+
SEO
reframing SEO as Social Engine Optimization
Antonio Grillo - UX Manager & “+SEO Friend” @ Publicis Healthware International - @antonio_grillo | Italian IA Summit 2012 giovedì 3 ottobre 13
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@antonio_grillo UX Manager @PHI_Global eHealth mHealth Communication Self Tracking Internet Of Things
giovedĂŹ 3 ottobre 13
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+
SEO
Surfing by Self-Tracking
Atoms of Content
+ Reframing SEO
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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SEO has been a Story of...
contents
librarians http://www.flickr.com/photos/chanc/333340662/in/photostream/
The Librarian, a 1556 painting by Giuseppe Arcimboldo http://www.wga.hu/art/a/arcimbol/4composi/5librari.jpg
classification http://www.flickr.com/photos/chanc/333340662/in/photostream/
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Search Engine as Starting Point
of Information Findability @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.flickr.com/photos/jessica_digiacomo/5576820009/
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But... Something is changed
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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The Search Engine is no longer the only way to “HEAR” the web @antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
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There are new ways to HEAR what’s going on in the Web
http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/
...according to the evolution of users behavior @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Users love SOCIAL interaction
Users love Social Media TOOLS @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.2dayblog.com/2008/01/18/belkin-rockstar/
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Users HEAR through the SOCIAL world
http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/
Users LEARN through the SOCIAL world @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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...using MOBILE devices anytime anywhere
http://www.villiard.com/blog/telephones-mobiles
http://efunnyphoto.com/funny-mobile-photos/imgfvb.funvblog.com_funny-mobile-handsfree1.jpg.html
http://www.huahinforum.com/viewtopic.php?f=15&t=18973
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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...anybody
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.thefreak.it/la-quinta-civilizzazione/
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...across DIFFERENT contexts
Nielsen Q1 2011 Mobile Connection Devices Report
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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The physical world is completely covered by the digital layer the just in time research does not go through Google anymore
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Surfing by Self-tracking
shift from Search to Discovery @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.flickr.com/photos/iberere/4333631968/
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Devices that know some of our history, our preferences...
...and what’s going around us @antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
http://www.youtube.com/watch?v=M4bFFBKlMXU
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In any “Place”
@antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
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Temporary Social Networks
“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
@antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
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Surfing by transportation in Social Interaction
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.flickr.com/photos/dalec/5925202176/
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Information has now become a part of the social dynamics @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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A content is no longer a monolithic block, but it needs to be composed of "atoms" @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Social Content Item
Atoms of content @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
Photo Š Justine Lera. Taken at TESLA-Berlin September 19 2007 - http://www.monolake.de/concerts/atom-photos/atom-04.html
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A content is no longer a monolithic block
it needs to be composed of "atoms" @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
Photo Š Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-06.html
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Each "atom" is a Social Content Item
able to be aggregated in a "place" @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
Photo Š Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-12.html
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Any SCI is able to be re-aggregated in another place...
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
Photo Š Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-13.html
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...by using Social Interaction...
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.flickr.com/photos/twentysixcats/6067183458/
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Yes, Yes, Yes... ...but in practice?
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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We need to extend the Concept of SEO including SOCIAL aspects @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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+
SEO
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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+ Not only ONE engine
...but everybody works like an ENGINE @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://www.flickr.com/photos/spacelion/332258092/
http://www.flickr.com/photos/twentysixcats/6067183458/ 30
Share before download
Everybody works like an ENGINE @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Conventional Landing Page 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
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Accessibility
Only ONE door is opened for the USERS @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Social Landing Page Main content is “Socializable”
- Social tools are provided - Social content are used
in order to be “Spread” using social tools
@antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
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...and
The product experience CONTINUES on Social World @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Accessibility
MANY doors are opened for the USERS @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
http://juttawelz.jimdo.com/weisheiten/ 36
SEO
3d W
1st h
4th W
2nd h
3d h
4th h
GROWTH
2nd W
GROWTH
1st W
vs
+SEO
Weeks
vs
Hours
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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5mins to index the world... ...is too much to wait for it
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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Why ‘The Atlantic’ No Longer Cares about SEO
“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” Scott Havens, senior vice president of finance and digital operations at The Atlantic Media Company
”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.” Bob Cohn, editor of The Atlantic Digital
Mashable Business - http://mashable.com/2012/05/09/the-atlantic-social-over-seo-strategy/
@antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
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SEO and UX What’s New?
@antonio_grillo, PHI | +SEO giovedì 3 ottobre 13
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SEO and UX
SEO
UX
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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+ SEO and UX
+SEO
SxD ED MoDe
UX
Gam. ...
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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+ SEO rules
1 Atomize 2 Think Fluid 3 Motivate @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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+
People are more interesting than algorithms @antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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+
That’s all folks!
@antonio_grillo, PHI | +SEO giovedĂŹ 3 ottobre 13
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@antonio_grillo UX manager @ RAZORFISH Healthware THX @leeander | SCI-FI contribution
this pic is KINDLY provided by @leeander
giovedĂŹ 3 ottobre 13
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