BlogHer PRO Lunch Keynote


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BlogHer PRO Lunch Keynote

  1. 1. Lunch Keynote – Elisa Camahort Page brought to you by Bing @elisac Growing Your Duane Forrester Audience and @duaneforrester Influence with Social + Search Elise Bauer @simplyrecipesWireless Network: [TBD]Password (case sensitive, one word): BlogHerPro Conference hashtag: #BlogHerPro
  2. 2. Who’s am I? what does duane do at bing Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM tools Does he have a clue? 12+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart + @duaneforrester And this helps me how? Blogging since 2001; owns 150 domains; makes money online data, always fully provided.
  3. 3. Personal story of success •  Started with a passion •  Jeeps & exploring nature • •  I uncovered an issue •  Land access was threatened •  There had to be a way to help •  Helping the community •  Started SWAT •  Still going strong today •  SWAT got National TV coverage, the community talked up my blog, traffic grew rapidlyYour data, always fully provided.
  4. 4. Leveraging Success •  Large companies see blogs as “press” •  Reached out to Chrysler/Jeep to be a press hub •  They gave me access to their press area •  Contacted Canadian Association of Journalists and was awarded “press” status •  Now had access to all auto events to grab photos, content material, interviews, etc.Your data, always fully provided.
  5. 5. Show me the Money!•  Placed contextual ads on site•  Over $70k in revenue in 5 years•  Weekly investment of time averaged 4 – 5 hours•  Wrote a book with what I learned•  Got a job at Microsoft•  Wrote a second book•  … and got an even cooler gig at Bing!•  Grew my blogging into a career!Your data, always fully provided.
  6. 6. My approach then and now – what works?•  Then •  Produce unique content •  Optimize and rank •  Drive traffic to contextual ads •  Wash, rinse, repeat•  Now •  Identify an issue •  Craft a solution •  Drive growth of a mail list for the solution •  Wash, rinse, repeatYour data, always fully provided.
  7. 7. Providing value •  Moving forward, how to provide value Trusted RSS feeds and grow an asset? •  People want relevant information AUTOMATED •  People have little time to sort & sift •  They want a trusted, reliable source •  Picked a niche; started the plan MANUAL AUTOMATED Copy & PasteYour data, always fully provided.
  8. 8. Tools to get the work done •  Tools I use for my blogs •  Bing Webmaster Tools – •  Google Webmaster Tools - •  Analytics – your choice: GA, AWStats, Omniture, etc. •  Hootsuite – $5.99/month for PRO (recommended) •  Evernote – •  IFTTT – •  Yoast SEO Plugin for WP - •  Akismet for spam management – •  Dreamweaver for html/php editing •  Adobe Photoshop & gimp - (open source Photoshop)Your data, always fully provided.
  9. 9. Organic keyword research toolResearch multiple keywords at onceSelect multiple countries for the same languagesTrue organic data from Bing Search Your data, always fully provided.
  10. 10. Fetch As BingbotYour data, always fully provided.
  11. 11. Link explorerExplore internal and external linksExplore links on your site and other sites Your data, always fully provided.
  12. 12. SEO reportingRuns automatically every other weekScans all URLs for all sites you have verified Your data, always fully provided.
  13. 13. SEO analyzerOn demand SEO scanning toolMore than 15 best practices checked Your data, always fully provided.
  14. 14. Wrapping up •  Content is the reason •  Keyword research is a beacon •  Quality is your watch word •  Authority is your goal •  Niche is your starting point •  User Experience is your religion …and use the free tools provided. Thanks for your time! Duane Forrester Sr. Product Manager - Bing @duaneforresterYour data, always fully provided.
  15. 15. Appendix
  16. 16. SEO is simply a marketing tool Man’s History of Marketing Billboards Social Email Mercantile shops Radio SEO Throwing rocks Smoke signals Trading goods Mail order catalogues Television PPCYour data, always fully provided. Image credit:
  17. 17. History of SEO•  Keyword stuffing •  SEO software works •  Google and MSN Search launch •  Google fights spam all the rage very well for #1 •  Word spreads that links help rankings with Florida update;•  SE submissions placements •  DMOZ launches and starts directory •  First paid link hurts legit sites help rankings •  cloaking makes its movement network appears •  Blogging takes off appearance •  Text Link Ads creates network link buying •  Google Toolbar shows PR •  Dawn of modern search – drives link requests engines w/Altavista •  Google notes the •  Death of SE submissions “sandbox” •  First SEO conference held: SE Strategies •  Link Farms appear 1994 1995 1997 1998 1999 2000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 ? •  Social •  XML sitemaps •  Google’s “Brand” •  Canonical tag •  Google launches G+ signals jointly supported update uses “trust appears •  G launches +1, tells •  Mobile by all engines signals” to restack •  Caffeine rolls out sites they rank better •  Gestures SERP around allowing faster displaying it •  Voice brands indexing – “real time” search is here •  Bing partners with•  Nofollow tags appear; •  Universal search appears •  Tweets integrated Facebook to •  Bing expands PR sculpting follows •  Text Link Ads banned by Google showing future of integrate social social inclusion•  G Jagger/BigDaddy •  Wikipedia shows the future – social influencing signals into SERPs with FB, Twitter & updates seek link spam domain authority through content search •  rich snippets 4Square depth starting to be used •  Rich Snippets by sites impacting SERPs Your data, always fully provided. Data credit:
  18. 18. What is SEO? Search Engine Optimization (SEO) is the process of improving a website to make it more relevant to searchers and search engines. At it’s very core, SEO is about improving usability on a website. What SEO is not… •  Fast •  Guaranteed •  Once & done •  FreeYour data, always fully provided.
