Twaino Business Case SEO : PMyearning

Want to get more traffic? Quality traffic likely to convert into loyal customers and increase your income? Well, SEO is undoubtedly one of the effective solutions you have to get there.

Business Case SEO - PMyearning (2)

But beyond all the theoretical knowledge you may have read on the subject, how can you actually use natural referencing to increase a site’s traffic and generate more turnover? 

In this content, I share with you a process of SEO strategies that I developed and implemented on the site of one of my clients, the firm PMyearning.

Business Case Decollage SEO

It’s kind of a case study that illustrates how I make real changes on my clients’ site to improve their SEO performance. All supported with captures of certain metrics before and after my SEO service.  

Also, I would like to remind you that all the data that will be presented in this article has been previously approved by the customer concerned, so as not to violate our confidentiality agreement. 

So without further ado, let’s discover this data together.

Chapter 1: Presentation of the Twaino agency and the client PMyearning

For those who connect for the first time to my site, here is a small presentation to make you discover my agency. 

1.1. Presentation of Twaino 

Twaino is a natural referencing agency based in the heart of the 10th arrondissement of Paris with annexes present in several other cities in France. 

The main objective of the agency, since its creation, has always been to help companies obtain more visibility on search engines, especially on the first page of Google.

Presentation Twaino

Whether it’s a start-up, a VSE / SME or even a multinational firm, Twaino has a team of SEO experts capable of offering a top-of-the-range natural reference service to support its clients in carrying out their projects. 

Among these services, we can cite among others: 

  • SEO campaign SEO 
  • audit 
  • Competitive SEO analysis
  • Web writing 
  • Creation of illustrations and personalized infographics 
  • SEO training
  • Etc.

And to offer a better quality of service, Twaino remains faithful to a few principles that distinguish it from other SEO agencies available on the market: 

  • Offer a 100% natural referencing service, without buying advertising space or any other form of paid referencing;
  • Combine SEO performance and digital sobriety for a more responsible environment; 
  • Propose ethical SEO strategies called “White Hat” for a healthy and sustainable SEO; 
  • Adopt a tailor-made approach to ensure effective strategies that are truly adapted to the client’s personal challenges; 
  • Develop a methodology with quantified monitoring to measure the success of its SEO campaigns in complete transparency; 
  • Adopt a simple and inclusive pedagogical approach to remain attentive to the various stakeholders. 

1.2. Alexandre Marotel: SEO consultant and founder of the Twaino agency

I am Alexandre MAROTEL, SEO consultant and founder of the Twaino agency. To briefly retrace my career path, I will say that after obtaining my business school diploma, I had the opportunity to experience professional life by working for several international brands such as Danone, IBM, Alstom and General Electric.

It was a particularly rewarding experience for me, especially my 3-year stay in Canada, the USA and Brazil as part of my missions. 

Today too I continue to travel, but I am more frequent in France where I decided a few years ago to launch myself into entrepreneurship by setting up my own company in a field that has always fascinated me: SEO. 

This is how I created my natural referencing agency Twaino which is making its way with already more than 20,000 active visitors each month.

But it must be said that not everything was always easy, especially when I started out when I was confronted with the difficulties encountered by so many entrepreneurs.  

Today, I don’t claim to be an accomplished entrepreneur, besides, I always continue to learn about new search engine updates and the latest SEO trends to guarantee a modern and up-to-date service for my clients. . 

Moreover, far from questions of personal interests I personally think that all that is not given is lost, that’s why I created a blog and a YouTube channel to share free advice and tips on entrepreneurship in general. 

Alexandre MAROTEL Fondateur de l agence SEO Twaino

I also offer an image gallery as well as some free SEO tools to help the greatest number of people in their quest for visibility on the Net: 

As you can see, more than a consultant, I am a real SEO enthusiast and I enjoy helping companies generate traffic and improve their visibility on search engines. 

And that’s what I’m trying to share with you in this article. 

1.3. Presentation of the client

Pmyearning is a firm based in Lausanne, specializing in mental preparation. It is directed by Pascal Marchand, mental trainer and mental coach who accompanies his clients in the quest for a peaceful life filled with well-being. 

To achieve this, Pascal uses mental imagery and visualization techniques to help each participant better manage their stress, emotions and sleep. 

It also trains athletes to use the capacity of their brain to reproduce performances mentally and on a regular basis to better achieve them in real life on the field. 

