Learn the Basics of SEO with Duane Forrester – Stukent Expert Session

>>Trevor: All right, everyone, welcome to
another episode of the Stukent Expert Session webinar series. We are extremely privileged, extremely lucky
today to have the one and only Duane Forrester from Bing. He is currently the Senior Product Manager
with their Webmaster program, he�s also one of the very first SEO�s hired by a search
engine, which is actually really cool. His work has been featured in all of the top
publications: New York Times, Forbes, Entrepreneur, and we�re excited to have someone like Duane
with us today to teach us more about the principles of search engine optimization. He�s going to go a little bit further into
some of his past experiences and what he�s up to at the moment, but we�re excited to
have Duane with us today and I�m going to turn the time over to Duane.>>Duane: Awesome, thank you so much Trevor. I really appreciate the opportunity to come
in here and speak with everyone today. I�m going to run through a slide deck for
everyone during this session and we�ve got a couple of questions that came in ahead of
the recording, so we�ll get to those at the end. Obviously, if folks feel the need either while
they�re watching this or after they watch this to reach out, there�ll be ways they�ll
be able to track me down if they need to, but pretty excited about it. I want to get into this because there are
about 30 slides to go through, so all kinds of useful information, tips, tricks, and tools. Now, I�m going to start us off with little
bit about who your speaker is today, that�d be me. I�ve written two books: �How to Make Money
with Your Blog� and �Turn Clicks Into Customers,� both have to do with digital
marketing. If you need to get a hold of me, the quickest
and easiest way @DuaneForrester on Twitter. As was said, I do help run the Webmaster tools
program here at Bing. Probably back in 2012, so a couple years ago
now, we relaunched the tools, made them bigger, better, faster, much more useful. If you have any type of website, I highly
recommend you check out the Bing Webmaster Tools as well as our counterpart�s tools
over at Google. It�s really important that you see the data
that either of the search engines is willing to share with you. That�s trustworthy data and you want to
make sure you have it. That said, our tools are better and you�ll
see for yourself, so there you go. I�ve been doing actual in-house work for
about 15 years now. I used to be an in-house SEO. I ran SEO over at MSN for about 4 � years
there then I moved over to the search engine. Along the way, I�ve helped companies like
Disney, GAP, Walmart, General Motors, you name it. If you need to get a hold of me, you can connect
on LinkedIn if you like, and I actually go hands-on with the stuff. It�s not theoretical for me. I�ve been blogging since about the turn-of-the-century. I own 150+ domains currently, I�ve got half
a dozen of my own websites that are active and monetized, so I live this stuff. This is very much what I do on a day by day
basis in addition, obviously, to my job.>>Trevor: All right, everyone, welcome to
another episode of the Stukent Expert Session webinar series. We are extremely privileged,
extremely lucky today to have the one and only Duane Forrester from Bing. He is currently
the Senior Product Manager with their Webmaster program, he�s also one of the very first
SEO�s hired by a search engine, which is actually really cool. His work has been featured
in all of the top publications: New York Times, Forbes, Entrepreneur, and we�re excited
to have someone like Duane with us today to teach us more about the principles of search
engine optimization. He�s going to go a little bit further into
some of his past experiences and what he�s up to at the moment, but we�re excited to
have Duane with us today and I�m going to turn the time over to Duane.>>Duane: Awesome, thank you so much Trevor.
I really appreciate the opportunity to come in here and speak with everyone today. I�m
going to run through a slide deck for everyone during this session and we�ve got a couple
of questions that came in ahead of the recording, so we�ll get to those at the end. Obviously,
if folks feel the need either while they�re watching this or after they watch this to
reach out, there�ll be ways they�ll be able to track me down if they need to, but
pretty excited about it. I want to get into this because there are about 30 slides to
go through, so all kinds of useful information, tips, tricks, and tools. Now, I�m going to start us off with little
bit about who your speaker is today, that�d be me. I�ve written two books: �How to
Make Money with Your Blog� and �Turn Clicks Into Customers,� both have to do with digital
marketing. If you need to get a hold of me, the quickest and easiest way @DuaneForrester
on Twitter. As was said, I do help run the Webmaster tools program here at Bing. Probably
back in 2012, so a couple years ago now, we relaunched the tools, made them bigger, better,
faster, much more useful. If you have any type of website, I highly recommend you check
out the Bing Webmaster Tools as well as our counterpart�s tools over at Google. It�s
really important that you see the data that either of the search engines is willing to
share with you. That�s trustworthy data and you want to make sure you have it. That
said, our tools are better and you�ll see for yourself, so there you go. I�ve been doing actual in-house work for
about 15 years now. I used to be an in-house SEO. I ran SEO over at MSN for about 4 � years
there then I moved over to the search engine. Along the way, I�ve helped companies like
Disney, GAP, Walmart, General Motors, you name it. If you need to get a hold of me,
you can connect on LinkedIn if you like, and I actually go hands-on with the stuff. It�s
not theoretical for me. I�ve been blogging since about the turn-of-the-century. I own
150+ domains currently, I�ve got half a dozen of my own websites that are active and
monetized, so I live this stuff. This is very much what I do on a day by day basis in addition,
obviously, to my job. So that�s a little bit about me, now let�s get into why we�re
actually here today. So it�s important that everyone understands
what SEO actually is and where it fits into the broader scope of work to be done marketing
any business whether it�s a brick-and-mortar business or an online business. And SEO is
simply a tactic, it�s a marketing tool like many others: social, email, paid search, paid
social. All these things can be leveraged to great effect. SEO tends to be a little
more of an art. That�s why we�re going to focus on it here. Paid search? Very easy
to manage. Time-consuming, but there�s a science to it and you can get very good at
it and it can become very useful for driving conversions for you. The organic side of things, the conversation
that happens with the consumer is built more while they�re in their research phase as
opposed to their purchase phase, right? A quick test of that: when people go looking
for products and you�ll see this, I�ll explain what this is, but you�ll see this
pattern come up when you get into what�s known as the conversion funnel. Now, as they
start into this conversion funnel, what happens is people will literally start talking in
the plural sense. They will search on digital cameras. They�re in the research phase at
that point. When they�ve completed their research, they don�t announce they�ve
completed their research, they simply start using different phrases when they search and
that�s your clue and when you go into the keyword research portion of things, you�ll
start to be able to see that. The reality is they�ll go from using plurals like digital
cameras to singulars such as digital camera because when they�re going to make their
purchase, they�re only purchasing one camera. They are not purchasing multiples, but their
research to them from the broad notion of, �I want a new camera� to �I want a specific
camera.� And then they start narrowing down even further to make and model. You can see
all of that as you look through keyword research. As a result, that information can be applied
across a paid search campaign or an organic search campaign.
Now, just a quick overview of what we�re looking at here: generally, what a webpage
looks like. This is the general layout of a typical � what we call a �SERP� or
a search engine results page in the Bing environment. The areas that are in orange, these are paid
ads, so people paid to have those put in that location. It�s an aution-based system, so
loosely, the higher you bid, the higher the ad goes. There�s a little more to it than
that, but that�s a good general correlation. The green area that you see outlined, that�s
the truly organic space. That�s what we�re trying to optimized to get a result in there
for and we will pull in images, we will pull in videos, we will pull in actual webpages
as well. And then just below that, we may opt to show shopping examples where you would
literally be able to click on something and say, �Ah, I can buy from that retailer right
now.� All of these? This is a general overview.
