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Bing to publishers: Start using new Bing URL submission process for indexing now

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Bing to publishers: Start using new Bing URL submission process for indexing now


Bing announced a new URL submission tool at SMX West 2019.

Last week at SMX West, Bing announced it is now allowing webmasters, publishers and site owners to submit 10,000 URLs per day to its search engine for crawling and indexing. It was a 1,000x increase in the previous quota Bing had for this tool. But there is a reason for that increase, Bing said in the announcement “We believe that enabling this change will trigger a fundamental shift in the way that search engines, such as Bing, retrieve and are notified of new and updated content across the web.”

I spoke with Christi Olson, Bing’s head of search evangelism, who stressed that this is the direction Bing is going. If you want your new or updated content to be in the Bing index, you will eventually need to use the Bing URL submission process either through Bing Webmaster Tools or the APIs.

Today, crawling isn’t changing. For now, Bing will continue to crawl at the scale it is crawling now. It will not reduce any resources put into crawling the web at this time. But ultimately, Bing wants to reduce the effort and resources put into crawling the web.

Bing wrote in that announcement “eventually search engines can reduce crawling frequency of sites to detect changes and refresh the indexed content.”

Strong crawl signal. If you use the URL submission tool today, it is a “strong” signal that Bing needs to crawl that URL right now, Christi Olson said. Bing will go out of its way to shift crawl resources around to crawl the URL you submitted via the URL submission tool.

The future. Bing explained to us that in a few years the hope is to not rely on crawling the web to find new or updated content. Instead, webmasters, SEOs, publishers will use Bing’s tool or their own content management platforms will submit content automatically via the API.

When will this happen exactly? That is unclear, there is no specific deadline at this time.

Impact on links. The value Bing places on links will not change as a result of this. This is a crawling and indexing procedure, not a ranking procedure.

Ultimately, if Bing is not finding new URLs or updated links within fresh new pages, that may impact its link graph. But Olson said that even if you submit a new page to Bing via the URL submission tool and there are new pages linked to from that page, Bing will crawl those new pages.

For example, if you submit domain.com/abc.html as a new page, and that page links to domain.com/def.html, Bing will also crawl /def.html if it is new to the index. However, if /def.html was already in Bing’s index, then it will not recrawl it because the URL wasn’t submitted as updated.

Spam. Bing does expect some spammers to try to abuse the tool. That is why there are some quotas in place, such as site verified age in Bing Webmaster tool, to determine how much content you can submit based on that age factor. Plus, if you continue to submit old content to Bing or spammy content, I suspect that might impact your quotas or even get you penalized.

Here are those quotas:

Use it now. There is really no reason why webmasters should not use the tool. Especially sites that have new content being produced daily or are constantly updating older pages of content with fresh content. Olson says news sites and sites that have new and updated content are recommended to start using this feature today.

Yoast SEO announced it has integrated with this new API. So WordPress sites that use the Yoast SEO plugin will see the crawl benefit from this almost immediately.

Why it matters. This is a fundamental shift in how search engines discover, crawl and index new and update content. If Google also adopts this method, it will change how SEOs, publishers, webmasters produce and share  content going forward. If you are producing new content or updating old content and want Bing to find it sooner, start using this feature today.


About The Author

Barry Schwartz is Search Engine Land’s News Editor and owns RustyBrick, a NY based web consulting firm. He also runs Search Engine Roundtable, a popular search blog on SEM topics.



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Leaning into SEO as Google shifts from search engine to portal

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Leaning into SEO as Google shifts from search engine to portal


Google’s SERP is almost unrecognizable compared to what it looked like just a few years ago. The changes aren’t just on the surface, either: Google is becoming less search engine, more portal, said Jessica Bowman, CEO of SEO In-house  and Search Engine Land editor at large, during her keynote at SMX Advanced this month.

