Meet the new SEO MOOC 2016

Description MOOC SEO: Master the basics of SEO (Search Engine Optimization). 2016 has been a year of great change in the Google algorithm. Learn what's behind a good current SEO strategy, including keyword planning, content optimization, link building, semantic markers, Ecommerce SEO, local search and mobile strategy.

It was like a birth, but finally the great day has arrived! The MOOC SEO that prepare Helena Casas and myself with the University of Vic - Universitat Central de Catalunya, is finally online.

But what is a MOOC?

The acronym MOOC are "Massive Open Online Course" ie massive open online course. This means that the course is open to everyone and is 100% online.

In fact it is a course in which teaching is taught through video. Specifically 21 training videos average about 5 minutes each.

Why an SEO MOOC?

Well, the SEO has changed a lot during this 2016, the large deployment of semantic responses from Google, the creation of the Knowledge Graph, changes in Pinguin, etc. So along with Helena Casas decided it would be nice to create a series of videos explaining today, how SEO works. And since both are teachers of Multimedia degree at the University of Vic and this university has one great soundstages to film this type of video, plus highly qualified staff to edit, create decided under his banner.

MOOC How does SEO work?

The MOOC consists of short videos in which deepens in each of the aspects that affect SEO. The course is organized in modules formed by 2 or 3 videos. After each module an online test is performed to ensure that the student makes a progression in their knowledge.

At the end of MOOC students will be able to realize the strategic SEO plan for a company ... and in fact, this is the final exercise.

The course lasts 6 weeks.

Does SEO MOOC free or paid?

Como la mayor parte de MOOC, éste puede realizarse de forma gratuita y obtener así el certificado de “Participación en curso de SEO: Posicionamiento en Buscadores”, pero puesto que el curso se imparte dentro de la plataforma universitaria MiriadaX, se ofrece también un certificado oficial, previo pago de su coste, a aquellos inscritos que lo soliciten y que hayan logrado el 100% de todos y cada uno de los módulos del curso. Este certificado reconoce la superación, con éxito, del curso. Puede descargarse como un diploma en formato PDF y como un badge, que además, se muestra en la plataforma y puede exportarse a “Mozilla Open Badges”. El coste del certificado de superación de este curso es de 40 € (impuestos incluidos).

Where will I find more information about the SEO MOOC?

For here: Mooc de SEO on the website of Miriadax (MOOC platform university in Castilian and Portuguese)

I hope it is of your interest and we let's see MOOC in :-)

We'll talk!

How to price a product or service?

I often find that my digital marketing students overlook that pricing It is one of the marketing variables that most influences sales of a product, and are unable to properly fix the price of a service or a product. Let's see How to price a product or service?

This article aims to help establish the correct price of any product or service.

  1. Pricing by cost + margin. That is, calculate what it costs to provide a service or what it cost to create a product and add the margin necessary to achieve the expected return. This is the only way to fix the prices my students occurs, and not bad! But it can not be the only one. We must weigh other variables.
  2. Pricing as competition. The prices of our competitors should be considered as a reference and we must fix our depending on whether we want to position ourselves above, or below. This variable depends not only on the profitability of the project but also has a strong effect on our brand image.
  3. Pricing depending on how much demand endures. This form of pricing always amazes students and instead is one of the most commonly used, especially for services. It is to set a price based on the parameters 1 and 2, and plunge up regularly to see if orders keep coming. By the time we notice that slow, we have probably reached the "fair" price received by our customers.
  4. Pricing according to the life cycle of a product. A product or service should not have the same price when it is born and we want people to know that in full operation, or when it is uncatalogs and publish it in our "bargain list".

We should consider these four variables every time you set a price.

There is a fifth variable which is a bit dangerous but it may make sense in certain cases:

  • Pricing according to the distribution channel. That is, for some customers have a price and another price for others, depending on the distribution channel for arriving and type of customer. This fifth variable is useful when you are already well established and well handle a pricing strategy. I do not recommend to start a business or making a business plan ... better focus on the previous 4.

Well, I hope this information has been helpful and that from now know how to price a product or a service, and when you have to make business plans, you calculate either prices or at least make a little more rigor.

We're going talking

A hug.

How much is my site? - Discover the 5 variables that give value to your website

Surely you've ever wondered what it's worth doing the work you are creating content for your website and struggling to attract traffic and customers.

