De nombreux articles prônent la mort du SEO et des mots clés, ce serait selon leurs dires des pratiques so 2000 devenues totalement has been. Mais qu’en est-il vraiment ?
Les mots resteront toujours le point d’entrée principal pour effectuer une recherche, il paraît donc invraisemblable que ceux-ci meurent. Ceux qui prédisent leur fin ne maîtrisent apparemment pas l’optimisation de sites internet sur des mots clés prédéfinis. Car lorsque, encore aujourd’hui, on est capable de bien optimiser ses textes sur des expressions clés bien choisies, cela génère un réel trafic additionnel ciblé, souvent bien au-delà de nos espérances. En revanche, les mots clés ne sont pas le seul canal de trafic d’un site web, et heureusement. Les emailings et réseaux sociaux constituent d’ailleurs un excellent exemple de trafic additionnel.
Le seul risque encouru aujourd’hui est représenté par la recherche vocale ainsi que le colibri Hummingbird, mais ce sont simplement des moyens complémentaires d’améliorer les recherches par clés. Car il s’agit effectivement toujours de mots, mais ce ne sont simplement pas les mêmes que l’on utilise quand on fait une recherche à l’écrit ou à l’oral. En effet, rien qu’en utilisant Siri sur son Iphone, on va demander « quel temps fait-il à Nice ? » quand on aurait juste taper « météo Nice » sur Google.
Quoi qu’on en dise, les mots clés resteront donc un incontournable, avec cependant un champ sémantique plus large. Etant donné que les utilisateurs font indéniablement de plus en plus de recherches directement via leur smartphone, c’est simplement un outil de recherche supplémentaire intégrant un vocabulaire différent à prendre en compte dans le travail de référencement de sa page web : eh oui, le référencement se complexifie encore et encore, et ce n’est pas près de s’arrêter car on en est certainement qu’aux balbutiements.
Désormais, au-delà des expressions classiques que l’on intégrait dans les pages de nos sites internet, il va falloir assimiler la manière dont les internautes (devenus mobinautes) formuleront leurs recherches vocalement pour pouvoir intégrer également ces nouveaux mots clés.
Ainsi, le mot clé n’est pas encore prêt à tirer sa révérence même si certains l’ont d’ores et déjà enterré. Google ne cessera pas de l’utiliser comme clé d’entrée principale pendant encore un bon bout de temps, il sera juste nettement plus varié qu’auparavant. Le seul hic dans cet histoire est que les phrases de recherches des expressions clés et des mots connexes à intégrer dans ses pages seront 4 à 5 fois plus longues à l’avenir, mais il ne faut pas oublier que plus on sera pointu et proches du vocabulaire utilisé par les utilisateurs, et plus on a de chances qu’ils nous trouvent. Un mal pour un bien en somme.
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