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SEO Fundamentals
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Using Bing Webmaster Tools


From:

SEO Fundamentals

with David Booth

Video: Using Bing Webmaster Tools

Google isn't the only search engine out there with tools, and another one that you'll want to get familiar with is Bing Webmaster Tools. Much like Google Webmaster Tools, this will allow you to learn what information Bing has about the pages of your site, and it will give you a chance to provide Bing with a few instructions about how to index your website. You'll need to have an account with a Bing, and once you're logged in, you'll need to submit a domain to gain access. When adding a site you'll have two quick options right off the bat. First, you can provide the URL to your XML site map if you've got it, and if you don't, don't worry, you can always do this later.
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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SEO Fundamentals
3h 29m Beginner Sep 17, 2012

Viewers: in countries Watching now:

In this course, author David Booth explains what search engine optimization (SEO) is and how you can start using it to increase your website's visibility to search engines and attract the right kind of traffic to the right kinds of pages on your site. Discover how to read a results page and find your ranking, and see how rankings affect both large and small businesses. Then find out how to implement basic optimization strategies, like conducting keyword research, building inbound links, optimizing your pages and content, and measuring your successes and progress while planning for a long-term SEO strategy. SEO for ecommerce, local search, and an international audience round out this comprehensive look at the basics of SEO.

Topics include:
  • What is SEO?
  • Understanding how search engines index content
  • Researching keywords
  • Using SEO tools
  • Optimizing pages for keywords
  • Optimizing code and site structure
  • Building links to your content
  • Optimizing non-text components of a web page
  • Analyzing content quality
  • Defining your audience, topics, angle, and style
  • Promoting your content via social media
  • Measuring SEO effectiveness
  • Setting up Google+ Local
  • Building links for an international audience
  • Optimizing ecommerce sites for search
Subjects:
SEO Marketing
Software:
Google Analytics
Author:
David Booth

Using Bing Webmaster Tools

Google isn't the only search engine out there with tools, and another one that you'll want to get familiar with is Bing Webmaster Tools. Much like Google Webmaster Tools, this will allow you to learn what information Bing has about the pages of your site, and it will give you a chance to provide Bing with a few instructions about how to index your website. You'll need to have an account with a Bing, and once you're logged in, you'll need to submit a domain to gain access. When adding a site you'll have two quick options right off the bat. First, you can provide the URL to your XML site map if you've got it, and if you don't, don't worry, you can always do this later.

You can also select what time of day your site gets the most traffic, and if you do, Bing will try to crawl your site during off-peak times. Your next step is to verify that you own and control this website. You can do this by clicking on to Verify now link from the My Sites page that you see when you first log in. In order to prove that you control this domain, you can choose between uploading a specific file to your web server, copying and pasting a meta tag into your default page, or making a small change to your site's DNS record.

Once you've verified a website, you can click into it and you'll see a Dashboard containing statistics that can give you an idea of your search visibility for clicks and impressions over time, as well as any recent crawling and indexing trends. Scrolling down, you can view overviews of the Search Keywords and Inbound Links reports, and clicking the See all links will take you into the full reports. The Search Keyword report shows clicks and impressions for each keyword, as well as average rankings and click-through rates over a given period of time.

The Inbound Links Report displays a graph showing the count of inbound links to your pages that Bing knows about over time, and you can click into any of your pages to see who's linking to them. Another important report is the Crawl Information report, which you can find on the left-hand menu under Reports and Data. Here, you can identify any Crawl Errors that Bing has found, and if you see any, it's important to implement fixes for those errors. You'll also notice data for any redirects that you have on your website, so that you can ensure that your content moves are being handled appropriately.

While you should certainly take a look at the other reports in the Reports and Data section, it's also important to make sure that you're providing Bing with whatever information you can about your site, and this is done in the Configure My Site section. Here, you can manage your XML site maps, configure any URL parameter rules that will help Bing understand your URLS, control how Bing crawls your site, tell it what pages it's allowed to see, and more. Last, don't forget to explore the Diagnostics and Tools section, where you'll find a host of tools to help you further optimize your site.

The Keyword Research tool works in much the same way as Google's, and can be a great way to find even more keyword ideas. Just make sure to remember that the numbers you're seeing are from the Bing Search Engine, so you won't want to compare these with the Google tool. You should also take some time to play with the SEO Analyzer tool. This works quite a bit like the SEOmoz On-page Report Card, providing you information about any errors or issues you can fix for the page you've entered. Only this one does not take into account a specific keyword like the SEOmoz Tool does.

Although Bing's share of the search market is certainly much smaller than Google's, it's still a very sizable group of people that you can't afford to ignore. And not only do Bing's webmaster tools give you the ability to optimize your Bing presence as best you can, they can also provide a richer dataset and an alternative point of view for your overall a SEO strategy.

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