Alejandro Suarez Sanchez-Ocana. TIME-sector employer since 1998, CEO of Group Publispain and the network of blogs Entertainment Networks SL, President of Inversora Foley, director and Founding Partner of Yes.fm, adviser and investor in several companies for innovation, new technologies and the Internet.
These are the 10 links that highlight this week:
The publicity for for AX can be vulgar and some other fun.
The data from the sales growth of this company when it set its online advertising are simply spectacular.
Here is an example of action in the streets of the firm. Imagine you're looking for the exit on the subway and you see this poster.
This is now beginning will be a very curious way within the sector of Internet advertising.
On the one hand the feared crisis that has been installed in the society and this is an obvious fact only look at the macroeconomic data, but this contrasts with the data growth of advertising on the Internet in the first quarter, which rose by 28 % According to data from Infoadex. I personally believe that the data in the second quarter revealed a rise but to a much lesser extent. We will have to wait for the data to see if I'm right.
I fear dark clouds in the short term, but the Internet advertising sector has excellent prospects in the medium and long term, in fact we are seeing a lot of movement and new projects in the sector which confirm the good prospects.
In the traditional agencies, each in its segment and its market share as AdLINK, Antevenio, Addoor, zanox, Canal Mail, Trade Doubler, Publicidad.net, in recent times have been joining new projects as wunderloop, Social Media, Explorablogs ... But many are still on track, some are already arriving. It is very probable that the number of agencies in the coming months are going to ... to duplicate.
To begin with major U.S. multinational, and one British, are at the moment looking for offices in Madrid and selecting staff. The landing of these 2 large companies in Spain is imminent. In these openings we have to add two new startup that plans to open its doors in the first quarter of 2009 in Madrid and Barcelona both focusing on Web 2.0, and another project that is not even too much, but it sounds good to be supported by people as valid as Carlos Blanco, Axel Serena, and Luis Martin Cabiedes, along with a Swiss company, as commented recently in this post.
Will there be a market for 12 months hearing so many players within the advertising market?. Personally, I think so. Yes, because advertising on the Internet will continue to grow, yes, because the arrival of Web 2.0 will offer new options for segmentation, viral and will be able to provide concrete arriving at niche that was previously impossible, and yes, because the extrapolation of international data the most advanced markets suggests that the "great leap" of advertising on the Internet in Spain is still to come, even though we now have a difficult period for the macroeconomic environment ahead.
What if I believe is that many of these new companies are going to have to specialize in very specific segments and specific, and quite possibly not all appearing this season, which promises, eventually survive.
Tags: Addoor, AdLINK, affiliate, Internet advertising agencies, Antevenio, axel serene, Canal Mail, Mail Marketing cabiedes luis martin, advertising, Publicidad.net, social media, Trade Doubler, wunderloop, zanox
Some time ago I started to chat with Raul Perez 2 days ago and at last we met in person and we had the opportunity to share and table cloth in Gasset75, sometimes almost becoming just my headquarters when low center of Madrid.
Raul is a young Cuban that was settled 3-4 years ago in Madrid, and I think a blog for quite successful in the world of World of Warcraft and chatted for some time the possibility of doing things together, that possibility was closed with purchase his blog from our subsidiary Entertainment Networks of his blog www.todowow.com as well as joining our team.
The food was very interesting and I am grateful to Raul to satiate my curiosity on several topics, the first was completely offline, on Cuba, a country that possibly by the media and the impact of tourism that can distort a real vision, it is a great unknown. The other issue on which I was illustrated the World of Warcraft massively multiplayer game developed by Blizzard Entertainment and commonly known as WoW is now spearheading the countries of Latin America.
I have never played WoW (I'm more relaxed and mini discharge of adrenaline with very sporadic for 50Kbs games of the 80 with Phoenix, Tetris, Galaxian - what those times! -):-D but ceases to amaze me some niches market that are actually open. In WoW talking about a system of online multiplayer games in 1998-99 that created today are playing (paying a subscription fee) more than 10,000,000 people around the world.
Blizzard Entertainment expected to reach 15,000,000 subscribers in 2008 and it opened for Latin American countries, which is supposed to trigger the number of subscribers in that area and the influence and importance of Spanish in WoW.
That gives me to think that there are niche content and user segments which, besides having a great future, are unthinkable in the cold. WoW users are demanding information, news and utilities for the game on an almost constant and I explained that it is a large market (PC's technical specifications with special utilities for the game, etc.). which is moving around these systems. This is where Raul has been successful and we are happy to try to enhance within our structure.
Potential bit are operated niches even on the Internet, such as when we talked about "The Dwarfs, these large consumers," but there are also other audiences, more heterogeneous but very segmented beyond major channels (games, music, film), and detecting and reach them with micro topics can be interesting.
Of course not serve anyone to reach these segments as concrete. The degree of expertización should be proportional to the specific content. In this case, Raul, knows and plays for hours to WoW, almost since he went on the market for almost 10 years.
The interview was pre-panel investment domains in which I had the pleasure of participating along with Carlos Blanco of the Group ItNet and Marcos Sainz of RioVentures who moderated by Javier Ruiz, of Domisfera
Tags: Alejandro Suarez, Carlos Blanco, Congress Forum domains, domains, Domisfera, Emilio Marquez, Domain Forum, Group ItNet, Inversora Foley, Javier Ruiz, Maria Ortegon, Active Networking, Rio Ventures
For some time I feel that God is beginning to take more seriously the TMC (Mean Time Connection) and that is starting to be a very important factor in search engine optimization, but eye, especially in the positioning of blogs. Somewhere time before I mentioned the importance of the TMC, especially when speaking of reading in digital media and we frankly 6 months doing many experiments in-house with this positioning factor.
First I talk about positioning in Google because it is the only reliable way that could apply the TMC as a factor in ranking. Google could collect the duration of these sessions in various ways, some would be the introduction of high toolbar, the relatively high number of accounts opened Webmaster Tools in Spanish, and evidently by Google Analytics, wonderful tool that simultaneously makes me understand many things, gives Google many more details of my sites that I like.
Increasingly (and is a fascinating topic for a full post) Google interprets and values so different from blogs and websites, positioning factors have a very different weight in the algorithm, and that confuses many museums and webmasters. According to our experience and our tests the TMC is worth much more definitive on blogs that traditional portals. That is why in recent weeks have focused on blogs and the analysis we have obtained some very interesting results.
2 items currently in hand, from domains and websites similar to positioning, and they respond to a single search, a TMC has a 2-minute and one 30 seconds, the first content is more interesting, or at least more developed and should first position in the search. That sounds logical and can be readily ascertainable, but it is not the only point on which affects the TMC.
If your blog in general has a high average time of connection, you will see a high improvement in global positioning.
At present, I daresay, according to several experiences we have had, and that many people can not go to be in agreement, to position a blog that is critical to have your root citing incoming links from other blogs post (no templates or blogroll, which also include, but not equally, but especially since the text of the post), have a high TMC and have many comments in a post very specific for these positions on searches either side.
What is a high-TMC?
That is the question. Varies according to topic. There are blogs more or less casual in that it is impossible to have a high TMC. Others, however, upside down. Google thinks that you always positioned vs articles or similar post, that is competing within the theme of your blog (channel) and secondly on your post. In the network of blogs Entertainment Networks blogs have a high TMC (up to 4.30 minutes on average according to Google Analytics) and others who have a much smaller TMC to be our floor of 1.20 minutes which coincides with a blog that I consider even low quality and that obviously we have to work much more.
To satisfy curiosities say that this blog has a TMC just over 4 minutes and that since a few weeks ago one of the factors on which we value more the quality of the bloggers who collaborate with us in our network of blogs is the time that the users spend reading your post.
Is this a value that can be improved?
The answer is yes. But if a conditional. At present, but in a medium-term future may not be as simple as it is now because the algorithm of Google and adapt to better interpret the TMC.
How can the TMC?
First, the obvious and turn it more difficult. Write well or at least that is interesting and quality, do not hesitate to extend the information, analyze and explain in more detail all the factors you consider Internet. It may even be a "brick" Visually, no doubt. But if you're sure that people who write for is interested and appreciates your thoughts / information, and what is going to read without being bored, do not hesitate.
Experiment and analyzed, if you've written something that you need 3 minutes to read, look over at the end of the day the stats of that specific article, try to conclude whether or bored people followed him and saw him interesting.
It was critical, regardless of traffic and / or success of your publication, if your TMC is less than 1 minute, people are coming but the content is not of quality and do not read. Plantéatelo, because they will stop coming.
Avoid posting things that the lower half of the connections. For example, my every week I like to display an image of advertising creativity, (this is for example that of a few days ago, on Playboy) I like and what I will continue doing, but I know that my low TMC to this blog, as it is a post that can be fun and interesting, but low average consumption of time.
Promotes the comments obviously a user adds a comment, especially if it is properly formed, is increasing the time of connection to your website to be writing about it. That makes the comments a dual key factor in any blog.
Use multimedia content. It works with videos to illustrate your post, this is a trick that makes TMC win in an easy and effective, although I am sure that sooner or later Google will know how to interpret whether the time a user spends on your site is high because you've got a video, or because you're reading.
The example of creativity this week takes you to any beach, we are in full season.
This towel makes you pretend to be a Playboy girl with all the letters. A street-smart action from the agency.
Summer is always something unpredictable, and this also happens in the buying and selling domain names.
Personally in the buying and selling domain, I note several months ago, specifically I would venture to say that since December, a huge drop in offers for buying and closed operations, even as I commented a few months ago, the presence of unpaid bills. The recent months, in Spanish, only highlight the purchase of Sevilla.com, which was a best buy that $ 102.000US for sale.
It is true that more and more couples are locked in private transactions, which are not public nor reported, but it is also true that it has seen a huge decline, possibly due to the current economic situation in the investment domains.
In the month of August I have offered 3 different portfolios of domains, some with more than 2,000 domains in Spanish. Does this mean that? No doubt that there are domainers trying to get out of the business, and I think it is bad time for that.
I was never interested to buy a high number of domains, but on the contrary, I was worried that they are high-quality generic, in fact the only logic of these volumes is to capitalize on parking domains, and we always have done quite badly.
What interests me is that if you buy premium domains, generic words that we can serve to create brand, for the medium term to generate thematic content, that is why for example we bought some time ago nuevastecnologias.com that probably pay a surcharge on the real value of domain, but I thought it would be worth the effort, for in the not too distant future, to launch a publication on new technologies and the Internet.
In summer I like to be especially attentive to the forums, holidays mean that if an opportunity crops up, this has reduced visibility so if you act fast there may be good buys. This summer has been well on some occasions, for example some days in a post demene.com, Raquel brought to the sale of tens generic domains. com some of them at a very reasonable price. Diego, which continues daily Demene was attentive and bought some domains that are not bad and that without being the best that we can be helpful to create things in the future. They were susurralo.com, conocerlo.com, horterada.com, preparativo.com, puntuacion.com, especula.com we purchased a total of 410 €, which gives an average of fewer than symbolic 70Eur each. The more I like it puntuacion.com and are preparativo.com. Possibly a purchase at that price would not be possible for another month of the year because whenever someone had bid upwards in all or some of them.
These are opportunities that rarely appear more shaky at times and we must try to find and exploit.
Indeed, it has put Rachel on Ebay auctions which is the best for my domain: empresas.com, if someone is interested to scratch his pocket, the reservation of wing € 100,000 ... but the domain is great.
I always did that grace in the 90 of Jasper, that of Young Although ample preparations. It seems that now call JASPI (adding the "I" undervalued). He had not ever heard; me I should be doing more.
I've been thinking months, where the hell are they?. (pardon me)
We complain a lot of little support to entrepreneurs who is in Spain and in general in the Spanish-speaking countries, but if somebody oddly, I was in this case, look for an entrepreneur to put in front of a computer, a project and a budget is not easy to find what you want.
One of our major projects to develop the project in 2009 is Madrid.net. We bought the domain for months by about 30,000 €, and I do hope this special project in the first place because I wanted to do something in my city, secondly I think We have a formula business as a transplanted franchises or opening themselves in a second phase in a few years to other major cities.
