Digital Marketing Strategies for Cultural Industries

This Tuesday November 25th, I will participate as a speaker at training sessions on Digital Marketing offering the Catalan Institute of Cultural Industries.

The aim of the conference is to encourage the Catalan cultural industry to use Internet as a channel for promotion and marketing. To this end, it has organized a program of work that will address several aspects of Digital Marketing:

  1. How to attract visitors to the websites of the different types of cultural industry.
  2. How to convert visitors into business contacts.
  3. How to convert visitors into customers (in case there is an e-commerce).
  4. How to retain and develop customers.

Speakers include:

  • Victor FranciscoWhich explain uptake users and search engine rankings.
  • Myself, I will explain the conversion of contact visits, conversion of customer visits and customer loyalty.

The call has been a success and really seems that there is a strong interest from the Catalan cultural industry in learning more about how to market their products through internet or at least how to promote them. There are currently more than 175 registered participants.

The event will be held in the Auditorium of the Centre of Contemporary Culture of Barcelona (CCCB) on day 25. The day begins at 10:00 and ends at 14:00

For more information and registration:

I Roundtable web browsers: marketing and search engine optimization

On Tuesday 28 October, at 18:30, will be held in the Auditorium of the building Ramblas Universitat Pompeu Fabra (Ramblas 32, Barcelona), presenting a new edition of the Master in Search Engine Optimization and Digital Marketing and as a panel discussion on web Search.

I have the pleasure of sharing roundtable Fernando Macia from Human Level Communications, Who will talk about SEO and Christopher Rovira Research Group UPF DigiDoc to discuss finders training and research. I will discuss SEM (Search Engine Marketing) and explain "6 techniques that will help us optimize our search engine marketing budget".

Each of us will present his vision on search engines and share related experiences market intelligence, content strategy and brand positioning.

At the end of the presentations, a discussion in which attendees can ask their questions will open.

More information about the event:

See you!

More information about the event: Roundtable Search Engine Optimization

This is the presentation with which I illustrated my talk:

We talk to each other.

Google updates the PageRank value of showing their bars

Google PageRank update in May 2007.

As planned, this weekend Google has updated the PageRank displayed in the Google bar that users have installed on their browsers. Google only updates this information every four months.

What is PageRank and its importance in the sorting algorithm results?

PageRank is the algorithm that Google uses to give a numerical value to the importance of a web page. This value is used as part of the algorithm that sets the order in which search results are displayed on Google.

The PageRank is named in honor of its creator Larry Page. PageRank does not mean "ranking of pages".

The purpose of PageRank is to assign a numerical value to web pages according to the number of times the recommended and other pages according to PageRank having these pages. That is, it establishes the importance of that website.

From January 24 (day when Google changed its sorting algorithm to neutralize some of the pitfalls that performed webmasters unscrupulous) in PageRank also affects the reliability of the website ... (but this does not explain now, but will be subject of another article).

How do the updates ?: difference between the actual PageRank and PageRank Google bar work

The PageRank shows the Google bar only updated once every 4 months or so.

The bar shows a PageRank base 10 on a logarithmic scale. That is, it is easy to climb from 0 to 1 or 2 to 3, but instead is very difficult to climb from 5 to 6, and even more up 6 to 7. But this is not the actual PageRank of our website, but value that Google assigned the last time you updated the PageRank bar.

The last update was carried out on January 24 and this time it has done on May 1, a few days before they met the mandatory four months.

During 2006 there were 4 updates PageRank: in February, April, July and late September. In other words, on 4 occasions during 2006 Google has calculated the value of PageRank in base 10 and has exported to the servers that power Google bars. During 2007 he is following the same pattern.

The PageRank that Google uses for its calculations is much more accurate and uses a much larger scale, we do not know how, and Google is a complete secrecy in this regard, although it seems that is based 100. Their internal servers update it daily.

When is the next update?

If all goes well, we should expect it by early September. So all actions to increase the PageRank we perform from now, will not be reflected in the Google bar until September.

This does not mean that before September, our actions are useless. Nothing is further from reality. Recall that Google works with a PageRank in real time.

How to know the PageRank in real time?

The exact numerical value and PageRank, we can not know in real time, but we can make an approximation to the real PageRank, although it is in base 4 instead of base 10 and relative values.

Permanent Link: Learn how to be a substitute Google PageRank: the TRUST RANK

Not much what we get with this, but at least we will know if we have PageRank assigned on every page, and we'll see, if you are increasing the number of pages of our web passing from medium to high, or low to medium.

