{"id":367,"date":"2012-09-14T16:45:44","date_gmt":"2012-09-14T16:45:44","guid":{"rendered":"https:\/\/honeypot.wpengine.com\/?p=367"},"modified":"2024-06-10T16:13:30","modified_gmt":"2024-06-10T20:13:30","slug":"plan-de-recherche-de-mots-cles","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/seo\/keyword-research-blueprint\/","title":{"rendered":"Un plan simple de recherche et d&#039;ex\u00e9cution de mots-cl\u00e9s"},"content":{"rendered":"<p><a href=\"https:\/\/honeypotmarketing.com\/fr\/\" target=\"_blank\" rel=\"noopener\">Recherche et optimisation du contenu<\/a> Bien que souvent ignor\u00e9e par les start-ups et les petites entreprises, la r\u00e9alit\u00e9 est qu&#039;un investissement de temps modeste peut rapporter gros en termes de croissance de l&#039;activit\u00e9 et de visibilit\u00e9. J&#039;ai pens\u00e9 que je r\u00e9digerais une petite feuille de route rapide qui peut vous aider \u00e0 d\u00e9marrer avec une strat\u00e9gie de marketing de recherche solide et maintenable.<\/p>\n<p>Commencez par cr\u00e9er une petite liste de mots-cl\u00e9s et de \u00ab d\u00e9clarations \u00bb de mots-cl\u00e9s concernant votre projet ou votre entreprise. Essayez de r\u00e9fl\u00e9chir \u00e0 la fa\u00e7on dont vos clients potentiels pourraient penser de vous et \u00e0 la fa\u00e7on dont ils aimeraient \u00eatre per\u00e7us lorsqu&#039;ils sont en train de rechercher et de d\u00e9couvrir des informations.<\/p>\n<p>Voici une fa\u00e7on de d\u00e9marrer votre <a href=\"https:\/\/honeypotmarketing.com\/fr\/services\/\" target=\"_blank\" rel=\"noopener\">recherche de mots cl\u00e9s<\/a>: Envoyez un e-mail \u00e0 votre \u00e9quipe et demandez-leur de vous renvoyer une liste de 5 mots qui d\u00e9crivent votre entreprise. Si vous \u00eates une boutique individuelle, sortez prendre un th\u00e9 et r\u00e9digez une liste de ce \u00e0 quoi vous voulez que les gens pensent lorsqu&#039;ils recherchent votre produit.<\/p>\n<p>\u00c0 partir de l\u00e0, nous allons utiliser la feuille de route suivante pour cr\u00e9er des listes de mots cl\u00e9s solides que nous pouvons utiliser pour nous aider \u00e0 d\u00e9finir une structure de liens internes solide sur notre site Web et nous aider \u00e0 d\u00e9finir un processus de cr\u00e9ation de contenu, de d\u00e9veloppement de site et de communication.<\/p>\n<p>Gardez \u00e0 l&#039;esprit que je garde cela aussi simple et peu co\u00fbteux que possible, cela implique un peu de manipulation d&#039;Excel (que je n&#039;enseignerai pas ici mais ce sont des choses de base) - rappelez-vous \u00e9galement que nous souhaitons cr\u00e9er une strat\u00e9gie intelligente et efficace que nous pouvons ex\u00e9cuter sur une longue p\u00e9riode de temps. Ce type de travail est un marathon, pas un sprint qui rapportera d&#039;excellents dividendes \u00e0 l&#039;avenir une fois qu&#039;il deviendra un processus au sein de votre entreprise.<\/p>\n<p>Voici le processus qui, selon moi, fonctionne bien de mani\u00e8re g\u00e9n\u00e9rale :<\/p>\n<p>Nous allons diviser notre recherche en trois \u00ab cat\u00e9gories \u00bb principales qui sont bas\u00e9es sur les termes auxquels nous avons r\u00e9fl\u00e9chi : recherche de mots-cl\u00e9s concurrentiels, de popularit\u00e9 et d\u2019analyse :<\/p>\n<ul>\n<li><strong>Analyse de la concurrence<\/strong> nous allons examiner nos concurrents et leurs classements\/mots-cl\u00e9s. Pour ce faire, vous pouvez utiliser <a href=\"http:\/\/opensiteexplorer.com\" target=\"_blank\" rel=\"noopener\">http:\/\/opensiteexplorer.com<\/a> la version gratuite vous donnera m\u00eame un d\u00e9but, mais les frais modestes pour un compte payant sont recommand\u00e9s.