Impact of Search Engine Marketing (SEM) on the website success
The Case of “Makina Corpus”
Rim Jallouli, Emna Nehdi
Abstract— the website is definitively a full-fledged product
that requires promotion and marketing orientation. To increase
its visibility, various techniques of web marketing are used to be
implemented. The French company Makina Corpus designs
integrates complex Web applications. Makina
develops and
Corpus is an expert in “Python” development but the company is
little known on the market. To increase its visibility, create traffic
and position itself among the top search results of expert
“Python”, the company implements various web marketing
methods and techniques such as adding quality content, the
correction of the source codes and other techniques aiming to
create external links and increase the visibility of all the pages
referring to the technology.
"Google Analytics" indicates satisfactory results and Makina
Corpus appears on the first page of search results as an expert in
programming “Python”. The pages that are created to talk about
this technology are nowadays the most visited pages by the
surfers.
Index Terms—SEM,
dynamization, Makina Corpus
SEO,
SERP, Web marketing,
I. Introduction
For over a decade the Internet has continued to evolve, both
in terms of households and in the business world. Millions of
Internet users benefit from different services as actors of the
"World Wild Web" feature: chat, email, games, downloads,
blogs, music, video, shopping and news. Internet technology is
constantly evolving to suit the creativity of its designers and
users, these two roles are often played alternately by the same
individuals. Surprising, practical, essential, funny, exciting,
attractive and full living, many common adjectives are used to
describe this new medium that has proven its usefulness for
the professional
its necessity
individuals but also
world. That is why and for nearly ten years, a multitude of
activities are associated to this new technology.
in
Internet marketing is a marketing which mainly pertains to
the products and services over the internet both for consumers
and businesses (thefreedictionary.com).
Manuscript submitted November 2010
R. Jallouli is Associate Professor of Marketing at High School of Electronic
Business - University of Mannouba- Member at the Research Laboratory in
Culture, NTIC and Development -Tunis – TUNISIA, (Phone 00 216
22 609 540; Fax : 00 216 71 881 209; e-mail: [email protected])
E. Nehdi is with High School of Electronic Commerce-University of
Mannouba -Tunis- Tunisia (e-mail: [email protected])
The website is finally a full-fledged product that requires to
be promoted and market oriented. In the same way as a
physical store, the website is the place where the company
operates, promotes and sells its products, communicates,
establishes a relationship with its customers or partners.
Thus, it is important to make it attractive, effective and
unique for prospects, customers and partners. Well located and
well marked, a website greatly enhances its ability to generate
traffic. Create visibility for your website means creating links
that allow the website access: All these ties constitute what is
called Search Engine Marketing (SEM)
Based on a French firm study, “the Makina Corpus
Company”, this paper aims to show the importance of SEM
and dynamization tools of web sites
This paper presents in a first section the principles of web
marketing and its changing face with the rise of the Internet.
Then, the second section studies the case of the Makina
Corpus website: where the diagnostic of the website has been
clarified to set the strategic choices. This case study concludes
the main results of the implemented SEM tools.
II. Importance of SEM and the website dynamization:
The web marketing or e-marketing is the adaptation of the
approach, techniques and marketing methods to Internet. This
specialty covers all means of electronic communication. With
the explosion of the Internet bubble, the techniques of e-
marketing are organized and enriched. Internet, the network of
networks, is a huge information base on which navigation is
not natural and obvious. Web marketing techniques have
therefore found their legitimacy by responding to these issues
in order to facilitate access to information and guide users to
the appropriate sites. Existing only through a website with a
specific content, techniques and principles of cyber marketing
is largely recovered www.eshamel.net.
A. The search engine marketing (SEM)
In the same way that a commercial area, if a website isn’t
visible in its environment, it can’t be efficient and able to
generate sales. SEM is the body of techniques that optimize
the visibility of a website in the different search tools available
on the Internet. In web marketing there are two types of SEM:
Search Engine Optimization (SEO) and Search Engine
Advertising (SEA).
1) Search Engine Optimization (SEO): The SEO is the natural
indexing, natural positioning at a time t in the search engines.
Understanding the algorithms of search engines and their
development
the SEO
(www.refnaturel.com).The most recognized SEO techniques
are:
anticipate
improve
and
can
Listing in the directory
Directory is a ranking of Websites based upon the selected
or submitted. Publishers analyze the contents of the pages and
create summaries of their contents in order to orient visitors.
