Search Engine Optimizationfor SMEs in the Middle EastTecom – Dubai Media City22ndJune, 2011PRESENTED BY GREGORY BOLLE
Scope of the document• To present our understanding of the importance of SEO in a digitalworld;• To provide you with a cle...
PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• St...
Probably because of the magnitude of Google only!PRESENTED BY GREGORY BOLLE
Google is the most powerful brand in the world after ApplePRESENTED BY GREGORY BOLLE
Google is the most powerful search engine in the worldPRESENTED BY GREGORY BOLLEGregory Bolle
Google represents 85% of the global search engine marketPRESENTED BY GREGORY BOLLE
Therefore, any digital strategy should start with SEOPRESENTED BY GREGORY BOLLE
PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• St...
SEO has been inspired by French tale: “Little Thumbling”PRESENTED BY GREGORY BOLLEGregory Bolle
SME must think how they will spread white stones too …PRESENTED BY GREGORY BOLLE
“Your Brand isn’t what you say itis… it’s what says it is.”Chris Anderson – Long TailA quotePRESENTED BY GREGORY BOLLE
Why Search Matter?• 95% of all Internet users search• 56% search at least once a day• 87% use search as their primary mean...
You may know what is a SME but do you know what is SEM?• Internet marketing that seeks to promote websites by increasing v...
SEM componentsSearch Engine Marketing is a combination of 3 core activities thatwork in tandem to drive search visibilityP...
Importance of SEM from a sales perspectivePRESENTED BY GREGORY BOLLEGregory Bolle
3 marketing insights that you must have in mind for SEOPRESENTED BY GREGORY BOLLE
Paid SearchOrganic SearchPaid SearchOrganic Search &Paid InclusionWhat is the difference between “Paid” and “Organic”When ...
However, please keep in mind the following numbersSource : Forrester, ComScore 2010 PRESENTED BY GREGORY BOLLE
Where do you want to appearPRESENTED BY GREGORY BOLLEGregory Bolle
Natural and Paid must be associated!Users are more likely to click through to your site if you use bothpaid and organic se...
You also need to decide what will be your 1st link or1st brand experience … with consumers / clientsPRESENTED BY GREGORY B...
So, SEO should be part of your first steps in your 2.0 strategicapproach with consumers / clientsPRESENTED BY GREGORY BOLLE
So why SEO is a marketing revolution for SME?PRESENTED BY GREGORY BOLLE
SEO will help your business to optimize the following points• Brand Awareness• Increase Digital Assets• Search Experience•...
SEO is considered the most effective digital marketing toolSource : Forbes PRESENTED BY GREGORY BOLLE
Social media less effective than SEOSource : Source  /  Methodology:  MarketingSherpa Search  Marketing  Benchmark  Survey...
One insight about GoogleGoogles process of blending listings from its news, video, images, local, real-time search engines...
Thus, if SEM plan their SEO strategic approach, they will have adirect impact on 3 main componentsInfluential Conversation...
Intent of SEO strategic modeling - 3 milestonesPRESENTED BY GREGORY BOLLE
What are UAE consumers searching for?Source : BI-ME - 2010 PRESENTED BY GREGORY BOLLE
PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• St...
Beyond traffic generation & RankingConversion OptimizationConversion Optimization is about testing &refining content and u...
Why do you need to plan your SEO approach“SEO Planning is the foundational element of the SEO Success, outlines thestrateg...
The planning components for SEOPRESENTED BY GREGORY BOLLE
Step 1: KPI“You can’t measure the success of SEO by using only one ranking metric.”PRESENTED BY GREGORY BOLLE
Step 2: AuditingPRESENTED BY GREGORY BOLLEGregory Bolle
Step 3: Competitive analysisPRESENTED BY GREGORY BOLLE
Step 4: Keyword research (Brand vs. consumers)“Keyword Research” is one of the most important, valuable, and highreturn ac...
Step 4: Keyword research (Brand vs. consumers)PRESENTED BY GREGORY BOLLEGregory Bolle
80% of Keyword Traffic come from Long Tail KeywordPRESENTED BY GREGORY BOLLEGregory Bolle
PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• St...
How to optimize each webpage of your website to make itGoogle friendly“On-page optimization is the act of optimizing your ...
How we think the information architecture (IA) of your website –“On Page”?PRESENTED BY GREGORY BOLLE
The importance of the “IA” concept for SEOPRESENTED BY GREGORY BOLLEGregory Bolle
PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• St...
How to optimize each web-content related to your brand / yourbusiness to make them Google friendlyOff-page optimization Of...
