SEO & Social Media, by Martha Gabriel

Search & Social Martha Gabriel Martha Gabriel

Martha Gabriel Engineer Postgraduate in Marketing Postgraduate in Design Master’s Degree & pursuing PhD in Art Author of 2 books on Search Marketing (2008 & 2009) Professor in the MBA courses in BSP Business School São Paulo & Universidade Anhembi Morumbi Researcher at Universidade de São Paulo Consultant on digital marketing, NMD New Media Developers New Media Artist awarded at Florence Biennale 2009 http://www.martha.com.br/ @marthagabriel Martha Gabriel

Agenda – The Search Era – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel

Martha Gabriel THE SEARCH ERA

Search and Social have been always connected … in digital environments or not … we start searching since we are born Martha Gabriel

Ways of Searching • Browsing: observing and following leads (things, people behaviors or links) – Getting more and more difficult due the raising of the web complexity • Asking: to systems or people – Search Engines – Peers in Social Networks Martha Gabriel

If we have been always searching … why so much interest right now? why so much interest right now? Fonte da imagem: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/ Martha Gabriel

The Search Era • Information explosion – Web 2.0  Web Read/Write  exponential raising of the amount of amount of information (quality? / filters) – Long Tail x Paradox of Choice – The Attention Economy (Davenport) / The Purple Cow (Seth Godin) “A wealth of information creates a poverty of attention” • Proliferation of technologies and media – More platforms to search Martha Gabriel

Search & Social More and more interconnected … Social get fed by Search & Search get fed by Social Martha Gabriel

2nd largest search engine Martha Gabriel

Fast growing search engine Martha Gabriel

25% of the 1st SERP (search engine result page) for the Top 20 brands are links to Social Media content Martha Gabriel

Target audience is not just target anymore – it’s target, but also has become media and content generator Fonte: http://www.psychotherapist.org/EmpTree.jpg Martha Gabriel

Marketing Vector Inversion from Mass Media … from BRANDS to PEOPLE from PEOPLE to BRANDS … to My Media (Participation Era) Martha Gabriel

Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143 Martha Gabriel

The SEARCH Era iProspect Search Engine User Behavior Study: – 90% of online people use search engines – 87% of them declare that they found what they were looking for – Millions of people use search engines to choose school for their children, specialization courses, to by cars, travel, book hotels, etc. Martha Gabriel

How much do YOU depend on search? Martha Gabriel

Search Engine Power • The search engines are the MOST INFLUENT digital entities nowadays: – What is not found, does not exist! (Taxonomy  one of the Top 10 trends by ZDNet.com) – Test: try to not use any search engine for 1 week (or any Google’s product – search, blogger, maps, earth, gmail, etc.) – How many use Gmail? Martha Gabriel

Digital Share-of-Mind Martha Gabriel

Research Navigation Martha Gabriel

Search Engine Power • Search Engine users habits: – Rarely go beyond the 1st page of results: 68% abandon the search after the 1st page – 90% don’t read beyond the 3rd page of results – 39% believe that the first results in the SERP are the market leader brands – More than 90% of the clicks concentrate in the first 10 results of search Martha Gabriel

Search Engine Power • Top 10 Dictatorship – Necessity of being in the 1st page of results, among theTop 10 – Gold rush among companies to try to improve their website page rankings in the serach results for the most important keywords for their businesses – Solution  SEO (Search Engine Optimization) Martha Gabriel

SEM & SEO Martha Gabriel

SEM – Search Engine Marketing • Off-page – Sponsored Links – WOMM, SMM & SMO – Link building – Appear in Directories SEO support – Affiliated programs – Press Releases – Link Bait • On-page (SEO – Search Engine Optimization) Martha Gabriel

SEM Marketing Plan: 1) Preliminar Analysis & Objectives 2) Keywords selection 3) On-page & Off-page Optimization 4) Monitoring 5) Control & adjustments Martha Gabriel

Poster SEO - Awarded at HighEdWeb 2008 - Available for download: - via QRcode - via SlideShare (slideshare.net/marthagabriel) Martha Gabriel

SEO – Search Engine Optimization • Two main factors affect SEO: • Relevance (importance of the page): “Birds of same kind flock together” • Keywords (vocation) It’s true for doing SEO to any king of digital object! Martha Gabriel

SEO – Search Engine Optimization • The columns of on-page optimization: a) Page Code (keywords) b) Page Content (keywords) c) Website Structure Martha Gabriel