It is a kind of psychological training associated with physical training that helps athletes improve their performance and achieve records in their discipline.

But that’s not all, PMyearning also specializes in good nutrition and the natural detoxification of heavy metals that could clog the body and prevent a healthy life. 

Basically, it is a firm that works for the well-being and the success of the objectives of its clients by working the body and the mind.

As an SEO consultant, my role is to help this firm to have more visibility on the Net by generating quality traffic from search engines, in particular Google, which remains the world leader in online search. 

Indeed, before using my SEO services, PMyearning already had a functional website, but with a low domain authority and was not visited very often 

A summary analysis of the state of the site to reveal this the following: 

Website :

Sector : Coaching / Accompaniment; 

Type of Business : BtoBtoC;

Domain Authority : 1; 

Content Management System : WordPress; 

Age of the site : 2 years. 

We then agreed to start an SEO campaign in order to improve the performance of the site and generate new clients for the firm.

Chapter 2 : SEO Pre-Audit

For all my clients, I always proceed with an SEO pre-audit to get an overall understanding of the state of the site. 

In the case of PMyearning, here is what the SEO pre-audit report revealed: 

2.1. Appearance of the site before the redesign

Naturally, before claiming to improve the performance of a site, it is essential that I visit the site in question in order to immerse myself in its architecture and the user experience it offers. 

Before the redesign, we could see on the home page of the PMyearning site, the logo of their brand, a short presentation of Pascal and 5 modules aligned on the menu bar:

  • Mental Preparation; 
  • Heavy Metals and Nutrition; 
  • Services ; 
  • Blog; 
  • Contact. 

Just below these modules was an image showing multicolored sailboats on a stretch of calm sea.  

This is followed by a brief description of “mental preparation” and finally the latest blog posts. 

2.2. Overview of the site 

Once I browsed the PMyearning site, exactly as a simple visitor would do, I deepened the pre-audit analysis with this time certain metrics to collect very precise data. 

The analysis results of the SEO pre-audit revealed the following: 

  • Traffic: 10 visits / month; 
  • Average visit duration: 00:32; 
  • Computer: 100% and Telephone: 0%. 

Basically, this analysis shows that in 1 month, 10 people visit the PMyearning site. And as soon as they connect to the site, visitors spend an average of 30s before closing their session and leaving the site. 

In addition, no Internet user has used a mobile device to connect to the site, 100% of active visitors connect to it from computers. 

The overview of the site during the SEO pre-audit also shed light on the different sources that brought traffic to the site: 

2.2.1. Direct traffic: 100% 

Direct traffic includes all Internet users who have directly entered a full domain name in their browser before accessing the site. This would mean that 100% of the traffic PMyearning receives comes from visitors who entered directly into their browser.

2.2.2. Referring Sites: 0 

In SEO, a referring site means a site that redirects visitors to another site through external links. In the case of PMyearning, no site has recommended the firm to its users. 

2.2.3. Organic Traffic: 0% 

Here, these are Internet users who access a site from the search results pages. Apparently, according to the results of the SEO pre-audit, PMyearning did not receive any clicks from search engines. 

2.2.4. Social traffic: 0% 

Social traffic includes the number of Internet users who connect to a site from social networks. With the results obtained during the SEO pre-audit, PMyearning has not yet received any visitors from social networks. 

2.2.5. Emailing: 0% 

You have probably already happened to be about to leave a page and see a pop-up appear on the screen offering you an interesting offer, but in return for subscribing to a newsletter. 

Well, emailing generally consists of collecting all the emails collected through this pop-up to make a mailing list. PMyearning did not implement this pop-up or any other email collection system, so the site did not get any traffic from emailing. 

2.2.6. Paid traffic: 0% 

Paid traffic can be seen as the opposite of organic traffic. It also includes Internet users who access a site from search engines. 

But the difference here is that the sites concerned pay a sum to the search engines to be able to buy space on the search results pages over a given period. 

Since PMyearning has never launched an advertising campaign, its paid traffic is 0%. 

Source: Dreamstime 

So basically, PMyearning gets all of its traffic from direct traffic and it’s not really a bad thing to get direct traffic. 

This is also proof that word-of-mouth recommendations have been made and perhaps even that some users have memorized the site’s domain name in mind by dint of visiting it frequently. 

But as you can see, this is insufficient to generate a large number of visitors and increase the authority of a site. This is why it is recommended to get traffic from several sources, especially organic traffic which remains the most sustainable source. 

