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

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

2. 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

3. 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

4. Probably because of the magnitude of Google only!
PRESENTED BY GREGORY BOLLE

5. Google is the most powerful brand in the world after Apple
PRESENTED BY GREGORY BOLLE

6. Google is the most powerful search engine in the world
PRESENTED BY GREGORY BOLLE
Gregory Bolle

7. Google represents 85% of the global search engine market
PRESENTED BY GREGORY BOLLE

8. Therefore, any digital strategy should start with SEO
PRESENTED BY GREGORY BOLLE

9. 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

10. SEO has been inspired by French tale: “Little Thumbling”
PRESENTED BY GREGORY BOLLE
Gregory Bolle

11. SME must think how they will spread white stones too …
PRESENTED BY GREGORY BOLLE

12. “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

13. Why Search Matter?
• 95% of all Internet users search
• 56% search at least once a day
• 87% use search as their primary means
of finding a website
• 62% of users click on a result on the
first page of results
• 39% of users believe that the top results
are the top brands – if your not there your missing
out
Source : Google Internal PRESENTED BY GREGORY BOLLE
Gregory Bolle

14. 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

15. SEM components
Search Engine Marketing is a combination of 3 core activities that
work in tandem to drive search visibility
PRESENTED BY GREGORY BOLLE

16. Importance of SEM from a sales perspective
PRESENTED BY GREGORY BOLLE
Gregory Bolle

17. 3 marketing insights that you must have in mind for SEO
PRESENTED BY GREGORY BOLLE

18. 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

19. However, please keep in mind the following numbers
Source : Forrester, ComScore 2010 PRESENTED BY GREGORY BOLLE

20. Where do you want to appear
PRESENTED BY GREGORY BOLLE
Gregory Bolle

21. Natural and Paid must be associated!
Users are more likely to click through to your site if you use both
paid and organic search
Source: IT Marketing Metrics Guide, MarketingSherpa
Top listing in
sponsored alone
Top listing in natural
alone
Top listing in
sponsored & natural
10
20
60
PRESENTED BY GREGORY BOLLE

22. You also need to decide what will be your 1st link or
1st brand experience … with consumers / clients
PRESENTED BY GREGORY BOLLE

23. So, SEO should be part of your first steps in your 2.0 strategic
approach with consumers / clients
PRESENTED BY GREGORY BOLLE

24. So why SEO is a marketing revolution for SME?
PRESENTED BY GREGORY BOLLE

25. 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

26. SEO is considered the most effective digital marketing tool
Source : Forbes PRESENTED BY GREGORY BOLLE

27. 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

28. 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

29. 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

30. Intent of SEO strategic modeling - 3 milestones
PRESENTED BY GREGORY BOLLE

31. What are UAE consumers searching for?
Source : BI-ME - 2010 PRESENTED BY GREGORY BOLLE

32. 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

33. Beyond traffic generation & Ranking
Conversion Optimization
Conversion Optimization is about testing &
refining content and user experience to drive
results, there are two approaches
Conversion Optimization
Conversion Optimization is about testing &
refining content and user experience to drive
results, there are two approaches
Search Engine Optimization
Search 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 Optimization
Search 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
Gregory Bolle

34. 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

35. The planning components for SEO
PRESENTED BY GREGORY BOLLE

36. Step 1: KPI
“You can’t measure the success of SEO by using only one ranking metric.”
PRESENTED BY GREGORY BOLLE

37. Step 2: Auditing
PRESENTED BY GREGORY BOLLE
Gregory Bolle

38. Step 3: Competitive analysis
PRESENTED BY GREGORY BOLLE

39. 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

40. Step 4: Keyword research (Brand vs. consumers)
PRESENTED BY GREGORY BOLLE
Gregory Bolle

41. 80% of Keyword Traffic come from Long Tail Keyword
PRESENTED BY GREGORY BOLLE
Gregory Bolle

42. 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

43. 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

44. How we think the information architecture (IA) of your website –
“On Page”?
PRESENTED BY GREGORY BOLLE

45. The importance of the “IA” concept for SEO
PRESENTED BY GREGORY BOLLE
Gregory Bolle

46. 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

47. 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

48. Off page optimization process
PRESENTED BY GREGORY BOLLE

49. 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

50. 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

51. Guest Speaker Relevant experience
Grégory Bolle
Dubai based
Senior 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

52. Value Partners
100% control
• An international player
Headquartered in Milan, with offices in 12 countries
• A strong team of professionals
50 partners, 3,300 professionals, 25 nationalities
• An excellent track record
~ € 380 million revenues
• A large and loyal customer base
Over 350 clients served in the last three years
• Cutting-edge know-how of business-critical application
and IT services
PRESENTED BY GREGORY BOLLE
Gregory Bolle

53. 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

54. Global reach: 14 offices with engagements in over 40 countries
PRESENTED BY GREGORY BOLLE

55. We serve the main industrial sectors…
Public Administration
Other services
Financial Institutions
Telecommunication and
Media
%, Value Partners and Value Team turnover, 2010
24%
8%
6%
28%
2%
32%
Industry and Services
Energy
PRESENTED BY GREGORY BOLLE
Gregory Bolle

56. … and our clients are leading players in their sectors
Some clients served in recent years
Media & EntertainmentTelecomIndustrial & Consumer Financial Services
Omantel
Turk
Telecom
Bradesco
Seguros
Manchester Utd
PRESENTED BY GREGORY BOLLE