Off page optimization processPRESENTED BY GREGORY BOLLE
Off page optimization processThis process will develop the relationship with selected prospect lists viaapproaching for pa...
PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• St...
Guest Speaker Relevant experienceGrégory BolleDubai basedSenior Advisor+971 50 435 4846Value Partners’ speaker profile• Gr...
Value Partners100% control• An international playerHeadquartered in Milan, with offices in 12 countries• A strong team of ...
A track record of growthRevenues, million €0501001502002503003504001993 1997 1999 2001 2003 2005 2007 2009PRESENTED BY GRE...
Global reach: 14 offices with engagements in over 40 countriesPRESENTED BY GREGORY BOLLE
We serve the main industrial sectors…Public AdministrationOther servicesFinancial InstitutionsTelecommunication andMedia%,...
… and our clients are leading players in their sectorsSome clients served in recent yearsMedia & EntertainmentTelecomIndus...
valuepartners.com valueteam.comLondonGreencoat HouseFrancis StreetSW1P 1DH London - UKTel. +44 (0) 20 7630 1400Fax +44 (0)...
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Seo sem - google - mena - dubai - digital - sm es - gregory bolle

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Presentation at the SMEs forum - Dubai - June 2011 (Digital strategy on SEO + SEM) - improving online presense performance

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Seo sem - google - mena - dubai - digital - sm es - gregory bolle

  1. 1. Search Engine Optimizationfor SMEs in the Middle EastTecom – Dubai Media City22ndJune, 2011PRESENTED BY GREGORY BOLLE
  2. 2. Scope of the document• To present our understanding of the importance of SEO in a digitalworld;• To provide you with a clear definition of organic search &paid search;• To provide an efficient approach to optimize your SEO policy for yourdaily business;PRESENTED BY GREGORY BOLLE
  3. 3. PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• Starting with a Sprint – On Page• Running the Full Marathon – Off Page• Q & A
  4. 4. Probably because of the magnitude of Google only!PRESENTED BY GREGORY BOLLE
  5. 5. Google is the most powerful brand in the world after ApplePRESENTED BY GREGORY BOLLE
  6. 6. Google is the most powerful search engine in the worldPRESENTED BY GREGORY BOLLEGregory Bolle
  7. 7. Google represents 85% of the global search engine marketPRESENTED BY GREGORY BOLLE
  8. 8. Therefore, any digital strategy should start with SEOPRESENTED BY GREGORY BOLLE
  9. 9. PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• Starting with a Sprint – On Page• Running the Full Marathon – Off Page• Q & A
  10. 10. SEO has been inspired by French tale: “Little Thumbling”PRESENTED BY GREGORY BOLLEGregory Bolle
  11. 11. SME must think how they will spread white stones too …PRESENTED BY GREGORY BOLLE
  12. 12. “Your Brand isn’t what you say itis… it’s what says it is.”Chris Anderson – Long TailA quotePRESENTED BY GREGORY BOLLE
  13. 13. Why Search Matter?• 95% of all Internet users search• 56% search at least once a day• 87% use search as their primary meansof finding a website• 62% of users click on a result on thefirst page of results• 39% of users believe that the top resultsare the top brands – if your not there your missingoutSource : Google Internal PRESENTED BY GREGORY BOLLEGregory Bolle
  14. 14. You may know what is a SME but do you know what is SEM?• Internet marketing that seeks to promote websites by increasing visibility insearch engine results• Search Methods include:- SEO (involves edit website content & HTML)- Paid Placement (Pay Per Click)- Paid Inclusion (search companies charge for inclusion in their listings)• 3 Largest SEM vendors in ME – Google, Yahoo & Bing• Simply paying for search ads is not the answer• 72% of searchers click in the natural search results versus 28% that click on paidadsSource : Google Internal PRESENTED BY GREGORY BOLLE
  15. 15. SEM componentsSearch Engine Marketing is a combination of 3 core activities thatwork in tandem to drive search visibilityPRESENTED BY GREGORY BOLLE
