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First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Conférence Référencement
www.etea...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Agenda Meeting
•About eTeamsys
• ...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
About eTeamsys
• Actif in Search ...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
About eTeamsys : Our customers
…
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
France: Google God?
85,80%
3,80% ...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Search Engine in China
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Décember 08: a billion users on i...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
IS SEO DEAD?
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Is SEO dead ?
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Is SEO dead?
The problem is that ...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
GOOGLE Vertical Search Ressources...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Universal Search
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
GEO TARGETING
• Google embedds ma...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Personalized Search WIKI
Like a c...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
SEO – SEA ?
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Definition: SEO- SEA
Sponsored Li...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
DEFINE YOUR GOALS
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
DEFINE YOUR WEBSITE GOALS
SHOPONL...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
DEFINE YOUR WEBSITE GOALS
1. Eval...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
IDENTIFY YOUR KEYWORDS
Peripheral...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Long Tail Curve
Nombre limité de ...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
DEFINE YOUR RESSOURCES
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
The Hidden Face of your Website
B...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
RESSOURCES
PRESS RELEASES
BLOG
MA...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
SEO CHECKUP
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
A.R.T. Methodology
ACCESSIBILITY
...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Conférence Référencement
www.etea...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Conférence Référencement
www.etea...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
CHOOSE THE RIGHT SEM TACTICS
SEM ...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
SEM Strategy Matrix: Objectifs
MA...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
SEM Strategy Matrix: RESSOURCES
M...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
How much time do you have?
http:/...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
SEM Strategy Matrix: TIME FRAME
M...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
SEM Strategy Matrix: GEO
MARKETIN...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
MEASURE AND OPTIMIZE
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Questions you should asked yourse...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Measure and Optimize
• Each keywo...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
MOTION CHART: Configuration
+ -
-...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Evaluate the keywords performance
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Evaluate the keywords performance
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Google network performance evalua...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
Evaluate the keywords performance
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
THANK YOU!
Do you have any questi...
First Tuesday
01/09/2009
You are Online – Now What?
www.eteamsys.com – info@eteamsys.com
AGENDA - STRUCTURE
PRESENTATION
E...
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Workshop 1tuesday _v1

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Transcript of "Workshop 1tuesday _v1"

  1. 1. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Conférence Référencement www.eteamsys.com – info@eteamsys.com www.eteamsys.com – mike@eteamsys.com eTeamsys: Belgique – Luxembourg First Tuesday 01/09/2009 Current techniques and emerging trends for SEO
  2. 2. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Agenda Meeting •About eTeamsys • Search Engine: who is the winner? • Is SEO dead ? • Quick definition for SEO/SEA • How to define your objectifs and ressources • How to evaluate your website SEO ranking with ART • Which way to go: use the SEM MATRIX • Measure and Optimize with the Chart motion. • Q&A
  3. 3. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com About eTeamsys • Actif in Search Marketing for 8 years (since 2001) • Spécialised 100% in SEO (ART methodology) • 45% of sales is invested in research and developpment •ROI oriented, increase conversion rate (sales, information request,..) • GUARANTEE – minimum ranking and ethical guarantee given • Professional Services: seo project management, training & consulting • Offices in Luxembourg and Belgium
  4. 4. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com About eTeamsys : Our customers …
  5. 5. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com France: Google God? 85,80% 3,80% 3,40% 2,20% 2,00% 2,10% Google Yahoo! Microsoft Ebay France Telecom Autres Source:comscoreqSearch2.0Reportjuly2007
  6. 6. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Search Engine in China
  7. 7. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Décember 08: a billion users on internet Asie:416 Europe:283 USA:185 Amérique Latine Moyen-Orient Afrique 0 50 100 150 200 250 300 350 400 450 déc.-08 Asie Europe USA Amérique Latine Moyen- Orient/Afrique 15% of the world population uses internet, potential for growth is enormous
  8. 8. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com IS SEO DEAD?
  9. 9. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Is SEO dead ?
  10. 10. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Is SEO dead? The problem is that many still consider SEO as being Metatag optimisation such as the « title » or « H1 », that’s the old SEO and it isn’t just enough ! Some of the things that has changed: • Universal Search • Google Geographic Targeting • Personalized Search (search wiki)
  11. 11. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com GOOGLE Vertical Search Ressources Bases Google + Google video + Youtube + Google Map…
  12. 12. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Universal Search
  13. 13. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com GEO TARGETING • Google embedds map results in its main results whenever there is a geographical element in the search • Content to be served is determined by a variety of factors • Location of the owner of the page (registered domain) • Geographics location of the server • … • IP address
  14. 14. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Personalized Search WIKI Like a certain search result? Don't like a result? Know of a better webpage?You must be logged in to Google
  15. 15. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEO – SEA ?
  16. 16. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Definition: SEO- SEA Sponsored Links Natural/Organic Results SEO keywords PayPerClick SEA SEA
  17. 17. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com DEFINE YOUR GOALS
  18. 18. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com DEFINE YOUR WEBSITE GOALS SHOPONLINE GENERATE REQUEST BRANDING • Visitors • Conversion rate • ROI per sale • CPC per keyword • visitor geo localisation • customer retention(loyalty) • Goal path • signup • Information Request • Proposal request • downloading •Time spent •Pages viewed  Visitors  Impressions  Pages viewed  Time Spent New visitors Exit pages Goals
  19. 19. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com DEFINE YOUR WEBSITE GOALS 1. Evaluate your market 1. Competition, where do you stand? 2. What differentiate your company from your competitors? 3. What is your geographic target 4. What are the trends 5. How are youy going to measure your website performance 6. What is your website conversion rate? 7. ….
