Lorsqu’il s’agit de parler de marketing digital, j’ai pris l’habitude de parler des trois choses principales qu’on fait tous en ligne et qui déterminent les différentes stratégies qu’on peut imaginer et mettre en place pour exister sur le web.
Rechercher
L’équipe de Conductor, une plateforme de SEO, a réalisé un étude concernant 30 sites web d’organisations issues de 6 secteurs d’activité différents. Ils ont analysé les sources de plus de 310 millions de visites sur une période d’un an. Les résultats de cette enquête démontrent que près de la moitié du trafic, 47%, provient des moteurs de recherche de manière organique ou naturelle. Lire les résultats de cette étude sur le blog de Conductor
Ce chiffre illustre à merveille la première de ces trois choses que nous faisons sur le web – rechercher – mais elle démontre surtout l’importance de mettre en place une stratégie de référencement efficace et diversifiée. En effet, vous devez varier les plaisirs pour apparaître en tête des résultats de recherches mais aussi multiplier le nombre de liens qui mènent à vos contenus sur ces pages de résultats.
Comment? En étant présent et en publiant du contenu sur un maximum de supports, de sites, de plateformes… relevants pour votre activité. Je développerai ce thème dans un prochain article.
Tip. Le recours au PPC, à l’achat des mots-clés, augmente non seulement le nombre de vos liens sur une page de résultats de recherche mais ont surtout tendance à améliorer le taux global de conversion de ces liens.
Consommer
Une fois qu’un lien nous a séduit et que nous avons cliqué, nous devenons des consommateurs de contenu. Nous consommons différents types de médias (une description de produit, un article de blog, une vidéo, une galerie photo…) en fonction de la phase du cycle de consommation dans laquelle nous nous trouvons. Selon l’auteur, il existe 4, 6, 8 voire plus de phases ou sous-phases dans ce cycle. Je préfère simplifier en me limitant à quatre phases successives: Identification, Considération, Décision et Recommandation.
Vos contenus doivent donc s’adresser à vos cibles en fonction de la phase dans laquelle ils se trouvent et répondre à des questions différentes dans chaque phase. Je prévois également de traiter ce sujet dans un futur article.
Partager
Même s’ils restent la principale source qui nous mène vers des contenus, les moteurs de recherches ne sont bien sûr pas la seule. Lorsqu’un article ou une vidéo nous plaît, nous avons pris l’habitude de partager ce média sur Facebook, Twitter, LinkedIn… Et nous sommes tous plus enclins à faire confiance à des recommandations de notre réseau.
Les médias sociaux sont donc une source importante de trafic qualifié vers vos contenus. Aujourd’hui, vous devez optimiser ceux-ci pour le partage en ligne, ils doivent exploiter l’Open Graph et les Twitter Cards qui sont aux médias sociaux ce que les balises meta sont aux moteurs de recherche. Cela vous permet de diffuser des messages et des images persuasives qui accompagnent vos liens.
Je conclurai en disant que le contenu est incontestablement ROI! Il doit être optimisé pour les moteurs de recherche et optimisé pour les partages sociaux.
Faites-vous d’autres choses sur le web? Quelle est votre stratégie de contenu? Optimisez-vous vos contenus pour les moteurs de recherche et les réseaux sociaux? Laissez un commentaire et partagez!
34 thoughts on “Les 3 choses qu’on fait tous sur le web”
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