vendredi, 25 mai 2018 08:11

Comment choisir ses mots clés pour améliorer le référencement d'un site web

Quand on vous parle de SEO, vous pensez systématiquement aux mots-clés. Presque tous les clients qui contactent notre agence ont une liste énorme de mots-clés qu'ils veulent classer. Mais il y a deux gros problèmes avec de telles listes : elles sont généralement à la fois inutiles et presque impossibles à classer.

Je crois fermement que le trafic organique n'est pas un but en soi. C'est une mesure de vanité. L'objectif réel est de générer des ventes. Le trafic organique peut stimuler votre ego, mais il ne paiera pas les factures.

Cependant, lorsque vous choisissez les bons mots clés, vous pouvez générer des ventes via le référencement.

Disons que vous avez une boulangerie. Vous faites le gâteau au chocolat le plus incroyable du monde. Bien sûr, vous voulez que le plus grand nombre de personnes en apprenne davantage, visite votre site Web et l'achète.
À quels mots-clés pensez-vous ? Si vous vous êtes dit "gâteau au chocolat", lisez la suite.


L'intention de l'utilisateur - la pierre angulaire d'un référencement réussi

Demandez-vous ceci : de quoi a vraiment besoin un utilisateur qui cherche "gâteau au chocolat" ? Une recette ? En acheter un ? Ou tout simplement savoir s'il est à proscrire d'un régime ?

C'est là tout le problème des mots-clés génériques.
Ils ne sont pas ancrés dans l'intention de l'utilisateur.

L'essor de la recherche mobile et de la recherche vocale ont appris aux utilisateurs que des requêtes spécifiques apportent des résultats spécifiques. Donc, s'ils veulent faire un gâteau au chocolat, ils vont chercher "comment faire un gâteau au chocolat" ou "recette de gâteau au chocolat". Ceux qui veulent acheter un gâteau chercheront "la meilleure boulangerie près de chez moi" ou "le meilleur gâteau au chocolat de ma ville".

Les requêtes simples peuvent générer du trafic. Cependant, dans nos secteurs ultra concurrentiels, ce trafic vous coûtera un bras et une jambe. 
Lorsque vous démarrez votre recherche de mots clés, tenez toujours compte de l'intention de l'utilisateur.

C'est la première étape de chaque tactique de marketing réussie, y compris le SEO. Découvrez comment vos utilisateurs effectuent des recherches et recherchent ce qu'ils recherchent. Ne tombez pas dans le panneau de l'optimisation pour les mots-clés courts qui ne vous apportera rien et coûtera une fortune. 


Optimisez ce qui compte vraiment pour votre entreprise

Jetons un coup d'oeil à certains des outils qui peuvent vous aider à le faire.

Les meilleurs outils pour affiner votre recherche de mots clés
Je ne peux pas insister assez sur ce point : les outils sont là pour vous soutenir, pas pour mener la réflexion pour vous. En fait, j'ai remarqué que les spécialistes du marketing semblent oublier qu'ils ont besoin d'optimiser leur contenu pour les humains, pas pour les robots de Google.

Utilisez les outils ci-dessous, mais filtrez tous leurs résultats pour une correspondance aussi proche que possible du profil d'acheteur, tel que vous le connaissez aujourd'hui. C'est ici que l'expertise marketing entre en jeu. Tout le monde peut apprendre à insérer et rechercher des mots-clés. Mais seuls des rédacteurs expérimentés qui comprennent le marketing savent comment les faire fonctionner pour une entreprise.

Ce sont quelques-uns des outils que vous pouvez utiliser :

1. La bonne vieille recherche sur Google
Oui, une simple recherche Google peut faire toute la différence. C'est gratuit et très pertinent (tant que vous le faites en mode privé / incognito).
Jetez un oeil aux premiers résultats qui apparaissent lorsque vous tapez votre mot-clé. Pouvez-vous écrire un meilleur contenu que ce qui se classe actuellement dans les meilleurs résultats ?
Si oui, vous êtes sur la bonne voie. Sinon, vous devez trouver un autre mot-clé.

Ensuite, jetez un coup d'œil à la section "Recherches connexes" en bas de la page de résultats. Cela vous montrera quelques recherches similaires à la vôtre. Vous pouvez utiliser ces requêtes comme mots clés supplémentaires dans votre contenu.

2. SEMrush
SEMrush est un outil payant, mais même un compte gratuit peut vous donner des informations utiles. Tapez votre mot-clé pour trouver des mots-clés connexes, lancez un blog pour vérifier la progression de votre site ou de certaines pages.
SEMrush est un outil complet donc complexe, il faudra donc du temps pour apprendre à l'utiliser à son plein potentiel. Mais ça vaut le coup.

Si vous utilisez Wordpress, SEMrush vient de lancer son premier plugin pour le CMS - https://wordpress.labs-semrush.com. C'est un plugin qui fournit des recommandations instantanées pour l'optimisation du contenu basé sur les qualités des 10 premières pages de classement de Google.

3. LSI Graph
Un outil gratuit, LSI Graph vous aide à trouver les mots clés LSI qui accentuent l'optimisation de votre contenu. Entrez simplement votre mot-clé dans la barre de recherche et vous recevrez une liste de mots-clés LSI que vous pourrez utiliser.

Notez que vous n'êtes pas obligé de tous les utiliser. Comme je l'ai déjà dit, pensez à l'intention de votre utilisateur. Tous ces mots clés ne correspondent pas à vos objectifs ni aux besoins de votre acheteur, alors filtrez-les judicieusement.

4. Les outils Google
Google Analytics et Google Search Console sont d'excellents outils (et gratuits !) pour suivre vos progrès. 

Voici un conseil : accédez à la Google Search Console et trouvez les pages qui ne sont pas encore assez classées. Utilisez ensuite les outils ci-dessus pour trouver des mots clés et des informations supplémentaires pour mettre à jour ces pages ou articles de blog. 
Cela peut prendre moins d'une journée pour modifier le classement d'une page . 


Conclusion

Aucun outil ne peut remplacer une bonne stratégie marketing. Au mieux, vous vous retrouverez avec des centaines de milliers de vues par jour, mais pas d'achats ou de prospects. Et cela ne devrait jamais être l'objectif du SEO. Chaque tactique marketing devrait toujours être alignée avec vos objectifs commerciaux.

Si vous avez besoin d'aide pour un contenu qui génère à la fois du trafic et des ventes, recherchez un rédacteur SEO et surtout pas un gourou de la pole position sur Google ;)

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