RED4: SMO & SEO: Promoting Your Website

Martha Gabriel: Well, getting in there.

Facilitator: Good afternoon. Welcome to the RED track and I’m proud to introduce Martha Gabriel. She’s been with us for a couple of years and probably one...

Martha Gabriel: Twelve years.

Facilitator: Maybe.

Martha Gabriel: Twelve years. No, no, twelve years here. This is my 12th year here.

Facilitator: I got there too. Anyways, she’s going to present search engine optimization and social media optimization.

Martha Gabriel: Altogether, so thank you very much for coming after lunch. So as you see, see I have an accent which is very, very useful -- no because you need to pay attention to me otherwise your are not going to understand anything, so I’m going to hack your brains.

So who I am, I am Martha Gabriel. Oh, I am -- are you listening to me in the back? No, no, no, no. Can -- one, two, three, OK, OK, I’m good. So my background, I am engineer. I have the post graduation in marketing also in design, Master Degree in Art and I’m finish my PhD in Arts.

So I have a very mix background and I work in all these areas. I am author of two books on search and marketing, SEM and SEO and I will launch my third book in Brazil now in October on Digital Marketing, so soon it will be out. I didn’t bring it because it’s in Portuguese. I think you don’t speak Portuguese, so it’s not use for you.

I’m a professor in some -- Master in business courses in Brazil in two or three universities also researcher in another university in Brazil, and consultant in Digital Marketing.

Also, as I am an artist, I have take my PhD in Arts. I have participate in several art exhibitions, I developed art works on the Webs, especially on the Web because this is my main area. And I was awarded last year at Florence Biennale which was a great honor for me as much as the year as this section had stepped.

So this presentation is already available in slideshow in this Google Shark in their link, so I have put a lot of things here. My problem is always to take things off the presentation. There are always something -- several things very interesting to say so I bring all these things and I’ll try to speak fast even in English.

In Portuguese, I’m really, really fast. Sometimes people say in Twitter when they are seeing my presentation, they say that I am sponsored by Red Bull. So you can imagine how fast I can speak in Portuguese. Lucky you, I’m speaking English.

So let’s talk a little bit about the search here, what is happening now. So the main focus here is strategic it’s not -- OK, I thought it was me and how the sound is coming out of me. OK, the main thing here is to talk how search and social are interacting together. Today we cannot have search marketing, any kind of optimization without social.

I have been working with that, I have several clients in Brazil and also I do -- we do crisis management, crisis management is when your client is in very bad situation in the surface and that you need to do something with that and put more results in that or -- I’m going to talk about that.

So search and social have been together forever. We always have this social. We search things we are born. We search for milk. We search for warmth. We search for everything and when we see this, we have been always searching in two ways; browsing, we can always observe what other people do and the things and how things are, and also asking, we ask things we are kids.

So where is the best place to go now? So we do this offline and online. We are keeping doing that. Browsing is getting more difficult without search because we are having a lot of complexity in the digital environment; a explosion of content.

So if you have been searching forever, always, since we are in history, why are we talking so much about searching also about augmented reality and all the stuff we have been talking so much now? Some technologies we have before, three decades, four decades, so why are we talking now?

Just because we are in the various specific situation context where information is exploding. We have too much information online. So Web 2.0 is wonderful, this is participation. People can publish everything, but on the other hand, you need to filter this information.

If you don’t filter the information, you cannot get what you want, so search become a paramount. And are you familiar with the concept of long tail? I think everybody here is familiar. So the -- as we can have everything together on Web, we have the long-tail distribution of things. So the niche products and the very specific things, on the other hand, we have a very, very huge problem trying to find this information.

We have everything at once and how can we find everything at once. For example, when you search for a problem, so in television and you have 600 channels, how can you do that? You have all the options in the world but then you need to go one by one and you are going to spend a lot of time doing that. So the only thing that can combine or resolve all things we can have with the difficult of choice is the searches for that.

The other thing is the more information we have, the less attention we pay. I don’t know how many of you have read the book “The Attention Economy” from Davenport? This is really interesting. He says that the wealth of information creates the poverty of attention.

The more information we have, we don’t pay attention anymore. And then we start asking people the influences. This is why we are talking so much about influences these days. The influences has always exist but now they get more important because people don’t -- can go to the information without asking them.

The results are not -- a very good book from Seth Godin. I don’t know how many of you follow Seth Godin. He is a really, really good guy in marketing here in United States. And then the Purple Cow. The Purple Cow talks about the influences also and how you need to pay attention on influences and they spread the word for the mass market. So the information is exploding and the only way to deal with this is with search. This is why search is very important.

The other thing is the proliferation of technologies and media. Now we search in iPhone. Can you imagine how complicated it is to have your application found in iPhone? If you are not one of the top ones and you have not relevance, you are not found anymore.

