{"id":52410,"date":"2013-11-06T06:27:00","date_gmt":"2013-11-06T05:27:00","guid":{"rendered":"https:\/\/www.humanlevel.com\/sin-categorizar\/search-marketing.html"},"modified":"2013-11-06T12:45:00","modified_gmt":"2013-11-06T11:45:00","slug":"search-marketing","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing","title":{"rendered":"Search Marketing: when SEO is no longer sufficient"},"content":{"rendered":"<p>We leave you with the last presentation of Fernando Maci\u00e1 in the last #SearchDay of OMWeek Madrid. In it, Fernando talks about the importance of context in the optimization process and the need to broaden the traditional SEO approach.<\/p>\n<p><iframe loading=\"lazy\" style=\"border: 1px solid #CCC; border-width: 1px; margin-bottom: 5px; max-width: 100%;\" src=\"https:\/\/www.slideshare.net\/slideshow\/embed_code\/key\/4Vk8APV40jVk12\" width=\"595\" height=\"485\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"> <\/iframe><\/p>\n<div style=\"margin-bottom: 5px;\"><strong> Search marketing: when SEO is no longer enough <\/strong> by <strong>Human Level Communications<\/strong><\/div>\n<ul>\n<li>1. Search Marketing: when SEO is no longer su\ufb01cient.<\/li>\n<li>2. Presentation &gt; Human Level Communications \/ The Team<\/li>\n<li>3. Publications Publications<\/li>\n<li>4. Water introduction<\/li>\n<li>5. Water introduction<\/li>\n<li>6. keyword +ambiguity introduction<\/li>\n<li>7. keyword +ambiguity introduction<\/li>\n<li>Water! introduction http:\/\/consorciouniverde.blogspot.com.es\/<\/li>\n<li>Water! introduction<\/li>\n<li>Water! introduction<\/li>\n<li>11. context introduction<\/li>\n<li>12. keyword+ context -ambiguity introduction<\/li>\n<li>13. SEO&#8230; so far <a title=\"Definition of SERPS in our online marketing dictionary.\" href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/serps-results-pages\" target=\"_blank\" rel=\"noopener noreferrer\">SERPS<\/a> Keyword introduction<\/li>\n<li>14. SEO&#8230; so far SERPS introduction<\/li>\n<li>15. SEO&#8230; so far introduction<\/li>\n<li>16. introduction<\/li>\n<li>17. Search marketing &#8230;as of now introduction<\/li>\n<li>18. context Context \/ Query<\/li>\n<li>19. context query Context \/ Query<\/li>\n<li>20. Evolution of the context: the search in 1998 KW Searcher person Context \/ Query SERPS<\/li>\n<li>21. Evolution of the context: re\ufb01nement of the SERPS query KW1 Searcher persona KW2 Context \/ SERPS query.<\/li>\n<li>22. Context evolution: IP &#8211; Geolocation Searcher person Searcher person Context \/ Query<\/li>\n<li>23. Context evolution: IP &#8211; Geolocation Searcher person Context \/ Query<\/li>\n<li>24. context Context \/ User<\/li>\n<li>25. user context Context \/ User<\/li>\n<li>26. Search history: logged in Searcher person Context \/ User<\/li>\n<li>27. Search history: cookies Searcher Context person \/ User<\/li>\n<li>28. Context evolution: IP &#8211; Geolocation Frequent route analysis Searcher person Context \/ User<\/li>\n<li>29. User context: G+ Searcher person Context \/ User.<\/li>\n<li>30. User Context: connected accounts Searcher person Context \/ User<\/li>\n<li>31. Search Device Searcher person Context \/ User<\/li>\n<li>32. context Context \/ Content<\/li>\n<li>33. context content Context \/ Content<\/li>\n<li>34. Context of the content: first search engines &lt;head&gt; &lt;title&gt;&lt;\/title&gt; &lt;meta name=&#8221;description&#8221;&gt; &lt;meta name=&#8221;keywords&#8221;&gt; &lt;\/head&gt; Context \/ Content<\/li>\n<li>35. http:\/\/www.razvoj-karijere.com\/baza_znanja\/usmerenost-na-detalje Context of the content: first directories Context \/ Content<\/li>\n<li>36. on page Context \/ Off page content<\/li>\n<li>37. context Context \/ on page<\/li>\n<li>38. contexto on page Contexto \/ on page<\/li>\n<li>39. Context factors on page &lt;html&gt; &lt;head&gt; &lt;title&gt;&lt;\/title&gt; &lt;meta name=&#8221;description&#8221;&gt; &lt;meta name=&#8221;keywords&#8221;&gt; &lt;\/head&gt; &lt;body&gt; &lt;h1&gt;&lt;\/h1&gt; &lt;p&gt;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;&lt;a href=&#8221;\/link.htm&#8221; href=&#8221;\/link.htm&#8221;&gt;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;-&lt;\/p&gt; &lt;h2&gt;&lt;\/h2&gt; &lt;p&gt;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8211;&lt;\/p&gt; &lt;\/body&gt; &lt;\/html&gt; Context \/ on page<\/li>\n<li>40. http:\/\/www.aceshowbiz.com\/still\/00001255\/kung_fu_panda200.html Context of on page factors: IA and Panda Context \/ on page<\/li>\n<li>41. Context of factors on page: schema.org Context \/ on page<\/li>\n<li>42. Context of on page factors: knowledge graph Context \/ on page<\/li>\n<li>43. context Context \/ off page<\/li>\n<li>44. context off page Context \/ off page<\/li>\n<li>45. Not all links are created equal Thematic match Anchor text = Keyword From IPs with different C block From unique domains Unidirectional Natural evolution Per\ufb01l of popularity From sites with high PR Context \/ off page<\/li>\n<li>46. Not all links are created equal Thematic match Anchor text = Keyword From IPs with different C block From unique domains Unidirectional Natural evolution Popularity per\ufb01l From high PR sites Context \/ off page<\/li>\n<li>47. Context \/ off page factors: PageRank Page Rank B = Page Rank A X 0.85 \/ Number of outgoing links from A Context \/ off page<\/li>\n<li>48. Context \/ off page factors: PageRank Context \/ off page<\/li>\n<li>49. Context off page factors: TrustRank Authority sites Context \/ off page<\/li>\n<li>50. Context \/ off page http:\/\/googleplus-businesspages.com\/index.php\/googles-2012-april-search-changes-including-an-angry-penguin\/ Context \/ off page factors: Penguin<\/li>\n<li>51. Context \/ off page http:\/\/googleplus-businesspages.com\/index.php\/googles-2012-april-search-changes-including-an-angry-penguin\/ No follow No follow Context off page factors: Penguin<\/li>\n<li>52. Author Rank Context \/ off page<\/li>\n<li>53. Author Rank Context \/ off page<\/li>\n<li>54. Context \/ off page factors: social graph Context \/ off page<\/li>\n<li>55. Context \/ off page factors: social graph Context \/ off page<\/li>\n<li>56. Context factors off page: social graph Context \/ off page<\/li>\n<li>57. context From SEO to Search Marketing<\/li>\n<li>58. adding context to SEO From SEO to Search Marketing<\/li>\n<li>59. User searches What are you looking for? How do you search? Where are you looking for? When are you looking for? Google Analytics Internal search engine Frequently asked questions From SEO to Search Marketing<\/li>\n<li>60. Eureka! <a title=\"See Not provided in our SEO dictionary\" href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/not-provided\" target=\"_blank\" rel=\"noopener noreferrer\">Not provided<\/a> Landing page Retrieving keywords with SEMRush Keyword<\/li>\n<li>61. Google AdWords Search Queries Google AdWords Search Queries<\/li>\n<li>62. Internal search engines List 1 List 2 List 2.1 List 2.2 List 3 Keywords in internal search engines<\/li>\n<li>63. Internal search engines Keywords in internal search engines<\/li>\n<li>64. Internal Search Engines List 1 List 2 List 2.1 List 2.2 List 3 Keywords in Internal Search Engines<\/li>\n<li>65. Frequent queries in GA and GWT Keywords in Frequent queries in GA and GWT<\/li>\n<li>66. Searcher persona Searcher persona Searcher persona User Per\ufb01les &gt; Searcher persona.<\/li>\n<li>67. Search intent Searcher persona Searcher persona Searcher persona Searcher persona User Per\ufb01les &gt; Searcher persona<\/li>\n<li>68. Search intent Searcher persona Searcher persona Searcher persona Searcher persona User Per\ufb01les &gt; Searcher persona KW.<\/li>\n<li>69. Search intent Searcher persona Searcher persona KW Searcher persona SERPS User per\ufb01les &gt; Searcher persona<\/li>\n<li>70. Search intent Searcher persona KW Searcher persona LANDING Searcher persona LANDING Per\ufb01les of user &gt; Searcher persona SERPS.<\/li>\n<li>71. Search intent Search intent &gt; Conversion Searcher persona LANDING Per\ufb01les of user &gt; Searcher persona<\/li>\n<li>72. Search intent &gt; Conversion Searcher persona Search intent User per\ufb01les &gt; Searcher persona LANDING.<\/li>\n<li>73. Search intent Search intent &gt; Conversion Searcher persona LANDING Per\ufb01les of user &gt; Searcher persona<\/li>\n<li>74. Search intent &gt; Conversion Searcher persona Search intent User per\ufb01les &gt; Searcher persona LANDING.<\/li>\n<li>75. Extending the Search Marketing Cycle Search intent Searcher persona Need Searcher persona KW SERPS Product\/ Service User per\ufb01les &gt; Searcher persona LANDING.