Anytime you come in, you may see variations of this. You may not see shopping and the
location, shopping may move to the right hand side and push the ads down. We may try other
things in there. It is always an experiment that we are running. Every day, all of our
pages are constantly under experimentation. That helps us better serve the searcher and
give them better answers, but it also means that if you watch the stuff carefully, you
will see a lot of variation happening. SEO is literally the process of improving
a website to make it more relevant to searchers and search engines. At its very core, SEO
is about usability. It�s about building a better product, that�s the main focus
of it. It�s not fast, it is not guaranteed, it is not once and done, it is by no means
free. It takes a lot of time to accomplish this work, so it�s very important that you
have a clear understanding of what you�re trying to accomplish with this. Search engine optimization should be focused
on building a better product for the visitor coming to the website, for the searcher looking
for you, and for the human being exploring your content trying to find the answer to
the question they asked when they started their search, that is fundamental. If you
start thinking of SEO purely as �How many characters are put in my character tag, how
many characters are put in my meta-description, how do I alter my H1 tag to make my rank better
and more relevant?� You�re starting to think down the wrong path. Those things are
important and we will get to them in the technical section, but there�s so much more to this
that you need to focus on first and foremost. All right, now hopefully you guys have come
across this at some point. If not, it�s a heat map, it�s a pretty standard thing.
What this one is showing is essentially where people have looked. This is an eye tracking
study that was done as well as the X�s in here represent where people have clicked.
So you put this in front of a few thousand people and you start to see a generalized
map of what people are looking at when they see a page. This is very important. On the
surface, it may be convenient to say something like, �Well, not surprised to see the big
red blotch in the top right corner, most people in North America understand that you read
top left to right and then down the page.� However, what you start to see is people are
going less across and more down. So search has actually trained consumer behavior to
be different than if you were reading a book. If you were reading a book, you would go left
to right move down a line, left to right, and so on. Computers, on the other hand, and
specifically search result pages, have taught people that the data you�re looking for
may not be to your right. It may be below. And the pattern of behavior that we see is
that people look down. This is why it�s so important, this is why people want to rank
highly for something because it�s obvious that you�ll be able to catch their eye. A couple of other things that are of note
with this. First � and you will see this in your own behavior � we do not as human
beings, we do not read search results pages, we scan them. That�s why the keywords that
you enter in when you do a query on a search engine are shown in bold on the page. They�re
done that way so they stand out, obviously, and attract your attention. That helps you
understand that the item you�re scanning is relevant to the topic you asked about.
That�s a very important thing, it�s one of the psychographic signals that can be useful
in helping get the searcher to take the call to action you�re putting in front of them.
Now, in this example, what you will see are these X�s that are dotted all around there
and what�s really fascinating with those X�s those X�s represent a number of clicks
that people have had. You can see off on the right-hand side here, I think the numbers
like 2071, 2030. People were clicking in this wide open area where there�s nothing on
the page, just randomly clicking. And not a few people, we�re talking a couple thousand
instances of people clicking during the text � during the test in a wide open space.
That can give you some understanding then of relatively the level of savviness the person
you are interacting with has. We�re looking at a couple thousand people
during this test who had no idea that the open white space, if you clicked on it, would
give you nothing. A lot of people today really understand that. They know, most of the things
on the webpage are not going to be clickable. Things that are underlined maybe in blue that
look like what we would classify as a link today, you know what? If you click on that,
you�ll go somewhere else. I understand that intrinsically, you understand that intrinsically.
There are still a lot of people who do not. It�s important to understand that because
as you do things like invest in your usability, it will bear out the work you are doing. It
will become obvious why the value is in doing that work. These learnings will come forward
and help you build a better product. Now, 12 things to know about SEO. I�m not
going to go through everything on this. You guys can take a look at this, you�re going
to be able to rewind this event and just go back and look at it and take screenshots,
do whatever you want with it, but this is a handy little cheat sheet, okay? You need
to set expectations around SEO. It is not an overnight success. Those days? Long behind
us. You�re not going to see them again, that�s the reality. Today, you actually
have to think of it as investing, as wealth building. It takes time. It happens over time.
You select the right path, you invest in the right direction and you move forward, that�s
the critical point here. You have to research targeted keywords. Don�t
be guessing at this crap. Use the keyword research tools that are out there. Google
has some, Bing has some. Whether it�s in our Bing ads program or inside Bing Webmaster
Tools, these keyword research tools are available and they�re free and they give you data
directly from the search engine. There are plenty of other tools out there, third party
tools that are available. Most of them have somewhat accurate data, reasonably accurate
data, but the fact of the matter is none of them have data directly from the search engine.
So with that in mind, it pays to use a few different sources. Make sure that the trend
that you see is generally accurate. That keyword research is can help your whole, whole lot.
I ran into a situation when I was working at MSN where I had an editor ask me � you
know, they were publishing a story and they had asked me if there was anything that perhaps
I should change or that I would change, anything I would advise them on. What was interesting
was this was an article for the auto�s channel and it kept focusing on a sport-utility vehicle
and they kept talking about the explosive growth in that market segment and how every
manufacturer is making sport-utility vehicles. They would continually report or repeat the
phrase and use the phrase �sport-utility vehicle� over, and over again. When I asked
him why they would do that, they said, �Well, the AP style guide tells us that you�re
supposed to use the proper noun, the proper name to describe the object and in this case,
it�s actually a sport-utility vehicle.� So we�re having this conversation and I�m
doing some keyword research and I asked them if they would change it to SUV and they kind
of laughed and said, �Well, we could, but that�s not really the proper word to describe
the object.� Well, the reality was that the phrase �SUV�
was searched on nine times more than the phrase �sport-utility vehicle� and when I asked
the question, �Which would you rather be more relevant for?� The answer was obvious.
The article was published, it was published with �SUV� in it, it ranked very well,
it drove a lot of traffic, so on and so forth. So, keyword research is very foundation of
the important for any work that you are going to do. Now, title tag, probably one of the most important
tags for SEO. This is what you � if you�re typing in WordPress, for example, in your
typing the title in, this is what will populate the title tag. That title tag is a very important
clue. You want to make sure that you�re targeting keywords here and there. There�s
a limited amount of space that you should be writing within, about 60 characters or
so, and you do not want to repeat that title tag over any other pages. Every title should
be unique to every single page, make sure that�s happening. You want to make sure that you do little things
like adding relevant descriptive alt text to images. There�s a field as you�re loading
an image into your system where you�ll be able to use a descriptor to describe what�s
happening in that image or what the image is actually about. You want to do that, you
want to get your keyword that you�re targeting in there. A picture of � I don�t know,
Billy Crystal and the Oscar statue. Well, that could be Billy Crystal, it could be the
Oscar, could be the Oscar is the event. We don�t really know just by looking at it
what your intention is, so use that alt tag to help everyone understand. The way this
manifests is anytime you hover over an image, that little block of text that comes up when
you hover over it, that�s the text you�re adding. So when someone hovers over the image
on your webpage, what text you want them to see? That helps that context, which is very
important. Suggest obviously writing a keyword rich H1
tag, one per page, not more. If there are more on the page, don�t worry about it,
just make sure you get the first one targeted on the right keyword and move on from there.
