Creative process for off-page consultancy

Gabriel Yoran of Steganos gave a conference (Berlin 04.06.2012) at the Webinale in Berlin in which he described the creative process for campaign creation, and while the process he described can be applied to all creative processes his key points and the thought structure are especially relevant in light of Google’s Penguin update on April 24th where the quality of content is key in developing a clean link profile.

Gabriel described the following 7 key points:

The objective(s): Describe clearly what the goals of your campaign are, whether sales, SoV, increase in sales, generating quality links,
Consumer insights: In order to create quality content to which people will respond and link to, you need to understand what they are currently saying about your brand/product and why they are saying it. Market research, online questionnaires, social media monitoring are all tools that can help you create a database of consumer insights. Those insights can evolve overtime; therefore make sure you stay up-to-date
Conventions: Observe what are the specifics of you market and try and understand why. Do you want your content to follow these standards or go against them? Whichever one you choose make sure you understand the implications and stick to your choice.
Proposition: This is not your claim, it is your one sentence brand pitch. Are your customers capable of understanding your product and are you capable of generating interest in your product in one sentence? Is this proposition and integral part of all your content.
Reason why: Are you capable of justifying your proposition and are you 100% committed to your proposition. It is important to translate this in your content.
Tonality: This is your last chance for differentiation, what is the tone you wish your brand to embody in light of the first 6 key points, this tone will be an integral part of your content.
Connection opportunities: When and where can you and should you reach you customers.
Following these key points will allow your brand to generate a natural link-building profile thanks to quality creative content.

Additionally by adopting such a process through all aspects of your communication you will ensure continuity between your SEO, your SEM and your SMM.


Gabriel Yoran is co-founder of consumer privacy software company Steganos (which he started at the age of 17) and location-based social network, aka-aki.

Gabriel is an expert in product design and consumer marketing with more than 15 years of professional experience. He is also a member of the European Union Social Networks Group.

Gabriel is a mentor at the Founder Institute and gives lectures on Entrepreneurship, Marketing, and Product Design.

Content Optimization for Search Engines

When writing a text to improve a webpage´s online visibility it is important to keep in mind both search engines and our target user. As a side note, it is important to mention that in the post preceding this one, you will find recommendations on how to make your base content more attractive to users – see “web content” for details.

Nowadays, in order to strengthen our content using SEO optimization, we focus on making the lives of search engines a lot easier, helping them to index and position content on their services. In order to do this you must firstly carry out an analysis of possible keywords to use in each separate page of the website. Following this analysis, we will arrange and restructure the text correctly, dividing each area into a specific element:

Title Tag: The most important part of any text
The title of a text is one of the most important elements when it comes to SEO as often, this will be the first and only thing the user sees, for example in RSS feeds, favourite menus etc. In order to create a good title it is recommended to use the keyword that best represents the webpage in question placing the elements offering more information to the left and being sure to keep it within 65 characters. Remember: Search engines do not capture irony or catchy titles.

META-description: A small summary of the text
This small description of the content on the webpage should be directed towards action; encouraging users to click on our page (mention benefits, interesting offers etc.). It is also useful to include one of two keywords in the META description as long as it does not go over the permitted 150 characters (approximately).

Content: Relevant, Structured and Original
This is the main content of the text and should be written focused on the webpage and its users and not solely on keywords. For this reason, it is not a good idea to abuse keyword density. An ideal density would be between around 1.5% and 3% as long as the presence of keywords appears in the most natural way possible. When arranging and structuring the content, we use the header tags h1, h2 and so on with h1 being the title of the content and a unique heading, followed by h2 and so on as subheadings throughout the page, offering the user a clear structure and concise visual to users. Remember!

The content must be original, meaning, do not copy any text from other web pages. You can take ideas and concepts from other sources when researching but never copy them. To make sure that content has not been copied; there is a range of tools available online to help us. We advise the following:

When placing links in the text it is recommended to insert them as high as possible in the text, but don´t obsess over this point, the main thing is to make sure that the link is highly related to both the subject of the page it is on and the page to which the user will be redirected.

