Search Engine Optimisation What is SEO Search engine

Search Engine Optimisation

What is SEO ? �Search engine optimisation �Way to optimise your web-site to increase your page rank in SE

Page rank Rank 1 Rank 2 …

You shouldn’t care about SEO if you are: �Google �Microsoft �Apple �Wikipedia �Facebook �World of Warcraft

You should care about SEO if: �You’re not one of previous web-site �Your not facing one of the previous web-site. �You want more people to visit your site. �Your business depends on the number of visitors

What search engine should you care about ?

How do a search engine see your site ? Is your web-page this one ? Google sees this one

Different methods �“White hat SEO”: make the site better ranked without attempting to manipulate the search engine �“Black hat SEO”: fool the search engine into ranking your site better.

White hat SEO �Long term project. �Might not allow you to become top ranked. �Totally safe.

Black hat SEO �Faster and more efficient. �Perfectly legal. �When the search engine will discover this, you will get unranked.

Use some tools: Useful Firefox Pluggins to check stats: �Seo. Quake �Live HTTP Headers �Google Toolbar

Use some tools: Seo. Quake

Use some tools: Seo. Quake

Use some tools: Seo. Quake

Main points 1. 2. 3. 4. 5. 6. 7. Choose your keywords Be sure to be readable Search engine love Blended search Writing Great Copy Building links Analyzing results

Choose your keywords �What keyword do you want for your website ? �What keyword would use a customer looking for your website ?

Choose your keywords �Use the right tools: �www. wordze. com �http: //keyworddiscovery. com �www. wordtracker. com (monthly fees) �https: //adwords. google. com/select/Keyword. Tool. Exte rnal (Advert keywords, may not be relevant for web sites)

Seize new trends �Use the latest trends to get relevance: http: //www. google. com /trends (USA trends only)

Test and monitor �Test your keywords thanks to PPC marketing �Keep a track of your keywords

Seize new trends �See the trends in a specific place at a specific date: http: //www. google. com/insights/search/

Use your brain �Websites and software can’t be exhaustive coming to language. �Find keywords your competitors do not use �Check the ones your competitors use

Be sure to be readable �Don’t tell search engine not to search: �<meta name=“robots” content=“noindex, nofollow”> �Robot. txt file containing �Disallow: /

Be sure to be readable �Avoid registration form �Avoid login form �SE can’t fill them ! �Provide a way to each of your pages

Be sure to be readable �Avoid Java. Script �Avoid Flash even more �Be sure to use a single links for each page: �www. mysite. com/index. html �http: //www. mysite. com/index. html

Search engine love �Still no Flash and no registration! �The most relevant information the nearest from the index: �Deep linking �Hub pages and clusters:

Search engine love �Don't move your content, or old links from SE will become useless -> "False" archives �Keywords in URL

Search engine love �Semantics: code a great html, using the best tags (h 1, title. . . ) -> respect the rules of the W 3 C !

Search engine love �Trust. Rank: trust is measured by SE. To improve it, be a old trustworthy site and do NOT link to untrustworthy sites

Blended search �Universal search = Blended search -> Search not only for websites on general search, but also for products, news, images. . . �Submit product feeds to the principal search engine �Almost professional press release to appear in the news

Blended search �Image: Powerful tool, but hard to use. Use original, high-quality one, with a keyword-rich name and the content around optimised for the image subject �Video: same things ! -> you can also try posting it on Youtube instead of your own site �Optimize on local search -> Get (positive) reviews from your customers on Google Local, have a very good contact page

Blended search: local search

Blended search: images

Blended search: videos

Blended search: products

Writing Great Copy �Text is everything for search engine (and for your visitors) �Avoid to overuse the most common words on the internet (a, in, about. . . ) �Keep it simple

Writing Great Copy �Use the right density of keywords, even if hard �Getting to the point directly from the beginning �Easy quick-read presentation �Title tag & the "description meta tag »

Writing Great Copy: tag title

Building links: Link Votes �Each website can "vote" for other websites �A link is considered as a vote �Conditions �the link has to be direct �easy to see in the browser status bar

Building links: nofollow links �SE will ignore the link �Seo. Quake can find them

Building links: Getting links �Because they link to interesting content �Because they are easy to follow (blogs) �Get partnerships ! �Use widgets �Include keywords in your links �Be original !

Building links: Avoiding troubles �Don't sell or buy links ! � Don't exchange either ! � Don't join a link network

Building links: Baiting �Be original and funny �Be controversial, TROLL ! �Create buzz �Use pictures and videos you host

Building links: Research competitors links �Link. Diagnosis. com �Yahoo! Site Explorer �Blog search �Google news search

Analyzing results: Use a tracking worksheet �See the progression on a month basis �Note traffic, keywords, links, etc. �Remember that the progression will be slow

Analyzing results: Copying �Use www. Copyscape. Com �Contacting copying webmasters is usually enough

Analyzing results: Decreasing rankings �If you used black-hat methods, too bad ! we warned you ! �If not, maybe it's temporary �You can still check your links �Don't change your strategy suddently !

Analyzing results: Use a professional ! �It will take a long time. . . �It will cost a lot of money. . . �But he will do whatever he can to increase your ranking !