Free SEO Training

Module 1: Introduction to SEO 1

What is SEO? 1

Importance of SEO for Businesses 2

Module 2: Keyword Research 2

Understanding search intent 2

Using Keyword Research Tools 3

Module 3: On-Page Optimization 4

HTML tags (title, meta description, headers) 4

Quality Content and Keyword Density 5

Module 4: Off-Page Optimization 6

Link building strategies 6

Importance of Quality Backlinks 7

Module 5: Technical SEO 8

Site structure 8

Page loading speed 9

Mobile-friendliness 9

Module 6: Performance Analysis and Monitoring 10

Using Google Analytics and Search Console 10

Monitoring SEO KPIs 11

Module 7: Local SEO 13

Optimization for local searches 13

Google My Business 14

Module 8: Mobile SEO 15

Importance of mobile for SEO 15

Mobile Optimization Techniques 15

Module 9: SEO for E-Commerce (Optional) 17

Specific strategies for e-commerce sites 17

Module 10: Advanced Link Building Techniques (Optional) 19

Advanced link building techniques 19

Case studies 21

Conclusion 22

Summary of learning 22

Next steps 23

Module 1: Introduction to SEO

What is SEO?

Welcome to the wonderful world of SEO, where your mission, if you accept it, is to become Google’s best friend (and Bing, but let’s be honest, especially Google).

SEO, or Search Engine Optimization for short, is the art and science of optimizing your website for search engines. In other words, it’s making your site so well structured, informative and attractive that Google can’t help but show it to searchers. Think of SEO as a huge game of seduction where you’re trying to win Google’s heart. And believe me, it’s not an easy task!

Importance of SEO for Business

So why is SEO so important to your business? Imagine you have an amazing website, full of fantastic content, but no one is visiting it. It’s a bit like throwing the party of the century and forgetting to send out the invitations. Frustrating, right?

This is where SEO comes in. Instead of begging your friends to visit your site (over and over again), SEO allows you to attract visitors organically, i.e. for free. By optimizing your site for search engines, you increase your chances of appearing in the top search results. And everyone knows that Internet users rarely click beyond the first page of results.

Basically, SEO turns your website into a visitor magnet. And the more visitors you have, the more likely you are to convert those visitors into customers. It’s simple, effective, and above all, it works!

So, ready to stop begging your friends and let Google do the work for you? Let’s go!

Module 2: Keyword Research

Understanding search intent

Welcome to the mysterious art of keyword research, where you will learn to read the minds of Internet users… or almost.

What is search intent? Search intent is the reason why someone types a query into a search engine. Basically, this is what the Internet user hopes to find. There are mainly four types of search intent:

1. Informational intention: The Internet user is looking for information. Example: “How to plant tomatoes.”
2. Navigational intent: The Internet user is looking for a specific site. Example: “Facebook login.”
3. Transactional intent: The Internet user wants to buy something. Example: “Buy an electric bike.”
4. Commercial intent: The Internet user seeks to compare before buying. Example: “Best smartphones 2024.”

Why is it important? Understanding search intent allows you to create content that precisely meets the needs of your users. Google likes it. Your users too. And the more you meet their expectations, the more they will come back to your site.

How to guess search intent? Observe the search engine results for the keywords you are targeting. If you see a lot of guides and articles, it’s probably informational intent. If you see product pages, it’s pretty transactional. It’s a bit like playing detective, but without Sherlock’s magnifying glass and hat.

Using Keyword Research Tools

Now that you know what your users are looking for, it’s time to find out how they’re looking for it. Enter keyword research tools, SEO’s best friends: SEMrush, Ahrefs and others (no, these are not Pokémon names).

Keyword research tools, what are they for? These tools help you:

1. Find keyword ideas: They generate lists of keywords related to your domain.
2. Analyze the competition: They show you which keywords are used by your competitors.
3. Rate the difficulty: They estimate how difficult it will be to rank for a given keyword.
4. Follow trends: They help you see which keywords are gaining popularity.

How to use these tools? Let’s take SEMrush as an example (but the principles are the same for Ahrefs and others):

1. Keyword research:
   • Enter a basic keyword (example: “indoor plants”).
   • SEMrush will offer you a list of related keywords, with information on search volume, difficulty, cost per click (CPC) and more.
2. Competitor analysis:
   • Type a competitor’s URL.
   • See what keywords this site ranks for and what its best-performing content is.
3. Explore opportunities:
   • Look for long-tail keywords. They often have less search volume, but are more specific and less competitive (example: “how to take care of houseplants in winter”).
4. Performance monitoring:
   • Use the position tracker to see how your keywords perform in search results over time.