Of course, I had to discuss all this with my client and as mentioned before, together, we agreed to start an SEO campaign in order to try to rectify the situation and help the firm. to get new visitors. 

Whether it’s PMyearning or another client, I always adopt the same methodology for all my SEO campaigns. 

Chapter 3: Methodology of an SEO campaign 

My role as an SEO consultant is to offer a quality SEO service capable of bringing real results for the achievement of my clients’ objectives. 

And the best way to achieve this is to adopt an approach that combines rigor and methodology to guarantee a quality service. 

Natural referencing is a fairly complex area that requires a clear roadmap to remain effective in its strategy. Of course, unforeseen events can arise, sometimes requiring readjustments, but without this roadmap, I find that these situations could be worse. 

This is why within my Twaino agency, an SEO campaign is always divided into 3 phases: 

  • The SEO audit;
  • Optimization of the existing;
  • Creation and promotion of new content.

Technically, what do these 3 steps consist of?  

3.1. SEO audit

I systematically start each campaign with an SEO audit to identify opportunities that can be exploited on the site to improve its performance. 

It is also during the SEO audit that I manage to identify the limits and threats that undermine the performance of the site. 

It is a sort of complete diagnosis that allows me to have precise figures on the current state of the site and at various levels. 

The purpose of the audit is to really seek to understand the problems of the site in order to better propose effective response strategies adapted to the problems encountered. In my opinion, this is an essential step for a successful SEO campaign. 

But practically, what do I do during an SEO audit? 

Well, a full SEO audit should cover all aspects of a website. From simple formatting typos to indexing issues. 

To cover all these aspects, here is what I take into account when I audit a website: 

  • Crawl of the site with creation of the work file; 
  • Study of the competition or Benchmark;
  • Revision of the site architecture; 
  • Indexing; 
  • Identification of On-Page issues;
  • Thin content identification. 
3.1.1. Website crawl 

Crawling a website is literally scanning it to gather as much information as possible. Search engines also crawl websites during the passages of their indexing robots. 

The idea is to be able to catalog the crawled sites in the index of the search engine and quickly serve them to respond to requests from Internet users. 

But in our current context, I use crawl to understand the structure of the site and identify the different sources of problems such as: 

  • An architecture that is too flat or too deep; 
  • A poorly constructed internal mesh; 
  • Duplicate meta tags; 
  • Etc. 

Unlike Google, which will use GoogleBot to crawl sites, I use a certain number of crawl tools intended for SEOs, namely: 

  • Google Search; 
  • Google Analytics; 
  • Screaming Frog; 
  • And Ahrefs. 

These are the tools widely used in the world of SEO because of the reliability of their crawl report. 

Once the results of the crawl are ready, I would have to store them somewhere to be able to interpret them and use them during the rest of the campaign.

For this, I create a Google Sheets spreadsheet on which I import all the data from the crawl.  

3.1.2. Study of the competition or Benchmark

As an entrepreneur, it is very likely that you already know the major players in your sector of activity. But what about your main SEO competitors? 

You may not know it, but a competitor in your niche is not necessarily an SEO competitor. 

Players from other industries may very well compete with you on the search results pages. 

When we take the example of PMyearning, it is obvious that the firm is in competition with other similar firms that are trying to position themselves on the first page of Google for the keyword “mental preparation in Lausanne”. 

But because of the secondary keywords targeted in its blog content, PMyearning will also have to compete with establishments in other niches such as: 

  • Personal development firms; 
  • Sophrology practices; 
  • Anti-stress workshops; 
  • Etc. 

Finally, several sites from different niches can covet the top 10 results of Google for a given keyword. This is why, for a successful SEO campaign, it is also important to identify SEO competitors. 

The idea is to keep an eye on their strategies that are already working, but also on those that have proven unsuccessful so as not to fall into the same mistakes. As for the strategies that allowed them to gain in performance, they will be copied or even improved to produce something more competitive. 

But in order not to waste resources tracking down all the competitors, I remain selective enough to identify only the most important competitors. And for that, I proceed to some sorting namely: 

  • Determine the domain authority of the competing site; 
  • The different sources of traffic from the competitor’s site; 
  • And building the competitor site. 

Only sites that manage to accumulate good scores for these metrics will be taken into account during the competitive analysis.  

3.1.3. Reviewing the architecture of the site 

To better realize the importance of reviewing the architecture of a site, imagine visiting the PMyearning site in search of a program or advice to overcome a period insomnia you are currently going through and sleep better at night. 