The specialized and generalist directories offer a search by
categories and subcategories. To improve the positioning of its
site to directories, there is a technical manually submitting the
URL into the different directories which allow themselves later
(or not) the right to validate or invalidate the bid. The criteria
for acceptance of a site on a directory are wide, for example:
-The contents of the site: the site must correspond to a theme
directory.
within
-The quality of the site: is it a site with enough content? Is this
content regularly updated? Are there many visitors for this
site?
category
the
of
a
2) Search engine advertising (SEA): SEA aims to combine a
series of keywords and advertisements appearing on search
results pages. The method involves defining a range of
relevant keywords and then implements them in search engines
through various technical processes. It will then be possible to
launch for example a campaign Google Adwords (a solution
provided by Google to define and generate keywords based on
a target audience, write advertisements, analyze and exploit the
results of the campaign). It offers the opportunity to create ads
and choose keywords that will be associated. They will appear
in the "sponsored links" of the search engine when these
keywords will be entered. Invoicing occurs only when users
click on the ads and defines the cost per click (CPC).
Although the SEA is paying, it has several advantages:
Advertisement
First, the site is immediately visible at the top of search results.
Second,
the advertiser has complete control over his
investments. He can set his budget and CPC during the creation
of the campaign according to his objectives and may change it
at any time. Finally,the website is positioned within a few clicks
on any keyword even if it is not "naturally" optimized
www.linkeo.com.
-To judge the quality of the site, page rank is often the most
B. Dynamization of websites
reliable if not the most used.
Positioning in search engine results
The visibility is the positioning of a resource in the search
results. It is defined as the consequence of a content which,
depending on the engine, responds to the user’s search. The
positioning in search engine results is the equivalent of the
benchmark in the website field. This is why it is necessary
above to:
and
page
- Identify what users are looking for (what are the key words
used) and write a descriptive paragraph to appear on the
results
users.
- adapt its editorial’s vocabulary and thus organize the
contents of the website to the users ‘needs and searches.
- write skillfully content URL, transfer it effectively on
(HTTP)
correctly.
http://www.comment-gagner-sur-internet.com/
(HTML)
format
attract
more
code
and
the
Anchor text
Using Anchor text is yet another good tip. It’s not too far of
the use of keywords to promote any hyperlink. We must have
proper anchor text links for those coming in as well as those
going out. One of the biggest advantages that offer the anchor
texting is the ability of our search engines to see what
keywords are actually being targeted and what words they
need to rank our site on. Aside from that fact, even our site
visitors will know what the links will take them to without
having to click to find out. After implementing anchor texts the
ranking will increase in a faster way (http://writedeal.com).
The most
important criterion used to determine
the
positioning of a website in google search results is the Page
Rank that is a rating on a scale of 0 to 10. Page Rank indicates
the "popularity" of the pages and the site. The PageRank of a
page of the site depends on the quality of links pointing to the
latter; each link can be considered as a vote for this site. To
dynamize the website, is to create the maximum traffic through
a large number of quality links pointing to different pages.
www.linkeo.com. There are several techniques that create
these links such as affiliation, buzz marketing, blogs, RSS
feeds and e-mailing:
Affiliation
Affiliation is defined as the technical marketing or as a form
of distribution that is specific to the Internet. Membership is
the principle by which a commercial site offers a network of
affiliated partner sites and promotes its products or services
links. Affiliated sites pay a
through banners or
commission on sales, visits or business contacts that are
generated from the affiliates under the terms of the contract
(www.definitions-marketing.com).
text
Affiliates put on their site some elements of promotion of
the merchant site that may be visuals elements (banners,
buttons ...), a product catalog or just text links that refer to the
merchant site. Therefore they made known the merchant site
and these techniques bring visitors. In exchange, they receive
variable or fixed commissions on sales that are generated, or
clicks (simples visits to the merchant site), or on contacts
(visitors who just register to the merchant site or filled out a
questionnaire) (www.commentcamarche.net).
