Align the b

What makes your business unique and different than the competition ? What is you
competitive advantage ?
What is your business model and how do you make money ?

Who is your biggest competitor and why ?

What are the products and services that are the most profitable ?

What are the top benefits of those products or services ?

What are the products and services thay wish did better in sales ?

What is happenning in the lives of their clients ?

Ho do their clients behave ?

What is their customer journey ?

What does the company want to acheive when it comes to marketing moving forwar

Fin
 What is thier customer persona ?

Focus on business goals, what does the business want to accomplish ?

Align your KWs with the content topics that your ideal customers are intersted abou

Pay attention to the volume, KW Difficulty and KW trend

Explore question-based KWs that contain your seed KWs, related KWs and the KW
variations.

Writing for peop

answer a question
content for to

KWS

What targeted KW to use, what relevan

Ho
 Ho

Devolop a plan; how you're going to use your KW phrases in your website and why. Ca
an action-new.
Align a target KW to each page: Avoid assigning the same KW to more than one page
could cause KW cannibalization.

Optimize your meta title and include the primary KW at hte beginning of the title.

Use your focus KW within the 100 words of the first paragraphe and in the last paragr

Use your H1 tag should be one per page, answer user intent and use a focused long-
KW.

Wrap subheading in an H2 tag and use the primary KW or LSI KW when it makes sen

Use the primary KW to images file name, image titles and alt tags.

Use KW anchor text for your internal links.

Keyword GAP: is the

1st: Find your competitors

2nd: Do a full analysis to identify the KW gaps with competition

3rd: Target KWs that go deep into the topic that your are expert on

4th: Take on consideration search intent.

5th: Make a list of potential new KW and where you should use them.
 5th: Make a list of potential new KW and where you should use them.

Start having 'intent' as your main priority (different focus KW for every page

Create a KW mapping by creating a spreadsheet that lists all site's important URLs

In case of KW cannibalization probleme: keep the most important pages and redirect

Merge and expand the content of the pages that have the same

5th: Make a list of potential new KW and where you should use

Start with the search o

the intent of these pa

Use GSC to check if yo

hand side navigatio
earned impression
"Queries" for the spec
 Use GSC to check if yo
hand side navigatio
earned impression
"Queries" for the spec

SEO

The depth of a website structure should not be more than 2 clicks a way fr

URLs structures, navigation menus, categorization, breadcumbs and in

Content should be grouped into relevant categories and pages that make sens

Avoid having categories or subcategories that are not impor

Plan carefully your navigation menus.

Important pages should be linked from the home page.

Simple, as much as you can, website structure.

Having these pages: contact page, privacy page, disclaimer and ab

 Having these pages: contact page, privacy page, disclaimer and ab

Parent Page 1

Child page 1 Child page 2

GSC: here you can find all th

your internal links, click the
page, you can see you
 your internal links, click the
page, you can see you

Screaming frog: [internal links: outlinks are

you should click on the "internal" tab at th
picture, and click on the "Outlinks" tab at t
other page of your website to

External (Outbound) Links: h

Audit external links using Screaming Frog

Select the tab "External" at the top of the navigation

Select the tab "Inlinks" at the bottom menu

Here you can see all the other websites you are linking to click on any link

Here you can see all the pages of your website that link to the domain n
 Conver

Have you set up clear goals and what you want to accom

How well do you know your ideal client, and their wants, needs and desir
content of your website the design of your website, and the over

Is your website well thought out and organized in such a way that make
esay and pleasant ?

Do you limit options to reduce decision paralysis

Have you remove friction from your website ?

Do you use CTAs, directional cues and action-oriented language to help u

want them to do on your website ?

Personalization: the visitors should feel like VIPs

Is there enough information for your products and services and is it easy
purchase.

Do you speak your client's language and use terminology th

How clear is your message and how easy it is for the people to

Is there enough information for your products and services and is it easy
purchase.

How clear is your message and how easy it is for the people to
 How clear is your message and how easy it is for the people to

Is the copy on your website written in such a way that will showcase th
makes you unique ?

Do you use CTAs, directional cues, and action oriented language to help u
want them to do on your website ?

Have you removed friction from website ? This includes anything that p
accomplishing the goals you've set out for them

Go

Verify information as it is crucial for the visibility and performan

Make sure that your profile is as complete and as engaging as possible an

and accurate information. NAP+W

Review and use all features available that can make your pro

Show what makes your business unique and give customers reasons

Find the best relevant category for your business. The primary GMB c

Optimize your titles, meta descriptions and GMB details to be as enticing

Include important KWs and search phrases to your business listing. Make
in your GMB titles.
 Manage and response to customer reviews.

