{"id":3310,"date":"2023-10-07T14:42:53","date_gmt":"2023-10-07T14:42:53","guid":{"rendered":"https:\/\/www.agence-exoa.com\/?page_id=3310"},"modified":"2026-04-29T08:32:07","modified_gmt":"2026-04-29T08:32:07","slug":"glossaire-digital","status":"publish","type":"page","link":"https:\/\/www.agence-exoa.com\/en\/glossaire-digital\/","title":{"rendered":"Glossaire Marketing Digital \u2014 100+ D\u00e9finitions SEO, SEA, IA | Exoa"},"content":{"rendered":"<link rel=\"preconnect\" href=\"https:\/\/fonts.googleapis.com\"><link rel=\"preconnect\" href=\"https:\/\/fonts.gstatic.com\" crossorigin><link href=\"https:\/\/fonts.googleapis.com\/css2?family=DM+Sans:opsz,wght@9..40,400;9..40,500;9..40,600;9..40,700&#038;family=JetBrains+Mono:wght@400;500&#038;display=swap\" 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h3{font-size:16px;letter-spacing:-0.015em;margin:0;color:var(--ink);font-weight:700} .exoa-gloss-page .gloss-term .tag{font-family:'JetBrains Mono',monospace;font-size:9px;padding:3px 7px;border-radius:5px;letter-spacing:0.06em;font-weight:600;flex-shrink:0;margin-top:2px} .exoa-gloss-page .tag-seo{background:rgba(128,140,249,0.15);color:var(--lavender)} .exoa-gloss-page .tag-sea{background:rgba(205,249,128,0.3);color:#5a7a14} .exoa-gloss-page .tag-ia{background:rgba(0,2,25,0.85);color:var(--lime)} .exoa-gloss-page .tag-web{background:#fef3c7;color:#92400e} .exoa-gloss-page .tag-data{background:#dcfce7;color:#15803d} .exoa-gloss-page .tag-social{background:#fce7f3;color:#a21caf} .exoa-gloss-page .tag-mkt{background:#e0e7ff;color:#3730a3} .exoa-gloss-page .gloss-term p{font-size:13.5px;color:var(--muted);line-height:1.55;margin:0} .exoa-gloss-page .gloss-term .more{font-size:12px;color:var(--lavender);font-weight:600;margin-top:8px;display:inline-block;text-decoration:none} .exoa-gloss-page .empty-letter{padding:24px;text-align:center;color:var(--muted);font-style:italic;background:var(--off-white);border-radius:12px;font-size:14px}.exoa-gloss-page{background:#fff}.exoa-gloss-page .hero{color:#fff}.exoa-gloss-page .hero h1,.exoa-gloss-page .hero p{color:#fff}.exoa-gloss-page .btn-primary,.exoa-gloss-page .btn-primary *{color:#060039 !important;background:#CDF980 !important;font-weight:700}.exoa-gloss-page .btn-primary svg{stroke:#060039 !important}.exoa-gloss-page .btn-ghost{color:#fff !important;border:1.5px solid rgba(255,255,255,.35) !important}.exoa-gloss-page .search-wrap button{color:#060039 !important;background:#CDF980 !important;font-weight:700}body{margin:0 !important;padding:0 !important;background:#060039 !important}body .site-content,body #primary,body .ast-container,body .content-area,body #page,body .hfeed,body main,body .site{padding-top:0 !important;margin-top:0 !important;background:#060039 !important}body.ast-separate-container{background-color:#060039 !important}body .entry-content{margin:0 !important;padding:0 !important}body .ast-article-single{padding:0 !important;margin:0 !important;border:none !important;background:transparent !important}.exoa-gloss-page{margin-top:0 !important;padding-top:0 !important}.exoa-gloss-page .hero{margin-top:0 !important}<\/style>\n<p><script type=\"application\/ld+json\">\n{\"@context\":\"https:\/\/schema.org\",\"@type\":\"DefinedTermSet\",\"name\":\"Glossaire Marketing Digital Exoa\",\"description\":\"100+ d\u00e9finitions SEO, SEA, IA, web, analytics, social media\",\"url\":\"https:\/\/www.agence-exoa.com\/glossaire-digital\/\"}\n<\/script><\/p>\n<div class=\"exoa-gloss-page\">\n<header class=\"hero\">\n<div class=\"hero-inner\">\n<div class=\"eyebrow\"><span class=\"dot\"><\/span> GLOSSAIRE \u00b7 100+ D\u00c9FINITIONS<\/div>\n<h1>Glossaire du <span class=\"highlight\">marketing digital<\/span><\/h1>\n<p class=\"hero-sub\">Tous les termes du marketing digital expliqu\u00e9s clairement, par les experts Exoa. SEO, SEA, IA, analytics, social media, cr\u00e9ation web \u2014 sans jargon inutile.<\/p>\n<div class=\"search-wrap\"><input type=\"search\" id=\"glossSearch\" placeholder=\"Rechercher un terme (ex : SERP, ROAS, retargeting\u2026)\"><button type=\"button\" id=\"glossClear\">Effacer<\/button><\/div>\n<\/div>\n<\/header>\n<nav class=\"gcats\">\n<div class=\"gcats-inner\"><button class=\"gcat-pill active\" data-cat=\"all\" type=\"button\">Tous<\/button><button class=\"gcat-pill\" data-cat=\"seo\" type=\"button\">SEO<\/button><button class=\"gcat-pill\" data-cat=\"sea\" type=\"button\">SEA &amp; Publicit\u00e9<\/button><button class=\"gcat-pill\" data-cat=\"ia\" type=\"button\">IA<\/button><button class=\"gcat-pill\" data-cat=\"data\" type=\"button\">Analytics &amp; Data<\/button><button class=\"gcat-pill\" data-cat=\"web\" type=\"button\">Web &amp; Tech<\/button><button class=\"gcat-pill\" data-cat=\"social\" type=\"button\">Social Media<\/button><button class=\"gcat-pill\" data-cat=\"mkt\" type=\"button\">Marketing<\/button><\/div>\n<\/nav>\n<nav class=\"alpha\">\n<div class=\"alpha-inner\"><a href=\"#A\">A<\/a><a href=\"#B\">B<\/a><a href=\"#C\">C<\/a><a href=\"#D\">D<\/a><a href=\"#E\">E<\/a><a href=\"#F\">F<\/a><a href=\"#G\">G<\/a><a href=\"#H\">H<\/a><a href=\"#I\">I<\/a><a class=\"disabled\">J<\/a><a href=\"#K\">K<\/a><a href=\"#L\">L<\/a><a href=\"#M\">M<\/a><a href=\"#N\">N<\/a><a href=\"#O\">O<\/a><a href=\"#P\">P<\/a><a class=\"disabled\">Q<\/a><a href=\"#R\">R<\/a><a href=\"#S\">S<\/a><a href=\"#T\">T<\/a><a href=\"#U\">U<\/a><a class=\"disabled\">V<\/a><a class=\"disabled\">W<\/a><a class=\"disabled\">X<\/a><a class=\"disabled\">Y<\/a><a class=\"disabled\">Z<\/a><\/div>\n<\/nav>\n<section class=\"glossary\">\n<div class=\"gloss-inner\">\n<div class=\"gloss-letter\" id=\"A\">\n<h2>A<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>A\/B Testing<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>M\u00e9thode comparant deux versions (A et B) d&rsquo;une page, email ou pub pour mesurer laquelle performe le mieux statistiquement.