What marketing for lawyers?

To help you in this process, we will explain to you, in a few steps, how to successfully develop your practice.

1 – Define your marketing strategy

While there is no one-size-fits-all marketing strategy, all lawyers can learn to sell themselves and grow their firm.

First, figure out what you like and how you can reach your potential customers. For example, if you enjoy writing, legal news has a wealth of topics. Periodically post reviews, links or columns on a blog. Answer questions asked by internet users on social networks (Facebook, LinkedIn, Twitter, etc.)

The most important part of your marketing strategy is showing yourself and your knowledge. Your verb will be the vehicle of your brand image.

2 – Build your professional identity

It means making your potential customers understand who you are and how different you are from the competition, but more importantly how you can better meet their needs.

For example, if your marketing strategy involves being active in a local association, don’t hesitate to attend meetings. People will associate your participation with your professional identity. Subsequently, you will be identified as the legal adviser of this association and no longer as a simple litigant. In this way, you stand out from your peers and really start to create a professional identity.

3 – The positioning

What discourse should you deploy according to what positioning of your firm? This is, secondly, the question to be explored.

• Specific field of law, technical know-how, sector specialization, economic context … The key is to define an offer that is useful to its customers and differentiates it from its competitors
• In his positioning approach, the lawyer must take into account various factors: geographic size of the market, characteristics of his office, existing competition, competitive advantages vis-à-vis them, existing clientele, development potential, etc.
• Then you have to adapt your speech to your previously established positioning. This must leave an imprint in the memory of its interlocutors, play the differentiation card explicitly, and be available in several formats.
• This work on positioning and discourse will lead to a personal communication strategy. To achieve this, lawyers have access to many channels: press relations, publication of articles, conferences, directories, training, etc.

4 – Adapt your recruitments

After measured efforts, the firm will begin to grow and how you manage that growth is critical. Thus, it is necessary to have a team in line with your business strategy.

For example, a highly skilled employee who struggles to interact with customers won’t always be a happy choice. If your strategy involves running a Questions & Answers forum, or working on third-party sites, you should prefer someone who is enthusiastic and dedicated. Someone who is overqualified will eventually get bored.

5 – Know how to delegate

Once you are happy with your team, it is important that you employ your people in the best possible way.
Delegating some of your work is difficult for most lawyers. However, it is essential. This will give you time to develop the commercial part of your activity so that your customer portfolio is growing.
During meetings with your staff, tell them about the various adjustments to the commercial policy in order to guide them, and be open to all their comments.

6 -Best Marketing Strategies to Make Your Firm Visible to Your Target Client

• Social media marketing (and advertising)
• Video Marketing
• Natural referencing for law firms (SEO)

Social media marketing for lawyers

Think of social media as your modern bulletin board that can significantly help your brand and your practice. But before you jump in, choose your platforms wisely, as not all platforms are suitable for all activities. The exception for law firms is LinkedIn. If you are a lawyer, you must be on LinkedIn.

Here are the best types of social media posts for a law firm:

• Blog posts
• Statistics and “did you know” facts
• News from your sector
• Captivating videos under 60 seconds on educational or brand topics
• Case studies, white papers

Video Marketing

Today video is everywhere and you could hardly miss it! It can be found in different forms, on free hosting platforms, websites, social networks … 70% of buyers watch videos on their shopping journey and legal services are no exception. Business decision makers love online videos because they are the fastest and easiest way to get information.

This is not the only reason to use videos at the stage of sensitizing your target customer on issues that they may encounter: users retain 95% of a message when they watch it in a video. , compared to 10% when they read it in a text.

The best videos for law firm marketing are:

• Practical and educational videos
• Brand videos and advertising videos
• Blog Videos
• Entertaining, funny or attention-grabbing videos

SEO for law firms

SEO involves modifying the code and content of your website to achieve higher search engine rankings for specific keywords and phrases. You need it because 71% of shoppers start their searches with generic Google searches, and they do an average of 12 searches before they commit to a specific brand’s site.

This means that you (and your competition) have 12 possibilities for your website to rank high in search results and grab a buyer’s attention.

