{"id":857,"date":"2014-06-10T14:09:24","date_gmt":"2014-06-10T12:09:24","guid":{"rendered":"https:\/\/www.neata.fr\/?p=857"},"modified":"2016-09-08T17:14:10","modified_gmt":"2016-09-08T15:14:10","slug":"le-referencement-a-vecu-vive-le-referencement","status":"publish","type":"post","link":"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/","title":{"rendered":"Le r\u00e9f\u00e9rencement a v\u00e9cu &#8230; vive le r\u00e9f\u00e9rencement !"},"content":{"rendered":"<p>Sur un march\u00e9 de plus en plus connect\u00e9, bien r\u00e9f\u00e9rencer son site internet reste vital. Mais le r\u00e9f\u00e9rencement n\u2019est qu\u2019un aspect d\u2019une strat\u00e9gie digitale, qui doit plus que jamais prendre en compte l\u2019attente des clients.<\/p>\n<p>Le paysage du web vit une r\u00e9volution (je ne vous apprends rien !). Cette r\u00e9volution entra\u00eene un autre regard sur le r\u00e9f\u00e9rencement. Nous sommes pass\u00e9s d\u2019un objectif prioritaire \u00e0 un objectif parmi tant d\u2019autres.<\/p>\n<p>Reprenons. Quid du r\u00e9f\u00e9rencement : \u00abL\u2019ensemble des techniques pour am\u00e9liorer la visibilit\u00e9 d\u2019un site web\u00bb. En 2014, rendre visible son site reste primordial. Mais \u00eatre en premi\u00e8re page de Google s\u2019av\u00e8re de plus en plus difficile. Et \u00eatre bien plac\u00e9 n\u2019est plus un gage de r\u00e9ussite. Les sites internet s\u2019inscrivent dans un \u00e9cosyst\u00e8me o\u00f9 ils c\u00f4toient d\u2019autres pr\u00e9sences en ligne auxquelles les internautes accordent tout autant voire plus de confiance. En effet, sur les m\u00e9dias sociaux, la prise de parole n\u2019est pas celle de l\u2019entreprise, unilat\u00e9rale, mais une prise de parole confront\u00e9e \u00e0 celles d\u2019autres internautes. Si les m\u00e9dias sociaux participent au bon positionnement d\u2019un site, ils viennent aussi concurrencer celui-ci comme source d\u2019informations.<\/p>\n<p><strong>L\u2019\u00e8re de l\u2019interactivit\u00e9<\/strong><br \/>\nL\u2019arriv\u00e9e du web 2.0 a replac\u00e9 le client au centre. Aujourd\u2019hui, le marketing revisite ses fondamentaux. Nous sommes pass\u00e9s d\u2019une information descendante, o\u00f9 les marques parlaient et imposaient leurs produits, leur discours&#8230;, \u00e0 une information interactive o\u00f9 le client r\u00e9agit, co-construit les produits, construit et d\u00e9construit l\u2019image d\u2019une marque, est de plus en plus exigeant, de moins en moins fid\u00e8le.<br \/>\nEt c\u2019est l\u00e0 qu\u2019intervient un \u00e9l\u00e9ment indissociable du r\u00e9f\u00e9rencement : le contenu.\u00a0De sa richesse d\u00e9pend un bon positionnement car les moteurs de recherche veulent r\u00e9pondre \u00e0 l\u2019attente d\u2019information des internautes. Mais sa fonction va plus loin. Il doit convaincre un internaute qui ne prend plus pour argent comptant l\u2019information diffus\u00e9e mais compare, se documente, rep\u00e8re ailleurs ce qui lui convient. Les responsables de marque cherchent donc \u00e0 cr\u00e9er et diffuser du contenu de qualit\u00e9, interpellant, en ad\u00e9quation avec leur marque et leur march\u00e9, mais aussi \u00e0 faire s\u2019exprimer et r\u00e9agir les internautes, avec pour finalit\u00e9 d\u2019inscrire l\u2019ensemble de leurs outils digitaux (sites et m\u00e9dias sociaux) dans un \u00e9cosyst\u00e8me vertueux.