Acá todas las láminas del taller IV Cofoce ITESM NeuronaDigital y Ajúa

1. MOISES.CIELAK.NET
14/03/15
@mcielak
1
Dr. Moisés Nathán Cielak
moises.cielak@Obama.net @mcielak
moises.cielak@gmail.com #redesmoi
Socio
Director:
ACADI
RENATA
P.R.
FOR
THE
AMERICAS,
ONG
DEDICADA
A
LAS
PYMES
Academic
background
ITESM,
CCM
MBA
in
Marke?ng
1981
Master
of
Economics
1986
Tecnológico
de
Monterrey
B.
Sc.
in
Computer
Science
1977
Miami
Dade
College
Diploma
in
Social
Media
Marke?ng
UsDP
Grad
St.
Univ.
Wisconsin-­‐
Madison
PhD.
ABD.
Hawaii
Andragogy
University
2017
Headlines
Congressman
ProRP
y
PRSA
Researcher
for
the
AssociaHon
for
Internet
MarkeHng
y
de
la
U.S.
Social
Media
MarkeHng
Academy
Director
Florida
Campaign
for
Mr.
Barack
Obama
for
Presidency
in
2007-­‐2008
Enterprise
Backgrounder
Head
coach
for
Companies
P&G,
Cemex,
FedEx
Nestlé,
Arcelor
Mi^al,
DHL
Miami,
Master
Research,
Tecnotoon.com
Marke?ng
Manager
for
HewleS
Packard
Latam
.Editor
in
Chief
for
Editorial
Televisa,
Writer
and
columnist
for
Pulso
PYME,
CNNExpansión,
Interna?onal
Trade,
WSJ,
Obras,
Turnberry
Interna?onal
Real
Estate
Mag.
Lecturer
at
Univ.
Ibero,
Westhill
College,
Univ.
Anáhuac,
Andina,
Petromo^,
Chilean
Council
March
2015
moises.cielak.net
moises.cielak.ne
t
Content Marketing !
!
!
Qué es Marketing de
Contenidos
Creación
Publicación
Divulgación

2. MOISES.CIELAK.NET
14/03/15
@mcielak
2
!
!
!
!
Contenido de valor
Contenido útil
Contenido interesante
Contenido funcional
Contenido accesible
@mcielak
#redesmoi
!
!
Datos
El 90% de las estrategias de marketing
se basan en contenidos
el 60% de los marketers ya están
pensando en hacer más contenidos y
de mayor calidad
!
!
Las inversiones en
contenido...
El 26% del presupeusto total, los
negocios pequeños invierten ma´s que
los grandes
El 62% de las empresas comparten sus
contenidos de forma gratuita
@Mcielak #redesmoi
Ciclo de compra...
@Mcielak #redesmoi
Hubspot

3. MOISES.CIELAK.NET
14/03/15
@mcielak
3
!
Qué compartir
Noticias
!
!
!
!
!
!
Tips, consejos
Videos
Infografías
Multimedia
Presentaciones
Estudios
@Mcielak #redesmoi
!
!
!
!
Informes
Reviews
Herramientas
Contenido “curado”
@Mcielak #redesmoi
!
¿Mejores resultados?
Artículos 79%
!
!
!
!
!
!
!
Social Media 74%
Blogs 65%
Case Studies 58%
Eventos 56%
Videos 52%
White papers 51%
Webinars 46%
!
!
!
!
!
Ebooks 16%
Podcasts 16%
Blogs 65%
Case Studies 58%
Contenidos para Móvil 15%
!
!
!
!
!
!
!
7 pasos
Definir objetivos
Diseñar la estrategia de contenidos
Definir la tecnología, herramientas y canales que
necesitamos
Definir roles: creadores, redactores, editores, etc.
Preparar el sitio para compartir: promocionar,
viralizar
Monitorizar y analizar
Optimizar
@Mcielak #redesmoi
Objetivos más comunes
!
!
!
!
!
!
Branding
Engagement
Reconocimiento
Tráfico y visibilidad
Conversiones
SEO y posicionamiento
@Mcielak #redesmoi

