On a blog post, Bing recently detailed its methodology for ranking links to paginated content. While the company has worked to make improvements, it has not reached the capability of Google.
Earlier this year, Brafton discussed a series of adjustments Google has made to ensure companies can improve their search position for articles or other content with multiple pages. Essentially, the search giant is working to deliver users the first page of an article or a “view all” page even if their queries matches a term or phrase that appears deeper within the content.
Like Google, Bing has added the “rel=next” and “rel=prev” tags, so webmasters can ensure that Bing’s search crawler understands that a website page is part of a series, but the feature is not as advanced. According to Bing’s Duane Forrester, making these adjustments now has not changed Bing SEO much in the short term. However, as Bing’s search crawlers begin to understand paginated content more accurately, Forrester said that the company will likely be able to offer users a higher-quality experience.
Despite the adjustments from Bing in terms of paginated content, it still lags heavily behind Google in terms of popularity. Brafton recently reported that Google fields 66 percent of searches on the web, while Bing accounts for just 15.3 percent of all searches.