I will not go back to the definition or presentation of inbound marketing. This subject has been approached on several occasions on this site from different angles and its advantages are no longer to be demonstrated…
In practice, when writing new content, over time, inevitably, we will go around in circles, not knowing what to say, or even, we are not sure that we can reach our target.
Presentation of Eurêka
The tool is best known by cocoon users, since most of them use it to get ideas for topics for their semantic cocoon pages. But its use goes far beyond: it covers all user concerns and shows possible ambiguities around an expression. We are sometimes surprised when we think of a keyword to see what it can evoke in others. Because of this, we can easily wallow in beauty without even realizing it…
Many people use “answer the public” to find topics. This tool has the advantage of being free. Its biggest drawback is that everyone uses it and therefore everyone has the same topics. Thanks to him, anyone can guess what topics we are going to deal with by seeing what keyword we are working on.
Eureka does it all differently. No, I’m not gibbering you pretending that it was designed with artificial intelligence. I leave that to those who want to sell an ordinary product via marketing bidding which is very artificial! Let’s be simple and let’s look at what it does and how to use it.
Long live the French language!
In French, Eureka embeds the complete dictionary of the French language including proper names, conjugations, agreements, etc.
At the start of each search, Eureka will test the field in an attempt to identify the “domain of names” where our keyword appears. It’s kind of the universe of our keyword.
Once this knowledge has been realized, the software tries to make sentences to see what people are wondering about or are just curious about. The software will however avoid overly commercial subjects.
The objective of Eureka
Eurêka’s goal is to find topics and leads, which need not be “how to…” but all kinds of real topics. Eureka will try to restore us with a syntactic form as fair as possible to provide us with real sentences.
Depending on the level of depth of the response to each of the proposals made, the subject can be used either for a whole page or for a paragraph.
The software has a lot of imagination, so in b2c in particular, it is not uncommon to have to choose from a thousand possibilities quite different between them.
Proposals must include the starting expression, once the stopwords have been removed. This is the only way for Eureka to be sure to deviate as little as possible from our goal.
Often, using synonyms can help give us an even greater choice, but it will be up to us to question Eureka about these synonyms.
A tip may also be to type our starting keyword phrase into Google and look at the titles of the pages going up. Is this what we thought of going back first? Many are trapped by forgetting this precondition. For example, if we type in “shared planning” in Google, we will have a lot of answers at different times of the year, with “calendar” or “agenda” “instead of” planning “in the titles of the pages.
Let’s go to practice
Let’s go to our self.cocon.se account The opening of an account is 100% free and without compensation. This service does not send any newsletter with our contact details. These are used exclusively for the technical use of the account. In the left sidebar, we will find an entry “Eureka”, let’s go.
Initially, this is very classic, we provide a keyword phrase composed of 2 words as much as possible. These two words must be “significant”, the stopwords being ignored. Example: “house in Toulouse” will be replaced by “house Toulouse”.
We will see below a syntax allowing to ask it to keep certain stopwords (*), but let’s go gradually. Forget the verbs, the software knows how to find them. Ditto for adjectives.
Why 2 words? Most often, with a single word, unless its meaning is very precise and above all unique, we will be invaded with answers. It can be interesting, but not always. With 3 words, as the software requires to always find the 3 words in the subjects, its degrees of freedom are too restricted and this often gives little results.
We have 2 types of research: Eureka fast or Eureka normal. Often in b2b, fast Eureka is enough, because it is more difficult to find variety in b2b. The choice will therefore often be just as effective as in normal mode.
Imagine that we are a company offering “IT security” to companies. So we are in b2b.
The expression “IT security” in fast mode gives us 52 results today. In normal mode we have 78 results (with real subjects, not collages of “how + expression” for which no tool is necessary).
We also have a new “universe” that can be used to restart the machine on other expressions in our field.
For example, we can supplement “attack” and “audit” with “IT” to have other sources of inspiration … In normal mode, we get 71 additional subjects with a second universe that we can work on.
In b2c it’s, imagine that we offer trips to the Seychelles, 400 subjects with real sentences…
We can choose the language and the target country. Certain terms can however “call” Anglo-Saxon subjects, because the software must release certain filters to allow research around these kinds of terms.
In all honesty, we must admit a slight drawback to Eureka: the lack of accents in the subjects offered. But at the same time, it will take us a lot longer to write the subject afterwards than to correct the subject’s accents.
Eureka is still little known in marketing, but it is undoubtedly the tool that offers the most real subjects to date. Like metamots, the software evolves regularly and keeps improving.
* Let’s go back to the syntax to force Eureka to accept a stopword. Take as an example “e commerce”, there will only be “commerce” whose meaning is different. However, by asking for “e-commerce” with the hyphen, the “e” will be kept.