Create virtual tours and add engaging videos and im

Use posts for local business with text, image, link

Use the messaging feature

Use the product catalog

GMB: claim your free GMB listing and make it as completly and releva
possible.

Online reviews: build a flow of positive reviews by asking your clients and
business with you to write a positive review.

On page Optimization by including the city, counntry or region natural

creating relevant local content, including local-oriented business' KWs, us
in the headings.

Local link building: build links with local businesses to show that your bus
and it's trusted by theese organizations.

Citations: build consistent citations NAP+W on GMB, FB, Bing Places, A

FourSquare, N49.ca, Avantar, AirYell, InfBel. To audit these citations use
Bright Local
 Citations: build consistent citations NAP+W on GMB, FB, Bing Places, A
FourSquare, N49.ca, Avantar, AirYell, InfBel. To audit these citations use
Bright Local

KWs by reaserching and finding the phrases that your local targeted cus
your business.

Schema by adding schema markup to the website

Increase the prominence with active social media profile, sharing article

Measure the result: GMB insights

Data should be structured: Schema markup

Make sure that you rank high (top 10) for that search

Create content that focuses less on including KWs phrases and more on a
That should be your priority. "Answer the public" "People also

Include short answer to question (40-60 words) block of content and m

target KWs and key phrases at the beginning of the co
 Run a test on Google to see if the site is indexed. Type on Google "site
Evaluate how many pages are indexed.

Screaming Frog by running a report and selecting the tab "Internal" and
"Status", "Indexability" and "Indexability Status". You can see now what
pages (not indexed, redirected and canonicalized

GSC: Setting ↦ Crawling stats ↦ By response or you can follow this path
indexed ↦ "Why pages aren't indexed"

Bot commands that prevent the pages you want from crawling (Disallow
agent: * Disallow: ]

Internal broken links: Mistyped URL's. URL's that are outdated. Page

Review the sitemap XML and making sure that the file is not bloc
 Review the sitemap XML and making sure that the file is not bloc

Website structure interlinks between related posts. No more

Avoid orphane pages not linked internally, not listed in the

Fix duplicate content issues by using canonicals or redir

Speed of site

Mobile usability

Thin content

Improve User Experience

Enhance youe website's personalization based on yourr target audie

Write long, engaging content (at least 2000 words) that is optimized for
people reading.
Write long, engaging content (at least 2000 words) that is optimized for
people reading.

Use strong logical and relevant internal linking.

Optimize your images: Use JPEG or WebbP images that are small and en
faster. Compress all your website images using tools like Optim

Script issues: Be sure to delete code that your developer deem

Remove unnecessary META TAGS and Meta content: Include only the me

Minimize redirects.

Leverage browser caching: caching should be installed and actively used

elements as possible.

Optimize the site for browser caching using pluging such as WP rocke
Perform KW research and find the best terms and phrases for your webs
relevant to your website content. Take into consideration your authority
and evaluate the difficulty of ranking above your competition. Review if
enough to drive targetaed traffic from your ideal cust

Find LSI KWs. They help to support your content and add more context t
users ans serach engines to know what your content is about. Use LSI K
words.

Develop a plan as to how you are going to use your KW phrases in your
phrases should match specific conntent based on what people
Use your focus phrase, and naturally incorporate it (once at the beginin
the begining of the meta description, in the header <H1>, in your first 10
the last paragraph of the copy)

Meta description: less than 155-160 characters, unique, include a CTA, e

learn more)

Optimize your content for voice search. The best way to do it is by

Content should be long and always fresh. Content that is converting a to

as much info as possible.

Focus on searching intent. The content must be exactly what Google se

content of your page match what shows up on the first 10 results on Go
totally different then you're missing the search inte

Avoid language in your copy that is difficult for people to understand. (F

years, Simple language, enough active voice, variety in se

Add at least one image on a page and even a better video. Use the prim
name, image title and ALT tag.

Add at least one image on a page and even a better video. Use the prim
name, image title and ALT tag.

URL: primary KWs

Title Tag: primary + secondary KWs

Meta description: primary + secondary + related/suppoti

Page title: primary + secondary KWs

 Page title: primary + secondary KWs

Subheadings: secondary + question KWs

Body copy: primary + secondary + related/ supporting

Image alt text: primary + secondary + related/ supporti

The optimal length for title tags is between 56-60 char

It should be a sentence, rather than just KW, written in a such a natura

users to click to read more.

