Qu'est-ce que le référencement naturel et pourquoi est-il si important ?

SEO-referencement-naturel-tab-france

L'optimisation des moteurs de recherche (SEO) est une stratégie en ligne qui peut aboutir à l'affichage de votre site web en haut des pages de résultats des moteurs de recherche. Si vous souhaitez attirer et fidéliser les clients de votre région, vous aurez certainement besoin du référencement naturel.

  

Il permet d'optimiser votre site pour les résultats de recherche locaux.Voici quelques exemples de recherches organiques :

  • Magasins de vêtements près de chez moi
  • Cliniques près de chez moi
  • Avocats à [nom de la ville]

 

Maintenant, pourquoi le référencement naturel est-il vital pour votre entreprise ?

 

Voici quelques-uns de ses avantages :

  • Il y a 50% de chances que les gens visitent votre boutique physique s'ils vous trouvent en ligne en recherchant des informations sur leur téléphone portable. S'ils utilisent un ordinateur ou une tablette, au moins une personne sur trois vous visitera.
  • Près de huit recherches sur dix sur les téléphones mobiles se terminent par une vente hors ligne.
  • Les nouveaux clients effectuent souvent une recherche pour confirmer l'existence ou la localisation d'un magasin.
  • Presque tous les consommateurs effectuent des recherches en ligne pour trouver des entreprises locales, et plus de 10 % des personnes effectuent des recherches chaque jour.

 

Qui bénéficiera du référencement naturel ?

  • Les entreprises traditionnelles de type "brick and mortar", telles que les restaurants
  • Les professionnels (par exemple, les avocats) ou ceux qui offrent des services (par exemple, les plombiers).

 

Cependant, toutes les entreprises ne sont pas adaptées au référencement naturel , telles que :

  • Les boutiques de commerce électronique
  • Les entreprises qui ne veulent pas partager leurs coordonnées
  • Les vendeurs privés en ligne

 

Alors, comment pouvez-vous utiliser le référencement naturel pour votre entreprise ? Voici six conseils qui vous aideront à promouvoir votre entreprise.

 

1. Inscrivez-vous sur Google My Business (GMB) et d'autres annuaires en ligne

Si vous souhaitez obtenir un classement élevé dans les résultats de recherche organique de Google ainsi qu'une visibilité sur Google Maps, une fiche GMB est le meilleur moyen d'y parvenir.

  • Créez votre compte GMB et vérifiez la propriété de votre entreprise.
  • Assurez-vous que les informations que vous fournissez sont exactes et à jour.
  • Votre fiche doit comprendre vos offres de produits et de services, le logo de l'entreprise, les heures d'ouverture, les modes de paiement et des photos.
  • Répondez immédiatement aux commentaires et aux questions des clients.
  • Publiez des messages, tels que des annonces de nouveaux produits, d'événements ou d'offres spéciales.

 

Outre GMB, il existe de nombreux autres annuaires en ligne où vous pouvez inscrire votre entreprise (par exemple, PagesJaunes). Si vous avez l'intention d'utiliser plusieurs annuaires, assurez-vous d'inclure :

  • Le nom, l'adresse et les coordonnées de votre entreprise.
  • Des liens retour vers votre site
  • Une description complète et précise de votre entreprise

 

2. Encouragez les clients satisfaits à rédiger des avis

Les commentaires positifs des clients constituent une recommandation personnelle pour votre entreprise, vos produits et vos services. Si vous souhaitez encourager les évaluations, suivez les conseils suivants :

  • Demandez un avis en personne après avoir conclu une transaction avec succès.
  • Envoyez un courriel ou un message demandant aux clients d'écrire une critique. Toutefois, veillez à éviter de contacter des clients mécontents.
  • Adoptez un ton professionnel lorsque vous répondez aux évaluations. Remerciez le client pour ses commentaires et répondez immédiatement à toute plainte.

 

3. Créez des blogs ou des vidéos sur les préoccupations, les actualités ou les événements locaux.

Écrire sur des questions qui intéressent la population est un moyen efficace d'attirer l'attention de vos prospects. Vous pouvez écrire des blogs ou créer des vidéos sur les actualités, les activités ou les événements locaux.

Si vous écrivez des blogs, ils doivent avoir des caractéristiques spécifiques pour les rendre attrayants.