Buzz Marketing
Buzz marketing is a new marketing technique that evolves
through the web. Buzz marketing is a means of communication
that comes from an old phenomenon in the world: word of
mouth. The principle of buzz marketing is to know quickly
about a product, concept or information with the help of the
users. From receptor, the user becomes an actor / broadcast
channel of communication. The information is disseminated on
the internet and many receptors return to and circulate among
their networks.
To give the urge to share information, it is necessary to:
Nurturing the desire, the curiosity or the fun in users to allow
and encourage the dissemination of the message and to use
opinion
like)
leaders
(www.conseilsmarketing.fr)
bloggers
digg
(top
and
Blogs
Blog is an individual and virtual log that mixes functions of
a forum and a content page. The blog consists of a series of
remarks or periodic information posted by its author and
readers can possibly react. The articles published on a blog are
mostly composed of text and external links, but are also
increasingly enriched with images, sound and video. The
chronological presentation of the notes gives the appearance of
Internet
a personal
users. These articles are archived and accessible on the blog at
the same address indefinitely. A blog has several advantages,
compared to a website and it is characterized by its simplicity,
speed, interactivity, its free, its dynamism, and its accessibility
(www.francparler.info).
journal online, accessible
to all
subscribers as well. The advertiser wins in relationship with
readers and e-mailing could be the opportunity to relay the
launch of new services, and play on the image of website and
the company.
Prospecting: Sending regular emails to customers, subscribers,
or other bases that correspond to the target will showcase the
products and the deals in the aim to inform and encourage the
offer test and purchase.
The principle of e-mailing has several advantages such as
the ease of use,
interactivity,
attractiveness and a lower cost than other mediums of
communication (www.webmarketer-en-herbe.com).
speed, asynchronous,
III. Methodology
This study aims to highlight the importance of the SEO and
website dynamization techniques in the success of the
companies that choose to optimize their value chain through a
web marketing strategy. This paper studies the case of a multi-
national company specialized in the software development:
Advertisement
Makina Corpus. In a first stage, the study analyses the web
performances of the company and focuses on strategic
the
orientations
business decision makers (Grunert and Ellegaard, 1992). This
method recommended by Bryman and Bell (2003)
is
convenient with the purpose of the study and allow a best
comprehension of the forces and the weaknesses of the
company, the competitiveness strength and the key success
factors in this context (Porter, 1980, 1985, 1998)
through semi-structured
interviews with
IV. Case study: Makina Corpus
RSS Feeds
RSS (Really Simple Syndication or Rich Site Summary) is a
file format that can monitor the update in real-time news.
These are feeds in XML, indexing content provided by
websites, containing only the interesting information: the title
of the article, its text, its author and its creation date. They
allow, by a single click, to arrive in the corresponding full text.
They are automatically updated whenever a new post or article
appears on the source, without the user needing to connect to
the original website. RSS feeds are a kind of summary of news
produced by a website or blog. With the RSS feeds no longer
users browse the web for fetching information about the sites
but the information itself has to be available to users
(www.qsn-digital.com).
E-mailing
Literally, e-mailing is a web marketing discipline that
involves sending emails to a group of registered users.
An e-mailing campaign has two main objectives: Awareness
and prospecting.
Awareness: In the case of a newsletter, sending regular emails
to subscribers can unite a community around a site, and retain
A. Company presentation
Makina Corpus designs, develops and integrates innovative
solutions based exclusively on free software. The company has
developed special expertise in complex web applications in the
areas of portals, data processing (GIS) and BI (Business
Intelligence). Experts of Makina Corpus mastered perfectly
technologies like Python, Plone, Django, Drupal and Zend.
Makina Corpus met just over 30 experts and has offices in
Paris, Nantes, Toulouse, Pau, Dijon, Brussels and Tunis.
The assets of
the corporation may be summarized:
As a high level of technological expertise, the integration of
heterogeneous applications, a bespoke, designed and
developed internally to meet the specific needs, a reduction in
the cost of acquiring software through the use of software in
the free world and a full-service turnkey (www.makina-
corpus.com).
1) Company Diagnosis
The five competitive forces of Porter
The five competitive forces model of Porter is a tool for
strategic analysis of the competitive environment of a
company. M. Porter (1980, 1985, 1998), assumes that the
"performance" of the company depends on its ability to
confront, influence and resist the pressures of its competitive
environment. Indeed, the main objective of a company must be
to obtain a competitive advantage in its market, which is
measured at
to generate profit
(performance). The five following forces summarize the
factors affecting the performance of a company according to
Porter Theory (strategies4innovation.wordpress.com).
the end of
its ability
The intensity of the intra-sectoral competition: France is the
first Free Software market in Europe which explains the
excessive competition between the various French companies.
