2012 sales brochure - english
DESCRIPTION
TRANSCRIPT
2012
www.europages.com02 03EUROPAGES 2012
Visits & subscriptions ............................................................................................... p04
Worldwide traffic ...................................................................................................... p06
Profile of users ........................................................................................................... p08
Return On Investment .............................................................................................. p10
Statistics tools .......................................................................................................... p12
Search engine optimisation.................................................................................... p14
The E*Card ................................................................................................................. p16
The E*Page ................................................................................................................ p18
Video clips, slideshows & PDFs ............................................................................ p20
Products catalogue ................................................................................................. p22
Description text & keywords .................................................................................. p24
Your secure account ............................................................................................... p26
Banners & Skyscrapers .......................................................................................... p28
Sponsors & VIPs ........................................................................................................ p30
Details
E*Page in 15 languages ........................................................................................ p32
E*Page in 1 language ............................................................................................ p34
Optional products .................................................................................................. p36
Display ..................................................................................................................... p37
Ranking points distribution .................................................................................... p38
What you will find
in these pages
www.EUROPAGES.com04
EUROPAGES is a B2B platform with a very wide audience. In 2011, the EUROPAGES site was visited by over 4.5 million professionals every month.
2008
19.1
millio
n
2009
47.3
millio
n
More and more
professionals are visiting the site…
2010EUROPAGES optimises its pages for search engines (SEO)
2009Launch of the new website
05EUROPAGES 2012
Businesses can subscribe with EUROPAGES for free to discover its advantages and update or change their details online. This level of freedom and flexibility combined with the benefits rto their own websites’ increased visibility encourage many businesses to continue in a second time with a paid subscription to improve their online presence. Every month, more than 6000 businesses subscribe to EUROPAGES. In the past 12 months, the number of inscriptions has increased by 73%.
56 million
2010
41.4
millio
n
2011
2008
45,0
18
SUBSCRIBERS
2009
50,5
02
2010
45,8
79
2011
75,538
2011EUROPAGES crossed four times the
threshold of 5 million monthly visits
…more and more businessesare registering with EUROPAGES
Since 2008, traffic has increased by an average 56% each year.
Why such an increase in the midst of an economic crisis and on an increasingly congested Internet?
Because EUROPAGES delivers pertinent results to businesses looking for products or services. The site provides them with detailed results corresponding to their searches, and lists of suppliers corresponding to their needs.
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VISITS
www.europages.com06
Since its inception in 1982, EUROPAGES’ core vocation has been to make European businesses visible to European visitors. In addition, with the multiplication of the site’s versions (available in 26 languages), EUROPAGES has also succeeded in making European businesses visible outside Europe, as well as winning over many suppliers from around the globe who seek to develop their activity in Europe.
A worldwide traffic with a
European core ...
07EUROPAGES 2012
27,4%
1,0%
6,6%
0,7%
3,3%
16,9%
8,3%
0,6%
0,4%
5,1%
2,1%
4,6%
2,5%
9,1%
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rganiz
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According to the World Trade Organization (WTO), Europe remains the biggest trade market in the world. In 2010, trade between all European
countries represented some $4,000 billion, accounting for 27% of world trade. Meanwhile, trade between Europe and the world’s other two leading economic regions (namely the US and Asia) accounted for 14% of world trade ($3,400 billion). If we add up the two, Europe alone represents 42% of world trade. By the same token, Asia represents 34% and North America 20%.
4% North America The United States and Canada represent huge reserves of potential visitors that EUROPAGES is starting to tap into. In 2011, visits from the USA were up 20%, while those from Canada rose by 55%.
7% Russia and AsiaWhile visits from Russia and China, the two heavyweights among the BRICS countries, represent only 7% of worldwide traffic, they are on the increase: up 17% in 2011 for China, and up 12% for Russia.
