Did you know that you can rank high in Bing simply by using article marketing along with some decent on-page search engine optimization? It is possible to accomplish it in about a one month time frame too. If you are following my case study then you know that the primary goal of the study was to test to see if article marketing still works. The test was conducted to test Google more so than it was to test Bing or Yahoo. In the process of publishing articles intended to improve rankings in Google, I had the pleasant surprise of noticing that the site’s ranking in Bing had gone all the way up to number one for both the primary and secondary keyword targets. I also noticed that the site was ranking number two on Yahoo. (rankings were checked on 11/1/2011) Maybe I will write an article about Yahoo if the site manages to get to number one there too. For right now, let’s talk about Bing. Shall we?
A lot of people ignore Bing because their market share is tiny compared to Google. Still, when you combine the search traffic from Bing and Yahoo, they do add up to a respectable amount of search volume. And, in my experience, traffic from Bing and Yahoo tends to convert better than traffic from Google. You might not get as much traffic, but the conversion percentage is higher due to the demographics of the people who choose those search engines over Google. So, getting ranked at the top of Bing can definitely benefit you.
Here are some factors I have noticed about ranking in Bing
Bing still loves articles and article directories. In some ways ranking on Bing seems a lot like how Google ranked pages prior to Panda. Search around Bing and you will still see many of the search results dominated by articles that are published on common article directories that anyone with half way decent skills can publish on. There are lots of articles from EzineArticles.com, ArticleBase.com, Buzzle.com and AssociatedContent.com just to name a few. There are actually a lot more than that, especially when you are searching topics related to article marketing.
Bing cares about titles a lot. One thing that both Bing and Google share in common is how much they love page titles. Bing places a great deal of emphasis on titles for determining relevancy. This makes perfect sense. The one thing that webmasters usually get right, and the easiest thing for them to get right, is their page title. Make sure you are using the phrase you want your page to rank for. Just look at the search results on Bing and study them for a few different keyword searches. This will be perfectly obvious to you. You must get your title right if you want to convey maximum relevancy.
Bing seems to give a lot of weight to internal links. Notice at the top of every page on this website, there is a link using my primary keyword that points to the homepage for this website. So for every single indexed page on this website there is one highly visible link using the perfect anchor text that points back to the page I want ranked well for that term. Making this one single change on your site alone, could be a difference maker for you. It also helps with Google and Yahoo. Search engines love this and few people pay attention to it. That first link on the page is a huge deal.
Bing pays attention to contextual links. Bing seems to trust links more when they come from places where they are embedded deep inside of a larger body of text. This is common sense. If you are trying to build links to manipulate search results, it is going to take a lot more work to get links from quality places that are embedded within the context of pages. A huge percentage of the places that sell links will give you a link from a sidebar or footer or from some place adjacent to a bunch of other paid links. The real editorial links that are given freely, from bloggers for instance, are embedded inside of the main body of context on a page.
Bing loves Facebook and Twitter. In my experience on this website as well as other projects I have worked on, it is becoming ever more apparent that Bing really likes links from Facebook shares and likes. I think they really love it when there are links from both Twitter and Facebook to the same page. A representative from Bing had admitted this in an interview that was done earlier in 2011. The Bing rep said that if a page earns links from both of those places then it is much more likely to be higher value content. The homepage on this site has earned truly honest editorial votes from both Facebook and Twitter.
Bing pays much less attention to domain authority than Google does. One of the things you will notice when trying to rank well in Google is that it helps if you get inbound links from a lot of different domains. Bing doesn’t care about that so much right now. My site is only getting links from about twenty different other websites right now. Well, if you count social media sites then that number is probably more like 25 different domains. That is not very many at all, at least not in the eyes of Google. Bing doesn’t care though. Bing has the knob turned higher towards the page authority score more so than domain authority.
Bing did a better job of ranking my homepage than Google did in my opinion. Everybody thinks that their page should be ranking above the ones that are higher than it. In my case though, I think that there is some logical merit in thinking that my homepage deserves to outrank the other pages it is competing against. If you read those other articles that are ranked on page one in any one of the major search engines (I have read them all) you will see that my homepage is by far the most informative of them all. If someone really wants to know whether or not article marketing still works as of today, then my page does a far better job of delivering that information than any other source. In fact, this entire site does a better job and is more targeted to someone who wants to know that kind of information. So in this case, Bing is actually doing a better job of picking out the best page out of the millions of somewhat relevant pages for that search on the internet. Hats off to Bing. You beat out Google on this one.
What Can You Do To Rank Higher In Bing
If you are already using article marketing then keep doing so. If you aren’t using it yet because you aren’t sure whether or not it is worth it, then maybe this article will be proof enough for you to start doing some article marketing.
All the search engines including Bing prefer to see links that come from trusted sources that aren’t spammy. You won’t find any spammy links to my site because I never built any. If you come across any at all I can assure you that I did not create them. You should follow the same rule.
Implement some way to encourage people to link to your page from both Facebook and Twitter. The easy way to do that is to add shortcuts to your page that make it easy for them to do that. My website is based on the WordPress content management software. So, I simply use the ShareThis plugin to add those social media shortcut buttons to each page. Then I added that flashing blue arrow at the bottom to remind people to share the article with their friends if they really like it. That has worked very well for me so far and has earned me a total of four Facebook likes and six Tweets for the homepage alone.
Another thing you can do is take a look at your website and the internal link structure you use for your website. Look at the HTML source code for your each page on your website. Find the first link back to your homepage. Does that link contain the right anchor text for the phrase you want your homepage to rank for? If not, then that would be the single most important thing you could fix. Fix that first and within a month or so you just might see a big pop in the search results for all the search engines including Bing. That move alone might push you all the way to the number 1 position in Bing. Even if you don’t make it all the way to position number one, you can bet that your site is going to rank higher. Try it and you will see.
I also strongly recommend that you read some of the articles on Bing’s Webmaster Center Blog. You will learn a lot there.