Presentation given at the 2013 Women 2.0 c0nference in San Francisco on February 14o

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. Success Stories
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4. Avoid distractions
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6. Order of Importance
Content Social User Experience Link Building SEO
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7. • 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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8. • 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
How users click on your results can impact rankings and when we show cues like your
Facebook friends with results, click rates can be impacted.
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9. More than just traces, a collective convo…
http://www.facebook.com/notes/facebook-
engineering/visualizing-
friendships/469716398919
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10. • 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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11. Trusted RSS feeds
AUTOMATED
MANUAL AUTOMATED
Copy &
Paste
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12. • www.bing.com/webmaster
• http://www.google.com/webmasters/
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• www.hootsuite.com
• tapbots.com/software/tweetbot/
• www.echofon.com/
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• statigr.am/
• inst.me/
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• www.curalate.com/
• www.evernote.com
• www.ifttt.com
• www.trackur.com
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• www.sprinklr.com/
• www.visibletechnologies.com/
• www.socialmention.com
• mehdoh.com/
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13. Your data, always fully provided.