  16. 16. Importance of SEM from a sales perspectivePRESENTED BY GREGORY BOLLEGregory Bolle
  17. 17. 3 marketing insights that you must have in mind for SEOPRESENTED BY GREGORY BOLLE
  18. 18. Paid SearchOrganic SearchPaid SearchOrganic Search &Paid InclusionWhat is the difference between “Paid” and “Organic”When a Brand name appeared in both natural & paidSearch results, the brand attracted 92%of the total clicks**Neilson Real ResearchPRESENTED BY GREGORY BOLLEGregory Bolle
  19. 19. However, please keep in mind the following numbersSource : Forrester, ComScore 2010 PRESENTED BY GREGORY BOLLE
  20. 20. Where do you want to appearPRESENTED BY GREGORY BOLLEGregory Bolle
  21. 21. Natural and Paid must be associated!Users are more likely to click through to your site if you use bothpaid and organic searchSource: IT Marketing Metrics Guide, MarketingSherpaTop listing insponsored aloneTop listing in naturalaloneTop listing insponsored & natural102060PRESENTED BY GREGORY BOLLE
  22. 22. You also need to decide what will be your 1st link or1st brand experience … with consumers / clientsPRESENTED BY GREGORY BOLLE
  23. 23. So, SEO should be part of your first steps in your 2.0 strategicapproach with consumers / clientsPRESENTED BY GREGORY BOLLE
  24. 24. So why SEO is a marketing revolution for SME?PRESENTED BY GREGORY BOLLE
  25. 25. SEO will help your business to optimize the following points• Brand Awareness• Increase Digital Assets• Search Experience• Lead / Sales Generation• Competitive Intelligence• Brand Monitoring and Protection• ROI-Driven• Enterprise-wide InvolvementPRESENTED BY GREGORY BOLLEGregory Bolle
  26. 26. SEO is considered the most effective digital marketing toolSource : Forbes PRESENTED BY GREGORY BOLLE
  27. 27. Social media less effective than SEOSource : Source  /  Methodology:  MarketingSherpa Search  Marketing  Benchmark  Survey  /  Fielded April,  2010  N=2,194 PRESENTED BY GREGORY BOLLEGregory Bolle
  28. 28. One insight about GoogleGoogles process of blending listings from its news, video, images, local, real-time search engines among those it gathers from crawling web pages.PRESENTED BY GREGORY BOLLE
  29. 29. Thus, if SEM plan their SEO strategic approach, they will have adirect impact on 3 main componentsInfluential ConversationHigh Click-Through-RateIncrease Brand-ExposurePRESENTED BY GREGORY BOLLE
  30. 30. Intent of SEO strategic modeling - 3 milestonesPRESENTED BY GREGORY BOLLE
  31. 31. What are UAE consumers searching for?Source : BI-ME - 2010 PRESENTED BY GREGORY BOLLE
  32. 32. PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• Starting with a Sprint – On Page• Running the Full Marathon – Off Page• Q & A
  33. 33. Beyond traffic generation & RankingConversion OptimizationConversion Optimization is about testing &refining content and user experience to driveresults, there are two approachesConversion OptimizationConversion Optimization is about testing &refining content and user experience to driveresults, there are two approachesSearch Engine OptimizationSearch Engines use two components to determineranking by noting the importance of pages matchedwith relevance of page content and supporting byauthority sources.Search Engine OptimizationSearch Engines use two components to determineranking by noting the importance of pages matchedwith relevance of page content and supporting byauthority sources.Brand Awareness > Traffic > Leads > SalesBrand Awareness > Traffic > Leads > SalesVSA/B Split Testing Multivariate TestingImprove Conversion > More Revenue > Higher ROIImprove Conversion > More Revenue > Higher ROIPRESENTED BY GREGORY BOLLEGregory Bolle
  34. 34. Why do you need to plan your SEO approach“SEO Planning is the foundational element of the SEO Success, outlines thestrategies and tactics that’ll be used.”PRESENTED BY GREGORY BOLLE
  35. 35. The planning components for SEOPRESENTED BY GREGORY BOLLE
  36. 36. Step 1: KPI“You can’t measure the success of SEO by using only one ranking metric.”PRESENTED BY GREGORY BOLLE
  37. 37. Step 2: AuditingPRESENTED BY GREGORY BOLLEGregory Bolle
