Download - Workshop 1tuesday _v1
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Conférence Référencementwww.eteamsys.com – [email protected]
www.eteamsys.com – [email protected]: Belgique – LuxembourgTél.: LU+ 352 26270824
First Tuesday 01/09/2009
Current techniques and emerging trends for SEO
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Agenda Meeting
•About eTeamsys
• Search Engine: who is the winner?
• Is SEO dead ?
• Quick definition for SEO/SEA
• How to define your objectifs and ressources
• How to evaluate your website SEO ranking with ART
• Which way to go: use the SEM MATRIX
• Measure and Optimize with the Chart motion.
• Q&A
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
About eTeamsys
• Actif in Search Marketing for 8 years (since 2001)
• Spécialised 100% in SEO (ART methodology)
• 45% of sales is invested in research and developpment
•ROI oriented, increase conversion rate (sales, information request,..)
• GUARANTEE – minimum ranking and ethical guarantee given
• Professional Services: seo project management, training & consulting
• Offices in Luxembourg and Belgium
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
About eTeamsys : Our customers
…
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
France: Google God?
85,80%
3,80% 3,40% 2,20% 2,00% 2,10%
Google Yahoo! Microsoft Ebay France Telecom Autres
Source: com
score qSearch 2.0 R
eport july 2007
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Search Engine in China
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Décember 08: a billion users on internet
Asi
e: 4
16
Eu
rop
e: 2
83
US
A:
185
Amérique Latine Moyen-Orient
Afrique
0
50
100
150
200
250
300
350
400
450
déc.-08
Asie
Europe
USA
Amérique Latine
Moyen-Orient/Afrique
15% of the world population uses internet, potential for growth is enormous
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
IS SEO DEAD?
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Is SEO dead ?
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Is SEO dead?
The problem is that many still consider SEO as being Metatag optimisation such as the « title » or « H1 », that’s the old SEO and it isn’t just enough !
Some of the things that has changed:
• Universal Search
• Google Geographic Targeting
• Personalized Search (search wiki)
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
GOOGLE Vertical Search Ressources
Bases Google
+ Google video
+ Youtube
+ Google Map…
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Universal Search
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
GEO TARGETING
• Google embedds map results in its main results whenever there is a geographical element in the search
• Content to be served is determined by a variety of factors
• Location of the owner of the page (registered domain)
• Geographics location of the server
• …
• IP address
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Personalized Search WIKI
Like a certain search result? Don't like a result? Know of a better webpage?You must be logged in to Google
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Definition: SEO- SEA
Sponsored Links
Natural/Organic
Results SEO
keywords
Pay P
er Click
SE
ASEA
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
DEFINE YOUR GOALS
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
DEFINE YOUR WEBSITE GOALS
SHOPONLINE GENERATE REQUEST BRANDING
• Visitors• Conversion rate
• ROI per sale • CPC per keyword
• visitor geo localisation• customer retention(loyalty)
• Goal path
• signup• Information Request
• Proposal request• downloading
•Time spent •Pages viewed
Visitors Impressions Pages viewed Time SpentNew visitorsExit pages
Goals
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
DEFINE YOUR WEBSITE GOALS
1. Evaluate your market
1. Competition, where do you stand?
2. What differentiate your company from your competitors?
3. What is your geographic target
4. What are the trends
5. How are youy going to measure your website performance
6. What is your website conversion rate?
7. ….
