Excel: A comprehensive guide (not only) for marketers

Is Excel old fashioned? Not at all. The program is one of the most used planning tools in everyday office life. The fact that a community has built up around Excel shows that the program is still highly relevant – but also that it is not always understandable at first glance. 

We will show you the basics, tips, and tricks you should know about Excel in the following article.

What is Excel?

Microsoft Excel is the best known and most widely used spreadsheet program. Calculations with formulas and functions can be created in Excel, whereby the commercial, statistical, and date functions are particularly versatile for companies.

The program is part of the Microsoft Office 365 package and is available for both Windows and macOS.

What do I need: Excel Online or the Office Package?

Due to the different packages and similar names of Microsoft products – Office 365, Office 2016, Office Online – it is not always easy for users to directly understand precisely what the differences are. If you don’t already have the Office 365 package, you will probably want to find out which version of the program suits you best. The price question at this point: is the free Office Online enough?

There is no clear answer to this question. Just because Office Online is free, it still has its justification. You can efficiently perform less complex Excel tasks such as the visualization of functions and diagrams.

In addition to Excel, the online world of Office also includes other Microsoft products such as Word Online or PowerPoint Online. But it is also clear that the version is limited: 

So only 5 gigabytes (GB) can be stored. And in terms of design, users have to work with a template so that the online version reaches its limits when it comes to more complicated and individual presentations.

Who Excel would, therefore, like to use regular or establish it in his company is well-advised to afford the Office 365 package – for private users or beginners, the online version can once be a good start.

How does Excel work?

Excel is still one of the most widely used software in the world because it offers so many uses. Everything can be calculated and planned in one central location.

With the large scope of services of the basic equipment and the formulas that each user can also create themselves, a program is a beneficial tool for companies, especially in project management, controlling, and other commercial areas.

The highlight of Excel: formulas and functions

Before we move on to the most important of the hundreds of functions that Excel already has without your intervention, let’s take a look at how to create your own formula in Excel .

A simple and common example of creating a formula is to calculate percentages :

Let’s say we have a product price of 90 euros and would like to add sales tax to it. It ‘sIt’s straightforward because you just multiply the amount you want to calculate by a percentage and then add that result to the original amount. This can be used to practice the principle of Excel, which, once understood, can be used for all possible functions.

The formula for calculating a price including VAT is as follows:


Net product price * (1 + VAT rate)

Now enter in Excel:

In the A1 field: 90 euros

In the field B1: 19%

Now click on the empty field C1 and then on the function symbol – fx  (directly above the table). At this point, you need to create a formula.

The entry of the formula always begins with an is-equal sign. Then create the rule according to which the calculation should work. In our example, we base this on the formula for VAT above:

fx = A1 * (1 + B1)

Click Enter  – and you’re done! If the displayed gross price is 107.10 euros, you have done everything correctly.

Of course, Excel can do more than just calculate sales tax – that would also be easy with a calculator. However, you now have the option of linking any formula for individual fields using the same principle.

You go one step further by using add-ins. We will now explain what this is all about.

Excel: add-ins and macros

First of all, we need a definition: What are add-ins? And what are macros? Let’s bridle the horse from behind:

Macro is a term from software development. It describes a summarized sequence of instructions so that they can be carried out with a simple call.

Add-ins, in turn, are ready-made functions or macros that are integrated into software applications and can be fully integrated into the main program. Add-ins are external services that can be integrated into Excel so that you can do even more with the program.

Accordingly, these optional commands and features for Excel are not immediately available but must be installed and activated. Some are free, for some you have to pay. The good thing about it: You will find add-ins for all possible purposes, which are provided by different providers.

Add-ins: example of search engine marketing

Let us move on to marketing: In the area of ​​search engine marketing, for example, add-ins are often used to evaluate SEO projects efficiently and in a time-saving manner.

Such add-ons are available from various providers. The best known is called  SEO Tools for Excel. With the add-in, you can create great SEO analyzes in Excel. All you have to do is install the add-in in Excel and import your data from Google Analytics into Excel using the add-in.

You can easily do this by:

1) unzip the zip file after downloading,

2) then open Excel and

3) Drag the SeoTools.XML file onto the Excel datasheet.

SeoTools” now appears in the menu bar, and you can work directly with the add-in. Even if you want to work with add-ins from other providers – the principle remains the same, and you are usually guided through the process with explanations.

Not only search engine marketing is an excellent example of how marketers can use Excel in everyday life. In the following, we will introduce you to other areas and uses for which Excel is a helpful and widely used tool.

How does Excel help me in my everyday work?

Excel is mainly used in project management, purchasing, or controlling. One of the uses for which the software is undoubtedly used the most is the income-expenditure overview.

