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SEO talk by Janette Toral at Bringing Culture into Blogging 101 & SEO event at Yuchengco Museum. Organized by the Freelance Writers Guild of the Philippines and Yuchengco Museum last February 11, 2012.
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SEO, Culture, and Media
Jane3e Toral h3p://digitalfilipinoclub.com h3p://searchprofileindex.com
Museums and works of art – my hideout.
DigitalFilipinoClub.com
• Have an E-‐Commerce Summit free for club members this February 24, 2012 at The Peninsula.
• Free research reports, markePng assistance, referrals, and consulPng.
• Have individual, SME, and corporate members.
Module 3 starts this March 9, 2012
Becoming a Blog, SEO, and Social Media Specialist
Paid results (interrupPon markePng)
Organic results (Inbound markePng)
Algorithmic Ranking Factors
Source: h3p://www.seomoz.org
Search engine results customized per user, not same for all.
Is SEO dead?
Digital Society
• Digital NaPves – Gen Y – Millenials 1977 – 1994
• GenX – 1965 – 1976 (34 – 44 largest demographic)
• Boomers – 1946 – 1964 (aged 47 to 65)
• Tech-‐savvy seniors Silver Surfers • GeneraPon Z (kids today)
Select Monthly Online Ac:vi:es (%) 2009 2010 2011
VisiPng Social Networking sites 51* 53 82
Search 58 76 80
Instant messaging 63 68 69
Internet Portal 54 73 67
VisiPng public chat rooms 54 67 65
Email 63 65 64
Played games online 53 45 54
Listen to songs in music websites -‐ -‐ 45
Downloaded or uploaded music files online 25 37 37
Shared/posted something online that you created 15 24 36
* Note. The 2009 figure for social networking includes community groups /forums Base: Past month Internet users aged 10+ across NaPonal Urban Philippines Source: Yahoo!-‐Nielsen Net Index 2010, 2011
AcPviPes showing significant increase at 95% confidence levels between 2009 and 2011
Despite this stability, overall engagement is on the rise. Social networking now dominates…
Realign resources to adopt social media!
Sales opportunity: -‐ One Pme -‐ Repeat -‐ Short term relaPonship -‐ Long term relaPonship -‐ Upsell -‐ Cross-‐sell
Search MarkePng Program
• Web site goals – Sales
• Online • Offline
– Leads – Market awareness – InformaPon & entertainment
– Persuasion
Search MarkePng Program
• Measure web site success – Count
• Conversion • Visitors • Revenue
What do you need?
• Unique, search engine friendly content. • Content that will a3ract links Great Content ≠ Great Rankings
Customers ≠ Linkers
Source: h3p://www.seomoz.org
Keyword placement
• Within arPcle Ptle • Title tag • Within the arPcle itself
What appears at browser Ptle bar & search results
DescripPon of page that appears in search engine results.
Social Lives at the Top of the Funnel
Source: SEOMoz.org
Conversion Rate !Optimization !is a !Critical !Practice
Source: SEOMoz.org
Home, Hangout, Hideout
Study the market where they are. What is the site for its users?
(home, hangout, hideout?)
Source: h3p://mobileyouth.org
Are museums ready to embrace SEO and social media? Do they know what users want?
For the growth of e-‐commerce in the Philippines!
h3p://slideshare.net/jane3etoral h3p://twi3er.com/digitalfilipino