Search Engine Optimization articles.

How to attract visitors to our website?

Many times people ask me what actions Digital MarketingAt least they should do to attract visitors to their website. Respond properly and in detail to this question would take me a few hours and also the "As minimum"It depends largely on what sector we are working. Still, for those who are starting out and need inspiration, may this brief summary will be of help:

If we focus on attracting visitors to a website, the Digital Marketing techniques we could use are as follows:

  1. The search engine optimization. Also called SEO Search Engine Optimization. It is to make our website appear in the top positions for a given search. Naturally, and at no cost. Here you will find a basic introductory course: Introduction to SEO
  2. Buying search engine keywords. Also called SEM Search Engine Marketing. It is to buy certain key words when someone look, do see an ad our search engine. Here you will find information on how to improve your campaigns SEM.
  3. Advertising on third party websites. It consists of advertising space on web pages where we can find our target audience.
  4. Affiliate programs. Broadly speaking, we could define this technique as an advertising technique that is paid for results rather than clicks or times you see an advertisement. In Zanox (And other pages of the same type) find the easiest way to create an affiliate program.
  5. The presence in directories and online markets. It is to be present (for free, in many cases) in directories and markets including companies like our own. In Emarketservices.com We find a list of all directories and world markets.
  6. The public relations in online press. They are very similar to public relations in offline media, but this time, guiding our efforts to appear as articles or interviews in the press network.
  7. Shares of public relations blogs. They are similar to public relations press but posting on blogs rather than in print. This action is practically free and offers very good results. We can find listings blogs Technorati. In www.Zync.es bloggers find they charge for posting reviews.
  8. Email marketing to external databases. It is to buy or rent databases emails. This technique is very effective especially when we are heading to companies and databases are purchased from official bodies such as the Chamber of Commerce (Camerdata.es).
  9. The actions related to Web 2.0. The presence in social networks, collaborative tools and generally in the social web, is a type of action that can offer very good results if we know how to do it, but we need to spend a little more time than the rest of techniques and requires constancy.
  10. The Content Marketing. Is the creation of content that appeals to different segments of our target audience, for entering our website and convince them that we are the solution to their problems. To carry out successfully, you have to find out what market segments are creating content that interests them and that is related to your services and publicize this content using 9 above techniques.

On all of these techniques you can find information on this blog and many others. So if you do not know where to start, first make a good benchmark (How to Make a Benchmark?) And then plan some actions related to the techniques cited therein.

Surely you need training to carry out some of them. You are looking at Google and Youtube find manuals of all types (you may see section Youtube University This blog will be of help). If you want specialized training, are looking at Google are the days that are taking place near where you live ... and if you want something more specialized, here you will find a list of masters and postgraduate courses where I teach (both onsite and online): Masters and Graduate Studies

If you need specific training on a particular topic, please contact.

I hope this post has been helpful.

We talk to each other.

Event: Course on Electronic Commerce and Digital Marketing in the Barcelona Chamber of Commerce

Cámara de Comercio de BarcelonaThe next 13, 20 and 27 April (yes, it's the day of my Holy), I have the pleasure of giving this new edition of Course on Electronic Commerce and Digital Marketing offering Barcelona's Chamber of Commerce companies in their area.

The course objective is to provide companies with the necessary training and the necessary tools to enable them to carry out successfully their e-commerce initiatives in the network.

To do this, we have divided the class into 3 sessions of 5 hours each, in which students will have a computer each and which may be practicing everything that is learned in the course.

Also, from the first day, students will be given the skeleton of a Action Plan Digital Marketing to go scoring and specifying in it, all actions are explained in class, but already adapted to your company. Thus, at the end of the course, the participant both in class and their own company, will have a concrete action plan to carry it out immediately.

In the course we will cover the following topics:

  • Introduction to Digital Marketing (online benchmarking and segmentation)
  • Key features of Electronic Commerce.
  • How should an Electronic Commerce (functions, tools to create, etc.)
  • legal aspects of electronic commerce.
  • Pyramid conversion.
  • The 21 basic to drive traffic to a website and convert them into customers techniques. These techniques include SEO, SEM, advertising, web 2.0 tools, usability, etc.
  • How to make a good action plan online.

You can read more about this course on the website of the Chamber of Commerce of Barcelona: Course on Electronic Commerce and Digital Marketing

See you there. A hug.

