Martha Gabriel is a digital marketing expert who gave a presentation on search and social. The presentation covered the rise of the search era due to the explosion of online information. It discussed how search engine marketing (SEM) and search engine optimization (SEO) are used to improve search rankings. It also explained how search and social are becoming increasingly interconnected, with search results including more social media content and social networks becoming platforms for searching. Trends discussed included the growing importance of mobile search, universal search across different content types, and behavioral targeting based on user search histories.

1. Search
&
Social
Martha Gabriel
Martha Gabriel

2. Martha Gabriel
Engineer
Postgraduate in Marketing
Postgraduate in Design
Master’s Degree & pursuing PhD in Art
Author of 2 books on Search Marketing (2008 & 2009)
Professor in the MBA courses in
BSP Business School São Paulo & Universidade Anhembi Morumbi
Researcher at Universidade de São Paulo
Consultant on digital marketing, NMD New Media Developers
New Media Artist awarded at Florence Biennale 2009
http://www.martha.com.br/ @marthagabriel
Martha Gabriel

3. Agenda
– The Search Era
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends
Martha Gabriel

4. Martha Gabriel
THE SEARCH ERA

5. Search and Social
have been
always
connected
…
in digital environments or not
…
we start searching since we are born
Martha Gabriel

6. Ways of Searching
• Browsing: observing and
following leads (things, people
behaviors or links)
– Getting more and more difficult due the
raising of the web complexity
• Asking: to systems or
people
– Search Engines
– Peers in Social
Networks
Martha Gabriel

7. If we have been always searching …
why so much interest right now?
why so much interest right now?
Fonte da imagem: http://petitinvention.wordpress.com/2008/02/10/future-of-internet-search-mobile-version/
Martha Gabriel

8. The Search Era
• Information explosion
– Web 2.0  Web Read/Write  exponential raising of the amount
of amount of information (quality? / filters) –
Long Tail x Paradox of Choice
– The Attention Economy (Davenport) / The Purple Cow (Seth
Godin)
“A wealth of information creates a poverty of attention”
• Proliferation of technologies and media
– More platforms to search
Martha Gabriel

9. Search & Social
More and more interconnected …
Social get fed by Search
&
Search get fed by Social
Martha Gabriel

10. 2nd largest search engine
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11. Fast growing search engine
Martha Gabriel

12. 25% of the 1st SERP
(search engine result page)
for the Top 20 brands
are links to
Social Media content
Martha Gabriel

13. Target
audience is
not just
target
anymore –
it’s target, but also
has become
media
and
content
generator
Fonte: http://www.psychotherapist.org/EmpTree.jpg
Martha Gabriel

14. Marketing Vector Inversion
from Mass Media …
from BRANDS
to
PEOPLE
from PEOPLE
to
BRANDS
… to My Media
(Participation Era)
Martha Gabriel

15. Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143
Martha Gabriel

16. Fonte: What’s Next in Marketing and Advertising – Paul Isakson - http://www.slideshare.net/paulisakson/whats-next-in-marketing-advertising-318143
Martha Gabriel

17. The SEARCH Era
iProspect Search Engine User Behavior Study:
– 90% of online people use search engines
– 87% of them declare that they found what they
were looking for
– Millions of people use search engines to choose school
for their children, specialization courses, to by cars,
travel, book hotels, etc.
Martha Gabriel

18. How much do YOU depend on
search?
Martha Gabriel

19. Search Engine Power
• The search engines are the MOST INFLUENT
digital entities nowadays:
– What is not found, does not exist! (Taxonomy 
one of the Top 10 trends by ZDNet.com)
– Test: try to not use any search engine for 1 week
(or any Google’s product – search, blogger, maps,
earth, gmail, etc.)
– How many use Gmail?
Martha Gabriel

20. Digital Share-of-Mind
Martha Gabriel

21. Research
Navigation
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22. Search Engine Power
• Search Engine users habits:
– Rarely go beyond the 1st page of results: 68%
abandon the search after the 1st page
– 90% don’t read beyond the 3rd page of results
– 39% believe that the first results in the SERP are the
market leader brands
– More than 90% of the clicks concentrate in the first 10
results of search
Martha Gabriel

23. Search Engine Power
• Top 10 Dictatorship
– Necessity of being in the 1st page of results, among theTop 10
– Gold rush among companies to try to improve their website
page rankings in the serach results for the most important
keywords for their businesses
– Solution  SEO (Search Engine Optimization)
Martha Gabriel

24. Agenda
– The Search Era
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends
Martha Gabriel

25. SEM & SEO
Martha Gabriel

26. SEM – Search Engine Marketing
• Off-page
– Sponsored Links
– WOMM, SMM & SMO
– Link building
– Appear in Directories SEO support
– Affiliated programs
– Press Releases
– Link Bait
• On-page (SEO – Search Engine Optimization)
Martha Gabriel

27. SEM Marketing Plan:
1) Preliminar Analysis & Objectives
2) Keywords selection
3) On-page & Off-page Optimization
4) Monitoring
5) Control & adjustments
Martha Gabriel

28. Poster SEO
- Awarded at HighEdWeb 2008
- Available for download:
- via QRcode
- via SlideShare
(slideshare.net/marthagabriel)
Martha Gabriel

29. SEO – Search Engine Optimization
• Two main factors affect SEO:
• Relevance (importance of the page):
“Birds of same kind flock together”
• Keywords (vocation)
It’s true for doing SEO to any king of
digital object!
Martha Gabriel

