Ce document présente les étapes essentielles pour l'optimisation des moteurs de recherche (SEO), y compris la recherche de mots-clés, l'optimisation sur page et hors page, ainsi que l'utilisation d'outils comme Google Analytics et Google Ads. Il décrit également les types de mots-clés, les techniques de redirection, et l'importance de l'expérience utilisateur et de la vitesse du site web. Enfin, il fournit des ressources et des outils pratiques pour aider à améliorer le positionnement d'un site sur les pages de résultats de recherche de Google.

1. Search Engine Optimization
SEO First Step!
By Marwen Digital
www.marwen.digital

2. Me www.marwen.digital
How about You!

3. Présentation de Google SERP , Principe de fonctionnement
How Google Search Works
01
Détermination des mots clés Step by Step.
Keyword Research
02
On Page / Off Page
03
Techniques d'optimisations
04
Plan
SEO
Stratégie SEO
05

4. Google
Recherche d’Informations
par les internautes
Source: ALEXA, SIMILARWEB, SEMRUSH
Number 1
❖ Search Phrase : Search Terms, Search Queries
❖ SERP: Search Engine Result Page
❖Knowledge (Graph )Panel : Informative (informational) Keywords
❖ Paid Advertising (Ads: SEA)
❖ Organic Results (Naturel): SEO
63% 91%
Redirection vers les
sites depuis Google
100
Index, le mot le plus
rechercher sur Google
Date from 01-01 to 31-12-2020: By Datareportal

5. SEO
Hight Rank
Processus
A suivre
Etapes & Guidelines
Appliquer
Short, Long Time
Techniques

6. oogle
Google
Functions
Techniques
Sitemap
Robot.txt
Webmaster Guidelines
How Google
Search Work
Spiders
Crawlers
Bots
Robots
GoogleBots
White Hat
Scan
Crawling
Read
Snapshot
Store DB
Processing and Indexing
Serve
Gray Hat
Black Hat
General Guidelines
Quality Guidelines
Protocol, Exclude Content from indexing
Exclude
Not For Security
HTML
XML
Search Engine
Table of content
Algorithme
Relevance
Popularity Backlinks
Content
PageRank

7. Keyword Research
• Types (Short/Medium/Long Tail
Keywords ).
• Competitive
• Transactional Keyword
Brainstorm
• Ads OR Competitors
• Yes or No
Commercial Intent
• Popularity
• Check More keywords
Google Auto/ Suggest
Associated Keywords By Google
Google Related
Using Free Chrome Extension:
MOZBAR (PA, & DA) Min 2 links
< 20 → Low Competition
Competition
Google Keyword Planner
Google Trends
Keyword Surfer
Volume
Successful Keyword: Hight Volume + Low Competition

8. Types of Search Queries
• Informational: looking for information, (Google use Knowledge Graph) 🡪 SEO Content
How To: Write blog post full of tips, FAQ, Create How-to video, write a detailed, step-by-step guide,
Design an infographic that illustrate concept.
🡪 Goal: Build Trust and Authority source of information.
• Navigational: Looking for particular website or webpage (Exp: Jumia, Mosaïque, Youtube…),
• Transactional: indicate an intent to make action, such as making purchase: Exp: Samsung
Galaxy s21..) include terms like: buy, purchase, order. call now
How To: Google Ads, Good User Experience (UX) in the website, Retargeting/ Remarketing, Social
Media Shop, Email Marketing,

9. Head Terms vs Long Tail Keywords
Head terms are keywords that:
● Have a high search volume
● Are generally very competitive (aka have a high difficulty score)
● Are very broad—closer to the top of the funnel
Long-tail keywords are the opposite of head terms, they:
● Have a low search volume compared to head terms
● Are relatively easier to rank for (aka have a low difficulty score)
● Are very specific—closer to the bottom of the funnel

