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Search engine optimization dubai - sm es - gregory bolle

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  • 1. Search Engine Optimization for SMEs in the Middle East Tecom – Dubai Media City 22 nd June, 2011 PRESENTED BY GREGORY BOLLE
  • 2.
    • Scope of the document
    • To present our understanding of the importance of SEO in a digital world;
    • To provide you with a clear definition of organic search & paid search;
    • To provide an efficient approach to optimize your SEO policy for your daily business;
    PRESENTED BY GREGORY BOLLE
  • 3. Content
    • 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. Probably because of the magnitude of Google only! PRESENTED BY GREGORY BOLLE
  • 5. Google is the most powerful brand in the world after Apple PRESENTED BY GREGORY BOLLE
  • 6. Google is the most powerful search engine in the world PRESENTED BY GREGORY BOLLE
  • 7. Google represents 85% of the global search engine market PRESENTED BY GREGORY BOLLE
  • 8. Therefore, any digital strategy should start with SEO PRESENTED BY GREGORY BOLLE
  • 9. Content
    • 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. SEO has been inspired by French tale: “Little Thumbling” PRESENTED BY GREGORY BOLLE
  • 11. SME must think how they will spread white stones too … PRESENTED BY GREGORY BOLLE
  • 12. “ Your Brand isn’t what you say it is… it’s what says it is.” Chris Anderson – Long Tail A quote PRESENTED BY GREGORY BOLLE
  • 13. Why Search Matter?
    • 95% of all Internet users search
    • 56% search at least once a day
    • 87% use search as their primary means of finding a website
    • 62% of users click on a result on the first page of results
    • 39% of users believe that the top results are the top brands – if your not there your missing out
    Source : Google Internal PRESENTED BY GREGORY BOLLE
  • 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 in search 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 paid ads
    Source : Google Internal PRESENTED BY GREGORY BOLLE
  • 15. SEM components S earch E ngine M arketing is a combination of 3 core activities that work in tandem to drive search visibility PRESENTED BY GREGORY BOLLE
  • 16. Importance of SEM from a sales perspective PRESENTED BY GREGORY BOLLE
  • 17. 3 marketing insights that you must have in mind for SEO PRESENTED BY GREGORY BOLLE
  • 18. Paid Search Organic Search Paid Search Organic Search & Paid Inclusion What is the difference between “Paid” and “Organic” When a Brand name appeared in both natural & paid Search results, the brand attracted 92% of the total clicks* *Neilson Real Research PRESENTED BY GREGORY BOLLE
  • 19. However, please keep in mind the following numbers Source : Forrester, ComScore 2010 PRESENTED BY GREGORY BOLLE
  • 20. Where do you want to appear PRESENTED BY GREGORY BOLLE
  • 21. Natural and Paid must be associated! Users are more likely to click through to your site if you use both paid and organic search Source: IT Marketing Metrics Guide, MarketingSherpa PRESENTED BY GREGORY BOLLE
  • 22. You also need to decide what will be your 1st link or 1st brand experience … with consumers / clients PRESENTED BY GREGORY BOLLE
  • 23. So, SEO should be part of your first steps in your 2.0 strategic approach with consumers / clients PRESENTED BY GREGORY BOLLE
  • 24. So why SEO is a marketing r evolution for SME? PRESENTED BY GREGORY BOLLE
  • 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 Involvement
    PRESENTED BY GREGORY BOLLE
  • 26. SEO is considered the most effective digital marketing tool Source : Forbes PRESENTED BY GREGORY BOLLE
  • 27. Social media less effective than SEO Source : Source  /  Methodology:  MarketingSherpa Search  Marketing  Benchmark  Survey  /  Fielded  April,  2010  N=2,194 PRESENTED BY GREGORY BOLLE
  • 28. One insight about Google Google's 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. Thus, if SEM plan their SEO strategic approach, they will have a direct impact on 3 main components Influential Conversation High Click-Through-Rate Increase Brand-Exposure PRESENTED BY GREGORY BOLLE
  • 30. Intent of SEO strategic modeling - 3 milestones PRESENTED BY GREGORY BOLLE
  • 31. What are UAE consumers searching for? Source : BI-ME - 2010 PRESENTED BY GREGORY BOLLE
  • 32. Content
