{"id":8775,"date":"2021-08-16T11:36:56","date_gmt":"2021-08-16T15:36:56","guid":{"rendered":"https:\/\/honeypotmarketing.com\/?p=8775"},"modified":"2024-09-23T11:40:13","modified_gmt":"2024-09-23T15:40:13","slug":"au-dela-de-lintention-de-recherche-par-mots-cles","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/seo\/beyond-keywords-search-intent\/","title":{"rendered":"Au-del\u00e0 des mots-cl\u00e9s : comprendre l&#039;intention de recherche"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/dCo6RG-ejmo\" title=\"Lecteur vid\u00e9o YouTube\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Beyond Keywords: Understanding Search Intent\" \/><meta itemprop=\"uploadDate\" content=\"2021-08-16T11:36:56-04:00\" \/><meta itemprop=\"encodingFormat\" content=\"\" \/><meta itemprop=\"duration\" content=\"PT46M25S\" \/><meta itemprop=\"description\" content=\"You&#039;ve nailed the queries and keywords that will drive your SEO efforts.You&#039;ve created high-quality content that matches your query list.But things may not be going as well as you thought.Maybe your not ranking well enough for highly competitiv...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/Live_the_Hive_Ep_191-Beyond_Keywords_Understanding_Search_Intent.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"42.5\" \/><iframe 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href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/Live_the_Hive_Ep_191-Beyond_Keywords_Understanding_Search_Intent.mp3?awCollectionId=1033945&amp;aw_0_azn.pgenre=Business&amp;aw_0_1st.ri=blubrry&amp;aw_0_azn.pcountry=CA&amp;aw_0_azn.planguage=en-ca&amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jouer dans une nouvelle fen\u00eatre\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/fr\/?powerpress_pinw=8775-podcast');\" rel=\"nofollow\">Jouer dans une nouvelle fen\u00eatre<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/Live_the_Hive_Ep_191-Beyond_Keywords_Understanding_Search_Intent.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"T\u00e9l\u00e9charger\" rel=\"nofollow\" download=\"Live_the_Hive_Ep_191-Beyond_Keywords_Understanding_Search_Intent.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">T\u00e9l\u00e9charger<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">S&#039;abonner: <a href=\"https:\/\/honeypotmarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"S&#039;abonner via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>Vous avez identifi\u00e9 les requ\u00eates et les mots-cl\u00e9s qui guideront vos efforts de r\u00e9f\u00e9rencement.<\/p>\n<p>Vous avez cr\u00e9\u00e9 du contenu de haute qualit\u00e9 qui correspond \u00e0 votre liste de requ\u00eates.<\/p>\n<p>Mais les choses ne se passent peut-\u00eatre pas aussi bien que vous le pensiez.<\/p>\n<p>Peut-\u00eatre que vous n&#039;\u00eates pas suffisamment bien class\u00e9 pour des termes tr\u00e8s comp\u00e9titifs qui attireront des utilisateurs motiv\u00e9s vers votre site Web.<\/p>\n<p>Peut-\u00eatre que vous \u00eates bien class\u00e9, que vous obtenez du trafic, mais les utilisateurs ne sont que des visiteurs, ils n&#039;agissent pas.<\/p>\n<p>Que pourrait-il bien se passer ?<\/p>\n<p>Pour comprendre les choses, nous devrons approfondir le sujet. <strong>Recherche<\/strong> <strong>Intention<\/strong>.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.evergreenmedia.at\/wp-content\/uploads\/2020\/12\/Meme-web-page-and-search-intent.png\" alt=\"Cette intention verstehen lernen\u00a0: Intention de recherche et r\u00e9f\u00e9rencement\" width=\"833\" height=\"520\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Quoi de neuf?<\/h2>\n<p><strong>Quoi de neuf en marketing :\u00a0<\/strong>LinkedIn ajoute des avis et des notes pour les profils et des options de r\u00e9union vid\u00e9o natives, Instagram ajoute un nouvel onglet audio \u00e0 ses options de recherche et Facebook annonce de nouvelles mises \u00e0 jour.