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Ad Rank<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Score Google Ads qui d\u00e9termine la position de votre annonce. Combine ench\u00e8re, Quality Score et impact des extensions.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>AEO (Answer Engine Optimization)<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Optimisation pour moteurs de r\u00e9ponse IA (Perplexity, ChatGPT, Google AI Overview). Successeur du SEO classique.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Affiliation<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Mod\u00e8le o\u00f9 un partenaire per\u00e7oit une commission pour chaque vente ou lead g\u00e9n\u00e9r\u00e9 via son lien track\u00e9.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Algorithme<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Suite d&rsquo;instructions utilis\u00e9e par Google pour classer les pages web dans les r\u00e9sultats de recherche.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Alt text<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Texte alternatif d&rsquo;une image, lu par les moteurs et lecteurs d&rsquo;\u00e9cran. Critique pour SEO et accessibilit\u00e9.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Analytics<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Outils mesurant le trafic et comportement utilisateur sur un site. Google Analytics 4 (GA4) est le standard.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>API<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Interface permettant \u00e0 deux applications de communiquer entre elles automatiquement (ex : int\u00e9grer Stripe, GA4).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Audit SEO<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Analyse compl\u00e8te d&rsquo;un site : technique, contenu, netlinking, exp\u00e9rience utilisateur. Premi\u00e8re \u00e9tape de toute strat\u00e9gie SEO.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Automation marketing<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Mise en place de sc\u00e9narios automatis\u00e9s (emails, scoring, nurturing) d\u00e9clench\u00e9s par le comportement utilisateur.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"B\">\n<h2>B<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Backlink<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Lien entrant pointant vers votre site depuis un autre site. Signal d&rsquo;autorit\u00e9 majeur pour Google.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Bid (ench\u00e8re)<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Montant maximum que vous acceptez de payer pour un clic, une impression ou une conversion.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Black Hat SEO<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Techniques non conformes aux guidelines Google (cloaking, achat massif de liens). Risque de p\u00e9nalit\u00e9.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Bounce rate (taux de rebond)<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>% d&rsquo;utilisateurs quittant le site sans interaction. \u00c0 analyser avec contexte (lecture longue n&rsquo;est pas un rebond n\u00e9gatif).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Branding<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Ensemble des actions construisant l&rsquo;identit\u00e9 et la perception d&rsquo;une marque (visuel, ton, valeurs).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Brief<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Document cadrant un contenu SEO : intention, mots-cl\u00e9s, structure Hn, longueur, sources, concurrents.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"C\">\n<h2>C<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Canonical URL<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Balise indiquant \u00e0 Google la version officielle d&rsquo;une page parmi plusieurs URL similaires (\u00e9vite le contenu dupliqu\u00e9).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>CAPI (Conversions API)<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>API serveur de Meta envoyant les conversions directement sans cookies. Robuste face \u00e0 iOS 14+ et ITP.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Champ s\u00e9mantique<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Ensemble des termes li\u00e9s \u00e0 un sujet. Plus il est riche, plus Google consid\u00e8re le contenu comme expert.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>ChatGPT<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Mod\u00e8le d&rsquo;IA conversationnelle d&rsquo;OpenAI. Outil incontournable pour g\u00e9n\u00e9ration de contenu, briefs, analyses.