But while you rush to find a solution to your ailment, you click on a first link, then another and another, again and again… but without finding anything really useful that can help you. 

It is of course a bad experience, bordering on frustrating which could take away your desire to return to the firm’s website.

The architecture of the site will precisely make it possible to avoid such situations for both Internet users and owners because it is obvious that no one would want their visitors to have such a bad experience on their site. 

And for that, it will be necessary to take into account the layout and the general design of the site, but also small important details which unfortunately escape many people.

Basically, the architecture of a site must make it possible to: 

  • Communicate explicitly the products or services offered on the site; 
  • Facilitate the purchase or access to marketed products or services; 
  • Provide all possible information so that users can easily contact the company or join it on social networks; 
  • Facilitate subscription to the newsletter; 
  • Do not have pages accessible more than 3 clicks from the home page. 

But all these points can only be brought together on a site if the objectives have been clearly defined from the start. 

This is why before proposing a revision of the architecture for the PMyearning site, I took the time to discuss with my client the different objectives he would like to achieve on his site. 

Also, it must be said that before my performance, PMyearning already included the important pages that must be found on a site, namely: 

  • A home page; 
  • A “Our services” page;
  • An “About” page; 
  • A contact page. 

The work at this level was therefore essentially to propose a new SEO architecture by following the Silo model. 

It is a model that consists of grouping the pages of the same website according to a given theme thanks to an internal mesh. It is a data organization model that plays a dual role.

On the one hand, it allows visitors to “travel” easily between the pages of the site and on the other hand it represents an important criterion in the natural referencing of the site. 

Internet users find the information they are looking for more quickly and indexing robots can easily crawl the pages of the site. 

Then, to enhance the home page, we added: 

  • A photo of the coach; 
  • A “Our services” section; 
  • The different programs offered; 
  • And a footer with the full addresses of the firm. 
3.1.4. Indexing

At this stage of the SEO audit process, it will certainly be a question of checking whether all the pages of the PMyearing site are indeed indexed by Google, but also of checking whether some of these pages do not deserve to be de-indexed. 

Why ? Well, because sometimes it feels like Google is doing its indexing job a little too well. It is common to see that the search engine strives to index pages that do not represent too much interest for the sites. 

These are the pages that unnecessarily waste the site’s crawl budget. You may not know it, but because your site is not the only one available on the web, Google assigns you in advance an exploration time not to be exceeded, defined as your crawl budget. 

The crawl budget can vary from site to site and is set by the search engine based on a few criteria such as: 

  • The speed of your server; 
  • The total number of pages your site contains; 
  • The quality of your content;
  • And the frequency with which you update these contents. 

So if during the crawl, the indexing robots waste too much time on useless pages, it is possible that they leave your site before even indexing your most important pages. 

However, an unindexed page can never end up on Google, regardless of all the SEO strategies that have been applied to it. 

To make sure that the PMyearning site does not find itself in this situation, I have therefore identified these low value pages, namely:

  • Unwanted URLs that are not listed in the sitemap; 
  • Orphan URLs; 
  • And spam URLs. 

The indexing step during an SEO audit is therefore not limited to working for the insertion of pages in the Google index, but also to the deletion of unnecessary pages.  

3.1.5. Identifying On Page Problems On page 

referencing includes all the techniques that can be applied directly to a page to improve its ranking on search engines. 

This generally concerns the published content, but also other technical elements that contribute to improving the quality of the page. 

To ensure I run a winning campaign, I also identify On Page issues during my SEO audits. 

Overall, this amounts to identifying possible problems with titles, meta descriptions and internal linking. Problems with title 

tags Title tags are nothing more than the page titles of published articles. 

It turns out that search engines take title tags into account, in particular to understand the theme addressed on a page and better offer it as a search result element as soon as an Internet user launches a request on this same theme. 

These tags appear on search engine pages and influence the decision of Internet users to click on your page title or that of another site. They are therefore an important element in the referencing of a page. 

To make sure there are no issues with PMyearning site’s title tags that could ruin the SEO of its pages, so I checked if some of the: 

  • Title tag are not duplicated; 
  • Title tags are not too long or too short;
  • Tags are not missing. 

Google wants to offer its users unique content, which is where duplicate title tags can cause problems.

