{"id":28274,"date":"2021-09-16T07:00:00","date_gmt":"2021-09-16T13:00:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=28274"},"modified":"2022-11-16T15:15:26","modified_gmt":"2022-11-16T22:15:26","slug":"how-to-craft-an-seo-strategy-for-paywall-content","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/","title":{"rendered":"Comment \u00e9laborer une strat\u00e9gie de r\u00e9f\u00e9rencement pour les contenus payants dans WordPress"},"content":{"rendered":"<p class=\"wp-block-paragraph\">La t\u00e2che semble ardue. En tant que propri\u00e9taire d'un site d'adh\u00e9sion, vous voulez cacher le contenu. D'un autre c\u00f4t\u00e9, vous avez besoin que votre contenu puisse \u00eatre d\u00e9couvert. Comment concilier les deux ?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6ab8efd93869d\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab8efd93869d\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Why_would_you_want_to_paywall\" >Pourquoi voudriez-vous mettre en place un paywall ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Giving_the_customer_what_they_want_%E2%80%93_for_a_price\" >Donner au client ce qu'il veut - \u00e0 un certain prix<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Lead-in\" >Introduction<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Metered\" >Compteur<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Dynamic_paywalls\" >Les paywalls dynamiques<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Hard_paywalls\" >Des murs payants difficiles \u00e0 franchir<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Getting_technical\" >La technique au service de l'action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Three_additional_tips\" >Trois conseils suppl\u00e9mentaires<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Keywords\" >Mots cl\u00e9s<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Heureusement, plusieurs options permettent de restreindre l'acc\u00e8s au contenu tout en fournissant des mots-cl\u00e9s comp\u00e9titifs qui g\u00e9n\u00e8rent du trafic. Pour les entreprises de logiciels en tant que services en particulier, il existe de nombreuses fa\u00e7ons d'am\u00e9liorer votre cadre de r\u00e9f\u00e9rencement SaaS tout en restant limit\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nous examinerons ces approches ci-dessous, mais avant tout, posez-vous la question suivante...<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_would_you_want_to_paywall\"><\/span>Pourquoi voudriez-vous mettre en place un paywall ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Le cloisonnement peut s'av\u00e9rer contre-productif si votre seul objectif est d'attirer davantage de visiteurs et de liens. En revanche, si vous souhaitez augmenter le nombre de vos abonn\u00e9s et de vos consommateurs engag\u00e9s, votre contenu doit imp\u00e9rativement \u00eatre verrouill\u00e9.  <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici les avantages de la cr\u00e9ation d'un mur payant :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vous obtiendrez plus d'informations sur les utilisateurs qui paient pour acc\u00e9der au contenu.<\/li>\n\n\n\n<li>Les utilisateurs appr\u00e9cient davantage les contenus payants que les contenus gratuits. Ils les jugent plus utiles, plus dignes de confiance et plus l\u00e9gitimes.<\/li>\n\n\n\n<li>Un utilisateur qui acc\u00e8de \u00e0 un contenu payant a plus de chances de devenir un client r\u00e9gulier. De cette mani\u00e8re, un paywall est un moyen de <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">g\u00e9n\u00e9ration de prospects<\/a>.<\/li>\n\n\n\n<li>Un paywall g\u00e9n\u00e8re des revenus.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous d\u00e9cidez de mettre en place un paywall, la premi\u00e8re chose \u00e0 faire est de trouver un service de paywall fiable et de qualit\u00e9. <a href=\"https:\/\/memberpress.com\/fr\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">fournisseur<\/a>Il est possible de faire appel \u00e0 des experts, comme MemberPress, qui peuvent r\u00e9aliser cette op\u00e9ration. Assurez-vous ensuite que le contenu vaut la peine d'\u00eatre pay\u00e9. Un bon exemple en est le <em>New York Times<\/em>qui, en mai 2021, comptait 7,5 millions d'abonn\u00e9s.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img decoding=\"async\" width=\"661\" height=\"1024\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Les sites d&#039;abonnement \u00e0 l&#039;actualit\u00e9 les plus populaires\" class=\"wp-image-52717\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png 661w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-194x300.png 194w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-768x1190.