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Aux petits mots,  les grands trafics. Pratique de la Longue Traîne Search Engine Stratégies  28 Novembre 2006 Contact :  D...
Plan <ul><li>Mots choisis vs Mots entrants </li></ul><ul><li>Mots génériques vs mots vendeurs </li></ul><ul><li>Positions ...
Mots choisis vs Mots “entrants” Mots choisis de 2003    Mots réels du mois d’octobre 2006 = 100 000 mots Mots choisis vs M...
Mots choisis vs Mots “entrants” Mois réels d’octobre 2006 Les 20 premiers mots = 6.70%  100 000 mots-clé différents 80 000...
Positions vs Trafic <ul><li>Les bonnes positions  figurent encore parmi les premières exigences des annonceurs.  Même avec...
Positions vs Trafic <ul><li>L’augmentation du  TRAFIC  est toujours parallèle avec l’augmentation du nombre de mots-clé di...
Mots choisis vs Mots “entrants” <ul><li>Histoire d’une découverte : </li></ul><ul><li>En 2001 , CVFM fait les comptes avec...
Pratique de la Longue Traîne 02/2005,Google dit que le business est là … http://longtail.typepad.com/the_long_tail/2005/02...
Pratique de la Longue Traîne La Longue Traîne est maintenant appliquée à tous les secteurs. Ici on parle de la LT des Medi...
La Longue Traîne est  un objet marketing majeur  du marché des mots et puis c’est tellement Web 2.0 =;-) Contact :  David ...
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Pratique de la Longue Traine sur les mots cle

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Une observation repetee sur des centaines de sites depuis 2003 rend evidente ... la Longue Traine - Long Tail en anglais

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Pratique de la Longue Traine sur les mots cle

  1. 1. Aux petits mots, les grands trafics. Pratique de la Longue Traîne Search Engine Stratégies 28 Novembre 2006 Contact : David COHEN - Responsable B.U Référencement - Tel : 01 48 24 03 08 - david.cohen@cvfm.com Les experts du webmarketing
  2. 2. Plan <ul><li>Mots choisis vs Mots entrants </li></ul><ul><li>Mots génériques vs mots vendeurs </li></ul><ul><li>Positions vs Trafic </li></ul><ul><li>Pratique de la Longue Traine </li></ul>
  3. 3. Mots choisis vs Mots “entrants” Mots choisis de 2003 Mots réels du mois d’octobre 2006 = 100 000 mots Mots choisis vs Mots entrants
  4. 4. Mots choisis vs Mots “entrants” Mois réels d’octobre 2006 Les 20 premiers mots = 6.70% 100 000 mots-clé différents 80 000 mots-clé à 1 visite/mois Les derniers mots parmi les 80 000 Mots génériques vs Mots vendeurs
  5. 5. Positions vs Trafic <ul><li>Les bonnes positions figurent encore parmi les premières exigences des annonceurs. Même avec un trafic fortement développé, il faut des bonnes positions pour montrer la réussite du référencement. </li></ul><ul><ul><li>La direction générale veut trouver son site bien placé sur un mot clé générique </li></ul></ul><ul><ul><li>Le marketing off line croit encore que le trafic est généré par quelques top-mots génériques sur lesquels le site serait le seul à se placer. </li></ul></ul><ul><li>Quand les 20 premiers mots font entre 5 et 20% du trafic, quelle est la valeur en trafic des bonnes positions des 30, 50, ou 100 mots-clé initiaux? Certains SEO s’efforcent de trouver des centaines de bonnes positions </li></ul>
  6. 6. Positions vs Trafic <ul><li>L’augmentation du TRAFIC est toujours parallèle avec l’augmentation du nombre de mots-clé différents qui génèrent ce trafic. </li></ul><ul><ul><li>La meilleure réserve de trafic se trouve dans la diversité des requêtes et donc dans la mise en valeur par un SEO du contenu du site. </li></ul></ul><ul><ul><li>Orienter l’analyse sur le trafic ouvre à la recherche des mots les plus vendeurs et au calcul de rentabilité du référencement naturel. </li></ul></ul><ul><li>Du coté des liens sponsorisés, cette logique amène à une recherche massive de mots-clé. Dans un contexte de milliers de mots, les mots à 1 seule visite mensuelle peuvent s’avérer vendeurs. </li></ul>
  7. 7. Mots choisis vs Mots “entrants” <ul><li>Histoire d’une découverte : </li></ul><ul><li>En 2001 , CVFM fait les comptes avec les top-mots de Wordtracker (les 200 top-mots sur 6 millions de requêtes à l’époque). </li></ul><ul><li>Les 200 top-mots représentaient 3% du trafic. C’est tout ?? </li></ul><ul><li>En 2003 , après un audit de (tous) les mots-clé d’un site de tourisme, Sur 12 000 requêtes/mensuelles, 9 000 étaient des requêtes mono-occurrence (1 seule visite par mois). </li></ul><ul><li>En 2003 , Wired , le webzine historique nomme ces « Onesies and twosies » </li></ul><ul><li>The Long Tail </li></ul><ul><li>En 2006 , sur un site de tourisme parisien, les 20 top-mots génèrent 7% des visites. </li></ul><ul><li>Un marketing classique aurait « jeté » 93% des visites. </li></ul>Pratique de la Longue Traîne
  8. 8. Pratique de la Longue Traîne 02/2005,Google dit que le business est là … http://longtail.typepad.com/the_long_tail/2005/02/googles_long_ta.html Les HIT sont OUT http://bnoopy.typepad.com/bnoopy/2005/03/the_long_tail_o.html
  9. 9. Pratique de la Longue Traîne La Longue Traîne est maintenant appliquée à tous les secteurs. Ici on parle de la LT des Media. Dans le Search, le 20/80 est faux
  10. 10. La Longue Traîne est un objet marketing majeur du marché des mots et puis c’est tellement Web 2.0 =;-) Contact : David COHEN - Responsable B.U Référencement - Tel : 01 48 24 03 08 - david.cohen@cvfm.com Les experts du webmarketing

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