{"id":1645,"date":"2017-06-06T13:03:46","date_gmt":"2017-06-06T12:03:46","guid":{"rendered":"https:\/\/www.keyade.com\/agence\/?p=1645"},"modified":"2019-08-01T13:38:39","modified_gmt":"2019-08-01T12:38:39","slug":"seo-sea-choisissez-strategie-de-visibilite-globale","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/seo-sea-choisissez-strategie-de-visibilite-globale\/","title":{"rendered":"SEO &#038; SEA : choisissez une strat\u00e9gie de visibilit\u00e9 globale"},"content":{"rendered":"<p style=\"text-align: justify;\">Dans la grande famille du search, le r\u00e9f\u00e9rencement naturel et le r\u00e9f\u00e9rencement payant r\u00e9pondent \u00e0 des objectifs marketing bien distincts, mais il ne vous aura pas \u00e9chapp\u00e9 que ces deux leviers partagent la m\u00eame mati\u00e8re premi\u00e8re\u00a0: les mots-cl\u00e9s. C\u2019est \u00e0 partir de ce socle s\u00e9mantique que les \u00e9quipes SEO et SEA de Keyade ont \u00e9tabli une m\u00e9thodologie qui donne au terme \u2018<a href=\"https:\/\/www.keyade.com\/services-agence\/seo\/synergies-seopaid-search\">synergie<\/a>\u2019 sa dimension la plus concr\u00e8te.<\/p>\n<p>Pour Adrien Alioua, directeur du d\u00e9veloppement chez Keyade, l&rsquo;expos\u00e9\u00a0est simple\u00a0: \u00ab\u00a0<em>En paid media, les marques ont int\u00e9gr\u00e9 qu\u2019il fallait d\u00e9passer l\u2019approche en silos pour \u00eatre efficaces. Pour le r\u00e9f\u00e9rencement sur les moteurs de recherche, c\u2019est la m\u00eame chose. Il est n\u00e9cessaire de d\u00e9passer la vision SEO + SEA pour consid\u00e9rer une strat\u00e9gie de visibilit\u00e9 globale<\/em>\u00a0\u00bb.<\/p>\n<p>Pour comprendre, repartons du mot-cl\u00e9. Le potentiel marketing d\u2019un mot-cl\u00e9 n\u2019est pas le m\u00eame en SEO et en SEA, mais c\u2019est bien la m\u00eame nature d\u2019information qui est utilis\u00e9e pour d\u00e9finir ce potentiel (volume de recherches, conversions associ\u00e9es, pr\u00e9sence concurrentielle\u2026). La premi\u00e8re synergie SEO-SEA repose donc sur le partage exhaustif de l\u2019information s\u00e9mantique, car une information de faible valeur en SEA peut se r\u00e9v\u00e9ler capitale pour le SEO et inversement. Les \u00e9quipes d\u00e9finissent ensuite des strat\u00e9gies de visibilit\u00e9 en fonction du potentiel des mots-cl\u00e9s (compl\u00e9mentarit\u00e9 SEA-SEO, seulement un levier, pr\u00e9sence agressive ou d\u00e9fensive\u2026).<\/p>\n<p>Adrien poursuit\u00a0: \u00ab\u00a0<em>Aujourd\u2019hui, Keyade est en mesure d\u2019apporter une r\u00e9ponse SEO robuste \u00e0 ses annonceurs SEA, et inversement sait proposer des strat\u00e9gies SEA pertinentes aux marques qu\u2019elle accompagne en SEO. La pr\u00e9sence des \u00e9quipes au sein des m\u00eames locaux favorise la collaboration directe, la circulation de l\u2019information et les \u00e9changes permanents<\/em>\u00a0\u00bb.<\/p>\n<p>Vous souhaitez en savoir plus sur la fa\u00e7on dont Keyade peut vous accompagner sur les synergies SEA-SEO pour votre marque\u00a0? Contactez <a href=\"mailto:adrien@keyade.com?subject=Synergies%20SEO-SEA\" target=\"_blank\" rel=\"noopener noreferrer\" data-cke-saved-href=\"mailto:adrien@keyade.com?subject=Synergies%20SEO-SEA\">Adrien<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans la grande famille du search, le r\u00e9f\u00e9rencement naturel et le r\u00e9f\u00e9rencement payant r\u00e9pondent \u00e0 des objectifs marketing bien distincts, mais il ne vous aura pas \u00e9chapp\u00e9 que ces deux leviers partagent la m\u00eame mati\u00e8re premi\u00e8re\u00a0: les mots-cl\u00e9s. C\u2019est \u00e0 partir de ce socle s\u00e9mantique que les \u00e9quipes SEO et SEA de Keyade ont \u00e9tabli [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,135,295],"tags":[5,119,185],"class_list":["post-1645","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-seo","category-fil-actualite","tag-sea","tag-seo","tag-synergies"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>SEO &amp; SEA : choisissez une strat\u00e9gie de visibilit\u00e9 globale | Keyade<\/title>\n<meta name=\"description\" content=\"Comme pour le paid media, le r\u00e9f\u00e9rencement sur les moteurs de recherche ne s&#039;envisage plus en silos SEO \/SEA mais comme une strat\u00e9gie unique de visibilit\u00e9\" \/>\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\/seo-sea-choisissez-strategie-de-visibilite-globale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEO &amp; 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