{"id":5701,"date":"2020-06-04T18:04:41","date_gmt":"2020-06-04T22:04:41","guid":{"rendered":"https:\/\/www.pertinencemedia.com\/?p=5701"},"modified":"2021-01-07T15:14:46","modified_gmt":"2021-01-07T20:14:46","slug":"strategie-seo-commerce-electronique","status":"publish","type":"post","link":"https:\/\/www.pertinencemedia.com\/fr\/blog\/strategie-seo-commerce-electronique\/","title":{"rendered":"eCommerce : comment mettre en place une strat\u00e9gie SEO efficace pour votre site ?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.pertinencemedia.com\/fr\/services\/seo-referencement-web\/\" target=\"_blank\" rel=\"noreferrer noopener\">SEO<\/a> correspond \u00e0 l\u2019acronyme <em>\u2018Search Engine Optimization\u2019<\/em> et signifie la capacit\u00e9 \u00e0 r\u00e9f\u00e9rencer un site, une page ou un produit dans les r\u00e9sultats naturels des moteurs de recherche.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pourquoi est-ce un levier non n\u00e9gligeable en commerce en ligne ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La base de toute action marketing en <a rel=\"noreferrer noopener\" href=\"https:\/\/www.pertinencemedia.com\/fr\/accelerateur-ecommerce\/\" target=\"_blank\">eCommerce<\/a> est de proposer vos articles aux clients int\u00e9ress\u00e9s, au moment ou ils cherchent ces produits. L\u2019objectif du SEO est de vous r\u00e9f\u00e9rencer efficacement pour que vos clients potentiels puissent facilement trouver vos produits sur les moteurs de recherche au moment ou ils les cherchent, et ainsi g\u00e9n\u00e9rer du trafic pour attirer une audience qualifi\u00e9e sur votre site de <a href=\"https:\/\/www.pertinencemedia.com\/fr\/blog\/comment-augmenter-ses-ventes-e-commerce\/\" target=\"_blank\" rel=\"noreferrer noopener\">commerce \u00e9lectronique<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019enjeu est \u00e0 la fois de r\u00e9ussir \u00e0 trouver les mots qui correspondent le mieux \u00e0 vos articles, votre march\u00e9, votre entreprise, et <strong>aux intentions de recherches<\/strong> des utilisateurs, afin de r\u00e9pondre \u00e0 leurs besoins au moment opportun, et de structurer son site de commerce en ligne en fonction de ces mots cl\u00e9s.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"881\" height=\"629\" src=\"https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2020\/06\/couvre-plancher-sherbrooke.png\" alt=\"\" class=\"wp-image-5702\" srcset=\"https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2020\/06\/couvre-plancher-sherbrooke.png 881w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2020\/06\/couvre-plancher-sherbrooke-300x214.png 300w, https:\/\/www.pertinencemedia.com\/wp-content\/uploads\/2020\/06\/couvre-plancher-sherbrooke-768x548.png 768w\" sizes=\"(max-width: 881px) 100vw, 881px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Comment d\u00e9finir sa strat\u00e9gie de mots cl\u00e9s ? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour d\u00e9finir votre <a href=\"https:\/\/www.pertinencemedia.com\/fr\/services\/seo-referencement-web\/\" target=\"_blank\" rel=\"noreferrer noopener\">strat\u00e9gie<\/a> de mots cl\u00e9s, il est imp\u00e9ratif de vous poser plusieurs questions pour \u00eatre positionn\u00e9 sur les bonnes opportunit\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tout d\u2019abord, <strong>par rapport \u00e0 vous<\/strong> : Quels mots repr\u00e9sentent le mieux votre entreprise ? Chacun de vos produits ? Sur quelles recherches d\u00e9sirez vous appara\u00eetre ? A quelles \u00e9tapes souhaitez vous capter l\u2019attention de vos cibles ?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Puis <strong>par rapport \u00e0 votre march\u00e9 <\/strong>: Quels mots emploient vos concurrents ? Qu\u2019est ce qui vous diff\u00e9rencie ?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vos mots cl\u00e9s doivent correspondre \u00e0 de r\u00e9elles intentions de recherches et \u00eatre associ\u00e9s aux contenus de votre commerce en ligne.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plusieurs outils peuvent vous aider \u00e0 b\u00e2tir votre strat\u00e9gie de mots cl\u00e9s comme les sites : <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ahrefs<\/a>, <a href=\"https:\/\/www.semrush.