Michael Basilyan- the senior program manager of Bing Content Quality Team revealed the detail of Bing’s algorithms ranking factors for the quality content on its official blog. He further wrote that apart from the quality of content, topic relevance and context is also used to determine the ranking of content.
Quality content should have three primary factors as authority, utility and presentation to rank higher according to the Bing algorithm.
Authority of Content
Bing defines authority by determining the trust of content. Before trusting content or providing authority, Bing inspects content to found out link building of page and observes at the establishment of a web site and web page. Social network signal is looked to find out author citation, recognition, and authority. It is helpful to determine the content is written by professionals before ranking in search result.
Utility of Content
This is done to find out if the content is useful and detailed enough to fulfil the queries of searchers on the web. The content should be able to answer the queries looking by the searcher and helpful in accomplishing the tasks. The content should have a supporting citation and depth insight of the topic to be useful for a typical searcher. Bing also likes to see content related videos, images, and graph on the page as a signal of utility in the website.
A factor which can harm content quality is recycled content in the website. Bing wants content to be unique even if it is recycled to be useful for users.
Presentation of Content
The content on the page should be easy to find and easily readable for users. The ads should be optimized properly as distracting and unrelated ads contents are hard to find out affecting the content quality score of the website. Bing is promoting and supporting websites in which ads are relevant to the content of their website and place the ads so that they don’t interfere with the user’s experience.
Content still plays an important role in providing traffic and conversion to the company. Many companies can’t reap this benefit due to their low-quality contents which affect ranking in search result. Keep in mind the following factors to get higher ranking in Bing result page before writing the content and achieve success quickly.