{"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>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_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a2cdf96c39cc\" 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-6a2cdf96c39cc\"  \/><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>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>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>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>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>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>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> are established and trusted. These are monetizable assets. When there are so many \u201calternative truths\u201d out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>\n\n\n\n<p>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>.\u00a0<\/p>\n\n\n\n<p>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>Google offers content providers something known as \u201c<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">un \u00e9chantillonnage flexible<\/a><\/strong>\u201c. With this, you get to decide how much of your content you want to make freely available to users.\u00a0<\/p>\n\n\n\n<p>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>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>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>Cette approche consiste \u00e0 offrir au lecteur une petite partie de l'article. Vous pouvez utiliser un r\u00e9sum\u00e9 ou un simple paragraphe d'introduction. Le reste du contenu reste inaccessible et interdit jusqu'\u00e0 ce que l'utilisateur paie une redevance. Vous avez probablement 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>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>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>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>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>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.\u00a0<\/p>\n\n\n\n<p>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>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>Un mur payant n'est g\u00e9n\u00e9ralement pas la meilleure solution, car il n'inclut pas d'\u00e9chantillonnage. Il oblige plut\u00f4t les utilisateurs \u00e0 acheter en aveugle. Si vous d\u00e9butez et que vous n'avez pas encore de marque \u00e9tablie, un mur payant 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>You need the search engines to be able to \u201csee\u201d the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>donn\u00e9es structur\u00e9es<\/strong> pour s'assurer que votre contenu apparaisse dans de nombreux SERPs.<\/p>\n\n\n\n<p>Examinons deux outils que vous pouvez utiliser.<\/p>\n\n\n\n<p><strong>Feuilles de style en cascade<\/strong> (CCS) sont souvent utilis\u00e9s pour am\u00e9liorer l'aspect visuel des sites web et l'exp\u00e9rience utilisateur (UX). Google appr\u00e9cie que les CCS soient utilis\u00e9s pour s\u00e9parer le contenu gratuit du contenu payant. En utilisant les CCS avec les donn\u00e9es structur\u00e9es JSON-LD, vous pouvez indiquer aux moteurs de recherche que certaines parties de votre contenu ne doivent pas \u00eatre distribu\u00e9es sans discernement.\u00a0<\/p>\n\n\n\n<p>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>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>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>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 des termes plus g\u00e9n\u00e9raux, vous pouvez vous concentrer sur les consommateurs les plus susceptibles d'acheter ce que vous vendez.<\/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>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>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>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>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>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><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 inscrire dans le <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a>.<\/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 [\u2026]<\/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":{"0":"post-28274","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-advice","8":"category-business","9":"category-content","10":"category-monetization","11":"tag-content-optimization","12":"tag-content-protection","13":"tag-paywall","14":"tag-seo","15":"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 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"With protected content, what do you do about SEO? 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Here, founder of the award-winning accelerate agency shows us how to do an SEO strategy for paywall content.","og:url":"https:\/\/memberpress.com\/fr\/blog\/how-to-craft-an-seo-strategy-for-paywall-content\/","og:image":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/paywall-seo.jpg","og:image:secure_url":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/paywall-seo.jpg","og:image:width":1231,"og:image:height":852,"article:published_time":"2021-09-16T13:00:00+00:00","article:modified_time":"2022-11-16T22:15:26+00:00","article:publisher":"https:\/\/www.facebook.com\/memberpress\/","twitter:card":"summary_large_image","twitter:site":"@memberpress","twitter:title":"How to Craft an SEO Strategy for Paywall Content in WordPress","twitter:description":"With protected content, what do you do about SEO? Here, founder of the award-winning accelerate agency shows us how to do an SEO strategy for paywall content.","twitter:image":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/paywall-seo.jpg"},"aioseo_meta_data":{"post_id":"28274","title":null,"description":"Avec un contenu prot\u00e9g\u00e9, que faire en mati\u00e8re de r\u00e9f\u00e9rencement ? 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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?<\/p>","content":[{"type":"text","data":"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?"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated.<\/p>","content":[{"type":"text","data":"Thankfully, several options allow for restricted access to content but still manage to provide competitive keywords that drive traffic. For software as a service companies in particular, there are lots of ways you can enhance yourSEO SaaS framework while remaining gated."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026<\/p>","content":[{"type":"text","data":"We\u2019ll take a look at these approaches below, but first, ask yourself this question\u2026"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Why would you want to paywall?