enrico chiodino gabriele toschi - smau napoli 2017
TRANSCRIPT
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Search Experience:la SEO user first
Perché mettere l’utente al centro di una strategia SEO
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Enrico Chiodino
Gabriele Toschi
linkedin.com/in/toschigabriele/
linkedin.com/in/enricochiodino/
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MarketplaceLa più grande agenzia di web marketing indipendente italiana con oltre 19 anni di esperienza
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SEO User FirstPerché mettere l’utente al centro di una
strategia SEO
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Serie di attività voltea migliorare le
performance di unsito web sui
motori di ricerca
Search
Engine
Optimization
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Marketplace
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Reputazione
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Percezione
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Competition
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Assicurazione
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ROI
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All’inizio del processo
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L’integrazione con gli altrimezzi è fondamentale
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Media Plan
Social Network
Ux/Cro
WaSEO
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…è semprenecessaria ?
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Com’erano i Motori di Ricerca?
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Perché Google?
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PagerankUtilizzo dei link per calcolare la Popolarità di un Sito
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Com’era la SEO?
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Keyword Stuffing
Acquisto Link
Tecniche per ingannare il motore di ricerca
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Indicizzare il maggior numero di pagine
Qual era la mission di Google ?
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Quantità al posto di Qualità
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Poi qualcosa è cambiato…
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Google ha introdotto i
Quality Rater
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Qualità delle Pagine
Pertinenza delle pagine con le ricerche degli utenti
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Google Quality Rater Guidelines
160 pagine
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Panda
Penguin
Hummingbird
Phantom/Quality update
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2011
Contenuto Duplicato
Non Utili
Primo Update chepremia i siti di qualità
Brevi e Poco Rilevanti
Panda
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2012
Link di scarsaqualità
Penguin
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Nuovo algoritmo
Ricerche Conversazionali
Analisi Semantica
Intento Di Ricerca
2013
Hummingbird
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2013-Oggi
Phantom/Quality Update
Contenuti di Qualità
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Dall’algoritmo istruito a quello che auto-apprende
Rankbrain
2016
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Organizzare le informazioni a
livello mondiale e renderle
universalmente
Accessibili e Utili,
per tutti.
Fonte: https://www.google.com/about/company/
Mission Google
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Dalla SEO alla SEO User First
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Iniziare dalle fondamenta
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+3milioni / 60’’
(2016 nel mondo, solo Google)
Più del 50% da mobile
15% delle query sono nuove
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Ricerche degli Utenti
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I Tool ci aiutano
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.io
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Intento di ricercaOvvero: interpretazione di un’interpretazione
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Il Motore di Ricercaci aiuta
Ovvero: reverse-engineering per interpretare le SERP
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Il Motore di Ricerca ci aiuta
«maglia tecnica»
*5 ecommerce
*5 editoriali
*images in rilievo
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Il Motore di Ricerca ci aiuta
«scarpe running»
*9 store multimarca
*Shopping+Adw
*1 solo brand
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Il Motore di Ricerca ci aiuta
«cucine»
*listing di cucine
*risultati localizzati
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Il Motore di Ricerca ci aiutaTop 3, cluster "assicurazioni"
Istituti assicurativi Comparatori
80% 20%
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Per un intento,una proposta
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Valutazione della Search Experience
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Risultati«sartoriali»
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Tanti dati e informazioni, e ora?
Creiamo i contenuti?
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Architettura del Sito
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Quali contenutidobbiamocreare?
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Content is King e bla bla bla
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Come valuto se un contenuto è di
qualità?
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Soddisfa l’utente?
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Se cerco: Ora Esatta
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Se cerco: Calcolatore Indice Massa Corporea
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Se cerco: Eliminare le Tossine dal Corpo
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Se cerco: Ricetta Torta di Mele
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Buona Esperienza, Autorevolezza ed Affidabilità dell’editore
o del singolo autore del contenuto in base all’argomento.
Buona quantità e qualità del contenuto.
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Il contenuto principale è ben visibile?
Ci sono interruzioni nella navigazione?Advertising?
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Contenuto
Principale
Secondario
Ads
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Com’è la reputazione del
sito web?
Mi Posso Fidare?
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HTTPS
Https – Fattore di posizionamento dal 2015
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Il contenuto è usabile?
È veloce?
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Mobile-first Index
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47%
si aspetta che una pagina si carichi
degli utenti
meno di 2 Secondi
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-11%Pageviews
-7%Conversioni
-16%Soddisfazione
del cliente
Fonte: https://blog.kissmetrics.com/loading-time/
Ogni secondo in più
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RicapitolandoScrivere contenuti di alta qualità
Rispondere alle esigenze di ricerca degli utenti
Dare rilevanza alle informazioni che cercano gli utenti
Curare la propria reputazione online e offline (e cercare di migliorarla)
Aggiornare spesso il contenuto e le informazioni di contatto/about us
Non sommergere il contenuto con Ads
Avere un sito Mobile Friendly
Utilizzare il protocollo di sicurezza HTTPS
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Di cosa abbiamo parlato in definitiva?Tutto ciò che serve per intercettare
l’utente e soddisfarlo.
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+
linkedin.com/in/toschigabriele/
linkedin.com/in/enricochiodino/
GRAZIE!
Enrico Chiodino
Gabriele Toschi