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1
SMX PARIS 8 ET 9 JUIN 2015
Comment rendre Google amoureux de votre site web?
How to make Google fall in love with your website?
2
SMX PARIS 8 ET 9 JUIN 2015
Adam Audette
SVP Organic Search, Merkle
François Goube
CEO, Oncrawl
Kevin Gibbons
Managing Director UK,
BlueGlass Interactive
3
SMX PARIS 8 ET 9 JUIN 2015
A new challenge for SEOs
4
SMX PARIS 8 ET 9 JUIN 2015
A Google update
= a new type of questioning
5
SMX PARIS 8 ET 9 JUIN 2015
Yesterday’s solutions are a non sense today
Penalties are getting Tough
You can’t go where the wind blows
A Google update
= a new type of questioning
6
SMX PARIS 8 ET 9 JUIN 2015
Google will love you !
7
SMX PARIS 8 ET 9 JUIN 2015
It’s all about dating!
 Attractiveness
 Accessibility
 Fidelity
 Recommendation
 Don’t be rude
8
SMX PARIS 8 ET 9 JUIN 2015
Be Handsome & Interesting
9
SMX PARIS 8 ET 9 JUIN 2015
10
SMX PARIS 8 ET 9 JUIN 2015
How to be attractive?
 Original content is beautiful
 Even more beautiful if tailored to your audience
 What Metrics?
 Tune the Volume
Nb of indexed pages
Nb of words
Money Keywords
Quality
Duplication score
Bounce rate
11
SMX PARIS 8 ET 9 JUIN 2015
 Tools ?
Duplicate Content?
12
SMX PARIS 8 ET 9 JUIN 2015
Crawl resources optimization
Help Google spend time on
pages that matter (avoid 4xx
and 5xx errors)
Things to track
Nb of active pages
Google bot logs analysis
Your website Architecture
Status Codes
Accessibility?
13
SMX PARIS 8 ET 9 JUIN 2015
Be accessible quickly
Fast pages have lower bounce
rates
Bounce rate = ranking factor
Be accessible on mobile devices
Mobile-friendliness = ranking
factor
Accessibility?
14
SMX PARIS 8 ET 9 JUIN 2015
All about fidelity
15
SMX PARIS 8 ET 9 JUIN 2015
 Answer 200 OK and do it fast!
 Don’t make her angry
 No unnecessary redirects
 No Errors 4xx / 3xx
 No poor content
 Don’t hide (block) anything
 JavaScript, CSS, images
 Consistency and simplicity are the
keys:
 1 URL/content piece and vice-
versa
 Clear and consistent signals
sent via XML Sitemaps,
canonicals, internal linking…
Fidelity & Google?
16
SMX PARIS 8 ET 9 JUIN 2015
 Breaking news: Google is smart!
 Googlebot executes JavaScript and renders the full page
 Nowhere to hide: Google will find and read everything
 However, Google loves things that are easy to understand:
 Use Structured Data Markup (Schema.org)
 Bonus: Rich snippets!
Fidelity & Google?
17
SMX PARIS 8 ET 9 JUIN 2015
Be recommended by your pals
18
SMX PARIS 8 ET 9 JUIN 2015
 Linking
Total Backlinks
Refdomains
How cool are the people talking about me?
Learn to understand your BL
Anchors Quality
Topical Trust Flow
How Google can hear about me?
19
SMX PARIS 8 ET 9 JUIN 2015
20
SMX PARIS 8 ET 9 JUIN 2015
21
SMX PARIS 8 ET 9 JUIN 2015
Have good manners
22
SMX PARIS 8 ET 9 JUIN 2015
Everything must be under control
23
SMX PARIS 8 ET 9 JUIN 2015
Don’t play it like a super hero!
Be natural
24
SMX PARIS 8 ET 9 JUIN 2015
Merci de votre attention!
Thanks for your time!

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Comment rendre Google amoureux de votre site web

  • 1. 1 SMX PARIS 8 ET 9 JUIN 2015 Comment rendre Google amoureux de votre site web? How to make Google fall in love with your website?
