Search Engine Optimisation

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Search Engine OptimisationPAGNIER Hugo INMAS gpe CTERRADE Joffrey

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Introduction

a-Preconceptionsb-Some datesc-What is at stake?

3+Introduction

a- Preconception & definition

•According to YOU, what is search engine optimisation ?

Activity

4+Introductiona- 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

5+Introductiona- Preconception & definition

6+Introductionb- 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.


• 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


• 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+Introductionc- What is at stake ?

• A funny example !

Result for the search: “Trou du cul“ on Google in 2010


• A funny example !

Still appears today


• The e-reputation• Men & women• Companies• Political issues• …

• Commercial issues• Companies• Competitors

• To be visible in the mass of information

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1-How does SEO works?

a-Page rankb-White and

black hat c-Limits

13+1-How does SEO works ?a- Page rank

• What is page rank ?

o Google technologyo A mark to a page

14+1-How does SEO work ?a- 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



o “Buy online“


• 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




• How a spider sees your website ?

18+1-How does SEO work ?

a- Page rank

Try it !

Activity

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…

22+1-How does SEO work ?

c-Limits

Random data : the user !

Activity

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2-Major points of website creation

a-Search engine

documentationb-Keywordsc-Contents

24+2-Major points of website creation

a- Search engine documentation


a- Search engine documentation


b- Keywords

• What keyword would a customer use when looking for your website ?

• Optimize your website for a few keywords

• Check the competitors’ keywords


b- Keywords

$$


b- Keywords


b- Keywords

Find keywords and write a small description of your project !

Activity


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


c- Content

• Avoid duplicate content:• The tool Copyscape explores the web and

finds plagiarism

• Validate your website by the W3C validator


c- Content


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


c- ContentStructure : TAGS in the <head></head>

<title></title><meta name=« description » content=« …. » /><meta name=« keywords » content=« word1,

word2, … » />

1 page = 1 title + 1 description


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


c- Content


c- Content

Write a bit of code !

Activity

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3-How to maintain the rate

a-Analyze the results

b-Dynamic content

c-Backlinks

39+3-How to maintain the rank?a- Analyze the results

• Google Analytics


• Wordpress


• Facebook

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


• 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


• TrustRank: trust is measured by SE. To improve it, be an old trustworthy site and do NOT link to untrustworthy sites

54+Conclusion

A last game !

Activity

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Conclusion

A user point of view

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Conclusion

Have you got any questions?

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Conclusion

Thank you for your attention

Search Engine Optimisation

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