{"id":7856,"date":"2022-09-09T12:46:05","date_gmt":"2022-09-09T12:46:05","guid":{"rendered":"https:\/\/fr.custplace.com\/business\/?p=7856"},"modified":"2025-09-30T22:58:26","modified_gmt":"2025-09-30T20:58:26","slug":"resume-webinaire-comment-collecter-et-gerer-ses-avis-google-business-profile","status":"publish","type":"post","link":"https:\/\/fr.custplace.com\/business\/resume-webinaire-comment-collecter-et-gerer-ses-avis-google-business-profile\/","title":{"rendered":"Collecter et g\u00e9rer ses avis Google Business Profile"},"content":{"rendered":"\n<p><strong>Jeudi 8 septembre, nous avons pr\u00e9sent\u00e9 notre webinaire \u00ab Collecter et g\u00e9rer ses avis Google Business Profile \u00bb, diffus\u00e9 en direct via Livestorm.<br \/><\/strong><\/p>\n<p>\u00a0<\/p>\n<p>Vous n&rsquo;avez pas pu participer \u00e0 ce webinaire ? Nous vous offrons un r\u00e9sum\u00e9 \u00e9crit complet de notre webinaire ainsi que le replay en vid\u00e9o pour que vous puissiez tout connaitre de notre guide pour collecter et g\u00e9rer vos avis Google Business Profile.<\/p>\n<p>\u00a0<\/p>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/93Y-fnREY3o\" width=\"560\" height=\"415\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>\u00a0<\/p>\n<p><strong>Vous voulez passer ma\u00eetre dans la gestion des avis clients ?<\/strong><\/p>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7867 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Webinaire-8-1-300x271.png\" alt=\"\" width=\"300\" height=\"271\" \/><\/p>\n<p>\u00a0<\/p>\n<h2>Qu&rsquo;est-ce que Google Fiche Etablissement ?<\/h2>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-7882 alignright\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image2-1.png\" alt=\"\" width=\"138\" height=\"120\" \/><\/p>\n<p>Google Fiche d\u2019\u00e9tablissement (ou Google Business Profile, GBP) est une plateforme web dot\u00e9e d\u2019outils permettant aux entreprises et aux commerces physiques et \u00e9lectroniques d\u2019<b>\u00eatre pr\u00e9sents en ligne <\/b>\u00e0 travers des <b>fiches<\/b> accompagn\u00e9es d\u2019un logo, de photos, d\u2019horaires d\u2019ouverture, de coordonn\u00e9es, etc.<\/p>\n<p>\u00a0<\/p>\n<h2>Pourquoi il faut utiliser Google Business Profile ?<\/h2>\n<p>\u00a0<\/p>\n<h3>Une source d&rsquo;avis clients<\/h3>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7890 alignleft\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image4-1-300x300.png\" alt=\"\" width=\"201\" height=\"201\" \/><\/p>\n<p>Ces fiches apparaissent dans les <b>r\u00e9sultats de recherche <\/b>sur Google (le moteur de recherche) et sur Google Maps (le service de g\u00e9olocalisation), et elles <b>agr\u00e8gent les avis clients<\/b>, devenant ainsi la meilleure source d\u2019informations et de retour d\u2019exp\u00e9rience pour les acheteurs potentiels.<\/p>\n<p>\u00a0<\/p>\n<h3>De nouvelles fonctionnalit\u00e9s<\/h3>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7884 alignleft\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image3-1-300x300.png\" alt=\"\" width=\"207\" height=\"207\" \/><\/p>\n<p>Google a annonc\u00e9 pour le lancement des <i>Fiches d\u2019\u00e9tablissements <\/i>plusieurs <b>nouvelles fonctionnalit\u00e9s <\/b>dont la gestion des demandes de v\u00e9rification et de revendication des fiches qui se fait directement depuis Google Search et Google Maps, tout comme la gestion des messages et des accus\u00e9s de r\u00e9ception.