In the commercial / marketing area businesses there is a clear tendency to focus on attracting customers. It’s something I’ve experienced many times, mostly because that was my job: to capture the maximum number of customers at the lowest possible price.

Obviously a company can not fail to attract customers, because it would not grow, their clients would leave the company gradually (there is always a percentage of churn ), because it would not would innovate commercial, and competition, and the company … end up close.


But what happens if we focus both capture and not pay attention to the quality of captured customer?

Recruitment strategies in online marketing : quantity or quality?

This is the discussion ‘eternal’ in digital marketing departments. We all agree that loyalty is very important, but we always end up focusing on attracting more.

A few days ago I read the post that inspired me to return to dwell on this topic.

The post talked using the ‘customer value’ (customer equity) , as a metric to measure the quality of the customer and, above all, as a way to guide the strategy for greater margin, and therefore a higher income (objectives Most companies).

What is customer equity and customer value?

Putting it in a simple way

Customer equity and customer value = number of customers x average net revenue per customer
Or what is the same:

Customer equity and customer value x = no customers Customer Lifetime Value ( CLV )
(In case you are evaluating the quality of the captured leads would be: no new customers x estimated CLV).
And this is calculated as:

Customer Lifetime Value (CLV) = Average revenue per customer x gross margin per customer / churn rate (customer cancellation fee).


To explain it any better than an example of what can happen if you control this metric. If you catch much but leave you little room and go fast you have a big problem. And whether or not you can be in the situation where each time a customer you catch why waste money?

If I invested in grasping ( CPA ) is higher than what the customer leaves your company ( GLC ), you lose money.

(In this post I am going to focus on analyzing the recruitment strategies. Obviously Equally important are loyalty (which increase both the CLV and customer equity), but do not go in them, not to dwell too much).

If on one hand we can not fail to capture and secondly we have to ensure the quality, where is the balance?
How to balance quantity and quality online marketing strategy?

We have to find a balance between quantity (volume) and quality. The volume we provide liquidity, and quality performance.

Moreover, as we have seen before, we have to bear in mind the ‘bet’ in CPA we do to capture leads. Since we control or CLV (as many companies with residence times) or we may be adding liquidity losses instead.

It is therefore very important to understand what we will get if we try to capture leads depending on the medium we use (paid, earned and owned) and the stage of the purchase funnel or marketing funnel where the user is located.
In the picture you can see below, I try to define the volume and quality of leads captured in terms of both variables.
What you see in the matrix is my perception based on what they have learned throughout the years in the online world. Of course there will be business models that my ratings are not correct.

What online channels which add volume and quality of leads?

Uptake in marketing strategy Marketing Funnel quality and quantity vs Tristan Elosegui

If you look closely at the various crossings you will see that it is unwise to try to attract users who are in the phase of awareness as to get a few conversions and dubious quality.

However, as we are approaching the stage of the conversion ( action ) the user is more convinced of purchase and quality of leads increases. At this time the medium used to capture varying determines a quality and / or volume.
I added caseloads stage of advocacy as a mere indicator of the best ways to retain and those who are not used to it (paid media).

I explain why.

Why in some cases we capture higher quality leads and other higher volume?

1. Stage marketing funnel in which the user is
If you capture a lead that is in the stage of awareness (for example) with an aggressive offer, the chances that this person will regret your purchase or to keep looking to find a better option are higher.

If you are convinced with an offer on the stage of awareness, the strength of your buying decision is much less than that can have a user who has gone through the various stages of decision making ( awareness = knowledge, consideration = research and action = decision making and purchase).

2. Means are more suitable for quality and other for volume

As with any strategy, means are more useful for volume and other for quality.

By its own idiosyncrasies:
The paid media (outbound marketing) are better suited to capture a high volume, but not so good for getting quality.

The own and earned media, but they are getting better quality leads, but with less volume.

In the media we paid ‘interrupted’ message and our own and earned media, are the users who come to us for information / confidence to make their purchase decision.

3. Evolution of the customer mix
For the evolution of the company, the volume of users we capture quality is reduced.
At first, the percentage of users find us a genuine interest (own and earned media), is greater than those who buy our product for an offer or for convenience.

The reason is clear. The company needs to grow, and it begins to invest more in media that will bring that cash (paid media) as volume leads to low cost ( CPA ).

This solves a short term problem but causes another medium to long term ( churn , profitability, etc.).

Marketing strategies must focus on creating audience

Difference between paid and earned audience traffic

1. Paid Traffic:
If we base our strategy on paid media, we will capture traffic, of varying quality depending on the stage of the funnel where they are, but it’s hard to get generate engagement, based on online campaigns. We are capturing traffic. We’re picking up on what media convergence strategies called ‘ sponsored customer.

