Build your UX site as unique as you are!

You have decided to redesign your site, to purify it, and to optimize it for the search engines by working on your content and your target keywords. Your positioning has improved, and you have gained great organic visibility in the search results pages. You have gone from the 2nd to the 1st page.

However, your turnover has barely changed. You have bet everything to show up organically on a SERP, but you are not completely satisfied and are looking for an acquisition lever that can unblock the situation.


Are you familiar with the term “user experience” or UX? Well, know that it has been estimated that 68% of users leave a site if they have a terrible experience while browsing and that of this 68 %, 44% will share their bad experience with their loved ones.

But how can you increase your conversion rate by improving the (UX) user eXperience of your site?

UX Design definition

First, let’s start by discovering together what the concept of user experience or UX is.

In the web environment, UX (User eXperience) designates the experience lived by the user on a website. That is to say, and it will directly imply the emotional impact felt by your user.

It is a necessarily speculative discipline which is divided into 7 distinct disciplines:

  1. UX Research which allows, with the help of interviews or user tests, to understand the end-user and his relationship with the product (the context of use, the problems encountered, etc.)
  2. The information architecture that will allow information to be structured clearly and precisely
  3. The conception of the interaction which aims to anticipate the behavior of the user with the product
  4. The usability assessment will measure the quality of the user experience when using the product
  5. The visual design that will aim to create the visual of the final product
  6. The content strategy that will allow the creation, dissemination, and publication of useful content
  7. Even if it may seem enormous, you should know that a site with a well-worked UX will optimize the conversion rate.

Conversion rate: Why your customers don’t convert

There are 5 reasons why your website does not satisfy the visitors who enter it:

  1. The loading time of your site: in fact, 20% of users abandon their shopping cart when they consider the site too slow.
  2. Poor ergonomics and accessibility to information: 44% of visitors leave a site if they cannot find the contact information.
  3. The unpleasant interface design of your website: 48% of users say that the design of a website is an essential factor for the credibility of a company.
  4. The lack of trust and legitimacy that your site inspires: the tone or the products presented by your website may seem suspicious.
  5. The little use that can be made of your content: your content is trivial, uninteresting and does not add value to your visitor.

For a surfer, entering a site requires effort and attention, which represents a cost for him. If he does not bother to stay on it, then your user cannot quickly and easily find the information he is looking for on your site. Thus, giving it an immediate value to which it can hold on will allow you to no longer scare him away.

User experience: How to inspire your customers

Encouraging your users to invest in your products is crucial to identify which are the blocking points in the eyes of users.

These are 4 methods to let you know which aspect of your site is affected:

  • Measure absolute loading time, traffic and conversion volume, page views per session.
  • Calculate the bounce rate by type of pages (how long it takes visitors to leave your page)
  • Know the route traced by your users on your site with tools like HotJar
  • Test with users to find out if the user interface is usable and understandable and find the sticking points

But how do you use this information effectively? By refocusing your site on the user.
It is necessary to rebuild or optimize your site so that it offers a defined path to the user, a path by which he will gradually deepen the value that we seek to bring him.

This consists of arousing your desire from the first page visited without immediately revealing the value offered in its entirety.

The best way to do this is to optimize a “conversion funnel,” which will naturally direct your user from the first acquisition page to the shopping pages.

The construction of this funnel is based on 3 conditions:

  • The technical performance of your site which must be as efficient as possible so as not to frustrate the user (loading and browsing speed) and a design which must be responsive, that is to say, adapted to any support
  • The graphic charter which must be simplified and pleasant so as not to associate your value with a negative feeling
  • The most important condition: written content that urges your users to action. This involves creating buttons called “call-to-action” that directly encourage your users to click on your links and change pages, writing landing pages, titles and tags that arouse emotion and support on the user’s need, and the production of content that reassures and convinces your user to appeal to you.

If these conditions are not met, the user could feel that he is wasting his time and will, without hesitation, leave your site.

Retention: How to make your site a real growth driver

All these conditions more or less fulfilled; your site finally begins to bring the customers you need. Still not enough for you? Do you want to expand your activity and accelerate its growth?

This is where the concept of experience really takes on its full meaning.

Because what will make your product or service will mark a user and that more and more customers will come to you, is that he will live a unique emotional experience on your site. How to create it?

Providing interactive and lively web content: through videos, podcasts and photo albums which transmit a compelling story-telling
By offering content that can make your user feel that he is having a conversation with you thanks to a personal, playful writing style and by chatbots integrated on your site
Personalizing the offer and the content that you offer the user. Thanks to a data deepening that you collected about him.
It is through this reliable and effective methodology that your brand and your turnover will genuinely grow.

Do you also want a site that gives your customers experience? Our digital agency brings together the skills of back end / front end developer, UI / Ux web designers, and marketers. Whether for a complete overhaul or the proposal of a new website model or prototypes, contact us.

There are different expert opinions on the importance of voice search and SEO, the search for information on the web via digital voice assistants. Some say it is just hype that will soon be replaced by the next. Others are firmly convinced that voice search will prevail over traditional keyboard searches. But what about optimization for voice search: is it worthwhile to target websites to voice search? And if so, how does this new form of search engine optimization work? In our article, we have put together the essential information and tips for everything to do with voice search and SEO.

Voice Search – the search for the future?

While on most desktop computers and notebooks, the “classic” typed request still comes first, more and more users of tablets and especially smartphones, use voice search. The voice-controlled search assistants prove to be particularly popular on the one hand when we are in a particular hurry – and on the other hand, in all those situations in which we cannot or are not allowed to use our smartphone with our hands. In total, however, voice searches currently make up less than half of all searches.

But does that mean that voice search is a negligible trend, a technical gimmick that will disappear again in the coming years? But on the contrary. The numerous statistical surveys on the subject reveal a transparent demographic distribution of those surveyed who regularly use language searches in everyday life. The younger the users, the more often they use Siri, Alexa, Cortana, and Co. So it has long been a matter of course for teenagers and also for many teens to contact the digital assistant of their smartphone directly with questions. Given that the habits of these young demographic groups will continue to spread across society in the long term, it can be assumed that in the coming years, more and more search queries will go through voice search. This means that the optimization of websites for voice search is becoming more relevant.

Voice Search as a game-changer?

How is voice search changing SEO requirements?

Basically, SEO optimization for voice search works according to the same principles as “conventional” search engine optimization. The algorithm with which the search engine responds is the same regardless of whether a query is written or spoken: However, what differentiates a typed search engine query from voice search is the number and combination of the keywords used.

When we type a search engine query, we usually try to use as few words as possible. This way, we keep the search effort low. However, since we speak much faster than typing, we usually formulate whole (question) sentences in Voice Search. This method, in turn, means that voice search generates more than twice as many keywords as for a comparable search query using plain text. There are also question words that are omitted in most written searches.

The importance of long-tail keywords

The big difference between regular search queries and voice search is that the latter mainly uses so-called long-tail keywords. As the name suggests, these are characterized by the fact that they are longer than regular search terms. Strictly speaking, long tails are not just individual keywords, but rather specific combinations of keywords.

From the quick and efficient search for “Voice Search SEO” in the voice search, the question “How does Voice Search change search engine optimization?” Or a question in the sense of “How can I optimize my website for Voice Search?” The long tails could, for example, be called “How has Voice Search changed search engine optimization” or “How has a website been optimized for voice search.” Because they narrow the search considerably, these combinations of keywords produce a much shorter list of results. A website that uses long tails to match its content can make voice search all the easier for it to attract attention.

SEO Voice Search Tips

important tips to optimize your website for voice search

The 5 most important tips to optimize your website for voice search
Many companies have so far made optimizing their search engine ranking for voice search a low priority. If optimization is carried out correctly for voice search, this usually means a careful adjustment of existing content. Basically, this is not a bad idea either: websites that are already SEO-optimized do not have to be redesigned and set up from scratch to meet the criteria of voice search. In most cases, an adjustment of the keywords in content and metadata of existing pages is sufficient. The following tips can help you get your bearings.

1. Find out what interests your target group.

Surveys on the use of voice search show that directions, opening times, and information about the range of services offered by companies are primarily accessed via voice search. To identify the content relevant to your target group, you can also use all those frequently asked questions in the customer conversation or your support.

2. Ask the questions that Voice Search will also ask.

Put the questions that lead users to your website. The use of the so-called “W questions” is particularly useful for this. By presenting who, when, what, where, why, and how of your company, you instantly make your website a whole lot more suitable for voice search. You can address these questions not only in the content but also in the title, description, and other metadata.