This next one, number six, �compelling meta-descriptions,� this is very important. This is important
because if we do not think � if a search engine doesn�t think you�ve got it done
well, we will ignore what you have and we will randomly select text off your webpage
and insert that. And you�ve all seen that when you�ve seen search results where it
looks like a series of random words with Dotson between them or it looks like the middle of
a paragraph is in there. But you�ve also seen really good ones that were a call to
action that literally say, �The product you are looking for is on sale today. Click
here to find more.� And that�s a strong call to action that backs up your title tag,
that catches attention when you use the right keyword in there and draws people to click
on your result. You can manage that all on your own. Every page should have crawlable text on it.
We want to make sure that the search engine robots, the crawlers, the system that we used
to go discover things are able to actually find out what you�re talking about. If you�re
using something like flash, for example, we cannot crawl on that reliably. So putting
all of your content on their effectively hides it from us. It means we don�t really know
what you have on your page. Very important that we understand it. Getting a little more technical here now,
you want to make sure you have valid site maps. You can go to a website called sitemapXML.org
and you will see the commonly published best practices guidance from the search engines.
We�ve all partnered on this, you can go to the website, you can look up the information,
we explain to you everything you need to know about how you actually set up the site maps
properly. What is very important is keeping them very clean, that is very important. Now, canonicalizing your URLs. This is a very
important thing. If you don�t understand it, I�m going to suggest you stop and you
go look up what can canonicalization refers to. Basically, it refers to the first in a
multiple repeating strand. So, the first instance of a URL, everything that comes after it should
be canonicalized to point back to the original. This may happen especially in an area where
you have an e-commerce situation where a product has one location, but you can get to it from
multiple positions. You may have sales page that directs people and on the end of the
URL is question mark page equals sales one to describe the particular campaign. You may
have a version of that URL for a Facebook ad campaign, for paid advertising campaigns
and search, you could have one from a billboard that you�re running. You can have all kinds
of variations of the URL that run to the exact same product. You want to make sure that the
search engine knows there is one version of that URL that is the actual one that you want
us to have and the rest are duplicates. Canonicalization is a process by which you can tell us that
very clearly. Obviously, don�t put content inside images
or JavaScript, Silverlight, flash. We can�t read that stuff, we can�t see it. We can
take a picture, but words in it, we cannot pull the words reliably out of that picture
with enough trust to make it worth our while. So keep your images as images, keep your words
as text. Newly published pages take a while to get
ranked, we have to build trust on them, so that�s the reality. There�s no way to
get around that, it takes time. You might feel like you�re on your own for little
while and nobody�s there and nobody�s visiting, there�s not a lot of traffic.
Don�t worry about it. Keep working on your idea, it will show up. And obviously, you want to use social media
to build a community for yourself. This is a great way to get people to spread the knowledge
of you and your content and attract more attention. So, let�s see� Some secrets to success
here. The basic stuff: if you�re building followers, you want to do this very organically.
You don�t want to take shortcuts on this. You can buy friends, you can buy followers,
you can buy links and likes and whatever else, and you want to avoid doing all of that. Those
shortcuts are very obvious to a search engine, we see all of that data. If we see what looks
like a shortcut, then we start deprecating any value you think you�re getting, which
means your time and possibly money are completely wasted. You�re not going to get a result
out of it and over time if you continue to pursue those things, we may actually label
you as a spammer and then start lowing the rank of things that your signature is applied
to. You don�t want to get into that situation. Now, if you�re sharing stuff socially, anything
that you�re going to share out there that has a link in it, it�s generally seen to
be more credible. We did an internal survey here across Microsoft with all of the editors
we have worldwide and we polled them on this and it was something like 80% of the editors
felt that if there was a link in it, then what was being shared had more value. That�s
fairly obvious, so if you want to prove useful to people, make sure you share useful things
that they can go and consume. You want to cover the basics of SEO and then
move on and focus on your content, that is by far the number one thing you want to be
putting time into. And you need compelling content. You don�t want to replicate stuff,
you don�t want to take things from other sources. You can reference things, you can
note that, �This was published earlier and here�s the paragraph that I�m going to
use and then here�s my perspective on it, whatever.� That�s totally fine, but you
don�t want to syndicate stuff from other sources and try to publish it as your own.
We already have the original version of that, we do not need a duplicate version. We�re
not going to index years, it�s not going to rank well, the original will do that. This is where taking content from article
websites is the biggest failure point because people think that the article, even if they
paid for it, is actually unique and not shared anywhere else. The fact of the matter is it�s
on the article website and as a result of that, it�s already been published. We are
not interested in it. We also know that content associated with those is less authoritative.
People who are authorities on their topics, do not write for article websites. People
who are authorities on their topics write for other publications. Now, you could be
that publication that they write for if you can contact them, get to know them, create
a compelling pitch and get them to be involved with you. That takes a lot of time and work
and in some cases money because you have to pay them for their time, but that is the reality
of content creation today. There are no shortcuts. Now, this is really worth digging into. Content
is what people are searching for. Your visitors are going to respond to it, it�s exactly
what they want. They don�t want to see duplicated stuff across many websites. In their mind,
if they see it on the first one and then they see it on the second one, the second one is
probably a copy of the first one. That�s how people tend to oversimplify things when
they look down in search results. It�s not fair, but it is a human nature of that moment.
Not much we can do to change that. The search engines however, respond to unique content.
We�re very interested in that, so we can get unique versions of something, different
points of view on a topic, then you stand a much better chance of ranking highly for
something simply because it is unique. Content, by far, one of the wisest investments
of your time that you can make, no question about it. It really does complete the answer
that people are searching for. Every time someone puts a query in a search engine, they�re
asking a question, they have a problem that needs to be solved. Your content can be the
solution to that problem, but it has to be unique and has be worthwhile. There�s a
concept called thin content where you provide the bare minimum of information for something
but you do this across hundreds of different keywords. That has been spammed to death,
it doesn�t work anymore and it is seen as a shortcut and when we see websites doing
that, we tend to devalue the entire website because we know that�s a pattern repeated
across all their content, it�s of little value to us. So you want to be careful with
that. Now, your niche in your voice. This is really
important stuff. The internet�s big, and it is still relatively easy to find a good
niche for yourself. There are plenty of them out there that you can explore and exploit,
but you have to be honest about it, you have to be clear about it, and you have to have
some perseverance, you gotta stick to it. Choose your voice wisely, don�t be afraid
to express an opinion or something that is a contrary view on stuff. You will rarely
find yourself in a position where everyone agrees with you. Even the most obvious conversations
happening in your home, in your community, and across the world, will have people on
two different sides. That�s the nature of being a human being again. So, when you see however something that you
have shared, whether it�s socially, a blog post, or content that you�ve created and
put out an article, whatever, if you see the people have responded to it, then ask yourself,
�What was it about that that made it more popular?� And then look for ways to guide
yourself in that way more often and see if more people respond to it. You can grow then
and be known as the voice on a topic. You can then own a niche. When you own a niche,
it�s like putting a crowbar in a small crack. It doesn�t do a whole lot at first, but
if you keep prying back-and-forth, over time that crack opens up and suddenly you can see
more of the world ahead of you. There�s more that is accessible to you. That�s the
power of owning your niche. Now, we touched on this earlier: keyword research.
