E163–Bing WordPress Plugin, Webmaster Tools&Guidelines W/ Fabrice Canel - a podcast by Mat Siltala & Dave Rohrer

from 2020-08-02T01:13:56

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In recent weeks Bing has made some major updates and news with three things designed to help webmasters, site owners and SEOs. We were able to get Fabrice Canel on right as Bing was pushing the new Bing Webmaster Tools live.





We would also like to thank Fabrice for joining us on such short notice and digging into all these topics with us for you all!









Bing WordPress Plugin



In the past week Bing rolled out a WordPress plugin that works with the Bing API just like the Bing Webmaster Tools URL Submission does.





The one great feature of the Bing WP Plugin is that it will automatically update Bing anytime you add new content or update content. You CAN turn this feature off but in most cases you likely want to leave it on.







Bing Webmasters Update 2020



Just this week (July 28-29 to be exact) the new Bing Webmaster Tool interface rolled out to users. If you are just hearing this podcast is is likely you haven't had a chance to really dig in so do give a listen as we cover some of the "why things were done" and "how they approached" the new design.





As Dave dug into it prior to recording he thought that some of the tools were just "gone" but as you will hear on the episode he learns that it simply has been moved. Instead of a wall of 40+ tools on the left side navigation things are much cleaner and more organized.





Just like all interface updates it will take some getting use too (have you fully switched to the new Facebook interface on Desktop or did you stay with the classic?) but in the long run we think this is a great upgrade and update.





What do you think of the new Bing Webmaster Tools?







Lastly, there is a feature that Dave found that most are going to love - the link data comparison. Bing is giving you not only a list of the links YOUR site has but is allowing you to dig into the links it knows about of your COMPETITORS.





Yes, you heard that you can now use Bing Webmaster Tools to audit and compare links between you and competitors.





Bing Webmaster Guidelines



Lastly we talked about all the updates, edits and new organization of the Bing Webmaster Guidelines that happened. As we talked it also became clear that the new organization and changes tie directly in with the setup and tools in the Bing Webmaster admin area.





So if you are new to SEO and managing a website and have questions while in Bing Webmaster you can easily find help and support in these guidelines. For those that are more experienced there is also plenty to dig into and use as a guide or to help understand how Bing looks at things (vs. Google, Yandex, Baidu and others).





If you don't currently spend time in Bing Webmaster Tools give a listen to our older episode that will give you some ideas on how and what to do in it.





Related News and Resource Links







Full Transcript



Matt Siltala: [00:00:00] Welcome to another exciting episode of the business of digital podcast, featuring your host, Matt silt and Dave roar. Hey guys, excited to have you join us on another one of these business of digital podcast episodes. And today we have a fun one. I'm really excited to, uh, to jump in on this one because, uh, today, uh, we have a special guest with us for briefs canal.





A welcome for brief. Thank you welcome. And from breezes, from being, and we are going to be talking about, um, a couple of new tools or not new tools, I guess, but just released, uh, updated versions of, of, uh, of, of the webmaster tools area. And then, uh, I'm going to let Dave go ahead and just jump into it. And I know he's got some questions, but we do appreciate it.





Uh, you're joining us, uh, for briefs and I'm looking forward to hearing all about what we got going on. Well, I'll let





[00:01:00] Dave Rohrer: [00:01:00] you feel free to introduce yourself and exactly what you work on and do at Bain.





Fabrice Canel: [00:01:06] So I work at Microsoft, uh, 24 years and most of my time was on search engine. And since the beginning of MSN sales, life sales being responsible of discovering the internet content, selecting the best content to invent on it, processing it, fetching it, calling it and understanding all this intranet content in general, if your website is missing from being what my responsibility, so a huge task, um, and as part of his responsibility, I've got the webmaster of team.





Because we really care about, uh, having this liaison with websites, uh, to ensure that, uh, we are helping them, uh, to make the content discoverable and the album to understand the issues facing on their side. And, um, yeah, this LPs were needed from my masters and [00:02:00] services, a natural extension of my work at being,





Dave Rohrer: [00:02:04] and you guys have been, and men and ladies have been very busy lately.





Fabrice Canel: [00:02:09] Oh, yeah. A lot of things are done over the summer. We were impacted by COVID-19, but we get worked on and





Dave Rohrer: [00:02:18] I will add a caveat. You, you said that you help people, it's your responsibility of sites are not found in being. That that's what the assumption that they're worthy of being found perhaps.





