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Search Engine Optimization for SMEs in the Middle East Tecom – Dubai Media City 22 nd June, 2011 PRESENTED BY GREGORY BOLLE

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Presentation at the SMEs forum - Dubai - June 2011 (Digital strategy on SEO + SEM) - improving online presense performance

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Search Engine Optimization for SMEs in the Middle EastTecom – Dubai Media City22nd June, 2011

PRESENTED BY GREGORY BOLLE

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Scope of the document

• To present our understanding of the importance of SEO in a digital world;

• To provide you with a clear definition of organic search &paid search;

• To provide an efficient approach to optimize your SEO policy for your daily business;

PRESENTED BY GREGORY BOLLE

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PRESENTED BY GREGORY BOLLE

Content

• Why are we here today?

• Overview of Search Engine Optimization

• Planning to Succeed

• Starting with a Sprint – On Page

• Running the Full Marathon – Off Page

• Q & A

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Probably because of the magnitude of Google only!

PRESENTED BY GREGORY BOLLE

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Google is the most powerful brand in the world after Apple

PRESENTED BY GREGORY BOLLE

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Google is the most powerful search engine in the world

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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Google represents 85% of the global search engine market

PRESENTED BY GREGORY BOLLE

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Therefore, any digital strategy should start with SEO

PRESENTED BY GREGORY BOLLE

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PRESENTED BY GREGORY BOLLE

Content

• Why are we here today?

• Overview of Search Engine Optimization

• Planning to Succeed

• Starting with a Sprint – On Page

• Running the Full Marathon – Off Page

• Q & A

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SEO has been inspired by French tale: “Little Thumbling”

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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SME must think how they will spread white stones too …

PRESENTED BY GREGORY BOLLE

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“Your Brand isn’t what you say it is… it’s what says it

is.”Chris Anderson – Long Tail

A quote

PRESENTED BY GREGORY BOLLE

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Why Search Matter?

• 95% of all Internet users search

• 56% search at least once a day

• 87% use search as their primary meansof finding a website

• 62% of users click on a result on thefirst page of results

• 39% of users believe that the top resultsare the top brands – if your not there your missing out

Source : Google Internal PRESENTED BY GREGORY BOLLE

Gregory Bolle

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You may know what is a SME but do you know what is SEM?

• Internet marketing that seeks to promote websites by increasing visibility in search engine results

• Search Methods include: - SEO (involves edit website content & HTML)

- Paid Placement (Pay Per Click) - Paid Inclusion (search companies charge for inclusion in their

listings)

• 3 Largest SEM vendors in ME – Google, Yahoo & Bing• Simply paying for search ads is not the answer• 72% of searchers click in the natural search results versus 28%

that click on paid ads

Source : Google Internal PRESENTED BY GREGORY BOLLE

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SEM components

Search Engine Marketing is a combination of 3 core activities that work in tandem to drive search visibility

PRESENTED BY GREGORY BOLLE

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Importance of SEM from a sales perspective

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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3 marketing insights that you must have in mind for SEO

PRESENTED BY GREGORY BOLLE

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Paid Search

Organic Search

Paid Search

Organic Search &Paid Inclusion

What is the difference between “Paid” and “Organic”

When a Brand name appeared in both natural & paid

Search results, the brand attracted 92% of the total clicks* *Neilson Real Research

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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However, please keep in mind the following numbers

Source : Forrester, ComScore 2010 PRESENTED BY GREGORY BOLLE

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Where do you want to appear

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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Natural and Paid must be associated!

Users are more likely to click through to your site if you use bothpaid and organic search

Source: IT Marketing Metrics Guide, MarketingSherpa

Top listing in sponsored alone

Top listing in natural alone

Top listing in sponsored & natural

1020

60

PRESENTED BY GREGORY BOLLE

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You also need to decide what will be your 1st link or1st brand experience … with consumers / clients

PRESENTED BY GREGORY BOLLE

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So, SEO should be part of your first steps in your 2.0 strategic approach with consumers / clients

PRESENTED BY GREGORY BOLLE

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So why SEO is a marketing revolution for SME?

PRESENTED BY GREGORY BOLLE

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SEO will help your business to optimize the following points

• Brand Awareness

• Increase Digital Assets

• Search Experience

• Lead / Sales Generation

• Competitive Intelligence

• Brand Monitoring and Protection

• ROI-Driven

• Enterprise-wide Involvement

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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SEO is considered the most effective digital marketing tool

Source : Forbes PRESENTED BY GREGORY BOLLE

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Social media less effective than SEO

Source : Source  /  Methodology:  MarketingSherpa Search  Marketing  Benchmark  Survey  /  Fielded  April,  2010  N=2,194 PRESENTED BY GREGORY BOLLE

Gregory Bolle

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One insight about Google

Google's process of blending listings from its news, video, images, local, real-time search engines among those it gathers from crawling web pages.

PRESENTED BY GREGORY BOLLE

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Thus, if SEM plan their SEO strategic approach, they will have a direct impact on 3 main components

Influential ConversationHigh Click-Through-Rate

Increase Brand-Exposure

PRESENTED BY GREGORY BOLLE

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Intent of SEO strategic modeling - 3 milestones

PRESENTED BY GREGORY BOLLE

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What are UAE consumers searching for?

Source : BI-ME - 2010 PRESENTED BY GREGORY BOLLE

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PRESENTED BY GREGORY BOLLE

Content

• Why are we here today?

