Issues  in  Marke,ng  Communica,on:

LIVEr,sing  #  6SEO  +  SEA  =

SEM

SEM  =  !

1.SEO  2.SEA

Google  evolu/on    #1

8

S E O ?

Over  at  least  50  criteria…

• IP address • the SE version • . • . • . • . …

So…

First position no longer means

anything…

http://www.google.com

Google  evolu/on    #2

14

S E O ?

http://www.seomoz.org/google-algorithm-change%232012

Changes  in  the  algorythm

Black  Hat  SEOSpamdexing:      .      .      .      .  

Op,miza,on  used  to  be…SE-friendly factors: !On-page optimisation Link building Pagerank sculpting G-friendly copy writing Keyword stuffing + content marketing

Op,miza,on  is  now… Human factors: !user personas content strategy sharing user value virality

Google  evolu/on    #3

Universal  search

Universal  search

Universal  search

http://perfectpitchconcepts.com/anatomy-mega-serp-explaining-google-features/

Universal  search

http://techcrunch.com/2013/09/26/google-improves-knowledge-graph-with-comparisons-and-filters-brings-cards-

to-mobile-search-adds-cross-platform-notifications/

Google  evolu/on    #4

1st position online traffic increase

visibility value generation acquisition conversion retention analytics

increase in sales decrease in acquisition costs increase in shop floor visits branding ROI on- & offline

• Objectives • Targets

• SEO • adwords • local SEO • blogs • social med • classified • forums • affiliation • sponsored

contents

• SEO • UX • buying X • notoriety • social

proof • timing • CTA • …

• SEO • CDJ • engagemt • dialogue • Email mkt • social med • …

Finetuning

1. STRATEGY 2. ACQUISIT° 3. CONVERS° 4. RETENT°

• Keyword tools

• G-trends

• G-search • Adwords • display • mobile ads • Youtube • … !

!!

• conversion optimizer

• A/B testing • … !!!

• G-plus • retargeting • G-survey • … !!

G-analytics

1. STRATEGY 2. ACQUISIT° 3. CONVERS° 4. RETENT°

Example?

Landing  page  

Insight  ?

http://unbounce.com/landing-pages/landing-page-rehab/

SEOp/miza/on

http://www.seo-browser.com

Op/miza/on  =    ONpage  +  OFFpage    

Onpage  =  •    organisa,on  •    structure  •    quality  

• URL  • HTML  code  • HTML  tags  • UX,  e.g.  speed  &  internal  links  

• obstacles  (Javascript/  Flash/  Ajax/  pictures  /  videos)  

• keywords  • coherence    • relevance  • …

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

Tool

Insights  ?

#1

load speed

Issues  in  Marke,ng  Communica,on:

LIVEr,sing  #  9SEO  +  SEA  =

SEMhttp://developers.google.com/speed/pagespeed/insights/

#2

Bounce rate

OFFpage  =  authority

LOCAL  SEO

VIDEO  SEO

Video  SEO

!

1.SEO  

2.SEA

SEM  =  

AdRank

1.Expected CTR 2. Relevance 3. Landing Page

= QS x Max CPC

?

SEA  =  Adwords  =  Auc,on

!

!

!

!

To  be  con/nued…

!

!

A  final  word…    a  crucial  one  about  

PRESENCE

SocMed  basics:  A  presence  is  not  a  strategy

SocMed  basics:    STRATEGY  vs  TACTICS

Cy OBJPLAN of ACTIONS

StrategyTac/c  2Tac/c  1

Tac/c  3Tac/c  N

SocMed  basics:  ROI  measurement

Cy OBJPLAN of ACTIONS

StrategyTac/c  2Tac/c  1

Tac/c  3Tac/c  N

KPI

1234

SocMed  basics:  Content  strategy

define

solvebecome  trusted

develop  online  

presence

Turn  learners  into  

buyers  /  advocates

define

solvebecome  trusted

develop  online  

presence

Turn  learners  into  

buyers  /  advocates

is  online?HOW BIG ?

The  online  pricing  models

LIVErtising

ADVERTISING MODELS EVOLVING

TRADITIONAL˝ADVERTISING

PERMISSION˝ADVERTISING

NETWORKED / ˝CONNECTED˝

ADVERTISING

Broadcast Print

Cinema Outdoor

DM Spam mail Pop ups FB ads

Search Banners

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Blog Content Mg

FB page Social shares RTs

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