People with a relative interest in our company or products, which we capture the interest campaigns based payment methods, promotions. As a result we get a high volume of visitors, but with a low conversion rate, and what is worse, a CLV potentially low (that we have to be measured in each case to confirm).

Besides these main KPI, check this profile is quickly detected by high bounce rate, low time to visit, etc.

2. won Audience:
When we define a strategy for creating online audience (quality leads), we use the best combination of paid media, and own cattle, and focus on achieving the objectives of each stage of the funnel . Thus we get the attention of people really interested in our product / service.

We are creating audience that comes to us why you are interested our product, we are not paying them to come.
We’re taking the user from stage to stage, with the most appropriate strategy for each moment. Thus, users are taking the decision at their own pace (not ours).

Thus we capture even higher quality leads at a lower volume.

As I said at the beginning of the post, the key is balance between the two strategies, but taking clear that we must combine paid media with other media, to try to get the highest possible quality.

Customer equity and metrics to balance marketing strategies
To try to balance between volume and quality, we must set the value of client we are generating for the company and the customer mix in terms of their contribution to this value.

The customer equity will predict whether our strategy is balanced or are betting ‘too’ by the volume or quality of captured lead.

That is, we have to analyze the results of our acquisition strategy from several points of view:
Before the visit : results of our strategy out of our website in terms of performance of campaigns, content, actions, etc., in their profitability, etc. etc.

During the visit, to see the quality and volume of traffic generated in terms of interaction with the page and conversions obtained.

After the visit, to analyze the quality of captured lead in terms of profitability, CLV and ultimately customer equity it brings.

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Using ScrapeBox for best practices in SEO

One of the tools that are frowned upon in the world of SEO is ScrapeBox . This is a tool that is classified as SPAM, but in my opinion it is not. This tool may or may not be spam, it all depends on the person using it, the end of the day, it is a tool that collects data (among many other features), and like any tool can be used to do “good” things or to make things “not so good”.

As you know if you’re in this world of SEO , these last few months have changed many things about link building made our website, now we need to focus more on the quality of each link in the amount and with the passage of months this will be even more important and each link to place can benefit or harm our Link Building strategy.

In the following book I’ll tell you to use ScrapeBox and reported benefits me.

Using ScrapeBox for best practices in SEO

Scrapebox is a tool for scrapear to automate tasks and create you Google your own footprints (If you do not know what the footprints here I leave a full article on them ). Many professionals think that Scrapebox is a tool to get massive links and see it as a SPAM tool, not culp0 them since many people use this type of software for black hat practices than ever recommend.

Scrapebox is not a spam tool, in fact the use Scrapebox in my day to day tasks White hat now throughout this guide you will see.

Wandering around the interface of this tool

Using ScrapeBox for best practices in SEO

Before you begin to list all the possibilities and gives you this tool in your day to day, I’m going to show its interface and briefly explain what each one of them:

Section Harvester: You can put the footprints you want to use to acquire blogs, domains, and other resources. You can also select the “Custom Footprint” option to further customize and get more out of this option.

Section Keywords: This is where the keyword is inserted on which we seek with the custom footprint.

For example, if we want to find blogs related to SEO and are functioning under just what we would do is put the following line: site: “SEO”. This would return all the results we found based ScrapBox this footprint and this keyword.

Harvested URLs: In this window you will find all the results you’ve got to get through your internship as I have discussed in section 2.

Select Engines & Proxies: Here is where you will select the search engine and insert the proxy you want to use to start scrapear information. If you will use this tool to detox issues bonds or competitive analysis I recommend also select search engines like Bing and Yahoo subsequently compared more information.

Coment Poster: This option allows you to post comments on sites that have previously obtained using the appropriate footprint, but this would not recommend you use it well, as it’s black hat and such practices would end up penalizing your project. You can use it to ping your links and get them indexed faster.

Start your Link Building strategy with option Keyword Scraper

Using ScrapeBox for best practices in SEO

Let’s start with the good, one of the features I like. This is the Keyword Scraper option that will help you to acquire numerous related keywords, which you can then use to promote to your list and get more information scrapear. This option will suggest a host of related keywords in the purest style suggestive keywords in Google.

To operate this wonderful option, simply select the keyword Scrape scrape >> Section 2 (Keywords), enter on the left side the keywords that you have designed and click the “scrape” button. Once this task you will see how many ScrapeBox will start to show you related keywords.

To avoid duplicate or unwanted keywords find a button called Remove , here you can remove duplication, keywords that do not contain the word you want and some very últiles to finish outlining keywods your list of options.

Using ScrapeBox for best practices in SEO

ScrapeBox. Complete Guide to Good Practice.Now we start with the complete guide to good practice with ScrapeBox . Once you’ve seen some of the most important features of this software, now you will see the practical benefits that we reported daily use of this tool.

