“search engine marketing on the daybreak of a brand new period” Olivier Frater (Orixa Media)

If there was obviously a precedent in the evolution of SEO, 2015 marked a turning point in the practice of natural referencing, initiated by Google and Yandex, whose promise was that they would no longer simply offer search results to the user, but bring him the right answers. like a personal assistant or butler. So far, by qualifying keywords according to connoted intent (informational, navigational, or transactional) rather than simple semantics, search engines have adopted a new approach designed to respond to user problems by relying on a set of keywords or phrases when online. research was limited to simple formulations (one word / one answer).

SEO, whose goal was once mainly to promote products and / or discourses, has thus become a central lever of global digital marketing strategies, which today addresses customers from an informative point of view and advertising, and optimizes user ROI. invested other media. In addition, in a context where the volume of user-generated content (customer reviews, comments, etc.) is colossal and contributes to increasing consumer distrust and disappointment in brands, the role of SEO overall is clear to companies: brand persuasion and brand content.

The challenge, therefore, lies in the brand’s ability to use SEO to anticipate and respond to problems and objections raised by the user at each stage of their journey to be among the top three or four brands they can respond to. This implies brand presence throughout the tunnel, from inspiration to transaction, and implicitly complex work including consideration of important performance criteria for ranking, such as rejection rate or latency.

SEO tomorrow, a multidimensional profession and experience

Although the basics remain (technical, wording, feedback), the new SEO is therefore based more on experience than on keyword selection. However, providing this experience requires setting up different projects to ensure that the advertiser is positioned at the top of search results: revision of the existing one, analysis of the brand market (environment, competition), its value and its communication. .

All of these elements form the basis of a differential strategy that enables advertiser SEO project prioritization and search experience optimization (SXO). Now, the multidimensionality on which an effective SEO strategy depends is such that companies generally have no choice but to work with content strategy experts (agencies, consulting firms) to break free from the shackles of traditional SEO keywords.

This includes, in particular, the development of brand content and consumer-oriented marketing, with the help of technology references (for example, Google’s EAT), but also work on various formats (video, podcast, image), which are still under-accessed in the field of SEO , despite their good ranking on the Google rankings. In other words, an approach focused on the SEO of tomorrow, voice search and maybe even a metaverse.

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