Deck from the May 29th Online Marketing Institute webcast: Tomorrow's SEO by Duane Forrester from Bing.

1. Tomorrow’s SEO
Knowing what, why and how
Duane Forrester
Sr. Product Manager
Bing

2. Today You Will Learn
• How the landscape is changing
• Why change is happening
• What direction to invest in
• What skills you will need

3. @duaneforrester
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
And this helps me how?
Blogging since 2001; owns 150 domains;
runs his own sites and monetizes them
http://twitter.com/DuaneForrester
what does duane do at bing

4. •
•
•
Web innovation and the evolution of search

5. • Importance is relative
• Use as a guide – no item is unimportant
Will SEO still be relevant?
Content Social User Experience Link Building SEO

6. • Query is a single action
• Session is a collection of related actions
over time
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

7. Time Spent on Sessions
by Length Queries Over Time
0-3 mins
9%
3-10 mins
12%
10-15 mins
10%
15-30 mins
23%
>30 mins
46%
Almost
50%
of all time spent
searching is on
sessions > 30 minutes
Almost
50%
of queries are
returning to
previous tasks
New Queries
51%
Partial
Repeats
30%
Exact Repeats
19%
Moving Beyond Queries to Sessions
Search Sessions are Long and Repetitive…

8. Search: Discovery & Interaction
DEVICES PLATFORMS SERVICES
REAL-TIME SOCIAL LOCAL&MOBILECOMMERCE
Therearehundredsofbillionsofpagesonline,from~700millionsites
Weneedtocrawlthemalltoseeifthey’reworthindexing
TocrawlaURLcostsroughlyapenny…alittleless,infact

9. UNDERSTANDING
THE WEB
UNDERSTANDING
THE USER

10. Not just browser, but
devices, services and
social networks
Not just mouse and
keyboard, but also
voice, touch, gesture &
vision
Creation of new
information via social
graph and geospatial
index
Information Architecture
Interaction Model
Entry Points
Reinventing Search Across 3
Dimensions

11. Mobile will continue to influence social
• The ultimate
“PC”
• Not just phones
• 9B today
• 25B by 2021

12. • New devices demand different
search experiences other than
links
• The ability for these devices to
feed in real time signals help us
handle intent better and
therefore can provide a more
tailored experience
• Its not just mobile phones or
tablets and its not just text
entry. Anything could be a
search – voice, a picture, a
gesture, sound –
anything. We are building the
universal interface for search.

13. • 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

14. • 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/

15. • 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

16. • 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.

17. • 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.

18. • Look for ways to streamline
your time
• Identify a customer need
and fill in the blanks
• Look to identify patterns so
you can leverage efficiency
efforts
Trusted RSS feeds
Copy &
Paste
AUTOMATED
AUTOMATED
MANUAL

19. • 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

20. • SEO tactics
• Social tactics
• Paid search methodologies
• Budget management
• Negotiation
• Executive pitching
• Influence
• Psychology
• Marketing

21. • 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 >>>

22. • Planning
• Create a content calendar
• What topics will I write?
• When will I write them?
• When will I publish them?
• How do I feed the cycle?
• Keyword research
• Analytics
• Ensure you have access to data you need to make
key business decisions
• Open and analytics account somewhere, install the
code and activate it
• Seek out social media analytics if you’re active
socially
• Accounts
• Bing Webmaster Tools
• Google Webmaster Tools
• Analytics of your choice
• Twitter
• Facebook
• LinkedIn
• Any other social space that matters to your visitors
• SEO
• Run SEO Analyzer inside Bing WMT to see what
needs work
• Create topic target lists by doing keyword research
• Have I covered the basics?
• Unique, keyword relevant title tags on each page
• Unique, relevant meta description on each page
• Filled in ALT tags on images with relevant
descriptions
• Is my robots.txt file sorted out? See Robotstxt.org
• Check my sitemap for accuracy and completeness
• Oh my, there’s so much more – see the other slide
• Social
• Have accounts where your customers are
• Engage with them
• Answer questions promptly and honestly
• Think of social as a face-to-face conversation
• Share with links to useful content beyond your own

23. • Determine what new skills you need and
acquire them
• Watch the trends that affect you
• Develop efficiencies
• Change happens – be ready and roll with it
• Start today because it’s never too late
Key Takeaways

24. www.onlinemarketinginstitute.org
&
Duane Forrester
Sr. Product Manager - Bing
@duaneforrester
www.bing.com/webmaster
Thank You