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">SemRush<\/a>, <a href=\"https:\/\/ads.google.com\/intl\/en_ca\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Keyword Planner<\/a> ou <a href=\"https:\/\/trends.google.com\/trends\/?geo=US\" target=\"_blank\" rel=\"noreferrer noopener\">Google Trends<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019objectif est de d\u00e9terminer, sur votre site et sur les sites de vos comp\u00e9titeurs, les mots cl\u00e9s qui ont le plus de volume de recherches et la difficult\u00e9 pour \u00eatre positionn\u00e9 sur ces termes. Les mots cl\u00e9s devront repr\u00e9senter votre entreprise, votre march\u00e9, ainsi que chacun de vos produits. Plus il y a aura de d\u00e9tails dans la description de vos produits, plus vous pourrez toucher avec pr\u00e9cision vos cibles.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e8s lors vous pouvez lister les mots cl\u00e9s \u00e0 utiliser sur votre site et ceux \u00e0 \u00e9viter. Privil\u00e9giez d\u2019ailleurs les mots cl\u00e9s \u201clong tail\u201d, compos\u00e9s de plusieurs mots, ils permettent de vous r\u00e9f\u00e9rencer sur chaque mot et sur les groupements de mots.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans notre cas, un utilisateur pourrait rechercher \u201c<em>plancher de bois au meilleur prix<\/em>\u201d ou \u201c<em>acheter plancher varennes<\/em>\u201d plut\u00f4t que \u201c<em>plancher<\/em>\u201d.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comment d\u00e9ployer votre strat\u00e9gie ?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1) <strong>Une page destin\u00e9e \u00e0 votre pr\u00e9sentation<\/strong>, comme la Home Page, en utilisant des mots cl\u00e9s g\u00e9n\u00e9riques, qui font r\u00e9f\u00e9rence \u00e0 votre marque et \u00e0 vos produits, pour permettre aux utilisateurs de vous trouver selon votre activit\u00e9 et votre march\u00e9.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2) <strong>Des pages \u00ab\u00a0cat\u00e9gories\u00a0\u00bb, ayant chacune leur propre URL<\/strong> avec du contenu sp\u00e9cifique pour d\u00e9crire les diff\u00e9rentes cat\u00e9gories de vos produits.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3) <strong>Des pages produits qui doivent \u00eatre compos\u00e9es du nom de vos articles <\/strong>ainsi que toutes les caract\u00e9ristiques associ\u00e9es. Ces descriptions doivent \u00eatre uniques et originales, en respectant votre strat\u00e9gie de mots cl\u00e9s.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ex : manteau de printemps rouges imperm\u00e9able avec capuchon VS manteau<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vos pages devront \u00eatre construites en cons\u00e9quences. Le H1, la balise &lt;Title&gt; ainsi que les m\u00e9ta descriptions devront contenir le nom complet de votre article,<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ex : manteau de printemps rouges imperm\u00e9able avec capuchon, marque XX VS manteau rouge<\/em>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">et les URL devront correspondent \u00e0 vos produits :&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ex:<\/em><a href=\"http:\/\/site.com\/manteau\/collection-a\/manteau-rouge-avec-capuchon-imperm%C3%A9able\"><em> site.com\/manteau\/collection-a\/manteau-rouge-avec-capuchon-imperm\u00e9able<\/em><\/a><em> <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>et<\/em><a href=\"http:\/\/site.com\/manteau\/collection-a\/manteau-rouge-avec-capuchon-imperm%C3%A9able\"><em> site.com\/manteau\/collection-a\/manteau-vert-avec-capuchon-imperm\u00e9able<\/em><\/a><em> <\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>VS<\/em><a href=\"http:\/\/site.com\/manteau\/1\"><em> site.com\/manteau\/1<\/em><\/a><em> et<\/em><a href=\"http:\/\/site.com\/manteau\/2\"><em> site.com\/manteau\/2<\/em><\/a><em>&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Toutes vos images doivent \u00eatre bien renomm\u00e9es pour \u00eatre recens\u00e9es dans la section image de Google. Cela prend g\u00e9n\u00e9ralement du temps mais vous permet d\u2019atteindre davantage de prospects.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Ex : manteau-XX-rouge-capuchon.jpg VS img88888.jpg&nbsp;<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Enfin, si votre entreprise dispose de plusieurs succursales, nous vous conseillons d&rsquo;avoir une page unique par succursale avec H1, Title, description et contenu optimis\u00e9 en fonction des particularit\u00e9s de la succursale. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Optimisation HTML des pages &#8211; Audit SEO<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">D\u2019autres optimisations plus techniques sont \u00e0 mettre en place pour que votre site eCommerce b\u00e9n\u00e9ficie d\u2019un bon r\u00e9f\u00e9rencement, mais cela n\u00e9cessite g\u00e9n\u00e9ralement un audit SEO de la part d\u2019un expert ou d\u2019une agence web, car elles demandent de solides bases techniques.