Search
                 &
                 Social
                     Martha Gabriel
Martha Gabriel
Martha Gabriel

                                      Engineer
                              Postgraduate in Marketing
   ...
Agenda

                 – The Search Era
                 – SEM & SEO

                 – Beyond the Basics

            ...
Martha Gabriel
                 THE SEARCH ERA
Search and Social
                    have been
                      always
                    connected
               ...
Ways of Searching
                       • Browsing: observing and
                         following leads (things, peopl...
If we have been always searching …
    why so much interest right now?
    why so much interest right now?




      Fonte...
The Search Era
  • Information explosion
        – Web 2.0  Web Read/Write  exponential raising of the amount
          ...
Search & Social


      More and more interconnected …

                 Social get fed by Search
                        ...
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
                 ...
Target
                                                            audience is
                                           ...
Marketing Vector Inversion
           from Mass Media …

                               from BRANDS
                      ...
Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marke...
Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marke...
The SEARCH Era

    iProspect Search Engine User Behavior Study:

          – 90% of online people use search engines
    ...
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 ...
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%
       ...
Search Engine Power


   • Top 10 Dictatorship
         – Necessity of being in the 1st page of results, among theTop 10

...
Agenda

                 – The Search Era

                 – SEM & SEO

                 – Beyond the Basics

           ...
SEM & SEO
Martha Gabriel
SEM – Search Engine Marketing

        •   Off-page


             – Sponsored Links
             – WOMM, SMM & SMO
      ...
SEM Marketing Plan:

      1)    Preliminar Analysis & Objectives
      2)    Keywords selection
      3)    On-page & Off...
Poster SEO
- Awarded at HighEdWeb 2008

- Available for download:
    - via QRcode
    - via SlideShare
     (slideshare.n...
SEO – Search Engine Optimization

  • Two main factors affect SEO:

             • Relevance (importance of the page):
   ...
SEO – Search Engine Optimization


           •     The columns of on-page optimization:

                 a) Page Code (k...
• About 200 factors
  affect ranking
  (SEOmoz):

   http://goo.gl/WfNv


                 15%

                        35...
SEO is like diet:
         the rules are easy,
    but the discipline necessary
        to follow them is hard.


Martha G...
Agenda

                 – The Search Era

                 – SEM & SEO

                 – SEO Beyond the Basics
        ...
SEO Beyond the Basics
Martha Gabriel
Beyond the Basics


                 •   Landing Pages
                 •   Mobile Optimization
                 •   Unive...
Landing Pages




Martha Gabriel
Landing Pages

                 “You can lead a horse to water,
                   but you can't make it drink.”
         ...
Landing Pages


           New Google ranking criteria takes in
                account the landing page:
                ...
Mobile Optimization




Martha Gabriel
The future is mobile




Martha Gabriel
Mobile search

    • Screen size
          – Quantity of itens per page, ad visibility, characters
            limits
    ...
Universal Search




Martha Gabriel
Maps




                        News
       Videos
Martha Gabriel
Busca Universal
     • Requires optimization of ALL KINDS of
       indexed platforms (not only websites
       anymore):
...
Martha Gabriel
Martha Gabriel
SERP Domination




Martha Gabriel
SERP Domination




Martha Gabriel
Behavioral Targeting




Martha Gabriel
Behavioral Targeting

       • Behavioral targeting — process of
         targeting people based on their
         behavio...
Behavioral Targeting


   • Signed-in personalization >>> based on the
        user Web History.


   • Signed-out customi...
Agenda

                 – The Search Era

                 – SEM & SEO

                 – Beyond the Basics

           ...
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:


          ...
Martha Gabriel
Social Media Marketing

   • Linkability – relevant content / link baits
   • Make bookmarking easy – digg, twitter,
     ...
Social Media Marketing is not about
            technology, it’s about people.



    ―Relationship first, the rest falls ...
Martha Gabriel
                 Social Search
Social Search
                 Optimization (SSO)
 SSO é the process of creating social
 profiles to leverage all your soc...
Social Search

        • Social objects are the optimization
            tools and are contextualized by keywords,
       ...
Social Search

      • Keywords Suggestion Tool –
        monitoring social networks is a great
        what of getting le...
Agenda

                 – The Search Era

                 – SEM & SEO

                 – Beyond the Basics

           ...
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...
“All broadband
                 will be useless
       if the mind is narrow."
  -- quote in a advertisement commercial fr...
Presentation at slideshare.net/marthagabriel




                                    -- Martha Gabriel
                   ...
Upcoming SlideShare
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SEO & Social Media, by Martha Gabriel

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Presentation on Search and Social Media, given by Martha Gabriel at HighEdWeb 2010 (http://2010.highedweb.org) in the Red Stapler Track (http://goo.gl/Bmsq).

The presentation covers a) the importance of search and its connection with social, b) the main concepts related to SEM and SEO (Search Marketing); c) SEO beyond the basics (Universal Search, SERP Domination, Mobile Search, Landing Pages, etc.), d) SEARCH & SOCIAL (Social Media Marketing and Social Search Optimization), e) Trends.

