Why You Look ForwardDuane ForresterSr. Product Marketing ManagerBing

Who is Duane?

@duaneforrester

Bing EcoSystemSpeaks at shows, runs the WMT blog, provides guidance, works with businesses & Devswww.bing.com/solutions

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?He runs his own sites, has worked from SMB to enterprise, owns ~150 domainshttp://twitter.com/DuaneForrester

what does duane do

½

way

there

!

…that’s 7 trillion dollars.

What’s at stake over the next 10 – 15 years?

$1 Billion

$100 million

$1 Million

$1 Trillion

$7,000,000,000,000

Or 17,995 of Boeing’s most expensive jet, the 777-9X.

Or roughly ½ of all the commercial jets flying worldwide today.

Images from: http://www.pagetutor.com/trillion/index.html

Millennials – Gen Y

• Born between ~1982 and ~2004

• They are, right now, between ~10 and ~34

• Beginning to enter their prime earning years now.

• They are savers.

• They value experiences over products.• They are more interested in devices than cars, for example.• Is this why G is all-in on self-driving cars?

• They are less “institutional” oriented and more independent.

• They have a social conscience and expects businesses to as well.

• Most do not know a time before the Internet.

• Leading the Cord Cutting movement – more in this gen have no TVs

• They prefer crowd-sourced reviews; Boomers asked friends/family.

Know The Buyer – align or fail

Resources:http://www.forbes.com/sites/karstenstrauss/2013/09/17/do-millennials-think-differently-about-money-and-career/http://time.com/money/2820241/10-things-millennials-wont-shell-out-for/ http://www.forbes.com/sites/samanthasharf/2014/07/30/the-recession-generation-how-millennials-are-changing-money-management-forever/

Did you think more keyword research would solve the problem?

• More mobile than desktop queries now

• Context is critical• Responsive design FTW• Specific algos for mobile now

Mobile First

Samsung Android / Windows device

Project Arcadia:Easily port Android &iOS apps across 1B Windows devices

Continuum

World’s Population:

Mobile Connections:

Mobile Subscribers:

Global Penetration of Mobile Phones

7.1 Billion

7 Billion

3.45 Billion

2013

• Smart phones

• Tablets• Wearables

Mobile Is Now

• In the USA…• 11% of trans/week via mobile

device in-store• 10 million app users

• They can…• Mobile payments• Digital Tipping• Shake To Pay• Rewards Status• Reload• Store Locator• eGift Cards

Coffee, café, latte, cha-ching-ay!

+

• Secure – one-time, random ID per trans

• You know how much we have our phones handy

• Easy to use; easy to track• Merchant doesn’t see your CC• Hurdles

• Consumer behavior/trust• POS systems in-store need

updating• Regardless, this is going to

happen – whether it’s Pay or not

Apple Pay & Mobile Payments

• Affinity programs• Connected accounts• Internalized ecosystems

managing point of payment• Biometric based recognition• NFC and RFID realize their

potential

Bye Bye Wallet, Hello…Freedom!

• Searcher location• Less physical space• Fewer results can be shown• Higher quality results across all

facets of search

• This is why Mobile Ranking Algos exist – context & experience matters

Mobile creates a funnel effectEverything on the Web

Only what I need now(context)

• Embedded systems take the work from you

• Never forget __________ again

• Programmed to meet your needs – save time, save money, etc.

• All devices interconnected to gather/share data as needed

Mobilized is Tomorrow

• Telematics – where do you think this data comes from?

• In-dash systems – buy your way into my life!

• Systems that allow data/location storage and reminders

• Press a button, get my answers – from my driveway

My Car, My Friend

• DARPA, Google and You• Opens up huge areas of

opportunities for local businesses to interact with “non-driving” drivers

• UK legislation underway to allow self-driving cars

• Germany, France & Italy have proposed amendments to the 1968 Convention on Road Traffic to allow driverless cars

• Connect your in-car system for ads, offers, entertainment, etc.!

