0
SEARCH 3.0 vs.
BLOG + SOCIAL MEDIA MARKETING

Massimo Burgio
Member, SEMPO Italia Working Group
www.sempo.org
www.sempo.it...
SOCIAL SEARCH               SHOPPING
         ONLINE PR           ENGINES
                     VIDEO SEARCH
  PAY-PER-CLIC...
SOCIAL MEDIA DRIVERS



Google Universal Search




       SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre...
SOCIAL MEDIA DRIVERS




    SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA DRIVERS



Google Universal Search

RSS Technology




       SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATI...
SOCIAL MEDIA DRIVERS



Google Universal Search

RSS Technology

Social Apps and Tools




        SEARCH ENGINE MARKETING...
SOCIAL MEDIA DRIVERS



Google Universal Search

RSS Technology

Social Apps and Tools

Social Media Networks




        ...
SOCIAL MEDIA ENABLERS



Google Universal Search

RSS Technology

Social Apps and Tools

Social Media Networks

User Engag...
PEOPLE !!!
  SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL SEARCH
 •  Wisdom of crowd / People helping people find stuff

 •  Online collaborative tools

 •  Directory buildi...
WHAT IS SOCIAL MEDIA?

•  Online practices and technologies that users adopt to share
  content, opinions, insights, exper...
SOCIAL MEDIA NETWORKS
 •  Social networking sites

 •  Online collaborative tools

 •  Photo / video sharing sites

 •  Ne...
SOCIAL IS BETTER THAN PORN




    SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA MARKETING

  SOCIAL MEDIA                                            SEARCH
  Relevant                       ...
SOCIAL MEDIA MARKETING

  SOCIAL MEDIA                                            SEARCH
  Relevant                       ...
MEDIA ASSET OPTIMIZATION

 •  Optimize texts, web pages, press releases, etc

 •  Use tags and categories in blogs

 •  Ta...
SOCIAL MEDIA MARKETING

 MEDIA ASSETS OPTIMIZATION
 Optimize texts, web pages, press releases, etc
 Use tags and categorie...
CONTENT IS KING – OPTIMIZE IT
 •    blog SEO = website SEO
 •    right platform, and right plugins
 •    relevant, optimiz...
BLOG SEO BASICS
 title of a post before the name of your site in title tag

 always use permalinks

 heading tags (h1 , h2...
CATEGORIES. TAGS, KEYWORDS
                                                                               pittiblog.pittim...
KEYWORDS STILL RULE
                                                                            www.italian-food-lovers.co...
ALWAYS TRY NEW WAYS
•  use both                                                                        www.samsung-italia....
IT’S STILL ALL ABOUT LINKING
•    blog SEO = website SEO
•    right platform, and right plugins
•    relevant, optimized c...
CREATE AN OPTIMIZED RSS FEED
•  proprietary feed
•  feedburner.com
•  simple coding
•  validate it (feedvalidator.org)
•  ...
CREATE AN OPTIMIZED RSS FEED
 •  well, not so simple…
 <?xml version=quot;1.0quot; encoding=quot;UTF-8quot;?>
 <?xml-style...
BLOG AND FEEDS DIRECTORIES
•    Google                                                                 •     Syndic8.com
•...
IT’S STILL ALL ABOUT (GOOD) LINKING

 •    blog SEO = website SEO
 •    right platform, and right plugins
 •    relevant, ...
BLOGS AND SOCIAL NETWORKS
•    be consistent and on topic
•    use social media services and smart tools for your multimed...
VIRAL VIDEO FREE TOOL




    SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SERP MAGIC!




    SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SERP MAGIC!




    SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
EMBED,
                                                               VIRALIZE,
                                          ...
SEMPO VIDEO PERFORMANCE

Call it long tail of video views/reach…




          SEARCH ENGINE MARKETING PROFESSIONAL ORGANI...
SOCIAL MEDIA MARKETING

 MEDIA ASSETS OPTIMIZATION
 Optimize texts, web pages, press releases, etc
 Use tags and categorie...
SEO DETOX
CLINIC
a 12-step program
to get out of SEO
and into social media




      SEARCH ENGINE MARKETING PROFESSIONAL ...
SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags




      ...
SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags

         ...
SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags

         ...
SEO DETOX 12-STEP PROGRAM
1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags

         ...
GRAZIE!
MASSIMO BURGIO
MASSIMO.BURGIO@GMAIL.COM

SEMPO.IT
SEMPO.COM/JOIN


   SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZ...
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Massimo Burgio Sempo Italia Search Workshop Search 3 Blogging Social Media

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Here is my latest presentation for the SEMPO Italia Search Workshop held in Rome, Italy (December 2008) as part of the ExpoComm italia and BBF Forum events. For more info please check http://www.globalsearchinteractive.com and http://www.sempo.it

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Transcript of "Massimo Burgio Sempo Italia Search Workshop Search 3 Blogging Social Media"