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  • Fantastic presentation Martha !

    Please mail me this presentation to the following e-mail id: hello2mitu@yahoo.com .

    Thanks
    Mit
       Reply 
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  • Great presention.

    Important the fusion with search & social network.

    Thanks the uploading!
       Reply 
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SEO & Social Media, by Martha Gabriel

  1. 1. Search & Social Martha Gabriel Martha Gabriel
  2. 2. 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
  3. 3. Agenda – The Search Era – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel
  4. 4. Martha Gabriel THE SEARCH ERA
  5. 5. Search and Social have been always connected … in digital environments or not … we start searching since we are born Martha Gabriel
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Search & Social More and more interconnected … Social get fed by Search & Search get fed by Social Martha Gabriel
  10. 10. 2nd largest search engine Martha Gabriel
  11. 11. Fast growing search engine Martha Gabriel
  12. 12. 25% of the 1st SERP (search engine result page) for the Top 20 brands are links to Social Media content Martha Gabriel
  13. 13. 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
  14. 14. Marketing Vector Inversion from Mass Media … from BRANDS to PEOPLE from PEOPLE to BRANDS … to My Media (Participation Era) Martha Gabriel
  15. 15. Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143 Martha Gabriel
  16. 16. Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143 Martha Gabriel
  17. 17. 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
  18. 18. How much do YOU depend on search? Martha Gabriel
  19. 19. 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
  20. 20. Digital Share-of-Mind Martha Gabriel
  21. 21. Research Navigation Martha Gabriel
  22. 22. 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
  23. 23. 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
  24. 24. Agenda – The Search Era – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel
  25. 25. SEM & SEO Martha Gabriel
  26. 26. 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
  27. 27. SEM Marketing Plan: 1) Preliminar Analysis & Objectives 2) Keywords selection 3) On-page & Off-page Optimization 4) Monitoring 5) Control & adjustments Martha Gabriel
  28. 28. Poster SEO - Awarded at HighEdWeb 2008 - Available for download: - via QRcode - via SlideShare (slideshare.net/marthagabriel) Martha Gabriel
  29. 29. 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
  30. 30. SEO – Search Engine Optimization • The columns of on-page optimization: a) Page Code (keywords) b) Page Content (keywords) c) Website Structure Martha Gabriel
  31. 31. • About 200 factors affect ranking (SEOmoz): http://goo.gl/WfNv 15% 35% Martha Gabriel
  32. 32. SEO is like diet: the rules are easy, but the discipline necessary to follow them is hard. Martha Gabriel
  33. 33. Agenda – The Search Era – SEM & SEO – SEO Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel
  34. 34. SEO Beyond the Basics Martha Gabriel
  35. 35. Beyond the Basics • Landing Pages • Mobile Optimization • Universal Search • SERP Domination • Behavioral Targeting Martha Gabriel
  36. 36. Landing Pages Martha Gabriel
  37. 37. 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
  38. 38. Landing Pages New Google ranking criteria takes in account the landing page: navigation, bounce rate, usability. Martha Gabriel
  39. 39. Mobile Optimization Martha Gabriel
  40. 40. The future is mobile Martha Gabriel
  41. 41. 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
  42. 42. Universal Search Martha Gabriel
  43. 43. Maps News Videos Martha Gabriel
  44. 44. 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
  45. 45. Martha Gabriel
  46. 46. Martha Gabriel
  47. 47. SERP Domination Martha Gabriel
  48. 48. SERP Domination Martha Gabriel
  49. 49. Behavioral Targeting Martha Gabriel
  50. 50. Behavioral Targeting • Behavioral targeting — process of targeting people based on their behaviors. • Involves several different plataforms, including search. Martha Gabriel
  51. 51. 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
  52. 52. Agenda – The Search Era – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel
  53. 53. Martha Gabriel SEARCH & SOCIAL
  54. 54. SEARCH & SOCIAL • Social Media Optimization • Social Search Optimization Martha Gabriel
  55. 55. Social Media Optimization / Marketing Martha Gabriel
  56. 56. Martha Gabriel
  57. 57. Social Media Marketing • Social Media Marketing (SMM) increase two important factors for SEO: –Traffic –Links Martha Gabriel
  58. 58. Martha Gabriel
  59. 59. 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
  60. 60. Social Media Marketing is not about technology, it’s about people. ―Relationship first, the rest falls into place‖ Martha Gabriel
  61. 61. Martha Gabriel Social Search
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. Agenda – The Search Era – SEM & SEO – Beyond the Basics – SEARCH & SOCIAL – Trends Martha Gabriel
  66. 66. Trends Martha Gabriel
  67. 67. SERP of the Future Martha Gabriel
  68. 68. 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
  69. 69. “All broadband will be useless if the mind is narrow." -- quote in a advertisement commercial from TIM, cell phone operator company Martha Gabriel
  70. 70. Presentation at slideshare.net/marthagabriel -- Martha Gabriel martha@martha.com.br me, www.martha.com.br twitter, @marthagabriel Martha Gabriel

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