  19. 19. The Secret to Success The Basics •  Build social followers & fans organically •  Wall posts/tweets with links are perceived as more credible and useful •  Get the basics of SEO covered, then focus on content •  Its worth repeating: unique, compelling content still worksYour data, always fully provided.
  20. 20. The Secret to Success Compelling Content •  The engines really respond to unique, useful content •  Your visitors respond to this as well •  It’s a wise investment of your time •  Don’t take shortcuts – limit syndicated contentYour data, always fully provided. image credit:
  21. 21. The Secret to Success Niche & Voice •  The Internet is B.I.G. Slice and dice to find your niche. •  Plenty of niche areas to explore/exploit – start your fight where you can dominate •  Choose your voice wisely; don’t be afraid to express an informed opinion •  Watch what users respond to, then amplify along those linesYour data, always fully provided.
  22. 22. The Secret to Success Keyword Research •  Know exactly what users are searching for •  Data can help you uncover new niches or refine your focus •  Helps keep you focused on creating compelling content •  Got writers block? Check your keyword research for inspirationYour data, always fully provided.
  23. 23. Let’s get a bit more technical •  SEO is not just content •  SEO can be affected by technical elements •  You need both •  Content can win, but technical SEO helpsYour data, always fully provided.
  24. 24. 6 major investment areas for 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 –  Produce new content frequently –  URL structure –  Make it unique – don’t reuse content from other –  Robots.txt sources•  Site Structure –  Content management – using 301s to reclaim value from retiring content/pages –  Internal Links –  <LINK> canonical to help engines understand which –  URL structure and keyword usage page should be indexed and have value attributed to it –  Clean URLs – no extraneous parameters (sessions, –  404 error page management to help cleanse old pages tracking, etc.) from search engine indexes –  HTML & XML sitemaps •  Links –  Content hierarchy –  Plan for incoming & outgoing link generation –  Rel-canonical usage to manage duplication issues –  Internal & external link management –  Rich media – don’t bury links in Javascript/flash / –  Content selection – planning where to link to silverlight/AJAX –  Responsive design for managing mobile & web –  Link promotion via social spaces – direct traffic & seo value•  On-Page –  Managing anchor text properly –  Head copy –  URL structure can help insert keywords where they are •  Titles – unique, relevant, 60 characters or so long needed •  Descriptions – unique, relevant, grammatically correct, 160 or fewer characters •  Social –  Body Copy –  Be an authority •  H1, H2 and other H tag usage –  Build your community •  ALT tag importance & usage –  Interact often •  Keyword usage within the content/text –  Share useful content •  Anchor text – using target keywords to support other –  Be consistent and useful internal pages –  Grow facebook, twitter, pinterest, etc.Your data, always fully provided.
  25. 25. Going mobile? •  Skip m. domains •  m. domains produce unwanted duplication •  Responsive design is your friend •  HTML5 can helpYour data, always fully provided.
  26. 26. Are you a Local business? •  Mobile rules your local world Here’s what mobile users searched for most in Q1 2012 & here’s where they wereSource: Source: Your data, always fully provided.
  27. 27. Are you a Local business?•  Bing Business Portal is your entry•  Free to businesses•  Except for reviews you control information Your data, always fully provided.
  28. 28. Where does SEO fit in?•  Don’t try to extrapolate from this graph•  Importance is relative•  Use as a guide – no item is unimportant Content Social User Experience Link Building SEO Your data, always fully provided.
  29. 29. Search – you’re trying to solve…When optimizing your site for search, you invest in these major areas QUALITY TRUST POPULARITY TIMELINESS Content Authority Traffic Current Links Usefulness Repeat Fresh Appearance Resource Visits Relevant LinksYour data, always fully provided.
  30. 30. Search – were trying to solve…Your data, always fully provided. ComScore and Microsoft Internal Analysis 2010
  31. 31. Why social matters to search •  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 rankingHow users click on your results can impact rankings and when we show cues like yourFacebook friends with results, click rates can be impacted.Your data, always fully provided.
  32. 32. 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 Social Media + Signals Real TimeYour data, always fully provided.
  33. 33. Broaden your view•  What else will be considered “search”? •  Mobile image capturing •  Voice activated search •  APPs are refined search experiences •  Gestures could indicate search intent •  Look at kids today and the habits they are developing to help understand what they will need in the future from technology Think about how people looking for your business will find you using the technologies available to them. Smart phones, in-car systems, tablets, xBox, etc. Your data, always fully provided.
  34. 34. Conversion optimization •  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.Your data, always fully provided.
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