4. MOISES.CIELAK.NET
14/03/15
@mcielak
4
Estrategia de contenido
! Checklist
!
!
!
!
!
!
conocer y definir la audiencia
determinar el tipo de contenidos
definir términos y palabras clave
definir el tono y estilo
calendario editorial: google calendar
defirnir recursos
@Mcielak #redesmoi
News vs. evergreen
@Mcielak #redesmoi
Optimizar el sitio web
!
!
!
!
Usabilidad
SEO (SEOquake)
Sitemaps
Google Webmasters tools
@Mcielak #redesmoi
!
!
!
Medir y analizar
KPIs
Herramientas
Métricas:
!
!
!
!
páginas vistas, visitantes únicos, tiempo en la
página, rebote
número de veces que se ha compartido, número de
tweets, RTs, pins, etc.
resultados orgánicos en búsquedas
leads, ventas, etc
@Mcielak #redesmoi

5. MOISES.CIELAK.NET
14/03/15
@mcielak
5
Revisar
!
!
¿Qué contenidos funcionan mejor para
cada target?
¿qué podemos mejorar y cómo?
@Mcielak #redesmoi
Beneficios
@Mcielak #redesmoi
@Mcielak #redesmoi
Estrategias
de
acquisición
de
clientes
• Agenda
– SEO
– Adwords
– Yahoo
– Search
Engine
Adquisi?on
@Mcielak #redesmoi

6. MOISES.CIELAK.NET
14/03/15
@mcielak
6
Y
vos,
¿quién
sos?
• Su
si?o
• Su
posicionamiento
• Su
obje?vo
• ¿Por
qué
tomar
un
módulo
de
SEM,
para
un
mejor
posicionamiento
web?
@Mcielak #redesmoi
©
2009
Yahoo!
Confiden?al
and
Proprietary.

7. MOISES.CIELAK.NET
14/03/15
@mcielak
7
©
2007
Yahoo!
Confiden?al
and
Proprietary.
Do
not
distribute.
28

8. MOISES.CIELAK.NET
14/03/15
@mcielak
8
Search
MarkeHng
©
2007
Yahoo!
Confiden?al
and
Proprietary.
©
2009
Yahoo!
Confiden?al
and
Proprietary.
h^p://web.analy?cs.yahoo.com

9. MOISES.CIELAK.NET
14/03/15
@mcielak
9
h^p://web.analy?cs.yahoo.com
©
2007
Yahoo!
Confiden?al
and
Proprietary.
Do
not
distribute.
h^p://www.yahoopublicidad.com/mexico/especificaciones_banners_hb.php
Half
Banner
–
234x60
Posición
-­‐
Medida
©
2007
Yahoo!
Confiden?al
and
Proprietary.
Do
not
distribute.
©
2009
Yahoo!
Confiden?al
and
Proprietary.

10. MOISES.CIELAK.NET
14/03/15
@mcielak
10
©
2007
Yahoo!
Confiden?al
and
Proprietary.
Do
not
distribute.
©
2009
Yahoo!
Confiden?al
and
Proprietary.
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
©
2007
Yahoo!
Confiden?al
and
Proprietary.
Do
not
distribute.
©
2007
Yahoo!
Confiden?al
and
Proprietary.

11. MOISES.CIELAK.NET
14/03/15
@mcielak
11
Estadís?cas
de
Búsqueda
h^p://www.google.com/webmasters/
Estadís?cas
de
Búsqueda
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/

12. MOISES.CIELAK.NET
14/03/15
@mcielak
12
Local
Business
h^p://www.google.com/webmasters/
Local
Business
h^p://www.google.com/webmasters/
Trends
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/

13. MOISES.CIELAK.NET
14/03/15
@mcielak
13
©
2007
Yahoo!
Confiden?al
and
Proprietary.
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/

