Mes parties (II, IV, VI, VIII) - Web Strategies and Development

nostrilshumorousInternet and Web Development

Nov 18, 2013 (3 years and 6 months ago)

74 views

S

Search

engine

optimization

Lambertyn

Louis

Hrimech

Ismail

1

S

How to optimize your
website’s ranking on
search engines?

I)
What is a CEO?

II)
Choosing the right keyword

III)
Eliminating search engine roadblocks

IV)
Making search engines loves your site

V)
Understanding blended research

VI)
Writing great copy for search engines

VII)
Building link love

VIII)
Analysing

your results

2

I) What is a SEO


Why Search engines exist?

S
To deliver relevance

S
So don’t try to fool SEO!

S
Can you guess what those words mean?


Crawl

Spider

or robots

Black hat SEO

Search engine
ranking page

Organic/natural
search

White

hat SEO

3

S
What makes a web site relevant?

1)
A site’s authority on the subject

2)
Whether the subject are the main focus of each site, as
demonstrated by site structure

3)
Which pages on those sites are most dedicated to the subject

4)
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/Table
ofSEO.pdf

I) What is a SEO


4

S
Set up your toolbox:

S
SeoQuake

S
Live HTTP headers

S
Google Toolbar

S
Web developer Toolbar

S
Y
ellowpipe

Lynx Viewer Tool


I) What is a SEO


5

II
-

Choosing

the right keywords

S
Picking keywords
your

visitor

want

S
Discovering

keywords
tools


S
Using

the right
selection

criteria


S
Researching

your

competitor

6

1)
Think

like

your

visitors

!

S
Don’t

optimize

for the keywords
you

like

!

S
Focus
potential

customers

and
their

way

of
thinking

S
Understand

what

your

visitors

will

use to
find

you


7

2) Long
Tail

S
What’s

a long
-
tail

keyword ?

S
Keyword phrase
that

has
at

least
three
, and
some

times as
many

as five
words

in the phrase

S
Highly

specific

S
Draw

less

traffic

for the
website

S
Tend
to
draw

more
quality

traffic

=> more
conversions
than

normal keywords

8

Try

to
find

long
-
tail

keyword

S
Web marketing



S
Broccoli


S
Web marketing
company

S
Web marketing
tips

S
Web site promotion internet marketing


S
Cream

of
broccoli

soup

S
Broccoli

recipes

S
Where

can

I
buy

fresh

broccoli

9

3)
Find

the right
tools

Google
AdWords

Other

tools

S
Wordze.com

S
Keyworddiscovery.com

S
Wordtracker.com

S


10

4) Picking
great

keywords

S
Judge keyword relevance

S
Compare
competition

and
search

volume :

Try

to type
your

keyword in Google and check !

S
Test a PPC (
pay

per click)
campaign

like

with

Google
AdWords

S
Build

a keyword
list

with

all
your

tries (Excel
spreadsheet

for instance)

11

An
other

necessary

tool

:

S
How
many

links
your

competitor

have ?

S
Keyword
density

S
How
many

pages
they

have
in
their

own

search

engine

indexes

S
Let’s

try

!
Download

seoquake

12

SeoQuake

13

Google PageRank,
rated

by
evaluating

the
number

of pages
linked

to the page.

Good PageRank = good information

but
maybe


your

query

Google index

More
informations
on keywords,
etc.

III) Eliminating search engine
roadblocks

Ensuring search engine visibility

S
Checking your website robots.txt file

S
Go to
www.amazon.fr/robots.txt

and
http
://
howtoupdates.com/robots.txt

S
Also the meta robots tags must
disapear

!

<meta name=“robots content=“
noindex,nofollow
”>.

S
Eliminate login and registration forms

S
Providing a way to browse

S
Avoid
all Flash pages: search engines don’t read it the right way.

14

S
Fooling the search engine

S
Avoid client
-
side redirects

S
Avoid duplicate content.

S
Link to your homepage the right way

S
Using consistent URLs

S
Deal with Broken links

III) Eliminating search engine
roadblocks

Ensuring search engine visibility

15

IV
-

Make
search

engines

love
your

site !

What

do
you

think

you

should

do ?

S
Create

and
maintain

a
great

site structure

S
Build

a
great

on
-
page structure

S
Optimize

for trust

16

1) Structure
your

site

S
More relevance to content
that

is

closer

to the top of the site
pyramid

S
Bring

content to the top of the
pyramid

:


Create

high
-
relevance hub
page


Link
extremely

important
pages
directly

from

the
homepage


If
you

should

represent

a
website

by a
picture
,


what

would

it

be

?

A
pyramid

!

17

Content clusters :


What

is

it

?

18

That’s

nice
… And ?

2
benefits

:

S
Customers

are
happier

=>
Your

site
is

like

a
library

: hub
pages
that

drive
them

make

it

far
easier

for
visitors

S
Hub pages and clusters
make

your

site more relevant :
authority

of
many

relevant pages
concentrated

on
your

hub
page,
which

is

itself

linked

to
your

homepage
.