SEO is part of both generating demand and enticing the customer to contact you, depending on the keywords and phrases you are optimizing. For example, if you optimize a piece of content to “become a franchisee,” you’re more likely to grab someone’s attention early on in the buying journey.

Is your YouTube marketing producing results in Morocco? Wondering how to get more subscribers and leads on YouTube? In this article, you will find tips for developing and optimizing YouTube content that turns Moroccan viewers into subscribers and prospects, while Youtube is one of the most popular media in Morocco, according to the We are social study carried out in 2017 and linked by Finances News Hebdo, with an average of more than 33 minutes per visit, 66.4 million visitors per month and 13.7 pages viewed each time.

# 1: Create business opportunities on YouTube with topical content

One of the factors that YouTube’s algorithm takes into account when ranking videos is the total number of views of the videos. The more views your videos get on YouTube, the better your content ranks, which will help you rack up even more views.

Google clearly explains on its support site, the rules for counting Youtube view numbers. These rules are the same all over the world including Morocco.

However, your goal shouldn’t be to get just any sight. You want to get opinions from your target audience, likely people who will become customers in the future. To attract this audience and get them to watch your videos, you need to create videos that they want to watch. If your services and products are intended exclusively for the Moroccan Market, you have no interest in obtaining views outside of Morocco.

Start by creating a character who represents your ideal audience and put yourself in their shoes. Brainstorm which keywords they are most likely to search for on YouTube and start researching them yourself.

For example, suppose “healthy ramadan recipes” is a relevant topic for your audience. When you search for this term, YouTube will show you results based on a variety of factors.

However, for your research, you want to see which types of videos are getting the most views for the search term “healthy Ramadan recipes”. To filter your search results by the number of views, click Filter and then click Show Count.

Looking at the results now, you can see that the top content for your search term appears to be list type videos, where multiple ideas and recipes are shared in a single video. So, to get more views for this keyword, you can create how-to videos where you share multiple ideas and recipes in each video.

Keep in mind that videos that get a lot of shares will rank higher on YouTube. So you also want to create powerful content on other platforms.

You can check which types of YouTube videos are performing well on social media by using a tool like BuzzSumo. Copy the URLs of the top performing YouTube videos and paste them into the search box on the BuzzSumo homepage.

Below, you can see that one of the videos from the previous search received a fair amount of social media shares. This suggests that creating a video on a similar topic could potentially generate more views through free methods such as outreach.

Obviously you have to take into account the language used by your target audience, especially in Morocco, Internet users often use Darija to carry out their research. In the example above, Moroccans would use the search “شهيوات رمضان 2019”.

Optimize your videos for exposure on YouTube

Posting your video on YouTube and using broadcasting with different means, social networks, websites, Emailing … will help you increase initial views. However, to keep getting long term views, your video will need more exposure.

Remember that YouTube is not just a social network; it is also the second largest search engine in the world. To optimize your videos for YouTube search, you need to include relevant keywords in your title, description, and tags.

To search for keywords, check out YouTube’s automatic suggestions first. Simply enter a keyword related to your niche and YouTube will offer you a list of potential keywords. You can then search the suggestions to find even more keywords.

Once again, you must take into account the search language of your Moroccan customers as illustrated below.

Once you have chosen the main keyword for your video, use it in the title and include the rest of your keywords in the video description and tags.

You can also generate more views by promoting your other videos in your YouTube end screens. Endscreen is a component you add at the end of your videos, which can last anywhere from 5 to 20 seconds.

Here’s an Endscreen from a Netflix video:

YouTube allows you to add multiple elements to your final screen, including the subscription element and the link element. To generate more views, focus primarily on things like suggested videos and playlists (i.e. playlists from your videos). These elements are very well explained on the Google support site

# 2: Create calls to subscribe to your YouTube channel

Creating the right YouTube content and making a great impression is a great start. Now you want to turn those viewers into subscribers. Here are some ways to increase your subscribers’ chances of becoming subscribers:

Use the Subscribe element in final screens To entice viewers to subscribe to your channel, you can include the subscription element in your video screens.

