BlogHer PRO Lunch Keynote

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    06-May-2015

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<ul><li>1.Lunch Keynote Elisa Camahort Pageblogher.com brought to you by Bing @elisac Growing Your Duane Forrester Audience and bing.com@duaneforrester Influence with Social + Search Elise Bauersimplyrecipes.com@simplyrecipesWireless Network: [TBD]Password (case sensitive, one word): BlogHerPro Conference hashtag: #BlogHerPro</li></ul> <p>2. Whos am I?what does duane do at bingBing Webmaster ToolsSpeaks at shows, runs forums and blog,provides guidance on new WM toolswww.bing.com/toolbox/webmasterDoes he have a clue?12+ years as an inhouse SEO; ran seo atMSN; has helped Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester @duaneforresterAnd this helps me how?Blogging since 2001; owns 150 domains;makes money onlinehttp://twitter.com/DuaneForresterYour data, always fully provided. 3. Personal story of success Started with a passion Jeeps &amp; exploring nature www.ajeepthing.com/jeep-blog/ I uncovered an issue Land access was threatened There had to be a way to help Helping the community Started SWAT Still going strong today SWAT got National TV coverage, thecommunity talked up my blog, trafficgrew rapidlyYour data, always fully provided. 4. Leveraging Success Large companies see blogs as press Reached out to Chrysler/Jeep to be a press hub They gave me access to their press area Contacted Canadian Association of Journalistsand was awarded press status Now had access to all auto events to grabphotos, content material, interviews, etc.Your data, always fully provided. 5. Show me the Money! Placed contextual ads on site Over $70k in revenue in 5 years Weekly investment of time averaged 4 5 hours Wrote a book with what I learned Got a job at Microsoft Wrote a second book and got an even cooler gig at Bing! Grew my blogging into a career!Your data, always fully provided. 6. My approach then and now what works? Then Produce unique content Optimize and rank Drive traffic to contextual ads Wash, rinse, repeat Now Identify an issue Craft a solution Drive growth of a mail list for the solution Wash, rinse, repeatYour data, always fully provided. 7. Providing value Moving forward, how to provide valueTrusted RSS feedsand grow an asset? People want relevant informationAUTOMATED People have little time to sort &amp; sift They want a trusted, reliable source Picked a niche; started the plan MANUAL AUTOMATED Copy &amp; PasteYour data, always fully provided. 8. Tools to get the work done Tools I use for my blogs Bing Webmaster Tools www.bing.com/webmaster Google Webmaster Tools - www.google.com/webmasters/tools/ Analytics your choice: GA, AWStats, Omniture, etc. Hootsuite www.hootsuite.com $5.99/month for PRO (recommended) Evernote www.evernote.com IFTTT www.ifttt.com Yoast SEO Plugin for WP - yoast.com/wordpress/seo/ Akismet for spam management www.akismet.com Dreamweaver for html/php editing Adobe Photoshop &amp; gimp - www.gimp.org/ (open source Photoshop)Your data, always fully provided. 9. Organic keyword research toolResearch multiple keywords at onceSelect multiple countries for the same languagesTrue organic data from Bing Search Your data, always fully provided. 10. Fetch As BingbotYour data, always fully provided. 11. Link explorerExplore internal and external linksExplore links on your site and other sites Your data, always fully provided. 12. SEO reportingRuns automatically every other weekScans all URLs for all sites you have verified Your data, always fully provided. 13. SEO analyzerOn demand SEO scanning toolMore than 15 best practices checked Your data, always fully provided. 14. 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 free tools provided.Thanks for your time! Duane Forrester Sr. Product Manager - Bing @duaneforresterYour data, always fully provided. 15. Appendix 16. SEO is simply a marketing tool Mans History of Marketing Billboards SocialEmail Mercantile shopsRadioSEO Throwing rocks Smoke signals Trading goods Mail order cataloguesTelevisionPPCYour data, always fully provided.Image credit: www.conducthq.com 17. History of SEO Keyword stuffing SEO software works Google and MSN Search launch Google fights spam all the rage very well for #1 Word spreads that links help rankings with Florida update; SE submissions placements DMOZ launches and starts directory First paid link hurts legit sites help rankings cloaking makes its movementnetwork appears Blogging takes offappearance Text Link Ads creates network link buying Google Toolbar shows PR Dawn of modern search drives link requestsengines w/Altavista Google notes the Death of SE submissionssandbox First SEO conferenceheld: SE Strategies Link Farms appear 1994199519971998199920002002 2003 2004 2005200620072008200920102011 2012 2013 ? Social XML sitemaps Googles Brand Canonical tag Google launches G+signals jointly supported update uses trust appears G launches +1, tells Mobile by all enginessignals to restack Caffeine rolls outsites they rank better Gestures SERP aroundallowing faster displaying it Voice brands indexing realtime search is here Bing partners with Nofollow tags appear; Universal search appears Tweets integratedFacebook to Bing expands PR sculpting follows Text Link Ads banned by Google showing future ofintegrate social social inclusion G Jagger/BigDaddy Wikipedia shows the future social influencing signals into SERPs with FB, Twitter &amp; updates seek link spamdomain authority through content search rich snippets4Square depth starting to be used Rich Snippets by sites impacting SERPs Your data, always fully provided.Data credit: gossip.greenlightdigital.com/blog/the-history-and-evolution-of-seo/ 18. What is SEO? Search Engine Optimization (SEO) is the process of improving a website to make it more relevant to searchers and search engines. At its very core, SEO is about improving usability on a website. What SEO is not Fast Guaranteed Once &amp; done FreeYour data, always fully provided. 