Ninety percent of French companies innovative use the Free
Software. The intensity of competition is very tough for the
following keywords: "free software", "Python", "Plone",
"Zope", "Django”. The direct competitor of Makina Corpus is
"Pilot System" which has a page rank 7 and 7730 indexed
pages.
The threat of potential entrants: The perspective of free
software in France is growing: with a rate of 33% in 2009 and
30% in 2010. The position of the programming language
Python in the index TIOBE has recorded a progress between
2009 and 2010, which explains the high demand for this
language.
The bargaining power of customers: Makina Corpus clients
are professionals seeking development of their web sites or
portals. The excessive number of companies specializing in
free software and more specifically in web development has
strengthened the position of customers and their powers of
choice and negotiation.
The bargaining power of suppliers: Makina Corpus providers
are programming languages with which it develops its
applications, web sites and portals. These programming
languages are open source "free" so there is no problem of
price negotiation.
The threat of substitute products: Software and open source
programming languages are numerous and can reach almost all
the same goals. A software or programming language open
source is free, new software can be created from another, thus
it can be substituted for its own.
2) SWOT Analysis for Makina Corpus
The SWOT is the acronym of Strengths, Weaknesses,
Opportunities and Threats. The SWOT analysis is a strategic
planning tool for reviewing the position and the strategy of a
the positive
firm (marketingteacher.com). Strengths are
internal aspects controlled by the organization. Weaknesses
are negative elements which are also controlled by the
organization and can be
the future. The
opportunities are all favorable external factors which may be
improved
in
areas of
firm
improvement or development of
activity. Threats are problems, obstacles or external limitations
that may prevent or limit the development of a sector or
company. They are often outside the scope of influence of the
firm (www.ie-lobbying.info)
Forces of Makina Corpus
the
Teams Web Development / Portal are especially effective
and customers are always satisfied and team geomantic is
recognized as an expert on the market. Also, Makina Corpus is
an expert in business intelligence and its specialization in
Telecom is an important source of revenue for the company.
the
The atmosphere is very good inter-company and scrum
organization bear fruit for many months and contributes to
meeting
customers.
needs
Finally, the company is expert in programming Python, Plone,
Zope and Django and has even created its own product named
"Plomino”. It also has exceptional expertise in the Drupal
development.
real
the
of
Advertisement
And compared to its competitors, the company has
expertise BI (Business Intelligence) by Telecom and GIS
(Geographic Information System), which is specialized in
complex transactions.
Weaknesses of Makina Corpus
The company suffers from a lack of organization / workflow
projects, canvassing and cost accounting. Compared to its
competitors, Makina Corpus does not control other areas of
business
telecom).
Also, the web-portal created by other Web agencies is more
beautiful, simpler and more accessible.
Then, among the bad practices of the company: The traditional
management of small projects, poor coordination and lack of
decision sets and process management of projects.
intelligence
(other
than
Finally, the society lacks of experienced project managers
(management), financial resourcesand marketing skills.
Opportunities for Makina Corpus
.The environment offers the opportunity to take advantage
of free software; direct costs due to license purchase disappear
and all of actors could benefit from the work already done.
Furthermore, free software guarantees the independence of the
company and can change at any time the software. The
company can also see for the service provided by the improved
software without having to pay an update. Free software is the
bearer of particular beliefs and ambitions. In addition, the
evolution of Internet exchange makes the E-commerce in full
expansion. Nowadays, the demand of creating websites, web
portals and applications becomes increasingly important.
Threats of Makina Corpus
The sector competition is very fierce and the free-languages
removed the barrier (price) to the entry of new competitors.
3) Strategic orientations
Web marketing strategy
Strategic choices are based upon segmentation, targeting
and positioning and imply thereafter the operational choices
and the implementation of the marketing mix (marketing-
strategique.com).
The market of Makina Corpus is segmented according to
consumer characteristics (geographical location and social
class) and their responses in terms of need and advantages
sought.
