SEO keyword research
Millions of users conduct searches every day on various search engines—whether to find answers to questions, locate a restaurant, search for a specific product, or check a store’s hours. These searches present real opportunities for businesses to stand out in terms of accessibility and gain a competitive edge. Google indexes the entire range of content available on the web using robots that constantly crawl sites and analyze pages according to increasingly sophisticated criteria. The algorithm Google uses to rank content remains secret and evolves continuously to incorporate more complex factors. Given the competitive landscape, especially within certain sectors, it’s impossible to guarantee a spot in the top search results. This is where SEO comes into play.
Why SEO?
SEO, or Search Engine Optimization, improves a website’s ranking on search engine result pages (also known as SERPs). A site is said to be well-optimized when it appears among the top search results for a specific query. For example, if my site ranks first for the keyword “car Strasbourg,” my offer is far more likely to be seen compared to if it ranked on the second or third page for the same query.
To rank higher in search results, it’s essential to understand users’ search intent to identify relevant keywords and target those with the most potential. This is where keyword research comes in to enable effective SEO. Developing a thoughtful strategy for your site’s structure and content is essential, and our team of specialists supports you in this long-term endeavor. Based on targeted keywords, your company can position itself as the go-to answer for your customers’ inquiries.
The ultimate goal is to appear on Google’s first page by structuring your website around the keywords relevant to your industry. This generates qualified traffic to your site, creating numerous conversion opportunities. We could take it further, as only the top three results are typically clicked by users on the first page (which shows about 10 sites). In fact, studies show that click-through rates vary significantly based on position:
- The first position garners 27.6% of clicks
- The second position garners 15.8% of clicks
- The third position garners 11% of clicks
Thus, nearly 60% of clicks are concentrated on the top three results, highlighting the importance of being in the top three!
The more your site is viewed as useful, relevant, and trustworthy (through quality content, user experience, and internal and external links), the more Google will reward you by boosting your search ranking and increasing your visibility. A win-win relationship!
How to Proceed?
To understand the search intentions of your users and customers, it’s essential to put yourself in their shoes and ask the right questions. Keyword research enables you to understand the competitive landscape surrounding your brand and assess your position in consumers’ minds through search engines.
Start with a general brainstorming session with all relevant teams to compile a list of terms and phrases related to your industry. As a foundational pillar of SEO strategy, keyword research allows you to fine-tune your overall marketing strategy by identifying queries that reflect a specific need from the user or consumer. Often overlooked, keyword selection is essential in SEO strategies, whether organic or paid. Positioning yourself around these needs is key for responding effectively as a brand or business.
Consider your products, services, topics, questions, and customer concerns. Valuable tools can aid in this process: Google Search Console, Google Analytics for discovering relevant keywords, and tools like Google Keyword Planner, Semrush, and Ubersuggest to assess their effectiveness.
These tools help identify the most accessible keywords in terms of difficulty (KD) and evaluate search volume, competition, and overall relevance (e.g., how many monthly searches are estimated for each keyword?).
Keyword analysis also reveals what consumers are searching for and how they search for it, providing valuable insights into market needs, concerns, and trends. Be sure to look at your competitive environment as well: What keywords and phrases are they using? What strategies are in place, and what opportunities can be gleaned? By analyzing competitors, you can refine your final keyword strategy to position yourself effectively.
The more you target relevant queries for your audience, the more you’ll attract visitors genuinely interested in what you offer, increasing conversion chances, whether for sales, newsletter sign-ups, or other business goals!
Our digital agency is comprised of an expert team that assists in developing this digital strategy to optimize your e-commerce site’s SEO.
Looking to master this on your own? No problem! We offer training sessions to help you take charge of your keyword strategy. Feel free to contact us to join the next session!
Find out what’s new at the company.
Because mixing fun and work is at the heart of our philosophy, we always try to make a special place for it in our business life.
The Gorilla Club, part of ASPTT Strasbourg, is a sports section dedicated to promoting and teaching American football in Alsace.
