Search Engine Optimization for SMEs in the Middle EastTecom – Dubai Media City
22nd June, 2011
PRESENTED BY GREGORY BOLLE
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
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
Probably because of the magnitude of Google only!
PRESENTED BY GREGORY BOLLE
Google is the most powerful brand in the world after Apple
PRESENTED BY GREGORY BOLLE
Google is the most powerful search engine in the world
PRESENTED BY GREGORY BOLLE
Google represents 85% of the global search engine market
PRESENTED BY GREGORY BOLLE
Therefore, any digital strategy should start with SEO
PRESENTED BY GREGORY BOLLE
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
SEO has been inspired by French tale: “Little Thumbling”
PRESENTED BY GREGORY BOLLE
SME must think how they will spread white stones too …
PRESENTED BY GREGORY BOLLE
“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
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
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
SEM components
Search Engine Marketing is a combination of 3 core activities that work in tandem to drive search visibility
PRESENTED BY GREGORY BOLLE
Importance of SEM from a sales perspective
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3 marketing insights that you must have in mind for SEO
PRESENTED BY GREGORY BOLLE
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
However, please keep in mind the following numbers
Source : Forrester, ComScore 2010PRESENTED BY GREGORY BOLLE
Where do you want to appear
PRESENTED BY GREGORY BOLLE
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
You also need to decide what will be your 1st link or1st brand experience … with consumers / clients
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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
So why SEO is a marketing revolution for SME?
PRESENTED BY GREGORY BOLLE
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
SEO is considered the most effective digital marketing tool
Source : ForbesPRESENTED BY GREGORY BOLLE
Social media less effective than SEO
Source : Source / Methodology: MarketingSherpa Search Marketing Benchmark Survey / Fielded April, 2010 N=2,194 PRESENTED BY GREGORY BOLLE
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
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
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Intent of SEO strategic modeling - 3 milestones
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What are UAE consumers searching for?
Source : BI-ME - 2010PRESENTED BY GREGORY BOLLE
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
Beyond traffic generation & Ranking
Conversion OptimizationConversion Optimization is about testing & refining content and user experience to drive results, there are two approaches
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.
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 > SalesBrand Awareness > Traffic > Leads > Sales
VS
A/B Split Testing Multivariate Testing
Improve Conversion > More Revenue > Higher ROIImprove Conversion > More Revenue > Higher ROI
PRESENTED BY GREGORY BOLLE
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
The planning components for SEO
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Step 1: KPI
“You can’t measure the success of SEO by using only one ranking metric.”
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Step 2: Auditing
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Step 3: Competitive analysis
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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.
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Step 4: Keyword research (Brand vs. consumers)
PRESENTED BY GREGORY BOLLE
80% of Keyword Traffic come from Long Tail Keyword
PRESENTED BY GREGORY BOLLE
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
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
How we think the information architecture (IA) of your website – “On Page”?
PRESENTED BY GREGORY BOLLE
The importance of the “IA” concept for SEO
PRESENTED BY GREGORY BOLLE
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
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
Off page optimization process
PRESENTED BY GREGORY BOLLE
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
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
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
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
A track record of growth
Revenues, million €
0
50
100
150
200
250
300
350
400
1993 1997 1999 2001 2003 2005 2007 2009
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Global reach: 14 offices with engagements in over 40 countries
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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
… and our clients are leading players in their sectors
Some 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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PRESENTED BY GREGORY BOLLE