SEO presentation

SEO Search Engine Optimization

Gaia Breda - DMM

start

Index

What is this SEO?

What does this mean?

What about now?

How does the SEO work?

What is this SEO?

Technical aspect

Discipline applied to a site tha allows to appear first when searching on Google

Strategic aspect

A way of intercepting an awareness

What does this mean?

2024

1898

Elias St. Elmo Lewis - AIDA model

Time period: 1900

Attention

Few media & non-interactive channels:radio, newspapers, cinema, theater, television, billboards, leafleting

Interest

*each segment has ONLY 10% of the previous one

Desire

Lower offer

Action

Research done by word-of-mouth

Example

1- Attention1.000.000 people wonder what it is2- Interest 100.000 people get intrested enough and start to dig in3- Desire 10.000 people feel the need to buy what you are selling4- Action1.000 people will effectively buy the product/service

What about now?

We are SUBMERGED by media and informations

Digital Touchpoints

The evolution of AIDA

WEB SELF-SERVICE

OFFERS TO CUSTOMERS

COMMUNITY

EMAIL

WEB SITES/LANDING PAGES

PAID CONTENT

CHAT

WEB SITE

SOCIAL MEDIA

LOYALTY PROGRAM

SEARCH

SOCIAL

EMAIL

MOBILE APP/SITE

3RD PARTY SITES

ONLINE DISPLAY

SURVEY

AWARENESS

CONSIDERATION

PURCHASE

SERVICE

LOYALTY EXPANSION

WORD-OF-MOUTH

CALL CENTER

MAILINGS

DIRECT MAIL

AGENT/BROKER

RADIO/TVPRINT OUTDOOR

OFFERS IN INVOICE

STORE/BRANCH

PR

How does the SEO work?

-> words or phrases put in the serching engine

Insert the QUERY

-> Search Engine Result Page

Land on the SERP

-> every single result on the SERP

Read the SNIPPET

The first results are those that know how to appeal the searching engine by successfully responding to the user's query

Thanks

for your attention!