Ses toronto 2010 : Quebec search landscape

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Guillaume Bouchard gave a presentation at SES Toronto 2010

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  • 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
  • Ses toronto 2010 : Quebec search landscape

    1. 1. QUEBEC SPECIFICS FOR SEO & PPC <ul><li>SES TORONTO 2010 </li></ul>
    2. 2. AGENDA <ul><li>A call for change (that applies to any local market) </li></ul><ul><li>State of Search in Quebec </li></ul><ul><ul><li>Geo/Demo/Psycho </li></ul></ul><ul><ul><li>Market shares of Google / BING / Yahoo! </li></ul></ul><ul><li>Quebec SEO & PPC Showdown </li></ul>
    3. 3. A CALL FOR CHANGE <ul><li>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 </li></ul><ul><li>One question arises: How does it affect Search? </li></ul><ul><li>English Canada & US Québec </li></ul><ul><li>VS </li></ul>
    4. 4. A CALL FOR A CHANGE <ul><li>The potential impacts could mean bad news: </li></ul><ul><li>  </li></ul><ul><ul><li>Becoming less competitive in the long run because we’re competing against each other locally </li></ul></ul><ul><ul><li>The language barrier implies that we can fall behind in knowledge & best practices </li></ul></ul><ul><ul><li>Being late adopters also means a weaker ROI since other players are already active </li></ul></ul><ul><ul><li>Potentially losing creative, strategic and production jobs key to Quebec’s overall expertise </li></ul></ul>Source: Enquisite
    5. 5. A CALL FOR A CHANGE <ul><li>The opportunity is amazing: Quebec must transform </li></ul><ul><li>  </li></ul><ul><ul><li>Quebec can become a technological & strategic center for international markets </li></ul></ul><ul><ul><li>Quebec’s multiculturalism, bilingualism, business creativity & affordable living costs are key assets </li></ul></ul><ul><ul><li>Quebec companies should build strong internal momentum to reach abroad </li></ul></ul><ul><ul><li>Encourage Quebec companies by any means to take an international « Search » approach </li></ul></ul>Source: Enquisite
    6. 6. GEO / DEMO / PSYCHO <ul><li>STATE OF SEARCH IN QUEBEC </li></ul><ul><li>> Geographic & Demographic </li></ul><ul><ul><li>75% of all Quebecers use Internet regularly </li></ul></ul><ul><ul><li>1 Quebecer out of 6 goes online at least once with a mobile phone (65% 2x +) </li></ul></ul><ul><ul><li>55% of Quebec Internet users bought something online in the last six months </li></ul></ul><ul><ul><li>Those numbers would be higher if debit was a widely accepted online payment method </li></ul></ul><ul><ul><li>4-5 millions active users </li></ul></ul><ul><ul><li>70% French, 30% English </li></ul></ul><ul><li>Psychographics (Activities, Interests, Opinions) </li></ul><ul><ul><li>Quebec users trust their banks more than credit companies (VISA / MasterCard / Amex) </li></ul></ul><ul><ul><li>Quebecers feel isolated from the rest of North America </li></ul></ul><ul><ul><li>French Quebecers prefer local brands </li></ul></ul><ul><ul><li>The local offer is weak compared to the demand since it’s a relatively « closed » market </li></ul></ul>
    7. 7. MARKET SHARE: GOOGLE <ul><li>STATE OF SEARCH IN QUEBEC </li></ul><ul><li>Monthly searches (educated guess): </li></ul><ul><li>~80-82% with 600-650 million searches </li></ul>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. 8. MARKET SHARE: BING <ul><li>STATE OF SEARCH IN QUEBEC </li></ul><ul><li>Monthly searches (educated guess): </li></ul><ul><li>~8-12% with 80-100 million searches </li></ul>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. 9. MARKET SHARE: YAHOO! <ul><li>STATE OF SEARCH IN QUEBEC </li></ul><ul><li>Monthly searches (educated guess): </li></ul><ul><li>~3-5% with 30-40 million searches </li></ul>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. 10. QUEBEC SEO & PPC SHOWDOWN <ul><li>SEO: Need to push more on short / medium tail than in English </li></ul><ul><li>SEO: Simply publishing will get you instant long tail rankings </li></ul><ul><li>SEO: You need native Quebec copy or you will FAIL. </li></ul><ul><li>PPC: Much cheaper clicks for any keyword </li></ul><ul><li>PPC: Catchy ad creatives more difficult (French is a “longer” language”) </li></ul><ul><li>PPC: No need to build/manage large campaigns </li></ul><ul><li>CONCLUSION: SEO & PPC much less competitive / easier to rank </li></ul><ul><li>CONCLUSION: Most national companies are poorly marketed in Quebec </li></ul>
    11. 11. CHALLENGE OF THE DAY! <ul><li>50% of yearly Search investment in SEO </li></ul><ul><li>50% of yearly Search investment in PPC </li></ul><ul><li>I GUARANTEE THAT NO FORTUNE 2000 COMPANY WILL TRY THIS BECAUSE IT WOULD BE TOO GOOD FOR THEM </li></ul>
    12. 12. MERCI! <ul><li>> EMAIL [email_address] </li></ul><ul><li>> NVI SITE NVISOLUTIONS.COM </li></ul><ul><li>> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG </li></ul><ul><li>> NVI BLOG (FR) GO-REFERENCEMENT.ORG </li></ul><ul><li>Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook </li></ul>

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