Examples creative

Tags: advertising creative, creativity, advertising

Almost closing the year. Statistics Entertainment Networks

With the annual target covered with something we are taking more relaxed the last 2 months of the year in the network of Entertainment Networks.

I spent this morning the advancement of the stats and figure annual growth. The truth is that this month the pace has continued steady but lower percentage that last month, with growth of just over 5%, which leaves us at 3,228,000 unique users per month and we have reached the 9,692,000 page views.

Taking stock of the year, we have had an even stronger growth of the schedule, going from 1.3 million unique users to 3.28 million while waiting for data from December, which I hope will leave us on the threshold of 3.4 or 3 , 5 million unique users. The objective is to close 2009, in a year, with nearly 6 million unique users, double billing and I think 2008 is going to be difficult but we will try.

Since Ocio.net in December, we want to focus on organizing a number of ideas and changes that we have for 2009, one will be very interesting and novel a soprenderá and more than one, but I still can not advance any of that. It will come, but the truth is that we have opened too many fronts and at times it seems that we are going slower than I'd like to.

Tags: Target, statistics, Leisure, Entertainment Networks

Social networks, creating community

As part of the strategy of communication Yes.fm have begun working on social networks.
I firmly believe this new vehicle of communication, which if it works well and consistently able to establish an excellent channel of communication between users and the staff of any company.
In the beginning our presence will focus on Facebook, Tuenti, MySpace, a video channel on YouTube and a user of Twitter. I think to start are the key points, but if anyone thinks that we let ourselves be somewhere in the air, I'd love to know.

The idea with which we work, and I think that is important is that channels are dynamic and offer new options for the user, run competitions, online events, weekly musical premieres, to encourage the community where we make off portal and exclusive promotions for members Channel; I am particularly concerned that not only are promotional vehicles, but they bring added value to the user trying to get better the more people are sitting around in these channels Yes.fm social media.
I understand that in the coming years we will see flourish dozens of agencies and departments within large companies dedicated to creating community and developing value-added content and promotion within this new type of media.

What power does this have? Suffice it to say that the account of the president-elect of USA, Barack Obama would have continued during the American elections more than 1,700,000 friends on facebook, which provides real-time communication within this social network. Of course it is an extreme case, but today an example to follow.

I have much personal interest in developing these initiatives. I am a user of facebook and twitter, but on a personal level. We have never launched an online campaign and for our products in all these new media social media. I hope we can make them grow and give added value. Create them and take them abandoned half is ridiculous, we must be very active in them and it is a work of hormigita , Working on medium and long term.

If you are a user of these nets canals here are newly created, I hope you snagging one of them, and they're starting to upload content.

Yes community on Facebook

Yes.fm Twitter

Profile Tuenti Yes

Channel Video on Youtube Yes.fm

MySpace Yes

Tags: community, facebook, myspace, social networks, social media, tuenti, twitter, Yes.fm

Covering stages: Target 2008 fulfilled

I like to comment on developments in leisure Networks because our company is young and I have invested much time and money on it, and I believe in its future. At the end of 2008 my idea is to break away a bit from day to day and to delegate something more in my team and concentrate on new projects to prepare.

Soon our network of blogs will grow sideways and I will have more interesting things to announce, not the incorporation of new blogs, but new approaches and possibly sub-2 releasing on the market for microcontenidos to accompany it with other very different approaches and entry of new partners and new approaches within them.

Commenting on the data ahead of September for the first time I was doubly pleased, firstly because the growth was still very broad and sustained, and secondly because these almost 2 years of holding losses on a monthly level staff were beginning to give fruit and in September we had our first operating profit.

Today I can announce that as we came to work those benefits go up by 100% compared to September on the basis of the agreements in the medium and long term that we have signed with several companies as well as the growth of our traffic and advertising billing.

Frankly had no economic purpose in 2008, in fact, the initial approach was to continue growing even if it were not sustained so as to benefit and longer rentabilizaríamos in 2009 .... That approach was changed in December when they thought the economy was going to require modifying the original idea of a more defensive.

As if that was aimed in terms of unique users, which for me is the most important factor, far more than the benefits, and much more than page views. The user is everything.

