Modulo iv cofoce.pptx

MOISES.CIELAK.NET 14/03/15

@mcielak 1

Dr. Moisés Nathán Cielak [email protected] @mcielak [email protected] #redesmoi Socio Director: ACADI RENATA P.R. FOR THE AMERICAS, ONG DEDICADA A LAS PYMES

Academic background

ITESM, CCM MBA in Marke?ng 1981

Master of Economics 1986

Tecnológico de Monterrey B. Sc. in Computer Science

1977

Miami Dade College Diploma in Social Media

Marke?ng UsDP Grad St. Univ. Wisconsin-‐

Madison PhD. ABD. Hawaii Andragogy

University 2017

Headlines Congressman ProRP y PRSA

Researcher for the AssociaHon for Internet

MarkeHng y de la U.S. Social Media MarkeHng Academy

Director Florida Campaign for Mr. Barack Obama for Presidency in 2007-‐2008

Enterprise Backgrounder

Head coach for Companies P&G, Cemex, FedEx Nestlé, Arcelor Miâl, DHL Miami,

Master Research, Tecnotoon.com Marke?ng Manager for HewleS

Packard Latam .Editor in Chief for Editorial

Televisa,

Writer and columnist for Pulso PYME, CNNExpansión,

Interna?onal Trade, WSJ, Obras, Turnberry Interna?onal Real

Estate Mag. Lecturer at Univ. Ibero, Westhill College, Univ. Anáhuac, Andina, Petromo^, Chilean Council

March 2015

moises.cielak.net

moises.cielak.net

Content Marketing !   !   !  

Qué es Marketing de Contenidos

Creación

Publicación

Divulgación


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!   !   !   !  

Contenido de valor

Contenido útil

Contenido interesante

Contenido funcional

Contenido accesible

@mcielak #redesmoi

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Datos

El 90% de las estrategias de marketing se basan en contenidos

el 60% de los marketers ya están pensando en hacer más contenidos y de mayor calidad

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Las inversiones en contenido...

El 26% del presupeusto total, los negocios pequeños invierten ma´s que los grandes

El 62% de las empresas comparten sus contenidos de forma gratuita

@Mcielak #redesmoi

Ciclo de compra...

@Mcielak #redesmoi

Hubspot


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!  

Qué compartir

Noticias

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Tips, consejos

Videos

Infografías

Multimedia

Presentaciones

Estudios

@Mcielak #redesmoi

! !   ! !

Informes

Reviews

Herramientas

Contenido “curado”

@Mcielak #redesmoi

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¿Mejores resultados? Artículos 79%

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Social Media 74% Blogs 65% Case Studies 58% Eventos 56% Videos 52% White papers 51% Webinars 46%

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Ebooks 16% Podcasts 16% Blogs 65% Case Studies 58% Contenidos para Móvil 15%

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7 pasos Definir objetivos Diseñar la estrategia de contenidos Definir la tecnología, herramientas y canales que necesitamos Definir roles: creadores, redactores, editores, etc. Preparar el sitio para compartir: promocionar, viralizar Monitorizar y analizar Optimizar @Mcielak #redesmoi

Objetivos más comunes !   !   !   !   !   !  

Branding

Engagement

Reconocimiento

Tráfico y visibilidad

Conversiones

SEO y posicionamiento

@Mcielak #redesmoi


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Estrategia de contenido !   Checklist

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conocer y definir la audiencia

determinar el tipo de contenidos

definir términos y palabras clave

definir el tono y estilo

calendario editorial: google calendar

defirnir recursos @Mcielak #redesmoi

News vs. evergreen

@Mcielak #redesmoi

Optimizar el sitio web

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Usabilidad

SEO (SEOquake)

Sitemaps

Google Webmasters tools @Mcielak #redesmoi

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Medir y analizar KPIs Herramientas Métricas:

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páginas vistas, visitantes únicos, tiempo en la página, rebote número de veces que se ha compartido, número de tweets, RTs, pins, etc. resultados orgánicos en búsquedas leads, ventas, etc @Mcielak #redesmoi


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Revisar

!   !  

