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Building Authority
Who’s the speaker today?
Duane Forrester
@duaneforrester
Bing Webmaster ToolsSpeaks at shows, runs forums and blog, provides guidance on new WM toolswww.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; runs his own sites and monetizes themhttp://twitter.com/#!/DuaneForrester
what does duane do at bing
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35,000 feet…
What we’ll touch on today• What Authority is• Where we started• Where we’re going• Why we’re going
there• What you can do• Why you should
care• Some tools to help
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What is Authority?
Authority, as defined by a dictionary means an entity is a holder of power: somebody or something with power
• Authority comes from users• Authority is a signal engines see
and respond to• Build authority to influence search• Authority is earned
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EMERGING TECHNOLOGY:• VOICE• VISION• TV
LOCATION-BASED SERVICES
TOUCHAPP ECOSYSTEM
WEB BROWSER
E-COMMERCE
The FACEBOOK
SOCIAL GRAPH
INFORMATION ANYTIME
DIRECTORIES
PAGERANK
NEXT GEN SEARCH
USER-GENERATED CONTENT
Web innovation and the evolution of search
1995
2007 201320102004
2001
6
Search: Discovery & Interaction
vertically integrated areas
online services
DEVICES PLATFORMS SERVICES
REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE
web
There are over a trillion pages online, from ~ 650 million sites
We need to crawl them all to see if they’re worth indexing
To crawl a URL costs roughly a penny…a little less, in fact
http://
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Why social matters to search
• 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
How users click on your results can impact rankings and when we show cues like your Facebook friends with results, click rates can be impacted.
http://www.kyleclouse.com/social-media-marketing/Your data, always fully provided.
Search – you’re trying to solve…
QUALITY TIMELINESSPOPULARITYTRUST
When optimizing your site for search, you invest in these major areas
ContentLinks
Appearance
AuthorityUsefulnessResource
TrafficRepeat VisitsLinks
CurrentFresh
RelevantYour data, always fully provided.
Authority Building Short List
Know the topic inside outEngage your communityShare useful content freelyBe consistent and usefulMarket your strengthsBe a go-to resourceLearn to spot trends in data
You’re an authority when others say you are
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Knowledge
• Theory is only part of the equation
• Experience matters• Broad knowledge comes from
experience• Experience helps you anticipate
changes• Failing is learning• More experience = more
knowledge
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Community
• Be a valuable contributor• Peer recognition points to
your authority• There are communities for
everyone today• Being recognized takes time• It also takes consistency• If you make a mistake, own it
and move on
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Your work
• What have you actually done?• What contributions have you
made?• Has your work added to the
bottom line?• You’ll need to prove yourself, so
start now• Don’t learn on your employer’s
site• Learn theory from the
community, then apply and share your learnings
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You as a resource
• Is your voice in demand?• Do people seek your input?• Share of voice matters• Social provides signals• Don’t take short cuts• Be genuine and engaging
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Sharing
• No one became an authority without sharing what they know.
• For people to feel you’re an authority, they need to hear your thoughts.
• Don’t be afraid that by sharing you give away secrets and others can beat you.
• You’ll also find that other people are more willing to share with you when they see you sharing with others.
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Study
• Take the time to look through data, watching for interesting trends or points others aren’t speaking about.
• Some will be duds, but that happens.
• Winners will elevate you in the minds of those seeing the idea for the first time.
• Stay on top of trends to predict future changes.
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Authority – engine-style
• Deep links are a sign, but authority is assigned well before they appear
• We watch the patterns of interaction and those resources that searchers seem to be particularly pleased with start to float to the top.
• Not just about click-through-rates here – there is an entire signal-set that influences ranking at work here: • Do you have unique, useful content? Check• Do you produce new content frequently? Check • Do you have a solid history? Check • Do you have trustworthy links pointing at your
content? Check• Do you have an active social presence? Check • Do people retweet and like your social content?
Check• …and so on…
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Search – we're trying to solve…
Imprecise Results Refinements Lengthy Tasks
1 in 4
delivers successful
results
44% of sessions lasting day
or more
42% of sessions
require refinements
ComScore and Microsoft Internal AnalysisYour data, always fully provided.
Time Spent on Sessions by Length Queries Over Time
0-3 mins9%
3-10 mins12%
10-15 mins10%
15-30 mins23%
>30 mins46%
Almost
50%of all time spent searching is on sessions > 30
minutes
Almost
50%of queries are returning to
previous tasks
New Queries51%
Partial Repeats
30%
Exact Repeats19%
Moving Beyond Queries to SessionsIncreasing Use for More Complex Tasks
Search Sessions are Long and Repetitive…
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A hotel that’s near Bryant Park, since that’s near my meeting, has reliable air conditioning, good smelling shampoo and a shower taller than me. A decent bar is nice to have. A coffee maker in the room is critical. I don’t care if it’s Starwood. Needs to be under $200/night.
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keywords
UNDERSTANDING THE WEB
UNDERSTANDING THE USER
apps
geo spatial
social
topical
actions
interests
context
SEARCHthe consumer
gateway to the cloud
Reorganize the Web for Task Completion
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Not just browser, but devices, services and social networks
Not just mouse and keyboard, but also voice, touch, gesture & vision
Creation of new information via social graph and geospatial index
Information Architecture
Interaction Model
Entry Points
Reinventing Search Across 3 Dimensions
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Search - Evolved
Deliver knowledge by computationally understanding user intent.
“home gym”
• Purchase• Install• Sell• Set fire to• Impress friends
• Who• Where• Others• Semantic• Research
KnowledgeContentServicesMediaReal Time
+ UX
“Linda” Query Intent Detection Task Derivation
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Search continues to evolve
New devices demand different search experiences other than links
The ability for these devices to feed in real time signals help us handle intent better and therefore can provide a more tailored experience
Its not just mobile phones or tablets and its not just text entry. Anything could be a search – voice, a picture, a gesture, sound – anything. We are building the universal interface for search.
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Mobile
The ultimate “PC”
Not just phones
9B today
25B by 2021
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The Secret to Success
The Basics
• 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
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• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant
How does it fit in?
Content Social User Experience Link Building SEO
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Tools should enable doing
Found @ Google WMT Found @ Bing WMT
crawl data
crawl rate configure
sitemap submissions
parameter handling
link data for your site
traffic stats
keyword data
messaging
block URLs
fetch as bot
crawl data
crawl rate configure
sitemap submissions
parameter handling
link data for your sitetraffic stats
keyword data
messaging
block URLs
fetch as bot
organic keyword researchrank stats
index stats
index tracker
canonical alerts
SEO reports
SEO analyzer
link explorer
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Organic keyword research tool revisions
Select multiple countries for the same languages
True organic data from Bing Search
Research multiple keywords at once
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Fetch As Bingbot
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Link explorer
Explore internal and external links
Explore links on your site and other sites
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SEO reporting
Runs automatically every other week
Scans all URLs for all sites you have verified
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SEO analyzer
On demand SEO scanning tool
More than 15 best practices checked
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Wrapping up
• Content is the reason• Keyword research is a beacon• Quality is your watch word• Authority is your goal• Niche is your starting point• User Experience is your religion
…and use the tools provided.
Thanks for your time!Duane Forrester
Sr. Product Manager - Bing
@duaneforrester
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