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Google dépendance : comment s'en sortir grâce au contenu social ?

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Retour d'expérience sur les aventures du site http://www.vacances-corses.com, pénalisé par l'update Google Pingouin en 2012 (chute de trafic, désindexations...), puis remonté en quelques mois en trafic et dans les SERPs grâce à une stratégie de contenu social (SMO). Conférence réalisée dans le cadre du SEOCamp'us de Lille, le 7 décembre 2013.

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Google dépendance : comment s'en sortir grâce au contenu social ?

  1. 1. SEO Camp’us Comment sortir de la Google dépendance grâce à une stratégie de contenu social ? Lille | 07.12.13
  2. 2. VOTRE INTERVENANT / Ange POZZO DI BORGO Planneur Digital | Associé Agence NiceToMeetYou (Lille / Paris) Email apozzodiborgo@ntmy.fr Twitter @angepb Site www.ntmy.fr Blog www.nicetofeedyou.fr
  3. 3. Laissez-moi vous raconter une histoire...
  4. 4. Vacances-Corses.com coulait des jours heureux sur les Internets depuis janvier 2010...
  5. 5. Grâce à des méthodes de SEO assimilables (aujourd’hui) à du TEXTE SUR-OPTIMISÉ | ANCRES REPETITIVES | NETLINKING
  6. 6. 25.04.2012 Le grand méchant Pingouin a frappé.    Perte de 60% du trafic Désindexation massive Dégradation du positionnement (-10 places environ sur les tops queries)
  7. 7. MAI 2012 Décontamination.    Repasse sur tous les posts Suppression de backlinks Diversification des ancres
  8. 8. LES MOIS SUIVANTS... La traversée du désert.    Attentisme Stagnation éditoriale La vie continue :)
  9. 9. PRINTEMPS 2013 Diversifier ses efforts digitaux.    Développement d’un blog de niche Activation de comptes Hellocoton Réinvention de l’animation Facebook
  10. 10. PRINTEMPS 2013 S'inspirer de la communauté.    Arrêter d’être monomaniaque (keywords) Identifier les sujets de conversation les plus récurrents (hum... mingbird) Penser avant tout à l'engagement généré par le sujet > mission du site
  11. 11. ÉTÉ 2013 S'appuyer sur la force des images.     Explosion du Taux d’Engagement et des signaux sociaux Croissance virale de l’audience communautaire Augmentation du trafic social Explosion de l’UGC
  12. 12. 2012 2013
  13. 13. Faites en sorte de construire un très fort capital social.
  14. 14. BIEN PAS BIEN
  15. 15. Construisez intelligemment votre territoire thématique (surtout chez Google ?)
  16. 16. peut s’avérer très pratique en complément d’une animation.
  17. 17. Surtout, suivez les très bons conseils* de « Take click baiting seriously » « Ask politely for shares » « Emotion sells » *Lus sur Kwasi Studios
  18. 18. DES RESULTATS ?
  19. 19. +6000 fans acquis par viralité
  20. 20. +28% +6 98% de trafic gagné sur 16 mois positions (re)gagnées dans les SERPs du sitemap indexé
  21. 21. MERCI POUR VOTRE ATTENTION ! Follow me : @ntmy_fr @angepb

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