Another powerful reason is that I believe strongly in the sector of the local guides and themed markets in large high-level business, is still a big niche with great potential for exploitation on the Internet and mobile internet. We have moved "the fashion of dating," "the fashion of social networks" and handsome clearly 2 sectors, an immediate one, the music that I think will be the key sector in the coming months and will see much movement, hence our adventure with yes.fm, and the other area in my opinion will be in 2009 and especially 2010 micro content, e-commerce and advertising in local media and local guides, and we want to position ourselves Madrid.net launching in 2009.
We want our thematic portal is a social network dedicated to cultural, tourist and leisure in Madrid, with news and thematic forums targeted at people, neighborhoods, districts and even streets and focused on developments in electronic commerce, with many advertising opportunities and business. We have certain commitments plus the investment and public support for the project, which would be developed in English and Spanish, and possibly Japanese.
Some months ago I began the search for an enterprising captain for this project. The idea is to build a team around him and publishing business and find a person with a very definite profile; young, even insulting young!, Living for years in Madrid and meet the Commonwealth, which has some experience and / or commercial knowledge and marketing, including Web 2.0 and above all have a special initiative and enthusiasm in developing their own project with financial support and secured our structure.
Unfortunately I have not even given to this person, and what I wanted, trying to come up with this profile in the coming months. I'm looking for someone with much excitement; wanting to eat the world, and offer significant financial incentives as an important stake in the project, and increased as the same goals. Unfortunately not many people with such enthusiasm and initiative enough, or at least I'm not finding and even many people who appreciate, when I know more deeply, I see that what they seek is a quiet and easy life, a table and a salary to make ends meet without complicated life. A get around fast and get so quiet, smooth, without having to think and find things to the loops and without costing too much effort.
It is a pity, but really every time I see more young people looking for a job mileurista, soon to be rich without much effort, working from 9 to 15 hrs, or morning and afternoon, but smoothly, without many illusions, without compromise without complications, no demands for extra hours, that is an easy and comfortable life, and pay the mortgage off over the weekend. Few people are willing to that extra plus, that sacrifice, enthusiasm and entrepreneurial initiative that I'm looking for.
I continue my search so if you know my Jasper, be sure to recomendármelo!
I have not even 2 months of blog and I continue with the positioning of some interest-not even very good in-obviously Google. Just mention Google because quite frankly other search engines, at least for me, and from Spain are almost non-existent (a pity indeed that there are not more diversity).
Who saw my name "Alejandro Suarez" had in many Google results, as they are a mixture of relatively common name and surname (1,500,000 results on Google). Many of them concerning the candidate Izquierda Unida in Asturias (those who know me know that I can not be me !), Others in a well-known photographer named in the same way, and many others of a Mexican soap opera actor ... There are many other "Alejandro Suarez" in Google, but those were the main and most times I have come across in my searches .
He had some interest, perhaps more than curious interest in seeing As soon emerge first in Google search for "Alejandro Suarez." The answer came relatively soon, since before the first 30 days, on July 20, my personal blog was the first in the search for my name.
Once that doubt, that I looked like a great challenge, but I was very curious at the time timming, I've been thinking about a new and more complicated target requiring greater attention. I have found it amusing to propose to my blog a challenge of positioning more attractive.
The search for my own name "Alexander" is much more complicated. First by the relevance of online and offline "Alexander" that are obviously historically and socially "something" more important than me:-D. Consulting Google search namesake as Alexander the Great, Alejandro Sanz and Alejandro Fernandez have an indisputable social relevance and second because the first position in the search for "Alexander" on Google is leaving the first of 49,000,000 results, especially something as complicated for a ccTLD www.alejandrosuarez.es and just as difficult for a domain without seniority as this leading online month and a half.
Even then I thought about trying, trying out some small developments that took more than a month testing expensive organic positioning in Google. It is a complex challenge, the goal is to get out the first with a personal blog in front of 49 million and results from the websites of Wikipedia (Alexander), Official Website Alejandro Sanz (Spanish singer and musician) and Alejandro Fernandez official website ( Mexican singer). In addition I have a 3-month period, September, October and November, since the medium term, when this domain will gain seniority could be easier. I know it is complicated, but it will be fun to see him.