<\/h2>","content":"Pourquoi voudriez-vous mettre en place un paywall ?","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  <\/p>","content":[{"type":"text","data":"Gating can be counterproductive if all you want to do is attract more visitors and links. However, if you want to grow your subscribers and committed consumers, your content should most definitely be gated.  "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Here are the benefits of creating a paywall:<\/p>","content":[{"type":"text","data":"Here are the benefits of creating a paywall:"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/list","render":"<ul class=\"wp-block-list\">\n<li>You will get more information about users who pay to access content.<\/li>\n\n\n\n<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>\n\n\n\n<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>\n\n\n\n<li>A paywall generates income.<\/li>\n<\/ul>","content":"<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>","listItemData":[{"type":"core\/list-item","render":"<li>You will get more information about users who pay to access content.<\/li>","content":"Vous obtiendrez plus d'informations sur les utilisateurs qui paient pour acc\u00e9der au contenu.","data":{"text":"You will get more information about users who pay to access content."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate.<\/li>","content":"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.","data":{"text":"Users value paywalled content more than they do free. They rate it as more useful, trustworthy, and legitimate."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of <a href=\"https:\/\/blog.shift4shop.com\/top-lead-generation-statistics-for-your-marketing-strategy\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">lead generation<\/a>.<\/li>","content":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation.","data":{"text":"A user accessing gated content is more likely to become a repeat customer or client. In this way, a paywall is a means of lead generation."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>A paywall generates income.<\/li>","content":"Un paywall g\u00e9n\u00e8re des revenus.","data":{"text":"A paywall generates income."},"style":{"parent_style":{}}}],"data":{"listType":"unordered"},"style":{"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers.<\/p>","content":[{"type":"text","data":"If you decide you want to paywall, the first thing to do is find a reliable and high-quality <a href=\"https:\/\/memberpress.com\/features\/\" target=\"_blank\" rel=\"noreferrer noopener\">provider<\/a>, like MemberPress, who can make this happen. Then make sure the content is worth paying for. A good example of this is the <em>New York Times<\/em>, which, as of May 2021, had 7.5 million subscribers."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png\" alt=\"Most popular news subscription websites\" class=\"wp-image-52717\"\/><\/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>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites.png","alt":"Most popular news subscription websites","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/09\/Most-popular-news-subscription-websites-661x1024.png","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>","targetBlank":true,"linkDestination":"media"},"style":{"width":661,"height":1024,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth.<\/p>","content":[{"type":"text","data":"In a world full of free information, why do people feel that it\u2019s worth paying for news? The main reason is <strong>reputation<\/strong>. Newspapers like the <em>New York Times<\/em> are established and trusted. These are monetizable assets. When there are so many \"alternative truths\" out there, it\u2019s invaluable to have access to what you can confidently hold to be the actual truth."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;<\/p>","content":[{"type":"text","data":"If you can\u2019t bring that brand recognition and value to the table, you\u2019ll need to think of another reason why people will pay for your content. One of the best is <strong>content uniqueness<\/strong>. Another is good, old-fashioned <strong>quality<\/strong>. After all, <a href=\"https:\/\/www.bigcommerce.com\/ecommerce-answers\/what-is-content-creation\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">content matters<\/a>.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating.<\/p>","content":[{"type":"text","data":"While you\u2019re thinking about how content matters, let\u2019s move on to how you can implement gating."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Giving the customer what they want \u2013 for a price<\/h2>","content":"Donner au client ce qu'il veut - \u00e0 un certain prix","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;<\/p>","content":[{"type":"text","data":"Google offers content providers something known as \"<strong><a href=\"https:\/\/developers.google.com\/search\/docs\/advanced\/appearance\/flexible-sampling\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">flexible sampling<\/a><\/strong>\". With this, you get to decide how much of your content you want to make freely available to users.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money.<\/p>","content":[{"type":"text","data":"After all, it makes sense to give some of your content away without charge, otherwise, how will the consumer know they want to pay for more? It\u2019s a rare shop indeed that has no wares on display. Even rarer for a shop with nothing on display to have customers queuing up to part with their money."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>.<\/p>","content":[{"type":"text","data":"Implementing your paywall will be much easier if the tool you use to set it up is built on top of a content management system like <a href=\"https:\/\/memberpress.com\/blog\/building-an-online-membership-site-using-wordpress\/\" target=\"_blank\" rel=\"noreferrer noopener\">WordPress<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Following are some ways you can offer flexible sampling.<\/p>","content":[{"type":"text","data":"Following are some ways you can offer flexible sampling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Lead-in<\/h3>","content":"Introduction","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png\" alt=\"wall street journal paywall lead-in\" class=\"wp-image-28275\"\/><\/a><figcaption class=\"wp-element-caption\">An article lead-in on The Wall Street Journal website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","alt":"wall street journal paywall lead-in","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/WSJ-leadin.png","caption":"An article lead-in on The Wall Street Journal website.","linkDestination":"media"},"style":{"width":623,"height":500,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method.