{"id":66744,"date":"2022-04-27T15:55:55","date_gmt":"2022-04-27T14:55:55","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=66744"},"modified":"2025-09-04T14:03:51","modified_gmt":"2025-09-04T13:03:51","slug":"la-synergie-seo-sea-mythe-ou-realite","status":"publish","type":"blog","link":"https:\/\/www.artefact.com\/zh\/blog\/la-synergie-seo-sea-mythe-ou-realite\/","title":{"rendered":"SEO\/SEA \u534f\u540c\u4f5c\u7528\uff0c\u795e\u8bdd\u8fd8\u662f\u73b0\u5b9e\uff1f"},"content":{"rendered":"

\u5168\u9762\u641c\u7d22\uff0c\u6216 SEO \u548c SEA \u7efc\u5408\u6218\u7565\uff0c\u662f\u4f18\u5316\u60a8\u7684\u7ee9\u6548\u6295\u8d44\u7684\u65b0\u5de5\u5177\uff1f<\/h3><\/div><\/div><\/div><\/div><\/div>

\u4f5c\u8005<\/h2><\/div>\"Image\"

Elodie Descatoire<\/h3><\/div>

SEA \u4e3b\u4efb<\/p>\n<\/div><\/div><\/div>

\u4f5c\u8005<\/h2><\/div>\"Image\"

\u6258\u9a6c\u65af-\u514b\u6797<\/h3><\/div>

\u6570\u5b57\u8425\u9500\u526f\u603b\u88c1<\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u641c\u7d22\u5f15\u64ce\u4f18\u5316\uff08SEO\uff09\u548c\u641c\u7d22\u5f15\u64ce\u8425\u9500\uff08SEA\uff09\u8fd9\u4e24\u9879\u5de5\u5177\u867d\u7136\u6027\u8d28\u76f8\u540c\uff0c\u90fd\u662f\u4e3a\u4e86\u6ee1\u8db3\u7528\u6237\u7684\u72ec\u7279\u9700\u6c42\uff0c\u4f46\u5f80\u5f80\u88ab\u5e7f\u544a\u5546\u548c\u5e7f\u544a\u4ee3\u7406\u516c\u53f8\u5206\u5f00\u5904\u7406\u3002.
\n\u591a\u5e74\u6765\uff0c\u5e02\u573a\u4e00\u76f4\u5728\u5173\u6ce8\u672a\u6765\u7684\u534f\u540c\u6548\u5e94\uff0c\u4ee5\u5e94\u5bf9\u6295\u8d44\u5408\u7406\u5316\u3001\u54c1\u724c\u4fdd\u62a4\u4ee5\u53ca\u540c\u8d28\u5316\u7ade\u4e89\u7b49\u95ee\u9898\u3002. <\/p>\n

\u641c\u7d22\u5f15\u64ce\u641c\u7d22\u7ed3\u679c\u9875\u9762\uff08SERP\uff09\u7684\u4e0d\u65ad\u53d1\u5c55\u3001\u4e24\u5927\u884c\u4e1a\u65b9\u6cd5\u7684\u5dee\u5f02\u4ee5\u53ca\u5171\u540c\u8861\u91cf\u6807\u51c6\u7684\u56f0\u96be\uff0c\u90fd\u4f7f\u8fd9\u4e9b\u95ee\u9898\u96be\u4ee5\u89e3\u51b3\u3002\u56e0\u6b64\uff0c\u6709\u8bb8\u591a\u5e7f\u544a\u5546\u8ba4\u4e3a\uff0c\u5728\u4e24\u79cd\u5a92\u4f53\u4e4b\u95f4\u5efa\u7acb\u534f\u540c\u5173\u7cfb\u662f\u4e0d\u73b0\u5b9e\u7684\u3002. <\/p>\n<\/div><\/div><\/div><\/div><\/div>