The third C concerns Connectivity and Makina Corpus site
has its own community space where customers and developers
can communicate and share articles and news. To strengthen
the community and interaction between customers, I will
create pages and groups in other community sites such as
social networking.
Finally, and regarding the Continuity, Makina Corpus
employees are web developers and continually provide various
updates needed for the two websites (. com) and (. org).
and
consumers
Referring to the SWOT analysis and Porter's five forces
already developed, the company excludes the segments of the:
individual
training.
Geographically, the company focuses on French and Tunisian
markets in general. These are growing markets and Makina
Corpus has already gained a good expertise and brand
image. For these markets, the target is professionals who need
to build applications that are written in the Python language.
In terms of satisfaction of consumer needs, the company has
already a website, and the aim of the company is to improve it.
News and articles are to be inserted to cover all events related
to Python. In addition, to ensure communication, it will be
interesting to talk about the company and technologies that are
based on the language "Python" in forums. Another action
consists
in creating pages on social networks so that
professionals can give their opinions, interact and discuss with
the company officials.
Finally, to attract Internet users and to be visible by search
engines simultaneously, the company adds content and pages
to the site and presents the various Python technologies,
"Plone", "Zope" and "Django ".
Concerning the marketing positioning, the image that the
company is looking for consist in the ability to centralize
several programming languages based on the technology
"Python" in the company website. To reach this objective, the
company tries to lead the "Web Community" to talk about the
website and present the main technologies, services and
referrals.
The Operational Marketing:
The transition from static Web to a participatory web has
led to the passage of the 4P (Product, Price, Place and
Promotion) to the 4C (Content, context, connectivity and
continuity) (cibleus.com).
Regarding the content, Makina Corpus has an Informational
website and presents, almost all of its services from the home
page. A valuable content is then added to the pages about the
technologies that are based on Python to highlight the
technology, its advantages, and features and also to talk about
the expertise of Makina Corpus and to illustrate few projects
that are already accomplished.
About the context, Makina Corpus website is purely
informational. The website offers a search tool to help them to
find the required information easily and quickly. The website
offers an attractive design and an ergonomic interface that
allows easy navigation between pages that are well structured.
V. SEO and the dynamization of Makina-Corpus.com
A. Improving and Adding Content and Source Code
The best solution to improve its ranking in Google is simply
to write more text and publish more often. Indeed, a major
criterion to be well placed on Google is an important and
regularly updated content (conseilsmarketing.fr).
To improve its ranking the site of Makina Corpus adds
content to existing pages and also creates new pages to
showcase the Python technology. The pages of the other
technologies that are based on Python as Plone, Zope, Django
and Plomino are also impoved and news cover all the events
related to these technologies, are inserted.
1) Adding and optimization of meta tags
A meta tag is a HTML tag that includes elements which are
not displayed on the page of a website. Their major uses are
the control of the search engines. When these tags are used
properly, they can propel the site to first place rankings
(marketing-internet.com).
In this project, two tags "Description" and "keywords" are
created: The first is often taken as an extract in the results
pages and helps to describe the page’s content. It is not
necessary to propose more than 200 characters and it’s
preferable to customize this tag is in all the website pages. The
second tag serves to choose the right keywords that will be
used on a page. These keywords are the pillars of the web
page. Then, the company should build the page around those
keywords to get a good ranking in search engines.
2) Submission in directories
For makina corpus, we have prepared a list of directories
that have categories such as computers, Internet, Development,
and Programming...These directories are chosen according to
their PageRank (PR). The list of directories that is prepared
does not require a link back. This obligation of link back is
more beneficial for the directories than the referenced sites. It
is also required that these links are a hard links, that is mean
HTML links that point directly to the web site, and not a
Advertisement
(example:
tracking
with
www.annuaire.fr/redirect.php?idsite=123). Only hard
links
have a positive influence over search engines.
redirection
URL
B. Dynamization by social networks
Makina Corpus was interested in four networks: Facebook,
Viadeo, LinkedIn and Twitter:
1) Dynamization through facebook
On Facebook, Makina Corpus has started by creating a page
on the networks, invited the public then created links pointing
on the site, and of course written articles which talk about the
company, its activities, expertise and different technologies
that it masters, by focusing on ‘Python’, which is the main
subject.