Even people, how can you be found in social media? You are a video, how can it be found in YouTube? So social and the search are merging together in one is leading the other. This is what techno -- OK, so it happens since prehistory. So prehistory but now it’s getting more and more and more connected.

YouTube is the second largest search engine and this is social media or sharing videos, websites. This is second largest one. Google is the first and then YouTube is second. Twitter, is the fast growing search engine and people do a lot of search in Twitter.

And Twitter is trying to get better in search results. I don’t know how many of you know Collector? Collector is a good search engine for real-time results from Twitter, so it’s getting so. Other mix 25 percent of the first page of results in Google for the top 20 brands are results from social media, so what people are saying.

If you don’t pay attention on what’s going on in social media background, you may have problems in your search result as well. So people are talking and for the little -- I don’t know how to say this in English, I’m sorry. There are the top brands and not so top, the small brands, OK. And then those are not better in that situation because people don’t talk very much about small brands but the big ones, they are all ready in social media and they appear in the search results whether you want to or not.

The other very important thing that is happening here, we have always talked about target audience in marketing. So target audience still happens, still exists so we target people and then we try to get them but the target audience is not the only target anymore. They are not there only waiting for us to talk to them, and act or react.

Now they are media because they pass along the information and also they are media generator. They create the things. So they get a very, very important role in marketing now, much more that it was in the past.

The other thing that is happen which changes the contents and make search so important is when we go from mass media to a very, very fragmented media as we have now, the consumer and the people in general are in power. When you have mass media, usually the company gets the product there and put back in distribution, advertisement, and it goes to consumer. It was like so, you had only one screen, usually to watch television.

Now we have four main screens; cinema, movies, computer, television and the cellphones. If you pay attention in the share of use of each one of these platforms, it’s changed along the time. Probably cinema is getting more than in the past, television less and the smart phones are getting more and more.

So the profile are changing; your profile, or student’s profile, everybody. Now, what we have is something like, the consumer has the cellphone on the hand, and then they shows where they are. So the active presence is from the consumer. You cannot impact them anymore as you like. They have the active presence.

The only thing you can do is to provide a good experience to them when they reach you and most of the websites, don’t do that. I don’t know how many of you here have a mobile website running very well and a very good experience.

I am addicted to Twitter, so I stay all the time following people and looking what’s going on. The most links I clicked on, they go to very, very bad websites, a bad experience. So I just marked as favorite and then I see my house in a big screen. So it’s not OK. You are not giving a good experience for your customer.

Since they use the finger to click on you, it’s an active thing that you want. That’s all you need to give them a very, very good experience, OK? So some statistics about search, 90 percent of online people use search engine. So I think the 10 percent that does not use it, they are very, very old and they have never seen something like that so they use a specifically very, very -- maybe solitaire. They play solitaire and mines -- mines is good in fact, the result is very good.

And 8 percent of them declared they found what they was looking for. This is very important. When you declare that you found out and you believe in something, this thing has power over you, OK? If you pay attention, if you believe in a friend, what he says has power over you.

Millions of people search everyday for a lot of things. Actually, this conference in ’99, it was my first conference in Web Ed here, I found in Web and then people here, where did you found -- I’m from Brazil, I forgot to say that? Where did you find us? And then on the Web in 1999, so we decide a lot of things.

So how much do you depend on search? Have you think about that? Have you thought about that? So what’s not found doesn’t exist. There is a -- do you -- how many of you subscribe to zdnet.com? Zdnet.com is a wonderful website where they go to every major conference in technology and market and they webcast what’s going on over there and write in blogs.

And also they always do the top 10 trends and taxonomy is one of the top 10 trends. We need to organize information. We don’t know -- this is why Google is so important to us because we need to find the results, we have no other way. When you download a video from YouTube, you put a lot of names in the files so you can find it later on because we don’t have metadata.

So try to stay -- I don’t know if you have made this test before, try to stay one week not using any of the products of Google or just searching. Can you do that? I cannot, OK. I cannot. We are addicted to it. We really need this everyday. So if you really need this, it’s controlling our life and our consumers and now our children and everybody especially for young people, it’s really interesting.

They are born -- they were born living with the Google. So if they don’t find that information in Google, they think it doesn’t exist really. They don’t go and walk away and sees there is a bookstore. If they check here, if it’s not here, they don’t go away and they don’t do it, OK?

I have question for you. How many of you use Gmail? How many of you have read the user agreement? OK, nobody. This is always so. This is another thing, we always let our information be searched by Google and it goes to our mail messages and it gives us sponsored links.

And then you stay all night, no problem. I don’t stick -- nothing very secret over there. And I say, if I take a look in your trash can, I know a lot about you, a lot. Who lives in your house, if you have baby, what you read, et cetera, et cetera.

Can you imagine what I know about you if I read your mails and I can suggest you things? We are going to talk a little bit about behavior target later on. But this is use power. They have power over us, so when you are in a good position search probably, you are going to get the consumers.

