Duane Forrester works at Bing providing guidance on their Webmaster Tools and speaking at various events. He has over 12 years experience in SEO, previously running SEO teams at MSN and helping large companies optimize their sites. He also runs his own blog and properties, actively optimizing over 150 domains he owns.

2. 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;
actively optimizes and monetizes
http://twitter.com/DuaneForrester
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3. Web innovation and the evolution of search
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4. Will SEO still be relevant?
Content Social User Experience Link Building SEO
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5. • 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 dogs
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6. Understanding searcher behaviour
Your data, always fully provided. ComScore and Microsoft Internal Analysis

7. Moving Beyond Queries to Sessions
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…
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8. As Search Evolves, So Must You
Creating personas can help
“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 Time
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9. A Changing “Web of Objects”
Real-Time Firehose People Services
Devices Places/Things Multimedia
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10. To crawl a URL costs roughly a penny…a little less, in fact
There are hundreds of billions of 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 SERVICES
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12. 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 networks
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13. Mobile will continue to influence social
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15. • 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 first
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16. • The engines respond to
unique, useful content
• How do you define “content”?
• Match content to your audience
• Different mediums for different
jobs (video, text, images, etc.)
• Don’t take shortcuts – limit
syndicated content
Your data, always fully provided. image credit: http://mashable.com/2011/01/10/social-content-strategy/

17. • It will always begin here
• Match data from external
sources against your own data
• Develop “Share of Voice”
reporting to explain success
• Back to sessions – create
keyword campaigns around
topics
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18. • 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.
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19. • 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 pages
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20. Trusted RSS feeds
AUTOMATED
MANUAL AUTOMATED
Copy &
Paste
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21. • Do you have the skills to
succeed?
• Do you know what it takes to
be a successful SEO?
• What skills should you add
and why?
• Telling people you’re an
expert doesn’t make you an
expert
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22. • SEO tactics
• Social tactics
• Paid search methodologies
• Budget management
• Negotiation
• Executive pitching
• Influence
• Psychology
• Marketing
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23. • 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 >>>
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