SEO, Culture, and Media

SEO, Culture, and Media Jane3e Toral h3p://digitalﬁlipinoclub.com h3p://searchproﬁleindex.com 1

Museums and works of art – my hideout.

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.

Module 3 starts this March 9, 2012

Becoming a Blog, SEO, and Social Media Specialist

Paid results (interrupPon markePng) Organic results (Inbound markePng)

Algorithmic Ranking Factors Source: h3p://www.seomoz.org

Search engine results customized per user, not same for all. Is SEO dead?

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)

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

Sales opportunity: -‐  One Pme -‐  Repeat -‐  Short term relaPonship -‐  Long term relaPonship -‐  Upsell -‐  Cross-‐sell

Search MarkePng Program •  Web site goals –  Sales •  Online •  Oﬄine –  Leads –  Market awareness –  InformaPon & entertainment –  Persuasion

Search MarkePng Program •  Measure web site success –  Count •  Conversion •  Visitors •  Revenue

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

Keyword placement •  Within arPcle Ptle •  Title tag •  Within the arPcle itself

What appears at browser Ptle bar & search results DescripPon of page that appears in search engine results.

Social Lives at the Top of the Funnel Source: SEOMoz.org

Conversion Rate !Optimization !is a !Critical !Practice Source: SEOMoz.org

Home, Hangout, Hideout Study the market where they are. What is the site for its users? (home, hangout, hideout?) Source: h3p://mobileyouth.org

Are museums ready to embrace SEO and social media? Do they know what users want?

For the growth of e-‐commerce in the Philippines! h3p://slideshare.net/jane3etoral h3p://twi3er.com/digitalﬁlipino

SEO, Culture, and Media

by Janette Toral

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