<\/p>\n<p>\u00a0<\/p>\n<h3>Une simplification de l&rsquo;outil<\/h3>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone  wp-image-7894 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image5-2-300x95.png\" alt=\"\" width=\"467\" height=\"148\" \/><\/p>\n<p>Cette refonte, ces mises \u00e0 jour et ces nouvelles fonctionnalit\u00e9s convergent vers la simplification d\u2019un <b>outil devenu incontournable <\/b>pour les commerces physiques et les sp\u00e9cialistes du marketing.<\/p>\n<p>\u00a0<\/p>\n<h3>Un impact ind\u00e9niable<\/h3>\n<p>\u00a0<\/p>\n<p>Il est clair que les avis diffus\u00e9s sur GBP ont un <b>impact direct <\/b>sur votre business avec des retomb\u00e9es qui varient d\u2019un secteur d\u2019activit\u00e9 \u00e0 un autre. Une visite dans un magasin ou sur un site e-Commerce est g\u00e9n\u00e9ralement suivie d\u2019une sollicitation d\u2019avis, l\u2019impact des avis clients devenant de plus en plus importants pour tous les types de commerces.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-7898 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image6-1-300x97.png\" alt=\"\" width=\"473\" height=\"153\" \/><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<h3>Quelques statistiques importantes<\/h3>\n<p>\u00a0<\/p>\n<ul>\n<li><b>46%<\/b> des recherches Google concernent des informations locales<\/li>\n<li><b>88%<\/b> des recherches sur mobile d\u2019un business local aboutissent \u00e0 un appel ou une visite dans les 24h qui suivent<\/li>\n<li><b>78%<\/b> des recherches sur mobile concernant un commerce local aboutissent \u00e0 un achat<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h2>Les limites de Google Business Profile<\/h2>\n<p>\u00a0<\/p>\n<p>GBP affiche certaines limites et ne devrait pas concentrer la totalit\u00e9 de l\u2019effort marketing d\u2019un commerce.<\/p>\n<p>La plateforme doit \u00eatre int\u00e9gr\u00e9e au sein d\u2019une strat\u00e9gie d\u2019e-r\u00e9putation globale et ne doit pas \u00eatre utilis\u00e9e comme seul m\u00e9dium entre business et consommateur.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7901 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image7-1-300x300.png\" alt=\"\" width=\"300\" height=\"300\" \/><\/p>\n<p>\u00a0<\/p>\n<h3>Tout le monde ne poss\u00e8de pas un compte Google<\/h3>\n<p>\u00a0<\/p>\n<p>Il est n\u00e9cessaire de disposer d\u2019un <b>compte Google <\/b>pour pouvoir laisser un commentaire et un avis.<\/p>\n<p>Une grande partie de vos clients n\u2019auront <b>pas la possibilit\u00e9 <\/b>de recommander votre business, puisque Gmail d\u00e9tient<b> 50%<\/b> des parts de march\u00e9 aux USA et seulement <b>27%<\/b> en France et <b>15%<\/b> en Allemagne.<\/p>\n<p>\u00a0<\/p>\n<h3>La gestion de votre e-r\u00e9putation est limit\u00e9e ainsi que le r\u00e9f\u00e9rencement de l&rsquo;exp\u00e9rience utilisateur<\/h3>\n<p>\u00a0<\/p>\n<p>Malgr\u00e9 le gain en visibilit\u00e9 et la gestion de l\u2019e-r\u00e9putation, les avis GBP b\u00e9n\u00e9ficient au r\u00e9seau des points de vente et <b>non \u00e0 la marque<\/b>.<\/p>\n<p>Le service ne permet pas l\u2019agr\u00e9ation ni l\u2019addition des notes. Une cha\u00eene de magasins doit cr\u00e9er une fiche d\u00e9di\u00e9e pour <b>chaque point de vente<\/b>.<\/p>\n<p>GBP g\u00e9n\u00e8re des visites mais l\u2019impact sur le SEO du site web et les performances digitales <b>sont limit\u00e9es<\/b>.