3. Offer concrete answers.

Of course, you should also answer any questions that you raise, preferably in short, crisp texts. The quick interplay of questions and answers does not suit every type of text. Still, it is useful, among other things, for publishing small “How to” articles and expanding the FAQ – after all, the density of questions and is not at any point on your website Answers higher than here!

4. Maintain a natural language style.

When designing the texts, you should place less emphasis on keyword density than on a natural language style. The easier it is to understand your text, the more suitable it is for the voice assistant to read it to you. Use straightforward sentence structures and vocabulary appropriate to the topic and the target group – for the content and the long-tail keywords embedded in it.

5. Continue to operate “classic” search engine optimization.

Websites that already have a high search engine ranking mostly keep this in the voice search. Ultimately, the best option to optimize your web presence for voice search is to continue to focus on high-quality content and, above all, on traditional SEO. Create pages that bring added value to their users, increase the length of stay, and generate backlinks. Also, aim to establish your texts as featured snippets. Viral texts that are displayed in this “position 0” above all other search results for a topic have the highest chance of being read out by the language assistant. And since featured snippets are mostly designed as questions and answers anyway, it’s worth it twice,

Would you like to learn more about Voice Search and SEO?

By targeting your web presence to voice search, you ensure that you don’t have to worry about the gradual shift in your customers’ search habits. Our experts for online marketing are, therefore, happy to advise you today on all questions relating to voice search.

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.

Anyone who is currently creating a new website should definitely have a keyword search carried out before starting the writing of the actual content creation. Because now you have the opportunity to do everything right from the start. How are you going to lay the foundation for a successful website? Because let’s be honest, a website should first please the customer. But it should also be found via search engines (Google, Bing, etc.). For this, you need good and relevant and unique content. In this article, we will tell you how to find suitable search terms.

Keyword research brings you paying customers

The truth is only very few websites are successful “by accident”. This usually means through preparation and keyword research. And, you will have to make many decisions based on a few important questions like.

  • What should the menu look like?
  • Which colors, fonts, and pictures should be used?
  • How should the visitor be guided? What is the goal of the website?

Of course, much earlier you start thinking about the target persona group, their desires, and fears. For their price awareness and their way of life.

There is usually a lot of “invisible” work behind successful websites.

The right homepage does not appear within a few days or weeks. It develops over months and then changes several times afterward. There is a lot of work behind this.

Behind a good placement on Google and Co too.

The more competitive a keyword is, the more difficult and complex it is to place it well. This is one of the reasons why SEO is so difficult. Not only your own needs regarding the target group and the design have to be considered. Your competitors’ actions also determine what needs to be done.

We have already shown you in a few articles what makes a website “good” from a technical point of view. If you missed that, check out the OnPage Optimization guides again.

But today it’s getting a little more practical.

We’ll show you how to find the most important keywords in your industry in three easy steps. So that it does not become too theoretical at this point, we do this using the example of Ben. Malik. Ben runs a Mediterranean grocery and meat shop in Calgary. It relies on the Mediterranean produce, does without a lot of grocery products and offers great service.

Keyword research: who is the target group?

In order to research the right keywords, Ben must first know his target group. Because only those who know their target group can offer them what they want. And this is how your simple target group analysis looks like:

  • The target group looks after new immigrants looking for Mediterranean products almost exclusively from their country.
  • The group is newcomers or has just moved from another province.
  • Is a group that pays a lot of attention to what they eat. They want to enjoy it but in a healthy way. Flavor enhancers and other additives are taboo. The target group is also willing to spend a few dollars more. The food should be fresh, regional and if possible organic. There is also a large proportion of vegans and vegetarians in the target group.

Of course, there is more data on the target group. However, since this is not relevant in detail, we will not go into further details here.

Keyword research: Step 1 – brainstorming

Ben now takes a piece of paper (or an online tool) and starts brainstorming.

All terms, whether they consist of a term or a sentence, are collected on it. The view from the outside is usually helpful at this point. So Ben brings a potential customer from your target group on board. Another friend supports the team.

Ben and his “team” are now asking themselves what the target group is looking for on the Internet. What terms would they enter if they are looking for a Mediterranean food product?

Since the area of ​​voice-controlled search is steadily increasing, especially when something is being searched locally, Ben must also keep an eye on this area when doing his research.

A little digression on the difference between search requests from Siri, Alexa, and Co.
Because search engine optimization, and thus keyword research, should always be as up-to-date as possible, we would like to take a brief look at the different media used in an online search. Because a lot has happened here in the past twelve months and we personally notice that this changes our search behavior. Today we have more and more and better voice recognition software available. We no longer have to laboriously enter the destination address in the car, and a lot of things now also work with voice recognition on smartphones.

