Aleyda Solís en The Inbounder

The document summarizes how search engine optimization (SEO) has changed dramatically from 2001 to 2011. In the early 2000s, SEO involved on-page optimization of keywords and links. By 2011, search engine results pages (SERPs) are highly personalized, featuring instant answers, maps, news, and social annotations. Rankings are influenced by social networks, geography, and personalization. Modern SEO requires an inbound marketing approach across all digital channels, with a focus on content, video, thought leadership, social media, and measuring performance.

This document summarizes a presentation by Rand Fishkin on the importance of skepticism for marketers. It discusses how great skeptics question assumptions, avoid making causal claims without evidence, and thoroughly validate hypotheses through testing before making decisions. Examples show how skeptics would approach common marketing beliefs like the effects of social sharing buttons, anchor text, and Google+ engagement on search rankings. The presentation argues marketers must approach ideas skeptically and use rigorous testing and evidence before implementing strategies.

International SEO presentation at SearchLove London with three of the most common International SEO challenges, learnings, actions to take and tools to use to overcome them.

How to target your SEO process to a reality of more people searching on mobile devices than desktop and an upcoming mobile first Google index? Check it out.

For the first time since television, we are adding a new layer of experience to marketing with immersive 360 images and videos, but the importance of visuals is not only key for social engagement. Image SEO is witnessing a re-emergence due to not only Google, but also Facebook and Amazon, leveraging image recognition in user journeys. Learn what smart brands have done to make use these new visual technologies and get practical tips on how you can join their ranks.

This document discusses strategies for optimizing a brand's mobile presence after launching a mobile-friendly website. It covers areas like tracking user behavior across devices, personalizing the mobile experience, integrating online and offline touchpoints, optimizing checkout and engagement on mobile, and leveraging apps, email and social media to engage mobile users. The key messages are that mobile is now a core part of the customer experience, users expect a seamless experience across all devices, and the focus should be on understanding user needs and creating value at every touchpoint of the customer journey.

In this broad look at search trends and searcher data, Rand will explore the key changes affecting search marketers and those seeking to earn influence through Google. From zero-click searches, to tough choices on structured data, to the new ways Google is using information consensus and weighting particular types of authority, this presentation will make every marketer a more strategic thinker about search.

Visual Search is the ugly duckling of Search Marketing: no one seems to pay too much attention to it … and this is terribly wrong. In fact, Google, Bing, Pinterest, eBay, Amazon, and more and more brands have started offering Visual Search as an alternative for discovering and buying all kinds of things on the Internet. In his talk, Gianluca will present the latest advancements in Visual Search: from the increasing monetization of Google Images and, soon, Google Lens to how Voice and Visual Search can become a killer combo for experienced SEOs and how we can use the already numerous visual search APIs to create our branded web applications the opportunities that Visual Search in Augmented Reality can offer to create 10X content.

App-like websites can improve page speed and user engagement, but they also rely heavily on JavaScript and JS frameworks that can make many ‘SEO basics’ more technically complex. Emily will walk you through often-missed tactics to make web-apps indexable, optimised, and performant on mobile devices.

Branded3 Director of Search Stephen Kenwright explores 'Engagement Rate Optimisation' in his presentation from Brighton SEO April 2016.

This document discusses modern search engine optimization (SEO) strategies and techniques. It begins by describing how SEO has evolved from focusing solely on meta tags and links to encompassing broader content strategies that account for user intent, audiences, and their information needs at different stages. It emphasizes understanding users through research and personas in order to create relevant, helpful content. The document provides examples of tools and strategies for research, planning keyword-driven content and taxonomies, measuring potential content performance, optimizing metadata, and more. The overall message is that SEO and content strategy should be closely intertwined to produce content that search engines can surface to the right people.

You can increase conversion rates by A/B testing on-page elements like design, images, copy, UX, etc. But what if there was a different way that yielded 10x more conversion leverage and didn’t even involve touching a landing page – but instead focused on influencing the right people before and after they visit your site. Learn how new marketing technologies are rendering conventional CRO thinking obsolete.

