SEO launch of MonCompteFormation
In late November 2019, the French Ministry of Labour and Caisse des Dépôts launched the new platform that transformed professional training in France. We supported Caisse des Dépôts’ technical and business teams on SEO throughout the project: the upstream scoping phase, the definition of the SEO and PPC strategy, and the roll-out of the new platform — with part of our team embedded in Caisse des Dépôts’ agile project floor.
This case study looks at the strategies and tactics that drove MonCompteFormation’s organic search performance, with more than 600 pieces of content created or reworked.
Goals of the MonCompteFormation SEO launch
An SEO launch means putting an organic search strategy in place to improve a website’s visibility in search engine results. It covers optimising the site for relevant keywords, creating quality content and earning quality links from other websites. A successful SEO launch attracts substantial organic traffic and improves a site’s ranking in search results.
The main goal of the MonCompteFormation SEO launch was to improve the visibility of its professional-training website. The team wanted to reach a wider audience and grow the number of organic visitors to the platform. By optimising the site for the right keywords in the professional-training space, they aimed to rank at the top of search results and stand out from the competition.
SEO strategies used for the launch
To reach these goals, we put several effective SEO strategies in place with MonCompteFormation. First, we carried out in-depth research into the relevant keywords in the professional-training space. This identified the terms most searched by their target audience, which we then worked strategically into the site’s content.
We then created quality content — both informative and engaging — built on those keywords, and reworked existing content as well. We made sure the content answered the needs and questions of the target audience, which drew a wider, more engaged audience.
The results
At the start, the site was in the middle of a migration and its relevant keywords had no rankings at all. Six months after launch, 30.4K keywords were ranking, 1,853 of them in the top 3, for a potential search volume of 944.3K per month. A top position for the keyword “CPF” (246K monthly searches) was reached within the first two months. This growth delivered a lasting increase in visibility and traffic potential, sustained by applying the recommendations made during the engagement: 52K keywords ranking, 6.6K of them in the top 3, for a potential traffic of 3.6 million visits per month. Strategic rankings on terms related to the CPF and the platform’s core activity were also regained. For the detailed figures and results, see the full case study (in French) on the website of our SEA/SMA/SEO agency.
The benefits of SEO for a product launch
SEO brings many benefits to digital product launches. It attracts qualified organic traffic — people genuinely interested in the product or service on offer — which ultimately increases the chances of conversion and sales.
SEO also improves the visibility of your product or brand. Appearing at the top of search results builds credibility and awareness. That helps strengthen consumer trust and encourages people to choose your product or service when they make a purchase decision.
Keep in mind that SEO is a long-term strategy. Once content is optimised and quality links are in place, it usually takes several months to see the results. But the effort pays off over time.
Tools and resources to support an SEO launch
Many tools and resources are available to support an SEO launch. Keyword research tools such as Google Keyword Planner, SEMrush or YourTextGuru identify relevant keywords and their search volume.
Website analytics tools such as Google Analytics and Google Search Console provide valuable data on organic traffic, the keywords driving it and any errors to fix.
It also helps to follow the latest SEO trends and keep up with industry best practice. Specialist blogs, webinars and newsletters are excellent ways to stay informed about what’s new in organic search. You can follow the newsletter (in French) of our specialist agency for a weekly digest of SEO and SEA tips.
Tips for an SEO launch
The MonCompteFormation SEO launch clearly shows the benefits of a well-thought-out SEO strategy. By optimising the site for relevant keywords, creating quality content and earning quality links, the platform reached its goals for online visibility and organic traffic.
Looking for the right freelance SEO consultant to support you? Let’s talk about your project.