July 9, 2013
In an effort to give you the most control over your site, Bing recently announced changes to the Deep Links management feature of Bing Webmaster Tools (known as Sitelinks when working with Google). For those who are unfamiliar, deep links are links that you will see below a company’s name. You won’t see deep links on every single SERP, but usually if that exact company name or URL was typed into the search bar you will see deep links underneath that company name. Below is an example of what you would see if you typed “Search Engine Journal” into your search bar:
Whether you were looking for the company or not, this was the first entry that came up. Because the first entry is a company, Bing includes these deep links. The deep links are chosen through a Bing algorithm, and while the algorithm generally does a good job of highlighting your most important pages, not all companies agree. This is where the changes come into play.
Bing Deep Link Management Changes Improve Your SEO
The changes made to the Bing Webmaster Tools are aimed at giving businesses more control over these deep links. The changes involved adding new features as well as getting rid of some older features. Below explains the updates and why they matter:
Features Removed from the Bing Deep Links Tool
Features Added to the Bing Deep Links Tool
Deep links are just another way to help your company jump off the page when someone visits a SERP. It helps your entry look larger and makes it easier for users to navigate to other pages in your website that might be more relevant. In other words, you want these deep links optimized as much as possible. You want to make sure you have your best and most visited pages listed, and that will involve using many (if not all) of the new features described above.
Don’t see any deep links associated with your company? Websites that benefit from deep links are typically the websites that are, as said by Bing, “keeping up to date with [their] performance in Bing and all the other places that Bing powers.” This means keeping active and updated on your Bing Places and utilizing Bing Webmaster tools.
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