Microsoft Bing Search reinforces content is king at SES New York

Anne Kennedy, Beyond Ink, interviews Duane Forrester, Bing, and Rob Garner, iCrossing, on the future of search at SES New York 2011. The message to marketers, according to Duane, is to invest in rich snippets through your websites. Bing wants to know what your content is and the more detail you can give Bing, the better you can tag it and make it more useful for Bing to crawl. Content is king, according to Duane. Stick to generating organic links within your content and use relevant anchor text. The most powerful links are the ones embedded in the content; these are organic links that a user can click on while they are reviewing the content and be able to click on links that provide additional quality content. Rob says search won’t change significantly over the next 5 to 10 years; marketers will have to work on retaining their core SEO practices, such as creating great content and be more engaging with their content, including deeper research of their audience, providing the right information they are seeking. With great content comes the need to provide great links. Rob says social networks will become more important in passing referrals and/or sharing content. Bing has formed a relationship with Facebook. Bing is looking to social networks as a great signal when it comes to featuring quality content. Duane says social networking started with popular reviews then moved on to expert reviews and today we’re moving to more trusted reviews. Anne asks Rob and Duane to comment

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