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SEO Workshop : "Does Google love or hate your website"

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SEO Workshop : "Does Google love or hate your website"

What can I do to improve my website ranking on Google ?
What are the criteria used by Google and by other search engines ?
What tools can I use to measure my website performance ?

If you’ve got any of these questions, join this workshop !

What can I do to improve my website ranking on Google ?
What are the criteria used by Google and by other search engines ?
What tools can I use to measure my website performance ?

If you’ve got any of these questions, join this workshop !

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SEO Workshop : "Does Google love or hate your website"

  1. 1. Does Google love or hateyourwebsite?<br />Sylvie de Meeûs<br />
  2. 2. First position: a goal?<br />
  3. 3. Your goal : to befound!<br />Referrals (how do visitors land on your pages?)<br />Yourcompanyname ?<br />Relevant keywords ?<br />Minimum 50%<br />
  4. 4. Workshop objectives<br />Understand how searchengineswork<br />Evaluateyourwebsite<br />Contents<br />Links<br />Accessibility<br />Blockingfactors<br />Analyse yourstats<br />
  5. 5. Paid vs organic SEO<br />
  6. 6. SEO for images, videos, maps,…<br />
  7. 7. The first place’s secret…<br />OrganicSearch<br />
  8. 8. … hides in the cache<br />
  9. 9. How does Google work?<br />« The ultimate search engine would basically understand everything in the world, and it would always give you the right thing  »<br /><ul><li>Larry Page, co-fondateur de Google</li></ul>Relevant<br />content<br />
  10. 10. How does Google work?<br />« PageRank », « TrustRank », « algorithm »… make the differencebetweensimilarwebsites<br />Incoming links = votes for your content<br />Popularwebsite<br />
  11. 11. How does Google work?<br />« Createyour web pages for yourvisitors, NOT for searchengines »<br />« Don’tbeevil »<br />Don’tfool Google!<br />
  12. 12. 1. CONTENT IS KING<br />
  13. 13. Long tail (or trail)<br />Search engines index pages (NOT websites !)<br />Rare queries (less than 10 visits/month) make up to 90% of your traffic<br />
  14. 14. Choose the right keywords<br />Good news : eachpage of yourwebsitecanbe 1st for (a) specific keyword(s)<br />Each keyword  one content page<br />Each page  one or keyword (or keyphrase)<br />Choosing the right keyword makes the difference<br />Recruitment or Humanresources ?<br />Books or book ?<br />
  15. 15. Choose the right keywords<br />Talk your customers’ language<br />Try a search: accurate results?<br />Try a search: how many results?<br />Useful tip : check « allintitle: keyword»<br />Target smaller niches<br />Your services + town<br />Toys + age, renting, gift lists,…<br />Choose between synonymshttps://adwords.google.fr/select/KeywordToolExternal<br />
  16. 16. Reinforcerelevancy<br />For each page: <br />Keyword in <title><br />Keyword in the links to the page<br />Keyword in title<br />Keyword in URL<br />Keyword at the beginning of the text<br />Breadcrumbs (You are here: Home > … > Keyword)<br />Title tags <H1>, <H2>,…<br />Read « Google search engine optimization starter guide  » http://www.google.com/webmasters/docs/search-engine-optimization-starter-guide.pdf<br />
  17. 17. Influence of the global site<br />Number of pages (with real content!)<br />Pages on similartopics<br />Number of pages increased gradually<br />Update frequency linked to the type of content (news, blog, shop)<br /><title> and <description> tags ≠ in each page<br />Simple URL* (directories and pages)<br />Links betweenrelated pages<br />
  18. 18. Remember…<br />Carefullyconsideryour keywords<br />Consider SEO beforecreatingyour site structure <br />One theme per page<br />Perfer (original) textual content<br />Bring value to your visitors<br />Don’t think (too much) about Google!<br />
  19. 19. A small tip…<br />Write a new page every month<br />Informative and original content<br />Examples :<br />Product description<br />Case study<br />Tips and advices<br />Videos, etc.<br />
  20. 20. Mini-audit : content<br />Google Analytics : > Traffic sources> Keywords<br />Relevant keywords<br />Number of keywords<br />« In total, researchgenerated 1 293 visits via 916 keywords »<br />
