{"id":8881,"date":"2020-07-06T16:38:27","date_gmt":"2020-07-06T15:38:27","guid":{"rendered":"https:\/\/www.keyade.com\/?p=8881"},"modified":"2020-07-20T17:23:59","modified_gmt":"2020-07-20T16:23:59","slug":"comment-exploiter-les-tendances-search-post-covid","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/comment-exploiter-les-tendances-search-post-covid\/","title":{"rendered":"Comment exploiter les tendances search post Covid ?"},"content":{"rendered":"\n<p>A l\u2019heure du Covid-19 et de la transformation des comportements en ligne, Google a mis en ligne un <a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/category-trends\/fr\/week\/fr\" target=\"_blank\" aria-label=\"undefined (s\u2019ouvre dans un nouvel onglet)\" rel=\"noreferrer noopener\">outil interactif permettant d\u2019identifier les cat\u00e9gories de produits qui enregistrent une forte croissance de recherches<\/a> dans Google Trends. Disponible pour 12 pays*, l\u2019outil propose \u00e9galement de visualiser les r\u00e9gions dans lesquelles ces cat\u00e9gories de produits progressent le plus ainsi que les principales requ\u00eates associ\u00e9es. Par exemple, en France, la semaine du 6 juillet, c\u2019est la cat\u00e9gorie \u00ab&nbsp;ventilateurs de table et \u00e0 pied&nbsp;\u00bb qui arrivait en t\u00eate des progressions avec +200% de requ\u00eates (est-ce si \u00e9tonnant&nbsp;?). Cet outil est particuli\u00e8rement utile pour comprendre et analyser les comportements de recherche dans un contexte o\u00f9 la saisonnalit\u00e9 est boulevers\u00e9e et la consommation pr\u00e9cipit\u00e9e ou report\u00e9e.<\/p>\n\n\n\n<p>Pour aller encore plus loin dans l&rsquo;exploitation des tendances search et notamment les insights disponibles sur Google Trends, les consultants Keyade s\u2019appuient \u00e9galement sur les innovations propos\u00e9es par l\u2019\u00e9quipe Automation. Ils utilisent notamment un outil qui permet, \u00e0 partir des donn\u00e9es Google Trends, de visualiser l\u2019\u00e9volution des volumes de recherche sur les 5 derni\u00e8res ann\u00e9es, simultan\u00e9ment pour plusieurs mots-cl\u00e9s. Alexandre Dumoulin, Consultant SEA chez Keyade, explique\u00a0: <em>\u00ab\u00a0Cet outil permet avant tout d\u2019utiliser plus facilement et plus rapidement les donn\u00e9es issues de Google Trends. Il permet de recontextualiser les \u00e9volutions de KPIs (volumes d\u2019impressions, ventes, CPC\u2026) en les corr\u00e9lant \u00e0 la progression globale des recherches dans le temps, sur un produit ou une cat\u00e9gorie de produits donn\u00e9e, ou m\u00eame sur la marque ou celle des concurrents\u00a0\u00bb<\/em>. En 2020 plus que jamais, cet outil apporte une v\u00e9ritable valeur ajout\u00e9e \u00e0 l\u2019analyse des performances SEA.<\/p>\n\n\n\n<p>Sur l\u2019exemple ci-dessous, nous pouvons voir les volumes de recherche sur les noms de six marques concurrentes depuis le mois de f\u00e9vrier par rapport aux ann\u00e9es pr\u00e9c\u00e9dentes. De fait, nous pouvons observer tr\u00e8s nettement l\u2019impact de la crise sur les marques d\u2019un secteur donn\u00e9 (les courbes bleues, repr\u00e9sentant les volumes de recherches en 2020, se d\u00e9tachent tr\u00e8s nettement des autres courbes), et nous pouvons aussi observer l\u2019impact de la crise au niveau de chacune de ces marques individuellement. Le rapprochement de ces graphiques nous apprend que les pure-players ont b\u00e9n\u00e9fici\u00e9 d\u2019une forte croissance des recherches d\u00e8s le d\u00e9but de la crise, tandis que pour les click-and-mortar, la croissance est arriv\u00e9e un peu plus tard et a \u00e9t\u00e9 moins importante.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image1-797x1024.png\" alt=\"\" class=\"wp-image-8889\" width=\"415\" height=\"533\" srcset=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image1-797x1024.png 797w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image1-234x300.png 234w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image1-768x987.png 768w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image1-78x100.png 78w, https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2020\/07\/Image1.png 857w\" sizes=\"auto, (max-width: 415px) 100vw, 415px\" \/><\/figure><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><em>*Australie, Allemagne, Br\u00e9sil, Etats-Unis, France, Italie, Japon, Norv\u00e8ge, Pays-Bas, Royaume-Uni, Su\u00e8de et Turquie.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A l\u2019heure du Covid-19 et de la transformation des comportements en ligne, Google a mis en ligne un outil interactif permettant d\u2019identifier les cat\u00e9gories de produits qui enregistrent une forte croissance de recherches dans Google Trends. Disponible pour 12 pays*, l\u2019outil propose \u00e9galement de visualiser les r\u00e9gions dans lesquelles ces cat\u00e9gories de produits progressent le [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8887,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,295],"tags":[5],"class_list":["post-8881","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sea","category-fil-actualite","tag-sea"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tendances Search post Covid : Google Trends &amp; Keyade tools<\/title>\n<meta name=\"description\" content=\"#1 Outil Google : cat\u00e9gories de produits en hausse. #2 Comparer les volumes de recherche de Google Trends sur les 5 derni\u00e8res ann\u00e9es avec Keyade\" \/>\n<meta name=\"robots\" content=\"index, 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