• Overview of Search Engine Optimization

• Planning to Succeed

• Starting with a Sprint – On Page

• Running the Full Marathon – Off Page

• Q & A

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Beyond traffic generation & Ranking

Conversion OptimizationConversion Optimization is about testing & refining content and user experience to drive results, there are two approaches

Search Engine OptimizationSearch Engines use two components to determine ranking by noting the importance of pages matched with relevance of page content and supporting by authority sources.

Brand Awareness > Traffic > Leads > Sales

VS

A/B Split Testing Multivariate Testing

Improve Conversion > More Revenue > Higher ROI

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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Why do you need to plan your SEO approach

“SEO Planning is the foundational element of the SEO Success, outlines the strategies and tactics that’ll be used.”

PRESENTED BY GREGORY BOLLE

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The planning components for SEO

PRESENTED BY GREGORY BOLLE

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Step 1: KPI

“You can’t measure the success of SEO by using only one ranking metric.”

PRESENTED BY GREGORY BOLLE

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Step 2: Auditing

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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Step 3: Competitive analysis

PRESENTED BY GREGORY BOLLE

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Step 4: Keyword research (Brand vs. consumers)

“Keyword Research” is one of the most important, valuable, and high return activities in the search marketing field.

PRESENTED BY GREGORY BOLLE

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Step 4: Keyword research (Brand vs. consumers)

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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80% of Keyword Traffic come from Long Tail Keyword

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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PRESENTED BY GREGORY BOLLE

Content

• Why are we here today?

• Overview of Search Engine Optimization

• Planning to Succeed

• Starting with a Sprint – On Page

• Running the Full Marathon – Off Page

• Q & A

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How to optimize each webpage of your website to make it Google friendly

“On-page optimization is the act of optimizing your website pages to influence its search engine rank in term of “Relevancy”

PRESENTED BY GREGORY BOLLE

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How we think the information architecture (IA) of your website – “On Page”?

PRESENTED BY GREGORY BOLLE

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The importance of the “IA” concept for SEO

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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PRESENTED BY GREGORY BOLLE

Content

• Why are we here today?

• Overview of Search Engine Optimization

• Planning to Succeed

• Starting with a Sprint – On Page

• Running the Full Marathon – Off Page• Q & A

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How to optimize each web-content related to your brand / your business to make them Google friendly

Off-page optimization Off-site optimization is generally defined as links from other websites and blogs pointing to your site. Google gives high ranking to high authority websites.

PRESENTED BY GREGORY BOLLE

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Off page optimization process

PRESENTED BY GREGORY BOLLE

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Off page optimization process

This process will develop the relationship with selected prospect lists via

approaching for partnership, content provider or acquiring via paid

placement.

PRESENTED BY GREGORY BOLLE

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PRESENTED BY GREGORY BOLLE

Content

• Why are we here today?

• Overview of Search Engine Optimization

• Planning to Succeed

• Starting with a Sprint – On Page

• Running the Full Marathon – Off Page

• Q & A

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Guest Speaker Relevant experience

Grégory Bolle

Dubai basedSenior Advisor+971 50 435 4846

Value Partners’ speaker profile

• Grégory Bolle is a highly experienced senior executive and a leading marketing and leadership professional with over 10 years of international, regional and local experience with multi national companies, large scale regional companies, and large publicly listed companies across France, UK, Spain, Middle East and Iran.

• Back to 2004, Grégory y co-founded the B2B online business platform SportStrategies.com sold to of one the major French publishing and press groups.

• Grégory led the regional advertising agency, Carat Sponsorship for several years to advice international, regional brands and local governments bodies in their innovative advertising campaigns.In 2008, he won an international awards for the category: “Best consumer insights and understanding”

• End of 2009, he joined the WPP agency – Wunderman MENA as regional business development director, where he advised international accounts amongst Microsoft, Nokia, Nokia Siemens Network and Cartier.

• Grégory Bolle is today actively involved as senior advisor for the NPO “Peace and Sport” – under the High Patronage of S.A.S Prince Hereditary Albert II of Monaco.

• Author of the book of “Marketing and football: an international perspective” - 2006. Versions are available both in English and French. He is currently working with Didac Lee – board member of the Liga Spanish club FC Barcelona– to write a business report on digital opportunities for the sport marketing industry.

• Grégory Bolle graduated from University of Paris XI – Orsay in France, as well as being an Alumni from the Tanaka - Imperial College of London, UK – where he collaborated directly with the sport economist Stephan Szymanski.

PRESENTED BY GREGORY BOLLE

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Value Partners

100% control

• An international playerHeadquartered in Milan, with offices in 12 countries

• A strong team of professionals50 partners, 3,300 professionals, 25 nationalities

• An excellent track record ~ € 380 million revenues

• A large and loyal customer baseOver 350 clients served in the last three years

• Cutting-edge know-how of business-critical applications and IT services

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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A track record of growth Revenues, million €

0

50

100

150

200

250

300

350

400

1993 1997 1999 2001 2003 2005 2007 2009

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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Global reach: 14 offices with engagements in over 40 countries

PRESENTED BY GREGORY BOLLE

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We serve the main industrial sectors…

Public Administration

Other services

Financial Institutions

Telecommunication andMedia

%, Value Partners and Value Team turnover, 2010

24%

8%

6%

28%2%

32%Industry and Services

Energy

PRESENTED BY GREGORY BOLLE

Gregory Bolle

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… and our clients are leading players in their sectorsSome clients served in recent years

Media & Entertainment Telecom Industrial & Consumer Financial Services

Omantel

Turk Telecom

Bradesco Seguros

Manchester Utd

PRESENTED BY GREGORY BOLLE

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57

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Contact us

PRESENTED BY GREGORY BOLLE