  • Si le contenu compte plus de 3 000 mots, il attirera plus de trafic et de backlinks que les articles plus courts. Cependant, la longueur du blog dépendra également des intentions de recherche de vos clients et du type de contenu. Par exemple, les infographies sont principalement des images avec seulement quelques mots.
  • Titres longs - Les titres de 14 mots ou plus sont susceptibles de générer plus de trafic, de partages sociaux et de backlinks que les titres plus courts. Les titres qui comprennent l'expression "comment faire" attirent souvent le plus de trafic. Le choix du type de titre à utiliser dépend souvent des préférences de votre public cible.
  • Sous-titres et listes - Les sous-titres et les listes rendront votre blog plus lisible et plus convivial. Cela encouragera votre public à lire le contenu et à le partager sur les plateformes de médias sociaux.

 

4. Créez un site Web adapté aux mobiles et optimisez-le pour la recherche vocale.

De plus en plus de personnes utilisent leurs appareils mobiles pour accéder à Internet. Il s'agit d'une source lucrative de clients potentiels puisque des études ont montré que trois recherches sur mobile sur quatre aboutissent généralement à une visite physique dans les 24 heures.

Par conséquent, votre stratégie de référencement doit inclure l'optimisation mobile de votre site web. Voici quelques conseils utiles pour vous aider à démarrer :

  • Votre site Web doit avoir une vitesse de chargement de trois secondes ou moins.
  • Utilisez des polices de caractères de grande taille et suffisamment faciles à lire.
  • N'indiquez que les images et les détails essentiels
  • Assurez-vous que les visiteurs bénéficient d'une excellente expérience utilisateur (UX) en mettant en place une interface utilisateur (UI) intuitive.

 

Une autre stratégie de référencement naturel qui vaut la peine d'être mise en œuvre consiste à optimiser votre contenu Web pour la recherche vocale. Pour ce faire, vous devrez adapter votre contenu afin qu'il adopte un ton plus conversationnel. En outre, il doit être en mesure de répondre aux questions traditionnelles telles que :

  • Qui ?
  • Quoi ?
  • Où ?
  • Quand ?
  • Pourquoi ?
  • Comment ?

 

5. Recherche de mots-clés à fort trafic

Il est essentiel que vous identifiiez les mots-clés utilisés par vos clients dans leurs recherches. Dans cette optique, vous pouvez utiliser l'outil Google Keyword Planner pour découvrir les termes de recherche souvent utilisés dans un lieu particulier. Vous pouvez ensuite créer une liste de ces mots-clés pertinents et les ajouter au contenu et aux URL de votre site. En outre, vous devez inclure les points de repère et les points chauds dans vos pages Web.

 

Vous pouvez les ajouter à vos pages de coordonnées et fournir des informations telles que :

  • le nom, l'adresse et les coordonnées
  • Heures d'ouverture et disponibilité du parking
  • Promotions et témoignages
  • Google Maps pour chaque lieu
  • Descriptions personnalisées

 

6. Créez une page axée sur vos offres de produits et de services

Si vous proposez une variété de produits et de services, il est tentant de les regrouper sur une seule page. Cependant, cela peut avoir un impact négatif sur votre classement dans les moteurs de recherche car votre entreprise/marque ne sera pas reconnue comme faisant autorité dans un domaine particulier. Il est donc préférable d'intégrer un seul produit ou service unique sur une seule page.

Si votre entreprise possède plusieurs points de vente, vous pouvez utiliser un texte basé sur le lieu pour chaque page. Par exemple, "quincaillerie" peut devenir :

  • Quincaillerie de Versailles
  • Quincaillerie de Saint-Cloud

 

Conclusion

En tant que dirigeant d'entreprise, il est impératif que vous adoptiez des stratégies de SEO pour attirer et engager les clients de votre région. Tout d'abord, vous devez inscrire votre entreprise sur GMB et d'autres annuaires en ligne. Vous devez également rechercher des mots-clés pertinents et les inclure dans vos blogs, vos vidéos et votre contenu Web. En outre, vous devez encourager les clients satisfaits à rédiger des avis et des témoignages positifs. Enfin, en consacrant une seule page à chacune de vos offres de produits et de services, vous pouvez rapidement renforcer la réputation de votre marque.

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