HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Comment accroître le trafic organique de la première pharmacie en ligne belge en optimisant ses pages catégorie ?

Houssier, Elodie ULiège
Promotor(s) : Blavier, André ULiège
Date of defense : 20-Jun-2017 • Permalink :
Title : Comment accroître le trafic organique de la première pharmacie en ligne belge en optimisant ses pages catégorie ?
Translated title : [en] How can the organic traffic of the first Belgian online pharmacy be increased by optimising the category pages?
Author : Houssier, Elodie ULiège
Date of defense  : 20-Jun-2017
Advisor(s) : Blavier, André ULiège
Committee's member(s) : Peere, Isabelle ULiège
Gruslin, Claire ULiège
Vandenhooft, Mike 
Language : French
Number of pages : 129
Keywords : [en] Search Engine Optimisation
[en] Internal linking
[en] Semantic
[en] On-page SEO
[en] Google
[en] Silo
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Nowadays, it is essential for an e-commerce website to be present on search engine results page. Google is the most preferred and most used search engine in the world. To return the best relevant answers to queries from web surfers, the algorithms of its crawlers are continuously evolving. Different techniques exist to take into accounts Google’s requirements and consequently improve the ranking of a page on the search engine results page. The main objective of this paper is to recommend best practices for Search Engine Optimisation (SEO) for the category pages of the online pharmacy Newpharma to increase traffic on the website.
The understanding of the search engine Google, its importance and its functionalities are the basis of this paper. All steps taken by the search engine to retrieve data from a site and display the appropriate one on a result page are explained.
First, a description of how Google works and its algorithms evolve is done. Users behaviours, like device or application used and time spent on the internet, are also described.
Then, all aspects of the search engine optimization are explained in details. A comparative analysis between different websites is carried out to understand which are the elements having a real impact on Search Engine Optimization. Globally, the content of a website and its internal linking structure are taken under consideration. Therefore, on-site optimization and internal linking are priorities for this project.
A complete list of recommendation and a precise action plan to improve Search Engine Optimization of the e-commerce category pages of Newpharma are given. Some key performance indicators are proposed to be able to monitor the impact of their implementation. A few word about the ethical aspects of SEO are also delivered.
In conclusion, search evolution trends and the importance of having the users and not SEO in mind are addressed.



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  • Houssier, Elodie ULiège Université de Liège > Master sc. gest., à fin.


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