It’s no secret that Google is the search engine powerhouse. In fact, marketing research has determined that Google claims nearly 70% of the Internet searches completed within the United States. However, Microsoft’s search engine Bing continues to hold its own—it claims roughly 8% of the search pie. Nearly 10% of all search engine traffic is nothing to scoff at, and all the more reason for lawyer websites to be tailored for Bing in addition to Google. Consider the following optimization tips that may help your firm increase its Bing SEO efforts.

1. Implement some Google best practices

Some of the same practices and processes that work for Google SEO relate to Bing SEO as well. For example, optimizing URLs and domain names and garnering a number of high-quality backlinks from outside sources will boost website SEO on any of the top search engines. In addition, strategically placing keywords throughout your lawyer website is essential no matter which search engine your law firm is focusing on. To best optimize your law firm’s webpage, be sure to naturally incorporate keyword phrases in article headlines and subheads, within the first and last 50-word sections on the website or blog page, and occasionally bold keywords throughout the page.

2. Focus on social media

Bing emphasizes the role that social media plays on search engine optimization. Basically, the greater the number of followers your lawyer website accrues and the more content sharing the Bing bots notice, the higher your webpage can rank on search results.

3. Structure your webpage to appeal to Bing’s bots

Page structure is hugely influential upon the SEO performance of your website. When optimizing your website for Bing, use “strong” tags to highlight keywords in body text, avoid featuring important text content in images (Bing’s bots have trouble reading text featured in images, scripts, and Flash), and utilize header tags to structure content intuitively.

Also, it’s best to steer clear of hidden text and links. Bing views these elements as “spammer” behavior and can penalize your lawyer website for it.

4. Narrow down the best keywords

Brainstorm possible keywords and keyword phrases, and don’t hesitate to use tools like Microsoft Advertising Intelligence to pare down keyword lists and predict the performance of chosen phrases.

5. Create high-quality, engaging content

This rule of thumb applies to all search engines, but it’s worth mentioning that Bing definitely rewards websites that regularly push engaging and well-written content. This means ensuring that articles and website text are original (no plagiarism or borrowing from other sites!), free of errors, and compelling enough to promote sharing on social media and outside websites.

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