6% South AmericaGiven that EUROPAGES is available in Spanish and Portuguese, its customers benefit from an excellent level of exposure throughout South America. Brazil, now the world’s 8th ranking economy and enjoying strong growth on EUROPAGES (up 23%), already accounts for 3% of all visits alone.
3% AfricaAfrica remains fairly subdued despite some remarkable signs of development, especially in the Maghreb (Tunisia +78%, Morocco +62%, Algeria +74%).
1% OceaniaDespite an 80% increase in the number of visitors from Australia, this region of the world has not yet come into its own in terms of exchange with Europe.
79% EuropeAlmost 8 out of 10 visitors are from Europe. The EU’s biggest economies account for the main share of this audience: Italy (19%), France (13%), Germany (7%), Spain (5%) and the UK (3%).
... EUROPAGES in unison with the
world’s biggest market
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Profile of users: SMEs working in
industry
09EUROPAGES 2012
More than half of the site’s visitors work in industry, a prominent B2B sector. However, there was an increase in the service sector where imports and exports have grown strongly. EUROPAGES visitors mainly hail from the world of B2B; retailers are still marginal (4%).
Manufacturers
53%More than one in two users comes from the industry sector. The three leading sectors are construction & public works, mechanical engineering, and metallurgy & metal working.
Services
22%Representing a growth sector, service providers account for 1/5 of the site’s audience. In fact, searches relating to
corporate services are top of the list on EUROPAGES.
Two users in every three are responsible for - or participate in - the decision to purchase
In B2B, decisions to purchase may often take longer than one month. This time is shortened when the decision-makers are involved right from the start of the purchasing cycle. Opportunely on EUROPAGES, most users are the actual decision-makers.
19% Wholesalers, Distributors, Subcontractors, Agents and Representatives Purchasing professionals, purchasing cooperatives and distributors appreciate EUROPAGES for the time gained when searching for suppliers and manufacturers of finished products.
4% RetailersThe Retailer category (mainly Business to Consumer - B2C) is not highly developed on EUROPAGES. Nevertheless, some retailers are working directly with manufacturers and use EUROPAGES for their searches in this respect.
EUROPAGES’ audience is comprised mainly of small enterprises. Almost 40% are small or very small enterprises (<20 employees), while small and medium-sized enterprises account for 50%. Intermediate-sized enterprises, i.e. those with more than 250 employees, account for less than 10% of the EUROPAGES user population.
On EUROPAGES, one in two SMEs has a revenue greater than €2 million, i.e. higher than average for businesses of this size. One SME in every four posts sales higher than €50 million, again higher than average for businesses of this size.
<1M €
1M-2.5M €
2.5M-5M €
5M-10M €
10M-50M €
>50M €
<10
11-50
51-100
101-200
201-500
>500
37%
22%
14%
10%
10%
7%
15%
19%
15%
13%
15%
24%
An audience of SMEs
Dynamic SMEs
Operational
25%
Mid
dle
man
agem
ent
31%
Top
management
45%
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.
4,500
4,000
3,500
3,000
2,500
2,000
1,500
1,000
500
www.europages.com10
Each month, EUROPAGES’ 25,000 listed customers attract millions of visits. The three main units for measuring ROI are E*Card Views (general visibility), E*Page Views (targeted visibility) and Clicks-Out (clicks to the customer’s own website).
The ROI varies depending on the corresponding subscription (Starter, Access, Entry, etc.). We can see that the combined number of E*Card Views and E*Page Views – which represent a company’s visibility – helps to increase the number of clicks to the customer’s site (bubble). Depending on the type of subscription taken out by the business, the more its visibility increases, the higher its ROI.
A remarkable return on investment
11EUROPAGES 2012
20,000
Premium
Medium
Economic
Entry
Access
Starter
Clicks-outClicks to the website
E*Card ViewsGeneral visibility
EUROPAGES allows businesses to register for free. Some 2 million businesses are listed on the site free of charge.