<\/li>\n<li>76. SEARCH SCENARIOS context &#8230;through different means&#8230;<\/li>\n<li>77. Users What type of person are you? Why would he come? What do you need to know? What can influence you Active listening tools and Social Media analytics User Per\ufb01les &gt; Users.<\/li>\n<li>78. Display conversion according to input channels List 1 List 2 List 2.1 List 2.2 List 3 User profiles &gt; Users<\/li>\n<li>79. Channel grouping in GA User per\ufb01les &gt; Users.<\/li>\n<li>80. Multichannel conversion analysis User per\ufb01les &gt; Users.<\/li>\n<li>81. Conversion value attribution vs. source cost https:\/\/docs.google.com\/spreadsheet\/viewform?formkey=dEJrTVNSN2RBUm03MUVHLWRwcE1jT1E6MA User per\ufb01les &gt; Users.<\/li>\n<li>82. Analysis of sociodemographic segmentations User Per\ufb01les &gt; Users.<\/li>\n<li>83. Cohort analysis User per\ufb01les &gt; Users.<\/li>\n<li>84. Universal Analytics Multichannel Multidevice Multidevice Customizable User Per\ufb01les &gt; Beta users.<\/li>\n<li>85. Facebook Insights List 1 List 2 List 2.1 List 2.2 List 3 User Per\ufb01les &gt; Users.<\/li>\n<li>86. SocialBro User profiles &gt; Users.<\/li>\n<li>87. Google AdPlanner User Per\ufb01les &gt; Users.<\/li>\n<li>88. Online Reputation Monitoring Tools User Per\ufb01les &gt; Users.<\/li>\n<li>89. User profiles &gt; Users<\/li>\n<li>90. Identi\ufb01cate NEEDS target SEARCHER PEOPLE motivations\/objectives SEARCH SCENARIOS context KEYWORDS positioning LANDING PAGES argumentation\/counter-objective From SEO to Search Marketing.<\/li>\n<li>91. Searcher persona \u2023 \u2023 \u2023 \u2023 \u2023 \u2023 \u2023 \u2023 Jos\u00e9 L\u00f3pez 19 years old Delivery man Lives with his parents A\ufb01cionado of cars Dreams of a BMW 3 series His motivations are: \u2023 \u2023 \u2023 \u2023 From SEO to Search Marketing Wants a car as soon as possible Price is important Trusts his instinct to distinguish a good car.<\/li>\n<li>92. Searcher persona \u2023 \u2023 \u2023 \u2023 \u2023 Nuria Carvajal \u2023 These are buying motivations: 31 years old Independent consultant Needs a car with some degree of representation but does not want to invest too much \u2023 \u2023 \u2023 \u2023 A certain warranty Dealership o\ufb01cial \ufb01nancial facilities From SEO to Search Marketing.<\/li>\n<li>93. Searcher personas Keyword BMW 3 series second hand From SEO to Search Marketing SERP<\/li>\n<li>94. Jos\u00e9&#8217;s purchase motivations PRICE RELIABILITY ASPECT ACCESSORIES From SEO to Search Marketing<\/li>\n<li>95. Competitive advantages of a private individual PRICE RELIABILITY ASPECT ACCESSORIES From SEO to Search Marketing<\/li>\n<li>96. Competitive advantages of a private individual PRICE RELIABILITY RELIABILITY ASPECT ACCESSORIES From SEO to Search Marketing<\/li>\n<li>97. Landing page Jos\u00e9 From SEO to Search Marketing<\/li>\n<li>98. Nuria&#8217;s purchase motivations PRICE RELIABILITY GUARANTEE FINANCING CLOSENESS FAMILIARITY From SEO to Search Marketing<\/li>\n<li>99. Competitive advantages o\ufb01cial dealer PRICE RELIABILITY GUARANTEE FINANCING CLOSENESS FAMILIARITY From SEO to Search Marketing<\/li>\n<li>100. Competitive advantages o\ufb01cial dealer PRICE RELIABILITY GUARANTEE FINANCING CLOSENESS FAMILIARITY From SEO to Search Marketing<\/li>\n<li>101. Landing page Nuria From SEO to Search Marketing<\/li>\n<li>102. Content is King (again) From SEO to Search Marketing<\/li>\n<li>103. Content is King (again) &#8230;ok, but now for real \ud83d\ude09 From SEO to Search Marketing<\/li>\n<li>104. Internal\/external content clusters From SEO to Search Marketing<\/li>\n<li>105. Internal\/external content clusters From SEO to Search Marketing<\/li>\n<li>106. Internal\/external content clusters From SEO to Search Marketing<\/li>\n<li>107. Framework for the design of online strategies Analysis of channels &gt; Framework for the design of online strategies<\/li>\n<li>108. Search Marketing Marketing Skills IT\/Technical Skills Search Marketing Skills<\/li>\n<li>109. Search Marketing Skills Content\/Communication Marketing IT\/Technical Skills Search Marketing Skills<\/li>\n<li>110. Search Marketing Skills Creativity\/design Content\/communication Marketing