Bing has aggressively worked to improve its search engine for both consumers and marketers in recent years. Part of that is providing webmasters with actionable info to help them create website content most likely to appeal to both search crawlers and those using the engine. Bing recently announced Quality Insights which might help marketers develop pages more effectively.
Bing said that it often makes minor changes to its algorithm that marketers might miss, but its new blog series allows offers a forum for SEO-minded site owners to discuss these adjustments. The first Quality Insights post search optimization best practices was published along with the announcement.
The topic was “whole page relevance,” which dealt with the company’s treatment of several types of website content on SERPs. Searches for “Jeremy Lin,” for example, resulted in links to the New York Knicks team page, his personal Wikipedia page and various news articles about the basketball player.
However, searchers were also delivered a series of photos, videos and and Lin statistics on the SERP. Bing believes pulling content that offers direct answers to queries is a critical component of search aimed at making it easier for users to access information.
It’s likely that more content types will be included on SERPs as the web grows.
“As the web continues to evolve with new forms of rich media and data, our approach to whole page relevance will evolve along with it. It’s interesting to imagine what Bing will look like in five years from now,” Jan Pedersen, chief scientist for core search at Bing, wrote on the blog.
Brafton recently reported that Bing, while improving, still trails Google by a hefty margin in terms of total search queries. In January, the company fielded 15.2 percent of all searches compared to more than 66 percent for Google.