Dan Cohen MSN [email_address] | http://dancohen.info How to attract engaged users who have never heard of you

How we got here What really IS the Internet How do people use it What are they looking for Who do they trust? dan.cohen@microsoft.com | http://dancohen.info

What really IS the Internet

How do people use it

What are they looking for

Who do they trust?

Where we’re going Blended search impact Social media and shopping Shared discussion and opinion Semantics, nuance and natural language dan.cohen@microsoft.com | http://dancohen.info

Blended search impact

Social media and shopping

Shared discussion and opinion

Semantics, nuance and natural language

SEO means usability The crawler is just another user Algorithmic search drives standards Organizing your content and code Looking outside your site What SEO isn’t dan.cohen@microsoft.com | http://dancohen.info

The crawler is just another user

Algorithmic search drives standards

Organizing your content and code

Looking outside your site

What SEO isn’t

SEO checklist Keywords and content Reporting and metrics Technical issues on-page and off-page Freshness of content and update frequency Link strategy dan.cohen@microsoft.com | http://dancohen.info

Keywords and content

Reporting and metrics

Technical issues on-page and off-page

Freshness of content and update frequency

Link strategy

What are users actually after? dan.cohen@microsoft.com | http://dancohen.info

What are users actually after? dan.cohen@microsoft.com | http://dancohen.info

What are users actually after? Buying traffic beyond brands. Look to your top converting products or content. Build keyword campaigns that speak to user interests. Think laterally. dan.cohen@microsoft.com | http://dancohen.info

Buying traffic beyond brands.

Look to your top converting products or content.

Build keyword campaigns that speak to user interests. Think laterally.

What are users actually after? dan.cohen@microsoft.com | http://dancohen.info

Give users more of what they were after Dynamically populate your landing pages Product databases, content indexes, discussions and comments Allow users to share your content dan.cohen@microsoft.com | http://dancohen.info

Dynamically populate your landing pages

Product databases, content indexes, discussions and comments

Allow users to share your content

Give users more of what they were after dan.cohen@microsoft.com | http://dancohen.info

Say more Trust, audience, content and comment. Stimulate debate and listen to your customers. Become the discussion. The CEO Blog Vs. The Comments Forum. Your website as a resource. dan.cohen@microsoft.com | http://dancohen.info

Trust, audience, content and comment.

Stimulate debate and listen to your customers. Become the discussion.

The CEO Blog Vs. The Comments Forum.

Your website as a resource.

Summary Get your site optimized. Know your customer. Become a publisher and broaden your interest base. Share everything you can. Give your customers no excuse to leave and even if they do leave, let them carry your message for you. Build reputation by participating and recommendations will follow. dan.cohen@microsoft.com | http://dancohen.info

Get your site optimized.

Know your customer.

Become a publisher and broaden your interest base. Share everything you can.

Give your customers no excuse to leave and even if they do leave, let them carry your message for you.

Build reputation by participating and recommendations will follow.

Dan Cohen MSN [email_address] | http://dancohen.info Questions?