We’ve heard it said many a time that SEO and PPC are better together, but what actions really matter and how should we prioritize our efforts? In this actionable, research-based session, Purna Virji will walk you through strategies and tactics you can apply today to drive revenue and customer satisfaction rates. The best part? These are all highly do-able – we’re not reinventing the wheel, we’re just taking what exists and applying it in more meaningful ways. We’ll even bust some PPC myths along the way!

The document discusses ways to improve internal search experiences on websites. It provides tips for measuring search behavior metrics like keywords, click-through rates, and conversion rates to understand how users are interacting with the search functionality. The document also recommends testing minor changes regularly, like updating snippets or the search results page design, to continuously enhance the search user experience. Additionally, it suggests using search query and behavior data to identify content gaps and drive the creation of new pages to better satisfy user search intents.

The document provides a step-by-step guide to coming up with great content ideas. It outlines a process of researching what channels and content resonate with an audience, creating a remix based on insights, and measuring audience response to identify opportunities for further remixing at scale. The guide recommends experimenting to test content-market fit, content-user fit, and channel-user fit. It also provides over 20 tactics for uncovering content ideas worth pursuing, such as analyzing popular topics on forums and social media or researching frequently linked articles in an industry.

Google is transitioning its search algorithms to be based on machine learning, including RankBrain. This will make algorithms more winner-take-all, rewarding sites that perform well according to signals like click-through rate (CTR) and engagement. The document provides five strategies for SEOs to survive this change: 1) Use tools to identify "donkey" pages with low CTR and convert them to "unicorns" with high CTR through headline testing. 2) Leverage social media ads and remarketing to increase brand awareness and CTR. 3) Monitor engagement signals like bounce rate. 4) Promote inspirational brand content through Facebook ads. 5) Delete poor performing pages to avoid negative impact. The key is focusing

The document discusses improving website traffic analytics and conversions. It recommends focusing on measuring individual users rather than sessions to better understand customer journeys. Upgrading to Universal Analytics, using advanced segments like cohorts, and implementing tools like DirectMonster.js are suggested to gain more accurate analytics data on traffic sources and conversions. The overall goal is to leverage more of the website traffic, not just transactions, to improve marketing strategies and increase profits.

El documento presenta la estrategia de digitalización de Marjal Resorts, una cadena de campings y resorts en la Costa Blanca. La estrategia busca cambiar el modelo de comercialización tradicional y reactivo a uno estratégico basado en el marketing digital y el inbound marketing. El plan incluye la creación de un área comercial, búsqueda de alianzas, apuesta por el online, y fijación de objetivos ambiciosos pero alcanzables como aumentar las sesiones, usuarios y reservas online. La estrategia de inbound marketing ha permitido cre

Este documento presenta una estrategia de branding e inbound marketing para crear y gestionar una marca "humana" en la era del empoderamiento del consumidor. Explica que las marcas exitosas generan relaciones más que ventas de productos, y recomienda definir la propuesta de valor, personalidad y personas objetivo de la marca, y crear contenido relevante para los clientes mientras se mide el retorno de la inversión.

El documento habla sobre cómo Internet está cambiando el comportamiento de los clientes. Explica que los clientes potenciales ahora comienzan su viaje de decisión a través de la búsqueda en línea y las redes sociales. También describe un nuevo modelo de embudo de decisión del cliente impulsado por la tecnología y los medios digitales.

Nuestro UX manager Mario Araque explica el framework basado en metodologías ágiles, usado en equipos que trabajan en proyectos complejos.

CEO y Fundador de Adinton nos habló sobre Attribution Modeling en The Inbounder World Tour Madrid, marzo 2017.

Este documento presenta las 5 palancas del marketing inbound. Introduce conceptos como buyer persona, buyer journey y la lógica del embudo. Explica cómo atraer visitantes con contenido de valor y blogs frecuentes, convertirlos con landing pages y workflows de email, y fidelizarlos con contenido relevante. El documento argumenta que el marketing inbound requiere creatividad y metodología en lugar de grandes presupuestos.

