{"id":917,"date":"2020-02-08T11:00:30","date_gmt":"2020-02-08T10:00:30","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=917"},"modified":"2023-11-13T11:10:17","modified_gmt":"2023-11-13T10:10:17","slug":"comment-devenir-expert-en-redaction-web","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/comment-devenir-expert-en-redaction-web\/","title":{"rendered":"Comment faire de la r\u00e9daction Web ?"},"content":{"rendered":"<p>La r\u00e9daction web, ou ce que nous appelons aussi par <strong>la r\u00e9daction SEO<\/strong>, comporte la production d\u2019<strong>un contenu cibl\u00e9 <\/strong>en rapport avec les exigences de votre audience. Il est temps de devenir expert en r\u00e9daction web !<\/p>\n<p><strong>Le r\u00e9dacteur Web<\/strong> optimise par la suite ce contenu en y ajoutant quelques <strong>\u00e9l\u00e9ments techniques <\/strong>qui lui autoriseront d\u2019\u00eatre <strong>visible davantage<\/strong> sur <strong>les moteurs de recherche<\/strong>. Quand l&rsquo;algorithme de <strong>Google<\/strong> examine les pages de votre <strong>site Web<\/strong>, il v\u00e9rifie une tonne de crit\u00e8res tels que : l\u2019existence de <strong>mots-cl\u00e9s<\/strong> dans les <strong>titres<\/strong>, <strong>les balises d\u2019images<\/strong>, <strong>les paragraphes, <\/strong>etc.\u00a0En r\u00e9sum\u00e9, Google cherche \u00e0 comprendre ce que traite exactement votre contenu dans le but de voir s\u2019il est apte \u00e0 le faire remonter dans ses r\u00e9sultats.<\/p>\n<p>De ce fait, \u00e9crire sur le Web, \u00e9quivaut donc \u00e0 r\u00e9diger pour des humains tout en prenant compte les normes de <strong>r\u00e9f\u00e9rencement <\/strong>des moteurs de recherche.<\/p>\n<p>Cela dit, comme tout bon <strong>entrepreneur<\/strong> qui se respecte, il faudra consid\u00e9rer la r\u00e9daction sur le web comme un vrai <strong>\u00e9l\u00e9ment de vo\u00fbte<\/strong> de votre <strong>strat\u00e9gie de r\u00e9f\u00e9rencement naturel<\/strong> ainsi que celle du <strong>marketing web<\/strong>.<\/p>\n<h2><strong>Pr\u00e9paration \u00e0 la r\u00e9daction web\u00a0<\/strong><\/h2>\n<p>Avant de nous approfondir sur tout ce qui est algorithmes, moteurs de recherche, ou encore mots-cl\u00e9s, privil\u00e9gions l\u2019\u00e9l\u00e9ment essentiel \u00e0 votre succ\u00e8s\u00a0: <strong>votre lecteur<\/strong>.<br \/>\nEn tant qu\u2019\u00e9crivain, il est strictement n\u00e9cessaire de se poser les bonnes questions. Dans ce cas, ce serait :<\/p>\n<ul>\n<li>Pour <strong>qui<\/strong> est-ce que <strong>j\u2019\u00e9cris <\/strong>?<\/li>\n<li>Pour <strong>quel objectif <\/strong>?<\/li>\n<\/ul>\n<p>Il s\u2019agit de la premi\u00e8re \u00e9tape pour devenir expert en r\u00e9daction web.<\/p>\n<h2><strong><strong>D\u00e9terminez votre persona\u00a0<\/strong><\/strong><\/h2>\n<figure id=\"attachment_922\" aria-describedby=\"caption-attachment-922\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-922\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2020\/01\/Article-1-Persona-1024x683.jpg\" alt=\"\" width=\"750\" height=\"500\" \/><figcaption id=\"caption-attachment-922\" class=\"wp-caption-text\">Image de Fauxels.<\/figcaption><\/figure>\n<p>Afin de r\u00e9diger un contenu \u00e0 la fois pertinent et vis\u00e9, il faut conna\u00eetre sa cible ou persona au pr\u00e9alable surtout si vous \u00e9criviez pour une <strong>PME<\/strong>, <strong>agence<\/strong> ou grande <strong>entreprise<\/strong>.<\/p>\n<p>Votre persona est l\u2019interpr\u00e9tation virtuelle de votre <strong>client parfait<\/strong>. Cette derni\u00e8re s\u2019appuie sur des crit\u00e8res comme l\u2019industrie dans laquelle progresse votre client, ses attributs d\u00e9mographiques (\u00e2ge, pays, sexe, etc.), ses revenus, et m\u00eame ses comportements en ligne.<\/p>\n<p>Pour identifier votre persona, prenez en consid\u00e9ration ces <strong>5<\/strong> crit\u00e8res\u00a0:<\/p>\n<ul>\n<li><strong>Industrie et march\u00e9\u00a0: <\/strong>B2B, B2C, taille d\u2019entreprise, revenus, pays, etc.<\/li>\n<li><strong>Travail du persona\u00a0:<\/strong> position, comp\u00e9tences, conditions de travail, etc.<\/li>\n<li><strong>Background personnel\u00a0: <\/strong>\u00e2ge, situation familiale, \u00e9ducation, etc.<\/li>\n<li><strong>Objectifs et challenges\u00a0: <\/strong>personnels et professionnels, d\u00e9finition du succ\u00e8s, etc.<\/li>\n<li><strong>Le d\u00e9roulement d\u2019achat\u00a0: <\/strong>points d\u2019interaction favoris, consommation de l\u2019information, etc.