Today I can announce that this month we have reached 3,000,000 unique users per month in the network of blogs. Specifically, we ended the month according to internal data we handle the first day of each month at 3,057,022 unique users per month (+11.94% over the past month) and 9,144,898 (+11.76 respect to last month) . I am afraid that Nielsen / ONA, which will soon draw data, not even collect the 3 million users by the small differential, and because we use 2 blogs is not even included in the panel (including this month) and there is possibly formalize 3 million next month.

Many or few? Well, I must say that when July 1 reached 2,000,000 users did not think that in 3 months the pace of growth would enable us to reach this figure so quickly, in fact, the goal seemed ambitious to December 2008 (in my team some what they believed impossible. Well actually I think nobody thought very possible ).

The reality is that in 1 year and 10 months we have gathered 3,000,000 people around the blogs of Leisure, and the agencies, advertisers, partners, investors and even some in the media with business interests on the Internet and see it begin to pay much more attention, but much work remains to be done and we must greatly improve some of our publications in its editorial quality and better position. We will also have 2 strong challenges in the coming months working to launch 2 new projects from Entertainment Networks.

In principle remain the targets for 2009 already commented on occasion of 6,000,000 users and 15,000,000 million page views, but it is possible and we have already raised to think in order to revise them upward next month if we continue with this pace of growth, I think that is healthy and that the goal should be ambitious in order to motivate us more.

Tags: Target, blog, objectives, Entertainment Networks, Networks Blogs

Ecological creativity

A creative example of the Association Milwaukee River to keep the rivers clean:

Tags: creativity, ecology

The real value of a click

The click is the king of advertising since the advent of systems like Adsense contextual advertising. However, in graphic advertising has a very different life, we are tired of seeing campaigns brading graphically and very effective visual click with ratios of less than 1%-0.x.

Advertisers and agencies over the years have gone to seek encouragement and the click of a variety of ways, but there are branding campaigns that should not and can not be measured by the ratio of click thru.
Many carriers, including mine, at any given time in recent years have chosen to avoid or stop CPC campaigns except Adsense.

The reason is obvious, Adsense is contextual advertising, it works and is well segmented. The content is relevant in most cases, and the ratio of click brings the user who is interested in CLICK usually "see behind" the ad. The ratios are positive for advertiser support.
The abuse of graphical advertising on the basis of CPC years ago I did not authorize the sale in our media campaigns CPC, I prefer if there is not even advertising autopromos launch of our websites and services. The reason is the abuse of advertisers (sometimes in convenience with agencies) to deliberately make campaigns brading of which we all know that there will be no click and launch even millions of impressions on your sites at prices of laughter. Over the past 10 years has been notorious cases of banks (especially at the birth of the Internet banking) and I remember a particularly painful for my Yahoo! Music a couple of years ago, in which an August vacation that was launched a brazen campaign brading camouflaged CPC me and millions of prints colaron 8-9 that seemed to say "look at me, but I do not click! "A CPC with what I think they should not bill for it or 200 Euros, so the" colaron "dozens of media. That summer, he and at least 3-4 years, we ban advertising campaigns graphical CPC.

But what a click is worth? That is tremendously variable. I imagine that if you sell cars with a high profit margin, the click of a user interested in that vehicle is high. By that logic very niche areas or large business sectors (tourism, economy, engine) per click prices are high. This is an example of today, nearly 5 Euros for a click on "hotels" and the commission discounting Sedó. Ie click on that should have been paid 6-8 Euros (of commissions Adsense, Sedo) before coming to us. On the opposite side of the clicks you can find everything from token amounts as 0.01 as thematic and Ip.

But for me the most useful to observe the actual clicks is to be able to study, analyze and measure the temperature of niches and segments as competition, price and quantity of advertisers.

Tags: Adsense, branding, clicks, CPC, niches, parking domains, Sedo

Creative examples: Adidas

Some of the ads from Adidas Australia

Tags: Adidas, creativity, creative

The size does not matter (at least in online advertising)

Choose an advertising agency that fit the profile of your web projects is vital in this sector.

