SEO Campaign: the lever for sustainable organic growth

Our SEO Campaign Methodology

At Twaino, implementing an SEO campaign is done in 3 steps:

1) SEO Audit

2) Optimisation

3) Content Strategy

Step 1 of the SEO campaign: the technical and content audit

Why we carry out an SEO audit

Carrying out a diagnosis gives SEO specialists the opportunity to identify the strengths, weaknesses, opportunities and threats to your digital growth. In other words, it allows us to gain an understanding of the issues to fix, the elements that deserve to be optimised, as well as the opportunities you can seize.

That is why our specialists always begin with a technical SEO audit before drawing up your “battle plan” for acquiring traffic, clients and sales. Is it not more effective to have a clearer picture of your website in order to put in place the most appropriate strategies?

What do we audit on your website?

A website SEO audit is always the foundation of a good SEO strategy. Systematically, Twaino’s consultants begin the campaign with an in-depth analysis of your website. We would stop there if we were like most agencies. But our study also takes into account the challenges of your business, your industry and your competitors. As part of your SEO audit, Twaino examines more than 200 ranking factors related to:

• your website and all its components;
• your Google Analytics and Google Search Console data;
• your competitors;
• etc.

Your site architecture and usability

It is increasingly uncommon to create a site mockup before putting it into production. With themes and plug-ins, just a few clicks are enough to have a fully functional website. However, this does not guarantee an optimal structure or an ergonomic experience for users, particularly when you have a large number of web pages.

Do you have important pages that can only be reached after 4 levels of clicks? Do visitors sometimes get lost while browsing? Does your website user feel particularly comfortable using your website? These are some of the essential questions that Twaino answers and provides solutions for.

Crawling and indexing of your website

Before ensuring that your pages are properly optimised, it is necessary to determine whether they are visible in the SERPs. Indeed, if search engine robots cannot access your pages, they are not crawled and do not appear in the results. As a result, your customers cannot find you in the SERPs and you receive no organic traffic. Frustrating, isn’t it?

To address this, we use tools such as Ahrefs, Screaming Frog SEO and Google Search Console to examine how easily search engine robots crawl and index your web pages.

The loading speed of your site and its pages

If your page does not load within three seconds at most, some users will leave it to find another resource that loads more quickly.

Page speed is an element that Google has explicitly stated as an important ranking factor, especially as it helps users enjoy a pleasant experience.

In other words, the faster your pages load, the more likely you are to improve your rankings.

Once again, our SEO agency uses the best tools to carry out an in-depth analysis of your website with the aim of improving its loading speed.

Your website’s responsiveness across all devices

Mobile now plays a very important role in Google rankings. The search engine favours websites that offer an excellent experience on smartphones and tablets. This is all the more understandable given that mobile users account for nearly 53% of global Internet traffic, compared to 45% for desktop users. As a result, people use their phones far more than their computers to browse online.

And unless you operate in the B2B sector, most visitors to your website are probably mobile users. So how do your pages appear to this part of your audience? Does your content or imagery look flawless on a mobile device? Are your forms pleasant enough to look at and fill in?

Twaino’s consultants identify all the elements that hinder the experience of your mobile users, so that you have a responsive website that meets search engine standards.

Lifting Google manual actions

Unfortunately, some sites may be subject to a Google manual action. In other words, they have been penalised by the search engine due, in particular, to the use of practices not recommended in the guidelines.

The consequences are generally a significant drop in traffic or rankings, or even removal of the website from search results. You can imagine how dangerous it is to let this situation drag on, as it can lead to serious losses.

If you are under such a penalty, it is at this stage of the SEO campaign that our consultants will put in place the best strategy to have it lifted.

The quality of content on your web pages

Google’s goal is to provide its users with the most beneficial and relevant information for their query. Is the content on your pages more useful and better suited than that of your competitors for the keywords you are targeting? If your content is not of high quality, Google will not rank it at the top, so as not to risk disappointing its users.

As part of your SEO campaign, we review the content of each of your pages to ensure it is unique, relevant, useful, easy to scan, and that it provides real added value to readers.

