As a country manager for France you may well have grasped the importance top notch SEO to succeed in the French market. But, how much do you know about the state of your SEO in France? In this article, I’m going to show you how to analyze your SEO in relation to other European markets and give you 4 tips to optimize your SEO, whether your SEO is managed by your company headquarters or you’re recruiting an SEO agency in France.
Are you in charge of the French market at an international company? Country Manager France, Head of France, Marketing Manager France…whatever your exact title, you have lots of projects on the go, a small or inexistent team and very little time to spend on SEO.
Yet, for an ecommerce website, organic traffic represents more than 50% of its turnover. SEO is the most profitable marketing lever in the long term.
SEO is often mistakenly limited to the technical side and people therefore think that it can be easily centralized. In reality, for your SEO to be effective, you also need to focus on the keywords, content and link building on the “market” side:
Keywords should be chosen in relation to local behaviors and competitors
Content needs to target local populations
Backlinks need to come from French sites
How can you tell if your current SEO in France is effective?
Here are 3 simple tips to help you analyze your SEO:
Compare the organic traffic, conversion rate and turnover on your French site versus the other European sites on Google Analytics or using an internal tool – if you don’t have access to figures for the other European countries, you can get traffic estimates from sites like SEM Rush
Analyze your “brand” keywords carefully separately – the traffic from these words depends on your brand notoriety
Compare the ranking of your site for your generic French keywords versus the ranking for these keywords in other languages
So, how is your site faring in the French market? Contact me and I’ll provide a free pre-audit!
How can you optimize your SEO management?
If your SEO is managed in the country of your company headquarters, there is a risk this market will be privileged and that the recommendations will simply be translated without analyzing local SEO or monitoring the performance of the French market.
Inversely, if the SEO is managed by an agency in France, the Country Manager faces another difficulty: understanding and communicating the agency’s SEO recommendations with the headquarters and working with the different internal departments to ensure they are implemented correctly.
Whatever your situation, here are 4 ways you can manage your SEO better:
1/If your SEO is managed in the country of your company HQ
Ask to be put in touch with the French-speaking SEO expert in charge of semantic analysis and send his or her a list of your competitors as well as local keywords to add to the audit
Organize regular meetings with your French-speaking SEO expert and teams at headquarters to ensure any recommendations are fully implemented
Obtain a report including organic traffic, rankings for the most important generic keywords in your local market, backlinks and technical analysis
Compare the SEO performance of the French site to that of the other EU sites
2/ If you recruit a local agency:
To avoid a “bottleneck” effect, try to delegate as much as possible:
Select an agency whose account managers speak English or the language spoken at the company headquarters
Ask for a full audit including competitors for the 4 key areas (semantics, technical, content, link building) with SEO recommendations written in English or the language spoken at the headquarters
Set aside a budget for technical support in direct collaboration with your headquarters (implementing changes, follow-up and checking)
Set aside a budget for local link-building initiatives and content creation
But, there is a simpler alternative. Why not call on the services of an SEO consultant (like me) to carry out an audit, make recommendations and implement changes? This way you can delegate all your SEO activities and focus on your priorities. I can help you manage your French SEO, even if it is managed in another country.
The new book from Seth Stephens-Davidowitz, “Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are” makes for some interesting SEO reading. What do Google searches reveal about political bias and sexism in the United States, France and the UK?
Following in the wake of Freakonomics, Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are is a gold mine of information for quantitative analysis fans, and particularly if you’re interested in SEO.
If we apply Google’s Page Rank methodology to the French media, where 1 link = 1 vote in favour, which candidates get the most votes? Read on to find out what the mainstream French media really think!
With the French presidential elections hovering on the horizon, I decided to take a closer look at the links leading from key media sites to the main candidates to see if they’ve picked their winner.
I’ve already delved into the links behind the sites of the right-wing primary candidates. But this time I decided to get a complete overview of the 5 main contenders before breaking down the results by media type e.g. regional press, magazines and pure players.
Which of the candidate to the left wing primary gets more visits on its website? Hamon or Valls? Or is it the outsiders Macron or Melenchon? Will website optimization have an impact on the French presidential elections in May? Some answers to these questions in this article !
After analyzing the Right’s primary keywords, let’s now review the Left. Of the major primary candidates from the left, who received the most visits to their site? Was it Hamon or Valls? Or was it the outsiders, Macron and Melenchon? Does site optimization influence presidential elections? Let’s see if we can find the answers to these questions in our analysis.
As with the Right primaries, Google Trends provides an interesting analysis of the different queries based on the trending popularity of the candidates. It is important to keep abreast of various news reports as they relate not only to the primaries and candidates themselves, but to also track regional specifics which include the popular requests of all things politically related – presidential poll, Pénélope Fillon, debate Hamon Valls, slap, universal income, etc. Continue reading “The Left wing Primary 2017: keywords”
Who has the most amount of links pointing to their sites, Fillon or Juppé? Neither of them ! Sarkozy is way above them both, and Le Figaro is generous in distributing links to those right wing candidates.
Let’s analyze the keywords found within the websites of the 2 major candidates who participated in the second round of the right wing primary in France : Alain Juppé and François Fillon. Did these websites answer the questions of Internet users and did they also help recruit new voters?
In these political times of the right, left and center, a constant source of interesting information is Google Trends. There, any aspiring journalist or curious party can be led to neatly condensed information thanks to Google newslab which provides insight about candidate queries and searches. The most often asked questions include words such as: program, difference, Israel, “pain au chocolat”, age, Libya, marriage for all, and abortion. Let’s begin, shall we? Continue reading “Keywords in the Right Wing’s Primary: candidate names or generic keywords?”
in this sad Tuesday afternoon, I came to Mutinerie, my cowork space, to try and do something else besides refreshing my news feed, my Facebook page or my Twitter feed… What else is there to do in such terrible times? I decided to go take a look at the attacks in Google trends…. Continue reading “Queries during the Paris attacks”
How is France doing in online marketing vs other EU countries? Spend, behavior, social media, search, cost of media. Find out the latest data about digital marketing in France
Online marketing in France: steady increase share of internet spend, but still behind other EU countries
According to the site Sri France, (internet sales house association) the share of internet spend has been growing healthily, and digital advertising is now second behind TV advertising, followed by press advertising.
When you’re planning to hire an expert to help you with your SEO in France, you have the choice between hiring a consultant or hiring an agency. The choice depends on your objectives and on your budget.
Choosing between an agency and an independent consultant
One big advantage of hiring a consultant is that a consultant is usually cheaper than an agency. There is less fixed cost for a consultant and if your budget is low (below 10,000 € / month), you have a better chance to hire someone more senior who will spend the right amount of time on your site. Agencies tend to put a junior level person in charge of lower budgets. However, if you have a big budget and/or want to expand quickly (in many countries at the same time), then an agency with subsidiaries in many countries can be worth the cost. Continue reading “SEO Services In France”
Top websites in France : the usual GAFA in the top, but some local specialties : find out about the local eBay, the local yellow pages (pages jaunes), the (unfortunate) success of the state unemployment site…
Reviewing Alexa’s ranking for all websites in France (April 2015), when compared to the US, UK, and Germany, four websites from France manage to make the top 25: Leboncoin.fr, lespagesjaunes.fr, CDiscount.com and Pole-Emploi.fr. Continue reading “Top Websites France”