April Santé Prévoyance: feedback from one of Semji’s first beta testers

Semji’s top 3

• Productivity gains in content writing
• Ease of use of the platform
• Gamification through the Content Score

Context

An international group operating in 28 countries, APRIL is one of France’s leading insurance services providers. With 3,900 employees, the APRIL group is a benchmark player in the insurance world, particularly among wholesale brokers. The APRIL group placed the web, SEO and content marketing at the heart of its growth strategy very early on, putting the customer and their questions at the center of its digital ecosystem.

An interview with Anabelle Lazzarotto, SEO & Web Editorial Manager at APRIL Santé Prévoyance, who looks back on her content production challenges for the APRIL.fr website and her experience as a Semji beta tester.

What are your SEO and content marketing challenges? Why invest your efforts in content marketing today?

At APRIL, SEO is an important channel in our acquisition strategy. We started producing content for SEO about ten years ago, convinced from the start that this strategy was the right one.

In early 2010, we added a “Did you know?” section to our new website. The goal was, and still is, to offer our visitors informational content, not just “business” content. For example, we wanted to answer people’s needs for insurance advice around topics like health or home loans. The idea was to cover subjects broader than insurance alone.

This content strategy, adopted 10 years ago, has fed that section with 2,000 to 3,000 articles. It has also made it possible to link pages to one another and optimize the site’s internal linking, which was and remains important for SEO today.

What changes have you noticed in your customers and their online buying behavior?

We also have a more strategic ambition: answering users’ new, more complex queries, made up of 5 to 7 keywords rather than generic terms alone. To try to answer these increasingly numerous questions, articles need to be more substantial. Thanks to our content strategy, we have, for example, earned position 0 rankings. These matter all the more today with the rise of voice search.

How do your teams handle content marketing today, particularly for SEO?

With the emergence of price comparison sites, a comparison phase has appeared in the way people shop around online. So we have a content marketing strategy geared toward SEO, but not only that. Alongside our content, we have integrated in-house pricing and comparison tools to answer these demands. This lets visitors see whether it would be worthwhile to leave their current insurer for APRIL.

What convinced you to adopt the Semji platform?

We work with a content agency as well as a web agency, and semantic richness is well mastered in-house. Nevertheless, Semji confirmed the lexical choices we had been making for years. The semantic analysis Semji provides also makes sure no topic users care about gets overlooked, that every question is answered, and that every phrasing of a given issue is taken into account.

What do you see as the Semji platform’s greatest strength, the element that makes the difference?

Discovered at SEO Camp, Semji first won us over by making SEO work easier. Then, our tests showed us how much time the tool saves (the underlying lexical and competitive analyses lead directly to recommendations that are immediately actionable). What is also interesting and very practical is the tool’s ease of use: the suggestions Semji makes align with the content being optimized, so we can act without leaving the tool.

Finally, the Content Score is fabulous; SEO requires placing bets and being patient. We can finally see the result instantly: even though we know the benefit is projected, we can look ahead. This playful side, this “gamification,” makes the tool genuinely pleasant to use. It very positively changes the relationship to time in SEO work.

How would you describe Semji in one sentence to another digital marketing professional?

Semji is a tool for optimizing existing or upcoming content that has the merit of steering the writing toward a keyword or, more broadly, a topic. It also lets you showcase and instantly visualize the result of the optimization carried out with Semji.

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