<\/li>\n<li><strong>Analyse de popularit\u00e9<\/strong> suivra les recherches les plus \u00ab populaires \u00bb en rapport avec notre produit. Vous pouvez utiliser Google Trends et Google Adwords : <a href=\"https:\/\/adwords.google.com\/o\/KeywordTool\" target=\"_blank\" rel=\"noopener\">https:\/\/adwords.google.com\/o\/KeywordTool<\/a><\/li>\n<li><strong>Analyse analytique<\/strong> suivra les mots-cl\u00e9s pour lesquels nous obtenons m\u00eame un trafic mineur et nous permettra d&#039;optimiser et d&#039;augmenter ces classements. Vous pouvez r\u00e9cup\u00e9rer ces informations \u00e0 partir de votre package d&#039;analyse apr\u00e8s avoir filtr\u00e9 vos mots-cl\u00e9s de marque.<\/li>\n<\/ul>\n<p>Nous conserverons ces listes sous forme de listes \u00ab brutes \u00bb en choisissant l\u2019option \u00ab Exporter \u00bb dans chacun des outils ci-dessus. Celles-ci doivent contenir des centaines, voire des milliers de mots-cl\u00e9s au format TSV, CSV ou XLS.<\/p>\n<p>\u00c0 partir des listes que nous avons cr\u00e9\u00e9es, nous allons maintenant cr\u00e9er notre <em>Primaire<\/em>, <em>Secondaire<\/em> et <em>Tertiaire<\/em> listes de mots-cl\u00e9s en parcourant nos donn\u00e9es brutes et en copiant et collant dans un nouveau fichier Excel pour chacun des \u00e9l\u00e9ments suivants\u00a0:<\/p>\n<ul>\n<li><strong>Primaire<\/strong> Les mots cl\u00e9s sont des termes commerciaux de base.<\/li>\n<li><strong>Secondaire<\/strong> Les mots cl\u00e9s sont sp\u00e9cifiques au produit.<\/li>\n<li><strong>Tertiaire<\/strong> Les mots cl\u00e9s sont sp\u00e9cifiques au produit et sensibles au temps, au sujet et aux tendances.<\/li>\n<\/ul>\n<p>Nous allons ensuite cr\u00e9er des projets de suivi en utilisant \u00ab Advanced Web Ranking \u00bb ou SEOMOZ. Nous allons pratiquement copier et coller (ou importer) nos listes filtr\u00e9es dans ces outils. Les projets que nous cr\u00e9ons ici suivront \u00e0 la fois nos classements, notre trafic et d\u2019autres crit\u00e8res de r\u00e9f\u00e9rencement.<\/p>\n<p>\u00c0 partir de cette recherche, nous d\u00e9velopperons et\/ou optimiserons les types de pages suivants :<\/p>\n<ul>\n<li><strong>Ancre<\/strong> Pages \u2013 ce sont vos pages de niveau sup\u00e9rieur.<\/li>\n<li><strong>Portail<\/strong> Pages \u2013 ce sont des pages que vous pouvez d\u00e9velopper en fonction de vos produits.<\/li>\n<li><strong>Contenu<\/strong> Pages \u2013 ce sont en fait les pages de votre blog.<\/li>\n<\/ul>\n<p>Les pages et les mots-cl\u00e9s sont cartographi\u00e9s de la mani\u00e8re suivante\u00a0:<\/p>\n<ul>\n<li><strong>Ancrage au primaire<\/strong> Mots-cl\u00e9s\/phrases.<\/li>\n<li><strong>Portail vers le secondaire<\/strong> Mots-cl\u00e9s\/phrases.<\/li>\n<li><strong>Contenu au tertiaire<\/strong> Mots-cl\u00e9s\/phrases.