{"id":53746,"date":"2018-04-13T15:40:46","date_gmt":"2018-04-13T19:40:46","guid":{"rendered":"https:\/\/isarta.com\/infos\/?p=53746"},"modified":"2024-04-17T09:59:22","modified_gmt":"2024-04-17T13:59:22","slug":"lart-du-referencement-en-2018-selon-rand-fishkin","status":"publish","type":"post","link":"https:\/\/isarta.com\/infos\/lart-du-referencement-en-2018-selon-rand-fishkin\/","title":{"rendered":"L&rsquo;art du r\u00e9f\u00e9rencement en 2018 selon Rand Fishkin, au Web \u00e0 Qu\u00e9bec (WAQ)"},"content":{"rendered":"<p><img loading=\"lazy\" class=\"aligncenter wp-image-53752\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/04\/Web-a-Quebec-300x225.jpg\" alt=\"\" width=\"505\" height=\"379\" srcset=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/04\/Web-a-Quebec-300x225.jpg 300w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/04\/Web-a-Quebec-768x576.jpg 768w, https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/04\/Web-a-Quebec-1024x768.jpg 1024w\" sizes=\"(max-width: 505px) 100vw, 505px\" \/><\/p>\n<p><span style=\"font-size: 12px; color: #999999;\">13 avril 2018<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\" style=\"font-size: 20px; color: #000080;\">Il y a des vedettes dans le monde du sport, de la musique ou m\u00eame de l\u2019entrepreneuriat. Rand Fishkin, lui, est une vedette du monde du r\u00e9f\u00e9rencement web. Retour sur sa conf\u00e9rence, lors de la <a href=\"https:\/\/webaquebec.org\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">8e \u00e9dition du Web \u00e0 Qu\u00e9bec<\/span><\/a>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Petit rappel sur la carri\u00e8re de <a href=\"https:\/\/twitter.com\/randfish\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Rand Fishkin<\/span><\/a>. En 2004, alors dans la mi-vingtaine, il lance un blogue, <a href=\"https:\/\/moz.com\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">SEOmoz<\/span><\/a>, afin de partager ses connaissances dans le domaine du r\u00e9f\u00e9rencement.\u00a0<\/span><span class=\"s1\">Au cours des ann\u00e9es qui suivront, le blogue gagnera en notori\u00e9t\u00e9 alors que les entreprises prennent peu \u00e0 peu conscience de l\u2019importance de bien se positionner sur les moteurs de recherche.\u00a0<\/span><span class=\"s1\">SEOmoz se transformera au fil du temps en entreprise de consultation et en fournisseur d\u2019outils d\u2019aide au r\u00e9f\u00e9rencement.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Le r\u00e9f\u00e9rencement web a bien \u00e9volu\u00e9 au fil des ans. De nouvelles technologies ont fait leur apparition, les comportements de recherche ont \u00e9volu\u00e9, etc. Rand Fishkin est justement intervenu\u00a0 sur<\/span><span class=\"s1\">\u00a0l\u2019impact de tous ces bouleversements\u00a0le 10 avril dernier, dans le cadre de la 8<span class=\"s2\"><sup>e<\/sup><\/span>\u00a0\u00e9dition du Web \u00e0 Qu\u00e9bec (WAQ),\u00a0<\/span><span class=\"s1\">devant une salle comble et \u00e9nergique<\/span><span class=\"s1\">.<\/span><\/p>\n<h2><span style=\"font-size: 24px;\"><strong><span style=\"color: #000080;\">La multiplication des contenus enrichis<\/span><\/strong><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Le conf\u00e9rencier a d&rsquo;abord tenu \u00e0 rassurer son public : le r\u00e9f\u00e9rencement naturel n&rsquo;est pas en voie d&rsquo;extinction. Selon les donn\u00e9es pr\u00e9sent\u00e9es, aux \u00c9tats-Unis, on compte sur Google vingt clics sur un lien organique pour un clic sur un lien payant. Toutefois, si les liens payants ne repr\u00e9sentent qu&rsquo;une fraction des clics, ce sont eux qui seraient \u00e0 l&rsquo;origine de la majorit\u00e9 des d\u00e9penses marketing.<\/span><\/p>\n<blockquote class=\"instagram-media\" style=\"background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 658px; padding: 0; width: calc(100% - 2px);\" data-instgrm-captioned=\"\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/BhZzhMBAohE\/\" data-instgrm-version=\"8\">\n<div style=\"padding: 8px;\">\n<div style=\"background: #F8F8F8; line-height: 0; margin-top: 40px; padding: 50.0% 0; text-align: center; width: 100%;\"><\/div>\n<p style=\"margin: 8px 0 0 0; padding: 0 4px;\"><a style=\"color: #000; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px; text-decoration: none; word-wrap: break-word;\" href=\"https:\/\/www.instagram.com\/p\/BhZzhMBAohE\/\" target=\"_blank\" rel=\"noopener\">Accueillons @randderuiter, dernier conf\u00e9rencier de cette premi\u00e8re belle journ\u00e9e #WAQ18!!! #SEO #clickstream #data #Google #search #Webquebec #WAQ #semainenumerique #quebecnumerique #SNQuebec18<\/a><\/p>\n<p style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; line-height: 17px; margin-bottom: 0; margin-top: 8px; overflow: hidden; padding: 8px 0 7px; text-align: center; text-overflow: ellipsis; white-space: nowrap;\">Une publication partag\u00e9e par <a style=\"color: #c9c8cd; font-family: Arial,sans-serif; font-size: 14px; font-style: normal; font-weight: normal; line-height: 17px;\" href=\"https:\/\/www.instagram.com\/webaquebec\/\" target=\"_blank\" rel=\"noopener\"> WAQ &#8211; Web \u00e0 Qu\u00e9bec<\/a> (@webaquebec) le <time style=\"font-family: Arial,sans-serif; font-size: 14px; line-height: 17px;\" datetime=\"2018-04-10T20:23:26+00:00\">10 Avril 2018 \u00e0 1\u00a0:23 PDT<\/time><\/p>\n<\/div>\n<\/blockquote>\n<p><script async=\"\" defer=\"defer\" src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p class=\"p1\"><span class=\"s1\">Le coauteur du livre <a href=\"https:\/\/www.amazon.com\/Art-SEO-Mastering-Search-Optimization\/dp\/1491948965\" target=\"_blank\" rel=\"noopener\"><i><span style=\"color: #3366ff;\">The Art of SEO<\/span><\/i><\/a> a ensuite illustr\u00e9 certains changements survenus dans le moteur de recherche de Google au cours des derni\u00e8res ann\u00e9es. Un de ceux-ci est la multiplication des contenus enrichis, ou <i>snippets<\/i>.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Que ce soit pour des <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/recipe\"><span class=\"s3\"><span style=\"color: #3366ff;\">recettes<\/span><\/span><\/a>, des <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/event\"><span class=\"s3\"><span style=\"color: #3366ff;\">\u00e9v\u00e9nements<\/span><\/span><\/a> ou encore pour des <a href=\"https:\/\/developers.google.com\/search\/docs\/data-types\/review\"><span class=\"s3\"><span style=\"color: #3366ff;\">critiques<\/span><\/span><\/a> de films, les <i>snippets<\/i> sont de plus en plus pr\u00e9sents dans les r\u00e9sultats de recherche. Par cons\u00e9quent, plusieurs internautes trouvent maintenant la r\u00e9ponse \u00e0 leur questionnement directement dans les pages de Google et n&rsquo;effectuent aucun clic vers les liens propos\u00e9s.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Dans certains cas, on peut penser que Google se prive de revenus \u00e0 court terme en sacrifiant des clics sur des liens payants \u00e0 2$, 5$ ou encore 20$ le clic. Toutefois, selon le conf\u00e9rencier, Google sacrifie des revenus \u00e0 court terme au profit d&rsquo;une meilleure exp\u00e9rience et d&rsquo;un meilleur taux de fid\u00e9lisation de ses utilisateurs \u00e0 long terme.<\/span><\/p>\n<p class=\"p1\"><span class=\"s1\">Fishkin s&rsquo;est aussi attard\u00e9 sur le fait que Google arrivait de plus en plus \u00e0 pr\u00e9dire les besoins de recherche de ses utilisateurs, en consultant probablement (Google ne confirme pas ce genre d&rsquo;information) leur historique de recherche, leur localisation ou bien le type d&rsquo;appareil utilis\u00e9 pour effectuer la requ\u00eate. <\/span><span class=\"s1\">En effet, selon l&rsquo;endroit o\u00f9 l&rsquo;on se trouve ou l&rsquo;appareil utilis\u00e9, Google ne retourne pas les m\u00eames r\u00e9sultats de recherche.<\/span><\/p>\n<h2 class=\"p1\"><span style=\"font-size: 24px;\"><strong><span class=\"s1\" style=\"color: #000080;\">Comment bien se classer dans Google ?<\/span><\/strong><\/span><\/h2>\n<p class=\"p1\"><span class=\"s1\">Si le r\u00e9f\u00e9rencement naturel et Google en particulier ont \u00e9volu\u00e9 avec le temps, les fa\u00e7ons de bien se positionner demeurent sensiblement les m\u00eames. Il faut produire du contenu pertinent que Google sera \u00e0 m\u00eame de qualifier d&rsquo;utile aux internautes, offrir des liens provenant de sources de qualit\u00e9 ainsi que des mots-cl\u00e9s qui correspondent aux termes recherch\u00e9s. Un site bien construit, rapide et convivial, peu importe l&rsquo;appareil utilis\u00e9, est \u00e9galement important.