Critical. Before you do any work, you need to know what people are searching for and
that�s what keyword research tells you. It tells you that nine times more people search
on the phrase SUV than sports utility vehicle. That is very important when you�re writing
your content because you can be relevant for either phrase. It would be easier to be relevant
on the phrase with less traffic, but you will have less traffic. So getting work done, getting
it done well, you could be relevant on a phrase with a lot more traffic which is obviously
what you�re after. That keyword research does a couple of things
for you. It also helps to define or uncover new areas that you hadn�t thought of previously.
If you�ve got writers block, that kind of idea what you�re not quite sure, �Hey,
what content should I add? What else should I put in here? I�m out of ideas.� Keyword
research will tell you everything you need to know because it will give you a list of
keywords that are related to your topic. Everything that will be related to your topic will be
shown to you and shown to you with numbers attached to it so you can get a relative understanding
of what�s more important to people throughout the conversation. So really, really useful
in there. It�s really helpful in getting focused on which content to write. This is
a way for you to say, �If I have to write 100 pages of content or I have to prepare
52 blog posts, one for each week of the year, how do I focus on it and in which order do
I focus on things?� This will help you understand that. Keyword research is fundamental. Now, this is a process of understanding. If
you already have a website or a blog, this is a way to understand where to put your time
and it�s about defining value for your website. Now, this is a bit of a work project, okay?
So you want to take a website, any website, and preferably your own, obviously. You want
to take a look at it and you want to list out every single URL and you�re going to
have things like your homepage is obvious and you�ll have whatever your first level
of your navigation is, so that might be categories. Then you come into products, then you come
into individual items and so on. You want to capture every one of those URLs. You put
them all in a spreadsheet and next to every one of those, you are going to assign a dollar
figure. So your homepage is worth X dollars to your business, your category page is worth
X dollars to your business, your product page is worth X dollars to your business, and so
on. Now, some of this information may be a little
bit more difficult to obtain than you might think because if you have a product page and
you know that you sell 10 of those products every day and you make a dollar on every product,
then it�s safe to say that that product page is worth $10 a day to you, a dollar a
product, 10 products a day, that�s worth $10 a day. Your homepage however, may not
actually have a sales pitch on it. It may simply be a location where people go into.
So at this point, you may want to look at your homepage and say, �Well, my homepage
actually doesn�t sell anything so it gets a dollar zero � a dollar value of zero.�
And as you go across all of your pages, you will start to see that different pages have
different values. Your email sign-up page. Well, how much is an email sign-up page worth
if it actually drives new people to your newsletter and that newsletter gets you X dollars in
sales every month? Then that sign up page has a dollar value, so it�s really important
to capture that. So when you have all this filled in what you�re
going to do is you�re going to resort the entire spreadsheet by the dollar values. Now
you have a list of the URLs across your website that are important to your business in terms
of the dollars of revenue that they generate. It won�t be the top down view that you originally
looked at with your homepage and your categories and your product pages, it�ll be a very
different view of things. In fact, it will probably be a view that shows you your most
popular product that�s responsible for 60 to 70% of your overall revenue. Now when you�re
looking at doing optimization you have a very clear path of understanding, �Hey, you know
what? I need to work on these pages in this order.� For a lot of websites, you�re going to do
work that will be applicable across the entire website because the website is templated,
so that�s fine. That just means more pages get more lift, which is always a good thing.
In some instances however, you will be doing custom work on individual pages and realizing
that it is worth investing there, but this is a really great approach, it�s really
worth looking into. If you want to learn more about this, I�m going to tell you gave me
this idea: this guy by the name of Matt Bailey. He�s written a book, that book is called
�Internet Marketing: An Hour a Day.� That�s initially where this idea came from. It�s
a really cool idea and Matt Bailey goes into a lot of detail on it. I highly recommend,
if you�re interested in learning more, take a look at the book and see what else he has
in there. All right, we�ll get a little more technical
for you around SEO stuff because it�s not just content, it actually is affected by technical
elements and you need a mix of both of these things, okay? What�s really important is,
and a lot of people overlook this, is understanding how clean your domain is. So you will go online
and you will find the best domain that you thought, �Oh, you�d never be able to find
it. Oh, look at that, it�s available! I paid $60 for it. Holy cow that�s awesome!
I�m such a great business person.� That�s great, except prior to you owning that the
main, what you may not be aware of is that a spammer has used it for the last eight years
and as a result the search engines have basically labeled as spam so any work you do on it will
be affected by the fact that the search engines have already labeled it as spam. You�ll need to crawl out of that hole. If
you go to � do a search for a place called archive.org you�re looking for what�s
known as The Wayback Machine. When you go in there, you will put your domain in there
or any domain, doesn�t matter what, it could be yours, could be somebody else�s. They
keep historical records of random snapshots in time for pretty much every domain in existence.
So you can stick a domain in there and go back five, seven, eight years, two years,
whatever, and they�ll be able to show you what the website used to look like. Very handy
if you�re about to buy a new domain or if you�re thinking about buying a new domain
and you want to research it because this will tell you things like, �Hey, there�s a
snapshot of it while he was under construction. Oh look, there�s a snapshot of it when the
domain was used as a payday loan website. Oh look, it only lasted that way for two years
and then it was under construction again.� Okay, well that tells me that I�m looking
at a website that somebody tried to use, probably abused for a couple years, and then because
it wasn�t going anywhere they dropped the domain and got rid of it. That�s a clue
to me that I should probably not use that domain because they may have been flagged
as spam and that�s why they got rid of it, that�s why they abandoned the business.
So it�s important to be able to research those things. You do want to, if you can, have clean, keyword
rich URLs and as we get to the end of things here, I�m going to include something on
one of the latest blog posts that our spam team has put up related to keyword rich URLs
and domains in particular. Page load times. Things need to be fast. Things
need to be fast because we�re already in a world where mobile first matters more than
ever. Most people are doing queries now on mobile devices � more people are doing queries
now on mobile devices than they are in desktops, so it�s important that you understand that
things loading up on your phone or your tablet, the speed with which they load is very important
to user. If it�s slow, they won�t blame the network immediately, they�ll blame the
website and then they�ll go to somebody else. So that matters. Layout of the pages. Whether you�ve got
a lot of text, images, where the ads are positioned, how many ads you have, all of those things
matter. And tech, the technology you use possibly
hiding things in there and being careful with that. I mentioned earlier JavaScript. One
of the big downsides of JavaScript is if JavaScript is powering your navigation, a search engine
might not be able to crawl through the navigation to find the rest of your content which takes
us all the way back around again to that sitemap.XML stuff I first mentioned because that�s a
way to make sure we can still find all the URLs on your website even if you are using
that beautiful JavaScript. But if you are using that beautiful JavaScript, be careful.
What does that look like on my phone? Is it leaving me with a good experience? Or does
it leave me with things overlapping each other and covering up the images that I�m trying
to look at? You really have to be careful and test these things out or you will create
a very poor user experience which will drive people away from you. Now, this next slide is very in depth. We
won�t go through everything. You guys can take a look at it, but these are the general
conversations you want to be having across a wide range of topics as you�re building
up a website or thinking about doing work on a current website. You want to focus on
crawlability on your site structure. There�s some on-page elements they want to take a
deep look at and really understand how you�re working with those things. You want to have
a very clear approach around your content, how you�re building it, what you�re actually
focusing on and things like content calendar, how you�re managing redirects, all of these
things matter. Links: how you can drive them actively, how you can basically get your content
to be a link building machine for you. All of these things make a difference. Your internal
linking: what�s relevant versus what�s irrelevant. That all plays a role for you.
