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SEO - SEM / The subtleties of Google search in French

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All about the particularities of the French Market in SEO : the little subtleties of Google search in French language, key elements to succeed on the French market, in SEO mostly, but also in search marketing in general: Language differences, strategies that work, pitfalls to avoid…

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SEO - SEM / The subtleties of Google search in French

  1. 1. Alban Renard @tattootatouages The subtleties of Google search in French http://www.slideshare.net/cybercite
  2. 2. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 SEO CONSULTING, CONTENT, LINKING MEDIA ADWORDS, DISPLAY, MARKET PLACE ANALYTICS REPORTING CONVERSION RATE OPTIMIZATION SOCIAL MEDIA COMMUNITY MANAGEMENT ADVERTISINGCONTENT TRACKINGRANKING  1st INDEPENDANT SEM AGENCY IN FRANCE  120 EMPLOYEES IN 6 AGENCIES  40 SEO EXPERTS
  3. 3. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 HOP ON, AND LET’S DIVE DEEP INTO THE FRENCH MARKET
  4. 4. 4 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET Sources : CREDOC, enquêtes « Conditions de vie et Aspirations » http://www.credoc.fr/pdf/Rapp/R337.pdf FEVAD : https://www.fevad.com/wp-content/uploads/2018/06/Chiffres-Cles-2018.pdf 67 MILLION PEOPLE 73% HAVE A SMARTPHONE 1/3 ONLY SPEAK FRENCH 12 MILLION BOUGHT ON MOBILE
  5. 5. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 LET’S RIDE ON THE FRENCH MARKET HOW TO HOP LIKE A FROG
  6. 6. 6 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET 274 MILLION PEOPLE SPEAK FRENCH IN THE WORLD Source : https://www.francophonie.org/274-millions-de-francophones-dans.html
  7. 7. 7 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET BUT NOT THE SAME WAY ! Un char
  8. 8. 8 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET NO, NOT THE SAME WAY… Une camisole
  9. 9. 9 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET AT ALL ! Une catin WELL… YOU JUST DON’T USE THAT WORD…
  10. 10. 10 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET MULTILINGUAL COUNTRIES HTTPS://WWW.MYWEBSITE.FR/ HTTPS://WWW.MYWEBSITE.COM/ HTTPS://WWW.MYWEBSITE.CA/FR/ HTTPS://WWW.MYWEBSITE.CA/EN/ HTTPS://WWW.MYWEBSITE.BE/FR/ HTTPS://WWW.MYWEBSITE.BE/NL/ HTTPS://WWW.MYWEBSITE.CH/FR/ HTTPS://WWW.MYWEBSITE.CH/DE/ HTTPS://WWW.MYWEBSITE.CH/IT/ WARNINGS  IP DETECTION / REDIRECTION  DUPLICATE CONTENT  CURRENCIES AND REL ALTERNATE MANAGEMENT
  11. 11. 11 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH A LANGUAGE WITH SPECIFICITIES 35K WORDS 12K VERBS USE OF ACCENTS 200K WORDS 25K VERBS USE OF CAPITAL LETTERS
  12. 12. 12 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH A LANGUAGE WITH SPECIFICITIES  Une tronçonneuse (a Chainsaw)  Célèbre (famous)  Mur (wall) VS Mûr (ripe)  Où est-ce ? (Where is it ?)  Elle est belle / le mouton bêle (She’s beautiful / The sheep cries) SEO WARNING  Use proper URL rewriting : ASCII  Avoid accents and spaces encoding é/è/ê/ë => e à/ä => a ù/ü/û => u ô => o ï/î => i ô => o
  13. 13. 13 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH BEWARE OF FALSE FRIENDS a coin : une pièce un coin : a corner Sources : https://www.anglaisfacile.com/exercices/exercice-anglais-2/exercice-anglais-57289.php
  14. 14. 14 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH BEWARE OF FALSE FRIENDS a cave : une grotte une cave : a cellar Sources : https://www.anglaisfacile.com/exercices/exercice-anglais-2/exercice-anglais-57289.php
  15. 15. 15 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH BEWARE OF FALSE FRIENDS Pain : bread Pain : douleur Sources : https://www.anglaisfacile.com/exercices/exercice-anglais-2/exercice-anglais-57289.php
  16. 16. And so many more : Abuse, habit, hazard, injure, eventually….
  17. 17. 17 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH COMPETITIVE KEYWORDS DATA Source : Colonne1 (Estimated monthly search volume) Estimated CPC VOITURE D’OCCASION (FR) 201 000 0,73 USD USED CARS (UK) 110 000 1,26 USD USED CARS (USA) 673 000 2,90 USD IPHONE 10 (FR) 673 000 0,73 USD IPHONE 10 (UK) 823 000 2,35 USD IPHONE 10 (USA) 3 350 000 3,46 USD LENOVO THINKPAD (FR) 6 600 0,41 USD LENOVO THINKPAD (UK) 14 800 0,71 USD LENOVO THINKPAD (USA) 60 500 1,41 USD