While the free listing is useful to discover the site’s merit and to create some initial visibility, once a business seeks to increase its return, the paid subscription proves to be an excellent investment to boost its visibility and online audience.
On average, members with a paid listing obtain a level of visibility 58 times higher than those with a free listing, while their number of targeted displays is 18 times higher. Moreover, they enjoy 114 times more visits to their own websites. Herein lies the essence of EUROPAGES.
E*Card Views
free members paid members
x58
x18
x114
20,636
353
free members paid members
555
30
free members paid members
492
4,3
E*Page ViewsTargeted visibility A much higher ROI for customers
E*Page Views
Clicks-out
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The s
ize o
f th
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ub
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s in
cre
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s alo
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with t
he n
um
ber
of
clic
ks
40,000 60,000 80,000 100,000 120,000
3,235
1, 874
1,294
923
591411
www.europages.com12
Every month, 4 million visitors search for, display and click on the E*Pages of the 2 million businesses listed on the site. These interactions represent millions and millions of data items, all saved on EUROPAGES servers. In total, an annual 5 terabytes of data (1012) are assembled, processed and displayed to businesses in complete transparency, allowing them to calculate their visibility (E*Card Views and E*Page Views), measure the hits on their websites (Clicks Out) and compute contacts and requests for quotes (Emails and RFQ) to better evaluate their ROI.
Business Intelligence for the benefit of companies
13EUROPAGES 2012
Individual statistics in just a click(mySTATS)
On EUROPAGES, every business has its own individual account where it can access its personal stats at all times.
The customer can thus see how many E*Pages have been viewed, how many clicks out have been
performed, and how many emails have been received, identifying the country of origin for each.
EUROPAGES customers benefit from this level of precision thanks to the sheer power of the decision-support system deployed upstream (described opposite).
Who searches for what, who searches for whom, which keywords are used for which industry sector, where do users come from, which companies have been viewed, from which queries and in which countries?
To answer all these questions, EUROPAGES has created the Findit system, a veritable decision-support tool that extracts pertinent responses from a complex set. Some of the market’s most sophisticated tools
constantly analyze searches on EUROPAGES, their origins and their effects on the businesses. Reports are available at all times to answer all their queries regarding the traffic they have generated.
Customized reports on demand(Findit)
Every morning, the previous day’s data is extracted (ETL) from the various sources, injected in a datawarehouse and then aggregated in datamarts where only the selected data is stored. This system deployed by EUROPAGES works like a huge, highly sophisticated filter to provide customers with the substance of their statistical data.
Visits per country
Monthly visits
R.O.I. per month
Visits per country
Geomarketing :Analyses &
reporting
ETL : Extract,Transform & Load
Powerful tools to deliver customer statistics
Modelisation R.O.I.Scoring prospects
Optimisation e-marketing
Reporting intern & clients
www.europages.com14
A universal referencingsystem for businesses
15EUROPAGES 2012
Translation at the service of search engine optimisation
Much like a galaxy, the structure of the Internet is determined by gravitation. In this expanding universe, websites, like planets and satellites, revolve around solar centres that represent the (big three) search engines.
Given their mass, the search engines attract matter present on sites (text, keywords, video clips, photos). The more matter there is, the greater the attraction. On EUROPAGES, this matter is all the more considerable given that it is published on 26 different sites: Europages.co.uk, Europages.fr, Europages.it, Europages.es, Europages.de, etc. This makes it a highly attractive target for the leading three search engines (Google, Bing and , Yahoo!), as well as for national search engines with considerable local influence (Yandex in Russia, Baidu in China, Rambler in Korea, etc.). This system works so well not only because the content is translated into 15 languages, but also because the information’s assembly is constantly being optimized for natural referencing (SEO). As a result, the businesses listed are seen by users in over 200 countries in their native language.