The idea is to take it as an experiment (which here in the office, our secretary Sara, was baptized as "Alexander the Great Experiment" as it is the first result of Google). Nor am going to devote much time because unfortunately not available and the subject is not too important, nor will I ask for help from friends who could push their links, but even so I think it will be close to that. The November 1, or perhaps soon we'll see.
If you finally leave the first, it will be much, but smile and be shown that there are things that the best algorithms can not even understand. Among her social relevance, historical and transcendent of facts and figures. Alexander the Great, Alexander is the par, if I go out first would be an insult to the intelligence sound, something that even the artificial intelligence is unable to decode or achieved on its own.
Leer en el ordenador, especialmente leer blogs, no es lo mismo que leer impresos de papel. Hay pautas y claves para redactar y diseñar un medio web que deben adecuarse a estos nuevos hábitos de lectura.
El usuario es MUY impaciente , tiene a un sólo click, o una sola búsqueda en Google, una alternativa a tu texto, y eso provoca que escanee la pantalla en busca de información de forma muy rápida. Cuanto más heavy user, más rápido e intuitivo es ese escaneo de información de pocos segundos y más alto el riesgo de “no lectura” y salida del post.
Algunos estudios nos permiten determinar qué es lo que primero miramos en una página web, uno de ellos es Eyetracks y consiste en rastrear el comportamiento visual de los usuarios durante la lectura. Este estudio fue realizado primero por la Universidad de Standford y los investigadores del Instituto Pointer, mientras que en la versión española de este análisis fue realizada por Alt64 y la Asociación para la Investigación de los Medios de Comunicación (AIMC) en el 2005. El estudio es interesante especialmente por tener como objetivo los usuarios en España, pero tiene una pega, fue realizado sobre una masa crítica mínima de 17 personas .
Algunos datos son cuanto menos curiosos ya tener en cuenta:
- Las mujeres leen en vertical y los hombre en forma de zigzag . Este es un dato interesante a tener en cuenta si conoces o tienes bien definido el target de tu publicación.
- Los lectores deciden en milésimas de segundos si leen o no leen las entradillas según las primeras palabras que la encabecen. En los diarios digitales la clave está como muestra la imagen en una lectura en forma de “E” en la que el usuario escanea la información con rápidez.
- Si el título de la noticia es mucho más grande, los usuarios no leen el principio del artículo y sólo leen el título . En en USA descubrieron que las tipografías más pequeñas motivan a enfocar la vista y que las más grandes fuerzan el ya mencionado escaneo visual. Se podría llegar a la conclusión que si quieres provocar mayor atención y sabes o estás seguro de antemano que el texto interesa al perfil del lector, puedes agudizar su concentración variando la tipografía a un tamaño menor.
La búsqueda de palabras clave generalmente son percibidas a través de una visión rápida lateral. Las negritas son la clave y en menor medida las itálicas.
A la hora de ver los anuncios no parece haber una gran diferencia entre hombres y mujeres . Y sí debemos rescatar que un 60% de los usuarios fijó su mirada en la publicidad independientemente de su nivel de experiencia en el medio. A nivel puramente publicitario, los formatos publicitarios que más llamaron la atención fueron el banner superior y el rascacielos externos, justamente los dos de mayor tamaño. Y dentro de estos dos el primero fue el que logró una mayor retención de la marca.
Estos resultados coinciden con lo que en marketing online se conoce con el término genérico de triángulo de oro . Los puntos más calientes de una búsqueda en el buscador que creó Dios en los que fijamos nuestra mirada a la hora de rastrear información tienen que ver con los primeros seis primeros resultados de búsqueda.
Recuerdo que hace unas semanas me dejó pensando un post de Ismael El-Qudsi que decía que tienes la posibilidad de perder 2 de cada 3 clics , si no estás bien posicionado en la parte central. Desde otra perspectiva hablaba del tema Jorge Arevalo .
