SEO democratises market access for start ups. But SEO is not easy to implement. Get in touch before you start working on your website to secure an everlasting flow of incoming qualified traffic !
Why invest in SEO?
– Catching potential customers while they are searching for a product like yours on Google, drives more conversions than any other marketing channel
– SEO can represent more than 50% of your turnover
– SEO will get you traffic, even if your brand is not well known yet
– Year 1 requires more investment than following years – but ROI will last forever
– SEO will drive your website structure, your content strategy and your PR strategy
SEO is the basis of your digital strategy. If you want to sell online, SEO should be your priority
What do I do differently?
The problem with SEO is that it sits in between IT and Marketing. Without someone keeping an eye on both sides, SEO easily goes down to the end of the To Do list… SEO is complicated, SEO is long term, SEO is counterintuitive: SEO is NOT sexy….
I designed a process to create a custom-made SEO Strategy and make sure it gets implemented :
– I start with auditing the site, the competition and the industry and I produce a draft strategy recommendation that I present to the client in a workshop session. I’ll cover Keywords, Technical, Content and Backlinks. This usually takes 5 working days for a small site.
– I fine tune the strategy and develop the roadmap together with the client. This includes the clients feedback on feasibility: priorities, existing content optimisation, technical fixes, supplier selection, reporting set up…This usually takes 2 days a month for 6 months for a small site
– Finally, once the site is SEO optimised and ready with some good content and backlinks, I provide ongoing reporting, content and backlink creation support, and on page optimisation. This usually takes one day a month for a small site
These are time estimates based on my previous SEO projects, but I always provide a timesheet to the client and work in full transparency.
A bit more about me
I have always been interested in new business models and start ups. Back in 1997 during my studies, I decided to specialise in Air Transportation, knowing there would be new entrants (and jobs for me) as it was the times when the European Air Transportation was opening up.
I had just come back from one year studying in Galway, Ireland, and I wanted to stay in an international environment.
Low cost airlines
As a Master student I heard about EasyJet and Ryanair and the potential rise of low cost carriers in Europe. Those airlines were the ones in wanted to work for: low cost airlines would end privileges, develop local economies, re-unite people who live far apart, and I will be part of it ! Enough of these expensive, inefficient, state monopoly, traditional airlines…
Easyjet only had 6 aircraft when I joined in 1998. I was the Country Manager in charge of creating demand in the French market. I was the only EasyJet employee in France for 10 years. In the beginning I was based in Luton, then in Nice, then Paris. EasyJet quickly became the 2nd biggest Arline in France.
After EasyJet, I spent a couple of years working as a consultant for start ups (dress rental service, news website), before joining Air Asia in 2010. This is where I really specialised in digital marketing and got involved with search. I was first in charge of SEA (Google Ads) & SEO for the French market, then I led SEA for the Asia Pacific Markets (with local agencies) when AirAsia withdrew from Europe. After low cost airlines, SEO was the obvious next thing for me…
What do I like about SEO as a marketer?
SEO : a low cost marketing channel
SEO democratises market access for start ups. No need to spend millions in TV commercials to build your brand awareness, no need to give away a third of your turnover (at least) to an intermediary retailer… You can start selling your products yourself, on your website, via SEO!
It’s true that SEO takes a bit of time to kick in, 3 to 6 months for a new site, so it is a good idea to activate the final domain name as early as possible. And SEO is long term, you have to look at it as an investment with everlasting ROI.
Any (serious) SEO partner will ask for a budget for a full audit before giving out any recommendation, and there is a cost to good advice. But SEO is an investment in the future, not an advertising spend, and you will benefit from the organic traffic forever.
SEO is a great source of market data
As a marketer, I need to know what my competitors are doing and what the market opportunities are before recommending a strategy. SEO and Googles tools let you do that very easily. SEMrush is one of my favourite tool for this.
I am a great fan of quantitative analysis applied to social sciences : Steven D Levitt (Freakonomics), Malcom Gladwell (Talking to Strangers, Outliers, Tipping point) , Paul Dohan (Happiness by Design), Seth Stephens-Davidowitz (Everybody Lies) are examples of authors I like…
Search Data is a bit like being able to read people ’s minds. As Seth Stephens-Davidowitz said, people dont lie to Google…
So thanks to Google, we can find out an infinite amount of interesting data: flu virus progression, rumours, politicians popularity, prejudices… You can get search data about any kind of topic, the limit is your imagination.
On the topic of marketing, SEO data and tools can help:
– Find out people what people want (existing demand for a given product)
– Evaluate market sizes for different products
– Compare market sizes across countries
– Find out how people express their need (impact on brand name & messaging)
– Find out about your competitors online strategy : brand awareness, SEO strategy, paid search & social media activities …
Are you looking for a long term partnership with a reliable SEO consultant ? Please get in touch :