Income-expenditure overview: Excel bundles it

In controlling or the accounting of larger companies, the income-expenditure summary reaches its limits when it comes to the fact that the presentation is also sufficient for a tax audit later on. Still, the overview is particularly helpful for small businesses.

For individual projects, the income-expenditure overview with Excel has a great advantage that it clearly shows personal budget items.

This includes:

  • recording income and expenses ;
  • the automatic addition of expenditure and income, with which you form a surplus or deficit ;
  • Deduct input tax and sales tax paid ;
  • Determining an expected sales tax burden ;
  • Creation of the annual, monthly or project evaluation and
  • the visualization of income and expenditure in a diagram.

What sounds complicated is based on the most straightforward functions of Excel, such as the percentage calculation or the sum function. The table can then look different depending on the area of ​​application.

Use for project management & Co.

In project management, in particular, Excel is a widely used tool to support everyday tasks and plan campaigns.

A particular Excel chart is famous for monitoring lead and traffic numbers: the waterfall chart. This allows you to determine interim results and present them. Based on these numbers, you can find out at a glance whether you have made progress and whether you are on track to achieve your goals.

Another table is interesting for marketers – and anyone else who works with data – the pivot table. This is a special kind of meal: Not only can it summarize data, but also highlight and research trends. This is particularly useful if you have long rows or columns whose values ​​you want to add up or compare.

The trick is not to add data, numbers, or information to the table, but above all, to reorganize it so that you get valuable new perspectives. Hence the name “Pivot”, which means “pivot point” or “turn”.

Determine values: Typical questions / FAQ

Although each user and each area of ​​responsibility uses Excel in their way, some functions and tricks are used very frequently, are always useful, and are part of the multiplication table of Excel.

1) standard deviation

The standard deviation measures the spread of data – or, to put it more simply, it indicates the extent to which the measured values ​​deviate from the average cost.

Assume that you have determined the click-through rate of ten ads: The standard deviation gives you an idea of ​​the difference in success between the ten ads.

small standard deviation shows that all ads have approximately the same success. A high standard deviation, on the other hand, should make you pay attention because it means that some ads are more successful than others.

2) VLOOKUP function

The Excel link helps you to combine two data records in different worksheets into a single table. When could that be useful? We give an example:

For example, in a situation in which you have the names and email addresses of contacts available in one table and the same email addresses in a second table, but only the name of the respective company in addition to these. You now want to create a chart that shows all three components, i.e., names, email addresses, and the individual company.

With the VLOOKUP formula (= VLOOKUP), you can now merge the two worksheets without having to copy individual columns or fields laboriously.

3) Sum function

As the name suggests, add values ​​with the sum function. You can add individual costs, the reference to select cells or ranges, as well as a combination of all three. What sounds complicated is very simple, and certainly one of the most used functions in Excel.

We give two examples: 

1) The formula:

= Sum (A2: A10) 

adds up the values ​​in the cells from A2 to A10.

2) The formula:

= Sum (A2: A10; C2: C10)

adds up the values ​​in the cells from A2 to A10

and in cells C2 to C10.

4) Create “IF” conditions

The IF formula can be used to create conditions: is the queried value identical to the expected value or not? If this query is true, a specific case is to occur. If the query is incorrect, another case should occur. So the formula follows logic:

If A, then B, otherwise C.

We will explain it to you using an example.

The basic formula in Excel is as follows:

= IF (check; then value; otherwise value)

Check: There must be a condition here.

Let’s say you want to measure the success of a campaign; your goal is achieved when there are 100 conversions. So your test could be:

Higher than or equal to 100 (> =).

Then value: Here, you enter what should happen if the queried condition is true. You can enter values, words, or other functions here.

But let’s make it easy for this example: When 100 conversions have been achieved, the words “Campaign successful” should appear in the next column. The then value is “campaign successful”. It is important to put the value in  quotation marks (“value”) .

Otherwise value: This third value is optional. Let’s say the next column should say “Campaign unsuccessful” when 100 conversions are not achieved. The otherwise value is then “Campaign not successful”. Don’t forget the quotes here, too!

Your if the formula could then look like this:

= If (A1> = 100; “campaign successful”; “campaign unsuccessful”)

So there are reasons why Excel is still one of the most used applications in everyday office life despite many alternatives, such as special planning tools:

The diverse application options for different business areas from project management to accounting make Excel a valuable tool for companies – regardless of whether their area of ​​activity is in marketing or completely different industries.

And yes, we know it too: Sometimes users are just annoyed when one or the other function doesn’t work right away. But the reasons for this are usually found quickly. And with this article, you already have an overview of the most important functions and formulas at hand.

