{"id":7395,"date":"2019-02-27T10:20:41","date_gmt":"2019-02-27T09:20:41","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7395"},"modified":"2019-07-31T14:25:58","modified_gmt":"2019-07-31T13:25:58","slug":"synergies-seo-sea","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/synergies-seo-sea\/","title":{"rendered":"Les synergies SEO &#8211; SEA"},"content":{"rendered":"\n<p><strong>[VID\u00c9O]<\/strong> <strong>K-LEARNINGS #2<\/strong> | En digital marketing, travailler les <a href=\"https:\/\/www.keyade.com\/services-agence\/seo\/synergies-seopaid-search\">synergies SEO-SEA<\/a> permet d\u2019avoir une vision globale et coh\u00e9rente du levier Search, et contrairement \u00e0 une large id\u00e9e re\u00e7ue, cela ne demande pas forc\u00e9ment d\u2019importantes interventions techniques ! Dans ce second \u00e9pisode de K-LEARNINGS, Lionel Millet, sp\u00e9cialiste des probl\u00e9matiques d\u2019acquisition Search, partage 4 \u00e9tapes simples pour mettre en place ces synergies sur votre site. <\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"K-LEARNINGS #2 | Les synergies SEO-SEA\" width=\"1170\" height=\"658\" src=\"https:\/\/www.youtube.com\/embed\/QmGnmHOSTyc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div class=\"wp-block-button aligncenter\"><a class=\"wp-block-button__link\" href=\"https:\/\/www.keyade.com\/k-learnings\">Retrouvez toutes nos vid\u00e9os !<\/a><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><em>La retranscription de la vid\u00e9o ci-dessous !<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Les synergies SEO &#8211; SEA<\/h2>\n\n\n\n<p><strong>Pourquoi c&rsquo;est essentiel ?<\/strong><\/p>\n\n\n\n<p>Avec le SEA, votre site s\u2019affiche dans les 4 premiers r\u00e9sultats de recherche, mais bon ce n\u2019est pas gratuit. Le SEO, c\u2019est gratuit et efficace, mais le SEA aura toujours la priorit\u00e9, notamment sur mobile. Travailler les synergies SEO SEA, c\u2019est se donner l\u2019occasion de tirer parti de chacun des deux leviers. <\/p>\n\n\n\n<p><strong>Pour quels objectifs ?<\/strong><\/p>\n\n\n\n<p>Pour tous types d\u2019objectifs&nbsp;! Vous pouvez d\u00e9finir des objectifs business :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>vendre plus <\/li><li>acqu\u00e9rir de nouveaux clients<\/li><li>rationaliser vos co\u00fbts<\/li><\/ul>\n\n\n\n<p>ou des objectifs de notori\u00e9t\u00e9 :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>maximiser votre part de voix<\/li><li>capter plus de trafic<\/li><\/ul>\n\n\n\n<p><strong>Comment on fait ?<\/strong><\/p>\n\n\n\n<p>On pense souvent que les synergies SEO SEA sont un sujet vraiment technique, mais en fait pas du tout&nbsp;!<\/p>\n\n\n\n<p><strong>[ETAPE 1] La data<\/strong><\/p>\n\n\n\n<p>Premi\u00e8re chose \u00e0 faire&nbsp;: rapprocher les donn\u00e9es de vos outils SEA avec celles de vos outils SEO, pour chacun de vos mots-cl\u00e9s. Par exemple, en connectant votre compte Google Ads \u00e0 la Google Search Console, vous pouvez acc\u00e9der \u00e0 des rapports de synergies. Sinon, Excel est votre ami&nbsp;!<\/p>\n\n\n\n<p><strong>[ETAPE 2] Analyse<\/strong><\/p>\n\n\n\n<p>C\u2019est la phase d\u2019interpr\u00e9tation. Pour chacun de vos mots-cl\u00e9s, vous allez analyser votre pr\u00e9sence Search selon 4 grandes configurations&nbsp;:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>double pr\u00e9sence<\/li><li>aucune pr\u00e9sence<\/li><li>pr\u00e9sence en SEO<\/li><li>pr\u00e9sence en SEA<\/li><\/ul>\n\n\n\n<p><strong>[ETAPE 3] Hypoth\u00e8ses<\/strong><\/p>\n\n\n\n<p>Cette analyse vous permet de formuler des hypoth\u00e8ses. Par exemple&nbsp;: je pourrais couper les investissements sur les campagnes SEA qui sous-performent  et regarder en fonction de la pr\u00e9sence SEO si je ne pourrais pas r\u00e9allouer les budgets correspondants sur d\u2019autres campagnes plus strat\u00e9giques. Ou encore, si je priorisais mes chantiers SEO en fonction de mes revenus sur les mots-cl\u00e9s SEA, &nbsp;je pourrais doubler mes revenus SEO \u2026ou pourquoi pas les tripler&nbsp;!