Bing logo

Digital marketing is one of the most important parts of business today. With so many people turning to the internet to help them find products and services, it is critical for companies to have a strong online presence. This will help search engines direct web traffic to a company’s website, increasing leads, conversions, and revenue.

In order to develop a strong online presence, it is critical to know how search engines work. One of the most popular search engines is Bing. Bing recently released a new search engine crawler, called Bingbot. It is important for companies to understand how Bingbot and why it is important.

What Is Bingbot?

Bingbot is responsible for helping Bing search the internet for HTML documents. Then, the documents are recorded in its URL directory, called the Bing index. Finally, these documents are output by Bing as a sorted list.

Bing is used by both Microsoft and Yahoo. The Bingbot acts as a spider for these companies, following hyperlinks throughout the internet, reading the content of websites. In essence, Bingbot operates in a similar manner to the crawler used by Google.

The Use of Graph Theory

In order to help crawlers find what they are looking for, they use a branch of mathematics called Graph Theory. In this type of math, websites are treated as trees. Trees have roots, which are similar to the directory that shoots out from websites as hyperlinks. Each hyperlink contains documents that may or may not be relevant to the user’s search query.

Bingbot tries to visit all of these documents as quickly as possible. Then, it tries to read their content, analyze their images, and explore their links. Finally, once the bot has made its way through the links on websites, it decides which results are relevant to the needs of the search query.  Bingbot then ranks the results and displays them to the user.

The Importance of Search Engine Optimization

Like many forms of digital marketing, the importance of Bingbot is in its usefulness for search engine optimization (SEO). It is critical for websites to grant Bingbot access to it. While Bing has a small market share compared to Google, its market share is growing. If websites want to be listed on Bing and Yahoo indexes, then Bingbot must have access to the website.

In order to do this, the robots.txt file has to be adjusted so that the crawlers of search engines such as Bing and Google have access. It is also important to specify directives with meta tags or rewrite the headers of HTTPs so that the IP addresses of Bingbots are permitted.

Watch for Fake Spiders

During the past few years, there has also been a rise in the number of fake spiders that were disguised as Bingbots. They only exist for the purposes of phishing. Be sure to use the Bingbot verification tool to make sure that access is being granted to the right search engine crawlers.