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Search
&
Social

    Martha Gabriel
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
THIS PRESENTATION IS

 • 2.0
 • Transmedia


YOU CAN INTERACT WITH:

    Your cellphone – QRcodes / Twitter / photo / video / etc.
    Your tablet
    Your computer
    Paper & pen
    ........
Agenda


 – The Context
 – SEM & SEO

 – Beyond the Basics

 – SEARCH & SOCIAL

 – Trends
Search and Social
   have been
     always
   connected
Social get fed by Search
            &
Search get fed by Social
25% of the 1st SERP
for the Top 20 brands
      are links to
 Social Media content

        Source: Socialnomics – Erik Qualmann
2nd largest search engine
Fast growing search engine
Mobile
      has become the
  link between platforms,
 technologies and media,
         leveraging
social-search connection!
http://goo.gl/ZwRRG
THE MOBILE MOVEMENT




             http://goo.gl/M6kYI
THE SEARCH ERA
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.
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.
How much do YOU
depend on search?
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.)
Research




Navigation
71% of people search
 after seeing an AD




     http://goo.gl/M6kYI
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
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)
Agenda

 – The Context

 – SEM & SEO
 – Beyond the Basics

 – SEARCH & SOCIAL

 – Trends
SEM & SEO
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

• 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!
SEO – Search Engine Optimization


  The 3 pilars of on-page optimization:

     a) Page Code (keywords)
     b) Page Content (keywords)
     c) Website Structure
About 200 factors
affect ranking
(SEOmoz)

http://goo.gl/WfNv


                     15%

                           35%
Agenda

 – The Context

 – SEM & SEO

 – Beyond the Basics
 – SEARCH & SOCIAL

 – Trends
Beyond the Basics
BEYOND THE BASICS


   •   Landing Pages
   •   Mobile Optimization
   •   Universal Search
   •   SERP Domination
   •   Behavioral Targeting
Landing Pages
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 
Landing Pages


New Google ranking criteria takes in
     account the landing page:


           navigation,
          bounce rate,
            usability.
Mobile Optimization
The future is mobile
The future has always
         been mobile




Robert Doisneau’s
photo - 1946
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.
Universal Search
Maps




                News
Videos
Universal Search

• Requires optimization of ALL KINDS of
  indexed platforms (not only websites):
  –   Youtube
  –   Google Maps
  –   News
  –   Blogs
  –   Twitter (40 first characters)
  –   Slideshare
  –   Etc…
SERP Domination
SERP Domination
Behavioral Targeting
Behavioral Targeting


• Behavioral targeting — process of
  targeting people based on their
  behaviors.

• Involves several different plataforms,
  including search.
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.
Behavioral Targeting

Google uses 57 signals to personalize your results
"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
Agenda

 – The Context

 – SEM & SEO

 – Beyond the Basics

 – SEARCH & SOCIAL
 – Trends
SEARCH & SOCIAL
Social Media Marketing


• Social Media Marketing (SMM) increase
  two important factors for SEO:


  –Traffic
  –Links
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
Mobile as Social Media Link
MOBILE - transmídia | RFID – Coca-Cola Village




         http://www.youtube.com/watch?v=xUv0GU5rfHg
NIKE | social like – interactive display
Coffee Shop | reviews no Yelp
Naperville, IL Public Library |
navigation / support
Digital Printed Books | education / crossmedia




          http://www.marketingnaeradigital.com.br/
MOBILE Apps | TP Library
CONTENT SHARING | posters or any content
Agenda

 – The Context

 – SEM & SEO

 – Beyond the Basics

 – SEARCH & SOCIAL

 – Trends
Trends
SERP of the Future
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
“We shape our tools
  and thereafter
our tools shape us.”


  -- Marshal McLuhan
Presentation at slideshare.net/marthagabriel




                         -- Martha Gabriel
                          martha@martha.com.br

                         me, www.martha.com.br
                         twitter, @marthagabriel

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Social & Search - two faces of the same coin, by Martha Gabriel

  • 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
  • 10. Mobile has become the link between platforms, technologies and media, leveraging social-search connection!
  • 12. THE MOBILE MOVEMENT http://goo.gl/M6kYI
  • 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.)
  • 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
  • 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
  • 30. BEYOND THE BASICS • Landing Pages • Mobile Optimization • Universal Search • SERP Domination • Behavioral Targeting
  • 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.
  • 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.
  • 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…
  • 41.
  • 42.
  • 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
  • 52.
  • 53. Social Media Marketing • Social Media Marketing (SMM) increase two important factors for SEO: –Traffic –Links
  • 54.
  • 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
  • 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