¿Qué contenidos funcionan mejor para cada target?

¿qué podemos mejorar y cómo?

@Mcielak #redesmoi

Beneficios

@Mcielak #redesmoi

@Mcielak #redesmoi

Estrategias de acquisición de clientes

•  Agenda – SEO – Adwords – Yahoo – Search Engine Adquisi?on

@Mcielak #redesmoi


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Y vos, ¿quién sos?

•  Su si?o •  Su posicionamiento •  Su obje?vo •  ¿Por qué tomar un módulo de SEM, para un mejor posicionamiento web?

@Mcielak #redesmoi

© 2009 Yahoo! Confiden?al and Proprietary.


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© 2007 Yahoo! Confiden?al and Proprietary. Do not distribute. 28


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Search MarkeHng



h^p://web.analy?cs.yahoo.com


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h^p://web.analy?cs.yahoo.com

© 2007 Yahoo! Confiden?al and Proprietary. Do not distribute.

h^p://www.yahoopublicidad.com/mexico/especificaciones_banners_hb.php

Half Banner – 234x60 Posición -‐ Medida




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h^p://www.google.com/webmasters/





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Estadís?cas de Búsqueda


Estadís?cas de Búsqueda


h^p://www.google.com/webmasters/ h^p://www.google.com/webmasters/


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Local Business


Local Business


Trends



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@mcielak 16

Storage Disco duro Virtual


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Canibales y Misioneros

En una orilla de un río hay 6 personas 3 caníbales y 3 misioneros, todos debe cruzar a la otra orilla 1. Los misioneros todos saben remar 2. Los caníbales, solo UNO sabe remar y los demás no pueden aprender 3. Solo caben HASTA dos personas en la lancha 4. No puede haber mayoría nunca de caníbales o se termina el ejercicio 5. Las personas se cuentan al llegar la lancha a la orilla 6. y NO SE VALE INTERCAMBIO DE PERSONAS SIN CONTAR ANTES.

¿EN CUANTOS INTENTOS LO RESOLVERIAS?

Organic vs. Paid Search

90% of Clicks

10% of Clicks

VerHcal Search Local Results

Probably doesn’t get traffic like most “#1” results

Completely different ranking algorithm than standard

search results


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Image Results Video Results

News & Blog Results Shopping Results


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Instant Answers Instant Answers

Instant Answers

News Results

Real Time Results

Local Results

Image Results

This PresentaHon Focuses on:


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How Search Engines Work

Crawling & Indexing

Without links, the engines might never

find this page

CalculaHng Query-‐Independent Metrics

Via www.opensiteexplorer.org

Many Domains vs. One Domain

VS.


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Domain Authority PageRank

The Flow of PageRank PageRank is Split Evenly Between the Links on a Page


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PageRank is an IteraHve Algorithm Technically, Every External Link “Leaks” PageRank

Nofollowing or Removing Links Can Alter the Flow of PageRank

Or, at least it used to...

www.seomoz.org/blog/google-‐says-‐yes-‐you-‐can-‐s?ll-‐sculpt-‐pagerank-‐no-‐you-‐cant-‐do-‐it-‐with-‐nofollow


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Google Says they use PageRank to Crawl

Algorithmic Ranking Factors Query Deserves Freshness (QDF)

QDF

QDF

Normal Results


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Query Deserves Diversity (QDD) Algorithmic Ranking Factors

Building Accessible Sites

Crawlability / Link Architecture


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Duplicate Content & CanonicalizaHon Duplicate Content & CanonicalizaHon

Canonical URL Tag 301 Redirects

302s


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Duplicate Titles & Meta DescripHons Search Friendly URLs

www.na?onalgeographic.com/animals/african-‐elephants

Single domain

Shallow folder structure with relevant words

Keywords in page name, separated by hyphen

Search UN-‐Friendly URLs

Xyz3.na?onalgeographic.com/a/?q=31z&mg=vv7z&sd=8

Unnecessary Subdomain Dynamic URLs don’t perform as well

as sta?c and engines recommend against more than two parameters

No keywords in the URL string

Fixing Broken Links & 404s


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Blocking Robots Blocking Robots