Include a call to subscribe at the end of the videos

You can also include a call to action (ALA) at the end of your videos. So ask people to subscribe to your YouTube channel.

The social site blade which presents statistics of the performance of social networks indicates that one of the chains with the most subscribers in Morocco is the chain of Saad Lamjareed.

In his videos Saad Lamjareed, heals the final screen to keep users on his channel, and invites them to subscribe.

The trademark watermark

YouTube allows you to add the subscription element (usually your logo) to your videos. Use your logo, an image with the word Subscribe on it, like in this video from Wedigitalpro. Once the watermark appears on screen, viewers can hover over it with their cursor. This will reveal a Subscribe button that they can click to subscribe to the channel.

There is also a text below the video in the description of the Wedigitalpro company video.

# 3: Convert YouTube viewers to leads and customers

The next step is to convert all of those views and subscribers into traffic and leads. Here are some ways to do it.

Get people to sign up to your list for more content The easiest way to convert YouTube views to traffic and leads is to ask people to visit your website and sign up for your newsletter or offer .

In this video from “مجلة لماذا؟” , one of the channels with the most subscribers in Morocco, the narrator ends with an explicit invitation to subscribe to the channel.

Following the steps in this article will help you gather the initial views and subscribers your YouTube channel needs, then convert them into traffic and sales. While it may seem like a lot of work, it’s an effective way to build a lasting presence on YouTube.

What do you think? How to generate more views and subscribers on YouTube? And how do you convert customers into traffic and sales? Would you like to add steps to the above strategy? Please leave your comments below.

Aid for vocational training, offered by the state, to support companies in their transformation towards competitiveness.

The legal framework for continuing vocational training

Law n ° 60-17, on continuing training in Morocco, was promulgated by Dahir n ° 1-18-94, and published in the Official Bulletin, 2019-05-02, n ° 6774, pp. 705-709. This publication was linked by the site of the International Labor Organization. The law provides a framework for continuing training for the benefit of employees.

Moroccan employees now have the right to 3 working days of continuous training per year, which can accumulate over 5 years, their salaries and other rights are kept during the period of their training.

This law responds to the lack of skills in Morocco. Several studies have highlighted the lack of skills in Morocco. Moroccan and foreign companies established in Morocco, indicate that this is the major challenge they must face according to Challenge.ma. We are talking about 5,000 unfilled positions per year for lack of skills while Morocco suffers from chronic unemployment.

The paradox is that unemployment in Morocco is higher among graduates according to figures for the third quarter of 2019, analyzed in the newspaper H24info. This shows that the most important problem in Morocco is not initial training, but continuing training.

Details of the continuing vocational training system

The law aims to: 

• Develop qualifications and skills.
• Adapt skills to technological developments.
• Offer employees social and professional development,
• Strengthen the capacities of companies, to improve productivity and competitiveness.

The Office for Vocational Training and Work Promotion (OFPPT) is the main manager of continuing training programs and actions offered by qualified establishments. Among other things, through special training contracts.

The law allows employees to take stock of skills to identify the skills they have acquired, to choose the appropriate training for better professional development. It also allows them to validate their professional experience by obtaining a certification (certificate, diploma). This certification will provide recognition of their skills in the event of mobility.

The vocational training operators concerned

The organizations in charge of providing continuing vocational training are:

• Higher education, training or consultancy institutions.
• Private sector organizations providing consultancy and training services and subject to the Professional Training Tax.
• Public and private companies, establishments or any organization which provides its employees with services in the field of training.

Financial aid for continuing vocational training

Morocco even before this law, and since, has set up financial aid to help young people to train as the state contribution up to 4000 DH per year for vocational training. Morocco has been financing companies since 2006 to train their employees. The rate and the funding ceiling are based on the declared vocational training tax.

