Ses toronto 2010 : Quebec search landscape

STRATÉGIE INTERACTIVE – 55 AVENUE MONT-ROYAL O., SUITE 999, MONTRÉAL (QC) H2T 2S6

QUEBEC SPECIFICS FOR SEO & PPCSES TORONTO 2010

1

STRATÉGIE INTERACTIVE – NVISOLUTIONS.COM

AGENDA

> A call for change (that applies to any local market)

> State of Search in Quebec

• Geo/Demo/Psycho

• Market shares of Google / BING / Yahoo!

> Quebec SEO & PPC Showdown

2


A CALL FOR CHANGE

3

Quebec is isolated from its neighbours in terms of language, thus partially protected from globalization as it’s harder for a non-Quebec / non-truly bilingual firm to perform

One question arises: How does it affect Search?

English Canada & US Québec

VS


A CALL FOR A CHANGE

4

The potential impacts could mean bad news:

> Becoming less competitive in the long run because we’re competing against each other locally

> The language barrier implies that we can fall behind in knowledge & best practices

> Being late adopters also means a weaker ROI since other players are already active

> Potentially losing creative, strategic and production jobs key to Quebec’s overall expertise

Source: Enquisite


A CALL FOR A CHANGE

5

The opportunity is amazing: Quebec must transform

> Quebec can become a technological & strategic center for international markets

> Quebec’s multiculturalism, bilingualism, business creativity & affordable living costs are key assets

> Quebec companies should build strong internal momentum to reach abroad

> Encourage Quebec companies by any means to take an international « Search » approach

Source: Enquisite


GEO / DEMO / PSYCHO

6

STATE OF SEARCH IN QUEBEC

> Geographic & Demographic

• 75% of all Quebecers use Internet regularly• 1 Quebecer out of 6 goes online at least once with a mobile phone (65% 2x +)• 55% of Quebec Internet users bought something online in the last six months• Those numbers would be higher if debit was a widely accepted online payment method• 4-5 millions active users• 70% French, 30% English

> Psychographics (Activities, Interests, Opinions)

• Quebec users trust their banks more than credit companies (VISA / MasterCard / Amex)• Quebecers feel isolated from the rest of North America • French Quebecers prefer local brands• The local offer is weak compared to the demand since it’s a relatively « closed » market


MARKET SHARE: GOOGLE

7


Monthly searches (educated guess):

~80-82% with 600-650 million searches

STRENGTHS WEAKNESSES

Quebec and France are well divided More likely to get spammed

Easiest to setup Content network below Google average

Best ratio between time spent / ROI Few (none?) Quebec Googlers


MARKET SHARE: BING

8


Monthly searches (educated guess): ~8-12% with 80-100 million searches


Traffic quality Hardest platform to play with

Not a lot of advertisers (lower CPC) Time consuming for traffic generation

Finally a great brand for Canada Recent split with Sympatico / MSN


MARKET SHARE: YAHOO!

9


Monthly searches (educated guess): ~3-5% with 30-40 million searches


Best traffic quality / ROI Small French content network

Great Quebec French portal Less traffic than Google / BING!

Decent platform Weaker in Quebec than in the rest of Canada


QUEBEC SEO & PPC SHOWDOWN

10

SEO: Need to push more on short / medium tail than in English

SEO: Simply publishing will get you instant long tail rankings

SEO: You need native Quebec copy or you will FAIL.

PPC: Much cheaper clicks for any keyword

PPC: Catchy ad creatives more difficult (French is a “longer” language”)

PPC: No need to build/manage large campaigns

CONCLUSION: SEO & PPC much less competitive / easier to rank

CONCLUSION: Most national companies are poorly marketed in Quebec


CHALLENGE OF THE DAY!

11

50% of yearly Search investment in SEO

50% of yearly Search investment in PPC

I GUARANTEE THAT NO FORTUNE 2000 COMPANY WILL TRY THIS BECAUSE IT WOULD BE TOO GOOD FOR THEM


MERCI!

12

> EMAIL [email protected]

> NVI SITE NVISOLUTIONS.COM

> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG

> NVI BLOG (FR) GO-REFERENCEMENT.ORG

Find us on Twitter (@NVI, @GuillaumeSEO) or Facebook

Technology

Ses toronto 2010 : Quebec search landscape