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Click-through Rate (CTR)<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Taux de clic = clics \u00f7 impressions. KPI cl\u00e9 en SEO (SERP), SEA et email marketing.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Cluster s\u00e9mantique<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Groupe de pages traitant un sujet sous diff\u00e9rents angles, reli\u00e9es entre elles par maillage interne.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>CMS<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Content Management System : outil de gestion de contenu (WordPress, Webflow, Shopify, Drupal).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Cocoon s\u00e9mantique<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Architecture \u00e9ditoriale en silos th\u00e9matiques avec maillage descendant et lat\u00e9ral. M\u00e9thode SEO fran\u00e7aise.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Conversion<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Action mesurable d&rsquo;un visiteur (achat, formulaire, t\u00e9l\u00e9chargement). D\u00e9finie selon vos objectifs business.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Core Web Vitals<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>3 m\u00e9triques Google de performance UX : LCP (chargement), INP (interactivit\u00e9), CLS (stabilit\u00e9 visuelle).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>CPC<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Co\u00fbt Par Clic. Montant pay\u00e9 chaque fois qu&rsquo;un internaute clique sur votre annonce.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>CPM<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Co\u00fbt Pour Mille (impressions). Mod\u00e8le de tarification utilis\u00e9 en branding et display.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>CRM<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Customer Relationship Management. Outil centralisant les donn\u00e9es clients (HubSpot, Salesforce, Pipedrive).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>CRO<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Conversion Rate Optimization. Discipline visant \u00e0 augmenter le taux de conversion d&rsquo;un site existant.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"D\">\n<h2>D<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Data-driven<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Approche o\u00f9 chaque d\u00e9cision marketing s&rsquo;appuie sur des donn\u00e9es mesurables, pas sur l&rsquo;intuition.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>DA (Domain Authority)<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Score de 0 \u00e0 100 (Moz) estimant l&rsquo;autorit\u00e9 d&rsquo;un domaine. Indicatif uniquement, pas un signal Google officiel.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Deliverability (d\u00e9livrabilit\u00e9)<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Capacit\u00e9 d&rsquo;un email \u00e0 arriver en bo\u00eete de r\u00e9ception (et non en spam). D\u00e9pend du SPF, DKIM, DMARC et de la r\u00e9putation.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Display<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Publicit\u00e9 graphique (banni\u00e8res) diffus\u00e9e sur des sites partenaires via des r\u00e9gies (Google Display, Teads).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>DOOH<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Digital Out-Of-Home. Affichage publicitaire num\u00e9rique dans les lieux publics (gares, centres commerciaux).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>DSP<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Demand-Side Platform. Plateforme d&rsquo;achat programmatique (DV360, The Trade Desk) pour automatiser la pub display.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"E\">\n<h2>E<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>E-E-A-T<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Experience, Expertise, Authoritativeness, Trustworthiness. Crit\u00e8res qualit\u00e9 Google appliqu\u00e9s aux contenus YMYL.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Elementor<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Constructeur visuel de pages WordPress. Permet de cr\u00e9er un site sans code, avec contr\u00f4le responsive.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Embedding<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Repr\u00e9sentation vectorielle d&rsquo;un texte par une IA. Base technique des recherches s\u00e9mantiques modernes.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Engagement rate<\/h3>\n<p><span class=\"tag tag-social\">SOCIAL<\/span><\/div>\n<p>Taux d&rsquo;interaction sur un post (likes + commentaires + partages) \u00f7 port\u00e9e. KPI cl\u00e9 en social media.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"F\">\n<h2>F<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Featured snippet<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Encart sp\u00e9cial en haut des SERP Google r\u00e9pondant directement \u00e0 une requ\u00eate. Position z\u00e9ro convoit\u00e9e.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Feed produit<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Fichier (CSV, XML) listant vos produits pour Google Shopping, Meta Catalog, Pinterest. C\u0153ur de l&rsquo;e-commerce.