Closing keynote presentation about Search an Social Media, by Martha Gabriel, at J.Boye Conference in Philadelphia - 4/may/2011. The presentation covers the topics: - Context - SEM & SEO - Beyond the Basics - Search & Social - Trends

1. Search
&
Social
Martha Gabriel

2. Martha Gabriel
http://www.martha.com.br/ @marthagabriel
Engineer
Postgraduate in Marketing
Postgraduate in Design
Master’s Degree & pursuing PhD in Art
Author of 3 books, 2 on Search Marketing (2008 & 2009) and the
most recent – ―Marketing in the Digital Era‖ (2010)
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
Frequent speaker in conferences in Brazil and abroad – on Marketing,
Education and Technology
New Media Artist awarded at Florence Biennale 2009

3. THIS PRESENTATION IS
• 2.0
• Transmedia
YOU CAN INTERACT WITH:
 Your cellphone – QRcodes / Twitter / photo / video / etc.
 Your tablet
 Your computer
 Paper & pen
 ........

4. Agenda
– The Context
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends

5. Search and Social
have been
always
connected

6. Social get fed by Search
&
Search get fed by Social

7. 25% of the 1st SERP
for the Top 20 brands
are links to
Social Media content
Source: Socialnomics – Erik Qualmann

8. 2nd largest search engine

9. Fast growing search engine

10. Mobile
has become the
link between platforms,
technologies and media,
leveraging
social-search connection!

11. http://goo.gl/ZwRRG

12. THE MOBILE MOVEMENT
http://goo.gl/M6kYI

13. THE SEARCH ERA

14. THE SEARCH ERA
• Content 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 >>> TV, mobile, SM, etc.

15. 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.

16. How much do YOU
depend on search?

17. SEARCH ENGINE POWER
The search engines are the
MOST INFLUENTIAL 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.)

18. Research
Navigation

19. 71% of people search
after seeing an AD
http://goo.gl/M6kYI

20. 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

21. 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  SEM & SEO (Search Engine Marketing)

22. Agenda
– The Context
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends

23. SEM & SEO

24. 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

25. 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 kind of digital object!

26. SEO – Search Engine Optimization
The 3 pilars of on-page optimization:
a) Page Code (keywords)
b) Page Content (keywords)
c) Website Structure

27. About 200 factors
affect ranking
(SEOmoz)
http://goo.gl/WfNv
15%
35%

28. Agenda
– The Context
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends

29. Beyond the Basics

30. BEYOND THE BASICS
• Landing Pages
• Mobile Optimization
• Universal Search
• SERP Domination
• Behavioral Targeting

31. Landing Pages

32. 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 

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

34. Mobile Optimization

35. The future is mobile

36. The future has always
been mobile
Robert Doisneau’s
photo - 1946

37. 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.

38. Universal Search

39. Maps
News
Videos

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

43. SERP Domination

44. SERP Domination

45. Behavioral Targeting

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

47. 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.

48. Behavioral Targeting
Google uses 57 signals to personalize your results

49. "We are moving quickly to a world
where the internet is showing us
what it thinks we want to see,
but not necessarily
what we need to see."
-- Eli Pariser
at TED2011
http://goo.gl/EmZ35

50. Agenda
– The Context
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends

51. SEARCH & SOCIAL

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

55. 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

56. Mobile as Social Media Link

57. MOBILE - transmídia | RFID – Coca-Cola Village
http://www.youtube.com/watch?v=xUv0GU5rfHg

58. NIKE | social like – interactive display

59. Coffee Shop | reviews no Yelp

60. Naperville, IL Public Library |
navigation / support

61. Digital Printed Books | education / crossmedia
http://www.marketingnaeradigital.com.br/

62. MOBILE Apps | TP Library

63. CONTENT SHARING | posters or any content

64. Agenda
– The Context
– SEM & SEO
– Beyond the Basics
– SEARCH & SOCIAL
– Trends

65. Trends

66. SERP of the Future

67. 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

68. “We shape our tools
and thereafter
our tools shape us.”
-- Marshal McLuhan

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