Para los que prefieren una "recomendación rápida" de SEO, este rapero trae la solución en forma de canción (está en Inglés, pero una traducción ya está disponible en el blog de MundoGeek).
Juzguen ustedes mismos y sigan sus consejos!
Friday, April 18, 2008
Thursday, April 17, 2008
20 Preguntas Extraordinarias al Gurú de las Búsquedas en Google
La edición en Inglés de la revista Mecánica Popular (Popular Mechanics) publicó el dia de hoy una entrevista sensacional a Udi Manber, VP a cargo de Search Quality para Google. Manber desempeñó anteriormente los cargos de vicepresidente en Amazon, Cientifico en Jefe de Yahoo! y tambíen fue profesor en Ingenierá de Sistemas en la Universidad de Arizona. En Google, es el encargado de que los resultados de todos sus productos sean casi perfectos.
Entre las preguntas que el editor Glenn Derene de Mecánica Popular le formula se pueden contar algunas como:
Lea la nota original y entésere cómo Google manipuló su algoritmo el año pasado alrededor de 450 veces para mejorar la calidad de los resultados orgánicos con respecto de la experiencia de los usuarios.
Personalmente me satisface escuchar directamente de Google que los resultádos orgánicos no son alterados manualmente, y además que el negocio entre resultados pagos se mantenga aparte del proceso de perfeccionamiento del algoritmo!
Entre las preguntas que el editor Glenn Derene de Mecánica Popular le formula se pueden contar algunas como:
- Cómo ha visto la evolución de las búsquedas durante el tiempo que ha trabajado para la industria?
- El incremento de información hace que trabajar en con los motores de búsqueda sea exponencialmente más pesado, o por el contrario lo hace más fácil por el hecho que de toda la información está entrelazada?
- Opina Ud. que el contenido en la Web está cambiando hacia un formato más amigable para los motores de búsqueda?
- Qué hace a Google filosóficamente diferente a los demás motores de búsqueda? Qué busca Google que los demás no?
Lea la nota original y entésere cómo Google manipuló su algoritmo el año pasado alrededor de 450 veces para mejorar la calidad de los resultados orgánicos con respecto de la experiencia de los usuarios.
Personalmente me satisface escuchar directamente de Google que los resultádos orgánicos no son alterados manualmente, y además que el negocio entre resultados pagos se mantenga aparte del proceso de perfeccionamiento del algoritmo!
Wednesday, April 16, 2008
Ranking de Páginas o PageRank
El Ranking de Páginas o PageRank (también conocido como PR) es un algoritmo de análisis de hipervínculos (links), que asigna un peso numérico a cada grupo de documentos vinculados entre sí, tales como los sitios y páginas en la World Wide Web, y cuyo propósito es "medir" su importancia relativa a dicho grupo. Este algoritmo puede ser aplicado a cualquier grupo de unidades de contenido que tienen citas y referencias recíprocas.
La palabra PageRank en Inglés es una marca registrada de Google y está patentada, sin embargo dicha patente fue otorgada a la Universidad de Stanford y no a Google (el alma mater de Larry Page y Sergey Brin, creadores de Google).
Esta definición que parece un poco enredada, pero que en un próximo post en este blog voy a explicar en detalle, no es más que la forma en que Google valora la "calidad" de todas las páginas Web en su índice para así mismo otorgarles posiciones privilegiadas en los resultados de búsqueda, en relación con un grupo determinado de palabras clave (keywords). El éxito de cualquier estrategia de Optimización y Posicionamiento de sitios Web (SEO) depende del claro entendimiento y la puesta en práctica de este modelo. A mucha gente se le olvida o simplemente lo desconocen, y por consiguiente invierten tiempo y dinero en tácticas y ejecuciones erradas sin resultado alguno.
En palabras de Google, "El Ranking de Páginas se fundamenta en la naturaleza democrática de la Web, la cual usa su vasta estructura de hipervínculos como un indicador de valor de la página de un individuo. En esencia, Google interpreta un hipervínculo de la página A a la página B como un voto, de la página A para la página B. Sin embargo, Google ve en conjunto más alla de altos volúmenes de votos, o del número de hipervínculos que una página recibe; pues también analiza la página que otorga dicho voto. Aquellos votos provenientes de páginas que de por sí son "importantes" pesan más, y a su vez transmiten dicha importancia a otrás páginas".
Google asigna un peso numérico en una escala de 0 a 10 para cada página en Internet, y este Ranking define el nivel de importancia que tiene una página ante los ojos de Google. Esta escala es logarítmica y se calcula teniendo en cuenta la cantidad de hipervínculos recibidos, y la calidad e importancia de las páginas que los otorgan.
El siguiente gráfico ilustra claramente el modelo matemático para una red sencilla (en una escala de 0 a 100):
El Ranking de Páginas o PR es una distribución probabilística usada para representar qué tan factible es que una persona cliqueando aleatóriamente en varios hipervínculos, llegue a una página en particular. Este ranking puede calcularse para grupos de documentos o páginas de cualquier tamaño.
Lección de hoy: No desarrolle planes y estrategias de Mercadeo en Buscadores si no entiende este modelo básico! Si usted es profesional en mercadeo y trabaja para una marca, esto le ayudará a evaluar las campañas que su agencia de SEO propone. Si usted trabaja para una agencia digital o empresa especializada en SEM/SEO, le servirá para refrescar sus conocimientos. También, si quiere aprender a ejecutar campañas de SEO, empiece por entender los fundamentos básicos de Page Rank.
La palabra PageRank en Inglés es una marca registrada de Google y está patentada, sin embargo dicha patente fue otorgada a la Universidad de Stanford y no a Google (el alma mater de Larry Page y Sergey Brin, creadores de Google).
Esta definición que parece un poco enredada, pero que en un próximo post en este blog voy a explicar en detalle, no es más que la forma en que Google valora la "calidad" de todas las páginas Web en su índice para así mismo otorgarles posiciones privilegiadas en los resultados de búsqueda, en relación con un grupo determinado de palabras clave (keywords). El éxito de cualquier estrategia de Optimización y Posicionamiento de sitios Web (SEO) depende del claro entendimiento y la puesta en práctica de este modelo. A mucha gente se le olvida o simplemente lo desconocen, y por consiguiente invierten tiempo y dinero en tácticas y ejecuciones erradas sin resultado alguno.
En palabras de Google, "El Ranking de Páginas se fundamenta en la naturaleza democrática de la Web, la cual usa su vasta estructura de hipervínculos como un indicador de valor de la página de un individuo. En esencia, Google interpreta un hipervínculo de la página A a la página B como un voto, de la página A para la página B. Sin embargo, Google ve en conjunto más alla de altos volúmenes de votos, o del número de hipervínculos que una página recibe; pues también analiza la página que otorga dicho voto. Aquellos votos provenientes de páginas que de por sí son "importantes" pesan más, y a su vez transmiten dicha importancia a otrás páginas".
Google asigna un peso numérico en una escala de 0 a 10 para cada página en Internet, y este Ranking define el nivel de importancia que tiene una página ante los ojos de Google. Esta escala es logarítmica y se calcula teniendo en cuenta la cantidad de hipervínculos recibidos, y la calidad e importancia de las páginas que los otorgan.
El siguiente gráfico ilustra claramente el modelo matemático para una red sencilla (en una escala de 0 a 100):
El Ranking de Páginas o PR es una distribución probabilística usada para representar qué tan factible es que una persona cliqueando aleatóriamente en varios hipervínculos, llegue a una página en particular. Este ranking puede calcularse para grupos de documentos o páginas de cualquier tamaño.
Lección de hoy: No desarrolle planes y estrategias de Mercadeo en Buscadores si no entiende este modelo básico! Si usted es profesional en mercadeo y trabaja para una marca, esto le ayudará a evaluar las campañas que su agencia de SEO propone. Si usted trabaja para una agencia digital o empresa especializada en SEM/SEO, le servirá para refrescar sus conocimientos. También, si quiere aprender a ejecutar campañas de SEO, empiece por entender los fundamentos básicos de Page Rank.
Friday, November 30, 2007
SMX también llega hasta Latinoamérica!