  38. 38. Step 3: Competitive analysisPRESENTED BY GREGORY BOLLE
  39. 39. Step 4: Keyword research (Brand vs. consumers)“Keyword Research” is one of the most important, valuable, and highreturn activities in the search marketing field.PRESENTED BY GREGORY BOLLE
  40. 40. Step 4: Keyword research (Brand vs. consumers)PRESENTED BY GREGORY BOLLEGregory Bolle
  41. 41. 80% of Keyword Traffic come from Long Tail KeywordPRESENTED BY GREGORY BOLLEGregory Bolle
  42. 42. PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• Starting with a Sprint – On Page• Running the Full Marathon – Off Page• Q & A
  43. 43. How to optimize each webpage of your website to make itGoogle friendly“On-page optimization is the act of optimizing your website pages toinfluence its search engine rank in term of “Relevancy”PRESENTED BY GREGORY BOLLE
  44. 44. How we think the information architecture (IA) of your website –“On Page”?PRESENTED BY GREGORY BOLLE
  45. 45. The importance of the “IA” concept for SEOPRESENTED BY GREGORY BOLLEGregory Bolle
  46. 46. PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• Starting with a Sprint – On Page• Running the Full Marathon – Off Page• Q & A
  47. 47. How to optimize each web-content related to your brand / yourbusiness to make them Google friendlyOff-page optimization Off-site optimization is generally defined as links fromother websites and blogs pointing to your site. Google gives high ranking to highauthority websites.PRESENTED BY GREGORY BOLLE
  48. 48. Off page optimization processPRESENTED BY GREGORY BOLLE
  49. 49. Off page optimization processThis process will develop the relationship with selected prospect lists viaapproaching for partnership, content provider or acquiring via paidplacement.PRESENTED BY GREGORY BOLLE
  50. 50. PRESENTED BY GREGORY BOLLEContent• Why are we here today?• Overview of Search Engine Optimization• Planning to Succeed• Starting with a Sprint – On Page• Running the Full Marathon – Off Page• Q & A
  51. 51. Guest Speaker Relevant experienceGrégory BolleDubai basedSenior Advisor+971 50 435 4846Value Partners’ speaker profile• Grégory Bolle is a highly experienced senior executive and a leading marketing and leadershipprofessional with over 10 years of international, regional and local experience with multi nationalcompanies, large scale regional companies, and large publicly listed companies across France, UK,Spain, Middle East and Iran.• Back to 2004, Grégory y co-founded the B2B online business platform SportStrategies.com sold to ofone the major French publishing and press groups.• Grégory led the regional advertising agency, Carat Sponsorship for several years to adviceinternational, regional brands and local governments bodies in their innovative advertising campaigns.In 2008, he won an international awards for the category: “Best consumer insights and understanding”• End of 2009, he joined the WPP agency – Wunderman MENA as regional business developmentdirector, where he advised international accounts amongst Microsoft, Nokia, Nokia Siemens Networkand Cartier.• Grégory Bolle is today actively involved as senior advisor for the NPO “Peace and Sport” – under theHigh Patronage of S.A.S Prince Hereditary Albert II of Monaco.• Author of the book of “Marketing and football: an international perspective” - 2006. Versions areavailable both in English and French. He is currently working with Didac Lee – board member of theLiga Spanish club FC Barcelona– to write a business report on digital opportunities for the sportmarketing industry.• Grégory Bolle graduated from University of Paris XI – Orsay in France, as well as being an Alumnifrom the Tanaka - Imperial College of London, UK – where he collaborated directly with the sporteconomist Stephan Szymanski.PRESENTED BY GREGORY BOLLE
  52. 52. Value Partners100% control• An international playerHeadquartered in Milan, with offices in 12 countries• A strong team of professionals50 partners, 3,300 professionals, 25 nationalities• An excellent track record~ € 380 million revenues• A large and loyal customer baseOver 350 clients served in the last three years• Cutting-edge know-how of business-critical applicationand IT servicesPRESENTED BY GREGORY BOLLEGregory Bolle
