SEARCH ENGINE OPTIMIZATION

(ou référencement naturel)

Adams SALAHOU
adams@seosecret.co
 Recap
ILS of last
SONT weekTOMBÉS DANS LA MARMITE...
DÉJÀ

What we have seen in previous courses

 The SONT
ILS challenges
DÉJÀof SEO
TOMBÉS DANS LA MARMITE...

But how to interact with the algorithm to optimize all this?

SEO can be broken down into 3 pillars:

TECHNIQUE CONTENT POPULARITY

• Code quality • Broad and deep content • Backlinks

• Fluidity of the tree structure (landing pages and blog • Quotes
• Page load speed posts)
• Tags (Metadata or SEO • Presence of semantic
settings) cocoon(s)
• Mobile compatibility • Use of keywords
• Updating site pages
*pas d’impact sur le ranking mais peut générer du trafic
 Composition
ILS SONT DÉJÀof a search
TOMBÉSengine
DANS LA MARMITE...

The crawler The index The algorithm SERP

also called "robot" or
which lists all the pages that sorts the pages in which displays the results for
"spider", which crawls
that the robot browses the index based on the user in different formats
the web to inspect
queries (see search experience)
pages
 Keyword
ILS SONT research
DÉJÀ TOMBÉS DANS LA MARMITE...

Illustration of the concept

High
General query
And the lower the search volume, the higher the conversion rate!
"Shoes" To get started, aim for the long tail instead
Competition

More specific query

"Sports shoes"
"Nike Shoes"

Very specific query (long-tail) ~80% of a site's

"Nike shoes on sale for women" traffic

Low
High
Search volume Low
 SEOSONT
ILS copywriting
DÉJÀ TOMBÉS DANS LA MARMITE...

Content written for Google

To lose weight you need to reduce your calorie intake. Depriving yourself of dessert is difficult, but it is effective
for weight loss. Lose weight quickly with these 5 tips:

Content written for humans

Looking for a wasp wait for the summer? Do not waste any more time, exit desserts and other caloric
dishes: healthy dishes, intermittent fasting and morning sport are your new allies to lose weight!

Content optimized for Google and humans

Do you want to lose weight? Discover in this article all our tips to eat better, burn excess calories
and prepare your summer body in the best conditions
LEAD GENERATION MACHINE
 Technical
ILS SONTSEO: basics
DÉJÀ TOMBÉS DANS LA MARMITE...

Some notions are to be mastered before going further:

Crawling is the fact that a robot browses a site and retrieves the content of a
page

The robots file.txt is a build-to-build file that tells search engines where they can
and can't go to your site.

Crawl budget is the combination between how often Google wants to crawl your
site and how much crawl your site allows.

The most crawled pages are popular pages and most frequently updated pages

The more your site meets Google's guidelines, the more it will be crawled.
The less it responds, the less it will be crawled

Once the pages are crawled, they are rendered and sent to...
 Technical
ILS SONTSEO: the tools
DÉJÀ TOMBÉS DANS LA MARMITE...

Several tools to help you manage and improve the technical aspects of your website

• Google Search Console

• Mobile optimization test
• Chrome DevTools
• Screaming Frog
• Page Speed Insight
 L’audit
ILS SONTSEO DÉJÀ TOMBÉS DANS LA MARMITE...

L’audit technique

• Indexing analysis
• Redirects
• Page load speed
• Structure of URLs
• Robots file.txt
• Sitemap XML
• Duplicate content
• Crawlability
• Off-page analysis
• Mobile analytics
SEO AUDIT REX
SEARCH ENGINE OPTIMIZATION

SESSION 4

Adams SALAHOU
adams@seosecret.co
 CONTENT

Landing page vs Blog article

 Content
ILS SONT DÉJÀ TOMBÉS DANS LA MARMITE...

Blog post

Answers to :
- A question
- An informational search intent
 Content
ILS SONT DÉJÀ TOMBÉS DANS LA MARMITE...

