Chatbot In Business: What Is It? What Are The Advantages?


Among the automated solutions that make customer service more operational to answer simple questions, the chatbot stands out as an essential tool. However, many companies are wondering how to set up a chatbot, what are its real advantages and above all which device to choose among the many that exist on the market. To make your choice, here is a complete guide on chatbots with finally the presentation of 5 tools to consider.

Chatbot definition

Chatbot in its first definition is a computer program capable of exchanging with humans, orally and in writing, whether on a website or an application. When arriving on one or the other the Internet user is offered a conversation to answer his question. The chatbot generally asks how it can help by suggesting different possible questions.

Although it comes close, the chatbot should not be confused with a “conversational agent”. This software is itself capable of conversing with humans, we then speak of automatic language processing (TALN), which is most often associated with a visual representation, of the avatar type.

Types of chatbots

There are thus different types of chatbots:

  • The conversational bot: as explained above, it answers questions that follow a particular logic and subject (an IT need, the status of an order, a breakdown, etc.).
  • The voicebot: this computer program is equipped with artificial intelligence (AI) which allows it to receive and formulate messages by voice.
  • The virtual agent: this software comes in the form of an avatar which can be the interface for customer service.
  • Business chatbots: they are specifically at the service of companies in order to automate time-consuming tasks without added value.
  • Personal assistants: such as the famous Siri, Google Home or Alexa, they understand spoken and written natural language and perform actions using machine learning.
  • Media chatbots: they do not need natural language understanding and primarily take into account keywords.

Advantages and disadvantages of implementing a chatbot for your business

All business innovations should be considered in terms of their long-term effectiveness and relevance to what you’re selling. The same is true for a business chatbot. Let’s take a closer look at the pros and cons.

The advantages of a chatbot

In general, a chatbot improves the quality of service through an intuitive tool available 24 hours a day. In this, it is an element of self-care in the same way as your FAQ. Your advisers no longer waste time answering basic questions and can concentrate on tasks with higher added value and on complex questions that customers ask themselves. These are also conducive to upselling or cross-selling. At the same time, the chatbot’s first filter gives teleconsultants the possibility of tracing the identity of the caller and the essence of their concerns, to offer them appropriate solutions.

To stay on the sales side, chatbots also allow you to place an order in a few requests, without having to search the site or call an advisor.

In the same vein, favoring simplicity: a chatbot is a tool of proximity and responsiveness to the user that can be integrated everywhere (website and smartphone, and even voice assistants under certain conditions ). Asking customer service for help becomes easier and faster. Thus, according to Botnation in 2021, 59% of consumers appreciate this facility.

Note that, according to an Adobe study in 2018: 28% of the most successful companies use artificial intelligence for their marketing and that this trend has been accelerating over the last 3 years.

Summary of the benefits of chatbots for your business:

  • Improves the quality of service
  • Is accessible at all times
  • Reduces customer service costs
  • Promotes sales
  • Serves as a filter for questions
  • Allows you to keep data


The human always represents an added value that the chatbot cannot have. Thus, faced with a dissatisfied customer, the know-how and experience of the human being will necessarily remain superior to chatbots.

So much so that the main limitation of the chatbot is in its design: artificial intelligence has not yet evolved to the point of taking advantage of human intelligence and having the flexibility and analytical capacity of males. Generally speaking, customers prefer humans to chatbots to answer their queries, as 84% ​​of users hate having their questions misunderstood, which happens very regularly.

What is the price of a chatbot?

Buying a chatbot requires taking into account several factors in its price, such as:

  • The product : prices vary between 250$/month to 2550$/month depending on the demand for the chatbot and its functionalities.
  • The configuration of the solution upstream , before the implementation in the system of the company: 760$ to 7850$/day.
  • Training: you have to be trained in the use of this tool, the support will of course be included in the monthly subscription. A 3-day training costs around 3000$ per person.

Introducing 5 chatbot tools

Here is a selection of tools available on the market, with their main features.

1. ZENDESK ChatBot

This very popular live chat tool is used by large companies: Uber, Airbnb, Slack, Shopify, etc. It offers several services:

  • Communication: for the support or sales team, the chat makes it possible to follow customers and exchange with them at the right time.
  • Organization: the chatbot filters questions immediately, so that customers receive help as soon as possible and agents are not overwhelmed.
  • Customization: Every business can create a custom chat widget for end users to give visitors a unique and seamless experience.
  • Analytics: Track chat volume, visitor experience, and agent performance data in real time.

2. YEXT Chatbot

Yext Answers is a revolutionary site search product that understands natural language and drives consumer conversion with accurate answers on a website. And this, directly in the search results. It is used for example by Burger King, Fitness Park, etc. Yext notably allows:

  • Increase the conversion rate and offer direct answers and calls to action to customers at the key moment.
  • Collect data from every query and response so you don’t miss any opportunities to interact with customers later and increase sales.
  • Reduce customer service costs with a help desk that understands natural language and goes beyond a basic Q&A chatbot.

3. Chatbot DYDU (Do you dream up)

Dydu is a conversational software: chatbot, callbot, voice bot. It is used by large companies. Thus, Dydu allows companies to deploy a true automated conversational strategy, from customer service to all areas that may need it (legal responses, HR department, finance, IT, etc.). In this way, he:

  • Promotes excellent customer/user interaction (98% qualification).
  • Allows a 24/7 and immediate customer service.
  • Optimizes processing costs .
  • Drives a greater employee experience by answering complex questions.

4. IADVIZE Chatbot

This solution is also used by large companies. Its offer provides you with, among other things:

  • An omnichannel and unified experience to give visitors a premium, rich and seamless messaging experience across their preferred channel. This avoids imposing on them a tool that they do not like or do not use frequently.
  • Expertise and authenticity: the tool connects visitors to the best advisers thanks to perfect orchestration (product experts, connected salespersons in stores, after-sales service advisers or chatbots equipped with AI respond to customers at each stage of the journey).
  • Scalability to follow the evolution of the company by taking advantage of the best of humans and AI.

5. INTERCOM Chatbot

Intercom is the partner of digital giants like Amazon, Facebook, IBM, and Microsoft among 25,000 other companies. This tool is all about the power of the conversation with customers:

  • This chatbot is a marketing tool to increase conversion rate and sales. For this, it personalizes the welcome messages for each client, automates the transfer of messages and makes appointments.
  • It is also a customer engagement tool through personalized messages and product tours.
  • It is omnichannel: this device also knows when it is necessary to send the question to the advisers.

Chatbots are ever-evolving tools for driving customer satisfaction while eliminating non-value-added questions. For your teams of advisors, this represents an aid and a filter, and certainly not a replacement of their role. On the contrary, it becomes more important on complex issues, which allows for increasing the skills of the teams. Chatbots are therefore a solution to consider now to improve your customer service!


How To Improve Your Netlinking?


A netlinking campaign remains the right SEO tool to boost the notoriety and credibility of a website. Its purpose is to increase the popularity of a website in order to improve the positioning of its pages in search engine results. As part of the website optimization process, it is one of the levers necessary for the performance of a natural referencing strategy. However, the regular improvement of the quality of netlinking is strongly recommended. To achieve this, here are some link generation techniques to achieve this goal.