Images: These must also be optimized
In order to optimize images as far as SEO is concerned; the filename is the most valuable element in which we must use a word or key phrase that effectively represents the image. We must also spend a few moments on the text in the ALT and title tags. The target audience of ALT tags in images is those with visual problems who cannot necessarily see the full image, in which case this text will represent what the image is showing with a keyword or phrase.

This tag is more important than the title of the image and therefore is important that it makes sense. The title tag appears when the user passes the cursor over the image. More on a usability level, but still worth mentioning in this post is the graphical format of images in posts. The main formats are JPEG and GIF compressing images and reducing their file size so that the page loads faster.

Content Management System
Finally, for those needing to implement a content management system to keep their web page up to date, by following this link you will find the SEO requirements that all CMSs must meet. We hope that this post has helped to uncover just some of the link building possibilities in your web content in order to increase traffic and position rankings.

Changing the SEO consultant

As life happens, SEO processes and strategies are also subject to change by external reasons. One of the keys of any SEO project is the consultant, even more if it became very close to the website along the time and knew every single detail about it. Whatever the case a “migration” of consultant must be done, two scenarios arise: drama and opportunity.

Consultant transitions can be a drama or an opportunity, all depends on how you face such a circumstance.

Why will it turn into a drama?
Less than 15 days term to transfer the project to another consultant
Why 15?, well, apart from the fact that you need time enough to let the consultant in charge share all the information with the new one, 15 days include two weekends and allow to get a first overview on how traffic and other metrics behave. This will make possible for the new consultant to better understand the site, take advantage of its fresh point of view and detect questions and answers to talk to the ”old” consultant before this leaves.

No meeting involving all the parts is set
And then is the starting point for a messy situation, misunderstandings and later waste of time for everybody.

Be clear with the client since the very beginning when you first know this change is going to happen. A fair explanation and how exactly your team is going to deal with is a guarantee to keep doing things right and as well as before.

Charge extra expenses per hour
Oh, man, this one is too obvious. Seriously, are you considering the idea to make the client responsible for an internal modification? Any extra time your team may need to adapt to the new situation must be on own’s budget.

Deliver free extra work
As bad as charge extra expenses. If you do this, it will be like saying you are going to reduce quality of the service or that everything is not under your control because of the “consultant migration”. Keep consistency and don’t waste the educate-the-client previous work. Just do what you were paid for and if new needs and opportunities come, negotiate upsellings and new strategies with the client.

Un drama seo

Of course, as many different kind of projects could be going on, there are many more points to make your transition go wrong. The road to ruin takes so many ways, but these general points above will definitely make heads roll.

Why will it turn into an opportunity?
Avoid falling into the previous four terrifying points.
Pretty simple to say. Not that easy to do. The sooner you apply for them, the easier will be for you to pay attention to further situations, to be always there before the client has to tell you.

Set a brainstorming meeting with all your team before meeting with the client.
The consultant who was in charge earlier will have some kind of feeling of what the process really needs in order to achieve new levels. This is the right time at the right place. Squeeze it! It will be also a relief for the consultant, who will be able to express ideas that could not share before, either because of own limitations, company restrictions, fears or whatsoever.

If possible, do the bye-old-consultant / hello-new-consultant in person
So that client can see the change for real. Show the client how great the two of them understand each other’s points and let client realize everything is going to be as before with a plus: four eyes see more than two.

Ask the old consultant to resend the most important e-mails
The SEO substitute will read and understand all of them before first contact the client and surprise it by really being aware of any phrase the client may start with “I don’t know if you could read……” and reply something like “Yes, I could. I did, you can talk to me as if I were him/her……” in a friendly and kind of fun tone.

Take advantage of the new SEO skills
Every single consultant is specially good at some specific SEO matter. Each of them is therefore able to distinguish further business opportunities for both client and agency that other consultant could not. Do not miss that!

