Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Arquitectura de la información y SEO: el caso Guias11811.es - Fernando Maciá de Human Level Communications

4,178 views

Published on

La presentación muestra cómo una arquitectura de la información inteligente favorece el posicionamiento en buscadores de los grandes directorios a través del caso de Guias11811.es.

Published in: Internet
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download Full doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download PDF EBOOK here { https://urlzs.com/UABbn } ......................................................................................................................... Download EPUB Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... Download doc Ebook here { https://urlzs.com/UABbn } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Arquitectura de la información y SEO: el caso Guias11811.es - Fernando Maciá de Human Level Communications

  1. 1. © Fernando Maciá, 2014 Arquitectura de la información y SEO: Guias11811.es Fernando Maciá CEO
  2. 2. © Fernando Maciá, 2014 Fernando Maciá Domene CEO - Human Level Communications @fernandomacia Perfiles sociales
  3. 3. © Fernando Maciá, 2014 Fernando Maciá Domene CEO - Human Level Communications @fernandomacia Perfiles sociales
  4. 4. © Fernando Maciá, 2014 Guias11811.es Arquitectura de un directorio enorme
  5. 5. © Fernando Maciá, 2014 Contexto
  6. 6. © Fernando Maciá, 2014
  7. 7. © Fernando Maciá, 2014 Guías11811.es Portal tipo Directory Assistance Sustituto online natural de las “páginas amarillas” de papel Inicialmente, el servicio se centra en aportar al usuario datos de una empresa, como número de teléfono y dirección Se lanza en el actual dominio guias11811.es en 2009
  8. 8. © Fernando Maciá, 2014 Guías11811.es El portal pertenece inicialmente al grupo alemán Telegate. Ahora pertenece a Titania Corporate. El grupo mantiene sitios DA similares en Alemania, UK, Francia e Italia En cada país asume el SEO una agencia local Podemos intervenir desde el primer momento en la IA Confianza en HLC (Páginas Amarillas CANTV)
  9. 9. © Fernando Maciá, 2014 Guias11811.es Competencia
  10. 10. © Fernando Maciá, 2014
  11. 11. © Fernando Maciá, 2014
  12. 12. © Fernando Maciá, 2014
  13. 13. © Fernando Maciá, 2014 Guias11811.es Debilidades
  14. 14. © Fernando Maciá, 2014 Debilidades Más bajos factores de relevancia de dominio/marca que los competidores: Menor popularidad PR más bajo Dominio más reciente Misma “materia prima” que los competidores ya asentados en el sector (nombre, teléfono, dirección...) Alto ratio de Rebote (no necesariamente malo)
  15. 15. © Fernando Maciá, 2014 Relevancia de marca (GoogleTrends 2009)
  16. 16. © Fernando Maciá, 2014 Relevancia de marca (GoogleTrends 2009)
  17. 17. © Fernando Maciá, 2014 Lista 1 Lista 2 Lista 2.1 Lista 2.2 Lista 3 Relevancia de dominio Fuente: Alexa
  18. 18. © Fernando Maciá, 2014 Lista 1 Lista 2 Lista 2.1 Lista 2.2 Lista 3 Relevancia de dominio (2009) Fuente: Google Trends for Websites
  19. 19. © Fernando Maciá, 2014 Lista 1 Lista 2 Lista 2.1 Lista 2.2 Lista 3 Relevancia de dominio Fuente: Google Trends for Websites
  20. 20. © Fernando Maciá, 2014 Misma “materia prima”
  21. 21. © Fernando Maciá, 2014 Alto ratio de rebote
  22. 22. © Fernando Maciá, 2014 Alto ratio de rebote