XML Sitemaps

www.sitemaps.org/protocol.php

Webmaster Tools (Google)


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Webmaster Tools (Bing) Search Engine Guidelines

www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769

Important Tags & Signals

Title Tags


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Meta DescripHons Tag Length RecommendaHons

Anchor Text Page Copy


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Image Alt ASributes Good keyword usage

in the alt tag

Not So Important

Meta Keywords Tag H1, H2, H(x) Tags


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Search Engine “Submission”

Keyword Research + TargeHng

The Goals of Keyword Research

Determine RelaHve Volume Levels


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IdenHfy High Value Keywords Predict the Effort Required to Rank Well

Choose the “Best” Words/Phrases to Target

The Keyword Demand Landscape


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The Long Tail of Keyword Demand


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Tools & TacHcs for Brainstorming & Refining Your Seed List

Salespeople & Customers Google AdWords Tool

Be Wary of Match Type

h^ps://adwords.google.com/select/KeywordToolExternal


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MS AdCenter Excel Plug-‐In

www.seomoz.org/blog/using-‐the-‐adcenter-‐excel-‐plugin-‐for-‐keyphrase-‐research

Google Trends

Not Very Accurate

Sign In for Y-‐Axis Numbers

Internal Site Search Stats CompeHHve Keyword Research

Restrict query to compe?tor’s

domain


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The Keyword Research Process

Start with Your Seed List

Create Spreadsheet w/ these Columns Get Google Search Demand Numbers


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GuessHmate Conversion Rate Numbers Or Use PPC Campaign Data

Add Keyword Difficulty Data for Top Terms

We like using a weighted average of the Page Authority metric

Target High Volume, High Value, Low Difficulty Terms First


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Measuring Keyword Difficulty & CompeHHon

Run Queries for Desired Term + Engine

Watch for ver?cal results, which can skew

CTRs & visibility

Conduct a CompeHHve Analysis of Metrics Tools Can Help Provide Scores


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Tools Can Help Provide Scores

www.seomoz.org/mozbar

Link Building Strategies

What Goals Can Link Building Help Us Achieve?

Bolster Individual Rankings


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Improve a Domain’s Ability to Rank Pages Achieve More Complete IndexaHon

Drive Traffic & Branding Awareness Send ConverHng Traffic

Image Credit: websiteop?miza?on.com


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The 8 Basic Kinds of Link Building

#1 -‐ Manual Link Submissions/Requests

#2 -‐ CompeHHve Link Research/AcquisiHon #3 -‐ Links via Embedded Content


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#4 -‐ Linkbait & Viral Campaigns #5 -‐ Content, Technology & API Licensing

#6 -‐ Partnerships, Exchanges & Trades #7 -‐ Paid Links


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#8 -‐ Link ReclamaHon

Matching the Right Link Building Strategies to Your OrganizaHon’s SEO Goals

Links for Individual Rankings Links for Domain “Authority”


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Links for IndexaHon Links for Traffic & Branding

Links for Conversion

Using Tools & Processes to Ease the Challenges of Link Building


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Tools for CompeHHve Link Research

•  Yahoo! Site Explorer & Link Commands •  Open Site Explorer •  Top Pages •  Google Blog Search

Yahoo! Site Explorer

Direc?onally indica?ve within ~50%

Not necessarily followed & in a somewhat random order

Yahoo! Link Commands

Less “accurate” than Site Explorer

Lots of cool, useful modifiers available

Yahoo! Link Commands

Full list available in PRO Guide to Advanced Search Operators: www.seomoz.org/ar?cle/the-‐professionals-‐guide-‐to-‐advanced-‐search-‐operators


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Open Site Explorer Open Site Explorer

Highly Correla?on w/ Rankings Data updates monthly from the Linkscape web index (approx. 60% the size of

Yahoo!/Google/Bing)

Open Site Explorer

Poor Anchor Text Spells Opportunity

Link Intersect

Link Intersect uses the same principle – sites w/ links in common that don’t point to you.