Migración de consultor

I will tell you something. Even if you do the things the right way, sometimes all is about being in tune with the client. If the fresh new SEO consultant is able to establish such a connection, kind of magic even, then halfway is crossed and obstacles will be easy to go through.

APRIL FOOLS 2014 The top 10 from across the web

So it´s that time of year again, when everyone is out to prank one another in the name of April’s Fool’s Day. And this year, some big companies are getting in on the act too. Check out our favorite April’s fools pranks online today!

1. Google Map
¡Nos encanta! Esta aplicación te deja cazar Pokemon en todo el mundo con Google Maps e incluso podrás convertirte en el maestro de Pokemon si los encuentras todos. ¡Échale un vistazo al vídeo, que merece la pena!


2. WooRank
Introducing: WooRank Air Consultant. Yep, that´s right, freelance SEO consultants who fly to your office in 30 minutes. Check out the FAQ’s for all the details.


3. Google Adbirds
Users of Google Adwords are logging on this morning to find a new app available – Google Adbirds. You can even choose which bird you want to advertise your company, be it a pigeon, an owl, or even a peguin. Choose where they fly and what you want to be written on their wings!

adbirds owl 4. Samsung
This solar powered wearable glove is apparently designed for children under 10 or those who wish to be alone. It even features a digital projector that works in the same way as Spiderman’s webbing.

SEO Links in Google
Google announces a ‘fool’proof way of getting your page to the top of the results.

SEO links6. Google Chromecast
The people behind Google’s latest gadget, that allows you to enjoy online videos and music on your TV, have informed us that a new era of Squirrel entertainment is upon us.


7. Nest and Virgin
The Total Temperature Control App for Virgin America´s planes is giving heated seats to all passengers at 37000 feet. See Richard Branson star in the advert!


8. Reddit

Reddit have come up with a new piece of Head gear that will replace the use of our hands when browsing the web. Check the video for ‘Headdit’ here:


9. Amazon
The kindle is getting a makeover, as Amazon announce the launch of their Kindle Paperscent – A scented case with old & new book aromas.


10. Opera browser

Cats by Opera is the new browser designed especially for cats, allowing them to read the news, look up recipes or even take ‘selfies’.

AdWords adds a column policy details

Today Google AdWords added a new column to the ad tab. The column “Policy Details” provides you with de reasons behind the disapproval or limited views of your ads. In the past, you had to click on the Status icon of specific ads.

Why is this useful? By means of this column you can identify the conflicting ads in a glimpse. You also see the policy details of the campaigns which are paused. Therefore, you will immediately see which issues you have to solve before you are activating your campaigns again. Sometimes Google disapproves of ads or provides them with a limited status without them conflicting with their policy. Now you can easily find out why.


You must click on the “Columns” button when you want to add the policy details. You will find the column under the “Attributes” section. You are not yet able to download the details. You can only see this in your AdWords Interface. This column is avalaible for all accounts.

5 SEO metrics that bring you more than just positions

A search engine optimisation strategy is more of a marathon than a sprint, which requires you to overcome all small targets before achieving your main objective. But then how do I know if my SEO strategy is producing results? The answer: use metrics. These are technically known as KPI´s (Key Performance Indicators), which can be obtained from any web metrics system. The most popular KPI and the one we recommend as a starting point is Google Analytics. Traditionally, all progress reports were centered around the God of metrics, or in other words, “positions”. But this metric has been banished from Olympus for its lack of use when making a fair assessment of our strategy. Why? Because the positions can change, depending on where the search was conducted from, whether or not you´re logged in, from the insertion of results in the vertical searches etc. But before all this, a client was able to directly ask its agency: So how can I know if your work is improving my business, making it more successful and earning us more money? Before this question, there were other SEO metrics that clients could easily understand:

Volume of traffic for source type: it’s important to show the number of visits that are the result of organic traffic, but without losing sight of the role other sources play. It is absolutely essential to analyse your progress, which is why it would be more precise to make year-on-year comparisons, especially if there are seasonal patterns.