Use a variation of the title on your page and wrap it in a

Use title modifiers "best", "free", "guide"…

Each page should have its own, unique title based on

 Each page should have its own, unique title based on

In case of time senssitive content, you should add the year

Write down POTENTIAL ACTIONS when customers visit your website. Ea

straight forward and 5 steps or less.

Write down how do you want people to feel when they take an action. D
happy, surprised, satisfied, grateful ?

Based on how you want people to feel, and what steps they need to tak
outline of your website…

Invite people whi did not participate in the designing of the USER Experi
actions than need to be taken.
 Align the business strategy with SEO audit

an the competition ? What is your Entrepreunariat sociale (intégration des artistes amteurs et les artisans locaux)= prix faibl
ge ?
Création > Conception > Publicité. Liaison entre une personne qui a un besoin d'un tableau
do you make money ? (artiste amateur)

or and why ?

re the most profitable ? Tous les produits.

oducts or services ? Besoin complémentaire. Décoration. Confort

wish did better in sales ? Les tableaux.

f their clients ?

ave ?

urney ? La publicité qui déclanche le besoin chez le consomm

mes to marketing moving forward ? Augmentation des ventes à l'échelle internation

Finding KWs opportunities

ersona ?

ness want to accomplish ?

eal customers are intersted about

culty and KW trend

d KWs, related KWs and the KW

Writing for people not for the bots. Creating content designed to
answer a question that your target audience is looking for. Optimizin
content for topic clusters instead of focusing solely on KWs.

KWS mapping and search intent

KW to use, what relevant content to build, and where you can add new pages to attract more

How to use your keyword

 How to use your keyword

ases in your website and why. Cause

ame KW to more than one page as it

ization.

KW at hte beginning of the title.

aragraphe and in the last paragraph.

r intent and use a focused long-tail

W or LSI KW when it makes sense.

mage titles and alt tags.

nternal links.

word GAP: is the KWs that the competitors currently rank for, and you do not.

titors
https://mytindy.com/ https://www.handmade-deco.com/fr/ https://soukartisanal.com/

gaps with competition

Tapis Berbère Marocain

c that your are expert on

Tapis Berbère Marocain

arch intent.
For product KWs the search intent is commercial (description of the product…). For the blog (a

here you should use them.

12 Moroccan Home Decoration Ideas, symbols berber, berber symbol triangle, protection ber
here you should use them.
12 Moroccan Home Decoration Ideas, symbols berber, berber symbol triangle, protection ber

Keyword cannibaliztion

fferent focus KW for every page and different intent)

hat lists all site's important URLs and their associated KWs.

st important pages and redirect 301 the less important pages

of the pages that have the same intent.

w KW and where you should use them.

How to find KW cannibalization ?

Start with the search operator: Use the "site: [domaine] Keyword" directly on Goog
the intent of these pages. Then make the necessary changes to ensure that only a s
is targeting a specific intent and specific KW.

Use GSC to check if you've KW cannibalization issues: by selecting "Performance" fr

hand side navigation menu, under the tab "Queries" you'll see a list of KWs your
earned impressions and clicks from, click in any of thses KWs (you should still in
Queries" for the specfic KW), select tab "Pages", if you see more than URL showing
Use GSC to check if you've KW cannibalization issues: by selecting "Performance" fr
hand side navigation menu, under the tab "Queries" you'll see a list of KWs your
earned impressions and clicks from, click in any of thses KWs (you should still in
Queries" for the specfic KW), select tab "Pages", if you see more than URL showing
be a result of KW cannibalization.

SEO Friendly website structure

ot be more than 2 clicks a way from the home page

URLs structure (domaine.com/product/the-name-of-the-prod

product). Example (https://www
tegorization, breadcumbs and internal linking.
Existing internal linking but accid

gories and pages that make sense in a logic hieararchy.

ubcategories that are not important.

your navigation menus.

We should in our home page add pages of our valuable product. F

be linked from the home page.

you can, website structure. The site structure is simple

, privacy page, disclaimer and about page.

, privacy page, disclaimer and about page.

