{"id":7989,"date":"2019-09-23T15:41:32","date_gmt":"2019-09-23T14:41:32","guid":{"rendered":"https:\/\/www.keyade.com\/?p=7989"},"modified":"2019-09-23T16:15:20","modified_gmt":"2019-09-23T15:15:20","slug":"optimisations-seo-ces-marques-qui-osent","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/optimisations-seo-ces-marques-qui-osent\/","title":{"rendered":"Optimisations SEO : Ces marques qui osent\u2026"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"348\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/SEO-2-1024x348.jpg\" alt=\"\" class=\"wp-image-8011\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/SEO-2-1024x348.jpg 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/SEO-2-300x102.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/SEO-2-768x261.jpg 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/SEO-2-294x100.jpg 294w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Toutes les marques qui travaillent leur SEO le savent&nbsp;:\nsi le SEO est avant tout une bataille pour la premi\u00e8re place, c\u2019est aussi (et\nce n\u2019est pas n\u00e9gligeable&nbsp;!) une bataille pour l\u2019espace et l\u2019attention. <\/p>\n\n\n\n<p>Dans leur travail de veille, les consultants SEO Keyade ont\nidentifi\u00e9 d\u2019ing\u00e9nieuses pratiques (qu\u2019ils qualifient, soyons transparents, de\n\u2018techniques de Sioux\u2019) destin\u00e9es \u00e0 occuper plus de place au sein des SERP et \u00e0\nattirer l\u2019attention des internautes. <\/p>\n\n\n\n<p>Lucile Querol et Olivier Ffrench, consultants SEO chez Keyade, nous d\u00e9voilent deux cas qui s\u2019appuient sur une utilisation avanc\u00e9e voire d\u00e9tourn\u00e9e des donn\u00e9es structur\u00e9es \u2018schema\u2019. Petit cours de rattrapage pour les novices du jargon SEO&nbsp;: les donn\u00e9es \u2018schema\u2019 sont des donn\u00e9es structur\u00e9es incluses dans le code HTML qui permettent aux robots des moteurs de recherche de mieux comprendre les informations \u00e0 pr\u00e9senter sur la page de r\u00e9sultats et, in fine, d\u2019am\u00e9liorer la visibilit\u00e9 du contenu. Notamment, les donn\u00e9es structur\u00e9es nourrissent l\u2019affichage de <em>rich snippets<\/em> (r\u00e9sultats enrichis) dans les SERP. <\/p>\n\n\n\n<p>Cas n\u00b01&nbsp;: <a href=\"https:\/\/www.radins.com\/\">radins.com<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"957\" height=\"395\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-1.png\" alt=\"optimisations-seo\n\" class=\"wp-image-7995\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-1.png 957w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-1-300x124.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-1-768x317.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-1-242x100.png 242w\" sizes=\"auto, (max-width: 957px) 100vw, 957px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"951\" height=\"616\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-2.png\" alt=\"optimisation seo 2\" class=\"wp-image-7997\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-2.png 951w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-2-300x194.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-2-768x497.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-2-154x100.png 154w\" sizes=\"auto, (max-width: 951px) 100vw, 951px\" \/><\/figure>\n\n\n\n<p>Dans cet exemple, radins.com a ajout\u00e9 des \u00e9l\u00e9ments visuels\n(emojis) au sein du balisage FAQ des donn\u00e9es schema. Il s\u2019agit d\u2019un balisage\nutilis\u00e9 par les moteurs de recherche pour afficher des questions (et leurs\nr\u00e9ponses) dans les r\u00e9sultats enrichis des SERP.<\/p>\n\n\n\n<p>Cas n\u00b02&nbsp;: <a href=\"https:\/\/www.blablacar.fr\/\">Blablacar.fr<\/a><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"309\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-3-1024x309.png\" alt=\"optimisations seo 3\" class=\"wp-image-7999\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-3-1024x309.png 1024w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-3-300x91.png 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-3-768x232.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-3-331x100.png 331w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-3.png 1087w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Si vous recherchez un voyage\nsur Blablacar, il y a de fortes chances que votre r\u00e9sultat de recherche vous\nindique directement quelques trajets associ\u00e9s \u00e0 des dates.&nbsp;Ici, Blablacar\na utilis\u00e9 le balisage Event des donn\u00e9es schema pour faire appara\u00eetre ces\nr\u00e9sultats.