10. OnPage Optimization

11. Off Page Optimization

12. Duplicate Content
Cannibalisation SEO
301 and 302 Redirection
Broken links

13. LOCAL SEO
User eXperience
Website Speed
.webp 500 K png -> webp 200 K

14. Google Search Console
Google Analytics

16. Contact
Email: contact@marwen.digital
Website: www.marwen.digital
marwendigital
DMK Club Bizerte
dmkclubbizerte

17. THANK YOU
SEO First StepS!

18. 1
SEO Training Key Takeaways
(Description Tools and links)
SEO: Search Engine Optimization
C’est l’ensemble des processus et techniques à appliquer et apprendre
en considération pour ramener votre site web dans les premiers résultats
de recherche organique Google.
SERP ANALYSIS:
Le principe de fonctionnement de Google (Crawling, storing,
processing and Indexing),
SERP, Search phrase, Organic and Paid Ads (SEA: Search Engine
Advertising)
Les techniques de référencements (Black, Gray, white) and Google
webmaster Guidelines
https://developers.google.com/search/docs/advanced/guidelines/we
bmaster-guidelines
L'algorithme PageRank : Relevance (Content), Popularity (Backlinks)
Robot.txt et SiteMap.xml
Détermination des keywords:
(
Brainstorming, Commercial Intent, Google Auto and Google
Suggest, Google Trend...
High Volume
(Google Ads Planner),
Low competition:
Extension MozBar
(PA and DA: minimum 2 links PA And DA<20)
)
----> Primary Keyword, Secondary Keyword, Third Keyword

19. 2
On Page SEO: Title, Meta Description, URL, Headers (Hn: H1,
H2,H3,H4), Keywords usage and density, Internal Links, External
Links, Image Alt Text, Sitemaps. Avoid duplicate content (add
canonical for original content), 404 Pages
Off Page SEO (Netlinking): Popularity, give a strong reason,
Create relevant content, build relationships, be in the
webmasters community, chek blogs related for your type of
business, search for high quality links and DA., use “NoFollow”
when you need,
Google Search Console And New Search Console Insight
https://search.google.com/search-console/about
Paid Platforms and website for SEO: Ahrefs, Semrush,
UberSuggest, Wordtracker, Google Ads, Moz Keyword Explorer
KEYWORD TYPES:
● Short tail keywords; product: (Exp: parfum) between 1 and 2
words ambiguity - competitive (competition) if Ads are here
from our competitors (google Ads: SEA)
● Medium tail keywords: Exp: sale parfum product, it’s better
but it stay competitive , generally not recommended
● Long tail keywords: sale parfum product in Ben Arous. Claire,
emplacement, service, product. (Describe the user intent)
More than 3 words
● Brand Keywords: Channel, we can’t use these words related
to brands for SEO purposes. Target audience with brand
keywords are not recommended by Google guidelines.
KEYWORD RESEARCH TOOLS:
MozBar Extension
https://chrome.google.com/webstore/detail/mozbar/eakacpaijcpapndcfffdgp
hdiccmpknp?hl=en
Google Keyword Planner Tool:
https://ads.google.com/intl/en_in/home/tools/keyword-planner/

20. 3
Google Trends:
https://trends.google.com/trends/?geo=US
SEO RESOURCE:
Un lien de site très pertinent dans le SEO (Une référence pour moi
personnellement), qui contient les techniques, les nouveautés, stratégies
SEO.
https://backlinko.com/
Canonical URLs. What are they?
https://yoast.com/help/canonical-urls-in-wordpress-seo/#utm_source=y
oast-seo&utm_medium=software&utm_term=canonical-url&utm_content
=advanced-tab&utm_campaign=wordpress-support
Duplicate Content
You might have posts or pages on your site with similar content. For
example, you could have products or content that can be found on
multiple URLs. To avoid confusing search engines, you can tell search
engines which URL contains the original content. You do this by adding
a canonical URL in the Advanced settings of the Yoast SEO meta box.
301 AND 302 REDIRECTION:
Deux types:
● 301 redirection Permanente
● 302 redirection temporaire
Exp: URL d’origine www.monsite.com/huil-pour-massage-en-tunisie pour
des raisons liées a la stratégie SEO la nouvelle URL
www.monsite.com/huil-bio-en-tunisie
Si on va cliquer sur l’ancienne url, on va trouver une erreur 404 qui va
impacter l’expérience utilisateur, entre les liens internes, depuis le SERP,
ou même des backlinks provenant ver cette page.

