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INTERACTIVE STRATEGY- 55 AV. MONT-ROYAL W., SUITE 999, MONTREAL (QC) H2T 2S6 T 514.524.7149 NVISOLUTIONS.COM
QUEBEC-SPECIFIC
SEO ISSUES
AGENDA
> QUEBEC DEMOGRAPHICS> QUEBEC FRENCH AUDIENCE> GOOGLE.CA> BING> QC.YAHOO.COM> TOILE DU QUÉBEC / CANOEKLIX> BV! MEDIA> PAGESJAUNES.CA> QUEBEC MARKET DISTRIBUTION> QUEBEC AND SOCIAL MEDIA> HOW TO MARKET PROPERLY IN QUEBEC
INTERACTIVE STRATEGY– NVISOLUTIONS.COM
QUEBEC DEMOGRAPHICS
> In May 2009, 73.5% of Quebecers used the Internet
regularly
> Over 1 out of 6 Quebec Internet users go online at least
once per day from a mobile device, 65% of them more
than once
> 55% (+15%) made purchases online over the past
semester.
> Numbers would be higher if debit payment was widely
accepted
> Quebec users trust their banks, not 3rd party websites!
> 4 million active users
> 70% French / 30% English
> Montreal is a bilingual market: 60% French, 40% English
> Any other city or region besides Montreal = 90% + FrenchINTERACTIVE STRATEGY– NVISOLUTIONS.COM
QUEBEC FRENCH AUDIENCE
> Quebec Search landscape is more experienced than France:
~ 8% searches are 1 keyword vs ~30% in France
~45% searches are 2 keywords vs ~22% in France
~35% searches are 3 keywords vs ~29% in France
~12% searches are 4+ keywords
~12% users are not satisfied by the search results
displayedData is gathered and normalized from multiple sources, including: ComScore Networks, NETendances study, personal experiences with hundreds of clients statistics, specific publications in Quebec, including a recent one from Skooiz « Comment les québécois cherchent-ils sur le web », and great discussions with peers on the French markets in Quebec and France.
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
> Educated guess monthly searches: ~79% with 225-250 million searches
Major Strengths Major Weaknesses
Quebec and France sites are well divided
More likely to get spammed
Easiest to setup / most traffic
Content network quality is below average
Best ratio between time spent / ROI
Confusion of Google.ca and Google.com in English
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BING.CA
> Our estimate on monthly searches: ~8-10% with 20-25 million searches
Major Strengths Major Weaknesses
Traffic quality Relevance is sometimes inaccurate
Not a lot of advertisers (lower CPC!)
Finally a decent branded name for Canada
Time consuming platform and not a lot of traffic
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
QC.YAHOO.COM
> Our estimate on monthly searches: ~4-5% with 10-15 million searches
STRENGTHS WEAKNESSES
Best traffic quality / ROI Small (for some verticals?) French content network
Great Quebec French portal
Generates lower traffic volume than Google/MSN
Great Canadian account managers network
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
TOILE DU QUÉBEC / CANOEKLIX
> Our estimate on monthly searches: ~2-3% with 3-5 million searches
> CanoeKlix has an important ad display network
with several million impressions Major Strengths Major Weaknesses
Great paid regional directory
Unconventional payperclick platform
Unsavvy Internet users No recurring billing
Loyal userbase (oldest Québec engine)
Poor performing platform as a whole
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
BV! MEDIA
> Formerly Branchez-Vous and Networldmedia, BV! Media is an
important ad display network with several million impressions that
can reach all Quebec usersMajor Strengths Major Weaknesses
Great behavioral targeting Low ROI on B2B
Great B2C market Not a search engine
More than 1 000 clients Below average tracking
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
PAGESJAUNES.CA
> Our estimate on monthly searches: ~3-4% with 3-5 million searches
Major Strengths Major Weaknesses
Contains all Quebec businesses
Expensive cost per click
Great for brand awareness
No clear relation between traffic and price for categories
A major player in Quebec Not good for all verticals
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
QUEBEC MARKET DISTRIBUTION
> Major Quebec properties and verticals owned by 3 actors: PowerCorp, Transcontinental, Quebecor
> Top 3 actors strategy is mainly based on vertical acquisitions
> Because of their size, the turnaround is much slower
> This leaves multiple opportunities to create many verticals (and maybe get acquired by any of those 3 leaders later!)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
QUEBEC AND SOCIAL MEDIA
> Quebec users are the most active in Canada (37%)
> Youth in Quebec are more prone to use rich media
than other provinces (50%)
> 2 of the top 30 users on Digg are from Quebec
> Quebec’s culture encourages the use and understanding of many non-English social
platforms
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
HOW TO MARKET PROPERLY IN QUEBEC
> Include francophones while building your strategy
> Make your website bilingual and optimize it
> Leverage social media tactics with marketing tools coming to maturity (Facebook Apps, Online PR
through blogs, Reputation management, Brand Watch, etc.)
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
GOOGLE.COM: INTERNATIONAL VS US
> Since early 2008, Google.com international ≠ Google.com US
> Canada is international
> If you want to rank on Google.com US, act American, but you might sacrifice part of your Canadian heritage
> Backlink profile, hosting, physical addresses listed on site, text about the country, Google local listing
> Use the query &gl=us to have Google.com US results
INTERACTIVE STRATEGY – NVISOLUTIONS.COM
THANKS / MERCI !
> EMAIL [email protected]
> NVI SITE NVISOLUTIONS.COM
> NVI BLOG (EN) NVISOLUTIONS.COM/BLOG
> NVI BLOG (FR) GO-REFERENCEMENT.ORG
Find us on twitter @NVI
INTERACTIVE STRATEGY – NVISOLUTIONS.COM