The ceiling

Professional training tax declared	Reimbursement Limit
less than 20,000 DH	10 times the TFP Declared (15 times the TFP Declared if there is an approved Strategic Diagnostic Study)
between 20,000 DH and 200,000 DH	200,000 DHS (300,000 DHS if there is an approved Strategic Diagnostic Study)
between 200,000 DHS and 3 MDHS	TFP Declared

The Refund rate

Type of training	Repayment rate
Planned Training (FP) carried out by an external organization	70% of the retained cost
Unplanned Training (FNP) carried out by an external organization	40% of the retained cost
Functional Literacy (Alpha)	80% of the Retained Cost capped at 3000 DH per person
Planned training (FP) carried out internally	70% of the cost retained at the rate of 800 DH / day
Unplanned Training (FNP) Conducted Internally	40% of the cost retained at the rate of 800 DH / day
Long Term Training	70% of the retained cost which is capped at 50,000 DH per person and per training
Group training	90% HT to the organization that carried out the training 10% HT to the association

And digital in all of this?

Digital is present in these reforms in several ways. First of all, the targeted training courses are those that will allow employees to adapt their skills to a digital world.

The needs are of two types:

• For employees of companies using digital tools
• For employees of digital companies (publishers, integrators, consulting firms, trainers, distributors, etc.)

Digital is also present in the training mode. He introduced distance learning, virtual classes, elearning, Mooc …

Wedigitalpro supports its clients for their digital transformation, including the preparation of human resources, and this is not the least critical.

Posting a video on Youtube is very easy today. However, each post has a specific purpose, some videos inform, while others entertain. The author in turn expects to have more followers and more likes. To stand out from the competition, producing content for a channel must take viewer expectations into account. To help you get there, this article suggests taking into account 6 tips and techniques.

The technical aspect is an essential element in the production of video intended for publication on Youtube. Maximum professionalism is essential to get more subscribers on a channel. This aspect will of course depend on the form of video you want to make.

Tip 1: The image must be stable

First you have to understand that a stable image is much more attractive. Fortunately, these days, simple and inexpensive tools exist to meet this requirement.

Tip 2: Respect the basic rules of shooting

Then, it would be wise to know the basic rules of shooting. To describe a place, for example, it would be necessary to play on several plans (general plan, overall plan, diving, low angle etc.). When it comes to portraying a character, the American shot, close-up or cutaways are better suited.

Tip 3: Have good sound and image quality

The sound quality is also very important in a video. Internet users sometimes prefer video with good sound quality over video with good image quality. The solution to such an aspect lies in the choice of “tools to use.”

After making a video, it is still important to process the image quality in software. This will keep the essential parts while checking the sound quality.

Tip 4: A good hook from the start of the video        

While uploading the video, it’s helpful to provide a description, a kind of introduction to help understand the content. You don’t have to repeat this introduction at the start of the video to avoid unnecessary repetition. The first seconds are therefore crucial because they capture the attention of spectators from the start.

Tip 5: Rich relevance and added value of the content

The internet is naturally entertaining, when information is published internet users want to read the essentials and move on. To retain Internet users, the subject of the video must be relevant and rich in information. The richness of the content will help to retain viewers by subscribing and coming back after each new publication on the channel.

Tip 6: Prefer a short video to a long video

It should be understood, however, that an information rich video is not synonymous with a long video. That is to say a long video is largely discouraged because the longer it lasts, it will annoy viewers.

What is the digital identity of a company?

Digital identity is the traces that a company voluntarily or unintentionally leaves on the Internet. Several elements are taken into account in the construction of a digital identity.

To understand the digital identity of a company, below are some elements:

What are the traces left voluntarily by the company?

These traces are the information published by the Marketing or communication department on the website, publications or communications on social networks (linkedin, Facebook, youtube, etc.), location on Google maps, professional directories (Kerix, telecontact …) Etc. It can also be press releases linked by the various media (newspapers, radio, TV, etc.) on their internet media.

Why manage the corporate image?

Today, digital identity has become essential for all types of business. The good management of a digital identity makes it possible to distinguish oneself from competing companies and thus attract new customers and increase turnover.

It is therefore compulsory for any company to create and take care of its digital image. However, it should be understood that the digital identity of a company is of three types, namely the desired image, the visual image and the perceived image.

