Search Marketing: when SEO is no longer sufficient

We leave you with the last presentation of Fernando Maciá in the last #SearchDay of OMWeek Madrid. In it, Fernando talks about the importance of context in the optimization process and the need to broaden the traditional SEO approach.

Search marketing: when SEO is no longer enough by Human Level Communications

1. Search Marketing: when SEO is no longer suﬁcient.
2. Presentation > Human Level Communications / The Team
3. Publications Publications
4. Water introduction
5. Water introduction
6. keyword +ambiguity introduction
7. keyword +ambiguity introduction
Water! introduction http://consorciouniverde.blogspot.com.es/
Water! introduction
Water! introduction
11. context introduction
12. keyword+ context -ambiguity introduction
13. SEO… so far SERPS Keyword introduction
14. SEO… so far SERPS introduction
15. SEO… so far introduction
16. introduction
17. Search marketing …as of now introduction
18. context Context / Query
19. context query Context / Query
20. Evolution of the context: the search in 1998 KW Searcher person Context / Query SERPS
21. Evolution of the context: reﬁnement of the SERPS query KW1 Searcher persona KW2 Context / SERPS query.
22. Context evolution: IP – Geolocation Searcher person Searcher person Context / Query
23. Context evolution: IP – Geolocation Searcher person Context / Query
24. context Context / User
25. user context Context / User
26. Search history: logged in Searcher person Context / User
27. Search history: cookies Searcher Context person / User
28. Context evolution: IP – Geolocation Frequent route analysis Searcher person Context / User
29. User context: G+ Searcher person Context / User.
30. User Context: connected accounts Searcher person Context / User
31. Search Device Searcher person Context / User
32. context Context / Content
33. context content Context / Content
34. Context of the content: first search engines <head> <title></title> <meta name=”description”> <meta name=”keywords”> </head> Context / Content
35. http://www.razvoj-karijere.com/baza_znanja/usmerenost-na-detalje Context of the content: first directories Context / Content
36. on page Context / Off page content
37. context Context / on page
38. contexto on page Contexto / on page
39. Context factors on page <html> <head> <title></title> <meta name=”description”> <meta name=”keywords”> </head> <body> <h1></h1> <p>————————–<a href=”/link.htm” href=”/link.htm”>——————————-</p> <h2></h2> <p>————————————————————————————–</p> </body> </html> Context / on page
40. http://www.aceshowbiz.com/still/00001255/kung_fu_panda200.html Context of on page factors: IA and Panda Context / on page
41. Context of factors on page: schema.org Context / on page
42. Context of on page factors: knowledge graph Context / on page
43. context Context / off page
44. context off page Context / off page
45. Not all links are created equal Thematic match Anchor text = Keyword From IPs with different C block From unique domains Unidirectional Natural evolution Perﬁl of popularity From sites with high PR Context / off page
46. Not all links are created equal Thematic match Anchor text = Keyword From IPs with different C block From unique domains Unidirectional Natural evolution Popularity perﬁl From high PR sites Context / off page
47. Context / off page factors: PageRank Page Rank B = Page Rank A X 0.85 / Number of outgoing links from A Context / off page
48. Context / off page factors: PageRank Context / off page
49. Context off page factors: TrustRank Authority sites Context / off page
50. Context / off page http://googleplus-businesspages.com/index.php/googles-2012-april-search-changes-including-an-angry-penguin/ Context / off page factors: Penguin
51. Context / off page http://googleplus-businesspages.com/index.php/googles-2012-april-search-changes-including-an-angry-penguin/ No follow No follow Context off page factors: Penguin
52. Author Rank Context / off page
53. Author Rank Context / off page
54. Context / off page factors: social graph Context / off page
55. Context / off page factors: social graph Context / off page
56. Context factors off page: social graph Context / off page
57. context From SEO to Search Marketing
58. adding context to SEO From SEO to Search Marketing
59. User searches What are you looking for? How do you search? Where are you looking for? When are you looking for? Google Analytics Internal search engine Frequently asked questions From SEO to Search Marketing
60. Eureka! Not provided Landing page Retrieving keywords with SEMRush Keyword
61. Google AdWords Search Queries Google AdWords Search Queries
62. Internal search engines List 1 List 2 List 2.1 List 2.2 List 3 Keywords in internal search engines
63. Internal search engines Keywords in internal search engines
64. Internal Search Engines List 1 List 2 List 2.1 List 2.2 List 3 Keywords in Internal Search Engines
65. Frequent queries in GA and GWT Keywords in Frequent queries in GA and GWT
66. Searcher persona Searcher persona Searcher persona User Perﬁles > Searcher persona.
67. Search intent Searcher persona Searcher persona Searcher persona Searcher persona User Perﬁles > Searcher persona
68. Search intent Searcher persona Searcher persona Searcher persona Searcher persona User Perﬁles > Searcher persona KW.
