Conférence Référencement www.eteamsys.com – info@eteamsys.com www.eteamsys.com – mike@eteamsys.com eTeamsys:  Belgique – L...
Agenda Meeting <ul><li>About eTeamsys </li></ul><ul><li>Search Engine: who is the winner? </li></ul><ul><li>Is SEO dead ? ...
About eTeamsys <ul><li>Actif in Search Marketing for 8 years (since 2001) </li></ul><ul><li>Spécialised 100%  in SEO (ART ...
About eTeamsys  :  Our customers …
France: Google God? Source: comscore qSearch 2.0 Report july 2007
Search Engine in China
Décember 08: a billion users on internet 15% of the world population uses internet, potential for growth is enormous
<ul><li>IS SEO DEAD? </li></ul>
Is SEO dead ?
Is SEO dead? <ul><li>The problem is that many still consider SEO as being Metatag optimisation such as the « title » or « ...
GOOGLE Vertical Search Ressources Bases Google + Google video + Youtube + Google Map…
Universal Search
GEO TARGETING <ul><li>Google embedds map results in its main results whenever there is a geographical element in the searc...
Personalized Search WIKI Like a certain search result? Don't like a result? Know of a better webpage? You must be logged i...
<ul><li>SEO – SEA ?  </li></ul>
Definition:  SEO- SEA Sponsored Links Natural/Organic Results  SEO keywords Pay Per Click SEA SEA
<ul><li>DEFINE YOUR GOALS </li></ul>
DEFINE YOUR WEBSITE GOALS  SHOPONLINE GENERATE REQUEST BRANDING <ul><li>Visitors </li></ul><ul><li>Conversion rate </li></...
DEFINE YOUR WEBSITE GOALS <ul><li>Evaluate your market </li></ul><ul><ul><ul><ul><li>Competition, where do you stand? </li...
IDENTIFY YOUR KEYWORDS Peripheral keywords Generic keywords « long tails » keywords Manufacturer:  Apple iphone Iphone pda...
Long Tail Curve  Nombre limité de mots Trafic peu ciblé – ROI peu élevé Budget élevé – compétition élevée   Génère beaucou...
<ul><li>DEFINE YOUR RESSOURCES </li></ul>
The Hidden Face of your Website Budget Site Budget Promotion $ $
RESSOURCES PRESS RELEASES BLOG MANAGEMENT WRITING ARTICLES VIDEO PRODUCTION AVAILABLE RESSOURCES FOR CREATING CONTENT
<ul><li>SEO CHECKUP  </li></ul>
A.R.T.  Methodology Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody gr...
A.R.T.  Methodology Conférence Référencement www.eteamsys.com – info@eteamsys.com Hundreds of factors will individually in...
A.R.T.  Methodology Conférence Référencement www.eteamsys.com – info@eteamsys.com Hundreds of factors will individually in...
CHOOSE THE RIGHT SEM TACTICS <ul><li>SEM MATRIX </li></ul>
SEM Strategy Matrix: Objectifs Social Media Web2.0 Linking Press Releases SEO  (Search Engine ptimization) PPC  (Pay Per C...
SEM Strategy Matrix: RESSOURCES Social Media Web2.0 Linking Press Releases SEO  (Search Engine ptimization) PPC  (Pay Per ...
How much time do you have? http://www.slideshare.net/HitwiseAU/advanced-seo-strategies-1788380#stats-bottom ASSUMPTION:
SEM Strategy Matrix: TIME FRAME Social Media Web2.0 Linking Press Releases SEO  (Search Engine ptimization) PPC  (Pay Per ...
SEM Strategy Matrix: GEO BAIDU BING YAHOO GOOGLE MARKETING GOAL ASIA EASTERN COUNTRIES USA - CANADA EUROPE
<ul><li>MEASURE AND OPTIMIZE </li></ul>
Questions you should asked yourself <ul><li>How the value of a keyword changes over time </li></ul><ul><li>How targeting t...
Measure and Optimize <ul><li>Each keyword generates a lot of metrics: </li></ul>Keyword CPC clics Bounce rate Time spent N...
MOTION CHART: Configuration + - - - - - - + keyword
Evaluate the keywords performance
Evaluate the keywords performance
Google network performance evaluation
Evaluate the keywords performance
<ul><ul><li>THANK YOU! </li></ul></ul><ul><ul><li>Do you have any questions? </li></ul></ul>
AGENDA - STRUCTURE PRESENTATION ETEAMSYS CHIFFRES PUB EN LIGNE SEO IS DEAD LONG LIVE TO SEO RECAP(screenshot) SEO - SEA AN...
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Workshop 1tuesday _v1