30. SEO – Search Engine Optimization
• The columns of on-page optimization:
a) Page Code (keywords)
b) Page Content (keywords)
c) Website Structure
Martha Gabriel

31. • About 200 factors
affect ranking
(SEOmoz):
http://goo.gl/WfNv
15%
35%
Martha Gabriel

32. SEO is like diet:
the rules are easy,
but the discipline necessary
to follow them is hard.
Martha Gabriel

33. Agenda
– The Search Era
– SEM & SEO
– SEO Beyond the Basics
– SEARCH & SOCIAL
– Trends
Martha Gabriel

34. SEO Beyond the Basics
Martha Gabriel

35. Beyond the Basics
• Landing Pages
• Mobile Optimization
• Universal Search
• SERP Domination
• Behavioral Targeting
Martha Gabriel

36. Landing Pages
Martha Gabriel

37. Landing Pages
“You can lead a horse to water,
but you can't make it drink.”
-- French Proverb
Search Marketing (marketing + IT)
 leads people to the page
Landing Page (marketing + IT + design)
 make people drink 
Martha Gabriel

38. Landing Pages
New Google ranking criteria takes in
account the landing page:
navigation,
bounce rate,
usability.
Martha Gabriel

39. Mobile Optimization
Martha Gabriel

40. The future is mobile
Martha Gabriel

41. Mobile search
• Screen size
– Quantity of itens per page, ad visibility, characters
limits
• Speedy of access
• Usabilility
• Kind of content/ searched keywords: 50% of
mobile search fit in 7 categories:
– Music, localization, entertainment, sports, local
information, shopping and references.
Martha Gabriel

42. Universal Search
Martha Gabriel

43. Maps
News
Videos
Martha Gabriel

44. Busca Universal
• Requires optimization of ALL KINDS of
indexed platforms (not only websites
anymore):
– Youtube
– Google Maps
– News
– Blogs
– Twitter (40 first characters)
– Slideshare
– Etc…
Martha Gabriel

45. Martha Gabriel

46. Martha Gabriel

47. SERP Domination
Martha Gabriel

48. SERP Domination
Martha Gabriel

49. Behavioral Targeting
Martha Gabriel

50. Behavioral Targeting
• Behavioral targeting — process of
targeting people based on their
behaviors.
• Involves several different plataforms,
including search.
Martha Gabriel

51. Behavioral Targeting
• Signed-in personalization >>> based on the
user Web History.
• Signed-out customization >>> based on
browser cookie using information about previous
searches and clicks.
Martha Gabriel

52. Agenda
– The Search Era
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends
Martha Gabriel

53. Martha Gabriel
SEARCH & SOCIAL

54. SEARCH & SOCIAL
• Social Media Optimization
• Social Search Optimization
Martha Gabriel

55. Social Media Optimization / Marketing
Martha Gabriel

56. Martha Gabriel

57. Social Media Marketing
• Social Media Marketing (SMM) increase
two important factors for SEO:
–Traffic
–Links
Martha Gabriel

58. Martha Gabriel

59. Social Media Marketing
• Linkability – relevant content / link baits
• Make bookmarking easy – digg, twitter,
delicious, flickr, etc…
• Incentivate mashups
• Make it easy for your content to travel
• Viral elements for contents (Dan Zarrella)
• Relationship
• Crisis blindage & management
Martha Gabriel

60. Social Media Marketing is not about
technology, it’s about people.
―Relationship first, the rest falls into place‖
Martha Gabriel

61. Martha Gabriel
Social Search

62. Social Search
Optimization (SSO)
SSO é the process of creating social
profiles to leverage all your social
objects with the purpose of increasing
branding results. Social objects include
anything that don’t reside only in your
website.
– Social media profiles
– Blogs
– Videos & images
– Images
– Press releases & news feed
62
Martha Gabriel

63. Social Search
• Social objects are the optimization
tools and are contextualized by keywords,
titles, descriptions, tags and/or links.
• Understanding the social objects
attributes is one of the most important
aspects of a successful SSO.
Martha Gabriel

64. Social Search
• Keywords Suggestion Tool –
monitoring social networks is a great
what of getting leads about which
keywords must be optimized in SEM
“Social Media is becoming a core product
research channel.”
-- Nielsen
Martha Gabriel

65. Agenda
– The Search Era
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends
Martha Gabriel

66. Trends
Martha Gabriel

67. SERP of the Future
Martha Gabriel

68. SEO vs. SEO 2.0
SEO SEO 2.0
On site optimization for spiders On site optimization for users
Competition Cooperation
keywords tags
Optimization for links Optimization for traffic
clicks, page views, visits conversions, ROI, branding
DMOZ Delicious
Main traffic sources: Main traffic sources:
Google, Yahoo, MSN Social Media, StumbleUpon, niche
social news sites, blogs
undemocratic, who pays most is on democratic, who responds to popular
top demand is on top
50% automated 10% automated
technocratic emotional
Martha Gabriel

69. “All broadband
will be useless
if the mind is narrow."
-- quote in a advertisement commercial from TIM, cell phone operator company
Martha Gabriel

70. Presentation at slideshare.net/marthagabriel
-- Martha Gabriel
martha@martha.com.br
me, www.martha.com.br
twitter, @marthagabriel
Martha Gabriel