SEO :
What it is ? How to work with it ?
Quentin LAFFONT
What is SEO ?
Search Engine Optimization
Optimizations for our website to be display on several search engines :
- Bing
- Yahoo
etc.
Rules
Nobody knows the rules
(only search engine creators)
Questions ?
How it works ?
First issue : JS Render Engine
Application with JS Render Engine
- Crawl robot doesn't know which data you want to display because Website data is injected after HTML is downloaded.
- No Data = Generic Website
First issue : JS Render Engine
Solution : SSR !
Solution : SSR !
Application with JS Render Engine
(SSR Mode)
Drawbacks
- More complexity when we develop application
- Take more time to render website initially (Solution: Caching + Incremental build)
Second issue : Informations
Context is hard for a robot to understand !
We can use some technics to make easier indexing !
Solution : Metadata
A metadata is a data who will tell to user, search engine, preview engine which content we display
We speak mostly
- Open graph metadata (Facebook)
- Twitter graph metadata (Twitter)
- Title / Description / Author (Generic)
Recommanded tools : Meta Tags
Solution : Sitemap
A sitemap allow you to make robot work easier to know all your pages.
Solution : Robots.txt
A file who contain :
- Which crawler can index your websites
- All pages where the robot who don't index the page
- All pages where the robot need to index
- Sitemap location
Solution : HTML Order
Content sectioning / Text content / Inline text semantics / etc.
- Heading order
- Alt text on image
- etc.
Third issue : Technical
- Website without HTTPS
- Slow FCP (First Content Paint)
- HTTP1 only
Solutions : Configurations
- Use SSL Cert (letsencrypt.org)
- Use compression GZIP, etc.
- Use async loading in app
- Use WebP or SVG instead of PNG
- Use CDN + Caching
- Optimize app and reduce third library impact (bundlephobia.com)
- Use HTTP/2 or HTTP/3
Tools to audit this issue
40% of users are known to abandon a site if it takes over 3 seconds to load a page.
SEO + SEA = 💕
SEA = Search Engine Advertising
- Google Adwords
- Facebook Ads
- Bing Ads
- Yahoo Ads
SEO + SEA = 💕
Good strategy who work very well but
- Take a lot of time (Facebook system is like trading and Google use a bid system by keyword)
- Take a lot of $
- Specially to Facebook, you need to handle time zones in your ads
Cross scoring - Backlinks
Post your links on another domain to take some traffic and SEO score.
Cross tech compatibility
Company love using their products.
- Google : Adwords, Search Console, MyBusiness, Analytics, Web.dev, etc.
- Facebook : Pages, Ads, App Dev, etc.
Others technics
- Domain with friendly name
- Domain name extension (Ex: FR for french traffic, etc.)
- Domain Age Ranking
- Expired domains (Take some traffic from previous domain and take previous SEO score)
- Unused keywords