Internal Links

HOME PAGE

Parent Page 2

Child page 3 Child page 1

Evaluating your internal links:

ou can find all the links from your priority and to your priority.
al links, click the "Links" tab on the left hand-side meny. On th
you can see your "Internal links". Look for "Top linked pages"
al links, click the "Links" tab on the left hand-side meny. On th
you can see your "Internal links". Look for "Top linked pages"

ternal links: outlinks are indicated as all the internal links from one page of your website. So
n the "internal" tab at the top navigation menu end select the page you want ta analyze as se
on the "Outlinks" tab at the bottom navigation menu], [Internal links: inlinks are the internal
page of your website to one page of your site. Same steps 1-2 as outlinks but clicks Inlinks].

bound) Links: hyperlinks from your website to a differen

ks using Screaming Frog

at the top of the navigation menu

nks" at the bottom menu

e linking to click on any link to see more information.

ite that link to the domain name selected on step 3

 Conversion rate optimization (CRO)

We should have a clear objective of each page we create. F

and what you want to accomplish ? information that anyone can need. The description should con
robot

heir wants, needs and desires ? It is expressed via the

your website, and the overall brand image ?

zed in such a way that makes the whole experience

nd pleasant ?

o reduce decision paralysis ?

iction from your website ?

oriented language to help users understand what you For CTAs we can have, in the product page, two CTA
do on your website ?

visitors should feel like VIPs.

s and services and is it easy to contact you or make a

urchase.

age and use terminology that they use ?

w easy it is for the people to use your site?

s and services and is it easy to contact you or make a

urchase. Not enough infomation. We should add more informations and
add a CTA called

Our message is clear but not enough to convince clients to make

w easy it is for the people to use your site? should write a long description including KWs. The using of the w
 Our message is clear but not enough to convince clients to make
w easy it is for the people to use your site? should write a long description including KWs. The using of the w

a way that will showcase the statement and what

you unique ?

oriented language to help users understand what you

do on your website ?

his includes anything that prevents your users from

oals you've set out for them

Google MY Business (GMB)

the visibility and performance of the listing

d as engaging as possible and offer the most detailed

information. NAP+W

ble that can make your profile stand out.

nd give customers reasons to choose everytime.

usiness. The primary GMB category is important.

MB details to be as enticing as possible for searchers.

your business listing. Make sure that you include KWs

ur GMB titles.
onse to customer reviews.

add engaging videos and images

siness with text, image, link…

messaging feature

product catalog

Local SEO

e it as completly and relevant to your business as

possible.

s by asking your clients and anyone else who is doing

to write a positive review.

counntry or region naturally through the website,

-oriented business' KWs, using location-oreinted KWs
e headings.

esses to show that your business is where it says it is

by theese organizations.

on GMB, FB, Bing Places, Apple Maps, MapQuest,

To audit these citations use Yext.com, Moz local and
ght Local
 on GMB, FB, Bing Places, Apple Maps, MapQuest,
To audit these citations use Yext.com, Moz local and
ght Local

that your local targeted customers are searching to

r business.

hema markup to the website.

media profile, sharing articles and valuable content.

result: GMB insights

Featured Snippets

uctured: Schema markup

igh (top 10) for that search term.

KWs phrases and more on answering a user's queries.

er the public" "People also ask by Google"

ds) block of content and make sure you include the

s at the beginning of the content.

Indexing
 Indexing

dexed. Type on Google "site: yourdomaine.com".

any pages are indexed.

cting the tab "Internal" and then look for the colmns
tus". You can see now what is happening with those
edirected and canonicalized).

e or you can follow this path and steps Pages ↦ Not

y pages aren't indexed"

Crawlability issues

ant from crawling (Disallow in the robots.txt) [User-

: * Disallow: ]

RL's that are outdated. Pages with denied access

sure that the file is not blocked by robots.txt

 sure that the file is not blocked by robots.txt

een related posts. No more than 5 times.

internally, not listed in the sitemap.xml

by using canonicals or redirections

eed of site

ile usability

n content

DWELL TIME

User Experience

based on yourr target audience, geotargeting …

words) that is optimized for your audience and keeps

ple reading.
words) that is optimized for your audience and keeps
ple reading.

nd relevant internal linking.

SITE SPEED

mages that are small and enable a webpage to load

ages using tools like Optimizilla or Squoosh

that your developer deems as unecessary.

ontent: Include only the meta tags your page needs.

mize redirects.

e installed and actively used to cache as many page

nts as possible.

g pluging such as WP rocket and WP Super cache.