\u5728 Artefact\uff0cSEO\/SEA \u7684\u534f\u540c\u4f5c\u7528\u5df2\u6210\u4e3a\u73b0\u5b9e\uff0c\u7531\u641c\u7d22\u516c\u53f8\u5f00\u53d1\uff0c\u88ab\u79f0\u4e3a \u00ab\u5168\u641c\u7d22\u00bb\u3002.
\n\u8fd9\u4e00\u613f\u666f\u7531 3 \u6761\u4e3b\u8f74\u6784\u6210\uff1a<\/p>\n<\/div>

\u5173\u4e8e\u91c7\u7528\u6218\u7565\u7684\u7efc\u5408\u641c\u7d22\u5206\u6790<\/h2><\/div>

\u5173\u4e8e\u91c7\u7528\u6218\u7565\u7684\u7efc\u5408\u641c\u7d22\u5206\u6790, \u901a\u8fc7\u5bf9\u73b0\u6709\u6570\u636e\u7684\u524d\u77bb\u6027\u5206\u6790\uff0c\u4ee5\u534f\u540c\u77e9\u9635\u7684\u5f62\u5f0f\u5bf9 SEA \u548c SEO \u7684\u521d\u59cb\u6218\u7565\u8fdb\u884c\u4e86\u603b\u7ed3\uff1a<\/span><\/p>\n<\/div>

\"synergie<\/span><\/div>

Cette matrice est constitu\u00e9e de trois th\u00e9matiques communes au SEA et SEO, pouvant \u00eatre ajust\u00e9eselon les annonceurs, le secteur d'activit\u00e9 et l'\u00e9tat de la SERP.<\/p>\n<\/div>

\u5e02\u573a\u5206\u6790 \uff1a<\/h3><\/div>

\u5176\u4e2d\u6700\u91cd\u8981\u7684\u662f \u00ab\u68c0\u67e5\u7ad9\u00bb<\/em> \u8425\u9500\u5206\u6790\u4e2d\u53d1\u73b0\u7684\u4e3b\u8981\u95ee\u9898\u662f Leviers \u5728\u8d28\u91cf\u65b9\u9762\u7684\u5b8c\u5584\u6027\u4ee5\u53ca\u5bf9\u5176\u5185\u5bb9\u7684\u5206\u6790\u3002 \u5e7f\u544a<\/em> \u7b49 \u7247\u6bb5<\/em>.<\/p>\n<\/div>

\u4ee5 Artefact \u6700\u8fd1\u5bf9\u5176\u8fdb\u884c\u7684\u5ba1\u8ba1\u4e3a\u4f8b\uff1a<\/em><\/p>\n

\u5728 SEO \u548c SEA \u4e2d\uff0c\u8be5\u5ba2\u6237\u5728\u4e0e\u5176\u6d3b\u52a8\u9886\u57df\u76f8\u5173\u7684\u67d0\u4e9b\u8bf7\u6c42\u4e0a\u7684\u53ef\u89c1\u5ea6\u5747\u672a\u8fbe\u5230\u6700\u4f73\u72b6\u6001\u3002Artefact \u5efa\u8bae\u8be5\u5ba2\u6237\u5728 SEA \u4e2d\u6d4b\u8bd5\u65b0\u7684\u5173\u952e\u8bcd\uff0c\u4f7f\u5176\u66f4\u52a0 \u00ab\u5373\u65f6\u00bb\uff0c\u7136\u540e\u518d\u5206\u6790\u5176\u8868\u73b0\u3002.<\/p>\n

\u5982\u679c\u7ed3\u679c\u826f\u597d\uff0c\u5219\u4f1a\u521b\u5efa SEO \u9875\u9762\uff0c\u5e76\u7ee7\u7eed\u5728 SEA\uff08\u8fd9\u4e9b\u65b0\u9875\u9762\u5728 SERP \u4e2d\u7684\u505c\u7559\u65f6\u95f4\uff09\u4e2d\u8fdb\u884c\u4f18\u5316\u3002\u5728\u7ed3\u679c\u4e0d\u7406\u60f3\u7684\u60c5\u51b5\u4e0b\uff0c\u5bf9\u5176\u4ed6\u5173\u952e\u8bcd\u8fdb\u884c\u4e86\u6d4b\u8bd5\u3002.<\/p>\n<\/div>

