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Geolocalizzazione e evoluzione dei serivizi dei motori di ricerca

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Geolocalizzazione e evoluzione dei serivizi dei motori di ricerca

  1. 1. Geo Localizzazione ed evoluzione del Search Marketing nel turismo. Bologna, 18 gennaio 2011
  2. 2. - Chi Siamo e Cosa Facciamo - Evoluzione del Search Marketing - Aspetti OperativiSearch Engine Optimization for Barilla - Confidential 2
  3. 3. Chi Siamo e Cosa Facciamo -  BitBang - Making Marketing Measurable -  Fondata nel 2003 con sede a Bologna -  Offre una vasta gamma di servizi di Search Marketing & Web Analytics SEARCH MARKETING WEB ANALYTICS Aumentare il traffico qualificato Capire come migliorare il sitoSearch Marketing 3
  4. 4. Search Engine Optimization -  Brief di contestualizzazioneA T T I V A Z I O N E -  Analisi dati storici -  Benchmark concorrenza -  Definizione team e ruoli -  Consulenza TecnicaOTTIMIZZAZIONE -  Selezione Keyword -  Ottimizzazione -  Apertura account tecnici -  MonitoraggioMANUTENZIONE -  Aggiornamenti & Fine Tuning. 4
  5. 5. Search Engine Advertising -  Brief di contestualizzazioneATTIVAZIONE -  Analisi dati storici -  Benchmark concorrenza -  Selezione KeywordCONFIGURAZIONE -  Definizione campagne/gruppi -  Ideazione annunci -  Apertura account sui network -  Pubblicazione -  Controllo performanceGESTIONE -  Fine tuning continuativo -  Aggiornamenti 5
  6. 6. Social Marketing & Digital Asset Optimization Forniamo supporto strategico per la definizione di una presenza sui Social Network in linea con gli obiettivi. Completiamo il processo di ottimizzazione indicando le azioni per aumentare la visibilità dei conenuti multimediali pubblicati come video, immagini, mappe…. 6
  7. 7. Il Search Marketing di Ieri I motori valutavano solo i contenuti pubblicati sul sito dell’aziendaSearch Marketing
  8. 8. Il Search Marketing di Ieri Per una query i motori forniscono gli stessi risultati a tutti gli utentiSearch Marketing 8
  9. 9. Il Search Marketing di OggiPer una query i motori forniscono a utenti diversi risultati diversi 9
  10. 10. Il Search Marketing di OggiI motori considerano e indicizzano i contenuti del sito con anche link, opinioni, recensioni, dimensioni hype… 10
  11. 11. Fasi Progetto Search Engine Optimization-  Brief di contestualizzazione-  Analisi dati storici-  Benchmark concorrenza-  Definizione team e ruoli-  Consulenza Tecnica-  Selezione Keyword-  Ottimizzazione e inserimento local-  Link building-  Apertura canale social -  Apertura account tecnici-  Off site activities-  Monitoraggio, Aggiornamenti & FineTuning 11
  12. 12. Impatto Universal Search SEO LOCAL Universal SEO Universal SEA LOCALSearch Marketing 12
  13. 13. Impatto Local sul Search SEA LOCAL SEO LOCAL SEASearch Marketing
  14. 14. Basic Search Engine Optimization Dominio   Url   Title   Meta   Body   Non  in  tu3e  le  Emiliaromagnaturismo.it   Parziale   Parziale   Migliorabile   pagine   Popularity Azioni da svolgere: -  Network Sites (Facebook, Linkedin, Twitter) -  Siti Wiki (Wikipedia) -  Commenti su Blog -  Partecipazione a Forum -  Link Baiting -  Content Submission (Articicoli / News) -  Social Media News (Digg.it) Attenzione a: -  Link a pagamento -  Trading link -  Directories 14
  15. 15. Google Places / Maps / HotpotNon trascurate Listing.Local.Yahoo e Bing.com/listings 15
  16. 16. Google Places / Mobile / Foursuqare 16
  17. 17. Architettura dei Contenuti 17
  18. 18. Performance 18
  19. 19. Degradabilità 19
  20. 20. Web Semantico 20
  21. 21. Creato con touchgraph.com fonte dati Google. 21
  22. 22. Instant e Microformats 22
  23. 23. Recipes Microformats 23
  24. 24. Google Shopping / Boutiques 24
  25. 25. Fai da te vs Outsourcing?-  Bench concorrenza; -  Analisi tecnica del sito;-  Analisi tecnica sito; -  Piano tattico di sviluppo (meglio se-  Definizione keyword; coordinato in una strategia a livello-  Ottimizzazione base (url/title/meta); regionale); -  Ottimizzazione multimedia (immagini video); -  Definizione delle keyword; -  Produzione “ad hoc” contenuti in ottica SEO; -  Inserimento sezioni Local (Google places);-  Attività sui social network -  Popularity, creazione link (sfruttando appartenenza network pubblico);-  Verifica posizionamento;-  Analisi dei risultati (Web Analytics)-  Analisi tecniche WMTools. 25
  26. 26. Esempio 26
  27. 27. Esempio: Titoli e MetaUrl:http://www.prolococervignanofvg.it/mosaico.html 27
  28. 28. Esempio: Ottimizzazione pagina 28
  29. 29. Esempio ottimizzazione video 29
  30. 30. Grazie per l’attenzione BitBang Srl Twitter Via del Tornitore 22/24 @bitbang_search 40138 Bologna – ITALY @webanalytics_it Blogs Tel. +39 051 58 75 314 @BitBangPerf www.webanalytics.it Fax. +39 051 58 75 350 @BitBangSemantic blog.webanalytics.it info@bitbang.it @media_analytics www.social-media-analytics.it www.bitbang.it @BitBangOptimizeSearch Engine Optimization for Barilla - Confidential 30

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