+SEO: Reframing SEO as Social Engine Optimization

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


SEOSurfing by

Self-TrackingAtoms of Content

Reframing SEO

++

@antonio_grillo, PHI | +SEO


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



http://en.wikipedia.org/wiki/Giuseppe_Arcimboldo

http://en.wikipedia.org/wiki/Giuseppe_Arcimboldo

http://www.wga.hu/art/a/arcimbol/4composi/5librari.jpg

http://www.wga.hu/art/a/arcimbol/4composi/5librari.jpg





Search Engine as Starting Point

of Information Findabilityhttp://www.flickr.com/photos/jessica_digiacomo/5576820009/@antonio_grillo, PHI | +SEO




But... Something is changed



The Search Engine is no longer the only way

to “HEAR” the web



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




http://www.2dayblog.com/2008/01/18/belkin-rockstar/

Users love SOCIAL interaction


Users love Social Media TOOLS




http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/

Users HEAR through the SOCIAL world


Users LEARN through the SOCIAL world




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









http://www.thefreak.it/la-quinta-civilizzazione/

...anybody





Nielsen Q1 2011 Mobile Connection Devices Report

...across DIFFERENT contexts



The physical world is completely covered by the digital layer

the just in time research do not go through Google anymore



Surfing by Self-tracking

http://www.flickr.com/photos/iberere/4333631968/

shift from Search to Discovery@antonio_grillo, PHI | +SEO




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




In any “Place”



“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



Surfing by transportation in Social Interaction

http://www.flickr.com/photos/dalec/5925202176/@antonio_grillo, PHI | +SEO




Information has now become a part of

the social dynamics



A content is no longer a monolithic block, but it

needs to be composed of "atoms"



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




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




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




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




...by using Social Interaction...

http://www.flickr.com/photos/twentysixcats/6067183458/@antonio_grillo, PHI | +SEO




Yes, Yes, Yes......but in practice?



We need to extend the Concept of SEO

includingSOCIAL aspects



SEO+



http://www.flickr.com/photos/twentysixcats/6067183458/http://www.flickr.com/photos/spacelion/332258092/

Not only ONE engine

...but everybody works like an ENGINE

+







Share before download

Everybody works like an ENGINE@antonio_grillo, PHI | +SEO


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



Accessibility

Only ONE door is opened for the USERS@antonio_grillo, PHI | +SEO


Main content is “Socializable”

- Social tools are provided- Social content are used

in order to be “Spread” using social tools

Social Landing Page



...and


The product experience CONTINUES on Social World


Accessibility

MANY doors are opened for the USERShttp://juttawelz.jimdo.com/weisheiten/





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GRO

WT

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SEO SEO+v s


Weeks Hoursv s


5mins to index the world... ...is too much to wait for it



“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





SEO and UXWhat’s New?



SEO UX

SEO and UX



SEO and UX

SEO UXED

Gam....

SxD

MoDe+

+

ED

Gam....

SxD

MoDe



SEO rules+

AtomizeThink FluidMotivate

123



+

People are more interesting than

algorithms



+

That’s all folks!



this pic is KINDLY provided by @leeander

THX @leeander | SCI-FI contribution

@antonio_grilloUX manager @PHI_Global


+SEO: Reframing SEO as Social Engine Optimization

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