57. valuepartners.com valueteam.com
London
Greencoat House
Francis Street
SW1P 1DH London - UK
Tel. +44 (0) 20 7630 1400
Fax +44 (0) 20 7630 7011
Rome
Via Vespri Siciliani, 9
20123 Milan - Italy
Tel. +39 02 485 481
Fax +39 02 485 48 720 / 725
Milan
Via Vespri Siciliani, 9
20123 Milan - Italy
Tel. +39 02 485 481
Fax +39 02 485 48 720 / 725
Singapore
Spectrum Value Partners
7 Temasek Boulevard.
Suntec Tower One #26-04
038987 - Singapore
Tel. +65 6820 3388
Fax +65 6820 3389
Beijing
Tower A, Suite 1702,
Vantone Centre
Jia 6 Chaoyangmenwai Avenue
100020 Beijing
People's Republic of China
Tel. +86 10 5907 0616
Fax: +86 10 5907 0383
Hong Kong
Spectrum Value Partners
18-06, Vicwood Plaza
199 Des Voeux Road
Sheung Wan
Hong Kong
Tel. + 852 2103 1000
Fax + 852 2805 1310
Mumbai
8th floor,"C" Block, Devchand House
Shiv Sagar Estate, Dr. Annie Besant Road
400 018 Worli - Mumbai
India
Tel. +91 22 66119 700
Fax +91 22 66119 988
Rio de Janeiro
Rua da Candelária 60
10º andar
Centro
Rio de Janeiro - CEP 20091-020
Brasil
Tel. +55 21 2213 9191
Fax +55 21 2213 9190
Buenos Aires
Alicia Moreau de Justo 550
4° Piso
Buenos Aires - C1107AAL
Argentina
Tel. +54 11 4314 4222
Fax +54 11 4314 6111
São Paulo
Rua Padre João Manuel 755
1º e 2º andares - cj. 11, 12 e 21
Cerqueria Cesar
São Paulo - CEP 01411-001
Brasil
Tel. +55 11 306 809 99
Fax +55 11 308 141 38
Istanbul
Meydan Sok. Spring Giz Plaza
Floor 3 n° 26 Maslak
34398 Istanbul - Turkey
Tel. +90 212 276 98 86
Fax +90 212 276 98 82
Dubai
Business Central Towers
Suite n° 1304 A
P.O. Box 503025 - DMC 9
Sheikh Zayed Road
Dubai Media City
United Arab Emirates
Tel. +971 4 4335628
Fax +971 4 4380223
Munich
Maximilianstrasse 35a
80539 Munich - Germany
Tel. +49 (0) 89 24218 445
Fax +49 (0) 89 24218 200
Milan
Viale Cassala, 14 A
20143 Milan - Italy
Tel. +39 02 489851
Fax +39 02 4898 5999
Rome
Via Sant'Evaristo, 167
00165 Rome - Italy
Tel. +39 06 3988 11
Fax +39 06 3937 6283
Naples
Via Campi Flegrei 34
Loc. Arco Felice
80078 Pozzuoli - Naples
Italy
Tel. +39 081 8046025
Pisa
S.S. del Brennero km 4
Loc. La Figuretta
56123 Pisa - Italy
Tel. +39 050 8009 401
Fax +39 050 8009 626
Turin
Corso Svizzera 185
10149 Turin - Italy
Tel. +39 011 772 241
Fax +39 011 771 644 6
Treviso
Viale della Repubblica, 12
31020 Villorba - Italy
Tel. +39 0422 2511
Fax +39 0422 251251
Genoa
World Trade Center
Via De Marini, 1
16149 Genoa - Italy
Tel. +39 010 2359 1
Fax +39 010 2359 251
Cosenza
Via Spagna, 50
Contrada Cutura
87036 Rende - Italy
Tel. +39 0984 44871
Fax +39 0984 448781
Helsinki
Vilhonkatu 6 A
00100 Helsinki - Finland
Tel. +358 9 4780 1300
Fax +358 9 4780 1301
Munich
Maximilianstrasse 35a
Capital
D 80539 Munich - Germany
Tel. +49 (0) 89 24218 445
Fax +49 (0) 89 24218 200
Helsinki
Vilhonkatu, 6 A
00100 Helsinki - Finland
Tel. +358 9 4780 1300
Fax +358 9 4780 1301
Istanbul
Dereboy Sok. Sun Plaza, 24 Kat 10
Maslak
Istanbul - Turkey
Tel. +90 212 276 98 86
Fax +90 212 276 98 82
São Paulo
Av. Eng. Luiz Carlos Berrini,
716 5° andar - cj. 52
Edificio Palace Berrini
Brooklin Novo
São Paulo - CEP 04571-926
Brasil
Tel.+55 11 3075 5116
Fax +55 11 3075 5117Rio de Janeiro
Rua da Candelária, 60
10º andar
Centro
Rio de Janeiro - CEP 20091-020
Brasil
Tel. +55 21 2213 9191
Fax +55 21 2213 9190
valuepartnersgroup.comVia Vespri Siciliani, 9
20146 Milan - Italy
Tel. +39 02 485 481
Fax +39 02 485 48 720 / 725
Contact us
PRESENTED BY GREGORY BOLLE