+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey Introduction a-Preconceptions b-Some dates c-What is at stake?

+ Introduction a- Preconception & definition According to YOU, what is search engine optimisation ? 3 Activity

+ Introduction a- 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 4

+ Introduction a- Preconception & definition 5

+ Introduction b- 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. 6

+ Introduction b- Some dates 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 7

+ Introduction b- Some dates 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. 8

+ Introduction c- What is at stake ? A funny example ! Result for the search: “Trou du cul“ on Google in

+ Introduction c- What is at stake ? A funny example ! Still appears today 10

+ Introduction c- What is at stake ? The e-reputation Men & women Companies Political issues … Commercial issues Companies Competitors To be visible in the mass of information 11

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey 1-How does SEO works? a-Page rank b-White and black hat c-Limits

+ 1-How does SEO works ? a- Page rank What is page rank ? o Google technology o A mark to a page 13

+ 1-How does SEO work ? a- Page rank What is 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 14

+ 1-How does SEO works ? a- Page rank What is page rank ? o “Buy online“ 15

+ 1-How does SEO works ? a- Page rank How to determine the page rank ? Spiders or robots (bots) are software that the search engine uses to crawl your site wling_in_seo_and_how_it_is_useful

+ 1-How does SEO works ? a- Page rank How a spider sees your website ? 17

+ 1-How does SEO work ? a- Page rank Try it ! 18 Activity

+ 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. 19

+ 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 20

+ 1-How does SEO works ? c-Limits If you use black hat SEO, Google may remove your website from the results pages… 21

+ 1-How does SEO work ? c-Limits Random data : the user ! 22 Activity

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey 2-Major points of website creation a-Search engine documentation b-Keywords c-Contents

+ 2-Major points of website creation a- Search engine documentation 24

+ 2-Major points of website creation a- Search engine documentation 25

+ 2-Major points of website creation b- Keywords What keyword would a customer use when looking for your website ? Optimize your website for a few keywords Check the competitors’ keywords 26

+ 2-Major points of website creation b- Keywords 27

+ 2-Major points of website creation b- Keywords 28

+ 2-Major points of website creation b- Keywords Find keywords and write a small description of your project ! 29 Activity

+ 2-Major points of website creation 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

+ 2-Major points of website creation c- Content Avoid duplicate content: Copyscape The tool Copyscape explores the web and finds plagiarism Validate your website by the W3C validator 31

+ 2-Major points of website creation c- Content 32

+ 2-Major points of website creation c- Content Use h1, h2 tags : THIS IS THE FIRST LEVEL OF TITLE This is the second level of title CSS files instead of style attributes alt attributes for images 33

+ 2-Major points of website creation c- Content 34 Structure : TAGS in the 1 page = 1 title + 1 description

+ 2-Major points of website creation c- Content 35 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

+ 2-Major points of website creation c- Content 36

+ 2-Major points of website creation c- Content Write a bit of code ! 37 Activity

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey 3-How to maintain the rate a-Analyze the results b-Dynamic content c-Backlinks

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

+ 3-How to maintain the rank? a- Analyze the results Google Analytics 40

+ 3-How to maintain the rank? a- Analyze the results Google Analytics 41

+ 3-How to maintain the rank? a- Analyze the results Google Analytics 42

+ 3-How to maintain the rank? a- Analyze the results Wordpress 43

+ 3-How to maintain the rank? a- Analyze the results Wordpress 44

+ 3-How to maintain the rank? a- Analyze the results Facebook 45

+ 3-How to maintain the rank? a- Analyze the results Facebook 46

+ 3-How to maintain the rank? a- Analyze the results Facebook 47

+ 3-How to maintain the rank? a- Analyze the results Facebook 48

+ 3-How to maintain the rank? b- Dynamic content According to YOU, what is dynamic content ? 49 Activity

+ 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 50

+ 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 51

+ 3-How to maintain the rank? c-Backlinks Be sure to use a single link for each page: mysite.com

+ 3-How to maintain the rank? c-Backlinks TrustRank: trust is measured by SE. To improve it, be an old trustworthy site and do NOT link to untrustworthy sites 53

+ Conclusion A last game ! 54 Activity

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey Conclusion A user point of view

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey Conclusion Have you got any questions?

+ Search Engine Optimisation PAGNIER Hugo INMAS gpe C TERRADE Joffrey Conclusion Thank you for your attention