These are the e-commerce trends for 2020

Online trade is booming – and is increasingly outclassing floor trading. But only if e-commerce changes can it meet customer requirements. Here are the trends that will shape 2020.

Down escalator for stationary retail? 
Not necessarily when everyone involved realizes their chance. 
(Image: Vereshchagin Dmitry / Shutterstock)

Online trade remains an essential part of the digital economy. The platform strategies of the dealers remain decisive. But the number of (dominant) platforms could increase in the new year due to the addition of Alibaba to the European market. Whether it is a battle for market share and customers with top dog Amazon (and eBay, Rakuten or Zalando) comes, will still have to show – and also whether that Alibaba rumours his hands toward Zalando stretches, some truth is, Here are six other trends that are already emerging and that will have a lasting impact on e-commerce in the coming year.

Artificial intelligence remains the theme of the year – again

Yes, admittedly we have been talking about artificial intelligence and machine learning in the e-commerce environment for a long time, And somehow you get the impression that there is not much going on apart from lip service and hot air, and that much that is labelled with the AI ​​label is at best multivariate automation. It is clear that artificial intelligence is a broad field and that it will still be a few years before any industry that claims this will be able to use artificial intelligence. But it is also clear that the growing computing power and the increasingly extensive data that is being collected ensure that machine learning makes sense – in marketing, in industry, in the smart city environment, in IoT and the automotive industry. Economy.

In terms of marketing technology, artificial intelligence enables us to research the sales funnel and the customer journey better and better and to predict the wishes of the customer. The problem is no longer the lack of data, but rather what is being done with the data – and the need to ensure the quality and educational value of the information. Companies will, therefore, again take decisive steps on the path of predictive analytics based on AI in the coming year.

At the same time, we will see that, due to the growing computing power, data collection no longer has to be as selective as was previously the case. Already, it was considered a faux pas to collect data at random without first thinking about what to do with it and what to achieve with it. Thank you for your storage.

Voice-based marketing and voice commerce make the breakthrough

Voice commerce could make a breakthrough in the coming year – in two ways: Firstly, the long-standing podcast and audio trend means that it is worthwhile for companies and agencies to plan more massive audio campaigns, On the other hand, smart speakers and other voice recognition systems that enable the control of end devices will ensure that marketing messages will not only be heard but also read more and more frequently. The medium will exist – marketing will be dialogue-oriented and conversational, especially in the e-commerce context. Payments will be person-oriented as soon as Google, Amazon and Apple can implement this reliably. Because it is often not clear who places an order within a household.

Of course, all of this is particularly interesting for companies that sell goods that can be ordered on demand. Because even if every third German already uses language assistants – most of them via smartphone, but an increasing proportion also via smart speakers -, extremely few buy with it. Voice commerce with an additional screen makes this even more comfortable. It ensures that the customer does not have to be bothered with endless inquiries, but can quickly grasp many details visually. Artificial intelligence also plays an important role here, ensuring that voice commerce offers customers precisely what they might want or need, taking into account their previous purchasing behaviour and situation.

Conversational commerce via WhatsApp is becoming more critical in Germany

Ordering via chat, customer communication via chatbot and with the help of human operators – all of this could also find its way into Germany. For example, a lot has happened at Whatsapp this year – the commercial applications, such as mass newsletters, have been prevented and abolished by the network in the old form. But as a replacement, you notice that the Facebook group, to which Whatsapp belongs, is developing corresponding features around the topic of conversational commerce.

And that’s how Stephanie Wißmann, Vice President Digital and Growth at Tyntec, is, sure, 2020 will be the year of conversational commerce. “What has long been normal with Wechat in China will soon also prevail in Germany thanks to the numerous features that Whatsapp is gradually introducing.” This does not have to be the end for company smartphone apps, because it does If customer service is increasingly taking place in a dialogue form, the corporate app offers an excellent opportunity to collect and manage the customer’s wishes at a central point. Companies that are still struggling with the discontinuation of the Whatsapp newsletter, which is known to be undoubtedly often very successful, should take the opportunity to think about a new strategy for addressing customers digitally.

The trend towards personalization in content continues

Regardless of whether it is a company or e-commerce: The user experience that picks up the customer individually, orchestrates them in real-time and on all channels, decides whether they buy or not. Marketing automation, which for weeks after we have already bought somewhere else, still shows us offers for a particular product, annoys us and does not make us remember a shop well. “Data, analytics and real-time processes are already there, most companies lack human resources and know-how to implement the appropriate concepts,” explains Gregor Wolf, Vice President of the personalization service provider Smart Digital.

