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

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

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

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

15. SEM components S earch E ngine M arketing 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

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

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

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 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 r evolution for SME? PRESENTED BY 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

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 Conversation High 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

33. Beyond traffic generation & Ranking 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. Brand Awareness > Traffic > Leads > Sales VS A/B Split Testing Multivariate Testing Improve Conversion > More Revenue > Higher ROI PRESENTED BY 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

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

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

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

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

53. A track record of growth Revenues, million € PRESENTED BY 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 Industry and Services Energy PRESENTED BY GREGORY BOLLE

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

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