14. MOISES.CIELAK.NET
14/03/15
@mcielak
14
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/

15. MOISES.CIELAK.NET
14/03/15
@mcielak
15
h^p://www.google.com/webmasters/
h^p://www.google.com/webmasters/

16. MOISES.CIELAK.NET
14/03/15
@mcielak
16
Storage
Disco
duro
Virtual

17. MOISES.CIELAK.NET
14/03/15
@mcielak
17
Canibales
y
Misioneros
En
una
orilla
de
un
río
hay
6
personas
3
caníbales
y
3
misioneros,
todos
debe
cruzar
a
la
otra
orilla
1.
Los
misioneros
todos
saben
remar
2.
Los
caníbales,
solo
UNO
sabe
remar
y
los
demás
no
pueden
aprender
3.
Solo
caben
HASTA
dos
personas
en
la
lancha
4.
No
puede
haber
mayoría
nunca
de
caníbales
o
se
termina
el
ejercicio
5.
Las
personas
se
cuentan
al
llegar
la
lancha
a
la
orilla
6.
y
NO
SE
VALE
INTERCAMBIO
DE
PERSONAS
SIN
CONTAR
ANTES.
¿EN
CUANTOS
INTENTOS
LO
RESOLVERIAS?
Organic
vs.
Paid
Search
90%
of
Clicks
10%
of
Clicks
VerHcal
Search
Local
Results
Probably
doesn’t
get
traffic
like
most
“#1”
results
Completely
different
ranking
algorithm
than
standard
search
results

18. MOISES.CIELAK.NET
14/03/15
@mcielak
18
Image
Results
Video
Results
News
&
Blog
Results
Shopping
Results

19. MOISES.CIELAK.NET
14/03/15
@mcielak
19
Instant
Answers
Instant
Answers
Instant
Answers
News
Results
Real
Time
Results
Local
Results
Image
Results
This
PresentaHon
Focuses
on:

20. MOISES.CIELAK.NET
14/03/15
@mcielak
20
How
Search
Engines
Work
Crawling
&
Indexing
Without
links,
the
engines
might
never
find
this
page
CalculaHng
Query-­‐Independent
Metrics
Via
www.opensiteexplorer.org
Many
Domains
vs.
One
Domain
VS.

21. MOISES.CIELAK.NET
14/03/15
@mcielak
21
Domain
Authority
PageRank
The
Flow
of
PageRank
PageRank
is
Split
Evenly
Between
the
Links
on
a
Page

22. MOISES.CIELAK.NET
14/03/15
@mcielak
22
PageRank
is
an
IteraHve
Algorithm
Technically,
Every
External
Link
“Leaks”
PageRank
Nofollowing
or
Removing
Links
Can
Alter
the
Flow
of
PageRank
Or,
at
least
it
used
to...
www.seomoz.org/blog/google-­‐says-­‐yes-­‐you-­‐can-­‐s?ll-­‐sculpt-­‐pagerank-­‐no-­‐you-­‐cant-­‐do-­‐it-­‐with-­‐nofollow

23. MOISES.CIELAK.NET
14/03/15
@mcielak
23
Google
Says
they
use
PageRank
to
Crawl
Algorithmic
Ranking
Factors
Query
Deserves
Freshness
(QDF)
QDF
QDF
Normal
Results

24. MOISES.CIELAK.NET
14/03/15
@mcielak
24
Query
Deserves
Diversity
(QDD)
Algorithmic
Ranking
Factors
Building
Accessible
Sites
Crawlability
/
Link
Architecture

25. MOISES.CIELAK.NET
14/03/15
@mcielak
25
Duplicate
Content
&
CanonicalizaHon
Duplicate
Content
&
CanonicalizaHon
Canonical
URL
Tag
301
Redirects
302s

26. MOISES.CIELAK.NET
14/03/15
@mcielak
26
Duplicate
Titles
&
Meta
DescripHons
Search
Friendly
URLs
www.na?onalgeographic.com/animals/african-­‐elephants
Single
domain
Shallow
folder
structure
with
relevant
words
Keywords
in
page
name,
separated
by
hyphen
Search
UN-­‐Friendly
URLs
Xyz3.na?onalgeographic.com/a/?q=31z&mg=vv7z&sd=8
Unnecessary
Subdomain
Dynamic
URLs
don’t
perform
as
well
as
sta?c
and
engines
recommend
against
more
than
two
parameters
No
keywords
in
the
URL
string
Fixing
Broken
Links
&
404s

27. MOISES.CIELAK.NET
14/03/15
@mcielak
27
Blocking
Robots
Blocking
Robots
XML
Sitemaps
www.sitemaps.org/protocol.php
Webmaster
Tools
(Google)