19. The Secret to SuccessThe Basics Build social followers &amp; fansorganically Wall posts/tweets with links areperceived as more credible anduseful Get the basics of SEO covered,then focus on content Its worth repeating: unique,compelling content still worksYour data, always fully provided. 20. The Secret to SuccessCompelling Content The engines reallyrespond to unique, usefulcontent Your visitors respond tothis as well Its a wise investment ofyour time Dont take shortcuts limitsyndicated contentYour data, always fully provided. image credit: http://mashable.com/2011/01/10/social-content-strategy/ 21. The Secret to SuccessNiche &amp; Voice The Internet is B.I.G. Sliceand dice to find your niche. Plenty of niche areas toexplore/exploit start yourfight where you can dominate Choose your voice wisely;dont be afraid to express aninformed opinion Watch what users respond to,then amplify along those linesYour data, always fully provided. 22. The Secret to Success Keyword Research Know exactly what usersare searching for Data can help you uncovernew niches or refine yourfocus Helps keep you focusedon creating compellingcontent Got writers block? Checkyour keyword research forinspirationYour data, always fully provided. 23. Lets get a bit more technical SEO is not just content SEO can be affected bytechnical elements You need both Content can win, buttechnical SEO helpsYour data, always fully provided. 24. 6 major investment areas for SEOCrawlability Content Xml sitemaps Build based on keyword research Navigational structure Down-level experience enhances discoverability Rich media cautions Keep out of rich media and images Graceful degradation Produce new content frequently URL structure Make it unique dont reuse content from other Robots.txtsourcesSite Structure Content management using 301s to reclaim valuefrom retiring content/pages Internal Links canonical to help engines understand which URL structure and keyword usage page should be indexed and have value attributed to it Clean URLs no extraneous parameters (sessions, 404 error page management to help cleanse old pagestracking, etc.) from search engine indexes HTML &amp; XML sitemaps Links Content hierarchy Plan for incoming &amp; outgoing link generation Rel-canonical usage to manage duplication issues Internal &amp; external link management Rich media dont bury links in Javascript/flash / Content selection planning where to link tosilverlight/AJAX Responsive design for managing mobile &amp; web Link promotion via social spaces direct traffic &amp; seovalueOn-Page Managing anchor text properly Head copy URL structure can help insert keywords where they are Titles unique, relevant, 60 characters or so longneeded Descriptions unique, relevant, grammatically correct, 160 or fewer characters Social Body Copy Be an authority H1, H2 and other H tag usage Build your community ALT tag importance &amp; usage Interact often Keyword usage within the content/text Share useful content Anchor text using target keywords to support other Be consistent and useful internal pages Grow facebook, twitter, pinterest, etc.Your data, always fully provided. 25. Going mobile? Skip m. domains m. domains produce unwantedduplication Responsive design is your friend HTML5 can helpYour data, always fully provided. 26. Are you a Local business? Mobile rules your local world Heres what mobile users searched for most in Q1 2012 &amp; heres where they wereSource: http://www.mmaglobal.com/research/xad-mobile-local-performance-stats-q1-2012Source: http://searchenginewatch.com/article/2206119/Local-Search-Insights-What-Are-Consumers-in-Your-Local-Area-Searching-ForYour data, always fully provided. 27. Are you a Local business?www.bing.com/businessportal Bing Business Portal is your entry Free to businesses Except for reviews you control information Your data, always fully provided. 28. Where does SEO fit in? Dont try to extrapolate from this graph Importance is relative Use as a guide no item is unimportantContentSocial User Experience Link Building SEO Your data, always fully provided. 29. Search youre trying to solveWhen optimizing your site for search, you invest in these major areasQUALITY TRUST POPULARITYTIMELINESS ContentAuthority Traffic CurrentLinksUsefulness Repeat Fresh AppearanceResourceVisits Relevant LinksYour data, always fully provided. 30. Search were trying to solveYour data, always fully provided. ComScore and Microsoft Internal Analysis 2010 31. Why social matters to search Signal of topical authority Real-time engines want freshcontent, fast Integrated social signals influence clickactions of searchers Social signals remain only a few ofthousands of signals for organicrankingHow users click on your results can impact rankings and when we show cues like yourFacebook friends with results, click rates can be impacted.Your data, always fully provided. http://www.kyleclouse.com/social-media-marketing/ 32. Search - EvolvedDeliver knowledge by computationally understanding userintent.Linda Query Intent Detection Task Derivation WhoPurchase WhereInstall home gym Others Sell Semantic Set fire to Research Impress friends Content Social Media + Signals Real TimeYour data, always fully provided. 33. Broaden your view 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 technologyThink about how people looking for your business will find you using the technologiesavailable to them. Smart phones, in-car systems, tablets, xBox, etc. Your data, always fully provided. 34. Conversion optimization Different sources must be handleddifferently Organic traffic is building trust Paid traffic is ready to open their wallets Email traffic is ready to buynow Ensure your conversion path is shortand sweet Off the shelf carts can usually be tweakedto gain improvements in conversions.Your data, always fully provided. </p>