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Take a walk through how search and social interact, understand why social influences search and see where we're heading with search in the future. All followed by a ton of cool tools. Gain a better understanding of how and why search is evolving to position your business to succeed.
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Search, Social & the Future
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?14+ years as an inhouse SEO; ran seo at MSN; has helped GM, Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester
And this helps me how?Blogging since 2001; owns 150 domains; runs several websites of his ownhttp://twitter.com/DuaneForrester
what does duane do at bing
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History of SEO & Social
Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/
• Keyword stuffing all the rage
• SE submissions help rankings
• Dawn of modern search engines w/Altavista
• Death of SE submissions
• SEO software works very well for #1 placements
• cloaking makes its appearance
• Google and MSN Search launch• Word spreads that links help
rankings• DMOZ launches and starts
directory movement
• Google Toolbar shows PR – drives link requests
• Google fights spam with Florida update; hurts legit sites
• Blogging takes off• Text Link Ads creates
network link buying
• First paid link network appears
• First SEO conference held: SE Strategies
1994
1999
2012
2011
2010
1995
1997
1998
2000
2002
2003
2004
2005
2006
2007
2008
2009
• Universal search appears • Text Link Ads banned by
Google• Wikipedia shows the future –
domain authority through content depth
• Nofollow tags appear; PR sculpting follows
• G Jagger/BigDaddy updates seek link spam
• XML sitemaps jointly supported by all engines
• Google notes the “sandbox”
• Link Farms appear
2013
• Google’s “Brand” update uses “trust signals” to restack SERP around brands • Bing partners
with Facebook to integrate social signals into SERPs
• rich snippets starting to be used by sites
• Canonical tag appears
• Caffeine rolls out allowing faster indexing – “real time” search is here
• Tweets integrated showing future of social influencing search
• Social signals continue to influence SERPs
• Google launches G+
• G launches +1, tells sites they rank better displaying it
• Bing expands social inclusion with FB, Twitter, Quora & 4Square
• Rich Snippets impacting SERPsYour data, always fully provided.
• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant
Where does Social fit in?
Content Social User Experience Link Building SEO
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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 – 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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How social impacts search
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Humanity is leaving its traces…
50+ Billion Tweets sent on Twitter in 2011
60 hours of video uploaded every minute to YouTube
28 photos uploaded to Flickrevery second
30BB+ posts/month Facebook!
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More than just traces, a collective convo…
http://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919
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Twitter on NYE 2010
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6 major investment areas for 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.
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13
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 ~ 700 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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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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Mobile will continue to influence social
The ultimate “PC”
Not just phones
9B today
25B by 2021
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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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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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Encourage more Sharing
• 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.
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The Digital Universe is Expanding…
2 Billion Facebook updates per day
300 MillionFacebook photos per day
150 MillionSnapchat photos per day
400 MillionTweets per day
5 MillionFoursquare check-ins per day
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…and so are our Tools
UsersRising Expectations
DevicesConstraints, Opportunities
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GEOSPATIAL AND CONTEXT
Different Web, Different SearchBuilding an “intelligent fabric”
people places things
ENTITIES AND ACTIONS NUI
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Entities and Actions
Bing has 6 billion facts, 28 billion entities
People1.2 Billion Profiles, Connections, Interests
Places 1.1 million US restaurants alone
MoviesOver 800,000 entities
Schema.org and Other Languages
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Geospatial Knowledge and Context
Contextual Awareness & “Predictivity”
153 raw Petabytes of storage on 59,820 hard drivesProcess 28,800 DVDs worth of information every day
8.5M km2 of overhead imagery at 8cm
250,000 user-submitted 3D recreations
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Natural User Interfaces
Search box outmoded
Enhances intent derivation along with Entities and Context
Imbue machines with human-like traits for better HCI
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Streamlining Content creation
• Moving forward, how to provide value and grow an asset?
• People want relevant information• People have little time to sort &
sift• They want a trusted, reliable
source• Picked a niche; started the plan
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Trusted RSS feeds
new
slett
er
Copy & Paste
AUTOMATED
AU
TO
MATED
MANUAL
Tools to get the work done
• Useful tools• Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development)• For Twitter• Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended)• Tweetbot - tapbots.com/software/tweetbot/ • Echfon - www.echofon.com/
• For Instagram• Statigram - statigr.am/ (stats for IG)• Instafriends - inst.me/ (manage friends at Instagram)
• For Pinterest• Curalate - www.curalate.com/ (Analytics & Marketing)
• Evernote – www.evernote.com (Data collection point)• IFTTT – www.ifttt.com (connector of dots)• Trackur - www.trackur.com (social media analytics)• Social Management Platforms• Sprinklr - www.sprinklr.com/ (enterprise level gear) • Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement)
• Social Mention – www.socialmention.com – cool search engine to see stats on queries• For Windows Phone - mehdoh.com/
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6 seconds to start a relationship
• Vine – you know it, but are you using it?• Lowes, Kate Spade, Urban Outfitters,
GE, A&W, Mailchimp and more• Using Vine to share knowledge, entice
engagement, entertain and offer behind the scene glimpses
• 6 second becomes many minutes of engagement
• http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine
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Other Cool Tools
Some competitors of IFTTT: http://elastic.io/about.html
• https://zapier.com/#
• Zapier is more user friendly than IFTTT, though IFTTT has better channel choices.
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18 Social Media Management ToolsAlexa.comBoard ReaderSysomos Facebook InsightsFollower WonkGoogle InsightsHow Sociable Ice Rocket trends Buffer
Klout
Peerindex
Kred
Mention Map
Social Mention
Statigram
Twitter Counter
Tweetreach
Visual.ly
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Roll Your Own
APIs exist for so much data todayBing Search API
Use a search engine to power your searchBing Maps API
Use Maps to underlay behind data to build rich geo-targeted scenarios
Webmaster Tools APIGet almost all data we know about your site via an API for portability and integration
And these are just ours – so many more exist
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Wrapping up
• Social media requires time• It requires forethought• It requires honesty• Don’t try for shortcuts• Be accessible• Share, share, share
…and use the tools provided.
Thanks for your time!Duane Forrester
Sr. Product Manager - Bing
@duaneforrester
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