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SEO – The Long Game & Beyond
Who’s the speaker today? Duane Forrester @duaneforrester Bing Webmaster Tools Speaks at shows, runs community 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
Don’t try to extrapolate from this graph Importance is relative Use as a guide – no item is unimportant Where does SEO fit in?
Content Searchers seek content Not after “the best optimized site” They have a question, 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
Social Use “hooks” and track reactions Signal of topical authority Real-time – engines 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/
UX Not sexy, but a wise investment Usability impresses visitors Invest in your platform 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
Link Building Build links for traffic Don’t buy links Links will always have some 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?
SEO Still valuable Technical SEO can make a difference Foundational work – no doing 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
& Beyond… Next generation of local Mobile everywhere New technologies New marketing opportunities Evolve to succeed
© 2014 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