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 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

  1. 1. Achieving High Rankings in the Bing Search Engine<br />
  2. 2. About Search Mojo<br />Search engine marketing firm founded in 2005<br />Search engine optimization (SEO)<br />Pay-per-click advertising management (PPC)<br />Post-click marketing<br />Offices in Charlottesville, Va. and Denver, Colo.<br />Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs, including Marketing Pilgrim and Search Engine Journal<br />Speakers at PubCon and Search Engine Strategies<br />Clients include: MazdaUSA, National Geographic, American Heart Association, Clorox, Taco Bell, American University<br />
  3. 3. Bing Overview<br />
  4. 4. What is Bing?<br />Recently re-released version of MSN’s search engine<br />Microsoft’s goal was to organize information according to better relevancy<br />
  5. 5. Why Worry about SEO for Bing?<br />Just announced: Bing will power Yahoo’s search results<br />Will give Bing nearly 30% of search market share<br />Currently about 5% of search market share<br />Google has about 70% search market share<br />
  6. 6. Components of Bing Search Results<br />Explore pane<br />Quick tabs<br />Related searches<br />Best match<br />Chosen based on:<br />Query volume<br />Chosen by Bing team – not automated<br />Document preview<br />Enabled by default<br />
  7. 7. How Bing Usability Compares<br />Source:<br />
  8. 8. Best SEO Practices for Bing<br />
  9. 9. Bing Webmaster Center<br />Like Google Webmaster Tools<br />Submit your XML sitemap<br />Can be the same as your Google sitemap<br />Ecommerce sites: Upload products<br /><br />
  10. 10. Technical Issues<br />Make sure your HTML code is valid and complete<br />Fix broken links<br />301 redirect old pages to new locations<br />Implement a robots.txt file<br />Include in-site text links<br />Can be in main navigation or within page content<br />
  11. 11. Website Content<br />Keyword should appear in:<br />Filename<br />Title tag<br />Meta keyword<br />Meta description<br />Heading tags (H1, H2, etc.)<br />Bold text<br />Link text<br />Overall content of the page<br />Try to have at least 300 words or more on a page<br />
  12. 12. Meta Description and Title Tags<br />Use a unique title and description tag on each website page<br />Title tag appears as link in search engine ranking<br />Meta description appears as description in search engine ranking<br />Offers great opportunity to write compelling copy to improve click through<br />Ranked sites that show the searched keyword in the title and description have a higher click through rate than those that do not. (MarketingSherpa)<br />
  13. 13. Keyword Density<br />Number of times a keyword appears in overall written page content<br />Don’t overrun page with too many keywords<br />For Bing, focus on no more than 2 keywords per page<br />Content should remain readable<br />Avoid keyword “stuffing”<br />Good keyword density: 2-4%<br />Keyword Density Tool:<br />
  14. 14. Inbound Links<br />Inbound links are hyperlinks from one domain to another<br />Google views inbound links as a type of “vote” from website for another site<br />Link Popularity = the number of inbound links pointing to your website<br />Include keyword in the anchor text of inbound links<br />To tell which types of inbound links Bing values for your site, check the Bing webmaster tools<br />Popularity Tool:<br />
  15. 15. Types of Inbound Links<br />PaidLinking<br />Reciprocal Linking<br />Free, One-Way Linking<br />$<br /><ul><li>Three types of inbound links:
  16. 16. One-way
  17. 17. They link to you, but you do not provide a link back.
  18. 18. Reciprocal
  19. 19. 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.
  20. 20. Paid
  21. 21. One-way, but requires a fee.</li></li></ul><li>Outbound Links<br />Unlike Google, Bing appears to reward more for outbound linking<br />
  22. 22. For Ecommerce Sites…<br />Enter your site in Bing Shopping<br />Consider participating in “Bing Cashback” program<br />According to Bing, eBay realized:<br />10x increase in clicks<br />7x increase in sales <br />4x return<br />
  23. 23.
  24. 24. Contact Information<br />Janet Driscoll Miller<br />Lead Search Strategist<br />Search Mojo<br />e:<br />o: 800-939-5938 x101<br />t: @janetdmiller, @searchmojo<br />w:<br />b:<br />