About Luca

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Seo success story: real case analysis

How I managed to increase the traffic of a small business website 138% year-over-year

The importance of the blog for an effective SEO

website Montpellier France

Architect’s website – Montpellier, France

Via the blog, part of the site, I created quality content: posts of interest to users, even on some domains of architecture of industries for which my client does not provide any services.

For example, I have dedicated several articles to tiny houses, which are very popular on the Web. There have been even users who wanted to buy a tiny house by my client, and they wrote him, even if I had clearly pointed out that he does not sell tiny houses.

The popularity of the blog allows the website to rank at the top on Google for keywords related to its activity, such as  “architecte restauration Montpellier”, “architecte rehabilitation Montpellier”, etc. Note that about half the site’s traffic comes from four blog posts. Other posts will receive a dozen visits per month. It’s not easy to write a successful note.

Google+ better than Facebook

I have used Google+: the Google+ page that I created for the site brings me four times more visits and popularity then the Facebook page where I publish the same blog posts. Watch the video above to learn more.

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A page can rank at the top on Google for a keyword that is missing on the website itself

A page can rank at the top for a keyword that is missing on the website itself

keywordsA few months ago, I visited a prospect who pointed out that my site was only ranking second in the rankings of Google.fr for the keywords « créateur de sites Web Annonay » Indeed, nowhere in my site I wrote the word “creator”, having always defined my work as “« création de sites Web Annonay »”.

It was further proof that now, after the change in the Google algorithm called Hummingbird, a web page can rank very well on a keyword that is not present in the website itself. On one condition, however: that this keyword belongs to the semantic context, or if you prefer family of keywords, which are well represented in the site, and for which the website ranks well.
Indeed, my website ranks first for « création de sites Web Annonay » and so on. It’s quite normal that it ranked second and also for «créateur de sites Web Annonay», even if this keyword was completely absent in my website, taking into account that the word “createur” belongs to the same family of keywords. By the way, now it ranks first for these same keywords too, since I added the word “creator”.

This phenomenon is a consequence of the importance of subjects and context, essential for semantic search Google

“Semantic” is a word that comes from the Greek verb “semaïno” which means “to mean.” Now, when someone tapes a word in the search field of Google, the latter, in order to offer him exactly what he seeks, takes into account the different contexts in which the word is inserted into the billions of pages published on the Web. In short, Google will display the pages with a semantic content that is most relevant for the search term, even if they do not contain that word at all. In the above example, this word wasnot even contained in the web-site.

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Google+ : selfishness is the enemy of social networking

selfishness is pointlessGoogle+, let’s start giving in order to receive!

Some companies use Google plus and other social networks exclusively to boast about the qualities of their products and services, which is rather pointless.

Google+ is not an advertising showcase

Google+ Pages and Google+ communities are not advertising showcases. These are pages and virtual communities of a social network. The purpose of these communities is offering you a free space to create relationships, share, enrich each other with information, news, tips, and all that is worth sharing and exchanging.

The saddling sterility of exaggerated self-promotion

selfishness brings loneliness

selfishness brings loneliness

Imagine going to a party. Suddenly, a dude addresses you to start boasting its merits, without showing any interest in your person. After a few minutes, you would start to get bored of all his boasting, and you would want to leave him. So why, when you post on Google+, you’re like that dude, behaving accordingly ?

The subborn selfishness of many participants, who do not even make the effort to give a little “+” to other publications, is deleterious. If what everyone does is just bragging about his products or services, Google+ and Google+ communities will soon become a sterile and useless space.

On Google+, give first and you will receive

I want to thank all those who share useful information, fun or valuable tips with others; I also thank those who interact, valuing each other’s work with +, comments, shares.

Should you like to read other articles I have written on Google+, click here.

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Google plus communities bring visitors to your website

The communities of Google+ bring big benefits traffic and SEO wise

Social Referrals - Google Analytics

Social Referrals – Google Analytics

Look at the picture above. On December 20th, 2015, I enrolled in three communities with the Google+ page of one of my clients. Then I posted two articles in these communities, taking care to interact somewhat with their members. From January 4th to 10th, 2016, my client’s site received 13 visits from Google+, against nine from Pinterest and three from Facebook.

Google+communities are vibrant

 communities on Google+ gastronomy, the number circled in green indicate the posts published since my last visit yesterday!


communities on Google+ gastronomy, the number circled in green indicate the posts published since my last visit yesterday!

