Jun
28
Microsoft SEO Summit Recap
Filed Under Conferences, Search Industry News, Search Engine Optimization, Microsoft
Larry Sanger, the co-founder of Wikipedia and now owner of Citizendium spoke last Friday at Microsoft’s first SEO Summit. The summit provided search engine optimization techniques geared at improving rankings on all engines and not just on live.com. It is interesting to see Microsoft internally promoting Search Engine Optimization strategies to leverage the already existing content. However, It was also a wake up call to see the amount of opportunity to implement the basic SEO techniques to some of the major web properties.
A sample search of “Mobile Devices” in MSN ranks Microsoft’s webpage on mobile devices as the number 4th position. Searching for the same keywords in Google ranks Microsoft’s webpage as the first position. This could be both a SEO issue or a search relevancy issue. It will be interesting to see what happens with the upcoming improvements of Live.
Here are my highlights of Larry Sanger’s presentation at Microsoft’s SEO Summit.
How to create more traffic using a Web 2.0 community:
- Provide useful content. If you want to succeed in an online community you must develop a readership by providing useful content.
- Viral growth is the key. In order to make your site viral you must motivate others to participate. Organize from the bottom up. Motivate people to participate. Each contributor of Wikipedia felt some ownership of the content that they help created. Writers get excited when acknowledged by the community for contributing. Senger states “the reason people like contributing to Wikipedia because it is a rush when people comment, the more egos invested the more important it seems.”
How to make a Web 2.0 community work?
- Senger’s goal in creating Citizendium is to provide the world with higher quality content. Each member is required to use real names and not use pseudonyms to establish credibility. Although Wikipedia provides plenty of information, academics deem it lacks credibility. I find it as a good “starting point,” however, I would not go as far as to submit it in the footnotes for my end of year thesis.
- The content should be “spiderable.” Having a login for your subscription based content is fine if you can find the balance between monetizing premium content and making it easily indexed and “searchable.” Your site will attract more subscribers if users can find the information they are looking for. Also if you do require a registration, make it easy and efficient.
How can one create a viral project?
Elements of a compelling project
- The content must be worthwhile and interesting. The more niche a site or potential demand the better.
- Make the process of contribution must be easy. Digg has a successful rating system. Either Digg this or don’t, thumbs up or thumbs down. This point is often overlooked. A book I recommend reading for those involved in any part of website creation is Steven Krug’s book, Don’t Make Me Think. Website usability should come first.
- Simplicity of concept. For example, Wikipedia is an encyclopedia and it is not a mash up of you tube, etc…
Make it a public project
- Free (open) content is the best way to make it viral.
- Nonprofit helps too.
- Advertising-free is another bonus.
- Make the inner workings of a design open. For example, Firefox. It is also going to be interesting to see developers working with extending the Facebook application.
Create an attractive governance system
- Provide enough rules that the game is playable, people will then be interested in tweaking the rules.
- Participants need structure. Make it clear for them to know what to do (ex. Digg, thumbs up or thumbs down)
- Again have rewards of various sorts. Bear in mind you’re setting up a community. You’re a politician; your job is complicated.
Sanger’s presentation on creating a successful Web 2.0 site are basic but often overlooked. I would have liked to have more discussion around mission of new Web 2.0 sites. Where if any does the business model come in to play? The balance of creating an online community and making a profit. How does a large organization like Microsoft leverage existing platforms, Live, MSN Spaces, Hotmail and Messenger to develop a fully engaged community?
Best regards,
See you at the top!
Conferences Microsoft Search Engine Optimization Search Industry NewsMay
30
This is like something out of the movie Minority Report. My friend Todd pointed me to Microsoft Surface. Surface is a desk-like display that lets you grab and manipulate data with your hands using natural gestures and touch. It lets you interact with handheld units and transfer information to work collaboratively around the table.
I’m leaving for Seattle tonight to spend a few days visiting my brother before Search Marketing Expo. A stop to tour the MS campus is definitely on the agenda. Does anyone know if a working model is on display at Redmond?
Ablola.com Microsoft Seattle