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Funnel (tunnel)<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Parcours utilisateur de la d\u00e9couverte \u00e0 la conversion : awareness \u2192 consideration \u2192 decision \u2192 loyalty.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"G\">\n<h2>G<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>GA4 (Google Analytics 4)<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Version actuelle de Google Analytics, bas\u00e9e sur les \u00e9v\u00e9nements. Remplace Universal Analytics depuis juillet 2023.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>GEO (Generative Engine Optimization)<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Optimisation pour moteurs g\u00e9n\u00e9ratifs IA. Strat\u00e9gies pour appara\u00eetre dans les r\u00e9ponses ChatGPT, Perplexity, Gemini.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Google Ads<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>R\u00e9gie publicitaire de Google : Search, Shopping, Display, YouTube, Discovery, Performance Max.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>GSC (Search Console)<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Outil gratuit Google donnant les donn\u00e9es de visibilit\u00e9 organique : impressions, clics, requ\u00eates, indexation.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>GTM (Tag Manager)<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Google Tag Manager. Outil de gestion des balises de tracking sans toucher au code source.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"H\">\n<h2>H<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Hashtag<\/h3>\n<p><span class=\"tag tag-social\">SOCIAL<\/span><\/div>\n<p>Mot-clic pr\u00e9c\u00e9d\u00e9 de # sur les r\u00e9seaux sociaux pour cat\u00e9goriser le contenu et augmenter sa d\u00e9couverte.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Hreflang<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Balise HTML indiquant \u00e0 Google la langue et zone g\u00e9ographique d&rsquo;une page. Indispensable pour les sites multilingues.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>HTTPS<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Protocole s\u00e9curis\u00e9 via certificat SSL. Obligatoire pour SEO, conversion et confiance utilisateur.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"I\">\n<h2>I<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Impression<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Affichage d&rsquo;une annonce ou d&rsquo;un r\u00e9sultat de recherche, qu&rsquo;il y ait clic ou non.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Indexation<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Processus par lequel Google ajoute une page \u00e0 son index pour la rendre \u00e9ligible aux r\u00e9sultats de recherche.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Intent (intention de recherche)<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Objectif derri\u00e8re une requ\u00eate : informationnelle, navigationnelle, transactionnelle, commerciale.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>IA g\u00e9n\u00e9rative<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>IA capable de produire du contenu (texte, image, vid\u00e9o, code) \u00e0 partir d&rsquo;un prompt. ChatGPT, Claude, Midjourney.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"K\">\n<h2>K<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>KPI<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Key Performance Indicator. M\u00e9trique cl\u00e9 align\u00e9e sur un objectif business (CA, CTR, CPL, ROAS).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Knowledge Graph<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Base de connaissances Google reliant entit\u00e9s (personnes, lieux, marques). Affich\u00e9e \u00e0 droite des SERP.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"L\">\n<h2>L<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Landing page<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Page d&rsquo;atterrissage d\u00e9di\u00e9e \u00e0 une campagne, optimis\u00e9e pour une conversion unique (lead, achat).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>LCP<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Largest Contentful Paint. Temps d&rsquo;affichage du plus gros \u00e9l\u00e9ment visible. Cible : &lt; 2,5s.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Lead<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Contact qualifi\u00e9 ayant manifest\u00e9 un int\u00e9r\u00eat. Mesur\u00e9 par formulaire, d\u00e9mo, t\u00e9l\u00e9chargement.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Lead nurturing<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>S\u00e9quence d&#8217;emails ou contenus pour faire m\u00fbrir un prospect jusqu&rsquo;\u00e0 la conversion.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Long-tail (longue tra\u00eene)<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Requ\u00eates longues et pr\u00e9cises (3+ mots) \u00e0 faible volume mais haute intention. Strat\u00e9gie SEO majeure.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>LTV (Lifetime Value)<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Valeur totale qu&rsquo;un client g\u00e9n\u00e8re sur toute la dur\u00e9e de sa relation avec votre marque.