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Quebec Specific Seo Issues

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Quebec Specific Seo Issues. A presention gave by Guillaume Bouchard (NVI) at Search Engine Strategies, SES Toronto on June 9th 2009.

Quebec Specific Seo Issues. A presention gave by Guillaume Bouchard (NVI) at Search Engine Strategies, SES Toronto on June 9th 2009.

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    • 1. QUEBEC-SPECIFIC SEO ISSUES INTERACTIVE S TRATEGY- 55 AV. MONT-ROYAL W SUITE 999, M ., ONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
    • 2. AGENDA > QUEBEC DEM OGRAPHICS > QUEBEC FRENCH AUDIENCE > GOOGLE.CA > BING > QC.YAHOO.COM > TOILE DU QUÉBEC / CANOEKLIX > BV! MEDIA > PAGESJAUNES.CA > QUEBEC M ARKET DISTRIBUTION > QUEBEC AND SOCIAL M EDIA > HOW TO M ARKET PROPERLY IN QUEBEC INTERACTIVE STRATEGY– NVISOLUTIONS.COM
    • 3. QUEBEC DEMOGRAPHICS > In M 2009, 73.5% of Quebecers used the Internet regularly ay > Over 1 out of 6 Quebec Internet users go online at least once per day from a m obile device, 65% of them m than once ore > 55% (+15%) made purchases online over the past semester. > Numbers would be higher if debit paym w w ent as idely accepted > Quebec users trust their banks, not 3rd party websites! > 4million 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
    • 4. QUEBEC FRENCH AUDIENCE > Quebec Search landscape is m experienced than France: ore ~ 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 g athe re d and normaliz e d from multiple s ource s , including : ComS core Ne tw orks , NETe ndance s s tudy , pe rs onal e xpe rie nc e s w ith hundre ds of clie nts s tatis tics , s pe cific public ations in Que be c, including a re c e nt one from S kooiz «   Comme nt le s qué bé cois che rche nt-ils s ur le we b  , » and g re at dis cus s ions with pe e rs on the Fre nc h marke ts in Que be c and France . INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 5. GOOGLE > Educated guess monthly searches: ~79% w 225-250 m ith illion searches Major Strengths Major Weaknesses Quebec and France sites areM likely to get spam ed ore m w divided ell Easiest to setup / Content netw quality ork m traffic ost is belowaverage Best ratio between time Confusion of Google.ca and spent / ROI Google.com in English INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 6. BING.CA > Our estim on m ate onthly searches: ~8-10% w 20-25 m ith illion searches Major Strengths Major Weaknesses Traffic quality Relevance is sometimes inaccurate Not a lot of advertisers Tim consum platform e ing (low CPC!) er and not a lot of traffic Finally a decent branded name for Canada INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 7. QC.YAHOO.COM > Our estim on m ate onthly searches: ~4-5% w 10-15 m ith illion searches STRENGTHS WEAKNESSES Best traffic quality / ROI Sm (for som verticals?) all e French content network Great Quebec French Generates low traffic er portal volum than Google/M e SN Great Canadian account managers network INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 8. TOILE DU QUÉBEC / CANOEKLIX > Our estim on m ate onthly searches: ~2-3% w 3-5 m ith illion searches > CanoeKlix has an im portant ad display network w several m ith illion impressions Major Strengths Major Weaknesses Great paid regional Unconventional payperclick directory platform Unsavvy Internet users No recurring billing Loyal userbase Poor perform platform as a ing (oldest Québec engine) whole INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 9. BV! MEDIA > Form erly Branchez-Vous and Netw orldmedia, BV! M edia is an important ad display netw w several m ork ith illion impressions that can reach all Quebec users Major Strengths Major Weaknesses Great behavioral targeting LowROI on B2B Great B2C market Not a search engine M than 1 000 clients ore Belowaverage tracking INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 10. PAGESJAUNES.CA > Our estim on m ate onthly searches: ~3-4% w 3-5 m ith illion searches Major Strengths Major Weaknesses Contains all Quebec Expensive cost per click businesses Great for brand No clear relation betw een awareness traffic and price for categories Amajor player in Quebec Not good for all verticals INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 11. QUEBEC MARKET DISTRIBUTION >Major Quebec properties and verticals owned by 3 actors: Pow erCorp, 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 m aybe get acquired by any of those 3 leaders later!) INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 12. QUEBEC AND SOCIAL MEDIA > Quebec users are the m active in Canada (37%) ost > Youth in Quebec are m prone to use rich m ore edia than other provinces (50%) > 2 of the top 30 users on Digg are from Quebec > Quebec’ culture encourages the use and s understanding of many non-English social platforms INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 13. HOW TO MARKET PROPERLY IN QUEBEC > Include francophones while building your strategy >Make your website bilingual and optim it ize > Leverage social m edia tactics w m ith arketing tools com to m ing aturity (Facebook Apps, Online PR through blogs, Reputation m anagem ent, Brand Watch, etc.) INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 14. GOOGLE.COM INTERNATIONAL VS US : > Since early 2008, Google.com international ≠ Google.com US > Canada is international > If you w to rank on Google.com US, act Am ant erican, but you might sacrifice part of your Canadian heritage > Backlink profile, hosting, physical addresses listed on site, text about the country, Google local listing > Use the query &gl=us to have Google.com US results INTERACTIVE S TRATEGY –NVISOLUTIONS.COM
    • 15. THANKS / MERCI ! > EMAIL GBOUCHARD@ NVISOLUTIONS.COM > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on twitter @ NVI INTERACTIVE S TRATEGY –NVISOLUTIONS.COM