  23. 23. © Fernando Maciá, 2014 Alto ratio de rebote
  24. 24. © Fernando Maciá, 2014 Alto ratio de rebote
  25. 25. © Fernando Maciá, 2014 Guias11811.es Oportunidades
  26. 26. © Fernando Maciá, 2014 Oportunidades Incrementar el branding 11811 Mayor velocidad/profundidad de indexación de contenidos Arquitectura de la información más “inteligente” Mejor relevancia on-page (contenido único, funcionalidades de valor añadido...) Inyección de popularidad desde portales “amigos”
  27. 27. © Fernando Maciá, 2014 Branding
  28. 28. © Fernando Maciá, 2014 Branding
  29. 29. © Fernando Maciá, 2014 Arquitectura de la información
  30. 30. © Fernando Maciá, 2014 Guias11811.es Indexabilidad / IA
  31. 31. © Fernando Maciá, 2014 “Materia prima”: nuestras taxonomías 8.120 municipios 1,5 Millones de fichas de empresa 3.000 actividades
  32. 32. © Fernando Maciá, 2014 “Materia prima”: nuestras taxonomías 8.120 municipios 1,5 Millones de fichas de empresa 3.000 actividades
  33. 33. © Fernando Maciá, 2014 “Materia prima”: nuestras taxonomías 8.120 municipios 1,5 Millones de fichas de empresa 3.000 actividades
  34. 34. © Fernando Maciá, 2014 Problemas Dificultad de lograr una rápida indexación de todo el contenido (dependencia del PR) Dificultad en indexar niveles profundos del directorio Alto riesgo de contenido duplicado Dificultad en enfocar PR sobre contenidos más relevantes/ rentables
  35. 35. © Fernando Maciá, 2014 Objetivos iniciales de posicionamiento KW Genéricas (más competidas) Actividad + localidad “Abogados en Alicante” KW long tail (más asequibles) Datos + empresa “Teléfono de Human Level” Datos + empresa + localidad “Dirección de SEUR en Alicante” Etc.
  36. 36. © Fernando Maciá, 2014 Saturación
  37. 37. © Fernando Maciá, 2014 Saturación PáginasrastreablesdelsitioWeb
  38. 38. © Fernando Maciá, 2014 Saturación PáginasrastreablesdelsitioWeb Páginasno indexadas Páginasindexadas
  39. 39. © Fernando Maciá, 2014 Saturación PáginasrastreablesdelsitioWeb Páginasno indexadas Páginasindexadas Páginas visibles
  40. 40. © Fernando Maciá, 2014 Título PR RIOJA RIBERA DUERO ALBA RIÑO JEREZ RUEDA TORO ROSADO TINTO CAVA BLANCO AGUJA GENEROSO DULCE MERLOT TEMPRA NILLO PINOT NOIR VIURA CENCIBEL CHAR DONNAY CABER NET SYRAH VERDEJO
  41. 41. © Fernando Maciá, 2014 Título PR RIOJA RIBERA DUERO ALBA RIÑO JEREZ RUEDA TORO ROSADO TINTO CAVA BLANCO AGUJA GENEROSO DULCE MERLOT TEMPRA NILLO PINOT NOIR VIURA CENCIBEL CHAR DONNAY CABER NET SYRAH VERDEJO Baja indexación Posicionamiento mediocre
  42. 42. © Fernando Maciá, 2014 Título PR RIOJA RIBERA DUERO ALBA RIÑO JEREZ RUEDA TORO ROSADO TINTO CAVA BLANCO AGUJA GENEROSO DULCE MERLOT TEMPRA NILLO PINOT NOIR VIURA CENCIBEL CHAR DONNAY CABER NET SYRAH VERDEJO Indexación concentrada Mejora posicionamiento
  43. 43. © Fernando Maciá, 2014 Contenido invisible
  44. 44. © Fernando Maciá, 2014 Contenido invisible
  45. 45. © Fernando Maciá, 2014 Contenido invisible
  46. 46. © Fernando Maciá, 2014 Granularidad >8.000 municipios agrupados en 50 provincias >3.000 actividades agrupadas en 38 categorías
  47. 47. © Fernando Maciá, 2014 Objetivos de la IA Enfocar el posicionamiento sobre los contenidos más buscados Concentrando PR sobre los nodos de la arquitectura con mayor potencial de tráfico Acortando la distancia en clicks desde la home hacia esos nodos Mejorando la relevancia on-page mediante contenido original Evitando cruces de municipio/ actividad sin resultados