1. Scrapea URLs from options ScrapeBox

Definitely one of the best scrapeadores you can find on the internet, but the best. So once you’ve got your list of selected keywords (remember to choose keywords that relate directly or indirectly to your niche with a volume of important searches), those introduced to in section keywords for which I have already spoken lines above and follow step 2.

2. Use the Footprints.

The footprints are commands that are inserted into google for more specific searches . To help you understand this better let’s see an example:

Imagine you want to find all URLs that Google has indexed in its search containing the keyword “SEO”, for it empelearemos a code to facilitate this search, in this case so specific. Then would read: “inurl: SEO”.

You see the footprints are very useful in day to day SEO and few people use them, I encourage you to start using it and make the most of your actions.

Here I leave all 3 search operators you should know:

Site: Displays lists of domain specific URLs or links to a specific domain.
Inurl: Displays the URLs that contain a specific text fragment previously defined.
Intitle: Sample URLs that contenien some text in the meta title tag previously defined.

As additional information here I leave some of the advanced search operators that Google recommends.

Now that you know who they are and what they are for search operators or footprints, sure you already know what to do if you have the following questions:

  • I need to get links from Blogs and Bloggers related to my topic.
  • I need to get my product and related websites where you can be mentioned links.
  • Platforms need to know where I can share my products.

3. Find good sites for Guest Posting by ScrapeBox.

Using ScrapeBox for best practices in SEO

Suppose you have a blog Web Analytics and want to share your professional services analyst and try to attract customers to your blog. Some of the actions you should take to try to achieve your objectives are:

Post specific content on Web Analytics on your blog regularly.
Post specific items related Blogs and have visibility that accept guest posts.
Being present in the best business platforms related to your niche.

I propose a strategy to three months where you are able to get 30 reviews with many links (do-follow / no-follow) on authority sites related to your niche.

For this you must do is to use the following combination of footprints:

“Powered by WordPress” + “Google Analytics” and site: .com

I explain in detail the input data:

“Powered By WordPress” footprint introduce this because I have found that most people who have a blog related to Online Marketing which are often under the WordPress platform.

“Google Analytics” This footprint use it because I want you to give me back only the specific sites where we talk about Google Analytics and WordPress are also low. I use this advanced search operator to select the domains that end in .com alone.

If you want more curl curl you can even get the following footprint:

“Powered by WordPress” + “Marketing” and intext: “guest post”

You see, here a more general search is made. With this we ensure any findings made in WordPress Blog Marketing talk and you will surely have some section or have already been invited papers.

Now once you understand a little operation of Scrapebox footprints just open and insert everything you’ve learned.

4. Check the quality of the links found.

Once you’ve done your keyword research and ScrapeBox has made you first list of URLs should start making a check of some basic data on each of the links. In addition you must also use the APIs Moz.

STEP 1 >> Play with Domains: The strategy that I have raised I spoke guest articles, relationships and authority pages. In this case you should just forget to look out for in the articles and focus on the entire domain . For this you must go to 0pción of “Trim to Root” is in “Manage Lists” to cut all URLs and domains to be alone.

Using ScrapeBox for best practices in SEO

STEP 2 >> Eliminates duplication: Once the previous step, you must click “Remove / Filter” >> “Remove Duplicate URL” for e liminal duplicate domains.
Using ScrapeBox for best practices in SEO

STEP 3 >> Check PageRank: You must check the PageRank of each URL to ensure that this indicator exceeds 2 or 3. This means that the domain is one that has minimal authority. This you can see in the section “Get Domain PageRank”.
Using ScrapeBox for best practices in SEO

STEP 4 >> Check the Domain Authority (DA): This should be done with the “Page Autority Addon” option. Besides domain authority, it also gives you the authority information page, the Moz Rank and external links.
Using ScrapeBox for best practices in SEO

STEP 5 >> Get emails from your list of URLs: One option that I like about ScrapeBox. With the option “Grab Emails locally from list”, you’ll get a list of all the emails from each of the owners of those domains so you can contact them to agree to get reviews, guest articles and synergies. Definitely an option that saves you hours of work.
Using ScrapeBox for best practices in SEO

5. Eliminate duplication using this tool

Another very useful feature of ScrapeBox. With this option you can detect duplicated URLs when you’re doing work for detection of toxic bonds.

To do a job Audit links, especially when you’re doing it on a site penalized for links, you must do a thorough job and do this work based on when different sources:

  • You can do this with the tool Link Detox.
  • Combining it with a craft with the help of Ahrefs.
  • Combining it with manual labor also based on when data Open Site Explorer.

You see, doing this job, you would have three separate files linked to interesting content. One of the main objectives would be to combine these 3 files into 1 single and eliminate duplication of links or repeated domains.