Fabrice Canel: [00:02:30] Yeah. The internet is a little bit challenging, a lot of content out there.





I always think that besides of the internet is as big as the Pacific assumed. This is Holy Holy enormous spaces, trillions and trillions of outwear and finding the best content is really challenging. And so ALP for my master's is always welcome to guide us to be as good quality content.





Dave Rohrer: [00:02:55] Which I think is a good segue into the recent, um, the [00:03:00] API itself came out in the last six months or so late last year, maybe.





Fabrice Canel: [00:03:04] Yeah, we have this API for in fact, for very, very long time. Most of being one messed up tool for each UX feature, you have an associated API and you can find them sorting for on being, uh, for whole this API. Um, and, uh, this . A limited four years to a very few were held per day. This was only limited to 10 year old pair, uh, because of you see, we want to prevent those from, uh, spammer spending index with lot of, uh, use as content.





But we think about teeth and we say, okay, Uh, fetching the internet is already hard. This is, we have to fetch. We have to fetch and fetch again to discover if our content is new. If there is a new links, there is new updated content. So what we change competitive paradigm. And instead of having us fetching, when master is just telling us what has changed on the site instead of a.





Pull model where we are [00:04:00] pulling and putting into discovery. Did you turn, did you turn, what about veterans on behalf of us? If the content has changed because we know more than us, they know when, you know when masters, when you are publishing content, I simply don't know. I've got to figure it out. And this is a fetching and fetching and fetching to discoveries transitioned.





It's kind of useless use of host sources on North side and on webmaster side. And when we fetch, it says we create a lot of global warming versus we create, use less use of course sources, uh, for nothing versus you telling me, Hey, I change, I've got a new updated. Um, uh, I did, uh, deleted content on my site and





Dave Rohrer: [00:04:42] the plugin is monitoring.





Um, for those that haven't installed, it probably should. Um, I've been installed at the last week or so on two different sites that I have access to, but it, it ma it monitors updates. You can, you can set it to update. Automatically any updates [00:05:00] or new content, correct?





Fabrice Canel: [00:05:01] Yep. So like we have donuts, we have this API and say is kind of very easy to use Taqueria with few lines of code.





We have a blog spot blog. Um, speaking about that and you can use , you can do as a programmatic. C sharp or Java or whatever you like to publish to this API new hell, but what place has a lot of market share on the internet, different numbers, but some, sometime it's 48% of a website use WordPress and we say, okay, what about we completely automate that for WordPress user?





Um, because why acquaintance. People doing code. And we add this idea of having a plugging and unplugging is a UN stellate. It's in five seconds, you get your copy paste via API key, but you can get from being a master of tool and it's just box. You don't have to submit task again and again, [00:06:00] this is just a back home task that is working.





That is just. Yeah, we've involved quest, uh, looking at what has been, uh, added, updated and published on your website and just pinning the API patella. See I've got new content and the benefit is that this is, uh, helping us to discover real time about content change. And this is helping us to index quickly as content.





And this is also, uh, helping us, uh, to minimize for call load on your website. Because if we discover content easily, we should, we love at some point just. We will fetch only when this content has been added, updated and deleted. We won't have to call to discover if there's content, if you have updated the content, this is a huge addiction in the future of a call that we are doing on your site.





And the benefit is that you will get this content and index immediately. And so you can sleep better. You know that your content is unaccepting.





[00:07:00] Dave Rohrer: [00:06:59] So you're still crawling, excuse me, you're still crawling sites, but this is just to help speed things up.





Fabrice Canel: [00:07:06] Yeah, we will mrs. To lead at some point plan to not call I plan to just get, uh, be notified and just do the call to get very weird.





I did have updated or deleted just to verify EVB is already deleted. Um, so it says. They says we are invest transition phase where people are adopting the plugging and when we get confidence that, but plugging is completely is working and the content is, is going for, then we will useful on this site.





Dave Rohrer: [00:07:43] Is there a number of estimated, like just resources and crawls that.





Someone has calculated in Holly, how much green, like greenhouse gas would be saved by not having the servers work that hard.





