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Give Some Roar to your SEO to perform in the Bing Organic Results - SMX London

Much to the dislike of my husband who is an Eagle my job somehow tends to take me to the homes of more high profile football clubs. Late last year work took me to Arsenal’s Emirates stadium and last week SMX London summoned me -along with plenty of other search marketers- to Chelsea football club. As usual we tried to pass some of the information discussed there back to our blog - this year our attention was attracted by content.

In the ‘green room’ at SMX where bloggers are allowed to re-charge their laptops and drink coffee with the speakers I met someone from the Bing webmaster tool who happened to speak in a really interesting session on content. Not a dead straight PPC topic but we thought you would find it interesting to know how to show up well in our organic listings (and if you think I’ve gone a little crazy helping you out here have a read here on the benefits of taking care of both your PPC as well as SEO efforts).


The Big Five - Give some roar to your SEO to perform in the Bing organic results

The Big Five – Signals impacting the way search engines rate content

At SMX five Bing ranking factors were outlined:

  1. Content signals - title description, document body, URL
  2. Anchor signals - anchor text, quantity, quality, diversity.
  3. Click signals - perfect match, close match keywords clicks.
  4. Social signals - quantity, diversity, trend spikes.
  5. User signals - location, preferences, history, interests.

Bing looks for content. Content which is clear, deep and easy to find on your site is more likely to be indexed and your site is more likely to show content in our search results. The opposite is also true: websites that are thin on content and show mostly ads don’t tend to rank very well.

Links that point to your website show Bing that other sites have confidence in you. Organically increased links are a good thing but be assured we’ll spot any fiddling!

If your followers share your content on social media widely that is seen as a good indicator that your site offers valuable content which also impacts your social ranking positively in the long run.

All of these signals are essentially people driven so if you please the people that frequent your site with your content – your SEO will improve along with it. Visit the Bing webmaster’s tool site and you’ll find a wealth of to do’s and to do not’s.

What can Bing Webmaster Tools help you with?

  • Getting traffic to your site starts with being listed in the search results shown on Bing. Bing webmaster tools can help you with this step.
  • Understanding what leads people to your website can help you understand what to focus on to increase traffic. Bing webmaster reports can help with this.
  • Knowing which items to adjust on your website can help take the anxiety out of making changes. Bing webmaster tools can scan and recommend work items for you.
  • Knowing which items to adjust on your website can help take the anxiety out of making changes. Bing webmaster tools can scan and recommend work items for you.

If you’re interested in using Bing Webmasters tools (it’s free) you can submit your site here and then start using the tools here. Submitting your site helps Bing find your content which can lead to it being indexed and the use of the Bing Webmaster features such as ‘submit URL’ and ‘Sitemap Upload’ help to ensure we stay aware of your (new) content.


An example of what report data you can obtain from the Bing Webmasters tool

Technical aspects covered how do you make sure your content appeals to your target market and how do you make sure it reaches them?

Here are ten accumulated content engagement tips from the excellent mix of content session speakers:

  1. It is better to be unique than big – be useful to some sector of society and offer this segment useful information.
  2. Think about how you’ll ‘launch’ your news – you can give selected bloggers (connectors) some content, an embargo date, pictures, a final URL and all of them a specific edge, a nugget of news unique to them. If you work with bloggers ensure they are of some importance.
  3. You could create a private LinkedIn group in which you keep a selected group of influencers ahead of your news.
  4. Give your news legs – inform bloggers and ambassadors a week before, use your social channels on the day of the news launch, send a newsletter 24 hours later, mention the news in a webinar. This keeps the engagement with your content alive.
  5. Offer content that is truly of use to the reader and not disguised marketing.
  6. Re-purpose content – your content may be able to hit different demographics via different channels for example you can cut up a successful infographic and repurpose it for Slideshare – make sure to make it suitable for the channel though!
  7. If an idea works there is no need to re-invent just use it again in a slightly different way.
  8. Visualize a long story – it can be a more effective way to get it across.
  9. Monitor your site content, don’t publish too much at once.
  10. Do some keyword analysis – knowing what words drove traffic to your site can inform you about what your audience is interested in and what they expect to find.

A few articles you may find interesting: