SEO – The Long Game & Beyond презентация

and blog, provides guidance on WMTs

www.bing.com/toolbox/webmasters

Does he have a clue?

15+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart, GM +

http://www.linkedin.com/in/dforrester

And this helps me how?

Blogging since 2001; owns 150 domains; runs his own websites

http://twitter.com/DuaneForrester

what does duane do at bing

guide – no item is unimportant

Where does SEO fit in?

you supply the answer
We watch to see how people interact with content
This will always be #1 to us
Wins - Quality, deep, authoritative, unique
Loses – Duplicate, thin, low quality

There are no shortcuts – quality content requires investment

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

Social = You influencing people who in turn influence us.

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

and design
Happy visitors are repeat visitors who share with friends
Usability is a dedicated field – you can’t bluff your way through

I’d put money into UX before SEO, as it supports SEO

value – though maybe not what you think
Don’t overlook internal link building
If you nail Content, UX and Social, this is covered

What would you do if links had no value in the algo?

it? Get left behind
Used in combination w/other tactics, you can be successful

SEO is the process of improving your website for searchers and crawlers

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
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.

Webmaster Guidelines: http://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a

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