Smx west-dos-2013-duane-forrester-bing

Dude! Do this stuff…

Who’s the speaker today?

Duane Forrester

@duaneforrester

Bing Webmaster ToolsSpeaks 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 monetizeshttp://twitter.com/DuaneForrester

what does duane do at bing

Your data, always fully provided.

DO - Move from “Query” to “Session”

• 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

DO – Mark Up Your Content

Schema.org can help


DO - Prepare for Mobile

The ultimate “PC”

Not just phones

9B today

25B by 2021


DO – Evolve as Search Evolves

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.


DO – Avoid ShortcutsSocial Graph

Focus

PatternsNatural

Unnatural

Quality TrustPopularityTimeliness

You:FollowersFollowsLikesReplies

Retweets/Likes (by whom)

Follows (Twitter)

Followers (Twitter)

Who else Posts/Shares (reputation)

Fans (Facebook)


DO – Pay Attention to the Details

• 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.


• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant

DO – Stay Focused on the Big Picture

Content Social User Experience Link Building SEO


DO – Target Your Optimization

• 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


DO - Encourage more Sharing

• 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.


DO - Build Efficiencies

• 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

new

slett

er

Copy & Paste

AUTOMATED

AU

TO

MATED

MANUAL

Invest in New Skills

• SEO tactics

• Social tactics

• Paid search methodologies

• Budget management

• Negotiation

• Executive pitching

• Influence

• Psychology

• MarketingYour data, always fully provided.

Wrapping up

Thanks for your time!Duane Forrester

Sr. Product Manager - Bing

@duaneforrester


Smx west-dos-2013-duane-forrester-bing

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