Bing recently published a blog post that explains how the search engine looks for quality content and how it plays into its search algorithm. The blog post describes what the company calls its “Three Pillars of Quality Content.”
When you know what these pillars are, and how you can make sure your content aligns with them, you can enhance your search engine optimisation strategy to see better results. Bing’s market share increased from 5.25 percent in 2013 to 6.29 percent in 2014 and it is the second most popular search engine in the UK, with Google being the most popular.
Creating Authoritative Content
The first pillar is “Authority.” In its blog post, Bing explains that when it checks to see if content is authoritative, it is checking to see if it can trust the website or content’s author. It explains that it looks at things like social signals, cited sources, name recognition and other aspects when evaluating authority.
To create authoritative content, you need to start building an online presence with a name people recognise. Create top-quality content that uses legitimate sources and that people want to share, so that it is linked to from social media and other websites.
Adding Utility to Content
The second pillar is “Utility,” which includes evaluating how useful it is in relation to the topic it covers and the “effort and level of expertise required to generate the content.”
Utility comes with quality content, but you can make sure your content is in alignment with this pillar by making sure you cover topics well, create content that meets your market’s needs and use content that is detailed and complete.
Content resources like blog posts, website content and online articles should be very informative, and should not include spammy content that doesn’t accurately cover the topic or meet readers’ needs. As you create this kind of content, you will be benefiting your online presence and building your brand, which brings even more benefits.
Presenting Content Well
The final pillar is “Presentation,” which evaluates a piece of content’s design, how easy it is to read and how easy it is to find. To meet the requirements of this pillar, you will need to look at both the content itself and your website.
First, the content should be well written, clear and easy for readers to follow. It should explain topics thoroughly and be designed well. The layout and format should include visual elements, headers and paragraph breaks that make sense and add to the reader’s understanding.
You’ll also need to assess your website to make sure it is professionally designed. It should use colour, contrast, white space, menu bars, headings, graphics and other design elements to its advantage to tell your market you are a trustworthy source and make using your site easy. To make sure your content is findable, use an intuitive menu and site design and make sure it is optimised so it will appear in search engine results.
These three pillars from Bing will help you rank your content with its algorithm so that when people look for terms related to your content, they will find your business. But, these elements will also help you make sure your content is top quality and will help you accomplish content marketing and online marketing goals.