The desired digital image

This facet is the one we want to convey to customers or prospects. This image matches the brand’s image. Presenting this aspect amounts to drawing up an inventory of its sector of activity and defining its expertise, and what differentiates it from its competitors.

The visual image

This operation corresponds to the visual identity, it is about the website, advertising and the social network that the company sets up.

The perceived image

It is about the image of the company as seen from the outside by internet users and consumers. It is the result of the first two elements because the perception of the company depends on the objectives and actions implemented previously.

How to properly manage the digital identity of the company?     

To better manage a company’s identity, it is necessary to analyze its reputation on the web. This is called e-reputation.   

The e-reputation will make it possible to carry out a strategic watch on all the activities of the company. This will make it possible, for example, to see all the traces of the company on search engines. 

Good digital identity management also involves updating information and regularly creating content while interacting with customers. These actions will make it possible to create and maintain a privileged link with Internet users.

Writing a quality web content is necessary for each company. A good web article can provide information and / or advice relevant to a topic that interests your target web readers.

In this article we explain how to write a good web article.

Good writing of web content will meet the needs of your customers or readers. This will necessarily create a bond of trust that will encourage them to use your services or buy your products.

To be able to write a good web article and achieve your goals, it is useful to respect certain principles. 

Below are the 6 most important elements to respect. 

The title is the gateway to the web article

The title is the entry point to the article, it plays two important roles.

Capture the web reader

First, capture your reader’s attention. It is imperative that the title be catchy and relevant because it is through it that we judge the relevance of your content. However, you should avoid writing too long titles. Instead, opt for a short title.

Improve web referencing

Then, the title is the fundamental building block for your article’s SEO. So the title must still catch the reference engines.

Hook the web reader from the introduction

Keeping an introduction clear, easy to read and engaging is essential. Apart from the title, this is the most effective way to engage your readers. However, the introduction should be brief while giving an overall idea of the content.

The web demands airy writing

The web reader is demanding

One of the basic principles of writing a web article is to write short, concise, and clear sentences. You have to understand that your readers are very vigilant, they read with a critical eye. So you have to take care of your writing by avoiding grammatical and spelling mistakes. And it will make your web content more believable.

The screen is different from paper

Writing for the screen is different from writing on paper. On the screen, the text should be airy, which is why it is strongly recommended to make one idea per paragraph. Ideally, it would be 9-10 lines maximum per paragraph while prioritizing the information. For a fairly long article, it would be important to include subheadings. This logic will help structure the article and make it easier for the Internet user to understand.

Sublimate by illustration

A blog post isn’t just text. The web offers very rich forms of content. Therefore, it should be used to illustrate the point.

Web content must be accompanied by multimedia elements (sound, photo, video and graphics). Illustrations are visuals that will make your article more dynamic and attractive.

Enrich with internal and external hypertexts

The hyperlink is part of a web page and it plays an important role. Whether internal or external, it must necessarily be included in the article to provide additional information on the subject of your web article.

 Referencing in search engines

Writing a web article allows you to gain more visibility and strengthen your relationship with your readers. But your readers need to find your article first. That’s why you should integrate some elements of SEO. For example add a good description of the metadata which must not exceed 180 characters.

Businesses must produce web content that sets them apart from their competition. They are often accompanied by web agencies. If you want to be accompanied, contact us!

Learning a foreign language always depends on a goal. It can be a personal reason: The pleasure of discovering the culture of others at the same time and strengthening one’s capacity for integration into the community.

Learning a language can be for a professional reason: To communicate with customers, or foreign suppliers.

In this article, we explain how to learn a new language.

1 Immerse yourself in the language

It is highly recommended that you bond with people whose native language is the one you want to learn. They can be your friends, coworkers or acquaintances on the Internet.

It should be understood that memorizing only words or sentences is not enough, it is absolutely necessary to speak. So if you have the means, don’t hesitate to visit a country where the language you want to learn is spoken.

If you don’t have the means, the internet today allows you to communicate with people from all over the world who share the same passions as we do without leaving your room.

