HOW TO SEO FOR BING :: SEO BEST PRACTICE ARTICLE
JDM has discussed SEO best practices before in our articles, white papers and blog. However the question
comes up in conference call after conference call: "How is Bing different in terms of SEO?" Well, let's go
through a few things you can do to SEO for Bing.
The good news is, Bing isn't that much different than other search engines. So, a majority of the SEO
work you have already completed will carry over to your new SEO for Bing initiative. In fact, according to
Bing's Principal Group Program Manager, "SEO is still SEO. Bing doesn't change that. Bing's new user
interface (UI) design simply adds new opportunities..." This SEO best practice article will address how to
capitalize on those 'new opportunities' they mention.
HEADER TAG HIERARCHY
Header tags (like <h1>, <h2>, down to <h6>) are often seen as format choices rather than SEO tools,
but the latter is the more important. Although all search engines view keywords header tags as more
important than keywords in content, Bing actually regards them more like XML than HTML in that header
tags describe the information they contain (unlike HTML which is more focused on the display of
Use your header tags to denote a hierarchy on the page. Remember your grade school days and put the
page's main idea in your <h1> and <TITLE> tags and then use your <h2>, <h3>, etc. tags to introduce
Again, you should already be doing this, but if you want to SEO for Bing, you absolutely have to use your
header tags in a hierarchy. If it looks weird at all, just tweak your CSS.
MORE ON THIS PAGE
As you can see in the graphic below, when you rollover the arrow to the right of a search result, Bing
offers a pop-up window called, "More on this page." The content on this popup is easy to influence.
Bing is simply scraping your site and returning the first 45 words and first 5 text links located in the
body of your website. Take a look for yourself. You may find that you'll want to change the first 45 words
and make sure there are at least 5 links. The goal, of course, is to better represent what your site's all
about in search engines.
<see next page for graphic illustration>
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BE <STRONG>; USE <STRONG>
By now, you've probably already got a good grasp of what your keywords are and where they should be
located (if not, give this SEO 101 article a read). Now, let's see about stretching your keyword dollar.
Bing (and Google for that matter) do put a mild amount of emphasis on keywords located in content that's
encapsulated by the <strong> tag. It's not a big influencer for search engine bots, but Bing themselves
agree that "a pocket full of dimes can be worth more than a $5 bill."
ENSURE TEXT CONTENT IS READABLE
As in a format that search engine spiders can read.
Although Google has gotten really, really good at reading images, flash, etc., Bing is still behind. If you
must use an image, be sure it has content in its ALT tag. Ideally, sacrifice that prettier font for the more
SE-friendly HTML text.
If you're not sure which is which, highlight the content on your website. Whatever you can highlight, copy
and paste into Notepad—that's SE-friendly content. Everything else is a pretty picture and wasted SEO
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