Mirage 2000.D Surf – SEO & SEA over 6 months

SEO (Search Engine Optimization) and SEA (Search Engine Advertising) campaigns are crucial components in improving the online visibility of a small surf school or camp with a turnover of €30-90K that wants to double its sales. Here are the expected benefits and a suggested methodology for a 6-month campaign over one season:

Benefits of an SEO & SEA Campaign :

1. Increased visibility: A good SEO strategy will increase the school’s presence in organic search results, while SEA will place ads at the top of results pages, generating immediate visibility.
2. Targeted traffic: By optimising for specific keywords, the school will attract visitors who are actively looking for surfing services, which generally leads to a higher conversion rate.
3. Improved conversion rate: By improving the site’s structure and creating relevant content, users are more likely to stay on the site and register or buy.
4. Profitability: SEO is a long-term strategy that can generate free, ongoing traffic, while SEA allows precise control of the budget and analysis of the profitability of ads.
5. Brand reputation: A good SEO ranking helps to establish credibility, and SEA ads reinforce brand recognition.
6. Valuable market intelligence: Analysis tools can provide data on customer preferences and market trends, helping to refine marketing strategies.

Methodology for a 6-month campaign :

Months 1 and 2: Planning and Implementation

1. Audit SEO Initial :
   • Carry out an SEO audit to identify technical problems, content opportunities and keyword gaps.
2. Site structure and technical optimisation :
   • Correct problems with the structure of the website, such as navigation, loading speed, mobile-friendliness and URLs.
3. Search Keyword :
   • Search for relevant keywords with a good search volume and reasonable competition for the surfing sector.
4. Planning the Editorial Line :
   • Create an editorial line based on targeted keywords and subjects of interest to your audience.
5. Configuring SEA Campaigns :
   • Configuring Google Ads campaigns, including selecting keywords, writing ads and defining bids and budget.

Months 2 to 6: Execution and optimisation

1. Content creation :
   • Regularly develop and publish SEO-optimised content that attracts and engages users.
2. On-Page Optimisation :
   • Optimising on-page elements such as titles, meta-descriptions and header tags for existing and new web pages.
3. SEA monitoring and adjustments :
   • Monitor the performance of SEA ads and adjust bids, keywords and ad copy to improve ROI.
4. Acquisition of Links :
   • Start link-building campaigns to improve domain authority.

Months 5-6: Assessment and adjustment

1. Performance Analysis :
   • Utiliser Google Analytics et d’autres outils pour surveiller le trafic, le classement des mots-clés, le comportement des utilisateurs et les conversions.
2. SEO adjustments :
   • Make adjustments based on data, such as refining content and improving technical aspects for better SEO performance.
3. Continuous SEA optimization :
   • Continuously review and optimize Google Ads campaigns to ensure effective advertising spend.
4. Reports and Recommendations for the Future :
   • Produce detailed reports