<\/p>","content":[{"type":"text","data":"Using this approach, you offer the reader a small section of an article. You can use an executive summary or a straightforward opening paragraph. The rest of the content remains inaccessible and off-limits until the user pays a fee. You've probably seen <em>The<\/em> <em>Wall Street Journal<\/em> and <em>The Economist<\/em> use this method."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Metered<\/h3>","content":"Compteur","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/image","render":"<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 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\"\/><\/a><figcaption class=\"wp-element-caption\">A metered article on The New York Times website.<\/figcaption><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window.png","alt":"new york times paywall metered article","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/New-York-Times-metered-article-window-1024x607.png","caption":"A metered article on The New York Times website.","linkDestination":"media"},"style":{"width":1024,"height":607,"align":"left","parent_style":{},"sizeSlug":"large"}},{"type":"core\/paragraph","render":"<p>Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>.<\/p>","content":[{"type":"text","data":"Metered sampling gives users access to complete articles a limited number of times. For example, they might be allowed unpaid access to articles three times per month. Once they\u2019ve used up the allowance, they\u2019re prompted to pay a fee to get unlimited access. This approach is favored by the <em>New York Times<\/em>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. <\/p>","content":[{"type":"text","data":"Which of these you decide on will depend on the nature of the content you\u2019re providing. For instance, if you have in-depth material that deals with a compelling topic, you may find that the lead-in approach works best. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side.<\/p>","content":[{"type":"text","data":"You can pose the question in an irresistible manner in front of the paywall and offer a detailed solution on the other side."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Two other approaches should be mentioned here.<\/p>","content":[{"type":"text","data":"Two other approaches should be mentioned here."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Dynamic paywalls<\/h3>","content":"Les paywalls dynamiques","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;<\/p>","content":[{"type":"text","data":"This is a comparatively new idea. It takes the concept of personalization (used inenterprise search marketing) and applies it to gating. A dynamic paywall uses data to determine which subscription option to offer. For example, it might offer the user access to only certain areas of the site for a reduced price rather than asking them to pay for material they\u2019ll never want to read.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>.<\/p>","content":[{"type":"text","data":"This approach requires a good deal of data capturing, which is usually only available from the <a href=\"https:\/\/memberpress.com\/tour\/\" target=\"_blank\" rel=\"noreferrer noopener\">leading membership plug-ins<\/a>."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed.<\/p>","content":[{"type":"text","data":"For example, with MemberPress, you can insert a <a href=\"https:\/\/memberpress.com\/docs\/available-shortcodes\/\" target=\"_blank\" rel=\"noreferrer noopener\">shortcode<\/a> into your content that will detect whether the user is logged in. When a page containing that shortcode is viewed by a logged-in user, they will be able to view the content where the shortcode has been placed."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h3 class=\"wp-block-heading\">Hard paywalls<\/h3>","content":"Des murs payants difficiles \u00e0 franchir","data":[],"style":{"align":"left","parent_style":{},"header":"h3","fontSize":"21px"}},{"type":"core\/paragraph","render":"<p>A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option.<\/p>","content":[{"type":"text","data":"A hard paywall isn\u2019t usually the best way forward, because it doesn't include sampling. Rather, it requires users to buy blind. If you're just starting out and don\u2019t yet have an established brand, a hard paywall is probably not be the best option."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Getting technical<\/h2>","content":"La technique au service de l'action","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/image","render":"<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\"><img src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png\" alt=\"computer code on a screen\" class=\"wp-image-28277\"\/><\/a><\/figure>","content":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","data":{"linkSrc":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","alt":"computer code on a screen","src":"https:\/\/memberpress.com\/wp-content\/uploads\/2021\/07\/code.png","linkDestination":"media"},"style":{"width":960,"height":516,"align":"left","parent_style":{},"sizeSlug":"full"}},{"type":"core\/paragraph","render":"<p>You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs.<\/p>","content":[{"type":"text","data":"You need the search engines to be able to \"see\" the content you don\u2019t want non-paying customers to see. So, how do you gain visibility while keeping things hidden? Google offers ways to use <strong>structured data<\/strong> to make sure your content appears on lots of SERPs."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Let\u2019s look at two tools you can use.<\/p>","content":[{"type":"text","data":"Let\u2019s look at two tools you can use."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;<\/p>","content":[{"type":"text","data":"<strong>Cascading style sheets<\/strong> (CCSs) are often employed to give websites enhanced visuals and better user experience (UX). Google likes it when CCSs are used to separate free content from paywall content. Using CCSs with JSON-LD structured data, you can tell the search engines that certain parts of your content shouldn't be handed out indiscriminately.&nbsp;"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches.<\/p>","content":[{"type":"text","data":"You can also set the <em>cssSelector <\/em>attribute to .paywall, and use the hasPart attribute to ensure content remains gated in whatever fashion you choose. Such construction can be made automatic with the use of process discovery or similar approaches."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. <\/p>","content":[{"type":"text","data":"If the technical side of things falls outside your skillset, there are all kinds of <a href=\"https:\/\/memberpress.com\/blog\/how-to-find-a-great-web-developer-for-your-membership-site-or-online-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">great developers<\/a> who can help you out. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Three additional tips<\/h2>","content":"Trois conseils suppl\u00e9mentaires","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/list","render":"<ol class=\"wp-block-list\">\n<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>\n\n\n\n<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>\n\n\n\n<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>\n<\/ol>","content":"<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>","listItemData":[{"type":"core\/list-item","render":"<li>Acquaint yourself with accelerated mobile pages (<a href=\"https:\/\/neilpatel.com\/blog\/the-definitive-guide-to-accelerated-mobile-pages-amp\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">AMP)<\/a> to enhance loading speed on mobile devices.<\/li>","content":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices.","data":{"text":"Acquaint yourself with accelerated mobile pages (AMP) to enhance loading speed on mobile devices."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site.<\/li>","content":"Utilisez l'outil d'inspection d'URL de Google pour tester la mani\u00e8re dont Google explore et restitue une URL sur votre site.","data":{"text":"Use Google\u2019s URL inspection tool to test how Google crawls and renders a URL on your site."},"style":{"parent_style":{}}},{"type":"core\/list-item","render":"<li>Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all.<\/li>","content":"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.","data":{"text":"Don\u2019t forget to look at what your competitors are doing. Sometimes it pays to conductsome SEO competitive analysis and borrow ideas from your rivals. It\u2019s a form of flattery, after all."},"style":{"parent_style":{}}}],"data":{"listType":"ordered"},"style":{"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Keywords<\/h2>","content":"Mots cl\u00e9s","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. <\/p>","content":[{"type":"text","data":"As with any content, when crafting an SEO strategy for paywall content, it\u2019s important to consider the kind of user you\u2019re likely to attract. If you want a good chance of pulling in those who are willing to pay for what you\u2019re offering, you\u2019ll need to use specific keywords. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling.<\/p>","content":[{"type":"text","data":"By using <a href=\"https:\/\/memberpress.com\/blog\/small-business-seo\/\" target=\"_blank\" rel=\"noreferrer noopener\">long-tail keywords<\/a> rather than broader catch-all terms, you can hone in on those consumers who are most likely to buy what you're selling."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/heading","render":"<h2 class=\"wp-block-heading\">Conclusion<\/h2>","content":"Conclusion","data":[],"style":{"align":"left","parent_style":{},"header":"h2","fontSize":"27px"}},{"type":"core\/paragraph","render":"<p>So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. <\/p>","content":[{"type":"text","data":"So, paywalls and SEO principles are not mutually exclusive \u2013 who knew? And, when you\u2019ve put it all together and are ready to send out some marketing hooks, don\u2019t forget that you don\u2019t have to start from scratch with your outreach. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. <\/p>","content":[{"type":"text","data":"Think about adapting existing content for use in <a href=\"https:\/\/www.business2community.com\/content-marketing\/how-to-repurpose-content-for-your-email-marketing-campaigns-02418202\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">email campaigns<\/a>, for instance. That\u2019s the great thing about good content: it doesn\u2019t have to be single purpose. "}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go.<\/p>","content":[{"type":"text","data":"One final thought \u2013 don\u2019t over-worry about freeloaders. Fret more about making the sign-up smooth, with no moments of friction along the user journey. Combine that with search engine visibility, and you\u2019re good to go."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform.<\/p>","content":[{"type":"text","data":"With imagination and by following a few rules, you can ensure you have an SEO strategy for paywall content that will really perform."}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p>Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!<\/p>","content":[{"type":"text","data":"Do you have additional questions about how to craft an SEO strategy for paywall content? Ask away in the comments section!"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}},{"type":"core\/paragraph","render":"<p><strong>If you liked this article, be sure to follow us on <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>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the box.<\/strong><\/p>","content":[{"type":"text","data":"<strong>If you liked this article, be sure to follow us on <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>, and <a href=\"https:\/\/www.linkedin.com\/showcase\/memberpress\/\" rel=\"noreferrer noopener\" target=\"_blank\">LinkedIn<\/a>! And don't forget to subscribe in the box.<\/strong>"}],"data":[],"style":{"textAlign":"left","color":"","dropCap":false,"parent_style":{}}}],"app_access":{"can_access":true,"restrict_message":null},"_links":{"self":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/posts\/28274","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/users\/56594"}],"replies":[{"embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/comments?post=28274"}],"version-history":[{"count":0,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/posts\/28274\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/media\/28279"}],"wp:attachment":[{"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/media?parent=28274"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/categories?post=28274"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/memberpress.com\/fr\/wp-json\/wp\/v2\/tags?post=28274"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}