2 Practice the language daily

Learning a foreign language does not happen in a short time. Depending on your motivation, make a daily plan to exercise a little each day. Going forward at a steady pace will benefit you.

3 Repeat regularly

Repetition is very useful while learning a language, so it is necessary to repeat things until you can remember them more easily. Professor Yury Shtyrov has demonstrated that it takes listening to a new word 160 times for a quarter of an hour to memorize it forever.

Repetition will help you improve pronunciation. This will allow you to formulate sentences and work on your accent without too much difficulty.

4 Consolidate your motivation

Learning a foreign language does not happen in a short time. Depending on your motivation, make a daily plan to exercise a little each day

Larousse defines motivation as “Reasons, interests, elements that push someone to take action; made for someone to be motivated to act ”.

To stay motivated, you need to find motivators, including remembering your goal and why you are learning. The pleasure of achieving one’s goal (to earn more money, to develop professionally, etc.) counterbalances the effort required.

To train online, motivation is the main factor in progress. The results of the “Motivating factors in online courses” study (Selvi, 2010) show that certain factors increase motivation for online training.

5 Learn basic vocabulary

It should be remembered that vocabulary is the basis of a language. Depending on your goal you can make a word list to facilitate your learning.

According to the BBC News online relayed by the international mail newspaper, “You can understand 75% of English-speaking conversations by mastering only 800 of the most used lemmas. On the other hand, it takes 3,000 to follow the dialogue in a film and 8,000 to read a novel or a newspaper article ”.

6 Use multiple media

It is advisable to diversify the learning materials. For example, practicing writing, listening to podcasts, audiobooks, documentaries or reading documents written in this language. The diversification of the supports will allow you to discover with which channel you can feel better to better achieve your goal.

7 Learn a new language in one term

By devoting a little more than 2 hours a day to learning a language, you will be able, in one term, to communicate with a new language. You only need to learn 800 words to start communicating with a foreign language, and a quarter of an hour to learn a word. So 200 hours of learning are enough to learn a new language.

This is why wedigitalpro offers online language training, with a one-term formula.

To learn more, see our online language training catalog.

Businesses are in constant transformation. Those who did not know how to transform, perished. Even the giants, of which it was said “it is too big to fail” such as Thomas Cook recently, Kodak or even Nokia before it, the Thomas Cook brand has obviously failed by its inability to adapt.

Transformation is imposed by market, legislation or technology. To adapt to this, employees must be trained.

The training method must adapt to the constraints of your employees. Online training offers agility and flexibility in time and place. To have suitable content, you can produce your own online training courses, tailored to your specific needs.

In this article wedigitalpro explains to you how an online training, in six steps. Make sure you follow them to ensure the success of your internal online training.

Step 1: Specify the reasons and objectives of your online training project

Creating online training is a project. Before launching your online training project, and like any other project, its objectives should be clearly determined.

For this you must answer the questions below:

 What is the purpose of your online training?

What are the profiles of those who will participate in the online training?

Why will they take part in this training?

Finally, the answer to these kinds of questions helps define your requirements and expectations for your online training.

Step 2: Collect the existing content needed for the online training

In general, the content of the online training exists, in part less. All of the company’s activities are documented, by different departments and services, and in different formats. So you have to collect all the existing content. First, you have to put together the notes and comments that exist. And then order the current presentation media namely: video, audio and photo

Once you have collected all the existing content, you will be able to identify what remains to be produced to reach your goal.

Step 3: Create additional content to build your online training

To create your own online training module you must first collect the existing content. Now you need to create more missing content that meets the goals of your online training. It is imperative for this to have a specialist in the creation of multimedia content with the appropriate creation tools.

Step 4: Design your online training

You have the full content, between the existing one you collected and the new one you created. But it remains to create a script that meets the requirements consolidated in the first step and the topics to be covered. The script creates the interactions, the evaluations and specifies the duration of the training. Then validate the content and the script with the stakeholders concerned by the online training.

Step 5: Define the visual appearance and graphics of your online training

You have to make them consistent and fun. This step consists of defining images, colors, fonts, movements or animations that will be used to create your own online training module.