And then of course social: being that authority, making sure you�re building your community.
Those people who follow you are sending out signals saying that you are an authority,
that makes a big difference. You�re an expert when someone says you�re an expert, not
when you say you�re an expert. So all these things, major investment areas
that have an impact on SEO, really does make a difference for you. I�m going to really
suggest that you guys take a screenshot of this and make sure you have it handy. If there�s
something in here that you don�t understand, it�s pretty easy to look the stuff up. All
of the details have been shared all across the internet, all kinds of information about
the stuff, but it�s very important that you understand that these things actually
have an impact on the success of your business. Now, if you are going mobile, which, you know,
everybody should because that�s pretty much where the future is and well, the future is
now. The future happened about six months ago. We turned the corner where the number
of desktop queries was eclipsed by the number of mobile device queries. Now that mobile
device category a split between things like tablets and things like smart phones, it�s
really unclear as to exactly which are happening there. The bottom line is though, it�s coming
through mobile. That makes a difference. If you�re building a site, you want to skip
�m.� domains, that�s not the way you want to go. They produce a lot of unwanted
duplication. We talked earlier about canonicalizing URLs. If you produce an �m.� version of
a website, you will get very familiar with canonical versions because you will have to
do a lot of that canonicalization work. It is a challenge, this is why the search engines
recommend you avoid �m.� and you use what�s called responsive design, use HTML5, whatever,
but use responsive design so that the website literally says, �Oh, I see that I am on
a mobile device that has a 5 inch screen. I should reorganize myself to fit all of the
proper elements in an easily consumed fashion on this screen.� And then 10 minutes later,
you�re on a tablet, �Oh, I see I�m on a 13 inch device. I should reconfigure myself
to fit properly on the 13 inch screen size.� That�s responsive design. It is the way
forward, it is how you should be building mobile websites. Now, the authority building shortlist. Really
important stuff here. If you want to be an authority, you need to know the topic inside
out. There can�t be any, �Oh, hang on a second. I have to go research that, I�ll
get back to you.� No, you have to know it inside out. You need to engage your community,
you need to make sure that those people know you�re accessible and that you�re constantly
available to talk on this topic. You want to share useful content freely. Don�t think
you�re holding something back that is so secret sauce that it�s going to make and
break everything about your business. That�s not the reality. Chances are anything you�re
thinking about trying or implementing has already been done thousands of times by other
people and it�s already public knowledge. You will look better sharing all of this information
then you will holding some of it back. You will get more in the long run by sharing. You want to be consistent and useful. You
don�t want to show up randomly every five or six weeks and say, �Here�s 4 or 5 things,
there you go.� You want to publish a blog post every week, every Thursday night at 5
PM Eastern. People know, they expect it, and it�s there. You want to be active on social media every
day sharing something, making it worth their while and when you�re sharing the stuff,
you want to share like 80 or 90% of things that are not about you and only 10% of the
stuff that you share is related directly to you. Otherwise, it starts to look like a sales
pitch and people just tune you out. You don�t want that, you want to market your strengths. If you�re particularly good at one specific
area, then play to those strengths, you definitely want to do that. In the world of writing,
there�s an axiom and it�s basically, �You write what you know.� That is very true.
When you start getting into areas you do not understand, it becomes very obvious to the
audience that you�re struggling, so you want to avoid that. Play to your strengths.
You want to become that go to research � or that go to resource and you need to be that
where people reference you. And when that starts to happen, that�s when the magic
hits you. That�s when you realize other people are saying you are an expert. That�s
when you have the authority you can now start to trade on. It�s incredible. Along the way, you�re going to do something
really spectacular, which is learn to spot trends in data. You�ll because delete looking
at information whether it�s your data, industry data, it could be anything, but you�re going
to learn to spot trends, ideas, where you think things will develop in the future. Share
those. Most times, you will be wildly wrong, but that�s okay. People don�t expect you
to be wildly right all the time, that would be freakish and weird. What they expect is
every now and then you are going to give them a nugget that is accurate and mind blowing
and that�s going to cement why they see you as an authority, why your website is the
trusted resource that they want to recommend to their friends. Very important stuff. Obviously, search will continue to evolve.
I mean, we�ve got mobile devices now and we have ways of gathering data that are going
to become even more important in the near future. New ways of showcasing data, pushing
data instead of just pulling data. Things like new smart watches that are coming onto
the market as well as ones that are existing on the market and how that changes consumer
behavior whether they look at an email, glanced at a number, or engage with it on a smaller
device. We�ll see whether that happens or not, but you need to be aware of these things,
these signals constantly being fed back and forth by devices in our lives. Our mobile
phones are capable of sending thousands of signals, any number of locations about everything
we�re doing. Our location, our distance, our direction, our time of day that we�re
interacting with things, how many times we pull the phone out of our pocket, what is
the percentage that we interact with different apps, whether we actually made purchases via
our phone, whether we have a location that we would determine as �home� versus �work.�
So, time in a location versus time of day, all those things. The ability to look across
the calendar, look across emails, pull pieces out of emails to understand a new package
has arrived, UPS has said, �Duane, your package is on your front step.� My phone
can update me and say, �A package has been delivered for you.� All that information is out there and available.
So as those experiences become more personalized and more mobilized, you have to understand
how does your business fit into this. That is a critical, critical thing. There are a
lot of different ways to do that. The screenshot we�re showing right here is of an app that�s
on my Windows phone that will allow me to understand what businesses are nearby and
gives me things like their shopping, their entertainment, the ratings that they have,
how far they are for my current location, and I get all of that by simply holding my
phone up and pointing my camera in the direction and looking at the screen. It pulls all that
data from reviews on yelp, from the search results that we have, from a whole bunch of
different sources and it helps me make up my mind that, �You know what? I�m actually
going to go, in this instance, the old town. It�s got good ratings, and it�s literally
around the corner from me so want to go there for lunch.� That�s the sort of thing that
changes consumer behavior and those are the trends that you want to be able to spot to
help your business grow. Now, where does SEO fit in with everything
we�re talking about? It�s still very important. If it�s on this list, it�s important,
but by far the number one thing you want to focus on his content. The next most important
thing: you want to focus on social media. Next most important thing: user experience.