We call “Hey Siri!” And ask our question.

If you observe yourself, you will find that your questions differ greatly depending on the medium. With “Siri” you probably speak as you would with a tourist guide.

They ask real questions.

If you enter your question on Google, you do not use any filler words. You are looking for a “Mediterranean food store” or maybe also for “Mediterranean grocery import”.

If you shout “Hey Siri!” On the way, you will probably say “Show me the nearest Grocery store near me.”

Do you notice the difference?

In line with this trend, the weighting of keywords is also changing. You used to optimize for a single word. Are “holistic” texts written today?

They deal with a certain topic.

Comprehensive and conclusive. Many different keywords are used. It also tries to answer any possible questions. In our opinion, the voice-controlled search will continue to increase, especially in the local area.

Ben’s brainstorming brings the first keywords.

Ben loves his grocery store and knows his target group. Therefore, the first terms are quick.

  • Mediterranean grocery Calgary
  • Arabic grocery stores in Calgary AB
  • Mediterranean food
  • Middle eastern grocery Calgary
  • Mediterranean import food
  • Turkish market Calgary
  • Mediterranean food store near me
  • Greek grocery store near me
  • Greek grocery store Calgary

These individual keywords are also referred to as “generic keywords”. As a rule, optimization is no longer worthwhile here. The search volume is very high, but the competition is also high here. If anything, SEA measures are worthwhile here. However, these keywords offer a first, good clue.

Keyword research: Step 2 – keywords that bring visitors and keywords that bring sales

Let’s take the keyword “Mediterranean grocery Calgary” and look at the search intent. So when someone in Calgary searches for the term in front of their computer. What does this person expect?

As a rule, this will be someone who is looking for basic information about the term. He may want to know what the concept is or what the offer is.

Google search results turn out accordingly.

Mediterranean foor store


As you can see, hits one and three are more general in nature. Various Mediterranean stores are presented in the area.

Exceptions to generic keywords

We also chose this example because there are still exceptions. Whenever it is a product or service that is relatively new, a look at generic keywords is also worthwhile. Mediterranean food shopping stores are still fairly new. There are hardly any in the country. The density is now higher in Vancouver, Montreal, and Ontario. If Ben now opened a “normal” food store, the optimization to “food store” would never pay off. With the actually generic keyword “Mediterranean grocery store”, however, yes.

The generic keywords are also supplemented by place or country names. “Mediterranean Food” then becomes the “Italian market” or more specifically: “Greek market” or “Middle Eastern food store”. Detailed localization is good and important, especially in the local context. Because the visitor looks for the generic keyword including localization rather than just the keyword.

Keyword research practical tip

Our example targets local clientele. If you are working anywhere, leave out the place names and concentrate on the generic keywords.

When choosing, make sure that the keywords can also generate sales. Traffic is great, but it doesn’t fill your fridge.

Research other search terms

After brainstorming, Ben sat down at the computer to research additional search terms. There are now a few free tools and many paid keyword research offers.

Google Suggest

Free keyword research tools *

Google Suggest
This list of tools is certainly not exhaustive, but it does provide a rough overview of the current range.

An insider tip for better search terms

Do you know forums? For example, if you have a specific question during pregnancy, you will usually find valuable answers in forums.

We also count Facebook groups as forums, even if they are not necessarily.

But the intention is the same.

You ask a question in a group and hope for the answer. By the way, you also learn a few private details about the target group. Usually, there are half novels depicted there. Our Ben with the Mediterranean grocery food might find out in such a forum (or in a Facebook group) that the newcomers are looking for a place to shop for imported Mediterranean goods.

They are looking for a place where they can walk around (and adults can eat some Mediterranean meals in peace).

Or a father is looking for a place where he can meet some people from his home country.

Especially in forums, you can often find keywords in the long tail area that you would never have come up with otherwise. You can also see what the target group wants here.

Perhaps another business idea will develop from this? Should have already happened.

Your advantage: You will find keywords that come from needs. The best prerequisite for turning visitors into paying customers.

Keyword research: Step 3 – what is the competition doing?

Many SEOs like to keep this tip, ladies, and gentlemen, under lock and key. Because it is easy to implement, although the effort may be very high. Before you get lost in the vast expanse of keyword research tools, take a look at your competitors (i.e. the competition).