  1. 1. SEARCH 3.0 vs. BLOG + SOCIAL MEDIA MARKETING Massimo Burgio Member, SEMPO Italia Working Group www.sempo.org www.sempo.it 2 dicembre 2008 - Roma SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  2. 2. SOCIAL SEARCH SHOPPING ONLINE PR ENGINES VIDEO SEARCH PAY-PER-CLICK ORGANIC SEO BID STRATEGY MOBILE SEARCH WEB ANALYTICS LINK BUILDING SEARCH INTEGRATION BEHAVIORAL CONTEXTUAL RSS FEEDS BLOGGING SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  3. 3. SOCIAL MEDIA DRIVERS Google Universal Search SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  4. 4. SOCIAL MEDIA DRIVERS SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  5. 5. SOCIAL MEDIA DRIVERS Google Universal Search RSS Technology SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  6. 6. SOCIAL MEDIA DRIVERS Google Universal Search RSS Technology Social Apps and Tools SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  7. 7. SOCIAL MEDIA DRIVERS Google Universal Search RSS Technology Social Apps and Tools Social Media Networks SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  8. 8. SOCIAL MEDIA ENABLERS Google Universal Search RSS Technology Social Apps and Tools Social Media Networks User Engagement SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  9. 9. PEOPLE !!! SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  10. 10. SOCIAL SEARCH •  Wisdom of crowd / People helping people find stuff •  Online collaborative tools •  Directory building •  Voting & ranking •  Uploading and posting •  Sharing & tagging •  Commenting & bookmarking •  Top SERP for blogs and social networks result pages •  Context, freshness, relevancy SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  11. 11. WHAT IS SOCIAL MEDIA? •  Online practices and technologies that users adopt to share content, opinions, insights, experiences, perspectives, and the same media •  Content in social media can take the form of text, graphics, audio, or video. Several formats can be mixed •  Social media sites typically provide users with communication-enabling technologies and tools such as message boards, forums, podcasts, bookmarks, communities, wikis, blogs etc. SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  12. 12. SOCIAL MEDIA NETWORKS •  Social networking sites •  Online collaborative tools •  Photo / video sharing sites •  News aggregators •  Blogs / bloggers’ communities •  Forums / Message boards •  Social bookmarking •  Podcasting / videocasting SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  13. 13. SOCIAL IS BETTER THAN PORN SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  14. 14. SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  15. 15. SOCIAL MEDIA MARKETING SOCIAL MEDIA SEARCH Relevant Search Optimized Engine Content Optimization Media Assets Optimization Social Media Optimization SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  16. 16. SOCIAL MEDIA MARKETING SOCIAL MEDIA SEARCH Relevant Search Optimized Engine Content Optimization Media Assets Optimization on-page tactics / process of Social Media trying to get one's content more Optimization widely distributed across multiple social media networks SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  17. 17. MEDIA ASSET OPTIMIZATION •  Optimize texts, web pages, press releases, etc •  Use tags and categories in blogs •  Tag pictures and video •  Use RSS to maximize reach •  Adopt viral content distribution •  Share (optimized) content on social networks •  Submit optimized content to directories and engines SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  18. 18. SOCIAL MEDIA MARKETING MEDIA ASSETS OPTIMIZATION Optimize texts, web pages, press releases, etc Use tags and categories in blogs Tag pictures and video Use RSS to maximize reach Adopt viral content distribution Share (optimized) content on social networks Submit optimized content to directories and engines SOCIAL NETWORKING Optimize profiles on social media networks Engage with social groups and blogosphere Share content / knowledge on social spaces SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  19. 19. CONTENT IS KING – OPTIMIZE IT •  blog SEO = website SEO •  right platform, and right plugins •  relevant, optimized content •  frequent updates (posting activity) •  use of categories and tags •  create and optimize your feeds •  submit your blog to blog directories •  submit your feeds to feed engines •  engage in the blogosphere •  engage in social networks SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  20. 20. BLOG SEO BASICS title of a post before the name of your site in title tag always use permalinks heading tags (h1 , h2, h3) for post headings in your theme keywords in title, body, anchor text add relevant keywords and descriptions to metatags keep in mind keyword density, proximity, ratio - content relevancy link to authority sites - check outbound links remove dead links - link to other posts on your site alt / title attributes on images avoid duplicate content - use a clean code - generate a sitemap use a robots.txt file - implement Google Analytics SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  21. 21. CATEGORIES. TAGS, KEYWORDS pittiblog.pittimmagine.com •  use both •  choose keywords •  burn feeds •  be creative SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  22. 22. KEYWORDS STILL RULE www.italian-food-lovers.com •  use both •  choose keywords •  burn feeds •  be creative SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  23. 23. ALWAYS TRY NEW WAYS •  use both www.samsung-italia.net •  choose keywords •  burn feeds •  be creative SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  24. 24. IT’S STILL ALL ABOUT LINKING •  blog SEO = website SEO •  right platform, and right plugins •  relevant, optimized content •  frequent updates (posting activity) •  use of categories and tags •  create and optimize your feeds •  submit your blog to blog directories •  submit your feeds to feed engines •  engage in the blogosphere •  engage in social networks SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  25. 25. CREATE AN OPTIMIZED RSS FEED •  proprietary feed •  feedburner.com •  simple coding •  validate it (feedvalidator.org) •  subscribe to your own feeds •  don’t forget to ping Channel info: <Title> name of your feed channel <Link> URL of your channel's main page <Description> a description of the channel's purpose and content News (article) info: <Title> headline you want to display <Link> URL to full news <Description> description of the news item (teaser) SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  26. 