marketing de busca - entendendo o seo
DESCRIPTION
Apresentação realizada na Unifei (Universidade Federal de Itajubá), no II Encontro de Marketing, dia 04/11. Foi um apanhado rápido e básico sobre marketing de busca e o que é SEO (como funciona, pontos positivos e negativos, etc...)TRANSCRIPT
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Marketing de BuscaEntendendo o tal SEO
Ique Muniz, Editor de Conteúdo
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Um pouco deestatística
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78 milhões de internautasIbope/Nielsen em setembro de 2011
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45:40 horas navegadasNetViews – IBOPE/NetRatings em Setembro 2011
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O Buscador
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Volume de BuscasHitwise em 29/10/2011
VisitasHitwise em 29/10/2011
Market ShareHitwise em 22/10/2011
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Marketing de Busca
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89% dos internautas utilizam a rede para pesquisar produtos e serviços
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Assim chegamos ao SEO!
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Mas antes...
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Ésss....Ííííí.....Ôôôôw...
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SEOSearch Engine Optimization
1. Conjunto de estratégias com o objetivo de potencializar e melhorar o posicionamento de um site nas páginas de resultados naturais (orgânicos) nos sites de busca.
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SERP (página de resultados)
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Search Engine User Behavior Study
68% não passam da primeira página
92% não passam da terceira
39% acreditam que os primeiros nas buscas são líderes de mercado
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+ conversãoVisibilidade
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SEO é Essencial!
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E é para todos!
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É possível aplicar as técnicas em:
– Sites Institucionais;– Lojas Virtuais: e-commerce;– Sites Pessoais;– Blogs;– Não é possível aplicar SEO em sites em Flash
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Como Funciona?
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Googlebot ->
• Encontra uma página e faz uma cópia da mesma, armazenando-a;
• Lê os códigos do site, identificando o conteúdo (escrito, links, imagens etc);
• Analisa todos os quesitos do seu algoritmo e monta as SERPs.
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AlgoritmoAlgoritmoAlgoritmo
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Fatores de Rankeamento
São mais de 200 fatores para rankear páginas estudados pelos SEOs
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Tecnologias
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SEO
Programação
Alterações no código
Conteúdo Divulgação Usabilidade
Alterações visuais
Links
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Entre para o timeAções e competências
1. Profissionais de T.I2. Comunicação (Marketing e Jornalismo)3. Designers4. Métricas
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O Mercado
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Possibilidades...
Mercado em crescimento
Agências ou Empresas
Média inicial: R$ 1.000 – R$ 2.000
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Um pouco do trabalho
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O projeto de SEOInformações básicas
1. Trabalho árduo, por vezes repetitivo2. Resultados a médio-longo prazo3. Necessidade de acompanhamento4. Testes e mudanças de estratégia5. Não há uma fórmula exata/mágica
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Problemas e Desafios
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Black Hat SEOO Lado Negro
1. Técnicas sujas, ilegais, que visam ganhar posicionamento rápido
2. Pessoas usam sem consciência3. Forte combate do Google4. Passível de punição
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Decolar.com
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MentirasConceitos errados/inexistentes
1. “Garantimos o primeiro lugar!”2. “Em três meses, você está no topo!”3. “Conheço alguém no Google!”4. Não existe pagar para ser o primeiro
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Outras Barreiras
1. Normalmente o website está um caos;2. Problemas com autorização para
mudanças e implementações;3. É trabalhoso e cansativo;4. É um trabalho recorrente.
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Mas chegar ao topo é gratificante!
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SEO: uma forma de branding!
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Search Engine Marketing
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O Foco era no buscador
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O “Engine” perdeu espaço
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Search Marketing
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SEO é realidade!
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O usuário faz parte disso!
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Há diferenças no discurso!
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Há diferenças no discurso!
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