  • 2. 2 SMX PARIS 8 ET 9 JUIN 2015 Adam Audette SVP Organic Search, Merkle François Goube CEO, Oncrawl Kevin Gibbons Managing Director UK, BlueGlass Interactive
  • 3. 3 SMX PARIS 8 ET 9 JUIN 2015 A new challenge for SEOs
  • 4. 4 SMX PARIS 8 ET 9 JUIN 2015 A Google update = a new type of questioning
  • 5. 5 SMX PARIS 8 ET 9 JUIN 2015 Yesterday’s solutions are a non sense today Penalties are getting Tough You can’t go where the wind blows A Google update = a new type of questioning
  • 6. 6 SMX PARIS 8 ET 9 JUIN 2015 Google will love you !
  • 7. 7 SMX PARIS 8 ET 9 JUIN 2015 It’s all about dating!  Attractiveness  Accessibility  Fidelity  Recommendation  Don’t be rude
  • 8. 8 SMX PARIS 8 ET 9 JUIN 2015 Be Handsome & Interesting
  • 9. 9 SMX PARIS 8 ET 9 JUIN 2015
  • 10. 10 SMX PARIS 8 ET 9 JUIN 2015 How to be attractive?  Original content is beautiful  Even more beautiful if tailored to your audience  What Metrics?  Tune the Volume Nb of indexed pages Nb of words Money Keywords Quality Duplication score Bounce rate
  • 11. 11 SMX PARIS 8 ET 9 JUIN 2015  Tools ? Duplicate Content?
  • 12. 12 SMX PARIS 8 ET 9 JUIN 2015 Crawl resources optimization Help Google spend time on pages that matter (avoid 4xx and 5xx errors) Things to track Nb of active pages Google bot logs analysis Your website Architecture Status Codes Accessibility?
  • 13. 13 SMX PARIS 8 ET 9 JUIN 2015 Be accessible quickly Fast pages have lower bounce rates Bounce rate = ranking factor Be accessible on mobile devices Mobile-friendliness = ranking factor Accessibility?
  • 14. 14 SMX PARIS 8 ET 9 JUIN 2015 All about fidelity
  • 15. 15 SMX PARIS 8 ET 9 JUIN 2015  Answer 200 OK and do it fast!  Don’t make her angry  No unnecessary redirects  No Errors 4xx / 3xx  No poor content  Don’t hide (block) anything  JavaScript, CSS, images  Consistency and simplicity are the keys:  1 URL/content piece and vice- versa  Clear and consistent signals sent via XML Sitemaps, canonicals, internal linking… Fidelity & Google?
  • 16. 16 SMX PARIS 8 ET 9 JUIN 2015  Breaking news: Google is smart!  Googlebot executes JavaScript and renders the full page  Nowhere to hide: Google will find and read everything  However, Google loves things that are easy to understand:  Use Structured Data Markup (Schema.org)  Bonus: Rich snippets! Fidelity & Google?
  • 17. 17 SMX PARIS 8 ET 9 JUIN 2015 Be recommended by your pals
  • 18. 18 SMX PARIS 8 ET 9 JUIN 2015  Linking Total Backlinks Refdomains How cool are the people talking about me? Learn to understand your BL Anchors Quality Topical Trust Flow How Google can hear about me?
  • 19. 19 SMX PARIS 8 ET 9 JUIN 2015
  • 20. 20 SMX PARIS 8 ET 9 JUIN 2015
  • 21. 21 SMX PARIS 8 ET 9 JUIN 2015 Have good manners
  • 22. 22 SMX PARIS 8 ET 9 JUIN 2015 Everything must be under control
  • 23. 23 SMX PARIS 8 ET 9 JUIN 2015 Don’t play it like a super hero! Be natural
  • 24. 24 SMX PARIS 8 ET 9 JUIN 2015 Merci de votre attention! Thanks for your time!