This evolution is fundamentally altering the customer journey from search, with Google owning the process by enabling users to bypass clicks to websites to get information, take action and even transact. This will have repercussions for just about every company. Bowman offered several plans of action for SEOs preparing for these changes and said investments in SEO will be more important than ever.

Build and train your SEO army

“When I evaluate an organization, I find that every role has activities they do that affect SEO, and SEO needs to be integrated into those activities,” Bowman told Search Engine Land, “The SEO team has to figure out what those are and then train people to do that.”

Larger companies should incorporate SEO into their daily vernacular, said Bowman. This way, you can conscript dozens, if not hundreds, of staff members into your “SEO army,” get them advocating for it, quoting best practices, involving the dedicated SEO team and flagging missing requirements on a day-to-day basis.

Although non-SEOs aren’t expected to be authorities on the topic, their 20% of effort stands to make 80% of the impact on your brand’s overall optimization, Bowman said. It will be up to your main SEO team as well as upper management to empower them.

Expand writing competencies

Product information, news stories, how-to guides and various other types of content may receive higher visibility on SERPs if they appear as a knowledge panel, within a carousel or as a featured snippet. Your writers, be they bloggers, copywriters, social media managers or anything in between, need to be creating content that is comprehensive and authoritative enough to compete for organic visibility, said Bowman.

Writers across the company need to master concepts such as SEO-friendly JavaScript, schema, writing for the long tail, rich snippets and the “People also ask” section in the search results. As with any process, regularly reviewing copy and providing feedback can help assure quality and enable you to get the most from your efforts.

Master Schema and JavaScript for SEO

Understanding and correctly implementing schema on your site can help crawlers make sense of your content and, consequently, increase the odds that it gets displayed as a featured snippet. Featured snippets and other rich results, of course, illustrate the double-edged sword nature of Google’s portal-like interface: They increase your content’s visibility and yet users may not click through to your site because the information they need has already been presented to them.

Event, FAQ, speakable content and much more — Google now supports dozens of markups for various content types, making schema a valuable tool for modern SEO. If you’re using WordPress’ CMS, Yoast has revamped its schema implementation to streamline structured data entry, but it’s still important for your development team to be able to verify the quality of your code.

With Googlebot’s latest update, it can now see more of your content than ever. However, limitations still exist and brands should be cognizant of JavaScript issues that may hinder indexing. Before coding JavaScript, your teams need to be discussing what content search engines will and won’t be able to see. It’s also worth keeping in mind that other search engines may not be as equipped to render your content.

“Particularly for large, global companies, they need to think about these smaller search engines that are less sophisticated than Google but still drive a decent amount of traffic in international markets,” Bowman emphasized.

Monitor and study mobile SERPs

“The problem is, a lot of us work on our computers, and so we’re checking things out on the desktop interface,” Bowman pointed out. Beginning on July 1, all new sites will be indexed using Google’s mobile-first indexing, with older sites getting monitored and evaluated for mobile-first indexing readiness. Since the majority of searches now happen on mobile, brands need to closely examine the mobile SERP and account for updates and changes in order to create content that’s optimized for the devices their audiences are using.

“I think the reason that we, as an industry, have not been talking about this is because of that — we’re not really studying the search results on a mobile interface to truly see they’re [Google] taking it over, and as mobile takes over, they’re going to gobble up some of our traffic. I think once they’ve got it [the mobile SERP] mastered and they know it’s a strong user experience, it’s only a matter of time before they do that to desktop as well.”

Take advantage of big data

“Hiring a data scientist is better than hiring an SEO to study the data,” Bowman stated simply. Data scientists are better equipped to identify commonalities and trends that you can use to improve your optimization efforts, inform your content strategy and enhance user experience (UX).

During her keynote, Bowman also recommended that brands make use of the Google Chrome User Experience Report to compare site speed to the competition as well as reference UX metrics from popular destinations across the web. You can then be more proactive.

Google’s search results interface has changed dramatically, but brands and agencies that can shake the inertia, rally their staffs and reorient their processes will be the first to spot new opportunities and novel ways to reach their audiences.