Lee un recap de los eventos en Buenos Aires y Santiago de Chile, no pude ir pero aqui les dejo algunos apuntes de mis colegas en la región:
SMX Events In Argentina & Chile back in October, 2007
http://www.blogdaddy.com/smx-2007-argentina-buenos-aires
http://thedigitalmarketingblog.com/index.php/2007/10/01/smx-argentina-y-chile/
http://www.fernandeztamames.com/blog/proyectos/eventos-ome/se-viene-smx-argentina-2007-y-smx-santiago-de-chile-2007/
http://www.inzearch.com/noticias/nota-126.html
http://www.seocharlie.com/blog/smx-latinoamerica-buenos-aires-argentina-y-santiago-de-chile
SMX Events In Argentina & Chile back in October, 2007
http://www.blogdaddy.com/smx-2007-argentina-buenos-aires
http://thedigitalmarketingblog.com/index.php/2007/10/01/smx-argentina-y-chile/
http://www.fernandeztamames.com/blog/proyectos/eventos-ome/se-viene-smx-argentina-2007-y-smx-santiago-de-chile-2007/
http://www.inzearch.com/noticias/nota-126.html
http://www.seocharlie.com/blog/smx-latinoamerica-buenos-aires-argentina-y-santiago-de-chile
Sunday, July 1, 2007
The Internet Museum
One of the most attractive things that NYC and other big cities have are its museums, they all are fascinating cults to ancient cultures and to modern creations. I feel so fascinated every time I visit a different one, for example I recently went to The American Museum of the Moving Image in Astoria (Queens) which carries a lot of original cinematographer machines, cool interactive editing rooms with all the necessary devices to play with audio and video as if it was for a real film and thousands of stories of filmmakers. There are also some spectacular customs and animatronics from films of the 80s and 90s you would really enjoy watching, the authentic ones they used at the shootings (including the possessed girl in The Exorcist with all and her bed!).
But I must say that no other museum I had seen up to now has really kept my attention for so many hours as The Internet Museum did. This is an authentic collection of all kind of Internet "jewels", ranging from Yahoo! plastic bags to Google's music CDs and fun key chains. Here you will find precious gimmicks of yet sunk Internet companies that wanted to position their brands and have a portion of today's Internet budgets, but didn't survive. Other successfully made it and are still giving their souvenirs at every single event of the industry year after year.
The Internet Museum claims they are open 24x7x365, but please be sure to arrive early when you visti, you don't want to wait so long in the line to enter. Admission to The Internet Museum is free. Membership is also free and open to the public. Just to let you know... they have some weird Luggage Policy; Luggage is not allowed into the Museum and cannot be checked in at the Museum's coat-check facilities.
About the trustees of the museum: Sara Holoubek, an interactive industry advisor, has been collecting rare Internet artifacts since 1999 with the intent of some day building The Internet Museum. Her tireless efforts to curate her collection and create a permanent home became a reality in 2006 when she met Morgan Friedman.
You are all invited to donate your collections, it will make us all happy for a while and have some fun when doing nothing in the middle of the day... except Search!
But I must say that no other museum I had seen up to now has really kept my attention for so many hours as The Internet Museum did. This is an authentic collection of all kind of Internet "jewels", ranging from Yahoo! plastic bags to Google's music CDs and fun key chains. Here you will find precious gimmicks of yet sunk Internet companies that wanted to position their brands and have a portion of today's Internet budgets, but didn't survive. Other successfully made it and are still giving their souvenirs at every single event of the industry year after year.
The Internet Museum claims they are open 24x7x365, but please be sure to arrive early when you visti, you don't want to wait so long in the line to enter. Admission to The Internet Museum is free. Membership is also free and open to the public. Just to let you know... they have some weird Luggage Policy; Luggage is not allowed into the Museum and cannot be checked in at the Museum's coat-check facilities.
About the trustees of the museum: Sara Holoubek, an interactive industry advisor, has been collecting rare Internet artifacts since 1999 with the intent of some day building The Internet Museum. Her tireless efforts to curate her collection and create a permanent home became a reality in 2006 when she met Morgan Friedman.
