Optimize your websitefor search engine traffic
Emakina Academy
How to build a websitewith an important natural traffic
from Search engine ?
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 »
SEF & SEO
Why is it so important?
User behaviors
� Users are always using more and more searchengine
� 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 ?
Why ?
� Lot of user are not knowing your domain name, theysearch you through search engine
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 theycan’t find it?
Why ?
Conversion strategy
� Traffic is one of the 3 major indicators in anyconversion 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
Why ?
SEF standards & rules
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
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 ispresent in the URL !!
Help search engine to quantify yourcontent
� 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 yourcontent
� Increase indexed perimeter (n Keywords matching yourcontent)– Review of the content architecture– 1 page � 1 topic– Keyword based information architecture
SEF standards
SEF standards
Help search engine to quantify yourcontent
� 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
SEF standards
Poor linking densitybetween website
network
SEF standards
Strongly interconnectednetwork of site(blogospshere)
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
SEF standards
Benefits & figures
Benefits
1500 unique visitor day
6300 unique visitor / day
Benefits
Implementation FancyURL
Link density # 2 Link density #1
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
Benefits
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
Additional impact
…
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
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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