{"id":7683,"date":"2022-11-21T10:14:23","date_gmt":"2022-11-21T10:14:23","guid":{"rendered":"https:\/\/fr.custplace.com\/business\/?p=7683"},"modified":"2022-11-21T10:14:23","modified_gmt":"2022-11-21T10:14:23","slug":"les-5-erreurs-a-eviter-sur-google-business-profile","status":"publish","type":"post","link":"https:\/\/fr.custplace.com\/business\/les-5-erreurs-a-eviter-sur-google-business-profile\/","title":{"rendered":"Les 5 erreurs \u00e0 \u00e9viter sur Google Business Profile"},"content":{"rendered":"\n

Google Fiche d\u2019Etablissements<\/em>, ou Google Business Profile<\/em> (anciennement Google My Business<\/em>) est l\u2019un des outils en ligne les plus efficaces pour la collecte, la mod\u00e9ration et la diffusion d\u2019avis clients. Le service, \u00e0 travers des fiches individuelles \u00e0 chaque commerce, permet de mettre en avant un \u00e9tablissement qui appara\u00eet dans les r\u00e9sultats de recherches sur Google<\/em> et Google Maps<\/em>.<\/p>\n\n\n\n

Chaque fiche liste donc les principales informations relatives \u00e0 un business, parmi lesquelles figurent le nom, l\u2019adresse, le num\u00e9ro de t\u00e9l\u00e9phone, les horaires d\u2019ouverture, les photos et les vid\u00e9os, et optimise le r\u00e9f\u00e9rencement local, v\u00e9ritable Saint-Graal du marketing depuis une demi-douzaine d’ann\u00e9es.<\/p>\n\n\n\n

A titre indicatif, Google<\/strong> annonce que la moiti\u00e9 des recherches effectu\u00e9es auraient une dimension locale, et que la majorit\u00e9 porterait sur des commerces de proximit\u00e9. Un type de recherches qui a connu une progression de +900% en deux ans seulement.<\/p>\n\n\n\n

Mais quelles sont les erreurs les plus communes qui p\u00e9nalisent les utilisateurs de GBP ?<\/p>\n\n\n\n

Erreur 1 : Utiliser GBP comme unique m\u00e9dium entre business et consommateur<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Les Fiches d\u2019Etablissements Google<\/em> sont un outil incontestablement puissant pour promouvoir un point de vente et g\u00e9rer des avis clients. La plateforme doit n\u00e9anmoins \u00eatre int\u00e9gr\u00e9e au sein d\u2019une strat\u00e9gie d\u2019e-r\u00e9putation globale.<\/p>\n\n\n\n

L’exemple le plus marquant des limites de GBP est le fait que tout le monde ne peut pas laisser un avis ou un commentaire, puisqu\u2019il est n\u00e9cessaire de disposer d\u2019un compte Google<\/em>. Une contrainte technique non n\u00e9gligeable, Gmail<\/em> ne d\u00e9tient aux Etats-Unis que 50% des parts de march\u00e9, contre 27% en France et 15% en Allemagne (2020).<\/p>\n\n\n\n

Erreur 2 : Centraliser toute l\u2019e-reputation sur GBP<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Google Fiches d\u2019Etablissements<\/em> offre aux commerces beaucoup de visibilit\u00e9 et la possibilit\u00e9 de g\u00e9rer simplement leur e-r\u00e9putation, mais avec des retomb\u00e9es qui b\u00e9n\u00e9ficient davantage au r\u00e9seau des points de vente, et beaucoup moins \u00e0 la marque.<\/p>\n\n\n\n

GBP ne permet pas l\u2019agr\u00e9ation ni l\u2019addition des notes. Chaque magasin d\u2019un r\u00e9seau dispose d\u2019une fiche d\u00e9di\u00e9e qui sera g\u00e9r\u00e9e de mani\u00e8re ind\u00e9pendante. Ce qui constitue en soi beaucoup de travail de mod\u00e9ration, r\u00e9p\u00e9titif et r\u00e9barbatif. L\u2019id\u00e9al serait donc de compl\u00e9ter avec une pr\u00e9sence ma\u00eetris\u00e9e sur les r\u00e9seaux sociaux et la communication via un site web d\u00e9di\u00e9.<\/p>\n\n\n\n

