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Stratégie de recherche de mots-clés pour votre SEO

Par Estelle Schomann :: 01/08/2007 à 8:47 :: Annonceurs : Conseils E-Pub et Liens Sponsorises

Voici un article intéressant, en complément des articles déjà publiés sur la création de vos listing de mots clés : "Quelles options pour cibler vos mots clés ?", Comment créer sa liste de mots clés ?, Essai de définition d'une typologie de mot clé pour un référencement efficace...

Cet article a été publié sur Arkantos Consulting et écrit par Scott Van Achte.

Vous avez donc décidé de vous aventurer dans le monde de la SEO. La première chose que vous devrez faire est de déterminer l’orientation de votre campagne d’optimisation de site par rapport aux expressions-clés que vous souhaitez cibler. Cet article traitera sur la manière de trouver des mots-clés pour votre campagne d’optimisation SEO, procédé légèrement différent de celui du PPC (liens sponsorisés).

De nombreux éditeurs de sites internet savent immédiatement quelles expressions-clés ils utiliseront. Si vous pensez que vous savez ce que vous voulez, avant de commencer, prenez un peu de recul et demandez-vous si c’est réellement la meilleure expression-clé pour votre site. En effet, il peut très bien s’agir de l’expression-clé parfaite, mais si ce n’est pas le cas, vous pourriez dépenser votre argent, votre temps et votre énergie en tentant d’obtenir des positionnements que vous n’atteindrez jamais et qui généreront peu de trafic.

Il y a des points-clés sur sur lesquels il faut s’attarder en choisissant une expression-clé :

· La pertinence : cette expression est-elle appropriée au contenu du site ?

· La fréquence de recherche : les internautes cherchent-ils cette expression exacte ?

· La concurrence : quelle est la concurence sur cette expression-clé ? Quelle est son taux de faisabilité ?

Créez une liste d’expressions-clés

C’est par là que commence toute recherche de mots-clés. Avant de jeter un oeil sur les fréquences de recherche et sur votre concurrence, vous devez créer une liste d’expressions-clés appropriées. Ouvrez un document Excel et saisissez toutes les expressions appropriées qui vous viennent à l’esprit, procédez à la manière d’un brainstorming. A cette étape, il n’y a pas de mauvaise réponse.

Une fois que vous pensez avoir terminé, revenez sur votre site web. Ouvrez-le et naviguez-y en notant toutes les nouvelles autres expressions pertinentes qui vous viennent à l’esprit en contrôlant vos balises TITLE et le contenu éditorial de vos pages. Cela fait, procédez de la même manière pour vos concurrents. Visitez quelques sites qui entrent directement en concurrence avec vous et notez toutes les expressions-clés qui vous semblent pertinentes.

A ce moment, vous devriez obtenir une longue liste de d’expressions-clés potentielles, et cette liste s’élargira à mesure que vous étudierez les fréquences de recherche de chacune des expression-clés.

Trouvez un Outil pour mots-clés

L’étape suivante consiste à employer votre outil de recherche de mots-clés préféré. Il existe plusieurs moyens de les trouver, 2 des plus populaires sont WordTracker et Keyword Discovery, bien que beaucoup continuent d’employer l’outil gratuit d’Overture. Il est important de noter qu’aucun des outils de recherche de mots-clés ne vous donnera 100% des recherches réelles effectuées. Dans la plupart des cas, ils vous donneront des chiffres représentant un échantillon issu de plusieurs moteurs de recherche. L’utilisation de ces chiffres est meilleure lors de la comparaison de deux expressions pour trouver laquelle est la plus populaire, plutôt que de déterminer spécifiquement combien vous pouvez générer de trafic.

Contrôlez la fréquence de recherche

Une fois votre outil de recherche de mots-clés ouvert, commencez par entrer vos expressions-clés et notez les meilleures fréquences de recherche. Assurez-vous de le faire pour chaque expression-clé additionnelle que les résultats vous donneront et que vous estimerez appropriée pour votre site. Le nombre exact de recherches exigé pour déterminer si une expressions-clé est acceptable dépend largement de votre secteur d’activité et également de l’outil que vous emploierez. Une expression-clé générant 100 recherches par mois peut être parfaite comme expression-clé secondaire, mais dans la plupart des cas sera inadéquate pour une expression-clé principale.

