T1 La communication digitale et le Ecommerce /ES302

ECOMMERCEGestion

01/06/2012

Bonjour

T1 La communication digitale et le Ecommerce /ES302

Contenu- Mise en ligne – checklist !

- Aspects techniques précis ? Shopify

- Insight gestion

- Inauguration, lancement

Mise en ligne du site

<checklist>

Contenu et syntaxe

Dans les différentes langues !

Contenu pour chaque produit

Test du système de paiement

Accessibilité

T1 La communication digitale et le Ecommerce /ES302

Notions d’accessibilité- Contraste

- Taille des textes

- Sémantique

- Respect de la hiérarchie

- Utilisation des feuilles de styles

- Tableless, frameless ...

- Speech software friendly

SEO

Google

Comment ça marche ?

The Evolution of Google RankingsHow Google’s algorithm has changed over the years and

where it’s heading in the future

Rand Fishkin, SEOmoz CEO, March 2011

The Evolution of Google RankingsHow Google’s algorithm has changed over the years and

where it’s heading in the future

1999-2002Page rank

2003-2005

2006-2009

T1 La communication digitale et le Ecommerce /ES302

Webmasters !- Sitemap.xml

- Diagnostics

- Analytics

- ...

2009-2012

SOCIAL !

Danny Sullivan: If an article is retweeted or referenced much in Twitter, do you count that as a signal outside of finding any non-nofollowed links that may naturally result from it?Google: Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article 

Brands Generics• Have real people working at a physical address • Have authentic, followed social accounts• Display obvious, robust contact information• Register with government/civic organizations• Receive traffic from diverse sources• Generate branded search query volume• Run offline marketing/advertising campaigns

• Often exist only online• Rarely have significant social accounts• Frequently use email forms only• Stay “under the radar”• Search is often 90%+ of traffic• Have little-no branded search demand• Ignore the offline world

Microformats !

Validation W3C

A quoi ça sert ?

Tests multi-plateformes

Combien de version de browser/OS ?

Est-ce que tous les sites doivent s’afficher pareil dans

tous les navigateurs ?

Page 404

Backup !

</checklist>

Shopify

Analytics

Qui a déjà utilisé ? Et pourquoi ?

VOUS DEVEZ MAITRISER GOOGLE ANALYTICS

Google analytics = valeure ajoutée

Processus de transaction

Processus complet !

Relance :-)

Inauguration (stratégie de lancement)

Idées ?

T1 La communication digitale et le Ecommerce /ES302

Prochain cours- Stratégie e-marketing

- Objectifs et choix des plateformes

- Concept et actions

- Leviers- AdWords par exemple

- Animation

- Mesures