21. 4
Donc on va faire une redirection de l’ancienne url vers la nouvelle url,
sans toucher dans le fichier sitemape.xml dans search console.
301 : si la redirection permanente une fois pour toute : la meilleure est
dans le fichier Htaccess dans le serveur d’hébergement de notre site
web, ou avec codage simple ou avec des extensions.
Aussi des redirections : www.monsite.com vers monsite.com
302 : si la redirection temporaire
Plugin Wordpress for redirection :
● Redirection.
● 301 Redirects.
● Safe Redirect Manager.
● All in One SEO.
Broken links: (liens cassés)
Tools :
● https://sitechecker.pro/website-crawler/
● https://www.deadlinkchecker.com/website-dead-link-checker.asp
● https://www.brokenlinkcheck.com/
Cannibalization SEO:
Une concurrence entre deux ou plusieurs pages web, d’un même site
internet, optimisées sur le même keyword dans les résultats de
recherche.
Détection : site:www.votresite.com suivi du mot-clé et voir les résulta
dans le SERP
Solution : bien étudier les mots clés – fusionner des pages dans une
seule vers la page qui possède plus de Trafic.
LOCAL SEO:
Stratégie ou les techniques à faire pour améliorer :

22. 5
● Le positionnement d’une entreprise dans le SERP
● Visibilité dans votre zone géographique
Avec un keyword ayant un critère géographique (mais pas toujours),
Comment:
● FGMB (fiche Google My business) qui génère de trafic vers les sites
web ou l’appel à l’action d’appeler par exemple l’entreprise de
300% plus que les réseaux sociaux: bien choisir la ou les
catégories de votre business, Fiche complète, remplir tous les
champs, lien vers le site web, le contact, l’adresse exact, email,
utilisation des mots clés dans la description comme agence
immobilière pour la location des maisons à Sousse… ) les horaires
d’ouverture ajouter des images originales et de qualité (ajout des
métadonnées de géolocalisation dans l’image)
Demander aux clients d'ajouter leurs témoignages sur vos FGMB (Fiche
Google My Business)
Avantages :
● Meilleure visibilité sur votre secteur géographique
● Génération de nouveaux prospects,
User Experience : UX
● Diminuer le temp de rebond
● Add call to action
● Navigation structurée
Website Speed:
● Gtmetrix
● Google Pagespeed insight
● Solution (taille de images (webp extension), réduire l'appelle
au fichier CSS) – wordpress : utiliser des thèmes rapides,
plugin d’optimisation
SEO ONLINE PLATEFORME,AUDIT AND REPORTING
Software: Screaming Frog

23. 6
Online:
https://www.wordtracker.com/search
https://www.semrush.com/projects/
https://neilpatel.com/ubersuggest/
https://ahrefs.com/fr
https://seositecheckup.com/
https://www.seobility.net/en/seocheck/
GOOGLE ANALYTICS
Google Analytics:
https://analytics.google.com/analytics/web/#/report-home/a54516992w
87479473p92320289
Demo account:
https://support.google.com/analytics/answer/6367342?hl=en
Dimensions and Metrics:
https://ga-dev-tools.appspot.com/dimensions-metrics-explorer/
GA User Interface:
https://support.google.com/analytics/answer/2604608?hl=en
Reporting view filters:
https://support.google.com/analytics/topic/1032939?hl=en
Regular Expressions:
https://support.google.com/analytics/answer/1034324?hl=en
CONNECT YOUR WEBSITE WITH GA:
Connect your website with GA:
Wordpress:
Plugins used:
1. Insert headers and footers
2. Monsterinsights (plugin wordpress pour les statistiques)
3. Google site kit
CONTENT
CMI: Content Marketing Institute
https://contentmarketinginstitute.com/