<\/p>\n\n\n\n<p><strong> [ETAPE 4] Mise en place<\/strong><\/p>\n\n\n\n<p>Maintenant il s\u2019agit de mettre en place les actions identifi\u00e9es. \u00c7a peut \u00eatre&nbsp;: ajuster mes ench\u00e8res en SEA, cr\u00e9er de nouvelles pages SEO, modifier mes campagnes. Pour ma part, je conseille de proc\u00e9der dans un premier temps \u00e0 une phase\nde test, sur un univers de produit d\u00e9fini.<\/p>\n\n\n\n<p>Vous voyez, les synergies SEO SEA sont loin d\u2019\u00eatre un sujet n\u00e9buleux et sont activables assez rapidement avec ces 4 \u00e9tapes tr\u00e8s simples. Et pour les marques matures en Search, ces synergies peuvent constituer un v\u00e9ritable levier de croissance.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[VID\u00c9O] K-LEARNINGS #2 | En digital marketing, travailler les synergies SEO-SEA permet d\u2019avoir une vision globale et coh\u00e9rente du levier Search, et contrairement \u00e0 une large id\u00e9e re\u00e7ue, cela ne demande pas forc\u00e9ment d\u2019importantes interventions techniques ! Dans ce second \u00e9pisode de K-LEARNINGS, Lionel Millet, sp\u00e9cialiste des probl\u00e9matiques d\u2019acquisition Search, partage 4 \u00e9tapes simples pour [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7619,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[295,495],"tags":[],"class_list":["post-7395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fil-actualite","category-videos-k-learnings"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les synergies SEO - SEA - Keyade<\/title>\n<meta name=\"description\" content=\"Dans ce second \u00e9pisode de K-LEARNINGS, Lionel Millet, partage 4 \u00e9tapes simples pour mettre en place ces synergies sur votre site.\" \/>\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\/synergies-seo-sea\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les synergies SEO - SEA - Keyade\" \/>\n<meta property=\"og:description\" content=\"Dans ce second \u00e9pisode de K-LEARNINGS, Lionel Millet, partage 4 \u00e9tapes simples pour mettre en place ces synergies sur votre site.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.keyade.com\/fr\/blog\/synergies-seo-sea\/\" \/>\n<meta property=\"og:site_name\" content=\"Keyade\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/keyade\/\" \/>\n<meta property=\"article:published_time\" content=\"2019-02-27T09:20:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-07-31T13:25:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/07\/synergies-SEO-SEA.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Keyade\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Keyade\" \/>\n<meta name=\"twitter:site\" content=\"@Keyade\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Keyade\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/synergies-seo-sea\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/blog\\\/synergies-seo-sea\\\/\"},\"author\":{\"name\":\"Keyade\",\"@id\":\"https:\\\/\\\/www.keyade.com\\\/fr\\\/#\\\/schema\\\/person\\\/f12e17c1c1788c9d20cc6fb06f342b6e\"},\"headline\":\"Les synergies SEO &#8211; 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