SEO positioning course for Bing

This free online SEO positioning course for Bing will help you gain knowledge and skills in how Internet search engines work and how they study the visibility of web pages once you perform a search. Within this course, you will learn to manage your web page to increase both its performance and your visibility , incorporating different tools such as keywords within the content.

Search engine optimization or SEO ( Search Engine Optimization ) is based on the process of improving the visibility of a website within the results of generic search engines . Your SEO positioning demonstrates the usefulness of your website for both users and search engines. Therefore, you will learn how to increase the usefulness and accessibility of the web content you want to publish.

The course is delivered by Microsoft Bing , which offers tools and reports to improve your site’s search engine rankings.

Who is this Bing SEO course for?

This course is aimed at all those people interested in  increasing the visibility and performance of their website It is also of great interest to anyone looking to  expand their knowledge of how search engines work (see free SEO courses ). 

This course is taught in English , so in order to do it,  you must have an intermediate level of the language (see free English courses ).

You will not need any type of technical knowledge to be able to take the course, you will only need a computer with a stable Internet connection.

What will you learn in this Bing SEO course?

This online course lasts 3 hours. Within it, you will have different modules and interactive guides that you can access at all times while you are doing it.

The course consists of the following topics:

  • Bing Webmaster Guidelines
  • Bookmarking Your Site – Overview
  • 404 Page Best Practices
  • Bing Video Streaming Guidelines
  • Special Announcement Specifications
  • link building
  • PubHub Guidelines for Publishers

Access to the SEO course for Bing:

Access the SEO for Bing course taught by Microsoft Bing. Participation is enabled completely free of charge .

SEO on Bing. Beyond Google. How to generate 33% more organic traffic thanks to Bing and Yahoo! without losing position in Google.

SEO positioning on Bing is easier than you might think. But before we get into the details, let’s look at some facts.

When we talk about search engines, we almost always refer to Google . And when we say “SEO” we surely assume that we are talking about keyword optimization  for Google. In part this is understandable, since the market share of Google searches on computers worldwide is very high (95% in Spain, 66% in the United States and more than 90% in many countries, with the exception of China). and Russia).

But what about the rest of the searches that are not done on Google and that in some countries like the USA account for 33%? Well, if we analyze the volume that it can suppose, it is not negligible and we must also take it into account within our positioning strategy.

Take a look at the results of comScore ‘s February 2016 monthly analysis of computer searches in the US market :

Google64.0%
Bing21.4%
Yahoo!12.2%
Ask1.6%
AOL0.9%

Together, Bing and Yahoo!  they generate 33.6% of the searches carried out from a computer . This means that 1 in 3 users use one of these two search engines, which, thanks to their alliance for several years, show very similar results. So, there is life beyond Google.

Bing and Yahoo! A single search engine?

Since 2010, Yahoo! are powered by Bing , which means that Yahoo! It is based on the Bing index and ranking algorithm. If you try to carry out a few searches in both search engines, you will see that the search results are very similar in both, so that any SEO optimization carried out for one works for the other.

However, sometimes we can see slight discrepancies between the results of both search engines.  This can be due to several reasons:

  1. Yahoo! it still incorporates some of its own services  such as purchases, movie information, etc., in the results.
  2. Like Google, Bing usually performs real-time tests  on part or all of the users who search, to improve their search engine and test new features.
  3. The data that Yahoo! you receive from Bing may not be as current  as the real-time results from Bing . Perhaps what happens is that when Yahoo! receives a query, it returns the last response to the query it has registered, coming from Bing, and although this update occurs continuously, occasionally there may be a small lack of synchronization.

So we can summarize the above in that there is really only one search engine, “ Bing ”, which processes around 33% of all desktop searches in the United States. Not bad, it has increased 4 percentage points in recent years. In Spain, however, the total figure may be around 4%, which is quite low, although there is a certain tendency for it to rise. The increase in market share also seems to be at the expense of Google, which in any case does not have much to worry about, at least in the short term.

So what is it that makes more users use Yahoo! and Bing?

  1. The default browsers for searching Microsoft products and Windows. Together, Microsoft Internet Explorer and Edge have a 21.2% market share among desktop and tablet browsers in the US (June 2016 data). Both use Bing as their default search engine , and so it is with the search windows in Windows 10.
  2. Firefox . Since Mozilla stopped sending searches to Google in 2014, Yahoo! it has been their default search engine in the United States . Firefox is used by 12.4% of Americans as a primary desktop browser , which leaves us with a magical 33.6% if we add it to Microsoft browsers.
  3. Siri . With the growing popularity of voice search, Siri is becoming a search companion for many iPhone users. What many do not know is that  Siri’s search engine is also Bing . And with the arrival of Siri on Mac in the next version of MacOS, it’s quite possible that more people will use Bing to search the internet without realizing it.

In some sectors, Bing has up to 80% of the search market and surpasses Google.

