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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