Ses toronto 2010 :  Quebec search landscape
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Ses toronto 2010 : Quebec search landscape

  • 1,131 views
Uploaded on

Guillaume Bouchard gave a presentation at SES Toronto 2010

Guillaume Bouchard gave a presentation at SES Toronto 2010

More in: Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,131
On Slideshare
1,130
From Embeds
1
Number of Embeds
1

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 1

http://www.linkedin.com 1

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • AGENDA > QUEBEC DEMOGRAPHICS > QUEBEC FRENCH AUDIENCE > GOOGLE.CA > BING > QC.YAHOO.COM > TOILE DU QUÉBEC / CANOEKLIX > BV! MEDIA > PAGESJAUNES.CA > QUEBEC MARKET DISTRIBUTION > QUEBEC AND SOCIAL MEDIA > HOW TO MARKET PROPERLY IN QUEBEC
  • > 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 et 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
  • > 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 et 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
  • > 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 et 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
  • > In May 2009, 73.5% of Quebecers used the Internet regularly > Over 1 out of 6 Quebec Internet users go online at least once per day from a mobile device, 65% of them more than once > 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
  • 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
  • Major Strengths Major Weaknesses Traffic quality Relevance is sometimes inaccurate Not a lot of advertisers (lower CPC!) Finally a decent branded name for Canada Time consuming platform and not a lot of traffic
  • STRENGTHS WEAKNESSES Best traffic quality / ROI Small (for some verticals?) French content network Great Quebec French portal Generates lower traffic volume than Google/Bing Great Canadian account managers network Weaker in Quebec than in the rest of Canada (FR vs EN) > Our estimate on monthly searches: ~3-5% with 30-40 million searches
  • > EMAIL [email_address] > NVI SITE NVISOLUTIONS.COM > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG > NVI BLOG (FR) GO-REFERENCEMENT.ORG Find us on twitter @NVI or on facebook

Transcript

  • 1. QUEBEC SPECIFICS FOR SEO & PPC
    • SES TORONTO 2010
  • 2. AGENDA
    • A call for change (that applies to any local market)
    • State of Search in Quebec
      • Geo/Demo/Psycho
      • Market shares of Google / BING / Yahoo!
    • Quebec SEO & PPC Showdown
  • 3. A CALL FOR CHANGE
    • Quebec is isolated from its neighbours in terms of language, thus partially protected from globalization as it’s harder for a non-Quebec / non-truly bilingual firm to perform
    • One question arises: How does it affect Search?
    • English Canada & US Québec
    • VS
  • 4. A CALL FOR A CHANGE
    • The potential impacts could mean bad news:
    •  
      • Becoming less competitive in the long run because we’re competing against each other locally
      • The language barrier implies that we can fall behind in knowledge & best practices
      • Being late adopters also means a weaker ROI since other players are already active
      • Potentially losing creative, strategic and production jobs key to Quebec’s overall expertise
    Source: Enquisite
  • 5. A CALL FOR A CHANGE
    • The opportunity is amazing: Quebec must transform
    •  
      • Quebec can become a technological & strategic center for international markets
      • Quebec’s multiculturalism, bilingualism, business creativity & affordable living costs are key assets
      • Quebec companies should build strong internal momentum to reach abroad
      • Encourage Quebec companies by any means to take an international « Search » approach
    Source: Enquisite
  • 6. GEO / DEMO / PSYCHO
    • STATE OF SEARCH IN QUEBEC
    • > Geographic & Demographic
      • 75% of all Quebecers use Internet regularly
      • 1 Quebecer out of 6 goes online at least once with a mobile phone (65% 2x +)
      • 55% of Quebec Internet users bought something online in the last six months
      • Those numbers would be higher if debit was a widely accepted online payment method
      • 4-5 millions active users
      • 70% French, 30% English
    • Psychographics (Activities, Interests, Opinions)
      • Quebec users trust their banks more than credit companies (VISA / MasterCard / Amex)
      • Quebecers feel isolated from the rest of North America
      • French Quebecers prefer local brands
      • The local offer is weak compared to the demand since it’s a relatively « closed » market
  • 7. MARKET SHARE: GOOGLE
    • STATE OF SEARCH IN QUEBEC
    • Monthly searches (educated guess):
    • ~80-82% with 600-650 million searches
    STRENGTHS WEAKNESSES Quebec and France are well divided More likely to get spammed Easiest to setup Content network below Google average Best ratio between time spent / ROI Few (none?) Quebec Googlers
  • 8. MARKET SHARE: BING
    • STATE OF SEARCH IN QUEBEC
    • Monthly searches (educated guess):
    • ~8-12% with 80-100 million searches
    STRENGTHS WEAKNESSES Traffic quality Hardest platform to play with Not a lot of advertisers (lower CPC) Time consuming for traffic generation Finally a great brand for Canada Recent split with Sympatico / MSN
  • 9. MARKET SHARE: YAHOO!
    • STATE OF SEARCH IN QUEBEC
    • Monthly searches (educated guess):
    • ~3-5% with 30-40 million searches
    STRENGTHS WEAKNESSES Best traffic quality / ROI Small French content network Great Quebec French portal Less traffic than Google / BING! Decent platform Weaker in Quebec than in the rest of Canada
  • 10. QUEBEC SEO & PPC SHOWDOWN
    • SEO: Need to push more on short / medium tail than in English
    • SEO: Simply publishing will get you instant long tail rankings
    • SEO: You need native Quebec copy or you will FAIL.
    • PPC: Much cheaper clicks for any keyword
    • PPC: Catchy ad creatives more difficult (French is a “longer” language”)
    • PPC: No need to build/manage large campaigns
    • CONCLUSION: SEO & PPC much less competitive / easier to rank
    • CONCLUSION: Most national companies are poorly marketed in Quebec
  • 11. CHALLENGE OF THE DAY!
    • 50% of yearly Search investment in SEO
    • 50% of yearly Search investment in PPC
    • I GUARANTEE THAT NO FORTUNE 2000 COMPANY WILL TRY THIS BECAUSE IT WOULD BE TOO GOOD FOR THEM
  • 12. MERCI!
    • > EMAIL [email_address]
    • > NVI SITE NVISOLUTIONS.COM
    • > NVI BLOG (EN) NVISOLUTIONS.COM/BLOG
    • > NVI BLOG (FR) GO-REFERENCEMENT.ORG
    • Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook