Microsoft’s new search engine Bing – and how to optimize your website for Bing

Microsoft’s Bing search engine has just become publicly available, allowing you to decide whether Microsoft’s latest effort has the goods to take on Google. Bing is available at www.bing.com and replaces Live Search.

Microsoft is expected to spend $80 million to $100 million on Bing marketing which would be a nice hedge against Yahoo! because Bing will most likely take market share from Yahoo!.

Whether Bing ultimately succeeds or not, it will push Google to keep innovating search, and the new pay per click competition will ensure that Google doesn’t get too greedy.

How is Bing different from Google?

Bing is not dramatically different from Google, but some people have found its results stronger. There are some visible changes:

• Bing shows a preview of the web pages in the search results when you hover your mouse pointer at the right side of the search results.

• Bing displays fewer results if it is certain that it has understood your intent. The search for “Facebook”, for example, brings up just one result linking to the site itself.

• Some search results are divided into categories. For example, if you search for the popular musician “Justin Timberlake”, you’ll get results in the categories news, songs, movies, biography, wallpaper and downloads. In addition, the search results show images, videos and the popularity of the musician.

• Wikipedia searches can be displayed inline in the search results without leaving the Bing site by clicking the “Enhanced view” link.

• Bing features a different background image every day. The image contains special hidden hotspots that lead you to more information (soon advertising?) about the image.

• Despite the background image, Bing’s homepage loads very quickly in your web browser because the search box and logo load first. You can turn off the background image.

• Bing’s video search lets you watch videos without leaving the search engine.

• Bing offers specific health, shopping and travel search engines, as well as instant answers to travel searches. For instance, the search “Vegas hotels” displays a selection of hotels in Las Vegas, including hotel stars and prices.

• Bing’s search history lets you return to your most recent searches of the last two days. This feature can be turned off to protect your privacy.

• Some of Google’s features are missing, for example, Bing doesn’t seem to recognize misspellings and returns no results in these cases.

Google warning: is your site abused through redirects?

Google recently wrote in one of its official blogs that it is possible for spammers to take advantage of your website without ever setting a virtual foot in your server. Spammers can do this by abusing open redirects.

What are open redirects?

Many websites use links that redirect their website visitors to another page. Some redirects are left open to any arbitrary destination. These redirects can be abused by spammers to trick web surfers and search engines into following links that seem to be pointing to your website although they redirect to a spammy website.

That means that people who think that they visit your website will be redirected to highly questionable web pages that might contain adult content, viruses, malware or phishing attempts.

Which redirects on your website could be abused?

Spammers are very inventive. According to Google, they have managed to use the redirect spam on a wide range of websites, including the websites of large well-known companies and the websites of small local government agencies.

For example, the following redirection types can be abused:

1. Scripts that redirect users to a file on the server can be abused by spammers. The links on your website could look like this:

   http://www.example.com/download.php?url=http://www…

   http:///www.example.com/get/pdf/?http://www…

2. Site search result pages with automatic redirect options. If the result pages of your internal site search feature contain an URL variable that sends your website visitors to other pages, spammers might be able to exploit them:

   http://www.example.com/search?q=keyword&page=1&url=…

3. Affiliate tracking links. Affiliate tracking links often allow people to direct website visitors to other pages. Spammers might enter their own URLs in the tracking links. Example:

   http://www.example.com/track.php?affid=123&url=…
   

4. Proxy pages. Proxy sites send people through to other websites and they can be abused by spammers:

   http://myproxy.example.com/?url…
   

5. Interstitial pages. Some websites show an interstitial page when users leave a website to let users know that the information found on the link is not under their control. These URLs usually look like this:

   http://www.example.com/redirect/http://www…

   http://www.example.com/out?http://www…

   http://www.example.com/cgi-bin/redirect.cgi?http://www…

How to find out if your website is abused

Even if you find none of the URLs above on your website, your site still may have open redirects. Do the following to check if your website is abused by spammers:

1. Make a site search on Google

   Go to Google.com and search for “site:yourdomain.com”. Replace yourdomain.com with your own domain name. If you see web pages that have nothing to do with your website then it’s likely that someone exploits a security hole on your website.

2. Check your web server logs for URL parameters like “=http:” or “=//”. If your redirection URLs get a lot of traffic, this could also be caused by spammers.
3. If you get user complaints about content or malware that you know cannot be found on your website then your website users might have seen your URL before they were redirected to the malware site.

What you can do to protect your website

It’s not easy to to make sure that your redirects aren’t exploited. The reason for that is that an open redirect is not a bug or a security flaw. There are some things that you can do to protect your website:

1. Check the referrer. Your redirect scripts should only work if they area accessed from another web page of your website. The redirect script should not work if the user accesses the script directly or from a search engine.
2. If possible, make sure that the script can only redirect to web pages and files that are on your own websites. You could use a whitelist of allowed destination domains.
3. Use the robots.txt file of your website to exclude search engines from the redirect scripts on your website. That will make your website less attractive for hackers.
4. Add a signature or a checksum to your redirect links so that only you can use the script.

Open redirect abuse is a big issue for Google right now. If you secure your scripts, spammers will move over to other websites and leave your website alone.

Increase your sales with less traffic

Search engine optimization is not about getting as much traffic as possible. It’s about getting the right kind of website traffic. Sometimes, less traffic can be better.

Many website visitors aren’t necessarily a good thing

Many webmasters try to get as many visitors as possible. They join traffic exchange programs and they optimize their web pages for keywords that have very many searches.

Unfortunately, getting as much traffic as possible is not the right strategy for a successful website. Traffic that doesn’t convert is useless traffic. If your website has thousands of visitors but only a few sales then you have done something wrong.

Why less traffic can be better

If you want to succeed with your website, you have to focus on the conversion rate of your web pages. A website with a good conversion rate will do much better than a website with many visitors. Here’s an example:

• Tom’s website gets 10,000 unique visitors because it has a #1 ranking for the keyword “buy inexpensive brown shoes”. The conversion rate is 2%.
• Peter’s website gets 1,000,000 unique visitors because it has a #1 ranking for the much more popular keyword “shoes”. The conversion rate is .02%

Both websites will get 200 conversions. But why does Peter’s website get the same number of conversions as Tom’s although it has 100 times the number of visitors?

There can be several reasons for this. For example, Peter’s keyword “shoes” is very general. People looking for one-word keywords usually aren’t interested in purchasing. They are looking for general information about a general topic.

Peter’s landing page also might have a poor design. His website might not offer what the searcher is looking for. That is very likely if the visitor found the website through a one-word keyword.

Tom’s keyword “buy inexpensive brown shoes” is very targeted. Web surfers who use that keyword know what they’re looking for and they are ready to buy. That means that Tom needs fewer visitors to get a sale.

Multiply your revenue without working more

Four word keywords such as “buy inexpensive brown shoes” have much less competition than one-word keywords such as “shoes”. That means that it is much easier to get top rankings for these longer keywords.

Suppose it takes Tom five hours of optimization per month to maintain the #1 ranking. Each working hour costs $100. That means that Tom spends $500 per month.

To maintain the #1 ranking for the one-word keyword “shoes”, Peter has to invest 30 hours per month because it is much more work to get and maintain high rankings for such a competitive keyword. Peter’s working hour also costs $100, that means that the spends $3000 per month.

As explained above, both websites get 200 conversions. If each conversion is worth $15 then Tom has a ROI (return-on-investment) of 600% for every dollar spent on search engine optimization. Peter has a ROI of 100%.

If Peter had not invested his 30 hours in a single keyword but in optimizing 6 good converting four-word keywords that each needs 5 hours then he would have multiplied his revenue by 6 without working more.

What can you do to increase your conversion rate?

You can do the following to improve your conversion rate:

• Do not waste your time for getting vanity rankings. It makes no sense to get high rankings for one-word keywords.
• Optimize your web pages for multiple-word keywords that attract visitors that are ready to buy.
• Make sure that your landing pages contain a clear call to action and that the content of your landing pages is related to the optimized keyword.
• Make sure that your website has a professional look so that potential buyers aren’t turned off.

Search engine optimization is not about getting visitors. It is about getting conversions. Search engine optimization is about creating conversion paths for the traffic that comes from search engines. If you optimize your web pages for the right keywords then you’ll save a lot of time and you’ll get more conversions.