So search is the digital sharp mind. Everybody knows what sharp mind is? What is in the mind of people? In the past if I used to say to you, please say cigarette brand and then you say it’s what is your own mind. Now it’s online on Google. If you type anything and then you get results, this is the digital sharp mind.

Another thing that’s very interesting, when we do this research about how people get information in several things on products, research is something they do when they use search engine but also they navigate, they find information when they want to go to a website they don’t type the URL anymore. They go to Google and they type the name and then they navigate.

So if you don’t find your institution name in the Google as in the first page, the official page, you are in a bad position, OK, because people navigate using Google. It’s not just for search it’s for navigation as well. So other things that make us need to be on the first page, people hardly goes beyond the first page.

Who here goes not when you are looking for your name but when you are looking for anything else in the world, who goes beyond the second page or the first page? You rephrase, some of you. Usually, you rephrase what you are looking for and then you try again, you try again. Ninety percent of the clicks are on the first page. Ninety percent, most of people click on first page.

And 90 percent don’t read beyond the third page, so they stay in the first or second and also, 39 percent believe that the first results in the first page are the marked leader brands. It’s not true. We know that is not true. Sometimes, there are very, very -- and express the companies over there but people don’t know and they think if it -- they are there in the organic search in Google, they are the best in the marketing.

So if you are not, this is a very important thing to think about. I called that to be in the top 10 -- the top 10 dictatorship. You must be there. Actually, you should be in the top five, OK? Because people read -- 50 percent of people read until the screen -- switching the screen, rolling the screen. So you should really, really want to have a good result, you need to be in top five results.

And this is how we get there. I’m not going to enter in very specific details because the focus here is more strategic. How to promote your website and how to connect this to search and what is beyond the basic information?

If you want basic information, I’m going to show you the poster. Actually, I won the best of track because of the poster. You can download the poster after, and then all the information I’ve -- all the checklist in every detail and every comment. The idea here is to show the how to go beyond.

So search engine marketing has on-page and off-page optimization. On-page optimization is what you can do in your website. I’m going to talk about a little bit later. And then we have some things we do off-page. One of things is sponsored links. Sponsored links is completely different from anything else. It’s advertisement and you have a complete separate platform.

All the other stuff is just a way to support search engine optimization to get better results. You need to get links. You need to get tracks otherwise, you are not going to go -- you are not going to rank in well.

So some things is word of mouth marketing, social media marketing, social media optimization. This is one of the most important things. Link building, really valid link building not just exchange with someone and trading money but just that you are in business with that people, it’s OK.

Affiliate directories, affiliate programs, press releases. Press releases are really, really interesting because the press release websites, they have high -- high ranks in Google. So when they point to you this is a good thing you win a lot of points. Link bait, do you know what a link bait is? There is a lot of information there. Link baits are some things you can do in your websites and then you attract people. So there are several tips over there about 20, you can have this later on. I couldn’t put here because we don’t have time. And then you check over there what you can do, sometimes interview someone.

The only way to get links is to be relevant. If you're not relevant if you don't have a good content. I always say content is king and collaboration is queen. So first you need to have a good content then the collaboration comes. If you don't have a good content, collaboration doesn't come and both are very, very important for social search optimization.

So the poster which is the main topic I was talking two years ago and this is why I'm here. What I did differently from other people is I transformed the search engine in marketing -- sorry, in a markets plan. I don't know how many of you have background in marketing but it's very important to have a plan, a strategic plan before you start doing anything in marketing. So you start analyzing objectives. What I have been seeing a lot is people who gets the comment and start putting this in the quote.

So it's not effective if you don't know what you want. So the first thing, what you want and how are your competitors? How is your situation? How your page is ranking? After that, you are going to select keywords. This is very important work. It's not glamorous. It's not fun or chick. This is simple very hard work, you need to know what people really, really say.

Then you need to analyze competition between keywords also to see if you have to choose keywords that are more specific in the longer tail or in the head. So we are not going into it but I really, really recommend that you go and understand how to select good keywords before doing the rest. Keywords are like magnets. They attract people. Bad keywords, bad people. Good keywords, good people. So you need to stay in focus on that first otherwise, all your work is lost from here, so you need to do this first.

Then on-page and off-page optimization and then after you do your job, you need to monitoring all the time. It's like a masochist. I think masochist, when you hurt your self and you like that. So this is -- so we are always falling, falling, falling, falling, there is no end until you are -- and you want to be on top of the first page you need to do monitoring all the time and adjusting, monitoring, adjusting, monitor, adjusting because search engine optimiza -- search engine changes the algorithms all time.

Google has just changed two or three things with the instant search and also Caffeine. Any of you want to talk about this later, it will be a pleasure to talk. I have done several experience with Caffeine instant search. I have some opinions about that. So you need to always know what's going on and also your competitors are all the time trying to get better.