Tips for choosing the right keywords:

• Look for relevance: Choose keywords directly related to your content.
• Rate the difficulty: Don’t just target highly competitive keywords, mix with more accessible opportunities.
• Consider search volume: Opt for keywords that have enough search volume to bring in traffic.

With these tools and tips in hand, you are now equipped to conquer the world of keywords. Ready to become a Jedi master of keyword research? Go to your keyboards!

Module 3: On-Page Optimization

HTML tags (title, meta description, headers)

Welcome to the fascinating world of HTML markup, where you’ll learn to become fluent in the language of bots (and no, it’s not R2-D2, although that’s just as cool).

Title tag:

• What is this ?
  • The Title tag is the title of your page as it appears in search results. It’s the first thing people see.
• Why is it important?
  • Google places great importance on the Title tag to understand what your page is about.
• How to write it well?
  • Be concise and descriptive. Include your main keywords, but keep the title natural and appealing.
  • Examples: “Complete Guide to Planting Potted Tomatoes” rather than “Potted Tomatoes – Complete Guide”.

Meta Description:

• What is this ?
  • The meta description is a short summary of your page that appears below the title in search results.
• Why is it important?
  • Although it does not directly influence rankings, a good meta description can increase click-through rates.
• How to write it well?
  • Summarize the content of your page in one or two sentences. Include your main keywords.
  • Example: “Find out how to plant and care for potted tomatoes with our complete guide. Practical advice and tips for a successful harvest.”

Headers (H1, H2, H3, etc.):

• What is this ?
  • Headers are tags that structure your content into sections and subsections.
• Why is it important?
  • They help Google understand the hierarchy and content of your page. They also improve readability for Internet users.
• How to use them properly?
  • Use only one H1 tag per page for the main title. H2, H3, etc., for subheadings and subsections.
  • Include relevant keywords in a natural way.
  • Example :
    • H1: Complete guide to planting tomatoes in pots
    • H2: Choosing the right pot for your tomatoes
    • H3: Pot materials and size

Quality content and keyword density

Now that you’ve mastered the language of bots, it’s time to talk about content. The art of slipping in your keywords without sounding like a loopy parrot.

Quality content:

• What is this ?
  • Useful, informative and engaging content for your readers.
• Why is it important?
  • Google loves quality content. The more useful your content is, the better it will rank.
• How to create one?
  • Know your audience: write about topics that interest them.
  • Be clear and precise: avoid unnecessary jargon and get straight to the point.
  • Add value: provide information, advice, practical guides.

Keyword density:

• What is this ?
  • How often your keywords appear in your content.
• Why is it important?
  • Good keyword density helps Google understand what your page is about without falling into keyword stuffing.
• How to use it properly?
  • Include your main keywords naturally in the title, headers, and body text.
  • Do not force the insertion of keywords. If it sounds artificial, change the sentence.
  • Use variations and synonyms of your keywords to keep the text flowing.

Example : Instead of repeating “potted tomatoes” every sentence:

• “Planting tomatoes in pots can be easy if you follow a few simple steps. Choose the right pot, use the right type of soil, and your tomatoes will be growing in no time.”

That’s it, now you’re ready to optimize your pages like a pro, speaking the language of bots fluently and creating content your readers will love. Up to you !

Module 4: Off-Page Optimization

Link building strategies

Welcome to the fascinating world of link building, where you will learn how to make your site so cool that other sites won’t be able to stop talking about you.

What is link building? Link building is the practice of getting links from other websites pointing to yours. These links are called backlinks. Think of them as votes of confidence that tell Google, “Hey, this site is great, you should feature it!”

Why is it important? Backlinks are one of the most important factors for your site ranking. The more quality links you have pointing to your site, the more Google sees you as an authority in your field. It’s a bit like being recommended by an influential friend.

How to get quality backlinks? Here are some strategies to help you get started:

1. Create exceptional content:
   • What ? Articles, guides, infographics, videos – anything that can be useful and interesting.
   • For what ? People naturally share and link to content that impresses them.
   • How ? Answer frequently asked questions, provide practical solutions, and be creative.
2. Guest Blogging:
   • What ? Write articles for other blogs in your field.
   • For what ? You get a backlink in return and expose yourself to a new audience.
   • How ? Contact relevant blogs and come up with interesting article ideas.
3. Participate in forums and communities:
   • What ? Engage in discussions on forums, Facebook groups, Reddit, etc.
   • For what ? By sharing useful tips, you can insert links to your site (without spamming, of course).
   • How ? Answer the questions in detail and include a link to a relevant article on your site.
4. Claiming unrelated mentions:
   • What ? Look for mentions of your brand or products that are unrelated.
   • For what ? If someone is already talking about you, it’s easier to ask them to add a link.
   • How ? Use tools like Google Alerts to find these mentions and contact the authors to politely ask them to add a link.

