Peu importe que vous cherchiez à acquérir des liens ou à obtenir de la visibilité, il est primordial de comprendre quels sont les sites et contacts potentiels qui vous rapporteront le plus de bénéfices et vous offriront le plus grand potentiel de succès. Cette présentation établira les bases d'un bon processus de qualification des prospects et remettra en question quelques idées préconçues, notamment la foi aveugle aux données.

1. Outreach: choisir les
bonnes cibles
David Bélanger
Stratège, Inbound Marketing
@DavidBlg
1OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

2. Nous sommes Nurun. Notre obsession, c’est
la compréhension des vérités consommateurs
et des technologies émergentes. Notre mission,
c’est de concevoir des produits et services
ingénieux, adaptés à un monde connecté.
2OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

3. Atlanta
Nancy
Shanghai
Québec Turin
Montréal
Paris
Milan
Toronto
San Francisco
Chicoutimi
Madrid
bureaux
dans le monde
1,200+
employés
14 ans
dans l'industrie
Commerce de détail
Automobiles
Services financiers
Media et divertissement
Mode et beauté
DOMAINES D'EXPERTISE
Services
Gouvernement
Télécommunications
Voyage et tourisme
Santé et pharmaceutique
OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL 3

4. Outreach
Essential to get links, social shares and acquire notoriety.
4OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

5. Qualifying Prospects
5OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Four key indicators to analyze
Authority
Obtain SEO benefits
Engagement
Communicate efficiently
with the right audience
Relevance
Makes sense for Search
Engines & users
Quality
Protect your
trustworthiness

6. Authority
You need to be mentioned by those who have it.
6OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

7. Authority / SEO Metrics
7OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Domain Authority
• Number of Linking Root Domains
• Page Authority
• Link Attributes
• Number of Links on the Targeted Page

8. Engagement
Leverage their communities to reach out to your
public.
8OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

9. Engagement Metrics
9OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Comments
• Social Shares
• RSS Feed & Newsletter Subscribers
• Social Media Followers
• Social Authority

10. Quality
Don’t give Google a reason to question you.
10OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

11. Quality Warnings
11OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Domain Name & URL Structure
• Trustworthiness
• Quantity (And Type) of Ads Displayed
• Date of Last Update

12. Relevance
Stand out for your quality, not your weird
associations.
12OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

13. Relevance
13OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Topical
• Semantic
• Natural or Logical

14. That’s interesting, but how do I know if
they will link to me?
14OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

15. Content Indicators
15OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Bylines & bios - Do they accept contributors?
• Who are they linking to?
• Analyze their tone
• Research their content to understand their objectives
• Learn who's behind the website

16. Let’s Bust Some Myths.

17. Myth #1 – Metrics are the most
important thing to consider
17OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

18. 18OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

19. It's a prospect. How will it develop?
This is Brendan Gallagher. He weighs 178 lbs and is
5’9 tall, both are well below the league's average
(203.5 lbs, 6’1).
He wasn’t supposed to succeed. The result: Rookie
of the year candidate.
Look beyond the metrics and evaluate
potential.
19OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

20. Don’t forget about relevance!
20OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
• Don't throw away a relevant prospect because his authority doesn’t
meet your ideal.
• Absolute numbers mean nothing. You need perspective.
• In Canada, metrics are lower. There are fewer prospects.

21. Other Myths
21OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Myth #2 - Build a large list of prospects
so you don't have to repeat the
process every few weeks
SERPs change daily.
Monitor to see who's moving up and down.
It will affect who you'll want to reach out to.
Myth #3 - My keyword(s) have to be on
the page
Move beyond the keywords.
Think about semantic association & relevance.

22. Conclusion
Think long term. Don’t cheat. Do the work.
22OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

23. Prioritize and categorize your prospects
23OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
Use these criteria to identify your prospects based on their potential value.
You’ll then be able to plan your outreach efforts accordingly.
Authority
Obtain SEO benefits
Engagement
Communicate with the
right audience
Relevance
Makes sense for Search
Engines & users
Quality
Protect your
trustworthiness

24. Here’s one to get your started
I shared the link on Twitter, go check it out @DavidBlg
24OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL

25. 25
Merci.
25OUTREACH: CHOISIR LES BONNES CIBLES | SEO CAMP MONTRÉAL
David Bélanger
@DavidBlg