Bing, the well-known search engine from Microsoft, recently updated its Webmaster Guidelines and at the same time gives an exciting insight into its most important ranking factors. This is where user engagement, length of stay and bounce rate come into play.
Bing’s algorithms are also subject to constant optimization. You always want to offer the user the best and, above all, the most relevant search results with maximum added value.
Furthermore, Bing insists on making the ranking system more complex and increasing the number of criteria for the ranking. These should vary according to the meaning of each search query. Don’t you know that from somewhere?
In the Bing Webmaster Guidelines you can read exactly which ranking factors are most important:
- relevance
- quality and credibility
- User Engagement
- Freshness
- local factor
- loading time
RELEVANCE MOST IMPORTANT TO USERS
Which page best matches the search query in terms of content? The ranking factor is relevance. Matching search terms on the page and anchor texts of links are evaluated. Of course, synonyms or abbreviations are also taken into account.
STRENGTHEN TRUST: QUALITY AND CREDIBILITY
Trust has become a buzzword and a page will rise in the Bing ranking if the operator and reputation appear credible. One factor is references and citations, which Bing automatically ranks higher. In addition, the search engine can evaluate negative content, such as insults, and punish it accordingly. Completeness and transparency also play a role in this Bing ranking factor.
USER ENGAGEMENT IS TAKEN INTO ACCOUNT
This is where it gets exciting: According to its webmaster guidelines, Bing includes user engagement, which consists of click rate, length of stay and bounce rate.
FRESHNESS – ALWAYS UP TO DATE
Of course, users want the most up-to-date information when making a search query, and so the Bing ranking factor also refers to the latest content on a website. Certainly, many articles that have a lasting meaning or vice versa disappear into the depths of the internet. With the search heroes, you are always up to date.
LOCAL FACTORS: WHERE IS WHO?
If a website from America is highly relevant for Spanish users, it will be listed using these Bing ranking factors: location of the user, location of the website hosting, language and frequency of visitors from Spanish-speaking countries.
NEVERTHELESS, NOT TO BE NEGLECTED: THE LOADING TIME
Even if it is a subordinate Bing ranking factor, the loading time as a website operator should not be neglected. Even if the search engine has to fulfil other criteria as a matter of priority, the best ranking is useless if the visitor jumps off because the page does not load fast enough.
Bing also uses the link identifiers rel=”sponsored” and rel=”ugc” to better analyze links.
