Requête cible en SEO : c'est quoi et comment la choisir ?
- Melanie Robin
- June 7, 2023
- 9:00 p.m.
- 0 comments
Updated April 20, 2024
Vous souhaitez améliorer votre positionnement dans les résultats de recherche et attirer votre public cible ? Que vous les appeliez « requête cible », « mot-clé » ou « expression clé », ces termes sont les clés pour augmenter votre visibilité en ligne. Simplement, il s'agit des mots ou phrases que votre audience potentielle tape dans les moteurs de recherche pour trouver des informations, des services ou produits. Ne laissez pas votre site se perdre dans les abysses de Google ! Dans cet article, je vous révèle tout ce qu'il faut savoir et vous guide pour choisir vos mots-clés.
Qu'est-ce qu'une requête cible ?
Defining a target query
For the owner of a website, the SEO target query corresponds to the main keyword around which a web page is optimized.
These are the terms that Internet users type into search engines (Google, Bing, etc.) to find precise answers to their needs. They are often linked to a specific search intent.
➡️ Example: comfortable and elegant women's shoes
To remember : a web page = a specific keyword
What is the point of keywords in SEO?
Choosing the right keywords attracts the attention of Internet users and indexing robots. These scan, index and classify pages based on several criteria, including target queries. Why does this matter so much? Getting to the top of the organic results offers a considerable advantage, especially when you know that the first three results on Google capture approximately 60 % clicks (Source: Moz). Carefully optimized content around a relevant keyword not only increases your chances of being featured first page ; it also targets the right people and boosts your conversion rate.
Choose the right target query to optimize your online visibility
Each target query must be well chosen in order to attract qualified traffic to your site, but also to convert your audience.
Define your marketing persona
Who is your target audience on the Web ? By creating and understanding your persona, you will sharpen your messages for tailor-made communication. This will help you choose targeted keywords and create content that resonates deeply with your audience.
➡️ What will she type into Google to discover you online? Understanding their vocabulary is the key to capturing their attention and engaging them effectively. The more you master its language, the better you will connect with your audience.
Consider search intent
Search intent is the secret to reaching your target audience: it reveals exactly what your users want to find. Each category of intentional keywords guides users through different stages of their purchasing journey.
Informational keywords
Internet users want to get a specific answer to a question or access general information.
➡️ Visit Paris
Commercial Keywords
The Internet user demonstrates a keen interest in a product or service.
➡️ Car insurance comparison
Transactional Keywords
The Internet user wants to take action or buy something.
➡️ Buy SNCF ticket
Navigational keywords
The Internet user seeks to access a website that he already knows or a specific web page.
➡️Facebook.com
Favor long-tail keywords
Until 80% traffic of a website comes from long tail keywords. These expressions of three words or more attract qualified traffic and offer a better conversion rate, despite lower search volume.
🔵 Example of a generic keyword: “family vacation”.
🔵 Example of a long tail keyword: “best family vacation in France”.
Do an SEO competitive analysis
Are you wondering how to shine among competitors who target the same audience as you? Opt for a careful analysis of the competition. Don't be intimidated by the fierce competition for keywords; there is always a niche for you with the right strategy. Use tools like SEMrush to assess the SEO difficulty target queries and inspect search results (SERP) leaders.
➡️ Who are these sites that dominate the first page of results? Rate them editorial content, the quality of their backlinks, and their authority domain name (DA). How can you do better to stand out?
Balancing competition and volume when choosing keywords
But then why worry about keyword search volume ? Without searches, there is no traffic. Without traffic, no conversions. And without conversions, sales become a challenge.
For example, rather than aiming broadly at “ Photographer » with its 110,000 monthly searches, you could choose:
➡️ Wedding photographer: 1600 monthly searches
➡️ Photography studio: 800 monthly searches
➡️ Photographer around me: 1000 monthly searches
➡️ Photographer Saumur: 390 monthly searches
➡️ Photographer 49: 210 monthly searches
Think targeted, think local! These terms, although less searched for, attract a specific audience, ready to engage. Integrate seasonal variations and prioritize target requests directly related to your services. Even the zero volume keywords deserve attention: Internet users' searches are getting longer (the famous long tail). We also see new terms previously unknown to the battalion flourishing on the web, but also the appearance of very specific niches, etc. These emerging terms can quickly gain popularity.
You will have understood, I advise you to choose the winning strategy : keywords that deliver qualified traffic (and conversions) without putting you in a tug-of-war for visibility.
