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Search Engine Optimization for Bing

When I attended both SMX Advanced in Seattle back in June and SES San Jose just a couple of weeks ago, I heard a lot of questions from webmasters about Bing, especially pertaining to search engine optimization issues. Typically these included:

  • I want to do SEO for Bing—where should I start?
  • How is Bing different in terms of SEO?
  • What do webmasters need to know and do?
  • Are there any insider tips for successful ranking?

I’ll tackle these questions by providing some useful, baseline information and include pointers to more detailed, pertinent docs.

As you know, Bing is an evolution in the search engine space. With its innovative, new user interface (UI) design bringing new depth and opportunities for searchers, they can now quickly find the information they seek when they search the Internet. New UI features, such as Quick Tabs, Related Searches, and Document Preview (to name just a few), surface more information and present more opportunities to discover what searchers want to know so they can make more informed decisions more quickly. As a result, we describe Bing as a decision engine. (For more information on the new UI features in Bing, see the Bing Webmaster Center blog post, Bing white paper for webmasters & publishers released.)

Under the covers of the new UI, we do a lot of engineering work on a very large scale. For example, we crawl a variety of content types found on the Web, index that content, apply appropriate algorithms, and finally send relevant content to user queries in our search engine results pages (SERPs).

Bing’s SEO principles

SEO is fundamentally about creating websites that are good for people. The most basic advice we can give for achieving optimum rank for your site in Bing is to do the following:

As you can see by the links, much of this material has already been discussed in-depth in the Webmaster Center team blog in our ongoing column, search engine marketing (SEM) 101.

The type of SEO work and tasks webmasters need to perform to be successful in Bing hasn’t changed—all of the legitimate, time-tested, SEO skills and knowledge that webmasters have invested in previously apply fully today with Bing. Moreover, investments in solid, reputable SEO work made for Bing will bring similar improvements in your website’s page rank in other search engines as well.

Ultimately, SEO is still SEO. Bing doesn’t change that. Bing’s new user interface design simply adds new opportunities to searchers to find what the information they want more quickly and easily, and that benefits webmasters who have taken the time to work on the quality of their content, website architecture, and have done the hard work of earning several high-quality inbound links.

Key content and tools for performing SEO with Bing

To keep up with the latest and greatest information coming from the Bing Webmaster Center team, we recommend that you follow and review the following content:

We look forward to working with you as partners in helping our mutual customers find the information they seek on the Internet.

-- Rajesh Srivastava, Principal Group Program Manager, Bing


  • good, but looks like Bing not so active to index the contents in Other languages besides English, is this right?

  • ok

  • Thanks

  • nice

  • excelent

  • I really don't see how this is very different from Google guidelines

    We are following the sitemap rules diligently on Bing webmaster tools but Bing is taking forever to crawl

    We get about 1% of search engine referrals from Bing, 95% is from Google

    BG Mahesh


  • I cant see a big difference either yet my homepage will not pull up in the search when the site name is typed in.  The site is cached and index properly but it's as if the homepage is penalized for some reason. Strange!

  • I see posts all over here asking why Bing isn't indexing sites. How come this is not directly addressed in your blog? I have had my feed set up for over 4 months and only 29 pages have been indexed? My forum has over 5,000 posts and grows everyday. Google has indexed all my pages and I get a very steady stream of traffic from Google. Bing on the other hand has not produced a single click through to my site?

    Everyone would love to see a real competitor to Google. I had really high hopes for Bing when it launched and made sure to set up my webmaster account right away. I am extremely disappointed by the results so far.

  • I think google and Bing provide us almost same result so i can say that search engine are same as google.

  • Nothing new there :)

  • We think there still allot of work that Bing still needs to improve on, We still need to give it some time..but most of these issues should have been dealt with before Bing went public, as another ms release there's still some bugs.

  • Bing is slow at indexing content. They often drop good sites out of the database for now reason. I have gone through that bing optimization report and it is nothing new.

    Good SEO for every SE is

    researching the target market (keyword research)

    developing great content aimed at your target (content writing)

    Letting others know and spread the word (link building & social bookmarking/networking)

  • really don't see how this is very different from google guidelines

    we are following the sitemap rules diligently on bing webmaster tools but bing is taking forever to crawl

  • Common sense really - but glad I read it.

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  • Thanks!