Bing Webmaster Tools SEO 101 Webinar

what does duane do at bing

Bing Webmaster Tools
Speaks at shows, runs forums and
blog, provides guidance on new WM
www.bing.com/toolbox/webmasters
tools

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;
makes money online
http://twitter.com/DuaneForrester

Your data, always fully provided.

I’m Boca! I’m Diva!

Great content wins! (now feed us…)


Man’s History of Marketing
Billboards Social
Radio Email
Mercantile shops SEO
Throwing rocks Smoke signals Trading goods Mail order catalogues Television PPC

Your data, always fully provided. Image credit: www.conducthq.com

• 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 • Mobile
by all engines signals” to restack • Caffeine rolls out sites they rank • Gestures
SERP around allowing faster better displaying it • Voice
brands indexing – “real
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 FB, Twitter &
updates seek link spam domain authority through search • rich snippets 4Square
content depth starting to be used • Rich Snippets
by sites impacting SERPs

Your data, always fully provided. Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/

• 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
works


• 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 content

Your data, always fully provided. image credit: http://mashable.com/2011/01/10/social-content-strategy/

• 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
lines

• 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
inspiration

• SEO is not just content
• SEO can be affected by
technical elements
• You need both
• Content can win, but
technical SEO helps


• 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 – Produce new content frequently
– URL structure – Make it unique – don’t reuse content from other
– Robots.txt sources
• Site Structure – Content management – using 301s to reclaim value
from retiring content/pages
– Internal Links – <LINK> canonical to help engines understand which
– URL structure and keyword usage page should be indexed and have value attributed to it
– Clean URLs – no extraneous parameters – 404 error page management to help cleanse old pages
(sessions, tracking, etc.) from search engine indexes
– HTML & XML sitemaps • Links
– Content hierarchy – Plan for incoming & outgoing link generation
– Rel-canonical usage to manage duplication issues – Internal & external link management
– Rich media – don’t bury links in Javascript/flash – Content selection – planning where to link to
/silverlight/AJAX
– Responsive design for managing mobile & web – Link promotion via social spaces – direct traffic & seo
value
• On-Page – Managing anchor text properly
– Head copy – URL structure can help insert keywords where they are
• Titles – unique, relevant, 60 characters or so long needed
• Descriptions – unique, relevant, grammatically • Social
correct, 160 or fewer characters
– Body Copy – Be an authority
• H1, H2 and other H tag usage – Build your community
• ALT tag importance & usage – Interact often
• Keyword usage within the content/text – Share useful content
• Anchor text – using target keywords to support other – Be consistent and useful
internal pages – Grow facebook, twitter, pinterest, etc.


• Skip m. domains
• m. domains produce unwanted
duplication
• Responsive design is your friend
• HTML5 can help


Where does SEO fit in?

Content Social User Experience Link Building SEO


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 Relevant

Search – we're trying to solve…

Your data, always fully provided. ComScore and Microsoft Internal Analysis 2010

A Changing “Web of Objects”
Real-Time Firehose People Services

Devices Places/Things Multimedia


A Changing Web of Your Objects

Schema.org can help

Mark up your content


Search - Evolved
Deliver 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
Social
Media + Signals
Real Time


• 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.


• What else will be considered “search”?
• Mobile image capturing
• Voice activated search
• APPs are refined search experiences
• Gestures could indicate search intent
• Look at kids today and the habits they
are developing to help understand
what they will need in the future from
technology

Think about how people looking for your business will find you using the technologies
available to them. Smart phones, in-car systems, tablets, xBox, etc.


• 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
• Ensure your conversion path is short
and sweet
• Off the shelf carts can usually be tweaked
to gain improvements in conversions.


Bing Webmaster Tools SEO 101 Webinar

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (6)

Similaire à Bing Webmaster Tools SEO 101 Webinar

Similaire à Bing Webmaster Tools SEO 101 Webinar (20)

Plus de Duane Forrester

Plus de Duane Forrester (20)

Dernier

Dernier (20)

Bing Webmaster Tools SEO 101 Webinar

Notes de l'éditeur