2. Search engine optimization Erwan BRIAND Rafael Felipe CAMARGO PRUDENCIOINMAS, group B.E. Williams

3. Video time • SEO, what’s it?

4. Note that: In the presentation day, the video was included in the slide. There was no need to copy and paste its link into a web browser • Video Link: http://www.youtube.com/watch?v=hF515-0Tduk#t=14

5. I) What is SEO? • Search engines exist to help people finding a relevant website • Terms to remember: • Crawl • Organic and natural research • Search engine ranking pages (SERP) • Spiders or robots (bots)

6. I) What is SEO? • How to get a better ranking ? • Black hat SEO: fool the search engines into providing a higher ranking than a Web site should actually receive. • Duplicating pages on your site • Buying or stealing contents from others • Connecting to linking networks • Risk: disappear from the rankings • White hat SEO: make a Web site as acceptable as possible without attempting to manipulate the search engines. • You will need to write, optimize, build links, and slowly work your way up.

7. I) What is SEO? • What makes a web site relevant? • A site’s authority on the subject • Which pages on those sites are most dedicated to the subject • Whether those pages are more relevant than all the other pages in the search engine index. • What matters in SEO: http://www.drewsmarketingminute.com/images/2012/03/TableofSEO.pdf

8. II) Choosing the rightkeywords • Picking keywords yourvisitorwant • Discovering keywords tools • Using the right selectioncriteria • Researchingyourcompetitor • Thinklikeyourvisitors: • Focus potentialcustomers and theirway of thinking • Understandwhatyourvisitorswill use to findyou • long-tail keyword : • Keyword phrase that has at least threewordsin the phrase • Highlyspecific • Drawlesstraffic for the website • Tend to draw more qualitytraffic

9. II) Choosing the rightkeywords • Compare competition and search volume : Try to type your keyword in Google. • Builda keyword list(Excel) withall yourtries

10. II) Choosing the rightkeywords: SEOQuake • How many links yourcompetitor have ? • Keyword density • How many pages they have in theirownsearchengineindexes?

11. Video time • SEOQuake

12. Note that: In the presentation day, the video was included in the slide. There was no need to copy and paste its link into a web browser • Video Link: http://www.youtube.com/watch?v=NTpS1ZM1CYk

13. III) Building a relevantWeb site • Road blocks • Check: www.yourwebsite.com/robots.txt • Robots.txt is a text file where you can specify the pages you don’t want the robot to check • You don’t want to see : Disallow : / • Eliminate registration forms • If you have good content (such as articles) hidden by registration forms, the robot can’t see the content. • Avoid all Flash pages: search engines don’t read it the right way. • Use consistent URLs • Deal with broken links • Avoid duplicate content (fool the engine)

14. III.1) Make Search Engine love your Web site • Structure your web site. Organization! • Find relevant pages on your website • Create high-relevance hub page • Create a single hub page that references all of these other pages • Link to that hub page from each other pages • Link to the Hub page from the Homepage Home Page Page Page ...

15. III.2) Content cluster • Link two or more related pages to eachother. It will help buildrelevance : you have created a cluster of relevant content Home Page history Places to visit Museums Parks

16. III.2) Content cluster • Customers are happier: hub pages that drive them, makeiteasier for visitors • Hub pages and clusters makeyour site more relevant : authority of many relevant pages concentrated on your hub page, whichisitselflinked to yourhomepage.

17. III.3) Keepthe structure clear and clean • Use archive sections, never ever move your content. • www.mysite.com/parks www.mysite.com/archive/placestovisit • I’vegot a lot of pages. How shouldI do ? • Create an archive hub page and one sub-hub page for eachmonthOn August 1, the links to July content go to the July archive page • You haven’tmoved the pages, youjust have changed the path !

