massimo burgio sempo italia search workshop search 3 blogging social media
DESCRIPTION
Here is my latest presentation for the SEMPO Italia Search Workshop held in Rome, Italy (December 2008) as part of the ExpoComm italia and BBF Forum events. For more info please check http://www.globalsearchinteractive.com and http://www.sempo.itTRANSCRIPT
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
Massimo Burgio Member, SEMPO Italia Working Group www.sempo.org www.sempo.it
2 dicembre 2008 - Roma
SEARCH 3.0 vs. BLOG + SOCIAL MEDIA MARKETING
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
ORGANIC SEO PAY-PER-CLICK
ONLINE PR
CONTEXTUAL
LINK BUILDING
RSS FEEDS
MOBILE SEARCH
BLOGGING BEHAVIORAL
SEARCH INTEGRATION
BID STRATEGY
SHOPPING ENGINES
VIDEO SEARCH
WEB ANALYTICS
SOCIAL SEARCH
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA DRIVERS
Google Universal Search
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA DRIVERS
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA DRIVERS
Google Universal Search
RSS Technology
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA DRIVERS
Google Universal Search
RSS Technology
Social Apps and Tools
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA DRIVERS
Google Universal Search
RSS Technology
Social Apps and Tools
Social Media Networks
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA ENABLERS
Google Universal Search
RSS Technology
Social Apps and Tools
Social Media Networks
User Engagement
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
PEOPLE !!!
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL SEARCH • Wisdom of crowd / People helping people find stuff
• Online collaborative tools
• Directory building
• Voting & ranking
• Uploading and posting
• Sharing & tagging
• Commenting & bookmarking
• Top SERP for blogs and social networks result pages
• Context, freshness, relevancy
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
WHAT IS SOCIAL MEDIA?
• Online practices and technologies that users adopt to share
content, opinions, insights, experiences, perspectives, and
the same media
• Content in social media can take the form of text, graphics,
audio, or video. Several formats can be mixed
• Social media sites typically provide users with
communication-enabling technologies and tools such as
message boards, forums, podcasts, bookmarks,
communities, wikis, blogs etc.
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA NETWORKS
• Social networking sites
• Online collaborative tools
• Photo / video sharing sites
• News aggregators
• Blogs / bloggers’ communities
• Forums / Message boards
• Social bookmarking
• Podcasting / videocasting
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL IS BETTER THAN PORN
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA MARKETING
SEARCH Search Engine Optimization
SOCIAL MEDIA Relevant Optimized Content
Media Assets Optimization
Social Media Optimization
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA MARKETING
SEARCH Search Engine Optimization
on-page tactics / process of
trying to get one's content more
widely distributed across
multiple social media networks
SOCIAL MEDIA Relevant Optimized Content
Media Assets Optimization
Social Media Optimization
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
MEDIA ASSET OPTIMIZATION
• Optimize texts, web pages, press releases, etc
• Use tags and categories in blogs
• Tag pictures and video
• Use RSS to maximize reach
• Adopt viral content distribution
• Share (optimized) content on social networks
• Submit optimized content to directories and engines
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA MARKETING
SOCIAL NETWORKING Optimize profiles on social media networks
Engage with social groups and blogosphere
Share content / knowledge on social spaces
MEDIA ASSETS OPTIMIZATION Optimize texts, web pages, press releases, etc
Use tags and categories in blogs
Tag pictures and video
Use RSS to maximize reach
Adopt viral content distribution
Share (optimized) content on social networks
Submit optimized content to directories and engines
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
CONTENT IS KING – OPTIMIZE IT
• blog SEO = website SEO
• right platform, and right plugins
• relevant, optimized content
• frequent updates (posting activity)
• use of categories and tags
• create and optimize your feeds
• submit your blog to blog directories
• submit your feeds to feed engines
• engage in the blogosphere
• engage in social networks
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
BLOG SEO BASICS title of a post before the name of your site in title tag
always use permalinks
heading tags (h1 , h2, h3) for post headings in your theme
keywords in title, body, anchor text
add relevant keywords and descriptions to metatags
keep in mind keyword density, proximity, ratio - content relevancy
link to authority sites - check outbound links
remove dead links - link to other posts on your site
alt / title attributes on images
avoid duplicate content - use a clean code - generate a sitemap
use a robots.txt file - implement Google Analytics
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
CATEGORIES. TAGS, KEYWORDS • use both
• choose keywords
• burn feeds
• be creative
pittiblog.pittimmagine.com
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
KEYWORDS STILL RULE www.italian-food-lovers.com
• use both
• choose keywords
• burn feeds
• be creative
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
ALWAYS TRY NEW WAYS
www.samsung-italia.net • use both
• choose keywords
• burn feeds
• be creative
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
IT’S STILL ALL ABOUT LINKING
• blog SEO = website SEO
• right platform, and right plugins
• relevant, optimized content
• frequent updates (posting activity)
• use of categories and tags
• create and optimize your feeds
• submit your blog to blog directories
• submit your feeds to feed engines
• engage in the blogosphere
• engage in social networks
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
CREATE AN OPTIMIZED RSS FEED • proprietary feed
• feedburner.com
• simple coding
• validate it (feedvalidator.org)
• subscribe to your own feeds
• don’t forget to ping
Channel info:
<Title> name of your feed channel <Link> URL of your channel's main page <Description> a description of the channel's purpose and content
News (article) info:
<Title> headline you want to display <Link> URL to full news <Description> description of the news item (teaser)
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
CREATE AN OPTIMIZED RSS FEED
• well, not so simple…
<?xml version="1.0" encoding="UTF-8"?> <?xml-stylesheet href="http://feeds.searchenginewatch.com/~d/styles/rss2full.xsl" type="text/xsl" media="screen"?><?
