namescon 2014 - the future of search

Future of SearchNamescon‘14

Duane ForresterSenior Product Manager, SearchMicrosoft

Who’s the speaker today?

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

And this helps me how?Blogging since 2001; owns 150 domains; runs several websites of his ownhttp://twitter.com/DuaneForrester

what does duane do at bing

New TLDs…

• Keep it relevant

• No immediate lift due to TLD

• Like so many before, if spammed, it can hurt

WhatNow?

How to See the Future

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

Where does each piece fit in?

Content Social User Experience Link Building SEO

How social impacts search

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

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

Mobile will continue to influence social

• The ultimate “PC”

• Not just phones

• 9B today

• 25B by 2021

Search continues to evolve• New devices = new

solutions• Real time signals

help us understand• Anything could be a search – voice, a picture, a gesture, sound – anything. 

The Secret to Success

• 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

Encourage more Sharing

• So you want more shares for your content, do you? Try these ideas.

• Create lists: people love to consume content in list-form. Its quick, easy and simple.

• Use hooks: ego, humor, anger, contrarian – be careful with them, but when used well, they are highly effective.

• Participate in communities: when you are valued member of a community, the community supports you.

• Share others’ information: people love when what they share gets shared itself. Share from trusted sources.

• Ask questions: your followers will love the interaction and it’ll grow your following as others engage.

The Digital Universe is Expanding…

2 Billion Facebook updates per day

300 MillionFacebook photos per day

150 MillionSnapchat photos per day

400 MillionTweets per day

5 MillionFoursquare check-ins per day

…and so are our ToolsUsers

Rising Expectations

DevicesConstraints, Opportunities

GEOSPATIAL AND CONTEXT

Different Web, Different SearchBuilding an “intelligent fabric”

people places things

ENTITIES AND ACTIONS NUI

Entities and ActionsBing has 6 billion facts, 28 billion entities

People1.2 Billion Profiles, Connections, Interests

Places 1.1 million US restaurants alone

MoviesOver 800,000 entities

Schema.org and Other Languages

Natural User Interfaces

Search box outmodedEnhances intent derivation along with Entities and ContextImbue machines with human-like traits for better HCI (human-computer interaction)

The Babelfish

Core Strategies

Op. Strategies

Tactics

Plan … or #FAIL

6 seconds to start a relationship• Vine – you know it, but are you using

it?• Lowes, Kate Spade, Urban Outfitters,

GE, A&W, Mailchimp and more• Using Vine to share knowledge, entice

engagement, entertain and offer behind the scene glimpses

• 6 second becomes many minutes of engagement

• http://socialmediatoday.com/julie-blakley/1516266/7-brands-getting-creative-vine

Oh, and here’s a streamlining trick for ya!• Moving forward, how to provide

value and grow an asset?• People want relevant information• People have little time to sort & sift• They want a trusted, reliable source• Picked a niche; start the plan

Trusted RSS feeds

new

slett

er

Copy & Paste

AUTOMATED

AU

TO

MATED

MANUAL

Tools to get the work done

• Useful tools• Bing Webmaster Tools – www.bing.com/webmaster (SEO reporting, link development)• For Twitter• Hootsuite – www.hootsuite.com $9.99/month for PRO (recommended)• Tweetbot - tapbots.com/software/tweetbot/ • Echfon - www.echofon.com/

• For Instagram• Statigram - statigr.am/ (stats for IG)• Instafriends - inst.me/ (manage friends at Instagram)

• For Pinterest• Curalate - www.curalate.com/ (Analytics & Marketing)

• Evernote – www.evernote.com (Data collection point)• IFTTT – www.ifttt.com (connector of dots)• Trackur - www.trackur.com (social media analytics)• Social Management Platforms• Sprinklr - www.sprinklr.com/ (enterprise level gear) • Visible - www.visibletechnologies.com/ (SM monitoring, analytics & engagement)

• Social Mention – www.socialmention.com – cool search engine to see stats on queries• For Windows Phone - mehdoh.com/

More Cool Tools

• Some competitors of IFTTT: • http://

elastic.io/about.html

• https://zapier.com/#

• Zapier is more user friendly than IFTTT, though IFTTT has better channel choices.

18 Social Media Management Tools

• Alexa.com• Board Reader• Sysomos • Facebook Insights• Follower Wonk• Google Insights• How Sociable • Ice Rocket trends • Buffer

• Klout

• Peerindex

• Kred

• Mention Map

• Social Mention

• Statigram

• Twitter Counter

• Tweetreach

• Visual.ly

© 2013 Microsoft Corporation. All rights reserved. Microsoft, Windows and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

@duaneforrester

Thanks for your time!