To do this you will use the addon “DupeRemove”. Once installed and running you will get a window like this:

Using ScrapeBox for best practices in SEO

Now go to the “Select source files to merge” and select the 3 files you want to combine into one. After selecting the files containing information of the links you must click on the “Merge Files” option to merge the files into one.

Finally to remove duplicate domains or URLs, you need to click on the “Select Source File” and choose where you want expoertar URLs or domains unduplicated.

6. Detect “META” tags for each URL on your list

ScrapeBox also allows you scrapear titles and descriptions from a list of URLs. This chooses located within the option “Grab / Check” the “Grab harvested meta info from URL list” option.

This can have a quick view of the title, the description and keywords for each of the URLs in the list that you imported target.

Using ScrapeBox for best practices in SEO

This will be useful if you export this information to an Excel file and and you use it to check the number of pages that use an exact match key word in the title or some other over-optimization that is not well seen by Google.

Once you detect these over-optimization you must do is change all those titles for more natural titles.

7. Check the validity of each of your internal and external links.

Using ScrapeBox for best practices in SEO

Another practice that should be done on a website when it is carrying out an audit or simply when you want to test different aspects of the web, is to check the status of links, both internal and external.

To perform this test you must use the addon “Scrapebox Checker Alive”. This option failitara us this task.

To detect any problems with your links you just have to set this up properly. This simply adds response codes 200 and 301 as well and check the “Follow Relocation” box.

Using ScrapeBox for best practices in SEO

This program will mark you as erroneous all links return a different response code 200 and 301 .

8. Check if your URL changes in your project are being indexed by Google.

If you are making major changes in your project related to the total amount of internal pages, you’ll want to make sure that Google re-re-index all new URLs you entered and all the changes you’ve implemented.

To make sure all this I recommend combining Screaming Frog ScrapeBox tool , now I tell you how …

STEP 1: The first thing to do is scrapear your project with Screaming Frog, by setting options that let you Basci following images:

Using ScrapeBox for best practices in SEO

STEP 2: Once Screaming Frog has completed the process, you should keep export data to a CSV file, and later open it and copy it to ScrapeBox. Another option is also valid CSV convert that into a .txt and then import it as you see in the image below:
Using ScrapeBox for best practices in SEO

STEP 3: After importing the list of URLs you just have to click the button “Check indexed” and select the option to “Google Indexed”

As a result of having done well these 3 steps, the tool will return a pop up where you will have all the information indexed and non-indexed URLs.

I recommend you export the list of URLs not indexed to analyze in more detail.

Outbound links 9. Check your list of links obtained.

Using ScrapeBox for best practices in SEO

As a final option that I really like, I tell you that with ScrapeBox can also find outbound links and Outbound links for each of the URLs obtained result of having done a job search sites add your reviews as I have spoken to in point 3 of this article.

For this there is an option in the list of addons called “Outbound link checker”. This option will show the outgoing links of each of the URLs obtained after doing a search for places to insert your links or reviews.

Using ScrapeBox for best practices in SEO

As you see in the picture, you return some useful data. Once obtained this information you can also check the authority of these URLs and decide for yourself if they are valid or not.

ScrapeBox. My conclusions

You see, even though many professionals or “not so professional” ScrapeBox considered as a SPAM tool is actually a very powerful tool that will save you time on your daily tasks and other advanced tasks. As I mentioned throughout the article you can use it to do well or you can use it to make other practices, all depends on the person who is at the head of this tool.

I recommend you to read when eschuches or an industry professional badmouth ScrapeBox think that perhaps you have not used this tool or unknown many of its features as I just like to show throughout this article.

If you liked this article and want to know more information and advanced options for this software I recommend that you consult a Chuiso, the only person I know who knows by heart this tool and who has helped me discover a host of advanced options.

Finally I would like to know what you use your ScrapeBox and what benefits you reported in your daily life.

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Youtube Tips to drive traffic to your website

Youtube can be a source of traffic to your website or your online store, get Youtube redirect users to your website is a simple strategy that will show you with a series of tricks Youtube.

But to undertake these actions you must have a YouTube channel, that is clear, must be verified and associated with your website, the platform provides you with tools to do so, I will explain some effective tools and can give relevance to your channel since you have fully optimized according standards Youtube.

Youtube Tips to drive traffic to your website

How to check your channel on Youtube

The platform aims to be non-fiction channels, many users create channels for testing or not legal action within the parameters given, but we must also provide coverage for businesses and users who want to strategize with your videos.

This verification is used to associate a web to your YouTube channel, there are other checks which are used to confirm the account or activate additional functions and using a digit is sent to you via sms by phone.

To check your website, you must associate it through webmaster tools of Google, we provide several options but the simplest is that of confirm your account analytics, meta tag you already have inserted in your website serves for this verification, what otherwise you have to insert another with which you would add more html code of your website.