So this is the poster that is there the issue once then and then you can -- do you know what is a QR code? Who does -- Who doesn't know -- there is a great session tomorrow with me after lunch and then I'm going to talk just about mobile -- it's really, really, a great technology, OK. Really, really great. It's very simple to do.

So come and you are going to see really, really a very interesting thing. This is good also but QR codes are well... OK, if you want to download the poster you just scan the QR code and it goes to your cellphone. It is 200K only and then you can print that thing.

I did this in PowerPoint so it's good to have 200K only otherwise, if I did it in Photoshop it would be 20MB. And you wouldn't want to pass through each other so you can download it later on.

So you see the first thing in blue is the strategic analysis and all the checklist. After this keywords all the checklist. Then on-page optimization, all the checklist, all the comment is you have to check. And then off-page optimization. Here you see link bait and then measurement and things you do, so if you are -- a lot of that you put on your wall and then you can get going.

So SEO quickly. Two main factors affect SEO. The first one is relevance. What is relevance? Is the importance of your page. How important you are. It doesn't matter who you are, what you do. The most important thing is who you are related with. It's like people. People who are important to have friends who are important independent of the area they work.

So birds of the same kind flock together. How can it be important? Get links from people who are important. Get traffic, a lot of traffic. If you have a lot of traffic it's like people. If I talk about a lot about someone, that person must be important because several people talk about them.

The second thing is keyword. Keywords say what you are. Your vocation, vocation is OK-- word, OK. Vocation, so what you are. The more you have vocation, the more important you are the better you rank. So you try all the time to have these both things combinate. In the past, the vocation, the keywords, were a mess. We don't -- we didn't need to do much more than that. Now they are only 15 percent of the SEO so the vocation is a small part. All the other part is related with things out of the site and the other things we have.

So this is so important to know because we are not going to talk about SEO only to websites. We are going to talk about SEO to several objects and digital assets like a video, slideshow presentation, your Twitter profile, so you should understand that that you have to be important, relevant.

And also you need to -- you have the right keywords. You can't optimize every profile you have, every asset you have. We are going to talk about that. So the two things we need to check for SEO is page code I'm not going to go into this but it is friendly URL, the title, the subtitles, meta tag is too important. Meta tag, Google actually after Caffeine it's more important because Google Shark the Meta tags against the content. If you have the same thing, good for you.

If you have different things, bad for you. So it's important to have these things very clear more and more and all the comments, the top of the page, et cetera. The page content, the marquee words you have on the page with the limit where you can read that and also where you don't do -- spend in search engine. It's good. I don't know how is the maximum, nobody knows but I do know that you should go up to 8 percent, you are not punished yet.

So you can start a little bit 3 percent, 4 percent, or check your competitor. How much he's using and then you go from there up to eight and then you go very slowly one more, one more, because you are -- if you are punished, you go back, you come back and then you stop, OK. And the other thing is the website structure. This is more important now after Caffeine 2. Google caching, if your site run fast, your page will load fast if you have not broke links and have a good navigation.

And your whole website get a ranking too, so the pages are isolated and also all of them make the rank for websites. So the three things we must pay attention are these. Just for you to see there are about 200 factors that affect the SEO and you can go to this address. It's on slideshow so you got presentation you can see that. And they analyze each aspect over there, OK, but just to see only 15 percent is on page keyword usage that counts to ranking.

You just -- if you -- some link popularity, traffic and social graph. We have 35 percent which is much more than only the optimization page. So now, again, search and social are together, we cannot separate them anymore, OK. I used to say that SEO is like dieting. The rules are easy but the discipline necessary to follow them are very, very hard. It's like I'm engineer my first background and that what makes -- I was thinking about that the other day because I go to the conference in search engine and everybody says the same thing all the time. We know all ready what to do, OK. It's like civil engineer, I'm a civil engineer.

You know the rules. What makes a good engineer and what makes a bad engineer? We know all the rules. I'm saying exactly that discipline to do the right things and go again, and again, and again so this is the same thing here, OK.

If you want to be a good SEO professional you need to go and have a lot of discipline and starts everyday in monitoring that and try again and so it's not easy. Beyond the basics, there are some very interesting things to say. First, landing pages. We are going to talk land page a little bit of mobile, universal search, set domination and behavioral target.

Landing pages, people don't think about landing pages. People in search marketing think about bringing people to the site, to the page. But then, when people arrive on the page, if they don't like that, they go away. It's a bounce rate and it's bad for you if it happens. Not only because Google gives a negative point but also because you lost your consumer. You lost your prospect. You lost the person who went to your website. So there is a proverb that I like very much, you can lead a horse to the water but you can't make it drink.

Martha Gabriel: So such marketing leads the people to the water -- to your page, OK? This is marketing and IT. But to the land page is the thing that is going to make people drink in your page, in your content, in your -- what you want them to do. So it's marketing because you need to know what is your objective. IT and design, they must work together. So there are several very good tools for land page optimization, Google has one. If you want I can Twitter this later on or prepare some links for you and then you should set your land page as much as it can so that you guarantee that you have a conversion.

