Olhoseo 2013-fabio-ricotta-130504135625-phpapp02
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Transcript of Olhoseo 2013-fabio-ricotta-130504135625-phpapp02
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SEO para Alavancar Negócios Usando SEO para alavancar suas visitas e negócios
Por Fábio Ricotta, Co-Fundador da MestreSEO OlhoSEO - Maio de 2013
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Fábio Ricotta Co-Fundador da MestreSEO
Contato Twitter: @fabioricotta Email: [email protected] Website: www.mestreseo.com.br
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slideshare.net/fabioricotta Você pode baixar esta e todas as outras palestras...
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Elias e Fábio, em Boston, Abril de 2012
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http://www.slideshare.net/fabioricotta/eu-a-mestreseo-e-7-anos-adquirindo-conhecimento-alm-do-seo
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Brasil, Internet e o Google
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“Já somos mais de 83 milhões de usuários de Internet no Brasil” Ibope/Nielsen Online
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“Publicidade online no Brasil vai faturar US$ 3 bilhões em 2014” eMarketer
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“Mais de 20% das buscas no Google hoje estão relacionadas à locais, são pessoas à procura de médicos, museus ou um parque para levar seus filhos.” Jackie Bavaro Gerente de Produtos do Google
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“20 a 25% das buscas feitas em um dia no Google são totalmente inéditas.” Udi Manber Engenheiro de Qualidade de Busca do Google
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No Brasil
De cada 100 buscas, o Google é o mediador de 81
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A Pergunta da Vida “Ohhh Deus Google, por que faz isto comigo?”
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Por que meu site não é o
1º do Google?
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Eu gosto de links naturais!
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Comece pelo
básico!
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O Básico Aquilo que as pessoas não fazem...
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O básico
É possuir um site. Qual o seu?
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Facebook, Twitter, Google+ e Orkut, NÃO são sites seus!
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Você já viu
A morte do Geocities, MySpace, Orkut, HPG, Knol. Vai continuar errando?
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Tenha sempre
Um domínio (meusite.com) – ele será sempre seu!
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O Contato Inicial As vezes o primeiro contato não é tão perfeito
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Não é comum receber um email...
“Gostaria de fazer SEO, com conteúdo de qualidade, sem manipulação de backlinks e sempre pensando no usuário.
Estou disposto a investir muito, basta me falar o quanto.”
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Cliente perfeito? “Non eczistem”!
- Padre Quevedo
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O cenário real é triste
70% dos nossos contatos iniciais são da seguinte forma...
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Você deve iniciar
Com a explicação correta sobre o que é SEO e como é um projeto
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http://www.mestreseo.com.br/google/o-que-e-pagerank
O que é PageRank? Devo me preocupar com ele?
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Cuidado com os comprometimentos!
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É muito perigoso
Comprometer-se com rankings...
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É muito mais perigoso
Garantir o 1º lugar...
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E nunca
Viole as diretrizes para webmasters! Mesmo que o cliente peça!
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É uma cilada Bino!
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Metas e Planejamento Defina antes de começar o projeto
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Entenda
Que o trabalho de SEO é orientado à conversão!
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Conversão
Crawling Indexação Ranking Conteúdo Conversão
Mudanças estruturais no site, conteúdo e referências na Internet
Qualidade do conteúdo, produto
e/ou serviço
Preço, data, call-to-action
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É importante saber que
Existem diferentes tipos de conversão
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Clicar para comprar
Conversão em e-Commerce
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Clicar para ouvir a narração
Conversão em botões de ação
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Clicar para assitir o vídeo
Conversão em Vídeos
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Cadastrar no site
Conversão em Cadastro
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Enviar formulário
Conversão em Formulário
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Qual o objetivo do seu
cliente?
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Cliente 1
Quero aumentar minhas vendas!
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Cliente 2
Quero mais leads!
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Cliente 3
Quero mais visitas!