The new Google strategy is based mainly on Google+ collections and communities, introduced in December 2015. I will not write here about the collections, wanting to illustrate the reasons why I cherish the communities.

Publishing in Google plus communities

Publishing in Google plus communities

The functioning of communities

Pretty simple: once connected to your Google+ account, click left on communities, and insert the desired word in the top search field (for example, “cooking” if you are looking for culinary and gastronomic communities). Then ask to join communities of interest, without exaggeration, as the posts of the communities of which you are member will be displayed on your home page. It is better to have few but well chosen ones, so as not to be overwhelmed with posts that have little interest for you.

If you want to publish something, in a predisposed field on your home page, when you click, there is a small circle to the right of your name. If you click it, a popup menu appears with the words “Your circles”, “public”, and the names of communities where you have already published. If it’s the first time you publish, click down on “details” and you will get he list of communities to which you belong. See figure on the right.

How to interact with communities

Google plus activity

Google Plus activity

This is a social network, be nice, do to others what you would have them do to you. Avoid self-promotion at any will. If something pleases you, give it a + or comment.

Try posting interesting things that bring value to other members of the community and to users who will read you.

Again, avoid sheer self-promotion.

If your business, for example, invented a great additive for car fuel, which can help consume and pollute less, publish an article showing the damage of car exhaust pollution on public health, and average spending for fuel, article in which you add a link to your revolutionary product.

Your posts will not go unnoticed. Look here left: the business I had in my last 24 hours after publication in three gastronomic communities.

Come join the fun communities of “plusers”!

 

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The new Google+ is definitely amazing

Google has just launched its new version of its social network Google+

In my opinion, it greatly improves its functionality, becoming much richer and more powerful. In short, I think it will eventually become a resounding success. Let’s see why I am so enthusiastic.

Operating Google+

Operating Google+

 Google+ sidebar menu

Google+ sidebar menu

If you are surfing as an individual or a business Google+ page, you are now welcomed by a set of image maps that illustrate the pages that Google+ suggests, according to your interests and your business on Google in general.

On the left, as you can see in the picture here on the left, there is a sidebar that allows you to visit the communities, suggested by Google+, or else your profile, or people managing a Google+ page.

Navigation is very pleasant and ergonomic. The variety and quality of information is amazing. Personally, to better understand a topic or even develop knowledge or techniques, I believe that the Google+ page collections are much more useful than Google News or even than pure and simple search.

Obviously, if it comes to shopping online, the search engine Google is still my tool of choice.

Google+ top menu

Google+ top menu

At the top, you always have the above menu, which allows you to choose from recommended pages in the case of pages and people, or else respectively suggested, followed and whose you are member, if you are on the communities pages. As a third option, you have pages that you manage or people who follow you.

The power of Google Search on Google+

If pages, people or communities suggested by Google+ do not suit you, on the upper side there is a search field that lets you find plenty of pages, communities or Google+ accounts that swarm of articles, photos, videos and useful, relevant information.

Ranking popular pages at the top of suggestions on Google+ will surely improve the quality and intensity of participation in Google+, because everyone is stimulated to enrich his Google+ page in order to be included in the suggestions that appear when other members open their own pages. In short, the race to be displayed on the front page improved search results from Google. Similarly, it will improve the quality of content for Google+.

Critics are surely coming up, and this is my answer

I think it is beneficial to be wary of dominant positions like Google’s. Critics may therefore have a constructive role and are welcome. They can promote pluralism. Personally, I’m rather enthusiastic about Google+. I have cherished it from the beginning, not least because its structure in circles lets me separate private life from working life.

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As a SEO, I’d rather be more creative than technical

growth and search enginesSearch engines are a kind of conglomeration of servers and software, a sort of archipelago of data centers with an impressive, by speed and efficiency, analysis and synthesis capacity.

Giving visibility to a website, mostly on Google, Bing and other Search engines, but also on social networks, forums and portals: here’s the task of SEO experts also called SEOs.

