Evangelize natural referencing within the company
SEO, or the ability of a site to rank well on search engines, determines a company’s visibility on the web. Therefore, it is a pillar of digital strategy: the site embodies the company and brings together content designed to meet the needs of its audience. Supports digital advertising campaigns such as Google Ads, providing detailed analysis of keywords searched by potential customers, allowing you to build relevant content. And then there is the digital assets that the company completely controls. However, perceived as very technical, it is often pushed into the background: SEO must still be expected upstream from any web project. Nor is it isolated: other digital levers have an impact on its performance, and vice versa (social networks, email, data, video, etc.).
Hence the importance of creating a culture that demystifies it: it goes through a pedagogy that allows everyone to understand its principles, its vocabulary and its evolution, but also the role it can play to be more effective. Among the teams concerned: product and editorial marketing, communications, data and IT, development and sales.
SEO culture led by top management
Successful SEO therefore does not come only from the work of several experts: it is the result of long-term teamwork, which involves establishing close relationships with different stakeholders to rely on the different skills needed for natural referencing.
Working on a company’s visibility on the web is a strategic goal, and top management plays a key role in establishing an SEO culture. Its mission is to mobilize internal, human and financial resources and to understand its impact on the company’s profitability. To involve top management, it is important to know how to present the interest of the adopted strategies, the role of the employees involved and the expected benefits.
Be accompanied by a natural referencing professional
Companies often do not have all the skills in their home to carry out a large SEO project: that is why it is essential to be accompanied by an SEO agency such as Netinshape. Its role is to analyze the problems encountered, whether technical or editorial in nature, define the actions that internal teams must take, frame daily work and monitor results through regular reporting that reflects the progress of performance indicators. performance (traffic, keyword position, traffic).
The mission of an SEO agency goes beyond providing advice. Its consultants must be able to offer new content that generates traffic and growth, to internally support teams to be more autonomous in SEO-related topics.
Additional training of employees
Working with an SEO agency also allows teams involved in projects to better understand what is expected of them and why. The agency obviously plays a major educational role that should lead to the adoption of good practices in terms of natural referencing on Google.
Teams need to improve their skills through investing in training, facilitating internal ownership of projects and team response. The latter will thus be able to communicate better with external service providers, especially digital agencies in charge of website development.
SEO business practice
If SEO is the lever for a company’s success, the SEO team is therefore not separate from the rest of the company. She must be able to articulate her needs and understand the needs of other departments. Therefore, its efficiency is closely related to their cooperation.
A natural referencing strategy must be cost-effective to make sense, because contrary to the idea conveyed by its opposition to paid referencing, natural referencing has a price: content production, SEO support, netlinking, website development costs. It must serve the company’s strategy, profitability and communication goals. Therefore, everyone has a share in his success.
Establishing an SEO culture within a company is a time-consuming approach, but it has the merit of being sustainable. Search engines aim to offer increasingly relevant information to Internet users, improving their understanding of their search intent thanks to algorithms powered by artificial intelligence, such as MUM at Google. In business, SEO culture therefore establishes a bridge between the technical dimension and psychological resources, eminently human, with the result of a better understanding of its audience in order to better develop its activity.