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Canadian Search Landscape | NVI (July 6th 2008)
 

Canadian Search Landscape | NVI (July 6th 2008)

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Presentation gave by Guillaume Bouchard, NVI at SES Toronto 2008

Presentation gave by Guillaume Bouchard, NVI at SES Toronto 2008

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  • Full Name Full Name Comment goes here.
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  • Bonjour Jean-Julien, cette présentation a été mise à jour récemment lors de la conférence SES Toronto 2009, la plupart des chiffres pour le Canada ont été confirmés par notamment Heather Dougherty, Research Director chez Hitwise, voici un compte rendu de la session http://www.nvisolutions.com/blog/paid-search/ses-toronto-canada-specific-seo-ppc-issues/ nous mettrons prochainement la présentation en ligne ainsi que les sources des stats - Nicolas chez NVI
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  • pourriez vous citer vos sources statistiques merci.
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Canadian Search Landscape | NVI (July 6th 2008) Canadian Search Landscape | NVI (July 6th 2008) Presentation Transcript

  • INTERACTIVE STRATEGY - 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM QUEBEC SEARCH ENGINE LANDSCAPE
  • AGENDA > QUEBEC DEMOGRAPHICS > QUEBEC FRENCH AUDIENCE > GOOGLE.CA > SYMPATICO.MSN.CA > QC.YAHOO.COM > TOILE DU QUÉBEC / CANOEKLIX > NETWORLDMEDIA > PAGESJAUNES.CA > QUEBEC MARKET DISTRIBUTION > QUEBEC AND SOCIAL MEDIA > HOW TO MARKET PROPERLY IN QUEBEC INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • QUEBEC DEMOGRAPHICS > 80% of Quebec Internet users are online every day > 55% (+15%) made purchases online over the past semester. > Numbers would be higher if debit payment was widely accepted > Quebec users trust their banks, not 3rd party websites! > 4 million active users > 70% French / 30% English > Montreal is a bilingual market: 60% French, 40% English > Any other city or region besides Montreal = 90% + French INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • QUEBEC FRENCH AUDIENCE > Quebec Search landscape is more experienced than France: ~ 8% searches are 1 keyword vs ~30% in France ~45% searches are 2 keywords vs ~22% in France ~35% searches are 3 keywords vs ~29% in France ~12% searches are 4+ keywords ~12% users are not satisfied by the search results displayed Data is gathered and normalized from multiple sources, including: ComScore Networks, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web », and great discussions with peers on the French markets in Quebec and France. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • GOOGLE > Educated guess monthly searches: ~79% with 125–150 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Quebec and France sites are well divided More likely to get spammed Easiest to setup / most traffic Content network quality is below average Best ratio between time spent / ROI Confusion of Google.ca and Google.com in English
  • SYMPATICO.MSN.CA > Our estimate on monthly searches: ~8-10% with 10–12 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Traffic quality Relevance is sometimes inaccurate Not a lot of advertisers (lower CPC!) Time consuming platform and not a lot of traffic Partnership with Sympatico helps (future of it with Teachers?) Considered more as an information portal than a search engine
  • QC.YAHOO.COM > Our estimate on monthly searches: ~4-5% with 6-8 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM STRENGTHS WEAKNESSES Best traffic quality / ROI Small (for some verticals?) French content network Great Quebec French portal Generates lower traffic volume than Google/MSN Great Canadian account managers network
  • TOILE DU QUÉBEC / CANOEKLIX > Our estimate on monthly searches: ~2-3% with 3-5 million searches > CanoeKlix has an important ad display network with several million impressions INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Great paid regional directory Unconventional payperclick platform Unsavvy Internet users No recurring billing Loyal userbase (oldest Québec engine)
  • NETWORLDMEDIA > Our estimate on monthly searches: Networldmedia is an important ad display network with several million impressions that can reach all Quebec users INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Great behavioral targeting Low ROI on B2B Great B2C market Not a search engine More than 1 500 clients
  • PAGESJAUNES.CA > Our estimate on monthly searches: ~3-4% with 3-5 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM Major Strengths Major Weaknesses Contains all Quebec businesses Expensive cost per click Great for brand awareness No relation between traffic and price for categories A major player in Quebec Not good for all verticals
  • QUEBEC MARKET DISTRIBUTION > Major properties and verticals owned by 3 actors: PowerCorp, Transcontinental, Quebecor > Top 3 actors strategy is mainly based on vertical acquisitions > Because of their size, the turnaround is much slower > This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • QUEBEC AND SOCIAL MEDIA > Quebec users are the most active in Canada (37%) > Youth in Quebec are more prone to use rich media than other provinces (50%) > 2 of the top 30 users on Digg are from Quebec > Quebec’s culture encourage the usage and understanding of many non-English social platforms INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • HOW TO MARKET PROPERLY IN QUEBEC > Include francophone's while building your strategy > Make a bilingual version of your website and optimize it > Leverage social media tactics with marketing tools coming to maturity (Facebook Apps, Online PR through blogs, Reputation management, Brand Watch, etc.) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  • THANKS / MERCI ! > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG INTERACTIVE STRATEGY – NVISOLUTIONS.COM