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Techstars Startup Incubator SEO & Social deck
@duaneforrester
Bing Webmaster Tools
Speaks at shows, runs forums and
blog, provides guidance on new WM
toolswww.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
And this helps me how?
Blogging since 2001; owns 150 domains;
actively optimizes and monetizes
http://twitter.com/DuaneForrester
what does duane do at bing
Your data, always fully provided.
A Changing Web of Your Objects
Schema.org can help
Mark up your content
Your data, always fully provided.
Mobile
Your data, always fully provided.
Your data, always fully provided.
• 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.
Your data, always fully provided.
Social Graph and Patterns
Social Graph
Focus
Patterns
Natural
Unnatural
Quality Trust
Popularity Timeliness
You:
Followers
Follows
Likes
Replies
Retweets/Likes
(by whom)
Follows
(Twitter)
Followers
(Twitter)
Who else
Posts/Shares
(reputation)
Fans
(Facebook)
Your data, always fully provided.
Where does SEO fit in?
Content Social User Experience Link Building SEO
Your data, always fully provided.
• Crawlability
– Xml sitemaps
– Navigational structure
– Rich media cautions
– Graceful degradation
– URL structure
– Robots.txt
• Site Structure
– Links
– URL structure and keyword usage
– Clean URLs – no extraneous parameters
(sessions, tracking, etc.)
– HTML & XML sitemaps
– Content hierarchy
– Global navigation – springs form hierarchy planning +
style of nav (breadcrumb, link lists, etc.)
– Rich media – don’t bury links in Javascript/flash
/silverlight/AJAX
• On-Page
– Head copy
• Titles – unique, relevant, 60 characters or so long
• Descriptions – unique, relevant, grammatically
correct, 160 or fewer characters (Google shows up to
160 characters)
– Body Copy
• H1, H2 and other H tag usage
• ALT tag importance & usage
• Keyword usage within the content/text – see “Perfectly
Optimized Page” image
• Anchor text – using target keywords to support other
internal pages
• Content
– Build based on keyword research
– Down-level experience enhances discoverability
– Keep out of rich media and images
– 250 words per page or more
– Produce new content frequently
– Make it unique – don’t reuse content from other
sources
– Content management – using 301s to reclaim value
from retiring content/pages
– <LINK> canonical to help engines understand which
page should be indexed and have value attributed to it
– 404 error page management to help cleanse old pages
from search engine indexes
• Links
– Plan for incoming & outgoing link generation
– Internal & external link management
– Content selection – planning where to link to
– Link promotion via social spaces – direct traffic & seo
value
– Managing anchor text properly
– URL structure can help insert keywords where they are
needed
• Social
– Build your community
– Interact often
– Share useful content
– Be consistent and useful
– Grow facebook, twitter, etc.
Your data, always fully provided.
• 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
Your data, always fully provided.
• 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
image credit: http://mashable.com/2011/01/10/social-content-strategy/Your data, always fully provided.
• 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
Your data, always fully provided.
• Query is a single action
• Session is a collection of related actions over time
Your data, always fully provided.
dog • Monday
• dog beds
• dog accessories
• dog toys
• vet near me
• dog friendly hotels
• organic dog food
• doggy day care
• Tuesday
• dog sweaters
• dog collars
• dog leashes
• puppy training
• dog park
• dog allergies
• pictures of dogs
SessionQuery
• 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.
Your data, always fully provided.
Your data, always fully provided.
Trusted RSS feeds
Copy &
Paste
AUTOMATED
AUTOMATED
MANUAL
Your data, always fully provided.
• 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.
Your data, always fully provided.
Your data, always fully provided.

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Techstars Startup Incubator SEO & Social deck

  • 2. @duaneforrester Bing Webmaster Tools Speaks at shows, runs forums and blog, provides guidance on new WM toolswww.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 And this helps me how? Blogging since 2001; owns 150 domains; actively optimizes and monetizes http://twitter.com/DuaneForrester what does duane do at bing Your data, always fully provided.
  • 3. A Changing Web of Your Objects Schema.org can help Mark up your content Your data, always fully provided.
  • 4. Mobile Your data, always fully provided.
  • 5. Your data, always fully provided.
  • 6. • 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. Your data, always fully provided.
  • 7. Social Graph and Patterns Social Graph Focus Patterns Natural Unnatural Quality Trust Popularity Timeliness You: Followers Follows Likes Replies Retweets/Likes (by whom) Follows (Twitter) Followers (Twitter) Who else Posts/Shares (reputation) Fans (Facebook) Your data, always fully provided.
  • 8. Where does SEO fit in? Content Social User Experience Link Building SEO Your data, always fully provided.
  • 9. • Crawlability – Xml sitemaps – Navigational structure – Rich media cautions – Graceful degradation – URL structure – Robots.txt • Site Structure – Links – URL structure and keyword usage – Clean URLs – no extraneous parameters (sessions, tracking, etc.) – HTML & XML sitemaps – Content hierarchy – Global navigation – springs form hierarchy planning + style of nav (breadcrumb, link lists, etc.) – Rich media – don’t bury links in Javascript/flash /silverlight/AJAX • On-Page – Head copy • Titles – unique, relevant, 60 characters or so long • Descriptions – unique, relevant, grammatically correct, 160 or fewer characters (Google shows up to 160 characters) – Body Copy • H1, H2 and other H tag usage • ALT tag importance & usage • Keyword usage within the content/text – see “Perfectly Optimized Page” image • Anchor text – using target keywords to support other internal pages • Content – Build based on keyword research – Down-level experience enhances discoverability – Keep out of rich media and images – 250 words per page or more – Produce new content frequently – Make it unique – don’t reuse content from other sources – Content management – using 301s to reclaim value from retiring content/pages – <LINK> canonical to help engines understand which page should be indexed and have value attributed to it – 404 error page management to help cleanse old pages from search engine indexes • Links – Plan for incoming & outgoing link generation – Internal & external link management – Content selection – planning where to link to – Link promotion via social spaces – direct traffic & seo value – Managing anchor text properly – URL structure can help insert keywords where they are needed • Social – Build your community – Interact often – Share useful content – Be consistent and useful – Grow facebook, twitter, etc. Your data, always fully provided.
  • 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 Your data, always fully provided.
  • 11. • 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 image credit: http://mashable.com/2011/01/10/social-content-strategy/Your data, always fully provided.
  • 12. • 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 Your data, always fully provided.
  • 13. • Query is a single action • Session is a collection of related actions over time Your data, always fully provided. dog • Monday • dog beds • dog accessories • dog toys • vet near me • dog friendly hotels • organic dog food • doggy day care • Tuesday • dog sweaters • dog collars • dog leashes • puppy training • dog park • dog allergies • pictures of dogs SessionQuery
  • 14. • 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. Your data, always fully provided.
  • 15. Your data, always fully provided. Trusted RSS feeds Copy & Paste AUTOMATED AUTOMATED MANUAL
  • 16. Your data, always fully provided. • 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.
  • 17. Your data, always fully provided.
  • 18. Your data, always fully provided.

Notes de l'éditeur

  1. 9 billion to 25 billion in the next 8 years
  2. Quality : Create unique, interesting and useful content.Trust: Work on getting trustworthy sites linking to your site. Be sure to manage the anchor text they use.Popularity: Being popular helps. While quality of your inbound links matters more, having a number of trustworthy links pointed at your content helps, too.Timeliness: Practice frequent updating of your sites or blogs. Visitors like to know your site is current.Simplicity: Make it easy to Like and Share content. Enable functionality which encourages visitors to share your content. Share: Include links in Tweets and Updates via your own social spaces. As we’ve seen, the perceived quality of your tweets and posts increases when you include links to relevant, useful content.Relationships: Seek ways to encourage trust-worthy people to share your links or tweets. Avoid spammy clumps or groups who randomly retweet or like things. Organic is best.Frequency: The number of people retweeting or Liking what you said/shared in the last minute, hour, day, week is easily seen by the engines. Work to increase your influence.Change: Be prepared to turn on a dime, and for the flash mob as new things go viral. Focus shifts quickly today, so be ready to take advantage of shifts as they occur.