  20. 20. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com IDENTIFY YOUR KEYWORDS Peripheral keywords Generic keywords « long tails » keywords Manufacturer: Apple iphone Iphone pda Apple gsm new GSM: Nouveau gsm Nouveau pda network: Pda orange Pda luxgsm Model/color Iphone 3G metal Iphone 3g gps Iphone black 16 gig Reviews: Présentation iphone edge Photos iphone 3g Test iphone v2 Accessories: Housses iphone Coque pvc iphone Kit nettoyage iphone Iphone GSM Téléphone Best approach: group your keywords into 3 categories:
  21. 21. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Long Tail Curve Nombre limité de mots Trafic peu ciblé – ROI peu élevé Budget élevé – compétition élevée Génère beaucoup de trafic Catégorie ciblée Très bon ROI Budget raisonnable Le trafic généré est raisonnable Nombre illimité de mots Trafic très ciblé – ROI très élevé Le coût du ciblage est bas Volume généré par de nombreux mots clés « Iphone pda » « iphone » « Iphone 3G metal » Generic Peripheral Long tails Mots clés 80% of the traffic 20% of the traffic
  22. 22. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com DEFINE YOUR RESSOURCES
  23. 23. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com The Hidden Face of your Website Budget Site Budget Promotion $ $
  24. 24. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com RESSOURCES PRESS RELEASES BLOG MANAGEMENT WRITING ARTICLES VIDEO PRODUCTION AVAILABLE RESSOURCES FOR CREATING CONTENT
  25. 25. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEO CHECKUP
  26. 26. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com A.R.T. Methodology ACCESSIBILITY Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories Factors blocking the spider
  27. 27. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Conférence Référencement www.eteamsys.com – info@eteamsys.com A.R.T. Methodology ACCESSIBILITY RELEVANCY Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories Factors associated with your content. Is it relevant with respect to your keywords Factors blocking the spider
  28. 28. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Conférence Référencement www.eteamsys.com – info@eteamsys.com A.R.T. Methodology ACCESSIBILITY RELEVANCY TRUST Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories Factors that will evaluate your website credibility Factors associated with your content. Is it relevant with respect to your keywords Factors blocking the spidering process
  29. 29. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com CHOOSE THE RIGHT SEM TACTICS SEM MATRIX
  30. 30. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEM Strategy Matrix: Objectifs MARKETING GOAL PPC (Pay Per Click) SEO (Search Engine ptimization) Press Releases Linking Web2.0 Social Media Brand Awareness Customer Attraction Customer Retention New Product Launch
  31. 31. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEM Strategy Matrix: RESSOURCES MARKETING GOAL PPC (Pay Per Click) SEO (Search Engine ptimization) Press Releases Linking Web2.0 Social Media A LOT OF BUDGET A LOT OF RESSOURCE A LOT OF BUDGET LIMITED RESSOURCE LIMITED BUDGET LIMITED RESSOURCE LIMITED BUDGET A LOT RESSOURCE
  32. 32. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com How much time do you have? http://www.slideshare.net/HitwiseAU/advanced-seo-strategies-1788380#stats-bottom ASSUMPTION:
  33. 33. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEM Strategy Matrix: TIME FRAME MARKETING GOAL PPC (Pay Per Click) SEO (Search Engine ptimization) Press Releases Linking Web2.0 Social Media URGENT (yesterday) 1-6 Months > 6 Months > 1 year
  34. 34. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEM Strategy Matrix: GEO MARKETING GOAL GOOGLE YAHOO BING BAIDU EUROPE USA - CANADA EASTERN COUNTRIES ASIA
  35. 35. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com MEASURE AND OPTIMIZE
  36. 36. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Questions you should asked yourself • How the value of a keyword changes over time • How targeting traffic from a channel improves (or decreases) the quality of your visitors over time • How landing page optimization affects visitor behavior • How engagement metrics relate to your conversion rate • How your visitor profile changes over time
  37. 37. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Measure and Optimize • Each keyword generates a lot of metrics: Keyword CPC clics Bounce rate Time spent Number of pages viewed Goals CTR Impressions …. Multidimensional analysis can be proved difficult. Plotting your data into four different dimensions is possible with Motion Charts in Google Analytics
  38. 38. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com MOTION CHART: Configuration + - - - - --+ keyword
  39. 39. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Evaluate the keywords performance
  40. 40. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Evaluate the keywords performance
  41. 41. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Google network performance evaluation
  42. 42. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Evaluate the keywords performance
  43. 43. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com THANK YOU! Do you have any questions?
  44. 44. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com AGENDA - STRUCTURE PRESENTATION ETEAMSYS CHIFFRES PUB EN LIGNE SEO IS DEAD LONG LIVE TO SEO RECAP(screenshot) SEO - SEA ANALYZE CHART MOTION DEFINIR VOS OBJECTIFS DEFINIR VOS RESSOURCES ETAT DES LIEUX METHODE ART SEM MATRIX •SLIDE OBJECTIFS •APPROCHE CLASSIQUE •SELECTION DES MOTS CLES •BUDGET (ICEBERG) •RESSOURCES HUMAINES •RESSOURCES CONTENU •Press release •Articles/publications
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