Ensure the relevance of the query
Users are looking for specific answers — whether for information, products or solutions to their problems. The key is to choose keywords that directly reflect the content of your page or site.
➡️ Example of irrelevant query:
“Tips for saving on energy bills” on a website that sells energy-efficient appliances.
For what ? Although this is about saving energy, visitors are looking for tips to reduce their bills. They are probably not interested in purchasing new devices, but rather in tailored advice to change their consumption habits. Aim for consistent keywords and aligned with the interests of your target audience.
How to find the right keywords?
➡️ Trust your intuition, often underestimated!
Then, equip yourself with SEO tools such as SEMrush or Ubersuggest to decipher your audience's searches and your competitors' keyword strategies.
Browse the forums and user-generated content (UGC) to understand your target’s real concerns. Let yourself be guided by the Google suggestions instantaneous and associated researches to track the digital steps of your audience. Still in the Google family, don't miss out on Google Trends to capture current trends. THE online reviews ? They are a goldmine for discovering authentic keywords. Complete your toolbox with Answer the Public to directly visualize your audience's questions. Finally, take advantage of social networks and make every interaction in your daily life enriching (active listening).
Where to place the target query in the text of a web page?
Congratulations, you have chosen your target query! Now it's time to get down to writing. Your mission, if you accept it, is to create content that resonates with Google as much as it does with your readers. Enrich your articles with secondary keywords and expand them lexical field. But above all, integrate your keywords in hot areas of the page in a natural way:
- Le title.
- Le H1.
- At the beginning of the introduction.
- Au moins un H2.
- The body of the text.
- The conclusion.
- L'URL de votre page.
- THE texte alternatif des images (ALT).
- Link anchors.
How do I know if my SEO query is effective?
To determine the effectiveness of your SEO query, focus on these key points:
- Classement dans la SERP : vérifiez votre position dans les résultats de recherche via des outils comme SEO Hero Ninja ou Google Search Console.
- Taux de clics (CTR) : consultez le CTR dans Google Search Console et évaluez la puissance de vos titres et meta descriptions.
- Organic Traffic: Use Google Analytics to see if traffic generated by your keyword is increasing.
- Visitor engagement: analyze time spent on page and rebound rate to measure the interest and relevance of your content.
- Conversions: Track key actions like purchases or registrations (newsletter, webinars, etc.) to see if the query attracts the right type of visitors.
Avec ces indicateurs clés, vous verrez exactement comment vos mots-clés performent. Vous pourrez alors affiner votre stratégie SEO aux petits oignons et booster vos résultats.
What is Yoast SEO target query?
Yoast SEO est un plugin très populaire sur WordPress, conçu pour aider à optimiser votre contenu pour les moteurs de recherche. Il vous permet de choisir un mot-clé principal, appelé requête cible, que vous souhaitez optimiser pour améliorer le classement de votre page.
En saisissant ce mot-clé dans Yoast, l'outil analyse automatiquement votre contenu et vous donne des conseils concrets pour ajuster vos titres, textes, et métadonnées, afin de mieux correspondre à cette requête cible.
Mais attention, Yoast ne fait pas tout ! Obtenir des voyants verts, c'est bien, mais cela ne remplace pas une SEO strategy bien pensée. Atteindre la première page dépend aussi de la compétitivité des mots-clés, de la qualité de votre contenu et de votre stratégie de netlinking.
What you must remember
En conclusion, choisir sa requête cible est une étape phare dans une stratégie SEO. Cependant, il est facile de commettre des erreurs. Dès lors, on sait qu'il est important de comprendre son audience cible, d'effectuer une analyse approfondie des termes pertinents et de prendre en compte à la fois le volume de recherche, la concurrence et l'autorité. Ne vous contentez pas de mots-clés populaires, sélectionnez également des expressions de niche (les longues traînes sont les bienvenues). Enfin, n'oubliez pas que l'optimisation des mots-clés ne doit pas compromettre la qualité de votre contenu ! Écrivez pour votre clientèle de cœur avant tout en offrant un contenu pertinent et engageant. Vous voilà maintenant prêt à améliorer votre visibilité en ligne, à attirer des prospects qualifiés et à atteindre vos objectifs SEO, tout en évitant les erreurs courantes.
Consultant in natural referencing (SEO) and digital strategies in Paris. I help businesses optimize their online visibility.
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