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Mots-clés, au delà du volume de recherche

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En 2016, Google a un peu plus fermé les vannes de l’information "mots-clés". Quelles sont les conséquences et solutions pour votre SEO ?
Comment aller au-delà du critère du volume de recherche et analyser son SEO sous un angle marché et utilisateur ?

https://insight.yooda.com/

Published in: Marketing
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Mots-clés, au delà du volume de recherche

  1. 1. 1#seocamp MOTS-CLÉS, AU-DELÀ DU VOLUME DE RECHERCHE Lionel Miraton - YOODA
  2. 2. 2#seocamp Raréfaction de l’information “mot-clé” Menace ou opportunité ? auteur du livre Search Optimization Responsable webmarketing & formation YOODA Pourquoi ce sujet ? … et pourquoi moi ?
  3. 3. 3#seocamp mots-clés Adwords ferme les vannes !
  4. 4. 4#seocamp AVANT (mai 2016) Mots-clés, Adwords ferme les vannes
  5. 5. 5#seocamp APRES (octobre 2016) Mots-clés, Adwords ferme les vannes
  6. 6. 6#seocamp Mots-clés, Adwords ferme les vannes 1/ Regroupement des mots-clés 2/ « Fourchettes » de trafic
  7. 7. 7#seocamp • Les solutions des outils professionnels (INSIGHT, SEMrush…) • Est-ce si grave ? • Mots-clés, utilisateurs & marché Adwords ferme les vannes Faut-il paniquer ?
  8. 8. 8#seocamp les solutions des outils professionnels
  9. 9. 9#seocamp Ils affichent toujours des résultats différenciés & précis Les solutions des outils pros
  10. 10. 10#seocamp Les possibilités pour reconstruire massivement la donnée Les solutions des outils pros historique des données les autres outils de Google croisement de données estimation statistique payer des campagnes Adwords Enjeux : précision & fraîcheur
  11. 11. 11#seocamp est-ce si grave ?
  12. 12. 12#seocamp OUI La donnée MC est moins précise. Adwords ferme les vannes Est-ce si grave ? NON Le critère du nb de recherche n’est pas l’arme absolue. Le moteur Google modifie les requêtes. NON La donnée MC est moins n’a jamais été très précise.
  13. 13. 13#seocamp Est-ce si grave ? Google modifie les requêtes
  14. 14. 14#seocamp Est-ce si grave ? L’expansion de requêtes
  15. 15. 15#seocamp Est-ce si grave ? assurance voiture = assurance auto Optimiser son site pour « assurance auto » n’a peut-être aucune incidence. La requête vue par Google : assurance autoOUautomobileOUvoiture
  16. 16. 16#seocamp Est-ce si grave ? Arbitrer entre variantes a-t-il du sens ?
  17. 17. 17#seocamp La requête sur laquelle vous optimisez n’existe peut-être pas !
  18. 18. 18#seocamp Est-ce si grave ? Conséquences de tout cela 1. Vous aviez trop confiance en la donnée « mot-clé » Jamais été précise & requêtes transformées par le moteur 2. Le volume de recherche ne peut être le seul critère 3. On peut faire mieux !
  19. 19. 19#seocamp l’utilisateur & le marché
  20. 20. 20#seocamp La cible de votre SEO n’est pas Google, mais le marché. Le search est un moment, où s’exprime le besoin du marché. Le marché n’a pas uniquement besoin de produits. Le marché est hétérogène. L’utilisateur et le marché Google n’achètera pas vos produits
  21. 21. 21#seocamp L’utilisateur et le marché Taille du marché & de ses niches Sous l’angle SEO, un marché est délimité par un ensemble de recherches.
  22. 22. 22#seocamp L’utilisateur et le marché Adresser le parcours utilisateur source : Search-Optimization.fr
  23. 23. 23#seocamp Ciblez chaque étape du parcours utilisateur ! Pour capter l’attention Pour construire la confiance Pour accompagner vers la conversion L’utilisateur et le marché Adresser le parcours utilisateur
  24. 24. 24#seocamp Catégorisez vos mots-clés selon l’intention de recherche & proposez des contenus L’utilisateur et le marché Adresser le parcours utilisateur Mots-clés Intention de recherche Contenus pourquoi, comment, quoi, où… #informationnelle Contenu axé « problème » avis, caractéristiques, essais… #décisionnelle Contenu axé « bénéfice » Prix, marques, vendeurs… #transactionnelle Contenu axé « solution »
  25. 25. 25#seocamp L’utilisateur et le marché Adresser le parcours utilisateur
  26. 26. 26#seocamp L’utilisateur et le marché Mieux cibler vos personas problème solution bénéfice Décrivez chaque persona dans ces 3 dimensions
  27. 27. 27#seocamp L’utilisateur et le marché Mieux cibler vos personas Fiche de persona enrichie pour le SEO : Problèmes Solutions Bénéfices Mots-clés Critères de choix Nos objectifs
  28. 28. 28#seocamp L’utilisateur et le marché Mieux cibler vos personas Fiche de persona enrichie pour le SEO : Problèmes Solutions Bénéfices Mots-clés Critères de choix Nos objectifs croisements
  29. 29. 29#seocamp MOTS-CLÉS : Tailles de marchés Intentions de recherche Optimisations Au-delà du volume de recherche imparfait… Utilisez les mots-clés comme un outil marketing Personas Objectifs de conversion Contenus à proposer Besoins à adresser HIÉRARCHISER
  30. 30. 30#seocamp Vos questions search-optimization.fr insight.yooda.com
  31. 31. 31#seocamp YOODA recrute UN DEVELOPPEUR WEB (front) blog.yooda.com/recrutement/ CDI MONTPELLIER ♥ Équipe/technos/projets qui déchirent !

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