An agency is like a bride and as such you should choose and value it and you could end up casándote with her. Now, I know that someone deemed sexist comparison, but it's very graphic.

Firstly not all is the facade, maybe you should look a little inside. Megaoficinas The vast agency, quoted on the stock and with 50 employees and large numbers perhaps is not the yes-or-you need.

Secondly you should try to know it well, and most importantly, you know very well that you and key people who work there in charge of media and business know well what they do, who you are and if possible are able to value it as a prominent asset even when contrasted with others of its media within the same agency.

It is also very important availability, I imagine that if you do not have time for your girlfriend and she for you, duraríais what is right. The same happens here, the agency must have time for you, and you should have all the time she needs for you, yes, even small doubts and campaigns without too much importance to avoid if possible, having to delegate to others and lead a personal, serious, professional and straightforward.

We have so many media, and so much traffic on the websites of the Group Publispain, as in Entertainment Networks, which for us is really important to choose with whom we work.

We work with almost every sector agencies in Spain, and with many or almost all involved in international trafficking in Spanish. Rare is that by default does not work or try new initiatives that we are proposing, but also where no one agency is working with the seriousness expected cut the relationship immediately.

Each agency has a profile, and over the years we have been testing and working with many of them. When preparing a new project, including the launch of Archivos.com or Madrid.net in the coming months is very important for me to define who should deal with the sale of this site. For example in these projects we have not even defined in the hands responsible for placing advertising.

I have always heard in the generalities such as: "AdLINK is the best agency, you'll sell better than anyone. That is not true, AdLINK is a great agency for certain carriers, and could not be for others. Just like other agencies. Here size does not matter, what really matters is personal attention, care, work, the relative importance that you might have in its structure and strength of sales and trading that can dump on you.

In the year 97 - 98 we began to work exclusively with a small advertising agency website that was called XMedia (what times!), Was led by a good friend, Jesus Aldana, and was called AdLINK few months and years later grew more and even more to merge with DoubleClick. They were together for many years but there was a time after the merger AdLINK Double-click on the left for being "our agency" and, as in dating, there are moments when left, and I did.

In those many years to leave AdLINK was crazy, there was not many alternatives; is almost no more. They have already spent many years and survived. There are moments where you have to be where you feel you should be.

Now curiously the circle is closed, and I can announce that Yes.fm we have closed an exclusive advertising contract with AdLINK, which makes me go back somewhat to the starting point of 1997 has been a long road and I am sure they will be fine.

But not only is AdLINK, but there are many other companies we work with regularly: Antevenio, Bar Code, Direct Mail, Addoor, CPX, Hispano Click, Harran Media, Fox, CanalMail, Adprox ... and dozens of others with we have done tests and agreements on time.

In contrast to the example of a large company like AdLINK within this sector there are other options quietest and one of them is what we choose to handle advertising for the network of blogs Entertainment Networks, is called Addoor.

Addoor agency is a different, smaller and accustomed to doing something that I like a lot and that is where I see the future; make special actions. Like sell advertising on your usual format (banners, steals, megs ...) who suddenly sell a widget that plays a concert Amaral of hundreds of Mbs.

I read recently that have signed on as exclusive support for Calico Electrónico. I think that really is a great Addoor choose wisely, because very possibly be the best agency in Spain that you can see, investigate and work in a personalized way new ideas and forms of advertising such as the inclusion in the animated adventures of trademarks and advertising within from the comics.

We return to the top, each must choose his better half, at least at this size does not matter.

Tags: Addoor, AdLINK, adprox, advertising agencies, Antevenio, Canal Mail, Bar Code, Direct Mail, CPX, Fox, Harrad Media, Hispano Click, Internet, advertising

Creativity Pepsi: We will change

3 major examples of creative Pepsi, that company that seems not to exist in Spain:

Client: Pepsi
Agency: CLM BBDO
Director: Jean Francois Sacco,
Gilles Fichteberg
Photo: Vincent Dixon

MOUTH TO MOUTH

TO infinity and beyond

BANANAS

Tags: creativity, pepsi, advertising, viral

2,700,000 million thanks

When in January 2007 we created the network of blogs Entertainment Networks, expected to give a comprehensive growth. I have always been an optimist, and that's partly because I feel compelled to mark targets to be very high, almost unattainable.

