+55%
SEO traffic in 4 months
90%
of new content captures SEO traffic, 1 year ahead of their editorial strategy
- Company
- PAP
- Clients
- Michel Léchenault, Web Editorial Director
- Industry
- Real estate
- Challenges
- Gain visibility
- Generate more organic traffic
- Analyze performance
PAP moves into the top positions with Semji
The real estate website PAP.fr is a pioneer in France in connecting private individuals to sell or rent property. Its goal is to empower individuals to manage their own real estate transactions by providing all the information they need to see their project through. It offers personalized advisory services for renting or selling.
The challenge
To strengthen its competitiveness and win back SEO market share, PAP decided to bet on optimizing its content. To get there, the company chose to equip itself with Semji and leverage AI to increase its teams’ efficiency and accelerate the production of SEO-optimized content.
The objectives
- Grow the writers’ SEO skills
- Leverage AI technology to gain productivity without losing content quality
- Multiply the site’s SEO traffic
- Measure content performance
What we did
Identifying content with high SEO potential
U
Identifying new keywords to target
b
Prioritizing optimizations
Automated production of SEO briefs
Creating and optimizing 186 pieces of content
Monthly content performance tracking
Want to grow your SEO strategy and outrank your competitors too?
Results
+55% SEO traffic in 4 months
After losing traffic to increased competition and under-optimized content, PAP managed to reverse the trend within a few months and stabilize its audience. The editorial teams focused their efforts on optimizing strategic pages, taking targeted steps to improve their rankings in the SERPs.
Thanks to these efforts, some pages quickly gained positions, such as the bridge-loan page, which climbed from 6th to 3rd place on Google in just four months. As a result, PAP was able to increase its SEO traffic by more than 55%.
90% of new content captures SEO traffic
Thanks to automated editorial briefs and the SEO recommendations provided by Semji, PAP’s team can guarantee that newly published content is optimized for SEO. As a result, 90% of new content earns SEO traffic.
The SEO quality of this content is measured with the Content Score, a score out of 100 based on how well Semji’s recommendations are applied. On top of that, PAP’s teams were able to spot new traffic opportunities to meet searchers’ needs.
1 year ahead on their editorial strategy
PAP managed to gain a full year on its editorial strategy with Semji. The solution tells them which existing content to prioritize and which new strategic keywords to target. The “Content Ideas” module gives PAP keywords they can act on directly to create relevant content on high-potential topics.
This collaboration also transformed the way the teams approach content writing, focusing more on what searchers actually need. Beyond the improvement in SEO performance, using Semji helped PAP’s teams grow their skills while saving time on time-consuming tasks (ideation, optimization, and more). Today, PAP’s editorial teams focus their efforts on what matters most: their added value, their editorial voice and their subject-matter expertise.
One click is all it takes to accelerate your content performance
Managing through the tool allowed us to gain a full year on our editorial strategy. Beyond the SEO performance we achieved, working with Semji transformed our teams' mindset. We went from "what can we write about a topic" to "what are people actually searching for on this theme". The result: writing to be read has never been more true than with Semji!
Michel Léchenault
Web Editorial Director
