How increase your website visibility ? by Naguib TOIHIRI

HOW TO INCREASE YOUR WEBSITE VISIBILITY ?

Naguib TOIHIRI

Digital Marketing Managernaguib.toihiri@gmail.com

@NaguibToihiri

@NaguibToihiri

Is a website ranked according to its traffic?

PREAMBLE

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• Search engine have 4 major steps :

– Crawling the Web with robots

– Indexing collected web pages

– Ranking results by relevance (algorithm)

– Returning results with results page

How do search engines operate ?

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What is SEO ?

Search Engine Optimization(SEO)

=

All techniques that improve a website visibility

on search engines

SEO is part of Search Engine Marketing (SEM)

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SEM= Search Engine Marketing

+ SEO = Search Engine Optimization

+ SEA = Search Engine Advertising

+ SMO = Social Media Optimization

What is SEO ?

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What is SEO ?

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Goals

•Generate targeted and qualified traffic

•Be more visible on search engines

MiddleTerm

ShortTerm

LongTerm

•Generate traffic

•Be more visible on social medias

•Generate targeted and qualified traffic

•Make conversions quickly

Levers

SEA

SMO

SEO

Results

@NaguibToihiri

SEO

SEA

What is SEO ?

SEA

Why SEO is so important ?

92 % of Internet users use search engines to find information

on the webPew Internet – August 2011

50 % of traffic can come from search engines

Médiamétrie-eStat study – april 2012

85 % of Internet users click on natural results

SearchEngineWatch.com – october 2012

58 % of Internet users click on the top 3 results

SearchEngineWatch.com – april 2011

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Google dominates search engines (France)

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GOOGLE TOOLBOX

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– Knowing your website health

Google Webmaster Tool

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– Following your website traffic

Google Analytics

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– Knowing your web traffic from search engines

Google Analytics

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– Identifying keywords trends

Google Trends

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– Identifying relevant keywords

Google Adwords (Keyword generator)

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5 USEFUL TIPS

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Rules :

• 1 unique descriptive title per page

• Maximum 70 characters

• At the top of the HTML code ("head")

1) Optimizing title tag

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1) Optimizing title tag

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Helping tools :

• Google Webmaster Tool

– Detect duplicate titles

• Google Adwords (Keyword generator)

– Choose relevant keywords

1) Optimizing title tag

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Rules :

• Minimum 300 words per page

• Regularly publish content

• Unique and quality content

2) Publishing quality content

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2) Publishing quality content

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Helping tools :

• Google Adwords (Keyword generator)

– Choose relevant keywords

• Alyze.info (analyze)

– Information about page content

Rules:

• Site structure

– Appropriate site tree

– Internal links to deep pages

3) Optimizing the structure

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3) Optimizing the structure

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Level 1

Level 2

Level 3

Rules :

• Content structure

– 1 H1 tag per page (using the same as title tag)

3) Optimizing the structure

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3) Optimizing the structure

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Level 1

Level 2

Level 3

Helping tools :

• Google Webmaster Tool

– Submit an updated sitemap

• Web Developer Toolbar (Information / document outline)

– Analyze page content structure

3) Optimizing the structure

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Rules :

• Get quality links (High Page Rank)

• Optimize links (Anchor Text)

• Get variety links

4) Improving website popularity

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Helping tools :

• Command « link:yourwebsite.fr » on Google

– Number of backlinks

• Majesticseo.com

– Mesuring quality backlinks

4) Improving website popularity

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4) Improving website popularity

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Rules :

• Facilitate social sharing from your website

• Be on social networks

• Create a blog

5) Asserting your social presence

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Helping tools :

• Add social sharing plug-in on your site

• Create a Google + account, Facebook, Twitter and other social media ...

• Use a CMS for the blog (eg. Wordpress)

5) Asserting your social presence

@NaguibToihiri

« We do use TwitterFacebook links and

ranking, as we alwayshave in our websearch

ranking »

Matt Cutts - December 2010

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5) Asserting your social presence

• Hidden content

• Keyword stuffing

• Duplicate content (Google Panda)

• Buy / Links Exchange

• Incoherent links (Google Penguin)

…we don’t follow Google rules ;-)

What Google does not like

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Google ~ 50 algorithm changes per month

THANK YOU

Naguib TOIHIRI

Digital Marketing Managernaguib.toihiri@gmail.com

@NaguibToihiri