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We Love SEO 2017 : Consolider, organiser et faire parler les données Google Search Console

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La search console de Google est devenue un outil indispensable, voir incontournable pour les responsables SEO. Mais les données de Google ne sont pas toujours le saint graal : approximations, estimations, limites. Nous verrons comment aller plus loin que les données de GSC mais aussi comment les faire parler, les consolider et les conserver grâce au suivi de référencement de Myposeo.

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We Love SEO 2017 : Consolider, organiser et faire parler les données Google Search Console

  1. 1. #WLS2017 : Consolider, organiser et faire parler les données GSC 1 #WLS17 @Myposeo @WebediaFR
  2. 2. #WLS2017 : Consolider, organiser et faire parler les données GSC 2 Speakers de la présentation @barbares charlotte.barre@webedia-group.com charlotte-barre Charlotte Barre SEO manager Formée au SEO par la licence Référencement de Mulhouse, par plusieurs années en agence (Aposition / iProspect) puis chez l'annonceur (Groupe L'Express / Altice).
  3. 3. #WLS2017 : Consolider, organiser et faire parler les données GSC 3 Speakers de la présentation 1500clients #seo #analytics #innovation @siGauss as@myposeo.com Alexandre Sigoigne DG et co-fondateur Diplômé @Hetic Marketing, SEO, Web-Analytics 8 ans d’expérience et d’accompagnement des clients de Myposeo pour le suivi et la mesure des campagnes de référencement. alexandresigoigne
  4. 4. #WLS2017 : Consolider, organiser et faire parler les données GSC Sommaire de la présentation Utilisation de GSC et GA chez l’annonceur Utilisation du suivi de positionnement GSC : limites et constatations Aller plus loin avec GA/GSC et Myposeo Consolidation et utilisation des données : dashboards Résultats, conclusions, optimisations 4 1 2 3 4 5 6
  5. 5. 1 Utilisation de Google Search Console et Google Analytics chez l’annonceur. 5
  6. 6. #WLS2017 : Consolider, organiser et faire parler les données GSC Google Search Console : utilisation SEO 6 ✓ Crawl / Index / Sitemap ✓ Erreurs (dont AMP, Actualités…) ✓ Clics / Impressions ✓ Suppression d’urls
  7. 7. #WLS2017 : Consolider, organiser et faire parler les données GSC Google Analytics : utilisation SEO 7 ✓ Suivi / Reporting
 VU, Sessions, Pages vues, Pages dest°… par device ✓ Besoins spécifiques 
 AMP, Cat. Pages, Temps réel (événements)…
  8. 8. #WLS2017 : Consolider, organiser et faire parler les données GSC Concrètement… 8
  9. 9. #WLS2017 : Consolider, organiser et faire parler les données GSC Manques et problématiques 9 Jusqu’ici tout va bien… Manque de : ‣ Temps ‣ D’historique (GSC) ‣ Reporting synthétiques ‣ De combinaison des données
  10. 10. 3 Utilisation du suivi de positionnement 2
  11. 11. #WLS2017 : Consolider, organiser et faire parler les données GSC Le suivi de positions, Charlotte ? 11 Avant… Utilisation « simple » : suivi de positionnement Demain ! Données plus complètes… je faisais du suivi de POSITIONNEMENT
  12. 12. #WLS2017 : Consolider, organiser et faire parler les données GSC Suivi de positionnement : utilisation constatée 12 Surveillance Mensuelle Marque / Générique Rapport PDF Concurrence Hebdo Générique Rapport en ligne Travail actif Quotidienne Générique / LT & Questions Multiples rapports
  13. 13. 2 Google Search Console : limites et constatations 3
  14. 14. #WLS2017 : Consolider, organiser et faire parler les données GSC 😩 😴 Google Search Console : les limites de l’outil « analyse de la recherche » 14 3 mois d’historique jours de retard fois rien pour travailler
  15. 15. #WLS2017 : Consolider, organiser et faire parler les données GSC Google Search Console : des choses « bizarres » 15 Des impressions (très) élevées sur des positions moyennes (très) basses (Yoyo ?) Des clics et impressions à 0 en position 1 (mots clés de marque et gros volume de recherche) Des re-calculs de données a posteriori (mots clés de marque et gros volume de recherche)
  16. 16. #WLS2017 : Consolider, organiser et faire parler les données GSC SEARCH CONSOLE ? 16
  17. 17. #WLS2017 : Consolider, organiser et faire parler les données GSC GSC : le rêve des SEO 17 Les mots clés Les positions (desktop/mobile) Les données par groupes thématiques Les données par pages ou niveaux Les conversions Un bouton pour activer l’option « position 0 » Un livechat avec John Mueller
  18. 18. 3 Aller plus loin avec GSC, GA et un (bon) outil de suivi de visibilité et de performances 4