28. MOISES.CIELAK.NET
14/03/15
@mcielak
28
Webmaster
Tools
(Bing)
Search
Engine
Guidelines
www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
Important
Tags
&
Signals
Title
Tags

29. MOISES.CIELAK.NET
14/03/15
@mcielak
29
Meta
DescripHons
Tag
Length
RecommendaHons
Anchor
Text
Page
Copy

30. MOISES.CIELAK.NET
14/03/15
@mcielak
30
Image
Alt
ASributes
Good
keyword
usage
in
the
alt
tag
Not
So
Important
Meta
Keywords
Tag
H1,
H2,
H(x)
Tags

31. MOISES.CIELAK.NET
14/03/15
@mcielak
31
Search
Engine
“Submission”
Keyword
Research
+
TargeHng
The
Goals
of
Keyword
Research
Determine
RelaHve
Volume
Levels

32. MOISES.CIELAK.NET
14/03/15
@mcielak
32
IdenHfy
High
Value
Keywords
Predict
the
Effort
Required
to
Rank
Well
Choose
the
“Best”
Words/Phrases
to
Target
The
Keyword
Demand
Landscape

33. MOISES.CIELAK.NET
14/03/15
@mcielak
33
The
Long
Tail
of
Keyword
Demand

34. MOISES.CIELAK.NET
14/03/15
@mcielak
34
Tools
&
TacHcs
for
Brainstorming
&
Refining
Your
Seed
List
Salespeople
&
Customers
Google
AdWords
Tool
Be
Wary
of
Match
Type
h^ps://adwords.google.com/select/KeywordToolExternal

35. MOISES.CIELAK.NET
14/03/15
@mcielak
35
MS
AdCenter
Excel
Plug-­‐In
www.seomoz.org/blog/using-­‐the-­‐adcenter-­‐excel-­‐plugin-­‐for-­‐keyphrase-­‐research
Google
Trends
Not
Very
Accurate
Sign
In
for
Y-­‐Axis
Numbers
Internal
Site
Search
Stats
CompeHHve
Keyword
Research
Restrict
query
to
compe?tor’s
domain

36. MOISES.CIELAK.NET
14/03/15
@mcielak
36
The
Keyword
Research
Process
Start
with
Your
Seed
List
Create
Spreadsheet
w/
these
Columns
Get
Google
Search
Demand
Numbers

37. MOISES.CIELAK.NET
14/03/15
@mcielak
37
GuessHmate
Conversion
Rate
Numbers
Or
Use
PPC
Campaign
Data
Add
Keyword
Difficulty
Data
for
Top
Terms
We
like
using
a
weighted
average
of
the
Page
Authority
metric
Target
High
Volume,
High
Value,
Low
Difficulty
Terms
First

38. MOISES.CIELAK.NET
14/03/15
@mcielak
38
Measuring
Keyword
Difficulty
&
CompeHHon
Run
Queries
for
Desired
Term
+
Engine
Watch
for
ver?cal
results,
which
can
skew
CTRs
&
visibility
Conduct
a
CompeHHve
Analysis
of
Metrics
Tools
Can
Help
Provide
Scores

39. MOISES.CIELAK.NET
14/03/15
@mcielak
39
Tools
Can
Help
Provide
Scores
www.seomoz.org/mozbar
Link
Building
Strategies
What
Goals
Can
Link
Building
Help
Us
Achieve?
Bolster
Individual
Rankings

40. MOISES.CIELAK.NET
14/03/15
@mcielak
40
Improve
a
Domain’s
Ability
to
Rank
Pages
Achieve
More
Complete
IndexaHon
Drive
Traffic
&
Branding
Awareness
Send
ConverHng
Traffic
Image
Credit:
websiteop?miza?on.com

41. MOISES.CIELAK.NET
14/03/15
@mcielak
41
The
8
Basic
Kinds
of
Link
Building
#1
-­‐
Manual
Link
Submissions/Requests
#2
-­‐
CompeHHve
Link
Research/AcquisiHon
#3
-­‐
Links
via
Embedded
Content

42. MOISES.CIELAK.NET
14/03/15
@mcielak
42
#4
-­‐
Linkbait
&
Viral
Campaigns
#5
-­‐
Content,
Technology
&
API
Licensing
#6
-­‐
Partnerships,
Exchanges
&
Trades
#7
-­‐
Paid
Links