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Top Pages

Find which pages are earning links (your own

& compe?tors)

404s? Reclaim them!

Metrics for EvaluaHng a Link’s Value

•  Numeric (Objec?ve) Metrics •  Subjec?ve Metrics •  Aâinability and Effort

Numeric Metrics for Link ValuaHon

•  # of Linking Root Domains to URL •  # of Linking Root Domains to Domain •  Homepage PageRank vs. Domain mozRank •  URL PageRank vs. URL mozRank •  # of Links to the Page (Yahoo!, GG Blogsearch, Linkscape) •  Twiêr men?ons (Backtweets.com)

Numeric Metrics (Backtweets)

Results count (in a weird loca?on)


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SubjecHve Metrics for Link ValuaHon •  Brand name reach/recogni?on •  Quality of other links on page/site (Bing -‐ Linkfromdomain) •  Aâinability and Effort

Jumping through Hoops (via WKA on Flickr)

Scalable Link AcquisiHon Processes

•  Wriên Process + Checklist •  Tools + Metrics for Quick Analysis •  Training & Incen?ng Link Builders •  Building & Refining a Link Acquisi?on Funnel

WriSen Process/Checklist

Checklist (via adesigna on Flickr)

•  Run through the link building process yourself •  Document every step thoroughly •  Pass it on to others (w/ some training ?me)

Tools for Quick Analysis

Get usable metrics quickly as you surf


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Tools for Quick Analysis

HORA DE REGRESAR POR FAVOR Training & IncenHng Link Builders

Training Camp (via Gil Searcy on Flickr)

•  Do link building together •  Create consistent metrics •  Reward like a sales team •  Record reasons why links didn’t happen (like objec?ons to sales) and work on these (things like design quality, affilia?ons, language, etc. will come up)

Building a Link AcquisiHon Funnel

Visit Link-‐Targeted Content

Grab Link Code

Link to the Site

Social Media & the Web’s Influencers


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Influencers on the Web The Power of the “LinkeraH”

Content that Appeals to Influencers Making Content Easy to Share


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Making Content Easy to Share IncenHng/Rewarding Link Behaviors

CannibalizaHon of the Link Graph

MMM… LINK GRAPHS ARE DELICIOUS!

The Rise of the Social Graph


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Algorithmic Ranking Factors You have to do these

right, before you can do these right


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Sí comparo precios en Internet y/o ?endas �sicas

Sí comparo precios en dis?ntas ?endas �sicas solamente

No comparo precios

Asociación Mexicana de Internet (AMIPCI). Presentado por VISA

Asociación Mexicana de Internet (AMIPCI). Presentado por VISA


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h^p://www.paypal.es/es

Sencillez Seguridad

Rapidez Global


Opciones de pago

Seguridad

Fácil de añadir

Bases de datos



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Introducción al SEO Introducción al SEO Moises .Cielak.Net

El posicionamiento en buscadores u Optimización de motores de búsqueda es el proceso de mejorar la visibilidad de un sitio web en los resultados orgánicos de los diferentes buscadores (Google, Bing, Yahoo, Yandex, Baidu, Duck duck Go)

SEO = Search Engine Optimization

SEO = OPTIMIZAR, OPTIMIZAR y OPTIMIZAR

Introducción al SEO

SEO vs SEM

Moises .Cielak.Net Introducción al SEO

Google Bot

Moises .Cielak.Net


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Algortimo

Moises .Cielak.Net Introducción al SEO Carles Duarte - @cduarte23

Resultados de Búsqueda

Moises .Cielak.Net


Conceptos básicos


Conceptos básicos

Estructura

Moises .Cielak.Net


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Introducción al SEO Carles Duarte - @cduarte23

Conceptos básicos

Estructura Contenido


Conceptos básicos


Popularidad

Moises .Cielak.Net


Conceptos básicos


Popularidad


Estructura

Moises .Cielak.Net


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Estructura

Estructura de Urls Estructura de código HTML

robots.txt sitemap.xml

Enlaces internos Tiempo de carga

Dominio Servidor web

HTML5 Metadatos

URL indexadas


Contenidos

Moises .Cielak.Net


Contenidos

Número de palabras Autor del contenido

Uso de cabeceras <h1>, <h2>, <h3> Imágenes dentro del contenido

Vídeo dentro del contenido Añadir tweets, slideshares y otros.