Check the page find the advanced features of Studio Creator on your channel if you do not find there have to first enable functions how verification through SMS.

Youtube Tips to drive traffic to your website

We have checked our website and can send traffic to it from the videos go up on Youtube. If you are consistent in making videos and generate views and subscribers you will see how the traffic comes from your video channel.

Prompting you to insert the links on Youtube have the attribute rel = “nofollow” to which we are not giving juice Youtube Popularity your web, that was imposed to avoid possible spam. But even with Google acknowledges that attribute from whence this visit, the “nofollow” are also required on any link building strategy.

Effective methods to get subscribers

A youtube likes you to perform actions in order to increase your number of subscribers, have a good social base makes video is viralicen faster, and they are the first to reach them notice you’ve uploaded a video and if you like it They share, you have to know who your subscribers are included on your list who like your videos and themes for your channel, do not upload videos to upload something, you must always be consistent with your theme, your subscribers are loyal to it I repeat, have been signed by the subject that interests them.

To add subscribers in an easy and very effective can create a url with the address of your channel and adding at the end the word “? sub_confirmation = 1”.

Clicking it on the link above (click fearless) popup to stop the blank screen with only the possibility of subscribing to your channel opens.

This can shorten the url with any tool you use to cut it and insert it into any web page or URL how to click button that the user subscribes.

You can also insert next to the video trailer how you placed your channel for new visitors and are not subscribed.

Youtube Tips to drive traffic to your website

Insert an active url in annotations

If you have an ecommerce you can drive traffic directly from the video of the product to the same tab of the product for the user who has seen the video you can buy, a call to a very effective action to get customers to buy, Youtube leads reproductions submit your video as keywords inserted and take advantage of these visits to sell, once you’ve created your video it stays forever on the shelf, do not make any financial expenditures, contrary to what you paid when you make an Adwords campaign , I can consider it more effective action to bring customers through video than any Google Adwords campaign.

You can spend 150 euros on making a video or the same money you can spend on an Adwords campaign, this video is for ever and more relevant to your channel’s views, while in Adwords when the money runs out no longer leads users . In addition the user comes across a video has more information and is therefore more inclined to purchase.

To insert your web address in Youtube videos you must enable external annotation features to your channel, how we have explained above what you can do with a simple SMS to your mobile phone.

Youtube Tips to drive traffic to your website

Once activated, this function you can insert external assets and links to your website or online store, users viewing your videos may appear on your web or directly buy the product they see.

Enter the notes section of the video where you want to insert the url and type the phrase you want to attract, is a call to action must be clear in the video playback. Create a snack or a note, written once activated the option to insert an external link (image).

Youtube Tips to drive traffic to your website

In this paragraph there are two ways to insert an external link, a website or an article of your online store, Youtube allows you to log merchandising, with verified items and will only fit if you have enabled the feature to Partner Youtube, ie enable monetization in the list of advanced features, but equally you can insert an article in the section website, if you do not want to share profits with Youtube this is your way.

How to get followers on Facebook and Tweeter

You can also use the above tricks to get users in your social network, a way for viewers to convert your videos followers.

To achieve this you need to have a WordPress blog because we will use a free plugin called Pretty Link with which convert url of your social account in an url with the domain of your website, which is linked to your YouTube channel.

Once downloaded and activated, you need to indicate that you want a new web address:

Youtube Tips to drive traffic to your website

Redirect url using a 301:

Youtube Tips to drive traffic to your website

Add the address of your favorite social networks:

Youtube Tips to drive traffic to your website

E indicate the rel “nofollow” in the section:

Youtube Tips to drive traffic to your website

Youtube will see that the url associated site is indicated how the same direction and mean it should go. You can add annotations requesting subscription to your social networks.

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Why if I have 5,000 fans on Facebook a post has 100 views?

It is a question asked by many Community Managers and has an answer: The new algorithm Facebook . With this new change, Facebook wants you to buy for your sponsored publications have greater scope ads. Therefore, the publications you do on your Facebook Page Reduced and interaction with followers has decreased, there is less I like and / or comment on the posts you do, well then, that the new algorithm introduced Facebook should make a couple of months.

First I explain a little what that is Facebook’s algorithm:

The Edgerank is the name given to the algorithm Facebook, which started in April 2010 and is used by the network to determine which publications (content that you share with friends and / or fans) are shown on the news every user. What does this mean? The Edgerank is responsible for the news show on our facebook profile whosoever content that may be interesting for us, and as calculated with the following formula:

Why if I have 5,000 fans on Facebook a post has 100 views

  • Affinity u_e User: Interaction between two users
  • w_e Weight Posted: Shared, I like it, comment.
  • d_e Post Time: The longer you take, the less important the publication.

