+SEO: Reframing SEO as Social Engine Optimization

+
SEO
reframing SEO as Social Engine Optimization

Antonio Grillo - UX Manager & “+SEO Friend” @ Publicis Healthware International - @antonio_grillo | Italian IA Summit 2012
lunedì 14 maggio 12

@antonio_grillo
UX Manager @PHI_Global

eHealth
mHealth
Communication
Self Tracking
Internet Of Things


+
SEO
@antonio_grillo, PHI | +SEO
Surfing by
Self-Tracking
Atoms of
Content
+
Reframing
SEO


SEO has been a Story of...

contents librarians classification

http://www.ﬂickr.com/photos/chanc/333340662/in/photostream/ The Librarian, a 1556 painting by Giuseppe Arcimboldo http://www.wga.hu/art/a/arcimbol/4composi/5librari.jpg http://www.ﬂickr.com/photos/chanc/333340662/in/photostream/


Search Engine as Starting Point

of Information Findability
@antonio_grillo, PHI | +SEO http://www.ﬂickr.com/photos/jessica_digiacomo/5576820009/


But... Something is changed


The Search Engine
is no longer the only way
to “HEAR” the web


There are new ways to HEAR what’s going on in the Web

http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/

...according to the evolution of users behavior

Users love SOCIAL interaction

Users love Social Media TOOLS
@antonio_grillo, PHI | +SEO http://www.2dayblog.com/2008/01/18/belkin-rockstar/


Users HEAR through the SOCIAL world

http://www.juliusdesign.net/8855/monitorare-il-proprio-brand-sui-social-media/

Users LEARN through the SOCIAL world

...using MOBILE devices anytime anywhere

http://www.villiard.com/blog/telephones-mobiles http://efunnyphoto.com/funny-mobile-photos/imgfvb.funvblog.com_funny-mobile-handsfree1.jpg.html http://www.huahinforum.com/viewtopic.php?f=15&t=18973


...anybody

@antonio_grillo, PHI | +SEO http://www.thefreak.it/la-quinta-civilizzazione/


...across DIFFERENT contexts

Nielsen Q1 2011 Mobile Connection Devices Report


The physical world is completely
covered by the digital layer

the just in time research
do not go through Google anymore


Surfing by Self-tracking

shift from Search to Discovery
@antonio_grillo, PHI | +SEO http://www.ﬂickr.com/photos/iberere/4333631968/


Devices that know some of our history, our preferences...

...and what’s going around us
@antonio_grillo, PHI | +SEO http://www.youtube.com/watch?v=M4bFFBKlMXU


In any “Place”


Temporary Social Networks

“Nothing affects our happiness more than the
people in our lives, but the way we find these
people and bring them into our lives always has
been completely random and inefficient.”
Paul Davidson


Surfing by transportation in Social Interaction

@antonio_grillo, PHI | +SEO http://www.ﬂickr.com/photos/dalec/5925202176/


Information has now
become a part of
the social dynamics


A content is no longer a
monolithic block, but it
needs to be composed of
"atoms"

Social Content Item

Atoms of content
@antonio_grillo, PHI | +SEO Photo © Justine Lera. Taken at TESLA-Berlin September 19 2007 - http://www.monolake.de/concerts/atom-photos/atom-04.html


A content is no longer a monolithic block

it needs to be composed of "atoms"
@antonio_grillo, PHI | +SEO Photo © Justine Lera. Taken at Centre Pompidou, Paris April 4 2008 - http://www.monolake.de/concerts/atom-photos/atom-cp-06.html


Each "atom" is a Social Content Item

able to be aggregated in a "place"


Any SCI is able to be re-aggregated in another place...



...by using Social Interaction...

@antonio_grillo, PHI | +SEO http://www.ﬂickr.com/photos/twentysixcats/6067183458/


Yes, Yes, Yes...
...but in practice?


We need to extend the
Concept of SEO
including
SOCIAL aspects

+
SEO

+ Not only ONE engine

...but everybody works like an ENGINE
@antonio_grillo, PHI | +SEO http://www.ﬂickr.com/photos/spacelion/332258092/ http://www.ﬂickr.com/photos/twentysixcats/6067183458/


Share before download

Everybody works like an ENGINE

Conventional Landing Page

Optimized Page Content for Search Engines

- Meta tag Definition
- Keyword Definition
- Text/images optimization
- Layout definition
- Architecture definition
- ...

in order to be reachable by using Search
Engine


Accessibility

Only ONE door is opened for the USERS

Social Landing Page

Main content is “Socializable”

- Social tools are provided
- Social content are used

in order to be “Spread” using social
tools


...and

The product experience CONTINUES on Social World

Accessibility

MANY doors are opened for the USERS
@antonio_grillo, PHI | +SEO http://juttawelz.jimdo.com/weisheiten/


SEO vs +SEO

1st W 2nd W 3d W 4th W 1st h 2nd h 3d h 4th h

GROWTH
GROWTH

Weeks vs Hours


5mins to index the world...
...is too much to wait for it


Why ‘The Atlantic’ “Sixteen months ago we received the same number

No Longer Cares of monthly referrals from search as social. Now
40% of traffic comes from social media,”...
“Truly [our writers] are not really thinking about
about SEO SEO anymore”
Scott Havens, senior vice president of finance and digital operations at The Atlantic Media Company

”We’re no longer writing to get the attention of
Google algorithms. We’re writing to get you to
share it, to digg it.”...
”We’re not writing for machines.
We’re writing for humans.”
Bob Cohn, editor of The Atlantic Digital

Mashable Business - http://mashable.com/2012/05/09/the-atlantic-social-over-seo-strategy/


SEO and UX
What’s New?


SEO and UX

SEO UX


+ SEO and UX

SxD
ED
+SEO UX
MoDe
Gam.
...


+ SEO rules

1 Atomize
2 Think Fluid
3 Motivate


+

People are more
interesting than
algorithms


+

That’s all folks!


@antonio_grillo
UX manager
@PHI_Global
THX @leeander | SCI-FI contribution

this pic is KINDLY provided by @leeander


+SEO: Reframing SEO as Social Engine Optimization

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+SEO: Reframing SEO as Social Engine Optimization