  21. 21. 2. MAKE LINKS<br />
  22. 22. Incoming links<br />Indicate your site popularity <br />“Hard” link* (no redirection or javascript or « nofollow » tag)<br />Link on a page indexed by Google<br />Link on a site covering the same theme<br />Prefer few good links to many links without link (= spamdexing*)<br />Avoid paid links and reciprocal  links<br />Avoid outgoing links<br />
  23. 23. Importance of the link text<br />Link text: underlined text that links to another page<br />Examples :<br />… for more information, click here<br />… on http://www.amaranthe.be<br />… information about our e-marketing trainings<br />Place your keywords:<br />in links on your site<br />in links from other sites<br />
  24. 24. Mini-audit : inlinks<br />Authentifyyour site** at Google and Yahoo<br />Google webmaster tools:<br />Number of links to each page<br />Keywords in links<br />Yahoo site Explorer :<br />Inlinks, lessdetailed<br />
  25. 25. 3. MAKE YOUR SITE ROBOT-FRIENDLY<br />The spider that visits your site is blind, deaf and has no hand<br />
  26. 26. Mini-audit : accessibility<br />Is my content "readable" by a robot?<br />Deactivate CSS and images (Web Developer extension for Firefox)<br />Scapture.com (see your site in Lynx)<br />Spider-simulator.com (explore your site with the eyes of a spider)<br />Doesmy content appear :<br />Totally? In the right order?<br />Is navigation visible? Understandable?<br />Do images have a textual alternative?<br />
  27. 27. Here ’s whatyousee<br />
  28. 28. Here'swhat the robot sees...<br />
  29. 29. Here’swhatyousee…<br />
  30. 30. Here'swhat the robot sees...<br />
  31. 31. Remember…<br />Textual content on the home page<br />Links to internal pages in the text<br />« Text » menus<br />No text in images<br />Textual alternative to each image<br />XML Sitemap<br />
  32. 32. Sitemapsprotocol<br />List the pages to be indexed by the robot on www.monsite.com/sitemap.xml<br />Other information<br />Lastmodification<br />Modification frequency<br />Update sitemapateachwebsiteupdate!<br />
  33. 33. 4. DON’T STOP ROBOTS<br />
  34. 34. Technical audit<br />How many pages are in the search engines?<br />Site:www.monsite.com (Bing, Yahoo, Google,…)<br />Are my menus search-enginefriendly?<br />www.xml-sitemaps.com (up to 500 pages)<br />Google webmaster tools > diagnostic<br />Errors<br />HTML suggestions <br />
  35. 35. Blockingfactors<br />Home without content ("Splash page")<br />Script on the homepage (ex: browser detection)<br />Redirections (beware of yourhosting!)<br />Frames, iframes,… <br />Menu in Flash or javascript (« roll-over ») <br />Programming or CMS generating « exotic » URL’swith « ? », « id »,… <br />Techniques aiming to "cheat"<br />
  36. 36. Now, let’s practice !<br />Install Google Analyticstoday<br />Tackle all technicalisues<br />Améliorez la relevance of your pages<br />Developyour contents<br />If you have no websiteyet… start it now !<br />
  37. 37. Further informationhttp://www.amaranthe.be/blog<br />Installer Google Analytics vite… et bien<br />Outils Google, Bing et Yahoo pour webmasters<br />Pourquoi utiliser une sitemap en XML ?<br />Quelques conseils pour bien choisir son nom de domaine<br />Lancement d’un site : 12 choses à ne pas oublier<br />Refaire son site sans pénaliser son référencement<br />Site en panne : conséquences sur votre référencement<br />Comment figurer sur les cartes de Google ?<br />Duplicate content et plagiat sur le web<br />
  38. 38. Glossary<br />Breadcrumbs : <br /><title> tag : on top of your browser window<br /><description> tag : appears in searchresults<br />
  39. 39. Glossary<br />H1, H2,… <br /><title><br /><description> <br />Code source (HTML)<br />Code source (HTML)<br />
  40. 40. Glossary<br />SEO : SearchEnginePositioning<br />SERP : SearchEngineResult Page<br />Link with a « nofollow » tag<br />CMS : Content Management System<br />Other SEO vocabulary : http://www.4fx.com/seo-vocabulary.html<br />
  41. 41. Amaranthe Web Agency<br />Sylvie de Meeûs (info@amaranthe.be)<br />I like:<br />E-mailing<br />Social networks<br />Efficient webdesign<br />Search engine strategy<br />Follow me:<br />Twitter @AmaranteH<br />Facebook.com/amaranteh<br />www.amaranthe.be/blog<br />

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