1. Boost the number of incoming links with linkbaiting

The purpose of link baiting is to increase the number of external links or backlinks that refer users to your website pages. To do this, you must write compelling, original, and relevant content by targeting your readers. This is the only condition for the creation of incoming links to be done in an optimal and natural way. In addition, content has quality when it deals with topics that meet the search intentions of Internet users. Better still, the authenticity of an item is also a guarantee of quality. A website hosting such content is quickly considered a reference by Internet users and other platforms. They then generate natural inbound links that provide access to this trusted source.

Creating content in the form of infographics, tutorials, complete guides, rankings, and webinars… is an effective technique for link fishing. 

2. Use social networks to improve netlinking

The best way for SEOs to use social media to generate backlinks is through their profiles. Link to your website from all your social profiles. Consider including keywords in your profile description text. Today, Google contextualizes links and values ​​the semantics surrounding this link.

To put social networks at the service of your netlinking strategy, you must be present in the main networks like Facebook, LinkedIn, Instagram, Twitter, etc. However, the creation of attractive content is important in order to encourage your community to share your content on the web. Catch the influencers of your theme, flatter their ego with your content, and link back to show the article to their community. 

3. Go for a Skyscraper method

The Skyscraper method is an inbound marketing technique introduced by Brian Dean of in 2015. This technique consists of creating better content than those already existing on the web. The challenge is to write high-quality, useful content for your buyer persona.

Be sure, however, to choose a popular and appropriate subject that relates to those developed in your writings or blog. Another necessary precaution is to include additional details to differentiate yourself from competing for content. This involves finding a different editorial angle and authoritative external links. Tools like Ahrefs and Site Explorer can help.

4. Improve your netlinking thanks to directories

Registration on Web directories is one of the most used netlinking methods in the past. The sine qua noncondition is always to select a suitable directory. Indeed, there are many tools of this type and not all of them offer the same level of indexing on the engines. You can register on a paid directory, a public directory, a specialized directory, or the free version. However, choosing the right directories is very important.

How to choose the right directories to get good links?

  • select directories with Trust Flow greater than 20
  • opt for directories dealing with a single theme 
  • check that the directory asks to write a unique description
  • choose directories that offer hard-coded links

In general, the results are visible only from a dozen backlinks. 

5. Guest blogging or exchanging thematic links

Thematic link exchange is a smart link exchange technique based on reciprocity. However, it requires good organizational capacity. This method consists in accepting a guest article of the same thematic proximity. In exchange, a DoFollow link with an optimized anchor will be integrated into the content. Before using this method, you must first identify the sites of the same sector in order to facilitate the exchange.

Exchanged backlinks must also be associated with anchors labeled with optimized words or phrases. However, you need to exchange a minimum of 10 backlinks in order to get results. This increases your chances of indexing with search engines.

6. Buy sponsored links on netlinking platforms

Link buying platforms connect advertisers and publishers with the aim of obtaining quality links more easily. 

Linkbuilding is a time-consuming task, so these platforms speed up the identification of sites likely to be relevant to your link profile. Netlinking platforms such as Rocketlinks, and Getfluence offer thousands of sites covering a large number of themes. 

The danger of buying links through sponsored articles and making bad choices about your link profile. Do you know the volume of monthly links you need, the themes of the sites to be favored, the minimum TF, the type of anchor, etc…

So be accompanied by netlinking professionals to avoid a Google Penguin penalty. 

Link building is not enough

If you want your website to rank well and go unpunished, it’s not enough to build new links. You should take care of your link profile and disavow all toxic links.

Where do all the spammy links come from?

Maybe you bought a few, or maybe your SEO netlinking agency didn’t care too much about the quality of the links they created for you.

The truth is, you can get bad links anytime. Your competitors don’t want your website to rank well. They can plan a negative SEO attack by sending lots of spammy links to your website.

Monitor your backlink profile through SEO tools and perform proactive disavowals through the Google Search Console.


The AIDA Method For High-Performance Content


The AIDA method, applied to digital marketing, is an effective framework for creating effective content. Acronym for “Attention, Interest, Desire, Action”, the AIDA method defines the 4 chronological phases of the purchasing process, i.e. 4 steps to convert your prospects.

AIDA method: issues and applications

The AIDA method offers 2 major advantages:

  • Assistance in developing marketing content: this step-by-step method serves as a basic framework for building content. It is then a useful educational tool to save time…
  • A performance gain for your digital communication: by respecting each step of the process, you naturally bring the target audience to adhere to your message. And to buy your products or services!

You can use the AIDA method for all types of digital content: blog articles, newsletters, infographics, web pages, marketing videos… And in all types of situations. Whether it is to motivate the purchase of a product, the registration to a newsletter, the download of a white paper, or the participation in a webinar, this method is applicable that your content aims to take action.

The AIDA method in detail

  • A for Attention
  • I for Interest
  • D for Desire
  • A for Action

Zoom on each step of the AIDA method.

#1 Attract Attention

Your audience, on a daily basis, is over-solicited by advertising. Countless newsletters and promotional offers clog mailboxes, sponsored inserts dot the web browsing path and companies compete with attractive and informative sites to sell their offer. In this context, it is crucial to make a difference. This is precisely the Attention issue of the AIDA method.

No matter what type of content you offer, you only have seconds to grab your prospect’s attention. Then you have to stand out clearly. Some tips to capture your audience and make them want to continue their discovery:

  • A catchy title: Play with font, color and formatting variables – bold, italics, underline – to grab attention. Also bet on words: choose an original title, which questions or entertains. Arousing emotions is a good way to capture attention.
  • An attractive illustration: the eye is more favorably attracted by an image, use it wisely. For example, you can use bright colors, or use the graphic codes of your brand if your notoriety is important. Humor in the image is also effective in capturing attention.

#2 Generate Interest

Once the audience has settled on your marketing content, they must linger on it. It is for this purpose that the 2nd step of the AIDA method is used: arouse interest. Know that the individual is interested if he feels concerned: you must personalize the content to give the impression to the prospect that you are addressing him personally. The notion of a persona then comes into play: by targeting your typical or ideal customer profile, you increase your chances of interesting them.

This is played out in the first seconds of reading or viewing. Illustration: the meta description of a Google result or the caption of a blog article is enough to decide the Internet user whether or not to continue reading.

Note that suspense is a central ingredient to arouse interest, do not reveal everything right away…

#3 Induce Desire

Now that you’ve gained your prospect’s attention and interest, it’s time to layout your best arguments that can elicit a feeling of desire. Note that desire can arise from need, but also the simple fact of the strength of conviction of your marketing content.

Examples of effective arguments:

  • Time saving : if your persona is particularly lacking in it – business man or woman, young parents, etc.
  • Earning money : this issue is widely shared, regardless of the profile of your target clientele.
  • Limited time offer/exclusive offer : These arguments can speed up the prospect’s purchase decision by creating a sense of urgency.
  • Novelty : this notion often provokes desire because it evokes innovation and originality.