Importance of quality backlinks

Now that you know how to get backlinks, let’s talk about their quality. Because not all backlinks are created equal (yes, even the ones from your cat blog).

What is a quality backlink? A quality backlink comes from a reputable, relevant and authoritative site in your field. Google gives these links more weight because they are more reliable.

Why is it important?

• Reputation : A link from CNN or the New York Times is much more valuable than a link from a small, unknown blog.
• Relevance: A link from a site in your niche (for example, a gardening blog if you sell gardening tools) is more relevant than a link from an unrelated site (like a cooking recipe site).
• Authority : Sites with high Domain Authority (DA) transmit more link juice, thereby improving your rankings.

How to evaluate the quality of a backlink?

1. Domain Authority (DA):
   • Use tools like Moz or Ahrefs to check the site’s AD.
   • The higher the DA, the better.
2. Relevance:
   • Is the site related to your niche?
   • A link from a relevant site carries more weight.
3. Trust and reputation:
   • Is the site reputable and reliable?
   • Avoid spammy or disreputable sites.
4. Diversity :
   • Having backlinks from various sites is better than having many links from a single site.

Example : Imagine you have two backlinks:

1. A link from “Jardinage Magazine”, a reputable and relevant site for your gardening tools sales site.
2. A link from “SuperBlog”, a small blog that talks about everything and nothing, unrelated to your niche.

The “Gardinage Magazine” link will be much more beneficial for your SEO than the “SuperBlog” link.

There you go, you now have the keys to obtaining quality backlinks and understanding their importance. With these strategies, your site will soon be the star of the web, and Google will no longer be able to ignore you. Good luck and good link building!

Module 5: Technical SEO

Site Structure

Welcome to the site structure maze, where our goal is to organize your website so Google doesn’t get lost like an IKEA on a Saturday afternoon.

What is site structure? Site structure is how your pages are organized and linked together. A good structure helps users and search engines easily navigate your site.

Why is it important?

• Facilitates exploration by search engines: Google sends bots to crawl your site. A clear structure allows them to discover all your pages without getting lost.
• Improves user experience: Intuitive navigation helps your visitors find what they’re looking for quickly, making them happier and more likely to come back.

How to organize your site?

1. Clear tree structure:
   • Create a logical hierarchy with main categories and subcategories.
   • Example: Home > Products > Houseplants > Cacti.
2. Clean and descriptive URLs:
   • Use URLs that describe the content of the page.
   • Example: www.monsite.com/plantes-d-interieur/cactus.
3. Navigation menus:
   • Make sure your menus are clear and accessible from all pages.
   • Use drop-down menus for subcategories.
4. Internal links:
   • Add internal links to link your pages together.
   • This helps users discover more content and search engines crawl your site.
5. Sitemap:
   • Create a sitemap.xml file and submit it to Google Search Console.
   • This guides Google robots through the structure of your site.

Page loading speed

Because no one likes to wait, especially not your visitors (nor Google), let’s talk about page loading speed.

Why is it important?

• User experience: Visitors quickly leave a site that takes too long to load. A slow page = frustrated visitors.
• SEO Ranking: Google uses loading speed as a ranking factor. The faster your site is, the better it will rank.

How to improve the speed of your site?

1. Optimize images:
   • Compress your images without sacrificing quality.
   • Use modern formats like WebP.
2. Use fast hosting:
   • Choose a hosting provider with a reputation for performance.
3. Minify the code:
   • Reduce the size of your CSS, JavaScript and HTML files by removing spaces, comments and unnecessary characters.
4. Use a CDN (Content Delivery Network):
   • Distribute your content across multiple servers to reduce loading time.
5. Enable caching:
   • Configure caching so browsers can store certain resources locally.
6. Reduce redirects:
   • Each redirect adds loading time. Limit them as much as possible.

Mobile-friendliness

In a world where everyone lives with their phone in their hand, it’s crucial to make sure your site looks as good on a smartphone as it does on a giant screen.

Why is it important?

• Mobile usage on the rise: The majority of users now browse the internet via mobile devices.
• SEO Ranking: Google uses mobile-first indexing, which means it favors mobile-optimized sites in its rankings.