<\/li>\n<\/ul>\n<p>Cela nous permettra de cr\u00e9er des \u00ab silos \u00bb de mots-cl\u00e9s, d\u2019autorit\u00e9 et de contenu connexes au sein de notre site Web. N\u2019oubliez pas que cela nous guidera dans un processus de liens internes qui garantira que les moteurs de recherche pourront explorer notre site Web en utilisant les mots et expressions que nous utilisons pour cr\u00e9er des liens dans notre contenu. Tout cela ne fait que guider le moteur pour comprendre comment (quels mots utiliser) indexer notre site Web.<\/p>\n<p>C&#039;est la machine que nous cherchons \u00e0 construire et \u00e0 obtenir des listes de moteurs de recherche solides et maintenables sans avoir \u00e0 d\u00e9penser beaucoup d&#039;argent en publicit\u00e9. N&#039;oubliez pas que c&#039;est un marathon, cela devrait vous prendre 2 heures pour le faire la premi\u00e8re fois, puis 30 minutes par semaine pour mettre \u00e0 jour tant que le contenu de votre site Web refl\u00e9tera tout le travail que nous avons effectu\u00e9 ci-dessus.<\/p>\n<p>Bonne chance avec votre<a href=\"https:\/\/honeypotmarketing.com\/fr\/\" target=\"_blank\" rel=\"noopener\"> marketing internet<\/a>!<\/p>","protected":false},"excerpt":{"rendered":"<p>L\u2019optimisation de la recherche et du contenu est souvent ignor\u00e9e par les start-ups et les petites entreprises. En r\u00e9alit\u00e9, un investissement de temps modeste peut rapporter gros en termes de croissance de l\u2019activit\u00e9 et de visibilit\u00e9. J\u2019ai pens\u00e9 que je r\u00e9digerais une petite feuille de route rapide qui peut vous aider \u00e0 d\u00e9marrer avec une strat\u00e9gie de marketing de recherche solide et maintenable. Commencez par\u2026<\/p>","protected":false},"author":3,"featured_media":297,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[422,37],"tags":[144],"class_list":["post-367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-seo","tag-seo"],"aioseo_notices":[],"taxonomy_info":{"category":[{"value":422,"label":"Google Ads"},{"value":37,"label":"SEO"}],"post_tag":[{"value":144,"label":"SEO"}]},"featured_image_src_large":false,"author_info":{"display_name":"The Bee Team","author_link":"https:\/\/honeypotmarketing.com\/fr\/author\/bee-team\/"},"comment_info":0,"category_info":[{"term_id":422,"name":"Google Ads","slug":"google-ads","term_group":0,"term_taxonomy_id":422,"taxonomy":"category","description":"","parent":0,"count":6,"filter":"raw","cat_ID":422,"category_count":6,"category_description":"","cat_name":"Google Ads","category_nicename":"google-ads","category_parent":0},{"term_id":37,"name":"SEO","slug":"seo","term_group":0,"term_taxonomy_id":37,"taxonomy":"category","description":"","parent":0,"count":18,"filter":"raw","cat_ID":37,"category_count":18,"category_description":"","cat_name":"SEO","category_nicename":"seo","category_parent":0}],"tag_info":[{"term_id":144,"name":"SEO","slug":"seo","term_group":0,"term_taxonomy_id":144,"taxonomy":"post_tag","description":"","parent":0,"count":17,"filter":"raw"}],"uagb_featured_image_src":{"full":false,"thumbnail":false,"medium":false,"medium_large":false,"large":false,"1536x1536":false,"2048x2048":false,"trp-custom-language-flag":false},"uagb_author_info":{"display_name":"The Bee Team","author_link":"https:\/\/honeypotmarketing.com\/fr\/author\/bee-team\/"},"uagb_comment_info":0,"uagb_excerpt":"Search and content optimization is quite often ignored by start-ups and small companies, the reality is that a modest time investment can pay large dividends towards business and visibility growth. 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