SEO campaign: the checklist to improve your natural referencing

How to set up an SEO ("Search Engine Optimization") campaign and finally improve your search engine positioning? 🏆 Here are some actions to follow.

Alexis Le BaronAlexis Le Baron

Alexis Le Baron

Web Developer at Snoweb
Published on 6 October 2021 (Updated on 6 April 2022)

Creating an SEO campaign is a good thing to boost your natural referencing. But, before creating a campaign, I advise you to make a solid SEO strategy in order to determine the best keywords on which to place you. This will help you to better build the texts of your campaign.

1. Identification of keywords

The first operational phase of an SEO campaign is the choice of keywords with which you want to be found on the internet. You will then integrate them into your content and pages.

Start by identifying the main keywords related to your activity. Be generous, list about ten expressions.

Then, identify key expressions, what we call "focus keywords". These expressions must be composed of 2 to 3 words. You will then create pages that have these key expressions. But we'll talk more about this below ⤵️

Tools to find your keywords:

See an example of a search result on Semrush on the image below:

semrush seo campaing

2. Design of the web pages

You have your keywords, that's perfect! After that, you will have to build web pages around these expressions. It's time to show your expertise! First of all, a tip 💡:

Keep in mind that in SEO, quality and quantity always come first.

Points not to be missed

writing a seo campaing


Develop your keyword using an educational tone. Always keep in mind that a person who does not know your subject must understand it. Make sure you produce unique content, duplicated content is penalizing!

medias seo campaing


Add media to your article to make it more enjoyable to read and more attractive. You can use images, SVG (specific image format optimized for the web), animated banners, video and even GIFs!

structure seo campaing


Structure your content! Give your page a title (h1), think of paragraphs framed by subtitles (h2), highlight certain parts of the text (quotation, use of bold...), then fill in the meta tags.

Competitors seo campaing


You can look at the number of words written on other pages that deal with your subject. This way, you will be able to stand out by writing more for example or by choosing an angle that is not covered by your competitors.

Positioning seo campaing


Establish a desired predictive ranking. You need to ask yourself where you want your keyword to rank in search engines and track it over the next few months. You can modify it.

links seo campaing


List internal links. Identify the pages of your website that could be linked together because internal linking is crucial on a website. Do the same with external links, add your links on other websites or social networks.

3. Writing the blog posts

The blog is also a good tool to develop a key expression! Do not hesitate to consult our methodology for writing a blog article.

In order for your article to fit into your SEO campaign, don't forget to :

  • Repeat your keywords in your titles and headings
  • Make your paragraphs fluid
  • Use transition words between sentences
  • Use quotes to highlight a part of your text
  • Integrate bulleted lists
  • Think of a summary if your article is very long
  • Optimize your title (between 55 - 65 characters)
  • Fill in the meta description tag (155 - 165 characters)
  • Avoid long sentences

4. Technical optimizations

A good SEO campaign also involves technical optimizations.

⚙️ Useful conditions and actions to know:

  • Produce a responsive, "mobile-friendly" website that is visible on all media (a must in 2020!)
  • Avoid certain technologies that prevent a complete reading of the pages of your website for search engines: Flash, Ajax or Javascript (if the website is entirely built like this)
  • You must create an XML sitemap to help search engines read the content of your website and then submit it to Google Search Console
  • Your pages must load fast and media (images, photos) are optimized with a low weight
  • Install a robots.txt file to indicate to search engines the pages to analyze
  • Finally, use the footer of your website to highlight your pages that carry your key phrases

5: Other criteria for an SEO campaign

Of course, you can act on the technical and editorial criteria listed above.

But there are also other criteria that come into play, they are called "off-page criteria". Among them, the popularity of your website:

The more a person is recommended to you, the more you will think that this person is competent, even ideal to answer your problem.

In fact, search engines think the same thing!

The more quality links point to your page, the more credible they consider your page to be. This is called "page rank".


To improve your popularity and thus increase the number of websites that point to yours, you can get people to talk about you on your clients' websites, write articles on other websites as a guest, add social media sharing buttons on your pages, or create a newsletter...

6: How to measure your SEO campaign?

Is your website optimized? Ready to be ranked in the top positions of the search engines? That's great! 🎉

From now on, you will have to follow your positioning to know if your natural referencing is improving.

This notion of positioning is less easily palpable today. Search results are now ultra-personalized, and a query visible to a lambda user, may not be visible to his neighbor.

It is therefore important to arm yourself with measurement tools to monitor the benefits of your SEO campaign (Google Search Console, Google Analytics). Therefore, do not hesitate to regularly note the evolution of the share of traffic coming from search engines on your website and the number of views on your new optimized pages.

And that's it! ✅ You have in your hands the B. a. ba to launch your SEO campaign! Happy exploring 🚀

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