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

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. 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. 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. 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. 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. 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. 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. 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. SEO // ROI CURVE NVI INTERACTIVE STRATEGY – NVISOLUTIONS.COM

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. 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. 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. 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. PPC // ROI CURVE NVI INTERACTIVE STRATEGY – NVISOLUTIONS.COM

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. 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. 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

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