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/)

1. HOW TO INCREASE YOUR WEBSITE VISIBILITY ?
Naguib TOIHIRI
Digital Marketing Manager
naguib.toihiri@gmail.com
@NaguibToihiri

2. @NaguibToihiri
Is a website ranked
according 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 page
How do search engines operate ?
@NaguibToihiri

5. What is SEO ?
Search Engine Optimization(SEO)
=
All techniques that improve a website visibility
on search engines
SEO is part of Search Engine Marketing (SEM)
@NaguibToihiri

6. SEM= Search Engine Marketing
+ SEO = Search Engine Optimization
+ SEA = Search Engine Advertising
+ SMO = Social Media Optimization
What is SEO ?
@NaguibToihiri

7. What is SEO ?
@NaguibToihiri
Goals
•Generate targeted and qualified traffic
•Be more visible on search engines
Middle
Term
Short
Term
Long
Term
•Generate traffic
•Be more visible on social medias
•Generate targeted and qualified traffic
•Make conversions quickly
Levers
SEA
SMO
SEO
Results

8. @NaguibToihiri
SEO
SEA
What is SEO ?
SEA

9. Why SEO is so important ?
92 % of Internet users use search engines to find information
on the web
Pew Internet – August 2011
50 % of traffic can come from search engines
Médiamétrie-eStat study – april 2012
85 % of Internet users click on natural results
SearchEngineWatch.com – october 2012
58 % of Internet users click on the top 3 results
SearchEngineWatch.com – april 2011
@NaguibToihiri

10. Google dominates search engines (France)
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11. GOOGLE TOOLBOX
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12. – Knowing your website health
Google Webmaster Tool
@NaguibToihiri

13. – Following your website traffic
Google Analytics
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14. – Knowing your web traffic from search engines
Google Analytics
@NaguibToihiri

15. – Identifying keywords trends
Google Trends
@NaguibToihiri

16. – Identifying relevant keywords
Google 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
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19. 1) Optimizing title tag
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20. Helping tools :
• Google Webmaster Tool
– Detect duplicate titles
• Google Adwords (Keyword generator)
– Choose relevant keywords
1) Optimizing title tag
@NaguibToihiri

21. Rules :
• Minimum 300 words per page
• Regularly publish content
• Unique and quality content
2) Publishing quality content
@NaguibToihiri

22. 2) Publishing quality content
@NaguibToihiri
Helping 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 pages
3) Optimizing the structure
@NaguibToihiri

24. 3) Optimizing the structure
@NaguibToihiri
Level 1
Level 2
Level 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
@NaguibToihiri
Level 1
Level 2
Level 3

27. Helping tools :
• Google Webmaster Tool
– Submit an updated sitemap
• Web Developer Toolbar (Information / document outline)
– Analyze page content structure
3) Optimizing the structure
@NaguibToihiri

28. Rules :
• Get quality links (High Page Rank)
• Optimize links (Anchor Text)
• Get variety links
4) Improving website popularity
@NaguibToihiri

29. Helping tools :
• Command « link:yourwebsite.fr » on Google
– Number of backlinks
• Majesticseo.com
– Mesuring quality backlinks
4) Improving website popularity
@NaguibToihiri

30. 4) Improving website popularity
@NaguibToihiri

31. Rules :
• Facilitate social sharing from your website
• Be on social networks
• Create a blog
5) Asserting your social presence
@NaguibToihiri

32. Helping tools :
• Add social sharing plug-in on your site
• Create a Google + account, Facebook, Twitter
and other social media ...
• Use a CMS for the blog (eg. Wordpress)
5) Asserting your social presence
@NaguibToihiri

33. « We do use Twitter
Facebook links and
ranking, as we always
have in our websearch
ranking »
Matt Cutts - December 2010
@NaguibToihiri
5) 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
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Google ~ 50 algorithm changes per month

35. THANK YOU
Naguib TOIHIRI
Digital Marketing Manager
naguib.toihiri@gmail.com
@NaguibToihiri