1. Dan Cohen MSN dan.cohen@microsoft.comdan.cohen@microsoft.com | http://dancohen.infohttp://dancohen.info How to attract engaged users who have never heard of you

2. How we got here  What really IS the Internet  How do people use it  What are they looking for  Who do they trust? dan.cohen@microsoft.com | http://dancohen.info

3. Where we’re going  Blended search impact  Social media and shopping  Shared discussion and opinion  Semantics, nuance and natural language dan.cohen@microsoft.com | http://dancohen.info

4. SEO means usability The crawler is just another user Algorithmic search drives standards Organizing your content and code Looking outside your site What SEO isn’t dan.cohen@microsoft.com | http://dancohen.info

5. SEO checklist Keywords and content Reporting and metrics Technical issues on-page and off-page Freshness of content and update frequency Link strategy dan.cohen@microsoft.com | http://dancohen.info

6. What are users actually after? Web analytics Keyword intelligence Insight and inspiration Engaged users Traffic dan.cohen@microsoft.com | http://dancohen.info

7. What are users actually after? Web analytics Keyword intelligence Insight and inspiration Engaged users Traffic dan.cohen@microsoft.com | http://dancohen.info

8. What are users actually after? dan.cohen@microsoft.com | http://dancohen.info  Buying traffic beyond brands.  Look to your top converting products or content.  Build keyword campaigns that speak to user interests. Think laterally.

9. What are users actually after? dan.cohen@microsoft.com | http://dancohen.info User searches for “World of Warcraft”. 90% are male. They want to buy gold, weapons and armor They see an ad for a dating site “Meet girls who love troll slaying!”

10. Give users more of what they were after Dynamically populate your landing pages Product databases, content indexes, discussions and comments Allow users to share your content dan.cohen@microsoft.com | http://dancohen.info

11. Give users more of what they were after dan.cohen@microsoft.com | http://dancohen.info Search for HD TV Well optimized site attracts traffic User clicks to your site and you detect their interest in “HD TV” Algorithmically offer more products that relate to their search query User shares or clips product details to social media

12. Say more  Trust, audience, content and comment.  Stimulate debate and listen to your customers. Become the discussion.  The CEO Blog Vs. The Comments Forum.  Your website as a resource. dan.cohen@microsoft.com | http://dancohen.info

13. Summary  Get your site optimized.  Know your customer.  Become a publisher and broaden your interest base. Share everything you can.  Give your customers no excuse to leave and even if they do leave, let them carry your message for you.  Build reputation by participating and recommendations will follow. dan.cohen@microsoft.com | http://dancohen.info

14. Dan Cohen MSN dan.cohen@microsoft.comdan.cohen@microsoft.com | http://dancohen.infohttp://dancohen.info Questions?