Bing Ranking Algorithm Assessing Content Quality of Web Pages

Microsoft’s Bing has recently posted a blog about how content quality is assessed by its ranking algorithm. As we know, there are many web pages that are relevant for any given user query, but according to Bing’s Senior Program Manager Michael Basilyan, an effective search engine ranking algorithm should consider other aspects such as authority, utility and presentation of the webpage content, and not only on relevance. In this way, Bing hopes to  provide user the best search results and thus better search experience.

For instance, you search for “liver cancer symptoms” and this query would be treated as three keywords to match against the web, in the earlier generations of search. And behind that query, however, is a real user who wants real information. Also the returned search results for “liver cancer symptoms” can have life altering ramifications and much of the content matching this query on the web is of low quality. According to Michael, search queries such as these motivate Bing to go beyond keyword matching and the search engine want to help its users to find content that is useful, well written, authoritative and well presented. The Bing blog post also mentions the recent updates to the ranking algorithm, and here is how the Bing ranking algorithm assesses the content quality of web pages.

Authority

When it comes displaying relevant results, Bing is now trying to answer the long asked question, “Can we trust this web content, its author, or the website?” In addition to understanding the web anchor graph, a variety of aspects are used to establish and determine the authority of a web page. Those aspects consists of social signals, author identity and name recognition. Bing treats the authority factor differently in different search query segments. For instance, for topics related to health, Bing’s ranking algorithms will prefer site content prepared by experts from well-known sources.

Utility

The Bing’s algorithm will try to predict whether the content is sufficiently useful for the topic it is trying to address, when considering the utility of the page. The ranking algorithm will also provide answers to the questions:

  • Does the web page provide ample supporting information?
  • Is it at the appropriate level of depth for the intended audience?

Microsoft’s search engine will prefer only those web pages that have relevant multimedia content such as images, graphs, instructional videos, infographics, animations and so on. Another significant element in the evaluation of the utility aspect is estimating the effort and level of expertise needed to create the content. Bing gives more preference to those sites that provide unique content to those that are displaying existing, recycled or wide available content. For example, real estate listing sites generally syndicate information available via government sources or MLS. However, even these kinds of websites can move up in the ranking results if they set themselves apart with unique value that others in that category may not have, such as nearby transportation options or school information.

Presentation

According to Michael Basilyan, a well presented webpage will have an accessible design, easily readable and will make its primary content easier to find. Here presentation is another important aspect when it comes to content quality and there are sites which user will have to navigate through introductory or irrelevant material to access the content the user really wants.

Bing considers appropriate usage and presentation of advertising as an important aspect of content quality. The search engine will promote and support those websites that provide ads relevant to the content of their site and place ads so that they do not interfere with the user experience. Web pages having well-designed layouts will be given more preference compared to those pages that hide content behind ads, feature ads that are easily confused with navigational elements, or fail to clearly depict ads from the main content.

When it comes to SEO, Bing uses the above mentioned aspects as the “three pillars of Content Quality” in their ranking algorithms. This good news for webmasters as the three content quality aspects are largely in their control. For users, content quality means the Bing will be providing useful, more authoritative and well-designed content.