Do not hesitate to support your arguments with tangible proof: a customer case or customer reviews.

#4 Suggest Taking Action

Is the prospect convinced? Allow him to go through with his decision-making, easily and immediately! This last step of the AIDA method takes the form of a CTA (call-to-action) button or a redirect link to a product page, depending on the objective of your marketing content. The form and substance of the means of passage to action must be neat:

  • The CTA button or the redirect link must be perfectly visible. Playing with shapes, fonts and colors makes it even better.
  • The text of the button or link must end up convincing the prospect. Examples: “Benefit from a free trial”, “Request a discovery interview”, “download the white paper”…

4 examples of application of the AIDA method

The AIDA method for writing a blog post

When writing blog posts, you think SEO. Beyond this technical aspect, consider the AIDA method to effectively structure your text content.

  • A title that attracts attention , by its form and by its content. Looking at the competition allows you to write a title that stands out, to better capture the reader.
  • An image that arouses emotions . Illustrating your article with a funny or surprising image gives you the advantage!
  • A relevant introduction . Be sure to arouse the personal interest of your target at the very beginning of the content, so that they continue reading.
  • Persuasive arguments. You must keep the promise you made in the title and in the introduction of your content: your arguments must interest your target and correspond to their needs and expectations.
  • The CTA or action link of your choice, to convert your reader into a lead, then into a customer.

The AIDA method to build your landing page

On the landing page, the timeline of text and image elements follows the timeline of the AIDA method. A headline and image at the top of the page to grab attention, a brief teaser to spark interest, your pitches – in the form of an infographic or a bulleted list – to elicit desire, a CTA button to skip to stock.

The AIDA method for your emailing campaign

Your prospects are drowning in emails. And for the most part, these emails end up in the trash without even being opened.

For an effective emailing campaign, follow the steps of the AIDA method. For example, if you are the publisher of accounting software:

  WARNING  “First name”, and if you gave up Excel?
  INTEREST Many companies still do their accounting on Excel files. Accounting management can then become a real headache: risk of errors, file synchronization problems, time-consuming and anxiety-provoking process… Maybe it’s time to forget about Excel?
  DESIRE With specialized accounting software, you gain Time, thanks to automated calculations. Reliability: no more input errors. Money: you can focus on tasks with higher added value, so you gain in profitability!
  STOCK Want to know more? Button: “Request a demo and meet a dedicated advisor!” »

The AIDA method for disseminating a client case

The customer case makes it easier to attract and interest your target insofar as it identifies with the customer. The AIDA method can then be applied here, considering each distribution channel of the customer case as a step in the process.

  • Attract with a post on social networks: a catchy title – it can be a quote from the client, relevant and impactful – and a situational photo to attract attention.
  • Interest with emailing: you tease the customer case in the email, so as to interest the prospect to the point of taking him to the landing page.
  • Provoke desire on the landing page: the arguments are presented clearly and you offer the customer case content in preview. At the bottom of the landing page, you insert a button to download the entire customer case.

You will have understood: that the AIDA method is particularly effective for developing your content in an inbound marketing approach. Despite everything, implementing a content marketing strategy requires resources, both human and financial. It may therefore be interesting to turn to a content marketing agency, such as OnlineMediaTrend. A project? A question? Contact us!

Inbound Marketing Strategy

SEO, The Spearhead Of An Inbound Marketing Strategy

Inbound Marketing Strategy

Inbound marketing strategy is a marketing strategy that consists of attracting customers to oneself, rather than canvassing them. The first step of inbound marketing is to attract prospects to your website, to transform them into leads, and then later into customers. To carry out this inbound strategy, it will be necessary to focus on the development of a content strategy, in which SEO will have a prominent place. The SEO will aim to position your site among the first natural results in the search engine., on your high business value keywords. Thus, once well positioned, your site will become very visible to your potential buyers, who carry out searches related to their needs. Therefore, any company has a strong interest in integrating SEO into its inbound marketing strategy.

Technically optimize your website in an SEO friendly way

Structure the site as a whole

Start first with the basics, the structuring of your site itself. Its internal structuring is indeed very important in your SEO strategy.  First of all, the tree structure of the site must be carefully thought out for several reasons. A structured site will provide a better user experience, making it logical to navigate from one page to another. In addition, the clearer the structure, the further the Google bot will be able to go and index as much content as possible. Finally, a well-structured site will see its bounce rate drop. Indeed, we will leave a site that seems confusing much more quickly. It would therefore be a shame to lose a visitor before he has even been able to enjoy your content!

Download speed

Another key point that can impact your natural referencing: download speed. This corresponds to the time that a page of your site will take to be displayed in its entirety on the screen of your visitor. Why is this an important point? A page that would take too long to open may annoy the visitor and therefore discourage him from consulting your site. This can therefore have a very negative impact on your popularity. How does this point fit into an SEO strategy? Google takes into account the opening speed of each site and will classify better those whose speed is very short and less well those whose it exceeds the average. The issue is therefore major. To remedy this problem, some software allows you to measure this loading speed and help you to optimize this duration. We think for example of PageSpeedInsight, offered by Google itself, Dareboost, WebPageTest, or Pingdom.

Your site must be responsive

Finally, to have a technically optimal website for SEO, you must think responsive. This means that your site must display correctly whether it is viewed on a computer, smartphone, tablet, etc.

The importance of keywords in an SEO strategy

First step: define your keywords

The first step in developing a successful SEO strategy is to define your strategic keywords, those that generate traffic and business value. An essential rule to apply to any type of content is to have the main target keyword per page that corresponds to a specific SEO objective. Thus, each page will deal with a well-defined theme which will be to the advantage of your site. Before even starting to write your content, you must ask yourself if you want to write content whose keyword will generate traffic or if it will generate significant business value. Then, adopting a  monothematic strategy for each of your pages will allow you to develop your subject in-depth, and therefore to use your keyword a certain number of times. This will then send a positive message to Google robots who will judge your quality content and rank it among the first search results. This will also indirectly allow you to develop a long tail strategy, very interesting for SEO and your inbound strategy.

Opt for a so-called long tail SEO strategy

The long-tail strategy consists of positioning yourself on terms that are little typed in Google, but which represent a significant volume of conversion. The interest of a mono-thematic page, therefore, is that you use several peripheral terms to your main keyword so as not to repeat yourself too much to be readable by the reader. Each of these peripheral terms taken independently represents only a small volume of visits. On the other hand, taken all together, they can even exceed your potentially very competitive main keyword and therefore be used by many other sites.

Structure your pages from an SEO point of view

The choice of URLs

Your page URL is very important for your SEO ranking. This point is however often neglected, wrongly. It is first of all necessary to insert in the URL the main keyword on which you wish to position yourself. Another important point, work on your URLs to position your pages near the root.

Title Tag and Hn Tag

Once your site has been structured optimally from an SEO point of view, you can focus on improving each page individually. We do not write content (including blog) without structuring or prioritization. Each page must therefore have a general title, then subtitles and paragraphs. This structuring will then send the information to the Google algorithm that your content is rich, of quality, structured, and therefore can be well referenced. In addition, positioning your main keywords in your titles increases your chances of being well placed. The main keyword must notably be found in your title tag, your H1, and at least one of your H2s.

