{"id":111699,"date":"2019-12-05T20:00:00","date_gmt":"2019-12-06T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/marketing-numerique-2020-votre-strategie-de-referencement-est-elle-prete-pour-ces-4-developpements\/"},"modified":"2024-12-21T05:52:34","modified_gmt":"2024-12-21T10:52:34","slug":"marketing-numerique-2020-votre-strategie-de-referencement-est-elle-prete-pour-ces-4-developpements","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/search-optimization\/marketing-numerique-2020-votre-strategie-de-referencement-est-elle-prete-pour-ces-4-developpements\/","title":{"rendered":"Marketing num\u00e9rique 2020 : votre strat\u00e9gie de r\u00e9f\u00e9rencement est-elle pr\u00eate pour ces 4 d\u00e9veloppements ?"},"content":{"rendered":"<p>Si l\u2019histoire a tendance \u00e0 se r\u00e9p\u00e9ter, cela devrait \u00eatre facile de pr\u00e9voir l\u2019avenir, n\u2019est-ce pas\u2009? Eh bien, il n\u2019en est pas de m\u00eame en ce qui a trait au r\u00e9f\u00e9rencement. En effet, c\u2019est l\u00e0 une discipline qui nous emm\u00e8ne toujours plus loin dans des territoires inexplor\u00e9s avec chaque ann\u00e9e qui passe. Parfois, notre meilleur jeu est de prendre exemple sur l\u2019omnipr\u00e9sent g\u00e9ant de la recherche, notamment de tirer parti des outils qu\u2019il met \u00e0 la disposition des sp\u00e9cialistes du r\u00e9f\u00e9rencement, de ses myst\u00e9rieuses mises \u00e0 jour d\u2019algorithmes et des modifications non annonc\u00e9es des SERP (pages de r\u00e9sultats de recherche) qui nous arrivent fortuitement de temps \u00e0 autre.<\/p>\n<p>Alors, que nous r\u00e9serve 2020 dans l\u2019univers du r\u00e9f\u00e9rencement organique\u2009? Consultons notre boule de cristal griff\u00e9e Google et appliquons-nous \u00e0 pr\u00e9dire l\u2019impr\u00e9visible&#8230;<\/p>\n<ol>\n<li>\n<h2>Google deviendra l\u2019internet (ou tentera de le faire)<\/h2>\n<p>Il semble bien que l\u2019objectif de tout g\u00e9ant du Web soit de <em>r\u00e9ellement devenir<\/em> l\u2019internet. Google ne fait pas exception \u00e0 la r\u00e8gle, et Facebook et Amazon ne poss\u00e8dent pas l\u2019un des avantages suivants : une offre presque illimit\u00e9e de contenus de sites Web qui alimente et supporte son interface. C\u2019est \u00e9galement une voix puissante qui dicte essentiellement comment les propri\u00e9taires de sites Web se comporteront en ligne.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/google-building-exterior-1.jpg\" alt=\"L\u2019enseigne d\u2019entr\u00e9e au nouveau b\u00e2timent de Google dans la r\u00e9gion de South Lake Union au coucher du soleil.\" width=\"612\" height=\"306\" class=\"alignnone size-full wp-image-47053\" \/><\/p>\n<p>En 2019, Google a continu\u00e9 d\u2019afficher de plus en plus de contenu tiers directement dans les SERP. En proposant les informations recherch\u00e9es par les internautes sous forme d\u2019extraits, de graphiques de connaissances, de zones de r\u00e9ponse, de vid\u00e9os et d\u2019images, Google r\u00e9duit progressivement le besoin pour ses utilisateurs de cliquer sur un site Web. Bien que cela puisse sembler d\u00e9sastreux, ce n\u2019est pas la fin de la science du r\u00e9f\u00e9rencement. Apr\u00e8s tout, si un utilisateur d\u00e9couvre (et ach\u00e8te) les produits ou services de votre marque en consultant les SERP de Google plut\u00f4t que votre site Web, ce lead ou cette vente ont-ils moins de valeur pour autant\u2009? Bien s\u00fbr que non.