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Workshop 1tuesday _v1

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  • 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. 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com About eTeamsys : Our customers …
  • 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Search Engine in China
  • 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com IS SEO DEAD?
  • 9. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Is SEO dead ?
  • 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Universal Search
  • 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEO – SEA ?
  • 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com DEFINE YOUR GOALS
  • 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. 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. 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com DEFINE YOUR RESSOURCES
  • 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com SEO CHECKUP
  • 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. 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com CHOOSE THE RIGHT SEM TACTICS SEM MATRIX
  • 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. 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. 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. 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com MEASURE AND OPTIMIZE
  • 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. 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. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com MOTION CHART: Configuration + - - - - --+ keyword
  • 39. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Evaluate the keywords performance
  • 40. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Evaluate the keywords performance
  • 41. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Google network performance evaluation
  • 42. First Tuesday 01/09/2009 You are Online – Now What? www.eteamsys.com – info@eteamsys.com Evaluate the keywords performance
  • 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. 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