+SEO: Reframing SEO as Social Engine Optimization

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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.grillo1

Transcript of +SEO: Reframing SEO as Social Engine Optimization

  • 1. + SEOreframing SEO as Social Engine OptimizationAntonio Grillo - UX Manager & +SEO Friend @ Publicis Healthware International - @antonio_grillo | Italian IA Summit 2012luned 14 maggio 12

2. @antonio_grilloUX Manager @PHI_GlobaleHealthmHealthCommunicationSelf TrackingInternet Of Thingsluned 14 maggio 12 3. + SEO @antonio_grillo, PHI | +SEOSurfing by Self-Tracking Atoms of Content+Reframing SEOluned 14 maggio 12 4. SEO has been a Story of...contentslibrariansclassificationhttp://www.ickr.com/photos/chanc/333340662/in/photostream/The Librarian, a 1556 painting by Giuseppe Arcimboldo http://www.wga.hu/art/a/arcimbol/4composi/5librari.jpghttp://www.ickr.com/photos/chanc/333340662/in/photostream/ @antonio_grillo, PHI | +SEOluned 14 maggio 12 5. Search Engine as Starting Pointof Information Findability @antonio_grillo, PHI | +SEOhttp://www.ickr.com/photos/jessica_digiacomo/5576820009/luned 14 maggio 12 6. But... Something is changed @antonio_grillo, PHI | +SEOluned 14 maggio 12 7. The Search Engineis no longer the only wayto HEAR the web @antonio_grillo, PHI | +SEOluned 14 maggio 12 8. There are new ways to HEAR whats 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 | +SEOluned 14 maggio 12 9. Users love SOCIAL interaction Users love Social Media TOOLS @antonio_grillo, PHI | +SEO http://www.2dayblog.com/2008/01/18/belkin-rockstar/luned 14 maggio 12 10. Users HEAR through the SOCIAL worldhttp://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/ Users LEARN through the SOCIAL world @antonio_grillo, PHI | +SEOluned 14 maggio 12 11. ...using MOBILE devices anytime anywherehttp://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 luned 14 maggio 12 12. ...anybody @antonio_grillo, PHI | +SEO http://www.thefreak.it/la-quinta-civilizzazione/luned 14 maggio 12 13. ...across DIFFERENT contexts Nielsen Q1 2011 Mobile Connection Devices Report @antonio_grillo, PHI | +SEOluned 14 maggio 12 14. The physical world is completelycovered by the digital layer the just in time researchdo not go through Google anymore @antonio_grillo, PHI | +SEOluned 14 maggio 12 15. Surfing by Self-tracking shift from Search to Discovery @antonio_grillo, PHI | +SEO http://www.ickr.com/photos/iberere/4333631968/luned 14 maggio 12 16. Devices that know some of our history, our preferences... ...and whats going around us @antonio_grillo, PHI | +SEOhttp://www.youtube.com/watch?v=M4bFFBKlMXUluned 14 maggio 12 17. In any Place @antonio_grillo, PHI | +SEOluned 14 maggio 12 18. Temporary Social NetworksNothing affects our happiness more than thepeople 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 | +SEOluned 14 maggio 12 19. Surfing by transportation in Social Interaction @antonio_grillo, PHI | +SEO http://www.ickr.com/photos/dalec/5925202176/luned 14 maggio 12 20. Information has nowbecome a part of the social dynamics @antonio_grillo, PHI | +SEOluned 14 maggio 12 21. A content is no longer a monolithic block, but itneeds to be composed of"atoms" @antonio_grillo, PHI | +SEOluned 14 maggio 12 22. Social Content Item Atoms of content @antonio_grillo, PHI | +SEOPhoto Justine Lera. Taken at TESLA-Berlin September 19 2007 - http://www.monolake.de/concerts/atom-photos/atom-04.htmlluned 14 maggio 12 23. A content is no longer a monolithic blockit needs to be composed of "atoms" @antonio_grillo, PHI | +SEO Photo Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-06.htmlluned 14 maggio 12 24. Each "atom" is a Social Content Itemable to be aggregated in a "place" @antonio_grillo, PHI | +SEO Photo Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-12.htmlluned 14 maggio 12 25. Any SCI is able to be re-aggregated in another place... @antonio_grillo, PHI | +SEO Photo Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-13.htmlluned 14 maggio 12 26. ...by using Social Interaction... @antonio_grillo, PHI | +SEOhttp://www.ickr.com/photos/twentysixcats/6067183458/luned 14 maggio 12 27. Yes, Yes, Yes... ...but in practice? @antonio_grillo, PHI | +SEOluned 14 maggio 12 28. We need to extend theConcept of SEOincluding SOCIAL aspects @antonio_grillo, PHI | +SEOluned 14 maggio 12 29. + SEO @antonio_grillo, PHI | +SEOluned 14 maggio 12 30. + Not only ONE engine...but everybody works like an ENGINE @antonio_grillo, PHI | +SEO http://www.ickr.com/photos/spacelion/332258092/ http://www.ickr.com/photos/twentysixcats/6067183458/luned 14 maggio 12 31. Share before downloadEverybody works like an ENGINE @antonio_grillo, PHI | +SEOluned 14 maggio 12 32. Conventional Landing Page Optimized Page Content for Search Engines- Meta tag Denition- Keyword Denition- Text/images optimization- Layout denition- Architecture denition- ...in order to be reachable by using SearchEngine @antonio_grillo, PHI | +SEOluned 14 maggio 12 33. Accessibility Only ONE door is opened for the USERS @antonio_grillo, PHI | +SEOluned 14 maggio 12 34. Social Landing PageMain content is Socializable- Social tools are provided- Social content are used in order to be Spread using social tools @antonio_grillo, PHI | +SEOluned 14 maggio 12 35. ...and The product experience CONTINUES on Social World @antonio_grillo, PHI | +SEOluned 14 maggio 12 36. AccessibilityMANY doors are opened for the USERS @antonio_grillo, PHI | +SEO http://juttawelz.jimdo.com/weisheiten/luned 14 maggio 12 37. SEOvs +SEO1st W2nd W 3d W4th W1st h 2nd h 3d h 4th hGROWTHGROWTHWeeksvs Hours @antonio_grillo, PHI | +SEOluned 14 maggio 12 38. 5mins to index the world......is too much to wait for it @antonio_grillo, PHI | +SEOluned 14 maggio 12 39. Why The AtlanticSixteen months ago we received the same number No Longer Cares of monthly referrals from search as social. Now 40% of traffic comes from social media,... Truly [our writers] are not really thinking about about SEO SEO anymore Scott Havens, senior vice president of finance and digital operations at The Atlantic Media Company Were no longer writing to get the attention of Google algorithms. Were writing to get you to share it, to digg it.... Were not writing for machines. Were writing for humans. Bob Cohn, editor of The Atlantic DigitalMashable Business - http://mashable.com/2012/05/09/the-atlantic-social-over-seo-strategy/ @antonio_grillo, PHI | +SEOluned 14 maggio 12 40. SEO and UX Whats New? @antonio_grillo, PHI | +SEOluned 14 maggio 12 41. SEO and UX SEO UX @antonio_grillo, PHI | +SEOluned 14 maggio 12 42. + SEO and UX SxD ED +SEOUXMoDeGam. ... @antonio_grillo, PHI | +SEOluned 14 maggio 12 43. + SEO rules 1 Atomize 2 Think Fluid 3 Motivate @antonio_grillo, PHI | +SEOluned 14 maggio 12 44. + People are more interesting thanalgorithms @antonio_grillo, PHI | +SEOluned 14 maggio 12 45. + Thats all folks! @antonio_grillo, PHI | +SEOluned 14 maggio 12 46. @antonio_grillo UX manager @PHI_GlobalTHX @leeander | SCI-FI contributionthis pic is KINDLY provided by @leeanderluned 14 maggio 12