It has never happened to you one day think, “Paco will be deleted me from Facebook? I do not see anything on his Facebook … “and then looking at your friends and remains among your contacts, but then, why I no longer get anything from it? The formula above has the answer, here are some detailed factors:

  • Comments and / or I like you did to Paco when you share content and vice versa.
  • Private messages you have sent and vice versa.
  • I like you and comments received by Paco in their publications.
  • Visits profile.
  • Friends in common you have with him.

All these factors are shown in the formula Edgerank, and influencing a story appears on our wall or not, be aware that some people have more than 500 friends and not all information 500 will appear only a few, those few are decided by the formula.

What does make a Facebook page to get more hits in their publications?

1- Scan your fans:

It is essential that you know when the best time to share content, as well, Facebook gives you the option to schedule a publication, take advantage. But how do you know when is the ideal time to have more views? Very easy, register at:

Additionally, this page will give your number Edgerank and tell what day and what time there are more fans connected (only need to generate and implement Heatmap range of past dates to compare): The green color will tell you more hours

2- Interact with them to the fullest:

Why if I have 5,000 fans on Facebook a post has 100 views

Try to answer all the comments made, mentioning the person. Put a comment I like to do etc. The user has to see that there is an interaction with him and it is more likely to respond again.

3- Create interesting content:

Give value to your Facebook page to share interesting content for your fans. Discounts, curious images (that deal with your industry / environment obviously) have to try to create post that you think people are going to share, please ask yourself before your skin and if you would share this publication with your friends.

There are 3 things but if you do it biens see how your publications will be seen by more people. Anyway, here are tips: I like to have more on Facebook, and How to get more followers on Twitter.

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Create a daily post. April 2014

Today begins the month of April and thus a daily post * in MkJunior. What I want to achieve is to create a habit and try to create a post every day until June. But What benefits will have to create a post every day?

The first and foremost is to enrich this blog slowly, creating new content and new post to help you understand and improve your SEO + Social Media + Web Analytics expertise. In January this year started this blog, and today, I created 18 post, these entries have to have the following information from the foundation of the Web:

Create a daily post. April 2014

Total views: 1,182 views
Pageviews: 2,748 pages
Duration: 2 minutes and 20 seconds

They are good data to start with, I’m happy, but I want to give it a push, since I have done 3 months and now is when the game starts :), although it started from the first day of the creation of this blog, you can see Steps in SEO chapters.

The second goal is to tell Google that this blog is updated and generated content and quality ;)with which I hope to generate more visits and especially more points in my SEO strategy. Note that a website that does not generate content that is not updated is not important to Google, so you penalize losing positions and soon will have 1,000 links to your page or have optimal SEO strategy, of course, talking about long term, Google does not want to update your website / blog every day, but after 1, 2 or 3 years if you have not updated and pursued a strategy of SEO lose positions and recall is more difficult to lose.

Therefore I decided to create a post every day in April, adding new chapters SEO, creating my first post of Web Analytics and generating more online marketing and social networking.

As the month ends, we’ll see if I gained more views or not, I’ll share with you.

* Post = Post newspaper on weekdays, or 22 post in April.

Valid registration for this blog to serve Paperblog under the pseudonym ignaciomk

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Does Google want to equate SEO with SEM?

Not if you have noticed but Google has changed the format of the ads in their searches. With this new change, Google wants to equate SEO with SEM, as currently there is not as big as it was before visual difference. Look at the comparison:


Does Google want to equate SEO with SEM


Does Google want to equate SEO with SEM

There are only two small differences between ads and natural positioning : The word ad in yellow and the small bar separating ads with SEO. With this new change, what is the aim of Google? Very easy, earn more money. If before people did not click on links either because the background was yellow or because they knew it was an ad and preferred to go to the first results of natural positioning (which are relevant), with this new change is beginning to not differentiate the two types of results.

This may just be the beginning and google in the future or will remove the word “advertisement” or that the bar disappears, or to put more and more results of Google Adwords and organic results down positions … So far I’ve only I got to see 3 advertisements in a search, thus, the 4th is 1 to hold the natural position.

There may be many changes and the key to all the have Google, consider that SEO as we know it depends on Google and if you see that there are companies that make money selling those services and they stop making money, maybe we are starting live stage decline of SEO, I hope to be wrong, because many people live in it and I think all would lose the essence of online marketing.

Increasingly it will be important to invest in SEM to be well positioned as Facebook did with its algorithm change, forcing companies to promote their publications to reach more users. What do you think of the change? Do you agree?

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Google Trends. Predict the future

Google Trends. Predict the future

Google Trends is a useful tool to understand the trends of the results of Google tool. Therefore you have to know to use it to know what the user is looking ahead and either to rising or falling trend search. But,

What actually Google Trends and how is it used?

