Rimc 2013 Keynote Address

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

Your data, always fully provided.

Search – we're trying to solve…

Your data, always fully provided. ComScore and Microsoft Internal Analysis

• 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


Moving Beyond Queries to Sessions
Increasing Use for More Complex Tasks

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…


A hotel that’s near Bryant Park, since
that’s near my meeting, has reliable air
conditioning, good smelling shampoo
and a shower taller than me. A decent
bar is nice to have. A coffee maker in the
room is critical. I don’t care if it’s
Starwood. Needs to be under
$200/night.

To crawl a URL costs roughly a penny…a little less, in fact

There are trillions of pages online, from ~ 700 million sites

We need to crawl them all to see if they’re worth indexing

REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE

DEVICES PLATFORMS SERVICES

Your data, always fully provided. 7

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


A Changing “Web of Objects”
Real-Time Firehose People Services

Devices Places/Things Multimedia


A Changing Web of Your Objects
Mark up your content

Schema.org can help


Search - Evolved
Deliver knowledge by computationally understanding user intent.

“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


Mobile


• Signal of topical authority
• Real-time – engines want fresh
content, fast
• Integrated social signals influence click
actions of searchers
• Social signals remain only a few of
thousands of signals for organic
ranking

How users click on your results can impact rankings and when we show cues like your
Facebook friends with results, click rates can be impacted.


• Buy a camera
• Search finds:
• Expert results
• Crowd-sourced opinions
• Getting close, but want a friend’s opinion
• Wait for lunch?
• Social search helps me see their opinion faster
• I skip from asking a question (including my
friend) to impressing them with a choice
they’d make (and getting their approval)

Social search gets us closer to what we really want – even if we don’t state it clearly


How Social Impacts Search


Humanity is leaving its traces…


More than just traces, a collective convo…

http://www.facebook.com/notes/facebook-
engineering/visualizing-
friendships/469716398919


Social Graph and Patterns
Social Graph Patterns
Retweets/Likes Natural
(by whom)

Follows
(Twitter) You:
Who else
Followers
Posts/Shares
Follows (reputation)
Likes
Replies
Followers Unnatural
(Twitter) Fans
(Facebook)

Focus

Quality Trust
Popularity Timeliness

Where does SEO fit in?

Content Social User Experience Link Building SEO


• 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


• 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


• 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/

• 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


• 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.

Trusted RSS feeds

AUTOMATED
MANUAL AUTOMATED

Copy &
Paste


• SEO tactics
• Social tactics
• Paid search methodologies
• Budget management
• Negotiation
• Executive pitching
• Influence
• Psychology
• Marketing

• 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 >>>


• Different sources must be handled
differently
• Organic traffic is building trust
• Paid traffic is ready to open their wallets
• Email traffic is ready to buy…now
• Ensure your conversion path is short
and sweet
• Off the shelf carts can usually be tweaked
to gain improvements in conversions.


Rimc 2013 Keynote Address

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