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SES SF 2010 : Enterprise Level SEO by Guillaume Bouchard
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SES SF 2010 : Enterprise Level SEO by Guillaume Bouchard

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  • BUT = intro with budget split slides, SEO in 2010, PPC in 2010, SEO vs PPC showdown + tips on both + business cases > Un changement drastique de vision s’impose > État du Search au Québec - Géo/Démo - Langue française: en avance sur nos cousins? - Parts de marché de Google / Yahoo / Bing! > SEO: Le référencement naturel en 2010 - Indexabilité - Pertinence - Popularité - Top5 tactiques pour attirer des liens - L’approche holistique: marketing / éditorial / webmaster / SEO - Universal Search - Personalized Search - International SEO > PPC: Le référencement payant en 2010 - Modèle dégressif - Retargeting / reciblage - Annonces sur mobile / iPad - Retour vers des campagnes « content » - Panoplie d’outils de gestion et de competitive intelligence > BUSINESS CASES - Site Québécois: Occasion Park Avenue - Site Canadien: Canpages & YellowPages - Site Mondial: Hosting.com
  • BUT = intro with budget split slides, SEO in 2010, PPC in 2010, SEO vs PPC showdown + tips on both + business cases > Un changement drastique de vision s’impose > État du Search au Québec - Géo/Démo - Langue française: en avance sur nos cousins? - Parts de marché de Google / Yahoo / Bing! > SEO: Le référencement naturel en 2010 - Indexabilité - Pertinence - Popularité - Top5 tactiques pour attirer des liens - L’approche holistique: marketing / éditorial / webmaster / SEO - Universal Search - Personalized Search - International SEO > PPC: Le référencement payant en 2010 - Modèle dégressif - Retargeting / reciblage - Annonces sur mobile / iPad - Retour vers des campagnes « content » - Panoplie d’outils de gestion et de competitive intelligence > BUSINESS CASES - Site Québécois: Occasion Park Avenue - Site Canadien: Canpages & YellowPages - Site Mondial: Hosting.com
  • Transcript

    • 1. LEADING BRAND VS RUNNER-UP SEO Business Cases
    • 2.
      • SIZE IMPACTS SEO STRATEGIES
      • Impact of corporate structure & # of departments involved
      • Aversion to risk & key objectives (catching up vs staying #1)
      • Access to key decision-makers / impact on momentum
      • Amount of power / linkjuice available within the company
      LEADER vs RUNNER-UP Leading Brand vs Runner-up
    • 3.
      • Smaller corporate structures & fewer departments involved
      •  Agile development, faster release cycles, business model flexibility
      • Less aversion to risk (need to catch up with the leader)
      • More open to make room for SEO to bridge gaps between them and the leading brand
      • Faster access & bigger impact on board / key decision makers
      • SEO represents a bigger chunk of the company’s overall budget
      • With the board’s involvement, less risk of losing momentum
      • Not a lot of other properties available to leverage existing linkjuice
      • Team up with other runner-ups & relevant verticals to compensate
      • Smart crowdsourcing in order to compete in terms of content
      RUNNER-UP INSIGHTS Leading Brand vs Runner-up
    • 4.
      • Larger corporate structure & several departments involved
      • Rigid development, emphasis on security, slower release cycles
      • Legacy products implies less business model flexibility
      • Heavy aversion to risk (can’t afford big mistakes)
      • Short-term management: can’t wait 6 to 12 months to see results
      • Usually focused on keeping the pace vs bridging gaps
      • Difficult access and near irrelevancy towards board members
      • SEO represents only a small chunk of the company budget
      • SEO can be a one VP matter, rarely ends up on the C-level table
      • Several existing properties to spread existing linkjuice
      • Need to create a global strategy to maximize each property
      • Biggest competitive advantage to leverage against runner-ups
      LEADER INSIGHTS Leading Brand vs Runner-up
    • 5.
      • With similar SEO budgets in absolute dollars, my opinion is:
      • The runner-up will have the better deployed strategy (but might get bought out)
      • The leader will lose momentum somewhere along the way as stakeholders change and the past history gets lost or forgotten
      • Both companies can reach similar results online, but in most cases a smart runner-up will generate better results over a few years
      • Best advice for runner-up: leverage agility / flexibility and use crowdsourcing
      • Best advice for leader: keep momentum at all cost, ensure ideal transitions
      BOTTOM LINE Leading Brand vs Runner-up
    • 6. RUNNER-UP – 2007 & 2008
      • Business Cases
      • Key factors
      • Direct access to internal dev team
      • Direct access to C / VPs
      • Participate in the company retreats
      • Fast development process
      • Steady budget, same gatekeepers
      • Great momemtum over 18 months
      • Results
      • Organic Traffic increased from 30,000 to 3,000,000 per month in organic visits (from late 2007 to early 2009).
      • Canpages became instantly a major player in their niche, helping them raise the company value. They ended up being bought out in 2010.
    • 7. LEADER – 2009 & 2010
      • Business Cases
      • Key factors
      • Web Dev = with a external 3rd party
      • Less onsite SEO elements implemented per month
      • Access only to the VP Digital
      • Had to hire a SEO director to accelerate implementations
      • Took longer to build momentum as many transitions occured
      • Results
      • Organic Traffic increased from approximately 3.00M to 4.5M organic visits per month (from mid-2009 to mid 2010).
      • The company still has to implement several recommendations