The document provides a comprehensive guide on technical SEO, outlining key components such as on-page optimization, basic website setup, and SEO auditing. It emphasizes the importance of unique content, responsive design, and effective use of metadata to improve search engine rankings. Additionally, it includes links to tools and resources for analyzing website performance and implementing SEO best practices.

1. TECHNICAL SEO
@gajdoczkiNatacha Gajdoczki natacha@imedia.ch

2. What is SEO ?

3. Why SEO ?
Clic Visit ConversionSearch

4. “Content is king but ...

5. 1.
Optimisation on-page
How to write for google

6. <title>
▷ unique and attractive
▷ < 70 characters
▷ [major keywords] - [related keywords] - website.com
ex : Lausanne appartment rental - our last offers - wincasa.ch

7. <h1>, <h2>, <h3>, <h4>, <h5>, <h6>
▷ unique
▷ different from <title>
▷ favorise long tail

8. Meta keywords
▷ useless for SEO
Meta description
▷ useless for SEO
▷ can appear in SERPs and
increase CTR
▷ unique & attractive
▷ < 160 characters
Metadata
Plugin wordpress : https://yoast.com/wordpress/plugins/seo/

9. Content
▷ write for user first
▷ write something unique !
▷ Think about semantic not keywords and use them with caution
▷ > 350 words

10. “A picture is worth a thousand words”
Visual content

11. Links
▷ internal linking
▷ external linking
▷ anchors

12. 2.
Basic Setup onsite
What should be implemented in all websites

13. Unique & comprehensive URLs
Create one URL per page

14. The basics
301 redirect
Redirect website.com →
www.website.com
Responsive website
Having a “mobile-friendly”
website is a must.
Test yours using the link
below :
https://www.google.
com/webmasters/tools/mobile-friendly/
sitemap.xml
Create a sitemap.xml to help
Google is finding your
content : URLs, images,
videos, ...
https://www.xml-sitemaps.com/
Plugin wordpress : https://yoast.
com/wordpress/plugins/seo/

15. Tools
Google Analytics
▷ Analytics
▷ European law
http://www.google.com/analytics/
Plugin wordpress :
https://yoast.com/wordpress/plugins/google-
analytics/
Google Search Console
▷ Provide useful
information (website
health, search, …)
▷ Sitemap.xml
▷ Connect with GA
https://www.google.com/webmasters/
Bing for webmasters
▷ Provide useful
information
▷ Sitemap.xml
http://www.bing.com/toolbox/webmaster/

16. Multilingual website ?
Use hreflang for language and regional URLs
https://support.google.com/webmasters/answer/189077?hl=en

17. PageSpeed Insights
Check your website
performance
https://developers.google.com/speed/pagespeed/insights/

18. 3.
SEO Audit
What you can learn

19. Google, Googlebot, Crawl, Logs ...
▷ Googlebot
▷ Crawl
▷ Logs

20. Performance indicator
SEO score =
visits
pages

21. Useless vs useful URLs

22. Inactive vs active URLs

23. Languages

24. Pages with little content

25. Page depth level

26. Errors

27. … and so many more ...
▷ competitive analysis
▷ netlinking

28. Thanks!
Natacha Gajdoczki
Digital Marketing Specialist
imedia.ch
@gajdoczki
natacha@imedia.ch