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

Comment accroître le trafic en ligne via le référencement naturel? En particulier, quelle stratégie de linkbaiting mettre en place à cet effet?

Barbosa De Sousa, Patrick ULiège
Promotor(s) : Gruslin, Claire ULiège
Date of defense : 18-Jun-2019/20-Jun-2019 • Permalink :
Title : Comment accroître le trafic en ligne via le référencement naturel? En particulier, quelle stratégie de linkbaiting mettre en place à cet effet?
Translated title : [en] How can the organic traffic be increased through SEO? In particular, which linkbaiting strategy should be used to achieve this?
Author : Barbosa De Sousa, Patrick ULiège
Date of defense  : 18-Jun-2019/20-Jun-2019
Advisor(s) : Gruslin, Claire ULiège
Committee's member(s) : Cadiat, Anne-Christine ULiège
Mawhin, Marie ULiège
Duyck, Pierre-François 
Language : English
Number of pages : 138
Keywords : [en] SEO
[en] linkbuilding
[en] linkbaiting
[en] content
[en] infographic
[en] outreach
[en] search engine
[en] dofollow link
[en] nofollow link
[en] backlink
[en] backlink profile
[en] guidelines
[en] compliance
[en] expertise
[en] EAT
[en] organic traffic
[en] search engine traffic
[en] search engine optimizer
[en] penalty
Discipline(s) : Business & economic sciences > Marketing
Target public : Other
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] In the changing world of SEO, it is difficult to keep track of all the modifications Google makes to its search engine. E-commerce companies that rely on organic traffic to drive and important part of their conversions, must react quickly to those changes. They constantly need to adapt their SEO strategy and make sure that it is compatible with the latest guidelines from the search engine to guarantee the best organic visibility possible.
Having faced an important drop in organic traffic, the company is looking into how it could improve its SEO to recover its online audience and drive additional traffic to its different domains. In particular, the company wants to implement linkbaiting into its linkbuilding strategy to achieve its objectives in terms of organic traffic and qualitative backlinks.
This project thesis focuses on the French domain of the company. The aim is twofold: on the one hand, it aims at analysing the current SEO performance of the company and its competitors. On the other hand, it seeks to analyse the different uses of linkbaiting among national and foreign competitors to detect the best practices that could be implemented. Companies from other industries such as marketing and real estate are also going to be analysed to have a global overview of the various linkbaiting practices.
In addition to the good practices observed during the analysis, the project thesis gives a detailed procedure that should be followed to develop a successful linkbait. It also includes actionable recommendations with prototypes allowing the company to quickly and successfully implement linkbaiting. It also incorporates numerous examples of linkbaits that could serve as inspiration for future ones created by the company.



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  • Barbosa De Sousa, Patrick ULiège Université de Liège > Master sc. gest., à fin.


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