All of us who maintain websites and weblogs are like Formula 1 drivers. Racing to win but our victory is a result of deciphering solutions to complex problems (read the constructor’s cars and search engine optimization), and executing these solutions with great precision and hard work (read pit stops and online marketing). Almost always the constructors and the drivers face the same fate – whether its success or failure is always dependent on how well they execute their plans. Same holds true for your websites.
SEO and online marketing strategies are innumerable and most webmasters prefer optimizing their sites for the Google search engine, which is always a good choice. But then one has to keep in mind that there are other search engines out there. There is a world beyond Google and its called – Bing. There is an urgent need for webmasters to consider optimizing their websites for search engines other than Google, and Bing is simply put – the second best search engine on the web.
Now the purpose here is not to dilute your attention from optimizing your websites for Google, because that really should be your prime focus. As per the recent search engine market share results released by comScore Google accounted for 69.5% of the total organic search results, but it doesn’t hurt to optimize your site for a search engine which held 25% share of all organic search results, because 25% is actually a huge number.
(Note: Yahoo search is powered by Bing.)
Here are some reasons why you should consider optimizing for Bing –
- Bing’s search algorithms aren’t exactly cutting edge compared to Google’s and are therefore easy to manipulate or in layman’s terms – easy to spam.
- Too few people consider optimizing their websites for Bing because they think that Google is the be-all end-all of their optimization efforts (which isn’t true). But think about it this way – Bing is improving all the time and even though its quite a long road to go before they can stand toe to toe with Google, they will improve on their market share and they will reach more people in the coming years, so basically you have the option of optimizing for them now and reaping benefits later.
So if you now see the logic behind optimizing your site for Bing searches here is a quick 3 step guide on how to go about doing it –
Using Anchor Texts Effectively
When using anchor texts make sure to include relevant keywords that point to HTML titles of the pages you are linking to. Here’s is a small demo –
If your anchor text is – Obama wins second term as US president – make sure that the HTML title of the link that this anchor text points to is something like this –
<title> Barack Obama wins US Presidential elections </title>
Your keywords don’t have to be an exact match but make sure they are relative to the HTML titles, that’s good enough for Bing’s indexing bots. To get best results you should use this technique on inbound backlinks, which means links on your website that point to your own pages.
Maintaining High Quality Content
Now this is the most cliched tip on optimizing your site for Google, but then its not too difficult to understand that everyone and that includes search engines value quality content. Same holds true for Bing searches. You just have to publish high quality content because that is what will get you noticed and keep your audience interested. And you must do it on a regular basis. Let us explain why publishing quality content should be of top priority to you.
Quality content essentially means talking about stuff which your site deals with. These play an important role because Bing indexing bots crawl your web page to find keywords, so if the bots find more keywords the better your chances of improving your search engine ranks. Once these bots have found your keywords they keep it with them and find other websites which contain similar keywords as yours and then they assess the relative value of your website against the others based on how frequently the sites get updated with those keywords. So basically the more quality content you publish, your chances of outnumbering and outperforming others in terms of keyword density improves.
Do not overdo Bing optimization
This is important. Optimizing for Bing is a good practice for the future but then you have to keep the present in mind and the present is called Google. If you try and get into big-time Bing optimization you will almost certainly hurt your Google optimization results. This is because Google’s algorithms are way advanced then Bing’s and have deprecated a lot of SEO tricks that Bing still considers legitimate. So don’t overdo Bing optimization. Try and maintain a balance between the two.
Always remember not everyone can be Michael Schumacher (read Google) but being Rubens Barrichello (read Bing) isn’t too bad a feat either.
Webmasters Warning : Bing is not Google