Bing webmaster guidelines are live and tucked away in the Content Guidelines section of Webmaster Help & How-to. The guidelines are designed to “help most business owners understand the broad strokes of search marketing” and will not contain deep, exhaustive answers, according to a blog post by Bing Webmaster Program senior product manager Duane Forrester.
This is Bing’s first crack at a set of official guidelines around most major topics affecting webmasters looking to optimize their sites for Bing. The broad categories covered in their guidelines are:
Content
Links
Social
Indexation
Technical
SEO
Avoid
Bing specifically calls out five “don’ts” that should surprise no one in their Avoid section:
Cloaking
Link schemes
Like schemes
Meta refresh redirects
Duplicate content
They give SEO the thumbs up, stating, “Search engine optimization is a valid practice which seeks to improve a website, making content easier to find and more relevant.” According to Bing, the main areas of focus when optimizing a website for their engine are:
Title, meta description, image alt, and H1 tags
Links - internal and external
Social sharing
Crawlability, including XML sitemaps, navigational structure, rich media cautions, graceful degradation, URL structure, robots.txt, crawl rate, access and instruction for Bingbot to crawl the site, and using Ignore URL parameters, where appropriate.
Site structure, including links, URL structure and keyword usage, clean URLs, HTML and XML sitemaps, content hierarchy, and global navigation.
On-page considerations including head copy, body copy, anchor text, content and links.
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