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-992x1536.png 992w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-110x170.png 110w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-396x614.png 396w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-442x684.png 442w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-665x1030.png 665w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-334x518.png 334w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-101x156.png 101w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-956x1480.png 956w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png 1033w\" sizes=\"(max-width: 661px) 100vw, 661px\" \/><\/a><figcaption class=\"wp-element-caption\">Image iva <a href=\"https:\/\/www.statista.com\/chart\/24772\/news-websites-with-the-most-paid-subscribers\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Statista.com<\/a><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Dans un monde o\u00f9 l'information est gratuite, pourquoi les gens pensent-ils qu'il vaut la peine de payer pour avoir des nouvelles ? La raison principale est la suivante <strong>r\u00e9putation<\/strong>. Des journaux comme le <em>New York Times<\/em> sont bien \u00e9tablis et jouissent d'une grande confiance. Il s'agit d'actifs mon\u00e9tisables. Lorsqu'il existe tant de \"v\u00e9rit\u00e9s alternatives\", il est inestimable d'avoir acc\u00e8s \u00e0 ce que l'on peut consid\u00e9rer en toute confiance comme la v\u00e9rit\u00e9 r\u00e9elle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous ne pouvez pas apporter cette reconnaissance de la marque et cette valeur \u00e0 la table, vous devrez trouver une autre raison pour laquelle les gens paieront pour votre contenu. L'une des meilleures est <strong>unicit\u00e9 du contenu<\/strong>. Une autre est la bonne vieille <strong>qualit\u00e9<\/strong>. Apr\u00e8s tout, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">le contenu est important<\/a>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant que vous r\u00e9fl\u00e9chissez \u00e0 l'importance du contenu, passons \u00e0 la mani\u00e8re dont vous pouvez mettre en \u0153uvre le \"gating\".<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Giving_the_customer_what_they_want_%E2%80%93_for_a_price\"><\/span>Donner au client ce qu'il veut - \u00e0 un certain prix<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google propose aux fournisseurs de contenu ce que l'on appelle le \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">un \u00e9chantillonnage flexible<\/a><\/strong>\". Vous pouvez ainsi d\u00e9cider de la part de votre contenu que vous souhaitez mettre gratuitement \u00e0 la disposition des utilisateurs.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s tout, il est logique de donner gratuitement une partie de votre contenu, sinon comment le consommateur saura-t-il qu'il veut payer pour en avoir plus ? Il est rare qu'un magasin n'ait pas de marchandises \u00e0 exposer. Et il est encore plus rare qu'un magasin qui n'a rien \u00e0 vendre ait des clients qui font la queue pour donner de l'argent.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La mise en place de votre paywall sera beaucoup plus facile si l'outil que vous utilisez pour le mettre en place est construit au-dessus d'un syst\u00e8me de gestion de contenu tel que <a href=\"https:\/\/memberpress.com\/fr\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici quelques moyens de proposer un \u00e9chantillonnage flexible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lead-in\"><\/span>Introduction<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img decoding=\"async\" width=\"623\" height=\"500\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"wall street journal paywall lead-in\" class=\"wp-image-28275\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png 623w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin-300x241.png 300w\" sizes=\"(max-width: 623px) 100vw, 623px\" \/><\/a><figcaption class=\"wp-element-caption\">Un d\u00e9but d'article sur le site du Wall Street Journal.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Avec cette approche, vous proposez au lecteur un petit extrait d\u2019un article. Vous pouvez utiliser un r\u00e9sum\u00e9 ou simplement le premier paragraphe. Le reste du contenu reste inaccessible et r\u00e9serv\u00e9 aux abonn\u00e9s jusqu\u2019\u00e0 ce que l\u2019utilisateur s\u2019abonne. Vous avez sans doute d\u00e9j\u00e0 vu <em>Les<\/em> <em>Wall Street Journal<\/em> et <em>The Economist<\/em> utiliser cette m\u00e9thode.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Metered\"><\/span>Compteur<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png\"><img decoding=\"async\" width=\"1024\" height=\"607\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png\" alt=\"new york times paywall metered article\" class=\"wp-image-28276\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-300x178.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-768x455.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1536x910.png 1536w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-2048x1214.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Un article au compteur sur le site du New York Times.