Bing is socializing search by incorporating social signals like shares, likes, and comments into its search algorithm. This allows Bing to better understand the popularity and expertise of sources. For example, pages that are shared more often on social networks will rank higher in search results for related queries. Bing also looks at how often people interact with search results by clicking on shared links from social media profiles. The goal is to surface the most helpful and relevant information people want to see based on social behaviors.

1. How Bing is Socializing Search
Aya Zook
Senior Product Manager, Microsoft

2. Powered by Bing
Explicit Share: 30%
Sources: 1. comScore Explicit Core May ‘09 – Jul ‘11; 2. comScore Explicit Core May ’09 – Jul ’11; 3. Bing Marketing Analytics; 4. America’s Hottest Brands in 2009 Ad Age
Magazine

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8. 2.5x more often than local city
guides, 4x more often than online
sites/reviews, and10x often more
than social media check-in sites.

9. Focus
Better basic
Bring their traces search from
Key Benefit with you everyone to just
Find the “expert”
you
Bing Release Opinion Infusion Interest Infusion
Shopping, Travel,
Focus People Finder

11. Users’ Users’
Attributes Actions
Retweets
Friends
Replies
Followers
Others that share the
same link
Follows
Likes

12. 100%
94%
90%
80%
78%
% of Tweets that include links
70%
60%
57%
50%
% including link
45%
40% Linear (% including link)
30%
25%
20%
10%
4%
0%
0 1 2 3 4 5
* Source: Editorial judgments Score
Quality

13. Naturally connected community Spam marketing campaign
Spammy communities are highly visible – don’t be part of one!

15. Things you already do New things to consider
Make it easy to Like and
Quality Interesting & useful content
Share content. Include links
in Tweets and Updates
Trust Trustworthy sites linking to Trust-worthy people sharing
your site; anchor text your links or tweets; avoiding
spammy clumps
Popularity # of high quality links # of people Retweeting or
Liking what you said/shared
in the last minute, hour, day,
week
Timeliness Update your site, blogs Be prepared to turn on a
dime, and for the flash mob

16. Email: ayaz@microsoft.com

17. http://www.bing.com/businessportal
http://www.discoverbing.com
http://www.bing.com/toolbox/home/
http://www.facebook.com/Bing