However, given the complexity of the technical variables that can influence the rankings of search engines, many SEO experts spend considerable effort in technical analysis, taking technical measures to improve rankings of clients’ sites on search engines. The main technical measures, without claim to be exhaustive:

  1. on page optimization meta tags
  2. content optimization on page focused on targeted keywords
  3. optimizing content relevance in relation to the field of activity of the company website
  4. optimization and relevance of the images (quality, name, ALT attributes)
  5. download speed of pages
  6. analysis of the behavior of website visitors: bounce rate, duration of permanence on every page, conversion rates
  7. reaction of search engine rankings over a page, changes that are made to it, etc.
  8. competitive intelligence, that is to say, analysis of competition strategies
  9. optimizing the internal links between pages of the site
  10. optimization of anchor text back links
  11. creating a sitemap
  12. a lot more…

The pitfalls of excess SEO technical analysis, and the virtues of SEO creativity

Certainly, a sufficient level of technical analysis is essential for the proper technical optimization of a site. Conquering top rankings in search engines with a website whose technical optimization would not be sufficient, is like winning the Tour de France with a touring bike. Impossible. However, once we have a competitive bike, victory depends entirely on the athletic performance of the rider. The proof is that, when analyzing the reasons for victory, we never refer to the quality of the bicycle of the winner.

The same goes for SEO: the conquest of the top rankings of Google for our website most important keywords, provided it is sufficiently optimized for the search engines, depends on the quality of its content. Quality of content summarizes the performance of the following text content, multimedia and hypertext elements of a site:

  1. the uniqueness and originality of the text
  2. the uniqueness and originality of images and videos
  3. the ability of the above to entice users, prolonging their permanence on the website
  4. the ability to bait hypertext links from the most prestigious and relevant sites
  5. the ability to increase the popularity of a brand and / or business on the Web, so that it is cited by other websites
  6. the ability to please visitors, so as to persuade them to buy
  7. a lot more…

Therefore, creativity in the creation of content, be it the content of the website or thet of a blog making links to the site, is essential. A blog post based on a creative idea is a guarantee of success in terms of traffic and rankings. For example, a ticket explaining in detail how to heat a swimming pool with a barbecue grill was one of the main success factors of abris-de-charme.com, awebsite for pool enclosures. It’s surely not analyzing what competition was doing on the web that I got the idea; it came from my creativity oriented to original and inexpensive solutions.

Conclusion: less talking SEO technique, more SEO content

I do not know if you notice that some lawyers speak of alienation rather than sales, and some doctors speak rhinitis rather than cold. Ways of show that their services are sophisticated and technical in order to better inflate their fees? To shelter from tedious questioning? Nevertheless, SEO experts who puzzle their clients with technical terms such as “spamdexing” get the same result as those doctors and lawyers: they hold off clients. Alas, the quality of content creation requires quite the contrary, a maximum of collaboration with one’s clients. The transparency and clarity of information are therefore required to stimulate a SEO’s creativity with contributions from a client, provided the latter is enabled to share ideas and thoughts.

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Reasons for the success of 3 posts, and failure of 3 other

using Google Analytics

I decrypt the reasons that made popular these three posts

I take as an example the blog site www.daedalus-architecture.fr, which I created there 11 months. It’s a matter of SEO in France.

3 posts successful landing pages - Google Analytics

3 posts successful landing pages – Google Analytics

As you can see here on the right, after the home page, the 3 most visited site pages are pages of the blog.

Number two, the most luxurious villa in the world – 183 visits in the last 30 days: reasons for this success

Although keywords as “most luxurious villa in the world” are subject to a dire competition because they are highly sought after, the fact of ranking in 16th position on Google for “villa plus luxueuse du monde” (most luxurious villa in the world) did the trick. If we search “villa moderne plus luxueuse du monde” (more luxurious modern villa in the world), the same page is second on Google.

Summarizing the reasons for the success of this post:

I chose a keyword as “most luxurious modern villa in the world”, often forgotten by competitors who write about “luxury villas” for short. In this way I could win second place.

I have enriched the post with 20 luxurious villas well optimized images: in the search results for “most luxurious modern villa in the world”, the first image displayed by Google is one of its 20 images.

Reasons for the success of the number three, mini bike caravan, 147 visits in the last 30 days

The enthusiasm of the public for biking tourism is great. I just o very well this post ptimized, I was the first to talk about this on the Francophone web, and bingo, this post ranks first for “mini caravane pour vélo” (mini bike caravan). Obviously, I added well optimized images.

Reasons for the success of number four, portable mini home – 118 visits in the last 30 days

It ranks on Google first page for “mini maison portable” (portable mini home). How did it get there? While the craze for mini homes is strong in France, there are not many manufacturers or websites dedicated to the mini house. Easy to conquer the first page, moreover, with two images of the same post at the top of search results.