How to optimize for mobile?

1. Responsive design:
   • Use a responsive design that adjusts the layout based on screen size.
   • Make sure text and images are readable and well-sized on all devices.
2. Mobile loading speed:
   • Apply the same speed principles as the desktop version, but optimize specifically for mobile connections.
3. Avoid intrusive pop-ups:
   • Pop-ups can be particularly annoying on mobile. Limit them or use them in a non-intrusive way.
4. Simplified navigation:
   • Use simple, easily accessible menus.
   • Avoid overly complex menus that can be difficult to use on a small screen.
5. Touch-friendly:
   • Make sure buttons and links are large and spaced enough to be easily clicked with one finger.

With these strategies, your site will be ready to welcome visitors on all kinds of devices, whether they’re on a desktop computer or the latest smartphone. Google and your visitors will thank you!

Module 6: Performance Analysis and Monitoring

Using Google Analytics and Search Console

Welcome to the fascinating world of data analysis, where you will play detective with your data (without the magnifying glass and Sherlock hat, promise).

Google Analytics: Google Analytics is a powerful tool that allows you to understand the behavior of your visitors. Here’s how to use it to optimize your SEO.

1. Facility :
   • Add the Google Analytics tracking code to your website.
   • Check that everything is working correctly by checking the “Real Time” report.
2. Main dashboard:
   • Access a quick overview of your main metrics: number of visits, session duration, bounce rate, etc.
   • Example: You notice an increase in visits since a recent marketing campaign.
3. Audience:
   • Find out who your visitors are: demographics, interests, devices used.
   • Example: You notice that the majority of your visitors use mobile devices, which prompts you to further optimize your site for mobile.
4. Acquisition :
   • Analyze where your visitors are coming from: organic search, social networks, direct traffic, etc.
   • Example: You see that 60% of your traffic comes from organic search, which highlights the importance of your SEO.
5. Behavior :
   • Observe how visitors interact with your site: most viewed pages, navigation paths, etc.
   • Example: A specific page has a high exit rate, so you will decide to optimize it to improve engagement.
6. Conversions:
   • Track your goals and conversions: purchases, newsletter subscriptions, downloads.
   • Example: You set up a goal to track subscriptions to your newsletter and analyze which pages convert best.

Google Search Console: Google Search Console is your best ally for monitoring the SEO health of your site.

1. Site verification:
   • Add and verify your site in Google Search Console.
   • Follow the instructions to prove you are the owner (for example, by adding an HTML file).
2. Performance :
   • Go to the performance report to see your clicks, impressions, CTR and average positions.
   • Example: You notice a drop in clicks for a specific keyword and decide to optimize the corresponding page.
3. Blanket :
   • Check the indexing of your pages and identify errors (pages not found, indexing problems).
   • Example: You find several 404 errors and set up 301 redirects to correct this.
4. Improvements:
   • View reports on user experience, page speed, and mobile optimization.
   • Example: The report indicates that some pages are not optimized for mobile, you make the necessary adjustments.
5. Links:
   • Examine your backlinks and internal links.
   • Example: You identify low-quality backlinks and consider disavowing them.

Tracking SEO KPIs

Now that you know how to use the tools, let’s talk about the KPIs (Key Performance Indicators) to follow to measure your successes (and failures) without crying.

Main KPIs to monitor:

1. Organic traffic:
   • Measures the number of visitors from search engines.
   • Tool: Google Analytics
   • Example: You see a 20% increase in organic traffic after a content creation campaign.
2. Keyword ranking:
   • Track the position of your target keywords in search results.
   • Tool: Google Search Console, SEMrush, Ahrefs
   • Example: You notice that your main keyword has gone from 10th to 5th position.
3. Click-through rate (CTR):
   • Percentage of clicks to impressions in search results.
   • Tool: Google Search Console
   • Example: An increase in CTR after optimizing meta descriptions.
4. Bounce rate:
   • Percentage of visitors who leave your site after viewing a single page.
   • Tool: Google Analytics
   • Example: A high bounce rate on a specific page encourages you to improve its content.
5. Average duration of sessions:
   • Average time spent by visitors on your site.
   • Tool: Google Analytics
   • Example: Longer session duration on your blog posts, indicating engaging content.
6. Conversions:
   • Track important actions taken by visitors, such as purchases or registrations.
   • Tool: Google Analytics
   • Example: An increase in conversions after improving the landing page.
7. Indexed pages:
   • Number of pages on your site indexed by Google.
   • Tool: Google Search Console
   • Example: An increase in the number of indexed pages after adding new content.
8. Backlinks:
   • Number and quality of backlinks pointing to your site.
   • Tool: Google Search Console, Ahrefs
   • Example: An increase in quality backlinks after a guest blogging campaign.

