In this introduction to SEO, we cover a few basic SEO concepts while giving very practical examples and tools. Covered topics are: - robots / spiders, PageRank and TrustRank ; - keyword planification: how to choose good keywords for your SEO strategy ; - On-site optimisation: how you should optimise your website, from a technical and content point of view to improve your ranking in the SERPs.

1. Getting started with SEO
Pierre-Yves Orban - June 2017

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SERP
SearchEngineResultPage
Sponsored Links
Easy but expensive
Organic results
“Free” but requires
significant effort

3. CTR = Click Through Rate
The 1st page is not enough. You have to appear in the first 3 results.

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So ...

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So ... How do we get there?

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Easy Frodo, easy...
Let’s get the basics first!

7. Spiders
Search engines have robots (aka spiders) indexing and crawling
the web continuously. They visit every page of every website and
analyze its content, understanding what’s the main topic of the
page.

8. PageRank
The PageRank is an algorithm that gives a popularity score to
web pages. Basically the more a web page has qualitative
incoming links, the more it’s popular, the higher it appears in the
search results.

9. TrustRank
Site A Site B Site C Site D
100%
TrustRank
50%
TrustRank
25%
TrustRank
12.5%
TrustRank
The TrustRank is an algorithm measuring the authority of a
website. The more a website is trustable, the higher it appears in
the search results.

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Ok, now we’re ready!

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Social Media Optimization
Off-site Optimization
On-site Optimization
Content of this presentation

12. On-site optimization
Make sure your website navigation, pages, titles, tags, content
and overall structure are optimized for your target keywords.

13. Step 1: choose your keywords (more info)
1. Define persona
a. Who’s your user? What kind of info does he look for on Google?
2. Use common language
a. Take into account typos and common mistakes
b. People prefer singular over plural
c. People often forget accents
3. Don’t forget the power of long-tail
4. Assess competitivity and required effort to rank

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16. A few tools to find keywords
● Google Keyword Planner: get search stats for specific keywords
and get ideas for synonyms & long-tail keywords
● Google Trends: compare keywords (in volume)
● Google Analytics: find keywords generating traffic and see if you
can make the most of it
● KeywordTool.io: find synonyms and related keywords

17. Step 2: set up a monitoring tool
● Serposcope: free, easy, manual installation
● SEMRush: super complete, easy to use, $99/month
● Ahrefs: good alternative to SEMRush, $99/month
Daily check of your ranking (and your competitors’ ranking) against a set of
predefined keywords.
It’s important to set it up asap so that you can measure the impact of your changes!

18. Step 3: improve accessibility
1. Page loading time (< 0.5 sec)
2. Mobile-friendly
3. No duplicate content
4. Internal links architecture (crawlability)
○ Think in terms of number of clicks to reach the desired information
5. No 404 pages
6. No broken links
7. Sitemap
8. …

19. A few tools
● Google Search Console: get insights about how Google sees your
website, crawl errors, search insights, etc.
● Broken Link Checker: find broken links on your website
● Pingdom: test load time of your website and find bottlenecks

20. Step 4: target your keywords (technical)
1. Title meta tag (max 70 chars, main keyword first)
2. Optimize internal links
a. Use “Discover our coffee service” instead of “Click here to discover our coffee service”
3. Heading tags
a. Only one <h1> per page (at the top of the page)
b. Structure the rest with <h2>, <h3>, …, <h6>
4. Meta description (max 160 chars, only used for search results, not for ranking)
5. alt tag for images (great spot to place a few keywords!)
6. <strong> tags to highlight keywords
7. …

21. Step 4: target your keywords (content)
1. Focus on the user
a. Give him the info he was looking for
2. Max 2 keywords per page
3. Vary your vocabulary
a. Synonyms
b. Singular / plural
c. Long-tail & short-tail
4. Avoid keyword stuffing
5. ...

22. A few tools
● Woorank: analyze your website against dozens of factors
● SEO SiteCheckup: idem
● SEO Web Page Analyzer: idem
● Neil Patel’s SEO Analyzer: idem

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What we’ve covered
SEO main concepts
Keyword planification
Basic on-site optimization
What we did not cover
Off-site optimization / Netlinking
Advanced on-site techniques
Social Media Optimization
Paid Search Optimization
Other search engines
Google Images
Google News
...

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