How to discover your market segments

Following the class hypersegmentation / Microsegmentation in the subject of SEM Master in the UPF seekers I'm giving this week, I have seen that in many cases it is not evident discover who are the market segments of a company (whether it's your own as if it is for someone who has hired you as a specialist in Marketing). So here are some tips on how to discover who are the market segments of a company:

1. Analyze and segment existing customers.

It is always best to start analyzing what the company is doing right now, so except when we analyze a business start-up, the first thing we should do is create a list with current customers and go looking for demographic and behavioral patterns.

My advice is that you create an Excel spreadsheet and include in it the following fields: business name, business sector to which it belongs, services or products that you hired ever, why you think you hire the services, income generated your company during the past year. If possible, also indicates the number of employees you have and where it is located geographically, as well as any other information that you think may be relevant.

While this Excel spreadsheet analyzing discover patterns that allow us to group customers based on behavior and according to certain attributes.

With this information have discovered the market segments currently working with our company, and probably already discover some micro segments, but the interesting thing is to discover new micro-segments to attack from now, let's see how.

2. Analyze competition.

Another good way to find out who can be your market segments is analyzing the communication of your competition and their website.

Si la página web está bien hecha, estará orientada a cliente y no a producto y podrás ver a qué grupos de clientes se dirigen y cuál es su propuesta de valor para cada grupo. Por desgracia, la mayor parte de páginas web están orientadas a producto y no es fácil ver a quién dirigen la información.

If brochures communication have been made by someone marketing specialist it will also be easier to give you clues as to which market segments are addressed ... but again, sometimes companies conduct communication activities Marketing without marketing specialists , so that the resulting product is useless level of segmentation and value propositions for the market.

Analyze competition will also help us differentiate ourselves from it (if we carry out a differentiation strategy, obviously).

3. Investigate patterns of behavior.

Using certain tools can know which websites people visit entering our website (through google AnalyticsFor example) and what websites people visit entering the competition website (through Alexa.com or through Google Trends para Websites, for example). With this information we can discover sites that compete with our company and types of customer that will help us better target.

Once the segmentation and discovered the potential niche market, you have to decide which of them we will attack (certainly be just some ... but if we follow a strategy of "long tail"We should try to reach the largest possible number of small segments).

Having decided this, we can begin advertising campaigns we have in mind, segmentándolas well, and we can prepare our website orientating market segments and not product, and preparing for both landing pages for SEO and SEM.

I hope this information has been helpful and that from now on make it easier to discover market segments and can make your digital marketing actions considering microsegmentation.

A hug.

Event: Course Search Engine Optimization (SEO) worldwide

On March 24 I have the pleasure of giving in Chamber of Commerce of Huesca It is SEO course oriented positioning international markets.

It is not the first time that impart training in Huesca, but it is in the Chamber of Commerce This beautiful Aragonese town at the foot of the Pyrenees, so it makes me especially excited to begin this relationship that I hope will be long and fruitful.

Training International SEO It will be taught in one morning at 5 class, which will see among others the following topics:

  • How to know what we are interested searchers depending on the country where we want open market.
  • How the major Internet search engines (specifically Google) work.
  • How can we improve our indexing and appear in top positions.
  • How to generate more useful content for international positioning.
  • How to know which words or phrases which are key to our business in the market we want to attack via the Internet.
  • How to create a good link strategy in a country we do not know.
  • How to structure well our website.
  • And of course: specific features that must be taken into account at the level of our website to the desired position in other countries and in other languages.

The course will be taught in their own Chamber of Commerce. For more information this, please contact the Chamber of Huesca: http://www.camarahuesca.com/.

For those who left them a little away Huesca, know that this SEO course It will be included in a slightly less extensive version in Digital Marketing Course International taught in the Fasteners - ACC1Ó from 19 to 28 April in an adapted version to Electronic Commerce in Digital Marketing Course which will be held in Barcelona's Chamber of Commerce 3 sessions from 13 April.

During this week, I'll write a post for each of these courses explaining the contents.

We talk to each other. A hug.

About Courses, Masters and Graduate Studies in Digital Marketing

Every day I receive emails from people asking me advice when choosing a Digital Marketing course in BarcelonaSo finally I decided to write this post to see if I can help more people.

About Masters and postgraduates, and Digital Marketing

I do not know all programs and all schools (in fact, I know a tiny part of Digital Marketing training offered in Barcelona), but I can recommend the following programs because I teach them and know them well:

Master in Finders the IDEC - Pompeu Fabra University. This Masters is taught 100% online and is focused on SEO and SEM. I participate in the part of SEM, but I attest that SEO is in the hands of true professionals and experts in the field.