<\/p>\n<p>En 2020, les r\u00e9f\u00e9renceurs devront tenir compte des SERP de Google en plus de leurs propres sites Web pour \u00e9tablir leurs indicateurs de performance. En fait, Google facilite la chose en ajoutant plus de statistiques dans sa Console de recherche (Google Search Console) \u2014 produits, vid\u00e9os, fil d\u2019Ariane, etc. \u2014, et cela continuera \u00e0 se d\u00e9velopper. Le monitorage des impressions deviendra tout aussi important que l\u2019observation l\u2019achalandage organique d\u2019un site, car les utilisateurs interagiront avec le contenu d\u2019un site \u00e0 la fois sur le site lui-m\u00eame et \u00ab\u2009\u00e0 distance\u2009\u00bb via Google. <\/Li><\/p>\n<li>\n<h2>La vitesse de chargement des pages mobile deviendra critique<\/h2>\n<p>Les t\u00e9l\u00e9phones intelligents continueront \u00e0 \u00eatre <em>l\u2019appareil de pr\u00e9dilection<\/em> pour les internautes, en partie parce que Google pousse depuis longtemps les d\u00e9veloppeurs Web \u00e0 <a href=\"https:\/\/www.thinkwithgoogle.com\/feature\/testmysite\/\" target=\"_blank\" rel=\"noopener\">am\u00e9liorer la vitesse de chargement des pages<\/a>, contribuant ainsi \u00e0 all\u00e9ger le principal grief des utilisateurs mobiles. La Console de recherche Google inclut depuis plusieurs ann\u00e9es un rapport sur les probl\u00e8mes li\u00e9s aux appareils mobiles. En 2019, elle a \u00e9galement ajout\u00e9 un rapport sur la vitesse de chargement des pages permettant d\u2019identifier les pages les moins performantes pour chaque site Web.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/mobile-speed-4.jpg\" alt=\"Rapport de vitesse sur mobile pour Google.com\" width=\"612\" height=\"319\" class=\"alignnone size-full wp-image-47059\" \/><\/p>\n<p>Lorsque Google diffuse ce type de renseignements et y fait porter notre attention, les \u00e9quipes de d\u00e9veloppement n\u2019ont d\u2019autre choix que de proposer des exp\u00e9riences plus rapides sur tous les appareils. Autrement dit, lorsque Google dit \u00ab\u2009Sautez\u2009!\u2009\u00bb, nous n\u2019avons d\u2019autre choix que de demander \u00ab\u2009\u00c0 quelle hauteur\u2009? \u00bb. Bref, attendez-vous \u00e0 ce que la vitesse de chargement des pages devienne un facteur de classement plus important en 2020.<\/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-newsletter-form class='custom-hubspot-form' id='hubspot_form_6a0b4949d6969'>\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_6a0b4949d6969');\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('.hubspot-status');\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('Formulaire soumis avec succ\u00e8s !');\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 ? 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Ce mod\u00e8le am\u00e9liore la compr\u00e9hension du moteur de recherche de l\u2019intention qui se cache derri\u00e8re des requ\u00eates complexes ou ambigu\u00ebs des utilisateurs. Cela aura un impact non seulement sur le type de contenu qui occupera une place pr\u00e9pond\u00e9rante, mais \u00e9galement sur le type de \u00ab\u2009snippets\u2009\u00bb enrichis et d\u2019extraits pr\u00e9sent\u00e9s.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/bert-example-2.jpg\" alt=\"Exemple illustrant le mod\u00e8le linguistique BERT de Google fournissant des r\u00e9sultats de recherche plus pr\u00e9cis bas\u00e9s sur l\u2019intention de l\u2019utilisateur\" width=\"612\" height=\"309\" class=\"alignnone size-full wp-image-47066\" \/><\/p>\n<p>Les sites Web de haute qualit\u00e9 offrant un contenu d\u00e9taill\u00e9 (textes en page et sch\u00e9ma) sur leurs produits et services seront les gagnants ultimes de ce changement. BERT sert aux r\u00e9f\u00e9renceurs un rappel opportun : ne pr\u00e9sumez pas que votre contenu parle de lui-m\u00eame \u00e0 travers des photos, des vid\u00e9os ou du bon sens. Notre article sur le sujet indique clairement que <a href=\"\/fr-ca\/blog\/hey-bert-rencontrez-lia-de-google-qui-changera-la-recherche-en-ligne-pour-toujours\/\">la recherche en ligne ne sera plus jamais la m\u00eame<\/a>.