Step 2 of an SEO campaign at Twaino: optimisation

Optimising your pages’ content, tags and URLs through keywords

You already know the importance of keywords — they are the terms your customers use to find the products and services you offer. It is essential that they are placed strategically so that your website’s SEO is optimal. This means using them in your content, in your URLs, as well as in your meta title and meta description tags. By incorporating the expressions specific to your audience in this way, you optimise your content and signal to users that your business understands their needs. However, this task is delicate and can easily turn into over-optimisation, which is penalised by search engines.

That is why Twaino’s SEO experts take care to review these elements and ensure that all content and web pages are optimised in line with best practices. These are just some of the many SEO tactics our SEO specialists will use to optimise your website as part of our natural search engine optimisation services.

Including multimedia elements in your content

The presence of just one video on your web page can increase the time visitors spend there by 25%. And guess what happens when most visitors stay on your pages for a long time… Google considers that they are popular with its users and improves their rankings. The same applies to other types of visuals. In addition to capturing users’ attention, images provide an optimal user experience. If you only have large walls of text on your website, be aware that your readers tend to get bored.

To avoid this problem, we examine how you make use of visual elements on your website in order to make the most of them in your pursuit of better rankings.

Keyword research to understand your audience

Before making a purchase, 9 out of 10 consumers use search engines such as Google or Bing. They enter a keyword and the search engine returns the results that best match that keyword.

That is why keyword research is essential to a successful SEO strategy. It helps your business reach the best position and connect with potential customers by adapting to the way they search. For your business, this translates into more organic traffic, more leads, more purchases, more in-store visits…

How Twaino helps you find the best keywords for your audience

For this stage of the SEO campaign, Twaino’s experts conduct an in-depth analysis of how your target customers search for the products and services you offer. To help them access your website, we identify the keywords they are likely to use and examine their search intent. The Twaino consultant will therefore look at elements such as search volume, level of competition and the ideal type of content so that your website can rank for the selected terms.

Rest assured, we understand how Google’s ranking works and we use advanced, precise tools that help us access what your target clientele is searching for.

Step 3 of an SEO campaign at Twaino: content strategy

After optimisation comes the creation and promotion phase. Here, the focus is primarily on producing quality content and acquiring backlinks.

Rating that for Google, the three essential ranking factors are content, backlinks and RankBrain. That is why we will help you optimise the first two as effectively as possible, since they are the ones you can control.

Creating quality content to strengthen your SEO campaign

As you have no doubt noticed, content is what gets ranked in search engines. That is why it is almost impossible to run a winning SEO campaign without it. Moreover, your audience relies on the content of your website to inform them or to discover tips and solutions to their problems. This same content is what you use to guide visitors through your sales funnel.

For all these reasons, you need to create as much content as possible while maximising its quality. Indeed, poor-quality content will not rank and represents nothing but a waste of investment.

How Twaino helps you create your content

Content performs better in search engines when it is the result of a solid strategy. In other words, creating content based on ideas that seem interesting to you does not yield many results. Instead, content production must be based on the outcome of your keyword analysis — that is, the terms most important to your business and your industry.

This is how Twaino helps you find relevant topics to cover, in line with your keyword objectives. As a result, your content tends to resonate with your audience and you find it easier to convert them.

Types of content to create during an SEO campaign

There are many types of content, and all of them are beneficial for your website.

Here are the most popular ones and how they can benefit visitors to your pages.

Blog articles

Google particularly favours the freshest content. That is why it is very useful to have a blog and to regularly update it with new articles.

These are pieces of content that are generally under 2,000 words and allow you to share unique tips, advice and information with your audience.

Service page content

Service pages detail the offerings you provide. This is, for example, the page you are currently reading. When you create this type of page, you tell potential clients what they receive when they engage with you. Obviously, it is a useful page that consumers consult on a regular basis.

Twaino helps you ensure that your service pages fully fulfil their role, which is to inform your visitors about what is included in your offerings.

Product page content

Product pages are similar to service pages: they provide a precise description of the products you offer. Through this type of content and visuals, you allow your customers to learn about the characteristics of the products and the added value they can bring them.