For example, nearly 80% of car searches in the United States come from Yahoo! and Bing . Here are other sectors where Bing beats Google:

  • Education: 79%
  • Business and finance: 72%
  • Telecommunications: 80%
  • Travel: 71%
  • Retail (retailers): 52%

Bing’s traffic converts better than Google’s

Some studies and specialists agree that traffic from Bing has a higher conversion rate than traffic from Google.

It’s hard to argue for this result, but it could be because Bing users are older (mostly 35+) and have more money to spend. Something similar to what happens in the mobile world with Apple and Android (in favor of Apple).

However, we recommend analyzing each case. If you have Google Analytics you can check it.

SEO positioning in Bing is easier than you are used to with Google

Unlike Google, Bing is quite open about its ranking factors and is, in fact, unusually pro-SEO and would never say something like “any link intended to manipulate search rankings can be considered part of a scheme.” of links and a violation of our quality guidelines” (as Google itself claims). In fact, Bing indicates the opposite:

“Create a plan on how to build internal and external links. […] Consider social media as an aid to get external links, or just request them from websites. […] Plan carefully what words you want to be linked to – use target keywords where possible.

Incredible true? Bing is telling us to generate links and optimize the “text width”.

SEO on Bing

Well, now that we have realized the value that Bing and Yahoo! can bring us, we are going to analyze the main SEO positioning factors in Bing , which will of course be useful for Yahoo!

1. Indexing and technical SEO

As Bing clearly tells us, “ Indexing the website is the first step in generating traffic from Bing ”. So first things first, you need to make sure that all the important pages on your site are properly indexed on Bing.

Make sure your pages are indexed

Execute the following command in the Bing search engine –> site:yoursite.com 

You will be able to instantly see the number of indexed pages of your website.

Typically, if your website doesn’t have indexing issues in Google, you’ll also find that Bing will have many of your pages indexed, although usually the number is less. If your site is new, however, it may take a while for Bing to find and crawl it. To speed things up, you can  manually submit your site to Bing .

Tell Bing to crawl your site more often

Through the Crawl control in Bing Webmaster Tools  you can set the crawl frequency and the time of day you want your website to be crawled. The “standard” crawl rate is usually quite low, so if your site is large or updates frequently, you’ll probably want to change it to high (full volume).

Submit your Sitemap

But not any Sitemap. According to Duane Forrester :

“Your sitemaps should be clean. We allow up to 1% spam on a sitemap. Example of junk is if we click on a link and see a redirect, a 404 error or a 500 code. If we see more than 1% junk, we start to lose trust in the sitemap.”

So make sure your Sitemap is correct and up to date . To ensure that Bing can find your sitemap, you can include the sitemap path in your robots.txt file or send it to Bing directly from your Webmaster Tools account. In the Sitemaps section, click Submit a sitemap and provide the location of the site, such as http://www.miweb.com/sitemap.xml .

How to create a sitemap

1 – Run the Screaming Frog program.

2 – Enter the URL of your website in the tool’s search engine and click on the “start” option. Once you have finished crawling the website, click on the option Sitemaps -> Create XMLSitemap. 

3- Configure your Sitemap : You can leave the default configuration, although we recommend selecting the option not to include pages that have the “noindex” meta tag.

4- Send Sitemap . The generated Sitemap file will be saved on your computer or PC, but it is necessary to upload it to the root of your WEB server via FTP. Once you have uploaded it to your server in Search Console, you must indicate the path where it is located: http://www.yourdomain.es/sitemap.xml.

The problem with manually generating the Sitemap file is that it will not be updated automatically , that is, each time a new URL is generated on your website, you must regenerate the Sitemap and upload it to the root of the Web server, the process of sending the Sitemap from Search Console it is only necessary to do it the first time. If you use CMS like WordPress, Joomla or Prestashop, you can install plugins and extensions that will generate the Sitemap automatically in addition to updating it every time you include a new page on your website.

2. Keywords 

Since Google Hummingbird in 2012, there is more and more talk about semantic search and user intent , and less about keywords in the sense of old SEO strategies. Unlike Google, however, Bing doesn’t apply semantic search sense to its algorithm, or doesn’t do it well. Some  research  shows us that Bing is not good at this, so keyword-specific optimization may work better.

Keyword match – word for word – is much more important for Bing traffic.

How to do it:

1 – Run the Rank Tracker program and create a new project.

2 – Navigate to the “ Keyword Research ” module  and click on “ Suggest ”.

3 – Select the “ Bing Search Suggestions ” option .

4 – In the text area, enter the main keywords that best describe your business or niche . Rank tracker will check those keywords to find synonyms, words and related terms using Bing suggestions.

5 – When the research is done you will be able to get keyword ideas from Bing suggestions and easily add them to your project .

3. On-Page SEO

SEO positioning in Bing at the On-page level follows traditional strategies. Not in the sense of fraudulent actions, but to the concept of a simpler SEO, based on the premise that we all do SEO and are good at it.

Optimize your titles and meta descriptions

Bing puts a lot of emphasis on the title tag. Bing often chooses the title itself, rather than taking it from the HTML <title> tag. Therefore, we recommend doing the following:

1) Match the title with the search query as much as possible, without making them too long or repetitive. Avoid generic titles like “Home”, “Home” or “About us”.