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Looker Studio<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Outil gratuit Google de dashboards data, ex-Data Studio. Connecte GA4, Search Console, Google Ads.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"M\">\n<h2>M<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Maillage interne<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Liens entre les pages d&rsquo;un m\u00eame site. Structure la s\u00e9mantique et distribue l&rsquo;autorit\u00e9 (PageRank).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Make<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Plateforme no-code d&rsquo;automatisation. Connecte 1500+ apps (ex-Integromat). Standard du marketing automation moderne.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Marketplace<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Plateforme mettant en relation acheteurs et vendeurs tiers (Amazon, ManoMano, Etsy).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Meta description<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Description d&rsquo;une page affich\u00e9e en SERP (~155 caract\u00e8res). N&rsquo;influence pas le ranking mais le CTR.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Microcopy<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Textes courts d&rsquo;interface (boutons, formulaires, erreurs). Impact majeur sur la conversion.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Mot-cl\u00e9 (keyword)<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Terme tap\u00e9 dans un moteur de recherche. Cible des contenus SEO et mots-cl\u00e9s payants en SEA.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"N\">\n<h2>N<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Netlinking<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Strat\u00e9gie d&rsquo;acquisition de backlinks de qualit\u00e9 (articles invit\u00e9s, partenariats, achat raisonn\u00e9).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>NLP<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Natural Language Processing. Traitement du langage naturel par l&rsquo;IA. Base de ChatGPT, BERT, etc.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>NoFollow<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Attribut de lien indiquant \u00e0 Google de ne pas suivre \/ transmettre d&rsquo;autorit\u00e9. Utilis\u00e9 pour pubs, UGC.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"O\">\n<h2>O<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Off-page SEO<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Actions SEO en dehors du site : netlinking, mentions, signaux sociaux, autorit\u00e9 de marque.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>On-page SEO<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Optimisations sur le site : balises Hn, m\u00e9ta, contenu, maillage, images, structure d&rsquo;URL.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Organic (organique)<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Trafic gratuit issu des moteurs de recherche, par opposition au trafic payant (SEA, social ads).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"P\">\n<h2>P<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>PageRank<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Algorithme historique Google calculant l&rsquo;autorit\u00e9 d&rsquo;une page selon ses liens entrants. Toujours actif.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Performance Max (PMax)<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Type de campagne Google Ads automatis\u00e9e diffusant sur tous les canaux Google (Search, Display, YouTube, Maps).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Persona<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Repr\u00e9sentation semi-fictive d&rsquo;un client id\u00e9al : d\u00e9mographie, m\u00e9tier, douleurs, motivations.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Pixel Meta<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Code de tracking install\u00e9 sur un site pour mesurer les conversions Facebook\/Instagram Ads et cr\u00e9er des audiences.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Programmatique<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Achat automatis\u00e9 d&rsquo;espaces publicitaires display\/vid\u00e9o en temps r\u00e9el via DSP, bas\u00e9 sur la donn\u00e9e.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Prompt<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Instruction donn\u00e9e \u00e0 une IA g\u00e9n\u00e9rative. La qualit\u00e9 du prompt d\u00e9termine la qualit\u00e9 de la sortie.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"R\">\n<h2>R<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>RAG (Retrieval-Augmented Generation)<\/h3>\n<p><span class=\"tag tag-ia\">IA<\/span><\/div>\n<p>Technique IA combinant recherche dans une base + g\u00e9n\u00e9ration de texte. Base des chatbots m\u00e9tier modernes.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Remarketing (retargeting)<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Reciblage d&rsquo;utilisateurs ayant d\u00e9j\u00e0 visit\u00e9 votre site avec des annonces personnalis\u00e9es.