In December, Bing announced that they were taking broad steps to improve their search platform’s usability by incorporating more artificial intelligence and machine learning. The changes to Bing’s search processes will effect how users search, and find dental practices on the platform. Here’s what changed on the search platform, and how it affects dental practice websites.
Intelligent Answers
Bing’s Intelligent Answers are very similar to Google’s Snippets. Essentially, Intelligent Answers appear at the top of search results in the coveted position zero: one spot above the first search result. Intelligent Answers quickly answer a user’s question without forcing the user to click through to another website. This helps speed up the search experience, and improves the user’s browsing experience. Intelligent Answers are sourced from the best content on the web, and derived from pages that precisely answer the specific query.
Conversational Search
Another way Bing is improving their browsing experience is through Conversation Search – which is a way of delivering results to vague, or conversational search queries. Conversational Search uses auto-complete features to help users browse similar search topics that may interest them, or better answer their query. Conversational Search better equips Bing to deliver accurate results to people using voice search on their mobile device or phone.
How this Affects Dental Practice Websites
Dental practices can prepare their websites to thrive under Bing’s enhanced search capabilities by producing and share quality dental content on their blog. An active, optimized blog is the best way to get a search engine to recognize your website, and possibly use one of your pages as an Intelligent Answer. If you share dental content that answers common questions and concerns then you have a greater chance of showing up in the coveted position zero.
Getting traffic from Bing Conversational Searchers requires that your website is optimized for semantic, voice search. All this means is that you need to incorporate natural speaking language alongside your dental content, which again, can be achieved on an active blog.
Take Advantage of Bing’s Search Updates
Dental practices can use Bing’s search changes to capture more local search traffic by getting an active blog that shares dental topics, and optimizing their website’s content for search success. But, maintaining an active blog and working with website coding takes time and expertise, and that’s where Smile Savvy can help.
Smile Savvy offers optimized blogs that help drive more people to your website, and turn them into new patients. We help our clients navigate the constant changes to search engines, so that they can spend their time focusing on their patients.
