{"id":104994,"date":"2021-01-21T18:00:00","date_gmt":"2021-01-21T23:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/previsions-pour-2021-gardez-un-oeil-sur-ces-4-tendances-a-venir-en-matiere-de-seo\/"},"modified":"2024-12-19T16:43:54","modified_gmt":"2024-12-19T21:43:54","slug":"previsions-pour-2021-gardez-un-oeil-sur-ces-4-tendances-a-venir-en-matiere-de-seo","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/search-optimization\/previsions-pour-2021-gardez-un-oeil-sur-ces-4-tendances-a-venir-en-matiere-de-seo\/","title":{"rendered":"Pr\u00e9visions pour 2021 : Gardez un oeil sur ces 4 tendances \u00e0 venir en mati\u00e8re de SEO"},"content":{"rendered":"<p>Bienvenue dans cette nouvelle ann\u00e9e, la m\u00eame que l&#8217;ancienne ? Si janvier n&#8217;est pas exactement en train de tourner la page d&#8217;une ann\u00e9e ant\u00e9rieure folle &#8211; dont certains aspects risquent de prendre beaucoup plus de temps \u00e0 s&#8217;am\u00e9liorer que nous l&#8217;avions esp\u00e9r\u00e9 &#8211; nous pouvons nous consoler en constatant que le num\u00e9rique est toujours l&#8217;exception \u00e0 la r\u00e8gle.<\/p>\n<p>M\u00eame dans le r\u00e9f\u00e9rencement, l&#8217;une des disciplines les plus \u00e9tablies et les plus v\u00e9n\u00e9rables du marketing num\u00e9rique, le changement est en marche. Alors, ne vous laissez pas d\u00e9passer par ces tendances \u00e0 venir : prenez une longueur d&#8217;avance avec le dernier volet de nos pr\u00e9visions pour 2021.<\/p>\n<ol>\n<li>\n<h2>Recherche pr\u00e9dictive : R\u00e9sultats sans recherche<\/h2>\n<p>Avant m\u00eame 2017, Google a lanc\u00e9 le flux Google pour permettre aux utilisateurs de d\u00e9couvrir de nouveaux contenus sans effectuer de recherche. En 2018, il a \u00e9t\u00e9 relanc\u00e9 sous le nom de <a href=\"https:\/\/blog.google\/products\/search\/introducing-google-discover\/\" target=\"_blank\" rel=\"noopener\">Google Discover<\/a> et compte aujourd&#8217;hui plus de 800 millions d&#8217;utilisateurs actifs.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-54793 aligncenter\" src=\"\/wpe-content\/uploads\/2021\/01\/discover_1x_30fps.gif\" alt=\"Google Discover\" width=\"426\" height=\"859\" \/><\/p>\n<p style=\"text-align : center ;\"><em>Image : Google<\/em><\/p>\n<p>La visibilit\u00e9 pr\u00e9dictive du contenu est bas\u00e9e sur des facteurs de pr\u00e9-recherche associ\u00e9s \u00e0 l&#8217;utilisateur individuel ainsi que sur des signaux de qualit\u00e9 et d&#8217;engagement globaux. Mais comment <a href=\"\/fr-ca\/services\/referencement-naturel\/\">strat\u00e9gies de SEO<\/a> maintenir la pertinence dans un monde o\u00f9 les recherches sont pr\u00e9dites plut\u00f4t que tap\u00e9es ou parl\u00e9es ? En passant des sujets aux exp\u00e9riences holistiques des utilisateurs &#8211; ce qui est beaucoup plus facile \u00e0 dire qu&#8217;\u00e0 faire.<\/li>\n<li>\n<h2>La vid\u00e9o va devenir (encore plus) importante<\/h2>\n<p>Alors que la 5G commence \u00e0 se d\u00e9ployer \u00e0 l&#8217;\u00e9chelle mondiale, les vitesses de base de l&#8217;internet devraient continuer \u00e0 augmenter. Avec <a href=\"https:\/\/www.cisco.com\/c\/en\/us\/solutions\/collateral\/executive-perspectives\/annual-internet-report\/white-paper-c11-741490.html\" target=\"_blank\" rel=\"noopener\">les vitesses moyennes devraient atteindre plus de 20MBPs au niveau mondial en 2021<\/a>, la barri\u00e8re \u00e0 l&#8217;entr\u00e9e de la vid\u00e9o sera lev\u00e9e au niveau mondial. C&#8217;est un \u00e9norme bond en avant.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-54817\" src=\"\/wpe-content\/uploads\/2021\/01\/mobile-speeds.jpg\" alt=\"Graphique des vitesses mondiales de l'internet mobile\" width=\"677\" height=\"573\" \/><\/p>\n<p>La vid\u00e9o trouve un \u00e9cho aupr\u00e8s des internautes, en particulier aupr\u00e8s des jeunes consommateurs. Cela en fait une excellente occasion non seulement pour les jeunes marques de s&#8217;adresser \u00e0 leur cible d\u00e9mographique, mais aussi pour les marques plus \u00e9tablies de d\u00e9velopper des relations avec des publics plus jeunes. Si l&#8217;\u00e2ge du client n&#8217;est pas encore un facteur dans votre strat\u00e9gie de recherche, il est temps de le faire.