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
IDENTIFY YOUR KEYWORDS
Peripheral keywords Generic keywords « long tails » keywords
Manufacturer: Apple iphoneIphone pdaApple gsm
new GSM:Nouveau gsmNouveau pda
network:Pda orangePda luxgsm
Model/colorIphone 3G metalIphone 3g gps
Iphone black 16 gig
Reviews:Présentation iphone edge
Photos iphone 3gTest iphone v2
Accessories:Housses iphone
Coque pvc iphoneKit nettoyage iphone
IphoneGSM
Téléphone
Best approach: group your keywords into 3 categories:
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Long Tail Curve
Nombre limité de mots
Trafic peu ciblé – ROI peu élevé
Budget élevé – compétition élevée
Génère beaucoup de trafic
Catégorie ciblée
Très bon ROI
Budget raisonnable
Le trafic généré est raisonnableNombre illimité de mots
Trafic très ciblé – ROI très élevé
Le coût du ciblage est bas
Volume généré par de nombreux mots clés
« Iphone pda »
« iphone »
« Iphone 3G metal »
Generic
Peripheral
Long tails
Mots clés
80% of the traffic
20% of the traffic
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
DEFINE YOUR RESSOURCES
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
The Hidden Face of your Website
Budget Site
Budget Promotion
$
$
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
RESSOURCES
PRESS RELEASES
BLOG MANAGEMENT
WRITING ARTICLES
VIDEO PRODUCTION
AVAILABLE RESSOURCES FOR CREATING CONTENT
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
A.R.T. Methodology
ACCESSIBILITY
Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories
Factors blocking the spider
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Conférence Référencementwww.eteamsys.com – [email protected]
A.R.T. Methodology
ACCESSIBILITY
RELEVANCY
Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories
Factors associated with your content. Is it relevant with respect to your keywords
Factors blocking the spider
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Conférence Référencementwww.eteamsys.com – [email protected]
A.R.T. Methodology
ACCESSIBILITY
RELEVANCY
TRUST
Hundreds of factors will individually influence a web site ranking in Google index. ART methodolody grouped them into 3 categories
Factors that will evaluate your website credibility
Factors associated with your content. Is it relevant with respect to your keywords
Factors blocking the spidering process
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
CHOOSE THE RIGHT SEM TACTICS
SEM MATRIX
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
SEM Strategy Matrix: Objectifs
MARKETING GOAL
PPC (Pay Per Click)
SEO (Search Engine ptimization)
Press Releases
Linking Web2.0 Social Media
Brand Awareness
Customer Attraction
Customer Retention
New Product Launch
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
SEM Strategy Matrix: RESSOURCES
MARKETING GOAL PPC (Pay Per Click)
SEO (Search Engine ptimization)
Press Releases
Linking Web2.0 Social Media
A LOT OF BUDGET
A LOT OF RESSOURCE
A LOT OF BUDGET
LIMITED RESSOURCE
LIMITED BUDGET
LIMITED RESSOURCE
LIMITED BUDGET
A LOT RESSOURCE
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
How much time do you have?
http://www.slideshare.net/HitwiseAU/advanced-seo-strategies-1788380#stats-bottom
ASSUMPTION:
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
SEM Strategy Matrix: TIME FRAME
MARKETING GOAL PPC (Pay Per Click)
SEO (Search Engine ptimization)
Press Releases
Linking Web2.0 Social Media
URGENT (yesterday)
1-6 Months
> 6 Months
> 1 year
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
SEM Strategy Matrix: GEO
MARKETING GOAL GOOGLE YAHOO BING BAIDU
EUROPE
USA - CANADA
EASTERN COUNTRIES
ASIA
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
MEASURE AND OPTIMIZE
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Questions you should asked yourself
• How the value of a keyword changes over time
• How targeting traffic from a channel improves (or decreases) the quality of your visitors over time
• How landing page optimization affects visitor behavior
• How engagement metrics relate to your conversion rate
• How your visitor profile changes over time
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Measure and Optimize
• Each keyword generates a lot of metrics:
Keyword
CPCclics
Bounce rateTime spent
Number of pages viewedGoalsCTR
Impressions….
Multidimensional analysis can be proved difficult. Plotting your data into four different dimensions is possible with Motion Charts in Google Analytics
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
MOTION CHART: Configuration
+ -
-
- -
--+
keyword
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Evaluate the keywords performance
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Evaluate the keywords performance
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Google network performance evaluation
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
Evaluate the keywords performance
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
THANK YOU!Do you have any questions?
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First Tuesday01/09/2009
You are Online – Now What? www.eteamsys.com – [email protected]
AGENDA - STRUCTURE
PRESENTATIONETEAMSYS
CHIFFRESPUB EN LIGNE
SEO IS DEADLONG LIVE TO SEO
RECAP(screenshot)SEO - SEA
ANALYZECHART MOTION
DEFINIR VOSOBJECTIFS
DEFINIR VOSRESSOURCES
ETAT DES LIEUXMETHODE ART
SEM MATRIX
•SLIDE OBJECTIFS•APPROCHE CLASSIQUE•SELECTION DES MOTS CLES
•BUDGET (ICEBERG)•RESSOURCES HUMAINES•RESSOURCES CONTENU
•Press release•Articles/publications