Stuffing keywords into your content just doesn’t work. MOZ explains that many people think it will help their page move up in the search engine’s ranking, but that studies on the subject have found that this technique’s effect is minimal. Plus, search engines take actions against it. Just like SEO experts won’t recommend keyword stuffing in the content, it doesn’t help to use this technique in your URLs.
Bing explained in a September 9, 2014 update on its blog that it has been focusing on filtering out URL keyword stuffing from its search results for the past few months. Bing has a commitment to stopping black hat search marketing techniques that strive to reward pages that do not merit the distinction. URL Keyword Stuffing is one of these techniques it is currently focusing on.
How This Technique Is Used
Spammers have used URL keyword stuffing in a number of ways. They might create different hostnames across one domain that each uses an alteration of a keyword. Or they might repeat keywords within one domain name or host name, or use numerous hosts with each host name comprised of a keyword. For example, a URL that uses repeating keywords might look something like this: http://word.keyword.secondkeywordthirdkeyword.com.
Another method is to create a URL that is slightly different from a well-known site so people can mistakenly land on it. It might have a slight spelling or other difference that is very close to the reputable site.
Bing explains that these techniques create URLs that look like good results since they match what the searcher is looking for. Therefore, the searcher is likely to click on them.
Bing’s Commitment to Fighting Spam
Bing is taking measures to identify these techniques. It does not want to share too much information on its tactics, which could end up in the wrong hands, but explains that the search engine looks at certain signs like the size of the site, the number of hosts it has and the quality of the content on the site. Since spammers generally make high numbers of sites, Bing works to clump different sites together that have the same owner, domain or other factors.
These characteristics will help Bing identify spammers that are using URL keyword stuffing. Part of the reason Bing will look at these other factors as well as the keywords in the URL is because many sites use numerous keywords in a URL legitimately, so Bing wants to be able to tell the difference between legitimate sites and spammer sites.
How Does This Affect Your Internet Marketing Efforts?
Bing explains that this change has affected approximately five million sites, which contain over 130 million URLs. It has taken about one URL out of every 10 out of the search results of the around three percent of queries it targeted.
This means that it’s time to look at your content and see if it’s breaking these new rules. If your current online marketing efforts include keyword stuffing in the URLs, you will need to change that practice or risk losing almost all of the Bing traffic to your sites.