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>ROAS<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Return On Ad Spend. CA g\u00e9n\u00e9r\u00e9 \u00f7 d\u00e9penses pub. KPI principal en e-commerce et SEA performance.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>ROI<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Return On Investment. (Gains &#8211; Co\u00fbts) \u00f7 Co\u00fbts. KPI global de rentabilit\u00e9 d&rsquo;une action marketing.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Robots.txt<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Fichier \u00e0 la racine du site indiquant aux moteurs ce qu&rsquo;ils peuvent ou non crawler.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"S\">\n<h2>S<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>SaaS<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>Software as a Service. Logiciel accessible en ligne sur abonnement (HubSpot, Slack, Notion).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Schema.org<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Vocabulaire de balisage structur\u00e9 (JSON-LD) aidant Google \u00e0 comprendre votre contenu (produit, FAQ, article).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Scraping<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Extraction automatis\u00e9e de donn\u00e9es depuis un site web. L\u00e9gal\/\u00e9thique selon le contexte.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>SEA<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>Search Engine Advertising. Publicit\u00e9 sur les moteurs de recherche (Google Ads, Microsoft Ads).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>SEMrush<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Suite SEO\/SEA tout-en-un : recherche mots-cl\u00e9s, analyse concurrents, audit, suivi positions.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>SEO<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Search Engine Optimization. Ensemble des techniques pour gagner en visibilit\u00e9 organique sur Google.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>SERP<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Search Engine Results Page. Page de r\u00e9sultats Google avec liens organiques, ads, snippets, AI Overview.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Server-side tracking<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Tracking c\u00f4t\u00e9 serveur (vs navigateur). Plus fiable face aux bloqueurs et contraintes navigateurs (iOS 14+).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Sitemap<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Fichier XML listant toutes les URL d&rsquo;un site, soumis \u00e0 Google Search Console pour faciliter l&rsquo;indexation.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>SMS marketing<\/h3>\n<p><span class=\"tag tag-mkt\">MKT<\/span><\/div>\n<p>Envoi de messages courts cibl\u00e9s. Taux d&rsquo;ouverture &gt; 90% mais usage parcimonieux requis.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Stories<\/h3>\n<p><span class=\"tag tag-social\">SOCIAL<\/span><\/div>\n<p>Format vertical \u00e9ph\u00e9m\u00e8re (24h) sur Instagram, Facebook, Snapchat. Engagement \u00e9lev\u00e9, faible port\u00e9e organique.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"T\">\n<h2>T<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Title tag<\/h3>\n<p><span class=\"tag tag-seo\">SEO<\/span><\/div>\n<p>Balise &lt;title&gt; d&rsquo;une page, affich\u00e9e en SERP et onglet navigateur. ~60 caract\u00e8res, signal SEO majeur.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Tracking<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Suivi des comportements utilisateurs via cookies, pixels, \u00e9v\u00e9nements. Encadr\u00e9 par RGPD.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>Trafic Manager<\/h3>\n<p><span class=\"tag tag-sea\">SEA<\/span><\/div>\n<p>M\u00e9tier d\u00e9di\u00e9 \u00e0 la gestion de campagnes payantes (Google Ads, Meta Ads, LinkedIn Ads).<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"gloss-letter\" id=\"U\">\n<h2>U<\/h2>\n<div class=\"gloss-grid\">\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>UGC<\/h3>\n<p><span class=\"tag tag-social\">SOCIAL<\/span><\/div>\n<p>User Generated Content. Contenu cr\u00e9\u00e9 par les utilisateurs (avis, photos, vid\u00e9os). Tr\u00e8s performant en social ads.<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>UTM<\/h3>\n<p><span class=\"tag tag-data\">DATA<\/span><\/div>\n<p>Param\u00e8tres ajout\u00e9s \u00e0 une URL pour tracker pr\u00e9cis\u00e9ment la source dans GA4 (utm_source, utm_medium, utm_campaign).<\/p>\n<\/div>\n<div class=\"gloss-term\">\n<div class=\"head\">\n<h3>UX<\/h3>\n<p><span class=\"tag tag-web\">WEB<\/span><\/div>\n<p>User Experience. Discipline visant \u00e0 cr\u00e9er des produits utiles, utilisables et d\u00e9sirables pour l&rsquo;utilisateur.