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Workshop 1tuesday _v1

  1. 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. 2. Agenda Meeting <ul><li>About eTeamsys </li></ul><ul><li>Search Engine: who is the winner? </li></ul><ul><li>Is SEO dead ? </li></ul><ul><li>Quick definition for SEO/SEA </li></ul><ul><li>How to define your objectifs and ressources </li></ul><ul><li>How to evaluate your website SEO ranking with ART </li></ul><ul><li>Which way to go: use the SEM MATRIX </li></ul><ul><li>Measure and Optimize with the Chart motion. </li></ul><ul><li>Q&A </li></ul>
  3. 3. About eTeamsys <ul><li>Actif in Search Marketing for 8 years (since 2001) </li></ul><ul><li>Spécialised 100% in SEO (ART methodology) </li></ul><ul><li>45% of sales is invested in research and developpment </li></ul><ul><li>ROI oriented , increase conversion rate (sales, information request,..) </li></ul><ul><li>GUARANTEE – minimum ranking and ethical guarantee given </li></ul><ul><li>Professional Services : seo project management, training & consulting </li></ul><ul><li>Offices in Luxembourg and Belgium </li></ul>
  4. 4. About eTeamsys : Our customers …
  5. 5. France: Google God? Source: comscore qSearch 2.0 Report july 2007
  6. 6. Search Engine in China
  7. 7. Décember 08: a billion users on internet 15% of the world population uses internet, potential for growth is enormous
  8. 8. <ul><li>IS SEO DEAD? </li></ul>
  9. 9. Is SEO dead ?
  10. 10. Is SEO dead? <ul><li>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 ! </li></ul><ul><li>Some of the things that has changed: </li></ul><ul><li>Universal Search </li></ul><ul><li>Google Geographic Targeting </li></ul><ul><li>Personalized Search (search wiki) </li></ul>
  11. 11. GOOGLE Vertical Search Ressources Bases Google + Google video + Youtube + Google Map…
  12. 12. Universal Search
  13. 13. GEO TARGETING <ul><li>Google embedds map results in its main results whenever there is a geographical element in the search </li></ul><ul><li>Content to be served is determined by a variety of factors </li></ul><ul><ul><li>Location of the owner of the page (registered domain) </li></ul></ul><ul><ul><li>Geographics location of the server </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><li>IP address </li></ul>
  14. 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. 15. <ul><li>SEO – SEA ? </li></ul>
  16. 16. Definition: SEO- SEA Sponsored Links Natural/Organic Results SEO keywords Pay Per Click SEA SEA
  17. 17. <ul><li>DEFINE YOUR GOALS </li></ul>
  18. 18. DEFINE YOUR WEBSITE GOALS SHOPONLINE GENERATE REQUEST BRANDING <ul><li>Visitors </li></ul><ul><li>Conversion rate </li></ul><ul><li>ROI per sale </li></ul><ul><li>CPC per keyword </li></ul><ul><li>visitor geo localisation </li></ul><ul><li>customer retention(loyalty) </li></ul><ul><li>Goal path </li></ul><ul><li>signup </li></ul><ul><li>Information Request </li></ul><ul><li>Proposal request </li></ul><ul><li>downloading </li></ul><ul><li>Time spent </li></ul><ul><li>Pages viewed </li></ul><ul><li> Visitors </li></ul><ul><li> Impressions </li></ul><ul><li> Pages viewed </li></ul><ul><li> Time Spent </li></ul><ul><li>New visitors </li></ul><ul><li>Exit pages </li></ul>Goals
  19. 19. DEFINE YOUR WEBSITE GOALS <ul><li>Evaluate your market </li></ul><ul><ul><ul><ul><li>Competition, where do you stand? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>What differentiate your company from your competitors? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>What is your geographic target </li></ul></ul></ul></ul><ul><ul><ul><ul><li>What are the trends </li></ul></ul></ul></ul><ul><ul><ul><ul><li>How are youy going to measure your website performance </li></ul></ul></ul></ul><ul><ul><ul><ul><li>What is your website conversion rate? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>… . </li></ul></ul></ul></ul>
  20. 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. 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. 22. <ul><li>DEFINE YOUR RESSOURCES </li></ul>
  23. 23. The Hidden Face of your Website Budget Site Budget Promotion $ $
  24. 24. RESSOURCES PRESS RELEASES BLOG MANAGEMENT WRITING ARTICLES VIDEO PRODUCTION AVAILABLE RESSOURCES FOR CREATING CONTENT
  25. 25. <ul><li>SEO CHECKUP </li></ul>
  26. 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. 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. 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. 29. CHOOSE THE RIGHT SEM TACTICS <ul><li>SEM MATRIX </li></ul>
  30. 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. 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. 32. How much time do you have? http://www.slideshare.net/HitwiseAU/advanced-seo-strategies-1788380#stats-bottom ASSUMPTION:
  33. 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. 34. SEM Strategy Matrix: GEO BAIDU BING YAHOO GOOGLE MARKETING GOAL ASIA EASTERN COUNTRIES USA - CANADA EUROPE
  35. 35. <ul><li>MEASURE AND OPTIMIZE </li></ul>
  36. 36. Questions you should asked yourself <ul><li>How the value of a keyword changes over time </li></ul><ul><li>How targeting traffic from a channel improves (or decreases) the quality of your visitors over time </li></ul><ul><li>How landing page optimization affects visitor behavior </li></ul><ul><li>How engagement metrics relate to your conversion rate </li></ul><ul><li>How your visitor profile changes over time </li></ul>
  37. 37. Measure and Optimize <ul><li>Each keyword generates a lot of metrics: </li></ul>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. MOTION CHART: Configuration + - - - - - - + keyword
  39. 39. Evaluate the keywords performance
  40. 40. Evaluate the keywords performance
  41. 41. Google network performance evaluation
  42. 42. Evaluate the keywords performance
  43. 43. <ul><ul><li>THANK YOU! </li></ul></ul><ul><ul><li>Do you have any questions? </li></ul></ul>
  44. 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 <ul><li>SLIDE OBJECTIFS </li></ul><ul><li>APPROCHE CLASSIQUE </li></ul><ul><li>SELECTION DES MOTS CLES </li></ul><ul><li>BUDGET (ICEBERG) </li></ul><ul><li>RESSOURCES HUMAINES </li></ul><ul><li>RESSOURCES CONTENU </li></ul><ul><ul><li>Press release </li></ul></ul><ul><ul><li>Articles/publications </li></ul></ul>

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