SEO – The Long Game & Beyond

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SEO – The Long Game & Beyond

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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

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Don’t try to extrapolate from this graph Importance is relative Use as a guide – no item is unimportant Where does SEO fit in?

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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

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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/

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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

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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?

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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

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

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& Beyond… Next generation of local Mobile everywhere New technologies New marketing opportunities Evolve to succeed

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© 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