This article aims to analyze the 5 variables that affect the value of a web, and at the same time, show you tools that can be helpful to quantify these variables.

What variables affect the value of a website?

Variables that affect the value of a site: the domain name, users of your website, market segments to which users belong, your database, your audience on social networks.

How much is a domain name?

A new domain

The market price of a new domain is between 5 € and 15 € a rule. It all depends on the domain extension you use (.com, .es, .cat, etc.). This year we have put on sale a lot of new extensions and each extension manager decides the price of the domain extension.

Search for a domain here the price for that domain with different extensions, if new.

Domains with words of great value

There are numerous markets where you can buy domains containing words of great value. If also the domain and the extension becomes a meaningful sentence, the value is even higher (in English call "domain hacks"). For example: is for sale at Sedo for $ 699.

Some of the major trading markets domains are:

Here you will find a tool that will search "domain hacks" related to what you want: Domain Hack

A domain with history

Typically your site already has a history, if your reputation is good, this is also payable.

To see the history of the domain, you can access:

To know the reputation of a domain, look at: Majestic SEO

A domain with history and good reputation is worth at least 1,000 euros.

The value of your domain depend on the years you have and the Trustflow and Citationflow assign you

How users a website worth?

Visits to a website can make them profitable advertising and affiliate programs. To find the value of the advertising potential of your website calculates the following:

1) Number of visits. For example 100,000 visits per month.

2) Page views per user. For example 4 pages per visit (see your Google Analytics).

3) Monthly Pageviews. Current will tell you the your Google Analytics, but if what you want is to make a prediction, then multiplied visits you think you have, the pages visited per user.

With Adsense you can win 20 € per 100,000 page views (nothing fancy ... but that's how things)

With affiliate programs you'll find the Zanox (, with 100,000 visits you can check about 750 € (calculated with conversion rate of 3%, 4 page views per user, and collection of 1 € per contact achieved).

So more or less, with a page of 25,000 users, generating 100,000 page views per month, you can check 770 €, per year this will be 9,240 €. The value of this type of website as this variable is calculated by multiplying 3 its annual turnover, so the page value would be: 27,720 €

The market segment they belong

If your users belong to a market segment that is appreciated by advertisers. For example, women aged 25 to 45 years interested in cosmetics. Then the price can increase dramatically advertising may reach 20 € per 1000 page views.

How much is a database?

Los datos de contacto de un grupo de usuarios se pagan entre 0,45€ y 0,60€ por registro, es decir, por nombre, apellidos, email, como mínimo. Súmale 0,7€ por cada criterio de segmentación que puedas ofrecer (edad, ciudad, idioma, IP, etc.). Si consigues sacarle provecho cada mes, multiplica el valor por 12 y luego, como en el caso de la facturación por publicidad, multiplica el resultado por 3 años (la teoría es que el comprador, sin hacer nada, debería poder sacarle el mismo rendimiento que tú, los próximos 3 años).

Remember that the Data Protection Act prohibits you from selling data from your users, so this is the value if signing over the company and the data were valued as assets. You have to monetize with advertising or sponsored messages.

How much does the audience on social networks?

This is easy to calculate because you can know if you approach it from the point of view of how much it costs you to advertise on social networks and get more followers.

Twitter and Facebook, a follower cost about 1 €. So if you have 1,000 followers, your network has a value of 1,000 €. Again, segmentation or a special public can make up this price.

With all this data, you can calculate the value of your website or so.

On the internet you will find a lot of websites that calculate the value of your website. checking that they normally have in Alexa position (and with that know about traffic you have) and on that basis calculate the advertising performance you could get. But they do not take into account other variables we have discussed here ... so I would not trust a lot of these tools.

Make your calculations and see the result.

Although entrepreneurial advice and eBusiness specialist teacher.

  1. A website is worth what you are willing to sell to you charge for. You have to start thinking: if I pay 1,000 € I sell it? No. If I pay € 10,000 I sell it? Maybe. If I pay 100,000 me sell it? Yes. Well wing, you have a price range. Refines and find the value you give to your website.
  2. A web worth what someone is willing to pay for it. The willingness to buy from people and businesses is not always rational. So although calculated as we have done in this article value is one, someone may be willing to pay more for it. Or less ... given the case.