Comentarios Uso de negritas y cursivas

Faltas de ortografía Densidad de la palabra clave

Semántica Palabras clave al inicio Titulos y descripciones


Link building

Moises .Cielak.Net


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Link building

Número de enlaces Calidad de los enlaces

Anchor text Distribuición de anchor

Tendencia de creación de enlaces Enlaces salientes


Herramientas SEO Moises .Cielak.Net


Herramientas SEO Webmaster Tools Google Analytics

Screaming Frog, Xenu Majestic SEO, Ahrefs, OSE

SEMRush BrowSEO

Keyword Planner, UbberSuggest Google Trends

Rank traker, Advance Web Ranking GtMetrix, Pingdom tools

Excel SEOQuacke

Lynx Chrome Extensions

Panguin Tools


“Mejoras” del algoritmo


@mcielak 60


Extensiones de Chrome Check my links


Extensiones de Chrome Check my links

PageRank Status SEO Quacke

MozBar

Redirect Patch

Wappalyzer

Moises .Cielak.Net

ADWORDS Ventajas de PPC

•  Empezar con poco presupuesto •  Foco en mercados muy específicos •  Alto ROI •  Medir e incrementar de forma con?nua la diferenciación y segmentación, obtenemos mejor posicionamiento


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Keywords, copy, página de aterrizaje, alta concordancia.

Incrementaría el Quality Score Es decir alta relevancia entre todo esto

muchas campañas y grupos de publicidad entre mejor entrelazados mejor

3 elementos


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Google ?ene una herramienta propia para op?mizar KW´s

1. Compe?dores 2. geotarge?ng

3. orientación a problemas

Tipos de matches Cada AD se diseña para las KW Alta relevancia para la busqueda Relevancia que invite a dar click

Muy específica sobre un call to ac?on


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Quality Score: el secreto del posicionamiento

Quality Score ¿Tienes buena memoria? Entonces grábate esto….!!!


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Adwords es…. Errores en SEO

Recordemos siempre que…

Cost Per Acquisition (CPA) vs. Customer Lifetime Value (CLTV)

Para que sea sostenible, la ecuación tiene que lucir más bien así…..

CPA < CLTV Depende de estrategias muy puntuales, tales como el Pedido Promedio * Average Order Value (AOV) y sus márgenes

#Boticca 255

SEARCH ENGINE MARKETING (SEM)

What is it?

–  Google Adwords –  Display Advertising –  Video/Youtube Ads

What you need to measure –  CPCs, CTRs, Impressions, CPLs

Pros

–  It’s immediate! –  Fastest way to scale –  Very measureable

Cons –  Dependency on Google –  Can become very expensive –  Large budgets required

Who does it work for –  Businesses who sell brand name or

commoditised products –  Businesses with high AOVs and margins

Mistakes we made: –  Burned through lots of budget before realizing it

wasn’t for us –  Too much Adwords optimization, not enough

onsite

TEST BUDGET: > 10,000 Per Month

256


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PAID CHANNELS: AFFILIATE MARKETING

What is it?

–  Performance-based marketing that rewards partner sites (affiliates) for referring traffic and customers

What you need to measure –  CPCs, CTRs, Impressions, CPLs

Pros

–  CPA-effective –  Very measureable

Cons –  Affiliate recruitment time/resource

intensive –  Takes a while to scale –  Limits to how much it can be scaled –  Technical integration

Who does it work for –  Businesses who can offer some margin

to partners

Mistakes we made: –  Underestimated how time consuming this

channel can be –  Didn’t put enough budget aside to book and

schedule tenancies to push top affiliates

TEST BUDGET: > 3,000 Per Month

257

PAID CHANNELS: LEAD & EMAIL MARKETING

What is it?