<\/li>\n<li>\n<h2>Google \u00e0 l\u2019heure du E-A-F<\/h2>\n<p>En 2019, Google nous a servi un quelques mises \u00e0 jour touchant le c\u0153ur de son algorithme. Chacune de ces mises \u00e0 jour a am\u00e9lior\u00e9 la compr\u00e9hension qu\u2019a le moteur de recherche du contenu du site Web afin qu\u2019il puisse mieux diriger le trafic l\u00e0 o\u00f9 il doit aller. Les sites qui ont connu la plus grande volatilit\u00e9 en raison de ces changements avaient tendance \u00e0 \u00eatre li\u00e9s \u00e0 la finance ou \u00e0 la m\u00e9decine\u2009; Google les tient \u00e0 un standard plus \u00e9lev\u00e9 en raison de leur impact sur la vie des gens. Ces sites ont \u00e9t\u00e9 entra\u00een\u00e9s dans des changements qui ne les visaient pas sp\u00e9cifiquement, mais visaient les sites Web en g\u00e9n\u00e9ral.<\/p>\n<p>En 2020, les r\u00e9f\u00e9renceurs doivent concentrer leur attention sur le <a href=\"https:\/\/www.semrush.com\/blog\/ways-build-expertise-authority-trust-boost-seem-semrushchat-sherry-bonelli\/\" target=\"_blank\" rel=\"noopener\">\u00ab\u2009E-A-F\u2009\u00bb (Expertise-Autorit\u00e9-Fiabilit\u00e9)<\/a>. Pourquoi\u2009? Voici : \u00e0 mesure que Google continue \u00e0 faire \u00e9voluer son algorithme principal, les sites Web qu\u2019il consid\u00e8re comme ayant \u00e9t\u00e9 cr\u00e9\u00e9s par des experts \u2014 ceux qui jouissent de la plus grande autorit\u00e9 dans le domaine et suscitent la confiance d\u2019autres personnes \u0153uvrant dans le m\u00eame domaine \u2014 seront s\u00e9lectionn\u00e9s pour r\u00e9pondre au mieux aux besoins des utilisateurs. Ce paradigme en trois parties va bien au-del\u00e0 des technicit\u00e9s du r\u00e9f\u00e9rencement : tous les professionnels concern\u00e9s par l\u2019achalandage organique devront se concentrer davantage sur le contenu, la notori\u00e9t\u00e9 de la marque et les concurrents dans le domaine.<\/li>\n<\/ol>\n<h2>Voulez-vous viser plus haut\u2009?<\/h2>\n<p>Qu\u2019on pense \u00e0 BERT, au E-A-F, ou au fait que Google <em>\u00ab\u2009devienne litt\u00e9ralement l\u2019internet\u2009\u00bb<\/em>, des changements sont en cours dans le monde complexe du r\u00e9f\u00e9rencement. Si vous comprenez et appliquez d\u00e9j\u00e0 les principes fondamentaux et que votre contenu passe la rampe, vous ne risquez pas de rester \u00e0 la tra\u00eene d\u2019ici 2020. Mais il y a une grande diff\u00e9rence entre ne pas \u00eatre laiss\u00e9 pour compte et se propulser activement vers l\u2019avant. Si cette derni\u00e8re option est votre objectif, nos experts en recherche en ligne sont pr\u00eats \u00e0 vous aider.<\/p>\n<p><a class=\"btn blog-contact-btn\">ENTREZ EN CONTACT<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"64e2ab4c-3875-4e0c-9163-ad6fe2da7e6f\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1779124553000-2901365360\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1779124553000-2901365360\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Si l\u2019histoire a tendance \u00e0 se r\u00e9p\u00e9ter, cela devrait \u00eatre facile de pr\u00e9voir l\u2019avenir, n\u2019est-ce pas\u2009? Eh bien, il n\u2019en est pas de m\u00eame en ce qui a trait au r\u00e9f\u00e9rencement. En effet, c\u2019est l\u00e0 une discipline qui nous emm\u00e8ne toujours plus loin dans des territoires inexplor\u00e9s avec chaque ann\u00e9e qui passe. Parfois, notre meilleur [&hellip;]<\/p>\n","protected":false},"author":189,"featured_media":111687,"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":[1513,2647,1761,2618,1037,946],"class_list":["post-111699","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-bert-2","tag-e-a-t-5","tag-marketing-predictions-6","tag-mobile-page-speed-2","tag-search-engine-optimization-5","tag-seo-4"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Marketing num\u00e9rique 2020 : votre strat\u00e9gie de r\u00e9f\u00e9rencement est-elle pr\u00eate pour ces 4 d\u00e9veloppements ? | DAC<\/title>\n<meta name=\"description\" content=\"Que nous r\u00e9serve 2020 dans l\u2019univers du r\u00e9f\u00e9rencement organique ? 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