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Daily Updates

Spain & Search Marketing: The 1st Edition

25 October 2012 BY

This is the first post of a new monthly series where I will be sharing with you the latest search marketing posts, resources and events in Spain.

I’m happy to be able to create this list with frequent information about the Spanish search Industry –and related disciplines– since although the activity is maybe not as hectic as in the US or UK there are surely happening a lot of things, that unfortunately sometimes go unnoticed internationally. Let’s start with the latest ones:

Events

At the end of September a new edition of ClinicSEO –one of the main SEO events in Spain– was organized along eShow Madrid with talks about link building, strategy, analytics, international and e-commerce SEO. You can take a look here at the different SEO presentations.

SEO

Arturo Marimón did an excellent post summarizing his presentation at ClinicSEO that I especially enjoyed about frequent mistakes on our SEO strategies where he explains some SEO misconceptions and that:

  • A “cheap” SEO mentality can lead to penalization.
  • Not because our site has already been optimized from a development perspective we don’t need to do anything more.
  • A blog is enough to have quality content instead of developing a proper content strategy and plan.
  • Content is enough to attract links and we don’t need to promote it.
  • We need to focus on a number of links without connecting and engaging with our industry audience to earn natural visibility.

Other interesting SEO posts are the one of Lino Uruñuela analyzing the new Google disavow functionality where he also launched a test to disavow a link and see the results later this month and one of David Martín about the criteria to optimize a hotel site, where he points out how one of them (like many in this sector) use an internal directory instead of focusing on improving the site architecture, usability and internal link building.

Social

Alfredo de Paz from Territorio Creativo give us some basic principles to measure ROI in Social Media, such as determining:

  • The costs of the social media presence and activity.
  • The value of a client.
  • The value per impression.
  • The value of cost reductions.
  • The value of tangible and intangible assets.

Spain Search Marketing StateAra Pérez also shared an infographic in the e-interactive blog with some thoughts and figures about Social Media in Spain –the 3rd country in Europe in level of influence from their circle–, such as that 91% of Web users in Spain are in social networks.

Web Analytics

Ricardo Tayar did a very creative presentation at Conversion Thursday Zaragoza about doing Web Analytics without using one of the typical Web Analytics Tools (like Google Analytics, Omniture, Chartbeat, Piwik. etc). but focusing instead on gathering data about what is not happening and what could happen, which is the information that typical Web analytics tools cannot provide since they focus on what is happening on our Website. To do this Ricardo gives us tips to take a closer look at other sources of information, such as:

  • Our email: Doing a subjective data and UX analysis
  • Multivariate and A/B testing
  • Forms Analysis
  • Clickmaps & Heatmaps
  • Your site internal Search Engine analysis
  • Google Webmaster Tools

Another very interesting post was the one of David Campañó with the finding of a parameter named “ved” in the URLs of the Google News results snippet that he used to track the amount of traffic referred by this source using Google Analytics.

Conversion Rate Optimization

Barbara Posila from Web-analytics.es shared with us 5 deadly sins to avoid in a buying process giving examples that are unfortunately found in Spanish sites:

  1. Don’t have the option to buy as a guest.
  2. Don’t have a newsletter opt-in.
  3. Ask for the same information more than one time.
  4. Don’t automatically fill the information that can be easily identified from the user.
  5. Don’t clearly communicate the shipping costs.

Online Strategy

Ivo Campos proposed a very resourceful model to define the best online marketing strategies for the different areas (Social Media, SEO, PPC, CRM, Web Analytics, UX) based on your business maturity, giving three different scenarios according to the level of sales goals, budget, team size and technology support.

Wrapping Up!

After seeing all this you wish to be able to speak Spanish don’t you? Just kidding! I’m here to help you with that :)

In case you´re a Spanish speaker and want me to take into consideration any of your Spanish posts for the following editions just let me know, I’m reachable on Twitter.

AUTHORED BY:
h

Aleyda is an experienced International SEO Consultant -service that she provides through her company Orainti-, co-founder of Tribalytics -a social influencers marketing tool-, and a Moz Associate. She’s a frequent SEO speaker in international conferences.
  • Pingback: Spain & Search Marketing: The 1st Edition - State of Search - Inbound.org

  • Juancar

    Madre mía que peloterismo tenéis la “escena SEO” actual…parece que solo existís los de siempre y la mayoría de veces no decís más que palabras vacías. Cada vez que voy a un evento siempre vendéis el mismo humo o simplezas que realmente de poco ayudan a las empresas o las experiencias de otros SEO de otros países.

    En fin, que vende humos tenemos para exportar!

    • http://www.aleydasolis.com/ Aleyda Solis

      Juancar gracias por tu comentario aunque te aseguro que mi afán es compartir la mejor información que identifique en España y nada de “peloterismo”. Será subjetiva ya que es el contenido que me llega al fin y al cabo y por ello es que al final del artículo pido que si estáis interesados en que tome en cuenta información adicional que consideráis de relevancia sólo me lo digáis ;) Sobre “simplismo” y “vende humo”, creo que no está bien descalificar ni generalizar; existe en este y en todos los sectores y países de todo.