Here, you will typically find information such as dimensions, sizes, materials and any other useful details. These pages are important because they have a direct influence on consumers’ purchasing decisions.

Long-form or authority content

If you have had the chance to browse our blog, you have probably noticed that at Twaino we are particularly fond of long-form content. These are pieces of content of more than 2,000 words that provide a wealth of useful and beneficial information for readers on topics related to your industry. To create them, you need to use Brian Dean’s skyscraper technique.

The value of this type of content lies in offering an in-depth exploration of a topic, so that the reader can fully understand the subject matter. For your website, you have evergreen content whose search engine performance stands the test of time. And, even more interestingly, you have content that is likely to earn you a great many backlinks. This brings us to the final part of an effective SEO campaign.

Link building or creating backlinks

Backlinks are among the three essential ranking factors. They function like votes from other websites.

Indeed, links are naturally created towards the most useful content. Therefore, receiving links from many websites signals to Google that your content deserves to rank highly.

Moreover, this allows you to gain link juice, through which your website’s authority increases. And since Google favours websites with genuine authority, your rankings improve overall.

But for that, you need links coming from high-authority websites.

How Twaino helps you build backlinks

It must be admitted that obtaining quality backlinks is extremely difficult. At Twaino, we believe the best way to achieve this is to create outstanding content that other websites want to share.

The art of link building requires a degree of creativity, a great deal of skill and technical know-how. It is not a practice that can be learned overnight, and you can be confident that our SEO experts are experienced enough to help you earn the highest-quality backlinks.

Furthermore, we use only White Hat SEO methods that comply with Google’s guidelines and protect you from any potential penalties.

As a reminder, SEO encompasses all the optimisation techniques that can be applied to a website in order to make it more visible on search engine results pages.
An SEO campaign is a process put in place to form a coherent and chronological sequence of search engine optimisation techniques. A good SEO campaign must optimise all aspects of the website in order to genuinely improve its traffic and its ranking on the SERPs.
To achieve this, an SEO campaign will incorporate SEO techniques such as keyword research, the creation of quality content, link building, and more.

An SEO campaign can benefit your business in many ways, including:
– Reaching more people;
– Strengthening your brand’s credibility with consumers by occupying the top positions on Google;
– Putting in place an efficient marketing strategy with a better ROI (return on investment);
– Gaining a competitive advantage;
– Achieving strong rankings in local results to attract nearby customers;
– Improving your website’s usability for a better user experience;
– Obtaining easily measurable results to better evaluate the effectiveness of your strategy;
– Improving user engagement with your brand.

Unlike paid search advertising, SEO takes time before it bears fruit. Generally, you need to wait 3 to 6 months after the start of the SEO campaign before seeing results. When we talk about results, this refers in particular to a quantifiable increase in the number of visitors and customers, calls, appointments or whatever form of conversion is expected.

Entrusting the SEO of your website to an agency offers several advantages:
– SEO agencies have the experience and expertise needed to effectively improve your website’s visibility on search engines;
– SEO agencies achieve the best SEO results;
– Save time that can be reinvested in carrying out tasks in-house;
– Access the best tools used in the SEO industry.

With us, you benefit from:
– Better value for money;
– Support focused exclusively on natural search engine optimisation for lasting visibility on search engine results pages;
– Sound SEO strategies that strictly comply with search engine recommendations and guidelines;
– An inclusive collaboration with frequent analytical reports to transparently measure the success of our SEO campaigns.

For all our clients, we strive to follow 3 main phases during our SEO campaigns, namely:
– An audit phase to assess the current situation and identify the issues affecting your website’s ranking on search engines;
– An optimisation phase to resolve the issues identified during the audit phase;
– And a content creation phase to produce new SEO-optimised content on the website.

To do this, we rely on certain key performance indicators, namely:
– Organic traffic;
– Keyword rankings;
– Click-through rate (CTR);
– Number of pages viewed per visit;
– Number of impressions;
– Organic conversion rate;
– Page speed;
– Bounce rate;
– Number of indexed pages;
– Crawl errors;
– Domain authority of the site;
– And many more.