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5. Changing Face of Discoverability on the Web - Search University 3

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The Changing Face of Discoverability on the Web: Jonathan Van Parys is the president of HackDemocracy which starts to gain influence in a new way of treating data and achieve political objectives, …

The Changing Face of Discoverability on the Web: Jonathan Van Parys is the president of HackDemocracy which starts to gain influence in a new way of treating data and achieve political objectives, especially now that the wikileaks/wikipedia type of approaches become more popular. He will give a critical vision of Search Engine Marketing demonstrating through his managed projects the complementarity with other media platforms (paid and non-paid). He will share some concrete data and propose a methodology.

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  • Get your ideas, concept, political campaigns, etc discoveredIf you’re a politican, it’s potential voters, if you’re a singer, it’s fans, if you’re selling products it’s happy customers.Content matters but ability to share with others is also important
  • Let’s take a look at three successful local initiatives, and how they got discovered:Where’s My Villo?which encouraged JCDecaux to improve Brussels’ bike-sharing system, Villo!PublishTheNote which got Johan VandeLanotte’s political negotiation note published.SHAMEwhich got nearly 40,000 people out on the streets.
  • Why relevant: belgian initiativesTouched a lot of peopleProbably mostly young people
  • It’s social. And Social is also relevant for search marketing.Why relevant: belgian initiativesTouched a lot of peopleProbably mostly young people
  • This probably doesn’t look much like your website.Press and social are 60% of traffic.It’s an extreme case, but it’s so atypical.Publish the Note is still at 25% for social.We’re going into that direction. This is to show you how big it can be.It starts here, but many other websites (more conventional) are alos starting to see this.
  • People are coming to your website all day. That’s not true for other traffic sources.You can get to people at times when they can be more engaged. Ie. Not only during work-hours.This obviously affaects browser share. Interenet explorer is gone by night.
  • Peeks can last for several days.But Twitter looks more like press in length, and Facebook in peaks.It’s a good complement to other sources, when other sources are down, it’s up.Its candle burns slower – peaks last longer.
  • Peeks can last for several days.But Twitter looks more like press in length, and Facebook in peaks.It’s a good complement to other sources, when other sources are down, it’s up.Its candle burns slower – peaks last longer.>Google and Bing both say they can Twitter and Facebook into account.
  • Peeks can last for several days.But Twitter looks more like press in length, and Facebook in peaks.It’s a good complement to other sources, when other sources are down, it’s up.Its candle burns slower – peaks last longer.
  • Peeks can last for several days.But Twitter looks more like press in length, and Facebook in peaks.It’s a good complement to other sources, when other sources are down, it’s up.Its candle burns slower – peaks last longer.>Google and Bing both say they can Twitter and Facebook into account.
  • I’m sure Mai Lee will tell us plenty more about this later. Use of aggregate and personal like infoHuman approval: strong signal of preferences.increasingly influencing SEOEmbedded contentGoogle +1 publisher button
  • If you’re in products. Create a fantastic customer experience.
  • If you’re in products. Create a fantastic customer experience.
  • If you’re in products. Create a fantastic customer experience.
  • Make sure people can see you on mobiles – mobiles is 3 percent already in SHAME.Make like buttons VISIBLE.As soon as social traffic increases, so does mobile.
  • Blog Search. There’s peopleall over the world interested in what you do.A better strategy is to target one or two top blogs but devote the majority of your time to the long tail of blogs. How long is long? In my experience, this can be 200+ highly relevant blogs, some with vanishingly small traffic, in a space like personal finance.Linkbuilding with people who themselves have developed a social strategy is great. You leverage their community.Leverage other people’s communities.
  • Blog Search. There’s peopleall over the world interested in what you do.A better strategy is to target one or two top blogs but devote the majority of your time to the long tail of blogs. How long is long? In my experience, this can be 200+ highly relevant blogs, some with vanishingly small traffic, in a space like personal finance.
  • Transcript

    • 1. 1
    • 2. THE CHANGING FACEOF DISCOVERABILITYON THE WEB
      Jonathan Van Parys – HackDemocracy
      11h40 – 12h00
    • 3. 3
      We celebrate innovations for more democracy.
      We hold monthly meetupsmixing technology and democracy.
    • 4. 4
      We all share one goal: to be discovered.
      And discoverability on the web is changing.
    • 5. 5
    • 6. 6
    • 7. 7
    • 8. 8
    • 9. 9
    • 10. 10
      The new face of discoverability on the web.
    • 11. It’s Social.
      11
      Traffic to 230111.be in January 2011
    • 12. Social is DIFFERENT: it’s an all-day thing.
      12
      230111.be’s traffic’s time of day by source.
    • 13. Social is DIFFERENT: its timing is different.
      13
      230111.be’s traffic’s by day in January 2011.
    • 14. Social is already in Search.
      14
      230111.be’s traffic’s by day in January 2011.
    • 15. It’s in Search. And can be very strong.
      15
    • 16. Social is opening up.
      16
      230111.be’s traffic’s by day in January 2011.
    • 17. 17
      Social is going to be everywhere.
      It’s a form of human approval.As a traffic source. But also as an influence to other sources: SEO, search marketing, and more.
      is only one example.
    • 18. 18
      What can you do?
    • 19. 19
      1. Give people a compelling story and a reason to tell others about it.
    • 20. 20
      Give people a compelling story and a reason to tell others about it.
    • 21. 21
      A good SEO strategy can help.
    • 22. 22
      2. Use friendly formats & content.
    • 23. 23
      3. Leverage other people’s communities.
    • 24. 24
      Thank you.
      Join us at one of our next meetups:Meetup.Com/HackDemocracy
      Support our initiatives:HackDemocracy.Org/initiatives