Ses toronto 2010 : Quebec search landscape

QUEBEC SPECIFICS FOR SEO & PPC
SES TORONTO 2010

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

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

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

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

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

MARKET SHARE: GOOGLE
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

MARKET SHARE: BING
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

MARKET SHARE: YAHOO!
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

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

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

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

Ses toronto 2010 : Quebec search landscape

by NVI on Jun 14, 2010

Accessibility

Categories

Upload Details

Usage Rights

Statistics

Ses toronto 2010 : Quebec search landscape — Presentation Transcript