All of this is possible, thanks to rule-based processes and automation, whereby the aspect of artificial intelligence is still a long way off. But only when all of this works across devices and, for example, on a PC can be differentiated based on other elements and additional information, whether the father or son is working on it, will the user gain the necessary acceptance.

Collaboration between man and machine in product descriptions and content production

It should be clear that e-commerce texts are no pleasure for people who have to write them. As a result, human copywriters are increasingly being replaced by machines. What is traded in the media environment under the term robot journalism and only works well on a few topics (sports, stock market prices, weather) makes sense in e-commerce?

Because the contents of thousands of articles in a webshop are already available in the form of databases and only have to be cast in the continuous text using algorithms and individual rules. If you do this with the help of text robot technologies, you can even generate a change – for example in the laws of the game that Google specifies in the SERPs – with just a few clicks and create thousands of new, possibly more powerful texts. Incidentally, this is also possible in different languages.

For human content managers, this means that they are increasingly actively supported by technology in many respects and that parts of the texts can be created using an algorithm. “In companies, hybrid editing, in which humans and machines work together, will be the model of the future,” says AX Semantics CEO Saim Alkan. The company has developed a solution that can be used to generate texts from databases using augmented intelligence.

Online, offline, mobile – this distinction is becoming less and less important

City centre shops are getting less and less popular – a trend that in the United States is causing even more significant cuts in city centres and shopping centres there. But retail offline retail also needs help in Germany. And he is getting that more and more with a multichannel strategy that effortlessly merges the data collected from the customer of the respective parts of the customer journey. At the same time, retailers also accept that the customer only comes to the store to take a look, seek advice and – that will be the challenge – then order the goods in-house using a smartphone. The first retailers are already issuing corresponding vouchers for free delivery in the branches because nothing would be worse than if the customer then ordered from the competitor on the smartphone.

This calculation will work at least in Germany because the customer appreciates the personal contact and the inspection of the goods. However, retailers who operate a collection counter in the branches should not banish them to the last corner. Otherwise, the synergy effects that the customer is in the shop anyway are wasted.

It should be as easy as possible when paying – and smartphone-oriented

The PSD2 on the part of the European Union has now been implemented in German law, but two-factor authentication for online trading is still a long way off. Although the obligation has already entered into force, the Bafin as the supervisory authority has given the dealers a little grace period until they will be punished for non-compliance. But that does not mean that the customer will not demand simple and equally secure payment in the future. All of this is particularly intuitive with the help of mobile devices and the biometric processes integrated here. If, for example, one of the factors is the fingerprint of the user’s voice, payments can be triggered easily and almost intuitively.

In 2020 there will be simplifications associated with this, such as small amounts. Then namely, if the customer is already known, several factors do not have to be queried at all. The online trade will, therefore, do everything possible not to lose the prospective buyer in the last few meters. Large retailers such as Amazon or payment methods such as Apple Pay, Google Pay or Paypal are showing just how to secure payment can be in the future. Instead of “wait a minute, I have it right”, put a device out there.

Not yet in 2020, we will see M2M payment, i.e. the handling of transactions between IoT devices. In this way, for example, the electric car can pay for the charging process or a package can be paid for via cash on delivery. In 2020 we will only see a few model projects here in which NFC technology, in particular, will become increasingly common.

Looking for an SEO strategy to be more visible and increase your traffic?

You are on the right site. We tell you everything.

However, I must warn you that an SEO strategy is not easy, glamorous, and fast.

This is not the only bad news, and you have to work hard if you want results from your internet SEO strategy on Google!

I know most people have left this article because any sign of hard work frightens them.

However, I also know that you are not like most people because you are always there!

Because you stayed, I’ll tell you the good news:

While this SEO strategy is not easy, it will increase your traffic and provide you with a high return on your investment in the long run.


Because what you will learn today, what is a permanent and permanent SEO strategy.

This means that your SEO traffic and your SEO results will not be affected by silly Google algorithm updates.

Are you still going?

All you have to do is follow my advice, implement it, and then follow up on Google analytics your SEO traffic progress!

So let’s go

Here are the 4 tips of an effective SEO strategy

Thanks to numerous tests, reflections, and experiences, we have divided our SEO strategy into 4 tips:






Want to know what Google’s algorithm values ​​more than anything else?

The user experience of the user.

Google wants to offer its users the best results.

So, what defines an outcome as “the best”?

First, it must meet the research intent behind the query

Which means that if someone searches for “a natural SEO agency,” he should see results on the services of an SEO agency

I know it sounds basic, but it’s essential to understand.

This is why Tip 2 is dedicated to understanding the search intent of users.