By monitoring these KPIs, you can evaluate the effectiveness of your SEO efforts and adjust your strategy accordingly. Remember, SEO is a marathon, not a sprint. So, arm yourself with patience and analysis, and you will see the results improve over time. Good analysis!

Module 7: Local SEO

Optimization for local searches

Welcome to the world of local SEO, where the goal is to become the star of your neighborhood and attract customers from the bakery next door (yes, the one with the delicious croissants).

What is local SEO? Local SEO involves optimizing your online presence to attract more local customers. This is especially important for businesses that have a physical presence, such as restaurants, stores, and convenience services.

Why is it important?

• Increased visibility: Local searches represent a significant portion of queries on Google. Ranking well locally means more potential customers.
• High purchase intention: Users who search locally are often ready to purchase or visit immediately.

How to optimize for local searches?

1. Incorporate local keywords:
   • Add region-specific keywords to your titles, descriptions, and content.
   • Example: “Best coffee in Paris” or “Plumber in Lyon”.
2. Create local pages:
   • If you have multiple locations, create a separate page for each location with specific information.
   • Example: “Our store in Marseille” with the address, opening hours and services offered.
3. Optimize for mobile devices:
   • Make sure your site is mobile-friendly, as many local searches are performed on smartphones.
   • Use a responsive design and improve page loading speed.
4. Collect and manage reviews:
   • Encourage your happy customers to leave online reviews on Google and other platforms.
   • Respond to reviews, whether positive or negative, to show that you care about your customers.
5. Use local citations:
   • Mention your business on local sites and directories (Names, Addresses, Telephones – NAP).
   • Make sure the information is consistent throughout.

Google My Business

Now, let’s dive into Google My Business, an essential tool for shining on Google Maps and getting glowing reviews.

What is Google My Business? Google My Business (GMB) is a free platform that allows businesses to manage their online presence on Google, including in search and on Google Maps.

Why is it important?

• Visibility : A well-optimized GMB listing can appear in the local pack (top results for local searches) and on Google Maps.
• Commitment : Allows potential customers to quickly find your information, see photos, read reviews and even ask questions.

How to optimize your Google My Business listing?

1. Create and claim your listing:
   • If you haven’t already done so, create or claim your listing on Google My Business.
   • Follow the verification process to prove you are the owner.
2. Complete all information:
   • Complete each section of your form precisely: name, address, telephone, hours, website.
   • Add a detailed description of your business.
3. Choose the right categories:
   • Select the categories that best describe your business. This helps Google show your business for relevant searches.
   • Example: If you are a pizzeria, choose “Pizzeria” as your main category.
4. Add high-quality photos:
   • Upload attractive photos of your business, your products/services, and the interior/exterior of your venue.
   • Quality photos attract more clicks and interactions.
5. Manage reviews:
   • Encourage your customers to leave reviews and respond to them regularly.
   • Respond professionally and courteously, even to negative reviews.
6. Post updates and offers:
   • Use GMB posts to share updates, promotions, events, or news.
   • This shows that your company is active and engaged.
7. Use additional features:
   • Explore other GMB features, like messaging, bookings, and Q&A.

Example of a well-optimized GMB listing:

• Name : Place Bakery
• Address : 123 Rue des Croissants, 75001 Paris
• Phone : 01 23 45 67 89
• Schedules : Monday-Saturday, 7 a.m.-7 p.m.
• Website: www.boulangeriedelaplace.fr
• Description : “Welcome to the Boulangerie de la Place, where we bake fresh croissants every day. Come and taste our pastries and our artisanal bread.”
• Photos: Add photos of the facade, interior, products, and the team.

By optimizing your local SEO and Google My Business listing, you will attract more local customers and increase your online visibility. Happy local optimization!

Module 8: Mobile SEO

Importance of mobile for SEO

Welcome to the mobile age, where everyone lives with their phone in their hand. Today, optimizing your site for mobile devices is no longer an option, it’s a necessity.

Why is it important?

1. Massive use of mobile devices:
   • More than half of Google searches are performed on mobile devices. Ignoring this segment means missing out on the majority of your potential visitors.
2. Mobile-first indexing:
   • Google uses mobile-first indexing, which means it looks at the mobile version of your site first to determine its ranking. If your mobile site is poor, your rankings will suffer.
3. User experience:
   • A good mobile user experience improves visitor satisfaction, increases time spent on your site and reduces bounce rate.