In my bar I do not see Google PageRank, what I have to do?

By default, the Google bar does not include this information, but from bar options can include PageRank, and thus, while browsing the network will know the PageRank of the pages you visit. This will help you know what websites should try to include your links to increase your PageRank.

Links of interest:

How I can improve my PageRank website ?:

Free Online Course Search Engine Optimization:

Google PageRank update in September 2006

Last updated September 28 Google PageRank showing your navigation bar. Many websites have seen his rising, or how down ...

Ya hemos comentado otras veces que el PageRank que nos muestra la barra forma parte de una escala logarítmica de 10. Es decir, es fácil subir de 0 a 1 o de 2 a 3, pero en cambio es muy difícil subir de 5 a 6, y aún más subir de 6 a 7. En cambio el PageRank que utiliza Google para sus cálculos es mucho más preciso y utiliza una escala mucho mayor, aunque no sabemos cuánto. En Google existe un hermetismo total a este respecto.

O sea, el PageRank de la barra de Google no muestra el PageRank calculado en tiempo real (que es el utilizado por Google en el cálculo de su algoritmo de ordenación) sino que muestra la última actualización. Durante 2006 hubo 4 actualizaciones de PR: en febrero, en abril, en julio y ésta última, a finales de septiembre. Es decir, en 4 ocasiones durante 2006 Google ha cogido su PageRank, lo ha distribuido en base 10 y lo ha exportado a los servidores que alimentan las barras de Google.

Esto quiere decir que en principio, aunque alguien vea un cambio de PageRank en su barra de Google, sus resultados en Google no deberían verse afectados, ya que Google ya ha estado utilizando su PageRank actualizado durante algún tiempo. Así que aunque haya aumentado o haya disminuido, los resultados de octubre, en cuanto a lo que al PageRank se refiere, serán los mismos que ésta página tuvo en septiembre.

We know that the pages have been online in the past 3 months no new PageRank. Our website is an example of this is online since 29 August and we have not yet assigned PageRank in the navigation bar. Our same case can be found in many forums that discuss topics PageRank. Hopefully in the next update we assign.
The next export is scheduled for early January. We'll see what lies ahead ...

Links of interest:

Information about what is the PageRank and what it does:
What is page rank

online course search engine optimization, free of charge:
Search Engine Optimization Course

Matt Cutts Blog with some questions and answers about this latest update:
Google PageRank Update

8 key factors to overcome your opponent in Google

No one can claim to know the algorithm used by Google to sort search results, but it is relatively easy to investigate what factors are involved in it and to what extent affect the algorithm. In addition, the network will find much literature on the subject and you'll be extending knowledge if the topic you are passionate about.

This article presents 8 key factors that will help you know why other sites are above yours, and how you can overcome them.

1. Decide what words are going to concentrate your efforts

You can not fight for many words at a time, so concentrate your efforts in about 10 words or phrases that you think can be searched in Google for your target audience.

Begins the analysis that will lead to success making a list of the top 5 websites listed in the top results when looking for those 10 words.

Browse through the 5 pages that will appear. Make special attention to discover what words are targeting them.

2. Find out where are located the words for which you want to fight

Look carefully at where they are placing keywords.

Google gives more importance to words that are located in certain parts of a web page. The most important part is the URL (the address of your website), the following is the tag <title>, the following are the headers <h1>, <h2> and <h3>, then come the words that are links to other pages, and the importance is diminishing, although it is always higher than the plain text, if the words are bold, italicized, is part of a <alt> (alternative text on images), etc ...

3. Find out what keywords density have

Keep in mind a few things:

Google (y el resto de buscadores) funcionan por densidad, no por valores absolutos. Así que si en tu URL o en tu título tienes 50 caracteres y 9 coinciden con los que el usuario busca, el valor de tu URL o de tu título es de 9/50. Así que procura no poner textos superfluos o urls con tropecientos números que corresponden a una sesión de usuario o a algo parecido.

Also consider that from March 2004 Google works by characters, not words. Hence in the preceding paragraph has written "characters" rather than words. Until March 2004 if your title was "wooden tables Office" and the user was looking "wooden tables", the value of your degree was 3/5 (in Castilian not seeped prepositions and considered words). Now is not the case. Now going by letters. Thus, if someone searches a derivative of a word or a plural, or conjugated verb, the page containing something similar is also included in search results.

