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Comment rediger le cahier des charges d’un site web

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Chef d'entreprise, responsable marketing, responsable de communication, savez-vous que la visibilité naturelle dans les moteurs de recherche se définit en amont de tout projet de site web dans le cahier des charge ? La stratégie du référencement naturel est la partie incontournable d'un cahier des charges. C'est à vous de fournir les informations adéquates à votre prestataire afin qu'il puisse optimiser vos pages. Découvrez en 7 étapes comment formuler vos exigences de visibilité dans le cahier des charges ?

Published in: Business, Technology, Design
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Comment rediger le cahier des charges d’un site web

  1. 1. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 7 composants essentiels du cahier des charges dun Site Internet Optimisé Contenu mis à jour le 18 fév. 2013 Vous pouvez diffuser librement ce document sur un support numérique : site web, blog, lettre d’information…Vous devez cependant diffuser la totalité de ce document sans l’altérer ou le modifier en conservant toutes les sources et URL. 7 composants essentiels du cahier des charges dun site internet optimisé
  2. 2. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 1 : Déterminer la structure du site Mot d’ordre : un seule thème par page Constituer des groupes par thème (habit, sac, chaussure) - Habit homme (Thème1) - Habit femme (Thème 2) Décliner les thèmes principaux en sous thèmes homogènes - Habit femme (Thème 2) - Grande taille/jupe/jupe en coton/pages - Grande taille/jupe/Jupe en cuir/pages - Grande taille/pantalon/pantalon en coton/pages - Petite taille (même démarche) 7 composants essentiels du cahier des charges dun site internet optimisé
  3. 3. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 2 : Identifier les besoins exprimés par mots clés La visibilité naturelle d’un site est avant tout d’ordre marketing. Elle se prépare en amont du projet selon la stratégie de positionnement sur des mots clés. Il est donc primordial de bien identifier les mots clés saisis par les internautes dans les moteurs de recherche. Voici des outils pour Identifier les mots clés http://www.googlekeywordtool.com http://positionnement.axiz.fr/etude-marche-internet.html 7 composants essentiels du cahier des charges dun site internet optimisé
  4. 4. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 3 : Identifier les synonymes et variantes La visibilité naturelle de longue durée résulte directement de la qualité et de la pertinence du contenu par rapport aux critères de référencement sémantique. Pour réussir les conditions d’un meilleur référencement sémantique, il faut élargir le champs des mots clés aux synonymes et aux variantes. Muni d’une liste de mots et expressions clés développés autour d’un thème central, vous serez mieux armé pour rédiger des contenus riches prêts à être optimisés. 7 composants essentiels du cahier des charges dun site internet optimisé
  5. 5. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 4 : Optimiser l’URL de chaque page en fonction de son contenu Le nom de domaine contenant les mots clés primaires du site, faisait partie des critères de pertinence lors de classement des résultats naturels de recherche. Google l’avait appliqué à lui-même avec le nom de domaine suivant : http://www.agence-referencement-naturel.fr Pourtant depuis peu il a changé les règles : http://www.journaldunet.com/solutions/seo-referencement/google- contre-les-emd-bien-choisir-son-nom-de-domaine.shtml Cependant, sont toujours valables, les méthodes d’optimisation de nommage des répertoires et des pages avec les mots clés pertinents issus du contenu des pages. Le but est d’avoir un URL de page qui parle seule de son contenu. Voir l’URL de la Page ci-dessus. C’est un bon exemple à suivre. 7 composants essentiels du cahier des charges dun site internet optimisé
  6. 6. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 5 : Structurer le contenu de chaque page Le contenu de la page doit donc être développé autour du thème principal avec un vocabulaire issu de ce thème, aussi varié que possible. La taille optimale est de 300 à 1200 mots. 1. Structurez le contenu en chapitres et sous chapitres. Votre prestataire pourra utiliser les balises appropriées (h1, h2, h3…) et optimiser ainsi le contenu pour les moteurs de recherche. 2. Mettez en gras les mots clés principaux. 3. Illustrez vos propos par des images, ou d’autres objets audios, vidéos. 7 composants essentiels du cahier des charges dun site internet optimisé
  7. 7. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 6 : Décrire les objets intégrés à la page Les moteurs de recherche ne peuvent pas deviner le contenu des images ou d’autres objets. Il faudrait alors les décrire : 1. Nommez-les par les mots clés appropriés écrits en minuscule et séparé d’un (-) Vous bénéficierez d’un meilleur référencement dans la base d’images des moteurs de recherche. 2. Décrivez-les à l’aide de 2 à 3 mots toujours en utilisant les mots clés appropriés. Vous pourrez alors formuler facilement les balises (alt). Cela améliore la pertinence de la page, et la rend lisible sur des appareils n’affichant pas d’images. 7 composants essentiels du cahier des charges dun site internet optimisé
  8. 8. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 7 : Rédiger le contenu des balises META Le contenu de ces deux balises mérite d’être écrit avec une attention particulière. Car, présenté à l’internaute, comme une bande annonce de la page web dans les résultats de recherche, il va déclancher ou pas le clic. Balise Title : <title>Titre de votre page</title> D’une longueur de 40 caractères maximum, elle est écrite avec les mots clés principaux de la page. Balise Desciption : <meta name="description" content="texte” /> La balise description résume le contenu de la page dans un langage courant et accrocheur. Elle doit motiver l’internaute à en savoir plus. D’une longueur maximum de 15 mots ou 150 caractères, elle intègre le plus de mots clé possibles dont ceux employés dans la balise Title. 7 composants essentiels du cahier des charges dun site internet optimisé
  9. 9. Vers l’entreprise 2.0Développe votre productivité et votre compétitivité par les applications Web 2.0 Vous avez aimé ce guide ? Vous allez sans doute aimer sa Page Facebook Jetez un œil sur le lien. Vous allez l’Aimer ;) https://www.facebook.com/exemple.cahier.charges.internet Au plaisir ! Rouhina Rahbarian 7 composants essentiels du cahier des charges dun site internet optimisé

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