2. what does duane do at bing
Bing Webmaster Tools
Speaks at shows, runs forums and blog,
provides guidance on new WM tools
www.bing.com/toolbox/webmasters
Does he have a clue?
12+ years as an inhouse SEO; ran seo at
MSN; has helped Disney, GAP, Walmart +
http://www.linkedin.com/in/dforrester
@duaneforrester And this helps me how?
Blogging since 2001; owns 150 domains;
actively optimizes and monetizes
http://twitter.com/DuaneForrester
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4. Will SEO still be relevant?
Content Social User Experience Link Building SEO
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5. • Query is a single action
• Session is a collection of related actions over time
Query Session
dog • Monday • Tuesday
• dog beds • dog sweaters
• dog accessories • dog collars
• dog toys • dog leashes
• vet near me • puppy training
• dog friendly hotels • dog park
• organic dog food • dog allergies
• doggy day care • pictures of dogs
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7. Moving Beyond Queries to Sessions
Time Spent on
Sessions by Length Queries Over Time
0-3 mins
>30 mins 9% Exact Repeats
46% 19% Partial
Repeats
3-10 mins 30%
Almost 12%
Almost
50% 50%
of all time spent 10-15 mins
10%
of queries are
searching is on returning to
sessions > 30 minutes previous tasks
New Queries
15-30 mins
51%
23%
Search Sessions are Long and Repetitive…
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8. As Search Evolves, So Must You
Creating personas can help
“Linda” Query Intent Detection Task Derivation
• Who • Purchase
• Where • Install
“home gym” • Others • Sell
• Semantic • Set fire to
• Research • Impress friends
Content
Services
Media + UX
Real Time
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9. A Changing “Web of Objects”
Real-Time Firehose People Services
Devices Places/Things Multimedia
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10. To crawl a URL costs roughly a penny…a little less, in fact
There are hundreds of billions of pages online, from ~ 650 million sites
We need to crawl them all to see if they’re worth indexing
REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE
DEVICES PLATFORMS SERVICES
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12. Reinventing Search Across 3
Dimensions
Information
Architecture
Creation of new
information via social
graph and geospatial
index
Interaction Model
Not just mouse and
keyboard, but also
voice, touch, gesture &
vision
Entry Points
Not just browser, but
devices, services and
social networks
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15. • Every area of your site has a
value - $, PV, Emails, etc.
• Determine what the value is
• Sort your site by value to see
what really matters
• Organize work around high-
value areas first
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16. • The engines respond to
unique, useful content
• How do you define “content”?
• Match content to your audience
• Different mediums for different
jobs (video, text, images, etc.)
• Don’t take shortcuts – limit
syndicated content
Your data, always fully provided. image credit: http://mashable.com/2011/01/10/social-content-strategy/
17. • It will always begin here
• Match data from external
sources against your own data
• Develop “Share of Voice”
reporting to explain success
• Back to sessions – create
keyword campaigns around
topics
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18. • So you want more shares for your content, do you?
Try these ideas.
• Create lists: people love to consume content in
list-form. Its quick, easy and simple.
• Use hooks: ego, humor, anger, contrarian – be
careful with them, but when used well, they are
highly effective.
• Participate in communities: when you are
valued member of a community, the community
supports you.
• Share others’ information: people love when
what they share gets shared itself. Share from
trusted sources.
• Ask questions: your followers will love the
interaction and it’ll grow your following as
others engage.
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19. • Crawlability • Content
– Xml sitemaps – Build based on keyword research
– Navigational structure – Down-level experience enhances discoverability
– Rich media cautions – Keep out of rich media and images
– Graceful degradation – 250 words per page or more
– URL structure – Produce new content frequently
– Robots.txt – Make it unique – don’t reuse content from other
• Site Structure sources
– Links – Content management – using 301s to reclaim value
from retiring content/pages
– URL structure and keyword usage – <LINK> canonical to help engines understand which
– Clean URLs – no extraneous parameters page should be indexed and have value attributed to it
(sessions, tracking, etc.) – 404 error page management to help cleanse old pages
– HTML & XML sitemaps from search engine indexes
– Content hierarchy • Links
– Global navigation – springs form hierarchy planning + – Plan for incoming & outgoing link generation
style of nav (breadcrumb, link lists, etc.)
– Rich media – don’t bury links in Javascript/flash – Internal & external link management
/silverlight/AJAX – Content selection – planning where to link to
• On-Page – Link promotion via social spaces – direct traffic & seo
value
– Head copy – Managing anchor text properly
• Titles – unique, relevant, 60 characters or so long
• Descriptions – unique, relevant, grammatically
– URL structure can help insert keywords where they are
correct, 160 or fewer characters (Google shows up to needed
160 characters) • Social
– Body Copy – Build your community
• H1, H2 and other H tag usage – Interact often
• ALT tag importance & usage – Share useful content
• Keyword usage within the content/text – see “Perfectly
Optimized Page” image – Be consistent and useful
• Anchor text – using target keywords to support other – Grow facebook, twitter, etc.
internal pages
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21. • Do you have the skills to
succeed?
• Do you know what it takes to
be a successful SEO?
• What skills should you add
and why?
• Telling people you’re an
expert doesn’t make you an
expert
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22. • SEO tactics
• Social tactics
• Paid search methodologies
• Budget management
• Negotiation
• Executive pitching
• Influence
• Psychology
• Marketing
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23. • Take classes on your own
• Take training offered by employers
• Seek mentorship opportunities
(someone to mentor you)
• Run your own websites
• Read more
• Seriously – read this book >>>
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