43. MOISES.CIELAK.NET
14/03/15
@mcielak
43
#8
-­‐
Link
ReclamaHon
Matching
the
Right
Link
Building
Strategies
to
Your
OrganizaHon’s
SEO
Goals
Links
for
Individual
Rankings
Links
for
Domain
“Authority”

44. MOISES.CIELAK.NET
14/03/15
@mcielak
44
Links
for
IndexaHon
Links
for
Traffic
&
Branding
Links
for
Conversion
Using
Tools
&
Processes
to
Ease
the
Challenges
of
Link
Building

45. MOISES.CIELAK.NET
14/03/15
@mcielak
45
Tools
for
CompeHHve
Link
Research
•
Yahoo!
Site
Explorer
&
Link
Commands
•
Open
Site
Explorer
•
Top
Pages
•
Google
Blog
Search
Yahoo!
Site
Explorer
Direc?onally
indica?ve
within
~50%
Not
necessarily
followed
&
in
a
somewhat
random
order
Yahoo!
Link
Commands
Less
“accurate”
than
Site
Explorer
Lots
of
cool,
useful
modifiers
available
Yahoo!
Link
Commands
Full
list
available
in
PRO
Guide
to
Advanced
Search
Operators:
www.seomoz.org/ar?cle/the-­‐professionals-­‐guide-­‐to-­‐advanced-­‐search-­‐operators

46. MOISES.CIELAK.NET
14/03/15
@mcielak
46
Open
Site
Explorer
Open
Site
Explorer
Highly
Correla?on
w/
Rankings
Data
updates
monthly
from
the
Linkscape
web
index
(approx.
60%
the
size
of
Yahoo!/Google/Bing)
Open
Site
Explorer
Poor
Anchor
Text
Spells
Opportunity
Link
Intersect
Link
Intersect
uses
the
same
principle
–
sites
w/
links
in
common
that
don’t
point
to
you.

47. MOISES.CIELAK.NET
14/03/15
@mcielak
47
Top
Pages
Find
which
pages
are
earning
links
(your
own
&
compe?tors)
404s?
Reclaim
them!
Metrics
for
EvaluaHng
a
Link’s
Value
•
Numeric
(Objec?ve)
Metrics
•
Subjec?ve
Metrics
•
A^ainability
and
Effort
Numeric
Metrics
for
Link
ValuaHon
•
#
of
Linking
Root
Domains
to
URL
•
#
of
Linking
Root
Domains
to
Domain
•
Homepage
PageRank
vs.
Domain
mozRank
•
URL
PageRank
vs.
URL
mozRank
•
#
of
Links
to
the
Page
(Yahoo!,
GG
Blogsearch,
Linkscape)
•
Twi^er
men?ons
(Backtweets.com)
Numeric
Metrics
(Backtweets)
Results
count
(in
a
weird
loca?on)

48. MOISES.CIELAK.NET
14/03/15
@mcielak
48
SubjecHve
Metrics
for
Link
ValuaHon
•
Brand
name
reach/recogni?on
•
Quality
of
other
links
on
page/site
(Bing
-­‐
Linkfromdomain)
•
A^ainability
and
Effort
Jumping
through
Hoops
(via
WKA
on
Flickr)
Scalable
Link
AcquisiHon
Processes
•
Wri^en
Process
+
Checklist
•
Tools
+
Metrics
for
Quick
Analysis
•
Training
&
Incen?ng
Link
Builders
•
Building
&
Refining
a
Link
Acquisi?on
Funnel
WriSen
Process/Checklist
Checklist
(via
adesigna
on
Flickr)
•
Run
through
the
link
building
process
yourself
•
Document
every
step
thoroughly
•
Pass
it
on
to
others
(w/
some
training
?me)
Tools
for
Quick
Analysis
Get
usable
metrics
quickly
as
you
surf

