Smx west-dos-2013-duane-forrester-bing


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  • 9 billion to 25 billion in the next 8 years
  • Quality : Create unique, interesting and useful content.Trust: Work on getting trustworthy sites linking to your site. Be sure to manage the anchor text they use.Popularity: Being popular helps. While quality of your inbound links matters more, having a number of trustworthy links pointed at your content helps, too.Timeliness: Practice frequent updating of your sites or blogs. Visitors like to know your site is current.Simplicity: Make it easy to Like and Share content. Enable functionality which encourages visitors to share your content. Share: Include links in Tweets and Updates via your own social spaces. As we’ve seen, the perceived quality of your tweets and posts increases when you include links to relevant, useful content.Relationships: Seek ways to encourage trust-worthy people to share your links or tweets. Avoid spammy clumps or groups who randomly retweet or like things. Organic is best.Frequency: The number of people retweeting or Liking what you said/shared in the last minute, hour, day, week is easily seen by the engines. Work to increase your influence.Change: Be prepared to turn on a dime, and for the flash mob as new things go viral. Focus shifts quickly today, so be ready to take advantage of shifts as they occur.
  • Smx west-dos-2013-duane-forrester-bing

    1. 1. 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; actively optimizes and monetizes data, always fully provided.
    2. 2. • Query is a single action • Session is a collection of related actions over time Query Session dog • Monday • Tuesday • dog beds • dog sweaters • dog accessories • dog collars • dog toys • dog leashes • vet near me • puppy training • dog friendly hotels • dog park • organic dog food • dog allergies • doggy day care • pictures of dogsYour data, always fully provided.
    3. 3. DO – Mark Up Your can helpYour data, always fully provided.
    4. 4. DO - Prepare for MobileYour data, always fully provided.
    5. 5. Your data, always fully provided.
    6. 6. DO – Avoid Shortcuts Social Graph Patterns Retweets/Likes Natural (by whom) Follows (Twitter) You: Who else Followers Posts/Shares Follows (reputation) Likes Replies Followers Unnatural (Twitter) Fans (Facebook) Focus Quality Trust Popularity TimelinessYour data, always fully provided.
    7. 7. • 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 – 250 words per page or more – URL structure – Produce new content frequently – Robots.txt – Make it unique – don’t reuse content from other• Site Structure sources – Links – Content management – using 301s to reclaim value from retiring content/pages – URL structure and keyword usage – <LINK> canonical to help engines understand which – Clean URLs – no extraneous parameters (sessions, page should be indexed and have value attributed to it tracking, etc.) – 404 error page management to help cleanse old pages – HTML & XML sitemaps from search engine indexes – Content hierarchy • Links – Global navigation – springs form hierarchy planning + – Plan for incoming & outgoing link generation style of nav (breadcrumb, link lists, etc.) – Rich media – don’t bury links in Javascript/flash – Internal & external link management /silverlight/AJAX – Content selection – planning where to link to• On-Page – Link promotion via social spaces – direct traffic & seo value – Head copy – Managing anchor text properly • Titles – unique, relevant, 60 characters or so long • Descriptions – unique, relevant, grammatically correct, – URL structure can help insert keywords where they are 160 or fewer characters (Google shows up to 160 needed characters) • Social – Body Copy – Build your community • H1, H2 and other H tag usage – Interact often • ALT tag importance & usage – Share useful content • Keyword usage within the content/text – see “Perfectly Optimized Page” image – Be consistent and useful • Anchor text – using target keywords to support other – Grow facebook, twitter, etc. internal pagesYour data, always fully provided.
    8. 8. DO – Stay Focused on the Big Picture Content Social User Experience Link Building SEOYour data, always fully provided.
    9. 9. • Every area of your site has a value - $, PV, Emails, etc. • Determine what the value is • Sort your site by value to see what really matters • Organize work around high- value areas firstYour data, always fully provided.
    10. 10. • 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.
    11. 11. Trusted RSS feeds AUTOMATED MANUAL AUTOMATED Copy & PasteYour data, always fully provided.
    12. 12. • SEO tactics • Social tactics • Paid search methodologies • Budget management • Negotiation • Executive pitching • Influence • Psychology • MarketingYour data, always fully provided.
    13. 13. Your data, always fully provided.
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