However, as you can imagine, simply satisfying the research intent is not enough to rank your target keyword well.

The next piece of the puzzle is the quality of your page and your website as a whole.

I will explain what it means to create a “quality” page in the board 2.

However, what I want to deepen is the quality of your website as a whole.

So remember this:

You do not have much time to make a first impression online.

In fact, according to Nielsen, visitors to the average website will leave your page in less than 15 seconds.

That means you have to do everything to keep them longer (average visit time 2 minutes and 17 seconds). There are some exceptions to this rule (which I will explain in Tip 2).

However, for the most part, this is an essential goal of trying to increase users’ browsing time on your website. Moreover, thus minimize the bounce rate.

Here’s why:

The longer the session time, the higher the conversion rate

A longer sell time indicates that users are interested in the content of your website.

Engaged users are more likely to subscribe to your content, become hot leads, then customers, and share your content on social networks.

The longer the session time, the more the signal sent to Google is positive.

Many do not know that Google takes into account the session time through the CTR  or click rate, and so promotes your SEO.

But how can Google know your browsing time on a page or site?

If a Google Analytics script is installed on your website, it tracks the behavior of the users.

If you use Google Chrome, the browser follows your behavior.

If you use a phone with Google technology, they follow your behavior.

Now that you know why it’s essential to increase the browsing time on your web page, how do you do it?

Here are some tips you should bring to increase your presence and enhance the experience on your website:

1 / Optimize the download speed of your pages

Through our numerous SEO audits; it’s crazy to see how many website design agencies that still do not take this seriously. You must make it a priority to increase the loading speed of your website.

There is nothing more annoying and frustrating than waiting for a page to load. Know that after 3 seconds of waiting, users will zap on the competitor site. Your bounce rate will be high, and you will send a wrong signal to Google.

The maximum loading time of a page must be 2 seconds and a maximum weight of 600KB. Here are some tools to improve Google speed loading time. A complete tool is GTmetrix. 

2 / Your site must be responsive design, mobile-friendly

I feel like a scratched record, but please, make sure your website is compatible with mobile devices. The majority of Google searches are done on mobile devices.

Although this varies depending on your industry (for example, many B2B searches are done on desktops), there is no reason not to have a compatible design with mobile devices.

My only recommendation is to make sure your mobile design is optimized.

Do not create a separate mobile website as this will steal authority and link the equity of your primary domain name.

Check for free if your site is 100% mobile-friendly .

3 / Build a fluid site architecture

Your site architecture must be designed for users. Not for search engines.

The architecture of your site will be useful for search engines when you create it with a priority user experience ( UX )

A site structure “effective” must respond to these three points:

1 It helps users to move quickly to your website. The keyword here is “visibility”. This means that your navigation and architecture must be simple. If your user has to think or try to know what to do next, you have lost. They should not have to think about when they are moving on your website.

2 It helps search engines discover and index all pages of your website. Search engine robots must have the same ease of movement as a real user. This is possible when your architecture is well built.

3 It helps to strengthen your overall authority on the website. Your website authority is one of the most important factors to rank well in Google. Building a thoughtful tree helps you manage the equity and authority of links to your most important pages. Also, a useful site plan will spread the equity of valuable links across your entire site.

This creates your global site authority.

This quote (often attributed to JFK) explains this concept well: “A rising tide lifts all boats. Or, from the point of view of SEO, “a rising authority of the website raises all the pages”.

We recommend the Screaming frog tool  to optimize the architecture of your site

4 / Set the technical blocking factors to the indexing of your pages

If you increase the loading speed of your site, develop a beautiful mobile-friendly design and structure your website for users, you will see a positive impact on your SEO performance.

Focus on these three big points.

Then you need to target some other issues that may be detrimental to the user experience on your website, such as:

  • Broken links and errors 404
  • Redirection of URL
  • Duplication of contents
  • Thin or low-value content

Each of these problems can be identified by performing an SEO audit . The SEO analysis tools are many, but I recommend semrush or woorank .

Now that you understand how important it is to please your users let me introduce the second tip of this SEO strategy.


Understanding how to satisfy research intentions is a fundamental SEO skill.

In reality:

You could ask Stephen King to write an article for you, and he would still not be ranked if you do not respond correctly to the research intentions.

It’s like that, it’s essential.

Also, what you will learn will dispel the generic advice that every page you want to rank in Google “requires at least 1,800 words! “

1800 words on one page do not match your rank in Google.

A page with a high number of words is virtually worthless if it does not meet the search intent. Moreover, no, no matter how you get the backlinks (if the search intentions are wrong).

So, what do I mean by “satisfying” the research intention?

Let me break it down

The first step in satisfying research intentions is to choose a key phrase or keyword to target.

Here are five ways to find keywords:

1. Use the Google Keyword Planner

Google recently changed the way you can use the Google Keyword Planner. Before, all registrants could see the search volume of keywords. Now he only shows estimates. There is a way around this problem. You must create a Google Adwords campaign.

The amount you spend does not matter. After that, you will find access to the search volume.

2 Use SEMRush

SEMRUSH is ideal for extracting keywords and content ideas from your competitors.

Here’s how to proceed:

– Go to SEMRush.com and enter the URL of a competitor.

  • Click on “Organic Research” and “Positions”, scroll down to “Organic Search Positions” and sort by “Pos. “

3 Use the forums

Forums are a gold mine for ideas of restricted content. It’s because you have real people asking real questions. Here’s how to find content ideas using forums:

  • Go to Google and search for “your keywords + forums.”
  • Click in one of the categories and review the trends. Right away, I’m able to find good content ideas.
  • Browse all the forums you can find and add all the content ideas to your main list.

4 Use the Ubersuggest tool

UberSuggest is one of my favorite tools for finding content ideas. It’s also a perfect alternative to using Google’s Keyword Planner if you do not want to create an Adwords account.

Here’s what you need to do:

  1. Go to UberSuggest and enter a keyword idea

2 Scroll and export keyword ideas (and add them to your main list)

You can also take this list and run it via the Google Keyword Planner to view the search volume. Be careful not to continue the search volume. All good content ideas will not have the corresponding search volume.

Common sense is sometimes the best solution.

5. Use the Google Search Console

Google Search Console is a neglected tool, but it can be a treasure trove of content ideas. Keep in mind that this tactic is only useful if you are already getting traffic. Otherwise, there will be no data to extract. That said, here’s what you need to do:

Go to the Google Search Console and the Search in Traffic section and click Search in Analytics.

Check “Position” and scroll down and click on Display 500 lines. Scroll up to the list and sort it so that the least ranked keyword is at the top

Now that you know a few methods for finding keywords, the next step is to validate these keywords.

The first step is to perform a quick analysis of competitors.

Here are the first two steps:

  • Install the Moz toolbar
  • Copy your target keyword and enter it in Google.fr

Checkpoint # 1: Are there websites that have a DA less than 20?

If you see websites with an  Authority Domain of 20 or less, then it is likely to be a non-competitive keyword. If 3 websites have less than 20 AD in your example then this is a good sign.

How to interpret your authority domain scale?

  •  DA <10: Fragile authority. you have to work quickly on your backlinks.
  • DA> 10 & DA <20:  Low Authority. You have backlinks but not in sufficient quantity and quality. Your competitors can easily pass in front of you.
  • DA> 20 & DA <40:  Satisfactory Authority. Your reputation is good, and your competitors will have more difficulty to dislodge you.
  • DA> 40 & DA <60 : Strong domain authority. This corresponds to a site like Sarenza.com, so already very famous.
  • DA> 60: Powerful domain authority, such as fnac.com
  • DA> 80: Powerful domain authority. It will be tough to dislodge you. Example: Wikipedia, lemonde.fr, etc.

Checkpoint # 2: Do you have in the results of the big sites known for your keyword?

Look for Amazon, Wikipedia, leboncoin.fr, Fnac, etc. These authority sites are not impossible to beat, but it’s more complicated. The only advantage you have is that your content will be more focused on keywords. The big brands rely entirely on the authority of their site. Not because of great content.

Checkpoint # 3: Are there any PDF files, question and answer sites (yahoo answers, quora), forums, blogs, press releases, webzines, Hubpages, or how pages?

These types of pages are a good sign that the keyword is not competitive.

Do you have YouTube videos in the Google results?

You can usually surpass YouTube with quality content, rich in text.

At this point, you are ready to create a page around a longline keyword that you have qualified.

Before writing a single word, you must define the intent behind the keyword.

Here is the good news:

It is easy to understand how to satisfy research intentions.

Just look at the top 10 results for your target keyword.

What types of pages are positioned?

Let me give you some examples:

Sample keyword # 1: “backlinks.”

In this example, backlinks can be classified into two categories of research intent: problem awareness and purchase. When someone searches for “backlinks,” they are either A) trying to find out more about the backlinks

because they know how important they are to SEO or B) they are looking to buy backlinks.

So, what are you doing in a situation like this?

You must analyze the currently ranked pages. If the majority of pages are educational content, you should take a similar approach.

