Stop opportunity! – Bing SEO & Ranking Factor changes

Whats all this about Bing?

December 2nd may have seen the biggest impact to Google’s search dominance since its arrival in 1997. It was reported in the news that Firefox would not be renewing its contract with Google, and instead form a strategic partnership with Yahoo to be the browser’s new default search option.

Despite Google controlling 67% of the search engine market share, Bing claims 19.4%, making it the second most popular search engine.

Overall, “Yahoo and Bing represent nearly a third (29 percent) of the U.S. search market.” In fact, the Yahoo Bing Network has approximately 149 million unique searchers each month and 5.2 billion searches a month.

Most interesting, however, is how Bing and Yahoo have fared with specific demographics. Based on an audience study, the Yahoo Bing Network tends to be favoured by the following groups:

  • College graduates and graduate school students
  • Mature age group of those 35+
  • Slightly more women than men
  • Households with children
  • Households with incomes more than £50,000

In addition to Yahoo being the new default, its user interface has been improved specifically for Firefox.

The opportunity is making sure that your website is indexed in Bing and take full advantage of being found, you can submit your website to Bing here: http://www.bing.com/toolbox/submit-site-url/

So what does Bing look at? What do I need to make sure my site gets ranked well?

Here are 8 area’s that will help you rank well in Bing, some are similar to Google, again its all about common sense.

1. The Age and Type of Website Matter – Google typically ranks sites that are new and popular, according to Allen Moon. Check out Allens blog on 5 Easy Ways to Optimize Your Website for Bing.

2. Get Indexed – As Bing clearly states, “being indexed is the first step to developing traffic from Bing.” To do this, you just simply submit your site to Bing and play the waiting game, so be patient.

3. Have the Right Technical Requirements – There are 6 technical areas where Bing focuses on: http://www.bing.com/webmaster/help/webmaster-guidelines-30fba23a

4. Title Tags – According to Bing, its “goal is to help the user complete their search tasks as efficiently as possible.”

To achieve this, Bing will:

  • Optimize titles for relevance for the user
  • Optimize snippets
  • Optimize display URLs

If you want to preserve title tags, Bing recommends that:

  • 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”.
  • If you embed OpenGraph, 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.
  • If your site is listed on dmoz.org or other directories make sure the entry is correct.
  • Don’t block our crawler!

5. Build Up Backlinks – Backlinks are important for every search engine, but they seem especially seem important for Bing rankings. If you have the time and energy check out this blog on Search Metrics that will help explain why in more detail – http://www.searchmetrics.com/en/searchmetrics/press/pm-searchmetrics-study-bing-vs-google/

6. Content is King – Like Google, Bing wants unique well thought out content that is relevant to your business. Bing specifically states that it’s looking for “clear, deep, easy to find content on your website,” which will be more likely to be indexed and appear in results.

7. Be Social – As early as 2010 Bing has been talking about Social Signals, with Bing talking about it once more at SMX West. A really interesting piece to justify why your business should be using social is this Bing Blog from 2010 – http://blogs.bing.com/search/2010/10/13/new-signals-in-search-the-bing-social-layer/

8. Be Local – Make sure your business is on Bing and you have claimed your listing! Here are a few pointers:
To optimise your Bing Local Listing, here are a couple of painless pointers:

  • Visit the Bing Business Portal and enter your business name and postcode. If you aren’t listed, then add your listing. if you are listed, make sure you claim it.
  • After adding/claiming your business, you need to complete the Details page, Profile, Mobile site, and add photos.
  • Review your information and make adjustments is needed.
  • Finally, make sure that your information is consistent across the web.

What to Avoid

To play it on the safe side, here are the things to avoid according to Bing.

  • Cloaking – showing one version of a webpage to Bing and another page to visitors.
  • Link Schemes – Bing wants quality links. Any sort of shady practices can result in getting delisted from Bing’s index.
  • Social Media Schemes – Bing wants you to be influential on social media, not just tactics that increase the amount of followers.
  • Meta Refresh Redirects – Instead of a 301 redirect, this automatically sends visitors to other content.
  • Duplicate Content – Having duplicate content on the web can make Bing lose trust in your site.
  • Keyword Stuffing – This is a violation of Bing’s guidelines and will not improve your ranking.

 

So there we have it, hopefully we have got across the importance of making sure your business is utilising Bing! Any questions, help, info give our MD James an email on james@burfieldcreative.co.uk

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