One of our customers has achieved exemplary performance, with a clearly identified trigger: the Soledis webmarketing team took control of its SEO. In his sector of activity, competition is fierce when it comes to positioning products in the Google SERP. That's why he wanted to remain anonymous. Here's a behind-the-scenes look at our SEO expertise and his e-commerce success.
SEO, a long-term investment
To improve a website's SEO, you need to create a lot of content. This is time-consuming and therefore costly to outsource (choice of subjects, writing, proofreading, integration). To amortize this investment over the long term, and integrate it into an overall investment plan, it's important to have visibility on the estimated cost.
This is why Soledis offers e-commerce strategy consulting services, which can include a 5-year business plan, with projections for webmarketing investment (SEO expertise, SEA, loyalty mailings and follow-up), sales targets commensurate with this investment, as well as the consequences for inventory management and human resources development.
This plan and the definition of a conversion rate by action lever enable you to define quantified objectives: the number of products to be created each month, the number of articles to be written, newsletters to be sent, and new contacts to be captured.
In this way, customers have a clear vision of the resources they need to mobilize to grow their e-commerce business, their growth levers and objectives, and the return on investment they can expect.
The semantic cocoon at the heart of Soledis' SEO expertise
Semantic cocooning enables us to define the most relevant keywords in relation to customer needs expressed in comments or questions, Google search volumes, competitor positioning and, of course, the expertise and products of the client company.
In the case of our client, the requirement was to boost the site's SEO when it was redesigned, and then to provide long-term support to ensure continued progress. Soledis' SEO expertise lies in both analysis and implementation. Once the semantic cocoon had been defined, Soledis committed to providing 100,000 words at the time of the website redesign, then 20,000 words per month. This quantified, pre-budgeted action plan enabled the customer to integrate this into its multi-year forecast.
Diversity of content created: customer co-creation - AI - Soledis
Not all content created to improve a site's SEO is blog content. The customer's e-commerce team was called upon to contribute to this content creation. For example, the customer looked for new suppliers and decided to drop ship with some of them. This enabled him to meet his objective of creating new products: one of the requirements of his SEO plan.
Then he used theIA to rewrite the descriptions of 5,000 automatically imported product references. The use of artificial intelligence enabled the customer to avoid duplicate content and to match product categories, attributes and characteristics. The customer also created precise, rich categories and sub-categories that its competitors didn't have, to capture niche markets.
That's what Soledis' SEO expertise is all about: creating an effective collaboration with the client so that everyone's pulling in the same direction!
Inventory, management and dataviz
To monitor the various KPIs established by the forecast, Soledis also proposed the design of datavisualization dashboards. Data from the Prestashop site, Google Analytics, Search Console and Google Ads are brought together in custom-designed dashboards. E-merchants can see the progress of their objectives, sales and inventory, as well as the best-selling products, abandoned baskets, deliveries in progress, etc...
To track the evolution of its customers' SEO positions in Google, Soledis has created a tool that is both more accessible and more complete than its competitors. SEMRUSH and less expensive than existing paid tools. It's the synthesis of our SEO expertise and our datavisualization expertise. This SEO tool has been installed in beta version at this customer's site, enabling them to track their SEO performance more accurately. Thanks to this tool, the customer's teams can see the evolution of their positioning and that of their competitors on the keywords of their choice.
Thanks to the SEO expertise of Soledis, this customer has turned his website redesign into a real springboard for his online sales and a key factor in his growth. The Soledis SEO agency proposal can be summed up as follows:
- Anticipation of SEO needs (forecasting, semantic cocoon, long-term action plan, writing 100,000 words before the redesign),
- Defining a semantic cocoon
- Co-creation of content between Soledis and the customer, and the appropriate use of AI
- Rigorous, pragmatic monitoring and control thanks to datavisualization
