En France, 94% des internautes utilisent Google quand ils effectuent des recherches sur Internet. Pour booster le trafic de votre site via cette porte d’entrée, il existe deux solutions : l’une payante et l’autre gratuite. Bonne nouvelle : la première n’est pas forcément la meilleure ! Elle se résume à acheter de la publicité au moteur de recherche. Un lien vers votre site apparaîtra alors en haut de la page de résultats, sur fond rose pâle et sous la mention "annonces", ou dans la colonne de droite sous la mention "lien commercial". Au moins aussi efficace, l'autre option consiste à aider Google à citer votre nom le plus haut possible dans la liste lorsqu’on l’interroge. Idéalement, vous devriez figurer en première ou deuxième position des liens non sponsorisés.
Les spécialistes appellent cette méthode le "référencement naturel" (ou SEO pour Search Engine Optimization). Google triant les sites selon 200 critères, plusieurs procédés sont possibles. Nous vous en présentons un simple et efficace, mis au point par Pascal Maupas, fondateur de l’agence Hypertexte.
Balises HTML
Pour comprendre de quoi parle un site, Google ne parcourt pas l’ensemble de ses rubriques, mais s’intéresse à son programme, le "code source". Sur le navigateur Chrome, pour vous faire une idée de ce que "voit" Google, cliquez sur une page Web et tapez "ctrl/u" (sur PC) ou "cmd/alt/u" (sur Mac). Google ne décrypte pas ces lignes de code de façon linéaire.
Il renifle en priorité le contenu de certains éléments appelés "balises HTML". Il analyse d’abord les balises titres (notées dans le code),
et , l’URL (adresse Internet) de la page et les liens hypertextes (les mots du site sur lesquels on peut cliquer). Ces éléments contiennent des mots et expressions clés qui lui permettent de comprendre la page et de la classer.
Cohérence sémantique
Quand vous tapez une expression dans un moteur de recherche, ce dernier fouille dans les centaines de milliards de pages indexées et ressort les plus pertinentes en premier. C’est-à-dire celles contenant ces mots-clés dans leurs balises. Pour améliorer le référencement de votre site, vous devez donc placer dans les balises HTML les mots-clés auxquels vous voulez que Google réagisse. «"Dressez la liste complète des termes et expressions prioritaires pour votre activité", conseille l’agence Brioude Internet. Si vous tenez une crêperie bretonne dans la capitale, notez : crêperie, crêpes, galettes, restaurant, cuisine, gastronomie, Bretagne, bretonne, Breizh, Paris, farine de sarrasin, etc. Utilisez le plus de mots-clés possible en rapport les uns avec les autres. C’est ce que Google appelle la cohérence sémantique d’un site. Plus elle est forte, mieux il le classe dans sa page de résultats.
Si vous manquez d’idées, allez dans Google. Tapez votre activité dans la fenêtre des recherches. Un nouveau cadre apparaît et Google propose des expressions associées (en gras). Ajoutez-les dans votre liste. A l’inverse, pour vérifier la pertinence d’un mot-clé, inscrivez-le dans Google. Si le moteur de recherche ne vous suggère aucun mot associé, cela signifie que l’expression n’est pas demandée par les internautes. C’est une fausse bonne idée, abandonnez-la.
Ordre stratégique.
Placer les mots-clés aux bons endroits du site est l’étape qui demande le plus de temps. Si votre crêperie s’appelle "Le Faou", l’URL de la page d’accueil du site sera : "www.lefaou.org/creperie-Paris". Evitez les URL de type "www.lefaou.org/accueil", elles n’apportent rien et vous perdez une occasion d’utiliser un mot-clé. La balise (en bleu dans les résultats de Google) sera "restaurant breton à Paris – crêperie Le Faou". Si vous placez d’abord le nom du restaurant, Google lui donnera davantage d’importance qu’aux trois autres mots (il attribue ses priorités en fonction de l’ordre d’apparition des mots). Votre site arrivera donc après les autres crêperies dans la page de résultats. La balise
(le titre de la page) sera : "Une crêperie authentique à Paris". Rédigez des balises courtes (80 caractères maximum espaces compris pour la balise et 60 pour la balise ).</p>
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<p><strong>Textes incitatifs.</strong> La balise apparaît en noir dans les résultats de Google. C’est un texte incitatif de 150 caractères. Par exemple : "Une authentique crêperie bretonne à Paris pour déguster de savoureuses galettes de sarrasin et des crêpes sucrées." Dans "Notre carte", une autre rubrique de votre site, vous présentez vos plats. L’URL de cette nouvelle page sera "www.lefaou.org/recettes-crêpes". La balise : "recettes crêpes bretonnes – crêperie Le Faou". La balise <h1>: "crêpes et galettes : nos recettes". La <description> : "Nos crêpes et galettes de sarrasin sont cuisinées avec des ingrédients frais achetés au marché." Et ainsi de suite pour chaque page du site.</description></h1></p><h2 class="no-inject-ads" id="ajur1">Liens hypertextes</h2><p>Enfin, soignez votre politique de "Netlinking". Multipliez les liens en provenance d’autres sites et ceux partant de votre site. Ils agissent comme des recommandations. Leur nombre et leur diversité sont essentiels pour Google. Plus les pages qu’il trie sont recommandées par des sites connus, plus il leur attribue d’intérêt. Contactez donc les sites gastronomiques ainsi que ceux des journaux recommandant votre crêperie et demandez-leur de remplacer la mention de votre établissement par un lien hypertexte qui orientera vers votre site ceux qui cliqueront dessus.</p>
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<p>A l’inverse, sur votre site, glissez deux ou trois liens hypertextes par page vers d’autres sites : sites de recettes, sites sur la Bretagne et ses traditions, sites sur les Bretons à Paris, etc. Veillez à ce que les termes des liens fassent partie de votre liste de mots-clés.</p><p>Attention : dans vos pages, rien ne sert de répéter le même mot-clé à longueur de texte (crêperie, par exemple) : Google risque de confondre votre site avec un site publicitaire et de l’éliminer de ses résultats. "Un ratio compris entre 3 et 7% est idéal", conclut Pascal Maupas.</p><h2 class="no-inject-ads" id="9j9t4">Comment choisir son agence de référencement</h2><p>Les professionnels du référencement naturel sont une centaine. Trois critères vont guider votre choix.</p><p>1. Le prix : certaines agences proposent des abonnements (de 40 à 400 euros par mois) ; d’autres, des forfaits par type de prestation (plusieurs centaines d’euros) ; d'autres encore, une tarification sur mesure et à l’acte (quelques milliers d’euros). Pour une opération de promotion, choisissez une intervention “one shot”. Et pour assurer à votre site un trafic régulier, optez pour l’abonnement.</p>
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<p>2. La légalité : Demandez aux agences que vous contactez si elles suivent les consignes de qualité de Google. “C’est un bon moyen de savoir si elles respectent la législation en vigueur”, souligne Benoît Neuts, associé chez Brioude Internet. Fuyez les prestataires qui emploient des techniques de “blackrot” (de pirate) pour exploiter les failles du moteur de recherche.</p><p>3. Les délais : des résultats rapides (une semaine) sont possibles dans le cas d'une PME de niche et au rayon d’action limité. Mais il faut quelquefois attendre trois ou quatre mois. Mieux vaut parfois choisir une agence qui ne promet pas de résultats ultrarapides mais qui assure le réajustement permanent de vos mots-clés.</p>
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