Technical SEO presentation : optimisation on-page, basic set-up onsite and what you can learn from an SEO Audit. November 28, 2015 – Women in Digital Switzerland Meet ups – Lausanne

1. TECHNICAL SEO
@gajdoczkiNatacha Gajdoczki natacha@imedia.ch

2. What is SEO ?

3. Why SEO ?
Clic Visit ConversionSearch

4. “Content is king but ...

5. 1.
Optimisation on-page
How to write for google

6. <title>
▷ unique and attractive
▷ < 70 characters
▷ [major keywords] - [related keywords] - website.com
ex : Lausanne appartment rental - our last offers - wincasa.ch

7. <h1>, <h2>, <h3>, <h4>, <h5>, <h6>
▷ unique
▷ different from <title>
▷ favorise long tail

8. 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/

9. Content
▷ write for user first
▷ write something unique !
▷ Think about semantic not keywords and use them with caution
▷ > 350 words

10. “A picture is worth a thousand words”
Visual content

11. Links
▷ internal linking
▷ external linking
▷ anchors

12. 2.
Basic Setup onsite
What should be implemented in all websites

13. Unique & comprehensive URLs
Create one URL per page

14. 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/

15. 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.xml
http://www.bing.com/toolbox/webmaster/

16. Multilingual website ?
Use hreflang for language and regional URLs
https://support.google.com/webmasters/answer/189077?hl=en

17. PageSpeed Insights
Check your website
performance
https://developers.google.com/speed/pagespeed/insights/

18. 3.
SEO Audit
What you can learn

19. Google, Googlebot, Crawl, Logs ...
▷ Googlebot
▷ Crawl
▷ Logs

20. Performance indicator
SEO score =
visits
pages

21. Useless vs useful URLs

22. Inactive vs active URLs

23. Languages

24. Pages with little content

25. Page depth level

26. Errors

27. … and so many more ...
▷ competitive analysis
▷ netlinking

28. Thanks!
Natacha Gajdoczki
Digital Marketing Specialist
imedia.ch
@gajdoczki
natacha@imedia.ch