Then, a title that is too long will be truncated on the SERPs and will not convey the whole message to the Internet user. Conversely, a title that is too short will be visible on the SERPs, but will not convey enough messages to fully understand the content of the page. 

So I targeted all title tags that have a length outside the 60 and 65 character, recognized as the recommended margin for a title to display correctly on Google. Issues 

Meta descriptions are those short snippets displayed in search results to announce the content of a page. 

Even if meta descriptions do not directly influence the positioning of a page, they influence the click-through rate which is an important metric for a site. 

Also here, I have targeted the PMyearning site meta descriptions that are missing or duplicated. problems of internal meshing

links inserted on a page also contribute to improving its quality, but Google does not recommend a fixed number of links that a page must contain. One thing is certain, too many low quality links kill the quality of a page. 

But if they are relevant and useful links for the user, the page in question can see its ranking on search engines improved. 

At this stage, the work was therefore to carry out a link audit to check the quality of each link inserted on the pages of the PMyearning site and gradually evaluate the site’s link profile. 

All links that do not add real value to the site have been targeted. They will either be removed or replaced with more relevant links at another stage of the campaign.  

3.1.6. Thin Contents

content in SEO can be compared to cockroaches invading a house. They are hard to find and they can just as easily slip through your fingers. 

However, if nothing is done as soon as possible, they will proliferate and the situation risks becoming uncontrollable at the risk of losing everything that has been acquired so far, a bit like stepping on a banana peel. 

My duty as an SEO consultant is to quickly spot this poor quality content before it undermines the SEO of the entire site. 

At PMyearning, the work at this level was essentially to identify: 

  • Content targeted around a single keyword, ignoring any other variant of this keyword; 
  • And blog content of less than 500words. 

It used to be possible to target a single keyword per page, ignoring all variations of that keyword and still expect to rank well, but not anymore. 

When we take for example a page on which we want to target the keyword “stress”, it is obvious that this word is inserted in strategic places on the page. 

But that’s not enough these days to give it every chance of appearing on the first page of Google. 

What needs to be done additionally is to also target other variations of the word “stress” to strengthen the page and cover both other keywords that users may enter. 

An Internet user looking for solutions to combat stress can also Google words such as “anxiety”, “depression”, “well-being” and many more.

This also helps avoid keyword stuffing while targeting as many keywords as possible in the content. 

My hunt for thin content was not limited only to this scenario since I also identified blog content that is less than 500 words. 

If PMyearning was an online store, it would be quite understandable that its product sheets do not reach 500 words, but for a site with a blog space, it is rather bad practice. 

For Google, a blog post that is too short would probably be less developed and therefore won’t provide all the useful information for the reader.

Some will find that there are short blog posts that do very well in organic searches. Well, that’s not wrong and these articles kind of confirm the exception to the rule. 

Otherwise, from an overall point of view, long blog posts far outweigh short content and this is proven by several studies. 

We have for example the one led by BuzzSumo which covers more than 100 million articles. The results of their work revealed that blog posts that averaged 3,000 were shared the most. 

Source: BuzzSumo

Or the study by Backlinko which covers 1 million blog articles showing the correlation between voluminous content and good positioning on Google. 

5 mauvaises tactiques de contenu SEO que vous devriez déjà avoir abandonnées

Source: Backlinko 

For the PMyearning site, all thin content has been identified and will be improved in another stage of the campaign. 

3.1.7. Site speed 

Since 2018, improving the speed of a site is no longer a choice, but rather a necessity to maintain its ranking on Google since the search engine demotes all websites that are struggling to load correctly. 

In addition, Internet users are becoming more and more demanding and prefer to visit sites that offer good loading speed. 

Studies have even revealed that 1 extra second of loading time costs $1.6 billion in AmazonEnough to realize the full impact of loading time, an impact that also concerns small businesses. 

Improving the loading speed of a site, in a way, amounts to bringing together all the cards for it to record a better click-through rate and improve its ranking on search engines. 

But before claiming to optimize the loading time of a site, it is obvious that I determine its current loading speed and identify the possible problems at the base of its slowness. 

For this, I have several tools including the one offered by Google, the Google PageSpeed ​​​​Insights. 

The tool has the particularity of offering, after analysis, suggestions to increase the loading time of the pages.

With PMyearning, I was able to analyze the responsiveness of the site on mobile and desktop devices. Depending on the audit results obtained, I have taken certain actions to optimize the loading speed of the site, namely: 

  • Optimize the size of the images; 
  • Review the number of plugins;
  • Review the number of JavaScript and CSS files;
  • Use website caching;
  • Detect 404 errors;
  • Reduce redirects. 

