+seo: reframing seo as social engine optimization
DESCRIPTION
Table of contents: > Surfing by Self-tracking > Social Content Items > +SEO Rules SEO is no longer about keywords and code stuff, but it’s something about Social Interaction. Search Engine is not the only one place in which the Information Retrieval starts. Considering that the mobile nature of the web interaction is dramatically increasing, "Surfing by Self-tracking" can be considered as new paradigm of web surfing. Most of the mobile devices know your "story", your preferences and some pieces of information about where you are. It’s good enough to tell you what you need/want. So the paradigm of classic search is totally inverted: the information is finding us. A content is no longer a monolithic block, but it needs to be composed by "atoms". Each "atom" is a Social Content Item able to be aggregated in a "place" . In the same time any Social Content Items is able to be re-aggregated in another place, by using social interactions. It’s simple to imagine that the classic SEO (made up of keywords, code, etc.) is not enough. +SEO is a way of designing contents and interactions in order to be easily reachable along different "places". This "shift" means that SEO is now intersecting UX, because Social Experience Design, Emotional Design, Gamification (and a lot of other UX stuff) help "atoms" of content to be "liquid" through different "places" and consequently reachable by us. @antonio_grillo linkedin: http://it.linkedin.com/in/antoniogrillo71 skype: antonio.grillo1TRANSCRIPT
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
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SEOSurfing by
Self-TrackingAtoms of Content
Reframing SEO
++
@antonio_grillo, PHI | +SEO
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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
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Search Engine as Starting Point
of Information Findabilityhttp://www.flickr.com/photos/jessica_digiacomo/5576820009/@antonio_grillo, PHI | +SEO
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But... Something is changed
@antonio_grillo, PHI | +SEO
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The Search Engine is no longer the only way
to “HEAR” the web
@antonio_grillo, PHI | +SEO
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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
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http://www.2dayblog.com/2008/01/18/belkin-rockstar/
Users love SOCIAL interaction
@antonio_grillo, PHI | +SEO
Users love Social Media TOOLS
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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
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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
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http://www.thefreak.it/la-quinta-civilizzazione/
...anybody
@antonio_grillo, PHI | +SEO
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Nielsen Q1 2011 Mobile Connection Devices Report
...across DIFFERENT contexts
@antonio_grillo, PHI | +SEO
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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
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Surfing by Self-tracking
http://www.flickr.com/photos/iberere/4333631968/
shift from Search to Discovery@antonio_grillo, PHI | +SEO
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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
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In any “Place”
@antonio_grillo, PHI | +SEO
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“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
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Surfing by transportation in Social Interaction
http://www.flickr.com/photos/dalec/5925202176/@antonio_grillo, PHI | +SEO
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Information has now become a part of
the social dynamics
@antonio_grillo, PHI | +SEO
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A content is no longer a monolithic block, but it
needs to be composed of "atoms"
@antonio_grillo, PHI | +SEO
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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
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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
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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
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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
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...by using Social Interaction...
http://www.flickr.com/photos/twentysixcats/6067183458/@antonio_grillo, PHI | +SEO
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Yes, Yes, Yes......but in practice?
@antonio_grillo, PHI | +SEO
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We need to extend the Concept of SEO
includingSOCIAL aspects
@antonio_grillo, PHI | +SEO
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SEO+
@antonio_grillo, PHI | +SEO
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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
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Share before download
Everybody works like an ENGINE@antonio_grillo, PHI | +SEO
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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
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Accessibility
Only ONE door is opened for the USERS@antonio_grillo, PHI | +SEO
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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
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...and
@antonio_grillo, PHI | +SEO
The product experience CONTINUES on Social World
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Accessibility
MANY doors are opened for the USERShttp://juttawelz.jimdo.com/weisheiten/
@antonio_grillo, PHI | +SEO
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1st W 2nd W 3d W 4th W
GRO
WT
H
1st h 2nd h 3d h 4th h
GRO
WT
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SEO SEO+v s
@antonio_grillo, PHI | +SEO
Weeks Hoursv s
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5mins to index the world... ...is too much to wait for it
@antonio_grillo, PHI | +SEO
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“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
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SEO and UXWhat’s New?
@antonio_grillo, PHI | +SEO
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SEO UX
SEO and UX
@antonio_grillo, PHI | +SEO
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SEO and UX
SEO UXED
Gam....
SxD
MoDe+
+
ED
Gam....
SxD
MoDe
@antonio_grillo, PHI | +SEO
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SEO rules+
AtomizeThink FluidMotivate
123
@antonio_grillo, PHI | +SEO
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+
People are more interesting than
algorithms
@antonio_grillo, PHI | +SEO
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+
That’s all folks!
@antonio_grillo, PHI | +SEO
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this pic is KINDLY provided by @leeander
THX @leeander | SCI-FI contribution
@antonio_grilloUX manager @PHI_Global
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