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/section>\n<p><script>(function(){ const pills = document.querySelectorAll('.gcat-pill'); const terms = document.querySelectorAll('.gloss-term'); const letters = document.querySelectorAll('.gloss-letter'); const search = document.getElementById('glossSearch'); const clear = document.getElementById('glossClear'); let activeCat = 'all'; let query = ''; terms.forEach(t=>{ const tag = t.querySelector('.tag'); if(!tag) return; const cls = [...tag.classList].find(c=>c.startsWith('tag-')); if(cls) t.setAttribute('data-cat', cls.replace('tag-','')); }); function apply(){ terms.forEach(t=>{ const cat = t.getAttribute('data-cat') || ''; const text = t.textContent.toLowerCase(); const matchCat = activeCat==='all' || cat===activeCat; const matchQ = !query || text.includes(query); t.style.display = (matchCat && matchQ) ? '' : 'none'; }); letters.forEach(L=>{ const visible = L.querySelectorAll('.gloss-term:not([style*=\"display: none\"])').length; L.style.display = visible ? '' : 'none'; }); } pills.forEach(p=>p.addEventListener('click', ()=>{ pills.forEach(x=>x.classList.remove('active')); p.classList.add('active'); activeCat = p.getAttribute('data-cat'); apply(); })); if(search){ search.addEventListener('input', ()=>{ query = search.value.trim().toLowerCase(); apply(); }); } if(clear){ clear.addEventListener('click', ()=>{ search.value=''; query=''; apply(); search.focus(); }); } })();<\/script><\/p>\n<section class=\"cta-final\">\n<div class=\"cta-inner\">\n<h2 style=\"color:#fff\">Un terme <span class=\"hl-lime\">manque<\/span> ?<\/h2>\n<p>Sugg\u00e9rez-nous une d\u00e9finition \u00e0 ajouter, ou demandez un audit \/ un devis sur n&rsquo;importe lequel de ces sujets. On r\u00e9pond sous 24h.<\/p>\n<div class=\"cta-ctas\"><a href=\"\/contact\/?sujet=Suggestion+glossaire\" class=\"btn btn-primary\">Sugg\u00e9rer un terme<\/a><a href=\"https:\/\/www.agence-exoa.com\/contact\/\" class=\"btn btn-ghost\">Demander un audit<\/a><\/div>\n<\/div>\n<\/section>\n<section class=\"related\">\n<div class=\"related-inner\">\n<h3>Aller plus loin<\/h3>\n<div class=\"related-grid\"><a class=\"related-card\" href=\"\/blog\/\"><span style=\"display:block;font-weight:700;font-size:15px;color:#fff\">Le blog Exoa<\/span><span style=\"display:block;font-size:13px;color:#9CA3C8\">Articles &amp; guides marketing digital<\/span><\/a><a class=\"related-card\" href=\"\/partenaires-outils\/\"><span style=\"display:block;font-weight:700;font-size:15px;color:#fff\">Outils &amp; partenaires<\/span><span style=\"display:block;font-size:13px;color:#9CA3C8\">Notre stack recommand\u00e9e<\/span><\/a><a class=\"related-card\" href=\"\/agence-marketing-digital\/\"><span style=\"display:block;font-weight:700;font-size:15px;color:#fff\">Nos services<\/span><span style=\"display:block;font-size:13px;color:#9CA3C8\">Tous les leviers digitaux<\/span><\/a><\/div>\n<\/div>\n<\/section>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>GLOSSAIRE \u00b7 100+ D\u00c9FINITIONS Glossaire du marketing digital Tous les termes du marketing digital expliqu\u00e9s clairement, par les experts Exoa. SEO, SEA, IA, analytics, social media, cr\u00e9ation web \u2014 sans jargon inutile. Effacer TousSEOSEA &amp; Publicit\u00e9IAAnalytics &amp; DataWeb &amp; TechSocial MediaMarketing ABCDEFGHIJKLMNOPQRSTUVWXYZ A A\/B Testing MKT M\u00e9thode comparant deux versions (A et B) d&rsquo;une page, email ou pub pour mesurer laquelle performe le mieux statistiquement. Ad Rank SEA Score Google Ads qui d\u00e9termine la position de votre annonce. Combine ench\u00e8re, Quality Score et impact des extensions. AEO (Answer Engine Optimization) IA Optimisation pour moteurs de r\u00e9ponse IA (Perplexity, ChatGPT, Google AI Overview). Successeur du SEO classique. Affiliation MKT Mod\u00e8le o\u00f9 un partenaire per\u00e7oit une commission pour chaque vente ou lead g\u00e9n\u00e9r\u00e9 via son lien track\u00e9. Algorithme SEO Suite d&rsquo;instructions utilis\u00e9e par Google pour classer les pages web dans les r\u00e9sultats de recherche. Alt text SEO Texte alternatif d&rsquo;une image, lu par les moteurs et lecteurs d&rsquo;\u00e9cran. Critique pour SEO et accessibilit\u00e9. Analytics DATA Outils mesurant le trafic et comportement utilisateur sur un site. Google Analytics 4 (GA4) est le standard. API WEB Interface permettant \u00e0 deux applications de communiquer entre elles automatiquement (ex : int\u00e9grer Stripe, GA4). Audit SEO SEO Analyse compl\u00e8te d&rsquo;un site : technique, contenu, netlinking, exp\u00e9rience utilisateur. Premi\u00e8re \u00e9tape de toute strat\u00e9gie SEO. Automation marketing MKT Mise en place de sc\u00e9narios automatis\u00e9s (emails, scoring, nurturing) d\u00e9clench\u00e9s par le comportement utilisateur. B Backlink SEO Lien entrant pointant vers votre site depuis un autre site. Signal d&rsquo;autorit\u00e9 majeur pour Google. Bid (ench\u00e8re) SEA Montant maximum que vous acceptez de payer pour un clic, une impression ou une conversion. Black Hat SEO SEO Techniques non conformes aux guidelines Google (cloaking, achat massif de liens). Risque de p\u00e9nalit\u00e9. Bounce rate (taux de rebond) DATA % d&rsquo;utilisateurs quittant le site sans interaction. \u00c0 analyser avec contexte (lecture longue n&rsquo;est pas un rebond n\u00e9gatif). Branding MKT Ensemble des actions construisant l&rsquo;identit\u00e9 et la perception d&rsquo;une marque (visuel, ton, valeurs). Brief SEO Document cadrant un contenu SEO : intention, mots-cl\u00e9s, structure Hn, longueur, sources, concurrents. C Canonical URL SEO Balise indiquant \u00e0 Google la version officielle d&rsquo;une page parmi plusieurs URL similaires (\u00e9vite le contenu dupliqu\u00e9). CAPI (Conversions API) SEA API serveur de Meta envoyant les conversions directement sans cookies. Robuste face \u00e0 iOS 