ruby 2010

INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM

THE IDEAL MARKETING MIXSEARCH (SEO/PPC)

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

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% + FrenchINTERACTIVE STRATEGY– NVISOLUTIONS.COM

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

displayedData 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

GOOGLE IN QUEBEC> Educated guess monthly searches: ~80-82% with 600-650 million searches

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


BING.CA IN QUEBEC

> Our estimate on monthly searches: ~8-12% with 80-100 million searches

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


QC.YAHOO.COM

> Our estimate on monthly searches: ~3-5% with 30-40 million searches

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)


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!)


SEO // ROI CURVE


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SEO // CORE 3 PRINCIPLESINDEXATION> 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> Internal 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


SEO INDEXABILITY // SITE REVIEWANALYZING 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


SEO RELEVANCY // KEYWORD RESEARCHEXPLORATION OF TARGET MARKETS> Create 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> Mapping of keywords to the appropriate pages / content (SEO Tree)> Support for the implementation of the SEO Tree with the internal team


SEO POPULARITY // LINKBUILDINGKEYWORD 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


PPC // ROI CURVE

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PPC // USEFULNESSUSE> 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> Increase in fraud on competitive terms> No equity is being built (similar to display advertising)


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

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


PLUG: WEBNOTWAR.CA

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ruby 2010

Technology