49. MOISES.CIELAK.NET
14/03/15
@mcielak
49
Tools
for
Quick
Analysis
HORA
DE
REGRESAR
POR
FAVOR
Training
&
IncenHng
Link
Builders
Training
Camp
(via
Gil
Searcy
on
Flickr)
•
Do
link
building
together
•
Create
consistent
metrics
•
Reward
like
a
sales
team
•
Record
reasons
why
links
didn’t
happen
(like
objec?ons
to
sales)
and
work
on
these
(things
like
design
quality,
affilia?ons,
language,
etc.
will
come
up)
Building
a
Link
AcquisiHon
Funnel
Visit
Link-­‐Targeted
Content
Grab
Link
Code
Link
to
the
Site
Social
Media
&
the
Web’s
Influencers

50. MOISES.CIELAK.NET
14/03/15
@mcielak
50
Influencers
on
the
Web
The
Power
of
the
“LinkeraH”
Content
that
Appeals
to
Influencers
Making
Content
Easy
to
Share

51. MOISES.CIELAK.NET
14/03/15
@mcielak
51
Making
Content
Easy
to
Share
IncenHng/Rewarding
Link
Behaviors
CannibalizaHon
of
the
Link
Graph
MMM… LINK
GRAPHS ARE
DELICIOUS!
The
Rise
of
the
Social
Graph

52. MOISES.CIELAK.NET
14/03/15
@mcielak
52
Algorithmic
Ranking
Factors
You
have
to
do
these
right,
before
you
can
do
these
right

53. MOISES.CIELAK.NET
14/03/15
@mcielak
53
Sí
comparo
precios
en
Internet
y/o
?endas
€sicas
Sí
comparo
precios
en
dis?ntas
?endas
€sicas
solamente
No
comparo
precios
Asociación
Mexicana
de
Internet
(AMIPCI).
Presentado
por
VISA
Asociación
Mexicana
de
Internet
(AMIPCI).
Presentado
por
VISA

54. MOISES.CIELAK.NET
14/03/15
@mcielak
54
h^p://www.paypal.es/es
Sencillez
Seguridad
Rapidez
Global
h^p://www.paypal.es/es
Opciones
de
pago
Seguridad
Fácil
de
añadir
Bases
de
datos
h^p://www.paypal.es/es

55. MOISES.CIELAK.NET
14/03/15
@mcielak
55
Introducción al SEO Introducción al SEO Moises .Cielak.Net
El posicionamiento en buscadores u Optimización de motores de búsqueda es el
proceso de mejorar la visibilidad de un sitio web en los resultados orgánicos de los
diferentes buscadores (Google, Bing, Yahoo, Yandex, Baidu, Duck duck Go)
SEO = Search Engine Optimization
SEO = OPTIMIZAR, OPTIMIZAR y OPTIMIZAR
Introducción al SEO
SEO vs SEM
Moises .Cielak.Net Introducción al SEO
Google Bot
Moises .Cielak.Net

56. MOISES.CIELAK.NET
14/03/15
@mcielak
56
Introducción al SEO
Algortimo
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Resultados de Búsqueda
Moises .Cielak.Net
Introducción al SEO
Conceptos básicos
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura
Moises .Cielak.Net

57. MOISES.CIELAK.NET
14/03/15
@mcielak
57
Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Popularidad
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Conceptos básicos
Estructura Contenido
Popularidad
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Estructura
Moises .Cielak.Net

58. MOISES.CIELAK.NET
14/03/15
@mcielak
58
Introducción al SEO Carles Duarte - @cduarte23
Estructura
Estructura de Urls
Estructura de código HTML
robots.txt
sitemap.xml
Enlaces internos
Tiempo de carga
Dominio
Servidor web
HTML5
Metadatos
URL indexadas
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Contenidos
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Contenidos
Número de palabras
Autor del contenido
Uso de cabeceras <h1>, <h2>, <h3>
Imágenes dentro del contenido
Vídeo dentro del contenido
Añadir tweets, slideshares y otros.
Comentarios
Uso de negritas y cursivas
Faltas de ortografía
Densidad de la palabra clave
Semántica
Palabras clave al inicio
Titulos y descripciones
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Link building
Moises .Cielak.Net

