Optimising for Bing

Yes, Google is the dominant search engine. Yes, they do own two-thirds of the search market. And yes, you should consider optimisng for Bing. Bing is quietly picking up ground as searchers turn to  other engines to find targeted, specific, low-spam results. Here are some suggestions for ensuring your webpages are Bing-friendly.

Content

Content is still central to any SEO campaign, whether optimising for Bing, Google, or Yahoo. The goal is to minimize the amount of clicks that searchers need to complete before they get at the content they want. Ideally, it’ll be one click onto your site. To do this, make sure that you have up-to-date, compelling content. Bing, again, like Google, does not like copied content or content that has been “aggregated” from other web sources. Be original, and say something that no one else is saying yet. Stand out by your content.

Structure

SEO best practices apply to Bing as well, so sitemaps, clear external and internal links (that are not buried in Flash or Silverlight), search engine-friendly URLs, and rich keyword optimisation are crucial. Be very clear and concise in both your content and in structure. This will make it more crawlable for Bing, and more user-friendly for searchers.

Links

Anchor links with relevant, targeted keywords; this not only makes it clear for Bing, it makes it clear for users. This is something that Bing emphasizes in a variety of aspects, such as structure. You can increase links by working with social media and by creating compelling content – it all comes back to content! Avoid techniques that can be perceived as spammy, such as purchasing links or buying “Likes” or +1s.

Optimising for Bing is not substantially different from optimising for Google. The pillars of SEO, content, structure and link, are crucial in Bing. Avoid any hint or association with spam, and make sure you are always providing searchers with value.

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