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-54823\" src=\"\/wpe-content\/uploads\/2021\/01\/mobile-video.jpg\" alt=\"Graphique HubSpot montrant l'engagement des utilisateurs avec le contenu de la marque\" width=\"975\" height=\"648\" \/><\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69e08edfde1d9'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69e08edfde1d9');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'abac2954-39ca-4f0f-a2d7-0f175625a82e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr-ca\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2>N&#8217;oubliez pas d&#8217;optimiser vos images<\/h2>\n<p>Google renvoie d\u00e9sormais des images dans les SERP pour pr\u00e8s de 30 % des recherches. Pour les utilisateurs qui naviguent sur les produits, nous pr\u00e9voyons d&#8217;excellentes opportunit\u00e9s pour les marques de pr\u00e9senter leur style et de d\u00e9passer les r\u00e9sultats traditionnels.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-54829\" src=\"\/wpe-content\/uploads\/2021\/01\/image-results.jpg\" alt=\"R\u00e9sultats de recherche Google montrant des images\" width=\"555\" height=\"776\" \/><\/p>\n<p>Les marques devront \u00e9largir leur bo\u00eete \u00e0 outils d&#8217;optimisation pour y inclure des mesures de performance de l&#8217;image. Veiller \u00e0 ce que les images soient rapides, pr\u00e9cises et pertinentes par rapport au contenu des pages. Dans la mesure du possible, inclure les images avec du contenu <em>all<\/em> afin de fournir des formats multiples pour que les utilisateurs puissent assimiler les sujets et renforcer l&#8217;engagement.<\/li>\n<li>\n<h2>Vous attendez une concurrence accrue de&#8230; Google?!<\/h2>\n<p>Les r\u00e9sultats de recherche continuent de devenir de plus en plus comp\u00e9titifs \u00e0 mesure que Google introduit de nouvelles fonctionnalit\u00e9s &#8211; des fonctionnalit\u00e9s qui servent \u00e0 accro\u00eetre la diversit\u00e9 des r\u00e9sultats. \u00c0 mesure que cette tendance se dessine, les r\u00e9sultats traditionnels continueront d&#8217;\u00eatre repouss\u00e9s plus loin en dessous du pli. Sans surprise, cela signifie que les strat\u00e9gies de recherche devront \u00eatre tout aussi diversifi\u00e9es.<\/p>\n<h3>Apparence des fonctionnalit\u00e9s de Google dans les SERPs:<\/h3>\n<ul>\n<li>Questions connexes : 90%<\/li>\n<li>Pack local : 42%<\/li>\n<li>Panel de connaissances : 35%<\/li>\n<li>Images : 28%<\/li>\n<li>Vid\u00e9os : 23%<\/li>\n<\/ul>\n<p>En 2021, les programmes d&#8217;optimisation les plus r\u00e9ussis adopteront de multiples tactiques et formats. Plus important encore, les marques qui prosp\u00e9reront non seulement optimiseront mais <em>mesureront<\/em> chaque aspect du r\u00e9sultat de recherche, quel que soit le canal.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"\/wpe-content\/uploads\/2021\/01\/SEO-results.jpg\" alt=\"Google SERP\" width=\"612\" height=\"820\" class=\"alignnone size-full wp-image-54835\" \/><\/li>\n<\/ol>\n<p>Vous voulez en savoir encore plus sur les 12 prochains mois dans le domaine du marketing num\u00e9rique ? Consultez notre <a href=\"https:\/\/info.dacgroup.com\/dac-2021-digital-marketing-predictions\" target=\"_blank\" rel=\"noopener\">pdf pratique (en anglais uniquement)<\/a>, qui comprend des pr\u00e9dictions sur les m\u00e9dias, le contenu, l&#8217;analyse, la cr\u00e9ation, etc.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bienvenue dans cette nouvelle ann\u00e9e, la m\u00eame que l&#8217;ancienne ? Si janvier n&#8217;est pas exactement en train de tourner la page d&#8217;une ann\u00e9e ant\u00e9rieure folle &#8211; dont certains aspects risquent de prendre beaucoup plus de temps \u00e0 s&#8217;am\u00e9liorer que nous l&#8217;avions esp\u00e9r\u00e9 &#8211; nous pouvons nous consoler en constatant que le num\u00e9rique est toujours l&#8217;exception [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":104935,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.72,"reading_level_needs_review":"0","footnotes":""},"categories":[2899],"tags":[],"class_list":["post-104994","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pr\u00e9visions pour 2021 : Gardez un oeil sur ces 4 tendances \u00e0 venir en mati\u00e8re de SEO | DAC<\/title>\n<meta name=\"description\" content=\"Ne vous laissez pas d\u00e9passer par ces nouvelles tendances en mati\u00e8re de r\u00e9f\u00e9rencement. 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