You are all invited to donate your collections, it will make us all happy for a while and have some fun when doing nothing in the middle of the day... except Search!
Monday, June 25, 2007
Multi-Language Search Strategies
I recently read this blog and found it interesting to be discussed...
what do you have to say about it?
Multi-Language Search Strategies
by Heather Frahm, Friday, June 22, 2007
ACCORDING TO recent U.S. Census Board data (October, 2006), the U.S. minority population has reached more than 300 million. At more then 44.3 million, the Hispanic population is the largest of the minority groups (14.8 percent of the overall U.S. population) and the fastest growing -- at a rate of 3.4% between July 2005 and July 2006. Why is it, then, that U.S. marketers are still not catching onto the fact that they need to start paying attention to reaching foreign language searchers, particularly Spanish-speaking audiences? I find it surprising that in 2007 one of my Spanish-speaking colleagues had gone to Google to look for information in Spanish -- and ended up having to search in English because the search engines did not return relevant information in Spanish.
read more...
what do you have to say about it?
Multi-Language Search Strategies
by Heather Frahm, Friday, June 22, 2007
ACCORDING TO recent U.S. Census Board data (October, 2006), the U.S. minority population has reached more than 300 million. At more then 44.3 million, the Hispanic population is the largest of the minority groups (14.8 percent of the overall U.S. population) and the fastest growing -- at a rate of 3.4% between July 2005 and July 2006. Why is it, then, that U.S. marketers are still not catching onto the fact that they need to start paying attention to reaching foreign language searchers, particularly Spanish-speaking audiences? I find it surprising that in 2007 one of my Spanish-speaking colleagues had gone to Google to look for information in Spanish -- and ended up having to search in English because the search engines did not return relevant information in Spanish.
read more...
Thursday, June 21, 2007
SES Latino
SES Latino in the capital of Reggaeton
Ok ok, I know you are going to say that we all came to Miami just to toast our bodies under the sun, and I have to say that... your are right! Big problem is that the sun took a rest during the days of SES Latino and we had an ocean falling down. We were supposed to have an exciting party at the hotel's swimming pool on day 1 and it rained during the whole evening. Instead of the night party, I enjoyed a delicious Chinese buffet with the Latino g
allada: Nacho, Jon Mendez, Sara Holoubek, Massimo Burgio, Sara Carberry, among others. The rest of the were pretty quiet too. Where's the sabor latino pals?
And now, after giving you a brief report from the social aspect of the event, I want to share my speech so you can have more information on the academic side of SES Latino. If you still want more details on the rest of presentations, please refer to the link to SEO Roundtable on this page and also expect to read about it from our SEMPO Latino blog soon.
My objective there was to help the audience understand the real opportunities that we have as Latino-oriented Search marketing players, in order to successfully achieve goals in terms of targeting effectiveness. In most cases, we are investing an important amount of marketing dollars in Search and are often in the spot to demonstrate the real impact of our efforts, no matter what, from the Spanish-speaking (and Portuguese in some cases) community online.
To define the landscape where we currently play I focused in the different segments of the US-Hispanic population (according to comScore), and the objective was to show the different tactics we can follow in order to improve our ways to reach the target without wasting money.
Five groups from the same ethnic determine three different language segments according to their preferences (in terms of the language usage): Spanish only, Spanish dominant, bilingual, English dominant and English only. The first three two together with the bilingual segment make a 49% of the total Spanish preferred pie. We certainly know how to address campaigns to these groups.
On the other side, we have an important 52% of English preferred US-Hispanics population, very tough job, they want to mix up with the US general market, so how do we differentiate this group and how do we create a single strategy for those is the question now.
Based on my own experience, the following tactics have tremendous positive results and ROI and some others not when it comes to organic and paid results. Let’s start with the Spanish preferred segment and see what we can expect from them:
On the SEO side, we were saying one year ago in SES Latino that the amount of existing content in Spanish language from Web sites in the US was very limited, and we were also arguing that such lack of content was a big issue. But why don’t we turn that issue into a big opportunity and capitalize those markets with lack of content? We can take the initiative and help our clients create content for an audience that demands more of it! In the recent year we experienced good results with certain number of clients, for example the real estate business, there are very good opportunities to optimize for localized keyphrases like "casas a la venta en New York" ("buy house in New York") because the internationally competing web sites from Spain and Latin America will not be optimized for these phrases.
