Duane Forrester, Senior Product Manager at Bing shares his many insights on SEO and marketing, even when you have no budget and very limited time.

2. @duaneforrester
Bing Webmaster Tools
Speaks at shows, runs forums and blog,
provides guidance on new WM tools
www.bing.com/toolbox/webmasters
Does he have a clue?
12+ 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
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3. • Crawlability
– Xml sitemaps
– Navigational structure
– Rich media cautions
– Graceful degradation
– URL 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
– <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
– Be an authority
– Build your community
– Interact often
– Share useful content
– Be consistent and useful
– Grow facebook, twitter, pinterest, etc.
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4. • Robots.txt
• Build carefully so you don’t accidentally block us
• Sitemaps
• Keep them clean, accurate and current
• Navigation
• Can we easily crawl the site to find your content?
• Rich Media
• Be careful to expose any links inside rich media in your sitemaps
• Reasons to compel us
• Creating highly engaging experiences drives people to you – which attracts us
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There are no promises: we may crawl, but we compare quality & need before we index

5. • Skip m. domains
• m. domains produce unwanted
duplication
• Responsive design is your friend
• HTML5 can help
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6. Where does SEO fit in?
Content Social User Experience Link Building SEO
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7. • What else will be considered “search”?
• Mobile image capturing
• Voice activated search
• APPs are refined search experiences
• Gestures could indicate search intent
• Look at kids today and the habits they
are developing to help understand
what they will need in the future from
technology
Think about how people looking for your business will find you using the technologies
available to them. Smart phones, in-car systems, tablets, xBox, etc.
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