<\/p>\n<p><a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-adds-reviews-and-ratings-for-profiles-which-have-added-services-li\/604942\/?fbclid=IwAR2T3JVuqQgrLlBsH13kZ6_mzSGFZ32NEFy-4z_ECs70IHHMsls_6ecKPFQ\" target=\"_blank\" rel=\"noopener\"><strong>LinkedIn ajoute des avis et des notes aux profils<\/strong><\/a><strong> \u2013 <\/strong>LinkedIn ajoute un nouvel \u00e9l\u00e9ment d&#039;\u00e9valuation \u00e0 ses listes de services professionnels, ce qui fournira un autre moyen de mettre en \u00e9vidence la qualit\u00e9 de vos comp\u00e9tences professionnelles dans les d\u00e9tails de votre profil LinkedIn.<\/p>\n<p><a href=\"https:\/\/www.socialmediatoday.com\/news\/linkedin-adds-native-video-meeting-option-facilitating-enhanced-connection\/604697\/?fbclid=IwAR0QEK-rH_HC5sgnS5iAxjHIlnP6lVcJiSbG5MhV5AdtvvoUytkvzfgvyvM\" target=\"_blank\" rel=\"noopener\"><strong>LinkedIn ajoute une option de r\u00e9union vid\u00e9o native<\/strong><\/a> \u2013 Apr\u00e8s avoir ajout\u00e9 la prise en charge de divers fournisseurs de vid\u00e9o tiers au cours de l\u2019ann\u00e9e derni\u00e8re afin de faciliter les r\u00e9unions vid\u00e9o dans l\u2019application, la semaine derni\u00e8re, LinkedIn a discr\u00e8tement d\u00e9ploy\u00e9 une nouvelle option vid\u00e9o native au sein de sa plateforme de messagerie, qui offre un autre moyen de se connecter avec les utilisateurs, sans avoir besoin de t\u00e9l\u00e9charger une application vid\u00e9o distincte.<\/p>\n<p><a href=\"https:\/\/world-technews.com\/2021\/08\/10\/instagram-adds-new-audio-tab-to-its-search-options-to-boost-reels-engagement\/?fbclid=IwAR12X8Z4ZIVSCsRK1lemrR8bRekq8cLvGadkGDTWzelsYoHgYxzqiQvyrYI\" target=\"_blank\" rel=\"noopener\"><strong>Instagram ajoute un nouvel onglet \u00ab\u00a0Audio\u00a0\u00bb \u00e0 ses options de recherche<\/strong><\/a> \u2013 Instagram a ajout\u00e9 la possibilit\u00e9 de rechercher de l\u2019audio en particulier dans l\u2019onglet de recherche de l\u2019application, ce qui facilite l\u2019exploitation des tendances bas\u00e9es sur des clips musicaux, avec une concentration sur la cr\u00e9ation de Reels bas\u00e9e sur ceux-ci.<\/p>\n<p><a href=\"https:\/\/www.searchenginejournal.com\/facebook-ads-updates\/416179\/?fbclid=IwAR35dCqEgkycNTqxx9cd88Rzoex4bLp5BKzkr94n2HmIJmLOtSHCv4AVyIM\" target=\"_blank\" rel=\"noopener\"><strong>Facebook Ads annonce des mises \u00e0 jour pour cibler les mineurs, les publicit\u00e9s Instagram Shop et plus encore<\/strong><\/a> \u2013 Facebook met \u00e0 jour la mani\u00e8re dont les mineurs peuvent \u00eatre cibl\u00e9s, teste les placements publicitaires et lance un nouvel outil pour les annonceurs. Apprenez-en plus !<\/p>\n<h2>Qu&#039;est-ce qui fonctionne ?<\/h2>\n<p>Lorsque vous comprenez l\u2019intention de recherche, elle agit comme cet ingr\u00e9dient secret qui am\u00e8ne votre strat\u00e9gie de contenu au niveau sup\u00e9rieur.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8776 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-1.png\" alt=\"Au-del\u00e0 des mots-cl\u00e9s : comprendre l&#039;intention de recherche\" width=\"618\" height=\"475\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Vous disposez souvent d&#039;un contenu incroyable, mais vous n&#039;\u00eates tout simplement pas class\u00e9 pour le <\/span><b>bonnes requ\u00eates<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cela se produit lorsque le <\/span><b>requ\u00eates <\/b><span style=\"font-weight: 400;\">ne correspond pas \u00e0 <\/span><b>intention<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><b>Au-del\u00e0 des mots-cl\u00e9s : comprendre l&#039;intention de recherche<\/b><\/h2>\n<h3>Qu&#039;est-ce que l&#039;intention de recherche ?<\/h3>\n<p><span style=\"font-weight: 400;\">L&#039;objectif final d&#039;un utilisateur lorsqu&#039;il effectue une recherche dans un moteur de recherche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le plus souvent, les utilisateurs recherchent <\/span><b>types sp\u00e9cifiques <\/b><span style=\"font-weight: 400;\">de r\u00e9ponses ou de ressources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si nous utilisons \u00ab<\/span><b>hamburger<\/b><span style=\"font-weight: 400;\">\u00ab \u00c0 titre d\u2019exemple, il existe diff\u00e9rents sujets sp\u00e9cifiques que les utilisateurs peuvent utiliser (<\/span><b>hamburger<\/b> <b>recettes<\/b><span style=\"font-weight: 400;\">, <\/span><b>restaurants de hamburgers<\/b><span style=\"font-weight: 400;\">, <\/span><b>meilleur burger local<\/b><span style=\"font-weight: 400;\">). Bien que le sujet soit le m\u00eame, le <\/span><b>intention <\/b><span style=\"font-weight: 400;\">n&#039;est pas.