Triez votre liste

Vous devriez maintenant avoir une liste quasi-exhaustive d’expressions potentiellement ciblées et les fréquences de recherches correspondantes. Triez cette liste par ordre décroissant, basé sur le nombre de recherches, pour que l’expression la plus populaire se retrouve en tête. Dans beaucoup d’activités, les expressions-clés les plus populaires sont “inaccessibles” en raison de la forte concurrence, mais nous déterminerons cela plus tard.

Contrôlez la concurrence

L’étape suivante permet d’obtenir une vue générale de la concurrence pour chaque expression-clé. Dans la colonne suivante de votre tableau, placez le nombre de résultats obtenus sur Google pour chaque expression-clé. Dans la plupart des cas, plus le nombre obtenu sera bas, plus il sera facile d’entrer en concurrence pour le positionnement des pages (ce n’est pas toujours le cas, c’est seulement un indicateur).

Vous trierez ensuite votre liste par fréquence de recherche et par nombre de résultats en concurrence. Si vous avez de la chance, vous verrez immédiatement une expression-clé qui remplira les bons critères : fréquence de recherches élevée et peu de pages en concurrence. Elle constituera alors votre expression-clé idéale.

Mais cette phrase exprime-t-elle réellement le contenu de votre site ? Allez voir sur Google et contrôlez les sites obtenus pour cette expression-clé. Votre site correspond-il au même contenu de ces pages indexées ? Quelques fois, il se peut que non parce que votre phrase peut avoir plusieurs sens (particulièrement vrai s’il y a emploi d’acronymes). Cette phrase peut également représenter une partie complètement différente du monde si vous avez un ciblage géographique (2 villes peuvent porter le même nom) ou peut entrer en “mega” concurrence avec des sites tels que Ebay, Amazon, Wikipedia… Si vous voyez de tels sites dans les résultats, il faudrait revoir la faisabilité de l’expression-clé.

Jetez également un oeil au nombre de backlinks et de pages indexées pour chacun des sites. Disposez-vous des mêmes résultats pour votre site ? Si vous voyez que les 10 premiers sites ont des centaines de backlinks et le vôtre seulement une douzaine, il va falloir trouver une autre expression-clé. Si ces mêmes sites ne disposent que de quelques dizaines (moins de 100) de backlinks, et vous toujours votre douzaine, vous pouvez entrer en concurrence, si vous projetez de mener une campagne de backlinks. Le nombre de pages indexées est moins important que le nombre de backlinks, mais si vous avez 6 pages indexées et que vous souhaitez entrer en concurrence avec des sites disposant de plusieurs centaines de pages indexées, vos résultats risquent d’être faibles.

L’idéal est de trouver une expression qui est pertinente, qui offre une fréquence de recherche importante, et dont la concurrence est raisonnable.

Sélectionnez une expression pour générer du trafic qualifié

En SEO, il est préférable de travailler sur une seule expression-clé principale qui définit le thème global du site, et de cibler plusieurs expressions-clés secondaires et pertinentes pour chacune des rubriques de votre site. En SEO, le nombre d’expressions-clés que vous ciblez est déterminé par la taille de votre site. En effet, plus votre site dispose d’un grand nombre de pages, pour vous aurez la capacité de travailler sur un plus grand nombre d’expressions-clés (1 à 2 par page).

L’expression-clé qui réalise le plus de recherches n’est pas souvent la meilleure solution. C’est particulièrement vrai pour le marché de l’immobilier. Il sera donc préférable de travailler sur ce terme plus la zone géographique. De plus, les gens qui recherchent un bien immobilier, le recherchent toujours dans une zone géographique bien précise.

En conclusion

Faire des recherches pour trouver la meilleure expression-clé est la base de votre SEO. Sans cela vous évoluerez en aveugle car vos objectifs SEO ne seront pas clairement définis. Prenez le temps en amont de faire ces recherches et déterminez si l’expression dont vous rêviez pour que l’on vous trouve est réellement profitable. S’il s’avère que ce n’est pas le cas, il est préférable de revoir votre stratégie de mots-clés avant que vous investissiez votre temps et votre argent dans une vaine campagne SEO. Connaître le niveau de concurrence et les fréquences de recherches pour une expression-clé spécifique vous permettra en amont de prendre les meilleures décisions et d’augmenter vos chances de mieux vous positionner dans les résultats de recherche.

Scott Van Achte- Arkantos Consulting

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