{"id":5093,"date":"2020-09-28T06:56:00","date_gmt":"2020-09-28T06:56:00","guid":{"rendered":"https:\/\/prettylinks.com\/?p=5093"},"modified":"2020-09-28T18:27:52","modified_gmt":"2020-09-28T18:27:52","slug":"how-keyword-research-rescues-your-marketing-budget","status":"publish","type":"post","link":"https:\/\/prettylinks.com\/fr\/blog\/how-keyword-research-rescues-your-marketing-budget\/","title":{"rendered":"Comment la recherche de mots-cl\u00e9s sauve votre budget marketing"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenu<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d0d16c4bf0c\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d0d16c4bf0c\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-keyword-research-rescues-your-marketing-budget\/#WHAT_IS_KEYWORD_RESEARCH\" >QU'EST-CE QUE LA RECHERCHE DE MOTS-CL\u00c9S ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-keyword-research-rescues-your-marketing-budget\/#WHY_IS_KEYWORD_RESEARCH_IMPORTANT\" >POURQUOI LA RECHERCHE DE MOTS-CL\u00c9S EST-ELLE IMPORTANTE ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-keyword-research-rescues-your-marketing-budget\/#WHY_SHOULD_I_RESEARCH_KEYWORDS_BEFORE_I_START_MARKETING\" >POURQUOI DOIS-JE RECHERCHER DES MOTS-CL\u00c9S AVANT DE COMMENCER \u00c0 FAIRE DU MARKETING ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-keyword-research-rescues-your-marketing-budget\/#WHAT_TOOLS_TO_USE_FOR_KEYWORD_RESEARCH\" >QUELS OUTILS UTILISER POUR LA RECHERCHE DE MOTS-CL\u00c9S<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/prettylinks.com\/fr\/blog\/how-keyword-research-rescues-your-marketing-budget\/#CONCLUSION\" >CONCLUSION<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>La recherche de mots-cl\u00e9s alimente chaque aspect de votre budget marketing, du r\u00e9f\u00e9rencement aux m\u00e9dias sociaux en passant par les profils d'acheteurs, <a href=\"https:\/\/prettylinks.com\/go\/aweber\/\" title=\"Lien d&#039;affiliation aWeber\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">marketing par courrier \u00e9lectronique<\/a>et des campagnes publicitaires.<\/p>\n\n\n\n<p>Gr\u00e2ce \u00e0 la recherche de mots-cl\u00e9s, vous pouvez vous assurer que chaque centime est d\u00e9pens\u00e9 \u00e0 bon escient et que chaque message est envoy\u00e9 au bon endroit.&nbsp;<\/p>\n\n\n\n<p>La recherche de mots-cl\u00e9s est le ciment qui lie tous vos efforts, et il y a tr\u00e8s peu de succ\u00e8s en termes de marketing sans elle. Avec les bons mots-cl\u00e9s, vous pouvez atteindre les clients qui essaient d'acheter les produits que vous vendez, trouver les clients m\u00e9contents sur les m\u00e9dias sociaux gr\u00e2ce \u00e0 l'\u00e9coute sociale et afficher les bonnes annonces aux bonnes personnes.&nbsp;<\/p>\n\n\n\n<p>Cette pratique jette les bases sur lesquelles reposeront tous vos efforts de marketing, et sans elle, vous gaspillez de l'argent ! De toute l'optimisation du marketing commercial, la recherche de mots-cl\u00e9s est la meilleure chose que vous puissiez faire pour g\u00e9rer votre budget de mani\u00e8re judicieuse.&nbsp;<\/p>\n\n\n\n<p>Dans cet article, nous vous expliquons pourquoi vous devez consacrer le plus de temps possible \u00e0 votre recherche de mots-cl\u00e9s afin d'augmenter votre budget.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"WHAT_IS_KEYWORD_RESEARCH\"><\/span>QU'EST-CE QUE LA RECHERCHE DE MOTS-CL\u00c9S ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"483\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/What-is-Keyword-Research.jpg\" alt=\"Graphique de recherche de mots-cl\u00e9s\" class=\"wp-image-10816\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/What-is-Keyword-Research.jpg 724w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/What-is-Keyword-Research-300x200.jpg 300w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<p>La recherche de mots-cl\u00e9s consiste \u00e0 d\u00e9terminer les termes et les mots recherch\u00e9s par vos clients potentiels afin de les int\u00e9grer dans votre marketing. Cela peut \u00eatre aussi simple que de penser \u00e0 des termes li\u00e9s \u00e0 vos services, de les entrer dans une recherche Google et de voir ce qui en ressort.