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 1Rank 2You shouldnt care about SEO if you are:GoogleMicrosoftAppleWikipediaFacebookWorld of WarcraftYou should care about SEO if:Youre not one of previous web-siteYour not facing one of the previous web-site.You want more people to visit your site.Your business depends on the number of visitors

What search engine should you care about ?

How do a search engine see your site ?

Is your web-page this one ?

Google sees this oneDifferent methodsWhite hatSEO: make the site better ranked without attempting to manipulate the search engineBlack hat SEO: fool the search engine into ranking your site better.White hat SEOLong term project.Might not allow you to become top ranked.

Totally safe.Black hat SEOFaster and more efficient.Perfectly legal.

When the search engine will discover this, you will get unranked.Use some tools:Useful Firefox Pluggins to check stats:SeoQuakeLive HTTP HeadersGoogle ToolbarUse some tools: SeoQuake

Use some tools: SeoQuake

Use some tools: SeoQuake

Main pointsChoose your keywordsBe sure to be readableSearch engine loveBlended search Writing Great CopyBuilding linksAnalyzing results

Choose your keywordsWhat keyword do you want for your website ?

What keyword would use a customer looking for your website ?Choose your keywordsUse the right tools:www.wordze.comhttp://keyworddiscovery.comwww.wordtracker.com(monthly fees)https://adwords.google.com/select/KeywordToolExternal(Advert keywords, may not be relevant for web sites)

Seize new trendsUse the latest trends to get relevance:http://www.google.com/trends(USA trends only)

Test and monitorTest your keywords thanks to PPC marketing

Keep a track of your keywordsSeize new trendsSee the trends in a specific place at a specific date:http://www.google.com/insights/search/

Use your brainWebsites and software cant be exhaustive coming to language.Find keywords your competitors do not useCheck the ones your competitors use

Be sure to be readableDont tell search engine not to search:

Robot.txt file containingDisallow: /

Be sure to be readableAvoid registration formAvoid login form

SE cant fill them !

Provide a way to each of your pagesBe sure to be readableAvoid JavaScript

Avoid Flash even more

Be sure to use a single links for each page:www.mysite.commysite.comwww.mysite.com/index.htmlhttp://www.mysite.com/index.html

Search engine loveStill no Flash and no registration!

The most relevant information the nearest from the index:Deep linking Hub pages and clusters:

Search engine loveDon't move your content, or old links from SE will become useless -> "False" archives

Keywords in URL

Search engine loveSemantics: code a great html, using the best tags (h1, title...) -> respect the rules of the W3C !

Search engine loveTrustRank: trust is measured by SE. To improve it, be a old trustworthy site and do NOT link to untrustworthy sites

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

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

Blended search: local search

Blended search: images

Blended search: videos

Blended search: products

Writing Great CopyText 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

Writing Great CopyUse 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-Title tag is the one Google display in blue, so it's really important ! + the "description meta tag" is the text following !

36Writing Great Copy: tag title

Building links: Link VotesEach website can "vote" for other websites

A link is considered as a vote

Conditionsthe link has to be directeasy to see in the browser status barBuilding links: nofollow linksSE will ignore the link

SeoQuake can find themBuilding links: Getting linksBecause they link to interesting contentBecause they are easy to follow (blogs)Get partnerships !Use widgetsInclude keywords in your linksBe original !Building links: Avoiding troublesDon't sell or buy links !

Don't exchange either !

Don't join a link networkBuilding links: BaitingBe original and funny

Be controversial, TROLL !

Create buzz

Use pictures and videos you host

Building links: Research competitors linksLinkDiagnosis.com

Yahoo! Site Explorer

Blog search

Google news searchAnalyzing results: Use a tracking worksheetSee the progression on a month basisNote traffic, keywords, links, etc.Remember that the progression will be slowAnalyzing results: CopyingUse www.Copyscape.ComContacting copying webmasters is usually enough

Analyzing results: Decreasing rankingsIf you used black-hat methods, too bad ! we warned you !If not, maybe it's temporaryYou can still check your linksDon't change your strategy suddently !

Analyzing results: 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 !