  48. 48. © Fernando Maciá, 2014 Identificar poblaciones más populares Seleccionamos “ciudades super- premium”: Siete ciudades con mayor población Marcamos como “ciudades premium”: Capitales de provincia Ciudades por encima de cierto umbral de población (que podía variar por provincia)
  49. 49. © Fernando Maciá, 2014 Seleccionamos categorías representativas (Usabilidad)
  50. 50. © Fernando Maciá, 2014 Identificar actividades más populares Confirmamos el naming de todas las actividades: Google Trends y KW Tool Establecimos tablas de correspondencias entre rubro mostrado (front-end)/rubro en BD (back-end) Marcamos como “actividades premium”: Las de mayor potencial de tráfico
  51. 51. © Fernando Maciá, 2014 IA genérica (en el caso más favorable) HOME PROV 1 PROV 2 PROV 3 PROV N 0
  52. 52. © Fernando Maciá, 2014 IA genérica (en el caso más favorable) HOME PROV 1 PROV 2 PROV 3 PROV N MUN 1 MUN 2 MUN 3 MUN 4 MUN 5 MUN N 1
  53. 53. © Fernando Maciá, 2014 IA genérica (en el caso más favorable) HOME PROV 1 PROV 2 PROV 3 PROV N MUN 1 MUN 2 MUN 3 MUN 4 MUN 5 MUN N CAT 1 CAT 2 CAT 3 CAT N 2
  54. 54. © Fernando Maciá, 2014 IA genérica (en el caso más favorable) HOME PROV 1 PROV 2 PROV 3 PROV N MUN 1 MUN 2 MUN 3 MUN 4 MUN 5 MUN N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N 3
  55. 55. © Fernando Maciá, 2014 IA genérica (en el caso más favorable) HOME PROV 1 PROV 2 PROV 3 PROV N MUN 1 MUN 2 MUN 3 MUN 4 MUN 5 MUN N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N RESULT MUN X ACT 4
  56. 56. © Fernando Maciá, 2014 IA genérica (en el caso más favorable) HOME PROV 1 PROV 2 PROV 3 PROV N MUN 1 MUN 2 MUN 3 MUN 4 MUN 5 MUN N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N RESULT MUN X ACT EMP 1 5
  57. 57. © Fernando Maciá, 2014 IA genérica en el caso más probable HOME PROV 1 PROV 2 PROV 3 PROV N MUN 1 MUN 2 MUN 3 MUN 4 MUN 5 MUN N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N RESULT MUN X ACT EMP 1 5+n
  58. 58. © Fernando Maciá, 2014 IA: ruta premium/no premium 0
  59. 59. © Fernando Maciá, 2014 IA: ruta premium/no premium 1
  60. 60. © Fernando Maciá, 2014 IA: ruta premium/no premium 2
  61. 61. © Fernando Maciá, 2014 IA: ruta premium/no premium 3
  62. 62. © Fernando Maciá, 2014 IA resultados no premium 4
  63. 63. © Fernando Maciá, 2014 IA resultados no premium 5
  64. 64. © Fernando Maciá, 2014 IA resultados no premium 6
  65. 65. © Fernando Maciá, 2014 IA resultados no premium 7
  66. 66. © Fernando Maciá, 2014 IA optimizada HOME PROV 1 PROV 2 PROV N 0 MUN PREM 1 MUN PREM 2
  67. 67. © Fernando Maciá, 2014 IA optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT 3 CAT N 1 MUN PREM 1 MUN PREM 2
  68. 68. © Fernando Maciá, 2014 IA optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N 2 MUN PREM 1 MUN PREM 2
  69. 69. © Fernando Maciá, 2014 IA optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N 3 MUN PREM 1 MUN PREM 2 RESULT MUN X ACT
  70. 70. © Fernando Maciá, 2014 IA optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT 3 CAT N ACT 1 ACT 2 ACT 3 ACT 4 ACT N RESULT MUN X ACT EMP 1 4 MUN PREM 1 MUN PREM 2
  71. 71. © Fernando Maciá, 2014 IA: ruta premium 0
  72. 72. © Fernando Maciá, 2014 IA: ruta premium 1