<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">L'\u00e9chantillonnage mesur\u00e9 permet aux utilisateurs d'acc\u00e9der \u00e0 des articles complets un nombre limit\u00e9 de fois. Par exemple, ils peuvent avoir un acc\u00e8s non r\u00e9mun\u00e9r\u00e9 \u00e0 des articles trois fois par mois. Lorsqu'ils ont \u00e9puis\u00e9 leur quota, ils sont invit\u00e9s \u00e0 payer une redevance pour obtenir un acc\u00e8s illimit\u00e9. Cette approche est privil\u00e9gi\u00e9e par la <em>New York Times<\/em>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le choix de l'une ou l'autre de ces approches d\u00e9pend de la nature du contenu que vous proposez. Par exemple, si vous disposez d'un mat\u00e9riel approfondi traitant d'un sujet passionnant, vous trouverez peut-\u00eatre que l'approche \"lead-in\" est la plus efficace. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez poser la question de mani\u00e8re irr\u00e9sistible devant le paywall et proposer une solution d\u00e9taill\u00e9e de l'autre c\u00f4t\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Deux autres approches doivent \u00eatre mentionn\u00e9es ici.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Dynamic_paywalls\"><\/span>Les paywalls dynamiques<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Il s'agit d'une id\u00e9e relativement nouvelle. Elle reprend le concept de personnalisation (utilis\u00e9 dans le marketing de recherche des entreprises) et l'applique \u00e0 la tarification. Un paywall dynamique utilise des donn\u00e9es pour d\u00e9terminer l'option d'abonnement \u00e0 proposer. Par exemple, il peut offrir \u00e0 l'utilisateur l'acc\u00e8s \u00e0 certaines parties du site pour un prix r\u00e9duit, plut\u00f4t que de lui demander de payer pour des documents qu'il ne voudra jamais lire.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cette approche n\u00e9cessite un grand nombre de donn\u00e9es, qui ne sont g\u00e9n\u00e9ralement disponibles qu'aupr\u00e8s de l'administration centrale de l'UE. <a href=\"https:\/\/memberpress.com\/fr\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">principaux plug-ins d'adh\u00e9sion<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par exemple, avec MemberPress, vous pouvez ins\u00e9rer un <a href=\"https:\/\/memberpress.com\/fr\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> dans votre contenu qui d\u00e9tectera si l'utilisateur est connect\u00e9. Lorsqu'une page contenant ce shortcode est consult\u00e9e par un utilisateur connect\u00e9, celui-ci pourra voir le contenu dans lequel le shortcode a \u00e9t\u00e9 plac\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Hard_paywalls\"><\/span>Des murs payants difficiles \u00e0 franchir<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Un acc\u00e8s payant strict n'est g\u00e9n\u00e9ralement pas la meilleure solution, car il ne permet pas de tester le contenu. Il oblige en effet les utilisateurs \u00e0 acheter les yeux ferm\u00e9s. Si vous venez de vous lancer et que votre marque n'est pas encore bien \u00e9tablie, un acc\u00e8s payant strict n'est probablement pas la meilleure option.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Getting_technical\"><\/span>La technique au service de l'action<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img decoding=\"async\" width=\"960\" height=\"516\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"code informatique sur un \u00e9cran\" class=\"wp-image-28277\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png 960w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-300x161.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code-768x413.png 768w\" sizes=\"(max-width: 960px) 100vw, 960px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Il faut que les moteurs de recherche puissent \"voir\" le contenu que vous ne voulez pas que les clients non payants voient. Alors, comment gagner en visibilit\u00e9 tout en gardant les choses cach\u00e9es ? Google propose des moyens d'utiliser <strong>donn\u00e9es structur\u00e9es<\/strong> pour s'assurer que votre contenu apparaisse dans de nombreux SERPs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Examinons deux outils que vous pouvez utiliser.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Feuilles de style en cascade<\/strong> Les CCS sont souvent utilis\u00e9s pour am\u00e9liorer l'aspect visuel des sites web et offrir une meilleure exp\u00e9rience utilisateur (UX). Google appr\u00e9cie que les CCS soient utilis\u00e9s pour distinguer le contenu gratuit de celui soumis \u00e0 un acc\u00e8s payant. En associant les CCS \u00e0 des donn\u00e9es structur\u00e9es JSON-LD, vous pouvez indiquer aux moteurs de recherche que certaines parties de votre contenu ne doivent pas \u00eatre diffus\u00e9es sans discernement.