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Dans notre article du mois de juin Le choix de vos mots-clés : première étape d’un référencement réussi, nous vous expliquions comment choisir les bons termes pour être en tête de liste sur Google. 

Si vous avez fini votre analyse de mots-clés, il est temps de passer à l’étape suivante : l’optimisation des « zones chaudes » en y incluant les expressions choisies.  

Comment fonctionne Google?

Tout le monde sait que Google est un moteur de recherche qui vous permet de trouver rapidement une information, mais comprenez-vous son fonctionnement? 

Pour réussir votre référencement, il est nécessaire de comprendre sa logique. En résumé, Google utilise un robot nommé GoogleBot qui  analyse jour et nuit le web afin de faire parvenir les pages à Google. 

Lorsque le robot passe sur votre site, il examine les liens existants ainsi que votre contenu, mais son regard est particulièrement attiré par ces fameuses « zones chaudes » du code HTML. Celles-ci sont généralement des balises qui informent les robots du thème de la page, elles sont très influentes en termes de référencement. De leur bonne optimisation découlera votre réputation auprès de Google, qui placera vos pages dans les premiers résultats en fonction de la qualité de votre contenu. 

Voyons ensemble les principales balises dont Google tiendra compte. 

Balisez votre contenu pour Google

  • La balise  : élément primordial en SEO</h3> </li> <li> </li> </ul> <p>Cette balise correspond au <strong>titre de votre page</strong>, vous la retrouvez au niveau de l’onglet de la page au sein du navigateur de l’internaute. Elle est aussi reprise comme titre dans les SERP, ce qui la rend essentielle pour les moteurs de recherche. </p> <p><img width="930" height="254" decoding="async" alt="title onglet" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20930%20254'%3E%3C/svg%3E" style="width: 930px; height: 254px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 33" data-lazy-src="https://www.produweb.be/files/uploads/2023/06/title-onglet.png.webp"><noscript><img width="930" height="254" decoding="async" alt="title onglet" src="https://www.produweb.be/files/uploads/2023/06/title-onglet.png.webp" style="width: 930px; height: 254px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 33"></noscript></p> <p><img width="948" height="285" decoding="async" alt="title SERP" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20948%20285'%3E%3C/svg%3E" style="width: 948px; height: 285px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 34" data-lazy-src="https://www.produweb.be/files/uploads/2023/06/title-SERP.png.webp"><noscript><img width="948" height="285" decoding="async" alt="title SERP" src="https://www.produweb.be/files/uploads/2023/06/title-SERP.png.webp" style="width: 948px; height: 285px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 34"></noscript></p> <p>Le titre de votre page doit absolument contenir vos mots-clés et refléter votre contenu. Destinez-le aux internautes plutôt qu’aux robots, ainsi vous gagnerez en crédibilité.</p> <p>Retenez que pour un référencement efficace, il est préférable de créer plusieurs pages avec un thème spécifique et donc un title, plutôt qu’une seule page multi thème. </p> <ul> <li> <h3>Les balises H1 et Hn : organisez votre contenu</h3> </li> <li> </li> </ul> <p>Les balises Hn servent à hiérarchiser et structurer vos textes et informations dans vos pages. Dans votre contenu, vous trouvez un titre H1, suivi d’un H2, H3, et ainsi de suite jusqu’au H6. </p> <p>La <strong>balise H1 </strong>équivaut  à votre titre éditorial, c‘est donc celle qui a le plus de poids sur votre page. Ne placez donc pas plus d’un H1 par page. Tout comme pour le <title>, n’oubliez pas que vous vous dirigez avant tout à des personnes, et non à des machines. De plus, veillez à situer la balise H1 en haut de page puisqu’elle correspond au titre du contenu. </p> <p><img width="943" height="198" decoding="async" alt="h1" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20943%20198'%3E%3C/svg%3E" style="width: 943px; height: 198px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 35" data-lazy-src="https://www.produweb.be/files/uploads/2023/06/h1.png.webp"><noscript><img width="943" height="198" decoding="async" alt="h1" src="https://www.produweb.be/files/uploads/2023/06/h1.png.webp" style="width: 943px; height: 198px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 35"></noscript></p> <ul> <li> <h3>La balise meta-description : invitez l’internaute à cliquer</h3> </li> <li> </li> </ul> <p>Cette balise est le petit texte de 156 caractères qui accompagnent vos titles sur la SERP. Même si elle n’affecte pas directement votre référencement