Image tags

Working on your Alt tags on your images is also very interesting to improve your SEO and therefore your SEO strategy. An Alt tag is an optional HTML coding field attached to your image, which will display specific text if your image is not displayed on the screen. The interest in optimizing the Alt tags of your images is multiple. First of all, this will allow you to define the main keywords that the image deals with. This information will be used by Google robots who can then further specify the theme of your content. These tags will also optimize your SEO because you will be referenced in Google images. Indeed, the more content is varied and referenced on the appropriate pages (images, videos, text, news, etc.) and the better your SEO ranking will be.

The meta description

Finally, filling in a meta description, which will appear below the link in the search results, is the last element to optimize. Even if the meta description does not play directly in the criteria of the Google algorithm, it strongly influences the click rate, by making you want to click, or not, on the link of your page. An effective meta description should be short (about 160 characters) and describe your content very briefly.

Optimize your content for SEO

The importance of quality content

Finally, the last SEO element to optimize for an optimal inbound strategy is your content of course! If you are tackling a very competitive keyword, it is advisable, to optimize your chances of being well positioned in search engines, to produce fairly long content (at least 1000 words). However, you shouldn’t write long content just because it’s good for your SEO strategy.  Content must above all be interesting and target an objective, an audience, and respond to a given problem.

To build your content, you must first decide on the main keyword, which will define the theme of your article. It must indeed be kept in mind that an article corresponds to an objective and therefore to the main keyword. From there, you can decline a whole lexical field and the list of questions related to this keyword. To help you with this step, you can use tools like Ahref.

Reader-oriented SEO content

Then,  each piece of content must be unique, this point is fundamental. Indeed, Google very severely punishes a site that has two pages (or more) with similar content. He sees in this practice an attempt at fraud, by creating a very large number of pages to be well referenced, without creating quality content on each of them. If there is therefore one thing not to do to avoid finding yourself at the bottom of the list, it is this one.

Another point, we talked to you a lot about the rules imposed by the Google algorithms which are the only ones capable of defining the order of appearance of the sites during an internet search. However, remember that you are creating content for real people, not robots. Your content must therefore first and foremost be fluid to read, understandable, pleasant to read, and grammatically correct. Finally, the more varied your content (text, photos, videos, infographics, etc.) the better you will rank.

The authority of your website with net-linking

Another interesting SEO element to put in place that will have a direct impact on your inbound strategy: is net-linking. The principle of net-linking is that other sites, outside yours, include a link that refers to your site within their content. What is the point? At first, it can bring you traffic, but above all (and all the interest is there), the Google algorithm will consider your site reliable because recommended by a peer. The type of site that refers to you is important: the more a site has significant traffic and quality content, the more it will be beneficial for you.

You are now aware of the main best practices for adopting an SEO-oriented inbound marketing strategy, whether in the structuring of your site, your pages, your content, or the use of keywords. The more SEO-oriented pages you create, the more your traffic will increase, and the more the power of your site will do the same. Finally,  thanks to SEO you will gain notoriety and visibility, the holy grail of any brand. 

Want to optimize your SEO to increase the performance of your inbound marketing strategy? Contact us!


The New Google MUM Algorithm, What Impact On SEO?


MUM Algorithm: You certainly know the Google search engine, you probably used it before reading these lines. To say that today, this engine is omnipresent in our daily lives. And this popularity is explained by its “super-performance”, the result of the many updates made to the engine in recent years: Panda in 2011, Hummingbird in 2013, Rank Brain in 2015, BERT in 2019, SMITH in 2020.

The last one which will apply soon bears the sweet name of MUM. What is it about? And above all, what changes will it bring to your visibility? To answer these questions, precision on the opportunity of a new algorithm is essential!

A new algorithm, why?

Every day the searches carried out by Internet users become more and more complex. The terms typed are more precise: they often exceed 4 words, we speak of long-tail keywords. Most importantly, voice searches are becoming more and more common (due to the sophistication of voice search tools). Another important point to note is that more than 15% of daily queries are new.

With these changes, there was a time when Google’s algorithm found itself irrelevant. You have probably made more than 8 attempts before having relatively relevant results (or not) on very specific searches. This is mainly because complex searches take into account many parameters.

It is to solve all these problems and improve the relevance of its search engine that Google announced the implementation of the new MUM or Multitask Unified Model algorithm, literally translated from Unified Multitasking Model.

According to the statements of its designers, this new algorithm would be 1000 times more efficient than BERT, the latter only taking into account the words of a request individually, therefore without creating a link between them. Consequence: less relevant search results.

What to expect from Google MUM?

In order to increase the relevance of its search engine, the experts at Google have developed MUM on three main axes: multimodal, multilingual, and multitasking.


This means that Google MUM understands and pulls information simultaneously from different types of formats (text, image, video, audio). In addition, MUM will be able to understand your requests from text, image, video, or sound. It’s possible with the Google Lens app.

For information, Google Lens is an application that allows you to make a request from a photo: just take a photo via your smartphone and the application will search from it. With Google MUM, you can go further by searching from an image accompanied by a voice note.


Currently, the results displayed by Google are limited to the language in which the query was dictated. In the illustration, if you do a search in English, most of the results that will appear will be in English.

Google MUM removes this language barrier by showing you relevant results in other languages.


Google MUM will be able to perform several tasks at the same time and in the same order to refine its searches, have a better understanding of searches and display more relevant and more complete results.

The effects of Google MUM on SEO

Given the new possibilities offered by Google MUM, we should expect relatively significant impacts on SEO. However, it remains difficult to take a position because we still do not know how the public will react to the arrival of this algorithm.

One thing is certain, however, this new tool will give better visibility to quality content  since MUM actually encourages users to consult the pages:

  • Promoting images and customer satisfaction;
  • Possessing content with a complete semantic field;
  • Containing optimized videos, images and audios (MUM is visually focused);
  • Containing long contents and neat in display and presentation;

These are all avenues to study to welcome the arrival of Google MUM. Ultimately, if you want to rank higher once Google MUM is fully operational, you can:

  • Continue (or start) publishing quality content  ;
  • Create an exhaustive semantic field;
  • Increase the production of visual content;
  • Upgrade your site for voice search;
  • Reflect on the best ways to improve the user experience .

Conclusion: Google MUM is the future of SEO?

While we don’t know exactly what the future holds, we do know that adding MUM to Google Search will impact your online presence. MUM will be applied in the case of “complex requests” requiring several answers, coming from several websites.

Google announced that the MUM technology will be deployed through a group of algorithms and a complex AI machine learning system.

As organic traffic becomes more and more closely linked to the power of artificial intelligence, it will be more important than ever to produce quality content that offers the answers people are looking for.

And if you want to know more about how to review your natural referencing strategy to satisfy your audience and Google MUM, contact our SEO agency. 


