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Qu'est-ce que le SEO? *version abrégée*

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La définition et l'importance du SEO, les meilleures pratiques, historique des updates de l'algorithme de Google et plus!

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Qu'est-ce que le SEO? *version abrégée*

  1. 1. LE SEO Marilyne Cloutier Turcot 2 juillet 2013 - 15 octobre 2014
  2. 2. SEO = SEARCH ENGINE OPTIMIZATION  Renforcer l'autorité et la popularité du site  Accroitre le positionnement des mots clés définis dans les résultats de recherche par rapport aux compétiteurs Il est important d’avoir les meilleurs mots-clé de l’industrie pour….  Obtenir le meilleur volume de recherche et le meilleur potentiel de conversion  Comprendre où est votre trafic sur votre site web
  3. 3. LE BUT DU SEO… CRÉER DU CONTENU PERTINENT L’entreprise se positionne dans les premiers résultats de recherche pour offrir des réponses pertinentes aux questions des utilisateurs.
  4. 4. WHAT IS A SEARCH ALGORITHM? “It’s a technical term for what you can think of as a recipe that Google uses to sort through the billions of web pages and other information it has, in order to return what it believes are the best answers.” - Search Engine Land
  5. 5. SEO VS PPC
  6. 6. SEO & RELATIONS PUBLIQUES… SAME BUT DIFFERENT? Synergie entre les 2 disciplines… LEURS OBJECTIFS SONT SIMILAIRES : Établir, maintenir ou renforcer la notoriété, l’image positive ou un comportement favorable souhaité d’une organisation.  Créer du contenu de qualité  Identifier les opportunités de partage  Améliorer la visibilité d’une marque
  7. 7. EFFORTS EN SEO : ONSITE VS OFFSITE REJOINDRE LES GENS PAR CE QU’ILS RECHERCHENT ONSITE Optimiser le contenu même de votre site OFFSITE Acquisition de liens sur le web Les liens pointant vers vos pages sont des « votes de confiance » qui donne aux moteurs de recherche des indices sur l’autorité de votre site.
  8. 8. LE TRAFIC NATUREL DE GOOGLE REPRÉSENTE LA MOITIÉ DU TRAFIC SUR LE WEB
  9. 9. NO. 1 POSITION IN GOOGLE GETS 33% OF SEARCH TRAFFIC
  10. 10. GOOGLE… EST LE DIEU DES TEMPS MODERNES! Google dicte tout. Il faut s’y plier comme tout disciple. Il faut suivre ses règles si l’on souhaite avoir notre place sur les internets.
  11. 11. LET ME INTRODUCE YOU TO…
  12. 12. MATT CUTTS AKA… THE GOOGLE POLICE! “The objective is not to make your links appear natural, the objective is that your links ARE natural!” – Matt Cutts Search Quality team – Google
  13. 13. …IS GOOGLE BRANDED!!!
  14. 14. UPDATES PANDA VS PENGUIN…
  15. 15. PANDA VS PENGUIN…. Janvier 2011 Avril 2012 CONTENU SEO Réduit la visibilité des sites ayant des pratiques de Webspam (Black Hat)  Réseaux de sites web  Fermes de contenu  Sites avec du contenu dupliqué/maigre/de faible qualité  Sites avec un ratio publicité/trop de contenu
  16. 16. THIS IS NOT A JOKE.
  17. 17. EXEMPLE : INTERFLORA.CO.UK Ce site a été banni par Google et retiré des résultats de recherche juste avant la fête des mères pour l’achat de liens
  18. 18. GOOGLE HUMMINGBIRD La recherche est maintenant: Septembre 2013  Conversationnelle (« Conversational search »)  Jugée avec un contexte  Encourage le language naturel  Tien compte de votre emplacement “The goal is that pages matching the meaning do better, rather than pages matching just a few words.” - Search Engine Land
  19. 19. PIGEON UPDATE Juillet 2014  Résultats de recherche locale plus utiles, pertinents et précis  Améliore les paramètres de distance et d’emplacement
  20. 20. COMMENT S’EN SORTIR? 1. Anticiper : voir les changements d’algorithme d’un oeil averti 2. Surveiller et diagnostiquer : s’armer des bons outils 3. Réagir : renouveler ses tactiques d’acquisition de liens 1. Avoir une stratégie de contenu performante 2. Avoir une vision éthique du linkbuilding : viser des partenariats à long terme dans une optique de marketing global et non seulement verticalement pour le SEO
  21. 21. DU BON SEO  Évaluez la crédibilité du site cible  Proximité thématique (domaine d’activité) du site  Statistiques du site :  Son autorité et sa puissance de PR  Nombre de liens entrants présents  Nom de domaine  Son ancienneté sur internet  La fraîcheur de son contenu  Date du dernier cache de Google  Liens en Do Follow  Sa saturation en terme de liens OBJECTIF : GAGNER DES PLACES DANS LES RÉSULTATS DE RECHERCHE POUR UNE ANCRE DE MOT-CLÉ DÉSIRÉE
  22. 22. ATTENTION AU BAD SEO  Liens « site-wide » (présents dans toutes les pages du site)  Ancre de lien en exact match  Liens en bas de page (footer)  Liens en sidebar  Liens sur des sites non pertinents  Liens ayant l’air « achetés »  Liens sur la même adresse IP  Articles sponsorisés  Commentaires sur les blogs incluant des liens 09
  23. 23. SUIVRE LES NOUVELLES RÈGLES 30% 40% 30% Répartition des ancres de liens 30 % d'ancre en exact match, correspondant strictement à la requête d’un internaute. ex: chaussures de sport 40 % de liens contenant la marque. ex : chaussures de sport nike 30 % de variations de mots clés plus longue traine. ex : chaussures de sport femme roses
  24. 24. CONTENT MARKETING …isn’t about “marketing” content. It is about : Creating outstanding customers experiences SEO is about creating great content that people will want to :  Read  Link to  Talk about  Share
  25. 25. LA RÈGLE À RETENIR…. PUBLIER DU CONTENU DE GRANDE QUALITÉ QUI GÉNÈRE DES LIENS TOUT SEUL C’EST TROP FACILE !
  26. 26. ITS EASY AS 1, 2, 3 ! Articles contextuels Profil d’ancres de liens équilibré Sites de qualité et prometteurs 1ere position SUR le « MOT CLÉ »
  27. 27. BLOGUES DE GOOGLE Pour comprendre les nouvelles fonctionnalités pour ses tactiques d’acquisition de liens :  Google Webmaster Central pour tout ce qui est relatif à l’indexation et l’exploration des sites  Google Inside Search pour tout ce qui est lié à la recherche et les fonctionnalités du moteur de recherche (moins technique)
  28. 28. TWITTER AUTHORSHIP
  29. 29. LES BLOGUES DE L’INDUSTRIE ET LES FORUMS
  30. 30. OBSERVER  Les résultats de recherche sur des mots clés concurrentiels  Les positionnements des principaux mots clés  Les visites organiques dans Analytics pour déceler tout mouvement annonciateur
  31. 31. OUTILS ROI
  32. 32. MAIS ENCORE… Utilisez d’autres canaux!!!
  33. 33. POUR TERMINER CETTE PRÉSENTATION…
  34. 34. …IS REALLY DEDICATED TO ONLINE MARKETERS  300 mots par articles  Headers et titres  Mots-clés pertinents, de qualité  La densité des mots clé... Ne pas abuser!!!  Métadescription unique à chaque page + mots clé  Bon backlink/inbound link  La qualité des liens prévaut sur la quantité!!!

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