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8777 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-2.png\" alt=\"Qu&#039;est-ce que l&#039;intention de recherche ?\" width=\"512\" height=\"264\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Types d&#039;intention de recherche<\/h3>\n<p>Les 4 principaux types d\u2019intention de recherche que vous rencontrerez sont\u00a0:<\/p>\n<ul>\n<li><b>Navigation<\/b>\n<ul>\n<li><span style=\"font-weight: 400;\">L&#039;utilisateur souhaite trouver une page ou un site sp\u00e9cifique. Ils sont domin\u00e9s par des mots-cl\u00e9s de marque.<\/span><\/li>\n<\/ul>\n<\/li>\n<li><strong>Informatif<\/strong>\n<ul>\n<li>L&#039;utilisateur souhaite r\u00e9pondre \u00e0 une question sp\u00e9cifique. Ces requ\u00eates incluront \u00ab comment faire \u00bb, \u00ab qu&#039;est-ce que c&#039;est \u00bb, \u00ab o\u00f9 est-ce que c&#039;est \u00bb, \u00ab pourquoi faire \u00bb et d&#039;autres interrogatives.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Transactionnel<\/strong>\n<ul>\n<li>L&#039;utilisateur souhaite effectuer une action (conversion). Il peut s&#039;agir d&#039;une inscription par e-mail, d&#039;une soumission de formulaire de g\u00e9n\u00e9ration de leads, d&#039;une visite en magasin ou d&#039;un appel t\u00e9l\u00e9phonique.<\/li>\n<\/ul>\n<\/li>\n<li><strong>Commercial<\/strong>\n<ul>\n<li>Similaire \u00e0 l\u2019intention transactionnelle, l\u2019intention commerciale est un excellent moyen de proposer des versions gratuites de produits et de vous mettre sous leurs yeux.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8778 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-3.jpg\" alt=\"Types d&#039;intention de recherche\" width=\"1024\" height=\"573\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Pourquoi l\u2019intention de recherche est-elle importante\u00a0?<\/h3>\n<p><span style=\"font-weight: 400;\">L&#039;objectif d&#039;un moteur de recherche est de fournir aux utilisateurs le plus <\/span><b>r\u00e9sultat pertinent<\/b><span style=\"font-weight: 400;\"> pour leur recherche. L&#039;optimisation autour de l&#039;intention, plut\u00f4t que simplement des mots-cl\u00e9s, peut \u00eatre tr\u00e8s rentable pour votre contenu. Cela peut :\u00a0<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><b>Am\u00e9liorer les classements<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>Am\u00e9liorer l&#039;engagement\u00a0<\/b><\/li>\n<\/ul>\n<ul>\n<li aria-level=\"1\"><b>R\u00e9pondre aux besoins du public\u00a0<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Comprendre l\u2019intention de recherche <\/span><b>g\u00e9n\u00e9rer des conversions<\/b><span style=\"font-weight: 400;\"> et fournir <\/span><b>valeur<\/b><span style=\"font-weight: 400;\"> \u00e0 vos visiteurs.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8779 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-4.png\" alt=\"Pourquoi l\u2019intention de recherche est-elle importante\u00a0?\" width=\"512\" height=\"341\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Comment optimiser l&#039;intention de recherche<\/h2>\n<p><span style=\"font-weight: 400;\">L&#039;optimisation de l&#039;intention de recherche consiste \u00e0 donner la <\/span><b>meilleure r\u00e9ponse <\/b><span style=\"font-weight: 400;\">exactement de la mani\u00e8re dont votre client cible <\/span><b>en a besoin<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">R\u00e9pondez aux besoins imm\u00e9diats de vos clients et gagnez leur c\u0153ur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Voici <\/span><b>3 excellentes fa\u00e7ons d&#039;optimiser l&#039;intention de recherche<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Faites