&nbsp;<\/p>\n\n\n\n<p>Mais il existe de meilleures fa\u00e7ons de trouver les mots-cl\u00e9s les plus performants \u00e0 l'aide d'outils tr\u00e8s utiles, que nous \u00e9num\u00e9rerons plus loin dans ce billet.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"WHY_IS_KEYWORD_RESEARCH_IMPORTANT\"><\/span>POURQUOI LA RECHERCHE DE MOTS-CL\u00c9S EST-ELLE IMPORTANTE ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"755\" height=\"462\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/Why-is-keyword-research-important.jpg\" alt=\"Graphique d&#039;am\u00e9lioration du r\u00e9f\u00e9rencement\" class=\"wp-image-10818\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/Why-is-keyword-research-important.jpg 755w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/Why-is-keyword-research-important-300x184.jpg 300w\" sizes=\"auto, (max-width: 755px) 100vw, 755px\" \/><figcaption class=\"wp-element-caption\">SEO Optimisation des moteurs de recherche<\/figcaption><\/figure>\n\n\n\n<p>Pourquoi la recherche de mots-cl\u00e9s fait-elle partie int\u00e9grante du marketing ? Tout d'abord, elle vous indique qui a besoin de ce que vous avez, comment les atteindre et ce qu'ils veulent entendre. Ensuite, elle vous aide \u00e0 d\u00e9terminer comment vous placer devant eux.<\/p>\n\n\n\n<p>Pour comprendre le lien entre la recherche et les mots cl\u00e9s, prenons un exemple : imaginez que vous habitiez \u00e0 Dallas et que vous cherchiez des chaussures.&nbsp;<\/p>\n\n\n\n<p>Vous avez longuement examin\u00e9 votre garde-robe et n'y trouvez rien que vous aimeriez porter pour un \u00e9v\u00e9nement important. Il y a bien un magasin de chaussures au bout de la rue, mais ce n'est pas exactement votre style, et vous n'avez pas trouv\u00e9 d'autre magasin en t\u00eate. Qu'allez-vous faire pour trouver un nouvel endroit o\u00f9 acheter des chaussures ?<\/p>\n\n\n\n<p>Vous sortez votre t\u00e9l\u00e9phone et tapez \"magasin de chaussures pr\u00e8s de Dallas\" dans la recherche Google. Qu'est-ce qui appara\u00eet ?<\/p>\n\n\n\n<p>Les sites qui ont optimis\u00e9 leurs mots-cl\u00e9s publicitaires pour \"magasin de chaussures pr\u00e8s de chez moi\" ou \"magasin de chaussures\".<em> <\/em>s'affichent sur votre SERP (page de r\u00e9sultats des moteurs de recherche). Les annonces cibl\u00e9es sur le terme de recherche que vous avez utilis\u00e9 s'affichent \u00e9galement.&nbsp;<\/p>\n\n\n\n<p>Supposons que vous ayez besoin d'un type de chaussures sp\u00e9cifique et que vous tapiez \"chaussures \u00e0 talons hauts pour soir\u00e9es \u00e0 Dallas\". C'est ce qui est consid\u00e9r\u00e9 comme un <a href=\"https:\/\/www.wordstream.com\/long-tail-keywords\" target=\"_blank\" rel=\"noreferrer noopener\">mot-cl\u00e9 \u00e0 longue tra\u00eene<\/a>ou un mot-cl\u00e9 plus long et plus sp\u00e9cifique que l'utilisateur est plus susceptible de taper lorsqu'il se rapproche du point de vente. Les entreprises optimis\u00e9es pour ces mots-cl\u00e9s appara\u00eetront alors dans les r\u00e9sultats de recherche de votre client potentiel.&nbsp;<\/p>\n\n\n\n<p>Les mots-cl\u00e9s sont ce qui vous relie aux personnes qui recherchent vos services et vos produits. Ils sont utilis\u00e9s dans votre publicit\u00e9, pour le r\u00e9f\u00e9rencement de votre site web et pour votre marketing sur les m\u00e9dias sociaux. Les mots-cl\u00e9s s'int\u00e8grent dans chaque partie de votre marketing organique et de vos annonces payantes, et les comprendre est le plus grand pas vers le succ\u00e8s et un budget bien d\u00e9pens\u00e9.