Fabrice Canel: [00:07:57] Um, it says a very interesting question. I've got this [00:08:00] question quite often and we did not make us due to the challenge of, I don't know, uh, what server you are. I know many FTP requests I'm doing per day, but I don't know the kind of the, uh, Your cost on your website and formula the formula with firstly depends of, uh, yourself ELLs.





Sometime it's a pure HTML page that is completely cash. It's super light. And sometime it's a database query and with some of the database queries are not optimized and you can cost more. So I don't make no, but I, you can figure it out. You can know your cost of serving content. Yeah.





Dave Rohrer: [00:08:38] But it was a bit in the long run.





It'll probably save. It'll save. You it'll save Google was to move something like this and Yandex and everyone else, but it also saved the webmasters. Like just from hosting costs and just being





Fabrice Canel: [00:08:52] hit. I totally, yeah. I totally believe that we are in a transition phase where there is a need for freshness [00:09:00] on the internet.





Um, the new generation is not interested by five days ago, news or content. They want the latest content and this neat pretty girl that search engine have to fetch even more fresh content triggering. Obviously, this is, um, this is triggering lot of, kind of useless call to discovery, the content size change.





And so even, um, 10 years from today, we'll say, Oh, why such in June, we're calling Vienna. And this is kind of okay. Yeah, well, maybe we should have notified them. And so we are in this transition phase where I do believe that also to engine at some point will migrate to wild. The Bush solution is us pulling and pulling.





Dave Rohrer: [00:09:44] So we're going back to submit your site like Yahoo all day.





Fabrice Canel: [00:09:50] Yeah, but most, yeah, most, most automatic. Yeah.





Dave Rohrer: [00:09:55] Yeah. Automatic is the best thing. And I think that's a good segue into [00:10:00] one. We, Oh man. I meant to look it up. We did a post or a, an episode a while ago about. Things that you need to install. And one of them was being webmaster.





And I think that's a good segue into one of the ways to get the plugin from being as you need to have being webmaster signed, set up to use the API, which has also been updated. Do you want to talk about just the, the vast number of updates as I was digging in yesterday and today?





Fabrice Canel: [00:10:31] Yeah, this is, we just shipped last night.





Um, that's all good timing. Good timing. Yeah.





Dave Rohrer: [00:10:38] You were like, we can talk about this too. And I'm like, what do you mean? I literally, as I was reading that email from you guys, I hit refresh, right? Like, like I was looking into it because I was setting up the plugin and all of a sudden I was like, do you want to see the new.





Fabrice Canel: [00:10:51] The new





Dave Rohrer: [00:10:53] webmaster. I was like, well, how's that for timing?





Fabrice Canel: [00:10:56] Yeah. So, um, we, we have [00:11:00] really invested in one master tour. Um, and, um, we are very kind of proud of Israelis, uh, because we do believe from early feedback. Um, but I use a new user today, uh, that was, this will make a big difference. So. The key in, uh, Sally's is only about, uh, The previous tool, this was, this was a galaxy of tool.





This was 41 tools. Uh, you will, I was lost myself. Let's say, well, yeah, we have this tool and this tool and this tool, this tool, okay. This was way too many tools. This was for geeks. This was completely for headphones, user type of thing. And, uh,  me lost. Okay. What are we trying to tell the user? And we were kind of bombarding the end user or the customer walk is the mail we've lot of things to do.





And so the direction where we readied is really about, um, [00:12:00] making it more actionable, smarter notification smarter about what really truly matter in term of search engine optimization. And, uh, this is all about, uh, journeys. Okay. There is a dead links on the site with 1 million URL. It's maybe not so critical, but if there is a lot of pages, I'll few pages of new index style.





Hmm. Maybe we used to look at that. And so it says we. This direction is all about providing meaningful insights, meaningful information. And this is, we are doing this not only from the tool itself, uh, by, uh, collapsing them into smacked off tool, and that provide a better intelligence, but VCs. We are a level.





So we have a, we have an inspection tool also at site level where we try to aggregate and all, always rich information prioritized at site level. And [00:13:00] so we say that on stool and so on, but it's so a web better. Uh, user interface. And we spent a lot of time in design in usability, and we have a cleaner, more responsive, responsive, faster interface example.