correspondre les m\u00e9tadonn\u00e9es et le type de contenu \u00e0 l&#039;intention<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Examiner la concurrence<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Formater le contenu pour les fonctionnalit\u00e9s SERP pertinentes<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8780 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-5.jpg\" alt=\"Comment optimiser l&#039;intention de recherche \" width=\"512\" height=\"384\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>1. Faites correspondre les m\u00e9tadonn\u00e9es et le type de contenu \u00e0 l&#039;intention<\/h3>\n<p><span style=\"font-weight: 400;\">Vous avez fait des recherches et savez quels mots cl\u00e9s vous souhaitez cibler, et maintenant ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il est temps de <\/span><b>optimiser<\/b><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous pouvez commencer avec vos pages <\/span><b>m\u00e9tadonn\u00e9es<\/b><span style=\"font-weight: 400;\">. Ici, vous voudrez mettre \u00e0 jour votre <\/span><b>balises de titre et de description<\/b><span style=\"font-weight: 400;\">, <\/span><b>H1<\/b><span style=\"font-weight: 400;\">, et <\/span><b>H2 <\/b><span style=\"font-weight: 400;\">pour refl\u00e9ter votre mot-cl\u00e9 sp\u00e9cifique.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour obtenir cela <\/span><b>clic <\/b><span style=\"font-weight: 400;\">en haut, optimisez votre titre avec un texte accrocheur.<\/span><b>Mais<\/b> <b>\u00e9vitez d&#039;en faire un app\u00e2t \u00e0 clics<\/b><span style=\"font-weight: 400;\">.)<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8781 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-6.png\" alt=\"Faites correspondre les m\u00e9tadonn\u00e9es et le type de contenu \u00e0 l&#039;intention\" width=\"447\" height=\"325\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>2. Examinez la concurrence<\/h3>\n<p><span style=\"font-weight: 400;\">Comme toute autre comp\u00e9tition, il est toujours bon de comprendre qui est le <\/span><b>les gagnants actuels sont<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Jetez un oeil \u00e0 la <\/span><b>pages les mieux class\u00e9es<\/b><span style=\"font-weight: 400;\">:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Comment sont-ils <\/span><b>format\u00e9<\/b><span style=\"font-weight: 400;\">?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quel est leur <\/span><b>tonifier<\/b><span style=\"font-weight: 400;\">?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lequel <\/span><b>points <\/b><span style=\"font-weight: 400;\">est-ce qu&#039;ils couvrent ?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Quels sont-ils <\/span><b>manquant<\/b><span style=\"font-weight: 400;\">?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Cr\u00e9ez maintenant le <\/span><b>meilleur<\/b><span style=\"font-weight: 400;\">, <\/span><b>pi\u00e8ces les plus pertinentes <\/b><span style=\"font-weight: 400;\">de contenu sur le th\u00e8me choisi.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8782 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-7.png\" alt=\"Examiner la concurrence\" width=\"512\" height=\"288\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>3. Formater le contenu pour les fonctionnalit\u00e9s SERP pertinentes<\/h3>\n<p><span style=\"font-weight: 400;\">Recherche <\/span><b>SERP<\/b><span style=\"font-weight: 400;\"> peut vous aider \u00e0 comprendre quelles informations votre moteur de recherche <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">(ex. Google) estime <\/span><b>pertinent.<\/b><span style=\"font-weight: 400;\"> Cela peut vous aider \u00e0 planifier votre <\/span><b>strat\u00e9gie de contenu<\/b><span style=\"font-weight: 400;\"> \u2013 quels sont les r\u00e9sultats que Google affiche en premier plan ?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maintenant, pensez \u00e0 structurer votre contenu pour optimiser les r\u00e9sultats enrichis.