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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 Building and SEO.

Published in: Marketing, Education, Technology
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SMX London 2014

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