Cuando descubras dónde tienen situadas las palabras, mira con qué densidad aparecen. En tu página web, haz que tengan mayor densidad que en las suyas. Lo puedes hacer incluyendo la palabra más veces o incluyendo menos palabras que no tengan que ver con esa búsqueda. La cuestión es elevar la densidad y superar la suya en cada una de las partes donde aparezca la palabra.

Eye do not go overboard ... Google penalizes pages with suspiciously high densities. You can get a 100% density in the title and URL, without anything happening. But a page where you put a word repeated 100 times, everywhere, bold and links, and do not include any other text, you can be assured that it will be expelled from Google. So moderation.

Also, think that your website has to be read by your users / customers ... it is essential that the text is aimed at them, not search engine effectiveness.

4. Find out how many pages have their web pages

The more pages you have indexed in Google, the more likely they are to participate in the struggle for certain words. There are also indications that Google puts in a better position to web containing a large number of pages where the search term is included.

So, on the one hand, it includes the words why you want to position yourself in the maximum possible pages. On the other hand, try your web have about 200 pages or more.

But once again, find out what your competitors do and include it in the table started to do at the beginning of this study.

To find out how many pages are indexed in Google, simply type in the search engine box:


(Eye not include a space between site: and the URL)

To find out how many indexed pages contain a particular word or string of words, simply type in the search engine box:

website: "palabra the phrase"

This will give you the number of pages containing the phrase "word or phrase" on the website

5. Check the number of links pointing to your pages

The PageRank algorithm that forms the (cultural note: PageRank means "Larry Page rank", not "page ranking"), is formed by many other algorithms and is quite complicated to understand. But there are some basic features that can easily be applied to your website.

PageRank influence in all, the number of links pointing to a website, the density of these links on the source page and the PageRank of the source page.

So this number 5 will focus on the first of the factors affecting PageRank: the number of links.

Again, note the number of pages that link to each of the 5 competing websites that are analyzed on your list.

To find the number of links to a page, simply type in the search engine box:

Since March 2004, Google gives less value to the links come from pages with similar IP to yours, so do not need to cheat: Google knows.

We wrote an article about Hilltop algorithm used by Google to calculate and filter the PageRank of the sites, a few months ago: HillTop

6. Analyze what kind of web linking to your competitors.

In all likelihood you can not include in your listing the PageRank of each page that link to those of your competitors, but it is important to see what kind of website they are, what PageRank have, how many other websites link and what words they use for linking to your competitors.

The higher the PageRank of a page that links to you, the greater the number of points you get for this link. So look for pages with high PR and link you get.

To conclude this point, do not forget that Google and other search engines, everything works by density, so if a web out 100 links to other websites, the value of a bond to come to you is 1/100 . So forget about link farms. Get links to your web pages with few links and a high PageRank.

7. Find out what words your competitors use the links to go to their websites

If the search word is part of a third party link to your website, you have a bonus in points (to put it in some way). So if you dedicate yourself to making wooden tables Office, ensures that the pages that link to yours using the phrase "wooden tables" to link you, instead of

Obviously, you can not always control what words to use third-party websites to link to yours ... but when you can do it, remember this clause 7: Remember the bonus to take you if you get !!

8. Write down what pages have PageRank your competitors

Do not forget to include a column in your study indicating which have PageRank websites of your competitors. This will help you understand why they are in the top positions.

Remember to increase your PageRank must, above all, increase the number of pages that link to yours. So if you have a PageRank of less than 4, put to work to get links. If you have more than 4, it is quite difficult if you do not perform any upload, well designed and with a good strategy specific campaign for this purpose.

Articles written as a collaboration in the magazine "Mercados del Vino"

Hasta aquí, hemos descrito los 8 factores clave que te llevarán a ganar posiciones en Google. Pero cuando realizo este tipo de benchmark, suelo incluir tres columnas más en el listado. Se trata de la posición de nuestros competidores en el ranking de Alexa. No es que Alexa influya en Google, pero es bueno saber dónde están situados a nivel de visitas únicas, de páginas vistas por usuario y de ranking en general. Estos tres datos los encontrarás buscando a tus competidores en

8 factors hope you have been helpful. This article is aimed to provide guidance to people who wish to know the exact position of your web pages, compared to those of its competitors. It is not intended to be manual in depth about how Google works.

To view the presentation we use when we do lectures about how search engines work, you can download it here: Diapostivas stitches

For more information about search engine: Free Search Engine Optimization Course

By the way, if you have questions or want to expand more specifically some point, we will be happy to assist you.