On the full page (the wall) the company has created links
that point on the site of Makina Corpus. These links will serve
as back links and will help the company to increase traffic and
therefore improve the PageRank of the site.
2) Dynamization through viadeo
As it did on Facebook, the company has created a 'hub' for
Makina Corpus on viadeo.
Then Makina Corpus has written articles about the company
and the technology "Python" links to the website and the page
of the technology are then inserted to facilitate direct access.
3) Dynamization through linked In
To present the company to the public a group is created and
includes basic informations about the company and also
articles and talk about the company expertise and technologies.
4) Dynamization through Twitter
The Company Twitter page followed 75 applications such
as PiPi, PyCon FR, Plone and has got 17 people "followers"
who follow the company news and links on twitter. This
generates a very important source of traffic over time. Twitter
also helps the company to boost the facebook page through
twitter application on facebook. Moreover, to create much
more traffic, the company also uses the Twitter application on
Viadeo and LinkedIn.
C. The results by Google Analytics
Google Analytics is a professional solution for web
analytics that provides rich insights into website traffic and
effectiveness of a marketing standpoint (google.com/analytics).
During the month of August the site of Makina Corpus
recorded 1791 visits with 1032 new visitors and 759 returning
visitors.
So the marketing campaign has generated traffic, brought new
visitors to the site, and also retained other visitors.
During the month of August, users saw 7022 pages which
3051 pages were visited by new visitors and 3971 were visited
by known visitors.
During the month of August there were 3.92 page views per
visit and 2.96 pages have been viewed by new visitors while
5.23 have been viewed by returning visitors.
Analytics showed that 02: 38 are spent in average on the
website where new visitors spend in average 01: 46 and
returning visitors spend 03: 47. These figures show that
visitors are interested in the contents of the website and that
they come back to view other pages.
Furthermore, Analytics shows that search engines are the
largest source of traffic and that visitors are able to find the
site of Makina Corpus among the first results of their
research.
Reference sites are the second largest source of traffic. It
also shows that social networks "Facebook", "LinkedIn" and
"Viadéo" are among the first sites that generate traffic.
Fig. 1: Source of traffic
The results indicates also that the pages "Python", "Plone",
"Zope", "Django" and "Plomino" are more consulted than the
other pages.
Fig. 2: The most popular pages
Analytics highlights the geographical origins of Internet
users who visit the site of Makina Corpus and it should be the
company targeted France and Tunisia, so the objective is
achieved.
Fig. 3: Map overlay
VI. Conclusion
tries
to show
This article
importance of SEM,
dynamization and web marketing in general to increase the
popularity of a website and to be positioned among the top
search results:
the
The first part of the study presents the two types of SEM,
paid (SEA) and natural (SEO) and the different techniques of
each type as submitting to directories and purchases of
relevant keywords.
The paper also showes the importance of the dynamization for
the traffic creation; and presents examples of dynamization as
affiliation, buzz marketing, RSS feeds and e-mailing.
In a second part, this research analyses case study of the
French Company Makina Corpus and develops a strategic
diagnosis that applies the concepts of the five Forces of
competitiveness (Porter, 1980) and the SWOT analysis. Then
this paper clarifies some Strategic Marketing orientations such
as segmentation and targeting choices of Makina Corpus.
Finally, this research presents the results of the actions adopted
by the company and the implementation of SEO techniques
and the website dynamization.
The dynamization and SEO are good ways to be positioned
on the first page of results, but they remain limited methods
because they do not produce immediate results. Any new site
can remain several months before that its content starts to be
sucked by the robots of search engines. In addition, this type of
optimization has less influence on very generic keywords
belonging to extremely competitive industries.
In addition, the SEO implementation imposes constraints
when choosing the technology and the methodology of the
website content. Although the choice of keywords determines
the commercial success of a website, it is the technical
structure of the website that influences its position in natural
search result pages.
A company that wants to win customers through web
marketing has to implement a professional approach and to
spend time each month to check its position on the engines
upon the keywords and to edit its pages regularly with the help
of other sites. That's why the Web Marketing is assimilated
nowadays to “impressionist painting”!
Acknowledgment
The authors would like to thank the officials of all agencies of
the company “Makina Corpus” for their help. The authors
thank Khaled Ben Zina and Amira ben Othman at University
of Mannouba in Tunisia for reviewing this paper.
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