\u6280\u672f\u5206\u6790 \uff1a<\/h3><\/div>

Cette analyse consiste \u00e0 dresser un \u00e9tat des lieux des \u7740\u9646\u9875<\/i> SEA\/SEO \u548c\u9875\u9762\u5145\u7535\u65f6\u95f4\u3002.<\/p>\n

\u4e3a\u4e86\u8bf4\u660e\u8fd9\u4e24\u79cd\u60c5\u51b5\uff0c\u6211\u4eec\u4ee5\u4e00\u4e2a\u6b63\u5728\u8fc1\u79fb\u7684\u7f51\u7ad9\u4e3a\u4f8b\uff1a<\/p>\n

\u5728\u8fd9\u79cd\u60c5\u51b5\u4e0b\uff0c\u5168\u7403\u7684\u76ee\u6807\u662f\u786e\u4fdd\u5185\u5bb9\u3001\u6280\u672f\u548c\u5145\u7535\u65f6\u95f4\u7684\u7a33\u5b9a\uff0c\u4ee5\u4fdd\u6301\u6709\u673a\u7269\u7684\u8fd0\u8f93\u3002.<\/p>\n

\u89e3\u51b3\u65b9\u6848 \u5168\u9762\u641c\u7d22<\/i> sera ici de soutenir le SEO en ajustant les ench\u00e8res SEA pour pallier les chutes de positionnement.<\/p>\n

SEA \u5c06\u4ee5\u5373\u65f6\u3001\u7075\u6d3b\u548c\u4e13\u4e1a\u7684\u65b9\u5f0f\u6d88\u9664\u6f5c\u5728\u7684\u53ef\u89c1\u5ea6\u548c\u6d41\u91cf\u635f\u5931\u3002.<\/p>\n<\/div>

\u7ee9\u6548\u5206\u6790 \uff1a<\/h3><\/div>

\u6b64\u5916\uff0c\u201c\u6027\u80fd \u201d\u5206\u6790\u5305\u62ec\u4e24\u4e2a\u641c\u7d22\u5f15\u64ce\u7684\u76f8\u5173\u6307\u6807\uff0c\u4ee5\u53ca\u4e00\u4e2a\u6211\u4eec\u79f0\u4e4b\u4e3a \"\u5168\u9762\u641c\u7d22\u53ef\u89c1\u6027 \"\u7684\u9879\u76ee\u3002\u8be5\u9879\u76ee\u662f\u901a\u8fc7\u5206\u6790 SEO \/ SEA \u7684\u6355\u83b7\u91cf\u6765\u8ba1\u7b97\u7684\uff0c\u5b83\u53ef\u4ee5\u8861\u91cf\u5728\u4e00\u4e2a\u5171\u540c\u7684\u7f51\u7edc\u4e2d\uff0c\u5404\u641c\u7d22\u5f15\u64ce\u6240\u6355\u83b7\u7684\u641c\u7d22\u91cf\u3002.<\/p>\n

\u968f\u540e\uff0c\u8be5\u6307\u793a\u5668\u88ab\u6574\u5408\u5230\u4e00\u4e2a \"\u5168\u641c\u7d22 \"\u51b3\u7b56\u6811\u4e2d\uff0c\u901a\u8fc7\u5bf9\u901a\u7528\u8bcd\u6c47\u7684\u5206\u7c7b\uff0c\u5b83\u53ef\u4ee5\u6839\u636e\u5177\u4f53\u60c5\u51b5\u786e\u5b9a\u6218\u7565\u65b9\u5411\uff0c\u5e76\u786e\u5b9a\u76f8\u5173\u884c\u52a8\u3002.<\/p>\n<\/div>