Self Driving Savings

Tapping into the Mobilized World

Tapping into the Mobilized World

Images

VideosPopular

Celebrities

NavGalleries

NameLocal

AutosCommerc

e

Data Signals Are Everywhere

nn

To create 5 Exabytes of data (which is 10 ) …

Information and Data Growth

From the start of time to 2003

2010: we did this in ~2 days

2013: we did this in ~10 minutes

18

2015: while you ordered a coffee

In fact, we’re creating so much data today, we’re up to Zettabytes:

Information and Data Growth

100 Billion 32 GB iPads4

If the entire US market tweeted 3 tweets/minute, we’d be tweeting for 38,000 YEARS.

 “In the next 20 years, machine

learning will have more

impact than mobile has.”

- Vinod Khosla

IMAGES

VIDEO

SOCIAL

PERSONAL

SERVICES

DEVICES

THINGS

EVENTS

PLACES

PAYMENT

Search systems now have the raw data to start making sense of the world in which they live

Bing Predicts picked the Eurovision winner

How-Old.net can look at you and determine your gender and age

Google machine learning systems learned how to identify faces without explicitly being told how

COUNTRY OF ORIGIN

Argentina

DESIGNED BY Henrik Preutz

REFRACTORY INDEX1.35 – 1.38

WOOD SOURCEBrazil

S10 34.720, W50 13.529

DIMENSIONSWidth: 47 ¼“Depth: 19 ½“Height: 29 ½“

MATERIALSParticleboard, Fiberboard, Paper, ABS plastic, Acrylic paint, Foil, Steel, and Epoxy powder coating

DATE OF PURCHASEFebruary 18th, 2014

WAREHOUSED INAtlanta, GA

WEIGHT 25.1 kg

DESIGNER STATEMENT“My idea with this desk was to create a

real dream product with maximum functions in a minimum space.“

TRANSPORTED VIA Panamax Cargo Ship

72 people have touched this desk

74% of the fiberboard made from one tree

ASSEMBLED BYRadolfo Walsh

Henrik Preutz sneezed 12 times while designing this desk

“What is it?”

Search has evolved to encompass social & entities

• Bing has ~6 billion facts, ~28 billion entities

• People: 1.2 billion profiles, connections, interests

• Places: 1.1 million U.S. restaurants alone

• 8.5 million km2 of overhead imagery at 8 cm resolution (~3 inches)

Today search is advancing

To integrate more data sources and

the ability to deliver actionable results

To allow users to express themselves in natural, intuitive ways—not just punch keywords

To become an ecosystem of connected devices that serve relevant information

To be the bridge between a user’s intent and the experiences the world has to offer

The future of search

People want:To do less of what they have to, and more of what they want to

Focus on what matters to them (without distraction)

Feel in control and empowered

Pace and expectation of efficiency that people can’t keep up with

People want to achieve more while doing less

A time of limitless expectations and technology

Instant Answers, so you spend more time doing the things that matter

Want in on all that richness?

Schema.org Mark. Up. Your.

Content.

PDAs

Cortana

PersonalDigitalAssistants

Intelligence is: relevant information for every situationSchema, ads and intelligence

“I need a cable for my phone.”

Cortana

So will SEO matter anymore?

“I fear cute animals now…”- Anonymous SEO Director

“Accosted by a hummingbird…”- Disgruntled SMB Owner

“I feel like I’ve been in a sandbox all my life…”

- Ecommerce Manager

Oh yes…it’s just a bit more complicated

SEO still matters

Can you see how there is so much more to this effort today? Are you ready for it?

SUCCESS!!!!!

Conversion Opt.

Video Optimization

Usability

Content Production

Sentiment Tracking

Display Advertising

Paid Social

Email Marketing

Public Relations

Organic SocialAnalytics

Security

Page Load Times

Customer Service

Rel=Canonical

Bounce Rates

Robots.txt

Link Policing

Site Design

Differentiation

CMS Updates

Malware Watch

Authority

Crawlability

Site Structure

Mobile Shift

Instant Answers

Consumer Behavior

Where/When/What

Intent Alignment

Markup

The Bottom Line• Data is critical – sharing it,

consuming it, understanding it• If you think “mobile is

coming”, you’re already losing• Know what motivates the

upcoming generation• Traditional online marketing is

changing now, today• Stop thinking about “driving

traffic”• Start thinking about “visitor

task completion”

© 2015 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

Thank you!

Questions?