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Understanding Search Engine Optimization: Myths, History, and Best Practices

This comprehensive guide explores the essential aspects of Search Engine Optimization (SEO), addressing common preconceptions and unveiling its history from the mid-1990s to recent algorithms. Discover the myths surrounding SEO, including misconceptions about natural traffic and keyword usage. Learn about significant milestones, such as Google's creation and algorithm updates like Panda and Penguin. Gain insights into page ranking, white and black hat techniques, and the importance of content quality. Enhance your website’s visibility by mastering effective SEO strategies.

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Understanding Search Engine Optimization: Myths, History, and Best Practices

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  1. SearchEngine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey

  2. Introduction a-Preconceptions b-Some dates c-Whatisatstake? SearchEngine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey

  3. Activity Introduction a- Preconception & definition According to YOU, whatissearchengine optimisation ?

  4. Introduction a- Preconception & definition • Natural SEO isdonenaturally • A highlyvisitedwebsite has good SEO • A SEO is durable • When optimisation isdone, youdon’t have to do itagain • « Mywebsiteiswellranked, I don’t have to makeother modifications » • Natural SEO isonly a question of links • Flash is not a problem in SEO • Mywebsiteisvalidated by W3C, I amsurelywelloptimised • Repeat keywords a lot in the text

  5. Introductiona- Preconception & definition

  6. Introduction b- Some dates • Began in the mid 1990’s • Initially, submit the address of a page, or URL to the variousengines • Extract links to other pages from the original page and return information on the page to beindexed • First “SearchEngine Optimisation“ approach in 1997 • The importance of ranking • Appearing in a marketing group • First algorithmsrelied on webmaster-providedinformation: • MetaTags • Couldbean inaccuraterepresentation of the site'sactual content.

  7. Introduction b- Some dates • Google creation in 1998 • Introduction of links, headings, and site structure • Stillconsidering Meta Tags, page rank and keyword frequency • 2004: the leadingsearchenginedo not sharetheiralgorithms • SEO practitionerstry to findthemand sharetheir opinion • 2005: Google starts to personalizesearchresults for each user

  8. Introduction b- Some dates • December 2009: Google use the web searchhistory of all itsusersin order to populatesearchresults. • February2011: Google annouced the “Panda Update“thatpenalizeswebsitescontaining content duplicatedfromotherwebsites and sources. (Copyscape) • April 2012: The Google’s“Penguin Update“thatpenalizeswebsitesthatusedmanipulative techniques to improvetheirrankings on the searchengine.

  9. Introductionc- Whatisatstake ? • A funnyexample ! Result for the search: “Trou du cul“ on Google in 2010

  10. Introductionc- Whatisatstake ? • A funnyexample ! Stillappearstoday

  11. Introductionc- Whatisatstake ? • The e-reputation • Men & women • Companies • Political issues • … • Commercial issues • Companies • Competitors • To be visible in the mass of information

  12. 1-How does SEO works? a-Page rank b-White and black hat c-Limits SearchEngine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey

  13. 1-How does SEO works ? a- Page rank • Whatis page rank ? • Google technology • A mark to a page

  14. 1-How does SEO work ? a- Page rank • Whatis page rank ? Google PR: Google PageRank of current page Google index: Number of indexed pages. Google links: Number of links, pointing to the current page. Google version (Except links from concerned domain).

  15. 1-How does SEO works ? a- Page rank • Whatis page rank ? • “Buy online“

  16. 1-How does SEO works ? a- Page rank • How to determine the page rank? Spiders or robots (bots) are software that the search engine uses to crawl your site. http://wiki.answers.com/Q/What_is_crawling_in_seo_and_how_it_is_useful

  17. 1-How does SEO works ? a- Page rank • How a spider seesyourwebsite ?

  18. Activity 1-How does SEO work? a- Page rank Try it !

  19. 1-How does SEO works ?b- Black and white hat Black hat SEO: fool the search engine into ranking your site better. White hat SEO: make the site better ranked without attempting to manipulate the search engine!

  20. 1-How does SEO works ? b- Black and white hat Black hat SEO: fool the search engine into ranking your site better. White hat SEO: make the site better ranked without attempting to manipulate the search engine!

  21. 1-How does SEO works ? c-Limits If you use black hat SEO, Google may remove your website from the results pages…

  22. Activity 1-How does SEO work? c-Limits Random data : the user !

  23. 2-Major points of websitecreation a-Searchengine documentation b-Keywords c-Contents SearchEngine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey

  24. 2-Major points of websitecreation a- Searchengine documentation

  25. 2-Major points of websitecreation a- Searchengine documentation

  26. 2-Major points of websitecreation b- Keywords • What keyword would a customer use when looking for your website ? • Optimize your website for a few keywords • Check the competitors’ keywords

  27. 2-Major points of websitecreation b- Keywords $ $

  28. 2-Major points of websitecreation b- Keywords

  29. Activity 2-Major points of websitecreation b- Keywords Find keywords and write a small description of your project !

  30. 2-Major points of websitecreationc- Content Be readable ! • Use a robots.txtfile • Avoid forms : SE can’t fill them ! • Avoid flash websites • Deal with broken links • Redirect using a 301

  31. 2-Major points of websitecreationc- Content • Avoid duplicate content: • The tool Copyscapeexplores the web and finds plagiarism • Validate your website by the W3C validator

  32. 2-Major points of websitecreationc- Content

  33. 2-Major points of websitecreationc- Content • Use h1, h2 tags: • <h1>THIS IS THE FIRST LEVEL OF TITLE</h1> • <h2>This is the second level of title</h2> • CSS files instead of styleattributes • altattributes for images

  34. 2-Major points of websitecreationc- Content Structure : TAGS in the <head></head> <title></title> <metaname=« description » content=« …. » /> <metaname=« keywords » content=« word1, word2, … » /> 1 page = 1 title + 1 description

  35. 2-Major points of websitecreationc- Content • The navigation of a website is important in helping visitors find the content they wantquickly. But it is the same thing for robots! • For example using breadcrumb lists (“Fild’Ariane”) • An XML sitemap file: submit it through • Google's Webmaster Toolsmakes it easier for Google to discover the pages on your site

  36. 2-Major points of websitecreationc- Content

  37. Activity 2-Major points of websitecreation c- Content Write a bit of code !

  38. 3-How to maintain the rate a-Analyze the results b-Dynamic content c-Backlinks SearchEngine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey

  39. 3-How to maintain the rank? a- Analyze the results • Google Analytics

  40. 3-How to maintain the rank? a- Analyze the results • Google Analytics

  41. 3-How to maintain the rank? a- Analyze the results • Google Analytics

  42. 3-How to maintain the rank? a- Analyze the results • Google Analytics

  43. 3-How to maintain the rank? a- Analyze the results • Wordpress

  44. 3-How to maintain the rank? a- Analyze the results • Wordpress

  45. 3-How to maintain the rank? a- Analyze the results • Facebook

  46. 3-How to maintain the rank? a- Analyze the results • Facebook

  47. 3-How to maintain the rank? a- Analyze the results • Facebook

  48. 3-How to maintain the rank? a- Analyze the results • Facebook

  49. Activity 3-How to maintain the rank? b- Dynamic content According to YOU, whatisdynamic content ?

  50. 3-How to maintain the rank? b- Dynamic content • Add and update regularly the content of the websiteto makeit live • Need to change main pages more frequently to encourage web-users to return to site. • Avoiddead links • Makeit simple for the administrator • Databases • Html • User interface

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