IT\/technical skills Search Marketing Skills<\/li>\n<li>111. Search Marketing Skills Social Media Promotion Creativity\/Design Content\/Communication Marketing IT\/Technical Skills Search Marketing Skills<\/li>\n<li>112. Skills for Search Marketing Data analysis, market&#8230; Social media promotion Creativity\/design Content\/communication Marketing IT\/technical skills Search Marketing skills<\/li>\n<li>113. Low relevance High relevance Evolution of the weight of factors in the calculation of relevance (CWM 2008) Quality links Original content Content Content intelligence Post-search behavior Domain history Domain reputation On-page relevance Directory links Reciprocal links Paid links TLA Etc. Easily manipulated Difficult to manipulate Necessary but not sufficient condition I told you so \ud83d\ude09<\/li>\n<li>114. 100% Not provided 0% ambiguity A world with no keywords but with knowledge<\/li>\n<li>115. Thank you<\/li>\n<li>116. Questions? Questions<\/li>\n<li>117. Presentation Fernando Maci\u00e1 Domene CEO S<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>We leave you with the last presentation of Fernando Maci\u00e1 in the last #SearchDay of OMWeek Madrid. In it,&#8230;<\/p>\n","protected":false},"author":3,"featured_media":44039,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[464],"tags":[352,509,507],"class_list":["post-52410","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-events","tag-fernando-macia","tag-speaking"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Search Marketing: when SEO is no longer sufficient<\/title>\n<meta name=\"description\" content=\"Search Marketing: when SEO is no longer enough, presentation by Fernando Maci\u00e1 at OMWeek Madrid 2013.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Search Marketing: when SEO is no longer sufficient\" \/>\n<meta property=\"og:description\" content=\"Search Marketing: when SEO is no longer enough, presentation by Fernando Maci\u00e1 at OMWeek Madrid 2013.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing\" \/>\n<meta property=\"og:site_name\" content=\"Human Level\" \/>\n<meta property=\"article:published_time\" content=\"2013-11-06T05:27:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2013-11-06T11:45:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searchmarketing-contexto.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"200\" \/>\n\t<meta property=\"og:image:height\" content=\"150\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Fernando Maci\u00e1\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@fernandomacia\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Fernando Maci\u00e1\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing\"},\"author\":{\"name\":\"Fernando Maci\u00e1\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#\\\/schema\\\/person\\\/e85eb7565a8e3e5e682084fac681d8df\"},\"headline\":\"Search Marketing: when SEO is no longer sufficient\",\"datePublished\":\"2013-11-06T05:27:00+00:00\",\"dateModified\":\"2013-11-06T11:45:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing\"},\"wordCount\":1499,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/searchmarketing-contexto.jpg\",\"keywords\":[\"Events\",\"Fernando Maci\u00e1\",\"Speaking engagements\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing\",\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing\",\"name\":\"Search Marketing: when SEO is no longer sufficient\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/searchmarketing-contexto.jpg\",\"datePublished\":\"2013-11-06T05:27:00+00:00\",\"dateModified\":\"2013-11-06T11:45:00+00:00\",\"description\":\"Search Marketing: when SEO is no longer enough, presentation by Fernando Maci\u00e1 at OMWeek Madrid 2013.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#primaryimage\",\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/searchmarketing-contexto.jpg\",\"contentUrl\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/searchmarketing-contexto.jpg\",\"width\":200,\"height\":150},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\\\/search-marketing#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Inicio\",\"item\":\"https:\\\/\\\/www.humanlevel.com\\\/en\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blog\",\"item\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"News\",\"item\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/blog\\\/news\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Search Marketing: when SEO is no longer sufficient\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#website\",\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/en\",\"name\":\"Human Level\",\"description\":\"Web positioning and online marketing consultant Human Level\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.humanlevel.com\\\/en?