<\/li>\n<\/ul>\n<p>Gardez en t\u00eate que vous \u00e9crivez d\u00e9sormais pour un internaute avant d\u2019\u00e9crire pour un moteur de recherche. Cette \u00e9tape est donc primordiale\u00a0: <strong>Mieux vous d\u00e9finirez votre persona<\/strong>, meilleures seront vos chances de fournir <strong>un contenu pertinent<\/strong> avec des exigences \u00e9ditoriales sp\u00e9cifiques qui r\u00e9pondent aux besoins des lecteurs.<\/p>\n<h2><strong>Faites une \u00e9tude de mots-cl\u00e9s approfondie\u00a0<\/strong><\/h2>\n<figure id=\"attachment_921\" aria-describedby=\"caption-attachment-921\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-921\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2020\/01\/Article-1-Keywords-1024x682.jpg\" alt=\"\" width=\"750\" height=\"500\" \/><figcaption id=\"caption-attachment-921\" class=\"wp-caption-text\">Image de iStock.<\/figcaption><\/figure>\n<p>Maintenant que vous aviez une id\u00e9e sur votre <strong>lecteur cible<\/strong>, essayer d\u2019identifier et de deviner la fa\u00e7on dont il cherchera l\u2019information sur les moteurs de recherche. En utilisant vos <strong>crit\u00e8res linguistiques<\/strong> et <strong>g\u00e9ographiques<\/strong>, vous pourrez opter pour une \u00e9tude de mots cl\u00e9s afin de rep\u00e9rer toutes les recherches Google qui ont \u00e9t\u00e9 effectu\u00e9es en relation avec vos produits ou services ainsi que les volumes associ\u00e9s.<\/p>\n<p>Pour y arriver, vous pourrez avoir recours \u00e0 des outils comme <strong>Google trends<\/strong> ou <strong>Google Keyword Planner<\/strong>.<br \/>\nEnsuite, ce sera \u00e0 vous de d\u00e9finir les <strong>mots-cl\u00e9s les plus pertinents<\/strong> et <strong>adapt\u00e9s<\/strong> pour les pages statiques de votre site (pages produits, services, formation) ou m\u00eame vos articles de blog.<\/p>\n<p><strong>Les longs mots-cl\u00e9s<\/strong> peuvent \u00eatre moins demand\u00e9s, mais expriment un besoin plus qualifi\u00e9 que vous pouvez aborder plus en d\u00e9tail dans votre texte.<\/p>\n<p>De plus, ces mots-cl\u00e9s l\u00e0, sont g\u00e9n\u00e9ralement <strong>moins comp\u00e9titifs<\/strong>: il est donc plus facile de vous positionner !<\/p>\n<p style=\"text-align: center;\"><a class=\"maxbutton-2 maxbutton maxbutton-bouton-noir\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/comeup.com\/categorie\/mots-cles?utm_source=blog&#038;utm_medium=article&#038;utm_campaign=art08022020redaction-web\"><span class='mb-text'>Trouver vos mots-cl\u00e9s<\/span><\/a><\/p>\n<h2><strong>Le format de votre page\u00a0<\/strong><\/h2>\n<figure id=\"attachment_932\" aria-describedby=\"caption-attachment-932\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-932\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2020\/01\/Article-1-Format-de-page-1024x683.jpg\" alt=\"\" width=\"750\" height=\"500\" \/><figcaption id=\"caption-attachment-932\" class=\"wp-caption-text\">Image de Christina Morillo.<\/figcaption><\/figure>\n<p>Vous pouvez choisir plusieurs formats de page pour votre <strong>r\u00e9daction SEO<\/strong> dont :<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Article de blog: <\/strong>Si vous vous adressez \u00e0 une audience pr\u00e9cise. G\u00e9n\u00e9ralement pour offrir des conseils, tutoriels ou astuces dans une niche donn\u00e9e.<\/li>\n<li><strong>Page d&rsquo;accueil d&rsquo;un site (Page principale): <\/strong>Vos mots-cl\u00e9s doivent d\u00e9finir avec pr\u00e9cision votre entreprise et ses services les plus importants.<\/li>\n<li><strong>Fiche produit:<\/strong> ou page de vente. Cette derni\u00e8re doit contenir des mots-cl\u00e9s clairs qui font allusion directement \u00e0 l&rsquo;article ou service mis en vente.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><strong>La structure et source de votre texte<\/strong><\/h2>\n<figure id=\"attachment_933\" aria-describedby=\"caption-attachment-933\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-933\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2020\/01\/Article-1-EAT-1024x668.jpg\" alt=\"\" width=\"750\" height=\"489\" \/><figcaption id=\"caption-attachment-933\" class=\"wp-caption-text\">Image de Magda Ehlers. (Modifi\u00e9e)<\/figcaption><\/figure>\n<p style=\"padding-left: 40px; text-align: left;\">Avec l&rsquo;importance croissante de concepts tels que <strong>SEO<\/strong> (Optimisation pour les moteurs de recherche), <a href=\"https:\/\/www.semjuice.com\/blog\/google-eat-avenir-seo-m3\" target=\"_blank\" rel=\"nofollow noopener\"><strong>EAT<\/strong><\/a> (Expertise, Authority, Trust), cette \u00e9tape devient plus importante que jamais en 2020. Pour devenir expert en r\u00e9daction web, il faut bien la comprendre.