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digitalNOW Search, Social & Beyond 2014
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digitalNOW Search, Social & Beyond 2014


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This presentation reviews what main points to focus on in search today, why social matters, how to manage it and tips to get it right, and reviews what to expect in the future. As new technologies …

This presentation reviews what main points to focus on in search today, why social matters, how to manage it and tips to get it right, and reviews what to expect in the future. As new technologies change behaviors and expectations, it's critical to know "what's next", and we examine that here.

Published in: Education, Technology, Design

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  • 1. @duaneforrester Bing Webmaster Tools Speaks at shows, runs community and blog, provides guidance on new WM tools Does he have a clue? 15+ years as an inhouse SEO; ran SEO at MSN; has helped Disney, GAP, Walmart, GM & more And this helps me how? Blogging since 2001; owns 150 domains; makes money online with his own sites what does duane do at bing
  • 2. Image credit: That means, that in one week, we ingest more data into Bing than the number of webpages that existed in 2005.
  • 3. Mobile will continue to influence social
  • 4. The Digital Universe is Expanding…
  • 5. Where Do I Invest My Time? Content Social User Experience Link Building SEO
  • 6. • Searchers seek content • Not after “the best optimized site” • They have a question, you supply the answer • We watch to see how people interact with content • This will always be #1 to us • Wins - Quality, deep, authoritative, unique • Loses – Duplicate, thin, low quality There are no shortcuts – quality content requires investment
  • 7. • Use “hooks” and track reactions • 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 Social = You influencing people who in turn influence us.
  • 8. • Not sexy, but a wise investment • Usability impresses visitors • Invest in your platform and design • Happy visitors are repeat visitors who share with friends • Usability is a dedicated field – you can’t bluff your way through I’d put money into UX before SEO, as it supports SEO
  • 9. • Build links for traffic • Don’t buy links • Links will always have some value – though maybe not what you think • Don’t overlook internal link building • If you nail Content, UX and Social, this is covered What would you do if links had no value in the algo?
  • 10. • Still valuable • Technical SEO can make a difference • Foundational work – no doing it? Get left behind • Used in combination w/other tactics, you can be successful SEO is the process of improving your website for searchers and crawlers
  • 11. • 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 works
  • 12. • 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.
  • 13. Image credit:
  • 14. Image credit:
  • 15. Image credit: Twitter on NYE 2010
  • 16. 6 seconds to start a relationship blakley/1516266/7-brands-getting- creative-vine
  • 17. New Top Level Domains (TLDs)
  • 18. More 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. Webmaster Guidelines:
  • 19. Core Strategies Op. Strategies Tactics Plan … or #FAIL
  • 20. Oh, and here’s a streamlining trick for ya! Trusted RSS feeds Copy & Paste AUTOMATED AUTOMATED MANUAL
  • 21.
  • 22. 18 Social Media Management Tools Board Reader Sysomos Facebook Insights Follower Wonk Google Insights How Sociable Ice Rocket trends Buffer • Klout • Peerindex • Kred • Mention Map • Social Mention • Statigram • Twitter Counter • Tweetreach •
  • 23. & Beyond… • Next generation of local • Mobile everywhere • New technologies • New marketing opportunities • Evolve to succeed
  • 24. Final Thought