    • 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. Beyond traffic generation & Ranking Conversion Optimization Conversion Optimization is about testing & refining content and user experience to drive results, there are two approaches Search Engine Optimization Search Engines use two components to determine ranking by noting the importance of pages matched with relevance of page content and supporting by authority sources. Brand Awareness > Traffic > Leads > Sales VS A/B Split Testing Multivariate Testing Improve Conversion > More Revenue > Higher ROI PRESENTED BY GREGORY BOLLE
  • 34. Why do you need to plan your SEO approach “ SEO Planning is the foundational element of the SEO Success, outlines the strategies and tactics that’ll be used.” PRESENTED BY GREGORY BOLLE
  • 35. The planning components for SEO PRESENTED BY GREGORY BOLLE
  • 36. Step 1: KPI “ You can’t measure the success of SEO by using only one ranking metric.” PRESENTED BY GREGORY BOLLE
  • 37. Step 2: Auditing PRESENTED BY GREGORY BOLLE
  • 38. Step 3: Competitive analysis PRESENTED BY GREGORY BOLLE
  • 39. Step 4: Keyword research (Brand vs. consumers) “ Keyword Research” is one of the most important, valuable, and high return activities in the search marketing field. PRESENTED BY GREGORY BOLLE
  • 40. Step 4: Keyword research (Brand vs. consumers) PRESENTED BY GREGORY BOLLE
  • 41. 80% of Keyword Traffic come from Long Tail Keyword PRESENTED BY GREGORY BOLLE
  • 42. Content
    • 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. How to optimize each webpage of your website to make it Google friendly “ On-page optimization is the act of optimizing your website pages to influence its search engine rank in term of “Relevancy” PRESENTED BY GREGORY BOLLE
  • 44. How we think the information architecture (IA) of your website – “On Page”? PRESENTED BY GREGORY BOLLE
  • 45. The importance of the “IA” concept for SEO PRESENTED BY GREGORY BOLLE
  • 46. Content
    • 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. How to optimize each web-content related to your brand / your business to make them Google friendly Off-page optimization Off-site optimization is generally defined as links from other websites and blogs pointing to your site. Google gives high ranking to high authority websites. PRESENTED BY GREGORY BOLLE
  • 48. Off page optimization process PRESENTED BY GREGORY BOLLE
  • 49. Off page optimization process
      • This process will develop the relationship with selected prospect lists via
      • approaching for partnership, content provider or acquiring via paid
      • placement.
    PRESENTED BY GREGORY BOLLE
  • 50. Content
    • 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. Guest Speaker Relevant experience Grégory Bolle Dubai based Senior Advisor +971 50 435 4846 Value Partners’ speaker profile
    • Grégory Bolle is a highly experienced senior executive and a leading marketing and leadership professional with over 10 years of international, regional and local experience with multi national companies, 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 of one the major French publishing and press groups.
    • Grégory led the regional advertising agency, Carat Sponsorship for several years to advice international, 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 development director, where he advised international accounts amongst Microsoft, Nokia, Nokia Siemens Network and Cartier.
    • Grégory Bolle is today actively involved as senior advisor for the NPO “Peace and Sport” – under the High Patronage of S.A.S Prince Hereditary Albert II of Monaco.
    • Author of the book of “Marketing and football: an international perspective” - 2006. Versions are available both in English and French. He is currently working with Didac Lee – board member of the Liga Spanish club FC Barcelona– to write a business report on digital opportunities for the sport marketing industry.
    • Grégory Bolle graduated from University of Paris XI – Orsay in France, as well as being an Alumni from the Tanaka - Imperial College of London, UK – where he collaborated directly with the sport economist Stephan Szymanski.
    PRESENTED BY GREGORY BOLLE
  • 52. Value Partners 100% control
    • An international player
      • Headquartered in Milan, with offices in 12 countries
    • A strong team of professionals
      • 50 partners, 3,300 professionals, 25 nationalities