Without those three things, you�re going to fail. If you have those three things, the
next one, link building, comes naturally. You don�t have to take any action, the links
will find you. People cannot help, they want to scoop their friends, they want to impress
their friends and share information that is, �Wow, look at that! So cool, I�m glad
you�re my friend and you shared that with me because that blew my mind.� That comes
as a result of those first three items: content, social engagement, and user experience. Those
things will nail link building for you. And SEO? SEO is the technical stuff. If at
this point in the game you have a business online and you�re not doing SEO, you�re
falling behind. There is no more this is the beginning, it is an accepted practice, it
is something you have to take an action on. If you�ve got a WordPress website, it can
be as simple as using a plug-in and then filling in the blanks, you don�t need to go any
deeper than that. If you have a custom-built e-commerce platform, it�s going to cost
you more because you�re going to need hands-on expert reviews and you�re going to need
hands-on coding work, so you�re going to need to pay a consultant to come in and do
this work for you and then you�re going to need to pay a consultant to come in and
do the coding for you. It will be more expensive, but you literally get what you want, just
make sure you know what you want when you ask for it. Now, the kind of search you�re trying to
solve for looks basically like this. Four main areas: quality, trust, popularity, and
timeliness. You want to have quality content, good inbound links, and you obviously want
a professional look. You want to be an authority, a useful resource, and be trusted. You want
traffic, you want repeat business, you want links building to your website, you want to
be popular. And timeliness, you need to be current, fresh, and relevant. These things
are all important and is part of a moving mix that you will always have to be chasing. Some days, you know, you�re going to get
more traffic than other days. Sometimes you�ll have more repeat visits, some things will
be more popular, some things will look better, that�s all a part of the nature of building
and running an online business. Now, this is actually very important for you
because as you go through and your building things, you start to understand � we were
talking about trend watching earlier, this helps you understand trends that are happening
and why it�s important. So in this example, what we�re showing here is beautiful, high
gloss image of what are literally chocolate scotch whiskey cakes. I mean, I�m all in.
You had me at chocolate, you clinched the deal at scotch and whiskey so I�m a happy
camper at this point. Showing me the photo however, it�s a bit more of an emotional
response for me. As a human being, I will look at this and say, �Wow! You know what?
I kind of want that in my life. That�s going to make me happy.� But other information
is available and the search engines are actually showcasing this now, we have been for a while.
Star ratings on things, which one of these recipes from which one of these locations
is the best recipe to showcase here. We do this because we trust the data we are
being shown by those sources because they use services such as schema.org. You may also
know this or come across references to this as semantic markup, being able to mark up
your content. So you can wrap things in your code � you can wrap an image and tells more
about it. You can wrap your reviews and your customer ratings for the recipe itself which
allows us to do really cool things inside our search results like showcase star ratings
on things, the calorie count for a particular thing, or allow the searchers to search for
recipes that are gluten-free only and sort results in that way. That makes a big difference
to the searcher and their happiness with the overall experience, not just with us as a
search engine, but with you as the provider of that data. So you want to learn things
like schema.org. You need to go to the website, again, similar
to sitemapXML.org. It is a partnership by the three major search engines, so that would
be Bing, Yahoo, and Google, and we agreed to common standards within this space so you
can implement the standards and they are useful across all of the search engines. Very, very
important that businesses understand this. We�ve been talking about this for a few
years, this topic, out loud and in the public and it�s very slowly being taken on board.
There�s a cost to implementing this work, and over time, those who have implemented
will start to see the benefits of it. Indeed, that is starting to happen now in businesses
that have put this off year after year and have not done it, are slowly going to end
up being left behind as searches gravitate more towards more involved and enriched search
results. And as we see them, the searchers, interacting with that, we will move more in
that direction. Everything a search engine does is guided by what the searcher responds
to. Now social media. Very, very important, social
media. It�s a signal of topical authority, it�s real-time, it helps the search engines
find some very quickly which is very important to us. Social signals, they can influence
click action of searchers: whether someone will or will not click on something because
they see a friend likes it or does not like it and so on. It is important to note however,
that social signals only a few of the thousand or so signals that help something rank organically,
but it�s very important from a community building perspective. If I�m doing business
with you and have a complaint and I voice that on Twitter, you should respond to me
in a timely manner so that I can have that conversation with you. If you don�t respond
to me, I literally think you don�t care about your customers. I will think twice about
giving you my money in the future. You do not want to be that business, we�ve all
encountered them. Conversion optimization, great idea. It�s
something that if you are selling any products or you have like an email sign up or something,
it�s important that you take a look at this. Very, very important. We�ve all had that
experience where we put something in our shopping cart and then part way through the checkout
process we abandon it and we do not make the purchase for a variety of reasons. They ask
for too much information up front, there was a problem with this, there was a survey put
in front of me before I was able to check out, I think I might be able to get a better
experience somewhere else. Whatever the rationale is, conversion optimization helps you streamline
all of that and get more money out of every wallet. It�s a very important concept. It�s
a standalone concept, it will impact the structure of your website, it may impact a little bit
of the SEO you do, but it will have a big impact on your bottom line. So after you�ve got your website up and
running and it�s basically optimized, and you�ve got good content out there, and you�re
starting to see sales, conversion optimization is the very next thing you�re going to do.
Do not think for an instant any off-the-shelf shopping cart program is optimized. They may
tell you they are, every single one of them can be better and fine-tuned. The important
thing for you to do then is find an expert that can work with you to uncover how to tune
that engine to work perfectly in your instance because that item, that shopping car engine
that will power your checkout process, almost all of them are configurable in a way that
will net you more, better and positive ROI than if you just left the default settings
that you came in with. All right, so I�m going to go through this
next part a little bit quicker so that we can get to our resources and the Q&A as we
come onto wrap things up here. So, organic keyword research tool, this is the one that
happens to be within Bing Webmaster. This is what it does: it gives you an idea of you
tell it what you want to look for, you tell it where it�s applicable, whether it�s
a different country or region, what language, the amount of time that you want to look for,
give it a date range, and you hit search. Then it goes in and tells you dog beds are
searched on in this period of time 180,000 times. Leashes, 225,000 times. Dog collars,
a million times. Now you understand within the concept of dog accessories, which ones
are the big ones that people are looking for online. You can use that to make decisions
around your content. Very important stuff. Link explorer, this is a really cool tool.
This tool allows you to put in any URL and then look at it and see who�s pointing links
to it. So you can put in a URL for your competitor and see who�s linking to them, then you
can look at your own link report and see of those businesses are linking to you. If they�re
not linking to you, maybe you can reach out to that business and say, �Hey, I noticed
you linked to this person. We�re a good resource too, maybe you could link to us.� So, great opportunities in there worth exploring
and, obviously, these are the Bing Webmaster Tools. One thing I will say is that I made
a joke at the beginning of this that our tools are better than our competitor�s tools.
They�re different, that�s the main point that you need to take away from this. These
reports that I�m showing you, these tools that I�m showing you exist in our tools
and do not exist in their tools. There is a lot of overlapping area though where the
data is the same between these two different things. They show this data, we show our version
of that same data, so very useful to have both sets. We do provide SEO reports, however,
so we will go in every couple of weeks, we will scan a URL that�s inside your account,
we will go ahead and prepare an SEO report for it and tell you what you should be focused
on and working on. Totally up to you whether you want to use it or not. It�s in there,
and it�s useful. This is a different version. The reports run
every two weeks. SEO analyzer is an on-demand tool. Give it any URL from one of your domains
and it would just go in immediately, Bingbot will go out, take a look at it, and give you
the report in real � while it takes a couple weeks for the reports to populate initially,
you can go in and start doing the stuff in real time right away if you�d like to. It
is important to note that these tools almost exclusively are applied only to your websites.
You cannot go in and start pulling data from a competitor�s website with the one exception
being the link tool where you can actually go in and explore links to other websites.
That is the only area you can do that.>>Trevor: The audio file went out for about
60 seconds during Duane�s presentation. So he picks back up in just a moment on the
same slide.>>Duane: …Execute, amplify your product
or service whether paid search display ad, paid social, email, PR, all these things are
areas that you�re going to invest in and you�re actually going to take actions in.
This allows you a three-tiered approach to kind of stack up your work. So we�ve created
this visualization as a touch point for you to be able to look at and say, �Ah, okay.