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>Expertise : <\/strong>Fournir aux utilisateurs un contenu de la meilleure qualit\u00e9 possible.<\/li>\n<li><strong>Autorit\u00e9 : <\/strong>Reconnaissance comme figure d&rsquo;autorit\u00e9 bas\u00e9e sur la citation de pairs (notamment par des liens ou des mentions).<\/li>\n<li><strong>Fiabilit\u00e9 :<\/strong> Prouvez \u00e0 son audience qu\u2019elle peut avoir confiance absolue en l\u2019auteur ou en l\u2019entreprise que vous repr\u00e9sentez.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p style=\"padding-left: 40px;\">Par cons\u00e9quent, une qualit\u00e9 sup\u00e9rieure commence par une bonne structure. De cette fa\u00e7on, vous pourrez <strong>garder vos abonn\u00e9s sur votre site<\/strong> le plus longtemps possible, chose qui est b\u00e9n\u00e9fique pour votre r\u00e9f\u00e9rencement.<\/p>\n<p style=\"padding-left: 40px;\">En effet, <strong>une structure coh\u00e9rente<\/strong> permet de lire et de simplifier l&rsquo;absorption des informations. Elle permet \u00e9galement \u00e0 Google d&rsquo;identifier l&rsquo;axe principal de votre contenu afin de mieux le r\u00e9f\u00e9rencer.<br \/>\nDe ce fait, la structure est un \u00e9l\u00e9ment cl\u00e9 de la r\u00e9daction SEO.<\/p>\n<p style=\"padding-left: 40px;\">Cr\u00e9ez <strong>une structure logique<\/strong> avec des paragraphes et des sous-titres. Par exemple, vous pouvez organiser vos sous-titres par\u00a0:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Th\u00e9matiques.<\/li>\n<li>Niveau de difficult\u00e9.<\/li>\n<li>Chronologie.<\/li>\n<li>Ordre de popularit\u00e9.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>La source de votre texte est aussi cruciale. Les informations du sujet sur lequel vous travaillez doivent d\u00e9j\u00e0 exister ailleurs et vous avez le droit de les utiliser \u00e0 volont\u00e9.<\/p>\n<p>Assurez-vous en premier lieu de choisir judicieusement une ou deux sources fiables, ayant une bonne renomm\u00e9e. Les articles ou pages soutenus par des ressources tangibles auront une grande valeur aux yeux des internautes et des moteurs de recherche.<\/p>\n<p>En deuxi\u00e8me lieu, \u00e9vitez le plagiat \u00ab <strong>Duplicate content<\/strong>\u00a0\u00bb ! Concentrez votre \u00e9nergie uniquement sur la qualit\u00e9 des informations lors de vos recherches. Finalement, essayez de combiner ces derniers avec vos comp\u00e9tences r\u00e9dactionnelles dans la perspective de r\u00e9diger un contenu de haut niveau.<\/p>\n<p style=\"text-align: center;\"><a class=\"maxbutton-2 maxbutton maxbutton-bouton-noir\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/comeup.com\/selection\/vos-contenus-optimises?utm_source=article&#038;utm_medium=blog&#038;utm_campaign=art080220SEO\"><span class='mb-text'>Faire appel \u00e0 un r\u00e9dacteur web<\/span><\/a><\/p>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=blog&amp;utm_medium=article&amp;utm_campaign=art08022020redaction-web\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3088\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-300x67.png\" alt=\"D\u00e9couvrez vite ComeUp !\" width=\"1030\" height=\"230\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-300x67.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-1024x229.png 1024w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-768x172.png 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte.png 1340w\" sizes=\"auto, (max-width: 1030px) 100vw, 1030px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La r\u00e9daction web, ou ce que nous appelons aussi par la r\u00e9daction SEO, comporte la production d\u2019un contenu cibl\u00e9 en&hellip;<\/p>\n","protected":false},"author":29,"featured_media":3141,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,859,4],"tags":[156,47],"class_list":["post-917","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-articles-blog-pour-les-vendeurs-comeup","category-web","tag-redaction","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment faire de la r\u00e9daction Web ? - Experts ComeUp<\/title>\n<meta name=\"description\" content=\"Devenir expert en r\u00e9daction web c&#039;est produire un contenu cibl\u00e9 en rapport avec ce que veut votre audience. 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