Mobile Optimization Techniques

To make your site as fast as a text message and as enjoyable to use as a well-designed mobile app, here are some mobile optimization techniques:

1. Responsive design:
   • What is this ?
     • A responsive design automatically adapts the layout of your site to the size of the screen used.
   • Why is it important?
     • This ensures that your site is accessible and readable on all types of devices, from smartphones to tablets to desktops.
   • How to set it up?
     • Use CSS frameworks like Bootstrap or create media queries in your stylesheet.
2. Page loading speed:
   • Why is it important?
     • Mobile users are impatient. The faster your site loads, the less likely you are to lose visitors.
   • How to improve it?
     • Compress images: Use web-optimized image formats like WebP and compress them.
     • Enable caching: Configure caching to reduce page load time.
     • Minify resources: Reduce the size of your CSS, JavaScript and HTML files by removing spaces, comments and unnecessary characters.
     • Use a CDN: A Content Delivery Network distributes your content across multiple servers around the world, reducing load time for users far from your main server.
3. Optimization of interactive elements:
   • What is this ?
     • Ensure that all buttons, links and other interactive elements are easily clickable on a touch screen.
   • Why is it important?
     • To avoid frustration from users who click on the wrong link or button.
   • How to set it up?
     • Use buttons and links that are sufficiently large and spaced apart.
     • Avoid intrusive pop-ups that can be difficult to close on mobile.
4. Content Optimization:
   • Why is it important?
     • Content should be easily readable on smaller screens.
   • How to improve it?
     • Appropriate font size: Use a font size large enough to be readable without zooming.
     • Short paragraphs: Divide the text into small paragraphs to improve readability.
     • Using lists: Use bulleted or numbered lists to make content more digestible.
5. Simplified navigation:
   • Why is it important?
     • Clear and simple navigation makes it easy for users to find what they are looking for, reducing the bounce rate.
   • How to improve it?
     • Drop-down menus: Use clear and concise drop-down menus for mobile devices.
     • Fixed navigation bars: Keep the navigation bar visible at the top or bottom of the screen for easy access.
6. Checking mobile compatibility:
   • Why is it important?
     • Ensure your site works properly on all mobile devices.
   • How to check it?
     • Use Google’s mobile testing tool to analyze and improve your site.
     • Test your site on different devices and browsers to spot and fix display or functionality issues.

By applying these techniques, your site will be optimized to provide a smooth and fast user experience on mobile devices. Not only will your visitors thank you, but Google will also reward you with better rankings. On your smartphones, get ready, optimize!

Module 9: SEO for E-Commerce (Optional)

Specific strategies for e-commerce sites

Welcome to the dynamic world of eCommerce SEO, where our mission is to help you sell more than unicorn t-shirts and personalized mugs. Ready to boost your online sales? Let’s go!

Why is SEO crucial for e-commerce sites?

• Fierce competition: There are many e-commerce sites and standing out in search results is essential.
• Product visibility: Good SEO allows your products to appear at the top of search results, increasing the chances of conversion.
• Organic traffic: Attracting traffic without paying for ads can significantly increase your bottom line.

Specific strategies for e-commerce sites:

1. Keyword research for products:
   • Why is it important?
     • Identify the exact terms your potential customers are using to find your products.
   • How to do it?
     • Use tools like SEMrush, Ahrefs, and Google Keyword Planner to find keywords specific to your products.
     • Example: Instead of “unicorn t-shirt”, use “pink unicorn t-shirt for kids”.
2. Optimization of product pages:
   • Why is it important?
     • Well-optimized product pages appear higher in search results and convert better.
   • How to do it?
     • Titles and descriptions: Use keywords in product titles and descriptions. Be descriptive and convincing.
     • Image alt tags: Include keywords in image alt tags to improve image searchability.
     • Friendly URLs: Use clear and descriptive URLs.
       • Example: www.monsite.com/t-shirt-licorne-rose-enfant
     • Customer reviews: Reviews enrich the content of your pages and reassure potential buyers.
3. Site structure and navigation:
   • Why is it important?
     • A well-designed site structure improves user experience and makes it easier for search engines to crawl.
   • How to do it?
     • Categories and subcategories: Organize your products into logical categories and subcategories.
       • Example: Home > Clothing > T-shirts > Unicorn T-shirts
     • Breadcrumbs: Add breadcrumbs for easier navigation.
     • Search the site: Make sure the internal search function is efficient and well optimized.
4. Quality content:
   • Why is it important?
     • Content helps attract and engage visitors while improving SEO rankings.
   • How to do it?
     • Detailed descriptions: Avoid generic descriptions. Provide details of materials, dimensions, usage, etc.
     • Guides and blog posts: Create content around your products, such as buying guides, comparisons, usage tips.
       • Example: “How to choose the best unicorn t-shirt for your child”
5. Mobile optimization:
   • Why is it important?
     • A large portion of online shopping is done via mobile devices. A mobile-optimized site improves user experience and SEO ranking.
   • How to do it?
     • Use a responsive design so that your site displays well on all devices.
     • Make sure the checkout process is smooth and easy to use on mobile.
6. Image optimization:
   • Why is it important?
     • Images play a crucial role in e-commerce, and optimizing them can improve loading speed and SEO.
   • How to do it?
     • Image compression: Use tools to compress your images without sacrificing quality.
     • Descriptive file names: Rename your files with relevant keywords.
       • Example: t-shirt-licorne-rose.jpg
     • Alt tags: Describe the images using key words.
       • Example: “Pink unicorn T-shirt for children in cotton”
7. Backlinks and partnerships:
   • Why is it important?
     • Quality backlinks increase your site’s authority and improve its ranking.
   • How to do it?
     • Guest blogging: Write articles for other blogs in your niche in exchange for backlinks.
     • Partnerships: Collaborate with influencers or other e-commerce sites for link exchanges.
     • Press releases: Issue press releases to announce new products or promotions.
8. Performance analysis and monitoring:
   • Why is it important?
     • Tracking your site’s performance allows you to identify what’s working and what needs improvement.
   • How to do it?
     • Use Google Analytics to track visits, conversions and user behaviors.
     • Use Google Search Console to monitor how your pages perform in search results.

By implementing these specific strategies, your e-commerce site will be ready to conquer search results and attract more customers. Ready to sell more than just unicorn t-shirts? Ready, set, sell!

Module 10: Advanced Link Building Techniques (Optional)

Advanced link building techniques

Welcome to the next level of link building. Prepare to become a backlink Jedi master and master advanced techniques to get quality links that will propel your site to the top of search results.

Why advanced link building is important?

• Increased authority: High-quality backlinks from reputable sites build your site’s authority.
• Best ranking: The more quality backlinks you have, the higher you climb in search results.
• Qualified traffic: Links from relevant sites bring targeted traffic, which increases your chances of conversion.

Advanced link building techniques:

1. Broken Link Building:
   • What is this ?
     • Find broken links on other sites and offer your content as a replacement.
   • Why is it effective?
     • You help webmasters correct errors while obtaining quality backlinks.
   • How to do it?
     • Use tools like Ahrefs or SEMrush to find broken links on relevant sites.
     • Contact the site owners with a replacement suggestion.
     • Example: You find a broken link on a gardening blog pointing to a deleted article about houseplants. You offer your article on the same topic as an alternative.
2. Skyscraper Technique:
   • What is this ?
     • Identify popular content in your niche, create even better content, and request links from sites that linked to the original.
   • Why is it effective?
     • You improve already proven content, which increases the chances that sites will agree to link to you.
   • How to do it?
     • Find the best performing articles for your target keywords.
     • Create more comprehensive, visually appealing and up-to-date content.
     • Contact sites that linked to the original article and offer them your improved version.
     • Example: You find a popular article about “The 10 Best Houseplants.” You create a guide “The 20 best indoor plants with detailed care tips” and contact the sites that linked to the initial article.
3. Link Roundups:
   • What is this ?
     • Participate in weekly or monthly link roundups published by blogs in your niche.
   • Why is it effective?
     • Link roundups are regular opportunities to obtain quality backlinks.
   • How to do it?
     • Look for blogs that publish link roundups in your field.
     • Submit your best content that might interest their audience.
     • Example: You find a gardening blog that publishes a weekly roundup of the best articles. You submit your recent houseplant guide to be included.
4. Guestographics:
   • What is this ?
     • Create high-quality infographics and submit them to relevant blogs in exchange for a backlink.
   • Why is it effective?
     • Infographics are visually appealing and widely shared, increasing your chances of receiving backlinks.
   • How to do it?
     • Create an informative and well-designed infographic related to your niche.
     • Contact blogs and offer to publish your infographic with a backlink to your site.
     • Example: You create an infographic on “The health benefits of indoor plants” and submit it to wellness and decoration blogs.

Case studies

Because seeing is believing, here are some real examples showing the effectiveness of advanced link building techniques.