Number of conversions for each source type: a detailed analysis of the number of conversions that are a result of organic traffic allows us to identify areas of improvements for our landing pages, better optimisation based on the user origin source, etc…

There are also a number of other metrics which allow for a general analysis of the quality of traffic. These metrics are: (i) Time spent on the sight, (ii) number of page visits, and (iii) bounce rate. If users find us but then leave our site, it’s because what we offer isn’t what they are or looking for, or it isn’t presented in an appropriate manner. In this case it would be necessary to make a more comprehensive analysis of these particular landing pages.

These are just some of the metrics we could analyse, and as Professional Web Analyst Genna Muñoz (AKA @sorprendida) says: “We could spend hours and hours analysing, segmenting and diving deeper into the information each time until we get lost.” In order to avoid all this, we wanted this blog to show you our 5 most important metrics to use when evaluating the success of an SEO strategy. This will bring us much more than just a change of position. That said: on your marks, get set, measure!

Marketing Disruptions and Innovation

Marketing has talked about using SWOTs to find that USP (unique selling proposition) for years, but change to the process is at work, and its called disruption.

Disruption Marketing is about creating new opportunities and possibly shaking up the norm.

The concept isnt that new, but the approach is becoming more main stream as a strategy. When radio came along, many said it was the print trade killer, then there was television, then the internet. Few innovations can dry up an industry, but in certain situations thats been the case.

Industries like music, banking, print media, photography and more have all experienced a disruption in the last decade. Take the music industry as an example. Apple was a big disruptor with the advent of iTunes and the iPod. Not long ago if you wanted new music you would walk into the store and purchase what youre after. Now its difficult to even find a music store. Shops like HMV are closing, and the music section at Best Buy keeps shrinking.

The interesting thing about the shift with music is how other revenue streams spawned as a result. While licensing of music had always existed, it became more prevalent in ads, games and film (B2B) as much of the lucrative younger consumer segment was increasing their use of file sharing. Additionally, there was a time a consumer had to purchase the entire CD (or cassette/album) and the digital download shift permitted the purchase of individual tracks. At first it seems a 99 cent song purchase might canabalize the market, but the lower cost reduce the barriers to purchasing, and the volume of song sales likely offsets to difference in sale price for an entire CD/album. But the biggest gains in digital downloads are likely the reduced cost of distribution. Rather than shipping truckloads of CDs all over, they exist in the cloud through a purchase from iTunes, Amazon, or even Walmart.

One instance that really changed the market is home video. In the early 90s we rented VHS (or Beta) and that evolved to DVD, but now its near impossible to find a place to rent a DVD (and most of the Blockbuster stores have closed in the last few years) and the shift to digital downloads or on demand has taken over. Another being the advent of digital cameras, forcing Kodak to realign its game plan after probably 100 years of business.

Great ideas can disrupt business as usual, as its difficult to stop what people want to have.

Further examples of disruptive innovation and the shift taking place:

Marketers need to consider how tech changes affect purchase behaviour, how the web has empowered (and added complexity) to customers lives, and how businesses can adapt to thrive in our new connected world.

Many of the recent success stories in business are based on a disruptive marketing approach, from Groupon and  Airbnb to SalesForce and more. Shaking up how business is done is becoming a competitive advantage to new startups for some time, and its on the rise. Even Facebook would fall into this category with the way its changed how millions engage and interact through social media.

A disruptive approach can also be part of a brand strategy, take Apples cube store in New York. Its the most popular tourist destination in the city (surpassing the statue of liberty) and the 28th most photographed landmark on earth.

Todays brands are taking disruption to the digital front, where marketing is more cost effective and proving to provide a better ROI than their analog predecessors. A disruption thats started is mobile, but did you know that by 2016 over 1 billion smartphones and tablets will be in peoples hands? Prepare for a BIG shift in the next few years. Some are saying this is the new mode of doing business, and I tend to agree.