How Professional Content Writing Services Are Optimising For Bing « The Mightier Pen's Blog

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How Professional Content Writing Services Are Optimising For Bing

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Today professional content writing services are taking Bing much more seriously, with Microsoft’s search engine gradually taking a bigger and bigger share of the search market. It’s too easy to ignore the fact that Google is not the only search engine, but if you apply the right kind of search engine optimisation tactics it can be easier to dominate within alternative search engines, simply because there are fewer businesses competing effectively with you.

Bing currently holds over 7% of the search market – that’s several billion searches a month, and if you’re above the crease on page one you can be pretty confident that you’ll be enjoying a high number of hits. So how are professional content writing services optimising content for Bing?

Optimising for Bing necessarily involves some overlap with the methods you’re currently employing in order to optimise for Google. But the overlapped segments of your optimisation strategy are not enough to make it with Bing. To dominate within Microsoft’s search engine you have to pull out a few extra stops.


Firstly, your exiting SEO strategy probably focuses heavily on creating high quality back links. However, Bing rewards site developers who have a less selfish attitude, and are more egalitarian. This means that professional content writing services are now introducing high quality links to external sites within their own content. Including a few links to reputable sites such as Microsoft, Wikipedia and the BBC implies that the content is rather better researched, and therefore more reliable. This is one way in which you can boost your ranking on Bing, but it’s not the only way.

Bing has recently announced that as part of their analysis of sites’ relevance they are going to be taking into account the behaviour of people. One of the specific ways Microsoft has cited they’ll do this is by monitoring the use of the ‘Back’ button in the browser. If a user types in a particular keyphrase, and your website is listed high up the search results for that keyphrase, the user is likely to click the link.

However, if they hit the ‘Back’ button fairly soon afterwards, and return to the search results, Bing will identify that behaviour as implying that your website was not relevant for that search query, and demote the listing. So having plenty of high ranking external links as well as high quality content is still not enough. Now that content has to engage with users in a way that will significantly reduce the chance of a single page bounce returning people to the search results.

Professional content writing services are achieving this by creating a regular stream of new, fresh content, ensuring that the content is highly relevant and engaging, and structuring it in a way that encourages visitors to click internal links. This approach, in addition to traditional SEO techniques, low keyword density, broad subject sensitive vocabulary and use of headings, sub-headings and solid coding all adds up to an approach which is seeing some dramatic results for businesses making the effort to engage with the several billion people passing through Bing every month.


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