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SEO - SEM / The subtleties of Google search in French

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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Download to read offline
Alban Renard
@tattootatouages
The subtleties of Google
search in French
http://www.slideshare.net/cybercite
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
NOTE D’ÉTONNEMENT
4. AXES MEDIA ONLINE 2019 - 2020
HOP ON, AND LET’S DIVE DEEP INTO THE FRENCH MARKET
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
NOTE D’ÉTONNEMENT
4. AXES MEDIA ONLINE 2019 - 2020
LET’S RIDE ON THE FRENCH MARKET
HOW TO HOP LIKE A FROG
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

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SEO - SEM / The subtleties of Google search in French

  • 1. Alban Renard @tattootatouages The subtleties of Google search in French http://www.slideshare.net/cybercite
  • 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. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 HOP ON, AND LET’S DIVE DEEP INTO THE FRENCH MARKET
  • 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. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 LET’S RIDE ON THE FRENCH MARKET HOW TO HOP LIKE A FROG
  • 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 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET BUT NOT THE SAME WAY ! Un char
  • 8. 8 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH THE FRENCH MARKET NO, NOT THE SAME WAY… Une camisole
  • 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 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 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 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 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 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 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. And so many more : Abuse, habit, hazard, injure, eventually….
  • 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 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH TOP FRENCH WEBSITES ON GOOGLE Source :
  • 19. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 THE FRENCH CONSUMER : A FEW INSIGHTS
  • 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 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 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 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 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 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. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 THE GOLDEN SERP ? WHAT GOOGLE TELLS US ABOUT OURSELVES
  • 27. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 WE LIKE(D?) IT DIRTY
  • 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 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS
  • 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 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH GOOGLE SERP FOR HIGHLY COMPETITIVE KEYWORDS
  • 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 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. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 BRAND STRENGTH
  • 35. 35 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH COMPARATED SERP FOR BRANDS – SUPERDRY EXAMPLE
  • 36. NOTE D’ÉTONNEMENT 4. AXES MEDIA ONLINE 2019 - 2020 FRENCH SEO TOOLS
  • 37. 37 THE SUBTLETIES OF GOOGLE SEARCH IN FRENCH FRENCH SEO TOOLS AND EXPERTS
  • 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. FIND WHAT YOUR TARGET WANTS
  • 40. FIND HOW THEY SEARCH FOR IT
  • 41. ANALYZE HOW GOOGLE RESPONDS

Editor's Notes

  1. 67 Million people 73% have a smartphone 12 Million bought on mobile in 2017 One third of french people speak exclusively french
  2. Speaking about the french language…
  3. France’s history leads to a population nearly multiplicated by four when speaking about the french language Fifth language in the world Still far away from the more than 1 Billion english speakers though
  4. All those people speak french, but not all the same way Quebecois have their own words. And LOVE / HATE Anglicism depending on the context (parking > stationnement)
  5. TANK TOP VS STRAIGHTJACKET
  6. DOLL VS PROSTITUTE And Don’t forget « patois » (padiaus) and accents. There are also geographical specificities between the different french regions : cf. war of the « pain au chocolat » / « chocolatine » - sac plastique / poche
  7. We also have neighbours with linguistic specificities Often a very wrong idea to redirect automatically
  8. French SEO needs correct french orthograph : use the correct accents, or it’ll be considered as an orthographic error
  9. We love to be different : use the region/language configuration in windows to change your keyboard configuration Useful in a lot of cases for some special characters
  10. Sources : https://www.anglaisfacile.com/exercices/exercice-anglais-2/exercice-anglais-57289.php
  11. Money is taboo in France : There is a widely spread sentiment of shame to earn a lot of money. French people use less money as a sign of welfare than the rest of the world High price is the first characteristic of a premium product for 56% of the french people (worldwide average 31%)
  12. LUXURY CRUISE VS DISCOUNT CRUISE
  13. LOCAL IMPLANTATION AND VISIBILITY IS ESSENTIAL THE PRESENCE IN STORES IS THE MAIN WAY TO DISCOVER NEW PRODUCTS IN France > 60% // 48% IN THE WORLD https://www.nielsen.com/fr/fr/insights/reports/2015/le-magasin--premier-media-de-communication-pour-les-nouveaux-pro.print.html
  14. https://www.nielsen.com/fr/fr/insights/news/2018/grande-consommation-e-commerce-la-france-championne-europe.html In 2017, 20% of the conveniance goods consumption growth was due to Drive systems ALSO INTO CREDIT CARD ONLINE PAIMENT (systems like paypal are not much used, neither paiment on delivery which is marginal)
  15. https://www.nielsen.com/fr/fr/insights/news/2018/grande-consommation-e-commerce-la-france-championne-europe.html In 2017, 20% of the conveniance goods consumption growth was due to Drive systems ALSO INTO CREDIT CARD ONLINE PAIMENT (systems like paypal are not much used, neither paiment on delivery which is marginal)
  16. https://www.nielsen.com/fr/fr/insights/reports/2016/l-e-commerce-abolit-les-frontieres-et-devient-mobile.html WORLD 57% UK 52% DE 73 % IT 79 % USA 29 %
  17. Black hat is a large part of the basis that each SEO with a long experience has tested or practiced
  18. LOCAL IN UK : more respectful of Google’s guidelines
  19. So many competitiveness that they spam the specific local areas (districts)
  20. PURE PLAYERS AND LITTLE BUSINESS KEEP A SHOT AT IT, EVEN FOR VERY POPULAR BRANDS
  21. SEO in France is done the same way as everywhere else. The greater specifities are intimately linked with the language and the psychology of the targets :