The Web of ThingsState of Search ‘13Duane ForresterSenior Product Manager, SearchMicrosoft

Who’s the speaker today?

@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?15 years as an inhouse SEO; ran seo at MSN; has helped GM, Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester

And this helps me how?Blogging since 2001; owns 150 domains; runs several websites of his ownhttp://twitter.com/DuaneForrester

what does duane do at bing

• Major components of success• How social impacts search• Mobile and search influence• Entities and Actions• The Babelfish; a version of future• Tips, tricks and tons of tools!

• There will be…• Graphs• Data• Pictures• OMG moments• Sharing

Table of ContentsSo

much

love and

goodness

How to See the Future

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

Where does each piece fit in?

Content Social User Experience Link Building SEO

How social impacts search

keywords

UNDERSTANDING THE WEB

UNDERSTANDING THE USER

apps

geo spatial

social

topical

actions

interests

context

SEARCHthe consumer

gateway to the cloud

Reorganize the Web for Task Completion

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

Mobile will continue to influence social

• The ultimate “PC”

• Not just phones

• 9B today

• 25B by 2021

Search continues to evolve• New devices =

new solutions• Real time signals

help us understand• Anything could be a search – voice, a picture, a gesture, sound – anything. 

Local Scout (native app)

The Secret to Success• 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

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.

The Digital Universe is Expanding…

2 Billion Facebook updates per day

300 MillionFacebook photos per day

150 MillionSnapchat photos per day

400 MillionTweets per day

5 MillionFoursquare check-ins per day

…and so are our ToolsUsers

Rising ExpectationsDevices

Constraints, Opportunities

GEOSPATIAL AND CONTEXT

Different Web, Different SearchBuilding an “intelligent fabric”

people places things

ENTITIES AND ACTIONS NUI

Entities and ActionsBing has 6 billion facts, 28 billion entitiesPeople1.2 Billion Profiles, Connections, Interests

Places 1.1 million US restaurants alone

MoviesOver 800,000 entities

Schema.org and Other Languages

Geospatial Knowledge and Context

Contextual Awareness & “Predictivity”

153 raw Petabytes of storage on 59,820 hard drivesProcess 28,800 DVDs worth of information every day8.5M km2 of overhead imagery at 8cm250,000 user-submitted 3D recreations

Natural User Interfaces

Search box outmodedEnhances intent derivation along with Entities and ContextImbue machines with human-like traits for better HCI (human-computer interaction)

Additional HCI Developments

Sensors on everything

Advances in semantic understanding

Deep Neural Networks

The next frontier

Signals from everywhere

The great interconnect

The Babelfish

Core Strategies

Op. Strategies Tactics

Plan … or #FAIL

6 seconds to start a relationship• Vine – you know it, but are you using

it?• Lowes, Kate Spade, Urban Outfitters,

GE, A&W, Mailchimp and more• Using Vine to share knowledge, entice

engagement, entertain and offer behind the scene glimpses

• 6 second becomes many minutes of engagement

• http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine

Oh, and here’s a streamlining trick for ya!• Moving forward, how to provide

value and grow an asset?• People want relevant information• People have little time to sort & sift• They want a trusted, reliable source• Picked a niche; start the plan

Trusted RSS feeds

new

slet

ter

Copy & Paste

AUTOMATED

AUTO

MAT

ED

MANUAL

Tools to get the work done• Useful tools

• Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development)• For Twitter• Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended)• Tweetbot - tapbots.com/software/tweetbot/ • Echfon - www.echofon.com/

• For Instagram• Statigram - statigr.am/ (stats for IG)• Instafriends - inst.me/ (manage friends at Instagram)

• For Pinterest• Curalate - www.curalate.com/ (Analytics & Marketing)

• Evernote – www.evernote.com (Data collection point)• IFTTT – www.ifttt.com (connector of dots)• Trackur - www.trackur.com (social media analytics)• Social Management Platforms• Sprinklr - www.sprinklr.com/ (enterprise level gear) • Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement)

• Social Mention – www.socialmention.com – cool search engine to see stats on queries• For Windows Phone - mehdoh.com/

More Cool Tools• Some competitors of

IFTTT: • http://

elastic.io/about.html

• https://zapier.com/#• Zapier is more user

friendly than IFTTT, though IFTTT has better channel choices.

18 Social Media Management Tools• Alexa.com• Board Reader• Sysomos • Facebook Insights• Follower Wonk• Google Insights• How Sociable • Ice Rocket trends • Buffer

• Klout• Peerindex• Kred• Mention Map • Social Mention• Statigram• Twitter Counter • Tweetreach• Visual.ly

© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

@duaneforrester