Yo creo que nos posicionamos distinto a la hora de leer un periódico online, el resultado de una búsqueda y un blog. Los blogs tienen una estructura distinta a la publicación de noticias online: encabeza la fecha de publicación, luego hay un título, el texto que siempre contiene hipervínculos, y por último, autor, categorías, enlaces.
- Además del contenido, no debemos olvidar que el diseño sí influye : márgenes, fondos, tipografías y colores determinan si una persona encuentra algo interesante en una página web. El diseño influye en el contenido, en los anuncios y de una forma drástica en el rendimiento de la publicidad contextual.
- Leer en la pantalla agota más que en papel , por lo tanto, si ponemos fondos muy oscuros en largos textos, estamos complicando la vida al usuario y reduciendo un factor SEO de mucho interés el TMC (Tiempo Medio de Conexión).
- El menú del blog debe estar organizado, con información relevante , lo contrario podría restar profesionalidad al blog. No olvidemos que tiene un formato de rascacielos externo. El usurio hace 2 lecturas de un blog, una rápida (negritas e itálicas) que lleva 2-3 segundos, y si esa es positiva podría hacer una segunda, leyendo el primer y último párrafo, como mostramos en esta imagen antes de decidir si acaba leyendo el artículo.
- Los enlaces son buenos porque garantizan la publicidad de las fuentes pero deben estar usados con cabeza, y lo razonable en textos en los que se citan conceptos es que se abran en una nueva ventana. Demasiados enlaces de forma gratuita desorientan el lector.
- Al momento de resaltar los conceptos debemos evitar el uso de subrayados para que no se confunda con hipervínculos. Las negritas o cursivas pueden lograr el mismo efecto de llamar la atención, es una de las claves el uso de negritas para poder resumir en pocas palabras el contenido del web o post. Será lo primero que lea y digiera el usuario, y serán las palabras que marcarán si decidirá que la lectura del contenido vale la pena.
Y por último la gran paradoja. En post o contenido de poca calidad aumenta el ratio de click en la publicidad , especialmente en la publicidad contextual, que si está bien contextualizada temáticamente con el post, es utilizada como vía de salida a contenido similar. Muchas veces el “premio” de una buena calidad editorial viene en modo de premio a medio plazo en posicionamiento en buscadores por el alto TMC , pero no de forma económica en mayor rendimiento publicitario. El premio a contenidos de poca calidad bien posicionados llega a ser los altos ratios de clicks en la publicidad, utilizada por los usuarios más noveles como vía de escape.
Leer en el ordenador es cada vez es más una cosa de todos los días, pero también es una suerte de misterio porque aún no tenemos certeras herramientas para direccionarla y hacerla funcionar a nuestro gusto. Hasta los lectores más expertos solo leen el 28% de la información escrita , como bien nos dice Jakob Nielsen , una realidad un poco apabullante, pero que invita a perfeccionar el posicionamiento de nuestros contenidos.
Tags: Chica SEO , Denken Urber , Eduardo Soledad , Fernando Tellado , Isabel Vázquez , José Mendiola , Joshua Novick , Juan Pablo Sueiro , la semana en 10 links , links , Rubia Gurú , Stephanie Falla Aroche , Techcrunch
Hay ideas que no tienen precio. Esta podría ser una de ellas.
Un ascensor que lleva incorporado un vaso de leche con una galleta Oreo.
Visto en el Blog de Frederik Samuel
Este es el tutorial de Yes.fm en 5 minutos.
Está basado en la presentación sobre nuestro web y el tutorial interactivo (aquí en formato vídeo sin activar la interacción).
Creo que es una magnifica opción de ver el trabajo que estamos realizando y poder ver el web y algunas de sus funcionalidades. Os lo recomiendo, ya que es una demo sobre nuestro web. Espero que os guste:
Por cierto gracias a Johann Wald, por prestarse a grabar el video. Por cierto Johann presentaba Cuatrosfera en Cuatro con Kira Miró y yo había sugerido a esta para el tutorial … pero tal vez captaba demasiada atención
El blog de Alejandro Suarez.