La Consultora SEO independiente nos habló sobre las mejores herramientas y prácticas para diagnosticar y solucionar problemas SEO técnicos en The Inbounder World Tour Madrid, marzo 2017.

El Socio Fundador de Flat101 nos explicó cómo medir de manera cuantificable la experiencia de usuario en The Inbounder World Tour Madrid, marzo 2017.

El Consultor SEO y Web Strategist, especializado en Inbound Marketing y SEO internacional nos contó cómo sobrevivir al advento de los bots en The Inbounder World Tour Madrid, marzo 2017.

How to improve your SEO process effectiveness? Take a look at some of the SEO project management actions, tools and principles that can help!

How to maximize your e-commerce driven SEO? Here are the key areas to address and how to prioritize your SEO actions.

Actionable tips to identify the issues & opportunities that matter the most and capitalize on quick wins and higher potential queries to drive out SEO efforts

Learn how to target your SEO audit to avoid the most common pitfalls while targeting it to be strategical, actionable, prioritized and continuous to maximize your SEO growth.

Learn how to develop successful SEO reports to deliver to stakeholders and decision makers that effectively communicate the SEO process goals and influence actions.

How can help integrate with other areas to drive multi-channel growth? Check out these use cases and scenarios that will bring results.

Develop your audits by making them actionable, prioritized & strategical to drive growth in your SEO Process.

Aleyda Solis gives a presentation on 5 tips for ecommerce SEO. She discusses allowing only crawlable URLs to be indexed to optimize crawl budget, setting indexation rules to avoid duplication and thin content, setting rules for expired products and campaigns to maintain their value, identifying mobile search behaviors to target mobile users, and leveraging search features and snippets to improve visibility and conversions. The document provides details on each of these tips.

In this session I'll go through the main causes of SEO processes failure and provide actionable tips to overcome the most common challenges to achieve SEO success.

What to measure in your SEO Process? Let's review the process, data & criteria to follow to make better decisions.

The document discusses building a solution-focused marketing toolbox. It recommends defining problems and questions, mapping them across marketing processes and channels, and specifying data and tool requirements. This will ensure tools support the overall marketing strategy by answering key questions. Several example tools are provided that could help with tasks like analyzing keyword opportunities, site link graphs, and page speed issues. The overall message is to take a strategic approach to tools by focusing on solving business problems rather than just acquiring new technologies.

How to maximize your SEO audits impact and facilitate its actionability? In this presentation Aleyda goes through the SP2 principles that you can easily apply to your SEO analysis and recommendations.

In this session, Aleyda will share actionable principles to follow when developing an SEO audit to make it easily actionable and maximize its impact faster.

How to make the most out of search for an education org? Check out these criteria, tools and process to get the fundamentals right.

Learn how to prioritize your ecommerce SEO process to maximize your visibility and achieve your online store organic search traffic and revenue goals.

Search analytics shouldn't only be focussed on tracking and informing about the success of you SEO strategies; it should measure everything that impacts your process to discover growth opportunities that will help you make decisions to refine, expand or completely switch your efforts strategically. Learn about the KPIs, the sources, tools, questions and frameworks to turn your search data into profitable actions.

How and what you should monitor and track as a search marketer to improve and answer the questions that will drive growth in your process? Here's how!

The document discusses how SEO can be cross-functional and collaborative by providing examples of how SEO insights and analysis can help other areas of marketing like international expansion, mobile optimization, content strategy, and reputation management. It provides specific tools and strategies for using SEO to identify international growth opportunities, optimize for mobile queries and page speeds, create helpful content, and maximize exposure across search and social platforms. The overall message is that a cross-functional approach to SEO can help drive more visibility, traffic, and conversions when aligned with other marketing channels.

In this session at #AMAVESEO from the American Marketing Association I shared about the steps and criteria, as well as tools in order to make the most out of SEO in a content development and marketing process.

