Fiducial pursues its “customer-centric” approach with Semji

Context

Founded more than 45 years ago, Fiducial is the leading provider of multidisciplinary services for business owners, notaries, tradespeople, retailers, independent professionals and farmers. Its activities span accounting, law, IT, security, banking and office supplies. The success of the Lyon-based group, with its international reach, rests in particular on its ability to put the customer at the heart of its work and to adapt its services to entrepreneurs’ changing needs. Fiducial uses the Semji platform to produce content (brand pages, category pages, buying guides and more) that meets what searchers are looking for — and so pursues this customer-centric approach.

Semji - Semji customer testimonial: Adrian Morin, Digital Marketing Manager at Fiducial

Challenge

Today, 90% of B2B purchases start with a web search (source: Think with Google study) and 60% of B2B buyers consider only 1 or 2 brands in their research. Adrian Morin, Digital Marketing Manager at Fiducial, sees the same pattern and understands that his customers’ buying behavior has changed. In an ultra-competitive market, the Fiducial Group has to be responsive if it wants to keep its leadership. To be there when searchers are looking and lead them to choose Fiducial’s services, Adrian Morin opted for the Semji platform and chose to activate one of SEO’s most effective levers: content. Producing editorial content is a prime way to start new conversations with an audience. Facing competitors already well established on the web, the challenge for Fiducial is to improve the visibility of its solutions.

Objectives

• Establish Fiducial’s leadership on the web.
• Respond to competitors positioning themselves on target queries and generate new opportunities in terms of traffic and leads.
• Produce SEO-optimized content to make its various areas of expertise visible and adapt expert content to what searchers expect.

How Fiducial uses Semji

Planning:

• Prioritizing the URLs to optimize based on the Group’s business stakes and the traffic/growth opportunities of the target keywords defined in the editorial strategy.
• Having Semji evaluate this content and set a content score to improve.
• Encouraging the production of new content and visibility on new keywords based on Fiducial’s top products/solutions, user intent and the opportunity gains surfaced by Semji.

Production:

• Following Semji’s brief recommendations (topics to cover, searchers’ questions, number of words to add, keywords to insert, links to include) so that the in-house writers and subject-matter experts produce SEO-optimized content.
• Improving the site’s structure thanks to the internal linking suggested by the platform.
• Identifying competitors’ strengths, notably through the length and structure of their content for the keyword being worked on.
• Tracking the performance of optimized content (conversions, traffic, position).

Personalized support from a Semji Expert:

• Help prioritizing high-value content.
• A support role serving the writers’ and experts’ editorial/SEO skills development, improving the team’s productivity gains.
• An in-depth view of performance through SEO reporting and recommendations.