smw rome2014-sante j-achille
TRANSCRIPT
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Il Search Marke,ng Oggi
Search Marke,ng
23/09/2014
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Chi è Sante?
1994
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Le differenze tra Search e Social?
IL SOCIAL…
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Le differenze tra Search e Social?
IL SEARCH…
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TRENDS Search Marke,ng. See the forest while looking at the trees
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“Marke,ng has changed from the 20th century model of the 4 Ps (Product, Price, Place and Promo,on to the 21st century digital world … of the 4 Es (Experience Exchange Everyplace and Evangelism)”
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La digitalizzazione della comunicazione ha trasformato il marke,ng che ha perso la connotazione fisica, trasformandosi in
esperienza e partecipazione
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Ere Geologiche del Search …
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Ere Geologiche del Search … Florida…
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Ere Geologiche del Search …
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Ere Geologiche del Search …
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Ere Geologiche del Search …
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Ere Geologiche del Search …
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SVILUPPARE LA VISIBILITÁ ORGANICA Fin qui i trend – adesso alcuni suggerimen, per
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LE COSE DA FARE… Dalla teoria alla pra,ca adesso …
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IL SEO OYmizzazione del sito …
Content Crea,on -‐ META TAGS
-‐ Schema Markup
-‐ Copy (Creazione Contenu,)
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Le Meta Tags… <!-‐-‐ home -‐ META HEAD -‐-‐> <6tle>Corriere della Sera</6tle> <meta name="descrip6on" content="No,zie e approfondimen, di cronaca, poli,ca, economia e sport con foto, immagini e video di Corriere TV. Meteo, salute, guide viaggi, Musica e giochi online. Annunci di lavoro, immobiliari e auto" /> <meta name="keywords" content="no,zie, corriere, giornale, news, milano, sport, meteo, milano, roma, torino, lavoro, salute, economia, foto, viaggi, libri, video, gossip, riviste, casa, cinema, automobili, ricefe, musica, annunci, giochi, immobiliare, tv, radio" />
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Le Meta Tags… <!-‐-‐ home -‐ META HEAD -‐-‐> <6tle>Corriere della Sera</6tle> <meta name="descrip6on" content="No,zie e approfondimen, di cronaca, poli,ca, economia e sport con foto, immagini e video di Corriere TV. Meteo, salute, guide viaggi, Musica e giochi online. Annunci di lavoro, immobiliari e auto" /> <meta name="keywords" content="no,zie, corriere, giornale, news, milano, sport, meteo, milano, roma, torino, lavoro, salute, economia, foto, viaggi, libri, video, gossip, riviste, casa, cinema, automobili, ricefe, musica, annunci, giochi, immobiliare, tv, radio" />
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Le Meta Tags… <!-‐-‐ home -‐ META HEAD -‐-‐> <6tle>Corriere della Sera</6tle> <meta name="descrip6on" content="No,zie e approfondimen, di cronaca, poli,ca, economia e sport con foto, immagini e video di Corriere TV. Meteo, salute, guide viaggi, Musica e giochi online. Annunci di lavoro, immobiliari e auto" /> <meta name="keywords" content="no,zie, corriere, giornale, news, milano, sport, meteo, milano, roma, torino, lavoro, salute, economia, foto, viaggi, libri, video, gossip, riviste, casa, cinema, automobili, ricefe, musica, annunci, giochi, immobiliare, tv, radio" />
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<,tle>Social Media Week -‐ Reimagining Human Connec,vity</,tle>
<meta itemprop="descrip,on" content="Social Media Week is a leading media plaiorm and worldwide event with local presence and global reach across five con,nents.">
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Titoli & META TAGS
• TITOLI – Lo sviluppo del <,tle> tag è molto importante per la pagina web
• Nella loro azione di indicizzazione, i motori analizzano come primo elemento di una pagina il TITOLO
• Il TITOLO è il bigliefo da visita della pagina (ed aiuta a caraferizzare il sito)
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Caraferis,che del TITOLO
• Non deve superare i 70 caraferi di lunghezza (compresi gli spazi)
• Non deve contenere parole “inu,li” • Deve essere una frase d’effefo che induce l’utente al click
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Titoli & META TAGS
• META TAGS • <meta NAME="descrip,on" content="Sintesi della pagina web la cui lunghezza non deve superare i 150 caraferi ">
• <meta NAME="keywords" content="una decina di parole chiave e loro sinonimi ">
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hfp://www.seomofo.com/snippet-‐op,mizer.html
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Da Contenu6 a Informazioni StruNurate
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Come si Presentano le Informazioni Strufurate
hfp://www.google.com/webmasters/tools/richsnippets
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Come si Presentano le Informazioni Strufurate
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SCRIVERE PER IL WEB Copy (Creazione Contenu,)
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Scrivere per il Web
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Scrivere per il Web
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Scrivere per il Web
• TITOLI, META e TESTI devono essere sviluppati
con la formula PSCAT (AIDA) = €
• Problem
• Solution
• Credibility
• Affordability
• Trust
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Scrivere per il Web
• Lust • Mis6que • Alarm • Pres6ge • Power • Vice • Trust
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“Make me an evangelist of your product through
passion and effort”
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Problem Solu6on Credibility Affordability Transac6on
Alarm
Mis,que
Lust
Power
Pres,ge
Vice
Trust
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Scrivere per il Web
http://www.amazon.com/Fascinate-Your-Triggers-Persuasion-Captivation/dp/0061714704/
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KEYWORD RESEARCH Strumen, u,li
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IL SEO OYmizzazione del sito …
Website Architecture -‐ Content Management
-‐ Indexing
-‐ Taxonomy
-‐ Usability
-‐ Download speed
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IL SEO OYmizzazione del sito …
Website Architecture -‐ Content Management
-‐ Indexing
-‐ Taxonomy
-‐ Usability
-‐ Download speed
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WEBMASTER TOOLS Strumen, u,li
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hfps://www.google.com/webmasters/tools/
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Sante J. Achille hfp://achille.name/
• Ingegnere che si occupa di web dal 1994 (quando lo scoprì).
• La J del nome non sta per Jefferson…
• Ha analizzato/oYmizzato/posizionato mol, si, (grandi, piccoli di PMI e mul,nazionali) in 19 anni di aYvità professionale
• Ama proverbi e le usanze popolari
• Il suo mofo preferito: Why Be Normal?
• Sogna un mondo in cui tuY pensano
hfps://www.google.com/search?q=sante+j.+achille