This presentation reviews what main points to focus on in search today, why social matters, how to manage it and tips to get it right, and reviews what to expect in the future. As new technologies change behaviors and expectations, it's critical to know "what's next", and we examine that here.

2. @duaneforrester
Bing Webmaster Tools
Speaks at shows, runs community and blog,
provides guidance on new WM tools
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 & more
http://www.linkedin.com/in/dforrester
And this helps me how?
Blogging since 2001; owns 150 domains;
makes money online with his own sites
http://twitter.com/DuaneForrester
what does duane do at bing

3. Image credit: www.conducthq.com
That means, that in one week, we ingest
more data into Bing than the number of
webpages that existed in 2005.

4. Mobile will continue to influence social

5. The Digital Universe is Expanding…

6. Where Do I Invest My Time?
Content Social User Experience Link Building SEO

7. • 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

8. • 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.

9. • 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

10. • 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?

11. • 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

13. • Build social followers & fans
organically
• Wall posts/tweets 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

14. • So you want more shares for your content, do you?
Try these ideas.
• Create lists: people love to consume content in
list-form. Its quick, easy and simple.
• Use hooks: ego, humor, anger, contrarian – be
careful with them, but when used well, they are
highly effective.
• Participate in communities: when you are valued
member of a community, the community supports
you.
• Share others’ information: people love when
what they share gets shared itself. Share from
trusted sources.
• Ask questions: your followers will love the
interaction and it’ll grow your following as others
engage.

15. Image credit: www.conducthq.com

17. Image credit: www.conducthq.com

18. Image credit: www.conducthq.com
Twitter on NYE 2010

19. 6 seconds to start a relationship
http://socialmediatoday.com/julie-
blakley/1516266/7-brands-getting-
creative-vine

20. New Top Level Domains (TLDs)

21. 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

22. Core Strategies Op. Strategies Tactics
Plan … or #FAIL

23. Oh, and here’s a streamlining trick for ya!
Trusted RSS feeds
Copy & Paste
AUTOMATED
AUTOMATED
MANUAL

24. www.bing.com/webmaster
www.hootsuite.com
tapbots.com/software/tweetbot/
www.echofon.com/
statigr.am/
inst.me/
www.curalate.com/
www.evernote.com
www.ifttt.com
http://elastic.io/about.html
https://zapier.com/#
www.trackur.com
www.sprinklr.com/
www.visibletechnologies.com/
www.socialmention.com

25. 18 Social Media Management Tools
Alexa.com
Board Reader
Sysomos
Facebook Insights
Follower Wonk
Google Insights
How Sociable
Ice Rocket trends
Buffer
• Klout
• Peerindex
• Kred
• Mention Map
• Social Mention
• Statigram
• Twitter Counter
• Tweetreach
• Visual.ly

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

27. Final Thought