{"id":112370,"date":"2024-01-16T13:30:00","date_gmt":"2024-01-16T18:30:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/quels-acteurs-de-la-mode-brillent-sur-google\/"},"modified":"2024-12-21T05:53:19","modified_gmt":"2024-12-21T10:53:19","slug":"quels-acteurs-de-la-mode-brillent-sur-google","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/quels-acteurs-de-la-mode-brillent-sur-google\/","title":{"rendered":"Quels acteurs de la mode brillent sur Google ?"},"content":{"rendered":"<p>En ligne, les concurrents ne sont qu\u2019\u00e0 quelques clics les uns des autres. Comment travailler au mieux son r\u00e9f\u00e9rencement sur Google pour \u00e9merger parmi les premi\u00e8res requ\u00eates\u00a0? Analyse et t\u00e9moignages dans le secteur de la mode.<\/p>\n<p>Comment \u00e9merger sur un moteur de recherche, o\u00f9 des marques concurrentes s\u2019affichent \u00e0 quelques clics d\u2019\u00e9cart, voire sur la m\u00eame page\u00a0? <em>\u00ab Il existe plusieurs types d\u2019audiences. L\u00e0 o\u00f9 la concurrence est la plus rude, ce sont sur les intentionnistes, c\u2019est-\u00e0-dire les internautes qui effectuent des recherches de produits sans pr\u00e9ciser de marque\u00a0\u00bb,<\/em> explique C\u00e9dric Bellenger, directeur g\u00e9n\u00e9ral de DAC France, expert de l\u2019optimisation de la pr\u00e9sence en ligne. Pour le magazine LSA, nous avons moulin\u00e9 pr\u00e8s de 250 00 r\u00e9sultats de requ\u00eates sur Google dans un secteur tr\u00e8s concurrentiel, la mode. Objectif\u00a0: comprendre comment fonctionne la premi\u00e8re vitrine en ligne pour ces acteurs, Google.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-84233 aligncenter\" src=\"\/wpe-content\/uploads\/2024\/01\/Visual-1-252x300.jpg\" alt=\"\" width=\"356\" height=\"424\" \/><\/p>\n<p>A l\u2019\u00e9vidence, le pure player chinois de la mode Shein \u00e9crase la concurrence\u00a0! <em>\u00ab\u00a0Il est le plus visible lors des recherches sur Google, car il investit massivement en r\u00e9f\u00e9rencement payant, <\/em>souligne C\u00e9dric B\u00e9llanger. <em>Sur la partie publicitaire, Google Ads, on remarque que Shein ach\u00e8te de l\u2019espace dans toutes les cat\u00e9gories de la mode f\u00e9minine, son c\u0153ur de cible\u00a0\u00bb. <\/em>Contact\u00e9 par LSA, Shein a confirm\u00e9 payer pour des recherches et annonces d\u2019achat. <em>\u00ab\u00a0Mais il existe quelques diff\u00e9rences d\u2019un pays \u00e0 l\u2019autre, notamment dans la combinaison des plateformes entre Google\u00a0 et Meta\u00a0\u00bb, <\/em>nous assure sa porte-parole fran\u00e7aise. Autre pure player asiatique dynamique, Ouku, sp\u00e9cialis\u00e9 dans la mode masculine, investit aussi beaucoup pour gagner en visibilit\u00e9 sur Google. A noter qu\u2019au moment de l\u2019analyse, Temu (groupe Pinduoduo) et \u00e9galement positionn\u00e9 sur des produits vendus \u00e0 bas prix, \u00e9tait encore peu pr\u00e9sent en France, mais les lignes ont sans doute boug\u00e9 depuis\u2026<\/p>\n<h2><strong>L\u2019int\u00e9r\u00eat de soigner sa pr\u00e9sence en ligne <\/strong><\/h2>\n<p>Serait-ce \u00e0 dire que Google favorise les pure players qui paient des sommes importantes pour \u00e9merger aupr\u00e8s des internautes\u00a0? Oui et non. Oui car il fait la part belle au r\u00e9f\u00e9rencement payant dans les premiers r\u00e9sultats des requ\u00eates. Et non, car il prend aussi en compte la puissance des r\u00e9seaux de magasins. Les acteurs \u00ab\u00a0physiques\u00a0\u00bb ont, eux aussi, compris l\u2019int\u00e9r\u00eat de soigner leur pr\u00e9sence en ligne. <em>\u00ab\u00a0En 2018, moins de 30% de nos investissements m\u00e9dias \u00e9taient num\u00e9riques. Aujourd\u2019hui, nous sommes \u00e0 50%. Et la moiti\u00e9 de cette manne est d\u00e9di\u00e9e \u00e0 Google\u00a0<\/em>\u00bb, avance Vanessa Gignoux, directrice e-commerce et omnicanal de G\u00e9mo.<\/p>\n<blockquote><p><em>\u00ab\u00a0On a professionnalis\u00e9 notre strat\u00e9gie pour gagner en notorit\u00e9t\u00e9 et pr\u00e9f\u00e9rence de marque. Nous simplifions au maximum le passage des robots de Google pour \u00eatre bien r\u00e9f\u00e9renc\u00e9s.\u00bb<\/em> <strong>Louis Tesse,<\/strong> leader marketing digital de Kiabi.