A SEO know how start-up for Henley Busines School of University of Reading - 31 March 2017

2. Benedetto Motisi
Co-Founder Linkfloyd
Author of «Interceptor Marketing» (Flaccovio Editore)
Contributor of «Le nuove professioni digitali» (Hoepli)

3. Meet the search engine (yep, one)

4. Search engines are cool
Search Engines are the battlefield of a particular marketing war:
the Search Engine Optimization.
Ok, what the hell are the Search Engines?

5. Information retrieval
A search engine is an automatic system that analyzes and sorts
the crazy and huge quantity of data, elaborating in results pages.
The first search engines was born in ‘90-middle when the online
information grew and grew like the lovecraftian Old Ones.

6. The first generation (before Google)
The first generation of search engines used only one factor: the
keywords in the content.
This system allowed to connect the search keywords to online
documents: this tag report the presence in specific contents.
The search engine elaborated this results in lists.

7. The second generation (Google was born)
Google, first of his name, king of the search engines, emperor of
data, saviour of humanity that navigate online.
THE search engine conquered the throne for his capacity of
analyze Web specific data (link first and so user navigation, user
experience, citation, authority of sites).

8. The third generation (Google smash!)
Today we see the attempt to give answers at users needs beyond questions
through semantic data analysis.
Google studies:
• Social signals.
• Multimedia contents.
• Spell checking (vocal research with mobile).
• Query refinement (Google Suggest).
• Local Search.
• Trends.

9. The process beyond Search Engine
1. Crawling
2. Indexation
3. Ranking
Web crawlers, or spiders, climb the Web through link for
improve the search engines index and calculate the value of
sites at same time.

10. Triforce of Search Engines
SEOs optimize the ranking factors (over 9000..ops, 200!) useful for evaluate a
site compared to others for specific researches.

11. Satisfaction Engine Optimization
Social for conversation,
Search for satisfaction.
Users research on Google in the moment they have a need.
In this perfect moment users are in grace: the climax of attention
(and purchase intent).

12. Return on investment for SEO
1.Impressions
2.Lead generation
3.Sales

13. Search Queries Analysis
The Fantastic Four
1. SEMRush (international Market)
2. SEOZoom (italian-spoken Market)
3. Ubersuggest (free)
4. Your Brain (100% free!)

14. Remember, young padawan
EVERY SERP IS A STAND
ALONE COMPETITION

15. Case History: Impressions

16. Case History: Lead Generation

17. Case History: Sales

18. So long, and thanks for all
the fish!