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Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
Search, Social and the Future (OMCap/Berlin)
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Search, Social and the Future (OMCap/Berlin)

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Take a walk through how search and social interact, understand why social influences search and see where we're heading with search in the future. All followed by a ton of cool tools. Gain a better …

Take a walk through how search and social interact, understand why social influences search and see where we're heading with search in the future. All followed by a ton of cool tools. Gain a better understanding of how and why search is evolving to position your business to succeed.

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  • 9 billion to 25 billion in the next 8 years
  • Exponential scaleMichioKaku – physicist – humans think in linear scales, but in reality it advances exponentially.
  • Think about devices and users.  Think about how they expect to interact.  Search as we know it is no longer sufficient.  As I mentioned at the beginning, we are using both capabilities and restrictions of devices to drive innovation (small screens, large screens, no screen, etc)·        ·         This is because a search box is no longer sufficient such as using a smart phone on-the-go, or sitting 10 feet away from a smart-TV.·         We are building a full stack of technologies that can understand user intent beyond just keyword queries: from voice, to gesture, to mixed modal dialogs, to touch. ·         This enables our users to naturally interact with our family of devices and services, and also make our devices highly intelligent
  • Refer to this article for more details on each item in the list: http://prdaily.com/Main/Articles/10711.aspx The list on that page is older – I’ve removed dead links and added a couple new ones to this current list.
  • Transcript

    • 1. @duaneforrester Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM toolswww.bing.com/toolbox/webmasters Does he have a clue? 14+ years as an inhouse SEO; ran seo at MSN; has helped GM, Disney, GAP, Walmart + http://www.linkedin.com/in/dforrester And this helps me how? Blogging since 2001; owns 150 domains; runs several websites of his own http://twitter.com/DuaneForrester what does duane do at bing Your data, always fully provided.
    • 2. Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/ • Keyword stuffing all the rage • SE submissions help rankings • Dawn of modern search engines w/Altavista • Death of SE submissions • SEO software works very well for #1 placements • cloaking makes its appearance • Google and MSN Search launch • Word spreads that links help rankings • DMOZ launches and starts directory movement • Google Toolbar shows PR – drives link requests • Google fights spam with Florida update; hurts legit sites • Blogging takes off • Text Link Ads creates network link buying • First paid link network appears • First SEO conference held: SE Strategies 1994 1999 201220112010 1995 1997 1998 2000 2002 2003 2004 2005 2006 2007 2008 2009 • Universal search appears • Text Link Ads banned by Google • Wikipedia shows the future – domain authority through content depth • Nofollow tags appear; PR sculpting follows • G Jagger/BigDaddy updates seek link spam • XML sitemaps jointly supported by all engines • Google notes the “sandbox” • Link Farms appear 2013 • Google’s “Brand” update uses “trust signals” to restack SERP around brands • Bing partners with Facebook to integrate social signals into SERPs • rich snippets starting to be used by sites • Canonical tag appears • Caffeine rolls out allowing faster indexing – “real time” search is here • Tweets integrated showing future of social influencing search • Social signals continue to influence SERPs • Google launches G+ • G launches +1, tells sites they rank better displaying it • Bing expands social inclusion with FB, Twitter, Quora & 4Square • Rich Snippets impacting SERPs Your data, always fully provided.
    • 3. Where does Social fit in? Content Social User Experience Link Building SEO Your data, always fully provided.
    • 4. • 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. Your data, always fully provided.
    • 5. Search – we're trying to solve… ComScore and Microsoft Internal AnalysisYour data, always fully provided.
    • 6. 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… Your data, always fully provided.
    • 7. How social impacts search Your data, always fully provided.
    • 8. Humanity is leaving its traces… Your data, always fully provided.
    • 9. More than just traces, a collective convo… http://www.facebook.com/notes/facebook- engineering/visualizing- friendships/469716398919 Your data, always fully provided.
    • 10. Twitter on NYE 2010 Your data, always fully provided.
    • 11. • 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. Your data, always fully provided.
    • 12. 13 DEVICES PLATFORMS SERVICES REAL-TIME SOCIAL LOCAL&MOBILECOMMERCE Thereareoveratrillionpagesonline,from~700millionsites Weneedtocrawlthemalltoseeifthey’reworthindexing TocrawlaURLcostsroughlyapenny…alittleless,infact Your data, always fully provided.
    • 13. Your data, always fully provided.
    • 14. 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 Your data, always fully provided.
    • 15. Mobile will continue to influence social Your data, always fully provided.
    • 16. Your data, always fully provided.
    • 17. • 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 Your data, always fully provided.
    • 18. • 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. Your data, always fully provided.
    • 19. The Digital Universe is Expanding… Your data, always fully provided.
    • 20. …and so are our Tools Rising Expectations Constraints, Opportunities Your data, always fully provided.
    • 21. Different Web, Different Search Your data, always fully provided.
    • 22. Schema.org and Other Languages Your data, always fully provided.
    • 23. Your data, always fully provided.
    • 24. Your data, always fully provided.
    • 25. Your data, always fully provided. Trusted RSS feeds Copy & Paste AUTOMATED AUTOMATED MANUAL
    • 26. • www.bing.com/webmaster • • www.hootsuite.com • tapbots.com/software/tweetbot/ • www.echofon.com/ • • statigr.am/ • inst.me/ • • www.curalate.com/ • www.evernote.com • www.ifttt.com • www.trackur.com • • www.sprinklr.com/ • www.visibletechnologies.com/ • www.socialmention.com • mehdoh.com/ Your data, always fully provided.
    • 27. 6 seconds to start a relationship http://socialmediatoday.com/julie- blakley/1516266/7-brands-getting- creative-vine Your data, always fully provided.
    • 28. Other Cool Tools http://elastic.io/about.html • https://zapier.com/# • Zapier is more user friendly than IFTTT, though IFTTT has better channel choices. Your data, always fully provided.
    • 29. 18 Social Media Management Tools Alexa.com 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 Visual.ly Your data, always fully provided.
    • 30. Roll Your Own Your data, always fully provided.
    • 31. Your data, always fully provided.

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