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Bing Gives Its Take on Quality Content

In the post-Panda world, Google is the search engine most commonly associated with automated evaluation of quality. Bing has made it clear that they’re also in for that game, though, and have provided a list of items to avoid if you want to be seen as a quality site.

Bing’s List of Low-Quality Flags

bing search quality 300x50 Bing Gives Its Take on Quality Content

It’s not hard to figure out what to avoid on Bing. After all, they’re telling us outright what signals make their site crawler believe a site is quality. Here’s the quick breakdown of items:

  • Long pages or long-winded content. Bing advises webmasters to break longer posts up into multiple pages and to make sure all their content is focused and on-topic.
  • Long videos. Bing reminds users that, should there be a transcription on the page, even brief videos can make a page look like it’s overflowing with content. Additionally, long videos “increases download times and leads to visitor dissatisfaction at having to wait for the video to load.”
  • Duplicate content. Just. Don’t. Do. It.
  • Low-value content. Bing advises webmasters to evaluate their page to see how authoritative the page comes off. If it doesn’t seem authoritative, it may well seem thin to the search robot.
  • Not using social sharing tools. Bing indicates that not providing sharing options can be damaging.
  • Using too much text with no images or too many images with no text.
  • Not having appropriately edited, well-constructed content. Spelling, grammatical, punctuation, and linguistic errors are harmful. Bing specifically warns against using translation tools to create your content.

While it’s not assumed that this list is comprehensive, it’s certainly a good place to start when optimizing for Bing and Yahoo.

[Sources include: Bing]

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Rob has been insatiably obsessed with Google, search engine technology, and the trends of the web-based world since he began life as a webmaster in 2002. His work as an SEO consultant since 2006, and subsequently to content writing for technology and internet-focused publications, has done nothing but fuel this passion.
aeb8c9ad553480aa0a551ceaa5bc5a72 64 Bing Gives Its Take on Quality Content

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8 thoughts on “Bing Gives Its Take on Quality Content

  1. Let me shed some light on this topic…

    The list above is not the full list.

    …and in reference to the list above…

    Long pages or long-winded content. Bing advises webmasters to break longer posts up into multiple pages and to make sure all their content is focused and on-topic.

    DF >> This is advised not from atechnical POV, but from a user POV.

    Long videos. Bing reminds users that, should there be a transcription on the page, even brief videos can make a page look like it’s overflowing with content. Additionally, long videos “increases download times and leads to visitor dissatisfaction at having to wait for the video to load.”

    DF >> Beyond the load time issues, that “long transcription” issue can make a page unappetizing to visitors.

    Duplicate content. Just. Don’t. Do. It.

    DF >> Can this be said often enough?

    Low-value content. Bing advises webmasters to evaluate their page to see how authoritative the page comes off. If it doesn’t seem authoritative, it may well seem thin to the search robot.

    DF >> It’s not just the robot.  It’s the layers of filtering that happen after the robot collects the content.

    Not using social sharing tools. Bing indicates that not providing sharing options can be damaging.

    DF >> This needs clarifying here – it’s about enabling users to share and the value THAT brings.  It’s not that having a FB or Twitter button increases the page’s value.

    Using too much text with no images or too many images with no text.

    DF >> Again, this goes to the user experience.  Some sites are naturally image-heavy, and beyond crackig the nut on page load times, those sites can rank as well as any other.  Focu son user experience, and wowing users, as opposed to getting caught up in “how many images is too many? How much text is too much?  What’s the balance?”  Take a view from a bit higher and focus on what makes an excellent user experience.

  2. Thanks for this info! We optimize Bing Business Portal for local businesses and really like Bing’s user interface. They even provide a nice mobile site. Hopefully, we won’t run into all the issue we do with Google Places!

  3. A long page means poor content?! Come on…

    A long article can be incredibly useful if it goes in depth on a topic. I’m so sick of reading “snackable” posts that skim the surface of a topic that I actually love it when a blogger really gets deep into something.

    They’re taking a really shallow view of what makes poor content here.

    1. The idea is more to break up a long article into multiple pages.

      What I tell my SEO clients is to cap articles that are over 1500 words at 1000 words per page. 1500 should be the max included on a single page. Bing hasn’t graced us with quite so specific of numbers, but the idea remains the same.

      Remember, 1500 words is equal to about 6 pages of typed content (12pt TNR DS), so breaking it up is every few pages of “physical” content seems wise.

    2. Rob is seeing this as intended.  The point isn’t “long pages = poor quality”.  The point is look at your User Experience.  Invest in a good UX.  Don’t skip UX…and overly long pages tend to lose readers.

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  5. “Bing specifically warns against using a translation tool to create your content.”  I can tell you, after having traveled to China many times, this is a great insight.  Road signs, signs in parks, etc. that are translated into English can be really entertaining.  For example: sign on the shore of a small lake in a park – “Close Approach Means Great Danger”
    On another note, the recommendations about content length, even though I understand their purpose, seem to be a bit over the top.  I, too, tire of posts that simply do not have any real depth because the writer is working under pressure to keep it short.