Landing Page

Answers to :
- A commercial stake
- A targeted audience
- A specific geography
 Content
ILS SONT DÉJÀ TOMBÉS DANS LA MARMITE...

The key? Create gateways that perform

 POPULARITY

Adams SALAHOU
adams@seosecret.co
 La popularité
ILS SONT DÉJÀ en SEO
TOMBÉS DANS LA MARMITE...

What is it?

• It is the quality of the links (backlinks) that point to a site

• It is not calculated based on your followers or social media performance

Does it matter?

• Yes, a lot! For many, it is THE most important SEO criterion on Google

A personal opinion?

• It's the icing on the cake! Not necessarily necessary, but can make a difference on competitive/mainstream topics.
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

What is link building?

• It is the action of creating links (backlinks) that point to a website in order to improve its visibility in search
engines
•
The major evaluation criteria

• The quality of the issuing site

• The relevance of the issuing site
• The position of the link in the content
• The link’s anchor
• The dofollow / nofollow attribute
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

The quality and relevance of the issuing site

• The Trust Flow (or TF) ➔ Trust index of the site issuing the link. It makes it possible to understand the overall
quality and the trusted image that Google has of the site in question. It is considered good from 30 (out of 100)

• Topical Trust Flow (or TTF) ➔ Evaluates the relevance and thematic coherence of a website. A site in link with
your activity will always be beneficial

• Referring Domains (RD) ➔ Evaluates the quality of backlinks that themselves point to a site. They should
ideally come from different locations

The quality of the issuing site

• This data must be observed simultaneously to be properly interpreted. They concatenate into a score, the
Domain Authority (or DA) which allows you to estimate the overall impact that a backlink will have on your
ranking.
Toutes ces données sont données par le site / outil Majestic
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

La position du lien dans le contenu

• Google values natural links, so a link located in the middle of content will tend to look more natural than the one
placed at the beginning or end of text

• Inbound links at the beginning of the text or in the footer of your site are not necessarily negative, but they can
be considered as less important
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

Text anchor

• This is the text behind which the backlink is locate

• Google values the use of keywords or belonging to the semantic field of the subject of the page, as an anchor
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

The dofollow attribute

• A link with the "dofollow" attribute is a link that Google is told to follow

• If a Dofollow link returns to your site, Google's robot will take it into account and it will therefore return "SEO
juice", very beneficial to improve its ranking

• A backlink to your website usually has a dofollow attribute and the goal is indeed to have many, and quality

L’attribut nofollow
• A link with the "nofollow" attribute is a link that Google is told not to follow, so it does not transmit SEO juice

• For visitors nothing changes (identical appearance and redirection), but it is ignored by the engines

Uses of the nofollow / dofollow tag

• Avoid the bad influence of poor quality links (comments, paid links, forums...)
 DEMO :
MANGOOLS
BACKLINKS.FR
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

Get quality backlinks

1. Write quality content that makes an impression

• Focus on original content

• Vary the content: images, diagrams, videos and other infographics
• Search for and integrate little-known or experience-specific data

2. Start yourself by producing backlinks for others

• Take the time to find the right "targets"

• Establish a plan to contact them (emailing, Linkedin, intro...)

3. Comment on relevant publications

• Try to connect with the author of the post

• It is the gateway to further exchanges
•
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

Get quality backlinks

4. Layer your competitors' backlinks

• Ubersuggest or Mangools tools quickly show you the backlinks of your competitors
• Get in touch with these sites and negotiate backlinks yourself
• The harder they are to obtain, the more valuable they will be

5. Build a fluid and solid internal linking

• Internal meshing won't give you a huge SEO boost

• However, it allows you to control the structure of the link you choose

6. Promote your content everywhere!

• Use influencer search tools like Mention or BuzzSumo

• Try to build a long-term relationship rather than a one-shot post
 LinkSONT
ILS building
DÉJÀ TOMBÉS DANS LA MARMITE...

Are backlins important to everyone?

• Yes and no!

• Yes, for small merchants, who do not necessarily have the necessary marketing budgets to be impactful on
other channels...

• Not for the web behemoths, overfunded, etc.