\u00a0<\/span><\/p>\n<p><b>Structurer votre contenu pour qu&#039;il soit clair et concis<\/b><span style=\"font-weight: 400;\"> aidera les utilisateurs \u00e0 trouver <\/span><b>solutions rapides<\/b><span style=\"font-weight: 400;\"> \u00e0 leurs requ\u00eates de recherche.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8783 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-8.png\" alt=\"Formater le contenu pour les fonctionnalit\u00e9s SERP pertinentes\" width=\"512\" height=\"269\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Bonnes pratiques en mati\u00e8re d&#039;intention de recherche<\/h2>\n<p><span style=\"font-weight: 400;\">Passons \u00e0 <\/span><b>meilleures pratiques !<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Ils vous aideront \u00e0 gagner en visibilit\u00e9 et \u00e0 d\u00e9velopper votre activit\u00e9 tout en utilisant cette m\u00e9thode d\u2019intention de recherche.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><b>Les meilleures pratiques \u00e9tant :<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">D\u00e9couvrir <\/span><b>intention de recherche<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimisation\/am\u00e9lioration <\/span><b>Exp\u00e9rience utilisateur<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Am\u00e9liorer <\/span><b>contenu existant<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Optimisation <\/span><b>contenu commercial<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Et plus encore !<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8784 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-9.jpg\" alt=\"Bonnes pratiques en mati\u00e8re d&#039;intention de recherche\" width=\"512\" height=\"313\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>D\u00e9couvrir l&#039;intention de recherche<\/h3>\n<p><span style=\"font-weight: 400;\">Avant de commencer, jetez un \u0153il \u00e0 la <\/span><b>intention de recherche <\/b><span style=\"font-weight: 400;\">pour votre mot-cl\u00e9.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La plupart des recherches rel\u00e8vent de <\/span><b>informatif<\/b><span style=\"font-weight: 400;\">, <\/span><b>navigation<\/b><span style=\"font-weight: 400;\">, <\/span><b>commercial<\/b><span style=\"font-weight: 400;\">, et <\/span><b>transactionnel<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">M\u00eame si l&#039;intention de recherche est \u00e9vidente, vous souhaitez toujours regarder le <\/span><b>pages class\u00e9es pour ce mot-cl\u00e9<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les liens de la premi\u00e8re page sont pass\u00e9s <\/span><b>Test d&#039;intention utilisateur de Google<\/b><span style=\"font-weight: 400;\">, vous souhaitez donc cr\u00e9er une page qui <\/span><b>correspond \u00e9troitement au contenu<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8785 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-10.png\" alt=\"D\u00e9couvrir l&#039;intention de recherche\" width=\"512\" height=\"178\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Optimiser l&#039;exp\u00e9rience utilisateur<\/h3>\n<p><span style=\"font-weight: 400;\">Votre objectif ultime lors de la cr\u00e9ation d&#039;un site Web est de <\/span><b>r\u00e9pondre aux besoins d&#039;un utilisateur<\/b><span style=\"font-weight: 400;\">Assurez-vous que chaque personne qui visite votre page ait une exp\u00e9rience positive et re\u00e7oive les informations qu&#039;elle recherche.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google \u00e9tudie la fa\u00e7on dont les utilisateurs interagissent avec les SERP. Ils peuvent d\u00e9terminer si les gens ne trouvent pas de succ\u00e8s sur une page et, \u00e0 leur tour, <\/span><b>pousser ces pages plus bas dans les r\u00e9sultats.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Comment faire en sorte que votre page reste en t\u00eate de liste ? Il existe des mesures que vous pouvez prendre pour am\u00e9liorer le parcours de l&#039;utilisateur.