The final value of your website which will consider 3 things: the asset value, the value you give it, and the value that gives a prospective buyer. I hope this article has been helpful.

We're going talking


The Semantic Web and the music industry: the key factors

Tomorrow I participate in a new edition of the National Assembly AEDEM, The Spanish Association of Music Publishers.

This organization aims to defend and promote the economic, social, cultural and professional interests of music publishers, and each year organizes a meeting of members in which are invited to participate as speakers specialists on issues related to the music, the aim of keeping up to date and publicize the news of the music industry associates.

This is the fourth year in which I participate, as a specialist in digital marketing and have prepared a talk with news that the Internet provides us for the music promotion this 2016. While preparing slides I thought it was worth writing this article on the influence the deployment of the semantic web by Google in the promotion of music on the Internet. So here goes the article. I hope it is of interest to you.

How the Semantic Web deployment affects the music industry

First things: first, what is the semantic web ?, second how it works? And third, how does it affect the musical results?

What is the Semantic Web?

The Semantic Web is what we call the internet that aims to enable machines to a high level of understanding of the content created on the Internet. That is, in plain words ... is the internet where machines understand human.

Es una confluencia de la Inteligencia Artificial y las tecnologías web que se centra en introducir descripciones explícitas sobre el significado de los recursos, para permitir que las máquinas entiendan el significado de las cosas y puedan ofrecer respuestas concretas a preguntas realizadas de forma natural. Por ejemplo, si vamos a Google y preguntamos “¿qué edad tiene Messi?” responderá “28 años”. Ha entendido lo que le preguntamos y ha contestado con una respuesta clara, sencilla y precisa… en lugar de con una lista de sitios web que contienen las palabras “que”, “edad”, “tiene”, “Messi” que es como habría respondido hace unos meses.

To understand a little more this kind of results, please performs these searches and observes the results:

  • "How old is Madonna?"
  • "How much does Gerard Pique?"
  • "Upcoming events in the theater joventut Hospitalet"
  • "Billboard cinema Sabadell"

All websites that appear in these results using the semantic markup for machines to understand the content.

How the semantic web?

From 2012 Google and other search engines work to standardize databases so that when someone write "how old is Messi?" Google can understand that Messi = apellido_de_persona and age = campo_numérico_en_una_base_de_datos, so when we conducted this search, Google revises its index and finds that Messi is a surname of person and then search the websites that have semantic markup for a record of person whose name is Messi and the results shown in the "old" field.

This type of data on a website are called structured data.

What should I do to be semantic content provider for Google? For easy: use your web semantic markers.

  • Here you will find more info on semantic markers:
  • Here you will find the list of semantic markers depending on the type of information: Schema items
  • Here the list of semantic markers related to music: Schema Music
  • Here you will find information on how to make the marking on your site: Google Search Console
  • Here is the link to install WordPress plugin that semantic markers: All in one Schema for WP
  • Here is a test to see if you have implemented good semantic markers: Test structured data

2016 SEO (Search Engine Optimization, or natural position) is mainly structured data and semantic web. Also it goes link building... But this we'll leave for another article.

How does it affect the music?

If you have clicked on the links above you you will have discovered the list of semantic entities that refer to music and events. If you use these markers on your web site, your data is structured in a way that can best be read and understood by Google and this has the following consequences:

  1. Your web site is best positioned: Google can use it as a general reference and place your page outside of the natural results, in the leading position you have seen if you've done the searches that have proposed you in the first paragraph of this article (in what google calls "Knowledge Graph results“)
  2. He rich snipped Your results have more visibility: the summary that appears on a Google results page contains more information and is more visible.
  3. The Google My Business tab that appears on the right of the search results page includes more information (such as album names, upcoming concerts, etc. [looks the tab Shakira to get an idea]).

So you know ... if you devote yourself to the world of music, you want to know more about Google and the Semantic Web. I hope this article will there been helpful if more not to look any further information. If I find a time during this week, I will publish the slides presented at the meeting of the AEDEM and also discover other news.

We talk to each other.

Later note:

Here's the presentation that I used during my presentation at Assembly AEDEM. I hope you find them useful.

Course Content Marketing for hotels in Salou

The May 5 begins the course "Content Marketing for hotels"Salou.

This course is divided into 5 sessions which cover the following topics:

Session 1: What is Content Marketing and why it is necessary for the hotels. This is a theoretical session that will discuss various strategies, we will focus on the various types of content that we generate from our establishments and setting objectives of our communication.