Master in Digital Marketing and Distribution, UAB - This master specializes in Digital Marketing, but also teaches Strategic Marketing (is unthinkable perform actions of Digital Marketing without a knowledge base in Marketing) and is 100% online. The first edition was held in May 2010. It is not yet included on the website of UAB Masters Online (... we're at it), but you can request information through the website of the Programs Master in Marketing and Distribution UAB (which has the link to the page of the master include it in this post).

In the following UAB Masters impart the subject of Digital Marketing, But they are not specialized in this field:

In the CETT School of Tourism and Hospitality linked to the University of Barcelona: Master in eTourism: Marketing Strategies and Marketing, This master's face and is held once a year.

In the CIS, University of Barcelona: Master in Globalization, International Trade and Emerging Markets, This master's face and is held once a year. I participate in the section on SEO.

About Courses and Sessions

Throughout the year I teach or participate as a teacher in many courses in Digital Marketing and SEO. Some of them are single day, others are 4 or 5 sessions of 4 hours.

The best way to see all courses and sessions in which I participate is subscribing to this blog. Each time frame a session or a course in my schedule, I write a post (... or at least try to).

All can be found by clicking here: Courses and Conferences

To subscribe to the blog simply indicate the email in the box that appears in the column on the left (at the top).

How do you know which browser is most popular in a country?

In classes and conferences dedicated to International Digital Marketing There are always those who ask me how to get useful to perform Search Engine Marketing in remote countries data.

My answer is always that when someone meets the need to know which search engines dominate in each country, its evolution over the years and the percentage of searches performed on them, we can find it on this website: GS Statcounter.

For example, did you know the following?

  • Globally, the last month, Google dominates 90% of searches: Searches worldwide
  • The last two months, Bing (the new MSN search engine) is catching up with Yahoo, which is losing market share in favor of the latter and also in favor of Google: Yahoo Bing reaching
  • Google rampaging in Spain with 97%: Google rampaging in Spain
  • In Andorra, the most used search engine is Google (with 96%) but Bing has surpassed Yahoo for 4 months: Andorran also use Bing
  • Google is also in Cuba who destroys searches (97% this month): Cubans are doing Google
  • In Russia, a local search engine has almost the same market share Google. It is Yandex, created in 1997 and for years was the number one search engine in the Russian Federation: Compidiendo with Google Yandex in Russia
  • In China, local search engine Baidu searches sweeps also an unrelenting pace with last year: Baidu Sweeps China. Google does nothing to lose market share in this country. It is not therefore surprising that Google Tomase 2% stake in Baidu when it went public in 2005 ... but now that the war is serious, Google has sold its stake Baidu (earning more than $ 50 million from the sale) and decided to go for it.
  • In Hong Kong, Yahoo is ahead of Google, and Baidu does not eat a donut: Yahoo beats Google in Hong Kong
  • In Japan, Google and Yahoo are not so far apart, though Google dominates the market: Google and Yahoo in Japan

So if we need information on search engines or browsers, operating systems, mobile phones, etc. in GS Statcounter we can find interesting information for international digital marketing conditions.

With this information we can use different actions Search Engine Optimization to a particular country or a particular language, and advertising campaigns in search engines (SEM) without having to rely forever on Google and its network.

I hope this information will be useful.

Search the audios from videos: Google Audio Indexing

Google Audio Indexing es una herramienta de Google que se puso online en septiembre 2008 con motivo de las elecciones presidenciales norteamericanas. Desde entonces está escaneando los vídeos del canal de política de Youtube en busca de las palabras clave que el usuario solicita a través de la página web: http://labs.google.com/gaudi (“gaudi” es por G + Audi).

Lo novedoso de este servicio es que utiliza una tecnología que reconoce las palabras a través de su fonética (sólo en inglés de momento) y te lleva a la parte del vídeo en la que se reproduce la palabra o la frase que te interesa. En la barra de desarrollo del vídeo también aparecen unas marcas allí donde se cita la palabra buscada y si situamos el cursor encima del punto, nos muestra el párrafo entero en el que se cita la palabra, sin tener que abrir el vídeo.

Como podemos ver por la URL, éste servicio está aún en Google Labs y no ha salido a la red de forma oficial, aunque espero que lo haga en breve porque su uso es muy práctico y permite sobrellevar bien la búsqueda de vídeos que están mal etiquetados.

Aunque de momento el servicio está limitado a vídeos del canal de política de Youtube, sin duda vale la pena tener en cuenta ésta tecnología cuando pensemos en las búsquedas de un futuro cercano.

Google Audio Indexing

Who Bing, Google or Yahoo to be charged?

I do not know if the answer is obvious for everyone ... in any case, it seems to me. The victim of this new war will be search engine Yahoo, not Google.