59. MOISES.CIELAK.NET
14/03/15
@mcielak
59
Introducción al SEO Carles Duarte - @cduarte23
Link building
Número de enlaces
Calidad de los enlaces
Anchor text
Distribuición de anchor
Tendencia de creación de enlaces
Enlaces salientes
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Herramientas SEO
Moises .Cielak.Net
Introducción al SEO Carles Duarte - @cduarte23
Herramientas SEO
Webmaster Tools
Google Analytics
Screaming Frog, Xenu
Majestic SEO, Ahrefs, OSE
SEMRush
BrowSEO
Keyword Planner, UbberSuggest
Google Trends
Rank traker, Advance Web Ranking
GtMetrix, Pingdom tools
Excel
SEOQuacke
Lynx
Chrome Extensions
Panguin Tools
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
“Mejoras” del algoritmo

60. MOISES.CIELAK.NET
14/03/15
@mcielak
60
Introducción al SEO Carles Duarte - @cduarte23
Extensiones de Chrome
Check my links
Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23
Extensiones de Chrome
Check my links
PageRank Status
SEO Quacke
MozBar
Redirect Patch
Wappalyzer
Moises .Cielak.Net
ADWORDS
Ventajas
de
PPC
• Empezar
con
poco
presupuesto
• Foco
en
mercados
muy
específicos
• Alto
ROI
• Medir
e
incrementar
de
forma
con?nua
la
diferenciación
y
segmentación,
obtenemos
mejor
posicionamiento

61. MOISES.CIELAK.NET
14/03/15
@mcielak
61
Keywords,
copy,
página
de
aterrizaje,
alta
concordancia.
Incrementaría
el
Quality
Score
Es
decir
alta
relevancia
entre
todo
esto
muchas
campañas
y
grupos
de
publicidad
entre
mejor
entrelazados
mejor
3
elementos

62. MOISES.CIELAK.NET
14/03/15
@mcielak
62
Google
?ene
una
herramienta
propia
para
op?mizar
KW´s
1.
Compe?dores
2.
geotarge?ng
3.
orientación
a
problemas
Tipos
de
matches
Cada
AD
se
diseña
para
las
KW
Alta
relevancia
para
la
busqueda
Relevancia
que
invite
a
dar
click
Muy
específica
sobre
un
call
to
ac?on

63. MOISES.CIELAK.NET
14/03/15
@mcielak
63
Quality
Score:
el
secreto
del
posicionamiento
Quality
Score
¿Tienes
buena
memoria?
Entonces
grábate
esto….!!!

64. MOISES.CIELAK.NET
14/03/15
@mcielak
64
Adwords
es….
Errores
en
SEO
Recordemos siempre que…
Cost Per Acquisition (CPA) vs. Customer
Lifetime Value (CLTV)
Para que sea sostenible, la ecuación tiene que lucir más bien así…..
CPA < CLTV
Depende de estrategias muy puntuales, tales como el Pedido Promedio * Average Order
Value (AOV) y sus márgenes
#Boticca 2
5
5
SEARCH ENGINE MARKETING (SEM)
What is it?
– Google Adwords
– Display Advertising
– Video/Youtube Ads
What you need to measure
– CPCs, CTRs, Impressions, CPLs
Pros
– It’s immediate!
– Fastest way to scale
– Very measureable
Cons
– Dependency on Google
– Can become very expensive
– Large budgets required
Who does it work for
– Businesses who sell brand name or
commoditised products
– Businesses with high AOVs and margins
Mistakes we made:
– Burned through lots of budget before realizing it
wasn’t for us
– Too much Adwords optimization, not enough
onsite
TEST BUDGET: > 10,000 Per Month
25
6