E-Commerce: 10 Key Trends To Watch For 2022


What are the developments in terms of online shopping? Overview of the main e-commerce trends for 2022.

At the end of each year, we carry out an overview of best practices and trends for the coming year in all areas: e-commerce, marketing, SEO, SEA, social media… Today, the tool creation website shares with us 10 major trends in the e-commerce sector for 2022, based on figures analyzed from its customer e-commerce sites.

For the coming year, e-merchants will have every interest in increasing their services and channels to meet consumer expectations. They will also have to redouble their efforts in terms of content: storytelling, reassurance elements, etc.

1- Multiply payment solutions

Paying by credit card remains the most popular means of payment, but consumers are increasingly using online payment solutions. It is therefore recommended to multiply the means of payment on your e-commerce site: credit card, MasterCard, Visa, American Express, PayPal, Amazon Pay, PayPlug, Stripe, Paybox, etc. It is also relevant to offer payment in several installments for more expensive purchases.

Key figures to remember: + 3% conversion rate via Stripe, Paypal, Paybox

2- Offer to buy without creating an account

Time is precious, consumers want fast shopping more than ever. For online shoppers, creating an account to make a purchase is experienced as a tedious step. This obligation to create an account generates frustration and promotes cart abandonment. This is why e-merchants have every interest in offering a purchase option without creating an account to increase their conversions.

3- Opt for click and collect

With the successive confinements linked to the context of the health crisis, click and collect is now part of consumption habits. It is recommended for e-merchants who have a physical store, to set up this mode of purchase. The advantage for customers: they do not pay delivery costs and can collect their packages whenever they want.

4- Multiply delivery methods

It is necessary to provide several delivery methods. In particular, this allows consumers to choose whether to pay less for delivery to a relay point or, on the contrary, to pay more to be delivered more quickly. To optimize parcel shipments, e-commerce site owners can rely on parcel shipping service comparators such as TCS.

5- Use storytelling and focus on authenticity

Know-how, brand values, product origins… Consumers need authenticity more than ever. To differentiate yourself from competitors, it is essential to tell a “true story”, without lies, without artifice, around your brand and its products. It is important to take care of your product sheets with authentic visuals (no photos from the image bank!) And detailed descriptions of the products (origins, manufacturing method, materials, eco-responsibility, etc.) to allow your visitors to understand the values ​​of your brand, or your products.

6- Strengthen the elements of reinsurance

Many elements must be present on your site to reassure visitors and potential customers on your e-commerce site. These are called the elements of reinsurance. You must ensure that all these elements are present on your online store: contact information, payment terms, delivery methods, and associated costs, return and refund conditions, customer reviews, details concerning the use of personal data, legal notices and T & Cs, trust labels, information on the origin of products, etc.

7- Take advantage of marketplaces

Selling your products on your e-commerce site is good. Multiplying the distribution channels is better. To develop your sales, it is important to look at the marketplaces which for some, generate thousands, even millions of visits per month, which gives you significant gain visibility. You can rely on well-known general marketplaces such as Amazon but also more specialized marketplaces depending on your sector. Omnichannel is becoming essential and it is important to integrate it into your commercial strategy. On CMS there are modules to create your product catalog and easily integrate it into the desired marketplaces.

8- Think about social commerce

Another sales channel to exploit: social networks. It may be interesting to set up actions on social platforms like Facebook or Instagram: the creation of social ads campaigns, posting of publications with authentic visuals, launching of influencer marketing campaigns by making partnerships with influencers that correspond to the values ​​of your brand, live shopping sessions, etc. It should be noted that social networks are developing more and more e-commerce functions for brands, everything is now being done to facilitate the shopping experience.

9- Promote integrations and automations

Integrations and automation will save e-merchants a considerable amount of time. It is important to take advantage of integrations to link the applications you use daily to your e-commerce platform such as your CRM, your emailing solution, your analytics tool, your instant messaging … Certain e-commerce sites rely in particular on webhooks to trigger an action following an event. For example, if a person subscribes to your newsletter, the data will pass through a webhook and will be automatically added to your emailing contact list. The automation of tasks is now accessible without technical skills and becomes a real asset for the companies that use it.

10- Train to stay competitive

Finally, with the acceleration of digitization, the need for training is growing. Many specificities, rules, and codes need to be known to manage an e-commerce site. The e-merchants who will pull the pinout of their game are those who will continue to be trained daily. Different formats are popping up on the web to help you stay up to date in your field: webinars, podcasts, videos, certifications, blog articles… It’s up to you!


8 Web Marketing Tips To Apply In 2022


Happy New Year 2022! This year, we wanted to offer you something useful: the 8 good tips to apply to improve your web marketing performance in 2022.

A blog article that speaks for the start of the year …


If there’s one thing people love in the New Year, it’s data. Then you are welcome. While this is a freebie, you can give yourself free any day of the week. Run just a PageSpeed Insights report for your site. Remember, the key to delivering performance data to yourself is making sure you’re viewing the most accurate and useful data possible. Specifically:

  1. The actual performance data of your site
  2. The perceived performance data of your site

Make sure you decipher your PageSpeed ​​Insights reports correctly by considering these two sets of data.

Essential elements of the web

To be clear, we don’t actually give them to you, Google does. As in they are instituting the following three metrics as one of their new SEO ranking factors.

  1. Largest Content Paint (LCP)
  2. First entry delay (FID)
  3. Cumulative Layout Offset (CLS)

This is the gift that no company asked for but is getting anyway. So make sure you know how to track the web essentials of your site and optimize accordingly.

Email failures and fixes

Email is like Santa Claus in business communication. In a single night (or campaign) they can reach all the contacts on their list and, when their deliveries are open, make each recipient happy. But sometimes things don’t go so well. In the case of your email campaign, this is probably due to:

  1. Incorrectly configured domain ( fix: authenticate your emails)
  2. Spam Email ( Fix: Write Attractive Emails)
  3. Target the wrong audience ( fix: define your PKI)
  4. Exaggerating the scope ( fix: choose quality over quantity)

If your business can fix these four email delivery failures, you are sure to have a happy campaign for the start of 2022.

Avenues to explore that pay off big

What is a track that pays big? It is a track that allows you with a minimum of effort to make maximum profitability.

To get them, try these five golden driving strategies:

  1. Redefine your leads for each channel
  2. Design landing pages around a unique theme and purpose
  3. SEO targeting leads, not traffic
  4. Be specific with paid ads
  5. Try offline marketing tactics

Landing page tips

It is so important to follow these landing page best practices:

  1. Keep your landing pages simple
  2. Keep your message succinct
  3. Include USP, CTA image
  4. Say the essentials above the waterline
  5. Unify your landing pages and advertising campaigns
  6. Design pages for mobiles first, then desktops

Audiences to exclude

Let’s be honest, you can’t reach everyone, and neither can your marketing actions, your targets, and your products. You must have a preferential “target”, your “persona”. So be sure to exclude these 5 audiences from your PPC campaigns:

  1. Current customers (or everyone)
  2. Current employees
  3. Jobseekers
  4. App audiences
  5. Uncommitted visitors

Indexing of the best “rich snippets”

There are a large number of rich snippet opportunities available to help your web pages attract traffic.

