Search engine optimisation is more than just optimising keywords. One of the biggest priorities for Webmasters is building and managing the links on their site, and a huge SEO boost can be gained by optimising the site for search engine indexing.
As Google dominates the search engine the major focus of the SEO community has long been on optimising website performance for the expectations of Google’s Search Index. One of the attractions of Google outside of the huge market share has been the frequent insights and advice offered by the company’s spokesmen, through various blogs, conferences and youtube videos.
But as Chris Crum on WebProNews points out, people do use other search engines such as Bing and Yahoo – and Bing’s very own Webmaster blog has posted advice on “Linkbuilding for smart webmasters” as part of its Search Engine Marketing 101 series.
Although these tips will be familiar to any search engine marketing or search engine optimisation company, they illustrate how similar Bing and Google are when it comes to link building.
As with Google, Bing places emphasis on quality links when determining its search rankings. Rick DeJarnette, the Microsoft employee who wrote the blog post, stressed that quality link building required a “long term commitment, not an overnight or turnkey solution. You need to continually invest in link building efforts with creativity and time.”
DeJarnette’s post include a list of what to avoid when link building for SEO in Bing. He warned webmasters that using hidden links in pages, linking to known spam sites, receiving a large number of inbound links in a short period of time orreceiving them from ‘bad neighbourhoods’ or irrelevant blog comments may all damage your ranking.
These activities may lead to close scrutiny by Bing, and when “probably manipulation is detected, a spam rank factor is applied to a site, depending upon the type and severity of the infraction”. Your site might even be removed entirely from the Bing search index.
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