Session 2: Storytelling - The power of the story in the tourism marketing. In this session we will see what is the storytellingHow it serves to add personality to our company and our services, and we will have a practical building workshop "who we are" and "what we do" using this technique.

Session 3: Communicate to sell - Good practices to guide our communication to sales. Techniques of persuasion and trusted transmission through the contents of our web and social networks.

Session 4: Content creation and gamification - What is the gamification, How it applies to tourism. Practical workshop gamification applied to the contents of Tourism.

Session 5: Product / service experience - Practical workshop on creation of tourist experiences, which later learn to communicate and storytelling techniques with the ultimate goal of selling experience.

The Hotel Association of Salou is who organizes the course, although it is open to everyone. For more information, you find this PDF: Curso de Content Marketing

The gamification in Tourism, called "best practices"

Following the training I'm teaching on "Gamification (or gamification) and Tourism"I am preparing a book with good practices that use tourism initiatives gamification as a tool to achieve proposed by the tourism entity that created goal.

Please if your tourist office, your hotel, your site, your restaurant, your company tourism activities have made an application (technological or otherwise) that use the gamificationLet me know to contact you, you do an interview, and include your good practice in the book.

What is the gamification in Tourism?

For those who do not are so placed on these issues tourism innovation, commenting that the gamification is the application of game mechanics applied to non-recreational environments, which aim, in the case of Tourism:

  1. Introduce all the tourist resources of a territory.
  2. Getting lifestyle changes in tourists (water saving, more recycling, etc.)
  3. Increase in the average ticket at a shop (ie the same number of customers consume more and spend more).
  4. Increase the number of customers (loyal customers and rotation)
  5. Increased employee productivity (work faster and with fewer errors)
  6. Better training (especially distance).

My classes gamification They are applied to tourism gamificadas (Missing only!) And treat them with more depth What is the gamification and how to get 6 goals that I mentioned in the previous paragraph. They are practical workshops with very satisfactory results.

El libro va a tratar de lo mismo, va a ser divulgativo y muy práctico. Pero me gustaría poder dar a conocer buenas prácticas en cada uno de los 6 objetivos, centradas en el mercado catalán y en casos reales con buenos resultados. Sé que desde nuestras oficinas de turismo y nuestros establecimientos turísticos se realizan este tipo de actividades, no en vano Catalunya es una de las potencias turísticas en innovación, pero muchas veces no se les da la importancia que se merecen y, el esfuerzo realizado y los resultados obtenidos pasan desapercibidos entre las otras iniciativas que se llevan a cabo. De ahí mi interés en darles visibilidad, a la vez que posicionan al destino o al establecimiento como una entidad que realiza buenas prácticas… no me gusta nada tener que mostrar buenas prácticas norteaméricanas o de grandes cadenas hoteleras.

Please, if you want to communicate some of these good practices (though not yours, but have knowledge of) contact me through this form and shortly I will contact you.

Many thanks!

Name (required)

Your email (required)

Your phone (required)



Conclusions of the IX World Congress on Mountain Tourism

Last week I had the pleasure to participate in the issue 9ena World Congress on Mountain Tourism "Mountainlikers which is held biannually in Andorra.

This time the conference was dedicated to the adventure sports practiced on the mountain, and an important part of the speakers dealt their presentations on this subject.

Although I could not attend all lectures, these are some of the conclusions I arrived:

  1. Adventure tourism is softening: adventures are become more accessible to everyone. In fact, users what they want are "special moments" experiences that are unique and memorable, without the need to be extreme. The trend seems to be that tourists increasingly seek health and fun combinations. In this regard, I would emphasize phrases like "thermal water & mountain destination are a good combination"And the tendency to mix Medical Tourism and Mountain Tourism, as a form of seasonally adjusted a destination.
  2. Sustainable tourism: All types of mountain tourism, if managed correctly, They can be seen as a type of sustainable tourism for their social aspect and the fact that income can be distributed among the mountain people. Also for the fact that if we seek "authenticity" as the destination value proposition, this type of tourism is a very good way to raise awareness of the local culture and therefore to preserve it.
  3. Environment: management of mountain tourism is extremely important to consider environmental conservation. In this regard several examples of how it is carried out in destinations like Peru, Switzerland and Andorra, among others showed.

