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Cómo gestionar el Brand Search Multipantalla con SEO

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“Cómo Gestionar el Brand Search Multidispositivo” Ponencia presentada en las Jornadas de Google y T2O media, tiene por objetivo trasladar la importancia que tiene el proceso de búsqueda de una marca a través de buscadores, su presencia multipantalla y su impacto negativo por la falta de visibilidad.

Published in: Marketing
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Cómo gestionar el Brand Search Multipantalla con SEO

  1. 1. Cómo gestionar el Brand Search MultiPantalla Esther Checa, SEO&SMO Director, T2O media
  2. 2. La búsqueda es el punto de partida más común para la investigación en Smartphones Fuente: Estudio personalizado de Google/Nielsen sobre la ruta de compra desde smartphones, noviembre de 2013
  3. 3. Los consumidores dedican tiempo a investigar en sus smartphones Fuente: Estudio personalizado de Google/Nielsen sobre la ruta de compra desde smartphones, noviembre de 2013
  4. 4. En general, los consumidores buscan la ubicación de la tienda en un móvil Fuente: Estudio personalizado de Google/Nielsen sobre la ruta de compra desde smartphones, noviembre de 2013
  5. 5. En función de la Intencionalidad de Búsqueda, los Buscadores presentan diferente tipología de contenidos
  6. 6. Búsquedas Navegacionales/Brand Escritorio iPhone5Tablet: Samsung Galaxy 8.9
  7. 7. Búsquedas Informacionales Escritorio iPhone5Tablet: Samsung Galaxy 8.9
  8. 8. Búsquedas Transaccionales Escritorio iPhone5Tablet: Samsung Galaxy 8.9
  9. 9. Desde Finales de 2013 la búsqueda Navegacionales tiene mayor presencia above the fold para Dispositivos Móviles
  10. 10. Los Buscadores presenta un Suggest en función del Reconocimiento de Marca Suggest Escritorio Suggest Móvil
  11. 11. La Presencia del Knowledge Graph en Búsquedas Navegaciones y Informacionales es exponencial
  12. 12. La Presencia del Knowledge Graph en Búsquedas Navegaciones y Informacionales es exponencial
  13. 13. La Presencia del Knowledge Graph en Búsquedas Navegaciones y Informacionales es exponencial Escritorio Tablet
  14. 14. La Actualización de los Algoritmos hace que las Estrategias de Contenido Baja Calidad pierdan presencia y relevancia = Penalizaciones en los SERP’s (*) SERPent shows that among many others, the following sectors have been affected the most by Panda 4.0
  15. 15. No trabajes Estrategia de Saturación de Contenidos que no tengan Valor (SERP’s) España Internacional
  16. 16. 11 Quick Wins que deberías trabajar como marca
  17. 17. 1# Ayuda al Buscador a entender tu Estructura Interna. > Reconocimiento = Sitelinks
  18. 18. 2# Etiqueta tu contenido para hacerlo más “atractivo” para los Usuarios y los Buscadores = Rich Snippets = > CTR
  19. 19. 3# Trabaja la Autoría de tus Contenidos = Authorship
  20. 20. 4# Potencia los Activos Digitales Propios para que tengan capacidad de saturación en los SERP’s
  21. 21. 5# Trabaja tu presencia en Plataformas de Terceros Robustas
  22. 22. 6# Trabaja tu Presencia Local. Google + Business Page
  23. 23. 7# Refuerza tu presencia con contenido en Vídeo
  24. 24. 7# El crecimiento del vídeo en móvil es exponencial e imparable
  25. 25. 8# Trabaja tu Presencia en Fuentes donde Google también mira
  26. 26. 9# Trabaja el marcado de tus contenidos con Datos Estructurados
  27. 27. 10# Trabajar tu estrategia de Contenido sabiendo de comportamiento de Búsqueda de los Usuarios
  28. 28. This document is confidential. Copyright © 2004-2014 T2O AdMedia Services SL. 28   2 4 11# Trabaja una Estrategia de Reviews e incentívalas
  29. 29. Y siempre tener en mente
  30. 30. 1# Analiza qué Contenidos se están consumiendo por Dispositivo y desarrolla un plan de Crecimiento/Refuerzo sobre lo que mayor rendimiento está teniendo
  31. 31. 2# Analizar el volumen de Palabras Clave/Entidades que te generan Clicks e Impresiones en Escritorio y Dispositivos Móviles
  32. 32. 3# Piensa en la AI de tu sitio y los Canales por los que quieres llegar Fuente: Cross-Channel Blueprints: A tool for modern IA Tareas del usuario ListadodeCanales
  33. 33. 4# Comprueba cómo aparecen tus Resultados por Ubicación Geográfica
  34. 34. 5# Testea siempre qué contenido se ve en Buscadores para diferentes Dispositivos cuando se realiza una búsqueda por Marca
  35. 35. 6# Comprueba siempre los resultados que obtienes en función de las variantes de tu Marca
  36. 36. 7# Piensa en los Resultados Blended (Verticales de Google)
  37. 37. 8# El Usuario está preparado para consumir en Multipantalla y el acceso a través de Buscadores en Top 4 Fuente: Google: http://think.withgoogle.com/databoard/
  38. 38. 9# Tu marca puede tener presencia en Buscadores producto de una Búsqueda de todas estas formas 2 Google Suggest Orgánico Adwords Knowledge Graph Local Google Plus Shopping Carrusel de Google Búsquedas Relacionadas ?
  39. 39. 10# Entender y Definir tu Estrategia en base a la Convergencia de Medios
  40. 40. 11# Aplicar la Convergencia de Medios al Customer Journey de tu Sector (*) Sector Retail. Mercado Francés
  41. 41. 12# Be Consistent, Be Connected, Be Considered & Be Concise Fuente: Marketing in a multiscreen world. Millwardbrown
  42. 42. FINISH# Bonus
  43. 43. GRACIAS @esther_checa

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