To stick to our example: Ben does not open the first Mediterranean Grocery. In order to be inspired, Ben now looks at what the other operators have done, preferably in the immediate vicinity or in a place with more competition.

Take a sheet of paper and write down which main pages there are and which topics are discussed on the sub-pages.

Then enter these keywords into Google and check who is ranked above. The second step is to see if you can outbid the content. However, this is not about quantity! That is super important!

You have to surpass the existing content. You have to have more to say (or write). Only then is a good placement possible.

Now comes the most difficult part of keyword research: sorting it out.

When Ben has exhausted all the options, he will have a (very) long list of keywords. Now, these keywords need a reasonable structure. In addition, the question of which keywords should ultimately be optimized must be clarified.

How to proceed with the structuring:

Determine the meaning. Ask yourself what search intent lies behind the term. Is the person actually looking for a café for the next celebration or does he just want to see how others run their children’s café?

The terms can be divided into three categories:

  • Terms that have a specific goal in mind. If you enter “Amazon” or “Youtube” in the search mask, you want exactly this website. These terms are also called “navigational queries”.
  • Anyone looking for the term “Best Mediterranean Food” usually has a specific question. These terms are also called “informational queries”. These visitors often do not become buyers.
  • The third group is called “transactional queries”. The user is looking for terms such as “Mediterranean Food lunch”. He is looking for a food store (probably on the way) by having something to eat for lunch. So this user can become a customer.

Keyword research: Search volume is an important factor.

The previous steps for keyword research were free (at least if you do it yourself), but now it will be a little bit chargeable.

Because (in our opinion) there is currently no free provider that provides reliable results on the search volume of a keyword.

A few years ago, the search volume could be queried directly from Google free of charge.

This is no longer possible because the keyword planner can only be used if Google advertisements are also displayed (and with a higher budget). Of course, there are other providers who have integrated a keyword planner. The relevant data are generally valid. However, such tools often cost smaller three-digit amounts. Some of the tools also offer free use for entrepreneurs, but the keyword tools are usually not included or regulated according to the number of keywords that can be queried.

Search volume and competitors

Unfortunately, the most beautiful keyword is of no interest if it is only searched 10 or 100 times a month. Optimization does not make sense here (in terms of costs and benefits). Therefore, always look at the competition. Some tools offer the option from the start. If you cannot find a technical solution for this, it is also worth taking a look at the competitor. Enter the favorite keyword on Google and take a look at the competitors. Can you really beat the content? Are there perhaps new insights that the competitor has not (yet) considered? Can you deliver real added value? If so, then you should add the keyword to your list.

Small search volume = bad keyword?

Ben wonders what search volume is really worth optimizing. There is no general answer to this question. As a rule, optimization for a keyword with little search volume and at the same time little competition can be worthwhile. If you consider that Ben has about 20 places, the optimization for keywords with a small search volume is definitely worthwhile. The search intention should always be considered here. If the user also wants to become a customer, then the keyword should be considered in any case. If, on the other hand, the search intent is more of a “want to compare”, then it is rather not worth it.

How to identify well-optimized websites from the competition.

They still exist, the websites that rank well even without good optimization. For example, because they have been around for a long time or because no other competitor has really invested in search engine optimization. Such websites can be easily “depended” on the rankings. An already well-optimized website from competitors, however, is difficult to overhaul.

At least with the terms that have been optimized for.

You can recognize a well-optimized website by these criteria:

  • Depth of content
  • Many referring domains (also on subpages)
  • Current content
  • Keywords in title and description
  • Optimization of the subpages according to OnPage criteria

And what do you do with the determined keywords?

Once the keyword research has been completed, you have around 15 keywords that are worth optimizing. The implementation takes place by including them in the page structure. The higher the search volume, the higher (in the page structure) the keyword should appear. For Ben, the home page should be optimized for “Mediterannean food Calgary”. A subpage on “North African Food” or maybe also on “Import African Food”.

Sometimes it’s not just the most obvious keywords that are worth optimizing. So, in our imagination, Ben has expanded his offer. In the morning, if there weren’t many visitors anyway, he now offers a co-work place. Immigrants come with their young children, a helper provides support and the parents can work for two or three hours. Afterward, everyone has lunch together in the Mediterranean grocery store. Organic, regional and delicious. Well, keyword research isn’t just good for your google ranking. It may bring you new ideas.

