Pour cette nouvelle édition, Google revient sur certains de ses projets face à la concurrence, Microsoft fait le plein de nouveautés et les bonnes pratiques pour référencer vos images évoluent.
Google renonce à son générateur de contenu
L’histoire ne précise pas quelles en sont les raisons, néanmoins, le moteur de recherche annonce mettre fin à son expérimentation sur un futur générateur de contenu, intégré au Search. En test depuis quelques mois, cet outil devait, initialement, encourager les éditeurs à compléter l’information sur les sujets qui le méritaient aux yeux de Google.
Pour cela, la firme avait pour projet d’insérer, au fil des résultats, des questions en guise de suggestions de contenu. Il semblerait que finalement le projet ne soit pas concluant. En conséquence, l’idée est abandonnée, comme les tests en cours. Néanmoins, il n’aura échappé à personne que d’autres outils se sont depuis largement positionnés sur le sujet de la génération de contenu, notamment assistée par IA.
SEO, Google met à jour les bonnes pratiques dédiées au référencement des images
Si le référencement des visuels est pour vous un générateur de trafic notable, il est peut-être temps de vérifier vos éléments techniques afin de vous assurer que le process soit optimisé.
En effet, après une mise à jour de sa documentation SEO, Google précise que désormais le moteur analyse les éléments ![]()
lors de l’indexation des images, y compris lorsque ceux-ci sont inclus à d’autres éléments tels que . La mise à jour des best practices souligne notamment que Google analyse le balisage sémantique et les éléments HTML des pages pour référencer les images, mais n’indexe pas les images CSS.
Cette même mise à jour mentionne également que pour bien performer avec la fonctionnalité de suivi proposée par Google Discover, il est essentiel d’inclure les éléments
et <link> à vos flux RSS. A vos balises !</p> <h2 id="microsoft-ads-en-plein-renouveau-et-si-c%E2%80%99%C3%A9tait-le-bon-moment-pour-tester">Microsoft Ads en plein renouveau : et si c’était le bon moment pour tester ?</h2> <p>Si vous suivez régulièrement nos <strong><a href="__GHOST_URL__/tag/actualites-digitales/">actualités digitales</a></strong>, il ne vous aura pas échappé que depuis quelques mois <strong>Microsoft Ads,</strong> l’une des plus anciennes plateformes publicitaires, multiplie les initiatives pour revenir sur le devant de la scène. Et ça marche !</p> <p>Avec un objectif annoncé de doubler la taille de son marché publicitaire pour atteindre les 20 milliards de dollars, Microsoft Ads avance lentement mais sûrement. Alors que Meta et Google cèdent du terrain aux plateformes émergentes, telles que TikTok ou Amazon, Microsoft Ads affiche des revenus publicitaires en croissance sur la dernière année. <strong>Sa force : la rentabilité des campagnes ! </strong></p> <p>Car, objectivement, les <strong>annonces publicitaires y sont moins onéreuses </strong>que sur Google Ads, avec parfois, une <strong>meilleure capacité de ciblage et un CPC inférieur</strong>. De plus, Microsoft Ads offre un analytics assez complet, qui aide à ajuster les campagnes avec pertinence. Conséquence, en 2022, <strong>Google est passé de 89,95% de part de marché à 83,34%, tandis que Bing est passé de 3,99% à 8,88%</strong>.</p> <p>Au cours des derniers mois, <strong><a href="__GHOST_URL__/tag/microsoft-ads/">Microsoft Ads</a></strong> a multiplié les initiatives pour parfaire son offre :</p> <ul> <li>Le tableau de bord est désormais plus complet et fonctionnel, proposant notamment une info détaillée sur les audiences et les stratégies d’enchères.</li> <li>Le spectre de diffusion des campagnes Shopping a été étendu.</li> <li>De nouveaux types d’annonces et d’emplacements sont proposés, notamment pour le marché automobile et les fournisseurs de services.</li> <li>De nouveaux partenariats ont été noués, notamment avec LinkedIn et Netflix.</li> <li>6 nouveaux produits publicitaires ont été lancés, notamment les annonces multimedia.</li> <li>De nouveaux badges ainsi que de nouvelles certifications ont été mis en place.</li> </ul> <p>Si Microsoft a souvent, auprès des annonceurs, la réputation d’être moins actif que Google, voire de se positionner uniquement en suiveur, la réalité tend à évoluer. De même, Bing n’est certainement pas le moteur le plus célèbre du marché, cependant,<strong> 724 millions de personnes </strong>l’ont tout de même utilisé en décembre 2022.</p> <p>Ce qui, combiné à un<strong> tarif compétitif du lead</strong>, présente tout de même quelques avantages, notamment pour <strong>cibler de nouveaux bassins d’audience</strong>. Sur le marché de la<strong> génération de leads BtoB</strong>, Microsoft Ads dispose d’un avantage massif que Google et Meta n’ont pas, l’audience LinkedIn !</p> <p>Conclusion, il est peut-être temps de tester de nouvelles campagnes Microsoft afin de diversifier vos leviers d’acquisition. Partenaire certifié, l’<strong><a href="https://www.jvweb.fr/metiers/leadgen/">agence JVWEB</a></strong> peut vous accompagner du déploiement des publicités à l’optimisation des performances.</p></div></div><div class="elementor-element elementor-element-3076ef8c elementor-author-box--layout-image-left elementor-author-box--image-valign-middle elementor-author-box--avatar-yes elementor-author-box--name-yes elementor-author-box--biography-yes elementor-widget elementor-widget-author-box" data-id="3076ef8c" data-element_type="widget" data-widget_type="author-box.default">
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