We are not mobile. Funny. We were all tool. This was clearly not mobile. Funny. You have to scroll or of a place. This tool works. Great on mobile. And again, uh, he finding the information architecture to guide the user to really, uh, what matter on the site. I spoke about this 30 navigation links before we have only 17 navigation links on the navigation in the new site.





It's a web better and also providing more. Data more information example, we provide backlinks for your site, but also for any sites on the internet like this, you can look at the, um, the links, but let's say your competitors, [00:14:00] your similar sites have to understand. Okay. I was thinking too, what, uh, this has kind of, this is not kind of new.





We were doing this something as 15 years ago. We've a link column query where you were able to. Get was linking to your pages to each and every pages. So we can have, we enable back based functionality because it was a whole quested keyword research. This is the ability to filter by country and languages and devices, and yeah, lot more, not of tool.





It's also a foundation platform that will help us moving forward to do. More quickly. So you will see evolution. We will listen to feedback of Israelis and we will tweak it to satisfy obviously customer and to, uh, fix a few little things. But it's also to, uh, enable new functionality feature that will come up next month and in fall.





And so we will, uh, [00:15:00] this is all about advance. Again. We are here to help you where mr. Speaker is by helping you at the end of UC, we are helping yourself to index your content and to get the most of your content.





Dave Rohrer: [00:15:13] And so you went from 41 to 17. And as I was comparing, because I had two windows open, two things that jumped out at me were like geo-targeting and disavowal links.





And I'm sure there's, there was other tools that were there, but those jumped out at me for people that, and I know when Google made changes their webmaster, everyone, and I saw the new Facebook the other day and I quickly went back and I think a lot of people did too. People are sometimes are scared of change and there's certain tools that.





You guys probably know what percentage of people use them. And, you know, if you're in that 2% of all users that use them, you might lose tools. Is there any tools that are listed initially, but not there that are still gonna remain? Or remain somewhere [00:16:00] else or are they just being retired?





Fabrice Canel: [00:16:01] Yeah. Completely or move all profuse tools by August.





There is still some tools that are available that you can link from the L page. Uh, one of them is  um, but is a site view. Oh, like a next point of view of your site. This is a powerful feature. Uh, we will, we are enabling a new tool in the following weeks. That is first superior. We believe  and explore for me is my Fabry tool being my master tool.





It allows me to really view, uh, all sites. All your site like you, where you are, like you are exploring your laptop, your desktop, all the files. It's a very interesting view. Um, some content management system, author of his view, but some content management system do not. And this is kind of, it's a good way for a lot of investors to have to exactly what we are in their side [00:17:00] and organized by folder.





And, um, Go by and sorted by number of files, Botanics by being, or discovered by being on your folder. So we are enabling a new version of his, uh, of this, and we will look so change the name and you will see that it's far superior in the following week. So we will keep iterating to continue improving and listening to feedback and improving this solution.





Dave Rohrer: [00:17:30] I also figured out an answer to my own question on that. So disavow links used to have its own link as I was just using the backlinks similar sites, which I think will probably be a lot of favorite tool for people. Um, Oh look, there's a disavowal link.





Fabrice Canel: [00:17:46] Yeah. So yeah,





Dave Rohrer: [00:17:48] not all of this stuff is there, but it's just, it makes sense to put it with the backlinks there.





Yeah.





Fabrice Canel: [00:17:52] Yeah, this is at the end is when we have, um, there is really kind of two view of we that totally [00:18:00] matter. It's a view that you want to investigate. Okay. What's happening on vSphere? Why this URL is not index. Do we have issues as you issues on this URL? What I should do, and you already want to focus on one year at a time.





So this is where we shipped. We have an inspection. This is in beta because it's a kind of huge feature. We have lots of feature of substitute, and this is where we are bundled. All the things together related to inspection of a new app is including SEO, key word, um, SEO analysis, including, um, back links for where we are, including all of everything, but it's quality to when you add, and then there is overview.





The logic is to have overview such as a view pair, uh, the list of URL parasites. And so back links is a list of site. And you want to, when you have a list of , when you have a list of URL and you want to learn more about your health, such as, [00:19:00] um, Going to an inspection, but sometime it's also about, uh, these specific links and you see that we start to bundle things together.





And again, this is all about this site initiation about instead of having a, Oh, you have to go to this tool and then go to . No, we start to have a story about, you cannot learn to expect, or you can analyze per set of URL starting by what's an X on your side of the backlinks.





