LEADING BRAND VS RUNNER-UP SEO Business Cases
<ul><li>SIZE IMPACTS SEO STRATEGIES </li></ul><ul><li>Impact of corporate structure & # of departments involved </li></ul>...
<ul><li>Smaller corporate structures & fewer departments involved </li></ul><ul><li>   Agile development, faster release ...
<ul><li>Larger corporate structure & several departments involved </li></ul><ul><li>Rigid development, emphasis on securit...
<ul><li>With similar SEO budgets in absolute dollars, my opinion is: </li></ul><ul><li>The runner-up will have the better ...
RUNNER-UP – 2007 & 2008 <ul><li>Business Cases </li></ul><ul><li>Key factors </li></ul><ul><li>Direct access to internal d...
LEADER – 2009 & 2010 <ul><li>Business Cases </li></ul><ul><li>Key factors </li></ul><ul><li>Web Dev = with a external 3rd ...
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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 &gt; Un changement drastique de vision s’impose &gt; État du Search au Québec - Géo/Démo - Langue française: en avance sur nos cousins? - Parts de marché de Google / Yahoo / Bing! &gt; 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 &gt; 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 &gt; BUSINESS CASES - Site Québécois: Occasion Park Avenue - Site Canadien: Canpages &amp; 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 &gt; Un changement drastique de vision s’impose &gt; État du Search au Québec - Géo/Démo - Langue française: en avance sur nos cousins? - Parts de marché de Google / Yahoo / Bing! &gt; 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 &gt; 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 &gt; BUSINESS CASES - Site Québécois: Occasion Park Avenue - Site Canadien: Canpages &amp; YellowPages - Site Mondial: Hosting.com
  • SES SF 2010 : Enterprise Level SEO by Guillaume Bouchard

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