  2. Reviews
  3. Product information
  4. Faq
  5. Event Info
  6. Application Info
  7. Course information
  8. Breadcrumbs
  9. Manual
  10. Course information

Optimization of conversion rates

Few brands pay much attention to conversion rate optimization (CRO). They can do this on an occasional basis while working on other aspects of their business, but often they don’t specifically focus on this one. At least not in the same way they prioritize ranking factors for SEO. But the CRO (Conversion Rate Optimization) or conversion rate (well known in retail) is just as important. In fact, it might be the most important thing you can do for your business.

Here’s a 12-step plan for conversion rate optimization:

  1. Make data-driven decisions
  2. A / B Test strategically
  3. Eliminate bottlenecks
  4. Prioritize macro conversions
  5. Tell a story (and keep it simple)
  6. Redefine your CTA strategy
  7. Play the long game
  8. Increase urgency
  9. Improve site speed
  10. Leverage remarketing
  11. Be kind (and trustworthy)
  12. Test the CRO (then test again)

Do you want to entrust your web project to an expert in internet marketing? Call our agency

Royalty Free Image

Royalty Free Image: Which Sites To Find Your Photos?

Royalty Free Image

Royalty-free image: a good plan to use as part of a web marketing strategy… Today, the photo is an essential element in the communication of a commercial company: to illustrate a product sheet, to facilitate the reading of a blog article or the understanding of a tutorial, to catch the eye on social networks … “A picture is worth a thousand words” and it seems that the web gives all its meaning to this expression which is more than 2,500 years old. But often this quest takes time and money. Good news: there are free, high-quality image banks online!

How do you know if an image is copyright free?

Before embarking on the search for free images, it is important to know what this concept covers. Can a beautiful free image be used for any purpose? Is it necessarily free of rights? And first of all, how do you know if an image is copyright-free?

Royalty-free photos are not necessarily free …

… And free images are not necessarily copyright-free. The notion of royalty-free images is different from that of free images. Royalty-free images and photos may be used without a time limit, but within a framework defined by the user license acquired beforehand: the user is authorized to use the illustration under the conditions mentioned in the license. It may be a license authorizing the reproduction of the image only for non-commercial purposes, or an extended license allowing, in particular, the printing of the photo on derivative products, for example. In any case, the terms and conditions are necessarily specified.

These free Creative Commons licenses allow different uses, including:

  • CC0 (Creative Commons Zero): Free images can be used without restriction.
  • CC BY: copyright-free photos must mention the identity of their author.
  • CC BY NC (non-commercial): any commercial use requires the consent of the author.
  • CC BY-ND (no derivated work): at the time of its public exploitation, the user cannot retouch, transform or use the royalty-free image as part of a montage.

When downloading a royalty-free image, it is important to check the type of Creative Commons license attached.

Google image: copyright-free or not?

Does uploading a freely accessible photo to Google image allow it to be used freely? Many illustrations are visible on the web, and their use raises questions. In practice, any visual medium – photo, image, drawing – is protected by copyright. To use a free Google image result, it is, therefore, necessary to request authorization from its author to know:

  1. If the author grants a free or paid right of use.
  2. What type of license does the author grant.

However, thanks to the “Tools” tab, Google image allows the results to be filtered by type of license – the “Usage rights” tab – to select only the photos that can be reused for the purposes corresponding to the Internet user’s objectives.

How do you know if an image is royalty-free, free, or paid, and what type of license applies to it? So many issues that hinder a quick and easy use of illustrations in the context of content editing for an effective inbound marketing strategy at a lower cost. Fortunately, the free royalty-free image bank helps the best marketing managers.

Free royalty-free image bank: an essential tool for editing a blog

To find free royalty-free photos, go to the web. Dedicated sites provide access to all kinds of visual media: royalty-free clipart, royalty-free drawing, free vector image, royalty-free logo, or royalty-free illustration. You have every chance of finding the right visual medium for your web content, provided you choose the right royalty-free image library. Here is the list of the best image banks where you can find free royalty-free photos.

1. Adobe Stock

Adobe Stock

Formerly Fotolia, this reference royalty-free image bank, operates based on a credit system: the user buys credits, then uses them to obtain a license for the royalty-free photos of their choice. . Benefits of Adobe Stock Image Bank: Unlimited choice and exceptional quality. The disadvantage of the site: Adobe Stock offers a majority of paid photos. Tip: Get an Adobe Stock subscription.

By taking advantage of this offer, the user can test the image bank for free for one month, during which he can choose 10 free files.

2. Pixabay


The ultimate free image bank Pixabay only offers free royalty-free photos – nearly 400,000 – enough to find the illustration that best suits your editorial needs. Better yet, all free images to download are licensed under the Creative Commons Zero license: the user is authorized to make free use of them. Benefits: The site where you can quickly and easily find a royalty-free image for free commercial use. The advanced search engine at the top of the page is intuitive and efficient: it allows you to select files by type, orientation (portrait or landscape), category, size, and dominant colors.

3. Unsplash


This royalty-free image bank also only offers free images, under the CC0 license. Pros: All photos posted on Unsplash can be used for free, for commercial or non-commercial purposes. Possibility to search for photos by colors or by format. Cons: Unsplash only offers photos, no vector files.

4. Pexels


Royalty-free and free image, CC0 license authorizing commercial use and modification of files, multi-criteria search engine, a wide choice of images of all types and all categories … Pexels brings together all the advantages of a good free stock photo bank!

5. Google images

Google Image

The largest free royalty-free image bank … provided you verify the type of Creative Commons license applicable. A free Google image is arguably the most obvious choice when looking for visuals. But be careful to select the right of use “authorized reuse and modification” so as not to risk infringing copyright.

Pickit, Iso Republic, or even Flickr, so many other free image banks are to be explored to find the royalty-free photo that will best illustrate the tutorial, the blog article, or the product page of your site.

A tool even makes it possible to scan all the photos accessible on the web in an instant: Everypixel. You can thus restrict the search to a selection of free images exclusively.

On the results page, the user gets a multitude of files from which he selects the royalty-free image of his choice. By clicking on it, it is redirected to the various sites which offer it for free, it remains to download these free images with complete freedom!

Find your free photos: the example of Freepik

As part of your marketing content creation, using free royalty-free images is always a must. But how do you do your research on the free image bank of your choice? Zoom in on the search for free images to download, with the example of the free image bank Freepik.

Freepik, for all your free royalty-free images


In search of a free photo of rights, you can go to the site of Freepik. This image bank is one of the best and most famous. This library includes not only photos but also royalty-free illustrations and most importantly, vector files. These documents in .ai or .eps, well known to graphic designers and creatives, allow you to build your logo, for a 100% personalized, unique visual and protected by copyright. By downloading one or more free vector images from Freepik, the seasoned user has the possibility of creating a multitude of free royalty-free images… which belong exclusively to them. Around 1.5 million royalty-free vectors, PSDs, and image files: plenty of choice for illustrating infographics, visual identities, presentations, or press kits.