<\/p>\n<p>Les avis ne peuvent pas \u00eatre int\u00e9gr\u00e9s sur le site, pas de backlinks, ni de flux dynamique d\u2019avis, ni de widget cl\u00e9 en main disponibles, et les donn\u00e9es statistiques sont <b>tr\u00e8s limit\u00e9es<\/b>.<\/p>\n<p>\u00a0<\/p>\n<h3>Vous maitrisez partiellement la mod\u00e9ration<\/h3>\n<p>\u00a0<\/p>\n<p>\u00c0 part le signalement, il n\u2019y a pas grand chose qu\u2019un business puisse faire face aux <b>faux avis <\/b>et commentaires calomnieux (concurrence d\u00e9loyale).<\/p>\n<p>Certains messages incendiaires sont trait\u00e9s avec beaucoup de retard, et n\u2019importe qui peut laisser un avis sans preuve d\u2019une <b>vraie exp\u00e9rience d\u2019achat <\/b>!<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-7904 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image10-1-300x300.png\" alt=\"\" width=\"224\" height=\"224\" \/><\/p>\n<p>\u00a0<\/p>\n<h3>Conclusion : Pas de confiance, pas de performance !<\/h3>\n<p>\u00a0<\/p>\n<p>La confiance dans GBP reste limit\u00e9e, et pour la renforcer, la France a \u00e9t\u00e9 un pays pr\u00e9curseur en proposant la <b>norme NF 522 d\u2019avis clients <\/b>qui garantit l\u2019authenticit\u00e9 des avis collect\u00e9s, mod\u00e9r\u00e9s et diffus\u00e9s.<\/p>\n<p>Selon les <b>A+B Testings <\/b>de Custplace, les avis authentifi\u00e9s augmentent de 15% en moyenne les performances des commerces.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7906 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image11-300x300.png\" alt=\"\" width=\"300\" height=\"300\" \/><\/p>\n<p>\u00a0<\/p>\n<h2>Comment faire face \u00e0 cette complexit\u00e9 ?<\/h2>\n<p>\u00a0<\/p>\n<p>Custplace a sign\u00e9 un partenariat strat\u00e9gique avec Google afin de diffuser les avis collect\u00e9s. De plus vos avis sont authentifi\u00e9s NF \u201cGestion des avis\u201d \u00e9galement sur la note principale de Google Business Profile dont seulement quelques entreprises ont sign\u00e9s cet accord en Europe.<\/p>\n<p>\u00a0<\/p>\n<h3>Comprendre son environnement<\/h3>\n<p>\u00a0<\/p>\n<p>Il faut se poser les bonnes questions :<\/p>\n<ul>\n<li>Faut-il privil\u00e9gier le mobile face aux autres \u00e9crans ?<\/li>\n<li>Faut-il suivre l\u2019\u00e9volution des comportements ?<\/li>\n<li>Quels sont les \u00e9l\u00e9ments renfor\u00e7ant la confiance ?<\/li>\n<li>Comment capitaliser sur ce savoir ?<\/li>\n<li>Faut-il privil\u00e9gier le march\u00e9 local ou national?<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h4>L&rsquo;exemple de 2 opticiens : Optical Center &amp; Alain Afflelou<\/h4>\n<p>\u00a0<\/p>\n<p>Ces deux r\u00e9seaux concurrents dans le secteur de l&rsquo;optique se ressemblent en tout point, leurs objectifs en terme d&rsquo;e-r\u00e9putation, de SEO local et d&rsquo;exp\u00e9rience client sont proches. Cependant leur strat\u00e9gie sont oppos\u00e9es :<\/p>\n<p>\u00a0<\/p>\n<ul>\n<li>Optical Center adopte un march\u00e9 local, une gestion des avis et des r\u00e9ponses en local, avec des sollicitations en magasins, une int\u00e9gration d&rsquo;affiche QR Code et un reporting int\u00e9gr\u00e9.<\/li>\n<li>Alain Afflelou adopte un march\u00e9 national, une gestion des avis nationale, via le si\u00e8ge avec une int\u00e9gration Salesforce et un export de datas.