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Le referencement local : seo, responsive design et google+

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Le référencement local ou Local SEO comprend trois axes :
l'optimisation traditionnelle du référencement du site,
la version mobile du site en responsive design et
la confiance inspirée à partir des réseaux sociaux

Published in: Marketing
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Le referencement local : seo, responsive design et google+

  1. 1. BeVisible
  2. 2. BeVisible Pas de recettes miracles pour améliorer la visibilité d’un site Viser plus loin qu’être trouvé : AIDA Attention, Intérêt, Désir, Action • Etat des lieux • Référencement naturel • Publicité locale • Sites mobiles • Google Business Place et Google+ Pro Préliminaires
  3. 3. BeVisibleEtat des lieux Recherches géolocalisées depuis juin 2009 Détection de mon adresse IP Résultat personnalisé Navigation privée, pas de connection Google 0 – Google maps 1 – Pub adwords 2 – 3 résultats SEO 3 – « google adresses »
  4. 4. BeVisibleEtat des lieux Et sur mobile ? 2 pub adwords 1 résultat SEO 3 la Google Map Si autorisée, détection de ma géolocalisation Réponse à des requêtes typiques BtoC « restaurant pas cher», « crêperie »… mais aussi BtoB « agence de communication », « constructeur maison »…
  5. 5. BeVisibleEtat des lieux Le trafic sur mobile "By the end of this year we (Yahoo) will have more mobile traffic than PC traffic," she said. Marissa Meyer, Yahoo CEO Davos, janvier 2014 Nombre d’utilisateurs de mobiles
  6. 6. BeVisibleEtat des lieux Le trafic sur mobile 2
  7. 7. BeVisibleEtat des lieux La recherche sur mobile Speaking at SMX West last week Google’s Matt Cutts said that he “wouldn’t be surprised” if mobile search exceeded desktop queries this year. http://searchengineland.com/matt-cutts-mobile-queries-may-surpass-pc-year-186816 18 mars 2014 Analyst firm BIA/Kelsey has projected that by 2015 there will be more local searches coming from smartphones than PCs in the US. While local search is at least 20 percent of total queries on the PC (per Google) it’s at least 40 percent of smartphone queries, also according to Google. Source: BIA/Kelsey (2012)
  8. 8. BeVisibleEtat des lieux La recherche sur mobile 2 Enquête Pages Jaunes au Canada en 2012 http://www.pagesjaunessolution3 60.ca/wp- content/uploads/2013/06/GPJ_m obile_infographic_FR.pdf
  9. 9. BeVisibleRéférencement naturel Le SEO en local Encore et toujours : • Choisir les bons mots clés • Site sans obstacle au référencement naturel • Contenu de qualité • Optimisation éditoriale des balises SEO et autres • Backlinks Evolution ? • Inspirer confiance ! (Google+ et autres réseaux sociaux)
  10. 10. BeVisible Comment les trouver ? • se mettre à la place de l’internaute • analyse du positionnement du site • Intuition • planificateur de mots clés • modules d’auto-complétion • sondages internes et externes • résultats des moteurs de recherche • audit de la concurrence Critères : Pertinence + faisabilité + potentialité (Penser au principe de longue traîne) Référencement naturel Choix des mots clés
  11. 11. BeVisibleRéférencement naturel Contenu de qualité Trouver le mot clé dans le contenu Apporter une réponse à l’internaute « SEO Sémantique » • Créer des contenus optimisés pour l’utilisateur (et compréhensible par les moteurs) • Mots clés cibles mais pas que… • Cohérence sémantique • Contenus signés (authorship) Des rédacteurs web SEO Olivier Andrieu : « Requête principale et secondaires »
  12. 12. BeVisible • Title • Meta description • (Meta keywords) • Attribut alt (images) • PDF, vidéos • hyperliens • h1, h2, h3… • … Source : Action Redaction Référencement naturel Optimisation éditoriale des balises SEO
  13. 13. BeVisible IP géolocalisée à Orléans Non connecté à Google Référencement naturel « agence de communication » Google comprend tout seul que je cherche une agence de communication. Alors que pour « référencement naturel »…
  14. 14. BeVisible Insérer des mots clés de géolocalisation en clair dans les balises et dans les contenus
  15. 15. BeVisibleRéférencement naturel Inspirer confiance "Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance." – Eric Schmidt [1] Wall street Journal (février 2013) Info controversée MAIS quand même…
