Optimize your website
for search engine traffic
Emakina Academy

How to build a website
with an important natural traffic
from Search engine ?

SEF & SEO
Search engine friendliness (SEF)
Natural quality of a website to provide a maximal visibility and
accessibility of its content to search engine
Depends of the way website has been constructed
Quantitative approach
Search Engine Optimization (SEO)
Ability to push specific pages / website on specific keywords and
go further than the natural quality of a website
Qualitative approach

SEF & SEO
SEF & SEO are complementary
« SEO job starts where SEF job ends »

Why is it so important?

Why ?
User behaviors
Users are always using more and more search
engine
Users are using it in a more sophisticated way
Search engine are answer provider (« i Google » and
Google can answer about anything)
Each research is an opportunity to drive user to your
website, your services and your brand

Why ?
Google bar

Why ?
Lot of user are not knowing your domain name, they
search you through search engine

Why ?
Findability
Your content exists on the web between billions of
other pages
Your site is part of the web ecosystem, of a global
internet user experience

Why ?
Findability
Your content must be findable inside and outside of
your website
Your content is worth to exist only if it’s findable
How can your customer buy your products if they
can’t find it?

Why ?
Conversion strategy
Traffic is one of the 3 major indicators in any
conversion process (buy, lead generation, etc..)
Increase the traffic increase sales
SEF provides low cost traffic

Why ?

Why ?
Low cost traffic
SEF increase natural traffic
Increase is persistent
Content is traffic generator

SEF standards & rules

SEF standards
Server and DNS configuration
User a DNS related to your country (DNS.be if you want to
perform on google.be)
Take care about DNS redirection
Avoid website mirroring :
– a same content will be indexed under 2 url and will have less
indexation quality
– Could be evaluated as cheating technique

SEF standards
Ensure all pages are indexed by search
engine
All your website must be accessible through <a href>
Avoid Search engine blindness with Javascript or flash
Help search engine with sitemap or google sitemap
1 page 1 unique URL
Avoid any state parameters in session variable (language)
A good test : can any of your page be bookmarked ?

SEF standards
Help search engine to qualify your content
HTML best practice : use semantic coding with CSS and
<H1>, <H2>, <H3>, <Strong>
Importance of <title> tags
Fancy URL or Human friendly URL (in the right language)
Copy : factual, redundant, keyword density
Alt atribute on image
Use correct label on internal links : keyword vs click here
Less important : meta tags and meta description

SEF standards

SEF standards
Content title is in <h1> tag

SEF standards
<title> is linked to the article

SEF standards
URL is not human

SEF standards
Alt attribute is present

SEF standards
Product name is
present in the URL !!

SEF standards
Help search engine to quantify your
content
Internal links
Increase link density (hyperlink nature of the web)
– Use content inline tags
– Create very dense cross linking between pages
– Use short sitemap views
– Flatten structure of website for search engine (increase PR of all
children pages)

SEF standards

SEF standards
Help search engine to quantify your
content
Increase indexed perimeter (n Keywords matching your
content)
– Review of the content architecture
– 1 page 1 topic
– Keyword based information architecture

SEF standards

SEF standards
Help search engine to quantify your
content
External links
Increase link from other website
– SEO
– Integrate your website well with social medias, blogosphère,
agregators, etc…
– Push your consumers to talk about you
– RSS/ ATOM feeds

SEF standards

SEF standards
Poor linking density
between website
network

SEF standards
Strongly interconnected
network of site
(blogospshere)

SEF standards
Increase time to indexation
Study the indexation rythm of your website
Build editorial plan integrating required time for indexation
(up to 48 h)
New content published on homepage
RSS/Atom xml feed

Benefits & figures

Benefits
6300 unique visitor /
day
1500 unique visitor day

Benefits
Implementation Fancy Link density #1 Link density # 2
URL

Benefits
Estimated benefits
Usually, benefits are always immediately importants
Depends of typology of websites (content vs applications)
Depends of actual level
– + 20 to 50 % increase of traffic
– + 100 to 200 % increase of traffic on low standard website
Just be findable

Additional impact

Additional impact
Other benefits of SEF
Information architecture & navigation
– Increase of deep linking
– Bottom up navigation process
SEF has good impact on
– accessibility for disabled person
– Usability
Website internal search engine
CMS solution selection

…

Conclusion
Implementation of SEF standards are
as much important than
Providing a usable website
Providing a nice graphic design
Using proper HTML
Using performing server
Just be findable

Conclusion
We’re serious about Web Analytics
We’re serious about Search Engine Marketing
We’re serious about your ROI
Thank you for your time and you interest !

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