Why get position 1 in SEO? Because this allows obtaining the best possible results in the follow-up of the traditional KPIs of the SEO: top CTR, top impressions, top clicks and response to business challenges: boosting a site’s traffic and turnover.
Why reach position 1 at the right time? Because the search volume for a keyword can vary depending on its seasonality. For example, it makes more sense to be first on the Christmas tree request in December rather than in June.
The implementation of a content strategy synchronized with other SEO levers should make it possible to respond to these challenges. If this is not always enough to distinguish yourself from the competition, a few concepts allow you to differentiate yourself.
CREATION OF A “DATA-DRIVEN” EDITORIAL CALENDAR WITH GOOGLE ADS
In order to find ideas for keywords to position according to key moments, you can use the 2021 chestnut tree calendar to download via this link:
The temporality of the keywords varies according to the sectors therefore and sometimes according to the seasonality.
The tool planning of Google Ads provides monthly search volume of keywords on which you want to position. The search volumes indicated correspond to the past year and provide a realistic view of search traffic for the coming year.
Example: How to position yourself at the right time on the keyword “ inflatable pool ”?
Choose the keyword planning tool > get search volume and forecasts > History of plan statistics
We see in this example that it is important to obtain the best position for an inflatable pool between April and August with a peak of searches in May.
How many months in advance should we plan in order to position ourselves at the right time on an inflatable pool ?
The content strategy here aims to integrate the keyword into its editorial calendar during the month we will start working on it . Here it will be appropriate, as in fashion cycles, to anticipate the SEO content strategy on “ inflatable pool” by 6 months . We will start to integrate the text on the landing page from November.
SYNCHRONIZATION OF SEO CRITERIA IN THREE STEPS
Step 1 – Site structure: Now that the editorial calendar is ready, it remains appropriate to ensure the reliability of the site in order to support large audiences. Fnac and Boulanger had obtained good first positions for Black Friday. But their server resources were insufficient. Result: the sites were found unavailable during the most important day of the year for these Ecommerce sites. So plan from the first days of your strategy, a site structure that supports the expected volumes of searches.
Step 2 – Page content : It must be crawled by Google well before the best positions are obtained. The more the content is integrated and worked on upstream of the peak, the more it will be crawled and well indexed by Google. Rich content, with a strong semantic coverage responding in the finest way to the user’s request will give your page the best chances of ranking.
Helping Google as much as possible to understand the source code of the page will also allow it to position itself well. So don’t forget the SEO basics of the content: define the title, meta-description, and Hn tags of your page.
Step 3 – The backlinks strategy: when to launch your link campaign?
The structure of the site is clean, the content is well indexed and Google understands it well. However, he wants to ensure the authority of your page so that it deserves the best positions.
Launching a netlinking campaign about 2 months before the peak of your keyword will allow time for the page to gain authority and benefit from “link juice” at the right time. Take the opportunity to optimize the internal mesh of your landing page 1 month before: integrate your strategic keywords in the mega-menu of your site a few weeks before the high point.
HOW TO STAND OUT FROM THE COMPETITION?
If all of your competitors adopt the same SEO strategy as yours, how do you stand out? 3 ideas to stand out from the crowd.
ANTICIPATE THE MARKET
Use the news to position yourself on the best keywords before others. Google trends can help find great business opportunities.
Here is the example of the peaks of interest in used cars in 2020:
We can see that the French in large metropolises are the ones who have typed the keyword “used car ” the most.
Peak searches are observed during the first and second waves. This can be explained by the fear of taking public transport in the regions most affected by Covid-19 during the two waves.
NEWSJACKING AND LINKBAITING
The newsjacking , where the art of bouncing on the news to communicate about your brand can be synchronized with SEO technical linkbaiting . If newsjacking has this viral dimension of content thanks to its link with current events, Linkbaiting is a complementary method that aims to obtain quality backlinks. The virality and quality of the content of the page should encourage other sites to generate links to the content that we want to position.
Beyond the aspects of gaining notoriety and SEO for the brand, the synchronization of these two methods helps to embody the overall marketing positioning of the company, its image.
EVANGELIZE THE COMMUNICATION AND PRESS RELATIONS DEPARTMENT IN SEO
Make your communication collaborators real SEO contributors: ask them when they get an article on a site, if the media can insert in the article obtained, a link to the landing page you are working on.
Talk with them about the importance of links, anchor quality and the benefits of a short URL. Suggest that they post their press releases on the company’s blog in order to generate real synergies between SEO and press relations.
SEO, A LONG-DISTANCE RACE AND NOT A SPRINT
Knowledge and experience of the sector feed the SEO content strategy. If each year brings its share of uncertainties, it also offers strong opportunities to obtain the best positions on all of your keywords worked. Well orchestrating over time the 3 pillars of SEO, technique, semantics and popularity allows you to obtain the best positions for your keywords at the best time.