  16. 16. BeVisibleRéférencement naturel Inspirer confiance YOUPI ! Faites la différence dans les résultats de recherche ! ⇒ Augmentation du taux de clic ⇒ AuthorRank Associer les contenus de votre site à vos profils Google + Rel author (attention uniquement pour les articles) Rel publisher (pour la page d’accueil)
  17. 17. BeVisiblePublicité locale Adwords Ciblage géolocalisé Enchères ajustées par zone Extensions de lieu (importée à partir d’un profil Google Adresse) Extension d’appel ! http://www.google.fr/business/placesforbusiness/
  18. 18. BeVisiblePublicité locale Adwords sur mobile Extension d’appel ! Réglage des enchères et des extensions par type d’appareils de connexion
  19. 19. BeVisibleSites mobiles Quelle solution ? UX = expérience utilisateur http://www.nealite.fr/ https://www.bostonglobe.com/ Faites le test !
  20. 20. BeVisibleSites mobiles L’avis Google ? http://googlewebmastercentral.blogspot.fr/2013/06/changes-in-rankings-of-smartphone_11.html Réponse officielle de Google : ordre de préférence 1 – Responsive Design (attention, ne pas restreindre l’accès aux CSS, javascript, etc… que GoogleBot puisse détecter le responsive design) 2 – Dynamic Serving (attention à la synchronisation des contenus) 3 – Site mobile dédié (rel alternate et rel canonical) Pour l’OpenSource, choisir un thème responsive Choisir un bon développeur
  21. 21. BeVisibleSites mobiles Toujours sceptique ? Février 2014 Site BtoC – secteur de la construction – zone de chalandise locale SITE développé pour DESKTOP uniquement Mobiles et tablettes = déjà 26% du trafic Durée moyenne de visite divisée par 2 sur mobile ! Taux de rebond sur mobile 60% supérieur à celui du desktop ! 2 pages de moins par visite en mobile qu’en desktop !
  22. 22. BeVisibleGoogle business places & Google+ Google business places L’évolution du Search sur mobile renforce les stratégies locales
  23. 23. BeVisibleGoogle business places & Google+ Google business places Recherche directe sur Google Map
  24. 24. BeVisibleGoogle business places & Google+ Google business places Attention création automatique par Google (immatriculation de l’entreprise ?) https://www.google.com/local/business/ Attention à la cohérence et à la qualité du contenu Création d’une fiche Adresse : • Nom de l’entreprise • Avec la bonne adresse (correspondant à celle inscrite sur le site internet) sinon la zone desservie • Les horaires • Des photos • Des vidéos (à condition d’avoir un compte Youtube) • Des avis (que vous ne pouvez pas modérer mais auxquels vous pouvez répondre)
  25. 25. BeVisibleGoogle business places & Google+ Google business places Exemple Fiche bien renseignée… Adresse et numéro de téléphone en cohérence avec le site :
  26. 26. BeVisibleGoogle business places & Google+ Votre fiche existe déjà, pas de panique ! Exemple Fiche piochée dans le carrousel après la requête « constructeur maison loiret » Utiliser : S’agit-il de votre établissement ? Google enverra un code par courrier, ou sur le tél fixe ou le tél portable. Fiche non validée car pas moyen de la « suivre »
  27. 27. BeVisibleGoogle business places & Google+ La marque Viser la cohérence !
  28. 28. BeVisibleGoogle business places & Google+ Et Google+ ?
  29. 29. BeVisibleGoogle business places & Google+ Et Google+ ? http://socialtimes.com/google- drives-more-sales-than-facebook- or-twitter-study-finds_b127817 Un avis sur Google+ convertit plus que sur Facebook ? SEO Ranking Factors – Rank Correlation 2013 for Google USA http://www.searchmetrics.com/en/ services/ranking-factors-2013/
  30. 30. BeVisibleGoogle business places & Google+ L’impact SEO : mythe ou réalité ? Notion d’AuthorRank ? Impact des +1 ? Impact des partages ? Impact des cercles ? Des posts dans les pages de résultats
  31. 31. BeVisibleGoogle business places & Google+ Google adresse ou Google+ Pro Source : Synodiance
  32. 32. BeVisible Facebook, Foursquare, Yelp… pour une autre présentation Le référencement local ne peut pas s’envisager sans le trépied : • Référencement traditionnel du site • L’impact du mobile (responsive design, UX) • Google adresse, Google+ Pro Conclusion
  33. 33. BeVisible Merci pour votre attention Merci la Webschool Orléans Merci la CCI BeVisible Orléans Contact : evelyne@bevisible.fr Merci

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