69. Search intent Searcher persona Searcher persona KW Searcher persona SERPS User perﬁles > Searcher persona
70. Search intent Searcher persona KW Searcher persona LANDING Searcher persona LANDING Perﬁles of user > Searcher persona SERPS.
71. Search intent Search intent > Conversion Searcher persona LANDING Perﬁles of user > Searcher persona
72. Search intent > Conversion Searcher persona Search intent User perﬁles > Searcher persona LANDING.
73. Search intent Search intent > Conversion Searcher persona LANDING Perﬁles of user > Searcher persona
74. Search intent > Conversion Searcher persona Search intent User perﬁles > Searcher persona LANDING.
75. Extending the Search Marketing Cycle Search intent Searcher persona Need Searcher persona KW SERPS Product/ Service User perﬁles > Searcher persona LANDING.
76. SEARCH SCENARIOS context …through different means…
77. Users What type of person are you? Why would he come? What do you need to know? What can influence you Active listening tools and Social Media analytics User Perﬁles > Users.
78. Display conversion according to input channels List 1 List 2 List 2.1 List 2.2 List 3 User profiles > Users
79. Channel grouping in GA User perﬁles > Users.
80. Multichannel conversion analysis User perﬁles > Users.
81. Conversion value attribution vs. source cost https://docs.google.com/spreadsheet/viewform?formkey=dEJrTVNSN2RBUm03MUVHLWRwcE1jT1E6MA User perﬁles > Users.
82. Analysis of sociodemographic segmentations User Perﬁles > Users.
83. Cohort analysis User perﬁles > Users.
84. Universal Analytics Multichannel Multidevice Multidevice Customizable User Perﬁles > Beta users.
85. Facebook Insights List 1 List 2 List 2.1 List 2.2 List 3 User Perﬁles > Users.
86. SocialBro User profiles > Users.
87. Google AdPlanner User Perﬁles > Users.
88. Online Reputation Monitoring Tools User Perﬁles > Users.
89. User profiles > Users
90. Identiﬁcate NEEDS target SEARCHER PEOPLE motivations/objectives SEARCH SCENARIOS context KEYWORDS positioning LANDING PAGES argumentation/counter-objective From SEO to Search Marketing.
91. Searcher persona ‣ ‣ ‣ ‣ ‣ ‣ ‣ ‣ José López 19 years old Delivery man Lives with his parents Aﬁcionado of cars Dreams of a BMW 3 series His motivations are: ‣ ‣ ‣ ‣ From SEO to Search Marketing Wants a car as soon as possible Price is important Trusts his instinct to distinguish a good car.
92. Searcher persona ‣ ‣ ‣ ‣ ‣ Nuria Carvajal ‣ These are buying motivations: 31 years old Independent consultant Needs a car with some degree of representation but does not want to invest too much ‣ ‣ ‣ ‣ A certain warranty Dealership oﬁcial ﬁnancial facilities From SEO to Search Marketing.
93. Searcher personas Keyword BMW 3 series second hand From SEO to Search Marketing SERP
94. José’s purchase motivations PRICE RELIABILITY ASPECT ACCESSORIES From SEO to Search Marketing
95. Competitive advantages of a private individual PRICE RELIABILITY ASPECT ACCESSORIES From SEO to Search Marketing
96. Competitive advantages of a private individual PRICE RELIABILITY RELIABILITY ASPECT ACCESSORIES From SEO to Search Marketing
97. Landing page José From SEO to Search Marketing
98. Nuria’s purchase motivations PRICE RELIABILITY GUARANTEE FINANCING CLOSENESS FAMILIARITY From SEO to Search Marketing
99. Competitive advantages oﬁcial dealer PRICE RELIABILITY GUARANTEE FINANCING CLOSENESS FAMILIARITY From SEO to Search Marketing
100. Competitive advantages oﬁcial dealer PRICE RELIABILITY GUARANTEE FINANCING CLOSENESS FAMILIARITY From SEO to Search Marketing
101. Landing page Nuria From SEO to Search Marketing
102. Content is King (again) From SEO to Search Marketing
103. Content is King (again) …ok, but now for real 😉 From SEO to Search Marketing
104. Internal/external content clusters From SEO to Search Marketing
105. Internal/external content clusters From SEO to Search Marketing
106. Internal/external content clusters From SEO to Search Marketing
107. Framework for the design of online strategies Analysis of channels > Framework for the design of online strategies
108. Search Marketing Marketing Skills IT/Technical Skills Search Marketing Skills
109. Search Marketing Skills Content/Communication Marketing IT/Technical Skills Search Marketing Skills
110. Search Marketing Skills Creativity/design Content/communication Marketing IT/technical skills Search Marketing Skills
111. Search Marketing Skills Social Media Promotion Creativity/Design Content/Communication Marketing IT/Technical Skills Search Marketing Skills
112. Skills for Search Marketing Data analysis, market… Social media promotion Creativity/design Content/communication Marketing IT/technical skills Search Marketing skills
113. Low relevance High relevance Evolution of the weight of factors in the calculation of relevance (CWM 2008) Quality links Original content Content Content intelligence Post-search behavior Domain history Domain reputation On-page relevance Directory links Reciprocal links Paid links TLA Etc. Easily manipulated Difficult to manipulate Necessary but not sufficient condition I told you so 😉
114. 100% Not provided 0% ambiguity A world with no keywords but with knowledge
115. Thank you
116. Questions? Questions
117. Presentation Fernando Maciá Domene CEO S