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Duane Forrester of Bing.com Webmaster Tools Speaks @SLCSEM

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January 16, 2013 - Duane Forrester, Sr Product Manager at Bing.com Webmaster Tools (http://www.bing.com/webmaster) spoke to nearly 200 Internet Marketers in Utah about the state of search - covering real world searcher behavior, best practices for SEO & social media marketing, likes vs links, the value of conversion optimization and quality content creation for your businesses' online presence.

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Duane Forrester of Bing.com Webmaster Tools Speaks @SLCSEM

  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; gets monthly Adsense checks ($x,xxx) http://twitter.com/#!/DuaneForresterYour data, always fully provided.
  2. Your data, always fully provided.
  3. Search – were trying to solve…Your data, always fully provided. ComScore and Microsoft Internal Analysis
  4. 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.
  5. A hotel that’s near Bryant Park, sincethat’s near my meeting, has reliable airconditioning, good smelling shampooand a shower taller than me. A decentbar is nice to have. A coffee maker in theroom is critical. I don’t care if it’sStarwood. Needs to be under$200/night.
  6. A Changing “Web of Objects” Real-Time Firehose People Services Devices Places/Things MultimediaYour data, always fully provided.
  7. A Changing Web of Your Objects Mark up your contentSchema.org can helpYour data, always fully provided.
  8. 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. 9
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  10. 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.
  11. 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.
  12. Other Major Trends Semantics MobileYour data, always fully provided.
  13. Semantic User ExperienceYour data, always fully provided.
  14. MobileYour data, always fully provided.
  15. The State of Mobile App chaos Agents Commerce Control Surfaces Challenges Batteries Interfaces Network capacity Service interopYour data, always fully provided.
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  17. How social impacts search HoverYour data, always fully provided.
  18. The Case for Social
  19. Humanity is leaving its traces…Your data, always fully provided.
  20. More than just traces, a collective convo… http://www.facebook.com/notes/facebook- engineering/visualizing- friendships/469716398919Your data, always fully provided.
  21. Twitter on NYE 2010Your data, always fully provided.
  22. • 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.
  23. Social graph and Patterns 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.
  24. • • • • • • • How to be an expert • Share your knowledge freely • Limit self promotion (80/20 rule) • Share items related to the topic, not just your POV on the topic • Answer questions promptly • Match level of detail to the audienceYour data, always fully provided.
  25. 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.
  26. Man’s History of Marketing Billboards Radio Email Mercantile shops SEO Throwing rocks Smoke signals Trading goods Mail order catalogues Television PPCYour data, always fully provided. Image credit: www.conducthq.com
  27. • Keyword stuffing • SEO software works • Google and MSN Search launch • Google fights spam all the rage very well for #1 • Word spreads that links help rankings with Florida update;• SE submissions placements • DMOZ launches and starts directory • First paid link hurts legit sites help rankings • cloaking makes its movement network appears • Blogging takes off appearance • Text Link Ads creates network link buying • Google Toolbar shows PR – • Dawn of modern search drives link requests engines w/Altavista • Google notes the • Death of SE submissions “sandbox” • First SEO conference held: SE Strategies • Link Farms appear 1994 1995 1997 1998 1999 2000 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 • Social • XML sitemaps • Google’s “Brand” • Canonical tag • Google launches G+ signals jointly supported update uses “trust appears • G launches +1, tells continue by all engines signals” to restack • Caffeine rolls out sites they rank to SERP around allowing faster better displaying it influence brands indexing – “real SERPs time” search is here • Bing partners with• Nofollow tags appear; • Universal search appears • Tweets integrated Facebook to • Bing expands PR sculpting follows • Text Link Ads banned by Google showing future of integrate social social inclusion• G Jagger/BigDaddy • Wikipedia shows the future – social influencing signals into SERPs with updates seek link spam domain authority through search • rich snippets FB, Twitter, Quora content depth starting to be used & 4Square by sites • Rich Snippets impacting SERPs Your data, always fully provided. Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/
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  29. • 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.
  30. • The engines really respond to unique, useful content • Your visitors respond to this as well • It’s a wise investment of your time • Don’t take shortcuts – limit syndicated contentYour data, always fully provided. image credit: http://mashable.com/2011/01/10/social-content-strategy/
  31. • The Internet is B.I.G. Slice and dice to find your niche. • Plenty of niche areas to explore/exploit – start your fight where you can dominate • Choose your voice wisely; don’t be afraid to express an informed opinion • Watch what users respond to, then amplify along those linesYour data, always fully provided.
  32. • Know exactly what users are searching for • Data can help you uncover new niches or refine your focus • Helps keep you focused on creating compelling content • Got writers block? Check your keyword research for inspirationYour data, always fully provided.
  33. • Be realistic – this is a business after all • Set goals and plan your work • There are no failures, just learning opportunities • Be thoughtful, helpful and informedYour data, always fully provided.
  34. • 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 page should be indexed and have value attributed to it (sessions, 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 – URL structure can help insert keywords where they are correct, 160 or fewer characters (Google shows up to needed 160 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.
  35. Where does SEO fit in? Content Social User Experience Link Building SEOYour data, always fully provided.
  36. • Different sources must be handled differently • Organic traffic is building trust • Paid traffic is ready to open their wallets • Email traffic is ready to buy…now Each source of traffic to your website requires a slightly different approach to getting the conversion. People using search are researching and need to build trust. Those clicking on paid ads are typically much closer to a purchase decision. Traffic from valid email lists is usually ready to buy immediately, though respond best to special offers. Users clicking on banner ads are driven by offers. In all cases, strive to ensure your conversion path is short and sweet. No surveys, no extra options. Get them to the thank you page cleanly. Off the shelf carts can usually be tweaked to gain improvements in conversions.Your data, always fully provided.
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