Google Trends is a tool that provides us with Google to show search history of the terms we choose. Also shows the results by country, but we can add a series of filters: by date, by country, by category and search the Web. But to understand better, what better way to practice. Here’s the link to go Google Trends

Find a word or phrase, for example: Diet You’ll see how funny it is.
Do not you call all the attention? The months of December, the word diet is less sought after, but in January goes, we know that in the new year we want new purposes and diet is one of them. No need to be told to a Marketing Manager gym to do their promotion in January, but did not know if this tool will give a big hint:

Google Trends example

But really What is? Here I tell you some tips that you can use to get the most out of Google Trends :

– You can assess whether your business is relevant in Google, and what is its tendency, especially compared to the websites of your competitors. You have the ability to compare multiple search results, use it to find more users seeking, your business or competition.

– With this tool you can see the trend of all your keywords, and thus create backlinks strategy more effectively, with positive trend keywords. This may help you help to advance positions in SEO.

– Ask that trend Google has a new product or service that you plan to launch it’s like to have answers to market research, but easier and above all free. Obviously the results are not the same, but you can give clues about whether Google searches, which are in demand and what type of trend is.

Obviously Google Trends does not predict a 100% decline to a product, without going too far try it with Facebook, there came the famous article by researchers predicting that Facebook started to take a downward trend. Google Trends is used to help you know what position your competitors have about you, help you make an SEO campaign and inform you of the tendency of some searches that you may find helpful. If you are curious you can have some fun with Google Trends.

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If Google SEO dies too? #RipGoogle?

If Google SEO dies too

It’s a question I create the following post: Google wants to equate SEO with SEM. The question I threw not think it will happen, at least in the short to medium-term, but in the business world it is known that one day up and one day you’re broke. It may be, it is difficult, but taller towers have fallen. Anyway I’ll answer the question:

If Google SEO dies too?

Rip Google seoTo answer this we must have another. You know how to position a website in Google naturally follow a set of rules (algorithms) to be able to appear in the top positions, therefore, I ask this question:

Does Google is SEO?

You know that SEO is the natural position of a website on a search engine, and Google is the most used search engine by the Internet, 90% worldwide. With which, you might say yes, SEO is Google. If you notice it is he who gives the rules of the game and you and I have them well positioned to meet to our website.

Whenever there is a change in the Google algorithm, SEO changes, therefore, I would say that Google controls the SEO today. And Why? For the monopoly has achieved in his field and the condition of absolute leader. People just search Google and other search engine sees as resembling but not quickly change.

However, that said, back to the question in the title of the article. If Google disappears SEO too? I say yes. To be first in Google (SEO) is to follow a strategy that will get you to this goal: Quality content, 100% web-optimized, presence on social networks, optimum backlinks etc. But Who put these guidelines and / or obligations? In case you did not know, Google.

Therefore, I would say that SEO is a “quality indicator” that creates a search engine for each website, resulting in positioning your web (browser). Today, who gives guidelines for positioning a website in search engines is the search engine itself, and the king on this is Google, so it is in charge of SEO today. That’s why, if you die the most famous Internet search engine, SEO will also die with him.

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Online Marketing Careers

Online Marketing Careers

SEO Specialist and Community Manager are the most demanded professions 2014. This is why I created a list of job openings on interesting and current online marketing now. The intention is to update every 7-20 days for you to know the latest job openings online marketing.


  • Junior SEO Executive – Barcelo Hotels


  • Online Marketing Manager
  • Online Marketing Manager – Real Estate Oi
  • Social Media Account Manager – NOW Notonlywebs
  • Junior Online Marketing – PromoFarma
  • Junior Marketing Coordinator


  • Technical Marketing Online – Caser Seguros
  • E-commerce Assistant – Swatch Group
  • Online Marketing Manager – The red fridge
  • Analyst SEO-Marketing – Paradigm
  • SEO & Analytics Manager – Worten
  • Community Manager – Legalitas
  • Head of Development and Web Designing
  • SEO Analyst – Rumbo
  • Technical Marketing Digital
  • Spain Country Manager – Drivy


  • Online Marketing Manager – Groopify

Now that you know offers interesting job market, you have to prepare a single CV. Create an original CV is essential. Today everyone has a race, work experience, language etc. and you have to differentiate as much as possible and be creative.

Lacriaturacreativa published 10 original CV to find work can serve as a guide if you have any ideas and can not decide, I encourage you to, HR staff is tired of seeing the same template CV everyday attention. Anyway, if you want or sing in the subway or create a web HML5, it can be served these 35 original CV templates that aulacm published, plus some great tips to help you create an original curriculum.

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Almost since I started working, the display ( banner ) has been one of the online channels you have worked more.

Although I worked with a year ago, my first serious contact was in the year 2000 when I started working in Vocento.