Yeah, I have to focus on how I�m going to run my paid search campaign. Where do I start
with that? How do I have my account set up? Do I have my ads created? Are they optimized?
Are my landing pages good? What do conversions look like?� And so on. And that�s one
conversation out of all of these conversations. So, really useful resource there. Now, I�m going to give you guys the streamlining
trick as well for social media. Now, this is what I use when I build my social media
program. This is what I currently use today. Follow along. I have a HootSuite account,
I paid for the pro level. I think it�s $9.99 right now a month. Highly worth it because
it allows you to take RSS feeds from trusted news sources, put them in, and then it will
broadcast out on the Twitter, Facebook, LinkedIn, and what I don�t have here is G+. This alone,
allows me to have a social footprint that is much larger than one person could traditionally
maintain, but it relies on a couple of things: one, I have to be very careful in programming
HootSuite and how much content I allow it to put through. Two, I have to explicitly
trust to those sources that are producing the news that I am tweeting out because I�m
not reading everything as it goes through. These things are happening on the hour, on
their own. I trust the source, the content goes out. I do periodically, meaning probably
every day, I will go through and read pieces of what I have actually published to make
sure that the quality of the source still remains high and I have over the last year
gotten rid of about four websites that started to become a little too self-promotional. I
didn�t quite like the tone that they had so I just stopped using them and replaced
them with another website. Once you have them into Twitter, Facebook,
LinkedIn, G+, this is fantastic. But what you can do then is you can take your actual
feed of everything that you produced in Twitter and Facebook, for example, put it through
a tool called �If This Then That,� and that will translate all of that information
and say, every time Duane tweets or he posts on his Facebook wall, capture the URL and
take it, put it on to what I use is Evernote, you can use other services, and keep a list
of all of that. What happens then at the end of the week is I have a long list of everything
that I have tweeted and everything I have Facebooked that week. All of this is news
from my industry that people like to read. What I will do on Friday evenings than is
I will take that list out of Evernote, I will copy and paste it, put into Word document,
go through do a find and replace, clean it up a little bit. Get rid of my @DuaneForrester
handle, get rid of the timestamps, little nitpicky things to make things a little easier
to read, then I�ll post it up on my blog and that becomes the news that you should�ve
read this week. That was a recurring post that I had for many months. I still continue
to do this. I don�t post actively, but this flow is a way to help automate that social
media timeframe. It takes a lot of time to manage social media, so using tips and tricks
like this can be very helpful. Again, back to that how much do you share
on here? For me, approximately 97% of everything I share has nothing to do with the business
I work for. I talk about everything else across these industries, but rarely do I talk about
things related to Bing. When we do produce news, obviously that is a part of it and I
happily share that out there. What it does however, his position me as someone who is
not selling my product, but it positions me as a useful resource among my peers, that
build a following. Very useful way to move it forward. Now, if you�re looking for tools to get
things done, all kinds of tools in here, right? I talked about Webmaster tools, there�s
tools here for Twitter, for Instagram, for Pinterest, link off to Evernote, If This Then
That. A couple of competitors to If This Then That, elastic.io and Zapier. Some social media
analytics with tracker and social management platforms with Sprinkler and Visible. Social
mentions on there, it�s a cool search engine to see staff on queries and what not. Actually,
you can use that for some keyword research. You can also use trends, I think Google still
has trends out there so you can use that. And if you happen to have a Windows phone,
and I know everybody watching this has a Windows phone like me, course, there�s a great little
app on their called [UNINTELLIGIBLE 0:55:57] which is a really good social media app. Let�s see� Oh, if you haven�t experimented
with Vine, this is an awesome thing to do and I really recommend you go read this article
that was posted up there. This is about how brands get it right, you know? Really, really
useful because it forces you within six seconds to get very clear about your message and your
call to action. It is awesome too because people love to consume stuff that is short,
quick, and sweet. These things, the short little videos, you might think, �Oh Vine,
another social media space. That�s the only place I can use it.� No, because now you
can actually embed those things into Facebook, you can drop them onto Twitter, you can use
them in other places where you can get more exposure for your message in front of more
people that drive more people back to your website through your social community. And
as you find more of these relevant things to share, people want to consume it more,
therefore they want to follow you, they want to engage with you. Very useful stuff. And our second to last slide here, technically
the last slide for presentation, is 18 social media management tools. All kinds of useful
stuff in here. I recommend going and kind of looking these things up and seeing what
each one of them is. They are very useful in different ways. I have a process that works
for me, you may discover different process that works for you. Don�t be afraid to change,
that�s the major thing here because your success will be dependent on following consumer
behavior and serving it. As it changes, you need to change as well. Very important. Now, I�m going to slip us over to our last
slide here and I know we�ve got a few questions that came up as we were going through everything,
so I�m going to take a look at what those questions were here. So first question that
we�ve got is, �What recommendations can be made to increase engagement, lower bounce
rate on a college business � on our business college�s website and how do we increase
SEO?� Now, I�m going to take these as separate questions, gang. So, increasing engagement and lowering bounce
rate, this one�s important. If that�s a problem, and you should be paying close
attention to your bounce rate because it is an indication of a failure of usability. You
really have to look at usability here. First and foremost, any page can be an entry page
to your website, so if somebody does a search on a particular business program or a degree
or diploma they�re looking for and they see this, they come to your webpage and then
they leave that webpage and they don�t explore anything else, it could be you�ve done a
very good job of answering their question. It could be that you�ve done a very poor
job of giving them other related options within your webpage to attract their attention. So, do not ever get hung up on loving your
first idea. That is a failure point for so many startups. They think their idea is so
good they refuse to change it or the changes they make are so minute that essentially,
it doesn�t register with people engaging with them. So very important: you need to
make sure that you�re looking at usability, you�re looking at navigation, that you are
looking at matching keywords that are appearing on a page with keywords that you know people
are looking for on the topic. You may simply be using a different phrase and that doesn�t
attract someone�s attention. A simple change of phrase could be enough to get them to click
and stay engaged. Increasing the SEO, this goes back to everything
that we covered in here and what we just talked about, this usability, and this keyword research
and alignment can go a long way to helping with that. First and foremost, use that targeted
optimization approach I talked about in figure out where the high-value areas are and what
people are engaging with now, then you�ll know where to start doing your work. Now, next question: �In my professional
experience, are there any killer SEO strategies that come with social media or mobile marketing?
Integration of SEO and social mobile channels is crucial to the success of digital marketing,
but I found a few guidelines of enhanced website ranking via organic search. I need to have
very practical ways to use in reality or industry secrets.� Okay, a couple of things. First
and foremost, this to me reads like someone who�s looking for some shortcuts. That is
never the right mindset to approach any of this work with. If you do, it will fail. That
is a state of being today. We do not have bricks and mortar businesses without signs,
without counters, with people just standing around with stuff sitting on shelves and no
one talking to you. Those businesses cannot be successful in most cases. The reality is
when I walk into a store to make a purchase, I expect the store to look like a store. I
expect there to be decor, I expect the lighting to be good, the temperature should be nice,
there should be a good counter there, I expect service from people. All of these things will
entice me to make a purchase with you and it helps if you�ve got the product that
I want, obviously. So when it comes to strategies that you can
apply in these areas, the reality is that you have to A, understand exactly what your
demographic is, exactly who that business � that customer is for you, that is critical.
