Quebec Specific Seo Issues

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

GOOGLE

> 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


BING.CA

> Our estimate on monthly searches: ~8-10% with 20-25 million searches


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


QC.YAHOO.COM


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


TOILE DU QUÉBEC / CANOEKLIX


> 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


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


PAGESJAUNES.CA



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


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!)


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


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.)


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


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


Quebec Specific Seo Issues

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