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What you should know about SEO and Ametys

Search Engine Optimization

There is no silver bullet to effectively promote its brand on the web without basic knowledge of web marketing. Although it is possible to assign this task to specialized companies, but it is advisable to known the subject a minimum to make it sustainable.

SEO is the set of actions aimed to improve the position of a website on search engines. The Search Engine Marketing (SEM) is the model that includes three ways to promote a website. It includes SEO, SEA, but also the SMO which is becoming more and more important in marketing strategies.

SEO stands for Search Engine Optimization. It covers all the techniques to gain targeted traffic by expanding the visibility of web pages in an organic search. SEO includes: optimization of content, name tags <titles>, the development of ranking page, etc..

The SEA or Search Engine Advertising is a  "paid search". The practice of SEA is to develop the traffic of a website by purchasing keywords. The purchase of these keywords can buy advertising space positioned in locations where the click rate is the highest. This model works at a cost per click (PPC: Pay per click) the cost of a word is determined by auction: higher the demand is, more expensive is the click.

The SMO stands for Social Media Optimization. It is to add social features (RSS feed, share buttons, ...) in order to promote and disseminate the contents of a site through social media (blogs, comment on, broadcast news on social networks, ...). The goal is to reach and attract as many visitors as possible. These new communication tools can be very effective and quick. With the rise of social networks, SMO is an essential strategic model.

After these definitions, a few recommendations for basic SEO. They are proven, effective and simple to implement.


Fill and encourage keywords in the title tag

The title tag, present in the header of each HTML page, is a major SEO element ... the <title> must be an understandable sentence, not exceed 100 characters (Google only displays 70) and contain a maximum of keywords from the website and the page. The <title> also brings information during a research on search engines by being the title that appears in bold type during a search. It is recommended that the information <title> is according with the content and unique. In Ametys CMS the <title> is determined when the page is created by filling the "page complete title", it can be changed later.


Have an appropriate use of <header>

Every HTML page contains several headers: pages - sub-page ... These tags identify the format following HTML <h1>, <h2> ...

  • The <h1> tag should be unique, different from the <title> and used once per page.
  • The subtitles should be integrated by using tags <div> class = "title" </ div> or <h2> to display the title of the page.
  • The number of header tag of a page should not go beyond the tag <h6>

According to the graphic of the website powered by Ametys, the tag <h1> does not provide information in the same way. For the latest on-line sites with version 3, the <h1> tag is the title of the first content or service of a page.


Shared and uses links of link, but quality links

When a web page is created, it's expected to contain many links. Of course, words (not more than 55 characters) attached to the link must be explicit and legitimate. Avoid link "Click here" who are not descriptive of the page where they point.

Search engines take into account the volume and quality of links they point to or host. A link from a popular site will have a positive impact on the positioning of your site, while a bad link from a spamming website up to the exclusion from search engines.


Treating well the first paragraph of your content

The first paragraph is the most important part of a page in terms of SEO. By scanning a page, search engines  identified the first paragraph of content as the one-page summary. It is therefore important that the first paragraph is explicit and contains as many keywords as possible.

The tab "Help" in Ametys CMS promotes the use of keywords. This page is configurable by the administrator.
SEO tips
SEO tips

Use the attribute <alt>

The attribute <alt> is used if an image can be displayed, it should be descriptive and right. Usually, webmasters use the alt function in a roundabout way by using the keywords of without taking into account the representation of the image. This practice is highly risky for two reasons: first it does not meet accessibility standards and secondly an image that has an out of context <alt>, does not appear during a search that concern it. Within the CMS Ametys, <alt> attribute of each image can be filled by completing the "Alternative" available when editing content.

Display an attractive website

A site cluttered with ads, with a chaotic layout, a confused architecture, which does not comply with standards of web accessibility and low quality contents is not equiped to attract visitors or to reach the score link.
To place a site to the top of the list, it has to be legitimate by providing all advantages: quality of content (updated and writing), thoughtful ergonomics, attractive design ...

SEO is mainly a matter of common sense and patience. In many cases, the use of "unfair" practices will become a weakness. Every Google updates has counter the questionable methods and have seen many sites lose their leading position. Right out of Google Panda, 30% of UK sites have seen their devalued positioning for exercising deloyal practices. Keep in mind that a site optimized for SEO is a nice looking website, easy to navigate who offers good quality content.

By Nicolas Durand (nicolas.durand @ anyware-services.com)