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<h3>Comprendre les attentes en local<\/h3>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7911 alignleft\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image12-300x300.png\" alt=\"\" width=\"192\" height=\"192\" \/><\/p>\n<p>GBP est efficace pour g\u00e9n\u00e9rer de la <b>visibilit\u00e9 locale<\/b>. L\u2019algorithme prend en compte le nombre d\u2019avis r\u00e9colt\u00e9s, les notes et les r\u00e9ponses.<\/p>\n<p>Le syst\u00e8me de gamification encourage les clients \u00e0 laisser des avis pour r\u00e9colter des points et des badges et devenir <b>Local Guides<\/b>.<\/p>\n<p>\u00a0<\/p>\n<h3>Adopter une approche globale<\/h3>\n<p>\u00a0<\/p>\n<p>Le recueil des avis doit se faire avec une <b>seule sollicitation<\/b> et depuis une <b>seule source<\/b>, et la diffusion en simultan\u00e9 sur diff\u00e9rentes plateformes.<\/p>\n<p>Custplace a nou\u00e9 plusieurs partenariats strat\u00e9giques qui permettent la <b>sollicitation centralis\u00e9e <\/b>et la <b>diffusion \u00e0 360\u00b0 <\/b>sur Google, PagesJaunes et autres\u2026<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7913 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image13-300x300.png\" alt=\"\" width=\"300\" height=\"300\" \/><\/p>\n<p>\u00a0<\/p>\n<h4>L&rsquo;exemple de Tryba : un SEO r\u00e9ussit gr\u00e2ce \u00e0 une approche globale<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-7916 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/image14-300x156.png\" alt=\"\" width=\"671\" height=\"349\" \/><\/p>\n<p>\u00a0<\/p>\n<h2>Comment maitriser la mod\u00e9ration de ses avis ?<\/h2>\n<p>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-7921 aligncenter\" src=\"https:\/\/fr.custplace.com\/business\/wp-content\/uploads\/2025\/09\/Image15-300x300.png\" alt=\"\" width=\"300\" height=\"300\" \/><\/p>\n<p>Il faut canaliser la <b>minorit\u00e9 bruyante<\/b>, g\u00e9n\u00e9rer des avis spontan\u00e9s et g\u00e9rer les avis n\u00e9gatifs en priorit\u00e9.<\/p>\n<p>Les critiques justifi\u00e9es doivent \u00eatre <b>prises en charge <\/b>pour projeter l\u2019image d\u2019une marque transparente et \u00e0 l\u2019\u00e9coute. Les avis mal intentionn\u00e9es et les spams doivent par contre \u00eatre <b>signal\u00e9s<\/b>.<\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n<p>Pour t\u00e9l\u00e9charger le guide complet : <a href=\"https:\/\/fr.custplace.com\/business\/livre-blanc\/guide-collecte-et-gestion-des-avis-gbp\/\" target=\"_blank\" rel=\"noopener\" data-abc=\"true\">cliquez ici<\/a><\/p>\n<p>\u00a0<\/p>\n<p>\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Jeudi 8 septembre, nous avons pr\u00e9sent\u00e9 notre webinaire \u00ab Collecter et g\u00e9rer ses avis Google Business Profile \u00bb, diffus\u00e9 en direct via Livestorm. \u00a0 Vous n&rsquo;avez pas pu participer \u00e0 ce webinaire ? Nous vous offrons un r\u00e9sum\u00e9 \u00e9crit complet de notre webinaire ainsi que le replay en vid\u00e9o pour que vous puissiez tout connaitre [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":7988,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[77],"tags":[],"class_list":["post-7856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-evenements"],"acf":{"affichage_hp":false,"reporting":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Collecter et g\u00e9rer ses avis Google Business Profile<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment collecter et g\u00e9rer efficacement vos avis Google Business Profile gr\u00e2ce au webinaire pr\u00e9sent\u00e9 par Custplace. 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