Why develop an SEO strategy in inbound marketing?

What is an SEO strategy?

When a website is uploaded, all its pages are "scanned" by the search engines to determine the ranking of each of them on the SERPs, in front of similar pages of other sites.
An SEO strategy aims to optimize the content of a website so that it reaches the best position possible.

The SEO targets in particular the visibility of a website on Google, with more than 200 elements taken into account by the algorithms of it. To improve the position of each of the pages on the result page of a search engine, the marketer will design an SEO strategy. It builds on its knowledge of the algorithms used by search engines to define this strategy.

SEO is a technique for which it takes time. Indeed, the traffic emanating from a strategy can take months or even years to set up. That's why for some marketers, this option is quite discouraging, especially if they have to report data quickly to their referrers.

However, SEO is a very effective way to increase its visibility, reputation and notoriety. The investment is not made in cash but in time.
1) The choice of keywords

The primary job of an SEO strategy is to establish the keywords you want to appear on. This step is essential as it will determine the topic that your page is processing. The choice of keywords should be strategic: the more web pages that deal with the same things (which have the same keywords), the harder it will be to position your page.

You can then decide to use long-tails keywords. This term corresponds to a keyword phrase (at least 3 words) specific to the subject (s) you are dealing with. This combination of words will be exploited in the same way as the classic keywords.

Example:
Keyword: Chair
Long-tail keywords: Blue Garden Chair

The principle of long-tail keywords is that they will reach fewer people than traditional keywords but the people they are going to touch are going to be much better targeted.

The keywords you have chosen must be present in particular in the URL of the page.

2) Content optimization

The content of your web page is the most important element for SEO. This is indeed the content that will be read and analyzed by the search engines.

Your content must meet a number of criteria: it must be understandable by your target and adapted to the search engines.

However, one should not fall into the trap of writing your content solely for the search engines by repeating the keywords systematically. Your content should be fluid, easy to read and grammatically correct. You can include images on your pages that will illustrate your content, but also videos, diagrams or anything else that will allow for pleasant reading.
Your content must also be unique: doing plagiarism from another site or duplicating your content will not suffice, quite the contrary. Content duplication is a criterion particularly sanctioned by the search engines.

Finally, it will also be necessary that your content is qualitative for your audience. What added value does it bring? What question (s) did you answer? The content should be logical and respond to the problems of your customers.

3) Optimization of website code

To make your content as readable and comprehensive as possible for search engines, it will be necessary to fill and exploit HTML tags as well as possible. Thus, you will help the search engines to read your page and will facilitate the understanding of the subject that it deals with keywords.

The HTML tags to remember are (among others):
the title tag
the meta description tag
URLs
the <h>, <ul>, <li> tags ...
alt tags images
This list is not exhaustive. To optimize your web page, it will be necessary to keep in memory the keywords that you have chosen in order to highlight them thanks to these different tags. Search engines will then easily understand what your web page is about.

4) Linking

When writing content, consider including links to other pages that relate to the topic you are dealing with. You can include links from other sites to illustrate your comments and links to your own pages that would relate to what you are quoting.

Search engines also calculate the notoriety of a web page based on other sites that talk about it. The more sites that point to a page (backlinks), the more it will be visible. However the search engines also focus on the nature of these websites: do they relate to the topic that the page deals with? How popular are these sites? Depending on this, the page will be highlighted by Google, or not.
5) Analysis of the results

After setting up its SEO strategy, it is possible to observe the results with specific tools. The aim is to analyze the strategic choices in order to modify them or to conserve them.

During this step, several data can be analyzed as:
positioning: before and after optimization
traffic: is it evolving since optimization?
backlinks: their number and quality
To analyze this data, you can use tools like Google Analytics or Similarweb. However, there are now CMS dedicated to marketing that not only allow an analysis of the actions carried out but also tools to reference its content more easily.

As mentioned above, an SEO strategy is brought to evolve regularly according to good practices in terms of referencing.
How is referencing essential in inbound marketing?

Inbound marketing is a combination of techniques and strategies that allows you to get traffic. The inbound marketing actions are aimed at attracting customers to the company and not pushing them to take an interest in it.

The results are not immediate, they come with time.

Inbound marketing aspires to attract an audience interested in services, products or a sector. The goal is to create content that will attract people (more motivated) than traditional marketing since they themselves have come to seek this content.

When you become aware of a potential customer (the first step of his client's journey), he will be led to carry out research to find a product or a service. Indeed, 72% of customers will consult Google and that is when your website will intervene. An SEO strategy is then essential because it is necessary that your customers click on your content because this one will be able to answer their needs.