for your visitors or robots, it is imperative to write only original content.

7) A page = a request

A page must answer the main keyword and secondary keywords. These are the latter who are part of what is called “the long tail.” These are the keywords less searched by Internet users, but which together will bring the bulk of traffic. In SEO, it is much more interesting to create different pages related to queries that are being searched by your audience. Avoid adding all your queries to a single page, by bringing them all together under various topics. The purpose of this operation? Deal with your topic at length to increase your chances of being the gateway for users interested in your industry. Logic is the best friend of natural referencing. The more quality pages you have about your topic, the more likely your prospects will fall on your site after a search.

8) Hunt for faults

You may have already come across a website containing several unwelcome shells. What did it feel like to you? The level of tolerance varies according to each person, but the first impression is decisive, and a misspelled word, a verb with a dubious conjugation or forgotten chords are as many deviations to avoid if you do not want you to discredit. Spelling mistakes can have adverse effects on your image and your ability to build trust. Print your texts if necessary, but read them twice more than once. Moreover, by dint of correcting, you will notice your faults, and you progress more quickly in spelling.

9) How many words?

In content writing, as in SEO, quality takes precedence over quantity. However, you will need to find a balance between the two. In general, it is advisable to reach at least 500 words for your page to position it properly. Indeed, robots need to identify what your web pages are talking about to be able to rank the results of the search engines. If they feel that other pages are more comprehensive and relevant to the subject, you can be sure that it is the competition that benefits. It is estimated that the best-positioned pages reach 1500 words, but if you think you have done the trick before, there is no point in adding superfluous elements (or worse, repetitions) that could make you lose the user.

10) Share your content!

Your article or web page is written and published on your site? It’s a good start. Now, why not share it on your social networks? It is a significant source of traffic, and it would be a shame to deprive yourself of such an audience. New visitors can be charmed by your pen or the quality of your content and share the article in turn. Some will even linger on your site to take a closer look at your business … Finally sharing is an effective way to attract attention to get quality links that point to your website, which is particularly favorable for SEO.

By following these ten points, you can take pleasure in writing while satisfying both users and search engine robots. The key is to dare to start, and with practice, you will realize that content writing is a captivating field that requires some knowledge of SEO, but can greatly improve the positioning of your pages through the pure pleasure of transmitting and communicating.

When Google officially announces its global update every year, it causes excitement among webmasters and SEO managers. Also in 2018, it was no different, as confirmed on 1 August Google via Twitter, that a core update is rolled out. The core content of the update continued to be of great importance to EAT, and the changes hit most healthcare and financial pages. EAT stands for Expertise, Authority, and Trustworthy. Three factors Google uses to gauge whether or not they trust a website. While EAT was very important even before the update, it has gained relevance since the update.

Influence of the Quality Rater

Presumably, Google will incorporate the feedback from its Quality Rater and Google users through the update. The Quality Raters are over 10,000 Google employees spread around the world, ranking the quality of websites and awarding Quality Score through the Quality Rater Guide.

In Chapter 3.1, Google outlines the rules for measuring the quality of a website. EAT is here very far ahead. An indicator of how vital Google EAT is. So here it is time to act.

Google Page quality Rating Factors

Google Page quality Rating Factors

The search evaluators judge whether the content fits the quality claim of Google. The reviews are collected, evaluated, and then find a way into the algorithms of Google. Ben Gomes, vice president of Google Search, said in an interview with CNBC that while the Rater’s Guide does not say how the algorithm generates the rankings, it does indicate what the algorithm should do. This gives the guide a valuable insight into how Google rates pages.

Why EAT is so important

If the pizza does not taste, the store is dirty, and the service is unfriendly, we are looking for another pizzeria. Google’s users do the same. If you can not find the answer to your query on one page, you will leave the page and look elsewhere. So Google will not recommend this page, but another one. Bye Ranking, Bye Traffic, and Bye Conversions.

For some areas, Google sets a higher quality standard for content and user experience. Google uses the acronym YMYL (Your Money or Your Life). The update of August 2018 has had a substantial impact on these websites in particular

Which websites are YMYL?

Google defines YMYL pages as follows:

  • Shopping sites
  • Generally, pages on which you can order something directly with money
  • Websites for finance
  • Website for health
  • Websites for legal topics
  • Sites for education

Google puts higher quality standards on YMYL sites, as false or misleading information can have negative effects. If a website falls under one of the categories mentioned above, then, in any case, higher-quality content must have been produced and at best written by experts.

