11. Pourquoi le référencement?
92%de toutes les transactions
commerciales commencent avec le
référencement1
81%de tous les acheteurs recherchent en
ligne avant d'acheter2
B2B B2C
1 Forrester/ Internet Retailer B2B Buying And Selling Online Survey 2014
2 Adweek/ +GE Capital Retail Bank’s Major Purchase Shopper Study 2015
Parce que le référencement fait la
différence entre vous et votre concurrent
12. WE NOW LIVE IN A CONTENT
DRIVEN WORLD
Fonctionnalités
Qu‘est ce que c‘est?
Avantages
Quel est l‘avantage?
Experience
Comment je me sens?
Relation
Comment suis-je engagé?
Le Marketing Moderne -> Etablir et Maintenir les Relations =Fidelité
1920 1960 2000 Aujourd’hui
Pourquoi le Contenu?
22. EXAMPLE (very successful company)
Direct Referrals Organic Search Social Mail Display
Organic
Search
40%
Traffic Sources Market Cap. SEO Team
21.7
Billion USD
1
(global)
Wie man sich von seinen Konkurrenten differenzieren kann? Und jahrelange Loyalität aufbauen kann? Beziehungen
All talk, no action; Storytelling; Plenty of guesswork (when it comes to content creation); Limited view
All talk, no action; Storytelling; Plenty of guesswork (when it comes to content creation); Limited view
In bigger companies, there are sophisticated levels of hierarchy
The bigger the company, the less, does management care about details
Problem: SEO is often very detailed and specific, therefore hard to understand for executive level. However, the impact can be huge. And organic traffic (=SEO) ist still often the most important online traffic source.Often, it is like this: Very big and successful company. 40% of online traffic is from organic search. BUT: only one SEO. No team. Just one guy