18. III.4) Optimize for trust • Use an old domain name • Get your site evaluated by security tools like ScanAlert • Don’tlink sites you know to be borderline scams or thatmay have a lowTrustRank

19. Video time • five mistakes in SEO and six good practices.

20. Note that: In the presentation day, the video was included in the slide. There was no need to copy and paste its link into a web browser • Video Link: http://www.youtube.com/watch?v=6AmRg3p79pM

21. Quizz • What’s organic and natural research? • Duplicating pages on your web site is an exemple of: • White hat SEO • Black hat SEO • When choosing keywords, you should: • Understandwhatyourvisitorswill use to findyou • Always use long-tail keywords • Whenbuilding a relevant web site: • Avoid all Flash pages • Use lots of flash pages

22. IV) Content optimization • Blendedsearch: • Relevant news • Relevant images • Relevant products • Relevant videos • All canbefound on a searchresult page

23. IV) Content optimization

24. IV) Content optimization

25. IV) Content optimization • Attractive content: • Headlines • Bold and italicized • Accessible content: • Don’tforgetwhoisyourreader

26. IV) Content optimization • Avoid stop and filterwords: (a; about; an ; are ; as ; at ; be ; of ; who ; where ; …) • Searchengines ignore them • Slow the reader’s progresser

27. IV) Content optimization • Simple and easywith active voice • Keywords density • Use of images and videos

28. IV) Content optimization • Updated content: • Hot topics • Fresh news • Keywords density • Quality Content: • Mistakes! Grammar and punctuation

29. IV) Content optimization • UGC ?

30. IV) Content optimization • UGC : User Generated Content • Blogs • Comments Generates : • Keyword Optimization • Links

31. IV) Content optimization • Work on yourtitle ! • First thing people see • People rememberit • Credibility • Must bereadable

32. V) Link Optimization • What do youthinkis important when an otherwebsitepublish a link to yours ?

33. V) Link Optimization • SE metrics : • Trustworthiness • Popularity • Content relevancy • Anchor text

34. V) Link Optimization • SE metrics : • Amount of links to the same page on the source page • Amount of domainlinking to the target • Ownershiprelationshipbetween the source and the target • Beware of no followlinks

35. V) Link Optimization • How to increaseexternal links? • Talk to people! News site, Clients,… • Askpartners to linkyou • Submit to directories

36. V) Link Optimization • Directories ? • Websitespecialize in linking to other web sites • Not a SearchEngine! • How doesitworks ? • Categorizing

37. V) Link Optimization • How to increaseexternal links? • Originality • Criticisms are good • Encourage reviews

38. V) Link Optimization • How to increaseexternal links? • Easy URL • Remember to thank people • Controversy ?

39. V) Link Optimization • Link baits : catchytitle

40. VI) Analysis of yourresults • Use of yourtrackingworksheet: • Searchtraffic • Searchengine links • Observe the changes • Which news has increasedmytraffic the most ? • Drawyour conclusions

41. VI) Analysis of yourresults • Watch out for plagiarism: • Divide the audience • Searchenginedon’tlike duplication • Detectthem by searchingwithquotes

42. VI) Analysis of yourresults • Hire an SEO Professional: • VideoI-MEDIA

43. Note that: In the presentation day, the video was included in the slide. There was no need to copy and paste its link into a web browser • Video Link: http://www.youtube.com/watch?v=YqTLrg5o9rw

44. Final thoughts: things to avoid • Link buying / selling and exchange • Link networks • Keywords stuffing (Google Penguin) • Hidden keywords & links • Phantom pixels

45. Final thoughts: things to avoid

46. Quizz! • Whatis UGC?

47. Quizz! • Whatis UGC? • User Generated Content • Blogs, reviews, comments

48. Quizz! • Keywords density : Which is the more efficient ? • To see the keywords just one time in the whole content. • About 4% of the content is keywords • The more the merrier!

49. Quizz! • Keywords density : Which is the more efficient ? • To see the keywords just one time in the whole content. • About 4% of the content is keywords • The more the merrier!

50. Quizz! • I see someone criticizing my content: What should I do ? • Ask him nicely to delete it. • Keep it cool