SEO
europages.it
europages.fr
europages.nl
europages.co.uk
europages.com
europages.es
europages.pt
europages.cn
europages.com.ru
europages.de
europages.cz
europages.pl
europages.gr
yandex
google.com
bing
google.de
google.fr
google.es
yahoo
google.pl
*Danish, Dutch, English, Finnish, French, German, Greek, Italian, Polish, Portuguese, Russian, Simplified
Chinese, Spanish, Swedish, Turkish.
EUROPAGES translates its customers’ content into 15 languages*. For the purpose of improved quality control, it has created its own translation network comprising approximately one hundred independent translators in Europe and throughout the world. Projects are managed using a Computer-Aided Translation (CAT) tool that stores all previous translations in a dedicated memory. As soon as a new project is launched, the translation memory proposes the available translation if it finds any equivalent translations.
If no equivalent translations are found, the content is translated from scratch. Once completed, this content is automatically placed online. If translated content is in any way considered non-compliant with a company’s requirements, the company can either request a modification, or offer its own translation. In 2011, 175,000 texts and 7,000,000 keywords were translated into 15 languages. With its proven translation system, EUROPAGES provides businesses with natural referencing of their content both in their native language and in a wide range of additional languages.
Order
Translation
CAT tools
Analysis Translationmemory
Online
Modification
baidu
google.co.uk
google.it
www.europages.com16
1,289,891,497 E*Card Views in 2011
Available in web and mobile web versions.
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17EUROPAGES 2012
Further improving your company’s visibility
The E*Card is displayed in the EUROPAGES search engine results page. This is what the site’s users see first when they perform a search. As such, it represents your company’s initial level of visibility.
The choice of content that you publish on EUROPAGES is decisive since this is what is actually used to display your E*Card in response to a user’s query.
The content’s reactive elements are the description, the keywords, the company name and the names of the products in the catalogue. The more numerous and precise they are, the greater your chances of satisfying a targeted query.
The E*Card
logocompany name
websiteskeywords
products searched for
description
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79,870,132E*Page Views in 2011
Available in web and mobile web versions.
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19EUROPAGES 2012
A second website in 15 languages for your company
The E*Page is displayed when a user clicks your E*Card (see the previous page). However, it is indexed on the Web through natural referencing (see pages 14-15) so that more and more users can reach your E*Page directly via search engine results pages. The number of times your E*Page is viewed (“E*Page Views”) reflects the interest shown in your company by visitors.
The E*Page is like a second website for your company; it acts as a showcase for your business on EUROPAGES. In addition to basic information such as the company name, address, map, description and keywords, you can publish all sorts of other contact data (email, phone, fax). You can also provide further details on your activity that may be useful to attract visitors’ attention (websites, video clips, pdf documents, images, etc.).
To further leverage productivity from your investment, EUROPAGES also allows you to include your product catalogues on the E*Page (see pages 22-23). These elements are all optimized to be indexed in different languages and to position your business on search engines.
The E*Page
logo
company name
description
keywords
websites
video
contacts
map
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products
www.europages.com20
3 easy steps to put your videos on the E*Page for free…
Available in the Web version
21EUROPAGES 2012
Add up to 10 video clips, slideshows or PDFs on your E*Page for free and attract visitors!
You can increase both your popularity and your ROI by displaying videos, interactive presentations or PDF documents on your E*Page.
Video helps to convert potential customers and can have a considerable impact on a company’s sales. Visitors who have seen a video of a product will be more inclined to purchase that product.
The procedure is straightforward: you create a free account on a video platform such as Youtube.com or Dailymotion.com, or on a site that hosts slideshows such as Slideshare.net (1). You upload your video clips or slideshows (2). You then copy & paste the embed code of these videos to your myEUROPAGES account (3).
Videos can only be published by members with a paid subscription.
Video clips, slideshows & PDF files
I create my free account on YouTube, Dailymotion or Slideshare.1
I upload my video on YouTube or Dailymotion, I upload my PowerPoint slideshow or my PDF on Slideshare.
2
…and your slideshows or
PDFs too!
