{"id":111691,"date":"2019-12-11T15:00:00","date_gmt":"2019-12-11T20:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/le-marketing-digital-en-2020-est-ce-que-votre-strategie-seo-est-prete-pour-ces-4-etapes\/"},"modified":"2024-12-21T05:52:33","modified_gmt":"2024-12-21T10:52:33","slug":"le-marketing-digital-en-2020-est-ce-que-votre-strategie-seo-est-prete-pour-ces-4-etapes","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/le-marketing-digital-en-2020-est-ce-que-votre-strategie-seo-est-prete-pour-ces-4-etapes\/","title":{"rendered":"Le Marketing digital en 2020 : Est ce que votre strat\u00e9gie SEO est pr\u00eate pour ces 4 \u00e9tapes ?"},"content":{"rendered":"<p>Si l&#8217;histoire a tendance \u00e0 se r\u00e9p\u00e9ter, alors pr\u00e9dire l&#8217;avenir devrait \u00eatre facile, non ? Eh bien, le r\u00e9f\u00e9rencement est un cas l\u00e9g\u00e8rement diff\u00e9rent. Apr\u00e8s tout, c&#8217;est une discipline qui progresse en terrain inconnu au fil des ans. Parfois, notre meilleur choix est de prendre des indices du g\u00e9ant de la recherche, Google, en particulier les outils qu&#8217;il met \u00e0 la disposition du SEO, les mises \u00e0 jour myst\u00e9rieuses de ses algorithmes et les modifications inopin\u00e9es du SERP que nous rencontrons de temps \u00e0 autre.<\/p>\n<p>Alors, que nous r\u00e9serve 2020 pour la recherche organique ? Regardons notre boule de cristal Google et faisons de notre mieux pour pr\u00e9dire l&#8217;impr\u00e9visible&#8230; <\/p>\n<ol>\n<li>\n<h2>Google constituera  l&#8217;ensemble de l&#8217;Internet (ou essaiera)<\/h2>\n<p>Cela semble \u00eatre l&#8217;objectif de tout g\u00e9ant du web de devenir <em>r\u00e9ellement <\/em> Internet. Google n&#8217;est pas diff\u00e9rent, et il a un avantage que Facebook et Amazon n&#8217;ont pas : une offre presque illimit\u00e9e de contenu de site Web qui alimente et supporte son interface. C&#8217;est aussi une voix puissante qui dicte essentiellement ce que les propri\u00e9taires de sites Web font de leurs sites.\u2028<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/google-building-exterior-1.jpg\" alt=\"Le panneau d&#039;entr\u00e9e du nouveau b\u00e2timent de Google \u00e0 South Lake Union, Seattle au coucher du soleil.\" width=\"612\" height=\"306\" class=\"alignnone size-full wp-image-47052\" \/><\/p>\n<p>\u2028En 2019, Google a continu\u00e9 \u00e0 afficher de plus en plus de contenu de tiers directement sur les SERPs. En proposant les informations que les internautes recherchent sous la forme de snippets, de Knowledge Graphs, de bo\u00eetes de r\u00e9ponses, de vid\u00e9os et d&#8217;images, Google r\u00e9duit progressivement la n\u00e9cessit\u00e9 pour ses utilisateurs de cliquer vers un site Web en particulier. Bien que cela puisse sembler terrible, ce n&#8217;est pas en fait la fin du r\u00e9f\u00e9rencement. Apr\u00e8s tout, si un utilisateur apprend (et ach\u00e8te) les produits ou services de votre marque de la la page SERPs de Google plut\u00f4t que sur votre site Web, est-ce que ce lead ou cette vente vaut moins ? Bien s\u00fbr que non.<\/p>\n<p>En 2020, les moteurs de recherche devront tenir compte des SERP de Google ainsi que de leurs propres sites Web lorsqu&#8217;ils mesureront les KPI. Google rend cela plus facile avec plus de m\u00e9triques dans Google Search Console (produits, vid\u00e9os, miettes de pain, etc.) et la liste va continuer \u00e0 s&#8217;allonger. Le suivi des impressions deviendra tout aussi important que le suivi du trafic organique d&#8217;un site, car les utilisateurs interagiront avec le contenu d&#8217;un site Web \u00e0 la fois sur le site lui-m\u00eame et \u00e0 distance via Google.<\/li>\n<li>\n<h2>La vitesse de la page mobile sera critique<\/h2>\n<p>Les Smartphones continueront d&#8217;\u00eatre <em>de facto <\/em> le dispositif pour les internautes, en partie parce que Google a longtemps pouss\u00e9 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 \u00e0 att\u00e9nuer la plainte principale des utilisateurs mobiles. Google Search Console a inclus un rapport sur les probl\u00e8mes de t\u00e9l\u00e9phonie mobile depuis des ann\u00e9es, et en 2019, il a ajout\u00e9 un rapport de vitesse de page pour aider \u00e0 identifier 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=\"Mobile speed report for Google.com\" width=\"612\" height=\"319\" class=\"alignnone size-full wp-image-47056\" \/>\u2028<\/p>\n<p>Lorsque Google porte et attire l&#8217;attention sur ce type d&#8217;information, les \u00e9quipes de d\u00e9veloppement n&#8217;ont d&#8217;autre choix que de fournir des exp\u00e9riences plus rapides sur tous les canaux. En d&#8217;autres termes, quand Google dit &#8220;Sautez !&#8221;, nous devons demander &#8220;\u00c0 quelle hauteur ?&#8221;. 