Google wants to protect you, so they set a higher standard on YMYL pages than the others. Thus, external signals are more weighted, which confirm the authority and reputation of a domain or author: backlinks, co-competitions, search volume of the fire to be consulted.

Nevertheless, all sides should acquire a high-quality standard. When everyone produces high-quality content wins, not just a company/brand/shop, but the whole Internet.

Author EAT, and websites EAT

Who would you instead read an article about taxes? By a copywriter who has researched for a week, or a long-time accountant?

Of course, we prefer to read the text of someone who has many years of expertise in a topic. So the author has the knowledge, some experience, and works in the industry, so he or she gets our trust.

Google’s guidelines are many examples of high and low-quality websites.

The website in the picture above is classified as “low quality.” It is not possible to see if the author has medical knowledge. Better would be here a small Infobox with references (if she has these). A Google search has revealed that the copywriter writes many articles on a variety of topics. Google and you would probably now assume that the expertise is slightly less. Therefore, Google will better rank other texts by knowledgeable authors.

It is worth considering whether it makes sense to create an author page with a detailed biography and references. It should also always embed the authoring scheme to provide as much information to Google as possible.

SEO measures for EAT

So how can SEO do it to meet Google’s quality criteria? Here are many optimization possibilities in the OnPage and Offpage area.

Google is now very good at rating links. Getting a link, or being mentioned by sites like or is a positive signal. At least since the penguin update in September 2016, backlinks coming from untrusted sites are no longer taken into account. That’s why high-quality backlinks are also essential here.

How do I improve my EAT?

  • Create “value-added” high-quality content. Google should be made clear that much work and effort has gone into the content. Create content that answers users’ questions. How detailed the contents of the MC must depend on the purpose and topic.
  • Build backlinks from essential sites. Here it can be more important to have a valuable backlink than much smaller because of less important ones.
  • Get good reviews (Yelp, Google, etc.). If there are a lot of bad reviews, respond to them, and ask why negative reviews come up.
  • Social Shares and who shares the content. It makes a difference whether experts with authority share something or accounts with few followers.
  • Like to link the authors with their social media accounts. This increases the confidence of the website.
  • Optimize user behavior on my site. Do you jump off? Are you coming again?
  • Actively be in the communities that deal with the product or service.
  • User-friendly additional content
  • Functional web design
  • Transparent information about the website operator. Address data, telephone numbers, etc.
  • Schema markup
  • Page speed
  • metadata
  • Certificates, prices
  • Meaningful “About us page.”


Google’s update in August made it clear that the EAT is even more critical. Unprofessional sites were punished and suffered heavy losses. As you can see from the list above, there are many things you can do to work on your own EAT value so that your website will not be lost on the next update.

Update 2019:

In the white paper on how Google deals with misinformation, Google has confirmed that EAT is a key ranking factor. Google acknowledges in this document that it can be challenging for the technology to determine if something is real. It is sometimes easy to determine what is wrong, but often challenging.

The document further states, “Our rating system does not identify the intent or actual accuracy of particular content.” How does Google then complete this task?

The answer: “Our ranking system does not identify the intent or accuracy of particular content. However, it is specifically designed to identify websites that have a high level of competence, authority, and trustworthiness (i.e., EAT). “

The bounce rate is one of the most critical KPIs for the user experience of your website. For Google, it is namely a factor that in addition to high-quality content on the quality of Internet pages close. Therefore, there is, of course, a great interest in reducing the bounce rate.

With the use of other metrics such as site visits and length of stay, it shows how well your site satisfies the user’s intention and where there is still potential for optimization.

What does bounce rate mean?

According to Google, a bounce is a single-page session. It means: A page is called up but left without further interaction on the page. It may look like this:

  • Return to the search results
  • Close browser
  • Enter a new URL in the address bar
  • Stay inactive and cancel the session
  • Read the entire page, but do not trigger events and then leave

We’ll give you five simple but practical SEO tips to help you improve your bounce rate. And many times over.

Provide high-quality content on a regular basis

Traffic alone is not everything. You need unique and quality content to keep visitors on your page. The more blog posts or other useful content you find on your site, the better your chances of engaging with each user.

