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Achieving High Rankings in the Bing Search Engine
 

Achieving High Rankings in the Bing Search Engine

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Microsoft unveiled the Bing search engine in early June, and since then, its market share of search engine traffic has been steadily growing. According to Hitwise, Bing nearly doubled Microsoft\'s ...

Microsoft unveiled the Bing search engine in early June, and since then, its market share of search engine traffic has been steadily growing. According to Hitwise, Bing nearly doubled Microsoft\'s search engine market share in June alone. With all of the excitement around the new engine, though, and its focus on relevancy, marketers are clamoring to ensure their websites get ranked well in the up-and-coming engine.

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    Achieving High Rankings in the Bing Search Engine Achieving High Rankings in the Bing Search Engine Presentation Transcript

    • Achieving High Rankings in the Bing Search Engine
    • About Search Mojo
      Search engine marketing firm founded in 2005
      Search engine optimization (SEO)
      Pay-per-click advertising management (PPC)
      Post-click marketing
      Offices in Charlottesville, Va. and Denver, Colo.
      Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal
      Speakers at PubCon and Search Engine Strategies
      Clients include: MazdaUSA, National Geographic, American Heart Association, Clorox, Taco Bell, American University
    • Bing Overview
    • What is Bing?
      Recently re-released version of MSN’s search engine
      Microsoft’s goal was to organize information according to better relevancy
    • Why Worry about SEO for Bing?
      Just announced: Bing will power Yahoo’s search results
      Will give Bing nearly 30% of search market share
      Currently about 5% of search market share
      Google has about 70% search market share
    • Components of Bing Search Results
      Explore pane
      Quick tabs
      Related searches
      Best match
      Chosen based on:
      Query volume
      Chosen by Bing team – not automated
      Document preview
      Enabled by default
    • How Bing Usability Compares
      Source: usercentric.com
    • Best SEO Practices for Bing
    • Bing Webmaster Center
      Like Google Webmaster Tools
      Submit your XML sitemap
      Can be the same as your Google sitemap
      Ecommerce sites: Upload products
      http://www.bing.com/toolbox/
    • Technical Issues
      Make sure your HTML code is valid and complete
      Fix broken links
      301 redirect old pages to new locations
      Implement a robots.txt file
      Include in-site text links
      Can be in main navigation or within page content
    • Website Content
      Keyword should appear in:
      Filename
      Title tag
      Meta keyword
      Meta description
      Heading tags (H1, H2, etc.)
      Bold text
      Link text
      Overall content of the page
      Try to have at least 300 words or more on a page
    • Meta Description and Title Tags
      Use a unique title and description tag on each website page
      Title tag appears as link in search engine ranking
      Meta description appears as description in search engine ranking
      Offers great opportunity to write compelling copy to improve click through
      Ranked sites that show the searched keyword in the title and description have a higher click through rate than those that do not. (MarketingSherpa)
    • Keyword Density
      Number of times a keyword appears in overall written page content
      Don’t overrun page with too many keywords
      For Bing, focus on no more than 2 keywords per page
      Content should remain readable
      Avoid keyword “stuffing”
      Good keyword density: 2-4%
      Keyword Density Tool: http://www.gorank.com/seotools
    • Inbound Links
      Inbound links are hyperlinks from one domain to another
      Google views inbound links as a type of “vote” from website for another site
      Link Popularity = the number of inbound links pointing to your website
      Include keyword in the anchor text of inbound links
      To tell which types of inbound links Bing values for your site, check the Bing webmaster tools
      Popularity Tool: http://siteexplorer.search.yahoo.com
    • Types of Inbound Links
      PaidLinking
      Reciprocal Linking
      Free, One-Way Linking
      $
      • Three types of inbound links:
      • One-way
      • They link to you, but you do not provide a link back.
      • Reciprocal
      • You exchange links with the third party – you have a link to them on your site and they have a link to you on theirs.
      • Paid
      • One-way, but requires a fee.
    • Outbound Links
      Unlike Google, Bing appears to reward more for outbound linking
    • For Ecommerce Sites…
      Enter your site in Bing Shopping
      Consider participating in “Bing Cashback” program
      According to Bing, eBay realized:
      10x increase in clicks
      7x increase in sales
      4x return
    • Contact Information
      Janet Driscoll Miller
      Lead Search Strategist
      Search Mojo
      e: jmiller@search-mojo.com
      o: 800-939-5938 x101
      t: @janetdmiller, @searchmojo
      w: www.search-mojo.com
      b: blog.search-mojo.com