2) If you insert OpenGraph meta tags and the like, make sure they are compatible with the title, and that all the fields are correct.

3) If your site appears in a directory, make sure the entry is correct.

4) Do not block the Bingbot robot.

Use the meta “keywords” (carefully)

You already know that Google does not take into account what we enter in this metatag and therefore it is common not to see it in most sites. However, Bing does use it and it is a positioning signal, as Duane Forrester, senior product manager for Bing, points out (see this article ).

But do not be too ambitious and fill this meta with keywords. Duane also indicates that it should not be abused or it will have the opposite effect. We have found articles where there has been an improvement in SEO positioning in Bing after filling in the meta descriptions and meta keywords.

Here are some of the improvements seen in this case:

GoogleBingyahoo
1 01 01 +100
1 03 +333 +98
twenty-one3 +543 +98
1+14 +574 +97
twenty-one7 +27 +94
1+17 +267 +94
1 08 +608 +93
1 011 +5011 +90
16 -411 +9011 +90
10 +313 +2313 +88

The results are not bad, right?

Include keywords in titles and content

Relevant and well-written keywords can be used in the headers, which will also have relevance to Bing, especially in H1 and H2. It’s also a good idea to include your target keywords in your content, and the more at the beginning, the better.

This does not mean having to fill the pages with keywords (it would surely affect the positioning in Google and we do not want it). It’s also good to use similar variations instead of repeating the same search phrase too many times. It goes without saying that we must think first of the user, because we write for people and not for search engines. But if we don’t get visibility, we won’t get anything either.

4.CTR. Click Rate

As I mentioned, Bing is quite open  about SEO ranking factors, and takes user behavior into account, as measured by CTR on search results and bounces (when someone does a search, clicks on a result). and go back to continue searching).

“We are trying to see if if you show your result in the first position, do you get a click and then the user returns to the search in a reasonable amount of time or almost instantly?”

“They go back and click on result 2 and what do they do next? Are users more satisfied with the 2nd or the 1st?

Thus, clicks and user behavior are very important in determining the position that a page deserves for a search query. Interested in a high CTR and a low bounce level.

5. External links (backlinks)

External links or backlinks are important to all search engines. With Google, however, we have seen a decreasing correlation of the number of backlinks and ranking, so that you are seeing higher ranking sites with fewer links. Google relies a lot on PageRank (although it doesn’t update it for users anymore, it surely takes it into account), which gives more importance to “powerful” links, so a few very popular links tend to rank better than many lesser links. potent (low PR).

With Bing, however, the opposite is true. A study by Searchmetrics showed that for Bing the number of backlinks has a much higher correlation than rankings (0.29).

In addition, 52-52% of the links to websites ranked in the top 30 positions contained the keyword in the anchor text (which is 10% more than in Google).

So, generating a good number of links is very beneficial in the case of Bing, and it does not harm in the case of Google, let’s always avoid doing it as Spam.

As for the anchor text or link anchor texts, over-optimization can go well for Bing, although in this case, we advise against it because Google (Penguin) does take it into account and prefers diversity instead of always using keywords .

In a study  on the effects of  Penguin , Microsite Masters analyzed thousands of sites to investigate whether websites that have seen their rankings drop after Penguin were not guilty of over-optimizing their link texts. Interestingly, it turned out that the websites that were successful included their target keyword in the anchor text in more than 65% of their links, while the sites with keywords in 50% or less of their anchor texts were virtually certain to they were not affected by Penguin.

How to do it:

1 – Open SEO SpyGlass and create a new project. We recommend  leaving the default settings in the project creation wizard.

2 – Select the “Summary” view for an overview of your competitor’s link profile. Pay attention to the anchor texts you use in your links, as well as the diversity and use of keywords in the anchors.

Analyze competitor link profile on Bing

3 – Access the “ Project Comparison ” module and specify the URLs of your main competitors in BING. In a moment you will see a comparison table with the main statistics of the link profile of each competitor.

Analyze competitor link profile on Bing

4 – Ideally, you should also add your project to the comparison, since with the ” Inbound Link Domain ” module you will be able to see the domains that link to competing sites but do not link to you.

Compare competitor link profile on Bing

6. Social Cues

There is a great debate about whether Google uses social signals for its ranking (Google itself has reiterated on several occasions that it does not, although many disagree or think that Google does not tell us the whole truth). Bing, however, clearly admits it .

“Social media or networks play an important role in today’s effort to rank well in search results. The most obvious part that it plays is through the influence that these networks have. If you’re socially influential, this leads your followers to share their information widely, which in turn translates to Bing seeing these signals as positive. These positive signals can have a significant impact on your long-term SEO positioning on Bing.”

Improving social signals would make a separate guide. Monitor your mentions, posts and pages, make friends, interact with users, investigate what others are doing.

With Bing’s growing market share for search, especially in some countries, we have reason to start taking Microsoft’s search engine seriously. I hope these tips help you in your strategy with Bing.

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