Sample Keyword # 2: “Natural SEO Agency”

In this example, anyone looking for a ” natural SEO agency  ” is clearly in the buying stage. It makes no sense to try to educate this person with long-term content

This is the main point:

Analyze competitors and see how they respond to the user’s intent for your target keyword. Follow the same strategy, and there is a good chance your page is not ranked well.

Now, I want to tell you a quick experience that will help you better understand this subtlety.

This experience is an example of what can go wrong if you do not respond to research intentions.

I did not consider these criteria when I created this page:

1. Research Intention

The intention behind “SEO agency” is obvious … The user is looking for an SEO agency. Most of these people are not looking for life lessons from an SEO agency owner. Instead, they are merely looking for the best SEO agency to get more traffic and especially customers. Simple.

2. Geolocated-targeted results = local referencing

The last thing I did not take into account is the local results. When you search for an “SEO agency” in Paris, Google will show you a combination of national agencies and local agencies (depending on your location / IP address). This makes the ranking for this crucial phrase even more difficult at the national level.

So, why do I point out one of my failures?

Because it shows how important it is to understand research intentions .

The good news is that you will not have to make the same mistake as me.

However, you wonder:

Why is my article targeting “SEO agency” still online?

Because it is a useful article for those, who are involved in referencing local customers.

The fact that a page does not work well in Google does not mean that it does not help for other reasons.

So at this point, you understand how to satisfy the research intentions.

Now, let me show you how to create these pages.

There are only 2 types of content to create from SEO:

  • Keyword targeted content
  • Linkbait

The creation of keyword-targeted content should be the focus of most websites.

Here are two keyword targeting strategies I like to use:

2 keyword targeting strategies that work

  • long train
  • Password generic key
– Long train

Longline keyword is when you are creating content around longline keywords.

Then you focus on the authority of your website. As your site authority grows, the ranking of your longline keywords will also increase.

– Generic keyword

When you create content that focuses on a high search volume keyword, the focus on the generic keyword is used. The difference is that you will not create individual pages for each large variation. Instead, you will create a master page. This master page will attempt to rank the generic keyword and other relevant long track keywords. Semantic cocoon technique.

This is my favorite approach because you can focus all your efforts on creating quality content. Then you can spend the rest of your time promoting it.

Another essential element of this strategy is the improvement and updating of keyword-targeted content. No content is perfect after it’s published. There is always room for improvement.

Now that you know 2 effective keyword targeting strategies, let me explain how to create compelling content in Google.

How to create SEO content?

After identifying your target keywords, you must create a page targeting that keyword. In many cases, it’s a good idea to publish a blog post targeting keywords. However, you must make decisions based on research intentions.

If your target keyword is “buy black Adidas shoes”, then it makes no sense to create a long content article

Give the user what he wants!

It sounds easy, but unfortunately, many people do not succeed.


Because they do not use the right strategy. There are 2 ways to create keyword-targeted content:

Create content/content page BETTER than what is currently on the first page of Google for your target keyword

Create content/content page different from what is currently on the first page of Google for your target keyword.

By combining the two tactics, you will get the best results.

Let’s dive into these two strategies more precisely:

What does it mean to create a quality content page?

When I say that your content should be “better,” I mean 10 times better. For example, if the average length of the first 10 pages of the ranking is 2,000 words, you should double that amount to produce 4,000 words.

Writing longer content is just the first step. To bring your content to another level, you need to provide video, audio, case studies, articles, useful links, and make sure your content is readable using bullets, numbered lists, and more — split paragraphs.

What does it mean to create different content?

This technique is best when the first page is filled with quality content. If each ranking page is complete and recent, you will need to take a different angle on the subject/keyword.

Your content will have to be radically different from what is classified.

This is because regurgitation of quality content will not get you anywhere. The only way to get past good content is to do something different.

You can create an infographic, interactive computer graphics, a survey of experts, or even a case study. Everything different will have an impact.

80/20 Strategy

The two rules above apply to keyword-targeted content. However, does this mean that every piece of content on your site needs to be targeted by keywords?

No, that’s why I recommend the 80/20 strategy for your content.

Keywords must target 80% of your content, and 20% of your content is not .

Keep in mind that your goal of content creation should always attract backlinks.

Always ask yourself: “Will this content generate net linking ? “

So, you’re probably wondering: what kind of content do you need to do for the remaining 20%?

Link Bait or link bait 

The remaining 20% ​​of your content creation should focus on link bait “linkbait.” The possibilities are endless, but here are some examples of content to consider:

Lazy method

The lazy method is when you exploit resources that already exist. The best example is an organized guide. An organized guide is nothing more than a list of valuable resources.

Advanced guides can take many forms, but content gatherings are the most common

Reverse engineering of successful content

Fortunately, with tools like Buzzsumoand Ahrefs , you do not need to reinvent the wheel. You can use these tools to find the content that best suits your competition. Then you can create something better.