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#organization\",\"name\":\"Human Level\",\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/en\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/logohl25x3.png\",\"contentUrl\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/logohl25x3.png\",\"width\":600,\"height\":93,\"caption\":\"Human Level\"},\"image\":{\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/company\\\/human-level-communications\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/humanlevelcommunica\",\"https:\\\/\\\/bsky.app\\\/profile\\\/humanlevel.bsky.social\",\"https:\\\/\\\/instagram.com\\\/humanlevel\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/en#\\\/schema\\\/person\\\/e85eb7565a8e3e5e682084fac681d8df\",\"name\":\"Fernando Maci\u00e1\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/1x1-fernando-macia-26-2-96x96.jpg\",\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/1x1-fernando-macia-26-2-96x96.jpg\",\"contentUrl\":\"https:\\\/\\\/www.humanlevel.com\\\/wp-content\\\/uploads\\\/1x1-fernando-macia-26-2-96x96.jpg\",\"caption\":\"Fernando Maci\u00e1\"},\"description\":\"Founder and CEO of Human Level. Expert SEO consultant with more than 20 years of experience. He has been a professor at numerous universities and business schools, and director of the Master in Professional SEO and SEM and the Advanced SEO Course at KSchool. Author of a dozen books on SEO and digital marketing.\",\"sameAs\":[\"https:\\\/\\\/www.amazon.es\\\/Fernando-Macia-Domene\\\/e\\\/B004G45KK6\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/in\\\/fernandomacia\\\/\",\"https:\\\/\\\/x.com\\\/fernandomacia\"],\"url\":\"https:\\\/\\\/www.humanlevel.com\\\/en\\\/author\\\/fernando\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Search Marketing: when SEO is no longer sufficient","description":"Search Marketing: when SEO is no longer enough, presentation by Fernando Maci\u00e1 at OMWeek Madrid 2013.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing","og_locale":"en_US","og_type":"article","og_title":"Search Marketing: when SEO is no longer sufficient","og_description":"Search Marketing: when SEO is no longer enough, presentation by Fernando Maci\u00e1 at OMWeek Madrid 2013.","og_url":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing","og_site_name":"Human Level","article_published_time":"2013-11-06T05:27:00+00:00","article_modified_time":"2013-11-06T11:45:00+00:00","og_image":[{"width":200,"height":150,"url":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searchmarketing-contexto.jpg","type":"image\/jpeg"}],"author":"Fernando Maci\u00e1","twitter_card":"summary_large_image","twitter_creator":"@fernandomacia","twitter_misc":{"Written by":"Fernando Maci\u00e1","Est. reading time":"8 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#article","isPartOf":{"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing"},"author":{"name":"Fernando Maci\u00e1","@id":"https:\/\/www.humanlevel.com\/en#\/schema\/person\/e85eb7565a8e3e5e682084fac681d8df"},"headline":"Search Marketing: when SEO is no longer sufficient","datePublished":"2013-11-06T05:27:00+00:00","dateModified":"2013-11-06T11:45:00+00:00","mainEntityOfPage":{"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing"},"wordCount":1499,"commentCount":0,"publisher":{"@id":"https:\/\/www.humanlevel.com\/en#organization"},"image":{"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#primaryimage"},"thumbnailUrl":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searchmarketing-contexto.jpg","keywords":["Events","Fernando Maci\u00e1","Speaking engagements"],"articleSection":["News"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing","url":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing","name":"Search