GUIDES

SEOMoz beginner’s guide

SEOBook’s Training made easy

Get on top of Google

The little Joomla SEO Book : joomla

SEO Book for WordPress : wordpress

SEARCH ENGINE FACTORS

http://www.vaughns-1-pagers.com/internet/google-ranking-factors.htm

http://www.seomoz.org/article/search-ranking-factors

CHEAT SHEETS

http://www.seomoz.org/blog/the-web-developers-seo-cheat-sheet: pour les dev

http://www.scottklarr.com/topic/94/html-and-xhtml-cheat-sheets/: pour les integrateurs

http://www.e3internet.com/tools/search-engine-query-cheatsheets/: pour faire du linkbuilding

http://www.usereffect.com/topic/25-point-website-usability-checklist: pour usability

http://www.addedbytes.com/apache/mod_rewrite-cheat-sheet/: pour dev. pour faire des friendly URLs le fichier .htaccess (ou httpd.conf)

http://www.searchenginejournal.com/wp-content/uploads/2009/03/wordpress-cheat-sheet.htm:  pour wordpress

CHECKLISTS

http://www.webseoanalytics.com/blog/seo-checklist-60-essential-checks-before-launching-a-website/

http://www.seomoz.org/blog/the-noob-guide-to-online-marketing-with-giant-infographic-11928: end-to-end online marketing checklist

The Centaure Animated Cards Plugin is a “card generator” in a flash module that will randomly shuffle and display custom cards in a very fashion way. The module is supported by a complete admin panel which allows to manage “cards”, “decks” and “authors”. Supports French and English.

Google Webmaster Tools now offers ranking data (as well as clicks, estimated impressions and different landing pages) for search queries on a owned website.

You can know see how your search result perform when it is on a certain ranking position.

This upgrade completely changes the SEO game…

Before this implementation, we were providing ranking reports that would tell the client STATIC positions for their search terms. Now we can see that the rankings are no longer static, but DYNAMIC. They are fluctuating through time, location and  user-settings.

How does it changes your SEO tactics : it does not change them.
How does it changes your SEO reports : The seo ranking report as proposed in a STATIC format is now completely unvaluable for your clients as now you need to present it as a value that is constantly changing. Basically you’ll need to stop using your existing SEO ranking report and replace it by the one offered by Google Webmaster Tools.

Google Webmaster Tools Ranking Checker Screenshot

Google Webmaster Tools Ranking Checker

1. Brand awareness: The client wants to appear on target search queries or target sites.
2. Traffic: The client wants traffic on his site or landing page.
3. Conversion: The client wants to convert (usually a lead, a purchase, a signup)

Depending on the client’s objective(s), here are the different key performance indicators (KPIs) that you should concentrate on when doing a PPC campaign:

1) Brand awareness

KPI: Impressions

• Look at the keywords (or banners) that provides the most impressions.
• For Google Adwords, Use content network and banner images.

2) Traffic

KPI: Cost per Clic (CPC)

• Use keywords with the lowest CPC. “Pause” or put in a separate “low-budget” campaign keywords with a high CPC.
• Pick keywords with good CTRs to avoid spending your budget too fast.

3) Conversion

KPI: Cost per acquisiton (CPA )

• Make sure that the keyword’s CPA is lower than your target price (example: the price of the acquisition). For this, you need to install the conversion tracking codes. “Pause” keywords that have CPAs that are higher than your target price.
• For a Google Adwords PPC Campaign, run a “ad report” and check “keyword placements” to associate which keyword works better with which ad. Associate the performing ads to the keyword level

Thanks Thierry Carries from Montreal Immigration Lawyers for this post.

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Je constate que c’est parfois difficile d’implémenter le SEO pour les projets sur lesquels on travaille. Ce qui arrive souvent est que celui responsable de faire le costing d’un projet budgète des heures SEO pour faire en sorte que le site soit optimisé pour Google mais il ne prévoit pas les heures de développement, d’intégration, de rédaction et d’usabilité associées aux recommandations SEO.

Donc au bout de la ligne le client paye pour que son site soit indexé et à la fin, lors de la mise en prod, le site n’est pas du tout optimal pour les moteurs de recherche car seulement une infime partie des recommandations ont été implémentées et que ce % d’implémentation n’est pas du tout directement proportionnel au % acquis sur les moteurs recherche.

Donc, pour le costing SEO des prochains projets internes, il faut retenir les options (3 packages) suivantes et prévoir des heures additionnelles pour l’implémentation :

*SEO REQUIS*

- La création et l’implémentation des META TITLE/DESCRIPTION (Recommandations+Implémentation: Département SEO)

- Linkbuilding SEO (Implémentation: Département SEO)

* SEO IMPORTANT MAIS NON REQUIS*

- Architecture d’information SEO (Recommandations : département SEO / Implémentation : département Usabilité)

- Urls SEO (Recommandations : département SEO / Implémentation : département Développement)

- SEO pour le CMS (Recommandations : département SEO / Implémentation : département Développement)

- QA SEO (Recommandations : département SEO / Implémentation : départements Développement+Intégration+Rédaction)

*SEO BON À AVOIR MAIS NON REQUIS*

- Stratégie de Visibilité SEO (Recommandations : département SEO / Implémentation : Département Stratégie)

De cette manière, le client n’a pas l’impression qu’il se fait flouer lors de la livraison car il sait pour ce quoi il a payé et le responsable du costing a prévu des heures en fonction du package SEO choisi.