Success stories

People like to read customer testimonials and customer cases. They can identify themselves if the case is a competitor, but it is also one of the best ways to learn. You can read information all day, but success stories show you the practical application of information. Write content showing real results.

It’s easy in SEO to show the results. That’s what our customers are looking for!

However, it can also work in other industries.

Case studies

Success stories and case studies go hand in hand. The case studies may differ in that they do not always need positive results. The key to creating an effective case study is to make it as detailed as possible.


Infographics are one of the best forms of linkbait link bait. They are overused in the marketing sector, but there are still opportunities in other sectors. A tool to create your free infographics

Meetings of Experts

The expert passages have been abused in the internet marketing business, but they are effective for several reasons. First, you do not have to create content. The “experts” create all the content.

Second, it is the bait of the ego, which means that whoever participated in the roundup will probably share it with his audience. Finally, it’s a great way to build relationships with influencers.

How to optimize your content?

To boost your SEO, here are some simple but useful tips on optimizing your content

  • Place your keyword in the title tag 
  • Place your keyword in the first sentence, the first title tag and the last sentence of the content
  • Write naturally and try to maintain the density of your keywords between 1 and 3%
  • Embed longline keywords where that makes sense

Now that you understand how to satisfy your users, reach your search objectives, and create content, it’s time to move to Tip 3 in this SEO strategy.


The backlinks are still one of the most critical factors for ranking in Google.

You can get SEO results by running Tip 1 and Tip 2 well, but backlinks are a fuel to boost your visibility.

Doing well the first two tips will facilitate the process of acquiring links.


First of all, it is easier to promote quality content.

Second, because your website makes the user experience a bright tree for the user and the search engines, you will not need to make as many backlinks.

I repeat it:

You must do everything in your power to categorize and manage organic search traffic without the need for backlinks.

The backlinks are a booster to your visibility.

On competitive keywords, backlinks are useful.

Relevance is king

Your efforts should focus on acquiring relevant backlinks. That’s why I recommend using the relevance pyramid to qualify link opportunities.

Authority is queen

Relevance is the first qualifier of a quality link opportunity. The next factor of qualification is the authority of opportunity. Google no longer updating the PageRank (PR); you must rely on third-party statistics. I recommend that you use the Open Site Explorer Domain Authority (DA), the Ahrefs Domain Rate (DR), or the Majestic Trust Flow to determine the quality of your linking opportunities. You should use the three tools if you can.

Contextual links are the best

There are different types of net linking that you can get, but none are more potent than contextual backlinks. Getting contextual links on relevant websites is a time-consuming process. Our network of bloggers can help you save time.

Optimized anchor text

You can get the above three factors, but you will get mediocre results if you do not optimize the anchor link text. It is essential to take the keyword or part of it in the link text.

Let’s move on to the last tip of this Internet SEO strategy.


Running the first 3 tips is mostly enough to get SEO results.

Tip 4 is designed to take your SEO strategy to another level.

The first thing is to remind you of this critical point:

Sending more traffic to a website will not solve conversion problems. You must make sure that your website is designed to convert all your new organic search traffic.


  • Reducing the path of your purchase tunnel
  • By improving the writing and layout of your product sheets
  • By improving the position of Calls to Action CTA buttons
  • By reassuring the Internet user with elements of the reinsurance
  • By improving the speed of loading your pages
  • ETC …

The reason is simple:

A majority of visitors to your website will never come back. That’s why you need to have systems in place to convert as much as possible.

You should also consider that most new visitors are not ready to buy.

 Knowing this, your two primary means of conversion should be to create retargeting lists and convert visitors to newsletter subscribers.

Creating retargeting lists is the simplest thing you can do. Even if you have no intention of paying for advertising right now, you still need to create retargeting lists. Retargeting lists are ASSETS for your business.

Having the ability to sell to relevant prospects at all times is powerful, social SEO. At a minimum, you need to install a Facebook pic to on your website and Linkedin if you have a BtoB clientele and create a personalized audience for all visitors to your website.

The second conversion method to use is to convert visitors to newsletter subscribers.

The marketing email is the best way to build trust and relationships with prospects. Since most visitors are not ready to buy, it is essential to include them in your list. Then you can feed them ( inbound marketing technique ) and, hopefully, turn them into a buyer.

The best way to get people on your mailing list is to offer free value. It can take the form of a course, a tool, a model, a list of tips, etc.

That’s all I’ll talk about conversions because it’s an important topic. However, for now, start creating prospect lists and try to convert your visitors into newsletter subscribe.