Bing’s Search Engine Unveils New Look and Features

Posted Wednesday 23rd June 2010 by Ben J in SEO.

Microsoft’s Bing search engine is having a bit of an overhaul right now. Not only are they holding celebrity-laden parties to announce their changes to the entertainment-based results that they’ve made, they are also including plenty of other useful changes including one which could become very important to searchers – the inclusion of deep content in their search.

The search engine is also unveiling a revamped look and feel, dropping the tabs directly below the search box and also a fairly substantial overhaul of the way the results are presented for autos, health and financial searches.

Search Engine Optimisation

It’s the deep content results that could have real implications for the search engine optimisation community. Bing is now indexing complete articles – some of which are thousands of words long – and posting them in search results. This is definitely something that could be leveraged for results in a Bing-orientated SEO campaign and is also a useful feature for users too.

There is always the concern that this could confuse matters a little if the algorithm isn’t quite selective enough and all your results are articles which aren’t really that relevant to what it is you’re searching for. Only time will tell if that’s what happens.

Ultimately, this latest update and the new features that Bing is rolling out is a bold move at separating it from the ubiquitous Google and cementing it as a ‘Decision Engine’ rather than a ‘search engine’ per se, but that doesn’t mean that it’s not important for the search engine optimisation community to know what’s going on with it and how to help clients to get the best possible results.

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