Still struggling to achieve a high rank for your blog’s target keyword in Bing’s search index? It may fall short of Google’s numbers, but the Microsoft-owned search engine remains an excellence source of traffic. Optimizing your blog strictly for Google while neglecting Bing is a serious mistake that will come back to haunt you in the long run. So, what’s the best approach to ranking a blog in Bing?
If you’re still skeptical of Bing’s ability to deliver traffic, here’s a statistic that may change your mind. In July 2014, Google accounted for 67.4% of U.S. search engine traffic, while Bing came in second with 19.3%. In August, Google accounted for 67.3% U.S. search engine traffic (-0.1%), while Bing climbed just slightly to 19.4% (+0.1%). Experts say this trend will likely continue, as Microsoft cross-promotes its search engine through hardware and software.
Now for the million-dollar question: how do I rank my blog or website in Bing? Unfortunately, there’s no magic formula for ranking websites. If there were, you’d probably see a lot more low-quality websites gaming the system. However, Bing recently unveiled a key component used in its ranking algorithm.
Last month, Bing published a blog post which revealed that content quality is one of its primary ranking factors. This should come as no surprise to seasoned bloggers and webmasters, as the adage “content is king” has been around for years. This is the first time that Bing has really emphasized the importance of content in relation to search engine optimization, however.
“Content Quality is one of the primary dimensions along which we optimize our ranking models. This is good news for web masters because the three pillars of Content Quality are largely in their control. And the great news for users? Content Quality means we are serving more authoritative, useful, and better designed content,” wrote Bing’s Senior Program Manager Michael Basilyan in a blog post.
Basilyan goes on to describe what constitutes quality content, citing three primary components:
- Authority — is the blog or website trustworthy? This is something that takes time above all else, but you want to create the perception that your blog is a leading figure in its respective niche/industry.
- Utility — is the content comprehensive, detailed, and does it cover all of the bases? Don’t rehash the same generic content that’s found elsewhere, but instead take the time to create unique, quality content that people actually want to read.
- Presentation — how is the content presented to the user? Content should be presented in a manner that’s easy to read (e.g. use contrasting colors between the text and background).
To recap, Bing’s search algorithm places a great deal of weight on quality content. Webmasters and bloggers who are willing to invest the necessary resources into producing exceptional content will reap the benefits of higher Bing rankings.
Have you noticed a correlation between content quality and Bing search rankings? Let us know in the comments section below!