bing webmaster tools authority building webinar

Building Authority

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?12+ years as an inhouse SEO; ran seo at MSN; has helped Disney, GAP, Walmart +http://www.linkedin.com/in/dforrester

And this helps me how?Blogging since 2001; owns 150 domains; runs his own sites and monetizes themhttp://twitter.com/#!/DuaneForrester

what does duane do at bing

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35,000 feet…

What we’ll touch on today• What Authority is• Where we started• Where we’re going• Why we’re going

there• What you can do• Why you should

care• Some tools to help

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What is Authority?

Authority, as defined by a dictionary means an entity is a holder of power: somebody or something with power

• Authority comes from users• Authority is a signal engines see

and respond to• Build authority to influence search• Authority is earned

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EMERGING TECHNOLOGY:• VOICE• VISION• TV

LOCATION-BASED SERVICES

TOUCHAPP ECOSYSTEM

WEB BROWSER

E-COMMERCE

The FACEBOOK

SOCIAL GRAPH

INFORMATION ANYTIME

DIRECTORIES

PAGERANK

NEXT GEN SEARCH

USER-GENERATED CONTENT

Web innovation and the evolution of search

1995

2007 201320102004

2001

6

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 ~ 650 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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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.

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Search – you’re trying to solve…

QUALITY TIMELINESSPOPULARITYTRUST

When optimizing your site for search, you invest in these major areas

ContentLinks

Appearance

AuthorityUsefulnessResource

TrafficRepeat VisitsLinks

CurrentFresh

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Authority Building Short List

Know the topic inside outEngage your communityShare useful content freelyBe consistent and usefulMarket your strengthsBe a go-to resourceLearn to spot trends in data

You’re an authority when others say you are

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Knowledge

• Theory is only part of the equation

• Experience matters• Broad knowledge comes from

experience• Experience helps you anticipate

changes• Failing is learning• More experience = more

knowledge

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Community

• Be a valuable contributor• Peer recognition points to

your authority• There are communities for

everyone today• Being recognized takes time• It also takes consistency• If you make a mistake, own it

and move on

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Your work

• What have you actually done?• What contributions have you

made?• Has your work added to the

bottom line?• You’ll need to prove yourself, so

start now• Don’t learn on your employer’s

site• Learn theory from the

community, then apply and share your learnings

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You as a resource

• Is your voice in demand?• Do people seek your input?• Share of voice matters• Social provides signals• Don’t take short cuts• Be genuine and engaging

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Sharing

• No one became an authority without sharing what they know.

• For people to feel you’re an authority, they need to hear your thoughts.

• Don’t be afraid that by sharing you give away secrets and others can beat you.

• You’ll also find that other people are more willing to share with you when they see you sharing with others.

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Study

• Take the time to look through data, watching for interesting trends or points others aren’t speaking about.

• Some will be duds, but that happens.

• Winners will elevate you in the minds of those seeing the idea for the first time.

• Stay on top of trends to predict future changes.

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Authority – engine-style

• Deep links are a sign, but authority is assigned well before they appear

• We watch the patterns of interaction and those resources that searchers seem to be particularly pleased with start to float to the top.

• Not just about click-through-rates here – there is an entire signal-set that influences ranking at work here: • Do you have unique, useful content? Check• Do you produce new content frequently? Check • Do you have a solid history? Check • Do you have trustworthy links pointing at your

content? Check• Do you have an active social presence? Check • Do people retweet and like your social content?

Check• …and so on…

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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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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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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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Search - Evolved

Deliver knowledge by computationally understanding user intent.

“home gym”

• Purchase• Install• Sell• Set fire to• Impress friends

• Who• Where• Others• Semantic• Research

KnowledgeContentServicesMediaReal Time

+ UX

“Linda” Query Intent Detection Task Derivation

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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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Mobile

The ultimate “PC”

Not just phones

9B today

25B by 2021

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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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• Don’t try to extrapolate from this graph• Importance is relative• Use as a guide – no item is unimportant

How does it fit in?

Content Social User Experience Link Building SEO

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Tools should enable doing

Found @ Google WMT Found @ Bing WMT

crawl data

crawl rate configure

sitemap submissions

parameter handling

link data for your site

traffic stats

keyword data

messaging

block URLs

fetch as bot

crawl data

crawl rate configure

sitemap submissions

parameter handling

link data for your sitetraffic stats

keyword data

messaging

block URLs

fetch as bot

organic keyword researchrank stats

index stats

index tracker

canonical alerts

SEO reports

SEO analyzer

link explorer

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Organic keyword research tool revisions

Select multiple countries for the same languages

True organic data from Bing Search

Research multiple keywords at once

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Fetch As Bingbot

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Link explorer

Explore internal and external links

Explore links on your site and other sites

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SEO reporting

Runs automatically every other week

Scans all URLs for all sites you have verified

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SEO analyzer

On demand SEO scanning tool

More than 15 best practices checked

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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 tools provided.

Thanks for your time!Duane Forrester

Sr. Product Manager - Bing

@duaneforrester

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