How many of you use Google Analytics or Web -- yes great. So you can set up the conversion of -- who know? Do you know what is conversion? Where the people need to go until they convert. It's not only sales, anything you want.

You should set up that in your analytics software, WebTrends or Google Analytics. So when something goes wrong in the middle of that, you know, and then you can fix that. We have done this in the past. It's really, really great to make people going and you start on the land page and then the other pages that you need them to go.

With the Caffeine, navigational bounce rate capability are going to take in account, so it's better to take -- pay attention on the land page, OK? Next thing is mobile optimization. This is very important. Actually, mobile is the future not only in Brazil but actually in the United States who are ahead of us in the number of people who using mobile and Twitter, et cetera. But you should pay attention.

The human being is mobile from nature. We were nomads and then we stayed a little bit for agriculture and these kind of things but we are nomads in our essence. Everything that make us nomads again is what we wanted.

Mobility is what fuels all the -- sorry people, fuels all the other trends like search on the hand because you are doing this, geolocation we are doing this, social, you do more social because you are. So several -- we -- augmented reality, mobile tagging, all this stuff are really interesting and useful because of mobility. Mobility is the number one thing we do. But mobile search is completely different from search on the desktop.

It's not the only -- just about squeezing things. You have different size of screen and also the things you can and you want to see. You don't want to see everything -- every table. When you are on the run, you want to see some things. Speed of access. I don't know how it is here in the United States but in Brazil the 3G is not that good, so sometimes we are really, really -- video is not OK to see everywhere. You just see video and you are wired and it's WiFi connection.

Usability, even iPhone which is really good, Android which is really good has issues in usability. It's not the same. Actually for me, I get very old I cannot see anymore. I get the screen and say, oh, my God, I cannot -- so usability is an issue. It's an issue for everybody. You need to pay attention. And also, the most important thing, there are seven categories that are 50 percent of search mobile search fit in that category. If you are using one of these, music, localization, entertainment, sports, local information, shopping or references, you should have a mobile website.

If your university has a specific content in these areas people are more likely to search these areas when they are mobile than when they are in desktop, OK. So this is -- and this is completely different, you need to have a separate project to do that.

Do you know what is Universal Search? Anyone does know what is Universal Search? You don't know. You don't know. I'll just let you know what the name is and then you know. Since one year and a half, Google has put all together with the results of the vertical search engines. So now when you search you get maps, you get news, you get videos, you get all of these stuff. What does it mean for us?

This is a very hard competition. You are not competing with the website anymore. You are competing with everything in the world. And then what it requires from you? You need to optimize all your content, all your kinds of index platform. So YouTube videos, Google Maps, news, blogs, this is your chance of being searched. You are competing to all these things.

So for example, this is YouTube video, what can I optimize for video? The title for example, I did the title this is a network I presented market trends in Brazil three years ago, 2007. I put market trends on the title on purpose. One day later, Nokia, scanned that and put in their website. So they searched because it was in the title. The other thing is what to put here, pay attention, what to put in description, when you put video online.

Also, the tags are search bowl, too. Also for videos, one good thing to do if you have a video, you cannot search in the voices in the content but if you put, how to say the, when you put the words in the text file?

Yes, you can easily write a caption file, Google search in the caption file also.

So you can have your content -- a video content indexes. So for each kind of digital assets you are going to pay attention and you needed to train the people who are uploading that. In Universal we have a lot of people doing that. They need to know, they need to pay attention on title, which keywords they need to put there, the name of the university, what must go in description, you need to do that. There is a homework to do before and then it goes, OK.

In Twitter for example, this is my Twitter. Your name is important and also the name of the university, and also the description there is searched by Google. The Twitters -- I don't know how many of you use Google Alerts. Google Alerts is getting more and more quick, really, really real-time today. I have Twitter two or three things and just as some minutes after that I received alert that it was on Twitter.

So the more relevant your profile is the quicker that Google is going to index you and pay attention on what do you tweet -- what Twitter is important. It's indexed -- it's part of your whole thing, OK. And it's going to be found on the search. OK, so far? Is it OK. I'm not fast, OK. I'm English so I'm very, very slow, yeah. OK.

Search engine page domination. What is the domination? Is that what do you want after you are all ready the first in the page. You want to be the second, the third, the fourth, the fifth.

You want to be all the results not with the same link of course, this is a black hit. No, don't do that. But you want to have a lot of contents and has all the page. This is set domination, OK? We can do this with the natural organic search and also in sponsored links.

Actually, they are really, really good for you to put different kind of information so the person who sees that, he doesn't realize that is the same but they click on you. This is what you want. So you don't let them go. The other thing is behavior targeting. Do you know what -- behavior target is the falling.

