Publication: Estudio estratégico de posicionamiento en buscadores para un modelo de negocio tipo plataforma multilateral
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2014
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Abstract
Este proyecto destaca la importancia de incluir una etapa específica de estrategia de posicionamiento en buscadores en el diseño de modelos de negocio que hallen en las plataformas on line sus principales canales de comunicación y venta.
Para tal fin se diseña de manera estructurada en nueve módulos un modelo de start-up siguiendo la metodología de A. Osterwalden denominada “Canvas”, la cual conlleva un análisis de los segmentos de mercado, las propuestas de valor, los canales, las relaciones con los clientes, sus fuentes de ingresos, recursos, actividades y asociaciones clave, así como la estructura de costes.
Una vez diseñado el modelo de negocio, se incluye dentro de una tipología específica denominada “Plataforma Multilateral”, la cual depende para su desarrollo de una fuerte inversión en la creación, mantenimiento y promoción publicitaria. Por esta razón, la segunda parte del proyecto consiste en establecer una estrategia adecuada de difusión en la Web a través del posicionamiento en buscadores para este modelo de negocio.
Se desea demostrar que, gracias al análisis del modelo de negocio, es posible diseñar un plan oportuno y personalizado de estrategia SEO. Para ello centramos el estudio en preparar la estrategia y desarrollarla abordando los diferentes ámbitos que fundamentan el posicionamiento en buscadores, tales como: estrategias de keywords search, rankings, indexacion de páginas, inbound links, estrategia de competencia, estrategia de optimización de Site, estrategia de link building y estrategia de Social Sites.
This project emphasizes the importance of including a specific stage of strategy when positioning in search engines; in the design of business models that find the online platforms for their main channels of communication and sales. In order to accomplish this a nine module start-up model is designed. This will be achieved through following the A. Osterwalden methodology “Canvas”. The methodology analyzes the customer segments, value propositions, channels, customer relationships, revenue streams, resources, activities and key partnerships as well as the cost structure. When the design of the business model is complete it will be included within a specific typology known as “Multilateral Platform”. Development, strong investment, maintenance, advertising and promotion of the business model will rely heavily upon it’s inclusion within this platform. For this reason, the second part of the project includes establishing a suitable diffusion strategy online in the positioning of search engines for this business model. We want to prove that thanks to the analysis of the business model it is possible to design an appropriate and personalized SEO strategy. In order to achieve this we focus the study on preparing the strategy and developing it, thus tackling the different scopes that base the positioning in searchers. Examples include: keyword search strategy, rankings, index-linking strategy, inbound links, competition strategy, Site optimization strategy, link building strategy and Social Sites strategy.
This project emphasizes the importance of including a specific stage of strategy when positioning in search engines; in the design of business models that find the online platforms for their main channels of communication and sales. In order to accomplish this a nine module start-up model is designed. This will be achieved through following the A. Osterwalden methodology “Canvas”. The methodology analyzes the customer segments, value propositions, channels, customer relationships, revenue streams, resources, activities and key partnerships as well as the cost structure. When the design of the business model is complete it will be included within a specific typology known as “Multilateral Platform”. Development, strong investment, maintenance, advertising and promotion of the business model will rely heavily upon it’s inclusion within this platform. For this reason, the second part of the project includes establishing a suitable diffusion strategy online in the positioning of search engines for this business model. We want to prove that thanks to the analysis of the business model it is possible to design an appropriate and personalized SEO strategy. In order to achieve this we focus the study on preparing the strategy and developing it, thus tackling the different scopes that base the positioning in searchers. Examples include: keyword search strategy, rankings, index-linking strategy, inbound links, competition strategy, Site optimization strategy, link building strategy and Social Sites strategy.