SEMPO Canada Summit in Vancouver May 2013

@duaneforrester
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
And this helps me how?
Blogging since 2001; owns 150 domains;
actively optimizes and monetizes
http://twitter.com/DuaneForrester
what does duane do at bing
Your data, always fully provided.

Search – we're trying to solve…
ComScore and Microsoft Internal AnalysisYour data, always fully provided.

• Query is a single action
• Session is a collection of related actions over time
dog • Monday
• dog beds
• dog accessories
• dog toys
• vet near me
• dog friendly hotels
• organic dog food
• doggy day care
• Tuesday
• dog sweaters
• dog collars
• dog leashes
• puppy training
• dog park
• dog allergies
• pictures of dogs
SessionQuery

Time Spent on
Sessions by Length Queries Over Time
0-3 mins
9%
3-10 mins
12%
10-15 mins
10%
15-30 mins
23%
>30 mins
46%
Almost
50%
of all time spent
searching is on
sessions > 30 minutes
Almost
50%
of queries are
returning to
previous tasks
New Queries
51%
Partial
Repeats
30%
Exact Repeats
19%
Moving Beyond Queries to Sessions
Increasing Use for More Complex Tasks
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.

7
DEVICES PLATFORMS SERVICES
REAL-TIME SOCIAL LOCAL&MOBILECOMMERCE
Therearetrillionsofpagesonline,from~700millionsites
Weneedtocrawlthemalltoseeifthey’reworthindexing
TocrawlaURLcostsroughlyapenny…alittleless,infact

Not just browser, but
devices, services and
social networks
Not just mouse and
keyboard, but also
voice, touch, gesture &
vision
Creation of new
information via social
graph and geospatial
index
Information
Architecture
Interaction Model
Entry Points
Reinventing Search Across 3
Dimensions

A Changing “Web of Objects”
Real-Time Firehose Services
Devices MultimediaPlaces/Things
People

A Changing Web of Your Objects
Schema.org can help
Mark up your content

Search - Evolved
Deliver knowledge by computationally understanding user intent.
“home gym”
• Purchase
• Install
• Sell
• Set fire to
• Impress friends
• Who
• Where
• Others
• Semantic
• Research
Content
Services
Media
Real Time
+ UX
“Linda” Query Intent Detection Task Derivation

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
Focus
Patterns
Natural
Unnatural
Quality Trust
Popularity Timeliness
You:
Followers
Follows
Likes
Replies
Retweets/Likes
(by whom)
Follows
(Twitter)
Followers
(Twitter)
Who else
Posts/Shares
(reputation)
Fans
(Facebook)

Where does SEO fit in?
Content Social User Experience Link Building SEO

• Crawlability
– Xml sitemaps
– Navigational structure
– Rich media cautions
– Graceful degradation
– URL structure
– Robots.txt
• Site Structure
– Links
– URL structure and keyword usage
– Clean URLs – no extraneous parameters
(sessions, tracking, etc.)
– HTML & XML sitemaps
– Content hierarchy
– Global navigation – springs form hierarchy planning +
style of nav (breadcrumb, link lists, etc.)
– Rich media – don’t bury links in Javascript/flash
/silverlight/AJAX
• On-Page
– Head copy
• Titles – unique, relevant, 60 characters or so long
• Descriptions – unique, relevant, grammatically
correct, 160 or fewer characters (Google shows up to
160 characters)
– Body Copy
• H1, H2 and other H tag usage
• ALT tag importance & usage
• Keyword usage within the content/text – see “Perfectly
Optimized Page” image
• Anchor text – using target keywords to support other
internal pages
• Content
– Build based on keyword research
– Down-level experience enhances discoverability
– Keep out of rich media and images
– 250 words per page or more
– Produce new content frequently
– Make it unique – don’t reuse content from other
sources
– Content management – using 301s to reclaim value
from retiring content/pages
– <LINK> canonical to help engines understand which
page should be indexed and have value attributed to it
– 404 error page management to help cleanse old pages
from search engine indexes
• Links
– Plan for incoming & outgoing link generation
– Internal & external link management
– Content selection – planning where to link to
– Link promotion via social spaces – direct traffic & seo
value
– Managing anchor text properly
– URL structure can help insert keywords where they are
needed
• Social
– Build your community
– Interact often
– Share useful content
– Be consistent and useful
– Grow facebook, twitter, etc.

• 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
image credit: http://mashable.com/2011/01/10/social-content-strategy/Your data, always fully provided.

• 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
Copy &
Paste
AUTOMATED
AUTOMATED
MANUAL

• 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.

SEMPO Canada Summit in Vancouver May 2013

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SEMPO Canada Summit in Vancouver May 2013

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