{"id":111338,"date":"2022-05-11T14:00:00","date_gmt":"2022-05-11T19:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/seo-local-un-atout-pour-les-franchiseurs-et-les-franchises-2\/"},"modified":"2024-12-30T07:48:43","modified_gmt":"2024-12-30T12:48:43","slug":"seo-local-un-atout-pour-les-franchiseurs-et-les-franchises-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/seo-local-un-atout-pour-les-franchiseurs-et-les-franchises-2\/","title":{"rendered":"SEO local : un atout pour les franchiseurs et les franchis\u00e9s"},"content":{"rendered":"<p>Le r\u00e9f\u00e9rencement local, ou SEO local est un anglicisme (SEO = Search Engine Optimization) se d\u00e9finissant comme l\u2019ensemble des crit\u00e8res et optimisations indispensables pour renforcer la visibilit\u00e9 d\u2019une page web ou d\u2019un site internet dans les r\u00e9sultats de recherche locaux.<\/p>\n<p>Sur Google, cela signifie aider votre fiche d\u2019entreprise dans le pack local \u00e0 \u00eatre mieux class\u00e9e et \u00e0 appara\u00eetre davantage en r\u00e9ponse \u00e0 un plus grand volume de requ\u00eates pertinentes. Il faut savoir qu\u2019environ 97% des personnes qui utilisent la recherche en ligne recherchent des entreprises locales et 46% de toutes les recherches incluent un lieu.<\/p>\n<p>En connaissance de cause, il devient \u00e9videmment important d\u2019optimiser son site afin d\u2019apparaitre dans les r\u00e9sultats de recherches des internautes \u00e0 proximit\u00e9 de votre commerce. Mais cela peut devenir tr\u00e8s compliqu\u00e9 pour des entreprises g\u00e9rant de nombreuses franchises, car non seulement ces entreprises doivent cr\u00e9er une strat\u00e9gie pour optimiser potentiellement des centaines de magasins, mais elles doivent \u00e9galement g\u00e9rer l\u2019ind\u00e9pendance relative des franchis\u00e9s.<\/p>\n<h2>C\u00f4t\u00e9 franchiseurs  <\/h2>\n<p>Le d\u00e9fi des franchiseurs est d\u2019apporter de la valeur \u00e0 leurs franchis\u00e9s pour que leur entreprise prosp\u00e8re. En marketing digital, cela se traduit par un site web qui contribue \u00e0 convertir le trafic en ligne en trafic en magasin (physique). Comme les franchis\u00e9s doivent se concentrer sur les op\u00e9rations de leur commerce, ils sont plus rarement des experts en marketing digital et en SEO. La charge du r\u00e9f\u00e9rencement du site et du SEO global et local revient donc en premier lieu au franchiseur.<\/p>\n<p>Pour que tout cela fonctionne, une <a href=\"\/fr\/services\/search-engine-optimisation\/\">strat\u00e9gie globale de SEO<\/a> doit \u00eatre mise en place ainsi qu\u2019une \u00e9quipe ou un expert qui doit avoir la charge du site de la marque. Ceci permettra \u00e0 la marque de se positionner avantageusement dans les r\u00e9sultats SEO r\u00e9guliers des moteurs de recherche, pour toutes les th\u00e9matiques globales sur lesquelles la marque peut pr\u00e9tendre offrir du contenu pertinent. Au niveau du SEO global, le franchiseur doit donc, \u00e0 notre avis, s\u2019occuper de toute la partie technique et contenu de fa\u00e7on centralis\u00e9e, tout en offrant un soutien \u00e9ducatif \u00e0 ses franchis\u00e9s. Il doit former correctement ses franchis\u00e9s et leur expliquer le sens et l\u2019objectif du SEO. Cela peut \u00eatre fait en leur fournissant une formation \u00e0 travers des vid\u00e9os de pr\u00e9sentation, des webinaires, des guides sur les meilleures pratiques et ces derniers pourront appliquer le processus de mani\u00e8re plus instinctive.<\/p>\n<p>Ensuite, nous pouvons parler de strat\u00e9gie SEO local. La marque (franchiseur) devrait cr\u00e9er des pages locales uniques pour chacun de ses franchis\u00e9s dans son store locator en ligne afin d\u2019assurer la coh\u00e9rence de son image de marque, <a href=\"\/fr\/blog\/repensez-vos-strategies-pour-transformer-votre-trafic-virtuel-en-trafic-physique\/\">les pages locales sont des portes d\u2019entr\u00e9e de choix pour les marques<\/a>. Elle devrait \u00e9galement avoir le contr\u00f4le des fiches locales\u202fafin de s\u2019assurer que ces derni\u00e8res soient optimales, \u00e0 jour et pouvoir optimiser leur port\u00e9e organique \u00e0 travers la publication d\u2019informations, de services, mais aussi de messages pour les entreprises locales (via les Google Posts par exemple).<\/p>\n<p>La marque b\u00e9n\u00e9ficie ainsi de l\u2019expertise locale de ses franchis\u00e9s et peut offrir un contenu local plus pertinent pour atteindre les diff\u00e9rentes audiences et client\u00e8les cibl\u00e9es selon le quartier ou la r\u00e9gion.<\/p>\n<p><a href=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/blocks.