  53. 53. A track record of growthRevenues, million €0501001502002503003504001993 1997 1999 2001 2003 2005 2007 2009PRESENTED BY GREGORY BOLLEGregory Bolle
  54. 54. Global reach: 14 offices with engagements in over 40 countriesPRESENTED BY GREGORY BOLLE
  55. 55. We serve the main industrial sectors…Public AdministrationOther servicesFinancial InstitutionsTelecommunication andMedia%, Value Partners and Value Team turnover, 201024%8%6%28%2%32%Industry and ServicesEnergyPRESENTED BY GREGORY BOLLEGregory Bolle
  56. 56. … and our clients are leading players in their sectorsSome clients served in recent yearsMedia & EntertainmentTelecomIndustrial & Consumer Financial ServicesOmantelTurkTelecomBradescoSegurosManchester UtdPRESENTED BY GREGORY BOLLE
  57. 57. valuepartners.com valueteam.comLondonGreencoat HouseFrancis StreetSW1P 1DH London - UKTel. +44 (0) 20 7630 1400Fax +44 (0) 20 7630 7011RomeVia Vespri Siciliani, 920123 Milan - ItalyTel. +39 02 485 481Fax +39 02 485 48 720 / 725MilanVia Vespri Siciliani, 920123 Milan - ItalyTel. +39 02 485 481Fax +39 02 485 48 720 / 725SingaporeSpectrum Value Partners7 Temasek Boulevard.Suntec Tower One #26-04038987 - SingaporeTel. +65 6820 3388Fax +65 6820 3389BeijingTower A, Suite 1702,Vantone CentreJia 6 Chaoyangmenwai Avenue100020 BeijingPeoples Republic of ChinaTel. +86 10 5907 0616Fax: +86 10 5907 0383Hong KongSpectrum Value Partners18-06, Vicwood Plaza199 Des Voeux RoadSheung WanHong KongTel. + 852 2103 1000Fax + 852 2805 1310Mumbai8th floor,"C" Block, Devchand HouseShiv Sagar Estate, Dr. Annie Besant Road400 018 Worli - MumbaiIndiaTel. +91 22 66119 700Fax +91 22 66119 988Rio de JaneiroRua da Candelária 6010º andarCentroRio de Janeiro - CEP 20091-020BrasilTel. +55 21 2213 9191Fax +55 21 2213 9190Buenos AiresAlicia Moreau de Justo 5504° PisoBuenos Aires - C1107AALArgentinaTel. +54 11 4314 4222Fax +54 11 4314 6111São PauloRua Padre João Manuel 7551º e 2º andares - cj. 11, 12 e 21Cerqueria CesarSão Paulo - CEP 01411-001BrasilTel. +55 11 306 809 99Fax +55 11 308 141 38IstanbulMeydan Sok. Spring Giz PlazaFloor 3 n° 26 Maslak34398 Istanbul - TurkeyTel. +90 212 276 98 86Fax +90 212 276 98 82DubaiBusiness Central TowersSuite n° 1304 AP.O. Box 503025 - DMC 9Sheikh Zayed RoadDubai Media CityUnited Arab EmiratesTel. +971 4 4335628Fax +971 4 4380223MunichMaximilianstrasse 35a80539 Munich - GermanyTel. +49 (0) 89 24218 445Fax +49 (0) 89 24218 200MilanViale Cassala, 14 A20143 Milan - ItalyTel. +39 02 489851Fax +39 02 4898 5999RomeVia SantEvaristo, 16700165 Rome - ItalyTel. +39 06 3988 11Fax +39 06 3937 6283NaplesVia Campi Flegrei 34Loc. Arco Felice80078 Pozzuoli - NaplesItalyTel. +39 081 8046025PisaS.S. del Brennero km 4Loc. La Figuretta56123 Pisa - ItalyTel. +39 050 8009 401Fax +39 050 8009 626TurinCorso Svizzera 18510149 Turin - ItalyTel. +39 011 772 241Fax +39 011 771 644 6TrevisoViale della Repubblica, 1231020 Villorba - ItalyTel. +39 0422 2511Fax +39 0422 251251GenoaWorld Trade CenterVia De Marini, 116149 Genoa - ItalyTel. +39 010 2359 1Fax +39 010 2359 251CosenzaVia Spagna, 50Contrada Cutura87036 Rende - ItalyTel. +39 0984 44871Fax +39 0984 448781HelsinkiVilhonkatu 6 A00100 Helsinki - FinlandTel. +358 9 4780 1300Fax +358 9 4780 1301MunichMaximilianstrasse 35aCapitalD 80539 Munich - GermanyTel. +49 (0) 89 24218 445Fax +49 (0) 89 24218 200HelsinkiVilhonkatu, 6 A00100 Helsinki - FinlandTel. +358 9 4780 1300Fax +358 9 4780 1301IstanbulDereboy Sok. Sun Plaza, 24 Kat 10MaslakIstanbul - TurkeyTel. +90 212 276 98 86Fax +90 212 276 98 82São PauloAv. Eng. Luiz Carlos Berrini,716 5° andar - cj. 52Edificio Palace BerriniBrooklin NovoSão Paulo - CEP 04571-926BrasilTel.+55 11 3075 5116Fax +55 11 3075 5117Rio de JaneiroRua da Candelária, 6010º andarCentroRio de Janeiro - CEP 20091-020BrasilTel. +55 21 2213 9191Fax +55 21 2213 9190valuepartnersgroup.comVia Vespri Siciliani, 920146 Milan - ItalyTel. +39 02 485 481Fax +39 02 485 48 720 / 725Contact usPRESENTED BY GREGORY BOLLE

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