  73. 73. © Fernando Maciá, 2014 IA: ruta premium 2
  74. 74. © Fernando Maciá, 2014 IA: ruta premium 3
  75. 75. © Fernando Maciá, 2014 IA: ruta premium 4
  76. 76. © Fernando Maciá, 2014 IA aún más optimizada HOME PROV 1 PROV 2 PROV N 0 MUN PREM 1 MUN PREM 2
  77. 77. © Fernando Maciá, 2014 IA aún más optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT N ACT PREM 1 1 MUN PREM 1 MUN PREM 2 ACT PREM 2
  78. 78. © Fernando Maciá, 2014 IA aún más optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT N ACT PREM 1 RESULT MUN X ACT 2 MUN PREM 1 MUN PREM 2 ACT PREM 2
  79. 79. © Fernando Maciá, 2014 IA aún más optimizada HOME PROV 1 PROV 2 PROV N CAT 1 CAT 2 CAT N ACT PREM 1 RESULT MUN X ACT EMP 1 3 MUN PREM 1 MUN PREM 2 ACT PREM 2
  80. 80. © Fernando Maciá, 2014 IA: ruta aún más premium 0
  81. 81. © Fernando Maciá, 2014 IA: ruta aún más premium 1
  82. 82. © Fernando Maciá, 2014 IA: ruta premium 2
  83. 83. © Fernando Maciá, 2014 IA: ruta premium 3
  84. 84. © Fernando Maciá, 2014 ¿Y qué más?
  85. 85. © Fernando Maciá, 2014 Oportunidades Graduamos la indexación abriendo niveles inferiores conforme se estancaba la cifra de páginas indexadas No subimos un sitemap desde el primer momento para controlar la indexabilidad natural de la arquitectura Graduamos la velocidad de rastreo para no comprometer el rendimiento del servidor
  86. 86. © Fernando Maciá, 2014 Oportunidades Periodificamos la generación de enlaces desde portales amigos para mantener un equilibrio entre enlaces totales y dominios únicos Empezamos a generar contenido único y original por descreme de contenidos
  87. 87. © Fernando Maciá, 2014 Contenido único
  88. 88. © Fernando Maciá, 2014 Contenido único
  89. 89. © Fernando Maciá, 2014 Ruta de navegación “inversa”
  90. 90. © Fernando Maciá, 2014 Contenidos relacionados (actividades de la misma categoría)
  91. 91. © Fernando Maciá, 2014 Granularidad distinta >Provincias divididas en comarcas
  92. 92. © Fernando Maciá, 2014 Contenidos relacionados (misma actividad en comarca, por relación de cercanía...) Ámbito geográfico entre el municipio y la provincia y no presente en otros DA
  93. 93. © Fernando Maciá, 2014 Resultados
  94. 94. © Fernando Maciá, 2014 Lista 1 Lista 2 Lista 2.1 Lista 2.2 Lista 3 Tráfico orgánico previsto/conseguido 0 750.000 1.500.000 2.250.000 3.000.000 nov-09 mar-10 jul-10 nov-10 mar-11 jul-11 nov-11 mar-12 Previsión guias11811.es blancas.guias11811.es amarillas.guias11811.es Total guias11811.es
  95. 95. © Fernando Maciá, 2014 Lista 1 Lista 2 Lista 2.1 Lista 2.2 Lista 3 Tráfico previsto/conseguido 0" 500.000" 1.000.000" 1.500.000" 2.000.000" 2.500.000" 3.000.000" 3.500.000" 4.000.000" 4.500.000" 5.000.000" m ar,10"m ay,10" jul,10" sep,10" nov,10" ene,11" m ar,11"m ay,11" jul,11" sep,11" nov,11" ene,12" m ar,12"m ay,12" jul,12" sep,12" nov,12" guias11811.es" qdq.com" 11870.com" paginasamarillas.es" 0" 100.000" 200.000" 300.000" 400.000" 500.000" 600.000" 700.000" 800.000" m ar/10"m ay/10" jul/10" sep/10" nov/10" ene/11" m ar/11"m ay/11" jul/11" sep/11" nov/11" ene/12" m ar/12"m ay/12" jul/12" sep/12" nov/12" guias11811.es" qdq.com" 11870.com" paginasamarillas.es"
  96. 96. © Fernando Maciá, 2014 Guias11811.es Nuevos retos
  97. 97. © Fernando Maciá, 2014
  98. 98. © Fernando Maciá, 2014 Lista 1 Lista 2 Lista 2.1 Lista 2.2 Lista 3 Título 88 ¿Preguntas?
