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/)
4. • 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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5. 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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6. SEM= Search Engine Marketing
+ SEO = Search Engine Optimization
+ SEA = Search Engine Advertising
+ SMO = Social Media Optimization
What is SEO ?
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7. What is SEO ?
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Goals
•Generate targeted and qualified traffic
•Be more visible on search engines
Middle
Term
Short
Term
Long
Term
•Generate traffic
•Be more visible on social medias
•Generate targeted and qualified traffic
•Make conversions quickly
Levers
SEA
SMO
SEO
Results
9. Why SEO is so important ?
92 % of Internet users use search engines to find information
on the web
Pew 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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18. 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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31. Rules :
• Facilitate social sharing from your website
• Be on social networks
• Create a blog
5) Asserting your social presence
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32. 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
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33. « We do use Twitter
Facebook links and
ranking, as we always
have in our websearch
ranking »
Matt Cutts - December 2010
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5) Asserting your social presence
34. • 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