aurélie gandour, amanda regolini cemagref grenoble
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Search Engine Optimization of a Forest Fragmentation Content Management System: Example of the Fragfornet Website. Aurélie Gandour, Amanda Regolini Cemagref Grenoble. Euraslic 14 – Lyon, France – 05/18/2011. Summary. FragForNet: A Forest Fragmentation Network Search Engine Optimization: - PowerPoint PPT PresentationTRANSCRIPT
Search Engine Optimization of a Forest Fragmentation Content Management System: Example of the Fragfornet
Website
Aurélie Gandour, Amanda Regolini
Cemagref Grenoble
Euraslic 14 – Lyon, France – 05/18/2011
2 Euraslic 14 – Lyon, France – 05/18/2011
Summary
• FragForNet: A Forest Fragmentation Network
• Search Engine Optimization:
What Search Engine to take into account?
Definition of a keywords’ pool
How to do an In Page Optimization?
• Unwinding of FragForNet’s SEO
• Results of FragForNet’s SEO
Google positionning
Keywords used by visitors
Website’s traffic
• Conclusion
3 Euraslic 14 – Lyon, France – 05/18/2011
Fragmentation Forest Network
Researchers
Information Professional
Portal + Mailing List
Decision-makers
Socio-economical actors
FragForNet : A Forest Fragmentation Network
4 Euraslic 14 – Lyon, France – 05/18/2011
FragForNet : A Forest Fragmentation Network
http://fragfornet.grenoble.cemagref.fr
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FragForNet : A Forest Fragmentation Network
• Goal: touching a larger audience
• What to do? Gaining a better position for selected keywords onsearch engines pages of results
• How to do it? Search Engine Optimization (SEO)
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SEO: What search engine to take into account?
( http://gs.statcounter.com/ )
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SEO: definition of a keywords’ pool
• Establish a wide list of potential keywords and expressions
• Analyze those keywords potential by grading them:
• Keep the keywords with the highest marks and build the website’s indexing strategy on this pool
Interest Feasibility
Average number of monthly requests Mark Number of found results Mark
0 - 1 000 0 0 - 1 000 000 20
1 000 - 10 000 5 1 000 000 - 10 000 000 15
10 000 - 50 000 10 10 000 000 - 50 000 000 10
50 000 - 100 000 15 50 000 000 - 100 000 000 5
100 000 and above 20 100 000 000 and above 0
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SEO: In Page Optimization
• Goal: optimizing pages of the site on keywords of the pool by placing them on strategical spots
• Where to place keywords for a maximum impact:
<title> tags
As high as possible within the HTML code
Structure : [Content] – [Rubric] – [Site’s name]
Containing 5 to 10 descriptive words
The page’s title shall match the editorial title
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SEO: In Page Optimization
Visible text
« Content is King »
Each page must contain at least 100 words
Important keywords at the beginning
Underlining keywords for more weight (in title tags <hn>, <strong> tags, or links <a>)
A keyword density between 2 and 5%
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SEO: In Page Optimization
URL
Possess your own domain name
The older, the better
Important keywords in the URL
No accentuated character
Lower cases only
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SEO: In Page Optimization
Meta tags
Meta description tag: can be used by Google as an abstract of the page but no optimization utility
Meta keywords tag: not taken into account anymore by search engines
« Lang » option: useful only if metatags are filled in
Attributes of the IMG tag
ALT: taken into account by Google only
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Unwinding of Fragfornet’s SEO (year 2010)
• January – February: preliminary study and creation of the keywords’ pool
• May – June: in page optimization of the website
• June: first results; intense following of the SEO’s immediate consequences
• Follow up:
- at the beginning of each month, data recollection and production of a short report- to maintain a good positioning, the updates of the website have increased from 1 each month to 2 or 3 each week.
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Results of FFN’s SEO: Google positioning
• Observation: FragForNet’s position within Google’s results pages for simple searches based on the keywords’ pool
• Results:
Fragfornet stayed invisibled for many keywords (not in the first 100 results)
Fragfornet’s position varies greatly under the impulse of news updates
It is essential to update the site very regularly to maintain its Google ranking
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15 Euraslic 14 – Lyon, France – 05/18/2011
Results of FFN’s SEO: Keywords used by visitors
• Observation: lists of the keywords used in search engines by FFN visitors to access our website
• Results:
Top keywords = generic words for which FFN stayed invisble on Google (« biodiversity », « fragmentation », « ecology », etc.)
Those keywords are used in more complex request (like « Brazil biodiversity loss » or « koala landscape fragmentation »)
The pool’s keywords use in such requests has doubled after the site’s optimization and is now stable around 6% of the keywords used to reach our website
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Results of FFN’s SEO: Keywords used by visitors
% of relevant keywords within the keywords used by visitors to access Fragfornet
0%
5%
10%
15%
20%
jan-10 june-10 july-10 aug-10 sept-10 oct-10 nov-10 dec-10 jan-11 feb-11 mar-11 apr-11
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Results of FFN’s SEO: Site’s traffic
• Observation: Number of different visitors by month
• Results:
The website’s traffic has always varied a lot, according to the period of the year or the events to which FFN’s members participate
0
200
400
600
800
1000
1200
1400
1600
Nov
-07
Jan-
08
Mar
-08
May
-08
Jul-0
8
Sep
-08
Nov
-08
Jan-
09
Mar
-09
May
-09
Jul-0
9
Sep
-09
Nov
-09
Jan-
10
Mar
-10
May
-10
Jul-1
0
Sep
-10
Nov
-10
Jan-
11
Mar
-11
Number of different visitors by month since Fragfornet's website launch
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Results of FFN’s SEO: Google positioning
Nevertheless, if we compare the traffic for a same month over the years, we observe that the optimization of the website benefited the network with an increase in its traffic
Evolution of Fragfornet's traffic, functions of month and year
0
100
200
300
400
500
600
700
800
900
1000
2008 2009 2010
Nu
mb
er o
f d
iffe
ren
t vi
sito
rs
july august september
19 Euraslic 14 – Lyon, France – 05/18/2011
Conclusion
• SEO shall be incorporated at the very beginning of website’s project planning
• SEO is meant to be an uninterrupted, long-term work, lasting the whole life of the website
• Optimization follow-up, what to do?
Continue to gather data like presented above to better evaluate and anticipate FFN’s needs in optimization
Update very regularly the site to maintain its attractiveness
Consider an optimization on « off-page » criterions (quantity and quality of the external links leading to our site)
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Thank you for your attention…