Your SlideShare is downloading. ×
Workshop 1tuesday _v1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Workshop 1tuesday _v1

316
views

Published on

Published in: Lifestyle, Technology, Design

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
316
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Conférence Référencement www.eteamsys.com – info@eteamsys.com www.eteamsys.com – mike@eteamsys.com eTeamsys: Belgique – Luxembourg Tél.: LU+ 352 26270824 First Tuesday 01/09/2009 Current techniques and emerging trends for SEO
  • 2. 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. 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. About eTeamsys : Our customers …
  • 5. France: Google God? Source: comscore qSearch 2.0 Report july 2007
  • 6. Search Engine in China
  • 7. Décember 08: a billion users on internet 15% of the world population uses internet, potential for growth is enormous
  • 8.
    • IS SEO DEAD?
  • 9. Is SEO dead ?
  • 10. 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. GOOGLE Vertical Search Ressources Bases Google + Google video + Youtube + Google Map…
  • 12. Universal Search
  • 13. 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. 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.
    • SEO – SEA ?
  • 16. Definition: SEO- SEA Sponsored Links Natural/Organic Results SEO keywords Pay Per Click SEA SEA
  • 17.
    • DEFINE YOUR GOALS
  • 18. 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. DEFINE YOUR WEBSITE GOALS
    • Evaluate your market
          • Competition, where do you stand?
          • What differentiate your company from your competitors?
          • What is your geographic target
          • What are the trends
          • How are youy going to measure your website performance
          • What is your website conversion rate?
          • … .
  • 20. 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. 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.
    • DEFINE YOUR RESSOURCES
  • 23. The Hidden Face of your Website Budget Site Budget Promotion $ $
  • 24. RESSOURCES PRESS RELEASES BLOG MANAGEMENT WRITING ARTICLES VIDEO PRODUCTION AVAILABLE RESSOURCES FOR CREATING CONTENT
  • 25.
    • SEO CHECKUP
  • 26. A.R.T. Methodology Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories Factors blocking the spider ACCESSIBILITY
  • 27. A.R.T. Methodology Conférence Référencement www.eteamsys.com – info@eteamsys.com 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 ACCESSIBILITY RELEVANCY
  • 28. A.R.T. Methodology Conférence Référencement www.eteamsys.com – info@eteamsys.com 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 ACCESSIBILITY RELEVANCY TRUST
  • 29. CHOOSE THE RIGHT SEM TACTICS
    • SEM MATRIX
  • 30. SEM Strategy Matrix: Objectifs Social Media Web2.0 Linking Press Releases SEO (Search Engine ptimization) PPC (Pay Per Click) MARKETING GOAL New Product Launch Customer Retention Customer Attraction Brand Awareness
  • 31. SEM Strategy Matrix: RESSOURCES Social Media Web2.0 Linking Press Releases SEO (Search Engine ptimization) PPC (Pay Per Click) MARKETING GOAL LIMITED BUDGET A LOT RESSOURCE LIMITED BUDGET LIMITED RESSOURCE A LOT OF BUDGET LIMITED RESSOURCE A LOT OF BUDGET A LOT OF RESSOURCE
  • 32. How much time do you have? http://www.slideshare.net/HitwiseAU/advanced-seo-strategies-1788380#stats-bottom ASSUMPTION:
  • 33. SEM Strategy Matrix: TIME FRAME Social Media Web2.0 Linking Press Releases SEO (Search Engine ptimization) PPC (Pay Per Click) MARKETING GOAL > 1 year > 6 Months 1-6 Months URGENT (yesterday)
  • 34. SEM Strategy Matrix: GEO BAIDU BING YAHOO GOOGLE MARKETING GOAL ASIA EASTERN COUNTRIES USA - CANADA EUROPE
  • 35.
    • MEASURE AND OPTIMIZE
  • 36. 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. 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. MOTION CHART: Configuration + - - - - - - + keyword
  • 39. Evaluate the keywords performance
  • 40. Evaluate the keywords performance
  • 41. Google network performance evaluation
  • 42. Evaluate the keywords performance
  • 43.
      • THANK YOU!
      • Do you have any questions?
  • 44. 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