    • An excellent track record
      • ~ € 380 million revenues
    • A large and loyal customer base
      • Over 350 clients served in the last three years
    • Cutting-edge know-how of business-critical applications and IT services
    PRESENTED BY GREGORY BOLLE
  • 53. A track record of growth Revenues, million € PRESENTED BY GREGORY BOLLE
  • 54. Global reach: 14 offices with engagements in over 40 countries PRESENTED BY GREGORY BOLLE
  • 55. We serve the main industrial sectors… Public Administration Other services Financial Institutions Telecommunication and Media %, Value Partners and Value Team turnover, 2010 Industry and Services Energy PRESENTED BY GREGORY BOLLE
  • 56. … and our clients are leading players in their sectors Some clients served in recent years Media & Entertainment Telecom Industrial & Consumer Financial Services PRESENTED BY GREGORY BOLLE Omantel Turk Telecom Bradesco Seguros Manchester Utd
  • 57. valuepartners.com valueteam.com London Greencoat House Francis Street SW1P 1DH London - UK Tel. +44 (0) 20 7630 1400 Fax +44 (0) 20 7630 7011 Rome Via Vespri Siciliani, 9 20123 Milan - Italy Tel. +39 02 485 481 Fax +39 02 485 48 720 / 725 Milan Via Vespri Siciliani, 9 20123 Milan - Italy Tel. +39 02 485 481 Fax +39 02 485 48 720 / 725 Singapore Spectrum Value Partners 7 Temasek Boulevard. Suntec Tower One #26-04 038987 - Singapore Tel. +65 6820 3388 Fax +65 6820 3389 Beijing Tower A, Suite 1702, Vantone Centre Jia 6 Chaoyangmenwai Avenue 100020 Beijing People's Republic of China Tel. +86 10 5907 0616 Fax: +86 10 5907 0383 Hong Kong Spectrum Value Partners 18-06, Vicwood Plaza 199 Des Voeux Road Sheung Wan Hong Kong Tel. + 852 2103 1000 Fax + 852 2805 1310 Mumbai 8th floor,"C" Block, Devchand House Shiv Sagar Estate, Dr. Annie Besant Road 400 018 Worli - Mumbai India Tel. +91 22 66119 700 Fax +91 22 66119 988 Rio de Janeiro Rua da Candelária 60 10º andar Centro Rio de Janeiro - CEP 20091-020 Brasil Tel. +55 21 2213 9191 Fax +55 21 2213 9190 Buenos Aires Alicia Moreau de Justo 550 4° Piso Buenos Aires - C1107AAL Argentina Tel. +54 11 4314 4222 Fax +54 11 4314 6111 São Paulo Rua Padre João Manuel 755 1º e 2º andares - cj. 11, 12 e 21 Cerqueria Cesar São Paulo - CEP 01411-001 Brasil Tel. +55 11 306 809 99 Fax +55 11 308 141 38 Istanbul Meydan Sok. Spring Giz Plaza Floor 3 n° 26 Maslak 34398 Istanbul - Turkey Tel. +90 212 276 98 86 Fax +90 212 276 98 82 Dubai Business Central Towers Suite n° 1304 A P.O. Box 503025 - DMC 9 Sheikh Zayed Road Dubai Media City United Arab Emirates Tel. +971 4 4335628 Fax +971 4 4380223 Munich Maximilianstrasse 35a 80539 Munich - Germany Tel. +49 (0) 89 24218 445 Fax +49 (0) 89 24218 200 Milan Viale Cassala, 14 A 20143 Milan - Italy Tel. +39 02 489851 Fax +39 02 4898 5999 Rome Via Sant'Evaristo, 167 00165 Rome - Italy Tel. +39 06 3988 11 Fax +39 06 3937 6283 Naples Via Campi Flegrei 34 Loc. Arco Felice 80078 Pozzuoli - Naples Italy Tel. +39 081 8046025 Pisa S.S. del Brennero km 4 Loc. La Figuretta 56123 Pisa - Italy Tel. +39 050 8009 401 Fax +39 050 8009 626 Turin Corso Svizzera 185 10149 Turin - Italy Tel. +39 011 772 241 Fax +39 011 771 644 6 Treviso Viale della Repubblica, 12 31020 Villorba - Italy Tel. +39 0422 2511 Fax +39 0422 251251 Genoa World Trade Center Via De Marini, 1 16149 Genoa - Italy Tel. +39 010 2359 1 Fax +39 010 2359 251 Cosenza Via Spagna, 50 Contrada Cutura 87036 Rende - Italy Tel. +39 0984 44871 Fax +39 0984 448781 Helsinki Vilhonkatu 6 A 00100 Helsinki - Finland Tel. +358 9 4780 1300 Fax +358 9 4780 1301 Munich Maximilianstrasse 35a Capital D 80539 Munich - Germany Tel. +49 (0) 89 24218 445 Fax +49 (0) 89 24218 200 Helsinki Vilhonkatu, 6 A 00100 Helsinki - Finland Tel. +358 9 4780 1300 Fax +358 9 4780 1301 Istanbul Dereboy Sok. Sun Plaza, 24 Kat 10 Maslak Istanbul - Turkey Tel. +90 212 276 98 86 Fax +90 212 276 98 82 São Paulo Av. Eng. Luiz Carlos Berrini, 716 5° andar - cj. 52 Edificio Palace Berrini Brooklin Novo São Paulo - CEP 04571-926 Brasil Tel.+55 11 3075 5116 Fax +55 11 3075 5117 Rio de Janeiro Rua da Candelária, 60 10º andar Centro Rio de Janeiro - CEP 20091-020 Brasil Tel. +55 21 2213 9191 Fax +55 21 2213 9190 valuepartnersgroup.com Via Vespri Siciliani, 9 20146 Milan - Italy Tel. +39 02 485 481 Fax +39 02 485 48 720 / 725 Contact us PRESENTED BY GREGORY BOLLE

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