65. MOISES.CIELAK.NET
14/03/15
@mcielak
65
PAID CHANNELS: AFFILIATE MARKETING
What is it?
– Performance-based marketing that
rewards partner sites (affiliates) for
referring traffic and customers
What you need to measure
– CPCs, CTRs, Impressions, CPLs
Pros
– CPA-effective
– Very measureable
Cons
– Affiliate recruitment time/resource
intensive
– Takes a while to scale
– Limits to how much it can be scaled
– Technical integration
Who does it work for
– Businesses who can offer some margin
to partners
Mistakes we made:
– Underestimated how time consuming this
channel can be
– Didn’t put enough budget aside to book and
schedule tenancies to push top affiliates
TEST BUDGET: > 3,000 Per Month
2
5
7
PAID CHANNELS: LEAD & EMAIL MARKETING
What is it?
– Acquisition of leads (subscribers/emails)
and activation via regular email marketing
What you need to measure
– CPLs, Activation Rates
Pros
– Ability to segment and send personalized
messages directly
– Ability to retain customers
– Ability to A/B test
Cons
– Results are not immediate
– Deliverability and renderability are key to
success
Who does it work for
– Most online businesses that offer
constantly new products or services (not
so effective with content-led businesses)
Mistakes we made:
– Drew conclusions from database sizes that
were too small (less than 50,000)
– Got some emails from competitions (lower
quality)
TEST BUDGET: > 5,000 Per Month
(1-3 per email)
#Boticca 2
5
8
PAID CHANNELS:
RETARGETING
What is it?
– Targeting users off-site when prior visits
didn’t result in a conversion to bring
them back on-site
What you need to measure
– CPCs, CTRs
Pros
– When optimised, is usually quite a
CPA-effective channel
– Can be personalised (should be)
Cons
– Need traffic volume
– Technical integration
– When done poorly, it can look like
stalking
Who does it work for
– Most online businesses that where the
ultimate call to action is a sale or
conversion
Mistake we made:
– Used bigger retargeting specialists
like Criteo who offer no customization
of banners (looked ugly)
TEST BUDGET: > £2,000 Per Month
#Boticca 2
5
9
PAID CHANNELS: SOCIAL
(FOR START-UPS, IT’S NOT
FREE)
What is it?
– Advertising and performance-based
marketing on social media platforms such
as Facebook, Twitter etc.
What you need to measure
– Member base and referral traffic
– CPLs, CTRs
Pros
– Deep segmentation capabilities
– Direct engagement with your users
– SEO benefits as social signals are
factored into Google’s algorithms
Cons
– Generally an expensive and low
conversion channel with poor ROI channel
Who does it work for
– Content-heavy websites
– Nobody in ecommerce for driving sales on
a CPA-basis (as far as I know!)
Mistakes we made:
– Thought we could use social media to drive
sales!
– Spent time on networks which were popular
but didn’t have our customer demographics
TEST BUDGET: > £1,000 Per Month
#Boticca 2
6
0

66. MOISES.CIELAK.NET
14/03/15
@mcielak
66
“FREE” CHANNELS: SEO &
CONTENT MARKETING
What is it?
– Raising the visibility of your website to
appear in natural search rankings of
Google… I mean, search engines
What you need to measure
– Natural search traffic and conversion
– Individual keyword rankings
– Site performance/speed
– Domain authority and backlinks quality
Pros
– Quality, targeted traffic
– Content marketing can also help PR/
branding
Cons
– To be done well, requires technical
resource
– Time-consuming
– Good content marketing campaigns are hit
or miss
– At the mercy of Google and their
constantly changing algorithms
Who does it work for
– Pretty much everybody
Mistakes we made:
– Didn’t think it would take that long to scale
– Didn’t put enough tech resource behind it
– Releasing too many SEO-focused tech
changes at a time
#Boticca 2
6
1
“FREE” CHANNELS: PR &
BLOGGERS
What is it?
– Spreading the word about your business
via articles in the press (online/print) and
via bloggers
What you need to measure
– Publications and bloggers that work/don’t
work
– Time/effort vs. returns
Pros
– Elevates brand and trust which in turn has
a positive effect on the conversion rate of
other channels
– High ROI
Cons
– Not easily replicable (PR)
– Hard to measure ROI (PR)
Who does it work for
– Pretty much everybody but you constantly
need to have a story/hook with new
information (with press)
Mistakes we made:
– Focused too much on business press as
opposed to consumer press early on
– Overestimated how much you can scale
blogger marketing
TEST BUDGET: >£1,000 (for bloggers)
#Boticca 2
6
2
OTHER THINGS TO
CONSIDER & SOME MORE
TIPS
Don’t be afraid to test several channels and figure out what works for you
Don’t rely on one channel: have a mix
Data, data, data: Let the numbers be your guide
Depending on the channel mix, a good monthly test budget would be > £15,000-£20,000
Don’t forget to focus on the other fundamentals such as a strong, well-defined brand and
a flawless customer experience
And never forget: CPA < CLTV
#Boticca 2
6
3

67. MOISES.CIELAK.NET
14/03/15
@mcielak
67