Bing Ranking Algorithm : demystified

Bing and Yahoo are now (mostly) sharing their search capabilities, with further convergence planned in the coming months. This mix has resulted in Bing/Yahoo! having a 25% market share of the Search landscape! If you've been ignoring Bing's rising value, now is the time to start thinking about how to customize your website for Bing search results. This article will look at how indexing works on Bing.

Google is very good at deciding a website's Canonical URL, even though the website is not coded to return the Canonical URL properly. Google Webmaster Tools also helps website owners to handle their Canonical URL without having to change any javascript. Furthermore, Google encourages domain owners to use the Canonical tag to conveniently prevent redundant content problems.

In contrast, Bing does not accept the Canonical tag and does not have Canonical URL control in their Webmaster Center. And, from a programmatic perspective, Bing needs websites to be Canonical.

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While Google will index any file it can find on a given website (including those that don't exist due to Javascript functions that reveal internal URLs), Bing will ignore sites that do not have ranking authority. In most instances, sites must have at least one external website connected to them in order to remain in Bing's index. According to Brett Yount, former Program Manager at Bing, websites "need to create page-specific backlinks before those internal pages can be indexed." There are few variations, but this is actually Bing's index's normal operating practice.

Google disputes that social signals affect its rankings, Bing, however, has officially stated that sharing is a significant SEO ranking factor based on influence. Since Bing's algorithm is programmed to recognize social signals, content that is common and shared frequently on social media may rank higher.

Bing Rank Parameters

Mobile Optimization		Sites should fit in mobile browsers and be mobile optimized
Title Tags		Used as a ranking signal
Content Keywords		Exact keywords work better
DA & PA (Backlinks)		Considers DA for rankings. Favors .edu and .gov sites.
Flash Content		Is able to crawl Flash and encourages it in some cases
Meta Keyword Tags		Used as a spam signal, not a ranking factor
Social Media		Provides local search results
Double-Meaning Queries