Bing Bang Theory of Search Engine Optimization
Some SEO “experts” are saying it is too early to worry about search engine optimization for Microsoft’s recently launched search engine, Bing. However, that wait and see attitude may be a mistake and a lost opportunity.
Bing.com
In the two months since it’s launch, Bing has earned respect in the high stakes battle with search engine giants Google and Yahoo. The New York Times has an interesting article on Bing’s credibility.
The jury is still out on the long term impact, but Bing is clearly beginning to change the expectations of web searchers, and will only increase the importance of search engine optimization for businesses.
A white paper released by Microsoft admits that “SEO can expand your opportunities with Bing” and urges web designers and developers “to focus on solid SEO best practices” to achieve the best results.
Bing organizes content differently than its two key competitors. A search for “Camaro” on Bing will return the normal results for the first five listings, but then provide relevant listings sorted by categories: Camero for Sale, Camero Parts, Camaro Repair, Camaro Dealers, Camaro Specs, Images of Camaro, Video of Camero. So in addition to optimizing for brand-related and basic keyworks, there is an opportunity to optimize for related categories. This unique way of displaying search results has been receiving positive reviews from searchers.
In the end competition in search engines in a good thing. For those of us designing, developing and maintaining websites, it requires us to stay up with and take advantage of the ever changing technology.
Isn’t this obvious? If SEO best practices are all that is required to get noticed by Bing, then does that mean that good SEO firms don’t need to do anything special for Bing? To me, a good discussion about Bing SEO should involve some R&D testing to see what works, what doesn’t work, and what is different about Bing compared to Google.
Suprisingly, Microsoft is a bit more open than Google when it comes to helping web developers optimize sites. And yes testing is an important component to see how practices work in the real world environment.
Good SEO practices should really have the same result for the initial five listings on a Bing search, what is new is the categorized listings that Bing is providing…that requires an additional level of thinking as we optimize sites.