–  Acquisition of leads (subscribers/emails) and activation via regular email marketing

What you need to measure –  CPLs, Activation Rates

Pros

–  Ability to segment and send personalized messages directly

–  Ability to retain customers –  Ability to A/B test

Cons –  Results are not immediate –  Deliverability and renderability are key to

success

Who does it work for –  Most online businesses that offer

constantly new products or services (not so effective with content-led businesses)

Mistakes we made: –  Drew conclusions from database sizes that

were too small (less than 50,000) –  Got some emails from competitions (lower

quality)

TEST BUDGET: > 5,000 Per Month (1-3 per email)

#Boticca 258

PAID CHANNELS: RETARGETING

What is it?

–  Targeting users off-site when prior visits didn’t result in a conversion to bring them back on-site

What you need to measure –  CPCs, CTRs

Pros –  When optimised, is usually quite a

CPA-effective channel –  Can be personalised (should be)

Cons –  Need traffic volume –  Technical integration –  When done poorly, it can look like

stalking

Who does it work for –  Most online businesses that where the

ultimate call to action is a sale or conversion

Mistake we made: –  Used bigger retargeting specialists

like Criteo who offer no customization of banners (looked ugly)

TEST BUDGET: > £2,000 Per Month

#Boticca 259

PAID CHANNELS: SOCIAL (FOR START-UPS, IT’S NOT

FREE)

What is it?

–  Advertising and performance-based marketing on social media platforms such as Facebook, Twitter etc.

What you need to measure –  Member base and referral traffic –  CPLs, CTRs

Pros –  Deep segmentation capabilities –  Direct engagement with your users –  SEO benefits as social signals are

factored into Google’s algorithms Cons

–  Generally an expensive and low conversion channel with poor ROI channel

Who does it work for –  Content-heavy websites –  Nobody in ecommerce for driving sales on

a CPA-basis (as far as I know!)

Mistakes we made: –  Thought we could use social media to drive

sales! –  Spent time on networks which were popular

but didn’t have our customer demographics

TEST BUDGET: > £1,000 Per Month

#Boticca 260


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“FREE” CHANNELS: SEO & CONTENT MARKETING

What is it?

–  Raising the visibility of your website to appear in natural search rankings of Google… I mean, search engines

What you need to measure –  Natural search traffic and conversion –  Individual keyword rankings –  Site performance/speed –  Domain authority and backlinks quality

Pros –  Quality, targeted traffic –  Content marketing can also help PR/

branding Cons

–  To be done well, requires technical resource

–  Time-consuming –  Good content marketing campaigns are hit

or miss –  At the mercy of Google and their

constantly changing algorithms

Who does it work for –  Pretty much everybody

Mistakes we made: –  Didn’t think it would take that long to scale –  Didn’t put enough tech resource behind it –  Releasing too many SEO-focused tech

changes at a time

#Boticca 261

“FREE” CHANNELS: PR & BLOGGERS

What is it?

–  Spreading the word about your business via articles in the press (online/print) and via bloggers

What you need to measure –  Publications and bloggers that work/don’t

work –  Time/effort vs. returns

Pros –  Elevates brand and trust which in turn has

a positive effect on the conversion rate of other channels

–  High ROI Cons

–  Not easily replicable (PR) –  Hard to measure ROI (PR)

Who does it work for –  Pretty much everybody but you constantly

need to have a story/hook with new information (with press)

Mistakes we made: –  Focused too much on business press as

opposed to consumer press early on –  Overestimated how much you can scale

blogger marketing

TEST BUDGET: >£1,000 (for bloggers)

#Boticca 262

OTHER THINGS TO CONSIDER & SOME MORE

TIPS

Don’t be afraid to test several channels and figure out what works for you Don’t rely on one channel: have a mix Data, data, data: Let the numbers be your guide Depending on the channel mix, a good monthly test budget would be > £15,000-£20,000 Don’t forget to focus on the other fundamentals such as a strong, well-defined brand and a flawless customer experience

And never forget: CPA < CLTV

#Boticca 263


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