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"WHY_SHOULD_I_RESEARCH_KEYWORDS_BEFORE_I_START_MARKETING\"><\/span>POURQUOI DOIS-JE RECHERCHER DES MOTS-CL\u00c9S AVANT DE COMMENCER \u00c0 FAIRE DU MARKETING ?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"724\" height=\"483\" src=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/Why-should-I-research-keywords.jpg\" alt=\"Pourquoi rechercher des mots-cl\u00e9s ?\" class=\"wp-image-10819\" srcset=\"https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/Why-should-I-research-keywords.jpg 724w, https:\/\/prettylinks.com\/wp-content\/uploads\/2020\/09\/Why-should-I-research-keywords-300x200.jpg 300w\" sizes=\"auto, (max-width: 724px) 100vw, 724px\" \/><\/figure>\n\n\n\n<p>La recherche de mots-cl\u00e9s est importante car elle vous indique <em>exactement <\/em>ce qu'il faut faire et par o\u00f9 commencer dans tous les aspects de votre strat\u00e9gie de marketing, y compris :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Planification du contenu<\/li>\n\n\n\n<li>R\u00e9f\u00e9rencement (essentiellement bas\u00e9 sur des mots-cl\u00e9s)<\/li>\n\n\n\n<li>\u00c9coute des m\u00e9dias sociaux et marketing<\/li>\n\n\n\n<li>Personnages d'acheteurs<\/li>\n\n\n\n<li>Les meilleurs canaux de commercialisation et les endroits o\u00f9 atteindre les consommateurs<\/li>\n<\/ul>\n\n\n\n<p>Lorsque vous savez ce que vos clients potentiels veulent et recherchent activement, vous savez sur quoi vous concentrer. La recherche par mots-cl\u00e9s vous permet de parler le m\u00eame langage que vos acheteurs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"WHAT_TOOLS_TO_USE_FOR_KEYWORD_RESEARCH\"><\/span>QUELS OUTILS UTILISER POUR LA RECHERCHE DE MOTS-CL\u00c9S<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>C'est l\u00e0 que le b\u00e2t blesse ! Si vous avez toujours voulu vous sentir comme un d\u00e9tective sans avoir \u00e0 porter le costume et la cravate, vous allez vous amuser \u00e0 faire des recherches sur les mots-cl\u00e9s. Il existe de nombreux outils qui vous indiquent la popularit\u00e9 d'un mot-cl\u00e9, la meilleure fa\u00e7on de l'orthographier (les fautes d'orthographe des mots difficiles \u00e0 orthographier ou des mots couramment mal orthographi\u00e9s constituent d'excellents mots-cl\u00e9s) et les personnes qui se classent actuellement pour ce mot-cl\u00e9. Il existe tout un monde de donn\u00e9es que vous pouvez consulter, et l'\u00e9tendue de vos recherches d\u00e9pend de votre budget et de vos besoins.&nbsp;<\/p>\n\n\n\n<p>Les mots-cl\u00e9s \u00e9tant pr\u00e9sents dans tous les aspects du marketing, vous trouverez g\u00e9n\u00e9ralement des outils de mots-cl\u00e9s dans les programmateurs de m\u00e9dias sociaux, dans les plateformes de r\u00e9f\u00e9rencement et dans les plateformes de marketing autonomes. Ces outils sont g\u00e9n\u00e9ralement faciles \u00e0 utiliser et s'expliquent d'eux-m\u00eames.&nbsp;<\/p>\n\n\n\n<p>Quelques bonnes adresses (gratuites) pour commencer :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ads.google.com\/home\/tools\/keyword-planner\/\" target=\"_blank\" rel=\"noreferrer noopener\">Planificateur de mots-cl\u00e9s Google<\/a> (pour utiliser l'outil, vous devez cr\u00e9er un compte Google Ads, mais il ne vous sera pas demand\u00e9 d'acheter des annonces).<\/li>\n\n\n\n<li><a href=\"https:\/\/moz.com\/explorer\" target=\"_blank\" rel=\"noreferrer noopener\">Moz Keyword Explorer<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/memberpress.com\/go\/semrush\" target=\"_blank\" rel=\"noreferrer noopener\">SEMRush<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/trends.google.com\/trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Trends<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/keywordtool.