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8786 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-11.png\" alt=\"Optimiser l&#039;exp\u00e9rience utilisateur\" width=\"512\" height=\"287\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Am\u00e9liorer l&#039;exp\u00e9rience utilisateur<\/h3>\n<p><b>Cr\u00e9er des informations claires et concises<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Contenu facile \u00e0 lire avec des polices claires et une hi\u00e9rarchie de texte. Utilisation appropri\u00e9e des sous-titres et des balises H1 et H2. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>\u00c9l\u00e9ments visuels<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">L&#039;utilisation d&#039;\u00e9l\u00e9ments accrocheurs tels que des vid\u00e9os et des images non seulement permettra de diviser la page, mais peut \u00e9galement aider les utilisateurs \u00e0 mieux comprendre votre contenu \u00e9crit. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><b>Listes<\/b><b><br \/>\n<\/b><span style=\"font-weight: 400;\">Pr\u00e9sentez les informations dans une structure facile \u00e0 lire. Les utilisateurs peuvent trouver ce qu&#039;ils recherchent plus rapidement et b\u00e9n\u00e9ficieront ainsi d&#039;une exp\u00e9rience positive.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8787 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-12.png\" alt=\"Am\u00e9liorer l&#039;exp\u00e9rience utilisateur\" width=\"512\" height=\"368\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Am\u00e9liorer le contenu existant<\/h3>\n<p><span style=\"font-weight: 400;\">Vous avez cette page incroyable sur votre site qui devrait <\/span><b>rang<\/b><span style=\"font-weight: 400;\">, mais ce ne sera tout simplement pas le cas !<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Il pourrait y avoir un <\/span><b>probl\u00e8me d&#039;intention de recherche<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Revenez en arri\u00e8re et <\/span><b>r\u00e9optimiser <\/b><span style=\"font-weight: 400;\">votre ancien contenu pour l&#039;intention de recherche\u00a0; c&#039;est l&#039;un des moyens les plus rapides d&#039;en obtenir davantage <\/span><b>trafic organique <\/b><span style=\"font-weight: 400;\">sur votre site Web.<\/span><\/p>\n<p><b>V\u00e9rifiez l&#039;intention de recherche de votre<\/b> <b>mot-cl\u00e9 <\/b><span style=\"font-weight: 400;\">et trouvez la raison pour laquelle vous n&#039;\u00eates pas class\u00e9.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8788 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-13.png\" alt=\"Am\u00e9liorer le contenu existant\" width=\"368\" height=\"298\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Optimiser les pages commerciales<\/h3>\n<p><span style=\"font-weight: 400;\">Quand il s&#039;agit de <\/span><b>optimisation <\/b><span style=\"font-weight: 400;\">vous voulez vous assurer que vous choisissez des mots-cl\u00e9s qui peuvent se rapporter \u00e0 votre produit pour am\u00e9liorer le <\/span><b>la port\u00e9e et la croissance des pages commerciales.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Le r\u00e9f\u00e9rencement permet de se concentrer sur ceux-ci <\/span><b>requ\u00eates<\/b><span style=\"font-weight: 400;\"> alors ton <\/span><b>pages<\/b><span style=\"font-weight: 400;\"> sont davantage vus.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Plus le contenu de votre site Web est approfondi et bien \u00e9crit, plus Google le classera en termes.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8789 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-14.jpg\" alt=\"Optimiser les pages commerciales\" width=\"512\" height=\"307\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Requ\u00eates de navigation<\/h3>\n<p><b>Requ\u00eates de navigation<\/b><span style=\"font-weight: 400;\"> aider les gens \u00e0 trouver un site Web ou une page sp\u00e9cifique sur un site Web.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un <\/span><b>alternative <\/b><span style=\"font-weight: 400;\">pour saisir une URL compl\u00e8te.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous pouvez toujours vous classer pour les requ\u00eates de navigation, mais le <\/span><b>taux de clic<\/b><span style=\"font-weight: 400;\"> sera probablement faible.