6. MICROSOFT & YAHOO’S WEDDING
6
•2009, Microsoft and Yahoo!
announced that they had made a 10-
year deal
•Yahoo! search engine would be
replaced by Bing
7. MICROSOFT & YAHOO’S WEDDING
7
•Yahoo! will get to keep 88% of the revenue from all
search ad sales on its site for the first five years of the
deal, and have the right to sell adverts on some Microsoft
sites
•Yahoo! Search will still maintain its own user interface, but
will eventually feature "Powered by Bing" branding
10. CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER?
10
Search
• Search represents over 41% of overall online revenue, 741
million $
• Over 110 million search engine queries a day
• 77% of all Canadian Internet traffic starts from a search engine
• 98% of online users rely on search engines to find websites
Source : IAB 2010 & Comscore 2009.
11. CANADIAN LANDSCAPE: WHY SEARCH IS THE #1 ROI DRIVER?
11
Search
• 78% of Canadians online will use search engines to
research online and offline purchases
• 27% of those who researched product info online
purchased online
• 45% of those that searched for product information online
still purchase via traditional retail
Source : IAB 2010 & Comscore 2009.
Few numbers increasing quickly…
12. US FORECAST : INTERACTIVE SPEND FROM 2009 –
2014
12
Search
Source : Forrester’s Interactive Advertising Models, 4/09 and 10/08 (US only) .
13. 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 13
ONLINE ROI ECOSYSTEM
18. 18
SOCIAL NEWS OPTIMIZATION KEY FACTORS
Content Quality & enjoyment factor VS time taken to read
Categorization Popular categories / tags will bring more results
Sollicitation A key to reach a critical mass
SOCIAL NEW OPTIMIZATION KPIs
Traffic UVs, Pageviews, recurring visits
SEO AVG Inbound links
SNO KEY FACTORS & KPIs
19. 19
WIDGET KEY FACTORS
Usefulness The widget has to fit a specific requirement of the market
SEO friendliness Widgets should pass linkjuice with targeted anchor text
Quality Nice enough to fit on tier1 blogs & websites
Ease of installation A Mommy blog should be able to install it
WIDGET KPIs
Reach Global reach achieved by the # of sites with the widget installed
Traffic Pageviews generated on partner sites, clickthroughs to client site
SEO Often sitewide links with relevant anchor text
WIDGET KEY FACTORS & KPIs
21. SOCIAL MEDIA FOR SEO “101”
21
Search
• You can maximize your blogging outreach & ROI by:
• Doing Social News Optimization (SNO) on StumbleUpon, Digg, Reddit, etc.
• Creating & promoting widgets
22. THE SEO & PPC MISMATCH
22
Search
The Traffic Mismatch
“ 7.3x more traffic in SEO vs PPC ”
Reality vs Opportunity
•PPC is easier to setup
•PPC generates immediate return
•PPC has no competitive advantage
The Budget Mismatch:
“ More than 85% is invested in PPC ”
Reality vs Opportunity
• SEO’s results need 3-9 months
• SEO 2X, 5X, 10X…long term return
• SEO skips the middle man (Google)
Source : Enquisite 2010.
23. PPC “101”
23
Search
• Outsmart other advertisers bids & ad creatives with technology & grey matter
• Control and optimize the whole conversion funnel to decrease CPA
• Best short term ROI
24. SEO “101”
24
Search
INDEXATION + RELEVANCY + POPULARITY
• Removing any hurdle to the crawlers is key for a perfect indexation
• Map your site architecture in accordance with semantic verticals to reach ideal relevancy
• Balance the quantity, quality, aging & regularity of your linkgraph to maximize popularity
25. Smaller corporate structures & fewer departments involved
Agile development, faster release cycles, business model flexibility
Less aversion to risk (need to catch up with the leader)
Easier to make room for SEO to bridge gaps between them and the
leading brand
Faster access & bigger impact on board / key decision makers
SEO represents a bigger chunk of the company’s overall budget
RUNNER-UP INSIGHTS - PROS
Leading Brand vs Runner-up
26. Several existing properties to spread existing linkjuice
Need to create a global strategy to maximize each property
Biggest competitive advantage to leverage against runner-ups
LEADER INSIGHTS-PROS
Leading Brand vs Runner-up
27. CANPAGES.CA (2/2)
27
NVI SEO Case Study
Traffic increased from 30,000 to 3,000,000 per month in unique organic visitors (from 2008 to 2009).
