Post on 18-Jan-2015
description
reframing SEO as Social Engine Optimization
Antonio Grillo - UX Manager & “+SEO Friend” @ Publicis Healthware International - @antonio_grillo | Italian IA Summit 2012
SEO+
lunedì 14 maggio 12
@antonio_grilloUX Manager @PHI_Global
Internet Of Things
Self Tracking
Communication
mHealth
eHealth
lunedì 14 maggio 12
SEOSurfing by
Self-TrackingAtoms of Content
Reframing SEO
++
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
The Librarian, a 1556 painting by Giuseppe Arcimboldo http://www.wga.hu/art/a/arcimbol/4composi/5librari.jpghttp://www.flickr.com/photos/chanc/333340662/in/photostream/
SEO has been a Story of...
http://www.flickr.com/photos/chanc/333340662/in/photostream/
contents librarians classification
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Search Engine as Starting Point
of Information Findabilityhttp://www.flickr.com/photos/jessica_digiacomo/5576820009/@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
But... Something is changed
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
The Search Engine is no longer the only way
to “HEAR” the web
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/
There are new ways to HEAR what’s going on in the Web
...according to the evolution of users behavior@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
http://www.2dayblog.com/2008/01/18/belkin-rockstar/
Users love SOCIAL interaction
@antonio_grillo, PHI | +SEO
Users love Social Media TOOLS
lunedì 14 maggio 12
http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/
Users HEAR through the SOCIAL world
@antonio_grillo, PHI | +SEO
Users LEARN through the SOCIAL world
lunedì 14 maggio 12
http://efunnyphoto.com/funny-mobile-photos/imgfvb.funvblog.com_funny-mobile-handsfree1.jpg.html http://www.huahinforum.com/viewtopic.php?f=15&t=18973http://www.villiard.com/blog/telephones-mobiles
...using MOBILE devices anytime anywhere
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
http://www.thefreak.it/la-quinta-civilizzazione/
...anybody
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Nielsen Q1 2011 Mobile Connection Devices Report
...across DIFFERENT contexts
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
The physical world is completely covered by the digital layer
the just in time research do not go through Google anymore
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Surfing by Self-tracking
http://www.flickr.com/photos/iberere/4333631968/
shift from Search to Discovery@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
http://www.youtube.com/watch?v=M4bFFBKlMXU
Devices that know some of our history, our preferences...
...and what’s going around us@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
In any “Place”
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
“Nothing affects our happiness more than the people in our lives, but the way we find these
people and bring them into our lives always has been completely random and inefficient.”
Paul Davidson
Temporary Social Networks
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Surfing by transportation in Social Interaction
http://www.flickr.com/photos/dalec/5925202176/@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Information has now become a part of
the social dynamics
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
A content is no longer a monolithic block, but it
needs to be composed of "atoms"
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Social Content Item
Atoms of contentPhoto © Justine Lera. Taken at TESLA-Berlin September 19 2007 - http://www.monolake.de/concerts/atom-photos/atom-04.html@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
A content is no longer a monolithic block
it needs to be composed of "atoms" Photo © Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-06.html@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Each "atom" is a Social Content Item
able to be aggregated in a "place"Photo © Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-12.html@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Any SCI is able to be re-aggregated in another place...
Photo © Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-13.html@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
...by using Social Interaction...
http://www.flickr.com/photos/twentysixcats/6067183458/@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Yes, Yes, Yes......but in practice?
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
We need to extend the Concept of SEO
includingSOCIAL aspects
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
SEO+
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
http://www.flickr.com/photos/twentysixcats/6067183458/http://www.flickr.com/photos/spacelion/332258092/
Not only ONE engine
...but everybody works like an ENGINE
+
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Share before download
Everybody works like an ENGINE@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Optimized Page Content for Search Engines
- Meta tag Definition- Keyword Definition- Text/images optimization- Layout definition- Architecture definition- ...
in order to be reachable by using Search Engine
Conventional Landing Page
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Accessibility
Only ONE door is opened for the USERS@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
Main content is “Socializable”
- Social tools are provided- Social content are used
in order to be “Spread” using social tools
Social Landing Page
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
...and
@antonio_grillo, PHI | +SEO
The product experience CONTINUES on Social World
lunedì 14 maggio 12
Accessibility
MANY doors are opened for the USERShttp://juttawelz.jimdo.com/weisheiten/
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
1st W 2nd W 3d W 4th W
GRO
WT
H
1st h 2nd h 3d h 4th h
GRO
WT
H
SEO SEO+v s
@antonio_grillo, PHI | +SEO
Weeks Hoursv s
lunedì 14 maggio 12
5mins to index the world... ...is too much to wait for it
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
“Sixteen months ago we received the same number of monthly referrals from search as social. Now 40% of traffic comes from social media,”...“Truly [our writers] are not really thinking about SEO anymore”
”We’re no longer writing to get the attention of Google algorithms. We’re writing to get you to share it, to digg it.”...”We’re not writing for machines. We’re writing for humans.”
Mashable Business - http://mashable.com/2012/05/09/the-atlantic-social-over-seo-strategy/
Why ‘The Atlantic’ No Longer Cares about SEO
Scott Havens, senior vice president of finance and digital operations at The Atlantic Media Company
Bob Cohn, editor of The Atlantic Digital
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
SEO and UXWhat’s New?
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
SEO UX
SEO and UX
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
SEO and UX
SEO UXED
Gam....
SxD
MoDe+
+
ED
Gam....
SxD
MoDe
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
SEO rules+
AtomizeThink FluidMotivate
123
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
+
People are more interesting than
algorithms
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
+
That’s all folks!
@antonio_grillo, PHI | +SEO
lunedì 14 maggio 12
this pic is KINDLY provided by @leeander
THX @leeander | SCI-FI contribution
@antonio_grilloUX manager @PHI_Global
lunedì 14 maggio 12