Marketing: when SEO is no longer sufficient","isPartOf":{"@id":"https:\/\/www.humanlevel.com\/en#website"},"primaryImageOfPage":{"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#primaryimage"},"image":{"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#primaryimage"},"thumbnailUrl":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searchmarketing-contexto.jpg","datePublished":"2013-11-06T05:27:00+00:00","dateModified":"2013-11-06T11:45:00+00:00","description":"Search Marketing: when SEO is no longer enough, presentation by Fernando Maci\u00e1 at OMWeek Madrid 2013.","breadcrumb":{"@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#primaryimage","url":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searchmarketing-contexto.jpg","contentUrl":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/searchmarketing-contexto.jpg","width":200,"height":150},{"@type":"BreadcrumbList","@id":"https:\/\/www.humanlevel.com\/en\/blog\/news\/search-marketing#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Inicio","item":"https:\/\/www.humanlevel.com\/en"},{"@type":"ListItem","position":2,"name":"Blog","item":"https:\/\/www.humanlevel.com\/en\/blog"},{"@type":"ListItem","position":3,"name":"News","item":"https:\/\/www.humanlevel.com\/en\/blog\/news"},{"@type":"ListItem","position":4,"name":"Search Marketing: when SEO is no longer sufficient"}]},{"@type":"WebSite","@id":"https:\/\/www.humanlevel.com\/en#website","url":"https:\/\/www.humanlevel.com\/en","name":"Human Level","description":"Web positioning and online marketing consultant Human Level","publisher":{"@id":"https:\/\/www.humanlevel.com\/en#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.humanlevel.com\/en?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.humanlevel.com\/en#organization","name":"Human Level","url":"https:\/\/www.humanlevel.com\/en","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.humanlevel.com\/en#\/schema\/logo\/image\/","url":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/logohl25x3.png","contentUrl":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/logohl25x3.png","width":600,"height":93,"caption":"Human Level"},"image":{"@id":"https:\/\/www.humanlevel.com\/en#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.linkedin.com\/company\/human-level-communications","https:\/\/www.youtube.com\/user\/humanlevelcommunica","https:\/\/bsky.app\/profile\/humanlevel.bsky.social","https:\/\/instagram.com\/humanlevel"]},{"@type":"Person","@id":"https:\/\/www.humanlevel.com\/en#\/schema\/person\/e85eb7565a8e3e5e682084fac681d8df","name":"Fernando Maci\u00e1","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/1x1-fernando-macia-26-2-96x96.jpg","url":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/1x1-fernando-macia-26-2-96x96.jpg","contentUrl":"https:\/\/www.humanlevel.com\/wp-content\/uploads\/1x1-fernando-macia-26-2-96x96.jpg","caption":"Fernando Maci\u00e1"},"description":"Founder and CEO of Human Level. Expert SEO consultant with more than 20 years of experience. He has been a professor at numerous universities and business schools, and director of the Master in Professional SEO and SEM and the Advanced SEO Course at KSchool. Author of a dozen books on SEO and digital marketing.","sameAs":["https:\/\/www.amazon.es\/Fernando-Macia-Domene\/e\/B004G45KK6\/","https:\/\/www.linkedin.com\/in\/fernandomacia\/","https:\/\/x.com\/fernandomacia"],"url":"https:\/\/www.humanlevel.com\/en\/author\/fernando"}]}},"_links":{"self":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts\/52410","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/comments?post=52410"}],"version-history":[{"count":2,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts\/52410\/revisions"}],"predecessor-version":[{"id":52928,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/posts\/52410\/revisions\/52928"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/media\/44039"}],"wp:attachment":[{"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/media?parent=52410"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/categories?post=52410"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.humanlevel.com\/en\/wp-json\/wp\/v2\/tags?post=52410"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}