Dave Rohrer: [00:19:31] Nope. That makes sense. Sorry, I can't work my own unmute button. I'm just poking around at some of that. And I was trying to look at different things that I didn't look at the other day. I think if nothing else. And I've always, every time I do an audit and Matt, we've talked about this before, it's like, please, you know, being in Google, give you data about your site.





Why wouldn't you set up, you know, being webmaster and. And if you don't now already the fact that went, it ties into the plugin [00:20:00] and you can get your content automatically like automatically updated. And you know, if you're on a budget, you now can use the compare site link data as a, basically a free link tool.





Like backlink tool, sorry to a certain company that is. Does that, but, um, you know, more data the better, but to be able to see and really compare and dig into the link data and compare it to that stuff. I don't, I don't know why people don't, but I know they just don't and the number of people that don't have Googled webmaster or being webmaster time and time again, shocks me.





Mmm. For the Bing web master is still set up that even if I just do the one domain. So if I have DubDubDub or sub domains, it still doesn't matter. It's all.





Fabrice Canel: [00:20:55] Yeah, this is, it says, we [00:21:00] know that this is between STT PSTT PSW versus . So the default, um, we, we may evolve in this area to provide more advanced view, but the default view that we have is visually do not matter.





Okay. Mean. For most sites w and none w is kind of a setup. So if you always just RWS as w you have the same view and same story for RTTP and STPs, this is kind of the aggregated view. We may offer some Davy kind of lost CPQ or. Yeah, you can, you can still always, you still have a sub domain. You can still have a folder within big master tool to a very specific view on the sub domain.





Uh, the specific artist name of a specific sub folder you care about. But the default is we provide an aggregated view of a world domain. If you want to have the host of a domain.





Dave Rohrer: [00:21:53] And I think that would be a good place to end and dig into the last thing that again, [00:22:00] you guys, and men and women have not been busy at all. Just a couple of weeks ago, you came out with the new Bing webmaster guidelines.





Fabrice Canel: [00:22:09] You have, it says, this is, this was needed. Um, because it was. Let's say this was out dated.





It was not, uh, the modern internet type of things is, was not updated for five to six years. And so what about, yeah, so, and we kind of reorganize it a little bit in fact, a lot. And, uh, this was also too. To be linked to this release, this was needed also to support the release. And I will tell you why. So being by myself to legend is really about, uh, guidance, um, for women's mr.





Uh, kind of it is the checklist, what you have to think about if you a website and what. Totally motto had been. And, but I [00:23:00] would say it's, it's a checklist that is for wholesale engine. A lot of this is not totally being specific. It just a very, I think this is a very good list of what's totally metal on SEO to be, um, Discoverable by search engine.





Um, you want, we want to discover your site. If you're hiding in some dark place of the internet, we may not be able to find it. So you need to be able to, we mean, we need to be able to discover it. Then we should be able to discover your links on your site. Then we should be able, uh, to only be guided. On quality content based mean avoid, duplicate your hell about useless things.





Then, uh, we need to be able to fetch it to win, to get your content, because if you abuse your whole body's at all, we won't be able to get it. And it's all about [00:24:00] understanding your pages in general. When we get your content, we are able to understand it. But you can really help us to understand your content better via specific HTML tags via a specific, um, schema within your pages, uh, by specific attributes in video and images.





And so on. So this is a list of things you can do to really help us again, discovering the content, selecting it because we discovered a lot of things. So please guide us to the good quality content and help us to process the content. Then it's all about what matter for being. To retrieve his content in being.com.





You want to be at top position and we are guiding you to what's matter for, uh, to be at a position. So we care obviously about good quality content. We [00:25:00] care about unique content. That totally make a difference. The example that I'm already sharing is if you try to compete and to be position one for the keyword Facebook, it will be extremely odd to be at top position for Facebook because Facebook, when people type Facebook, the internet is to go to.





Facebook.com is not to go to a pace, became a Facebook. So a lot of information about what matter and also things to avoid a mean don't do clocking or limit clocking, and don't do duplicate content and so on and so on. And what's. Oh really why this is linked to the release of being webmaster tool is you will discover that in an inspection tool and values other places, we kind of guide the customer, uh, to ways, um, to, with guidelines, if we are not able to get the content.