14+ et ITP. Champ s\u00e9mantique SEO Ensemble des termes li\u00e9s \u00e0 un sujet. Plus il est riche, plus Google consid\u00e8re le contenu comme expert. ChatGPT IA Mod\u00e8le d&rsquo;IA conversationnelle d&rsquo;OpenAI. Outil incontournable pour g\u00e9n\u00e9ration de contenu, briefs, analyses. Click-through Rate (CTR) DATA Taux de clic = clics \u00f7 impressions. KPI cl\u00e9 en SEO (SERP), SEA et email marketing. Cluster s\u00e9mantique SEO Groupe de pages traitant un sujet sous diff\u00e9rents angles, reli\u00e9es entre elles par maillage interne. CMS WEB Content Management System : outil de gestion de contenu (WordPress, Webflow, Shopify, Drupal). Cocoon s\u00e9mantique SEO Architecture \u00e9ditoriale en silos th\u00e9matiques avec maillage descendant et lat\u00e9ral. M\u00e9thode SEO fran\u00e7aise. Conversion MKT Action mesurable d&rsquo;un visiteur (achat, formulaire, t\u00e9l\u00e9chargement). D\u00e9finie selon vos objectifs business. Core Web Vitals SEO 3 m\u00e9triques Google de performance UX : LCP (chargement), INP (interactivit\u00e9), CLS (stabilit\u00e9 visuelle). CPC SEA Co\u00fbt Par Clic. Montant pay\u00e9 chaque fois qu&rsquo;un internaute clique sur votre annonce. CPM SEA Co\u00fbt Pour Mille (impressions). Mod\u00e8le de tarification utilis\u00e9 en branding et display. CRM MKT Customer Relationship Management. Outil centralisant les donn\u00e9es clients (HubSpot, Salesforce, Pipedrive). CRO MKT Conversion Rate Optimization. Discipline visant \u00e0 augmenter le taux de conversion d&rsquo;un site existant. D Data-driven DATA Approche o\u00f9 chaque d\u00e9cision marketing s&rsquo;appuie sur des donn\u00e9es mesurables, pas sur l&rsquo;intuition. DA (Domain Authority) SEO Score de 0 \u00e0 100 (Moz) estimant l&rsquo;autorit\u00e9 d&rsquo;un domaine. Indicatif uniquement, pas un signal Google officiel. Deliverability (d\u00e9livrabilit\u00e9) MKT Capacit\u00e9 d&rsquo;un email \u00e0 arriver en bo\u00eete de r\u00e9ception (et non en spam). D\u00e9pend du SPF, DKIM, DMARC et de la r\u00e9putation. Display SEA Publicit\u00e9 graphique (banni\u00e8res) diffus\u00e9e sur des sites partenaires via des r\u00e9gies (Google Display, Teads). DOOH SEA Digital Out-Of-Home. Affichage publicitaire num\u00e9rique dans les lieux publics (gares, centres commerciaux). DSP SEA Demand-Side Platform. Plateforme d&rsquo;achat programmatique (DV360, The Trade Desk) pour automatiser la pub display. E E-E-A-T SEO Experience, Expertise, Authoritativeness, Trustworthiness. Crit\u00e8res qualit\u00e9 Google appliqu\u00e9s aux contenus YMYL. Elementor WEB Constructeur visuel de pages WordPress. Permet de cr\u00e9er un site sans code, avec contr\u00f4le responsive. Embedding IA Repr\u00e9sentation vectorielle d&rsquo;un texte par une IA. Base technique des recherches s\u00e9mantiques modernes. Engagement rate SOCIAL Taux d&rsquo;interaction sur un post (likes + commentaires + partages) \u00f7 port\u00e9e. KPI cl\u00e9 en social media. F Featured snippet SEO Encart sp\u00e9cial en haut des SERP Google r\u00e9pondant directement \u00e0 une requ\u00eate. Position z\u00e9ro convoit\u00e9e. Feed produit SEA Fichier (CSV, XML) listant vos produits pour Google Shopping, Meta Catalog, Pinterest. C\u0153ur de l&rsquo;e-commerce. Funnel (tunnel) MKT Parcours utilisateur de la d\u00e9couverte \u00e0 la conversion : awareness \u2192 consideration \u2192 decision \u2192 loyalty. G GA4 (Google Analytics 4) DATA Version actuelle de Google Analytics, bas\u00e9e sur les \u00e9v\u00e9nements. Remplace Universal Analytics depuis juillet 2023. GEO (Generative Engine Optimization) IA Optimisation pour moteurs g\u00e9n\u00e9ratifs IA. Strat\u00e9gies pour appara\u00eetre dans les r\u00e9ponses ChatGPT, Perplexity, Gemini. Google Ads SEA R\u00e9gie publicitaire de Google : Search, Shopping, Display, YouTube, Discovery, Performance Max. GSC (Search Console) SEO Outil gratuit Google donnant les donn\u00e9es de visibilit\u00e9 organique : impressions, clics, requ\u00eates, indexation. GTM (Tag Manager) DATA Google Tag Manager. Outil de gestion des balises de tracking sans toucher au code source. H Hashtag SOCIAL Mot-clic pr\u00e9c\u00e9d\u00e9 de # sur les r\u00e9seaux sociaux pour cat\u00e9goriser le contenu et augmenter sa d\u00e9couverte. Hreflang SEO Balise HTML indiquant \u00e0 Google la langue et zone g\u00e9ographique d&rsquo;une page. Indispensable pour les sites multilingues. HTTPS WEB Protocole s\u00e9curis\u00e9 via certificat SSL. Obligatoire pour SEO, conversion et confiance utilisateur. I Impression DATA Affichage d&rsquo;une annonce ou d&rsquo;un r\u00e9sultat de recherche, qu&rsquo;il y ait clic ou non. Indexation SEO Processus par lequel Google ajoute une page \u00e0 son index pour la rendre \u00e9ligible aux r\u00e9sultats de recherche. Intent (intention de recherche) SEO Objectif derri\u00e8re une requ\u00eate : informationnelle,<\/p>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"elementor_header_footer","meta":{"_sitemap_exclude":false,"_sitemap_priority":"","_sitemap_frequency":"","rank_math_title":"Glossaire Marketing Digital \u2014 100+ D\u00e9finitions SEO, SEA, IA | Exoa","rank_math_description":"Glossaire complet du marketing digital : 100+ termes SEO, SEA, IA, web, analytics, social media. 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