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SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
SMX London 2014
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SMX London 2014

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Deck for SMX London in May 2014 where we talked about SEO for the long term. 5 major areas were covered, with some future ideas to think about as well. Covered: Content, Usability Social, Link …

Deck for SMX London in May 2014 where we talked about SEO for the long term. 5 major areas were covered, with some future ideas to think about as well. Covered: Content, Usability Social, Link Building and SEO.

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  • 1. @duaneforrester Bing Webmaster Tools Speaks at shows, runs community and blog, provides guidance on WMTs www.bing.com/toolbox/webmasters Does he have a clue? 15+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart, GM + http://www.linkedin.com/in/dforrester And this helps me how? Blogging since 2001; owns 150 domains; runs his own websites http://twitter.com/DuaneForrester what does duane do at bing
  • 2. Where does SEO fit in? Content Social User Experience Link Building SEO
  • 3. • 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
  • 4. • 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.
  • 5. • 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
  • 6. • 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?
  • 7. • 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
  • 8. 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: http://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a
  • 9. & Beyond… • Next generation of local • Mobile everywhere • New technologies • New marketing opportunities • Evolve to succeed

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