Bing Tightens URL Keyword Stuffing Rules

16 September

Bing Tightens URL Keyword Stuffing Rules

Recently, Bing announced that it has rolled out a spam filtering mechanism targeting URL keyword stuffing, which is a black hat SEO technique aimed to manipulate search engines to give your page a higher rank. In general, URL keyword stuffing will include:

  • Keyword matching
  • Matching another URL of present value

Of course, this is a highly simplified explanation of the actual requirements to URL keyword stuffing, as there are hundreds of factors that are used to determine page rank. More so, URL keyword stuffing may also include creating keyword rich domain names, used specifically to increase rank, rather than provide a quality product or service.

Common URL Keyword Stuffing Approaches

When spammers look to perform URL keyword stuffing, there are a number of approaches they may take with the sole intention of increasing rank. The following includes some of the commonly used techniques:

  • Using multiple hosts with keyword rich host names
  • Domain names with repeating keywords
  • Using URL clusters across the same domain
  • URL squatting

Bing Detects URL Keyword Stuffing

While Bing has not released a detailed outline of its new algorithms, as spammers would likely abuse it, they did reveal a number of things that suggest URL stuffing is being used. These signals include:

  • Host, domain & path keyword co-occurrence
  • Host/domain names containing lexicons or pattern combinations
  • Number of hosts
  • Number of words in the domain/host names & path
  • Percent of site cluster comprised of top frequency host/domain name keywords
  • Site and page content quality
  • Site size

Bing has stated this will affect nearly three percent of all Bing queries, including an average of one in ten URLs being filtered out by each search. This will also include the type of impact taken on users along with SEO professionals.