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.

2. @duaneforrester
Bing Webmaster Tools
Speaks 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 own
http://twitter.com/DuaneForrester
what does duane do at bing
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3. 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
201220112010
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 SERPs
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4. Where does Social fit in?
Content Social User Experience Link Building SEO
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5. • 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.
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6. Search – we're trying to solve…
ComScore and Microsoft Internal AnalysisYour data, always fully provided.

7. Time Spent on
Sessions by Length Queries Over Time
0-3 mins
9%
3-10 mins
12%
10-15 mins
10%
15-30 mins
23%
>30 mins
46%
Almost
50%
of all time spent
searching is on
sessions > 30 minutes
Almost
50%
of queries are
returning to
previous tasks
New Queries
51%
Partial
Repeats
30%
Exact Repeats
19%
Moving Beyond Queries to Sessions
Increasing Use for More Complex Tasks
Search Sessions are Long and Repetitive…
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8. How social impacts search
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9. Humanity is leaving its traces…
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10. More than just traces, a collective convo…
http://www.facebook.com/notes/facebook-
engineering/visualizing-
friendships/469716398919
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11. Twitter on NYE 2010
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12. • 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. 13
DEVICES PLATFORMS SERVICES
REAL-TIME SOCIAL LOCAL&MOBILECOMMERCE
Thereareoveratrillionpagesonline,from~700millionsites
Weneedtocrawlthemalltoseeifthey’reworthindexing
TocrawlaURLcostsroughlyapenny…alittleless,infact
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14. Your data, always fully provided.

15. 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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16. Mobile will continue to influence social
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17. Your data, always fully provided.

18. • 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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19. • 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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20. The Digital Universe is Expanding…
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21. …and so are our Tools
Rising Expectations
Constraints, Opportunities
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22. Different Web, Different Search
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23. Schema.org and Other
Languages
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24. Your data, always fully provided.

25. Your data, always fully provided.

26. Your data, always fully provided.
Trusted RSS feeds
Copy &
Paste
AUTOMATED
AUTOMATED
MANUAL

27. • 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
• www.trackur.com
•
• www.sprinklr.com/
• www.visibletechnologies.com/
• www.socialmention.com
• mehdoh.com/
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28. 6 seconds to start a relationship
http://socialmediatoday.com/julie-
blakley/1516266/7-brands-getting-
creative-vine
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29. Other Cool Tools
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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30. 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
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31. Roll Your Own
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32. Your data, always fully provided.