Also, it must be said that PMyearning benefits from a good quality of service from its web host with a rather acceptable reactivity from the server. So we didn’t need to change hosts to improve the site’s loading speed. 

3.2. Optimization

This second stage of my campaigns depends entirely on the analysis results collected during the SEO audit. That is to say that the action plan proposed for the optimization of a company A may well differ from that proposed for a company B. 

Indeed, it is here that I propose a list of SEO strategies to short and long term tailored to correct the issues identified during the audit.

But the optimization step is not just about solving problems, it is also an opportunity to work on what is already working on the site so that it works even better. 

So if you have a content that is very successful or a conversion system that is already performing well, it will not be a question of sitting back and thinking that everything is done. 

This content can for example be updated with newer information to maintain the current ranking of the page, see it improve and attract more traffic. 

Content can also be repurposed into other types of content to conquer other platforms with new audiences. 

A blog post can, for example, be reused as an infographic and published on Instagram or Pinterest. It can also be turned into a video and posted on YouTube. As you can see, there are several ways to optimize existing content. 

In the case of PMyearning, the work was essentially to: 

  • Restructure 26 pages on the site; 
  • Add new paragraphs to certain pages to make them larger and more impactful; 
  • Reinforce certain existing paragraphs to bring out more the commercial side of the pages; 
  • Use variations of the main keywords to further broaden the semantic field; 
  • Optimize images; 
  • Improve Title, Meta description and Hn tags. 

I also took an interest in the articles published in the blog part of the site by: 

  • Proposing a new structure to certain articles;
  • Adding or strengthening certain paragraphs to make them more commercial; 
  • Use variations of the main keywords to further broaden the semantic field; 
  • Optimize images; 
  • Improve Title, Meta description and Hn tags. 

Once the problems of the site have been solved and the existing content has been optimized, the work does not stop there. There is still one last step that I consider particularly important for a complete SEO campaign. 

3.3. Content strategy 

In this last stage of the process, the goal is to maintain the progress obtained on the client’s site. 

And one of the most effective ways to do this is to create new content on the site. 

Have you ever noticed that the content that occupies the first page of Google is often the most recent content? 

The fact is that the engine is constantly looking for topical content to meet the queries of its users. 

So regardless of its good quality, old content will be archived over time to make room for fresher content.  

Also, did you know that more than 4 million pieces of content are dumped on the web every day? Faced with this abundant supply of web content, the only sustainable solution to stay in the race is to regularly create new content. 

It’s no longer a secret for anyone, the more a site publishes quality content, the more it increases its chances of appearing on the first page of Google. 

That’s why instead of stopping at the optimization stage, I also integrate the creation of new content into my SEO campaigns.

But it must be said that this is a particularly sensitive step insofar as the slightest error could ruin all the SEO efforts invested up to that point. 

That’s why during the content creation stage, I always make sure to strictly follow the best SEO practices recommended by search engines. 

As part of the PMyearning site, the content strategy that I have proposed consists of: 

  • Identifying themes with high potential; 
  • The creation of new content; 
  • And an accompaniment. 

3.3.1. Identify themes with high potential 

Many people make the mistake of hastening to target the keywords most sought after by Internet users. 

This is a mistake since a highly searched keyword does not automatically mean that it will benefit all websites. 

Generally, a small business finds it more difficult to rank on a keyword with high search volume because it does not yet have the means and the authority to compete with the big hitters. 

To make sure I don’t fall into the same mistake with PMyearning and only identify themes with high potential, I’m looking for: 

  • An interesting volume of traffic; 
  • Low competition; 
  • And quality traffic that can easily convert into customers.  

The goal is to really target keywords that the site can easily rank well for and see short-term results before you can gradually target more competitive keywords. 

3.3.2. Creating new content

Once the right keywords had been chosen, I was able to start creating content. The work at this level was to bring together all the good practices necessary to guarantee 100% SEO friendly content around catchy themes such as ” How to improve your life with Mental Imagery “. 

For this:

  • It all starts with the different steps for successful web writing; 
  • Then, the implementation of different SEO techniques to optimize the written content. 

3.3.3. Support 

After the content strategy stage, I also support my clients to follow up on everything that has been done. 

