49 facteurs qui influenceraient le référencement local

Près de 20% des requêtes seraient géographiquement ciblées à en croire certaines études, du moins au USA. La recherche locale est donc devenue un enjeu de taille, tant pour les moteurs de recherche que pour les webmasters.

Il reste qu'à l'exception de quelques facteurs évidents, les ressorts du référencement local sont encore mal connus. Afin d'y voir plus clair, David Mihm a interrogé 27 spécialistes du search marketing pour tenter de dégager un consensus sur le sujet. Son étude constitue une lecture très intéressante. Je vous livre ici la liste traduite des facteurs, classés par ordre décroissant d'importance. J'ai respecté l'ordre de l'étude : il ne s'agit pas forcément de ma propre opinion. De même certains critères sont un peu flous. Mais globalement l'ensemble fait plutôt sens.

Les facteurs perçus comme positifs pour un bon référencement local

Localisation du Local Business Listing dans la ville recherchée (facteur le plus important)
Indexation dans les annuaires géographiques (Pages Jaunes, Kompass, infobel...)
Choix judicieux des catégories associées au Local Business Listing
Création d'un Local Business Listing (ou de plusieurs)
Présence de mots-clés (produits ou services) dans le titre du Local Business Listing
Importance générale des critères "off-page" (citations, liens...)
Volume des avis des utilisateurs
Importance générale des avis d'utilisateurs
Importance générale des critères "on-page"
Présence de l'adresse complète sur la page de contact
Proximité par rapport au centre-ville
Qualité des liens entrants
Citations et liens provenant de sites locaux
Présence de mots-clés dans la description du Local Business Listing
Présence de mots-clés relatifs à la localisation dans les liens entrants
Avis des utilisateurs déposés sur le moteur lui-même
Présence de mots-clés relatifs à la localisation dans le titre du Local Business Listing
Présence de mots-clés relatifs aux produits et services dans les liens entrants
Présence de mots-clés relatifs à la localisation dans la balise des pages</li><li>Avis d'utilisateurs sur des sites tiers</li><li>Présence de mots-clés relatifs à la localisation dans la description du local business listing</li><li>Nombre de liens entrants</li><li>Présence de la ville et de la région dans la balise <title> de la page contact</li><li>Présence de mots-clés relatifs aux produits et services dans l'URL</li><li>Présence de mots-clés relatifs aux produits et services dans les champs personnalisés du Local Business Listing</li><li>Association du Local Business Listing à des catégories personnalisées</li><li>Présence de mots-clés relatifs à la localisation dans l'URL</li><li>Utilisation d'un numéro de téléphone local dans le Local Business Listing</li><li>Association de vidéos au Local Business Listing</li><li>Présence d'un numéro de télépone local sur la page contact</li><li>Citations au sein de cartes personnalisées ou de contenus générés par les utilisateurs</li><li>PageRank de la page d'accueil</li><li>Associations de photos au Local Business Listing</li><li>Utilisation de fichiers KML</li><li>Appréciations positives de la part des utilisateurs</li><li>Présence de mots-clés relatifs à la localisation dans les champs personnalisés du local business listing</li><li>Utilisation du micro-format hCard sur le site</li><li>Age du Local Business Listing</li><li>Association de coupons de réduction au Local Business Listing</li><li>Utilisation de campagnes PPC locales (facteur le moins important)</li></ul> <p><strong>Les facteurs pouvant affecter négativement le référencement local</strong></p> <ul><li>Utilisation de numéros de téléphones nationaux dans le Local Business Listing (le plus bénin)</li><li>Présence de plusieurs adresses sur la page contact</li><li>Appréciations négatives de la part des utilisateurs</li><li>Usage exclusif de numéros de téléphones nationaux sur la page contact</li><li>Publication de plusieurs Local Business Listings avec le même titre</li><li>Usage exclusif de boites postales</li><li>Publication de plusieurs Local Business Listings avec le même numéro de téléphone</li><li>Publication de plusieurs Local Business Listings avec la même adresse (le pire)</li></ul></div> <div style='clear: both;'></div> </div> <div class='post-footer'> <div class='post-footer-line post-footer-line-1'> <span class='post-author vcard'> Publié par <span class='fn' itemprop='author' itemscope='itemscope' itemtype='http://schema.org/Person'> <meta content='https://www.blogger.com/profile/14082813460099456721' itemprop='url'/> <a class='g-profile' href='https://www.blogger.com/profile/14082813460099456721' rel='author' title='author profile'> <span itemprop='name'>Dr.MAD</span> </a> </span> </span> <span class='post-timestamp'> à <meta content='http://drmad973.blogspot.com/2009/05/49-facteurs-qui-influenceraient-le.html' itemprop='url'/> <a class='timestamp-link' 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dimanche 31 mai 2009

49 facteurs qui influenceraient le référencement local