SEO means search engine optimisation. Unfortunately for Google, they’re not the only major search engine around anymore. Google has been finding the answers to our hardest questions for years, but now we’re starting to admire Bing. It’s no longer the butt of all SEO jokes. So, if you’re seriously interested in optimising your content strategy for all search engines, not just Google, this article will tell you how.
We’ll start with the basics. These are all the things you are more than likely already doing for Google. Optimising for Bing doesn’t mean you need to stop doing any of these things:
Keywords. Picking out some relevant keywords to include in your articles is pretty rudimentary SEO. The key to keywording is to use them sparingly and only where they fit in naturally to the article. Just don’t let your blog manager overuse them!
Tags. Sorting out your meta data and alt tags to optimise for search is important, especially as both Google and Bing will make use of this data when it comes to displaying your articles.
Quality content. Above all, produce high-quality content that’s genuinely useful. Content that has a purpose. When users value your content and spend time on your page, they engage and come back for more. All this traffic is telling Google (and Bing) that your content is valuable that you have satisfied that reader. With consistent quality content your blog management efforts will really start to pay off.
How to Optimise for Bing
How much of your web traffic is from Google and how much is from Bing? You may be getting more from Bing than you expected. With every Microsoft laptop, tablet and smartphone Bing is pre-set into the device with Cortana. Every time you ask Amazon’s Alexa something, she uses Bing. Optimising for Bing is a must.
300 Word Rule
For Bing to really rank your content, it has to like what you’ve put in the first 300 words. This automatically means that all your articles and pages in your content strategy should be at least 300 words long.
Starting your blog posts and web pages with a short introduction suddenly becomes much more important. Not only are you highlighting to Bing what your article covers (and including some keywords and phrases), but you are doing the reader a favour too, giving them a useful insight into what they might expect if they continue reading further.
While Google is the place to be for new and exciting trends that have just arrived, Bing’s algorithms seem to put more weight towards longstanding content. Bing rewards those blogs and articles that have been helping people for years, the brands that are consistent and reliable with their blog management.
Albeit, many of your searches in both Google and Bing will return similar websites and pages (sometimes we suspect there are a few algorithms that are borrowed and to a certain extent a little bit of piggybacking goes on), Bing is more likely to show you the tried and tested method to your “how to roast a chicken” search, while Google may throw up the latest Master Chef methods with new flavours and cooking trends.
What do you think about Bing? Leave your comments below
If you’re a blog manager and need assistance writing Bing optimisation into your content strategy, get in touch or check out our SEO packages!