Since that time (my mother as the years pass!), So far, both the sector as the channel itself have evolved (much).

At first they were just a way to generate traffic. Conversion does not matter so much if these came perfect, but well. At the end of the day were not measured more than impressions and CTR (which incidentally, were impressive compared to today).

Over the years, the banners became a tool of direct conversion, and a bad measurement methodology, are only valued for direct conversions (last click) collected. Not for his contribution to the final conversion (assisted conversions). But the results more or less came, there were not many complaints.

What happens now ? The maturity of the channel, changing the habits of Internet users and, of course, the crisis affecting all have made that the results are not so good.

The overall conclusion? The banner is dead. Not at all! What has happened is that our way of doing campaigns must also evolve and many have been in the form of campaigning 8-10 years.

The ‘new’ existing techniques ( retargeting, RTB) and the evolution of digital analytics, allow us to manage our campaigns in a much more effective way, whatever our goal.

For these reasons, our understanding banner campaigns should too.

What is the role of the banner in a strategy online?

We have spent all branding ( awareness ) and low conversion, full conversion and little branding, now what?
It is not to assign a role to the banner: used to X, but not Y. This is understand the process continues until a user makes the decision to buy and think about what should be the role of the banner (which does best the banner?

I recently published a post in which he commented the results of a study on the role of each online channel in the conversion process, which could be seen clearly that the display is much more effective at the stage of consideration and little or nothing on the stage of action (final conversion), when it comes to conversions (the study does not show us the results of campaigns branding ).

I think it does not fit at all to reality . I think the study was not entirely accurate, and doing well, the percentage of late conversions (stage action ) would be higher. But if it reflects part of reality, so we must take it as a reference.


Contribution to the online channel conversion – Source: Convertro

That is, the results of the study corroborate what I said at the beginning of the post. So we add the assisted conversions, as other criteria when evaluating the results of a banner campaign focused on the conversion.

So far we have talked about what happens after the click. The user can directly convert or finish making by other means (search engines, direct traffic, etc.). We would discuss pending allocation models, but this will be discussed in another post.

But how do we measure the effect it has on the user only sees the banner and do not click?

How to measure correctly a banner campaign

I think I should begin by clarifying the four caseloads that we can find:

  • The user clicks and turns.
  • Clicks and makes no
  • See the banner and then converted by another channel.
  • See the banner and not converted.

Differences between post-click and post view

I have not found its definition in Wikipedia, but it’s pretty clear. We analyze what happens after the click (first two cases) or after we show a banner but do not click (the last two).

Through the use of cookies, we can know if the user converts after seeing a creative banner, click on it or not.

I am clear that the post views bring conversions, but also we should be wary of counting them. What extent we ‘believe us’ that the effect of seeing a banner has become a user?

If a company only makes banner campaign, it is possible that the effect of post view is more durable.

But what happens when the company has active campaigns in other channels on and off? We can not know if we have that user marked post view is over the effect of converting the banner or the rest of the campaign.

As a conclusion, we must consider whether conversions post view , but we must define its effect to the following post 48-72h banner printing.

But the contribution of the banner is not here what effect does the banner for users who have not finished becoming? Hayan clicked on the banner or not, this has influenced them in some way.

Consider all the contributions of a strategy for display throughout the purchase funnel or marketing funnel.

What brings the display at each stage of funnel and how to measure

Stage 1 awareness
There click through or not and when the user is converted, see a banner has a positive effect on the conversion process.

Helps reinforce the branding helps that we present this brand. Fundamental to finally convert (I can almost see my friend Nacho Carnes nodding .How do I measure the branding generated by a banner?

The truth is that it is not easy. Let’s see how:

In the media :
Depending on the number of impressions, banner format, position and page where it appears, its positive effects will be higher or lower.

My recommendation would give a different valuation each impression based on these criteria and then weighted. This will give you a number to become our ‘ brand score’.

So we have a reference to the contribution of each marketing branding brand.

In our web :
If you’ve been clicking is clear. We can measure the branding in the form of visits, and also if these visits are new we will be releasing a ‘new’ audience.

But if you have not clicked, we have no choice but to try to look for correlations (and causality) between banner impressions and the growth of the organic and direct traffic.

Stage 2 consideration
We can measure their participation in the final conversion in the form of assisted conversions (which we mentioned at the beginning of the post) and if there has been no conversion we can do in the form of micro conversions and increase in return visits in the organic and direct traffic.

Stage 3 action
At this stage it’s clearer. Then we can measure direct conversions (in which we have just registered an interaction (click on the banner and conversion) or in which the banner was the last click prior to conversion. As said before, we should talk about attribution models, but rather leave it for another post.

Stage 4 advocacy
At this stage it is not advisable to banner campaigns, as we have ways to communicate with our customers much cheaper (newsletters, client area on the website, etc.).

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