I copy & paste the embed code in the myEUROPAGES account, and my video clip, slideshow and/or PDF files are visible on my E*Page.
3
Video Slideshow
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Your products automatically retrieved and updated
Available in the Web version
23EUROPAGES 2012
Display all your products on your E*Page
Professionals are first and foremost looking for products, whether on the Web in general or on EUROPAGES in particular. By including your catalogue on your E*Page, you increase your chances of being seen, and above all of being selected.
Your products are automatically retrieved (crawl)*If your products are already online on your own website, simply provide us with the web address and specify how many products you wish to include on your E*Page. We will then send a crawler program to your site to retrieve the photos and descriptions of your products (1). This information is subsequently published on your E*Page (2).
Ongoing automatic updates for optimal efficiencyAs soon as EUROPAGES detects a change on your site, it automatically retrieves the new product and updates the catalogue accordingly (3).
Manual retrieval of your electronic files (Xml or Excel)Alternatively, if your products are not available on your website, you can provide us with an electronic file (in xml or xls format) indicating how many products you wish to include on your E*Page. This information is subsequently published on your E*Page. It is updated as soon as you send us a new file
An individual online reference for each of your productsYour catalogue is displayed in full on your E*Page. In addition, a dedicated page is created for each of your products. EUROPAGES assigns each page a unique URL to boost its natural referencing.
Catalogues in several languages published simultaneously You can display the catalogue on your E*Page in up to 9 language versions. For example, your catalogue in English on the English version of your E*Page, the same catalogue in German on the German version of your E*Page, and so on. The following languages are accepted: Dutch, English, French, German, Italian, Polish, Portuguese, Russian and Spanish.
The publication of product catalogues is a paid option, and is reserved to members with a paid subscription.*EUROPAGES cannot perform crawls on Flash sites or PDF files.
The Products Catalogue
we retrieve your products catalogue.1
we publish it2
product description
3we update it
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www.europages.com24 25EUROPAGES 2012
The essential elements of your indexing on the web
The description text*The first thing users will see on your E*Page is the description of your activity. This description must use expressions characteristic of your line of business, since it essentially presents your company’s know-how, much like a CV. It is translated and published in 15 languages, and indexed by the main search engines. It must be clear and concise. Bear in mind that visitors prefer short sentences rather than a long series of words.
KeywordsThe role of keywords is to define the specific aspects or your business, and the list of your products or services. Translated and published in 15 languages, these keywords are indexed by search engines. Note that the more precise your keywords are, the better your conversion rate will be. Give preference to highly specific keywords (e.g. piston and screw-type compressors) rather than keywords that are overly general or vague, and that will merely generate "noise" (e.g. compressors).
Additional keywordsEach type of subscription comes with a set number of keywords (e.g. 33 for a Premium subscription). However, you can always add more keywords to your E*Page. This will improve its reactiveness to searches and, as a result, its visibility. Additional keywords are sold individually. They are translated and published in 15 languages.
Priority keywordsTo give added weight to certain keywords, you can confer priority or ranking points to them. Priority keywords increase the overall value of your E*Page and its positioning. The «priority» option is sold per individual keyword.
* Your description text can contain 1,000 characters in your natural language. For other languages, you must provide a shorter description comprising no more than 500 characters. This description will then be translated in 14 languages (see pages 14-15). Your E*Page will thus be published in a total 15 languages.
Description& keywords
description
keywords
www.europages.com26
Your secure account
myEUROPAGES
27EUROPAGES 2012
View your statistics, update your details and enhance your E*Page at will and whenever you like!
Available 24/7As soon as your E*Page is online, you will receive an access code to your myEUROPAGES account. You can connect to this secure account at all times.
Your stats in complete transparencyYou can evaluate your ROI by viewing indicators that reflect your visibility (E*Card Views and E*Page Views), or by seeing how many visits have been generated to your own website via EUROPAGES (Clicks Out). These figures can all be sorted by country. They are provided by ComScore Digital Analytix (see pages 12-13). Your stats are updated every month.