According to a study by HubSpot, companies that publish more than 16 blog posts a month generate 4.5 times the amount of leads compared to the competition, which publishes only four posts monthly.

However, it always counts: class instead of mass, quality comes before quantity. We are talking about high-quality content that provides your visitors with clear added value. Superficial content (thin content) will not benefit your bounce rate. But on the contrary.

Also, note your internal linking structure :

  1. Because additional, informative content keeps the visitor on your website for longer
  2. Because you increase the relevance of individual pages with internal links
  3. Because you get the most out of the Google Bots crawl budget for your site

Use visual elements such as videos and pictures

Of course, this is not just about texts, but about using different content formats such as videos, podcasts, or infographics. In particular, pictures and videos are very appealing to Internet users, because relatively few spend their time reading texts. However, optical elements are quickly detected and arouse a great deal of attention.

Optimize the loading time of your website

Users are impatient people. You want to get the information you need quickly and not wait long. An investigation also confirms this by Google: a whopping 53% leave a mobile website if it takes longer than 3 seconds to load.

How fast can your website be tested with Google PageSpeed ​​Insights? Use WordPress, offer free plugins such as W3 Total Cache to optimize the load time of your website.

Do not be afraid of A / B tests

Patent recipes do not exist in search engine optimization. That’s why it’s only an advantage to do so-called split-tests to see what works better for your visitors. Initially, this means some work – but it pays off definitely!

Often it is enough to make small changes to reduce your bounce rate. For example, changing the button color, reformatting the CTA, using a different font, or placing popups on different pages.

Use exit-intent popups

Most of the visitors leaving your website will not return. Therefore, it helps to target these users again before they finally jump off the page. And with an exit intent popup.

This type of popup uses the cursor movement to determine when and if a user wants to leave your page. Before that happens, the pop-up pops up and adds value to the visitor. It can consist of discounts on the first order, a freebie or free tips by the newsletter.

In any case, you have to convince the user in a nutshell, why he should stay on your side.

Conclusion: Improve Bounce Rate & Increase Conversion Rate for better SEO

The longer a user lingers on your website, the higher your chance of turning him into a subscriber or customer. Therefore, it is essential to reduce the bounce rate of your website effectively.

These methods can help you convince your visitors of your offer, service, or expertise. But in all things: trying is about studying!

One of the main reasons for owning an expired domain is the authority it has as an established site. In SEO, the importance of backlinks is critical to properly position your company’s website on Google’s results pages.

As a reminder, a backlink is a link on another website pointing to yours.

It is undoubtedly the most time-consuming and challenging activity of SEO on the Internet. It’s so true that it has its unique denomination: the Off-page SEO.

Since the update of Google, called Panda, it is strongly discouraged to buy these essential backlinks.

Moreover, it helps to obtain backlinks naturally as Google specifies that.

But what if you buy a domain name that has already “served” itself with backlinks?

That’s the question I have been asked much time from people passionate about Digital Marketing and SEO.

In this article, I will present to you the advantages of choosing an expired domain to develop better your SEO that I have learned during my SEO journey.

What is an expired domain?

An expired domain is a domain name that has not been renewed by its owner for any reason.

Some companies abandon these domain names because they have gone bankrupt or are being bought by a large group that does not have the same name.

Anyway, this domain name becomes immediately available for who wants to pay the few dollars needed to seize it.

For example, some expired domains face fierce competition because they have many advantages.

Choosing an expired domain has many advantages …

expired domains for seo

Do you understand?

An expired domain has a previous history on the internet, and the goal is to build on its strengths.

So, with an expired domain, you can:

  • Recover and transfer traffic from domain backlinks, Google results in pages …
  • You support this area as part of a network of sites,
  • More natural to position yourself in 1st place,
  • Benefit from the promotion that some people make on the forums.

In practice, you can use these expired domains in a Natural Referencing (SEO) logic, without forgetting to set up 301 redirects so that the traffic of this domain is redirected to your leading site. Thus, it recovers the traffic and also benefits from the links juice.

For an entrepreneur, choosing an expired domain as the primary domain name of your site is an opportunity, to begin with, ahead starts over your competitors.

Indeed, any expired domain has a history.

This history consists of links that will help the new owner to be more easily positioned on queries in an organic SEO strategy.

As a reminder, the more a domain links count that point to it, called RD or Referring Domains, the more critical its authority is.

