Quand le SEO devient social : Conférence Synodiance / EBG

Le mercredi 26 mai s’est déroulée la conférence de Synodiance sur le thème « Quand le SEO devient Social« .
Elle était organisée par l’EBG.
( la présentation est en bas de l’article, si vous ne voulez pas lire les propos qui suivent, vous savez quoi faire).

Nous étions une soixantaine, seulement annonceurs et regroupés par table de 6-7 personnes.

Pour résumer cette présentation, elle était claire, mais sans grande valeur ajoutée. Pas beaucoup d’outils présentés et une présentation axée beaucoup plus pour les directeurs marketings présents que pour les responsables référencement.
Peut-être ais-je eu trop d’attentes pour cette conférence. J’aurai pensé qu’elle aurait été plus orientée sur le SMO avec des outils dont chacun aurait pu trouver partie.

Elle s’est organisée de la manière suivante :

  • Linking : présentation des outils Backlink watch et Webconfs.com qui vous serviront à analyser les liens vers votre site, l’ancre du lien (texte en dur ou image avec attribut alternatif).
    Pour analyser cela, je pourra également vous indiquer le très bon plugin SEO Link Analysis qui vous apporter des informations supplémenaitres sur la commande « linkdomain:url ». Vous connaîtrez en plus le pagerank de la page, l’attribut du lien (no-follow ou do-follow).
  • Mesure de la qualité du maillage : évaluer la qualité du lien
    Un bon lien = site à forte popularité / ancre optimisée / fraicheur ;
    Un lien toléré = échange de lien / annuaire pertinents / page partenaires
    Un mauvais lien = annuaires de mauvais qualités / achats de lien

    Je n’ai pas les mêmes points de vue là dessus. Une page partenaire n’est à mon avis pas pertinente.

  • Stratégie de linkbaiting
    Je n’ai pas été d’accord non plus sur ce point. Le linkbaiting représente l’action d’être relayé volontairement par les internautes. Cela arrive souvent par du contenu innovant, lorsque l’on propose de nouveau service, ou bien quand on met en ligne une vidéo virale.
    Les équipes de Synodiance ont indiqué que l’on pouvait développer une stratégie de linkbaiting, en contactant des blogueurs affluents, notoires.
    Cependant, je ne partage pas ce point du vue, car à partir du moment où l’on considère que c’est un phénomène qui n’est pas demandé par la marque et que la diffusion se construit sur la seule volonté de l’internaute, une stratégie d’approche des blogueurs va à l’encontre du linkbaiting.
    Il s’agit plus alors d’une relation entre le blogueur et la marque, qui, bien souvent, rétribue le site pour relayer les contenus. Business is business.
  • Identification des connecteurs
    Par conséquent, avant de demander de relayer votre information, il vous faut trouver des blogs/sites relais fiables et corrects. Touchgraph est un service qui vous proposera d’afficher les sites en rapport avec la thématique du site que vous analysez.
  • Community Management : analyse de l’e-reputation
    Évidemment, tout cela implique qu’il faille y passer du temps et bien souvent, disposer en interne des ressources pour gérer votre e-reputation.
    Certains sites proposent également une analyse de votre e-reputation comme Vitrue.com et Howsociable qui sont des indicateurs de notoriété.

Une conférence intéressante en conclusion mais il a manqué le petit plus qui aurait donné une vraie valeur à cette conférence.

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  39. SophieM

    Bonjour,
    Ancienne cliente de l’agence Synodiance je ne peut-être qu’indignée de les voir arriver à faire des formations, l’agence Synodiance reste l’une des plus grosses blagues de ma carrière, très bons vendeurs avec un espèce de Pitbull en guise de directeur commercial. Beaucoup d’annonceurs on d’ailleurs quitté Synodiance car cette agence n’est plus à la page et les voir donner des « leçons » en SEO ou SMO me parait vraiment « drôle » !
    Sophie

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