KEO Marketing

Be in the Know.

Bing’s Human Relevance System analyzes your site directly

Bing might have seen a drop in its search share last month, but it’s still important to optimize your content marketing and search engine optimization (SEO) campaigns to rank well on the site. As an online marketing professional, you might be interested to know that Bing has recently confirmed that it employs an entire team of professionals, all of whom are tasked with rating and ranking your web pages.

Bing’s Human Relevance System (HRS) project is similar to Google’s Quality Rater program, and the Microsoft department hires human search evaluators to manage and administer tasks. Ultimately, judges are told to identify which landing page satisfies searcher intent on a scale of “strongly” to “poorly,” with additional categories for inaccessible content.

The HRS Judging Guidelines ask professionals to use a unique Rating Matrix to grade sites, which combines two aspects of evaluation – likely searcher intent and how well the page satisfies that intent.

As a business professional, this discovery is useful for how you approach SEO. You might think that certain Black Hat optimization techniques can sneak by computer systems, but with actual people analyzing your site, you may be inclined to follow the rules in your attempts at improving online visibility.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.