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5 Recommendations For Bing Search Engine Optimization (SEO)

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Google controls approximately 65% – 70% of the search engine market share and Bing & Yahoo claims the rest. Site owners believe that if they are ranking well with Google, they will do well with Bing and Yahoo too, but that is just not the case. So, it is good to optimize websites for all three or else some business opportunities could be missed if site owners are not optimizing correctly for each of these search engines. Bing and Google’s algorithms are similar in many ways but there are also many significant differences in their search ranking algorithm. Below are 5 recommendations (this is not the entire list for Bing SEO, these are just few tips) for Bing search engine optimization (SEO).

1. Title Tags

Bing places a lot of emphasis on title tags. This means that the site owners should use relevant keywords in the title tags of every page throughout website. It is recommended that title be relevant to the queries that could be used to search website but avoid title repetition. Generic words like “Home Page” or “About Us” should not be used as titles.

Bing aims to help the user to get best results for their search tasks as efficiently as possible. To achieve this Bing optimizes the title, snippets and display URL to show results relevant to user query.

So, to preserve your page title tag in Bing’s search results, Bing search engine optimization offers the following suggestions:

  1. Make the HTML Title relevant to the queries that would be used to search your site without being overly long or repetitive. Avoid generic titles like “Home” or “About Us”.
  2. If you embed Open Graph, etc., make sure it is consistent with the title you want, and that all the fields are correct, for example that your site name is correct.
  3. If your site is listed on directories make sure the entry is correct.
  4. Web crawlers should not be blocked.

Bing also suggests that, “the way you represent your site is consistent across the web. That means wherever you reference your URL you should ensure that any Meta data associated with it is correct and matches the way you want it to be represented.”

 2. Build Up Quality Links

Having high quality links are important for every search engine as this helps to boost your search rankings. The internal links of your website are crucial for Bing since they provide it with lots of info about the hierarchy of your pages and also discover new pages on your site. It is advisable to place the important links of the pages above the fold. Bing favours links from within body content of the page rather than coming from a sidebar, footer or list of links and site relevancy does matter. Link pages on your site to the best page of your site with relevant anchor texts. They don’t have to be exact-match, just make sure they’re relevant to the page you’re linking to. Using words like click here or read more as anchor text leads to poor user experience instead anchor text should be such that it gives hint about the page it leads to. Bing rewards links that have grown organically.

To build Bing search engine optimization links organically:

  1. Provide good-quality content that people enjoy reading & sharing.
  2. Build your site as a trusted source of great content in your niche.
  3. Enable social sharing options as it amplifies the organic link building process.

Site owners need to be careful when building links as both outbound links to spammy sites and inbound links from spammy sites are harmful and can lead to site being delisted from Bing index.

3. Quality Content

Search engine be it Bing, Google or any other, all of these prefer high-quality content. Quality content refers to the content that is unique, well written & relevant to users search. Bing search engine optimization (webmaster guidelines) clearly states that, “By providing clear, deep, easy to find content on your website, we are more likely to index and show your content in search results.  Websites that are thin on content, showing mostly ads or affiliate links, or that otherwise redirect visitors away to other sites quickly tend not to rank well.” Content on the website should be easy to navigate, rich and engaging to the visitor, and provide them information relevant to them.  The only way to develop a successful & long-lasting SEO campaign is to focus on content and on user experience.

4. Be Social

Social media data are used by the major search engines and they affect the search engine results. Bing states in its Webmaster Guidelines that social media signals importance in its algorithms. “If you are influential socially, this leads to your followers sharing your information widely, which in turn results in Bing seeing these positive signals. These positive signals can have an impact on how you rank organically in the long run.” HubSpot claims that “When searching on Bing, if a Facebook friend has recommended or rated the company or product mentioned in the search, the user can see it right away.” So, becoming a social influencer has the ability to improve website rank organically. Bing uses both Twitter and Facebook data in their algorithms in order to evaluate whether a given page is popular to the users. So being socially active and by incorporating the social media buttons on the site, site owner can positively affect both Social Media and Organic Traffic.

5. Multimedia Content or Flash

Websites and pages that have multimedia file seem to rank better on Bing than on Google. Google’s search algorithms are very dependent on HTML text when it comes to website indexing. That results in multimedia content such as pictures, video, audio, Flash, and others are ignored by Google unless they’re accompanied with alt text (description to the image file) or specific markup characteristics. On the other hand, Bing accepts & promotes flash websites and content. Webpage created with flash are far more likely to rank well on Bing, so creating separate sitemaps for this type of content will make it easier for the Bingbots to crawl.

Conclusion

Site owner should remember that SEO is not a static concept be it SEO for Bing or SEO for any other search engine out there. Search engine optimization (SEO) is a continuous process and should be considered as work in progress. Like Google algorithm Bing also updates its algorithm on regular basis, so site owners needs to keep themselves aware of these updates and take action accordingly to be successful with SEO for Bing.

Credit: Google, Youtube

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