1 / 47

Search Engine Optimisation

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.

stasia
Télécharger la présentation

Search Engine Optimisation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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 !

More Related