26. CREATE AN OPTIMIZED RSS FEED •  well, not so simple… <?xml version=quot;1.0quot; encoding=quot;UTF-8quot;?> <?xml-stylesheet href=quot;http://feeds.searchenginewatch.com/~d/styles/rss2full.xslquot; type=quot;text/xslquot; media=quot;screenquot;?><? xml-stylesheet href=quot;http://feeds.searchenginewatch.com/~d/styles/itemcontent.cssquot; type=quot;text/cssquot; media=quot;screenquot;?><rss xmlns:feedburner=quot;http://rssnamespace.org/feedburner/ext/1.0quot; version=quot;2.0quot;> <channel> <title>Search Engine Strategies</title> <link>http://blog.searchenginestrategies.com/</link> <description>News and information about the Search Engine Strategies shows produced by Incisive Media and Search Engine Watch. Keep up on SES!</description> <copyright>Copyright 2008</copyright> <lastBuildDate>Wed, 13 Feb 2008 12:44:46 -0500</lastBuildDate> <generator>http://www.movabletype.org/?v=3.36</generator> <docs>http://blogs.law.harvard.edu/tech/rss</docs> <atom10:link xmlns:atom10=quot;http://www.w3.org/2005/Atomquot; rel=quot;selfquot; href=quot;http://feeds.searchenginewatch.com/sesquot; type=quot;application/rss+xmlquot; /> <feedburner:browserFriendly>A message from the feed publisher: You can also learn more about other ways to subscribe to our feed and all the feeds we have on our Search Engine Watch Newsletters &amp; Web Feeds page. Just copy and paste this URL into your browser: http://searchenginewatch.com/about/article.php/2155721 </feedburner:browserFriendly><item> <title>SES Updates: London, New York and Hamburg!</title> <description>******************description******************</description> <link>http://feeds.searchenginewatch.com/~r/ses/~3/230356087/05-172559.html</link> <guid isPermaLink=quot;falsequot;>http://blog.searchenginestrategies.com/08/02/05-172559.html</guid> <category>Search Engine Strategies</category> <pubDate>Tue, 05 Feb 2008 17:25:59 -0500</pubDate> <feedburner:awareness>http://api.feedburner.com/awareness/1.0/GetItemData?uri=ses&amp;itemurl=http%3A%2F %2Fblog.searchenginestrategies.com%2F08%2F02%2F05172559.html</ feedburner:awareness><feedburner:origLink>http://blog.searchenginestrategies.com/08/02/05-172559.html</ feedburner:origLink></item> SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  27. 27. BLOG AND FEEDS DIRECTORIES •  Google •  Syndic8.com •  Google BlogSearch Ping Service •  RSSMicro.com •  Yahoo! •  MillionRSS.com •  DMOZ.org •  RSS-Network.com •  MSN LiveSearch •  2RSS.com •  Ask.com / Ask.co.uk •  RSSHugger.com •  MyYahoo! / MyMSN •  Search4RSS.com •  Technorati •  FeedFury.com •  FaganFinder.com •  MyFeedz.com •  Weblogs.com •  YourFeeds.com •  blo.gs (Yahoo!) •  Topix.net •  Blogflux.com (Eatonweb) •  IceRocket.com •  Photoblogs.com •  Plazoo.com •  Sphere.com •  Octora.com •  Answers.com •  StrategicBoard.com •  About.com weblogs.about.com •  Genwi.com •  Best Of The Blogs weblogs.botw.org •  Fastbuzz.com •  Guardian Newsblog blogs.guardian.co.uk •  Blogdigger.com SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  28. 28. IT’S STILL ALL ABOUT (GOOD) LINKING •  blog SEO = website SEO •  right platform, and right plugins •  relevant, optimized content •  frequent updates (posting activity) •  use of categories and tags •  submit your blog to blog directories •  create and optimize your feeds •  submit your feeds to feed engines •  engage in the blogosphere •  engage in social networks SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  29. 29. BLOGS AND SOCIAL NETWORKS •  be consistent and on topic •  use social media services and smart tools for your multimedia content •  build a blogroll •  visit other blogs, and comment to posts •  review relevant blogs •  advertise on blogs •  join blog rings •  invite relevant bloggers as guests •  get invited as guest writer •  create social network profiles, and back to point A •  focus on topic •  join/create groups on topic •  be active within groups •  provide value to your target group •  invite experts from group as blog guests •  advertise on social networks SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  30. 30. VIRAL VIDEO FREE TOOL SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  31. 31. SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  32. 32. SERP MAGIC! SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  33. 33. SERP MAGIC! SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  34. 34. EMBED, VIRALIZE, BOAST, LINK… www.tubemogul.com SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  35. 35. SEMPO VIDEO PERFORMANCE Call it long tail of video views/reach… SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  36. 36. SOCIAL MEDIA MARKETING MEDIA ASSETS OPTIMIZATION Optimize texts, web pages, press releases, etc Use tags and categories in blogs Tag pictures and video Use RSS to maximize reach Adopt viral content distribution Share (optimized) content on social networks Submit optimized content to directories and engines SOCIAL NETWORKING Optimize profiles on social media networks Engage with social groups and blogosphere Share content / knowledge on social spaces SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  37. 37. SEO DETOX CLINIC a 12-step program to get out of SEO and into social media SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  38. 38. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  39. 39. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized) SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  40. 40. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized) 7 - share what you own (RSS) 8 - share what you know (social search) 9 - share what you like (social bookmarking) SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  41. 41. SEO DETOX 12-STEP PROGRAM 1 - forget your website 2 - forget PageRank 3 - tags are more important than metatags 4 - an image is worth more than 100 words 5 - a video is worth more than 100 images 6 - flash is good (if optimized) 7 - share what you own (RSS) 8 - share what you know (social search) 9 - share what you like (social bookmarking) 10 - other people’s content is good too (embed) 11 - do not buy links, generate them 12 - ranking on Technorati is good as ranking on Google SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
  42. 42. GRAZIE! MASSIMO BURGIO MASSIMO.BURGIO@GMAIL.COM SEMPO.IT SEMPO.COM/JOIN SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
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