Rookwood, 4th Floor
The Web growth in content and complexity added to the explosion of the social networks popularity are the ingredients that are leading us to a Social Search Era. In this context, refining your website to be positioned among the top10 results in search engines user queries is one of the best and cheapest ways of getting the right people visiting it. SEO (Search Engine Optimization) refers to the process of optimizing a website in order to get a privileged position in searches. On the other hand, the spread of social networks platforms has become a very influential factor to SEO in two different aspects: 1) the links and content that comes from social networks affects search results in the SERPs; 2) the increasing amount of UGC (user generated content) created in the social networks (videos, pictures, texts, etc.) are important digital assets outside of the websites that need search optimization as well (SSO). Social Media Optimization (SMO) refers to the process of optimizing a website in order to make it attractive and easily spread in social media channels. Besides of being able to drive huge amounts of traffic to a website, SMO can raise positive dialog about the website brand. In this sense, search and social media are each time more dependent on each other in order to produce good promotion results. The presentation will address the main aspects of SEO and SMO for brand promotion considering its web-presence, including Universal Search, Social Search & Mobile Search.
Professor of MBA courses at BSP Business School São Paulo and Unicentro Belas Artes de São Paulo. Reviewer for LEA Leonardo Electronic Almanac, MIT, 2005, and Networked Book, Turbulence.org, 2009. CIO at NMD New Media Developers, winner of 11 Internet Best Awards from 1998 to 2005. Frequent speaker at Internet and Marketing conferences in Brazil, US, England, Austria, Macedonia, China, Japan, Singapore. Awarded three times with the "Best of Track Presentation" award (2003, 2004 and 2008) and once with "Best of Conference Presentation" award (2004). Engineer, postgraduate in Marketing, postgraduate in Graphics Design, Master's degree in Art & Technology. Pursuing her PhD at University of Sao Paulo with researches on mobile technologies and social media. Author of the books "Search Engine Optimization on the Web" (2008) and "SEM & SEO: Mastering the Search Engine Marketing" (2009). Personal website: www.martha.com.br / Twitter: @marthagabriel