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2636 size-thumbnail\" title=\"Neata\" src=\"https:\/\/www.neata.fr\/site\/wp-content\/uploads\/2014\/06\/O9VY941-150x150.jpg\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.neata.fr\/site\/wp-content\/uploads\/2014\/06\/O9VY941-150x150.jpg 150w, https:\/\/www.neata.fr\/site\/wp-content\/uploads\/2014\/06\/O9VY941-300x300.jpg 300w, https:\/\/www.neata.fr\/site\/wp-content\/uploads\/2014\/06\/O9VY941-100x100.jpg 100w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>A lire sur le m\u00eame th\u00e8me<\/strong><\/p>\n<ul>\n<li><a href=\"http:\/\/www.redactevent.fr\/view\/40-parlez-vous-ll-internaute-r.html\" target=\"_blank\">Parlez-vous l&rsquo;internaute<\/a>\u00a0?<\/li>\n<li><a href=\"http:\/\/isaq.fr\/blog\/2014\/06\/quel-cms-pour-un-bon-seo\/\" target=\"_blank\">Quel CMS pour un bon SEO ?<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"border-radius: 2px; text-indent: 20px; width: auto; padding: 0px 4px 0px 0px; text-align: center; font: bold 11px\/20px 'Helvetica Neue',Helvetica,sans-serif; color: #ffffff; background: #bd081c no-repeat scroll 3px 50% \/ 14px 14px; position: absolute; opacity: 1; z-index: 8675309; display: none; cursor: pointer;\">Enregistrer<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sur un march\u00e9 de plus en plus connect\u00e9, bien r\u00e9f\u00e9rencer son site internet reste vital. Mais le r\u00e9f\u00e9rencement&#8230;<\/p>\n","protected":false},"author":1,"featured_media":2636,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[1],"tags":[15,16,14],"class_list":["post-857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actus","tag-medias-sociaux","tag-referencement","tag-strategie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Le r\u00e9f\u00e9rencement a v\u00e9cu ... vive le r\u00e9f\u00e9rencement ! - NEATA<\/title>\n<meta name=\"description\" content=\"Le r\u00e9f\u00e9rencement n&#039;est qu&#039;un aspect d\u2019une strat\u00e9gie digitale, qui doit plus que jamais prendre en compte l\u2019attente des clients.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le r\u00e9f\u00e9rencement a v\u00e9cu ... vive le r\u00e9f\u00e9rencement ! - NEATA\" \/>\n<meta property=\"og:description\" content=\"Le r\u00e9f\u00e9rencement n&#039;est qu&#039;un aspect d\u2019une strat\u00e9gie digitale, qui doit plus que jamais prendre en compte l\u2019attente des clients.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/\" \/>\n<meta property=\"og:site_name\" content=\"NEATA\" \/>\n<meta property=\"article:published_time\" content=\"2014-06-10T12:09:24+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2016-09-08T15:14:10+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.neata.fr\/site\/wp-content\/uploads\/2014\/06\/O9VY941.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"870\" \/>\n\t<meta property=\"og:image:height\" content=\"653\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"lenaig\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"lenaig\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/\"},\"author\":{\"name\":\"lenaig\",\"@id\":\"https:\/\/www.neata.fr\/#\/schema\/person\/079ac60a8f55a2f3dd41cc7f4e228561\"},\"headline\":\"Le r\u00e9f\u00e9rencement a v\u00e9cu &#8230; vive le r\u00e9f\u00e9rencement !\",\"datePublished\":\"2014-06-10T12:09:24+00:00\",\"dateModified\":\"2016-09-08T15:14:10+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/\"},\"wordCount\":452,\"image\":{\"@id\":\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.neata.fr\/site\/wp-content\/uploads\/2014\/06\/O9VY941.jpg\",\"keywords\":[\"m\u00e9dias-sociaux\",\"r\u00e9f\u00e9rencement\",\"strat\u00e9gie\"],\"articleSection\":[\"Les actus\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/\",\"url\":\"https:\/\/www.neata.fr\/index.php\/le-referencement-a-vecu-vive-le-referencement\/\",\"name\":\"Le r\u00e9f\u00e9rencement a v\u00e9cu ... vive le r\u00e9f\u00e9rencement ! 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