What Bing Tells Us About Keyword Research And Link Building
Bing Webmaster Blog has recently published an article on the topic of keyword research where they also mention other SEO topics and mention how to go about link building.
Since all search engines try to avoid manipulation of their rankings they also avoid telling you exactly what you need to do – but they do give good hints which you need to interpret correctly.
I’ve taken some of the more interesting and important hints from the above article and tried to interpret them (when needed) in my own way.
1. Keyword Density
Years ago there was the concept of “keyword density”. The idea being there was an ideal number of times for the keyword to appear within a page of content – a sweet spot, that the engines liked to see. Don’t focus any time on this tactic. It was marginal then and is a waste of time today.
Forget about keyword density – Bing tells you to »use the targeted keyword a few times« – and that’s about it.
In 99,99% of the time you will use the targeted keyword a few times in the article if you just write naturally.
2. Three Tiered Site Structure
If you’re just building your site, or redesigning an old one, referencing keyword research can help you understand how to build your site structure. It can help you see which topics should be main pages, and which should be lower-level pages. It will also help when it comes to labeling your website navigation.
In my opinion Bing hints at a simple 3-level structure (homepage, main pages, lower level pages) with which we SBI-ers are very familiar.
3. Link Building
Encourage visitors to share links from your website. Including easy copy-and-paste code with the anchor text embedded can make it much easier for visitors to share your site with others. Make sure you integrate the usual social program enablers as well, making it easy for a visitor to tweet out or post about your content on their Facebook page.
While you can’t do much to force a targeted keyword into any anchor text shared socially, it can still help build links. And while guest blogging or asking a website to post a link to you isn’t strickly organic link building in the truest sense, if you take this path, be sure to manage that anchor text properly.
Wow, this is a good one.
Bing suggests “copy/ paste code with anchor text embedded” – which tells us that anchor text is very important for Bing.
They also mention the »unfortunate fact« 😉 that you cannot “force a targeted keyword into any anchor text shared socially” – which again tells you that in their view it would be better if you could – Bing search engine would have a much easier task of ranking pages correctly.
Guest posting is the first thing mentioned when it comes to link building – and the second one is asking a site to link to you.
This also tells us that Bing does not believe you can just produce quality content and links will magically happen. You need to work on them – in a way that’s acceptable for search engines.
Bing also mentions “manage your anchor text” – which I interpret as vary your anchor text.
While their first priority is to get the ideal anchor text (copy / paste code with anchor text) for the search engine to really understand what you want to rank for, they also suggest some variation of anchor text when you’re building links.
And how would you interpret Bing’s hints on keyword research and link building?