Synodiance > SEM Local - EBG - 04/11/2015
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Transcript of Synodiance > SEM Local - EBG - 04/11/2015
![Page 1: Synodiance > SEM Local - EBG - 04/11/2015](https://reader033.fdocument.pub/reader033/viewer/2022050613/58f07f231a28ab6a158b45f9/html5/thumbnails/1.jpg)
Local SEM04/11/2015 > EBG
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35 experts
SEO / SEA
1999
Indépendant
3++
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Clients
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Contexte
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Le « Local » / Une priorité pour Google
Source : Google Trends
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Usage Mobile > Local
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> 50 %des requêtes effectuées sur Google le sont sur Smartphones.
(Octobre 2015)
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Source : Google Accelerate Dublin – Octobre 2015
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Usage Mobile > Local
Source : http://www.emarketer.com/Article/Outta-Town-PCs-Mobile-Takes-Over-Local-Search-Volume/1012543
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L’usage Search Local sur Smartphone
88%Des internautes utilisent leurs smartphones pour des
requêtes locales.
Source : Thinkwithgoogle.com – Mai 2014
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L’usage Search Local sur Smartphone
56%des requêtes sur Smartphone, faites lors de déplacements,
ont un caractère local.
Source : Thinkwithgoogle.com – Mai 2014
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Local Search = Un générateur de business
7%
18%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Achat dans la journée
Recherche non-locale Recherche locale
Source : Thinkwithgoogle.com – Mai 2014
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Local Search = Un compagnon in-store
29%Des acheteurs envisagent d’utiliser leur mobile en magasin pour s’orienter dans les rayons, comparer les prix consulter les avis clients, consulter les caractéristiques d’un produit
Source : Baromètre Fevad/CSA janvier 2015
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Showrooming
WebroomingClick to Store
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0
20 000
40 000
60 000
80 000
100 000
120 000
140 000
160 000
oct.-14 nov.-14 déc.-14 janv.-15 févr.-15 mars-15 avr.-15 mai-15 juin-15 juil.-15 août-15
Volume de recherches sur Mobile – Zone Paris
Restaurant Paris Restaurant
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Le « Local » / Une priorité pour Google
Source : Google Trends
Géolocalisation « always-on »
Meilleur algorithme Local / Renforcement des
Guidelines
Push des résultats locaux web et
mobile
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Géolocalisation « Always-ON »https://maps.google.com/locationhistory
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Géolocalisation « Always-ON »
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Géolocalisation « Always-ON »
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Géolocalisation « Always-ON »
IP Device (GPS, Wi-fi)
Historique de recherches (lieu,
maps, custom location
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Google PigeonFrance
Juin 2015
Source : https://www.flickr.com/photos/nathaninsandiego/22219516291/
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The Biggest Local Search Update That Google Has Released- Search Engine Land-
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GMB – Màj Décembre 2014
Renforcement des guidelines GMB
Attention > L’histoire se répète. Google prévient
puis sanctionne.
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Source : http://onlineownership.com/local-search-result-change-from-7-pack-to-3-business-snak-pack/
Avant Maintenant
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Pack Local 7 > 3
-5%
0%
5%
10%
15%
20%
01-août 02-août 03-août 04-août 05-août 06-août 07-août
7-Pack 3-Pack
Source : https://moz.com/blog/google-local-snack-pack-shakeup
07 Août 2015
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Pack Local 7 > 3
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Pack Local 7 > 3
25%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Présence du local Pack en 1ère position
Avant Après
Source : seoclarity.net
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SEM Local – Comment mixer SEO et SEA pour atteindre une visibilité locale
maximale ?
Local SEO Local SEA
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Local SEO
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Local SEO
Google MyBusiness
Store Locator
Contenu LocalSignaux externes
& Reviewsnatives GG
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Local SEO > GMB
Google My Business (GMB) / Passage incontournable
SEO > Pack Local SEO > Google MapsSEA > Extensions de
lieux
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Positionner une adresse physique dans la recherche
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Positionner une adresse physique dans Maps
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Local SEO > GMB
Obligatoires
• Nom du magasin
• Adresse
• Numéro de téléphone
• Catégorie principale
Facultatifs (mais recommandés)
• Catégories suppl.
• Description
• Site Web
• Horaires d’ouverture
• Images
Facultatifs
• Mobile/Fax
• Modes de paiement
Leviers SEO
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Local SEO > GMB
Critères clés sur Google My Business (GMB) que vous pouvez influencer
1. Catégorie principale et des catégories supplémentaires2. Le wording de la fiche locale
3. Adresse physique (NAP) 4. La cohérence avec les sources externes (votre site, autres sites)
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« Livraison de pizza »« Pizzeria »
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Local SEO > GMB
Intégrer des extensions de lieux Adwords
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Local SEO > GMB
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Local SEO > Store Locator
Crawlabilité Granularité Page / Lieu
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Positionner un site web dans la recherche
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Local SEO > Store Locator
Nos magasins en France
Magasin 01 Magasin 02 Magasin 03
Expérience utilisateur
Magasin 04 Magasin 05 Magasin 06
SEO > Crawlabilité
Magasin 07 Magasin 08 Magasin 09
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Local SEO > Store Locator
Pas de liens HTML=
Pas de Store Locator SEO Friendly !
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Local SEO > Store Locator
Ville
Lorem ipsum dolor sit amet, consectetur adipiscing
elit. Vivamus pharetra ultricies sagittis. Maecenas ac
egestas nisl. Donec hendrerit vestibulum nibh ac
rhoncus. . Nam ultrices sem eget velit pharetra
lobortis. Suspendisse egestas massa fermentum
libero porta, id interdum orci egestas.