You see, according to the behavior, she's crying over there, she's smiling here. We behave and as we behave we acted. So if you follow the people behavior you are more likely to give them what they want. This is what behavior trying to do. They target people according to their behaviors. Several platforms do that today. Google does and a lot of others do. Some platforms do this with the displays also.

Have a note that you are in a ecommerce website and then you drop something. You abandon the -- yes, thank you, the car. So when you abandon the car and you go to the other site, suddenly the same thing is appearing for you in the display. I don't know how many of you have seen that but it happens because it traces our cookies and then it goes according to our behavior.

You can do this in search also with cookies. And then if you come to my website and you were looking for car for example, it's very general. When you come I will show you all about my cars. Imagine I am ecommerce for cars but then you go away. When you come back, you are looking specifically for a Honda Civic then I know that you have been with me before so I welcome you in different way with my display.

And then I give you Honda Civic and some discounts on that and then if you go away and come again, I can give you another thing. So I can really, really, really know what you are interested in. In this kind of platform I also can know where you have been before coming to me. So I know if you were in the competition, in another car website so they really, really -- there are concerns about this, OK? I'm talking here about marketing.

But remember my PhD is in Arts. I'm really, really concerned about how people are doing things and the privacy is a very complicated issue, narrow marketing is a complicated issue. I think we need to pay attention on both sides of things but it's happening all right. I'm going to show you how it's happening. How many of you have realized that when you're searching yourself, each person with the same words, each person gets a different result. Have you seen that? Why does it happen? Because Google is doing behavior targeting.

What it does, if you are logged in and now we have the Gmail, you have map, you have YouTube, you have a lot of services. If you are logged in any of these services, as you search, navigate and do things, Google knows what do you want and then he personalizes the results for you. If you are not logged in, what he gets? He gets the cookie, the browser also knows what you have clicked on or searched in the past 108 days, a lot of time.

So he always knows what you want. If you want to have a pure search, we call that pure search, you needed to turn off the cookies, Web history and not being logged in. This is something useful only to know where very, very pure browser would be but we never know. So what will change from the past to now? In the past, we were fighting for rankings.

Now, I honestly don't know what each people -- each person is going to see. So what's the point to make the SEO? Anyway, you are doing your best to be the first one to be seen. So if you don't do that you are not going to be seen whatsoever. It's the same way the instant search, when instant search start the people start search and then the results come out.

So this is more important than ever to be the first one because this is what they are given to the person who are -- who is looking. OK, so it's happening behavior targeting and personalized research. Search and social. Two things that are important is search and social. Social media optimization and the social search optimization they are different things. You have been heard a lot of social media marketing, social media optimization, I'm going to talk a little bit about this but also, there are social search optimization.

Before I go into this I'm going to tell the difference between them so you'll get comfortable. The first, social media optimization use the social media websites; old social media sites to improve your ROI and get results for your website, your brand. You are bringing people to you. This is your main objective when you use the social media market. When you use social search optimization, it's not to get people to your website.

For example, I have a video in YouTube, this is important thing for me and I need people to find this. Even if it's not going to my website, it's not going to link my Twitter account. I want people to find my Twitter profile so how can I promote my profile regardless if it's linked to any other place else? So let's talk about both. Social media optimization and marketing, we have a very, very use -- you have been probably using also.

You can have as many social networks as you want. I don't recommend to do that. Actually, I don't know if you have read about information obesity. Have you heard about this word information obesity? We are living in an era of information obesity. What does it mean?

In the '60s what did people have to do? Nothing. Two television channel, two radio channel, three or four magazines, some newspapers, nothing else. No recorder. So you didn't have to spend time recording thing and organizing thing. There was no CDs or DVDs, everything was expensive, OK. As years were passing, we were getting things to do, more things to do. Today, how many social networks are you in? At least three.

LinkedIn, Twitter, Facebook at least, and then you must -- probably you have YouTube, slideshow, et cetera, et cetera, plus university, plus ten email accounts, plus oh! So you have these in 24 hours and you don't have time to sleep. So we are going to sleep at 3 am and we wake up at six and we are always late.

This is the problem -- this is infobesity. So don't create another social network. People don't want to join another social network. So go where people are. This is why Facebook is going to dominate the world because people are there already. So if you get application over there, the fish are there so you can fish them.

OK. So what social media marketing can give us? Traffic and links. In Twitter, for example, if you tweet something and people had tweet you, sometimes if you had a short URL, it doesn't count as too many links, it's just once because it goes to the short in there and then it goes to you.

But you get all the traffic that it generates. I have been using this and if you really get retweeted and people really goes to the page that I have page that were in the hundredth page of results and it gets to the first page after a very good tweet with several tweets in one day. So Google really takes account of social media.