The support offered to the firm PMyearning takes into account: 

  • Assistance in the first content created; 
  • Answers to certain SEO questions asked by the client; 
  • And an analysis of the figures with a readjustment if possible of certain actions. 

This is where the campaign I carried out with PMyearning comes to an end, but I thought it would be useful to present to you the results that we were able to obtain on the site. 

4. SEO results 

As announced, this last section of our business case will be devoted to the results that we were able to obtain thanks to the SEO campaign carried out on the PMyearning site. 

And in SEO, the tools par excellence for measuring the success of a campaign remain:

  • Google Analytics; 
  • And Google Search Console.  

These are two tools offered by Google that provide reliable data and are used by many SEOs. 

For our section, we will also use another tool that is not offered by Google, but which is just as effective in measuring the success of a campaign, it is Ahrefs. 

But, enough chatter, let’s now look at these long-awaited results: 

4.1. Google Analytics 

Prior to the campaign, the Google Analytics “Overview” report revealed that PMyearning’s site: 

  • Had 10 monthly active visitors; 
  • With an average visit duration of 00:32s; 
  • 100% connection from desktop computers; 
  • And a source of 100% direct traffic. 

But, here is the data obtained on the site thanks to the SEO campaign after 6 months of work:

  • 1,302 active users per month 

As we can see, PMyearning’s traffic has increased from 120 to 1,302. a nice growth in the number of users which continues to evolve gradually over time.   

In addition, 100% of PMyearning’s site users came from direct traffic, but currently traffic is coming from all over the place: 

  • Organic Traffic: 84.8%; 
  • Direct Traffic: 12%; 
  • Social Traffic: 2.9%; 
  • Referral traffic: 0.3%.  

This proves that the firm’s brand is becoming better and better known on the Net, and even abroad. 

Indeed, when we consult the Google Analytics “Sessions by country” report, we can clearly see that the PMyearning site is visited in France, but also in Switzerland, Belgium and even in America: 

  • France: 74.4% ; 
  • Switzerland: 6%; 
  • Belgium: 4.8%; 
  • Canada: 3.4%; 
  • US: 2.4%. 

Now let’s look at data from the Google Search Console. 

4.2 Google Search Console

The results obtained on Google Search Console are in the same direction as what we observed on Google Analytics. 

For example, we have the number of clicks which is changing and which reaches 2,335 in March 2021. 

The same goes for the total number of impressions which exceeds 28,000. 

The two Google analysis tools show an overall increase in the performance of the PMyearning website. 

But as expected, we’re going to quit the tools offered by Google and see what the trends say about Ahrefs. 

4.3. Ahrefs 

On Ahrefs, we can notice that the curve representing organic traffic remained substantially flat from May until December 2020. Then, we observe a gradual evolution of the curve which is fully extended from January 2021. 

We also have the number of organic keywords which remained stuck below 50 during the period from May – December 2020. Then at the beginning of January, we notice an increase in this number which reaches almost 200 in March 2021. 

Still from the beginning of January 2021, we also note an evolution in the number of referring websites, ie the number of sites that redirect backlinks to the PMyearning site. 

And all this is corroborated because we have the curve representing the number of referring pages which remains proportional to that of the number of referring domains. 

This is good news since each quality backlink that a website receives is perceived as a point to improve its notoriety score in the eyes of search engines.

And I want to clarify that the backlinks obtained were earned only through SEO strategies. I didn’t have to resort to paid strategies such as buying backlinks, which remains a black hat strategy contrary to Google’s guidelines. 

All of these recorded figures are quite encouraging and bear witness to the extent to which Twaino’s SEO campaign carried out on the PMyearning site is bearing fruit. 

In summary ! 

this SEO case study with the PMyeaning agency enjoyed, even if it was not rocket science all that I was able to do during this campaign. 

These are the best strategies used in the SEO industry that I was able to adapt to the realities of my client to generate new clients and increase his visibility on the Net. 

I also use the same strategies with a few tweaks to help other businesses increase their organic traffic.  

These are also the same strategies that I apply on my own site and which allowed me to exceed the bar of 20,000 active visitors per month.

If you also want to increase the number of visitors who connect to your site and improve your turnover, I remain available to discuss your objectives and take an interest in your case. 

I will then be able to propose a tailor-made action plan adapted to your niche and the size of your company for the effective achievement of your objectives. 

Contact me

If you have any questions or need advice, do not hesitate to contact me by email, or by telephone at the addresses below:


Thank you and see you soon!

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