{"id":11019,"date":"2021-04-20T10:20:00","date_gmt":"2021-04-20T09:20:00","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=11019"},"modified":"2021-04-28T10:21:06","modified_gmt":"2021-04-28T09:21:06","slug":"castorama-optimise-la-performance-de-son-site-grace-au-dashboard-onesearch-seo-sea-de-keyade","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/castorama-optimise-la-performance-de-son-site-grace-au-dashboard-onesearch-seo-sea-de-keyade\/","title":{"rendered":"Castorama optimise la performance de son site gr\u00e2ce au dashboard OneSearch SEO\/SEA de Keyade"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"444\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/04\/Visuel-Castorama-site-1200x444.jpg\" alt=\"\" class=\"wp-image-11021\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/04\/Visuel-Castorama-site-1200x444.jpg 1200w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/04\/Visuel-Castorama-site-900x333.jpg 900w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/04\/Visuel-Castorama-site-768x284.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2021\/04\/Visuel-Castorama-site.jpg 1284w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>Souvent fantasm\u00e9es dans la th\u00e9orie mais difficiles \u00e0 mettre en pratique, les synergies SEO\/SEA peuvent parfois rev\u00eatir un v\u00e9ritable enjeu strat\u00e9gique pour optimiser la visibilit\u00e9 des e-commer\u00e7ants sur les moteurs de recherche.<\/p>\n\n\n\n<p>Castorama (groupe Kingfisher), sp\u00e9cialiste de l\u2019am\u00e9lioration de la maison et du jardin, propose \u00e0 la vente des milliers de produits au sein de 21 rayons sur le site Castorama.fr. C\u00f4t\u00e9 media payant, le marchand utilise des formats SEA con\u00e7us pour couvrir le catalogue (Google Shopping, DSA), mais c\u00f4t\u00e9 r\u00e9f\u00e9rencement naturel, comment rationnaliser les optimisations sur des mots-cl\u00e9s qui concernent un si large volume de produits&nbsp;?<\/p>\n\n\n\n<p>Les sp\u00e9cialistes de Keyade et KR Wavemaker ont mis place une approche OneSearch tr\u00e8s concr\u00e8te et adapt\u00e9e aux probl\u00e9matiques des e-commer\u00e7ants gr\u00e2ce \u00e0 une m\u00e9thodologie bas\u00e9e sur <strong>les donn\u00e9es du catalogue produits en SEA<\/strong>.<br>Dans une approche <em>big data<\/em> in\u00e9dite (plus de 22&nbsp;000 mots-cl\u00e9s, 3&nbsp;000 URLs, 125&nbsp;000 lignes de donn\u00e9es concernant 21 rayons et 131 cat\u00e9gories de produits Castorama), les consultants Keyade ont imagin\u00e9 un dashboard d\u2019action construit d\u2019une part sur <strong>les donn\u00e9es de trafic et positionnement des mots-cl\u00e9s en SEO<\/strong>, d\u2019autre part sur les <strong>donn\u00e9es de trafic, co\u00fbt et chiffre d\u2019affaires g\u00e9n\u00e9r\u00e9 par les mots-cl\u00e9s et landing pages des campagnes DSA et Shopping<\/strong>. Les consultants ont ensuite classifi\u00e9 les mots-cl\u00e9s en 10 cat\u00e9gories, auxquelles ils ont attribu\u00e9 10 scenarios d\u2019action&nbsp;\u00e0 r\u00e9aliser en SEO et\/ou SEA, puis centralis\u00e9 les informations au sein d\u2019un dashboard OneSearch SEO\/SEA. Ce dashboard constitue ainsi un arbre de d\u00e9cision pr\u00e9cis et exhaustif enti\u00e8rement bas\u00e9 sur les donn\u00e9es de performance du catalogue produits.<\/p>\n\n\n\n<p>Olivier Servat, Head of Media &amp; Digital chez Castorama France, expose son point de vue\u00a0: <em>\u00ab Adopter une approche SEM est un sujet hautement strat\u00e9gique pour l\u2019ensemble des retailers. Pour Castorama, l\u2019objectif est triple\u00a0: 1\/ comprendre comment notre marque se positionne dans les diff\u00e9rents parcours d\u2019achat, notamment sur Google ; 2\/ \u00e9valuer le mix SEO\/SEA actuel et trouver des points d\u2019optimisation ; 3\/ allouer les bons budgets sur les cat\u00e9gories strat\u00e9giques. Ce fut un projet complexe \u00e0 mettre en place. Il a fallu dans un premier temps d\u00e9finir le cadre du projet avec Keyade, et les objectifs \u00e0 atteindre ; cr\u00e9er ensuite de la synergie entre les \u00e9quipes internes et l&rsquo;agence ; et pour finir, mettre en place un dashboard afin de suivre les performances vis\u00e9es. Sur le long terme, je suis convaincu que ce sera une strat\u00e9gie gagnante. Le dashboard SEO\/SEA que nous avons mis en place avec Keyade combine l\u2019approche shopping du SEA (ax\u00e9e sur les produits) avec l\u2019approche textuelle du SEO (ax\u00e9 sur les cat\u00e9gories). Cela va nous permettre de r\u00e9allouer intelligemment nos budgets Search pour maximiser notre visibilit\u00e9 sur Google. Aujourd\u2019hui, la d\u00e9marche se fait en test &amp; learn mais nous esp\u00e9rons pouvoir industrialiser l\u2019approche \u00e0 terme.\u00a0\u00bb<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Souvent fantasm\u00e9es dans la th\u00e9orie mais difficiles \u00e0 mettre en pratique, les synergies SEO\/SEA peuvent parfois rev\u00eatir un v\u00e9ritable enjeu strat\u00e9gique pour optimiser la visibilit\u00e9 des e-commer\u00e7ants sur les moteurs de recherche. Castorama (groupe Kingfisher), sp\u00e9cialiste de l\u2019am\u00e9lioration de la maison et du jardin, propose \u00e0 la vente des milliers de produits au sein de [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":11023,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,135,295],"tags":[],"class_list":["post-11019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-seo","category-fil-actualite"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Castorama optimise la performance de son site gr\u00e2ce au dashboard OneSearch SEO\/SEA de Keyade - Keyade<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/castorama-optimise-la-performance-de-son-site-grace-au-dashboard-onesearch-seo-sea-de-keyade\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Castorama optimise la performance de son site gr\u00e2ce au dashboard OneSearch SEO\/SEA de Keyade - Keyade\" \/>\n<meta property=\"og:description\" content=\"Souvent fantasm\u00e9es dans la th\u00e9orie mais difficiles \u00e0 mettre en pratique, les synergies SEO\/SEA peuvent parfois rev\u00eatir un v\u00e9ritable enjeu strat\u00e9gique pour optimiser la visibilit\u00e9 des e-commer\u00e7ants sur les moteurs de recherche. 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