Search Engine Optimisation

1. SearchEngine Optimisation

2. Whatis SEO ? • Searchengine optimisation • Way to optimise your web-site to increaseyour page rank in SE

3. Page rank Rank 1 Rank 2 …

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

5. 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

6. What search engine should you care about ?

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

8. 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.

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

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

11. Use sometools: Useful Firefox Pluggins to check stats: • SeoQuake • Live HTTP Headers • Google Toolbar

12. Use sometools: SeoQuake

13. Use sometools: SeoQuake

14. Use sometools: SeoQuake

15. Main points • Choose your keywords • Be sure to be readable • Search engine love • Blended search • Writing Great Copy • Building links • Analyzing results

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

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

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

19. Test and monitor • Test your keywords thanks to PPC marketing • Keep a track of your keywords

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

21. 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

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

23. Be sure to bereadable • Avoid registration form • Avoid login form • SE can’tfillthem ! • Provide a way to each of your pages

24. Be sure to bereadable • Avoid JavaScript • Avoid Flash even more • Be sure to use a single links for each page: • www.mysite.com • mysite.com • www.mysite.com/index.html • http://www.mysite.com/index.html

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

26. Searchengine love • Don't move your content, or old links from SE will become useless -> "False" archives • Keywords in URL

27. Searchengine love • Semantics: code a great html, using the best tags (h1, title...) -> respect the rules of the W3C !

28. Searchengine love • TrustRank: trust is measured by SE. To improve it, be a old trustworthy site and do NOT link to untrustworthy sites

29. 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

30. 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

31. Blended search: local search

32. Blended search: images

33. Blended search: videos

34. Blended search: products

35. 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

36. 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 »

37. Writing Great Copy: tag title

38. 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

39. Building links: nofollow links • SE will ignore the link • SeoQuake can find them

40. 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 !

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

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

43. Building links: Research competitors links • LinkDiagnosis.com • Yahoo! Site Explorer • Blog search • Google news search

44. Analyzingresults: Use a tracking worksheet • See the progression on a month basis • Note traffic, keywords, links, etc. • Remember that the progression will be slow

45. Analyzingresults: Copying • Use www.Copyscape.Com • Contacting copying webmasters is usually enough

46. Analyzingresults: 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 !

47. Analyzingresults: 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 !