TECHNICAL SEO

@gajdoczkiNatacha Gajdoczki natacha@imedia.ch

What is SEO ?

Why SEO ?

Clic Visit ConversionSearch

“Content is king but ...

1.Optimisation on-page

How to write for google

<title>

▷ unique and attractive

▷ < 70 characters

▷ [major keywords] - [related keywords] - website.com

ex : Lausanne appartment rental - our last offers - wincasa.ch

<h1>, <h2>, <h3>, <h4>, <h5>, <h6>

▷ unique

▷ different from <title>

▷ favorise long tail

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/

Content

▷ write for user first

▷ write something unique !

▷ Think about semantic not keywords and use them with caution

▷ > 350 words

“A picture is worth a thousand words”

Visual content

Links

▷ internal linking

▷ external linking

▷ anchors

2.Basic Setup onsite

What should be implemented in all websites

Unique & comprehensive URLsCreate one URL per page

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/

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.xmlhttp://www.bing.com/toolbox/webmaster/

Multilingual website ?Use hreflang for language and regional URLs

https://support.google.com/webmasters/answer/189077?hl=en

PageSpeed Insights

Check your website performance

https://developers.google.com/speed/pagespeed/insights/

3.SEO AuditWhat you can learn

Google, Googlebot, Crawl, Logs ...

▷ Googlebot

▷ Crawl

▷ Logs

Performance indicator

SEO score =visits

pages

Useless vs useful URLs

Inactive vs active URLs

Languages

Pages with little content

Page depth level

Errors

… and so many more ...

▷ competitive analysis

▷ netlinking

Thanks!Natacha Gajdoczki

Digital Marketing Specialist

imedia.ch

@gajdoczkinatacha@imedia.ch