Magasin 01 Magasin 02 Magasin 03
Contenu Local et à VA
Titre
Linking interne
GranularitéPage Ville
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Nom du magasinAdresse
Téléphone
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vivamus pharetra ultricies sagittis. Maecenas ac egestas
nisl. Donec hendrerit vestibulum nibh ac rhoncus. Nam
ultrices sem eget velit pharetra lobortis. Suspendisse
egestas massa fermentum libero porta, id interdum orci
egestas.
Contenu Local et à VA
Titre + infos pratiques
Linking interne
Magasin 01 Magasin 02 Magasin 03
Local SEO > Store Locator
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Nom du magasinAdresse
Téléphone
Lorem ipsum dolor sit amet, consectetur adipiscing elit.
Vivamus pharetra ultricies sagittis. Maecenas ac egestas
nisl. Donec hendrerit vestibulum nibh ac rhoncus. Nam
ultrices sem eget velit pharetra lobortis. Suspendisse
egestas massa fermentum libero porta, id interdum orci
egestas.
Contenu Local et à VA
Magasin 01 Magasin 02 Magasin 03
Local SEO > Store Locator
Evitez les textes courts, textes à trousPersonnalisation par magasin/agence• Spécificités locales• Localisation exacte• Nom du quartier (GG Pigeon)• Transport en commun• Photos
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NAP
Infos locales
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Texte personnalisé par revendeur
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Local SEO > Contenus Locaux
Contenus locaux
Légitimité + forte sur les requêtes locales
![Page 53: Synodiance > SEM Local - EBG - 04/11/2015](https://reader033.fdocument.pub/reader033/viewer/2022050613/58f07f231a28ab6a158b45f9/html5/thumbnails/53.jpg)
Local SEO > Contenus Locaux
Guide touristiqueActualité locale Interview locaux
Humaniser / Angle éditorial …
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Local SEO > Contenus Locaux
Contenus locaux > Balisage sémantique
<div itemscope itemtype="http://schema.org/LocalBusiness">
<h1><span itemprop="name">Synodiance</span></h1>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">10-12 rue Nicolas Appert</span>
<span itemprop="addressLocality">Nantes</span>
</div>
Téléphone : <span itemprop="telephone">01 55 76 42 00</span>
</div>
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Local SEO > Contenus Locaux
Contenus locaux > Balisage sémantique
<div itemscope itemtype="http://schema.org/LocalBusiness">
<h1><span itemprop="name">Synodiance</span></h1>
<div itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<span itemprop="streetAddress">10-12 rue Nicolas Appert</span>
<span itemprop="addressLocality">Nantes</span>
</div>
Téléphone : <span itemprop="telephone">01 55 76 42 00</span>
</div>
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Local Business
Store
Restaurant
Organization
Real State Agent
TravelAgency
…
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Local SEO > Signaux Externes / Reviews / GG+
Google+ Reviews
Reviewsexternes
Liens vers le site associé
![Page 58: Synodiance > SEM Local - EBG - 04/11/2015](https://reader033.fdocument.pub/reader033/viewer/2022050613/58f07f231a28ab6a158b45f9/html5/thumbnails/58.jpg)
Local SEO > Signaux Externes / Reviews / GG+
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Local SEO > Signaux Externes / Reviews / GG+
Intégration emailing
Communication in store
Intégration on site
…
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Local SEO > Signaux Externes / Reviews / GG+
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Local SEA
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Local SEA
SEA
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Local SEA
Ciblage géographique
Extensions (Lieux, Appels, Reviews)
Lien On>Off (Local Shopping / Buy It
/ Price Drop)Home Service Ads
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Local SEA > Ciblage géographique
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Local SEA > Ciblage géographique
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Local SEA > Ciblage géographique
Lieux d’intérêt Revenu
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Local SEA > Ciblage géographique
Intérêt pour une zone
ciblée
Localisation dans la zone
ciblée
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Local SEA > Extensions (lieu)
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Local SEA > Extensions (lieu)
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Local SEA > Extensions (lieu)
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Local SEA > Extensions (Appels)
Extensions d’appels+ Juillet 2015 > Numéros de transfert locaux de Google
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Local SEA > Extensions (Appels)
Un numéro avec indicatif local plutôt qu'un numéro vert.
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Local SEA > Extensions (Appels)
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Local SEA > Extensions (Ratings GMB)
Juillet 2015
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Local SEA > Lien On > Off
Local Shopping
Buy itButton
Price Drop
Google omniprésent sur le parcours d’achat
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Local SEA > Lien On > Off
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Local SEA > Local Shopping
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Local SEA > Local Shopping
Disponibilité à proximité
Magasin le proche Stock / Itinéraire
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Local SEA > Local Shopping
Local Inventory
Ads
Google Shopping +
Prérequis = Google MyBusiness
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Local SEA > Buy it Button
15 Juillet 2015
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Local SEA > Home Service Ads
Bêta
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Local SEA > Home Service Ads
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Local SEA > Home Service Ads
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Local SEA > Home Service Ads
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Jusqu’à la livraison !?
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San FranciscoPeninsula & San Jose
West Los AngelesManhattan
ChicagoBoston
Washington, DC
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Take-Aways
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Local SEO / Local SEA
Local SEO
• Google MyBusiness
• Store Locator
• Contenu local
Local SEA
• Ciblage
• Extensions
• Shopping Local
Local SEM (SEO+SEA)
• Liens / Citations / Reviews
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Questions