Two initiatives stand out:

On the one hand the company Milenium Destination which makes trips between French and Koreans aim to know the destination, its people and its culture: in his travels 10 French move to Korea to do treking with 10 Koreans, with those who stay and live the days of the trip . Also they organized in reverse.

Furthermore, the clothing brand Mountain Marmot, He shared with Congress his new marketing strategy based on attempting to provide unique experiences to their customers and then to publicize these experiences through their web and social networks. Let along these lines its promotional video, which was one of the funniest things Congress.

Finally, I end this summary with a small photo gallery of the conference and the activities of the technical conference on the last day in which we could see first hand insitu Naturlandia, One of the best worked at the level of product creation and marqueting Andorrans tourism resources.

Branding 2.0

What is Branding 2.0?

As indicated by the Castilian translation of this English term, the Branding 2.0 is the brand management using proprietary Web 2.0 tools, ie search engines, social networks and the web site of the company, among others.

What is Branding 2.0?

In an environment like the current one in which most companies in the same sector appear and produce the same, all are comodities and the market is globalized, is when the Branding 2.0 It becomes more important in positioning strategy of a company. It is necessary to differentiate a specific brand image, specific values ​​and a clear proposal on what you offer to the market.

The image you will create any professional graphic design that show your company, would you explain how your customers are and what goals you have.

The specific values ​​of your company, you should know them ... there can not help you.

For clear proposal, that if there is a tool that can help:

Google Analytics: Google Analytics in -> Acquisition -> Search Engine Optimization you will see the list of words and phrases that your customers find you. This can be a source of inspiration for your value proposition.

How can we know what our position level Branding 2.0? We see this in the following paragraph.

What tools can be useful to manage Branding 2.0?

Google: to find out if our value proposition is unique (or at least mentioned as possible), there is more to look for the phrase by which we define in this search engine and see the results. Look who is positioned and what it offers.

Facebook: Facebook Search for the same sentence as before and look who appears. Decide if you want to compete or want to differentiate even more.

Twitter: same as in the previous.

It can tell you the easier it all in using Google searches:

Site: "the phrase you want"

Site: "the phrase you want"

I hope I've been helpful.

Note: This article was not written for teaching purposes (although I have tried to convey as much knowledge as I could), but a classroom exercise in SEO Master in eTourism CETT, Which aims to appear in the top positions by "Branding 2.0". We'll see if in a few days we got it. You will find more information Branding 2.0 in this search on Goolge: Branding 2.0

Note 2: Some students have problems indexing. What comes below are links to help them. Not part of the article, sorry for the inconvenience.

Presentation of the Specialization Course in Digital Marketing

Friday 22 January will present the 6th edition of Specialization Course in Digital Marketing organized by the Chamber of Commerce of Sabadell and have the pleasure of coordinating academically.

The course starts on February 25 and lasts for 80 hours (16 sessions of 5 hours) which is mainly taught on Thursday morning.

This year, the course consists of 7 major areas:

  1. Benchmarking: How to know your position before your competitors online.
  2. How to attract visitors to a website: SEO, SEM, emailmarketing, Videomarketing, Mobilemarketing.
  3. How to convert visitors into customers: Usability, web analytics, etc.
  4. e-commerce: How to create it, what tools to use, legislation, logistics, etc.
  5. Customer loyalty through Social Networks: Facebook, Twitter, Linkedin, Pinterest, Instagram, etc.
  6. The website: Create a corporate website using WordPress, in 4 sessions.
  7. The creation of an action plan: Class create the action plan of each company.

The modules can be purchased separately, so if you are interested in one in particular, there is no problem that only attend one ... although the novelty this year is that the title of Specialist in Digital Marketing is double and offers House and validates the University of Vic. If you do not perform any of the modules, you lose the ability to obtain the title.

For more information about the course, please download the PDF with the promotional brochure and attends the presentation next Friday 22: PDF Specialization Course in Digital Marketing

After the presentation will offer a free session on "Using enterprise-level Whatsapp". In this session you will learn the 4 ways to use this tool (service customer groups, distribution lists and events), the features you need to know to manage enterprise-wide, and 12 etiquette tips in communication messages. Are you going to miss it?

Here I leave a video with comments from students who have completed the course in other editions.

See you!