  99. 99. © Fernando Maciá, 2014 Bibliografía POSICIONAMIENTO EN BUSCADORES - SEO • Técnicas avanzadas de posicionamiento en buscadores - Fernando Maciá, ed. Anaya Multimedia. • Posicionamiento en Buscadores, ed. 2012 – Fernando Maciá y Javier Gosende, ed. Anaya Multimedia. • SEO - Cómo triunfar en buscadores - Miguel Orense y Octavio I. Rojas Orduña, ed. ESIC. • Quiero que mi empresa salga en Google - Sico de Andrés, ed. Starbook. • Libro SEO Posicionamiento en buscadores - Miguel López, ed. Bubok. • SEO - Optimización del posicionamiento en buscadores - Jerri L. Ledford, ed. Anaya Multimedia. • Guía SEO OJO Buscador - Javier Casares (www.ojobuscador.com) • Posicionamiento de su sitio Web - Marie Prat, eni ediciones. REDES SOCIALES • Marketing con redes sociales - Fernando Maciá y Javier Gosende, ed. Anaya Multimedia. • Redes sociales for Rookies - ed. LID Ediciones Empresariales y Marshall Cavendish. • La empresa en la Web 2.0 - Javier Celaya, ed. Gestión 2000 • Blogs - VV.AA., ed. ESIC. • Visibilidad - Cómo gestionar la reputación en Internet - VV.AA., ed. Gestión 2000.
  100. 100. © Fernando Maciá, 2014 MARKETING ONLINE • Marketing online 2.0 - Fernando Maciá, Ed. Anaya Multimedia. • Marketing en Internet: estrategia y empresa – Ana María Gutiérrez Arranz y Manuel J. Sánchez-Franco, Editorial Pirámide. • Marketing y publicidad en Internet – José Martí Parreño, ed. Starbook Editorial. • Guía de E-business para Ejecutivos – PriceWaterhouseCoopers, Ediciones Deusto. • Marketing electrónico para PYMES – Ana Cruz Herradón, Editorial Ra-Ma. • Vender más en Internet – David Boronat y Ester Pallarés, Ediciones Gestión 2000. • Plan de Marketing Digital – Manuel Alonso Coto, Editorial Pearson Educación. • 101 Técnicas para promover tu web – Susan Sweeny – ed. Anaya Multimedia • Usabilidad – Diseño de sitios web, de Jakob Nielsen, ed. Prentice Hall • Texto vivo – Escribir para la Web, de Jonathan Price & Lisa Price, ed. Prentice Hall • Modelos de Negocios en Internet – Visión postcrisis, de Fernando Alberto de Núñez y Lugones, ed. McGraw-Hill Profesional • El marketing viral, de Alba Doral, ed. Pearson – Prentice Hall. • Marketing en Internet – Enrique de la Rica – ed. Anaya Multimedia Bibliografía
  101. 101. © Fernando Maciá, 2014 Fernando Maciá (@fernandomacia) Fundador y director de Human Level Communications Siguenos en: Facebook | Twitter | Linkedin

×