Workshop 1tuesday _v1

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



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



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



About eTeamsys : Our customers

…



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



Search Engine in China



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



IS SEO DEAD?



Is SEO dead ?



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)



GOOGLE Vertical Search Ressources

Bases Google

+ Google video

+ Youtube

+ Google Map…



Universal Search



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



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



SEO – SEA ?



Definition: SEO- SEA

Sponsored Links

Natural/Organic

Results SEO

keywords

Pay P

er Click

SE

ASEA



DEFINE YOUR GOALS



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



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. ….



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:



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



DEFINE YOUR RESSOURCES



The Hidden Face of your Website

Budget Site

Budget Promotion

$

$



RESSOURCES

PRESS RELEASES

BLOG MANAGEMENT

WRITING ARTICLES

VIDEO PRODUCTION

AVAILABLE RESSOURCES FOR CREATING CONTENT



SEO CHECKUP



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




A.R.T. Methodology

ACCESSIBILITY

RELEVANCY


Factors associated with your content. Is it relevant with respect to your keywords

Factors blocking the spider




A.R.T. Methodology

ACCESSIBILITY

RELEVANCY

TRUST


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



CHOOSE THE RIGHT SEM TACTICS

SEM MATRIX



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



SEM Strategy Matrix: RESSOURCES

MARKETING GOAL PPC (Pay Per Click)


Press Releases


A LOT OF BUDGET

A LOT OF RESSOURCE

A LOT OF BUDGET

LIMITED RESSOURCE

LIMITED BUDGET

LIMITED RESSOURCE

LIMITED BUDGET

A LOT RESSOURCE



How much time do you have?

http://www.slideshare.net/HitwiseAU/advanced-seo-strategies-1788380#stats-bottom

ASSUMPTION:



SEM Strategy Matrix: TIME FRAME

MARKETING GOAL PPC (Pay Per Click)


Press Releases


URGENT (yesterday)

1-6 Months

> 6 Months

> 1 year



SEM Strategy Matrix: GEO

MARKETING GOAL GOOGLE YAHOO BING BAIDU

EUROPE

USA - CANADA

EASTERN COUNTRIES

ASIA



MEASURE AND OPTIMIZE



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



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



MOTION CHART: Configuration

+ -

-

- -

--+

keyword



Evaluate the keywords performance






Google network performance evaluation






THANK YOU!Do you have any questions?



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

Technology

Workshop 1tuesday _v1