Business directories: In 2008 Canpages’ traffic represented 1% of Yellow Pages’ online French &
English directories’ unique traffic. By 2009, that percentage had grown to 46%. (Figures are noted as
documented on the adjacent chart).
Achieved major indexation of Canpages.ca (millions of merchant pages were indexed through the
onsite SEO process compared to a few hundred prior to NVI’s involvement).
RESULTS
28. LEADER – 2009 & 2010
28
Business Cases
Key factors
• Web Dev = with a external 3rd party
• Less onsite SEO elements
implemented per month
• Access only to the VP Digital
• Had to hire a SEO director to
accelerate implementations
• Took longer to build momentum as
many transitions occured
Results
• Organic Traffic increased from
approximately 3.00M to 4.5M
organic visits per month (from mid-
2009 to mid 2010).
• The company still has to implement
several recommendations
31. WHY ARE THERE SO MANY MISSED OPPORTUNITIES?
• There are 100 ways to make money in the digital era & 3 types of players
• Too many are still standing still, afraid of change, losing market share
• Too many others are constantly trying every options with miss a large
portion of the low hanging fruit
• My recommendation is to follow the current winners of this industry. The
ones focusing and maximizing every dime from the top highest return
channel as of today.
• Only once the return is optimize, should you look for other options.
31
Fusion des médias
Impresison de contrôle et de précision
Timing
85$ « À près de 120 fois les bénéfices, beaucoup trop cher ! »
619$ Beaucoup plus raisonnable comme multiple, alors que la moyenne historique du marché est à 15 fois.
85$ « À près de 120 fois les bénéfices, beaucoup trop cher ! »
619$ Beaucoup plus raisonnable comme multiple, alors que la moyenne historique du marché est à 15 fois.
Insist on the top 3
85$ « À près de 120 fois les bénéfices, beaucoup trop cher ! »
619$ Beaucoup plus raisonnable comme multiple, alors que la moyenne historique du marché est à 15 fois.
Basically, social media is used for the same things businesses have always been after. It’s just the latest way to do it.
Basically, social media is used for the same things businesses have always been after. It’s just the latest way to do it.
Sonia
Présentation rapide de NVI et Club Med:
Club Med fête son 60e anniversaire en 2010; l’entreprise est donc un pionnier dans le domaine du voyage depuis les années 50. Elle compte des milliers de Gentils Organisateurs dans 80 Villages à travers le monde. TOUS LES BONHEURS DU MONDE
NVI souffle ses 5 bougies cette année, et rassemble 50 spécialistes en référencement organique, payant et social, et en développement Web. PROFESSIONNELS, TECHNIQUES ET UN PEU DÉRANGÉS
Ça prend la slide des zones de G
IT, Marketing, Produit/Éditorial
IT, Marketing, Editorial-Content
BUT = intro with budget split slides, SEO in 2010, PPC in 2010, SEO vs PPC showdown + tips on both + business cases
> Un changement drastique de vision s’impose
> État du Search au Québec
- Géo/Démo
- Langue française: en avance sur nos cousins?- Parts de marché de Google / Yahoo / Bing!> SEO: Le référencement naturel en 2010
- Indexabilité
- Pertinence
- Popularité
- Top5 tactiques pour attirer des liens
- L’approche holistique: marketing / éditorial / webmaster / SEO
- Universal Search
- Personalized Search
- International SEO
> PPC: Le référencement payant en 2010
- Modèle dégressif
- Retargeting / reciblage
- Annonces sur mobile / iPad
- Retour vers des campagnes « content »
- Panoplie d’outils de gestion et de competitive intelligence
> BUSINESS CASES
- Site Québécois: Occasion Park Avenue
- Site Canadien: Canpages & YellowPages
- Site Mondial: Hosting.com
Email & BT does represent limited opportunities in terms of volume volume