<\/span><\/p>\n<p>Vous pouvez retrouver sa pr\u00e9sentation ci-dessous :<\/p>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"\/\/www.slideshare.net\/slideshow\/embed_code\/key\/dIhUmwTcEcaxTD\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"> <\/iframe><\/p>\n<div>\n<div class=\"brdr2\"><\/div>\n<\/div>\n<h2 style=\"text-align: center;\"><span style=\"font-size: 24px;\"><strong><span style=\"color: #000080;\">Les formations Isarta en lien avec le sujet<\/span><\/strong><\/span><\/h2>\n<div>\n<p class=\"post-tile entry-title\" style=\"text-align: center;\"><span style=\"font-size: 16px;\"><a href=\"https:\/\/isarta.com\/formations\/?p=28009\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">SEO : Comprendre et optimiser le r\u00e9f\u00e9rencement naturel<\/span><\/a><\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 16px;\"><a href=\"https:\/\/isarta.com\/formations\/?p=28027\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Google Adwords : Les bases<\/span><\/a><\/span><\/p>\n<p class=\"post-tile entry-title\" style=\"text-align: center;\"><span style=\"font-size: 16px;\"><a href=\"https:\/\/isarta.com\/formations\/?p=34551\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Google Adwords : Avanc\u00e9<\/span><\/a><\/span><\/p>\n<\/div>\n<p class=\"post-tile entry-title\" style=\"text-align: center;\"><span style=\"font-size: 16px;\"><a href=\"https:\/\/isarta.com\/formations\/?p=35465\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #3366ff;\">Blogue : Augmentez votre trafic<\/span><\/a><\/span><\/p>\n<div><\/div>\n<div>\n<div class=\"brdr2\"><\/div>\n<\/div>\n<div><\/div>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_53746\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lart-du-referencement-en-2018-selon-rand-fishkin\/\"  data-item_title=\"L&#039;art du r\u00e9f\u00e9rencement en 2018 selon Rand Fishkin, au Web \u00e0 Qu\u00e9bec (WAQ)\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/04\/Web-a-Quebec-1024x768.jpg\"  data-item_date=\"2018-04-13T15:40:46-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><\/p>\n<hr size=\"3\"><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Il y a des vedettes dans le monde du sport, de la musique ou m\u00eame de l\u2019entrepreneuriat. Rand Fishkin, lui, est une vedette du monde du r\u00e9f\u00e9rencement web. Retour sur sa conf\u00e9rence, lors de la 8e \u00e9dition du Web \u00e0 Qu\u00e9bec.<\/p>\n<div class=\"likebtn_container\" style=\"clear:both;text-align:center;\"><!-- LikeBtn.com BEGIN --><span class=\"likebtn-wrapper\"  data-identifier=\"post_53746\"  data-site_id=\"5cc1ecd16fd08b776710d1e9\"  data-theme=\"drop\"  data-btn_size=\"100\"  data-icon_l=\"false\"  data-icon_d=\"false\"  data-icon_l_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/happy.png#64794\"  data-icon_d_url=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2019\/04\/sleep.png#64796\"  data-icon_size=\"58\"  data-icon_l_c=\"#771414\"  data-bg_c=\"#ffffff\"  data-bg_c_v=\"#ffffff\"  data-brdr_c=\"#ffffff\"  data-f_size=\"11\"  data-f_family=\"Tahoma\"  data-counter_fs=\"b\"  data-lang=\"fr\"  data-ef_voting=\"wobble\"  data-dislike_enabled=\"false\"  data-counter_type=\"percent\"  data-counter_show=\"false\"  data-tooltip_enabled=\"false\"  data-tooltip_like_show_always=\"true\"  data-white_label=\"true\"  data-i18n_like=\"Aimer \/ Partager\"  data-i18n_dislike=\"Pas aim\u00e9\"  data-style=\"\"  data-unlike_allowed=\"\"  data-show_copyright=\"\"  data-item_url=\"https:\/\/isarta.com\/infos\/lart-du-referencement-en-2018-selon-rand-fishkin\/\"  data-item_title=\"L&#039;art du r\u00e9f\u00e9rencement en 2018 selon Rand Fishkin, au Web \u00e0 Qu\u00e9bec (WAQ)\"  data-item_image=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2018\/04\/Web-a-Quebec-1024x768.jpg\"  data-item_date=\"2018-04-13T15:40:46-04:00\"  data-engine=\"WordPress\"  data-plugin_v=\"2.6.54\"  data-prx=\"https:\/\/isarta.com\/infos\/wp-admin\/admin-ajax.php?action=likebtn_prx\"  data-event_handler=\"likebtn_eh\" ><\/span><!-- LikeBtn.com END --><hr size=\"3\"><\/div>","protected":false},"author":2,"featured_media":53752,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[175,137,1],"tags":[314,1487,206,233,1176,213,430,203],"_links":{"self":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/53746"}],"collection":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/comments?post=53746"}],"version-history":[{"count":4,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/53746\/revisions"}],"predecessor-version":[{"id":103416,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/posts\/53746\/revisions\/103416"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media\/53752"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/media?parent=53746"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/categories?post=53746"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/infos\/wp-json\/wp\/v2\/tags?post=53746"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}