Find a free royalty-free image, instructions for use

Freepik and its search engine look like most of the best royalty-free free image sites. To find the photo best suited to the editorial content to illustrate, the procedure is simple:

1. Type in the subject of the desired image.  For example: for a royalty-free new year image, type “new” in the search bar. The engine usually offers very useful suggestions to refine your search.

2. Filter the search results.  Royalty-free photo, vector, PSD, or icon, just check the box that matches your search.

Note: some sites also allow you to find a free royalty-free video file.

3. Select the image of your choice. Once the file has been selected, and before downloading it, it is important to check the type of license attached. As a reminder, only the Creative Commons Zero (CC0) license allows you to obtain a free image of free commercial rights, to illustrate the editorial content of your company.

Note regarding the quality of the file:  most sites offer several download sizes, depending on the user’s business needs. A logo is inserted in reduced size at the bottom of the page because it does not need as high a quality as the photo on the home page of the site. In any case, each royalty-free HD image must be of sufficient quality – and therefore of size – to appear clearly. The choice of HD quality is made when selecting the image.

4. Download the file. The user then has a free image of copyright, to be used within the framework of his license: the CC0 license authorizes all uses, for personal or commercial purposes, with the possibility of modifying the file or insert as part of a montage and without time limit.

Note:  just like the images uploaded to dedicated sites, editorial content – blog articles, product sheets, presentations, tutorials, etc. – remain the exclusive property of their author. By creating content that includes images, the publisher is protected against any use of said content by a third party.

Semantic Cocoons

SEO: All About Semantic Cocoons

Semantic Cocoons

Semantic Cocoons: SEO includes all techniques to improve the positioning of a page in the results of search engines. Essential to the visibility of companies on the net, SEO is made up of four major pillars: page indexing, the content offered and the keywords they contain, off-site SEO based on netlinking, and On-site SEO based on the internal mesh of the website as well as on the semantic cocoons. In this article, we invite you to shed light on this last point: find out everything you need to know about semantic cocoons!

Semantic cocoon: definition and history

The semantic cocoon is a natural referencing strategy developed by Laurent Bourrelly in 2004, On this occasion, the SEO consultant realizes the power of on-site optimization: the structure of the website and the mesh between the pages greatly influence the appearance of the site in the first results of search engines.

Semantic cocoons, therefore, consist in optimizing the architecture and mesh of a website. Links are created between semantically close pages, in a hierarchical manner. The contents are thus classified into mother, daughter, and sister pages – the child pages of the same mother page are considered as sister pages.

Theoretical structure of the semantic cocoon

A semantic cocoon comprises different levels and sub-levels. The contents must then respect a certain structure:

  • The parent page is organized with H2 level titles then paragraphs detailing the concepts that flow from the general concept. Each paragraph then includes a link to each of the child pages .
  • The start of a child page must link to the parent page .
  • The content of a child page ends with suggestion links that refer to the sister pages (for example: You may also like).

The contents of the site are thus linked to each other in a hierarchical manner … But beware! Links always depend on the semantic proximity of the pages. Thus, if one scrupulously respects the strategy of semantic cocoons, no link is established towards a page of another cocoon, even if a keyword appears in the article. The semantic cocoon strategy is therefore completely opposed to the structure adopted by Wikipedia, which creates a link to a page as soon as it provides more information on a keyword.

SEO impact of the semantic cocoon

Implementing the semantic cocoon strategy has a positive impact on the SEO results obtained by the website. Semantic cocoons thus have many advantages.

1. Position yourself on high search volume queries

Some keywords are highly sought after by Internet users and many companies want to seize this opportunity. This phenomenon induces an inevitable consequence: the content produced on highly sought-after keywords is more and more numerous. It then becomes particularly difficult to stand out and appear in the first results of search engines. Semantic cocoons here have the advantage of facilitating positioning on competitive queries. Indexing robots are indeed attentive to the relevance of content. A page that refers to internal content from the same theme is then perceived as relevant: the site is considered precise and rich in information for the reader.

2. Reinforce its relevance with long tail keywords

Unlike high search volume queries, the long tail is a natural referencing technique that focuses on rare, long, and specific queries. The goal is to generate traffic on less sought-after, but more precise expressions. The semantic cocoons allow here to develop the lexical field of a page to cover all the long-tail keywords. Precise content revolves around generic pages: the website is then considered an expert on the subject, which strengthens the page’s referencing.

3. Improve its consistency in terms of content

Semantic cocoons are an opportunity to develop a specific theme, rather than scattered around in the creation of heterogeneous content. This gives you the opportunity to position yourself as an expert on a subject, without falling into the pitfall of content shock. In the end, your website will be more consistent in terms of content, an element that also particularly appeals to Google’s algorithm.

4. Make sure to meet the needs and issues of their personas

The whole point of a content strategy is to generate leads, prospects, and then customers. To do this, businesses need to focus on their buyers personas in order to create quality content that meets the needs and concerns of these ideal customers. Semantic cocoons here allow you to deepen a subject with different content: you therefore make sure that your pages cover all the potential questions of your buyers personas … They will not need to look elsewhere for an answer!

5. Multiply the entry points on its website

You will have understood it: semantic cocoons aim to create pages, sub-pages, sub-sub-pages… on a theme. In addition to covering all of your buyers personas’ questions by digging deeper into the topic, you cover all of the possible keywords and queries that they will type into the search bar. You multiply the entry points to your website and increase your traffic and your business opportunities.

6. Be clearer and more readable for Google

Just like the H1, H2, H3, and other Hn structure your articles, the mother, daughter, and sister pages structure your website. This hierarchical classification is thus clearer and more readable for Google, as well as for your visitors. You are therefore more likely to be among the first results of search engines

How to build a semantic cocoon?


Before you start creating your semantic cocoons, you should define your buyers personas. These typical profiles will indeed allow you to fully understand your target to direct you towards the most appropriate cocoons. Once this step is completed, you must define the queries or keywords on which you want to position yourself.

5 steps to create a semantic cocoon

  • Step 1: Classify your requests into level 1 categories, also called silos;
  • Step 2: Once categorized, subclass your queries with more specific, level 2 keywords;
  • Step 3: Once again subclass your queries with long tail, level 3 keywords;
  • Step 4: Create internal links between the mother, daughter and sister pages of your semantic cocoon;
  • Step 5: Optimize your pages continuously!

Are semantic cocoons and inbound marketing compatible?

If the semantic cocoon is an effective structuring technique to optimize the referencing of a website, it has certain limits when it comes to inbound marketing.

First of all, because the goal of inbound marketing is to generate leads. The contents therefore contain a “call to action” which invites the reader to request an appointment or to download a white paper. For example, Links are thus made to conversion pages, by nature outside the cocoon.

Then, because the creation of content as part of an inbound marketing strategy is based on the buyer’s journey, in other words: the buyer’s journey. Consumers go through different phases before making a purchase: becoming aware of their problem, considering solutions that will allow them to solve it, making a decision to purchase a solution. The content offered must then respect the reader’s state of maturity. If it is in the purchasing phase, for example, it would not be relevant to make a link to a content discovered, even if it is similar to a mother page. The reader would in fact risk stepping back in his purchasing journey, which should be avoided at all costs.