In the month of July, with 2.2 million unique visitors and commented that almost met the target of 2.5 million at year end and that I had to try that were 3, with the summer ahead, that was a handicap. In the month of August, grew moderately, possibly due to seasonality and reach the 2.3 million unique users. I can now announce that according to preliminary data that I sent in September we have reached the figure of 2.7 million unique users, with strong monthly growth of more than 400,000, better than expected this month, and that puts us on target finish 2008 at 3 million users much closer.

At the level of advertising revenue and the figure of page views is what really relevant, since cobras for this, but on a personal level, I am always interested me much more data from users only. I think that was the key measures the force that can have a network. Yet this month we have grown by about 500,000 page views reaching nearly to 8.2 million.

Blogs have very few pages viewed per person, it is a normal ratio of 1.x-2.x-per-view, it is well on his horizontal format and is markedly different from that data pageviews of such social networks, with ratios up to 60-80 page views per session.

It is noteworthy that our network is composed of 30 blogs, 28 of them own development and 2 acquired, we have no blog Land, are all products of its own.

The purpose of trafficking face to 2009 will be much more ambitious, I do not know if we can achieve this, but the idea is if we can finish 2008 in the above figures to double size by 2009 and to close the year with 6 million users and nearly 15 million pages views. We'll see if we made it.

A company-wide goal to increase the profitability for next year is much higher, there are a lot of work to play in that field and in fact this month we have closed 3 new sponsorships with companies, 2 year and a half-yearly, and we want Further work in this direction to achieve significant long-term agreements that allow us to grow so long. We are also evaluating the possibility of entry to new investors in the company's stock, which currently is 100% owned mine, to cover new growth needs that make us able to engage targets even more ambitious in 2009.

I want to thank the team of bloggers and publishers for their work. Every time we have an editorial team more compact and stable this month because I want to assess the possibility of converting some bloggers in publishers, with the aim of promoting, become more involved in the network and reward their dedication.

No doubt the traffic data of the network of blogs Leisure have been the best news of last week.

Tags: Target, Blogs, investors, entertainment, networks Blogs, traffic

Sample Street Marketing

Here are some examples of street actions funny and original

Jeep

The girls AX control the streets:

Ikea redecorate the subway:

Financial Times

Tags: street actions, the Financial Times, IKEA, JEEP, marketing, advertising, street marketing

Relatively happy with the data-August

The first day of each month soil buried in a Maremagnun figures and interpretations that are sometimes successful and sometimes not on the data from hearing from our network of blogs.
As I have commented on occasion, always working with data from our own servers, as data from our measurement of Nielsen Netratings and the certification of OJD take something even more in coming.

Usually I receive a monthly spreadsheet with details of each site, its evolution and to ask some data to analyze, among them evaluate the number of post differential, number of comments, views, users, trend,% of traffic links, % Of traffic from other reference sites, and direct traffic typein%, Ips access by country, no Graph weekly cyclical numbers, the percentage of search engines from bounce. Since I have requested this month in addition to Diego Servent, Coordinator of the Network of blogs Entertainment Networks for the analysis to include some other data, we have a clear and should be taken as one more variable for measuring changes month by month of publication web; the Mean Time Connection 2-3, and other variables which I want to go a little soaking several tests we are doing these days and I'm not even sure of its significance.

This month of August feared in some ways a drop in traffic caused by our largest percentage of visits from Spain and the holidays, though I can finally announce an interesting growth of the network, which brings us to 2,334,000 unique users (with growth almost 6%) and 7,666,000 page views (with a growth of 9%) as seen in this graph.

Despite being some aggressive growth numbers for the month of August, I should also mention that in part to the increase of having joined a new blog to the network, todowow.com purchased for about a month and a few days. Without this new release, growth would have been equally positive, but to a lesser extent.

