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Comment réussir (et comment planter !) un projet SEO

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Les facteurs de réussite d'une mission SEO considérée sous l'angle de la relation entre le référenceur et l'éditeur du site web.

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Comment réussir (et comment planter !) un projet SEO

  1. 1. Laurent Peyrat – mars 2014 - http://www.peyrat.fr MISSIONS SEO CELLES QUI PLANTENT CELLES QUI REUSSISSENT Laurent Peyrat http://www.peyrat.fr
  2. 2. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Qui suis-je Parcours communication/marketing, puis : • DESS E-Commerce • Editeur indépendant • E-commerçant • Associé webagency Agoranet • Consultant SEO • Formateur Directeur marketing et communication chez Eurécia • http://www.eurecia.com • Enseignant
  3. 3. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Ce que nous n'abordons pas Le management de projet • Les facteurs de succès d'une mission en général ; • Les qualités d'un objectif ; • La mesure des résultats ; • Etc. Les techniques SEO • Techniques ; • Prises de risque et pénalités ; • Chance et malchance ; • Etc.
  4. 4. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les missions SEO [Référenceur] Capacités [Site web] Potentiel [Editeur] Objectifs
  5. 5. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les évidences Référenceur malhonnête Editeur versatile Référenceur incompétent Editeur radin Le Radeau de la Méduse - Théodore
  6. 6. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les objectifs formulés par l'éditeur Ambitieux Modestes Le Songe de Jacob Nicolas Dipre
  7. 7. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les objectifs formulés par l'éditeur Brûlants Tranquilles La Tour de Babel – Pieter Bruegel
  8. 8. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les objectifs formulés par l'éditeur Tranquilles Brûlants Ambitieux C'est 15 000 €/an sur 3 ans. Hé ! les mecs, je vais vous en raconter une bien bonne ! Modestes Comment générer du récurrent ? Il n'y a pas que l'opti/linking dans la vie...
  9. 9. Laurent Peyrat – mars 2014 - http://www.peyrat.fr A l'écoute Narcissique Les qualités du référenceur La métamorphose de Narcisse - Salvador Dali
  10. 10. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les qualités du référenceur Expert Novice Quand 900 ans comme moi tu auras, moins en forme tu seras Manny
  11. 11. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Les qualités du référenceur Novice Expert Narcissique C’est ok, mais je paye au résultat ! Quel prétentieux ! Il a intérêt à ne pas se louper ! A l’écoute Vous baissez votre devis de 20 % ? Ce serait super si vous aviez le temps de travailler pour moi !
  12. 12. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Le site web (environnement) Facile Concurrentiel La Bataille d'Aboukir – Antoine-Jean Gros
  13. 13. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Le site web (seo friendly) Prêt à ranker Inindexable
  14. 14. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Le site web Facile Concurrentiel Prêt à ranker Oui, je suis très fort ! Quel est le budget ? Inindexable Vous connaissez G+ Local et Facebook ? Euh…
  15. 15. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Objectifs atteints/dépassés Editeur content Mission qui perdure Missions SEO réussie
  16. 16. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Editeur Tranquilles Brûlants Ambitieux ? ? Modestes ? ? x x Référenceur Novice Expert Narcissique ? ? A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? ? Inindexable ? ? 64 cas L'échiquier infernal Gaston Caron
  17. 17. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Editeur Tranquilles Brûlants Ambitieux ? O Modestes ? ? x x Référenceur Novice Expert Narcissique ? O A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable ? ?Héraclès abattant l'hydre Antonio Pollaiolo Cas 1 Le BH top niveau
  18. 18. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Editeur Tranquilles Brûlants Ambitieux ? O Modestes X ? x x Référenceur Novice Expert Narcissique X O A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X ?Le premier baiser William Bouguereau Stagiaire SEO & site vitrine Cas 2
  19. 19. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Editeur Tranquilles Brûlants Ambitieux O O Modestes X ? x x Référenceur Novice Expert Narcissique X O A l'écoute ? O x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X ? Archimède Domenico Fetti Cas 3 L'expert in-house
  20. 20. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Marie-Antoinette Elisabeth Vigée- Lebrun Cas 4 Le site de luxe Editeur Tranquilles Brûlants Ambitieux ? O Modestes X ? x x Référenceur Novice Expert Narcissique X O A l'écoute ? X x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X X
  21. 21. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Combat de chevaliers dans la campagne Eugène Delacroix Cas 5 L'ecommerce agressif Editeur Tranquilles Brûlants Ambitieux ? O Modestes X ? x x Référenceur Novice Expert Narcissique X O A l'écoute ? O x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X ?
  22. 22. Laurent Peyrat – mars 2014 - http://www.peyrat.fr L'alchimiste David Ryckaert Cas 6 L'e-reputation sulfureuse confiée à un BH Editeur Tranquilles Brûlants Ambitieux ? O Modestes X O x x Référenceur Novice Expert Narcissique X O A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X ?
  23. 23. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Knock Bernard Bécan Cas 7 Les Docteur-Knock Editeur Tranquilles Brûlants Ambitieux ? O Modestes X ? x x Référenceur Novice Expert Narcissique X X A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X ?
  24. 24. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Cauchemar Zdzislaw Beksinski Cas 8 Le cauchemar Editeur Tranquilles Brûlants Ambitieux X O Modestes X ? x x Référenceur Novice Expert Narcissique X O A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? X Inindexable X ?
  25. 25. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Adam et Eve au paradis terrestre Jean-Joseph Thorelle Cas 9 Le rêve (1) Editeur Tranquilles Brûlants Ambitieux O O Modestes X ? x x Référenceur Novice Expert Narcissique X O A l'écoute O ? x x Site web Facile Concurrentiel Prêt à ranker O O Inindexable X ?
  26. 26. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Adam et Eve au paradis terrestre Jean-Joseph Thorelle Cas 10 Le rêve (2) Editeur Tranquilles Brûlants Ambitieux ? O Modestes O ? x x Référenceur Novice Expert Narcissique X O A l'écoute O ? x x Site web Facile Concurrentiel Prêt à ranker ? O Inindexable X ?
  27. 27. Laurent Peyrat – mars 2014 - http://www.peyrat.fr Votre projet ? Editeur Tranquilles Brûlants Ambitieux ? ? Modestes ? ? x x Référenceur Novice Expert Narcissique ? ? A l'écoute ? ? x x Site web Facile Concurrentiel Prêt à ranker ? ? Inindexable ? ?
  28. 28. Laurent Peyrat – mars 2014 - http://www.peyrat.fr En résumé On a plus de chances de succès : Quand l'éditeur a des objectifs cohérents avec son bizness ; Quand le référenceur comprend la problématique client ; Quand le site web est taillé pour le SEO...
  29. 29. Laurent Peyrat – mars 2014 - http://www.peyrat.fr En guise de conclusion « Il n'y a pas de réussite facile ni d'échecs définitifs. » Marcel Proust

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