The first speech related to SEO optimization at East SMX this week was from the Bing team and entitled "The quest for smart search ". With the presentation of Christi Olson and Frederic Dubut, the presentation of extensive information on the main areas in which search engines invest to improve research.
Christi and Frederic discussed topics interactively, and the initial discussion focused on the changes and changes Bing made in many areas of research.
When searching, you might think that the goals of a search engine are as follows:
Discover everything and index
Create (develop) a knowledge graph
Ultra fast access to information
In fact, according to Bing, the goal is:
Provide researchers with relevant and timely results that they can trust to provide guidance on their search queries.
To support this concept, Christi showed old screenshots of research results to show how research had evolved. Here's one from 2006 or earlier, when the search results still contained only 10 blue links:
Here is another example, but this one includes advertisements:
Of course, research has evolved. Here's an example that includes search results other than these blue links (what we call "combined search results"):
Finally, move forward quickly until today, and your results might look like this:
In this last result, you now see two extracted type responses. What is interesting about this one is that it offers multiple perspectives. Here is another example of a multi-perspective result offered by Bing:
Finally, here is a third example of a multi-perspective result, remarkable because it also provides a chronology of events:
This is an area in which Bing has been very insistent in his technology. You might even find, for example, that your article ranking for a query of the type "is a good coffee for me" also ranks for the query "a mediocre coffee for me". Often, when users search for something, they really want both perspectives.
Another area of innovation for Bing is how they view the nature of the information they index. The knowledge graph is not enough anymore, people also want the graph of themselves. Bing is integrated with Office 365 and will index all information in your Office 365 environment, which will greatly facilitate the search for this information.
To test this, use your search bar to search your OneDrive and your hard drive at the same time. You can consider this as your personalized knowledge graph.
Learn more about SMX events
Bing also tries to facilitate the search in the images. For example, two years ago, Bing released a feature that allows you to make purchases as part of an image search:
This feature is driven by data sources. It is therefore important to implement a schema to appear here. This feature also allows you to view related images in a type-like-people-like-this-also-like-type-here format.
Another area of innovation is the concept of fact checking, as shown in this screenshot:
This feature depends on the ClaimReview Schema markup to provide a context indicating whether it has been verified. In the screen example, the statements were verified by Snopes (and found to be false).
Bing also provides full support for AMP. Many people think of this as a project owned by Google, while it is actually completely open source. Bing has its own AMP viewer and cache located on Bing-AMP.com.
The only thing you can do to enable support is to allow Bingbot to recover the AMP content from your site, and to allow cross-sharing (CORS) to allow AMP content hosted on Bing-AMP .com make resources hosted outside of Bing-AMP.com. Note that Bing's AMP support is currently limited to the United States only.
Bing also recently had to deal with a problem in his tools for webmasters because the URL submission form was broken. They removed the feature of anonymous sending URLs because spammers liked it. At first, the Bing team opted for authenticated accounts, but spammers also found ways to get around them.
This resulted in a limitation of URL processing speed and slowed the processing of legitimate submissions. This is fully resolved now. Nevertheless, they continue to work hard to fight spammers and slow them down in the future. This will probably have the effect of modifying very soon the number of URLs that can be submitted via the URL submission form.
Before SMX Advanced in June, the Bing team had been informed by some webmasters that their site had been overly affected by the Bing crawler. This may involve spending too much time exploring pages that were largely static or that changed minimally.
Bing is committed to improving processes to reduce exploration levels by 40%. This is discussed in this post on the Bing blog which cites a case study from Cornell University .
In the end, the research experiment that Bing wants to provide us is:
From the conversation
The goal is to have the power of the Internet wherever we are. With time, the main interface will be our voice and we will talk with a digital assistant, although you can also work with a companion screen, or even other formats.
Christi then shows us a video that captures this concept. In this video, Cortana (their personal assistant) engages with a woman all day, caring for all her needs, trying to stay one step ahead of her throughout her journey. Key elements include:
Nail the music that she wants each time.
Identify that there is a park near her next appointment and have her bring her sneakers so that she can run to help her reach her training goal.
In his car, he proposes a dynamic redirection around a dense traffic to help him to go to his destination and to indicate to him the duration of the possible delays.
The car also makes its own appointment for the repair and makes the necessary arrangements
When she learns that she just has a new mission of urgency, she lets the car drive herself to be able to work there during the return trip.
The opinions expressed in this article are those of the invited author and not necessarily Search Engine Land. Associated authors are listed here .
About the author
Eric Enge is Managing Director of Perficient Digital, an award-winning, full-service digital agency. Previously, Eric was the founder and CEO of Stone Temple, also an award-winning digital marketing agency acquired by Perficient in July 2018. He is the co-lead author of The Art of SEO, a book of over 900 pages known in the world. world. the industry as "the bible of SEO". In 2016, Enge was awarded Land Search Engineers' Land Search Award of the Year as the year 's marketing specialist, and by the US Search Awards' s personality research awards. # 39; year. He is a writer, researcher, prolific teacher, guest speaker and guest speaker at major industry conferences.