Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Ruby 2010

804 views

Published on

Guillaume gave a presentation on The ideal Marketing Mix SEARCH (SEO/PPC) during Ruby Montreal on April 20th.

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Ruby 2010

  1. 1. INTERACTIVE STRATEGY - 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM THE IDEAL MARKETING MIX SEARCH (SEO/PPC)
  2. 2. AGENDA - SEARCH > QUEBEC DEMOGRAPHICS > QUEBEC FRENCH AUDIENCE > SEARCH ENGINE SHARES IN QUEBEC - GOOGLE.CA - BING - QC.YAHOO.COM > QUEBEC MARKET DISTRIBUTION > ORGANIC SEARCH - SEO > PAID SEARCH - PPC > SEO VS PPC SHOWDOWN > 2 CONFUSIONS IN OUR INDUSTRY > BUSINESS CASES INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  3. 3. QUEBEC DEMOGRAPHICS > 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% 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! > 4-5 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 INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  4. 4. QUEBEC FRENCH AUDIENCE > Quebec Search landscape is more experienced than France: ~ 8% searches are 1 keyword vs ~30% in France ~45% searches are 2 keywords vs ~22% in France ~35% searches are 3 keywords vs ~29% in France ~12% searches are 4+ keywords ~12% users are not satisfied by the search results displayed Data is gathered and normalized from multiple sources, including: ComScore Networks, NETendances study, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web 2008 – 2009 », and great discussions with peers on the French markets in Quebec and France. INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  5. 5. GOOGLE IN QUEBEC > Educated guess monthly searches: ~80-82% with 600-650 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM 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
  6. 6. BING.CA IN QUEBEC > Our estimate on monthly searches: ~8-12% with 80-100 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM 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
  7. 7. QC.YAHOO.COM > Our estimate on monthly searches: ~3-5% with 30-40 million searches INTERACTIVE STRATEGY – NVISOLUTIONS.COM 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)
  8. 8. QUEBEC MARKET DISTRIBUTION > Several Major Quebec properties and verticals owned by a few actors: PowerCorp, Transcontinental, Quebecor > Top 3 actors strategy is mainly based on vertical acquisitions > Because of their size, the turnaround is much slower, they have a hard time to be agile > This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  9. 9. SEO // ROI CURVE NVI INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  10. 10. SEO // CORE 3 PRINCIPLES INDEXATION > Opting for a technological solution respecting SEO best practices > Site architecture mapped in accordance with semantic verticals > Archiving system that conserves the proper integration of site content. RELEVANCE > Optimization of keywords into silos > I nternal linking strategy to equitably and intelligently distribute SEO page ranking value POPULARITY > Quantity / Quality / Age / Regularity of links obtained > The semantic aspect of incoming links obtained (anchor text) > Diversification of entry points for links towards your site INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  11. 11. SEO INDEXABILITY // SITE REVIEW ANALYZING EXISTING PROGRESS > Discuss existing situation > Define key actions that need to be reviewed EXHAUSTIVE SITE REVIEW > Analyze upcoming website from a user and search engine perspective > Deliver a report and a plan of action on all issues > Needs cooperation from the client & the agency for implementation INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  12. 12. SEO RELEVANCY // KEYWORD RESEARCH EXPLORATION OF TARGET MARKETS > C reate an initial keyword list (based on industry, competitors, etc.) > Use keyword generator tools to add depth to the list DETERMINATION OF THE SEARCH POTENTIAL > Test of the volume / relevance of listed keywords > Analysis and filtering of results KEYWORD OPTIMIZATION > Competitiveness test on search requests > M apping of keywords to the appropriate pages / content (SEO Tree) > Support for the implementation of the SEO Tree with the internal team INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  13. 13. SEO POPULARITY // LINKBUILDING KEYWORD SELECTION > Identify which keywords have less competition but a decent volume > Ensure those keywords can yield conversions TACTICS SELECTION > Select different sources and tactics to attract links > Identify which tactics work best for each industry SUSTAINABILITY > Find ways to generate more links every month with the same time spent > Calculate ROI / hour worked / keyword targeted INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  14. 14. PPC // ROI CURVE NVI INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  15. 15. PPC // USEFULNESS USE > Measuring tool for keyword competition > Test for relevance / volume of search requests > Targeted traffic for specific terms ADVANTAGES > Immediate results > Useful for visibility / profitability on a site not yet ranking organically (site launch, event-driven, etc.) DISADVANTAGES > Increased costs since 2004 > I ncrease in fraud on competitive terms > No equity is being built (similar to display advertising) INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  16. 16. SEO VS PPC SHOWDOWN > SEO is better to grow audience, PPC is smarter to push events > SEO has a shady reputation while PPC is Google’s main revenue driver > SEO conversion is better than PPC (Clickfraud? Trust?) > SEO requires team commitment while PPC can almost be a 1 man show > SEO & PPC used together will improve Clickthrough & conversion rates > SEO can easily be much cheaper than PPC > SEO is long term, PPC is short term or event-driven > SEO doesn’t force you to pay for your own brand name but PPC lets you buy your competitors brand name  INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  17. 17. CONFUSION #1: GOOGLE.COM International vs US > Since early 2008, Google.com international ≠ Google.com US > Canada is considered international > If you want to rank on Google.com US, act American (has setbacks) > Top5 that matters: Backlink profile, hosting, physical addresses listed on site, text about the country, Google local listing > Add the query &gl=us to see Google.com US results > Use the query &pws=0 to anonymize your results CONFUSION #2: SPEND IS OPPOSITE OF CURRENT DEMAND > Current availability of clicks on Search Engines - 82–88% in organic (when in recession, it gets higher) - 12–18% in paid (when in recession, it gets higher) > Current spend of major clients on Search Engines - 10-12% in organic - 88-90% in paid INTERACTIVE STRATEGY – NVISOLUTIONS.COM
  18. 18. PLUG: WEBNOTWAR.CA > 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 INTERACTIVE STRATEGY – NVISOLUTIONS.COM

×