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Aurélie Gandour, Amanda Regolini Cemagref Grenoble

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:

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Aurélie Gandour, Amanda Regolini Cemagref Grenoble

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  1. 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. 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. FragForNet : A Forest Fragmentation Network Researchers Socio-economical actors Fragmentation Forest Network Information Professional Decision-makers Portal + Mailing List

  4. FragForNet : A Forest Fragmentation Network http://fragfornet.grenoble.cemagref.fr

  5. FragForNet : A Forest Fragmentation Network Goal: touching a larger audience What to do?  Gaining a better position for selected keywords on search engines pages of results How to do it? Search Engine Optimization (SEO)

  6. SEO: What search engine to take into account? ( http://gs.statcounter.com/ )

  7. 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

  8. 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

  9. 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%

  10. 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

  11. 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

  12. 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.

  13. 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

  14. 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

  15. Results of FFN’s SEO: Keywords used by visitors

  16. 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

  17. 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

  18. 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)

  19. Thank you for your attention…

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