24 Fév Comment analyser vos concurrents pour être plus visible sur Internet?
Être présent dans les premiers résultats de recherche représente aujourd’hui un challenge pour de nombreuses entreprises. Un bon moyen pour commencer est de regarder comment se positionnent vos concurrents afin d’adapter votre stratégie web en conséquence.
Analyser les résultats de recherche sur les mots-clés et expressions qui correspondent à votre activité
Pour comprendre si et comment l’entreprise doit se lancer dans une course au positionnement, il y a de nombreux éléments à prendre en compte. Ils permettront de savoir si les actions entreprises ne sont pas vaines.
Le niveau de concurrence en ligne est le premier élément à étudier. Le travail consiste à lister les mots clés ou expressions (suite de mots-clés) qui décrivent le mieux votre activité (produit, services, activités, situation géographique…) et à les taper un par un dans un moteur de recherche comme Google.
Les différents résultats obtenus permettent de constater qui, parmi vos concurrents directs, est le mieux positionné dans les résultats dits « naturels » et qui alloue du budget sur la publicité en ligne (ceux qui apparaissent dans les liens sponsorisés de la page de résultats de recherche).
C’est après cette analyse que vous verrez quel est le niveau de concurrence en ligne sur votre secteur et quelles sont vos chances d’être visible sur les résultats de recherche. Si les sites Internet de très nombreux concurrents ressortent sur les expressions tapées dans Google, vous aurez probablement du mal à vous positionner devant eux sans investir massivement pour cela. A l’inverse, s’il y a peu de sites concurrents, c’est le bon moment pour lancer votre site ou lancer un travail d’optimisation du référencement naturel pour mieux ressortir sur ces expressions et mot-clés.
Analyser les sites Internet de vos concurrents et regarder la stratégie qu’ils ont mise en place
Pour comprendre comment vous améliorer, il faut se rendre sur les sites des concurrents qui se positionnent le mieux dans les résultats naturels. On étudie comment les pages du site sont structurées, s’ils produisent beaucoup de contenus sur leur site Internet ou sur les réseaux sociaux, et quels mots-clés ils utilisent et répètent fréquemment sur leur site afin d’optimiser leur référencement naturel.
Vous récolterez ainsi un nombre important d’informations qui vous permettront ensuite d’adapter votre positionnement et votre stratégie web.
Des agences web spécialisées, dont la nôtre, font ce travail pour vous. Cette analyse de la concurrence est indispensable en vue d’une prestation d’optimisation du référencement naturel ou de publicité en ligne (liens sponsorisés et achat d’espaces). Il faut être cependant conscient que le travail à accorder pour bien se positionner est beaucoup plus conséquent si l’entreprise se trouve sur un marché très concurrentiel…
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