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Search Engine OptimisationPAGNIER Hugo INMAS gpe CTERRADE Joffrey
Introduction
a-Preconceptionsb-Some datesc-What is at stake?
3+Introduction
a- Preconception & definition
•According to YOU, what is search engine optimisation ?
Activity
4+Introduction
a- Preconception & definition• Natural SEO is done naturally
• A highly visited website has good SEO
• A SEO is durable• When optimisation is done, you don’t have to do it again• « My website is well ranked, I don’t have to make other modifications »
• Natural SEO is only a question of links
• Flash is not a problem in SEO
• My website is validated by W3C, I am surely well optimised
• Repeat keywords a lot in the text
6+Introduction
b- Some dates• Began in the mid 1990’s• Initially, submit the address of a page, or URL to the various
engines • Extract links to other pages from the original page and
return information on the page to be indexed
• First “Search Engine Optimisation“ approach in 1997• The importance of ranking• Appearing in a marketing group
• First algorithms relied on webmaster-provided information:• MetaTags• Could be an inaccurate representation of the site's actual
content.
7+Introduction
b- Some dates
• Google creation in 1998• Introduction of links, headings, and site structure • Still considering Meta Tags, page rank and keyword
frequency
• 2004: the leading search engine do not share their algorithms• SEO practitioners try to find them and share their opinion
• 2005: Google starts to personalize search results for each user
8+Introduction
b- Some dates
• December 2009: Google use the web search history of all its users in order to populate search results.
• February 2011: Google annouced the “Panda Update“ that penalizes websites containing content duplicated from other websites and sources. (Copyscape)
• April 2012: The Google’s “Penguin Update“ that penalizes websites that used manipulative techniques to improve their rankings on the search engine.
9+Introduction
c- What is at stake ?
• A funny example !
Result for the search: “Trou du cul“ on Google in 2010
11+Introduction
c- What is at stake ?
• The e-reputation• Men & women• Companies• Political issues• …
• Commercial issues• Companies• Competitors
• To be visible in the mass of information
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Search Engine OptimisationPAGNIER Hugo INMAS gpe CTERRADE Joffrey
1-How does SEO works?
a-Page rankb-White and
black hat c-Limits
14+1-How does SEO work ?
a- Page rank
• What is page rank ?
Google links: Number of links, pointing to the current page. Google version (Except links from concerned domain).
Google index: Number of indexed pages.
Google PR: Google PageRank of current page
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
19+1-How does SEO works ?
b- Black and white hat
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.
20+
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.
1-How does SEO works ?b- Black and white hat
21+1-How does SEO works ?
c-Limits
If you use black hat SEO, Google may remove your website from the results pages…
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Search Engine OptimisationPAGNIER Hugo INMAS gpe CTERRADE Joffrey
2-Major points of website creation
a-Search engine
documentationb-Keywordsc-Contents
26+2-Major points of website creation
b- Keywords
• What keyword would a customer use when looking for your website ?
• Optimize your website for a few keywords
• Check the competitors’ keywords
29+2-Major points of website creation
b- Keywords
Find keywords and write a small description of your project !
Activity
30+2-Major points of website creation
c- Content
Be readable !
• Use a robots.txt file
• Avoid forms : SE can’t fill them !
• Avoid flash websites
• Deal with broken links
• Redirect using a 301
31+2-Major points of website creation
c- Content
• Avoid duplicate content:
• The tool Copyscape explores the web and finds plagiarism
• Validate your website by the W3C validator
33+2-Major points of website creation
c- 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 style attributes
• alt attributes for images
34+2-Major points of website creation
c- Content
Structure : TAGS in the <head></head>
<title></title><meta name=« description » content=« …. » /><meta name=« keywords » content=« word1,
word2, … » />
1 page = 1 title + 1 description
35+2-Major points of website creation
c- Content
• The navigation of a website is important in helping visitors find the content they want quickly. But it is the same thing for robots!
• For example using breadcrumb lists (“Fil d’Ariane”)
• An XML sitemap file: submit it through• Google's Webmaster Tools makes it easier for Google to
discover the pages on your site
+
Search Engine OptimisationPAGNIER Hugo INMAS gpe CTERRADE Joffrey
3-How to maintain the rate
a-Analyze the results
b-Dynamic content
c-Backlinks
49+3-How to maintain the rank?
b- Dynamic content
•According to YOU, what is dynamic content ?
Activity
50+3-How to maintain the rank?
b- Dynamic content
• Add and update regularly the content of the website to make it live• Need to change main pages more frequently to encourage
web-users to return to site.
• Avoid dead links
• Make it simple for the administrator• Databases• Html • User interface
51+3-How to maintain the rank?
c-Backlinks
• 3 kinds of links• inbound links, incoming links and inlinks
• Aim? • At the begining, send the web-user from a page to an other• Now, used by SE to mesure the importance of a website
52+3-How to maintain the rank?
c-Backlinks
• Be sure to use a single link for each page:
• www.mysite.com• mysite.com• www.mysite.com/index.html• http://www.mysite.com/index.html
53+3-How to maintain the rank?
c-Backlinks
• TrustRank: trust is measured by SE. To improve it, be an old trustworthy site and do NOT link to untrustworthy sites
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Search Engine OptimisationPAGNIER Hugo INMAS gpe CTERRADE Joffrey
Conclusion
Have you got any questions?
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