Reconciling search performance and creativity

1. A set of constraints to take into account in the creative work, to optimize SEO

1.1. What is SEO Optimization?

Search Engine Optimization (SEO) refers to all the techniques that make it possible to better reference a site or an application in the search engines. Generally, the optimization work essentially concerns the referencing of websites for the main search engine, namely Google. Concretely, Google has built a set of very complex and constantly evolving algorithms to offer the most relevant and qualitative content to the requests of its users. It is therefore an indexing work that the Google robot does, to display ordered results in front of queries made up of keywords. The result for website publishers is measured by natural traffic, therefore the number of daily visits.

1.2. SEO: a set of technical and editorial constraints

Since the Google robot is not a human, the work of evaluating the quality and relevance of web content is carried out by algorithms on the basis of factual and measurable information. Of course, the algorithms are kept secret, but Google communicates on the criteria it takes into account and on its regular updates.

To be well referenced, it is therefore a question of knowing these evaluation criteria and taking them into account: this is why, creating web content is not only a creative work, but a creative work under constraints.

The first set of constraints concerns the technical aspects of websites.

Here is a non-exhaustive list of criteria taken into account:

• mobile optimization
• present of a sitemap
• loading speed, speed of execution of the site
• site security (SSL certificates)
• image optimization
• canonical URLs to avoid duplicate content

The vast majority of criteria have little or no impact on creation, and are the responsibility of developers.

On the other hand, the creation must take into account two decisive aspects:

• the site must be fully responsive or mobile-friendly
• the speed of the site which must be as fast as possible, which generally leads to arbitrations:
  • the use of heavy images and content should be limited (videos should be hosted on third-party platforms if possible)
  • the use of animations in Javascript must also be measured (here is a detailed and recent article on the interpretation of Javascript by GoogleBot)
  • propose, where appropriate, a “progressive loading” of content (“lazy loading”)

The second set of constraints concerns the writing of content.

To be well referenced, an article must meet fairly specific conditions, in particular:

• presence of keywords in the title, in the introduction
• title length (not too long, 78 characters being the recommended maximum)
• text length: the article must be sufficiently rich, and even if there are no rules, most analyzes show that the best referenced articles have around 2000 words
• keyword density: the specialized solution Yoast estimates that the ideal density is between 0.5 and 2.5%
• presence of internal links
• structure of intertitles (use of h1, h2 tags, etc.) and use of keywords in intertitles
• Presence of images (with alternative descriptions in alt tags)
• etc

This list is not exhaustive but it gives a rather clear idea of what Google expects from an article: rather rich, focused on its subject, structured and complete.

1.3. What is the impact of these SEO constraints on creative work?

As we have seen, technical constraints have little impact on content creation.

On the other hand, editorial constraints have a strong direct impact on the way of designing the content of a site, and in particular its editorial pages.

In fact, we can see the positive side of these constraints: they provide a framework for creative work.

In general, the structure of a site is guided by SEO needs: tree structure, hierarchy of content, use of objects with structured data that can be interpreted by Google, insertion of texts, etc.

More specifically, SEO guides the production of editorial content. The content must be structured, organized with parts and sub-parts in order to show titles. The need to create content with a high density of keywords leads to work on the lexicon and the search for a vocabulary that is both precise and rich. Finally, the addition of audiovisual content being an asset for SEO, it also encourages creativity, at least in the search for visuals to illustrate the point. Google also provides results for image searches, visual content can also contribute to the good natural referencing of the site.

However, producing content by the kilometer with a list of keywords makes no sense. Such content would be poor, without interest, and although it could generate traffic, it would create frustration for Internet users, and would serve the publisher by discrediting it. Despite the constraints, the content written must go deeper into the subject, show expertise, provide information and analysis that bring value to readers. The writing must be neat, and even if possible original, because this will generate more engagement on the part of readers, and therefore a better performance in search.

Finally, the production of content for the Internet is a form of literary art under constraint!

Example of written content, and integrating rich content (in this case Google Maps):

The content thus goes up in the answers suggested by Google, in position zero on certain requests formulated as questions:

2. What methodology to combine creativity and search efficiency?

a. What methodology to combine creativity and efficiency in search?

The methodology consists of starting from the research of Internet users. But how do you know what people are looking for?

We can try to put ourselves in the shoes of Internet users. Try queries in Google, and look at the “related queries”, thus allowing, by capillarity, to find real searches in the targeted domain. It’s a beginning.

