Le Bonbon uses Incremys to increase Sustainably its organic traffic
2650
On the front page of Google for 2650 requests
200
publications with Incremys
2.5 M
of unique visitors per month
Presentation
Sector
Le Bonbon, the famous lifestyle magazine
- Launched in 2009, Le Bonbon is both present on paper via its free monthly, and online via a website frequented by more than 2.5 million unique visitors every month
- Known and recognized for its ability to sniff out trends, the site is an essential source for finding news, lifestyle advice and ideas for activities in every major city in France.
Presentation
Brakes and challenges before Incremys
Objectives
01
Increase organic site traffic sustainably
02
Relying less on social media
03
Streamline the production of SEO content
04
Know exactly what readers are looking for in Google
Solution
Step 01
Sustainably Develop Organic Site Traffic
Until then, Le Bonbon connects almost exclusively on social media to acquire traffic on its site. A strategy that actually generated traffic on lebonbon.fr, but required constant efforts on the part of the editorial teams to push new content on these channels. Not to mention that while social media is effective in getting existing readers to click, it brings in relatively few new visitors. To be less dependent on social media in acquiring traffic, Le Bonbon therefore had to increase its organic traffic using SEO.
Antoine Viger, Digital Director
Antoine Viger, Digital Director
Step 02
Managing SEO like other SEO Content Marketing Channels
Le Bonbon first turned to technical SEO tools to manage its content campaigns. The results were indisputable: too complex, these tools did not make it possible to simply define a content strategy or to guide editors in their editorial efforts. The media needed a simple and adapted tool to plan, execute and evaluate its SEO content campaigns with the same rigor and predictability as for its social media strategy.
Antoine Viger, Digital Director
Antoine Viger, Digital Director
Step 03
Stop Navigating Content Creation by Sight
With Incremys, Le Bonbon can finally approach its content creation and SEO investments in a rational way. The team knows exactly what their readers are looking for in Google for each topic. Incremys' AI also allows the media to know how likely its domain is to arrive on the first page if it produces relevant content on a given query.
By taking into account this probability, as well as other strategic factors such as volume, Le Bonbon has all the keys in hand to build a data-driven editorial calendar. This is how the media discovered content niches that are almost unexploited by the competition but highly anticipated by the readership, with the result a very strong increase in organic traffic.
Antoine Viger, Digital Director
Antoine Viger, Digital Director
Step 04
Create quality content that prospects find on Google
For each article, Incremys' intelligent editorial assistant provides Le Bonbon with an editorial framework by suggesting relevant topics to discuss. Once an article is published, the AI displays the SEO score of the article, calculated according to technical and semantic factors (keyword density, length of the article, etc.), and indicates to the team whether the editorial recommendations have been respected. Enough to be sure to produce content that matters and that you can find.
Antoine Viger, Digital Director
Antoine Viger, Digital Director
Step 05
Continuously planning, executing, and evaluating: the virtuous circle of SEO
Thanks to Incremys' intuitive dashboards, Le Bonbon easily measures the impact of its publications on its results. Since the beginning of 2018, the company has put 200 publications online with Incremys. Consequences: a position on the first page of Google for more than 2650 queries and considerable organic traffic. Incremys publications allowed Le Bonbon to enrich its readership, with 70% of new visitors for Incremys traffic.
Results
Le Bonbon can now plan, execute and measure the results of its SEO campaigns with the same rigor and predictability as for its social media strategy, which allows it to develop its organic traffic in the long term and improve its financial results.
Antoine Viger, Digital Director
Antoine Viger, Digital Director
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