SEO, Culture, and Media

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SEO talk by Janette Toral at Bringing Culture into Blogging 101 & SEO event at Yuchengco Museum. Organized by the Freelance Writers Guild of the Philippines and Yuchengco Museum last February 11, …

SEO talk by Janette Toral at Bringing Culture into Blogging 101 & SEO event at Yuchengco Museum. Organized by the Freelance Writers Guild of the Philippines and Yuchengco Museum last February 11, 2012.

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  • 1. SEO,  Culture,  and  Media Jane3e  Toral   h3p://digitalfilipinoclub.com   h3p://searchprofileindex.com   1  
  • 2. Museums  and  works  of  art  –  my  hideout.  
  • 3. DigitalFilipinoClub.com  •  Have  an  E-­‐Commerce  Summit  free  for  club   members  this  February  24,  2012  at  The   Peninsula.  •  Free  research  reports,  markePng  assistance,   referrals,  and  consulPng.  •  Have  individual,  SME,  and  corporate   members.  
  • 4. Module  3  starts  this  March  9,  2012  
  • 5. Becoming  a  Blog,  SEO,  and  Social   Media  Specialist  
  • 6. Paid  results  (interrupPon  markePng)  Organic  results  (Inbound  markePng)  
  • 7. Algorithmic  Ranking  Factors  Source:  h3p://www.seomoz.org  
  • 8. Search  engine  results  customized   per  user,  not  same  for  all.   Is  SEO  dead?  
  • 9. Digital  Society  •  Digital  NaPves  –  Gen  Y  –  Millenials  1977  –   1994  •  GenX  –  1965  –  1976  (34  –  44  largest   demographic)  •  Boomers  –  1946  –  1964  (aged  47  to  65)  •  Tech-­‐savvy  seniors  Silver  Surfers  •  GeneraPon  Z  (kids  today)  
  • 10. Despite  this  stability,  overall  engagement  is  on  the  rise.  Social  networking  now  dominates…   Select  Monthly  Online  Ac:vi:es  (%)     2009   2010   2011   VisiPng  Social  Networking  sites     51*   53   82   Search       58   76   80   Instant  messaging     63   68   69   Internet  Portal     54   73   67   VisiPng  public  chat  rooms   54   67   65   Email     63   65   64   Played  games  online     53   45   54   Listen  to  songs  in  music  websites   -­‐   -­‐   45   Downloaded  or  uploaded  music  files  online     25   37   37   Shared/posted  something  online  that  you  created   15   24   36   Realign  resources  to  adopt  social  media!   AcPviPes  showing  significant  increase  at  95%  confidence  levels  between  2009  and  2011   *  Note.  The  2009  figure  for  social  networking  includes  community  groups  /forums   Base:  Past  month  Internet  users  aged  10+  across  NaPonal  Urban  Philippines   Source:  Yahoo!-­‐Nielsen  Net  Index  2010,  2011  
  • 11. Sales  opportunity:  -­‐   One  Pme  -­‐   Repeat  -­‐   Short  term  relaPonship  -­‐   Long  term  relaPonship  -­‐   Upsell  -­‐   Cross-­‐sell  
  • 12. Search  MarkePng  Program  •  Web  site  goals   –  Sales   •  Online   •  Offline   –  Leads   –  Market  awareness   –  InformaPon  &  entertainment   –  Persuasion  
  • 13. Search  MarkePng  Program  •  Measure  web  site  success   –  Count   •  Conversion   •  Visitors   •  Revenue  
  • 14. What  do  you  need?  •  Unique,  search  engine  friendly  content.  •  Content  that  will  a3ract  links   Great  Content  ≠  Great  Rankings   Customers  ≠  Linkers   Source:  h3p://www.seomoz.org  
  • 15. Keyword  placement  •  Within  arPcle  Ptle  •  Title  tag  •  Within  the  arPcle  itself  
  • 16. What  appears  at  browser  Ptle  bar   &  search  results  DescripPon  of  page  that  appears  in  search  engine  results.  
  • 17. Social Lives at the Top of the Funnel   Source:  SEOMoz.org  
  • 18. Conversion Rate !Optimization !is a !Critical !Practice   Source:  SEOMoz.org  
  • 19. Home,  Hangout,  Hideout  Study  the  market  where  they  are.   What  is  the  site  for  its  users?   (home,  hangout,  hideout?)   Source:  h3p://mobileyouth.org  
  • 20. Are  museums  ready  to  embrace    SEO  and  social  media?    Do  they  know  what  users  want?  
  • 21. For  the  growth  of  e-­‐commerce  in   the  Philippines!  h3p://slideshare.net/jane3etoral  h3p://twi3er.com/digitalfilipino