Erreur 3 : B\u00e2tir son SEO autour des Fiches d’Etablissements<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Google Business Profile<\/em> permet d\u2019attirer les visiteurs d\u2019une fiche vers le site web du commer\u00e7ant, mais l\u2019impact sur son SEO et ses performances digitales est limit\u00e9. Le site en question ne b\u00e9n\u00e9ficie pas des backlinks<\/em>, des flux dynamiques d\u2019avis<\/em> ou des widgets<\/em> cl\u00e9 en main qui permettent de booster le r\u00e9f\u00e9rencement naturel.<\/p>\n\n\n\n

Aussi, la satisfaction client ne peut malheureusement pas \u00eatre mesur\u00e9e efficacement \u00e0 travers des donn\u00e9es statistiques \u00e9labor\u00e9es, notamment des graphiques ou une analyse du verbatim<\/em>.<\/p>\n\n\n\n

Erreur 4 : Ne pas prendre au s\u00e9rieux la mod\u00e9ration rapide des avis clients<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Un avis doit \u00eatre mod\u00e9r\u00e9 assez rapidement, id\u00e9alement entre 24 et 48 heures. Les utilisateurs ayant laiss\u00e9 des avis positifs doivent \u00eatre remerci\u00e9s. Les avis n\u00e9gatifs doivent \u00e9galement \u00eatre trait\u00e9s. Si la critique est av\u00e9r\u00e9, des excuses et une promesse de faire mieux \u00e0 l’avenir sont de mise. Si c’est un commentaire calomnieux, il faut y r\u00e9pondre respectueusement tout en le signalant.<\/p>\n\n\n\n

Parmi les d\u00e9fauts de GBP<\/em>, la mod\u00e9ration limit\u00e9e puisque \u00e0 part le signalement de faux avis et ceux qui ne respectent pas les r\u00e8gles d’utilisation de Google<\/em>, il n\u2019y a pas grand chose qu\u2019un business puisse faire face \u00e0 la concurrence d\u00e9loyale et aux internautes mal intentionn\u00e9s. D’o\u00f9 l’int\u00e9r\u00eat de diversifier les canaux et d’utiliser des solutions comme Custplace<\/em>.<\/p>\n\n\n\n

Erreur 5 : Sous estimer l’importance de la confiance des utilisateurs<\/h2>\n\n\n\n
\"\"\/<\/figure>\n\n\n\n

Tout n’est pas question de quantit\u00e9. La note globale et le volume des avis sont certes un enjeu cl\u00e9, mais la confiance l’est encore plus. Les internautes sont conscients des mauvaises pratiques de certains utilisateurs et de certains commerces, et prennent les avis en ligne avec des baguettes.<\/p>\n\n\n\n

La France a heureusement \u00e9t\u00e9 un pays pr\u00e9curseur en la mati\u00e8re en proposant la norme NF 522<\/em> d\u2019avis clients permettant de garantir<\/span> l\u2019authenticit\u00e9 des avis collect\u00e9s, mod\u00e9r\u00e9s et diffus\u00e9s. Les plateformes respectant cette norme offrent une preuve suppl\u00e9mentaire d\u2019authenticit\u00e9.<\/p>\n\n\n\n

Cusplace<\/em> va encore plus loin en r\u00e9alisant de nombreux A+B Testing qui d\u00e9montrent que l\u2019affichage d\u2019avis authentifi\u00e9s permet d\u2019augmenter de 15% en moyenne les performances des pages magasins et des pages produits.<\/p>\n\n\n\n

D\u00e9couvrez plus en d\u00e9tails ces erreurs \u00e0 \u00e9viter et les bonnes pratiques \u00e0 suivre en t\u00e9l\u00e9chargeant notre guide : Guide de la collecte et de la gestion des avis Google Business Profile<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Google Fiche d\u2019Etablissements, ou Google Business Profile (anciennement Google My Business) est l\u2019un des outils en ligne les plus efficaces pour la collecte, la mod\u00e9ration et la diffusion d\u2019avis clients. Le service, \u00e0 travers des fiches individuelles \u00e0 chaque commerce, permet de mettre en avant un \u00e9tablissement qui appara\u00eet dans les r\u00e9sultats de recherches sur […]<\/p>\n","protected":false},"author":9,"featured_media":7709,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[72],"tags":[],"class_list":["post-7683","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-review-management"],"acf":{"affichage_hp":false,"reporting":false},"yoast_head":"\nLes 5 erreurs \u00e0 \u00e9viter sur Google Business Profile<\/title>\n<meta name=\"description\" content=\"\u00c9vitez 5 erreurs courantes sur Google Business Profile pour maximiser votre e-r\u00e9putation et am\u00e9liorer la gestion des avis clients en ligne\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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