Duane Forrester works at Bing as an expert on search engine optimization (SEO) and webmaster tools. He has over 12 years of experience in SEO, previously running SEO teams at MSN and helping large companies like Disney, Gap, and Walmart. He blogs and speaks regularly on SEO topics.

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. • 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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4. DO – Mark Up Your Content
Schema.org can help
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5. DO - Prepare for Mobile
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6. Your data, always fully provided.

7. DO – Avoid Shortcuts
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 Timeliness
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8. • 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 (sessions, page should be indexed and have value attributed to it
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 correct,
– URL structure can help insert keywords where they are
160 or fewer characters (Google shows up to 160 needed
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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9. DO – Stay Focused on the Big Picture
Content Social User Experience Link Building SEO
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10. • 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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11. • 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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12. Trusted RSS feeds
AUTOMATED
MANUAL AUTOMATED
Copy &
Paste
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13. • SEO tactics
• Social tactics
• Paid search methodologies
• Budget management
• Negotiation
• Executive pitching
• Influence
• Psychology
• Marketing
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14. Your data, always fully provided.