o futuro da busca e seo - search masters brasil 2013
DESCRIPTION
Palestra apresentada no Search Masters Brasil 2013, em São Paulo, sobre o futuro da busca, Google e SEO. Uma discussão sobre Google, mudanças de hábitos dos usuários e o contexto de SEO no marketing digital.TRANSCRIPT
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O Futuro da Busca, Google e SEO
Gustavo Bacchin @gustavobacchin
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Search é o Maior Canal de Vendas
Fonte: E-Commerce Customer Acquisition Snapshot 2013, Custora
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Search tem o Melhor CLV
Fonte: E-Commerce Customer Acquisition Snapshot 2013, Custora
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Mas a Previsão de Investimento em Search pra 2016…
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Os Resultados de Busca
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Google em 2005
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Google em 2005 – Mapa de Calor
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Google em 2013
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Google em 2011 – Mapa de Calor
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Direct Response
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Direct Response
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Knowledge Graph e Carrossel de Livros
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Cartão de Crédito, Passagens…
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http://moz.com/mozcon-live/agenda
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Google Vai Responder Perguntas Complexas…
http://searchengineland.com/google-jeff-dean-interview-conversational-search-knowledge-graph-169558
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Você Sabe Onde seu Consumidor Está e
Quem é Ele?
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O Futuro é SoLoMo
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A Busca é Mobile e Always On
1. Shifting no Comportamento do Consumidor: Constante Conectividade
2. Crescimento do Comportamento Multiscreening, alavancado pela Mobilidade do Consulmidor.
3. Processo Decisório não linear e mais consciente, 4. Jornada de Compra também começa a ser uma
experiência Multi Telas.
Fonte: Google
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Big Data…is really Big
http://www.slideshare.net/mediaeducation/smbr2013-big-data-e-marketing-digital
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Prepare-se para Saber Muito de Poucos
h"p://www.ted.com/talks/seth_godin_on_the_tribes_we_lead.html
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Personalização, Localização
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SEO não Morreu, mas Não é Mais SEO
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h"p://www.flickr.com/photos/wareinholgado/5856076598/
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Um Framework Focado em Pessoas…
Die, Die, Die, Die!!!
http://www.kaushik.net/avinash/see-think-do-content-marketing-measurement-business-framework/#seethinkdo
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Ainda olhando pra estes?
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Mas qual o valor pro usuário???
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SEO
Conteúdo Tecnologia Link Building
A Equipe de SEO de Ontem
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Conteúdo
SEO
Tecnologia
SMM
Planejamento
Criação BI
A Equipe de SEO de HOJE
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Aprenda sobre SEO, mas depois…
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http://intradayfun.com/2011/01/homeless-people-with-funny-homeless-signs-and-quotes/
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Content Marketing como Pilar de Sua Estratégia Online
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A Busca por Informação
Informacional 80%
Navegacional 10%
Transacional 10%
http://news.psu.edu/story/189289/2008/04/02/ist-researchers-classify-web-searches
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Antes do Conteúdo, Você Precisa de uma Necessidade
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Buscando o quê?
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Content Marketing é o Novo Link Building
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Não sabe o que é ou como fazer Content Marketing?
http://www.poweredbysearch.com/connecting-content-marketing-to-buying-process/
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Quem você é deve permear seu Conteúdo…
http://www.slideshare.net/jcolman/sine-qua-non-core-values-and-content-strategy
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Quem você é deve permear seu Conteúdo…
Valores da Marca -> Público Alvo -> Content Marketing -> Diferenciação -> Sucesso O seu público irá compartilhar conteúdos nos quais ele identifique core values semelhantes aos dele.
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Marcas que não me deixam mentir
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Esqueça Texto, Vídeo é o Novo Texto!
Valeu, @MarceloScherer!
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Mas alguém busca por isso?
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Onde meu público estiver… SERP Domination Like a Boss!
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h"p://uxblog.idvsoluCons.com/2012/08/hurricanes-‐since-‐1851.html
Infográficos? Data Visualization!!!
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http://www.theguardian.com/world/interactive/2012/may/08/gay-rights-united-states
Infográficos? Data Visualization!!!
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visualization.geblogs.com/
Infográficos? Data Visualization!
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Necessidade + Usuário =
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1. SoLoMo 2. Google vai se tornar um assistente
pessoal; 3. Consumidor informado e muito
exigente; 4. Conteúdo precisa gerar valor, resolver
necessidades verdadeiras; 5. SEO precisa estar integrado a outras
disciplinas ou morre.
O Futuro é incrível mas somente os fortes sobreviverão…
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Saia da Zona de Conforto ou…
You will die very,
very poor!
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Obrigado! Gostou? Estamos a procura de talentos!