In this way, if the new owner wishes to position himself on competitive queries, he will arrive there more quickly than another contractor having bought a new fresh domain name without “lived,” all things being equal.

The example of

LifeLine Associates was a company in charge of counseling professionals looking for a career change.

The company offers the most extensive and personalized career search possible.

During the business activity, each professional candidate looking for a career change posted their website portfolio. And of course, all these sites quickly have many backlinks.

But the company went out of business and their domain name is not anymore useful for the owners who do not renew their subscription with their registrar.

For example, today the domain name has been reconverted for a guide around blogging and technology guides.

Redeeming the domain name with so much visibility is rather rare. But, whatever the domain expired, with a little luck, the previous owner used SEO techniques. Thus, automatically, you have the history of backlinks on the domain.

Expired domains thus have significant advantages in order to save time in their SEO strategy.

On the same topic: Choose your favorite domain and double the power of your backlinks

How to buy an expired domain?

expired domains for seo

Some internet platforms have specialized in the identification and auctioning of domain names that have not been renewed.

This is called the drop-catching.

According to Definitions Marketing, domain name drop-catching is a technique for mass recovery of expired domain names that can then be resold for SEO purposes, brand protection policies, monetization logic or even for regular use.

A few years ago, it was easy to buy an expired domain name with an exciting volume of quality backlinks.

Some platforms quickly understood the potential.

They have thus monopolized this market by buying the most promising areas as soon as they are not renewed.

Then, the highest bidder wins the domain name through a basic auction system.

In short, a bit like eBay, you are bidding on a domain name.

Bonus: if you identify a domain name not present on these reseller sites, you can check its availability and find the owner’s details on:

  • the whois of the site,
  • Or on domain name testers available at all hosts.

If you are lucky, you can find some rare pearls.

Otherwise, here are three domain search engines expired:

Know the past of an expired domain

expired doamins for seo

Once you have selected the expired domain names that interest you, before you purchase them, make sure the site is still indexed.

On the site, you see the old content of the site on previous years, if it was used for an e-commerce or for any other use.

Then check the links on this domain, because this is the primary benefit of acquiring an expired domain name.

Other elements are to be taken into account:

  • His Domain Authority that you measure with Moz’s free tool,
  • Its indicators on Alexa: the rank of the domain name,
  • His data on SEMRush: the analysis of the old traffic, the keywords positioned, the existing backlinks.

My advice:

The difference between the Trust Flow and the Citation Flow calculated by Majestic SEO should not be relevant:

  • The Citation Flow is a score between 0 and 100 to measure the value of links or the “potential” of a site or a link,
  • The Trust Flow designates a score of 0 to 100 indicating the level of quality

Indeed, so that Google does not penalize you, the links must be of quality, without having practiced “mass linking.”

Also, the distribution between the nofollow and dofollow backlinks must be balanced. Indeed, you can broadcast link juice, but sparingly.

Finally, as always, the anchors must be optimized; otherwise, you will suffer a penalty.

Note: be careful that domain names have not been spammed. Indeed, by checking the past of a domain name, you guard against any possible manipulation of a domain name. Your site may have been blacklisted SEO techniques and may have suffered a Google penalty at some point.

Buy an expired domain, and after …?

Once your website is set up on the expired domain name, check what was said on the forums. Internet users may have spoken previously about your new brand, the one carried by the expired domain that you have just acquired.

This is an opportunity to restart the conversation and invite them to visit your new site.

You can also contact blog authors to invite them to update the link to your site.

Then, use this expired domain to create a new website or blog for an e-commerce site.

In this way, you attract traffic with textual content, and you use it to direct it to your e-commerce site.

Thus, you position your second site on the niche of the main site. Some publishers rely on this technique to strengthen the position of the company in their field of activity.

Conclusion on the SEO benefits of buying an expired domain

For the summary, before buying a domain, I advise you to check:

  • The age of the domain,
  • The number of referring domains
  • As well as the quality of incoming links.

I am not very fond of this kind of practice. Always afraid that the image of the expired domain is harmful to my brand or that visitors to the old site arrive on mine and leave immediately by lowering my bounce rate.

Never forget that your SEO goal is to conquer new customers and therefore qualified traffic.

Anyway, when you buy a domain name (expired or not), it is essential to check its history. Without knowing it, you can buy a domain name that has already been used.

Have you already purchased an expired domain name? What are your returns?