naturel, il est nécessaire de l’intégrer dans sa stratégie d’optimisation. Une <strong>balise meta-description</strong> correctement rédigée pousse l’internaute à visiter votre site, plutôt qu’un autre. Pour cela, suscitez l’envie de vos lecteurs avec des phrases telles que « faites appel », « découvrez » ou « retrouvez ». </p> <p><img width="948" height="190" decoding="async" alt="meta" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20948%20190'%3E%3C/svg%3E" style="width: 948px; height: 190px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 36" data-lazy-src="https://www.produweb.be/files/uploads/2023/06/meta.png.webp"><noscript><img width="948" height="190" decoding="async" alt="meta" src="https://www.produweb.be/files/uploads/2023/06/meta.png.webp" style="width: 948px; height: 190px;" title="L’optimisation on site : deuxième étape d’un référencement réussi 36"></noscript></p> </div> </div> <h2 style="text-align: left" class="vc_custom_heading pt-2 pt-lg-3" id="et-le-contenu-dans-tout-ca">Et le contenu dans tout ça?</h2> <div class="wpb_text_column wpb_content_element mb-0" > <div class="wpb_wrapper"> <p>En 1996 Bill Gates affirmait, « le contenu est roi ». De nos jours, cette règle est plus pertinente que jamais pour réussir sa <a href="https://www.produweb.be/fr/referencement-google/naturel/">stratégie de référencement naturel</a>. </p> <p>Le contenu dupliqué est la chose à éviter par-dessus tout. Google pénalisera immédiatement tout site qui s’amusera au jeu du « copier/coller ». </p> <p>Une fois de plus, veillez à écrire du contenu intéressant et à valeur ajoutée pour vos lecteurs. Insérez vos mots-clés dans le texte d’une manière naturelle et utilisez des synonymes pour éviter la sur-optimisation. Si vous respectez ces quelques règles, vous gagnerez l’estime de Google et votre popularité grandira de jour en jour. </p> </div> </div> <h2 style="text-align: left" class="vc_custom_heading pt-2 pt-lg-3" id="votre-strategie-d-optimisation-bien-plus-que-des-balises">Votre stratégie d'optimisation: bien plus que des balises</h2> <div class="wpb_text_column wpb_content_element mb-0" > <div class="wpb_wrapper"> <p>Sachez que l’optimisation des zones chaudes, n’est qu’une partie de votre stratégie d’optimisation. Pour vous propulser au premier rang des moteurs de recherche, vous devrez aussi faire une optimisation offsite. Pour cela, nous verrons dans un troisième article, que vous devrez mettre en place des éléments plus techniques. De plus, la rédaction de backlinks sera nécessaire afin d’accroître votre popularité. </p> <p>Comme vous pouvez le constater, le référencement n’est pas juste une stratégie de mots-clés et du contenu de qualité, c’est un tout bien plus complexe qui implique différents facteurs stratégiques. Si vous avez besoin de conseils pour la suite,  contactez <a href="https://www.produweb.be/fr/referencement-google/">notre agence de référencement</a>.</p> </div> </div> </div></div></div></div></div> </section> </div> <div class="col-lg-3 pdw-article-navigation d-none d-lg-block"> <div class="container"><div class="vc_row wpb_row vc_row-fluid"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner"><div class="wpb_wrapper"><h3 style="text-align: left" class="vc_custom_heading h3 pb-1" >Navigation</h3><a class="pdw-navigation-blog mb-0 py-1 h6 text-uppercase text-dark d-flex align-items-center" href="#comment-fonctionne-google"><span class="me-1 text-center d-flex align-items-center justify-content-center">1</span>Comment fonctionne Google?</a><a class="pdw-navigation-blog mb-0 py-1 h6 text-uppercase text-dark d-flex align-items-center" href="#balisez-votre-contenu-pour-google"><span class="me-1 text-center d-flex align-items-center justify-content-center">2</span>Balisez votre contenu pour Google</a><a class="pdw-navigation-blog mb-0 py-1 h6 text-uppercase text-dark d-flex align-items-center" href="#et-le-contenu-dans-tout-ca"><span class="me-1 text-center d-flex align-items-center justify-content-center">3</span>Et le contenu dans tout ça?</a><a class="pdw-navigation-blog mb-0 py-1 h6 text-uppercase text-dark d-flex align-items-center" href="#votre-strategie-d-optimisation-bien-plus-que-des-balises"><span class="me-1 text-center d-flex align-items-center justify-content-center">4</span>Votre stratégie d'optimisation: bien plus que des balises</a><div class="vc_row wpb_row vc_inner vc_row-fluid pt-4"><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner pdw-icon-rs d-flex"><div class="wpb_wrapper"><h3 style="text-align: left" class="vc_custom_heading h3 pb-1" >Partager cet article</h3> <div class="wpb_single_image wpb_content_element vc_align_left d-inline pe-05 pe-md-1"> <figure 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