The document discusses SEO trends for 2016, with a focus on leveraging mobile opportunities. It recommends identifying mobile queries and the relevant content to target them, optimizing pages with high mobile traffic for speed and bounce rates, implementing AMP for news sites, using app indexing to drive app installs, and validating the mobile experience through testing tools. The overall goal is to improve mobile visibility, traffic and conversions by addressing rising mobile search usage.

El 6 de junio 2019 celebramos, junto al Instituto de Empresa y We Are Marketing, el evento “Viaje al futuro del turismo”. En él contamos con la presencia de diferentes expertos del sector turismo para compartir su visión sobre todos los cambios que están por venir y las claves para superarlos con éxito.

Pau Klein nos enseñó cómo se puede ofrecer un valor añadido único en el sector turístico a través de su ponencia en Fiturtech 2019.

El documento presenta Service Hub, una solución de HubSpot para la gestión de servicio al cliente. Service Hub permite conectar con clientes a través de conversaciones, tickets e inbox universal, guiarlos con una base de conocimiento y obtener retroalimentación para mejorar la satisfacción del cliente. También incluye herramientas como tickets, llamadas y plantillas para trabajar de manera eficiente, así como bots para automatizar procesos y estar disponibles las 24 horas. El objetivo es ofrecer servicio al cliente de forma escalable y convertir a los clientes en promotores.

La edición de Madrid HUG de septiembre se centró en demostrar la utilidad de las metodologías ágiles en los proyectos de Inbound Marketing. El encargado de la charla fue Juan Manuel Escuredo, Project Manager Senior y certificado como Scrum Master.

El Inbound Marketing se ha convertido en una estrategia de máxima efectividad en el sector turismo: nos permite llevar a los usuarios a través del proceso de compra multiplicando los leads a corto plazo y aumentar el ingreso medio por pernocta en el medio plazo. Lo contamos en el evento de marketing digital Overbooking Gran Canaria.

La edición de Madrid HUG de septiembre se centró en demostrar la utilidad de las metodologías ágiles en los proyectos de Inbound Marketing. El encargado de la charla fue Juan Manuel Escuredo, Project Manager Senior y certificado como Scrum Master.

Cómo te comunicas con tus contactos desde la primera interacción con tu organización hasta el momento en que se convierten en clientes.

Este documento presenta estrategias para optimizar el proceso de nurturing de leads. Se divide en tres secciones principales: 1) Segmentación de contactos, donde se enfatiza la importancia de definir claramente los buyer personas; 2) Buyer's Journey y mapa de contenidos, que explica cómo crear un mapa de contenidos alineado con las diferentes etapas del proceso de compra; y 3) Personalización, sobre cómo enviar comunicaciones personalizadas a cada segmento. El objetivo general es ayudar a las organizaciones a mejorar su proceso de nurturing de leads mediante la aplicación

This document discusses how to create content that is relevant to cultural moments and trends in real-time. It argues that brands must focus on fostering cultural relevance through content that leads cultural conversations, responds quickly to trends, and reciprocates by addressing audience needs. Effective content in this context should be so useful, entertaining and relevant that the marketing purpose is secondary. The document provides frameworks for understanding different levels of cultural moments from broad occasions down to micro-moments, and how brands can plan content strategies around moment marketing to increase engagement.

This document discusses trends in search engine optimization (SEO) and search. It notes that SEO will never die but algorithms should be able to understand content without schema. It discusses linked data, JSON-LD, and how schema helps search engines understand pages. Voice search is increasing and may account for 50% of queries by 2020. Keywords will matter less as search shifts to an AI first world focused on understanding queries rather than keywords. The document provides examples of optimizing for voice search queries and emphasizes the importance of answering user questions to rank highly.

SEO will never die! Part 1 discusses how Google is focusing on providing high quality, fact-based content to users through techniques like knowledge-based trust and knowledge vault. It also covers topics like AMP, progressive web apps, mobile-first indexing, and ensuring a fast mobile experience to keep users engaged. New technologies like app indexing and payment APIs are helping to bridge the gap between mobile web and native apps.