How did you do with keyword research? We look forward to your answers in the comments!

Of course, we have also optimized this page. Once a year, we check and expand the content. For this optimization, because we optimize holistically, we have chosen the following terms (and a few more):
Keyword research
search volume

How to reuse your old content to gain more traffic. Do not ignore your old content marketing.

We know it, you work hard and surely wasted many resources to maintain a permanent activity and a constant presence on your Internet site.

Displaying new content, checking the accuracy, possible correction or rewriting, SEO optimization is an integral part of daily work. All this by ensuring that your SEO is the most work possible even if it is a small fraction of the work that should be done to keep your website content up to date and interesting.

A Study done by We are Social Media (WeRSM), one of the largest sites dealing with social networks, found that 76% of visits to his blog related to the reading of old articles posted sometimes several months ago. This means that 3 out of 4 Internet users visit a site to read the content of old articles and not to read new articles recently posted.

This study explains that it is also very important to optimize your old content to ensure that it is in sync with current news. Then edit it, add relevant information and recent facts and do not wait to share it.

It’s time to face hard facts. Your brand new content will soon turn into old and will end up on the periphery of your website and in your memory.

So here are 5 reasons why you should not neglect your old content and continue to invest in it:

1. Your old content is already present in the search engines

Anyone with even basic knowledge of SEO (Search Engine Optimization) knows that it takes time for the new content to make its way to the top of your search engine rankings.

Your new content mainly draws its exposure from direct traffic, email marketing, and relay via social networks. To be effective, it takes a while. After this time, it may be that your content is already irrelevant.

To support this theory, let’s go back to the analysis made by WeRSM and note that, indeed, of the 76% of Internet users who visited the old article, almost all were directed to the content via the search engines.

It is, therefore, crucial to use your own analysis tools to check where and how your clients are redirected.

2. Your used content may no longer be relevant and accurate

Marketers tend to forget that all content needs to be checked on a regular basis. They tend to consider only content that directly jumps out at them. Just because the content does not appear on the home page does not mean that your users will not find it at one time or another. Remember to keep your old articles up to date; it’s even essential to avoid misleading your readers or letting them acquire inaccurate or outdated information.

Updating keywords for your SEO is also an element to take into account and that can change a lot of things. Frequently check their relevance is important to continue to attract new customers to your website.

3. Save your resources – editing is much easier than rewriting

Investing in new content is a task that will use all your time and resources. In order to maximize your efficiency, it is strongly recommended to ‘refresh’ your old content as much as possible rather than writing new text for your site.

Keep a list of all your old, up-to-date pages that are always relevant and use them to create your new content by adding new keywords and of course, by editing them if necessary.

4. Do not shoot yourself in the foot – repeated content is competitive content

ActiveTrail’s blog contains countless articles and advice in the field of marketing. Sometimes we create an article about a topic we’ve already written on, which creates a kind of duplicate content. Be careful, more pages do not mean more exposure on search engines, but it does mean that you will be competing against yourself for clicks and exposure.

Indeed, if you write an article dealing with a subject already studied, you will have two different web pages (for a single subject treated). This will allow you to get a moderate number of users. On the other hand, a single good article, with less competition, could significantly improve the visibility of your pages on the web and thus attract new users.

In this case, instead of writing a new article, take the old article and refresh it, make sure it is up to date. Your web referencing rate could only improve and you would find yourself, little by little, at the top of the poster!

5. Making sure your content is up-to-date is the best way to get new leads

If we assume that most of your website traffic is generated by your old content, then it’s the same for most of your prospects. A Lead is a potential customer and in order to turn that prospect into a real customer, we need to direct him to some sort of action.

Make sure your call to action is still relevant and active on all your old pages, at the risk of losing potential customers. Make sure that all the links on the old pages are active and bring your users to the pages you want them to come to.

Keeping track of all the contents of your site is not an easy task. Here are some tips to avoid neglecting your old content:

Set up a monthly task of modifying and optimizing your old content;
Create a list of your most successful pages – make sure they are always up to date;
Whenever you want to add new content to your site, stop for a moment and check your old content first. It is possible that you do not have to work so hard.

We tend to forget what’s right in front of us, so, even more, when it’s gone. From now on, it’s up to you to remember your old content. Remember, words make sense and your website is the sum of all its pages. Remember to keep your content always up to date.

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). “