On Google, position zero is the holy grail of SEO. On desktop or mobile, it provides high visibility and increases the click through rate and traffic on websites. But how to reach the coveted position?

Even better than the first position, there is a position zero. Also known as featured snippets, it refers to a simple and precise answer to a query on Google. The answer is displayed directly at the top of the results and remains visible without having to click on any of the websites. Guaranteed visibility for the site.

There are 3 different types of positions zero in Google: “paragraph”, “list” and “table”. Each responding to different needs in terms of information for users.

Why try to classify your web pages in position zero?

Google position zero is not just a matter of ego. In addition to the pleasure of seeing the name of your company or brand first in Google, featured snippets have many SEO benefits. According to Ahrefs, such positioning increases the traffic of a site by 20 to 30%. Similarly, such a ranking in Google would increase the click-through rate by 8.6%. What largely expand the traffic?

Position zero on google is also a strategic stake. Now that voice search is expanding, It is, therefore, a safe bet that Internet users will use more and more this way to access content quickly. However, when a voice search is performed, the search engine quotes sources that offer simple and concise answers. Optimized web pages for position zero, therefore.

Finally, reaching position zero is also improving its visibility on mobile. And relegate its competitors to the background. Indeed, on mobile featured snippet occupy almost the entire screen without scroller. The user will only see your content.

Ok, but how to reach the coveted position zero?

# 1. Simply answer questions

To increase your chances of appearing in position 0, you must use interrogative phrases. “How to do .? When? “, “How much .?”What to choose between … and…? », Etc. This interrogative form must, in a very pragmatic way, be used in your paragraphs.

Google will then easily understand your content and what you answer in terms of user requests. Note that the answer to the question you are proposing must be short, equivalent to a maximum of 90 words.

# 2. Identify trending queries

The featured snippets appear most of the time on quite trendy queries, done a lot of times each month. It’s up to you to determine what kind of queries are going in a moment and to create the right content.

Answer the public and Uber suggest are free tools that allow you to determine trends and search volumes. After determining what the search trends were, it’s up to you to see how to appear on those queries by taking into account the criteria listed above.

# 3. Find your already referenced pages

The pages highlighted in position zero are those which already benefit from a good referencing. In other words, before thinking about optimizations to reach position zero, you need to check the positioning of your pages in the organic results. And so check if all optimizations in terms of keywords, unique and relevant content, net linking, etc., are achieved.

To appear in position zero, you must bet on your web pages that are already well referenced on some queries. The idea is then to take these pages and improve them according to the criteria necessary for position zero. These web pages must contain approximately 950 words and each of your paragraphs must answer a specific question concisely.

Regarding the zero position, the backlinks and the reputation of your site on the social networks are not elements taken into account by Google – for the moment.

# 4. Always write content with high added value

It is obvious that to appear in position zero (as in the other results of the first page of Google), you must propose quality content. Google also favors regularly updated content. In addition to providing a concise and vulgarized response to requests from users, you should make sure to check your content regularly.

How to create clear and concise content without diluting your purpose? Reveal most of the information directly and then go further in the rest of the paragraph. Yes, it’s certainly a little different from the way you’re used to writing.

Do not forget to put your keyword in the title tag and in the subtitles. Finally, choose content that offers step-by-step responses (with bulleted lists). The idea is to really structure your content so that at a glance the user finds an answer to his question.

# 5. Finally, use the right tags in the written content

In order to make your content appear in position zero, you must ensure that certain tags are included in your web pages. For example, for the “paragraph” format, the <p> </ p> tags must be used. Position zero in the list format must contain the tags of a numbered bulleted list (<ol> </ ol>), the tags of a list element (<li> </ li>) or the tags of a list element (<li> </ li>). An unnumbered bulleted list (<ul> </ ul>).

Finally, the 0 position in table format contains the <table> </ table> tag. If you want to make your table appear in position zero, the tag cited above must be present on the web page, but the table too. Indeed, Google simply reproduces the table of your web page to display it in position zero. Your data must be presented in rows and columns.