xml-stylesheet href="http://feeds.searchenginewatch.com/~d/styles/itemcontent.css" type="text/css" media="screen"?><rss xmlns:feedburner="http://rssnamespace.org/feedburner/ext/1.0" version="2.0">
<channel> <title>Search Engine Strategies</title> <link>http://blog.searchenginestrategies.com/</link> <description>News and information about the Search Engine Strategies shows produced by Incisive Media and Search
Engine Watch. Keep up on SES!</description> <copyright>Copyright 2008</copyright> <lastBuildDate>Wed, 13 Feb 2008 12:44:46 -0500</lastBuildDate> <generator>http://www.movabletype.org/?v=3.36</generator> <docs>http://blogs.law.harvard.edu/tech/rss</docs>
<atom10:link xmlns:atom10="http://www.w3.org/2005/Atom" rel="self" href="http://feeds.searchenginewatch.com/ses" type="application/rss+xml" />
<feedburner:browserFriendly>A message from the feed publisher: You can also learn more about other ways to subscribe to our feed and all the feeds we have on our Search Engine Watch Newsletters & Web Feeds page. Just copy and paste this URL into your browser: http://searchenginewatch.com/about/article.php/2155721
</feedburner:browserFriendly><item>
<title>SES Updates: London, New York and Hamburg!</title> <description>******************description******************</description> <link>http://feeds.searchenginewatch.com/~r/ses/~3/230356087/05-172559.html</link> <guid isPermaLink="false">http://blog.searchenginestrategies.com/08/02/05-172559.html</guid> <category>Search Engine Strategies</category> <pubDate>Tue, 05 Feb 2008 17:25:59 -0500</pubDate> <feedburner:awareness>http://api.feedburner.com/awareness/1.0/GetItemData?uri=ses&itemurl=http%3A%2F
%2Fblog.searchenginestrategies.com%2F08%2F02%2F05172559.html</feedburner:awareness><feedburner:origLink>http://blog.searchenginestrategies.com/08/02/05-172559.html</feedburner:origLink></item>
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
BLOG AND FEEDS DIRECTORIES • Google
• Google BlogSearch Ping Service
• Yahoo!
• DMOZ.org
• MSN LiveSearch
• Ask.com / Ask.co.uk
• MyYahoo! / MyMSN
• Technorati
• FaganFinder.com
• Weblogs.com
• blo.gs (Yahoo!)
• Blogflux.com (Eatonweb)
• Photoblogs.com
• Sphere.com
• Answers.com
• About.com weblogs.about.com
• Best Of The Blogs weblogs.botw.org
• Guardian Newsblog blogs.guardian.co.uk
• Syndic8.com
• RSSMicro.com
• MillionRSS.com
• RSS-Network.com
• 2RSS.com
• RSSHugger.com
• Search4RSS.com
• FeedFury.com
• MyFeedz.com
• YourFeeds.com
• Topix.net
• IceRocket.com
• Plazoo.com
• Octora.com
• StrategicBoard.com
• Genwi.com
• Fastbuzz.com
• Blogdigger.com
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
IT’S STILL ALL ABOUT (GOOD) LINKING
• blog SEO = website SEO
• right platform, and right plugins
• relevant, optimized content
• frequent updates (posting activity)
• use of categories and tags
• submit your blog to blog directories
• create and optimize your feeds
• submit your feeds to feed engines
• engage in the blogosphere
• engage in social networks
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
BLOGS AND SOCIAL NETWORKS • be consistent and on topic
• use social media services and smart tools for your multimedia content
• build a blogroll
• visit other blogs, and comment to posts
• review relevant blogs
• advertise on blogs
• join blog rings
• invite relevant bloggers as guests
• get invited as guest writer
• create social network profiles, and back to point A
• focus on topic
• join/create groups on topic
• be active within groups
• provide value to your target group
• invite experts from group as blog guests
• advertise on social networks
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
VIRAL VIDEO FREE TOOL
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SERP MAGIC!
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SERP MAGIC!
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
EMBED, VIRALIZE, BOAST, LINK…
www.tubemogul.com
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
Call it long tail of video views/reach…
SEMPO VIDEO PERFORMANCE
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SOCIAL MEDIA MARKETING
SOCIAL NETWORKING Optimize profiles on social media networks
Engage with social groups and blogosphere
Share content / knowledge on social spaces
MEDIA ASSETS OPTIMIZATION Optimize texts, web pages, press releases, etc
Use tags and categories in blogs
Tag pictures and video
Use RSS to maximize reach
Adopt viral content distribution
Share (optimized) content on social networks
Submit optimized content to directories and engines
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
a 12-step program to get out of SEO and into social media
SEO DETOX
CLINIC
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEO DETOX 12-STEP PROGRAM 1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEO DETOX 12-STEP PROGRAM 1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEO DETOX 12-STEP PROGRAM 1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
7 - share what you own (RSS)
8 - share what you know (social search)
9 - share what you like (social bookmarking)
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
SEO DETOX 12-STEP PROGRAM 1 - forget your website
2 - forget PageRank
3 - tags are more important than metatags
4 - an image is worth more than 100 words
5 - a video is worth more than 100 images
6 - flash is good (if optimized)
7 - share what you own (RSS)
8 - share what you know (social search)
9 - share what you like (social bookmarking)
10 - other people’s content is good too (embed)
11 - do not buy links, generate them
12 - ranking on Technorati is good as ranking on Google
SEARCH ENGINE MARKETING PROFESSIONAL ORGANIZATION :: 2 dicembre 2008 :: www.sempo.org
GRAZIE! MASSIMO BURGIO [email protected]
SEMPO.IT SEMPO.COM/JOIN