Case Study 1: Broken Link Building

• Context : A cooking blog found several broken links on popular recipe sites.
• Action : The blog contacted webmasters with relevant alternatives of their own recipes.
• Result : They got over 50 high-quality backlinks, increasing their organic traffic by 35% in three months.

Case Study 2: Skyscraper Technique

• **Background: A fitness site identified a very popular article about workout routines for beginners.
• Action : They have created a more detailed guide with exercise videos and testimonials.
• Result : By contacting sites that linked to the original article, they gained 80 backlinks, propelling their article to the first page of Google for several target keywords.

Case Study 3: Link Roundups

• **Context: A technology site wanted to promote its blog posts about innovative gadgets.
• Action : They submitted their best articles to several sites publishing weekly link roundups.
• Result : They were included in 10 different link rounds, which generated a spike in traffic and new subscribers to their newsletter.

Case Study 4: Guestographics

• **Context: A health site created an infographic on the benefits of yoga.
• Action : They pitched this infographic to wellness and fitness blogs.
• Result : The infographic was published on 15 blogs, generating high-quality backlinks and increasing site visibility.

By using these advanced link building techniques, you can get quality backlinks, build your site’s authority, and improve your search rankings. So, ready to become a backlink Jedi master? May the power of SEO be with you!

Conclusion

Summary of learnings

Congratulations ! You’ve come a long way and now have a solid understanding of SEO. Back to everything we covered, and yes, you are now an SEO pro:

1. Introduction to SEO:
   • Understand what SEO is and its importance for businesses.
   • Learn why stop begging your friends to visit your site and let Google do the work.
2. Keyword research:
   • Read people’s minds and use tools like SEMrush and Ahrefs to find the best keywords.
   • Target search intent precisely.
3. On-Page Optimization:
   • Become fluent in the language of robots with effective HTML tags (title, meta description, headers).
   • Create quality content without parroting keyword density.
4. Off-Page Optimization:
   • Make other sites find you so cool that they talk about you through link building strategies.
   • Understand the importance of quality backlinks.
5. Technical SEO:
   • Organize your site so that Google doesn’t get lost like in an IKEA on a Saturday afternoon.
   • Improve page loading speed and optimize for mobile.
6. Performance Analysis and Monitoring:
   • Play detective with your data without the magnifying glass and Sherlock’s hat.
   • Measure your successes (and failures) without crying by following SEO KPIs.
7. Local SEO:
   • Become the star of your neighborhood and attract local customers.
   • Shine on Google Maps with a well-optimized Google My Business listing.
8. Mobile SEO:
   • Make your site look as good on a smartphone as it does on a giant screen.
   • Use mobile optimization techniques to provide a seamless user experience.
9. SEO for E-Commerce:
   • Sell ​​much more than unicorn t-shirts and personalized mugs with specific strategies for e-commerce sites.
10. Advanced Link Building Techniques:
    • Become a backlink Jedi master with advanced techniques.
    • See real-life examples of success to inspire your own efforts.

Next steps

Your SEO journey doesn’t end here. Here’s how to continue improving your SEO and stay friends with Google:

1. Stay up to date:
   • The world of SEO is constantly evolving. Subscribe to SEO blogs, podcasts, and newsletters to stay informed about the latest trends and algorithm updates.
   • Example: Follow trusted sources like Moz, Search Engine Journal, and the Google Search Central blog.
2. Analyze and adjust:
   • Use Google Analytics and Google Search Console regularly to monitor your performance.
   • Identify what works and what doesn’t, and adjust your strategy accordingly.
3. Create quality content:
   • Continue to produce relevant and engaging content for your users.
   • Consider diversifying your content formats: blog posts, videos, infographics, podcasts, etc.
4. Optimize continuously:
   • Regularly review your existing pages to optimize them with new information and keywords.
   • Improve your site speed and make sure it remains mobile-friendly.
5. Engage with your audience:
   • Use social media to share your content and interact with your followers.
   • Respond to comments and questions to build a community around your brand.
6. Build backlinks:
   • Continue to look for link building opportunities.
   • Collaborate with other sites and influencers in your niche.
7. Test new strategies:
   • Don’t be afraid to experiment with new techniques and approaches.
   • Use A/B testing to see what works best for your audience.
8. Follow your competitors:
   • Keep an eye on your competitors to see what they are doing well and where you can do better.
   • Use tools like SEMrush to analyze their SEO strategy.

With these next steps, you can continue to improve your SEO, attract more visitors, and turn those visitors into loyal customers. Thank you for following this training and good luck in your SEO adventure! May the force of SEO be with you!