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How increase your website visibility ? by Naguib TOIHIRI
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How increase your website visibility ? by Naguib TOIHIRI

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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 …

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/)

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  • 1. HOW TO INCREASE YOUR WEBSITE VISIBILITY ?Naguib TOIHIRIDigital Marketing Managernaguib.toihiri@gmail.com@NaguibToihiri
  • 2. @NaguibToihiriIs a website rankedaccording to its traffic?
  • 3. PREAMBLE@NaguibToihiri
  • 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 pageHow do search engines operate ?@NaguibToihiri
  • 5. What is SEO ?Search Engine Optimization(SEO)=All techniques that improve a website visibilityon search enginesSEO is part of Search Engine Marketing (SEM)@NaguibToihiri
  • 6. SEM= Search Engine Marketing+ SEO = Search Engine Optimization+ SEA = Search Engine Advertising+ SMO = Social Media OptimizationWhat is SEO ?@NaguibToihiri
  • 7. What is SEO ?@NaguibToihiriGoals•Generate targeted and qualified traffic•Be more visible on search enginesMiddleTermShortTermLongTerm•Generate traffic•Be more visible on social medias•Generate targeted and qualified traffic•Make conversions quicklyLeversSEASMOSEOResults
  • 8. @NaguibToihiriSEOSEAWhat is SEO ?SEA
  • 9. Why SEO is so important ?92 % of Internet users use search engines to find informationon the webPew Internet – August 201150 % of traffic can come from search enginesMédiamétrie-eStat study – april 201285 % of Internet users click on natural resultsSearchEngineWatch.com – october 201258 % of Internet users click on the top 3 resultsSearchEngineWatch.com – april 2011@NaguibToihiri
  • 10. Google dominates search engines (France)@NaguibToihiri
  • 11. GOOGLE TOOLBOX@NaguibToihiri
  • 12. – Knowing your website healthGoogle Webmaster Tool@NaguibToihiri
  • 13. – Following your website trafficGoogle Analytics@NaguibToihiri
  • 14. – Knowing your web traffic from search enginesGoogle Analytics@NaguibToihiri
  • 15. – Identifying keywords trendsGoogle Trends@NaguibToihiri
  • 16. – Identifying relevant keywordsGoogle Adwords (Keyword generator)@NaguibToihiri
  • 17. 5 USEFUL TIPS@NaguibToihiri
  • 18. Rules :• 1 unique descriptive title per page• Maximum 70 characters• At the top of the HTML code ("head")1) Optimizing title tag@NaguibToihiri
  • 19. 1) Optimizing title tag@NaguibToihiri
  • 20. Helping tools :• Google Webmaster Tool– Detect duplicate titles• Google Adwords (Keyword generator)– Choose relevant keywords1) Optimizing title tag@NaguibToihiri
  • 21. Rules :• Minimum 300 words per page• Regularly publish content• Unique and quality content2) Publishing quality content@NaguibToihiri
  • 22. 2) Publishing quality content@NaguibToihiriHelping tools :• Google Adwords (Keyword generator)– Choose relevant keywords• Alyze.info (analyze)– Information about page content
  • 23. Rules:• Site structure– Appropriate site tree– Internal links to deep pages3) Optimizing the structure@NaguibToihiri
  • 24. 3) Optimizing the structure@NaguibToihiriLevel 1Level 2Level 3
  • 25. Rules :• Content structure– 1 H1 tag per page (using the same as title tag)3) Optimizing the structure@NaguibToihiri
  • 26. 3) Optimizing the structure@NaguibToihiriLevel 1Level 2Level 3
  • 27. Helping tools :• Google Webmaster Tool– Submit an updated sitemap• Web Developer Toolbar (Information / document outline)– Analyze page content structure3) Optimizing the structure@NaguibToihiri
  • 28. Rules :• Get quality links (High Page Rank)• Optimize links (Anchor Text)• Get variety links4) Improving website popularity@NaguibToihiri
  • 29. Helping tools :• Command « link:yourwebsite.fr » on Google– Number of backlinks• Majesticseo.com– Mesuring quality backlinks4) Improving website popularity@NaguibToihiri
  • 30. 4) Improving website popularity@NaguibToihiri
  • 31. Rules :• Facilitate social sharing from your website• Be on social networks• Create a blog5) Asserting your social presence@NaguibToihiri
  • 32. Helping tools :• Add social sharing plug-in on your site• Create a Google + account, Facebook, Twitterand other social media ...• Use a CMS for the blog (eg. Wordpress)5) Asserting your social presence@NaguibToihiri
  • 33. « We do use TwitterFacebook links andranking, as we alwayshave in our websearchranking »Matt Cutts - December 2010@NaguibToihiri5) 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@NaguibToihiriGoogle ~ 50 algorithm changes per month
  • 35. THANK YOUNaguib TOIHIRIDigital Marketing Managernaguib.toihiri@gmail.com@NaguibToihiri