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This presentation includes tips to optimize a website visibility, as well as free tools offered by Google. This training was provided during the 7th edition of the HEC Entrepreneurship University (http://appli6.hec.fr/ude2013/)
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HOW TO INCREASE YOUR WEBSITE VISIBILITY ?
Naguib TOIHIRI
Digital Marketing [email protected]
@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 ?
@NaguibToihiri
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)
@NaguibToihiri
SEM= Search Engine Marketing
+ SEO = Search Engine Optimization
+ SEA = Search Engine Advertising
+ SMO = Social Media Optimization
What is SEO ?
@NaguibToihiri
What is SEO ?
@NaguibToihiri
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