Improve your results yourselfOnce you have logged on to your account, you are entirely free to modify anything you like.
You can complete or update details on your company (address, contact details, e-mail addresses, websites, etc.).
You can add elements or refine your activity’s description to optimise the pertinence of both your E*Page and your Internet referencing (description, keywords, etc.).
You can add value-added elements for free to make your E*Page more attractive (videos, slideshows, PDFs, photos, etc.).
You can also provide all-important information on your company (workforce, revenue, delivery practices, languages spoken, countries where you work, and so on).
Available in the Web version
Your accountYour stats
Your E*Page
Your products
Your videos, photos & slideshows
Your emails
2.0
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29EUROPAGES 2012
151,345,547 Banners & Skyscrapers displayed in 2011
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Available in the Web version
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Display your brand at the right time
Your Banner or Skyscraper will only appear when relevantA Banner* is a horizontal rectangular ad. A Skyscraper** is a vertical rectangular ad. You can assign as many headings as necessary to them, selected from among EUROPAGES’ list of 4000 headings. Your Banner or Skyscraper is displayed whenever a user’s query corresponds with one of your headings. Your brand name therefore appears for queries that correspond with your activity, and not merely at random. This contextual display guarantees a much higher click rate than for similar ads habitually found on the Web.
You choose the period for your ad campaignJust as different activities have different seasons, so companies work according to different schedules. To comply with your specific needs, EUROPAGES lets you choose when your banners/skyscrapers are displayed. In the spring, after the summer? Once, twice, three times a year? For one, two or six months? You choose, we display.
Banner/Skyscraper locationsBanners and Skyscrapers are displayed on the results pages and on the E*Pages of free members. On the results page, the Banner is placed at the top and bottom of the page, while the Skyscraper is placed to the right. On a free member’s E*Page, the Banner is placed at the top of the page, and the Skyscraper to the right.
*Leaderboard (728x90) or Full Banner (468x60). Jpeg, Gif or Flash. Maximum 20 KB.**Wide Skyscraper (160x600) or Standard Skyscraper (120x600). Jpeg, Gif or Flash. Maximum 20 KB.
Banner & Skyscraper
Banners are published at the top and bottom of the results pages.
Skyscrapers are published on the results pages and on the
E*Pages of free members
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Results page Free member’s E*Page
31EUROPAGES 2012
3,438,494 Sponsor displays in 2011
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Available in the Web version
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Present your brand to all B2B visitors
Targeted exposure to an international B2B audienceThe Sponsor* is a large rectangular ad. The VIP** is a small rectangular ad. Both are displayed on the EUROPAGES home pages. They are displayed permanently, not contextually. On EUROPAGES, these formats are ideally suited to companies seeking to present their brand name to the widest possible B2B audience.
You choose the display period and frequencyTo suit your needs, EUROPAGES lets you choose the period during which your Sponsor or VIP is displayed (one or more months). The space reserved for the Sponsor can display up to 4 customers in alternation. If you want to have the space for your company alone, you can opt for the Exclusive option. Your company will then be the only one displayed for the selected period. The VIP space can display up to 8 companies in four dedicated spaces in alternation.
You choose the nationality of customers targeted There are 26 versions of the EUROPAGES site. Depending on the markets you seek to reach, you can choose the home pages on which to display your Sponsor or your VIP.
*Sponsor (300 x 250). Jpeg, Gif or Flash. Maximum 30 KB.**VIP (120 x 60). Jpeg, Gif or Flash. Maximum 30 KB.
Sponsor & VIP
13,753,976 VIP displays in 2011
Sponsors are published on the EUROPAGES home pages.
VIPs are also published on the EUROPAGES home pages.
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Home page
EUROPAGES S.A.127 ave charles de Gaulle 92200 Neuilly-sur-Seine - FRANCE
Tel: +33 (0)1 41 16 49 [email protected]