How to Avoid a Spam Penalty on Bing
When it comes to SEO, we almost always talk about Google, but Bing has a role to play. Windows devices (and some others) default to Bing for search, so it should always be a part of your optimisation strategy.
This week, Bing’s Index Quality department has published a new article about search spam: content that’s used to manipulate search ranking and gain advantages for the spammer.
Why Hit Spammers?
Why does Bing care that some content is better than other content?
- Search engines are trying to prune out spam so that search results are useful. After all, that’s why we use them. If the first few pages of results were stuffed with poor content, we’d likely switch to a different search provider
- Bing says in its blog that there’s an overlap between spam content and the distribution of malware, because this content can be used as click bait to lure people in
- Big corporations like Bing offer search for free, and they want to ensure they aren’t wasting time and money indexing junk content
But spam may not always be obvious.
What’s the difference between a spammy content marketing campaign and an aggressive blogging campaign? Google has hit guest blog networks hard, and this was a controversial move that highlighted the difficulties Bing also faces in deciding what is spam and what is not.
Search engine penalties have killed many businesses, and they’ve cost others thousands of dollars. Some of these businesses were spamming intentionally and others spamming unintentionally.
Some were taking advice from aggressive SEO companies who may not have advised them well, or may have made their quick buck and run before the consequences hit. Unfortunately, for the latter group, lessons were learned the hard way.
To avoid accidental penalties, remember these golden rules:
- Don’t try to game the search engines; they will always find you out
- Publish the best quality content you can write… or hire a professional to write on your behalf
- Offer visitors value: tips, tricks, know-how that will help them make money or do their job more effectively
- Be sensible with advertising on your site: keep it under control, and make it secondary to the content
- Go easy on the keywords
- Never use content from another site, even if it’s modified
Keep it natural, honest, informative, and genuine, so you can avoid being earmarked as a spammer on Bing – and this goes for Google too.