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">Outil de mots-cl\u00e9s<\/a><\/li>\n<\/ul>\n\n\n\n<p>Avant de commencer, r\u00e9fl\u00e9chissez \u00e0 une liste de mots-cl\u00e9s possibles que les gens utiliseraient pour rechercher vos services. Gardez \u00e0 l'esprit qu'il ne faut pas \u00eatre trop technique. Si votre entreprise est une entreprise de type B2C, vous devrez utiliser un langage simple qu'une personne qui ne dirige pas une entreprise dans ce secteur pourrait utiliser.<\/p>\n\n\n\n<p>Par exemple, si je cherchais un produit personnalis\u00e9 <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a> pour un cadeau \u00e0 un ami, je ne taperais pas \"bo\u00eetes artisanales en bois de cerisier gaufr\u00e9\". Je taperais plut\u00f4t \"bo\u00eetes en bois personnalis\u00e9es\". <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a>,\" \"handmade wood <a href=\"https:\/\/prettylinks.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a>ou quelque chose de similaire. Vous devez penser \u00e0 la mani\u00e8re dont une personne r\u00e9elle en dehors de votre secteur d'activit\u00e9 effectue ses recherches.&nbsp;<\/p>\n\n\n\n<p>Proposez des th\u00e8mes et des cat\u00e9gories dans lesquels vos services s'inscrivent, sans trop r\u00e9fl\u00e9chir. \u00c9tablissez votre liste de sujets en vrac, puis choisissez simplement l'outil de mots cl\u00e9s de votre choix pour commencer. En saisissant vos termes dans un outil de mots cl\u00e9s, vous obtiendrez des listes qui vous permettront d'\u00e9largir et m\u00eame d'affiner votre liste.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CONCLUSION\"><\/span>CONCLUSION<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>En choisissant les bons mots-cl\u00e9s, vous \u00eates directement en contact avec les consommateurs que vous souhaitez atteindre. C'est mieux que n'importe quel plan de marketing co\u00fbteux que vous pourriez mettre au point, et ce, sur plusieurs canaux.&nbsp;<\/p>\n\n\n\n<p>N'oubliez pas la recherche de mots-cl\u00e9s :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Il s'agit d'identifier les mots et les termes utilis\u00e9s par vos clients potentiels.<\/li>\n\n\n\n<li>Est utilis\u00e9 pour le marketing des m\u00e9dias sociaux, la planification du contenu et d'autres formes de marketing.<\/li>\n\n\n\n<li>\u00c9vite le jargon de l'industrie pour le B2C ou les chercheurs occasionnels.<\/li>\n\n\n\n<li>Est disponible sur de nombreuses plateformes, payantes ou gratuites<\/li>\n<\/ul>\n\n\n\n<p>Avec les bons mots-cl\u00e9s, vous pouvez cr\u00e9er des messages qui touchent exactement les bonnes personnes. Passez autant de temps que possible \u00e0 d\u00e9terminer ce que votre public recherche afin de tirer le meilleur parti de votre budget marketing.<\/p>\n\n\n\n<p><em>Avez-vous des conseils ou des astuces pour la recherche de mots-cl\u00e9s ? N'h\u00e9sitez pas \u00e0 nous en faire part dans les commentaires !<\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>La recherche de mots-cl\u00e9s informe chaque aspect de votre budget marketing, du r\u00e9f\u00e9rencement et des profils d'acheteurs aux m\u00e9dias sociaux, au marketing par courriel et aux campagnes publicitaires. Gr\u00e2ce \u00e0 la recherche de mots-cl\u00e9s, vous pouvez vous assurer que chaque centime est d\u00e9pens\u00e9 \u00e0 bon escient et que chaque message est envoy\u00e9 au bon endroit.  La recherche de mots-cl\u00e9s est la colle qui lie tous vos efforts, et il y a...<\/p>","protected":false},"author":23892,"featured_media":5094,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_strive_checklists":"\"\"","_strive_active_checklist":"","_strive_post_notes":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-5093","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.5.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"Keyword research informs every aspect of your marketing budget, from SEO and buyer personas to social media and 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