A lot of people will take a short form approach to this. �Oh, I know who my customers. They�re
the person that by this and that person is generally this type of person.� No, you
need to actually do survey-based to data to understand exactly who your customer is. That
is how you will know who your customer is and from that, you can start learning things
that are more psychographic in nature. Do they prefer an iPhone over an Android? Are
they more of a PC or a Mac type person? This starts to allow you to understand more
and greater pieces of information about them. When you start pulling demographic, also demographics
into this, you then start to learn things like their income bracket, the areas that
their education level, all of these kind of things will help you very clearly understand
your data and possibly even see patterns of behavior within your own website in a different
way. Person purchasing this product goes to this product. You can�t make the connection
between the two of them because it doesn�t seem to make sense to you. Well, the reality
is it may make sense if you understand that person at a deeper level. So, very important
to look into that. When it comes to things like mobile, you have
to be very fast on load times, you have to again, back to that responsive design stuff,
make sure it fits properly. I absolutely hate this. I use my tablets a lot at home and I
come to the website and all of the navigation is drop-down based on a hover action. So if
I�m on a computer and I have a mouse and I hover over something, the drop-down comes
down and I can click on a navigator on a website. When I am on a tablet or my phone, there is
no such thing as a hover action. I am either touching or not touching the screen and therefore,
your navigation fails. So, very important that every business looks at their analytics
and understands how much of their traffic is coming from mobile because as you see that
start to cross the 20, 30% mark, you�re going to have to make a change to some of
this fancy navigation that you have that doesn�t work in a mobile environment. That is going
to be a failure point for you. [Audio cuts out 1:03:05]>>Duane: We�ve got a few of the questions
that have come in here. So, we just put a blog post � actually, it went live yesterday,
about the URL keyword stuffing spam filter. This is for the important thing because people
want to focus on domains that are keyword rich and building URLs that are keyword rich.
Totally fine and it�s not a bad thing. If you go and read the article on the webmaster
blog on Bing, you will see that we actually call that out and show examples where it�s
positive and it makes perfect sense. And that example that we use is representative of the
vast majority of people and how they will approach this. Totally fine, totally a way
to go forward. However, there are ways where you can abuse this and that�s what we talk
about. If we see those patterns of abuse, we will just simply filter those search results
out, they will not show up. So again, if you�re looking at doing something
where it�s literally keyword stuffing, repeating the same word over, and over again. Maybe
you have a subdomain and it�s in the main domain, and then you put in a folder and then
you put it in the URL, this is starting to look like keyword stuffing and if we think
that you�re doing that, then we will assign you a spam filter and literally pulled that
out of the results. So you want to be careful with that. It pays for you to go read these
articles when we publish them because we tell you specifically what we�re looking for.
We�re willing to share it, you should be willing to take a look at it and make sure
you�re not kind of getting around that. Now, the next question: �Does Bing have
a set amount of time where they �hold� sites before they start to index new websites
or pages? How long can I expect for my website, new webpage or blog to get indexed?� Okay,
there�s a bit of an old wives tale with this one. Originally, way back in the day
and take it a go, there was this thing called the Google sandbox and new content would always
follow the same pattern where you would put it out and if it was optimized it would rank
very highly very quickly. It would stay there for about a week or so and then it would drop
off and then after about 30 to 60 days, it would come back up again. Maybe not as high
as it was originally, but certainly much higher than it was over the last 30+ days. That concept has largely gone away. That concept
was predicated on us waiting for signals to show up and to understand how to trust something.
Today, things happen much faster. We understand patterns in much greater detail so there�s
no reason to have any of this quote �sandbox� effect, in fact, there really is none anymore.
So there is no set amount of time. In fact, what will happen is if we see a new piece
of content and we think that it�s of decent enough quality to be included in the index,
we will immediately start showing it on search results on what we think it�s relevant to.
We immediately, at that point, are watching everybody�s reaction, the searchers, to
see if they engage with it. And if searchers constantly click on it and stay engaged with
it, it�s going to continue to rank there and drive traffic. But if we show it and one
or two click on it and then people stop clicking on it and they�re really not interested,
it�ll go back down again and at that point, we�re waiting to see what other signals
develop. Are there social signals? Are people sharing this? Are there organic links being
built to this? Is it getting talked about? Is the traffic to the website overall increasing?
We�re looking for other signals to tell us that that is a trustworthy link. So the reality is all of these factors we�ve
been talking about on social media, usability, quality of content, sharing, all of that stuff
has a direct impact in how well something ranks and how quickly a ranks and stays there
and that is down to the work that you guys do. Now, a couple more last-minute ones that snuck
in here. �If I do the things recommended today, will help me rank just as well for
Google as Bing? Will there be any negative impact?� All right, nothing is going to
be a negative impact. The whole point of sharing SEO 101 and white hat tactics with you is
that these things help. That�s it. So no, you have nothing to worry about with these
tactics or anything that we�ve talked about today and the beauty about this is the work,
when you apply the work and you do the work, it pays dividends across all search engines.
So this isn�t something you would do specifically for Google or for Bing, you would do something
for your website and your visitor and that benefits you across all the search engines.
You have to keep in mind: the search engines are following the searchers and the searcher
is the most important person in the entire program. So we see them, we see what they�re interacting
with, what pleases them, and we look for things that are similar that will please them more.
If you have hit upon a combination that is pleasing to a searcher, it ranks well, they
stay engaged with it, they share it, you have to ask yourself, �Can I create a process
to replicate my success?� And then continue to apply that in other areas of your website. Now, final question here: �You mentioned
SUV and sport utility vehicle as an example of different content can rank for both words.
Doesn�t Bing recognize that SUV is an acronym for sport-utility vehicle?� We very much
to recognize it�s an acronym for sport-utility vehicle, in this brings up a very interesting
point. The fact is that when you write an article like this, you should use variations
on these things. You shouldn�t just use the same phrase constantly over and over again.
In fact, a great test is when you write a piece of content, read it out loud. Literally,
just lock yourself in a closet with little flashlight, read out loud, and if it sounds
like you�re repeating a word too much, you probably are and you need to pull it out and
replace it with some other ones. That is an old, old tactic that was used originally,
and again, called keyword stuffing, where people would repeat the phrase that they were
trying to target over, and over, and over again. We long ago figured out that that was
not good-quality and we don�t respond to it, however, you have to make sure you�re
targeting what�s relevant. So in the example where we�re talking about SUV and sport-utility
vehicle, you would use SUV in your title tag, in your meta-description, in your H1 tag,
and you would use it may be in the first paragraph or two of the actual article and then you
would probably work in the phrase sport-utility vehicle as you went down and described things.
In another location, you may tangentially refer to the object as a car, an automobile,
a truck and so on. And maybe wrap the whole thing up by mentioning SUV again at the bottom. So you want to be very careful about how you
approach your writing and what you do with that. Every search engine is very clear and
understands acronyms and what they mean, what they don�t mean. We�re also very crystal
clear on what is popular and what is not, what is relevant and what is not. So, I hope you guys learned something from
this. If you need me, I am @DuaneForrester on Twitter. I am easy to get a hold of and
I want to thank the folks at Stukent for inviting me in here to be a part of all of this process
with you guys. I truly appreciate your time and I wish everyone all the best online. Thank

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