If we don’t do this in the right way, the same opportunity can become a disadvantage, while Web sites from Spain and Latin America will bring some important traffic. We have had the situation when close to an 80% of the traffic we receive from Spanish-speaking visitors is from outside the US for certain projects. This is a real challenge because the other 20% of effective US Hispanics has to become an important numbers too for our clients (for example if the total amount of UV is 2 million per month, the other 20% is only 400,000 from the US). If there is a total of 14,6 million US Hispanic unique visitors and we are only reaching 400,000, then that means that there's still a big opportunity out there.
Pay-Per-Click, you can still create Ads in Spanish without having to translate your whole Web site in English. Not the best practice because of the landing page quality, but it’s valid. A bad thing about PPC could be when the AdCenter from any search engine doesn’t offer you country or region targeting support.
The Bilingual segment has also an interesting opportunity.
Simple, if you position both your Spanish content and your English content (by executing a good set of SEO practices), you will guarantee that you will reach the target and will receive more traffic because quality can be understood in terms of your language offering, and your audience will choose according to their own language preferences.
The search phrase “pastel de tres leches” (“three milk cake”) will bring you Nestle's recipes Web site in Spanish (MiCocinaLatina.com). The same search phrase "three milk cake" will bring you Nestle's English version of the same recipe from the same Web site. They are both on the SERP (between 1st and 5th positions).
An additional Web site in another language might require that you make and extra effort by increasing your budget to maintain a consistent content strategy, but it’s worthy if you analyze your ROI and see good results.
PPC can also work when you use mixed words in English and Spanish in your Ad descriptions because when using Spanglish you can leverage the level of engagement within the main target. Similar case is when you use misspelled words. This is not a professional practice, but it works. Another disadvantage, not all companies can take the risk to change the mood of their communication, for example a top financial institution trying to reach a high-level executive person wouldn’t want to do this.
You may be guessing now: what is happening then with the other 52% of the universe of US Hispanics, is the opportunity as good as with the Spanish preferred segment?
The answer is: It depends! It depends of the strategy that you are following or aim to follow in the future.
PPC, you can find a good opportunity by launching seasonal campaigns that bring the attention of the general US Hispanic population, for example The Hispanics Day (Día de la Hispanidad), Soccer world cups and other related events, immigration news, the puertorrican parade, etc. Based on my own experience, the overall performances of these campaigns can double the amount of traffic in a certain time period.
Of course, by launching campaigns in English cost per clicks would be higher, nationally and locally. And the way of creating a SEO program for the long term can be based on acculturation models. In recent studies it has been found that gender is usually associated with differing levels of English language use and with perceived social acceptance, such that males used more English and reported less social acceptance than females. Tailor the message according to the different characteristics of each identified markets.
Ok ok, I know you are going to say that we all came to Miami just to toast our bodies under the sun, and I have to say that... your are right! Big problem is that the sun took a rest during the days of SES Latino and we had an ocean falling down. We were supposed to have an exciting party at the hotel's swimming pool on day 1 and it rained during the whole evening. Instead of the night party, I enjoyed a delicious Chinese buffet with the Latino g
allada: Nacho, Jon Mendez, Sara Holoubek, Massimo Burgio, Sara Carberry, among others. The rest of the were pretty quiet too. Where's the sabor latino pals?And now, after giving you a brief report from the social aspect of the event, I want to share my speech so you can have more information on the academic side of SES Latino. If you still want more details on the rest of presentations, please refer to the link to SEO Roundtable on this page and also expect to read about it from our SEMPO Latino blog soon.
My objective there was to help the audience understand the real opportunities that we have as Latino-oriented Search marketing players, in order to successfully achieve goals in terms of targeting effectiveness. In most cases, we are investing an important amount of marketing dollars in Search and are often in the spot to demonstrate the real impact of our efforts, no matter what, from the Spanish-speaking (and Portuguese in some cases) community online.