\u5168\u9762\u641c\u7d22\u7684\u6d4b\u91cf\u548c\u5206\u6790\u9636\u6bb5<\/h2><\/div>

\u5168\u9762\u641c\u7d22\u7684\u6d4b\u91cf\u548c\u5206\u6790\u9636\u6bb5<\/strong> avec la mise en place d'un dashboard qui permettra de suivre des indicateurs de mesure communs, ainsi que leur \u00e9volution dans le temps, afin de faciliter les prises de d\u00e9cision et proposer des recommandations sur le court, moyen et long termme.\u6839\u636e\u7533\u62a5\u8005\u7684\u6210\u719f\u5ea6\u548c\u534f\u540c\u4f5c\u7528\u7684\u590d\u6742\u7a0b\u5ea6\uff0c\u4f1a\u6709\u4e00\u4e2a\u6216\u591a\u6216\u5c11\u590d\u6742\u7684\u4eea\u8868\u76d8\u3002.<\/p>\n<\/div>

\"synergie<\/span><\/div>

>Ci-dessus, un exemple de structure de \u4eea\u8868\u76d8<\/i> \u56e2\u961f\u5f00\u53d1\u7684\u5148\u8fdb\u6280\u672f \u5206\u6790<\/i> d'Artefact.\u8be5\u6570\u636e\u8868\u57fa\u4e8e\u4e0d\u540c\u7684\u6570\u636e\u6765\u6e90\uff0c\u5982\u8c37\u6b4c\u5e7f\u544a\u6216\u5176\u4ed6\u3002 \u8c37\u6b4c\u641c\u7d22\u63a7\u5236\u53f0<\/a> \u7b49\u7b49\u3002\u5176\u76ee\u7684\u662f \u96c6\u7fa4\u5668<\/i> \u901a\u8fc7\u8fd9\u79cd\u65b9\u6cd5\uff0c\u53ef\u4ee5\u66f4\u597d\u5730\u8ddf\u8e2a\u4e1a\u7ee9\uff0c\u4fbf\u4e8e\u505a\u51fa\u4e1a\u52a1\u51b3\u7b56\u3002\u8fd9\u4e9b\u6570\u636e\u8868\u53ef\u4ee5\u901a\u8fc7\u5e02\u573a\u4e0a\u63d0\u4f9b\u7684\u6570\u636e\u5206\u6790\u5de5\u5177\u6765\u8865\u5145\u3002.<\/p>\n<\/div>

\u901a\u8fc7\u8fdb\u884c A\/B \u6d4b\u8bd5\uff08A\/B tests suite aux recommandations qui auront \u00e9t\u00e9 effectu\u00e9es en amont\uff09\uff0c\u5b9e\u73b0\u64cd\u4f5c\u6027\u90e8\u7f72\u3002.<\/h2><\/div>

\u4e3e\u4f8b\u6765\u8bf4\uff0cArtefact \u516c\u53f8\u5c31\u5176\u5ba2\u6237\u5728 SEA \u5e02\u573a\u4e0a\u8d2d\u4e70\u5176\u54c1\u724c\u7684\u76f8\u5173\u6027\u95ee\u9898\u63d0\u4f9b\u4e86\u5e2e\u52a9\u3002\u8fd9\u4e2a\u95ee\u9898\u5bf9\u5927\u90e8\u5206\u62a5\u5173\u884c\u6765\u8bf4\u90fd\u5f88\u5173\u952e\uff0c\u56e0\u4e3a\u4e0e\u8be5\u54c1\u724c\u6709\u5173\u7684\u6570\u91cf\u4f1a\u5f71\u54cd\u5230\u8d38\u6613\u548c CA\u3002Pour y r\u00e9pondre, il est primordial de mesurer la capacit\u00e9 du SEA \u00e0 r\u00e9cup\u00e9rer les volumes perdus en cas de coupure SEA, et donc de montrer la synergie des deux leviers.<\/p>\n