19

2)
Keep

the structure
clear

and
clean

S
Keep

content in one place :
don’t

move a page
like

www.mysite.com/june/2007/sports

to

www.mysite.com/archive/sports

S
I’ve

got

a lot of pages. How
should

i do ?


=>
Create

an archive hub page and one
sub
-
hub page for
each

month

=> On August 1, the links to July content go to the July archive page


You
haven’t

moved

the pages,
you

just

have
changed

the
path

!


20

3)
Build

a
semantic

outline

S
Use
titles

tag
like

h1, h2, h3 etc.


S
Begin
your

title

tag
with

your

key

phrase !


S
Use all the
levels

of
titles

when

you

write

your

site, the
search

engines

will

keep

it

in
mind

21

4)
Optimize

for trust

What

do i
mean

?

S
Use an
old

domain

name

S
Get

your

site
evaluated

by one of the
security

services

S
Put
your

physical

adress

and phone
number

on
every

page

S
Take

all
reasonable

security

precautions

S
Don’t

link

sites
you

know to
be

borderline
scams

or
that

may

have a
low

TrustRank

22

V) Understanding Blended
Search

S
What is blended search?

S
Optimizing product => go to
www.google.com/base

S
Optimizing news

S
Optimize video, image etc…

23

S
Optimize your local search listing


S
Get reviews from your client!


S
Optimize your site for local search


V) Understanding Blended
Search

24

VI
-

Write

for
Search

Engines


S
How to
write

copy
that

attract

customers

?

S
How to
write

title

tags and
headings

?

25

1)
Writing

online copy

S
Avoid

stop and
filter

words

like

: a, about,
that
,
this
,
with


S
Pare down the
number

of
words

whenever

possible :

«

Then

things

went

from

bad

to
worse

» = «

Things

got

a lot
worse

»

S
Avoid

colloquialisms

: «

They

couldn’t

see

the
forest

for the
trees

»
= «

They

were

stuck

on the
detail

»

S
More syllabes
won’t

make

you

look
smarter

: «

Our expertise
is

unrivaled

»

= «
We’re

the best

»

26

2)
Find

the right keyword
density

1.
Write

your

copy first,
without

considering

your

key

phrase

2.
Look
at

your

competitors
’ page

3.
Review

what

you

wrote

4.
Use the
same

keyword
density

(
with

a maximum
density

of
three

to four percent)

27

3)
Get

past

your

brand

S
Don’t

put
your

brand first in
your

title

S
It
will

be

front
-
and
-
center
when

customers

land on
your

site

S
Stay

focused

on
getting

a
high
-
ranking

and a click


Remember

: More the
word

comes

first in
your

title
, more
this

word

will

have an
heavily

weight


28

4)
Other

tips

for
your

title

S
Avoid

keywords
stuffing

: do not put a keyword more
than

once in
your

title

S
Tell
your

story :
Your

title

is

the
very

first
thing

the
customer

sees

=> Say
something

important about
you

S
Make

it

readable

: a
title

tag must
be

totally

self
contained

(location,
what

kind

of services, etc.)


29

5)
Write

a
great

description tag

S
Search

engines

don’t

mind

about
meta

description

S
BUT the

customer


does

S
Try

to put

a call to action

like

with

a «

Call us
at

: …

»

30

6) Last
advice

S
Avoid

a verbal
meltdown

:
too

many

keywords
kill

your

keyword

S
Connect

your

headlines to
your

title

tag :
your

«

h1

»
title

is

the first
thing

the
customer

sees

on
your

homepage

!

31

VII) Building Link Love

1) Understanding Link Votes

S
Links that don’t count


S
No follow:

S
<a
href
=http://www.website.com
rel
=“
nofollow
”>




32

VII) Building Link Love

1)
Ecouraging

links

S
Write link worthy content

S
Make your page URLs easy.

S
Use absolute URLs

S
Say thanks when
someone bookmarks
you

33

S
Submit to directories: their links are counted by Search Engines


S
Commenting on blogs


S
Submitting to design galleries


S
Ask your partners to link to you! Or creating partnership

VII) Building Link Love

2
) Getting easy links

34

S
Link buying and selling


S
Link exchange


S
Link networks

VII) Building Link Love

3
) Stay out of trouble!

35

VIII
-

Analysis

of the
results

S
Use
your

worksheets

S
Know
what

you

should

track

S
Detect

plagiarism

36

1) A
worksheet
, for
what

?

S
Note
your

traffic
,
your

keyword
diversity
, etc…

S
It
boosts

your

morale

S
You
can

compare
your

changes in SEO
with

the
evolution

of
your

sales

S
Finally
,
it’s

the best
way

to
obtain

a quick
outline

of
your

efforts and
your

results

(or not…)

For
now
, Google
AdWords

is

the best
tool


37

2) Watch for
plagiarism

1.
Copy one unique phrase of
your

website

2.
Surround

it

with

quotes

and
google

it

!

If
you

catch
someone

copying

you

:

1.
Find

the contact us and
send

a
polite

note

2.
If no one
answers
, use
www.whois.net

to
find

the
domain

name

and
send

a
polite

note to the
owner

3.
If
it

still

doesn’t

work
, contact a
lawyer

38

Thank you for your attention

39