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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Yoast, Google devs propose XML Sitemaps for WordPress Core

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Yoast, Google devs propose XML Sitemaps for WordPress Core


The inclusion of XML Sitemaps as a WordPress Core feature has been proposed by a group of Yoast and Google team members as well as other contributors. In addition to a basic XML Sitemap, the proposal also introduces an XML Sitemaps API that would extend functionality for developers and webmasters.

The proposed XML Sitemaps structure. Image sourced from Make WordPress Core.

What it’ll include. The proposal states that XML Sitemaps will be enabled by default, allowing for indexing of the following content types:

  • Homepage
.
  • Posts page
.
  • Core post types (Pages and Posts)
.
  • Custom post types
.
  • Core taxonomies (Tags and Categories)
.
  • Custom taxonomies
.
  • Users (Authors)
.

It’s worth keeping in mind that your WordPress site’s automatically generated robots.txt file will also reference your sitemap index.

What it won’t include. Although the proposed feature will include the majority of WordPress content types and meet search engine minimum requirements, the initial integration will not cover image, video or news sitemaps, XML Sitemaps caching mechanisms or user-facing changes such as UI controls that exclude individual posts or pages from the sitemap.

The XML Sitemaps API. Here’s how the API will let you manipulate your XML Sitemaps:

  • Provide a custom XML Stylesheet
.
  • Add extra sitemaps and sitemap entries
.
  • Add extra attributes to sitemap entries
.
  • Exclude a specific post, post type, taxonomy or term from the sitemap
.
  • Exclude a specific author from the sitemap
.
  • Exclude specific authors with a specific role from the sitemap
.

Why we should care. Sitemaps facilitate indexing by providing web crawlers with your site’s URLs. If implemented, this might mean one less third-party plugin that brands and webmasters have to rely on for their SEO efforts. As a WordPress Core feature, we can expect wider compatibility and support than we might get from third-party solutions.

Poorly optimized plugins can also slow down your site, which can have a negative impact on your organic traffic. This default option from WordPress may not replace plugins like Yoast SEO because they often include other features in addition to XML Sitemaps, but its availability has the potential to provide us with more flexibility over which plugins we install.


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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Yoast SEO 11.4 adds FAQ structured data, UX improvements

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Yoast SEO 11.4 adds FAQ structured data, UX improvements


Yoast SEO’s latest update enhances its FAQ blocks by automatically generating structured data to accompany questions and answers. The update also introduces some UX improvements and addresses issues with AMP pages when viewed in Reader mode.

How to use it. Yoast’s FAQ structured data implementation is only compatible with the WordPress block editor (also known as Gutenberg; available on versions 5.0 and newer). Webmasters can get started by selecting the FAQ block, adding a question, inputting the answer and an image (if applicable) and repeating the process for all frequently asked questions.

The Yoast FAQ block.

The corresponding FAQpage structured data will be generated in the background and added to Yoast’s structured data graph, which may help search engines identify your FAQ page and figure out how it fits into the overall scheme of your site.

A new action and filter were also introduced to make this integration more flexible. The wpseo_pre-schema_block-type_<block-type> lets you adjust the graph output based the blocks on the page and the wpseo_schema_block_<block-type> filter enables you to filter graph output on a per-block basis.

Other improvements. Yoast has also linked the SEO and readability scores in the Classic Editor and relocated the Focus keyphrase field to the top of meta box and sidebar to make it easier to find. And, they’ve resolved issues with AMP pages when viewed in Reader mode.

Why we should care. At this year’s I/O conference, Google announced support for FAQ markup, which may mean that searchers will be presented with FAQs as rich results more frequently. Being able to easily and efficiently equip our FAQ sections with structured data can yield better odds of earning prominent placement on SERPs.

For more on Yoast’s structured data implementation, check out our coverage on their 11.0 (general schema implementation), 11.1 (image and video), 11.2 (custom schema) and 11.3 (image and avatar) updates.


About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

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