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Cliente 4
Quero estar a frente do concorrente!
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http://bit.ly/briefing-seo
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Combine metas com o seu time!
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Internamente
Definimos o que vamos entregar, para atingir o objetivo do cliente.
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http://bit.ly/checklist-mestreseo
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Produto/Serviço O quê e como você oferece?
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No projeto
O que você vende/oferece online?
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Preciso investigar
o que as pessoas buscam na área...
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E assim
fornecer no meu website estas informações
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Para isto,
utilize a ferramenta Google Keyword Tool
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https://adwords.google.com/o/KeywordTool
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SEM Rush
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Em alguns casos,
utilizamos a ferramenta SEM Rush
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Google Suggest
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No Google
Eu posso ter várias ideias do que as pessoas digitam...
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É possível ter
Várias sugestões de uma vez só!
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O Mínimo em SEO Implemente as coisas mais simples no projeto
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Títulos
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Saiba que
O <title> é a informação que o Google vai exibir na página de resultados
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Guarde como um mantra
Cada página deve possuir um <title> único
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Meta Description
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Importante
Cada página deve possuir uma description única e chamativa no máximo 160 caracteres
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Caso você não faça isto
O Google alerta você no Webmaster Tools
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Webmaster Tools
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O Google Webmaster Tools
plataforma do Google para ajudar os webmasters
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https://www.google.com/webmasters/tools/
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Ela mostra
Avisos sobre como você pode melhorar o seu site...
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E ainda
Mostram quando você possui algum problema sério.
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Conteúdo
![Page 94: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/94.jpg)
http://www.slideshare.net/fabioricotta/como-obter-ideias-de-conteudo
![Page 95: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/95.jpg)
Preocupe-se
Em mencionar o termo que você pretende estar posicionado
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Regra da Mãe ela leu e
gostou, então está bom para
o Google!
![Page 97: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/97.jpg)
Aquisição de Links Ela é bem diferente do que costumava ser
![Page 98: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/98.jpg)
http://googlewebmastercentral.blogspot.com.br/2012/04/another-step-to-reward-high-quality.html
![Page 99: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/99.jpg)
Desde esta data
O objeto de desejo é a aquisição natural de links
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Nos dias de hoje
Basta ter um produto ou serviço sensacional
![Page 101: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/101.jpg)
http://www.youtube.com/user/Blendtec
![Page 102: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/102.jpg)
http://www.youtube.com/watch?v=_2605GLf3Zs
![Page 103: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/103.jpg)
http://www.youtube.com/watch?v=9iC9ANfVMN8
![Page 104: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/104.jpg)
Ou ainda
Saber contar muito bem uma história
![Page 105: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/105.jpg)
https://vimeo.com/31455885
![Page 106: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/106.jpg)
http://www.youtube.com/watch?v=ifRwILNmrOs
![Page 107: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/107.jpg)
Procure por Menções
![Page 109: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/109.jpg)
Com a lista de menções
Pratique o que chamamos de “outreach”
![Page 110: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/110.jpg)
Falamos e fazemos...
Uma abordagem de exemplo
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![Page 112: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/112.jpg)
E agora...
Onde está o formulário de contato?
![Page 113: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/113.jpg)
![Page 114: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/114.jpg)
Mas...
É um site .com.br – vamos no registro.br
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![Page 116: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/116.jpg)
Não é .com.br...
Mas você sabe o nome do dono?
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Ainda não achou?
Use o Rapportive com o Gmail
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Achou o email...
Agora é bater um papo...