These marketing techniques encourage buyers to complete their carts with complementary products to their initial items. Although often confused, these two sales techniques have distinct objectives and can be very effective when implemented correctly.
C2C sales, or “customer to customer,” represent a major evolution in the e-commerce landscape. In this model, individuals are the main players, using specialized sites or applications to sell and buy goods or services among themselves.
Sales funnels, known as “sales funnels” in English, refer to a technique aimed at maximizing conversion rates to sell more effectively online.
In today’s digital landscape, customer reviews—whether positive or negative—inform consumers about the quality of the products or services they are considering purchasing. Positive reviews can significantly boost sales by influencing the purchasing decisions of other consumers.
The new generation spends a lot of time on social media, which has led to the emergence of new professions, notably that of influencer or content creator.
Cross-border e-commerce has transformed the global commercial landscape. This ability to sell anywhere and anytime has significantly boosted companies’ revenues.
Nowadays, social media play a prominent role in our lives. Some use them to share their daily lives, others to spread messages, and some simply to stay in touch with their loved ones or to stay informed about the news.
ChatGPT, this new artificial intelligence tool, allows for the rapid creation of content. Launched by OpenAI in 2022, its goal is to “help by answering your questions and providing information.” Impressive, right?
Soft skills play an equally important role in the success and sustainability of your digital platform. They can transform the way you interact with your customers, your team, and your market.
Over the years, the focus on user experience (UX) and user interface (UI) has been constant, but today, we are increasingly moving towards another equally crucial concept: customer experience (CX).
Virtual Reality (VR) is a rapidly growing technology that is disrupting many sectors, including e-commerce.
Product listings are the cornerstone of the commercial strategy. They play a crucial role in converting visitors into customers as they provide detailed information about the products offered by a company. What are the key points to watch out for and the best practices to optimize them and maximize sales?
The functionalities, costs, and levels of complexity can vary from one CMS to another.
When it comes to optimizing your website’s performance, paying attention to images is a crucial yet often overlooked step.
In the dynamic universe of online marketing and sales, the conversion rate emerges as a key indicator, reflecting the performance and success of a strategy.
In the world of marketing, efficiency reigns supreme.
The e-commerce industry continues to grow at a rapid pace, driven by technological innovation, changes in consumer behavior, and evolving market expectations.
In a constantly evolving digital landscape, it is crucial to ensure that your website is performing well, secure, and meeting the needs of your users.
The realm of web marketing plays a central role, where the scope of digital strategy may vary, but merely existing on the web is equivalent to an active approach to online promotion.
In today’s digital era, Web Marketing has become an indispensable element for businesses aiming to expand their online product and service offerings.
In the current context of e-commerce and marketing communication, the engagement rate has become a crucial indicator for measuring user interaction and involvement with content or a brand.
The sales, that long-awaited event for consumers in search of good deals and discounts. But this event is also a major date in the calendars of e-commerce websites.
Branding and e-commerce have been continuously evolving, particularly since the expansion of the internet.
In a digital world where competition is fierce, the technical optimization of a website is a crucial element to ensure a smooth user experience, enhance performance, and strengthen its search engine ranking.
Online commerce is in constant evolution, and the security of your website, whether you are a small business or a major brand, must be a top priority. E-commerce websites handle vast amounts of data to personalize their product and service offerings, tailoring them to the needs of their target audiences.
We celebrated our third birthday last June 1st…. Yep, so soon! 🥳
With Magento 2, enhancements and new features have been introduced, thus providing businesses with optimized site management.
We recently conducted an internal study to assess our ATI4 employer brand and highlight areas for improvement.
A year ago, we hired 4 developers to join our Magento Academy. We aimed to train them to use this new technology.
Last November, ATI4 joined forces with Numéric Emploi Grand-Est to host its first Apéro Dev event.
As fans of digital technology and video games, we held our first inter-company tournament.
Over the past two years, we’ve had the opportunity to work with prestigious B2B clients, to learn and to develop.