So traffic and links. Also, if you can, in Twitter, when you can in social media in general, don't use the shorter URL. Use then complete. I know we -- one hand we need to have friendly URL so you need to have the longer ones with all the keywords but when you are really competing with someone and you need to go up fast, don't use all the keywords. Use only one short and put this straight on Twitter or Facebook or -- and then you get the link direct to you so you get the link and also the traffic to you.

Just to comparing referral traffic from social networks and Google for some portals. As you can see, social networks bring more traffic than Google. So they are really important to bring traffic and the interesting thing is if you get more traffic, you get better rank. If you get better rank, you go to the better page and then you get more people and you get a better rank and more traffic and then this is a continuous thing.

So the more you go with traffic and you go up more, you tend to go up. So this is a really interesting for iPhone. I don't know how many of you developed iPhone applications or have done this for your campus. If you have a very new iPhone application, the chance to be in the top -- in the upper star is zero. OK, zero.

So what can you do to change that? Promote your application a lot in your campus or with displays, billboard, email, et cetera. You see, a lot of people download this application to get more relevant because it get stressed and then it goes up. And then when it's in the top 25, people start downloading it. So you still have an application you can use these things.

First you get traffic, then you get SEO and then you go up. Now, we are going to have the SEO for television. Actually, Google is last in Google TV so we are going to have this for other thing. This is really, really set for everything. So social media marketing -- I have 10 minutes is it? Ten minutes, yes. OK. So social media marketing, we have several things to do. I'm not going to pass all these things but you must be relevant if you want people to link to you otherwise, you are not going to have traffic.

The other thing is make a bookmark easy. How many of you have blogs in your university website and how many of you have tweet this in each post of the blog? So, wow, good. Good, some raised their hands. So if you don't put tweet this, you are not helping people helping you. So people need to have these steps to do -- to go to Delicious and mark you, to Twitter about your information and it's not just put on the front page in your website in the homepage.

All the links -- this is stupid, OK, people don't look at all that links. You need to use the links in the right place where they are most likely to be clicked on. So then people tweet about that, then people go to YouTube to share that or slideshow on, et cetera. So make it easy for people to bookmark.

Mashup. Put things on YouTube. Some companies and some universities keep the content in their websites and they think, whoa, I'm going to get only the clicks here so it's going to be more relevant. No, you are wrong. YouTube is the second largest search engine. So if you put this there the chance of people see your videos more are bigger. And also they can do mesh up.

They can put in there, when I get a presentation like this I put this lecture and people embed in their pages. What happens? I receive a lot of clicks and more visitors because it spreads. Easy to -- just my website. How many people would say this? Maybe you the people who are in the conference and then it cannot spread anymore. So since it meshed up. Make easy for a content to travel. Nobody sends 20MB files. They send 200K files.

So make it short. Make it in PDF. Make it in these formats that are easy to people to share and talk about you. Viral, we cannot predict a viral contents. We cannot predict that a movie, video will be viralize that to be contagious. But there is -- do you know Dan Zarella? Dan Zarella is a search and he has made the following. He searched all things that became viral and then he found out eight elements that are common in all the viral things.

Some elements are where you put the -- start spreading things the CD where you see this make a difference, the social cascade is -- it fits the new thing not in novelty. So there are eight elements. I can show these with you later on if you want but you can try to make it and then you go.

The other thing is relationship. Relationship is the most important thing in social media. If you don't know how to deal with the people and how to get along with them it doesn't matter the technology you have. So you need good people that know how to connect and respond. When I hear that the social media is cheap, I get very, very angry because you need good people to run social media and you need a lot of arms.

I cannot deal with my Twitter myself and I am just one. I cannot answer everybody. If you were a company, if you are a university, a lot of people are going to talk to you. I used to say that in the past people talk to you like this. Now they are here, you're here and talk to you and you need to respond and if you don't respond, people who loves you start to hate you because you didn't respond then.

So it's a user responsibility and this is about relationship. Crisis. There is something I'm sure all of you here the universities, the companies and the person, we are going to pass through crisis. All of us. Even if you are a saint, if you are Jesus Christ. Why are you going to pass through a crisis? Because someone doesn't like you. Because someone doesn't understand you.

Someone is your competitor and he's going to be not loyal or ethical and do something wrong. So you need to be prepared for crisis because you will pass through crisis for sure. And then social media marketing is not about technology. It's about people. So the way we use technology is what matters here. Relationship first, the rest falls into place. If you know how to talk to people, it works.

OK, just a little bit in our social search to end the part. Social search optimization, as I said, is when you use the profiles.

You have to increase your branded results. So everything that's not on our websites only and it's out of your website and it is in social -- social objects or digital objects. So social media profiles, blogs, videos, images, press releases, new speech, et cetera. And then we need to know, I said that before twice, we need to know what are the feeds we have, the attributes we have for each kind of object and then we optimize each one of them.

So I need to understand like YouTube, I told you, you can use the subtitles, caption file so if you don't know that, you don't use that. So you need to understand each platform where your audience is. The other thing -- how can social media marketing can help SEO with the traffic and links? OK, we said that before.