[00:26:00] So lot of his categories, uh, will tell. And, uh, sometime we will tell, Hey, maybe you are not following the guidelines. Um, um, sometime we say, Hey, we, we have no issue with your content. It's all great. But sometime we say, Hey, please have a look at the guidelines. And when we cannot really completely tell you why we do not your content, sometime we may tell you, and we cases where we have.





According issue where we can not fetch your content because you are preventing us from fetching the content via habits of, uh, blocking access to your color. And if you want to say advocacies where, uh, we, uh, kind of decided to not list your content based on algorithm solution or the solution,





so a natural extension to the tool. And, um, we spent. [00:27:00] Quite a time and a lot of time on refreshing the guidelines. And we think it's kind of, we don't want to change them every day. This is things that we think will matter for the following three to five years direction, uh, type of income.





Dave Rohrer: [00:27:15] Well, and it takes on additional, like, as you were just saying that the use of it and the tie in now with how you've set up.





The webmaster tool itself, I think will help new people or, you know, we've had Scott or people just, you know, graduating and becoming SEOs or a small business owner that really doesn't know what the heck SEO is. And doesn't really care about their website. They just know that they're not being found by as many people or they want to make changes and they want to understand why they're not being found.





I think for certain people, this can be very helpful.





Fabrice Canel: [00:27:49] Yeah. This is two verses Holly to come back on Bing webmaster tool. This is really the goal of Israelis. This is really to help everybody. And you spoke [00:28:00] about people were learning as you were starting on SU uh, that's tool that we want to make it easier for them at start to use big webmaster tool and to be guided to what totally matter.





But I can assure you, this is also for geeks as me as you as. All the geeks, all the expertise you on the internet when you have a zillion of tool. Okay. Should you really look at all these tools and use all these tools? No, it's certainly preferable to really guide you to which kind of. Okay, this is the issue that really matter on your side.





You don't need to look at something else. We know that from being a, what totally matter, and this is all about, we will hopefully continue to optimize the tool to really guide the customer, the expert user, and also the newbies to, to tell them what we should do, what they should do today. This is a priority for today.





VSL clarity for today [00:29:00] to the test desk.





Dave Rohrer: [00:29:02] Every time I do a technical audit. I dig in to big webmaster and yes, sometimes it's the same as I see in Google search console. It's the same that I see when I crawl. But there's also times where each different source that I look at comes up with different stuff.





Like you'll come up with either new site maps or old site maps and you'll come up with other pages that. I'm not seeing, or that are showing flags or maybe I'm looking at the law files going, how who's getting here and how, and one source or another. Will tell me. And the more tools we have that give us different views of how different search engines are looking at it, to me is very helpful.





So thank





Fabrice Canel: [00:29:44] you. Yeah. I believe that diversity is needed. It's helping because if ASU were just about doing one, two, three, everybody will be at two position. One. And basically not work. So there is obviously [00:30:00] different search engine. If you want a solution on the internet. And, uh, each of them at Vienna secret sauce and not services, this is evolving.





Um, you should come back to  as you should come back to the tools, uh, because, uh, the, the machine learning stack of all certain gene and the internet is changing quite fast. And so, uh, you can be in position one and two mobile. You can be in position five. And we are here to help you to understand why and to get you to, um, not only what you are doing, but also offer visibility on what others are doing.





And back links is an example of such a ability. Very, very good. I, you know, Fabrice, I really appreciate you taking the time and explaining all this. I was just going to share my, my final thought. I remember when I first got into the Bing webmaster tools was from Dwayne Forester. When, uh, he, he used to be with you guys and, um, he kind of [00:31:00] turned me on to it and I realized from then just how easy it was to use and just how much data was provided.





And I've loved it ever since. So I do appreciate you coming on and Sharon, um, the updates and the information and the insights that you have. So thank you very much, sir. Thank you, man. Alright, well for, for breeze and Dave, uh, I met and we're grateful that you guys checked out this latest episode of the business of digital podcast as always we're on iTunes.





Make sure you go give us a five star review and thank you guys again for joining us and we'll see you on the next





Dave Rohrer: [00:31:34] one and make sure you install Bing webmaster. If you haven't. It saves me lots of time when I have to deal with you as a client. There you go.





Fabrice Canel: [00:31:42] Thanks guys. Thank you. Thank you.

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