That is to be in August should be happy, but not what I'm in great measure: expecting more, and we have to work much more with several blogs on everything that perhaps for some seasonability, be-urchin-traffic this month has lost a Traffic was not expecting that. On the other side more positive the new publications as Celiacs, environmentalism, olive oil, drink etc, with only a few months of life stages and will cover their growing exponentially and that is also very important, although they are still ahead for months have more relevant data.

Tags: olive oil, hearing in August, babies, celiac patients, environmentalism, statistics, Nielsen, entertainment network, Entertainment Networks, Entertainment Networks SL, ONA, todowow, traffic

Internet advertising market: it starts the season more interesting

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 from 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 it is. 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

Alexander the Great Experiment

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).

Veía que por mi nombre “Alejandro Suárez” había en Google muchos resultados, ya que son una mezcla de nombre y apellidos relativamente comunes (1.500.000 resultados en Google). Muchos de ellos referentes al candidato de Izquierda Unida en Asturias (los que me conocen saben que ese no puedo ser yo !!) , otros a un conocido fotógrafo llamado del mismo modo, y también otros muchos de un actor de telenovelas mexicano… Hay muchos otros “Alejandro Suárez” en Google, pero esos eran los principales y que más veces me he encontrado en mis búsquedas.

Tenía cierto interés, posiblemente más que interés curiosidad, en ver cuanto tardaría en salir primero en Google por la búsqueda “Alejandro Suárez”. La respuesta llegó relativamente pronto, ya que antes de los 30 primeros días, sobre el 20 de Julio, mi blog personal era el primero en la búsqueda de mi nombre.

Una vez resuelta esa duda, que no me parecía un gran reto, pero tenía mucha curiosidad en vez el timming, he estado pensando en un nuevo objetivo más complicado y que requiera una atención mayor. Me ha parecido divertido proponer a mi blog un reto de posicionamiento más atractivo.

La búsqueda por mi nombre propio “Alejandro” es mucho más complicada. Primero por la relevancia online y offline de “Alejandros” que evidentemente son histórica y socialmente “algo” más relevantes que yo :-D. Consultando las búsquedas de Google tocayos como Alejandro Magno, Alejandro Sanz y Alejandro Fernández tienen una indiscutible relevancia social y segundo porque posicionarse el primero en la búsqueda por “Alejandro” en Google es salir el primero de 49.000.000 de resultados , algo especialmente complicado para un ccTLD como www.alejandrosuarez.es y del mismo modo complicado para un dominio sin antigüedad como este que lleva online mes y medio.

Aun así he pensado intentarlo, probando algunas pequeñas novedades que llevo más de un mes testeando cara al posicionamiento orgánico en Google. Es un reto complejo, el objetivo es salir el primero con un blog personal por delante de 49 millones de resultados y de los webs de Wikipedia (Alejandro Magno), web oficial de Alejandro Sanz (músico y cantante español) y web oficial Alejandro Fernández (cantante mexicano). Además me he puesto un plazo de 3 meses, Septiembre, Octubre y Noviembre, ya que a medio plazo, cuando este dominio ganará antigüedad podría ser más fácil. Sé que es complicado, pero va a ser entretenido verlo.

La idea es tomarlo como un experimento (que aquí, en la oficina, nuestra secretaria Sara, lo ha bautizado como “Experimento Alejandro Magno” ya que es el primer resultado de Google). Tampoco le voy a  dedicar mucho tiempo porque lamentablemente no lo dispongo y el tema tampoco es excesivamente trascendente, ni voy a pedir ayuda a amigos que podrían empujarme con sus enlaces, pero creo que aun así estaré cerca de conseguirlo. el 1 de Noviembre, o tal vez antes lo veremos.

Si finalmente salgo el primero, no servirá para mucho, pero sonreiré y quedará demostrado que hay cosas que el mejor de los algoritmos aun no podrá entender. Entre ella la relevancia social, histórica y trascendente de hechos y personajes . Alejandro Magno, es el Alejandro por antonomasia, si yo saliera primero sería un insulto a la inteligencia racional, algo que aun la inteligencia artificial no logra ni logrará descifrar por si sola.

(se admiten apuestas)

Tags: alejandro , alejandro sanz , alejandro suarez , experimento SEO , posicionamiento , SEO

Claves de lectura en medios digitales

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.

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