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SEO4SEOs: el contenido sigue siendo el rey

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Presentación utilizada en el pasado congreso SEO para SEOs en Alicante los días 8 y 9 de junio de 2012 #seo4seos. http://www.seoparaseos.com/

Mi ponencia en el congreso versó sobre el trono del SEO y la mítica frase de "El contenido es el rey". Repasamos la importancia de los contenidos a día de hoy, del content marketing y del content strategy en el SEO. Importancia que se le ha dado siempre en charlas, congresos y charlatanería, pero que a la hora de la verdad ha supuesto colocar al enlace como único e indiscutible rey, relegando los contenidos a algo "necesario" pero sin dedicarles la importancia que se merecen.

Con las actualizaciones de Panda y Penguin, Google ha dado un golpe sobre la mesa y debemos tomar conciencia de la importancia de los contenidos y los enlaces de calidad.

Published in: Technology
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SEO4SEOs: el contenido sigue siendo el rey

  1. 1. El contenido, ¿sigue siendo el rey?Julián SánchezAlicante, 8 junio 2012
  2. 2. ¿Nos conocemos? Julián Sánchez Responsable SEO y Analítica Web Nurun España www.nurun.com
  3. 3. 3 españoles, 4 opiniones
  4. 4. Factores de mayor pesohttp://www.seomoz.org/article/search-ranking-factors#predictions
  5. 5. La guerra hasta hoySí. . . Pero rodeado de unos buenos enlazotes
  6. 6. Los “malos” contenidos Páginas Copia, Spinningindexadas scrap, rss…
  7. 7. Let’s buy some links
  8. 8. Photo & license BY-SA-NC http://www.flickr.com/photos/arguez/
  9. 9. Google también sabe jugar…
  10. 10. Google también sabe jugar… Panda Penguinhttp://www.screamingfrog.co.uk/16-google-penalty-update-filter-visualisations-by-seo-visibility/
  11. 11. ¿Entonces nos resignamos? Google SEO Starter Guidehttp://www.flickr.com/photos/mjb/24584740/sizes/l/in/photostream/
  12. 12. Los “expertos” dicenOur site quality algorithms are aimed at helpingpeople fing “high quality” sites by reducing therankings of low quality content Amit SinghalTry to make a site that is so fantastic you becomean authority in your niche Matt Cutts
  13. 13. ¿Dejo de “invertir” en enlaces? Enlaces Contenidos
  14. 14. Factores socialeshttp://www.brafton.com/infographics/why-content-for-seo
  15. 15. ¿El rey? Sí, pero con escuderos Contenidos de calidad Trust & UX authority Backlinks & social
  16. 16. Centrándonos en los contenidos First steps
  17. 17. Plataforma• Carga de servidor• Relevancia de página• Facilidad editores• Arquitectura• SEO Friendly
  18. 18. Investiga los intereses Contenidos más útiles en el proceso de compra … pero también los más viraleshttp://www.toprankblog.com/2011/03/10-tips-content-marketing/
  19. 19. Keyword ResearchCrea un glosario de Keywords
  20. 20. Une Keywords y ContenidosFoto by kennysarmy
  21. 21. Planifica la creación
  22. 22. Calendariza tiempo
  23. 23. … y recursos
  24. 24. Define el protocolo Oportunidades/inspiración Plan Insights y Creación feedback Análisis Optimización Promoción
  25. 25. Inspírate
  26. 26. Manos a la obraFrecuencia de publicación
  27. 27. ¿Cuándo dará frutos?http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
  28. 28. Cuanto más mejor
  29. 29. Frecuencia de publicaciónhttp://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
  30. 30. ¡¡¡ No te rindas !!!http://youtu.be/bGeowinaO9A
  31. 31. El SEO vive de palabras Caso de estudio Impacto de la longitud de los textos
  32. 32. Metodología SEO + Palabras3 meses landing únicas
  33. 33. Implementación Google Analytics Custom Vars _gaq.push([_setCustomVar,1,extension,121,3]); _gaq.push([_setCustomVar,1,extension,70,3]); 4 segmentos avanzadoshttp://bit.ly/CustomVars
  34. 34. Impacto en el tráficoPero no solo de tráfico vive el SEO . . .
  35. 35. Impacto en la calidad del tráfico
  36. 36. Y con imágenes SEO + con o sin3 meses landing imagen
  37. 37. Impacto en el tráfico SEO
  38. 38. Impacto en la calidad del tráfico Ni fu, ni fa . . . Pero siempre se muestra una imagen por defecto pero no se usa en el Rich Snippet
  39. 39. ¿Y a qué precio?200 artículos de 250 palabras = 1600 €365 artículos de 250 palabras = 3000 €
  40. 40. Recursos
  41. 41. Costes vs. ROI¡Qué estamos en crisis!
  42. 42. Costes de adquisiciónhttp://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
  43. 43. ¿Pero y mi ROI?http://blog.hubspot.com/Portals/249/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
  44. 44. ¿Y eso funciona?3 meses15 artículos + Tweets + Link BuildingOptimización de Keywords +363% x2 visitas tráfico SEO 6 Top10
  45. 45. ¿Y eso funciona?Nueva sección artículos en la web corporativa6 meses191 artículos (1 al día)Poco Keyword Research y poco Link Building17k visitasDestacable aumento en SEO 5º mes
  46. 46. ¿¿Preguntas??
  47. 47. ¡¡Muchas gracias!! Julián Sánchez Responsable SEO y Analítica Web Nurun España www.nurun.com

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