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les personnes qui recherchent ces termes ne souhaitent pas se rendre dans un <\/span><b>site Web tiers<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Soyez prudent avec ces termes de recherche car vos chances de les rediriger <\/span><b>recherche de voyage <\/b><span style=\"font-weight: 400;\">Les contraintes sur votre site Web ou votre produit sont minces.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8790 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-15.png\" alt=\"Requ\u00eates de navigation\" width=\"512\" height=\"256\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3>Mots-cl\u00e9s \u00e0 intentions multiples<\/h3>\n<p><span style=\"font-weight: 400;\">Parfois, vous rencontrerez des mots-cl\u00e9s avec <\/span><b>intentions multiples<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si cela se produit, vous souhaiterez optimiser davantage ce type d\u2019intention utilisateur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lorsqu&#039;un utilisateur effectue une recherche, il a tr\u00e8s probablement une <\/span><b>intention singuli\u00e8re<\/b><span style=\"font-weight: 400;\">, il est donc toujours pr\u00e9f\u00e9rable de se concentrer sur un seul <\/span><b>intention sp\u00e9cifique<\/b><span style=\"font-weight: 400;\">\u00a0et faites en sorte que ce soit le meilleur possible.<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8791 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-16.png\" alt=\"Mots-cl\u00e9s \u00e0 intentions multiples\" width=\"512\" height=\"275\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Optimisation avanc\u00e9e des intentions de recherche<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">D\u00e9terminer si l\u2019intention de recherche est commerciale ou transactionnelle est une chose, mais comment aller plus loin ?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Si quelqu\u2019un tape \u00ab comment faire une pompe \u00bb, on peut dire sans risque qu\u2019il recherche des informations, mais <\/span><b>comment veulent-ils que cela soit pr\u00e9sent\u00e9 ?<\/b> <span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Vid\u00e9o ? Photographie ? Paragraphe ?<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Comme nous l&#039;avons mentionn\u00e9, les utilisateurs aiment les informations claires et concises, c&#039;est pourquoi Google affiche g\u00e9n\u00e9ralement une <\/span><b>liste des \u00e9tapes<\/b><span style=\"font-weight: 400;\"> lorsqu&#039;un utilisateur tape \u00ab comment faire \u00bb dans la barre de recherche.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Optimisez votre contenu pour refl\u00e9ter une exp\u00e9rience pratique et agr\u00e9able.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-8792 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/191-17.png\" alt=\"Optimisation avanc\u00e9e des intentions de recherche\" width=\"512\" height=\"468\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Pour conclure<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Vous voulez toujours faire vos recherches sur <\/span><b>intention de recherche <\/b><span style=\"font-weight: 400;\">pour bien comprendre ce que ce mot-cl\u00e9 peut vous apporter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Si les r\u00e9sultats ne sont pas ax\u00e9s sur le sujet dont vous avez besoin, pensez \u00e0 <\/span><b>modifier ou trouver une requ\u00eate<\/b><span style=\"font-weight: 400;\"> Ce sera plus efficace.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Comprendre votre <\/span><b>intention <\/b><span style=\"font-weight: 400;\">avant de plonger.