Alt Summit May 2014 SEO 101 презентация

and blog, provides guidance on new WM tools

www.bing.com/toolbox/webmasters

Does he have a clue?

14+ 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; makes money online

http://twitter.com/DuaneForrester

what does duane do at bing

for traffic
Auction-based system
Higher bid; higher placement

Green
Organic & News results
SEO works here
Trusted results
Clicks are free

Red
Shopping results
Combination of organically sourced and paid inclusion results
Not as wide a net as organic, but more focused than paid ads

More Organic

a website to make it more relevant to searchers and search engines.

At it’s very core, SEO is about improving usability on a website.

What SEO is not…
Fast
Guaranteed
Once & done
Free

in future
Users starting here

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

content
Your visitors respond to this as well
It’s a wise investment of your time
Don’t take shortcuts – limit syndicated content

image credit: http://mashable.com/2011/01/10/social-content-strategy/

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

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

products, etc…
Then…when you have numbers…
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

be affected by technical elements
You need both
Content can win, but technical SEO helps
Clean domain
Clean, keyword rich URLs
Page Load times
Layout of pages – content v. ads
Tech hiding elements – javascript nav.

structure
Robots.txt
Site Structure
Internal Links
URL structure and keyword usage
Clean URLs – no extraneous parameters (sessions, tracking, etc.)
HTML & XML sitemaps
Content hierarchy
Rel-canonical usage to manage duplication issues
Rich media – don’t bury links in Javascript/flash /silverlight/AJAX
Responsive design for managing mobile & web
On-Page
Head copy
Titles – unique, relevant, 60 characters or so long
Descriptions – unique, relevant, grammatically correct, 160 or fewer characters
Body Copy
H1, H2 and other H tag usage
ALT tag importance & usage
Keyword usage within the content/text
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
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
Rel 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
Be an authority
Build your community
Interact often
Share useful content
Be consistent and useful
Grow facebook, twitter, pinterest, etc.

friend
HTML5 can help

content freely
Be consistent and useful
Market your strengths
Be a go-to resource
Learn to spot trends in data

You’re an authority when others say you are

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.

guide – no item is unimportant

Where does SEO fit in?

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.

http://www.kyleclouse.com/social-media-marketing/

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.

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

newsletter

Copy & Paste

AUTOMATED

AUTOMATED

MANUAL

(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)
Elastic.io - http://elastic.io/about.html (competitor to IFTTT)
Zapier - https://zapier.com/ (competitor to IFTTT)
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/

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

Ice Rocket trends
Buffer

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

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