    • http://www.edgarsanchez.net/ Edgar Sanchez

      Juancar, tienes razón hay mucho vendehumos, en este tipo de eventos, pero también hay gente como la misma Aleyda que suele participar de ellos e incluso tiene el suyo propio que son profesionales como la copa de un pino y encima exporta. Deberíamos dar las gracias por este post y lo que significa en lugar de trolear.

      • http://twitter.com/MDavidMartin David Martín Morales

        Juancar vamos a intentar construir algo, ¿qué esperas tú que se diga? Y ahora, piensa en un evento de 30 min o una hora, con un perfil variado de asistentes ¿qué pretendes que se diga?. Aclaro que no soy de eventos, sólo digo que hacen falta tablas para dar uno y también responder a preguntas que a veces se hacen con mucha inquina. Es sólo un post recopilatorio con unos enlaces nada más. Si tienes un blog y escribes, pues dejálo en tu firma y quien sabe :). Un saludo.

    • http://blog.paulgailey.com/ Paul Gailey

      al igual que SEO de otros países puede ser instructivo para el mercado español Juancar, también hay practicas de aquí que valgan para conocer por ahí fuera y si este post da luz a ellas para gente que quiera aportar pues hay que aplaudirlo. Si sientes que la escena está limitada, publica algo en serio y defiendelo. Gtranslated to EN http://mmkt.in/Tk7f37

  • http://twitter.com/javier_lorente Javier Lorente

    Eskerrik Asko Aleyda!

    • http://www.aleydasolis.com/ Aleyda Solis

      Me alegra que te haya gustado Javi!

  • Sobrerito Blanco

    Totalmente de acuerdo con Juancar. Los SEO de este país se sois más visibles en eventos y redes sociales, realmente sois los que peores trabajos hacéis y los que más humo vendéis. Hay un grupito cercano a ti que lo único que hacéis es promocionaros y daros cariños, de manera que os vendéis de manera muy buena. Los que estamos en el anonimato, trabajamos mucho mas y mejor.

  • David

    Yo también llevo pensando esto desde hace ya un tiempo, comparto la opinión de Juancar y Sobrerito, siempre es todo, “se tiene que estudiar”, “se tiene que valorar”, etc etc etc, la teoría la sabemos muchos, cuando acudimos a eventos esperamos aprender cosas nuevas, pero para eso supongo que habrá que contactar con sus empresas y pagar. De hecho no me fío tampoco de lo que te puedan enseñar en un curso, ya que tienen este entorno tan bien montado que quizás no les interesa que les salga más competencia y únicamente te explican lo que a ellos les interesa que sepas. Para ellos seguir pues eso, vendiendo humo.

    • http://www.aleydasolis.com/ Aleyda Solis

      Hola David! Gracias por tu comentario sobre los eventos (definitivamente es algo de lo que se puede tomar nota al momento de organizar uno). Sin embargo este post no va sobre eventos o cursos en el mundo SEO, sino compartir la información más reciente y valiosa que se ha publicado en el sector en España. Como comentaba antes, hay de todo y el objetivo de esta serie es dar la oportunidad a obtener más visibilidad a la información que más aporta y es interesante por lo que si ienes algo que compartir no dudes en hacérmelo llegar para incluirlo!

      • David

        Que conste que he aprendido mucho con muchos de vosotros, pero llega a un punto en que esto lo piensas. De todas formas gracias.

  • http://www.facebook.com/basvandenbeld Bas Van Den Beld

    As much as I love the Spanish language, could we try and do this in English for the other readers?

    I am thankful to Aleyda for doing this, it is a first one so as she says any suggestions for the posts can be sent to her via Twitter!

    • Rodrigo Mantillán

      Maybe is better for the other readers not understand what the trolls says. I’m not talking about Javier & Aleyda ;-)

      • http://www.edgarsanchez.net/ Edgar Sanchez

        Typical Spanish ;) I love the post though.

  • Señor Muñoz

    I would like to thanks Aleyda for this post. Bas, forget about trolls.Somebody that hides themselve behind a nick, w/o giving their real names, are not dependable.
    Hope David Campañó can share his discover in english soon, so everybody can check what a terrific test he (they) has made!.

    • http://www.aleydasolis.com/ Aleyda Solis

      Thank you very much Fernando! I highly appreciate it :) It´s sad indeed that once we have the opportunity to get visibility to what is happening in the Spanish industry some people take the time to comment criticizing the selection hiding their real names just complaining without creating or offering any value. I actually invite people in the post to share their posts with me if they want me to include the information they think can be useful. Thanks again for reading.

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  • http://twitter.com/DavidCarralon David Carralon

    Aleyda, l’m late on this post, but just to say please ignore all silly comments and well done for the great initiative! Please do more! I’ll be reading with interest all your recaps about search in Spain

    To all ‘whiners & moaners’ – what Aleyda is trying to do here is to collate, digest & offer the best of Spain’s search marketing on State of Search, and In my view she’s done a pretty good job at that. Those that are not happy, why dont you proactively help Aleyda by suggesting interesting coverage that she can add to her next update?…confundimos la velocidad con el tocino

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