Turko

CASE STUDY

How we helped Desjardins.com integrate SEO into their digital marketing

Find out how Turko Marketing trained Desjardins’ content team on SEO best practices.

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The Desjardins Group, founded in 1900, is the first cooperative financial group in Canada. With more than $275 billion in assets, it offers a wide range of financial products and services to more than 7 million members and clients.

Results

Development of technical skills

Improved workflows with other web teams

Implementation of SEO best practices from Day 1

Context

Our objective with this mandate was to train the digital content department of Desjardins.com so that its staff would then be able to write and optimize content for SEO. We trained the department’s entire team writers and translators.

“The SEO training offered by Turko is clear, concise and absolutely necessary for any web business or team.””
Marjorie Dubois – Practice Leader at Desjardins.com

Objectives

In order to provide comprehensive training so that Desjardins team members could take concrete action in their future writing, the courses had the following objectives:

In order to add value to content and be good at writing content for SEO, it was important for participants to understand how organic SEO works, how web rankings are achieved, and how coding and meta tags can be optimized for search engines.

Participants learned the metrics to be monitored in Google Analytics and Search Console as well as the use of popular online search engine tools, such as SEMrush, Google Trends, Keyword Planner and Keywordtool.io

Before they start writing, participants need to understand and integrate how content is used with respect to organic SEO. During this training session, information architecture, structured data, site loading time, and the proper addition of creative content was discussed. It was important to communicate the role to be played by various participants in the production of digital content.

Having acquired all the technical knowledge, the training session got down to the core of the subject with the methodology for a keyword search and its use within content. Participants also learned how to effectively write meta tags (titles and descriptions).

Services used

  • SEO training

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