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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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+SEO: Social Engine Optimization  

The information has now become part of Social Dynamics. The Content becomes "Social Content Item" ables to be aggregated in different places...

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