And social search can help us researching the keywords. Do you remember keywords are the most important part of SEO? So if you -- it's very difficult to know what people are really, really saying. If you go to social media where your audience is you can listen to them and then you really know what you need to optimize in your website. Nielsen which is one of the largest research company in the world are using more and more social media's decision.

And just for finishing, what is the trends for the future? So the search engine results page in the future is going to be a little bit like this. So that media is advertisement, sponsored links for example, just a little bit, only is where you have control and then you can -- it's your content, your website, video, social blogs, things you put online so you have control on that and only media, what people and your audience talk about you.

So the more you are in the internet media, we want internet media, OK. This is the use media but you don't have control. The more you go to paid media, more control you have in between you have your staff. We need to work in this three kinds of contents. So the first one the paid, we simply pay and try to get the best quality and then it's OK.

The second one we need to get a good experience for our users, customers. So how to work but yet we can do. The internet media, we cannot talk directly to them. They talk to each other. Social is not you talking to them. They talking to each other. So here you needed to be inspiration, leader, something like this to make them talk good things about you. And just to compare, SEO in the past -- the SEO 2.0.

What is SEO in the past for the spiders 2.0 for users. If you have users you have traffic. CO, SEO in the past a competition, now it's cooperation. Cooperation it fills the traffic. In the past for keywords now it's tagging. We tag everything. When people tag the YouTube and then the Flickr photos it's going to be optimized also. Optimization for links in the past now for traffic, click space views and visits now for conversions, ROI branding.

We need to see return on investment. We are not just playing. We are really doing serious tasks. DMOZ, do you know what DMOZ is? This is a directory created by human beings. So they got not being able to update this anymore anyway so. Delicious, all of us updated this all the time and if worked with Delicious, it's really good. In the past the main traffic sources is the search engines. Now social media couple with niche social networks, things that are catalyzed by people.

People do that. In the past democratic and now democratic, people do all this stuff. In the past, 50 percent automated. Now 10 percent you cannot automate people, OK. This is why you can automate a little bit or to use in the technical side but you need to be aware all the time because people change all the time.

They are emotional. In the past, we are only technocratic. So for closing I love this quotation which is in the Brazilian commercial for a cellphone operator company. All broadband will be useless if the mind is narrow. So we need to open our mind that a lot of interesting things going on and as I said, the discipline is the most difficult thing. They are small things but we need to do all of them and this is very hard.

So thank you very much. This is my contact and my QR code for... thank you.

[Applause]

Martha Gabriel: And if you have a question I think I have time -- we have time to -- do we? Do we have time? I think so. Does anybody has a question? Anyway, I'm here today, tomorrow also and I'll be glad to talk to you about anything you want. OK. So thank you very much for coming. I hope you enjoyed.

And this is the poster, OK. If you want to download the photo, there is the QR code here so you can download the poster in case you want.

Audience 3: I need to take a picture of that.

Martha Gabriel: You can scan all -- do you have the reader in your cellphone?

Audience 3: Not yet.

Martha Gabriel: Yeah, you have tomorrow. You come to my presentation, we are going to learn a lot not only QR code but all the other stuff in mobile tagging. And then you can create yours, OK. And then you can create yours. Go ahead, let me see. Oh, maybe -- yeah, maybe we can do this.

Audience 4: Thank you.

Martha Gabriel: You are welcome.

Audience 5: Thank you.

Martha Gabriel: Oh, thank you very much.

Audience 5: So tomorrow you're going to talk...

Martha Gabriel: Yes. This and augmented reality and all the other backend tools. Me too. Me too. Me too. Yeah, if you go I think you are going through like people I have given this presentation... and people are going. I like -- thank you very much.

Audience 6: Are we going to start?

Martha Gabriel: Yeah, you got it.

You are welcome. Anyway it's in slideshow so you can download the slideshow or you can download from your cellphone, anyway.

Audience 7: So you're saying adjust and exactly adjust exactly what kind of time center is...

Martha Gabriel: I needed to wait to Google to pass in my page. While it doesn't -- doesn't page, you cannot change it. So it depends on the size.

Audience 7: So it's like living a mass of folder or something?

Martha Gabriel: You can look at directly on the search results. There is a cache over there so when you -- so you click cache, then you are going to see -- the last time Google passed through that and when it was and then it's about 15 days, 10 days, it's really, really a hot site and then a lot of traffic in one week they pass again. So you can do anything in one week but when we are talking about sponsored links, it's completely different because then you beat for the words and this is all the time long so you don't have a rest. You stay all the time connect.

Audience 7: OK, thank you.

Martha Gabriel: OK, thank you very much. Thank you, thank you very much.

Audience 8: It's nice to be down here.

Martha Gabriel: Yeah. I have two more tomorrow.

[Cross-talk]