Stukent Expert Session Webinar: Lecture by Dwayne Forrester

Introduction

• Speaker: Dwayne Forrester, Senior Product Manager at Bing Webmaster program.
• Background:
  • One of the first SEOs hired by a search engine.
  • Featured in top publications: NY Times, Forbes, Entrepreneur.
  • Author of "How to make money with your blog" and "Turn clicks into customers".
• Contact: Twitter - @DwayneForster.

SEO Overview

• Importance: SEO is a marketing tool like social, email, and paid search.
• Nature: More of an art, especially on the organic side.
• Function: Helps improve visibility and relevance of websites to searchers and search engines.

Key Concepts in SEO

Understanding Search Behavior

• Research Phase: Consumers use plural terms (e.g., digital cameras).
• Purchase Phase: Consumers switch to singular terms (e.g., digital camera).
• Conversion Funnel: Tracks consumer journey from research to purchase.

Search Engine Results Page (SERP)

• Paid Ads: Auction-based placement (orange areas).
• Organic Space: Focus for SEO (green area).

Fundamentals of SEO

• Usability Focus: Building a better product for the user.
• Long-term Investment: Not fast or guaranteed; requires ongoing effort.

Keyword Research

• Tools: Use Bing and Google tools for accurate data.
• Practical Application: Example - "SUV" versus "Sport Utility Vehicle"

Technical SEO Elements

• Title Tags: Important for SEO; include targeted keywords, unique per page.
• Alt Text and Meta Descriptions: Enhance context and visibility.
• Sitemaps & Canonical URLs: Ensure proper indexing and avoid duplicate content.

Content Strategy

• Unique and Compelling Content: Avoid duplicates; focus on value.
• Niche and Voice: Position as an authority in specific areas.

Social Media Integration

• Community Building: Engage and respond to users.
• Content Sharing: 80-90% non-promotional.
• Authority Building: Share knowledge consistently.

Technical Aspects

Domain and URL Considerations

• Domain History: Check for spam history using tools like archive.org.
• Clean URLs: Maintain keyword-rich but clean URLs.

Mobile Optimization

• Responsive Design: Essential to accommodate various devices.
• Avoid mdot Domains: Use responsive design to prevent duplication issues.

Advanced SEO Strategies

• Content Calendar and Management: Plan and manage content production.
• Internal and External Linking: Drive relevance and authority.

Tools and Tips

• Bing Webmaster Tools: Unique and helpful for SEO insights.
• Social Media Management: Use tools like Hootsuite, If This Then That for efficiency.
• Conversion Optimization: Streamline user experience to boost conversions.

Emerging Trends

• Mobile Growth: Increasing importance of mobile queries.
• Semantic Markup: Use schema.org for better search visibility.

Conclusion

• Focus on Content, Social Media, and User Experience: These are critical for SEO success.
• Continual Learning and Adaptation: Stay updated with trends and evolving search engine behaviors.

Q&A Highlights

• Improving Engagement and Reducing Bounce Rates: Focus on usability and keyword alignment.
• SEO Integration with Social and Mobile: Understand audience demographics and tailor strategies.
• Indexing New Content: No fixed timeline; depends on quality and engagement.
• Keyword Variations: Use different terms like SUV and sport utility vehicle for relevance.