I explain:

Indisputably the number one search engine is Google. Its market share varies depending on which country is analyzed, but ranges from 68% in the US, up to 96% in countries like Spain where no competitor. Globally, it is considered that Google has a market share of 87.62% (see Stat Counter)

In the second place, for years, we found Yahoo, with a market share of between 5% and 30% depending on which country is analyzed.

The third player was Microsoft Windows Live and Ask Jeeves for fourth in the West, and if we consider Baidu China and other countries in Asia (Baidu is the number one in China [see chart major search engines in China]).

But since last week we have a new player: Bing.com, Microsoft's new search. Let's see how has this affected the rankings.

Although it is early to say since many people have entered Bing just to see what it is, the truth is that Bing is making a hole in the market last emotion of the day 4 (see image), it seems to be able to maintain a stable share of visits.

Source: StatCounter Global Stats – Search Engine Market Share

If we analyze this graph, we can see that on June 4 even Bing came to occupy the second position. What is interesting about this chart is to realize that Bing took the second place, but he did not removing market quota to Yahoo if not that took her from Google. (To perform this analysis is best to enter the Stat Counter link that appears at the bottom of the image and change the dates of the graph to focus on day 4)

Why then I insist that the victim is Yahoo and not Google? So what be the second search engine is not the same as being the third ... and if everything continues, Yahoo will become the third ... this will impact heavily on the number of advertisers of this site and ultimately will death touch the waterline (already very weak) of Yahoo.

Control over Yahoo advertisers will be the real war of search engines and which will decide who is the winner. Although advertisers to gain, first gain market share ... and here they are.

What is happening (or what will happen) is no surprise. Microsoft was spent all of 2008 trying to buy Yahoo (see Reuters oversupply 46,000 million for the purchase of Yahoo). How it has failed, it has developed again (in 2003 did the same), its own search engine. But this time it has not imitating Google, if not creating something totally different and providing services that go beyond the content search and in certain cases such as travel, will be a killer application for some sites intermediation. In this type of search you compared, it is where most have to win where Bing and Google, so far, offers no competition.

Ahora queda por ver si Bing podrá recuperar la cuota del día 4 y si luego podrá mantenerse en esta segunda posición. También, si será capaz de quitar más cuota de mercado a Google o si se la quitará a Yahoo. Es pronto para sacar conclusiones… y aunque como vemos en la gráfica, el efecto “novedad” generado por Bing ya está pasando, esto es una carrera de fondo. Steve Ballmer indicó durante el lanzamiento de Bing que quería “convertir al motor de búsqueda de Microsoft en el segundo contendiente antes de cinco años…” así que también Microsoft sabe que hacerse un hueco en el mercado de los buscadores no es una tarea fácil y que va a necesitar tiempo para conseguirlo.

What is clear for now is that Bing is here to stay, so we have to be aware of this new search engine and start sorting algorithm to analyze their results to know as soon as possible, how to appear well positioned.

In GEA we get down to work and to that has this kind of information we will publish both this blog and in the GEA website.

We talk to each other.

Searches are increasingly sophisticated

Hitwise acaba de publicar un estudio en el que analiza los parámetros de búsqueda de los usuarios norteamericanos, en los buscadores de este país.Búsquedas según Hitwise

En este informe se indica que la mayor parte de los usuarios analizados utilizaron 2 palabras para realizar sus búsquedas, pero que la tendencia es a que pronto será 3 el promedio de palabras buscadas en dichos buscadores.

En la tabla que muestro junto a estas líneas podemos apreciar este cambio de tendencia, así como la tendencia general a realizar cada vez más búsquedas más sofisticadas utilizando gran cantidad de palabras.

Destaca el crecimiento del 18% en el número de usuarios que utilizan ocho o más palabras cuando han de realizar una búsqueda.

Más sobre el informe

El informe de Hitwise también comenta el incremento de la cuota de mercado de Google en EE.UU. que pasa a ser del 72,74% de las búsquedas del mes de abril 2009, frente al 67,93% de las búsquedas que se realizaron en este mismo mes pero en el año 2008.

Buenas noticias

Estos datos son interesantes desde el punto de vista SEO porque nos indican que debemos centrarnos en posicionar conceptos de 3 ó 4 palabras, cosa que facilita mucho el trabajo ya que no se trata de términos generales y por lo tanto no se compite contra tanta gente. También desde el punto de vista de generación de contenidos es mucho mejor trabajar con frases y grupos de términos, que no con palabras sueltas.

Enlace al informe de Hitwise: Informe Hitwise