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<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_69d24dd15b869'>\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_69d24dd15b869');\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<li>\n<h2>Les r\u00e9sultats de la recherche s&#8217;am\u00e9lioreront gr\u00e2ce \u00e0 l&#8217;ajout du module linguistique BERT<\/h2>\n<p>Google a ajout\u00e9 le module BERT \u00e0 son algorithme en octobre 2019, en commen\u00e7ant par les \u00c9tats-Unis et en l&#8217;\u00e9tendant aux autres pays et langues en 2020. Ce module am\u00e9liore la compr\u00e9hension par le moteur de recherche de l&#8217;intention de l&#8217;utilisateur derri\u00e8re des requ\u00eates complexes ou ambigu\u00ebs. Cela aura un impact non seulement sur le type de contenu qui sera mis en \u00e9vidence, mais aussi sur le type de rich snippets et d&#8217;extraits qui seront affich\u00e9s.\u2028\u2028<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/bert-example-2.jpg\" alt=\"Exemple montrant le mod\u00e8le de langage BERT de Google permettant d&#039;obtenir des r\u00e9sultats de recherche plus pr\u00e9cis en fonction de l&#039;intention des utilisateurs\" width=\"612\" height=\"309\" class=\"alignnone size-full wp-image-47065\" \/><\/p>\n<p>Les sites Web de les plus performants avec un contenu d\u00e9taill\u00e9 (copie de page et sch\u00e9ma) sur leurs produits et services seront les grands gagnants de ce changement. Pour les moteurs de recherche, BERT est un rappel opportun : ne pr\u00e9sumez pas que votre contenu parle de lui-m\u00eame via des photos, des vid\u00e9os ou le bon sens.<\/li>\n<li>\n<h2>Google a faim, nous allons donc E.A.T<\/h2>\n<p>En 2019, Google a fait un nombre important de mise \u00e0 jour \u00e0 son algorithme. Chacune de ces mises \u00e0 jour a am\u00e9lior\u00e9 la compr\u00e9hension du contenu du site Web par le moteur de recherche afin qu&#8217;il puisse mieux diriger le trafic de la recherche. Les sites qui ont connu la plus grande volatilit\u00e9 avec ces changements avaient tendance \u00e0 \u00eatre d&#8217;ordre financier ou m\u00e9dical ; les sujets que Google tient \u00e0 une norme plus \u00e9lev\u00e9e en raison de leur impact sur la vie. Ces sites ont subi des changements qui ne s&#8217;adressaient pas sp\u00e9cifiquement \u00e0 eux, mais aux sites Web en g\u00e9n\u00e9ral.<\/p>\n<p>En 2020, les sp\u00e9cialistes SEO doivent concentrer leur attention sur <a href=\"https:\/\/www.semrush.com\/blog\/ways-build-expertise-authority-trust-boost-seo-semrushchat-sherry-bonelli\/\" target=\"_blank\" rel=\"noopener\">E-A-T (Expertise, Authoritativeness, Trustworthiness)<\/a>. Pourquoi ? Parce qu&#8217;au fur et \u00e0 mesure que Google continuera \u00e0 faire \u00e9voluer son algorithme de base, les sites Web qu&#8217;il consid\u00e8re comme \u00e9tant r\u00e9dig\u00e9s par des experts, avec la plus grande autorit\u00e9 dans le domaine, et qui attirent la confiance des autres dans la m\u00eame discipline seront les plus susceptibles de convenir aux besoins des utilisateurs. Ce paradigme en trois parties va bien s\u00fbr au-del\u00e0 du r\u00e9f\u00e9rencement technique : chaque professionnel concern\u00e9 par le trafic organique devra se concentrer davantage sur le contenu, la notori\u00e9t\u00e9 de la marque et les concurrents dans son domaine.<\/li>\n<\/ol>\n<h2>Vous voulez viser plus haut ?<\/h2>\n<p>De BERT \u00e0 l&#8217;E.A.T en passant par Google <em>qui s\u2019accapare du web <\/em>, il y a des changements en mati\u00e8re de r\u00e9f\u00e9rencement. Si vous aviez d\u00e9j\u00e0 bien compris les principes fondamentaux et votre contenu est \u00e0 la hauteur de vos attentes, il est peu probable que vous soyez \u00e0 la tra\u00eene par rapport aux d\u00e9veloppements de 2020. Mais il y a une grande diff\u00e9rence entre ne pas \u00eatre laiss\u00e9 pour compte et avancer activement. Si ce dernier est votre objectif, nos experts en r\u00e9f\u00e9rencement sont pr\u00eats \u00e0 vous aider.\u2028<\/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-1775390161000-6122517652\",\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-1775390161000-6122517652\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Si l&#8217;histoire a tendance \u00e0 se r\u00e9p\u00e9ter, alors pr\u00e9dire l&#8217;avenir devrait \u00eatre facile, non ? Eh bien, le r\u00e9f\u00e9rencement est un cas l\u00e9g\u00e8rement diff\u00e9rent. Apr\u00e8s tout, c&#8217;est une discipline qui progresse en terrain inconnu au fil des ans. Parfois, notre meilleur choix est de prendre des indices du g\u00e9ant de la recherche, Google, en particulier [&hellip;]<\/p>\n","protected":false},"author":189,"featured_media":111686,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.7,"reading_level_needs_review":"0","footnotes":""},"categories":[2898],"tags":[2681,2615,1676,2621,1968,1361],"class_list":["post-111691","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-bert-6","tag-e-a-t-3","tag-marketing-predictions-5","tag-mobile-page-speed-3","tag-search-engine-optimization-6","tag-seo-6"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le Marketing digital en 2020 : Est ce que votre strat\u00e9gie SEO est pr\u00eate pour ces 4 \u00e9tapes ? | DAC<\/title>\n<meta name=\"description\" content=\"Que nous r\u00e9serve 2020 pour la recherche organique ? 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