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez \u00e9galement r\u00e9gler le <em>cssSelector <\/em>et utiliser l'attribut hasPart pour s'assurer que le contenu reste verrouill\u00e9 de la mani\u00e8re que vous avez choisie. Une telle construction peut \u00eatre rendue automatique par l'utilisation de la d\u00e9couverte de processus ou d'approches similaires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si l'aspect technique des choses ne fait pas partie de vos comp\u00e9tences, il existe toutes sortes d'outils de formation. <a href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">grands d\u00e9veloppeurs<\/a> qui peut vous aider. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Three_additional_tips\"><\/span>Trois conseils suppl\u00e9mentaires<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Familiarisez-vous avec les pages mobiles acc\u00e9l\u00e9r\u00e9es (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> pour am\u00e9liorer la vitesse de chargement sur les appareils mobiles.<\/li>\n\n\n\n<li>Utilisez l'outil d'inspection d'URL de Google pour tester la mani\u00e8re dont Google explore et restitue une URL sur votre site.<\/li>\n\n\n\n<li>N'oubliez pas de regarder ce que font vos concurrents. Il est parfois utile de proc\u00e9der \u00e0 une analyse concurrentielle du r\u00e9f\u00e9rencement et d'emprunter des id\u00e9es \u00e0 vos rivaux. C'est une forme de flatterie, apr\u00e8s tout.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Keywords\"><\/span>Mots cl\u00e9s<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Comme pour tout contenu, lorsque vous \u00e9laborez une strat\u00e9gie de r\u00e9f\u00e9rencement pour un contenu payant, il est important de tenir compte du type d'utilisateur que vous \u00eates susceptible d'attirer. Si vous voulez avoir une bonne chance d'attirer ceux qui sont pr\u00eats \u00e0 payer pour ce que vous offrez, vous devez utiliser des mots cl\u00e9s sp\u00e9cifiques. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En utilisant <a href=\"https:\/\/memberpress.com\/fr\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">mots-cl\u00e9s \u00e0 longue tra\u00eene<\/a> Plut\u00f4t que d'utiliser des termes g\u00e9n\u00e9riques trop vagues, vous pouvez cibler pr\u00e9cis\u00e9ment les consommateurs les plus susceptibles d'acheter vos produits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ainsi, les paywalls et les principes de r\u00e9f\u00e9rencement ne s'excluent pas mutuellement - qui l'e\u00fbt cru ? Et lorsque vous aurez rassembl\u00e9 tous ces \u00e9l\u00e9ments et que vous serez pr\u00eat \u00e0 envoyer des messages marketing, n'oubliez pas que vous n'\u00eates pas oblig\u00e9 de repartir de z\u00e9ro pour vos actions de sensibilisation. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pensez \u00e0 adapter le contenu existant pour l'utiliser dans <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">campagnes par courrier \u00e9lectronique<\/a>par exemple. C'est l'avantage d'un bon contenu : il n'a pas besoin d'\u00eatre \u00e0 but unique. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une derni\u00e8re r\u00e9flexion : ne vous pr\u00e9occupez pas trop des resquilleurs. Pr\u00e9occupez-vous plut\u00f4t de faire en sorte que l'inscription se fasse en douceur, sans aucun moment de friction tout au long du parcours de l'utilisateur. Combinez cela avec la visibilit\u00e9 sur les moteurs de recherche et vous serez pr\u00eat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avec de l'imagination et en suivant quelques r\u00e8gles, vous pouvez vous assurer que votre strat\u00e9gie de r\u00e9f\u00e9rencement pour les contenus payants est vraiment performante.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avez-vous d'autres questions sur l'\u00e9laboration d'une strat\u00e9gie de r\u00e9f\u00e9rencement pour les contenus payants ? Posez-les dans la section des commentaires !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Si vous avez aim\u00e9 cet article, n'oubliez pas de nous suivre sur <a href=\"https:\/\/www.facebook.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Facebook<\/a>, <a href=\"https:\/\/twitter.com\/memberpress\" rel=\"noreferrer noopener\" target=\"_blank\">Twitter<\/a>, <a href=\"https:\/\/www.instagram.com\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">Instagram<\/a>et <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! Et n'oubliez pas de vous abonner dans la case pr\u00e9vue \u00e0 cet effet.<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>It seems like a tall order. As a membership site owner, you want to hide content. On the other hand, you need your content to be discoverable. How can you square this? Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a [&hellip;]<\/p>\n","protected":false},"author":56594,"featured_media":28279,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,144,120,102],"tags":[873,812,836,182],"class_list":["post-28274","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advice","category-business","category-content","category-monetization","tag-content-optimization","tag-content-protection","tag-paywall","tag-seo","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"With protected content, what do you do about SEO? 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