Bing’s Take on Quality Content

Recently Bing’s Duane Forrester’s blog gave us some interesting information on how Bing views quality content.

Here are some of the things Bing suggest you consider when writing quality content:

  • Duplicate content – don’t use articles or content that appears in other places. Produce your own unique content.
  • Thin content – don’t produce pages with little relevant content on them – reach deep when producing content. Think “authority” when building your pages.
  • All text/All images – work to find a balance here, including images to help explain the content or using text to fill in details about images on the page. Remember that text held inside an image isn’t readable by the crawlers.
  • Being lonely – enable ways for visitors to share your content through social media.
  • Translation tools – rarely does a machine translation tool leave you with content that reads properly and that actually captures the original sentiment. Avoid simply using a tool to translate content from one language to the next and posting that content online.
  • Skipping proofreading – when you are finished producing content take the time to check for spelling errors, grammatical mistakes and check the overall flow when reading. Does it sound like you’re repeating words too frequently? Remove them. Don’t be afraid to rewrite the content either.
  • Long videos – if you produce video content, keep it easily consumable. Even a short 3 – 4 minute video can be packed with useful content; so running a video out to 20 minutes is poor form in most instances. It increases download times and leads to visitor dissatisfaction at having to wait for the video to load.
  • Excessively long pages – if your content runs long move it to a second page. Readers need a break, so be careful to balance the length of your pages. Make sure your pagination solution doesn’t cause other issues for your search optimization efforts.
  • Content for content’s sake – if you are producing content be sure its valuable. Do not just add text to every page to create a deeper page. Be sure the text, images or videos are all relevant to the content of the page.

Besides Bing’s suggestions, here are a few of mine:

  • Scannable Content – People do not like to work at reading your web pages, in fact most people like to scan the pages, at least at first. The term “scannable content” describes the a way of making your page easier to read by your visitors through the use of white space, bolding, lists, and paragraph headings.
  • Think SEO
    • Keywords – Take a little time to do some keyword research. Keywords are the fundamental backbone of your SEO strategy. Choosing the correct keywords become vital to your overall SEO success. Long tail keywords drive hyper-local content; and hyper local information is a REALTORS® best friend.  Leveraging this can be a key to your successful SEO campaign. Knowing your market is also important to your success – which is perhaps the most overlooked and under used concept is keyword research.  Keyword research is vital to your success but I see very few of my Real Estate clients using it.  Read more here an my previous post “Keyword Strategy“.
    • Think Long Term – SEO does not happen over night. You need to have patience.  You also should have a game plan. If you are blogging be consistent and post on a schedule. Remember not only are you building SEO pages but you are also trying to build a reputation as being an authority in your market area.
    • Link Building – Building quality links is another important aspect of any SEO design. You should try to add inbound, outbound and internal links when appropriate. Read some more on Link Building at my post titled “Thoughts on Link Building for the Real Estate Agent“.

When you are writing good content always start off with a plan and make sure you research your material. If you have any other tips you find useful I would love to hear from you.

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