I now analyze the reasons for the failure of these three tickets

3 posts fiasco pages - Google Analytics

3 posts fiasco pages – Google Analytics

Three visits in the last 30 days for these three tickets. First, Coelux window. It ranks on Google first page for “fenêtre Coelux” (Coelux window), even with four images. Nevertheless, nobody searches “fenêtre Coelux”. I should have thought of keywords as “high-tech window”, or otherwise. Just added them.

Number 74, Passive house

there are so many web pages on the argument that it is impossible to take advantage of the traffic coming from King Google, ranking at least in the top 20.

Number 75, how to best sell one’s house

Too many excellent websites are dedicated to real estate sales. Unable to conquer the first pages of Google with a blog post like this for the most successful keywords related to selling a home.

Conclusion: ranking in Google brings 90% of visits to my posts

And it suits me well. I like the consistency, relevance and semantic intelligence of Google. I like the way it ranks my post. If I produce quality content and marketing strategies Google will reward me. Otherwise, it penalizes me. I play the game, hoping that it will last.

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Google plus dead? No way, it’s very much alive

Google+ is alive!

Google+ is alive!

No Google+ funeral in sight

Google+ is a failure. Google+ has a losing strategy. Google will dismember Google+. Google+ is a ghost town. The funeral commemorations of Google’s social network don’t dry up. Yet Google+ seems to me well dynamic and alive, because:

  1. whenever I share an interesting post on Google+, I get some + and even shares, often more than on Facebook
  2. posts published on Google+ help SEOwise, as they are quickly indexed by Google
  3. publishing content to Google+ is very easy and fast, more than on Facebook
  4. you can quickly edit and delete any content posted on Google+, unlike with Facebook
  5. you can better target your audience through circles on Google+
  6. you lose less time compared to Facebook, because you can clearly separate content and professional activities from all that is private or leisure
  7. you can easily find some very interesting posts and professional pages

Some figures demonstrate the vitality of Google+

The founder and CEO of Stone Temple Consulting, Eric Enge, randomly selected 516 246 Google+ profiles and analyzed how often they are displayed, their public posts, the presence of public content on their pages, and public posts in the last 30 days. On the surface, the data seem bad for Google+. About 515,405 valid for the study, 90.1 percent did not have any public content available to all. Almost 50,000 profiles were classified as “active members”, and extrapolated to 2.2 billion accounts on the network, this means that there are more than 212 million active users.

But only 50 million of these users have posted more than five times, and less than eight million users have made more than 50 public messages on the network. An analysis of activity in the last 30 days reveals that publication rates are even lower. 23.4 million people have publicly displayed during the survey period. This means that less than one percent of people have publications in the last 30 days.

Google+ has between six and eight million very active users across the globe.

Why these figures are not so bad

Because, if one were to apply the same criteria for measuring Facebook users, again the number of active users is far less than the number of users. Moreover, the number of users who publish monthly, beyond 20 millions … is he will not so bad, and Google+ will add new services.

What is your take for Google+?

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How Facebook’s stalking us for spammy pub – a practical example

I like Facebook, I do not blame it for selling our email addresses to advertisers

Hundreds of millions of people use Facebook. Me too, Facebook gives me many free services, and I am grateful. Now, it is quite normal that a company offering such useful and powerful free services in the field of communication, must find sources of income to survive and even improve its services. Facebook has found a great way to use and monetize advertising. Here is a concrete example.

Facebook’s stalking our web browsing even when we are not connected to our Facebook account

Via cookies, there are plenty of sites that communicate to Facebook not only the fact that you visited them, but also your behavior on the site, the pages you visit, how you interact with the site, etc. Based on these data, Facebook is selling the same email address you used for your Facebook account, and probably even other addresses belonging to you, to companies that sell products or services relating to the sites you’ve visited, provided they have allowed Facebook to track you.

A concrete example

In January 2015, I started using Facebook two or three times a week, whereas before I visited it about once a month. In February 2015 I translated the site sublimart.it in French, for sublimart.fr online store. However, the most numerous products on this site, are printable Smartphone hulls by sublimation. Dozens of pages are devoted to it. Now, two days after the start of my translation, I received three commercials for the smartphone hulls. They are hereafter:

Facebook borne spam advertising

Facebook borne spam advertising

This notwithstanding, as my son made me notice before, I had bought him a smartphone cover on Amazon. So the pub came perhaps from this purchase. Amazon may have communicated my email to the senders of these messages, sent on behalf of trouvetacoque.com.