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Procure por Erros 404
![Page 127: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/127.jpg)
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![Page 129: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/129.jpg)
![Page 130: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/130.jpg)
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Nesta listagem
Procure pela ocorrência de “404”
![Page 133: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/133.jpg)
Com estas páginas problemáticas
Aplique o redirecionamento 301
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Acompanhe o Projeto
Tenha as métricas corretas em mãos
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O passo é simples, mas crucial
Monitore os KPIs definidos no início do projeto
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Lojas Virtuais
![Page 140: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/140.jpg)
http://www.mestreseo.com.br/google-analytics/ecommerce-google-analytics-como-instalar
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Serviços e Institucional
![Page 142: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/142.jpg)
http://www.mestreseo.com.br/google-analytics/google-analytics-conversoes-metas-goals
![Page 143: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/143.jpg)
Monitoramento de Presença
![Page 145: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/145.jpg)
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Evolução da Receita
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Receitas x Custos
![Page 148: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/148.jpg)
Dica Extra!
![Page 149: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/149.jpg)
Uma super dica
É verificar se você inseriu o código do GA em todas as suas páginas
![Page 150: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/150.jpg)
http://www.seerinteractive.com/blog/screaming-frog-to-verify-google-analytics
http://www.notagsnoglory.com/
![Page 151: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/151.jpg)
Escale o Conhecimento
Compartilhe as suas experiências
![Page 152: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/152.jpg)
Aprendemos que
Oferecer conhecimento ao cliente pode agilizar implementações
![Page 153: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/153.jpg)
Para isto
Identificamos as necessidades em reuniões ou em questionários
![Page 154: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/154.jpg)
http://bit.ly/pesquisa-treinamento-seo
![Page 155: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/155.jpg)
O ideal
É oferecer estes cursos em forma presencial.
![Page 156: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/156.jpg)
Mas sabemos que
Nem sempre é possível por conta da distância, então...
![Page 158: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/158.jpg)
http://www.google.com/intl/pt-BR_ALL/+/learnmore/hangouts/
![Page 159: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/159.jpg)
Algumas sugestões:
• Linkagem interna
• Criação de conteúdo
• Customização de
imagens
• Criação de títulos e
descriptions
• Link Building para
Assessoria de Imprensa
• Customização de
Wordpress
• Criação de vídeos
• Redes sociais (Google+)
![Page 160: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/160.jpg)
Lembre-se
Faça disto um hábito e você irá colher os frutos.
![Page 161: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/161.jpg)
Automatize Processos
Utilize ferramentas para economizar tempo
![Page 162: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/162.jpg)
Gerenciamento de Projetos
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Problemas On-Page
![Page 167: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/167.jpg)
https://www.google.com/webmasters/tools/
![Page 168: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/168.jpg)
http://www.screamingfrog.co.uk/seo-spider/
![Page 169: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/169.jpg)
http://www.link-assistant.com/website-auditor/
![Page 171: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/171.jpg)
Link Building
![Page 177: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/177.jpg)
Monitoramento de Rankings
![Page 180: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/180.jpg)
Criação de Relatórios
![Page 184: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/184.jpg)
Fechando...
![Page 185: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/185.jpg)
Seu futuro
Quer aprender mais?
![Page 186: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/186.jpg)
http://www.mestreseo.com.br/curso-de-seo
http://www.mestreseo.com.br/curso-de-seo-online
![Page 187: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/187.jpg)
http://groups.google.com/a/googleproductforums.com/forum/#!forum/webmaster-pt
![Page 188: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/188.jpg)
http://www.mestreseo.com.br/artigos-seo
![Page 191: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/191.jpg)
https://www.facebook.com/mestreseo
![Page 194: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/194.jpg)
Fórmula mágica
Para ter sucesso, basta implementar...
![Page 195: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/195.jpg)
Rumo ao sucesso! Agora é dominar o mundo!
![Page 196: Olhoseo 2013-fabio-ricotta-130504135625-phpapp02](https://reader033.fdocumentos.tips/reader033/viewer/2022042700/55491948b4c9055d458c5383/html5/thumbnails/196.jpg)
Muito Obrigado! Dúvidas?
Contato Twitter: @fabioricotta Email: [email protected] Website: www.mestreseo.com.br