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Bing Webmaster Tools Authority Building Webinar

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Bing Webmaster Tools Authority Building Webinar

  1. 1. what does duane do at bing Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM tools www.bing.com/toolbox/webmasters Does he have a clue? 12+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart + http://www.linkedin.com/in/dforrester @duaneforrester And this helps me how? Blogging since 2001; owns 150 domains; runs his own sites and monetizes them http://twitter.com/#!/DuaneForresterYour data, always fully provided.
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  4. 4. Web innovation and the evolution of search • • •
  5. 5. To crawl a URL costs roughly a penny…a little less, in fact There are over a trillion pages online, from ~ 650 million sites We need to crawl them all to see if they’re worth indexing REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE DEVICES PLATFORMS SERVICESYour data, always fully provided. 6
  6. 6. • 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 rankingHow users click on your results can impact rankings and when we show cues like yourFacebook friends with results, click rates can be impacted.Your data, always fully provided.
  7. 7. Search – you’re trying to solve…When optimizing your site for search, you invest in these major areas QUALITY TRUST POPULARITY TIMELINESS Content Authority Traffic Current Links Usefulness Repeat Visits Fresh Appearance Resource Links RelevantYour data, always fully provided.
  8. 8. Authority Building Short List Know the topic inside out Engage your community Share useful content freely Be consistent and useful Market your strengths Be a go-to resource Learn to spot trends in dataYour data, always fully provided.
  9. 9. KnowledgeYour data, always fully provided.
  10. 10. CommunityYour data, always fully provided.
  11. 11. Your workYour data, always fully provided.
  12. 12. You as a resourceYour data, always fully provided.
  13. 13. SharingYour data, always fully provided.
  14. 14. StudyYour data, always fully provided.
  15. 15. Authority – engine-style • • • • • • •Your data, always fully provided.
  16. 16. Search – were trying to solve…Your data, always fully provided. ComScore and Microsoft Internal Analysis
  17. 17. Moving Beyond Queries to SessionsIncreasing Use for More Complex Tasks Time Spent on Sessions by Length Queries Over Time 0-3 mins >30 mins 9% Exact Repeats 46% 19% Partial Repeats 3-10 mins 30% Almost 12% Almost 50% 50% of all time spent 10-15 mins 10% of queries are searching is on returning to sessions > 30 minutes previous tasks New Queries 15-30 mins 51% 23%Search Sessions are Long and Repetitive…Your data, always fully provided.
  18. 18. A hotel that’s near Bryant Park, since that’s near my meeting, has reliable air conditioning, good smelling shampoo and a shower taller than me. A decent bar is nice to have. A coffee maker in the room is critical. I don’t care if it’s Starwood. Needs to be under $200/night.Your data, always fully provided.
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  20. 20. Reinventing Search Across 3 Dimensions Information Architecture Creation of new information via social graph and geospatial index Interaction Model Not just mouse and keyboard, but also voice, touch, gesture & vision Entry Points Not just browser, but devices, services and social networksYour data, always fully provided.
  21. 21. Search - EvolvedDeliver knowledge by computationally understanding user intent. “Linda” Query Intent Detection Task Derivation • Who • Purchase • Where • Install “home gym” • Others • Sell • Semantic • Set fire to • Research • Impress friends Content Services Media + UX Real TimeYour data, always fully provided.
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  23. 23. MobileYour data, always fully provided.
  24. 24. • 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 worksYour data, always fully provided.
  25. 25. How does it fit in? Content Social User Experience Link Building SEOYour data, always fully provided.
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  32. 32. Your data, always fully provided.

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