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plusieurs outils \u00ab gratuit \u00bb \u00bb et \u00ab rapides \u00bb vous proposent de r\u00e9aliser un audit SEO de votre boutique en ligne mais les r\u00e9sultats ne sont malheureusement pas pertinents. La meilleure fa\u00e7on de r\u00e9aliser cette \u00e9valuation est de laisser des experts d\u00e9terminer vos points forts et vos points faibles en r\u00e9f\u00e9rencement naturel, et les actions techniques \u00e0 mettre en place pour l\u2019optimiser.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Quelques trucs :&nbsp;<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>L\u2019algorithme Google donne moins d\u2019importance aux contenus copi\u00e9s coll\u00e9s. Tous les contenus (description, titres, etc) doivent \u00eatre uniques. Tous sans exception.&nbsp;<\/li><li>L\u2019algorithme Google valorise le maillage interne de vos pages (internal linking), c\u2019est \u00e0 dire les liens entre chacune d\u2019elle. Plus une page a de liens internes vers elle plus cette page sera jug\u00e9 importante par Google.<\/li><li>Les URL des pages contenant vos mots cl\u00e9s sont mieux r\u00e9f\u00e9renc\u00e9es&nbsp;<\/li><li>Un site responsive, mobile friendly, est mieux r\u00e9f\u00e9renc\u00e9&nbsp;<\/li><li>Un trafic \u00e9lev\u00e9 sur un site g\u00e9n\u00e8re un meilleur r\u00e9f\u00e9rencement naturel car les moteurs de recherche le consid\u00e8rent comme un r\u00e9sultat pertinent&nbsp;<\/li><li>La vitesse de votre site web est un facteur important d\u2019indexation.<\/li><li>Surveillez r\u00e9guli\u00e8rement le volume de recherches de vos mots cl\u00e9s et analysez le trafic organique vers votre eCommerce afin de v\u00e9rifier si vous \u00eates toujours r\u00e9f\u00e9renc\u00e9 de mani\u00e8re pertinente.&nbsp;<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">En conclusion<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le r\u00e9f\u00e9rencement naturel, SEO, correspond au r\u00e9f\u00e9rencement de sites, de pages et de produits dans les r\u00e9sultats des moteurs de recherche. Ce r\u00e9f\u00e9rencement s\u2019op\u00e8re par l\u2019utilisation de mots cl\u00e9s, correspondant \u00e0 votre activit\u00e9 et vos produits. Pour \u00eatre bien r\u00e9f\u00e9renc\u00e9, il faut trouver des mots cl\u00e9s en accord avec les intentions de recherches des utilisateurs. Plusieurs outils permettent d\u2019\u00e9tablir votre strat\u00e9gie de mots cl\u00e9s, celle-ci sera ensuite \u00e0 d\u00e9ployer sur toutes les pages de votre site internet. Les agences de marketing num\u00e9rique peuvent vous accompagner dans la d\u00e9finition de votre <a href=\"https:\/\/www.pertinencemedia.com\/fr\/services\/seo-referencement-web\/\" target=\"_blank\" rel=\"noreferrer noopener\">strat\u00e9gie<\/a> de r\u00e9f\u00e9rencement et dans les optimisations SEO plus techniques. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Notre <a href=\"https:\/\/www.pertinencemedia.com\/fr\/accelerateur-ecommerce\/\">Acc\u00e9l\u00e9rateur eCommerce<\/a> est une offre de services personnalis\u00e9s, r\u00e9pondant \u00e0 chaque enjeu du commerce en ligne et vous permettant ainsi d\u2019augmenter rapidement votre performance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>SEO correspond \u00e0 l\u2019acronyme \u2018Search Engine Optimization\u2019 et signifie la capacit\u00e9 \u00e0 r\u00e9f\u00e9rencer un site, une page ou un produit dans les r\u00e9sultats naturels des moteurs de recherche. Pourquoi est-ce un levier non n\u00e9gligeable en commerce en ligne ? La base de toute action marketing en eCommerce est de proposer vos articles aux clients int\u00e9ress\u00e9s, [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":5254,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","osh_disable_topbar_sticky":"default","osh_disable_header_sticky":"default","osh_sticky_header_style":"default","osh_sticky_header_effect":"","osh_custom_sticky_logo":0,"osh_custom_retina_sticky_logo":0,"osh_custom_sticky_logo_height":0,"osh_background_color":"","osh_links_color":"","osh_links_hover_color":"","osh_links_active_color":"","osh_links_bg_color":"","osh_links_hover_bg_color":"","osh_links_active_bg_color":"","osh_menu_social_links_color":"","osh_menu_social_hover_links_color":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"off","ocean_gallery_id":[],"footnotes":""},"categories":[423],"tags":[],"ppma_author":[534],"class_list":["post-5701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-commerce-electronique","entry","has-media"],"yoast_head":"<!-- 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