Google provides more powerful, easily accessible tools. The Google Search Console, first: it lists the key phrases that led to the site. Of course, this depends on the performance of the current site. If the contents are not yet well written, it does not help. There is also Google Ads: by testing ads, you can get the keywords with good performance. Enough to find inspiration for the content to write on your site.

In fact, there are many other tools and methods to put yourself “in the place” of the client or user: for example, “social listening” tools, methods for analyzing semantic data on Google, or simply methods of interviewing and listening to panels.

These methods will make it possible to identify new approaches to topics already identified, or new “niche” or emerging topics to be pre-empted.

Creativity can then be expressed at different levels:

• by interpreting the queries to understand the intentions of Internet users, that is to say by showing empathy to understand the questions and the content actually sought behind these queries. This is projection work. Here, it may be interesting to involve strategic planning, to complete this work with a more in-depth analysis using “social listening”g tools, or interviews, for example, and thus identify insights rooted in the lives of people
• by imagining original content to produce, to express themselves on the subjects sought by Internet users, if of course they are relevant to what the advertiser has to offer in its offer

b. Search provides insights to brands to position themselves in new original activation territories

For consumer brands, it is not easy to generate digital traffic. Indeed, the spontaneous requests of consumers on these brands or their products are marginal, and it is easier to gain visibility by advertising via the media than to position yourself thanks to organic referencing.

However, some brands are showing ingenuity, taking a step aside, and preempting or creating a communication territory corresponding to research. Here are three examples of brands that have been supported by Dékuple Ingénierie Marketing Créative.

Brossard creates a service to meet a demand revealed through search.

For years, the Brossard brand has been offering small collectible magnets as goodies to create maps of the world. This small object has, over time, been so successful that it has become a real object sought after by families, so much so that barter sites have been created. During the redesign of the Brossard brand site, Dékuple’s strategic planning detected this phenomenon, seen as an opportunity to create an official service for the brand, and a real axis of relational communication. This is how the concept of Troc’n’Magnet was born. By creating this exchange service between consumers on the brand’s website, Brossard has boosted its natural traffic in a sustainable way, by capitalizing on real consumer insight, which has gone unnoticed until now, and revealed through the analysis of Google queries. . The content thus created allows a real field of creative expression, and a relational animation in the long term, and benefits the referencing of the whole site.

Yoplait basket capitalizes on its commitment to bees and biodiversity to build its web presence.

Panier de Yoplait has not created a website to present its products, which is well known to consumers, and there is also a Yoplait site to present the umbrella brand. So how do you make the Panier de Yoplait brand visible on the web, and what field of expression should you choose? This question led the fruit yoghurt brand to create a real content site to inform and raise awareness among the general public about the protection of bees, whose role is essential for fruit production. By developing content around this subject linked to biodiversity, the brand has given a role to its site allowing it to link a brand objective (to relay its engagement actions) to a request for information from the general public. Here again, this subject opens up perspectives for creation, both graphic and editorial, with the production of rich content (computer graphics, videos, quizzes, etc.).

Perle de Lait creates a trophy to reward female entrepreneurship to generate influence and create content.

For Perle de Lait, the starting point is the search by Dékuple’s strategic planning of subjects in affinity with its core target of the brand, and having a strong potential in communication. This is how Perle de Lait has positioned itself on the theme of female entrepreneurship, a subject that is not spontaneously linked to a brand of yoghurt! By taking this step aside, the brand has created a field of communication with an anchoring to its target, which it has been developing as a common thread for more than 4 years, with the Perle de Lait Trophy. Thanks to the influence, then to the content produced, the brand was able to gain visibility thanks to its site.

3. And in SEA, what place should be given to creativity?

SEA requires a different creativity from SEO. Creating rich content isn’t really the topic here. Very often, it is therefore not a question of mediating all the pages of a site, but only those of the key offers.

It is therefore not the creation of content that matters here, but the creation of a wide variety of advertisements making it possible to match the advertiser’s offers on the one hand, and the search context of Internet users. on the other hand. It is a question of being precise, relevant, and of adapting the ad according to the available targeting options (keywords, of course, but also data from Internet user profiles, retargeting context, localized searches, etc. ).

This creativity must also be expressed within a very specific framework. And yes, another creative work under constraints!

Thus, for SEA ads, it is necessary to write catchphrases in less than 150 characters that are relevant, clear and attractive. Each call to action must be studied to be both relevant and incentive. The ad should match the content of the landing page as closely as possible. In short, a real exercise in style, in which each word is chosen!