Impact of Search Engine Marketing (SEM) on the website
success
The Case of “Makina Corpus”
Conference Venue:
Hotel [ Atlas Asni ] Marrakech (Morocco), URL
[ http://www.hotelsatlas.com/?lang=fr&contenu=hotel&cat=4&hot=2 ]
1
Theme of the Work
Impact of Search
Engine Marketing
(SEM) and the
website
dynamization on
the website success
2
RESEARCH QUESTIONS
What it is the importance of Search Engine
Marketing and web site dynamisation?
What are the technologies used
to optimize the positioning of a
website?
3
PLAN
• Importance of
SEM
and
the website
dynamization
• Case study: Makina Corpus
• SEO and
the dynamization of Makina-
Corpus.com
4
IMPORTANCE OF SEM AND THE WEBSITE DYNAMIZATION
Search Engine Marketing (SEM)
The Search Engine Optimization
The Search Engine Advertising
•listing in the directory: submit the URL
manually
•positioning in search engine results:
identify the key words used, organize
the contents of the website…
•or anchor text: see what keywords are
actually being targeted and what words
they need to rank our site on
•Define a range of relevant keywords
and implements them in search engines
through various technical processes.
•The links 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).
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IMPORTANCE OF SEM AND THE WEBSITE DYNAMIZATION
Dynamization of web sites
•Affiliation: form of distribution that is specific to the
Internet
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IMPORTANCE OF SEM AND THE WEBSITE DYNAMIZATION
Dynamization of web sites
•Buzz Marketing: is to quickly know about a product,
concept or information with the help of the users.
old phenomenon in the
world: word of mouth
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IMPORTANCE OF SEM AND THE WEBSITE DYNAMIZATION
Dynamization of web sites
•Blogs: is an individual and virtual log that mixes
functions of a forum and a content page
Is a series of remarks or
Publicité
composed of text and
periodic information
external links, but are also
posted by its author and
increasingly enriched with
readers can possibly react.
images, sound and video
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IMPORTANCE OF SEM AND THE WEBSITE DYNAMIZATION
Dynamization of web sites
•RSS Feeds: (Really Simple Syndication or Rich Site
Summary) is a file format that can monitor the update in
real-time news.
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IMPORTANCE OF SEM AND THE WEBSITE DYNAMIZATION
Dynamization of web sites
•E-mailing: involves sending emails to a group of
registered users.
Awareness: sending
Prospecting: Sending
regular emails to
regular emails to
subscribers can unite a
customers or subscribers
community around a site,
to showcase the products
and retain subscribers as
well.
10
CASE STUDY: MAKINA CORPUS
Makina Corpus designs, develops and integrates
innovative solutions based exclusively on free software.
Experts of Makina Corpus mastered perfectly
technologies like Python, Plone, Django, Drupal and
Zend.
The integration of heterogeneous applications, a
bespoke, designed and developed internally to meet the
specific needs.
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CASE STUDY: MAKINA CORPUS
The five competitive forces of Porter
•The perspective of free software
•Excessive competition between
the various French companies
in France is growing: 33% in 2009
and 30% in 2010.
•Ninety percent of French
•The high demand for
companies innovative use the
programming language Python
Free Software
Excessive number of companies
specializing in free software and
web development has
strengthened the position of
customer
The programming languages are
open source "free" so there is no
problem of price negotiation.
A software or programming
language open source is free,
new software can be created
from another, thus it can be
substituted for its own.
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CASE STUDY: MAKINA CORPUS
SWOT Analysis for Makina Corpus
•The company lacks an
organization / workflow
projects
•Makina Corpus does not
The sector competition is very
Publicité
control other than telecom on
fierce and the free-languages
business intelligence
removed the barrier (price) to
the entry of new competitors
•Web-portal created by other
Web agencies is more
beautiful, simpler and more
accessible
•Lack of decision sets and
process management of
projects
•Direct costs due to license
•Teams Web Development /
purchase disappear
Portal are especially effective
•Actors could benefit from the
•Expert in business intelligence
work already done
•Very good atmosphere inter-
•Free software guarantees the
company
independence of the company
•The company has even created
•The company can see for the
its own product named
service provided by the
"Plomino”
improved software without
having to pay an update
•It has an exceptional expertise
in the Drupal development
•The evolution of Internet
exchange makes the E-
commerce in full expansion
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CASE STUDY: MAKINA CORPUS
Web marketing strategy
Segmentation
Client
Characteristics
Customer
responses
Geographic
Location
Social category
Needs
Benefits Sought
France
Businesses
Having a website
Company image
Tunisia
Individuals
Browse news
Communicate
Diversity of progra
mming languages
Diversity
of project
Training
Rich content
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CASE STUDY: MAKINA CORPUS
Web marketing strategy
Targeting
Client
Characteristics
Customer
responses
Geographic
Location
Publicité
Social category
Needs
Benefits Sought
France
Businesses
Having a website
Company image
Tunisia
Individuals
Browse news
Communicate
Diversity of progra
mming languages
Diversity
of project
Training
Rich content
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CASE STUDY: MAKINA CORPUS
Web marketing strategy
Concerning the marketing positioning:
The company tries to lead the "Web Community" to talk
about the website and present the main technologies,
services and referrals.
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CASE STUDY: MAKINA CORPUS
The Operational Marketing
•Makina Corpus presents all its
services from the home page
•A valuable content is then added
to the pages about the
technologies that are based on
Python
•The website offers a search tool
•The website offers an attractive
•It prsents its expertise and
design and an ergonomic
illustrate few projects
interface
•Makina Corpus site has its own
community space
•Pages and groups in other
community sites will be created
Makina Corpus employees are
web developers and continually
provide various updates
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
Improving and Adding Content and Source Code
•Adding and optimization of meta tags: two
tags are created: "Description" and "keywords"
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
Improving and Adding Content and Source Code
•Submission in directories: list of directories that
have categories such as computers, Internet,
Development, and Programming
•These directories are chosen according
to their PageRank (PR).
•They does not require a link back.
19
SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
Dynamization by social networks
Dynamization through facebook:
•Makina Corpus has invited the public
•Then it has created links pointing on the site
•And has written articles which talk about the company, its
activities, expertise and different technologies that it
masters, by focusing on ‘Python’
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
Dynamization by social networks
Publicité
Dynamization through viadeo:
•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
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
Dynamization by social networks
Dynamization through linked In:
•Makina Corpus has created a group on Linked In
•It includes basic informations about the company and
also articles and talk about the company expertise and
technologies.
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
Dynamization by social networks
Dynamization through Twitter:
•The Company Twitter page followed 75 applications such
as PiPi, PyCon FR, Plone
•It has got 17 people "followers" who follow the company
news and links on twitter
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
The results by Google Analytics
1791 visits with 1032 new visitors and 759 returning
visitors.
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
The results by Google Analytics
Users saw 7022 pages which 3051 pages were visited by new
visitors and 3971 were visited by known visitors.
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
The results by Google Analytics
search engines are the largest source of traffic
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
The results by Google Analytics
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.
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SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
The results by Google Analytics
the pages
"Python", "Plone",
"Zope", "Django"
and "Plomino" are
more consulted
than the other
pages.
28
SEO AND THE DYNAMIZATION OF MAKINA-CORPUS.COM
The results by Google Analytics
the company targeted France and Tunisia, so the objective is
achieved.
29
LIMITE OF SEM
•SEM do not produce an immediate results
•Any new site can remain several months before that its
content starts to be sucked by the robots of search
engines
•This type of optimization has less influence on very
generic keywords belonging to extremely competitive
industries.
30
Thank You
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