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Ecrire pour le Web - Visibilité du site

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Écrire pour le Web suppose de respecter certaines contraintes propres au supports numériques. L'écriture Web est aussi le principal levier du référencement naturel et de l'e-réputation.

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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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Ecrire pour le Web - Visibilité du site

  1. 1. Ecrire pour le web. …………………………… .. 17/06/2010
  2. 2. Les animateurs Aliocha IORDANOFF, agence SemaWeb Pierre-Yves BRESSON, journaliste Paul Serge ESTIVAL, avocat, NETJURIS
  3. 3. Ecrire pour le Web 1 – Visibilité d'un site et écriture Web 2 – Comment écrire pour votre site, blog, etc. 3 – Aspects juridiques de l’écriture
  4. 4. Les sources de trafic <ul><li>Les moteurs de recherche. </li></ul><ul><li>Les sites référents. </li></ul><ul><li>Les accès directs. </li></ul><ul><li>Le Webmarketing (trafic payant). </li></ul>
  5. 5. La visibilité naturelle d'un site Web <ul><li>Présence dans les moteurs de recherche. </li></ul><ul><li>Ciblage du référencement. </li></ul><ul><li>Transformation des visites. </li></ul><ul><li>Fidélisation de l'audience. </li></ul><ul><ul><ul><ul><ul><li>Des contenus originaux. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Des contenus pertinents. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Des contenus optimisés. </li></ul></ul></ul></ul></ul>
  6. 6. Google, votre premier lecteur... <ul><li>250 algorythmes de classement différents, modifiés plus de 400 fois par an. </li></ul><ul><li>1000 milliards de pages indexées. </li></ul><ul><li>40% des internautes cliquent sur le premier résultat. </li></ul><ul><li>5% cliquent sur le 4ème. </li></ul>
  7. 7. Des contenus « Web-friendly » <ul><li>Lisibilité = Mise en forme + Contenu </li></ul>
  8. 8. Optimisation pour Google 1. Le titre 2. L'accroche (balise description) 3. Le ciblage thématique 4. Le maillage interne 5. Le « Siloing » 6. Le maillage externe
  9. 9. Ecrire pour le référencement = Ecrire pour l'internaute !
  10. 10. 3 type de contenus 1 – Institutionnels 2 – Informels 3 – Collaboratifs (Web 2.0)
  11. 11. Le benchmark éditorial <ul><li>« Comment se positionne votre contenu par rapport à la concurrence ? ». </li></ul>
  12. 12. Le déclin de la page d'accueil <ul><li>La page d'accueil n'est pas la porte d'entrée. </li></ul><ul><li>Une page sans nom. </li></ul><ul><li>Une page sans thématique ciblée. </li></ul><ul><li>Une page peu visitée. </li></ul>
  13. 13. L'écriture 2.0 <ul><li>Vos internautes = des rédacteurs Web ! </li></ul><ul><ul><li>Ils sont nombreux. </li></ul></ul><ul><ul><li>Ils ont des styles et des vocables variés. </li></ul></ul><ul><ul><li>Leurs contenus intéressent les lecteurs. </li></ul></ul>
  14. 14. Les liens hypertextes <ul><li>Une page Web est toujours reliée à d'autres. </li></ul><ul><li>Il faut soigner les textes de liens. </li></ul><ul><ul><li>Liens internes vers des articles complémentaires. </li></ul></ul><ul><ul><li>Liens externes vers des ressources complémentaires. </li></ul></ul>
  15. 15. Le multimédia <ul><li>Ils enrichissent la communication. </li></ul><ul><li>Ils sont une sources d'acquisition de trafic. </li></ul><ul><li>Ils augmentent le temps passé sur les pages. </li></ul>
  16. 16. L'interactivité <ul><li>Commentaires. </li></ul><ul><li>Réactions. </li></ul><ul><li>Avis d'utilisateurs/de clients </li></ul>
  17. 17. La viralité <ul><li>Faire suivre à un ami. </li></ul><ul><li>Partager sur les réseaux sociaux. </li></ul><ul><li>S'abonner au flux RSS. </li></ul>
  18. 18. SMO <ul><li>Tout écrit en ligne a vocation à être partagé, commenté, diffusé, recommandé.... </li></ul><ul><li>Les réseaux sociaux sont un vecteur de diffusion. </li></ul>
  19. 19. Rédaction Web et e-réputation <ul><li>Deux approches: </li></ul><ul><ul><li>Les entreprises qui « se racontent » sur Internet. </li></ul></ul><ul><ul><li>Les entreprises qui attendent un événement majeur pour communiquer. </li></ul></ul>
  20. 20. La navigation <ul><li>L'internaute a besoin de : </li></ul><ul><ul><li>Se répérer. </li></ul></ul><ul><ul><li>S'orienter. </li></ul></ul><ul><ul><li>Se représenter l'espace. </li></ul></ul>
  21. 21. Le « Wayfinding » 1. Les chemins. 2. Les frontières. 3. Les zones. 4. Les embranchements. 5. Les points de repère. Le guidage du visiteur doit être intuitif !
  22. 22. Qualité et pertinence La qualité et la pertinence des contenus serait supérieure sur les intranets et les sites Web s’il y avait, des processus de publication réfléchis et suivant les contenus tout au long de leur cycle de vie. Mais pour cela, il faudrait que les auteurs et éditeurs aient des droits, des pouvoirs et des prérogatives, qu’ils soient propriétaires des contenus qu’ils publient.
  23. 23. La sédimentation <ul><li>Un contenu mis en ligne est indélébile. </li></ul><ul><li>Les contenus obsolètes parasitent la communication. </li></ul><ul><li>Les contenus anciens perdents de la visibilité. </li></ul>
  24. 24. La rapidité <ul><li>Viralité des contenus. </li></ul><ul><li>Syndication (Flux RSS). </li></ul><ul><li>Réseaux sociaux. </li></ul><ul><li>Indexation en temps réel (RTS). </li></ul>
  25. 25. La surabondance <ul><li>UGC = 225 millions de rédacteurs en 2010. </li></ul><ul><li>>200 000 000 Blogs. </li></ul>
  26. 26. Ergonomie <ul><li>0,3 seconde pour « scanner » une page Web. </li></ul>
  27. 27. Optimiser l'architecture du site <ul><li>Créer une arborescence logique pour organiser les contenus. </li></ul><ul><li>Le rubricage structure et organise les contenus. </li></ul>
  28. 28. Exemples de structuration <ul><ul><ul><li>Thématique </li></ul></ul></ul><ul><ul><ul><li>Géographique </li></ul></ul></ul><ul><ul><ul><li>Chronologique </li></ul></ul></ul><ul><ul><ul><li>Alphabétique </li></ul></ul></ul><ul><ul><ul><li>Auteur </li></ul></ul></ul><ul><ul><ul><li>Produit </li></ul></ul></ul><ul><ul><ul><li>Audience </li></ul></ul></ul><ul><ul><ul><li>Fonctionnel </li></ul></ul></ul><ul><ul><ul><li>Popularité </li></ul></ul></ul><ul><ul><ul><li>Pertinence </li></ul></ul></ul>
  29. 29. Questions ? <ul><li>www.netjuris.net </li></ul><ul><li>Paul Serge Estival </li></ul>Merci <ul><li>www.semaweb.fr </li></ul><ul><li>semaweb </li></ul><ul><li>aliocha.iordanoff </li></ul>Pierre-Yves BRESSON http://www.avignon-infopole.com

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