Confirmation that this was the origin of Facebook spam

Sublimart.fr for the same site on February 24, so after receiving two spam mail regarding the shells, I began to translate three or four pages dedicated to 3D printers. I had never visited sites on 3D printers in the previous month, nor had purchased any items that even indirectly 3D printers such as ink for this printer. Well, on February 26 I received the email below, precisely about 3D printers:

intrusive advertising via Facebook

intrusive advertising via Facebook

What should we do vis-à-vis advertising that targets us because of Facebook?

Don’t let it influence you. If we dream of buying that new car that we like so much, and after having visited itswebsite, we receive an email with a personalized special offer, do not take it as a sign from heaven or destiny, indicating that we need to make that purchase. Especially if our bank account tells us otherwise …

Google+ seems to me much more discreet

I frequently used Facebook for the first time last February, as I said, while I use Google+ almost daily. I never received any spam or advertising mail that can be related to my activity on Google+ or any spam related sites I visited frequently, before starting to use Facebook more frequently. That’s why I reckon that Google+ is much more discreet, and I haven’t got any clues that Google plus sells my email address for advertising purposes. Do you think I’m wrong? Thank you to let me know …

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The traffic Google+, Facebook, Twitter and Pinterest bring to 3 small companies sites

Case study: I analyze here the traffic 3 sites belonging to 3 French SMEs receive from social networks

You will see below the relevant screenshots of Google Analytics reports. Understandably, the strategies applied to each site, and the difference among the three categories of products offered by such sites, determine significant variations as well in traffic from social networks as in the type of social network. These reports refer to the last 30 days until yesterday.

www.abris-de-charme.com, site showcasing pool enclosures, porch, pergola – with over 7000 unique visitors in the last 30 days
social network traffic for  www.abris-de-charme.com-Google Analytics

social network traffic for www.abris-de-charme.com-Google Analytics

32 unique visitors arrived on this site the last 30 days from Google+. The website Google+ page receives an average  3000 views per month. It has about 120 Google+ users who follow it, and a little over 700 “+”. It received only six visits from Facebook, and about thirty “likes”, despite the fact that its Facebook page was created two years ago, a page that I rarely visit. The fact that this site has received five visits from Pinterest is due to the Pinterest page I created for it, although I never found the time to feed it. I did the same thing for Twitter, with a poor outcome.

www.geleeroyale.biz, online sales site of royal jelly, honey, etc.- with over 2000 unique visitors in the last 30 days
social network traffic for  geleeroyale.biz - Google Analytics

social network traffic for geleeroyale.biz – Google Analytics

www.geleeroyale.biz receives more visits from Facebook than from Google+, despite the fact that this company, which produces and sells hive products online has a Google+ page, but has no Facebook page. The reason is simple: its products are most likely to interest the Facebook public that the more professional Google+ public. It’s Google+ page receives 600 views per month, and his followers on Google+ are 30. It has also received 139 “+” on its Google+ page, with thirty followers. The “Likes” from Facebook are 15 in total.

www.equipements-de-cuisine.eu, the blog of one of the world’s leading professional appliances for food preparation, Dynamic Mixers – with more than 2,500 unique visitors in the last 30 days
social network traffic for equipements-de-cuisine.eu Google Analytics

social network traffic for equipements-de-cuisine.eu Google Analytics

Here, despite the absence of a Facebook page, and the existence of a Google+ Page for two years, this site receives only five visits per month from Google+, 6 from Facebook. It has more than 130 “+” from Google+ , and its Google+ page has got about twenty followers for about 450 views per month. It must be said that professional food preparation appliances are not too searched for on the web.

In conclusion, Google+ is more profitable, Twitter seems to provide little traffic, whereas Facebook’s not bad at all. Pinterest is promising

We must consider that Facebook has a great extenuating circumstance: since I prefer Google+, the time I dedicate to it for the three sites in question is 20 times greater than the time I spend on Facebook, where I rarely go.

The differences among these four social networks

For sites where images are paramount, such as porches and pool enclosures, Pinterest seems rather promising. Google+ is the best organized, enjoys the power of Google search, and you can control it well to avoid being polluted by spam from different backgrounds. With Twitter, it’s not easy to get visitors, while Facebook is undoubtedly the most popular, although I do not like it too much.

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