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SEO Campus 2011 - Jean-Pascal Thys, Du Netlinking au Netliking

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SEO Campus 2011 - Jean-Pascal Thys, Du Netlinking au Netliking

  1. 1. Du NETLINKING au NETLIKING
  2. 2. Contexte« Search & Linking »
  3. 3. Il y a 10 Ans
  4. 4. Un acteur prédominant France 91% PDM Source At Internet Institute – Dec 2010 http://tinyurl.com/6evmgjc
  5. 5. Un acteur prédominant Domine 80% des marchés
  6. 6. Un acteur prédominant• Search Mobile = Monétisation d’audience
  7. 7. La progression de Bing ‘Full Search’ Contourner Google !
  8. 8. Des règles & Directives Connues & Partagées
  9. 9. Des règles & Directives Expliquées & Diffusées
  10. 10. Une règle parmi d’autres
  11. 11. Une vision de Court termeObtenir des liens de qualitéDe sites à forte notoriété= Achat de liens
  12. 12. Des techniques ‘Black Hat’
  13. 13. La ‘recommandation’
  14. 14. 2006: Sanctions des pages satellites
  15. 15. 2011: Liens achetés & JC Penney
  16. 16. Des suspicions
  17. 17. Mise à jour de l’algorithme
  18. 18. Les 1ers sites impactés Etude SISTRIX
  19. 19. Qu’est ce qu’un bon lien ? « Les caractéristiques techniques favorables »
  20. 20. Usages LieuxAmis Device Temps Réel
  21. 21. Trois ingrédients principaux Technique. 10% Contenu. 30%Popularité. 60%
  22. 22. La technique pour être indexé www.flickr.com/photos/chrisjohnbeckett/514914659/
  23. 23. Le contenu pour attirerwww.flickr.com/photos/onegoodbumblebee/839927986/
  24. 24. La popularitépour être visible www.flickr.com/photos/stephenpoff/2917116991/
  25. 25. Obtenir des liens est la partie la plus difficile La popularité estSEO. d’une stratégie la clé.•Liens entrants•Réputation•Valeur ajoutée apportée par le contenu et sa capacité de viralité.
  26. 26. Le Linking est la clé de votre succès SEO.
  27. 27. NETLINKINGNETLIKING
  28. 28. Qu’est-ce qu’un bon lien ?
  29. 29. The Good Link 2. Ancre 3. de lien Contexte explicite favorable 1. Relais 4. de Link Fraicheurpopularité Juice
  30. 30. The Good Link
  31. 31. The Good Link HEADER  ?SIDEBAR SIDEBAR CONTENU  FOOTER
  32. 32. The Ugly Link• Echanges de lien sans valeur ajoutée – Footers / Pied de pages – Liens sans rapport thématique – Pages partenaires• Liens techniquement inutiles – Lien en Javascript / Liens redirigés – Liens sur une page bloquée – Meta robots nofollow / Robots.txt
  33. 33. The Bad Link• Lien dans un environnement « douteux » – Annuaires de mauvaise qualité – Les farm links – Les sites offrant un lien Free For All• Liens payants – Hors liens publicitaires – Volonté de manipuler les résultats – Utilisés de manière excessive
  34. 34. Une stratégie de liens « Pensez contenu »
  35. 35. Posez-vous une seule question :Quel contenu va faire parler de mon site ?
  36. 36. Déclencher l’envie de linkerhttp://www.flickr.com/photos/furiousgeorge81/177926979/
  37. 37. Linkbait = Contenu créé avecl’objectif de générer des liens externes
  38. 38. Exploiter les liens sociaux
  39. 39. Favoriser votre référencement
  40. 40. Ingrédients d’un contenu linkbait Hébergé sur votre nom de domaine Un contenu accrocheur facilement partageable
  41. 41. 1. Hébergé sur votre nom de domaine Home Page Contenu Linkbait Rubrique 1 Rubrique 2 http://www.monsite.com/mon-linkbait http://linkbait.monsite.com
  42. 42. 2. Un contenu accrocheur Unique Référent InnovantHumoristique Fun / Ludique PratiqueInformationnel Educatif Polémique
  43. 43. Ce n’est pas du LinkbaitDu contenu commercial, promo.De la publicité déguiséDu publi-rédactionnel
  44. 44. Ceci est du LinkbaitContenus utiles et pratiquesContenus informatifs et découvertesContenus divertissants et ludiques
  45. 45. Une ressource pratique ou éducative XE.com et le convertisseur de devises > 742 000 liens
  46. 46. Humour / Quizz 90 YearSurvive Space Olds Fight Zombie Quizz >>31000 liens externes > 700 liens externes 000 Site de rencontres UShttp://www.oneplusyou.com/
  47. 47. 3. Facilement partageable / « linkable » Boutons Email to a sociaux friend Widget Badge
  48. 48. Badge
  49. 49. Merci !
  50. 50. Questions- Réponses
  51. 51. Jean Pascal THYSDirecteur Formation & Innovation Thys@synodiance.com jeanpascalthys

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