  19. 19. #WLS2017 : Consolider, organiser et faire parler les données GSC Quand l’offre rencontre la demande… 19 OutilsSEO
  20. 20. #WLS2017 : Consolider, organiser et faire parler les données GSC Organisation des groupes de mots clés suivis 20 La bonne pratique : - Mots clés de marque (projet indépendant) - Mots clés concurrentiels et objectivés (travaillés) - Mots clés à volumes surveillés (déjà positionnés) - Mots clés marché (concurrents) Chaque ensemble doit comporter des sous-catégories. Concurrence [10 000-25 000] Marque [10-100] Travaillés [200-500] Surveillance [1 000-5 000]
  21. 21. #WLS2017 : Consolider, organiser et faire parler les données GSC Sources et niveau des données collectées 21 - site - groupes thématiques - pages - mots clés A quel « niveau » ?Quelles sources de données ? - Myposeo - Google Search Console - Google Analytics (ou autre) - Majestic - Social Media
  22. 22. #WLS2017 : Consolider, organiser et faire parler les données GSC Choix des indicateurs et calculs 22 Pages indexées Erreurs 404 Redirections 301 Liens sortants Liens entrants Domaines référents Balises manquantes Meta manquantes Duplicate content Pages en no-index Langue des domaines Citation Flow Mots clés achetés Mots clés positionnés Position moyenne Pages positionnés Clicks Sessions Taux de rebond Temps passé sur le site Trafic par page Trafic par catégories Impressions Nombre de recherches Budget Conversions Trust Flow Gains et pertes Quels indicateurs pour quels besoins… …mais surtout : pour quelles actions ?
  23. 23. 3 Consolider et utiliser les données : les dashboards 5
  24. 24. #WLS2017 : Consolider, organiser et faire parler les données GSC Objectifs des dashboards 24 ✓ Simplifier le reporting SEO ✓ Accélérer la prise de décisions et l’analyse ✓ Cibler les « quick wins » ✓ Remplir la « todo » rédacteurs / SEO
  25. 25. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau SITE 25 ✓ Global ranking ✓ Potentiel des mots clés ✓ Hebdomadaire
  26. 26. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau SITE 26 ✓ Global trafic (GA) ✓ Global données GSC ✓ Hebdomadaire
  27. 27. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau SITE 27 ✓ Mots clés suivis ✓ % présence ✓ Position moyenne ✓ Trafic estimé ✓ Impressions ✓ Clics ✓ Volume recherche total ✓ Potentiel de trafic
  28. 28. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau SITE 28 ✓ Domaines référents ✓ Backlinks externes
  29. 29. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau THEMATIQUE 29 ✓ Synthèse ranking ✓ Potentiel thématique
  30. 30. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau THEMATIQUE 30 ✓ Synthèse GSC (mots clés) ✓ Top pages thématique ✓ Données GSC pages ✓ Trafic réel pages (GA)
  31. 31. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau THEMATIQUE 31 ✓ Détail ranking ✓ Données GSC / mots clés ✓ URLs ✓ Trafic estimé (mots clés)
  32. 32. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau THEMATIQUE 32 ✓ Evolution visibilité ✓ Performance des concurrents
  33. 33. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau PAGE 33 ✓ Mots clés page ✓ Trafic page (GA) ✓ Attribution trafic / mots clés ✓ Evolution ranking
  34. 34. #WLS2017 : Consolider, organiser et faire parler les données GSC Le dashboard : niveau PAGE 34 ✓ Focus prio mots clés ✓ Suggestions complémentaires ✓ Netlinking
  35. 35. #WLS2017 : Consolider, organiser et faire parler les données GSC Myposeo Insights : un nouvel outil pour les marques 35 Construire des interfaces de suivi de visibilité des contenus et de performance du référencement. http://fr.myposeo.com/insights/ ✓ 7 sources de données ✓ +500 indicateurs ✓ Synergies SEO/SEA ✓ International ✓ Multi-users ✓ Concurrents inclus ✓ Accompagnement ✓ …
  36. 36. 3 Résultats, conclusions et optimisations… 6
  37. 37. #WLS2017 : Consolider, organiser et faire parler les données GSC Feedback sur l’utilisation SEO 37 Evolutions prévuesRetour d’expérience Signaux sociaux (pages) Données site-centric (pages) Données de logs (niveaux et pages) Synchro CMS Apprentissage « data » Organisation production de contenus Charge mentale du SEO
  38. 38. #WLS2017 : Consolider, organiser et faire parler les données GSC Conclusions Collecter des données depuis différents outils et à tous les niveaux Bien configurer son suivi et organiser ses projets / mots clés Bien choisir les indicateurs et visualisations Adapter les rapports selon les interlocuteurs avec un focus « to do » 38
  39. 39. @myposeo Twitter myposeo Facebook +myposeo Google+ myposeo Slideshare blog.myposeo.com Blog Questions ? Merci de votre présence

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