\u6d4b\u8bd5\u7ed3\u679c\u8868\u660e\uff0cSEO \u65e0\u6cd5\u633d\u56de\u6d41\u91cf\u7684\u6574\u4f53\u6027\uff0c\u56e0\u4e3a\u4f1a\u8bdd\u91cf\u548c\u4ea4\u6613\u91cf\u7684\u51cf\u5c11\u5e45\u5ea6\u9ad8\u8fbe 20% \u3002\u6839\u636e\u4e0d\u540c\u7684\u884c\u4e1a\u3001\u4e0d\u540c\u7684\u54c1\u724c\u6216\u4e0d\u540c\u7684\u6d4b\u8bd5\u671f\uff0c\u7ed3\u679c\u53ef\u80fd\u4f1a\u6709\u5f88\u5927\u7684\u53d8\u5316\u3002\u56e0\u6b64\uff0c\u91cd\u8981\u7684\u662f\u8981\u5728\u5468\u56f4\u5efa\u7acb\u76d1\u6d4b\u6307\u6807\uff0c\u6ce8\u610f\u65b9\u6cd5\u4e0a\u53ef\u80fd\u5b58\u5728\u7684\u7f3a\u9677\uff08\u4f8b\u5982\uff0c\u96be\u4ee5\u4f30\u8ba1 SEO \u7684 CA\uff09\uff0c\u5c24\u5176\u662f\u8981\u5728\u4e0d\u540c\u7684\u65f6\u95f4\u6bb5\u5185\u6bcf\u4e00\u5e74\u8fdb\u884c\u4e00\u6b21\u6216\u4e24\u6b21\u6d4b\u8bd5\u3002.<\/p>\n<\/div>

\u7ed3\u8bba<\/h2><\/div>

\u603b\u4e4b\uff0cSEO\/SEA \u7684\u534f\u540c\u4f5c\u7528\uff0c\u6216\u79f0 \"\u5168\u9762\u641c\u7d22\"\uff08Full Search chez Artefact<\/a>, \u8fd9\u4e0d\u662f\u4e00\u4e2a\u7a7a\u60f3\uff0c\u800c\u662f\u4e00\u4e2a\u53ef\u64cd\u4f5c\u3001\u53ef\u91cf\u5316\u7684\u6218\u7565\u73b0\u5b9e\u3002\u8981\u60f3\u83b7\u5f97\u6700\u4f73\u7684\u534f\u540c\u6548\u5e94\uff0c\u5c31\u4e0d\u80fd\u8695\u98df\u73b0\u6709\u7684 SEO\/SEA \u6218\u7565\uff0c\u800c\u5e94\u9996\u5148\u91cd\u65b0\u5efa\u7acb\u6d4b\u8bd5\u4e0e\u5b66\u4e60\u7684\u903b\u8f91\uff0c\u4ee5\u4fbf\u6301\u7eed\u8c03\u6574\u4f18\u5316\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

SEO \u548c SEA \u8fd9\u4e24\u4e2a\u6027\u8d28\u76f8\u540c\u7684\u56e0\u7d20\u5f80\u5f80\u88ab\u5e7f\u544a\u5546\u548c\u5e7f\u544a\u4ee3\u7406\u516c\u53f8\u5206\u5f00\u5904\u7406\u3002.<\/p>","protected":false},"featured_media":66747,"parent":0,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"blog-category":[],"blog-language":[],"class_list":["post-66744","blog","type-blog","status-publish","has-post-thumbnail","hentry"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog\/66744","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/blog"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/66747"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=66744"}],"wp:term":[{"taxonomy":"blog-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-category?post=66744"},{"taxonomy":"blog-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/blog-language?post=66744"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}