<\/p><\/blockquote>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-84239 aligncenter\" src=\"\/wpe-content\/uploads\/2024\/01\/Visual-2-300x195.jpg\" alt=\"\" width=\"590\" height=\"384\" \/><\/p>\n<section id=\"hub-newsletter-signup\" 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_6ab1564ec915a'>\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    <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n    \n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var loadedAt = Date.now();\n    var form = $('#hubspot_form_6ab1564ec915a');\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        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Submit through the site's form proxy (form IDs stay server-side)\n        fetch('https:\/\/www.dacgroup.com\/fr\/wp-json\/api\/v1\/forms\/submit', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify({\n                form: 'newsletter',\n                source: 'block-hub-newsletter',\n                lang: 'fr',\n                email: email,\n                hp: form.find('input[name=\"dac_hp\"]').val(),\n                turnstileToken: form.find('[name=\"cf-turnstile-response\"]').val() || '',\n                elapsed: Date.now() - loadedAt,\n                pageUri: window.location.href,\n                pageName: document.title\n            })\n        })\n        .then(response => response.json().catch(function() { return {}; 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Aujourd\u2019hui, nous sommes \u00e0 50%. Et la moiti\u00e9 de cette manne est d\u00e9di\u00e9e \u00e0 Google.\u00a0\u00bb<\/em> <strong>Vanessa Gignoux<\/strong>, directrice e-commerce et omnicanal de G\u00e9mo.<\/p><\/blockquote>\n<p>En 2022, la griffe milliardaire du groupe Eram a internalis\u00e9 cette activit\u00e9 en cr\u00e9ant une \u00e9quipe d\u2019acquisition trafic chapeaut\u00e9e par Benoit Guillou. Dans son viseur\u00a0: Google, suivi de Meta et Criteo, afin de cibler un maximum d\u2019internautes. <em>\u00ab\u00a0Nous travaillons avec Perfomance Max, de Google qui aide, via des campagnes publicitaires , \u00e0 gagner en visibilit\u00e9 et en trafic\u00a0\u00bb<\/em>, indique Benoit Guillou, qui d\u00e9taille que 5% du chiffre d\u2019affaires de G\u00e9mo est li\u00e9 \u00e0 des ventes omnicanales et que 30% des clients en magasins sont d\u2019abord pass\u00e9es par le site. G\u00e9mo se hisse en t\u00eate du r\u00e9f\u00e9rencement naturel des enseignes de mode sur Google et Shein tombe ici \u00e0 la dixi\u00e8me place, au profit de r\u00e9seaux physiques forts comme Celio et Chaussea. L\u2019autre acteur bien valoris\u00e9 sur Google est Kiabi, premier sur un emplacement tr\u00e8s strat\u00e9gique\u00a0: le pack local, le pav\u00e9 num\u00e9rique o\u00f9 sont indiqu\u00e9 l\u2019adresse, les horaires et les photos d\u2019un magasin. <em>\u00ab\u00a0Depuis le covid, nos ventes en ligne ont bondi et l\u2019e-commerce p\u00e8se 15 \u00e0 20% de notre CA. On a professionnalis\u00e9 notre strat\u00e9gie en ligne pour gagner en notori\u00e9t\u00e9 et en pr\u00e9f\u00e9rence de marque\u00a0\u00bb <\/em>soutient Louis Tesse, son leader marketing digital. Pour cela, les \u00e9quipes de Kiabi travaillent les fiches produits et ont \u00e9toff\u00e9 leur guide d\u2019achat de certains produits. <em>\u00ab\u00a0Nous simplifions le passage des robots de Google pour \u00eatre bien r\u00e9f\u00e9renc\u00e9\u00a0\u00bb, <\/em>poursuit-il. Des efforts n\u00e9cessaires pour \u00e0 la fois capter la hausse des ventes en ligne et attirer du trafic en magasin.<\/p>\n<p><span style=\"font-size: 10pt;\"><em>Article publi\u00e9 dans le magazine LSA.<\/em><\/span><\/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-1790006862000-7265060061\",\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-1790006862000-7265060061\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>En ligne, les concurrents ne sont qu\u2019\u00e0 quelques clics les uns des autres. Comment travailler au mieux son r\u00e9f\u00e9rencement sur Google pour \u00e9merger parmi les premi\u00e8res requ\u00eates\u00a0? Analyse et t\u00e9moignages dans le secteur de la mode. Comment \u00e9merger sur un moteur de recherche, o\u00f9 des marques concurrentes s\u2019affichent \u00e0 quelques clics d\u2019\u00e9cart, voire sur la [&hellip;]<\/p>\n","protected":false},"author":149,"featured_media":112372,"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","in_short_ai_headline":"","in_short_ai_body":"","in_short_status":"","footnotes":""},"categories":[2898],"tags":[1005],"class_list":["post-112370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-digital-advertising-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quels acteurs de la mode brillent sur Google ? | DAC<\/title>\n<meta name=\"description\" content=\"Optimisez votre visibilit\u00e9 sur Google dans le secteur de la mode. 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