Try to determine how these personas will get their information on the web, what keywords they will type in a search engine.

Type these expressions (keywords) yourself in Google.

Note the keywords suggested by Google

Note and study the sites that come out on these expressions, the strong or notable points of these sites…

Complete this first step by adding personas and expressions based on your findings (keywords suggested by Google, studied sites, etc.)

2 – Determine the most sought-after expressions…

At this point, you get a list of potential personas for your internal site and a list of potential search phrases. So let’s go to phase 2 of creating your website :

Use your Adwords account and keyword research tools to get a list of regularly typed phrases in Google

To do this, base your research on the list of potential expressions established in step 1

Remember the expressions that match you, that match your personas, regardless of the search volume indicated by Google.

Based on this expression list, break these expressions down by persona

3 -… And validate the final personas of your website

So here you are with a list of personas , and with each persona, associated search phrases. Let’s go to the next step:

identify in your list the personas to which few expressions have been attached

if these personas are vital despite the low research volume associated with them, keep them. Otherwise, forget them. example: you see that the research associated with the persona “resellers looking for new products in my product family” is very rare and that the traffic forecasts are almost nil. You can forget this persona and decide, for example that you will be satisfied, in your product catalog, to allow a sorting on the criterion “novelties”

Rank these definitive personas in order of importance (importance according to criteria of search volume, commercial strategy, etc.)

4 – Define an optimal organization for your website with a view to its creation

Things are taking shape: your website is taking shape ! You now know what your specific targets are and what keywords you will have to target. And this time, these are not assumptions but rather objective results.

Then let’s go to the next step:

Start from your main personas and attach any secondary personas (types and subtypes) to each main persona. Take into account of course the classification that you operated during step.

Each persona will therefore become a main section or a secondary section of your future website

Complete the list of these sections with the sections / pages that must be present on your website but not linked to persona.

5 – Choose the main expressions and optimize your hot zones

Your website organization is now established. Perfect. Now let’s go to the optimization of hot spots for SEO :

For each section and based on the related search expressions, determine a topic name by trying to take into account the expressions generating the most search. For example, a product catalog will probably not be called a “Catalog”. It will be more judicious to find a name integrating the most searched keyword. Example: “Our connected watches”.

Think about the organization of your section, which will also allow you to target other expressions. Example: propose sub-headings or sorts in the catalog, each sub-heading or sort targeting a specific expression

Do the same work for your editorial sections

Of course, also think about optimizing your home page

Pay attention to the following point: the keywords to be used are not always those which are most sought after. Think of the feasibility (do you have a real chance of positioning your site on such or such principal expressions? Wouldn’t it be more judicious to seek to position you on a less competitive but more reachable expression?

Also think about your ROI . Generating traffic is good and essential. Generating conversions and sales is even better. So watch out for expressions that are too broad!

6 – Define the contents of the sections of your website…

This is the angry subject! The contents of a website . If the work of defining the personas of your website has been well done, it will be very simple to determine the content that will have to be produced to respond with relevance to the searches of these same personas. And this is where we get angry !!

The contents of your website must be qualitative: they must respond to the research of the user and this, really . If you want to position yourself on an expression such as “connected watch prices” and you just offer a form page for the user to request a price, it is easy to understand that the user and Google, in this page, will not have much to put in their mouths. Another example, if you want to position yourself on a very competitive expression and you create a 10-line page with a general “blah-blah” that does nothing for anyone, it will be difficult to hope for the least result. Conversely, if you offer rich content, real information, pleasant and fun formats (such as video or computer graphics…) on your site, this is no longer the same: you are finally on the right track!

Your content must be “different”: do not repeat on your website what many have already said. Stand out, it is essential to retain your visitor and hope for good rankings on Google. You will see for yourself that the best way to stand out is often to offer quality information. This requires a real commitment and a lot of time, even investment (if you have to produce videos or infographics, have qualitative content written…). And, yes, this often annoys and in the end, is rarely done.

Take advantage of the weakness and laziness of others: yes, the subject of content creation is an angry subject. In 15 years of experience in the web, I can assure you that few entrepreneurs or companies wishing to create a website do this work … or even pay their agency to do it. We determine the content that will have to be created and in the end, almost nothing is done! Take advantage of this loophole and invest in creating quality content. Invest time or money to outsource this task, but force your way into this opportunity. There are still great places to take on the web today: everything is not qualitative and Google expects quality. Be on top of quality !!!

However, take into account your real capacity to produce content or your financial capacity to outsource it. You will thus avoid, as is often seen, putting a website online with empty or almost empty sections. Take into account that Google will penalize this type of situation which generates duplicate pages (yes, by definition, two empty pages are of course similar!) And inconsistent text / html ratios.

7 And develop the long tail on expressions not communicated by Google

With your list of content to be produced in one hand and the targeted expressions in the other, you will be able to start your production and writing work .

Put the editorial at the center of your strategy and write, write, write . Because, yes, quantity matters. A 10-line article, as we saw in the previous step, will probably not be considered qualitative by a user, but even less by Google, which also takes quantity into account .

You will therefore need to target articles of 300 or 400 words minimum and if you can, for the most important or most competitive themes, reach 800 or 1000 words , that will only be better!

Of course, if the previous steps have been worked out well, you will not find yourself in front of a blank sheet of paper wondering what you are going to be able to write. You know what to say and to whom. And that, for each content to be produced.

If, conversely, your personas and expressions were not worked upstream of the creation of the website , there, you will suffer and go in circles! You will repeat yourself and your content will not be qualitative …

If you know what you are talking about and who you talk to, what you do with the quantity, you will inevitably enrich your site with expressions, words, which will eventually generate a long tail that you would not have suspected in upstream of the creation of your website .

Think that the long tail often generates 80% of the traffic of a website . that’s what makes you want to write content, right?

8 – Naturally and regularly enrich the website…

The definition of personas and expressions sought by these personas will also allow you to regularly enrich your website .

Indeed, when we only talk about either, its products or services, we end up going around quickly!

When we are interested in its visitors, its personas, their intention and needs, it widens the spectrum of subjects to be treated on a website

In addition, your personas will evolve, their research will evolve, search expressions will vary … so many opportunities to produce new content for your website

9. And disseminate information on social networks

Your website is now a must for anyone who wants to find information related to your industry. Well done! well now, let us know:

determine the social networks adapted to your personas, segment if necessary: ​​a social network can be used for a specific persona …

define an editorial line for each social network

advertise the contents of your site, as they are created, on social networks


Of course, and finally, put in place all the tools that will allow you to follow the results, to study your site under different aspects: most viewed pages, most typed keywords, most used words in your content… These tools will be essential to adjust “the shot” and always stay on top!