24. 7
Un lien vers Content Marketing Institute pour voir les articles reliés à la
création de contenu .
CONTENT IDEA AND SEO TOOLS
https://answerthepublic.com/
https://answersocrates.com/
Google : Suggestion, PAA (People Also Ask), …
CONTENT CALENDAR TEMPLATE:
https://trello.com/b/Vs8MDbSb/content-calendar-template
Pour l’organisation des idées de contenu: Trello
HEADLINE GENERATORS:
https://www.portent.com/tools/title-maker/
https://coschedule.com/headline-analyzer
Génération des titres de articles à partir des mots clés ou des termes
DOWNLOAD FREE HI-RES IMAGES:
Téléchargement des images gratuitement:
https://www.canva.com/
https://pixabay.com/
https://www.pexels.com/
https://www.freepik.com/
CUSTOMER PERSONA:
https://www.hubspot.com/make-my-persona
Creation d’un modele de Buyer Persona : Potentiel client pour notre
business

25. By Marwen Digital
OFF PAGE SEO
OBJECTIVES
Links Influence Ranking
Basic Principles of Link Building
Different Website Different Impact
Social Media Links
Avoid Unethical Practices
ON PAGE VS OFF PAGE
On Site Content & Code Relevancy
Away From Your Website Popularity
POPULARITY = HYPERLINKS
Votes Of Popularity On the Web
Points One Doc to Another
Hyperlinks Are Signals
Links Are Difficult To Influence
Not In Your Control
WHY?
Influential Websites Are Linked
News
Info
Entertain
Valuable Content
Recommedation Give a Strong Reason
PRINCIPLES
Content
Create Link-worthy Content
Content is King
Off-site Engagement
Spend Time On Other Websites
People Link For People
Build Relationships With Webmasters
Utilize Offline Relationships
Friends
Networking
TYPES
Not All Links Are Equal
Link Equity
Relevance
Authority
.edu
.gov
Diversity
Inbound & Outbound Links
Link Out To Relevant Sites
REL="NOFOLLOW"
For Combatting Irrelevant Links
Here's link going out from my site, but I
don't trust it.
Social Media
DONTs
Spam
Buy
Exchange

26. By Marwen Digital
DUPLICATE
CONTENT
WHAT
Common Problem
Identical Content
Which is Original?
SE Arbitrarily Picks Ones
Eg: Spammer Copying Your Content
Eg: Product Page From Email Or Social
Media Different URL
Add CMS Issues
WORDPRESS Default Settings
Homepage
Author Page
Tags Page
Category Page
Archive Page
ECOMMERCE STORE
Phones
Android Phones Subset Of Phones Duplicates?
FIX
Technical
Remove Or Block
Yoast SEO
Rel="Canonical"
NoIndex, Follow

27. ON PAGE SEO
SIGNALS
1 Title
Top of the browser
Clickable Link on SERP
View Source
Begin with the keyword
47 - 56 characters
Readable Do not stuff keywords
Unique
2 Meta Description
SERP
View Source
Use Your Keyword(s)
Readable
147 - 156 characters serpsim.com
Unique
3 URL
Use the keyword in your URL
Small Letters Lower Case
separator should be hyphen
4 Site Architecture
5 Headers
h1, h2, h3, h4, h5, h6
h1 - Main Topic Digitla Marketing Training Use H1 Only Once
h2 - Sub Topic
SEO
Google Ads
Social Media Marketing
h3 - Sub Topic Of A Sub Topic
Keyword Research
On Page
Off Page SEO
6
Keyword Usage LSI  Latent Semantic Index NLP 
Digital marketing
Online
Internet
Web
marketing
sales
selling
seo
social media
fb
7 Internal Links Links to other pages WITHIN your website
8 External Links Links to other pages OUTSIDE of your website
9 Image Alt Text
Google understand what your image is
about
Screen Reader
10 Sitemaps
HTML People - Users
XML Search Engine Bots
Keyword Density Content Length
2200+ Rank For A Bunch of Keywords
500 3 - 6
Link to Other Websites Outbound Link