• About 200 factors affect ranking (SEOmoz): http://goo.gl/WfNv 15% 35% Martha Gabriel

SEO is like diet: the rules are easy, but the discipline necessary to follow them is hard. Martha Gabriel

Agenda – The Search Era – SEM & SEO – SEO Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel

SEO Beyond the Basics Martha Gabriel

Beyond the Basics • Landing Pages • Mobile Optimization • Universal Search • SERP Domination • Behavioral Targeting Martha Gabriel

Landing Pages Martha Gabriel

Landing Pages “You can lead a horse to water, but you can't make it drink.” -- French Proverb Search Marketing (marketing + IT)  leads people to the page Landing Page (marketing + IT + design)  make people drink  Martha Gabriel

Landing Pages New Google ranking criteria takes in account the landing page: navigation, bounce rate, usability. Martha Gabriel

Mobile Optimization Martha Gabriel

The future is mobile Martha Gabriel

Mobile search • Screen size – Quantity of itens per page, ad visibility, characters limits • Speedy of access • Usabilility • Kind of content/ searched keywords: 50% of mobile search fit in 7 categories: – Music, localization, entertainment, sports, local information, shopping and references. Martha Gabriel

Universal Search Martha Gabriel

Maps News Videos Martha Gabriel

Busca Universal • Requires optimization of ALL KINDS of indexed platforms (not only websites anymore): – Youtube – Google Maps – News – Blogs – Twitter (40 first characters) – Slideshare – Etc… Martha Gabriel

Martha Gabriel

SERP Domination Martha Gabriel

Behavioral Targeting Martha Gabriel

Behavioral Targeting • Behavioral targeting — process of targeting people based on their behaviors. • Involves several different plataforms, including search. Martha Gabriel

Behavioral Targeting • Signed-in personalization >>> based on the user Web History. • Signed-out customization >>> based on browser cookie using information about previous searches and clicks. Martha Gabriel

Martha Gabriel SEARCH & SOCIAL

SEARCH & SOCIAL • Social Media Optimization • Social Search Optimization Martha Gabriel

Social Media Optimization / Marketing Martha Gabriel

Martha Gabriel

Social Media Marketing • Social Media Marketing (SMM) increase two important factors for SEO: –Traffic –Links Martha Gabriel

Martha Gabriel

Social Media Marketing • Linkability – relevant content / link baits • Make bookmarking easy – digg, twitter, delicious, flickr, etc… • Incentivate mashups • Make it easy for your content to travel • Viral elements for contents (Dan Zarrella) • Relationship • Crisis blindage & management Martha Gabriel

Social Media Marketing is not about technology, it’s about people. ―Relationship first, the rest falls into place‖ Martha Gabriel

Martha Gabriel Social Search

Social Search Optimization (SSO) SSO é the process of creating social profiles to leverage all your social objects with the purpose of increasing branding results. Social objects include anything that don’t reside only in your website. – Social media profiles – Blogs – Videos & images – Images – Press releases & news feed 62 Martha Gabriel

Social Search • Social objects are the optimization tools and are contextualized by keywords, titles, descriptions, tags and/or links. • Understanding the social objects attributes is one of the most important aspects of a successful SSO. Martha Gabriel

Social Search • Keywords Suggestion Tool – monitoring social networks is a great what of getting leads about which keywords must be optimized in SEM “Social Media is becoming a core product research channel.” -- Nielsen Martha Gabriel

Trends Martha Gabriel

SERP of the Future Martha Gabriel

SEO vs. SEO 2.0 SEO SEO 2.0 On site optimization for spiders On site optimization for users Competition Cooperation keywords tags Optimization for links Optimization for traffic clicks, page views, visits conversions, ROI, branding DMOZ Delicious Main traffic sources: Main traffic sources: Google, Yahoo, MSN Social Media, StumbleUpon, niche social news sites, blogs undemocratic, who pays most is on democratic, who responds to popular top demand is on top 50% automated 10% automated technocratic emotional Martha Gabriel

“All broadband will be useless if the mind is narrow." -- quote in a advertisement commercial from TIM, cell phone operator company Martha Gabriel

Presentation at slideshare.net/marthagabriel -- Martha Gabriel martha@martha.com.br me, www.martha.com.br twitter, @marthagabriel Martha Gabriel

SEO & Social Media, by Martha Gabriel

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