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.

1. SEO,
Culture,
and
Media
Jane3e
Toral
h3p://digitalfilipinoclub.com
h3p://searchprofileindex.com
1

2. Museums
and
works
of
art
–
my
hideout.

4. 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.

5. Module
3
starts
this
March
9,
2012

6. Becoming
a
Blog,
SEO,
and
Social
Media
Specialist

7. Paid
results
(interrupPon
markePng)
Organic
results
(Inbound
markePng)

8. Algorithmic
Ranking
Factors
Source:
h3p://www.seomoz.org

9. Search
engine
results
customized
per
user,
not
same
for
all.
Is
SEO
dead?

10. 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)

11. Despite
this
stability,
overall
engagement
is
on
the
rise.
Social
networking
now
dominates…
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
Realign
resources
to
adopt
social
media!
AcPviPes
showing
significant
increase
at
95%
confidence
levels
between
2009
and
2011
*
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

13. Sales
opportunity:
-­‐
One
Pme
-­‐
Repeat
-­‐
Short
term
relaPonship
-­‐
Long
term
relaPonship
-­‐
Upsell
-­‐
Cross-­‐sell

14. Search
MarkePng
Program
• Web
site
goals
– Sales
• Online
• Offline
– Leads
– Market
awareness
– InformaPon
&
entertainment
– Persuasion

15. Search
MarkePng
Program
• Measure
web
site
success
– Count
• Conversion
• Visitors
• Revenue

16. 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

18. Keyword
placement
• Within
arPcle
Ptle
• Title
tag
• Within
the
arPcle
itself

19. What
appears
at
browser
Ptle
bar
&
search
results
DescripPon
of
page
that
appears
in
search
engine
results.

20. Social Lives at the Top of the Funnel
Source:
SEOMoz.org

21. Conversion Rate !
Optimization !
is a !
Critical !
Practice
Source:
SEOMoz.org

22. Home,
Hangout,
Hideout
Study
the
market
where
they
are.
What
is
the
site
for
its
users?
(home,
hangout,
hideout?)
Source:
h3p://mobileyouth.org

23. Are
museums
ready
to
embrace
SEO
and
social
media?
Do
they
know
what
users
want?

24. For
the
growth
of
e-­‐commerce
in
the
Philippines!
h3p://slideshare.net/jane3etoral
h3p://twi3er.com/digitalfilipino