Venkatraman | SEO Analyst | Chennai | Search Engine Optimization

Posts Tagged ‘Bing’

SEO: How to do SEO for Bing

Posted by venkatramseo on August 26, 2009

Bing is the latest new search engine from Microsoft that is making news. As the popularity spreads more people are initial to use Bing as their default search engine. Thus, with increased numbers of people using Bing, webmasters will want to optimize their site to rank superior with Bing. While creating a good web site and basics of SEO remain the same, you should read what Bing says officially.
How does Bing index your website: – Bing uses a web bot called MSNbot; a web crawler program that scans websites and indexes their content such as documents, text, images, and links, for searching? How does Bing rate your website: – Once the website is indexed, bing ranking algorithm rates the website on the basis of content, number and good quality of links, relevance of keywords. These remain the same over various search engines.

Therefore, no extra work is required to rate your website superior on their algorithm.

Technical Points: – These are some of the techniques to be followed to guarantee that your website can be crawled better by MSNbot.

  • Use only well-formed, HTML code in your WebPages. Make sure that all paired tags are closed, and that all links open the correct webpage. For information on validating your HTML code, see either HTTP Compression and HTTP Conditional Get test tool or W3C Markup Validation check or use a comparable tool.
  • If your website contains broken links, MSNBot might not be able to index your website successfully, thus preventing people from reaching all of your WebPages. For information on finding broken links on your website, see the Help topic for the Webmaster Center’s Crawl Issues tool.
  • If you move a webpage, set up the webpage’s main URL to redirect people to the new webpage. Indicate whether the move is temporary or permanent.
  • Make sure MSNBot is acceptable to crawl your website and isn’t on your list of web crawlers that are prohibited from indexing your website.
  • Use a Robots.txt file or tags to manage how MSNBot and other web crawlers index your website. You can use the robots.txt file to prevent web crawlers from crawling specific folders and files. For more information about the Robots.txt file and the Robots Exclusion regular, see A Standard for Robot Exclusion.
  • Keep your URLs simple and static. URLs that are complicated or that change commonly are difficult to index as link destinations. For example, the URL is easier for MSNBot to crawl and for people to kind than a long URL with multiple extensions. Also, a URL that doesn’t modify is easy for people to remember and bookmark. That makes your webpage a more possible link destination from other websites.
  • Watch for malicious software (malware). Link to WebPages on your website that leads to malware on third-party websites or contain malicious(not related) content, such as a maliciously corrupted image or document file, or a harmful ActiveX control or JavaScript, will be disabled and highlighted as Malware in Bing results WebPages.

Content Guidelines:- As much as it is significant to have a good technical base, excellent content is as essential to achieving better results. Here are some of the recommendations from Bing to make your content more valuable and popular.

  • In the visible webpage text, include keywords users might prefer as search query terms to find the information on your website.
  • Limit all WebPages to a realistic size. Bing recommends covering 1 topic per webpage. An HTML webpage with no images should be below 150 KB.
  • Make sure that each webpage is available by at least one static text link.
  • Don’t put the content that you want indexed within images. For example, if you want your company name or address to be indexed, make confident it isn’t displayed only inside an image of your company logo.
  • Add a sitemap, which helps MSNBot to locate all of your WebPages. Links that are embedded in list boxes, menus, and similar elements aren’t available to web crawlers unless they appear in your sitemap.
  • Keep your website hierarchy reasonably flat. That is, each webpage should only be from one to three clicks away from the default webpage.

There are some unethical techniques used by some webmasters which avoid the site from getting indexed in Bing. They are

  • Attempting to enlarge a webpage’s keyword density by add lots of irrelevant words. This includes stuffing ALT tags that users are unlikely to view.
  • Using hidden text or links. Only use text and links that are noticeable to users.
  • Using techniques, such as link farms, to artificially enhance the number of links to your webpage.

Webmaster Tools:- Bing provides webmasters with some nifty tools to check different parameters of the website with respect to Bing.

1.Summary Tool: Summary tool allows you to verify whether Bing is crawling your site or not. It gives you information on

o Last crawl date
o Domain score which tells how authoritative Bing considers your domain to be
o Number of WebPages indexed
o Whether your website is blocked
o Rating for each Webpage
o Website Language
o Region at which website is targeted

2. Profile Tool: This tool is useful to put in information to your website. It is used to add/confirm site profile, contact information and confirm verification.

3. Crawl Issues Tool: Identify issues that Bing found while indexing your website – File Not Found, long dynamic URL’s, Blocked by Robots.txt file, malware, unsupported content

4. Back links Tool: Gives you the list of URL’s that link to your site. You can find the list of external links to your site, filter where the back links come from, and find how specific website references your site. To top it up, you can path results over time and also download the results.

5. Outbound Links Tool: This tool provides the list of URL’s from your website to external sites. This tool also permits you to filter and search for malware links from your site.

6. Keywords Tool: Keyword tool can be used to get the webpage’s score for a word or phrase.

7. Sitemap Tool: Using the sitemap tool you can discover more content your website, understand how the website is structured and find canonical URL’s. Using auto-discover directive in robots.txt you can point MSNbot to your sitemap.

8. Robots.txt Validation Tool: This tool is used to validate your robots.txt file with respect to MSNbot and identify if there are any incompatibilities.


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