  18. 18. 18 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH TOP FRENCH WEBSITES ON GOOGLE Source :
  19. 19. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 THE FRENCH CONSUMER : A FEW INSIGHTS
  20. 20. 20 A FEW INSIGHTS ABOUT THE FRENCH CONSUMER THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH Source : https://www.nielsen.com/fr/fr/insights/reports/2017/premiumization-report.html HE DOESN’T FALL FOR THE « PREMIUM » EMOTIONNAL ARGUMENT = IT’S (TOO) EXPENSIVE
  21. 21. 21 A FEW INSIGHTS ABOUT THE FRENCH CONSUMER THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH Source : Google Trends Luxe / « à la française » = foreign target (Japan, English, Russian, American…)
  22. 22. 22 60% Discover new products in Stores Vs 48% in the world Source : https://www.nielsen.com/fr/fr/insights/reports/2015/le-magasin--premier-media-de-communication-pour-les-nouveaux-pro.print.html
  23. 23. 23 A FEW INSIGHTS ABOUT THE FRENCH CONSUMER THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH HE IS FOND OF THE CLICK & DRIVE / COLLECT SYSTEM = DECIDE WHERE AND WHEN
  24. 24. 24 A FEW INSIGHTS ABOUT THE FRENCH CONSUMER THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH 13 REGIONS 101 DEPARTEMENTS 36K TOWNS « LA VILLE » is often the best local target DON’T FORGET « NON ADMINISTRATIVE REGIONS » AND DOM-TOMs !
  25. 25. 25 HE IS NOT (THAT) SELF-CENTERED AFTER ALL 59% buy online on foreign websites Source : https://www.nielsen.com/fr/fr/insights/reports/2016/l-e-commerce-abolit-les-frontieres-et-devient-mobile.html
  26. 26. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 THE GOLDEN SERP ? WHAT GOOGLE TELLS US ABOUT OURSELVES
  27. 27. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 WE LIKE(D?) IT DIRTY
  28. 28. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 Popular black hat specialists (not all repented) Not so legit SERP results Automated tools / Scrapping / content spinning / parsing Black hat agencies / forums / blogs Craftsmen / magician Vocabulary and methods BACKORDER / PBN / DROP-CATCHING Mechanical Turk in madagascar EMD
  29. 29. 29 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS
  30. 30. 30 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS https://www.serrurerie-cles-eclair.fr/ http://serrurier16.paris/ http://www.serrurerie-paris10.com/ http://swiftlocksmiths.co.uk/ https://www.londonlocksmiths.com/ http://www.londonlocksmith.london/ Spam the districts !
  31. 31. 31 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS
  32. 32. 32 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS Neat results Legit websites Editorial optimizations Relevant content Spammy contents Competitors’ hacks Fake websites / tel number Mixed reviews (fake/legit) Custom pictograms in meta description Keywords repetition / over-optimization Overuse the terms « honnete » / « serieux »
  33. 33. 33 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS PAID SEARCH : 4 GOOGLE ADS PAID SEARCH : 3 GOOGLE ADS UNIVERSAL SEARCH : 3 MAPS SEO : 1 PRO LOCKSMITHS SEO : 2 MFA SEO : 1 PRICE COMPARISON SITE SEO : 1 MFA SEO : 1 DIRECTORY SEO : 1 PRO LOCKSMITH SEO : 2 PRO LOCKSMITHS 40% Of Organic quality results PAID SEARCH : 4 GOOGLE ADS PAID SEARCH : 3 GOOGLE ADS UNIVERSAL SEARCH : 3 MAPS SEO : 1 PRO LOCKSMITHS SEO : 1 CLASSIFIED ADS SITE SEO : 1 DIRECTORY SEO : 2 PRO LOCKSMITH SEO : 2 PRO LOCKSMITHS SEO : 2 PRO LOCKSMITHS SEO : 1 MFA 60% Of Organic quality results
  34. 34. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 BRAND STRENGTH
  35. 35. 35 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH COMPARATED SERP FOR BRANDS – SUPERDRY EXAMPLE
  36. 36. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 FRENCH SEO TOOLS
  37. 37. 37 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH FRENCH SEO TOOLS AND EXPERTS
  38. 38. 38 38 CONCLUSION ON THE FRENCH SEO MIX PILLARS OF SEO STRATEGIES : A HEART OF CONTENT SPINE TECHNICAL ARCHITECTURE WEBSITE HYGIENE CRAWL & INDEX HEART USER INTENT ANALYSIS MATCHING RICH USEFUL CONTENT LEGIT MARKUP BRAIN BRAND AUTHORITY TRUST CONTENT MARKETING Valorize Leads to COMPETITION / TARGETS / KPI - MIX SEO VISIBILITY > QUALITY TRAFFIC > BUSINESS
  39. 39. FIND WHAT YOUR TARGET WANTS
  40. 40. FIND HOW THEY SEARCH FOR IT
  41. 41. ANALYZE HOW GOOGLE RESPONDS
  42. 42. DO IT BETTER
  43. 43. C’EST PARTI !

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