{"id":11297,"date":"2021-07-28T15:27:41","date_gmt":"2021-07-28T14:27:41","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=11297"},"modified":"2021-07-28T15:27:41","modified_gmt":"2021-07-28T14:27:41","slug":"combien-ca-coute-de-ne-pas-investir-en-seo","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/combien-ca-coute-de-ne-pas-investir-en-seo\/","title":{"rendered":"Combien \u00e7a co\u00fbte de ne pas investir en SEO ?"},"content":{"rendered":"\n

Le r\u00e9f\u00e9rencement naturel est un levier digital gratuit mais reste un investissement pour les marques, en temps pass\u00e9 ou en frais d\u2019agence. Pour autant, ne pas investir en SEO cache aussi des co\u00fbts et voici 3 fa\u00e7ons d\u2019en prendre la mesure.<\/p>\n\n\n\n

Perte de business (-)<\/strong><\/h2>\n\n\n\n

Ce n\u2019est pas parce qu\u2019on ne travaille pas le SEO d\u2019un site qu\u2019il n\u2019y a pas de trafic provenant du SEO. Certaines marques le d\u00e9couvrent encore \u00ab \u00e0 la mani\u00e8re forte \u00bb lors de certains moments-cl\u00e9s de la vie de leur site, comme une migration (changement de marque, de design, de CMS, refonte de l\u2019exp\u00e9rience utilisateur\u2026). Sans une bonne anticipation SEO, une mauvaise migration de site peut entra\u00eener une perte partielle ou totale du trafic naturel sur les mots-cl\u00e9s g\u00e9n\u00e9riques, et parfois m\u00eame sur les mots-cl\u00e9s de marque si celle-ci n\u2019avait pas une pr\u00e9sence suffisamment solide.<\/p>\n\n\n\n

Les \u00e9checs de migration ne sont pas les seuls cas dans lesquels les marques r\u00e9alisent la valeur du SEO par la perte : ne pas travailler son SEO dans un environnement concurrentiel (avec des concurrents qui, eux, travaillent leur SEO) peut aussi entra\u00eener une perte de trafic partielle ou totale.<\/p>\n\n\n\n

Economies r\u00e9alis\u00e9es (+)<\/strong><\/h2>\n\n\n\n

La question est moins de savoir \u00ab combien cela co\u00fbte de ne pas investir<\/em> en SEO \u00bb que de savoir \u00ab combien cela ne co\u00fbte pas<\/em> de le faire \u00bb. Les marques pr\u00e9sentes en paid search peuvent tirer parti des synergies qui existent entre le SEO et le SEA. Imaginons un mot-cl\u00e9 A qui s\u2019affiche en 3\u00e8me<\/sup> position SEA sur les moteurs de recherche et qui co\u00fbte 0,50\u20ac par clic. Si ce mot-cl\u00e9 g\u00e9n\u00e8re 5 000 visites mensuelles, son achat en SEA co\u00fbte donc 2 500\u20ac par mois. Une somme qui pourrait \u00eatre \u00e9conomis\u00e9e en grande partie si le mot-cl\u00e9 A avait \u00e9t\u00e9 travaill\u00e9 en SEO.<\/p>\n\n\n\n

Cet exemple illustre que les investissements SEA ne devraient pas \u00eatre un recours pour palier un SEO d\u00e9ficient ou inexistant. La plupart du temps, d\u00e9velopper le SEO permet soit de rationnaliser certains investissements SEA, soit de les investir de fa\u00e7on plus strat\u00e9gique (notamment en r\u00e9allouant des budgets aux top mots-cl\u00e9s ou en travaillant le double affichage SEO-SEA).<\/p>\n\n\n\n

Estimation du manque \u00e0 gagner (+)<\/strong><\/h2>\n\n\n\n

Certaines entreprises ont longtemps \u00e9vit\u00e9 ou n\u00e9glig\u00e9 d\u2019investir en SEO, soit parce qu\u2019elles se reposaient sur la forte notori\u00e9t\u00e9 de leur marque (par exemple, les marques de luxe), soit parce qu\u2019elles n\u2019accordaient d\u2019importance qu\u2019\u00e0 une seule page comme porte d\u2019entr\u00e9e sur leur site (par exemple, les sites de rencontre ou de ventes priv\u00e9es, sur lesquels il faut s\u2019identifier pour naviguer sur le site). Les gains de trafic et de revenus que pourraient enregistrer ces entreprises se chiffrent facilement.<\/p>\n\n\n\n

L\u2019utilisation d\u2019outils SEO (comme Google Search Console, Google Keyword Planner) et de data SEA (si disponible) permet d\u2019estimer le trafic, les conversions et les revenus sur les mots-cl\u00e9s li\u00e9s \u00e0 votre business. Il suffit ensuite de rapprocher ces estimations avec le panier moyen observ\u00e9 sur votre site. Par exemple : imaginons que les outils permettent d\u2019estimer \u00e0 5 000 le nombre de visites naturelles mensuelles sur un mot-cl\u00e9 A, avec un taux de transformation \u00e0 3%. Ce mot-cl\u00e9 apporterait 150 commandes par mois : si le panier moyen est en moyenne de 30\u20ac, le SEO permet de g\u00e9n\u00e9rer 150×30 = 4 500\u20ac de chiffre d\u2019affaires sur un mois. Et encore, ce n\u2019est que le mot-cl\u00e9 A !<\/p>\n\n\n\n

Conclusion<\/strong><\/h2>\n\n\n\n

Ne pas travailler son SEO a rarement un co\u00fbt direct (sauf dans le premier cas), il s\u2019agit plut\u00f4t d\u2019une conjugaison entre une opportunit\u00e9 d\u2019\u00e9conomie et un manque \u00e0 gagner. Travailler son SEO ne doit pas non plus \u00eatre une d\u00e9cision \u00e0 prendre au d\u00e9triment du SEA, le r\u00e9f\u00e9rencement naturel devant plut\u00f4t s\u2019envisager comme un levier compl\u00e9mentaire du SEA et s\u2019inscrire dans une vision strat\u00e9gique et unifi\u00e9e du search.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le r\u00e9f\u00e9rencement naturel est un levier digital gratuit mais reste un investissement pour les marques, en temps pass\u00e9 ou en frais d\u2019agence. Pour autant, ne pas investir en SEO cache aussi des co\u00fbts et voici 3 fa\u00e7ons d\u2019en prendre la mesure. Perte de business (-) Ce n\u2019est pas parce qu\u2019on ne travaille pas le SEO […]<\/p>\n","protected":false},"author":1,"featured_media":11299,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[135,295],"tags":[],"class_list":["post-11297","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","category-fil-actualite"],"yoast_head":"\nCombien \u00e7a co\u00fbte de ne pas investir en SEO ? - 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\/combien-ca-coute-de-ne-pas-investir-en-seo\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Combien \u00e7a co\u00fbte de ne pas investir en SEO ? - Keyade\" \/>\n<meta property=\"og:description\" content=\"Le r\u00e9f\u00e9rencement naturel est un levier digital gratuit mais reste un investissement pour les marques, en temps pass\u00e9 ou en frais d\u2019agence. 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