By completing all these criteria you have every chance to reach Google’s position zero in the chosen format. The video format of the position zero is not yet widespread and only displays on a few queries. But it’s a safe bet that this type of content takes advantage in the display of Google results. Create short, clear tutorials that answer very specific questions that users might have about your industry. You will put all chances on your side to try to appear in position zero

Since its appearance in 2003, WordPress, the most famous open source software, never ceased to evolve and reinvent itself. Version 5 has experienced a lot of news and especially has seen the replacement of the classic text editor, which you all certainly know, by a new text editor, Gutenberg. If it is now possible to stay on the historical, you should already be familiar with the one that will become your default text editor in a few months, a few years at most!

Gutenberg at the first look

Even a text editor, could you imagine… You’re used to the classic editors of WordPress? The skinning of the interface of Gutenberg should at first surprise you, or at least not leave you indifferent.

You might be baffled by the lack of information on the screen: you will, at best, by default, the left sidebar. You will need to dig to better understand the functioning of Gutenberg.

Block operation

HTML, a markup language, gives pride of place to the concept of structuring. Each open tag is closed, and the different elements fit into each other to give browsers and search engines a well-structured and consistent source code.

This rigor and structure are found within Gutenberg, whose logic of operation is a block by block. After filling out your article title, you’ll have to complete your content block by block.

You can easily insert a block between two others, move them by drag-and-drop, and take advantage of formatting options specific to each type of block. For example, it is possible to define a drop cap in a paragraph block.

Very many blocks available

The features that are natively integrated by Gutenberg are very numerous, each block can be associated with a different type of content. You will find many options.

The most common blocks:

  • Paragraphs Titles Hn (H2 to H4 by default)
  • Bulleted or numbered
  • lists
  • Galleries or images
  • Citations
  • Sound
  • Banners
  • Videos

Files Blocks associated with formatting:

  • Back to the classic editor
  • Tables Excerpt from
  • Custom HTML Code
  • Pre-formatted elements
  • Quotes highlighted Couplets

The blocks associated with the layout:

  • Buttons
  • Columns
  • Media & Texts
  • Elements Read more
  • Page breaks
  • Separators
  • Spaces

Widget integrations:

  • Recent Articles
  • Short Codes
  • Archives
  • Categories
  • Recent Comments

Embedded Content

  • Twitter
  • YouTube
  • Facebook

Features associated with the most difficult page to find

You will need time to understand the richness of the features. But the minimalist interface may well confuse you and complicate the search for elements before well visible. You may have trouble, like me the first time, to find how to modify for example the permalink of your page or your article.

Advantages and disadvantages of Gutenberg

The new generation WordPress text editor already has its fans … but also its detractors! In all objectivity, what are the qualities and limitations of Gutenberg?

Limit the use of layout extensions …

The many features allow you to produce visually clean content by meeting 90% or 95% of the needs of editors and site publishers. In fact, you will no longer necessarily need to install an extension of the Page Builder by SiteOrigin to format your content: videos, tables, columns, image galleries, integration of content from social media, all or almost is available natively.

While using the extensions of his choice!

The essential extensions so far to SEO, like WordPress SEO (YOAST), are still operational. So you’ll always be able to control your Title, Meta Description tags or Meta Robots via your favorite extension, even when running under Gutenberg.

To adopt an SEO-Friendly approach, you can use SEO Writing Assistant. This SEMrush feature, which gives you tips for optimizing your content based on SEO criteria, is also available as an extension compatible with WordPress.

You will be able to know the optimal length of your content, discover the terms to use and evaluate the quality of your title. Coupled with an SEO press-type extension, All in One SEO or WordPress SEO, the SEMrush SEO Writing Assistant is the ideal extension to produce texts that better meet the different semantic criteria of the algorithm.

An opportunity to better structure your content

Another advantage of Gutenberg? The use of blocks can be cleaner in the structuring of its content. A beginner, unfamiliar with the standards enacted by the HTML5 standard, can more easily produce a well-structured and semantically rich content through the many formatting options.

A publisher who is still young, who has to grow in maturity.

The only reproach I make today to Gutenberg is that of youth. While the classic WordPress editor was perfectly mastered and bug-free (or almost), Gutenberg offers a disruptive and disturbing approach at first glance. The interface can still seem messy and some bugs remain … It will be like this for a few more months.

The switch to Gutenberg can also cause problems of display among users who previously went through an extension of bet in form.

Should we move to Gutenberg?

If your WordPress update suggests you move to Gutenberg, I can only encourage you to accept. After a period of adaptation, you will master the subtleties of a text editor that is minimalist in appearance. You will learn to better structure your content and enrich them with features that you did not use before.