2. what does duane do at bing
Bing Webmaster Tools
Speaks at shows, runs forums and blog,
provides guidance on new WM tools
www.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
@duaneforrester And this helps me how?
Blogging since 2001; owns 150 domains;
runs his own sites and monetizes them
http://twitter.com/#!/DuaneForrester
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3. Your data, always fully provided.

4. Your data, always fully provided.

5. Web innovation and the evolution of search
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6. To crawl a URL costs roughly a penny…a little less, in fact
There are over a trillion pages online, from ~ 650 million sites
We need to crawl them all to see if they’re worth indexing
REAL-TIME SOCIAL LOCAL & MOBILE COMMERCE
DEVICES PLATFORMS SERVICES
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7. • 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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8. Search – you’re trying to solve…
When optimizing your site for search, you invest in these major areas
QUALITY TRUST POPULARITY TIMELINESS
Content Authority Traffic Current
Links Usefulness Repeat Visits Fresh
Appearance Resource Links Relevant
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9. Authority Building Short List
Know the topic inside out
Engage your community
Share useful content freely
Be consistent and useful
Market your strengths
Be a go-to resource
Learn to spot trends in data
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10. Knowledge
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11. Community
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12. Your work
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13. You as a resource
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14. Sharing
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15. Study
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16. Authority – engine-style
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17. Search – we're trying to solve…
Your data, always fully provided. ComScore and Microsoft Internal Analysis

18. Moving Beyond Queries to Sessions
Increasing Use for More Complex Tasks
Time Spent on
Sessions by Length Queries Over Time
0-3 mins
>30 mins 9% Exact Repeats
46% 19% Partial
Repeats
3-10 mins 30%
Almost 12%
Almost
50% 50%
of all time spent 10-15 mins
10%
of queries are
searching is on returning to
sessions > 30 minutes previous tasks
New Queries
15-30 mins
51%
23%
Search Sessions are Long and Repetitive…
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19. 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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20. Your data, always fully provided.

21. Reinventing Search Across 3
Dimensions
Information
Architecture
Creation of new
information via social
graph and geospatial
index
Interaction Model
Not just mouse and
keyboard, but also
voice, touch, gesture &
vision
Entry Points
Not just browser, but
devices, services and
social networks
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22. Search - Evolved
Deliver knowledge by computationally understanding user intent.
“Linda” Query Intent Detection Task Derivation
• Who • Purchase
• Where • Install
“home gym” • Others • Sell
• Semantic • Set fire to
• Research • Impress friends
Content
Services
Media + UX
Real Time
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24. Mobile
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25. • 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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26. How does it fit in?
Content Social User Experience Link Building SEO
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33. Your data, always fully provided.