To define the landscape where we currently play I focused in the different segments of the US-Hispanic population (according to comScore), and the objective was to show the different tactics we can follow in order to improve our ways to reach the target without wasting money.
Five groups from the same ethnic determine three different language segments according to their preferences (in terms of the language usage): Spanish only, Spanish dominant, bilingual, English dominant and English only. The first three two together with the bilingual segment make a 49% of the total Spanish preferred pie. We certainly know how to address campaigns to these groups.
On the other side, we have an important 52% of English preferred US-Hispanics population, very tough job, they want to mix up with the US general market, so how do we differentiate this group and how do we create a single strategy for those is the question now.
Based on my own experience, the following tactics have tremendous positive results and ROI and some others not when it comes to organic and paid results. Let’s start with the Spanish preferred segment and see what we can expect from them:
On the SEO side, we were saying one year ago in SES Latino that the amount of existing content in Spanish language from Web sites in the US was very limited, and we were also arguing that such lack of content was a big issue. But why don’t we turn that issue into a big opportunity and capitalize those markets with lack of content? We can take the initiative and help our clients create content for an audience that demands more of it! In the recent year we experienced good results with certain number of clients, for example the real estate business, there are very good opportunities to optimize for localized keyphrases like "casas a la venta en New York" ("buy house in New York") because the internationally competing web sites from Spain and Latin America will not be optimized for these phrases.
If we don’t do this in the right way, the same opportunity can become a disadvantage, while Web sites from Spain and Latin America will bring some important traffic. We have had the situation when close to an 80% of the traffic we receive from Spanish-speaking visitors is from outside the US for certain projects. This is a real challenge because the other 20% of effective US Hispanics has to become an important numbers too for our clients (for example if the total amount of UV is 2 million per month, the other 20% is only 400,000 from the US). If there is a total of 14,6 million US Hispanic unique visitors and we are only reaching 400,000, then that means that there's still a big opportunity out there.
Pay-Per-Click, you can still create Ads in Spanish without having to translate your whole Web site in English. Not the best practice because of the landing page quality, but it’s valid. A bad thing about PPC could be when the AdCenter from any search engine doesn’t offer you country or region targeting support.
The Bilingual segment has also an interesting opportunity.
Simple, if you position both your Spanish content and your English content (by executing a good set of SEO practices), you will guarantee that you will reach the target and will receive more traffic because quality can be understood in terms of your language offering, and your audience will choose according to their own language preferences.
The search phrase “pastel de tres leches” (“three milk cake”) will bring you Nestle's recipes Web site in Spanish (MiCocinaLatina.com). The same search phrase "three milk cake" will bring you Nestle's English version of the same recipe from the same Web site. They are both on the SERP (between 1st and 5th positions).
An additional Web site in another language might require that you make and extra effort by increasing your budget to maintain a consistent content strategy, but it’s worthy if you analyze your ROI and see good results.
PPC can also work when you use mixed words in English and Spanish in your Ad descriptions because when using Spanglish you can leverage the level of engagement within the main target. Similar case is when you use misspelled words. This is not a professional practice, but it works. Another disadvantage, not all companies can take the risk to change the mood of their communication, for example a top financial institution trying to reach a high-level executive person wouldn’t want to do this.
You may be guessing now: what is happening then with the other 52% of the universe of US Hispanics, is the opportunity as good as with the Spanish preferred segment?
The answer is: It depends! It depends of the strategy that you are following or aim to follow in the future.
PPC, you can find a good opportunity by launching seasonal campaigns that bring the attention of the general US Hispanic population, for example The Hispanics Day (Día de la Hispanidad), Soccer world cups and other related events, immigration news, the puertorrican parade, etc. Based on my own experience, the overall performances of these campaigns can double the amount of traffic in a certain time period.
Of course, by launching campaigns in English cost per clicks would be higher, nationally and locally. And the way of creating a SEO program for the long term can be based on acculturation models. In recent studies it has been found that gender is usually associated with differing levels of English language use and with perceived social acceptance, such that males used more English and reported less social acceptance than females. Tailor the message according to the different characteristics of each identified markets.
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