When you design your SEO strategy, you can’t stick with a one-size-fits-all approach. What works to help you rank in Google may also help you to rank in Bing, but it may not.
You can’t ignore Bing in your SEO efforts because the search engine is steadily growing its market share and proving to be a serious competitor against Google.
In fact, incorporating Bing into your SEO strategy can often help you to get the traffic and leads you need faster because the search engine uses a different (and easier-to-understand) algorithm, and its ads are less expensive and have less competition.
Fortunately, there are plenty of tools to help you improve your strategy, including the Bing SEO analyzer. Here are a few key insights this tool offers:
The first thing you will do is enter your URL into the SEO analyzer, and you will get back a report. You can enter your primary URL, or you can enter the URL of a specific page.
For each item that is returned, you will see whether Bing considers this a high or a low priority. One item that is also ranked as a high priority is the page title.
You must have a title listed in the head section of the page, and you must use the right length title. The analyzer will tell you if the title is missing, and it will tell you if it is too short or too long.
The analyzer will tell you how many times it counts this error. If you are looking at a specific page, you will likely only see it as an error once. However, if you are analyzing your whole site, you could find hundreds of errors.
The title is a big aspect of your SEO strategy since it is what Bing will crawl to aggregate search data, and it is what will show to users in their search results.
Meta data such as the description or the tags are also important for helping crawl and classify a page.
For this reason, the meta data is listed as a high priority by the SEO analyzer. It will tell you if your description is missing, whether the description is too long or too short, and whether the page is missing meta language information.
Again, it will also tell you how many errors it counts and on how many pages those errors were found. The numbers are likely to be identical.
Readers use page headers to quickly skim an article to decide if they want to read it — or, in some cases, to quickly glean the information they need and then to move on.
However, search engines use your page headers to index your page and learn more about its relevancy.
The SEO analyzer will let you know if your header tags are missing, or — conversely — if you have too many header tags. These are considered a high priority for SEO. In particular, you will need to have a mix of <H1> tags with smaller header tags.
Your site needs to load quickly in order to keep readers on the page. Otherwise, they will get impatient and leave, sending your bounce rate high.
If your HTML coding is too dense, or if other measures are not taken to improve caching, your site will load too slowly, and your SEO will suffer.
The SEO analyzer will estimate the size of your HTML and will tell you if it is too large. If you drill down on the report, you will get specific recommendations for how to reduce the size of your HTML on that and other pages.
Image tags are lower in priority but they still have an impact on SEO.
The SEO analyzer will let you know if alt tags are missing for your images. Since you can have multiple images per page (and should), you are likely to have many more errors here than you have pages. However, it is important that you go back through and correct each and every one of them.
Even these small changes can have a big cumulative impact on your search rankings.
The Bing SEO analyzer doesn’t just highlight your mistakes — it also gives you suggestions for how to improve them. Not only will the analyzer give you an explanation for why the missing or misused element is important to your SEO, but it will also let you know which strategies to use to correct the problem, such as what coding to use.
The analyzer will then give you a list of the specific pages that are not compliant, including the URL for the images that don’t have alt tags.
Use the analyzer to make sure that your site is performing optimally and start getting the results you need for your site.