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Omi webcast deck: Tomorrow's SEO


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Deck from the May 29th Online Marketing Institute webcast: Tomorrow's SEO by Duane Forrester from Bing.

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Omi webcast deck: Tomorrow's SEO

  1. 1. Tomorrow’s SEOKnowing what, why and howDuane ForresterSr. Product ManagerBing
  2. 2. Today You Will Learn• How the landscape is changing• Why change is happening• What direction to invest in• What skills you will need
  3. 3. @duaneforresterBing Webmaster ToolsSpeaks at shows, runs forums andblog, provides guidance on new WM he have a clue?12+ years as an inhouse SEO; ran seo atMSN; has helped Disney, GAP, Walmart + this helps me how?Blogging since 2001; owns 150 domains;runs his own sites and monetizes them does duane do at bing
  4. 4. •••Web innovation and the evolution of search
  5. 5. • Importance is relative• Use as a guide – no item is unimportantWill SEO still be relevant?Content Social User Experience Link Building SEO
  6. 6. • Query is a single action• Session is a collection of related actionsover timedog • Monday• dog beds• dog accessories• dog toys• vet near me• dog friendly hotels• organic dog food• doggy day care• Tuesday• dog sweaters• dog collars• dog leashes• puppy training• dog park• dog allergies• pictures of dogsSessionQuery
  7. 7. Time Spent on Sessionsby Length Queries Over Time0-3 mins9%3-10 mins12%10-15 mins10%15-30 mins23%>30 mins46%Almost50%of all time spentsearching is onsessions > 30 minutesAlmost50%of queries arereturning toprevious tasksNew Queries51%PartialRepeats30%Exact Repeats19%Moving Beyond Queries to SessionsSearch Sessions are Long and Repetitive…
  8. 8. Search: Discovery & InteractionDEVICES PLATFORMS SERVICESREAL-TIME SOCIAL LOCAL&MOBILECOMMERCETherearehundredsofbillionsofpagesonline,from~700millionsitesWeneedtocrawlthemalltoseeifthey’reworthindexingTocrawlaURLcostsroughlyapenny…alittleless,infact
  10. 10. Not just browser, butdevices, services andsocial networksNot just mouse andkeyboard, but alsovoice, touch, gesture &visionCreation of newinformation via socialgraph and geospatialindexInformation ArchitectureInteraction ModelEntry PointsReinventing Search Across 3Dimensions
  11. 11. Mobile will continue to influence social• The ultimate“PC”• Not just phones• 9B today• 25B by 2021
  12. 12. • New devices demand differentsearch experiences other thanlinks• The ability for these devices tofeed in real time signals help ushandle intent better andtherefore can provide a moretailored experience• Its not just mobile phones ortablets and its not just textentry. Anything could be asearch – voice, a picture, agesture, sound –anything. We are building theuniversal interface for search.
  13. 13. • Every area of your site has avalue - $, PV, Emails, etc.• Determine what the value is• Sort your site by value to seewhat really matters• Organize work around high-value areas first
  14. 14. • The engines respond tounique, useful content• How do you define “content”?• Match content to your audience• Different mediums for differentjobs (video, text, images, etc.)• Don’t take shortcuts – limitsyndicated contentimage credit:
  15. 15. • It will always begin here• Match data from external sourcesagainst your own data• Develop “Share of Voice” reportingto explain success• Back to sessions – create keywordcampaigns around topics
  16. 16. • So you want more shares for your content, doyou? Try these ideas.• Create lists: people love to consume contentin list-form. Its quick, easy and simple.• Use hooks: ego, humor, anger, contrarian – becareful with them, but when used well, theyare highly effective.• Participate in communities: when you arevalued member of a community, thecommunity supports you.• Share others’ information: people love whenwhat they share gets shared itself. Share fromtrusted sources.• Ask questions: your followers will love theinteraction and it’ll grow your following asothers engage.
  17. 17. • 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 ofnav (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, grammaticallycorrect, 160 or fewer characters (Google shows up to160 characters)– Body Copy• H1, H2 and other H tag usage• ALT tag importance & usage• Keyword usage within the content/text – see “PerfectlyOptimized Page” image• Anchor text – using target keywords to support otherinternal 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 fromretiring content/pages– <LINK> canonical to help engines understand which pageshould be indexed and have value attributed to it– 404 error page management to help cleanse old pages fromsearch 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 areneeded• Social– Build your community– Interact often– Share useful content– Be consistent and useful– Grow facebook, twitter, etc.
  18. 18. • Look for ways to streamlineyour time• Identify a customer needand fill in the blanks• Look to identify patterns soyou can leverage efficiencyeffortsTrusted RSS feedsCopy &PasteAUTOMATEDAUTOMATEDMANUAL
  19. 19. • Do you have the skills tosucceed?• Do you know what it takes to bea successful SEO?• What skills should you add andwhy?• Telling people you’re an expertdoesn’t make you an expert
  20. 20. • SEO tactics• Social tactics• Paid search methodologies• Budget management• Negotiation• Executive pitching• Influence• Psychology• Marketing
  21. 21. • Take classes on your own• Take training offered by employers• Seek mentorship opportunities(someone to mentor you)• Run your own websites• Read more• Seriously – read this book >>>
  22. 22. • Planning• Create a content calendar• What topics will I write?• When will I write them?• When will I publish them?• How do I feed the cycle?• Keyword research• Analytics• Ensure you have access to data you need to makekey business decisions• Open and analytics account somewhere, install thecode and activate it• Seek out social media analytics if you’re activesocially• Accounts• Bing Webmaster Tools• Google Webmaster Tools• Analytics of your choice• Twitter• Facebook• LinkedIn• Any other social space that matters to your visitors• SEO• Run SEO Analyzer inside Bing WMT to see whatneeds work• Create topic target lists by doing keyword research• Have I covered the basics?• Unique, keyword relevant title tags on each page• Unique, relevant meta description on each page• Filled in ALT tags on images with relevantdescriptions• Is my robots.txt file sorted out? See• Check my sitemap for accuracy and completeness• Oh my, there’s so much more – see the other slide• Social• Have accounts where your customers are• Engage with them• Answer questions promptly and honestly• Think of social as a face-to-face conversation• Share with links to useful content beyond your own
  23. 23. • Determine what new skills you need andacquire them• Watch the trends that affect you• Develop efficiencies• Change happens – be ready and roll with it• Start today because it’s never too lateKey Takeaways
  24. 24. ForresterSr. Product Manager - You