The consistency is achieved during the creation of the online training script.

Step 6: Develop material for your course

At this point, you have gathered all the elements you will need to create online training content for your team. Now is the time to develop these elements.

Record all audio portions. Create charts. Use screen capture software to create videos. E-learning authoring tools can help you do this.

There are some free software that can help you bring together all of your disparate pieces into one cohesive course. After this step, you will also send your new course to services to other stakeholders in the company for review, suggestion of changes, and final approval.

In web jargon, optimization or natural referencing are the techniques that identify the content of a page or a site by different search engines. On the web there are billions of websites and billions of web pages. In order for your content to be visible and to be highlighted in this nebula, you must necessarily follow certain rules. Among these rules, there is the consistency of keywords

In this article we will explain how to optimize the use of keywords for Google?

Optimization and SEO, and keyword density

Keyword density refers to the distribution of usage across the web page, and its presence in the most important places.

Why do you need to master keyword density?

Keyword density refers to the distribution of usage across the web page, and its presence in the most important places for optimization or SEO.

Why do you need to master keyword density?

The consistent use of keywords offers several advantages for your SEO.

First, it makes it easier for search engines to find your website. This allows it to rank higher in the search results.

Then it indicates the category or subject that is the subject of your web content. This option is requested in the exploration and indexing of your site by search engines.

Now that you know keyword consistency and how important it is to ranking high in search results. We offer you some tips for optimizing keyword usage for Google and other search engines.

1 Balise de titre

Each web page should have a unique title tag that includes the keyword. This is the meta title that appears in search engine results. The title tag is also the first thing your visitors see when they open your web page. This means that it is through the title tag that the search engine determines the relevance of your website.

You have the option of inserting multiple keywords in the meta title. But it is advisable to use one or two to allow the engines to play their role easily. The reduced number of keywords can also avoid diluting relevance. It should also be noted that the titles must be concise because Google applies more weight to the first words of a title and truncates them in the SERPs “Search Engine Result Page” after approximately 65 characters.

 

2 Meta Description

The meta description is a brief summary of the content of a web page. It usually appears in search results, to give users an idea of the information on the page. If a user finds the relevant meta description on the Google window, for example, it is very likely that they landed on your site.

 Often times, the meta description appears in search results if it includes the keyword used by a user in the search query. This is why it is important to include your keywords in your meta description. Like the meta title, it is advisable to keep the main keyword from the introduction to facilitate your visibility.

However, it should be noted that a good meta description should be:

Unique

Actionable

Relevant to the content of the page

135 to 165 characters

Include the main keyword

Include a CTA (call to action) – this is the action you want people to take, for example, “buy now”, “learn more” and “click here”

3 Titles and subtitles

The text of the HTML header tags on a page must also contain the target keywords. The titles, subtitles and meta titles should all be slightly different, but should be very close. Do not copy or paste your page titles into headers.

Search engine bots crawl headers and captions to determine the content of a page, with the
tag being the most important on the page. Include your main keyword in this tag and use one on every page.

Use the <h2> to <h6> tags to add structure and flow to your content. A good user experience is certainly reflected in your search results. If you are using HTML5 on your site, you can have an
tag for each article section.

4 alternative text of the image

Also add your keywords to the images on your site. If the user has a screen reader, slow internet connection, or disabled images on their browser, the image alt text will appear instead.

 Google will explore image tags to read alt text. Using your keywords here will help rank your images in Google Image Search, which can be a good source of traffic for your website.

 As always, keep your text in a readable format. It is advisable to use the keywords that are most likely to resonate with your audience or that match their search queries in your image alt tags.

5 Body text of the page

Creating detailed, concise content that is relevant to your topic is a rule of thumb for writing a good blog post. It is a standard that facilitates optimization or natural referencing. Use keywords in all content and use semantic keywords. This way your page’s links to the topic are strengthened, and the chance of being ahead in the rankings increases.

Enter your content yourself. Search engines sometimes ignore pages that they believe were copied.