SITE SPEED
 SITE SPEED

Include your KW in your title, especially at the begining.

Include your KW in the first 100 words of your copy.

Add +5 external links.

Use +5 internal links especially from high authority pages you want to boost.

Use LSI KWs.

and phrases for your website ( The terms should be

onsideration your authority who is your competition
our competition. Review if the search volule is large
traffic from your ideal customer)

ent and add more context to make it easier for both

r content is about. Use LSI KWs 2-3 times every 500
words.

se your KW phrases in your website, and why. Your

tent based on what people are looking for.
orate it (once at the begining of your page title, near
header <H1>, in your first 100 words of your copy, in
agraph of the copy)

ers, unique, include a CTA, entices users to click and

arn more)

The best way to do it is by creating FAQ pages.

ntent that is converting a topic in depth, and provide

nfo as possible.

t be exactly what Google searcher wants. Does the

on the first 10 results on Google ? If the results are
ou're missing the search intent.

or people to understand. (Fifth-grade student 10-11

gh active voice, variety in sentences)

a better video. Use the primary KW to the image file

e title and ALT tag.

a better video. Use the primary KW to the image file

e title and ALT tag.

primary KWs

mary + secondary KWs

secondary + related/suppoting KWs

mary + secondary KWs

mary + secondary KWs

condary + question KWs

ondary + related/ supporting KWs

condary + related/ supporting KWs

Page Title

tags is between 56-60 characters.

W, written in a such a natural way that would entice

ick to read more.

n your page and wrap it in a H1 tag.

s "best", "free", "guide"…

own, unique title based on intent.

own, unique title based on intent.

nt, you should add the year in the title.

User Experience UX

mers visit your website. Each action should be easy,

rd and 5 steps or less.

when they take an action. Do you want them to feel

ed, satisfied, grateful ?

what steps they need to take for an action, create an

f your website…

esigning of the USER Experience to test the flow and

n need to be taken.
audit

rs et les artisans locaux)= prix faible. Créativité. Personnalization. Sur-mesure.

sonne qui a un besoin d'un tableau et une personne qui veut vendre un tableau
(artiste amateur)

Tous les produits.

mplémentaire. Décoration. Confort

Les tableaux.

clanche le besoin chez le consommateur.

n des ventes à l'échelle international.

ntent designed to
king for. Optimizing
solely on KWs.

w pages to attract more traffic.

k for, and you do not.

r/ https://soukartisanal.com/

on of the product…). For the blog (articles) it's informative intent.

ber symbol triangle, protection berber symbols, tapis berbere, amazigh symbol.
ber symbol triangle, protection berber symbols, tapis berbere, amazigh symbol.

ord" directly on Google. Analyze

to ensure that only a single page
ific KW.

ting "Performance" from the left

see a list of KWs your site has
Ws (you should still in the tab
ore than URL showing, this could
ting "Performance" from the left
see a list of KWs your site has
Ws (you should still in the tab
ore than URL showing, this could
n.

om/product/the-name-of-the-product). Instead we should use (domaine.com/the type of the product/the-name-of-the-

product). Example (https://www.mouchaart.com/miroir/miroir-duo-ovale-oxyde-noirci/)
Abscence of breacump
Existing internal linking but accidentally. Strong pages should give link juice to weak ones.

dd pages of our valuable product. For two reasons, firstly to tranform the link juice and secondly to make them more visibale
to our visitors.

The site structure is simple but the navigation of the home page is not simple

Missing the privacy page.

 Missing the privacy page.

rent Page 2

Child page 2 Child page 3

to your priority. To see

ide meny. On the new
op linked pages".
 ide meny. On the new
op linked pages".

age of your website. So for see that

you want ta analyze as seen in the
: inlinks are the internal links from
inks but clicks Inlinks].

te to a different website
O)

objective of each page we create. For the description of the product, we should give all the
n need. The description should contain our target KWs. It should be written for customers and
robots.

have, in the product page, two CTAs. "Ajouter au panier" and "Acheter maintenant".

should add more informations and long description. To make a purchase is easy but we should
add a CTA called " Buy Now".

nough to convince clients to make purchase, and also it's weak to rank in the search engines. We
n including KWs. The using of the website is easy but the home page is not as much as we want.
nough to convince clients to make purchase, and also it's weak to rank in the search engines. We
n including KWs. The using of the website is easy but the home page is not as much as we want.
begining.

ur copy.

you want to boost.

uct/the-name-of-the-

make them more visibale