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-62745\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/blocks.jpg\" alt=\"Cubes wood Franchise business,Businessman hand choose wooden blog with franchise marketing store icons.Franchise business concept.\" width=\"652\" height=\"326\" \/><\/a><\/p>\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<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/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_69e916a1df13b'>\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_69e916a1df13b');\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 = '94901490-bbd4-411e-b605-43504b151185';\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\/94901490-bbd4-411e-b605-43504b151185', {\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 ? '94901490-bbd4-411e-b605-43504b151185'.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\/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<h2>C\u00f4t\u00e9 franchis\u00e9s  <\/h2>\n<p>Pour qu\u2019une strat\u00e9gie de SEO locale fonctionne, il est primordial que les franchis\u00e9s y participent. Le franchiseur sera en mesure d\u2019offrir l\u2019automatisation de la cr\u00e9ation de pages locales et la mise \u00e0 jour de certains contenus, mais les franchis\u00e9s doivent s\u2019assurer de communiquer les changements ponctuels tels que les heures, les services et autres informations de bases li\u00e9es au magasin.<\/p>\n<p>Dans le cadre d\u2019un projet de SEO local optimal, il est important que\u202fles franchis\u00e9s ajoutent du contenu personnalis\u00e9 ; des sections devraient \u00eatre cr\u00e9\u00e9es sur les pages locales pour eux, comme des descriptions, des offres, etc. Ce contenu renforcera la valeur locale des pages pour Google et pour les internautes.<\/p>\n<p>Par exemple, comme <a href=\"https:\/\/info.dacgroup.com\/fr\/reputation\" target=\"_blank\" rel=\"noopener\">un des facteurs locaux les plus importants est la r\u00e9putation en ligne<\/a>, les franchis\u00e9s se doivent donc de r\u00e9pondre \u00e0 un maximum d\u2019avis et de commentaires laiss\u00e9s par les internautes, puisqu\u2019ils seront en mesure d\u2019offrir une r\u00e9ponse personnalis\u00e9e adapt\u00e9e \u00e0 leur client\u00e8le locale.<\/p>\n<p>Les franchis\u00e9s b\u00e9n\u00e9ficient donc d\u2019expertise, de sites, et <a href=\"\/fr\/produits\/transparensee\/\">d\u2019outils d\u2019optimisation<\/a> pour atteindre et convertir davantage de trafic qualifi\u00e9 mais aussi pour augmenter leur trafic physique en magasin. Ceci constitue un gain net en temps et en argent, car la perte relative de contr\u00f4le sur certains \u00e9l\u00e9ments, comme leur fiche ou page locale, est largement compens\u00e9e par les b\u00e9n\u00e9fices.<\/p>\n<p>Le SEO local est une discipline importante qui peut \u00eatre complexe \u00e0 ma\u00eetriser, surtout lorsque de nombreux magasins s\u2019ajoutent \u00e0 l\u2019\u00e9quation et que ceux-ci sont g\u00e9r\u00e9s de fa\u00e7on ind\u00e9pendante. Il est donc important pour les franchiseurs de trouver des partenaires qualifi\u00e9s en SEO qui sont capables de g\u00e9rer le d\u00e9fi que repr\u00e9sente le SEO local pour de nombreux magasins franchis\u00e9s. Chez DAC, c\u2019est justement notre sp\u00e9cialit\u00e9 ; contactez-nous!<\/p>\n<p><a class=\"btn blog-contact-btn\">CONTACTEZ-NOUS<\/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: \"87cb869b-be2e-4735-8682-ad4991afa6a9\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1776883361000-0530880178\",\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-1776883361000-0530880178\"><\/div><\/div>\n<p><em>Nous remercions Melissa Chanu pour sa collaboration \u00e0 cet article.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le r\u00e9f\u00e9rencement local, ou SEO local est un anglicisme (SEO = Search Engine Optimization) se d\u00e9finissant comme l\u2019ensemble des crit\u00e8res et optimisations indispensables pour renforcer la visibilit\u00e9 d\u2019une page web ou d\u2019un site internet dans les r\u00e9sultats de recherche locaux. Sur Google, cela signifie aider votre fiche d\u2019entreprise dans le pack local \u00e0 \u00eatre mieux [&hellip;]<\/p>\n","protected":false},"author":241,"featured_media":111305,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2898],"tags":[],"class_list":["post-111338","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>SEO local : un atout pour les franchiseurs et les franchis\u00e9s | DAC<\/title>\n<meta name=\"description\" content=\"Le r\u00e9f\u00e9rencement local (SEO local) est un atout pour les franchis\u00e9s et les franchiseurs.D\u00e9couvrez ce que chacun apporte au 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