Finally, because it is relatively complicated to perfectly respect the structure of the semantic cocoons. This strategy indeed requires publishing a large amount of content on a very specific subject … and this is often not compatible with an editorial calendar intended for lead generation. In addition, strict respect for semantic cocoons amounts to depriving oneself of internal links, often useful for the reader to understand a concept outside the cocoon.

On the other hand, the technique of semantic cocoons can be used occasionally to position oneself on keywords with a high volume of searches and high business value.

Semantic cocoons: good practices

If the semantic cocoons are not perfectly compatible with inbound marketing, it is nevertheless possible to adopt some good practices. They will allow you to take advantage of this SEO structuring technique, without harming your conversion objective.

  1. Add a link to the mother concept at the beginning of the article . If the item is buy-stage content, link to the page that presents your offer for that issue.
  2. Link to articles that delve deeper into a concept in paragraphs of your content.
  3. Make suggestions at the bottom of the page , referring to articles dealing with the same lexical field.
  4. Optimize the SEO of your content . Certain other strategies exist to make your content appear in the first results of Google searches. Optimize for example your Hn and make sure to include the right keywords in your article.

By following these few good practices, you increase your chances of being at the top of the ranking! The main thing is to bring your expertise on subjects that interest your targets, by offering in-depth and quality content. Do you want to be supported in the development and optimization of your content? Please do not hesitate to contact us!

10 Examples of SMART Marketing Goals


SMART: If the design of the marketing strategy has a purpose (developing your business for example), then it should not be without clearly defined goals. The mistake, in fact, is to start without going into the development of a carefully coordinated plan of action. Also, it is necessary to consider your development as a path, and your goals are the stages that will determine your progress. They will then allow you to choose a concrete and effective way to reach your destination! SMART marketing objectives allow this development to be programmed efficiently.

In B2B web marketing, SMART goals can frame your actions to improve the efficiency of your website. Recognizing them or, conversely, the obstacles you encountered help you identify recurring issues in your digital strategy. They are updated regularly, coordinate your teams’ efforts, and give them a common and clearly defined goal. But, how do you define your SMART goals? How do we put them in their place? Here are ten examples of smart marketing goals to follow to increase your customer acquisition rate.

Definition of SMART objectives

What is a SMART goal?

SMART is an acronym meaning:

  • S pecific
  • M easurable
  • A cceptable (or achievable)
  • R ealistic
  • T emporally defined

Thanks to these five criteria, the SMART methodology allows you to create an effective and productive strategy: your goals are tangible and achievable. In addition to motivating your teams, the 5 SMART indicators give you the opportunity to readjust your strategy if you do not achieve the expected results.

What are the benefits of SMART goals?

SMART objectives take into account the current situation of the company while establishing an action plan promoting its development.

For this reason, SMART goals have five main virtues:

  • They allow efficient progress, step by step: your actions are organized and prioritized, the use of resources is optimized.
  • They focus the attention of the teams on concrete elements: everyone has the means to succeed, the teams communicate more easily.
  • They arouse general motivation: your teams focus on achievable objectives in the more or less short term, so they can congratulate themselves on the results obtained.
  • They provide effective monitoring of actions taken by the company: you are able to analyze the results of each action to assess the success of your objectives.
  • They help identify the sources of business problems and success .

How to set SMART goals?

To set SMART goals, you should always refer to the five key points. Thus, the S stands for “Specific”; so you need to set a detailed goal. The M stands for “Measurable”; your goal should have a result indicator. The A stands for “Acceptable”; your objective should arouse the interest and involvement of your teams. The R stands for “Realistic”; you will need to be ambitious but down to earth. And the T stands for “Temporarily Defined”; your goal should have a clearly established deadline.

10 examples of SMART goals

Many people make the mistake of setting vague goals. For example: “I want more visitors to my site”. Good, but not enough to be a SMART goal! What traffic do we want to obtain precisely? How long will it take? What is the purpose of seeking an additional audience? It is by answering all of these questions that you will create real SMART goals.

You will understand: your objectives must be defined precisely and regularly. Certain SMART objectives will thus have an annual deadline, others quarterly. This way, you have a ready-made organization. The end of a quarter is an opportunity to take stock of the progress of the company and the results of your SMART objectives. It is also the moment to make decisions: should we continue or not the actions put in place?

Here are 10 examples of SMART goals:

Example 1: Multiply by 10, within 12 months, the website traffic and incoming leads by implementing an inbound marketing strategy. This includes creating 4 blog content each month, optimizing a website call-to-action (CTA), implementing a marketing automation tool, and creating sponsorship scenarios.

Example 2: 30% increase, in 3 months, the conversion rate of leads from marketing by setting up nurturing scenarios. Thus, salespeople will have more efficient and mature potential customers.

Example 3: Increase the number of new leads by 15% each month by adding Call to Action (CTA) to 30 of our blog posts, inviting you to download a white paper and/or request a demonstration.

Example 4: Increase the number of Facebook followers by 30% in the space of 2 months, by doubling our publications, and by setting up a Facebook Ads campaign.

Example 5: Multiply by 5 the number of visits from social on our website within 3 months, by training our salespeople in Social Selling.

Example 6: Increase the frequency of blog posts, from 2 to 4 posts per month. Increase the length of articles from 400 to 1000 words, in order to attract 500 additional unique visitors within 4 months.

Example 7: Increase the conversion rate of the (demo request) landing page by 10% by measuring the effects of an A / B test next month.

Example 8: Increase the download rate of a white paper by 15% the next quarter, by setting up an exit popup.

Example 9: Increase the download rate of a white paper by 15% the next quarter by setting up a retargeting campaign offering this white paper.

Example 10: Increase the open rate of an email campaign by 10% within 1 month, by further personalizing the subject line and the first sentence of the content.

As you can see, all these sample goals meet the SMART method and 5 criteria. The objective to be achieved, the deadline, and the means are clearly defined. As much as possible, they are encrypted. This way you get a real roadmap for the evolution of your business. In the following quarter, you will be able to compare the evolution of your results with the objectives set: if these objectives have not been reached, you will be able to learn from them and readjust your actions.

The SMART Goals methodology can be applied to virtually any aspect of your marketing strategy. The conversion rate, the search for new direct or indirect prospects, the modification or creation of an e-mailing campaign, the number of downloads of your white papers… All these elements can be the subject of SMART objectives. This way, you make sure to orchestrate your development in a concrete and measurable way.

SMART Goals are a simple yet extremely powerful way to lead and monitor the progress of a business, no matter what the business. While realistic, they should lead your business to perform at its best in order to progress.

At a time when B2B companies’ web marketing strategies must stand out and constantly innovate, the SMART methodology has undeniable advantages. Particularly adapted in an inbound marketing strategy, the creation and the follow-up of such objectives make it possible not to lose sight of the realities that your company must face, to focus on the best solutions to adopt.

If you want to know more so do not hesitate to contact us.