<\/span><\/p>\n<hr \/>\n<p>Nous esp\u00e9rons que vous avez appr\u00e9ci\u00e9 cette lecture. Si vous recherchez davantage de contenu int\u00e9ressant, consultez certaines de nos autres lectures ci-dessous\u00a0:<\/p>\n<h4><a href=\"https:\/\/honeypotmarketing.com\/fr\/10-awesome-campaign-automations-scale-business\/\" rel=\"bookmark\" title=\"10 automatisations de campagne g\u00e9niales pour d\u00e9velopper votre entreprise\">10 automatisations de campagne g\u00e9niales pour d\u00e9velopper votre entreprise<\/a><\/h4>\n<h4><a href=\"https:\/\/honeypotmarketing.com\/fr\/4-plans-de-jeu-pour-une-campagne-facebook\/\" rel=\"bookmark\" title=\"4 strat\u00e9gies de campagne Facebook pour assurer le succ\u00e8s\">4 strat\u00e9gies de campagne Facebook pour assurer le succ\u00e8s<\/a><\/h4>\n<h4><strong><a href=\"https:\/\/honeypotmarketing.com\/fr\/calendrier-des-medias-sociaux\/\" rel=\"bookmark\" title=\"Calendriers des r\u00e9seaux sociaux : comment en cr\u00e9er un de la bonne fa\u00e7on\">Calendriers des r\u00e9seaux sociaux : comment en cr\u00e9er un de la bonne fa\u00e7on<\/a><\/strong><\/h4>\n<h4><a href=\"https:\/\/honeypotmarketing.com\/fr\/campagnes-marketing-5-types\/\" target=\"_blank\" rel=\"noopener\"><strong>5 types de campagnes que vous pouvez utiliser pour d\u00e9velopper votre entreprise d\u00e8s aujourd&#039;hui<\/strong><\/a><\/h4>\n<h4><strong><a href=\"https:\/\/honeypotmarketing.com\/fr\/les-publicites-facebook-echouent-que-faire\/\">Publicit\u00e9s Facebook et que faire en cas d&#039;\u00e9chec<\/a><\/strong><\/h4>","protected":false},"excerpt":{"rendered":"<p>Vous avez identifi\u00e9 les requ\u00eates et les mots-cl\u00e9s qui stimuleront vos efforts de r\u00e9f\u00e9rencement. Vous avez cr\u00e9\u00e9 un contenu de haute qualit\u00e9 qui correspond \u00e0 votre liste de requ\u00eates. Mais les choses ne se passent peut-\u00eatre pas aussi bien que vous le pensiez. Peut-\u00eatre que vous n&#039;\u00eates pas suffisamment bien class\u00e9 pour des termes tr\u00e8s concurrentiels qui attireront des utilisateurs motiv\u00e9s vers votre site Web. Peut-\u00eatre que vous \u00eates bien class\u00e9, vous \u00eates\u2026<\/p>","protected":false},"author":4,"featured_media":0,"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":[37],"tags":[],"class_list":["post-8775","post","type-post","status-publish","format-standard","hentry","category-seo"],"aioseo_notices":[],"taxonomy_info":{"category":[{"value":37,"label":"SEO"}]},"featured_image_src_large":false,"author_info":{"display_name":"Dan Nedelko","author_link":"https:\/\/honeypotmarketing.com\/fr\/author\/dan-nedelko\/"},"comment_info":2,"category_info":[{"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":false,"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":"Dan Nedelko","author_link":"https:\/\/honeypotmarketing.com\/fr\/author\/dan-nedelko\/"},"uagb_comment_info":2,"uagb_excerpt":"You&#8217;ve nailed the queries and keywords that will drive your SEO efforts. You&#8217;ve created high-quality content that matches your query list. But things may not be going as well as you thought. Maybe your not ranking well enough for highly competitive terms that will drive motivated users to your website. Maybe you do rank, you&#8217;re...","aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"You&#039;ve nailed the queries and keywords that will drive your SEO efforts. You&#039;ve created high-quality content that matches your query list. But things may not be going as well as you thought. Maybe your not ranking well enough for highly competitive terms that will drive motivated users to your website. Maybe you do rank, you&#039;re\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Dan Nedelko\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/honeypotmarketing.com\/fr\/seo\/beyond-keywords-search-intent\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.5.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_CA\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Digital Marketing for Growing Businesses by Honeypot Marketing - All Marketing is Digital. We specialize in B2B, ABM, MarTech, AdTech and Growing Businesses through Technology.\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"Beyond Keywords: Understanding Search Intent\" \/>\n\t\t<meta property=\"og:description\" content=\"You&#039;ve nailed the queries and keywords that will drive your SEO efforts. You&#039;ve created high-quality content that matches your query list. 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