<\/p>\n\n\n\n<p><strong>Pourquoi c\u2019est\ning\u00e9nieux&nbsp;? <\/strong><\/p>\n\n\n\n<p>Les rich snippets occupent de la place, les emojis attirent\nl\u2019\u0153il&nbsp;et les informations d\u00e9taill\u00e9es captent plus facilement les\ninternautes en qu\u00eate d\u2019une r\u00e9ponse rapide. Radins.com et Blablacar utilisent, \u00e0\nmoindre investissement, une sorte d\u2019astuce SEO \u00e0 exploiter pour occuper la\nplace, attirer l\u2019attention et g\u00e9n\u00e9rer du trafic sur leur site.<\/p>\n\n\n\n<p><strong>Pourquoi c\u2019est risqu\u00e9&nbsp;?<\/strong><\/p>\n\n\n\n<p>Vous vous en doutez,\nd\u00e9tourner les balisages des donn\u00e9es schema peut attirer l\u2019attention des Quality\nRaters (les personnes employ\u00e9es par Google pour \u00e9valuer la qualit\u00e9 des\nr\u00e9sultats de recherche). Dans le cas de Radins.com, les questions pr\u00e9sentes\ndans les SERPS ne renvoient pas sur des pages de FAQ mais sur une page\n\u2018business\u2019 (une page sur laquelle les internautes ont acc\u00e8s aux codes de\nr\u00e9duction propos\u00e9s par la marque) qui contiennent, quelque part, un encart de\nquestions-r\u00e9ponses. Dans le cas de Blablacar, il est possible que les Quality\nRaters consid\u00e8rent que les trajets en voiture ne peuvent pas \u00eatre assimil\u00e9s \u00e0\ndes \u00e9v\u00e8nements. <\/p>\n\n\n\n<p>En outre, Google change r\u00e9guli\u00e8rement les r\u00e8gles d\u2019affichage dans les SERPs et ces astuces peuvent tr\u00e8s bien devenir caduques du jour au lendemain, comme cela a \u00e9t\u00e9 le cas pour le populaire autorship markup qui permettait d\u2019afficher la photo des auteurs des articles \u00e0 gauche des snippets. Pour le plaisir, on vous ressort un exemple&nbsp;:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"588\" height=\"124\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-4-e1569249602243.jpg\" alt=\"optimisation seo\" class=\"wp-image-8001\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-4-e1569249602243.jpg 588w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-4-e1569249602243-300x63.jpg 300w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2019\/09\/Image-4-e1569249602243-474x100.jpg 474w\" sizes=\"auto, (max-width: 588px) 100vw, 588px\" \/><\/figure>\n\n\n\n<p>Si ces pratiques semblent\ning\u00e9nieuses, il n\u2019existe pourtant aucune garantie que Google accepte un tel\nd\u00e9tournement des donn\u00e9es \u2018schema\u2019. Dans les deux cas, les marques s\u2019exposent \u00e0\nrecevoir des avertissements du g\u00e9ant qui pourra \u00e9ventuellement supprimer\nl\u2019affichage et donc d\u00e9grader les performances SEO. Ici, le d\u00e9bat consiste moins\n\u00e0&nbsp;statuer sur l\u2019\u00e9thique de ces pratiques que de placer votre propre curseur\nentre risque et r\u00e9compense. <\/p>\n\n\n\n<p>Dans tous les cas, vous avez maintenant\nune petite id\u00e9e de ce qui se passe sur la plan\u00e8te SERP&nbsp;\ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toutes les marques qui travaillent leur SEO le savent&nbsp;: si le SEO est avant tout une bataille pour la premi\u00e8re place, c\u2019est aussi (et ce n\u2019est pas n\u00e9gligeable&nbsp;!) une bataille pour l\u2019espace et l\u2019attention. Dans leur travail de veille, les consultants SEO Keyade ont identifi\u00e9 d\u2019ing\u00e9nieuses pratiques (qu\u2019ils qualifient, soyons transparents, de \u2018techniques de Sioux\u2019) [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7993,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[81,135,295],"tags":[523,119],"class_list":["post-7989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lactu-digitale","category-seo","category-fil-actualite","tag-optimisation","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Optimisations SEO : Ces marques qui osent\u2026 - Keyade<\/title>\n<meta name=\"description\" content=\"Si le SEO est avant tout une bataille pour la premi\u00e8re place, c\u2019est aussi une bataille pour l\u2019espace et l\u2019attention. Quelques optimisations SEO ici !\" \/>\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\/optimisations-seo-ces-marques-qui-osent\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Optimisations SEO : Ces marques qui osent\u2026 - Keyade\" \/>\n<meta property=\"og:description\" content=\"Si le SEO est avant tout une bataille pour la premi\u00e8re place, c\u2019est aussi une bataille pour l\u2019espace et l\u2019attention. 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