Recently, when maintaining the site for customers, I found that most customers began to pay attention to the changing trend of the Bing search engine keyword ranking. There were also several projects in which the Bing ranking keywords of some projects have continued to decline from the end of July to the present. Customers hurriedly asked us the reason and asked for a plan. At first, I felt confused because our company is actually mostly engaged in Baidu search engine. Bing search engine is relatively only responsible for helping customers to monitor, which is not the main business scope.

Adhering to the attentive service attitude, the reasons for the decline in Bing search engine keywords and traffic were analyzed. The following aspects are all personal experience. If there are any mistakes, please be merciful

Trend analysis

To analyze the decline in data, we must first understand the trend of the decline in data, analyze the trend from the traffic monitoring table provided by the customer or the search performance of Bing webmasters Tools, and select the time node to analyze the time node of the decline in traffic.

（Screenshots from:Bing webmasters Tools）

Keyword analysis

Use the Bing webmasters Tools keyword analysis tool to understand the keyword display trend and observe whether it is a seasonal trend, that is, the user search volume decreases at a certain time point

（Screenshots from:Bing webmasters Tools）

From the screenshot, we can see that there is a uniform downward trend in some time nodes in the search term trend.

In addition, when doing traffic analysis, we also need to understand whether the official website has been optimized at the time node of traffic decline? Such as page section layout optimization, page code optimization, TDK modification, etc., which are easy to cause the official website traffic to fluctuate. If the official website has not been optimized at this time node, then the next step is to analyze the search engine analysis.

Search engine analysis

What we need to understand is what is the current search result market trend of the bing search engine algorithm? Is there a competitor overtaking in the search results page? Too much bidding advertising? Baidu products or bing products have increased their position, etc., which affects the original position ranking of the official website’s natural search engine position.

For example, if there is a drop in traffic in August, we need to compare the keyword search results in July and August by spot checking a few words to determine whether SEM and high-powered self-media platforms have suddenly increased, affecting the original natural search engine’s position effect.

Why do we need to analyze from this perspective?

Here I want to explain to you that when an Internet user searches for a keyword, he will only look at the results he sees according to the default sorting, and will not distinguish between SEM and SEO. If the newly added SEM position divides the user’s clicks, it will cause the traffic pool originally belonging to the natural search engine to be divided by SEM and the search engine’s own products, such as Baidu’s Baijiahao, Baike, Bing’s Bing Pictures, etc.

This will cause a large number of users to choose to click on bidding ads and content recommended by some search engine series products that are ranked ahead of the industry’s official website. However, from the perspective of industry trends, the official website itself is still ranked first in the industry, and the traffic is still being divided. This is a very frustrating thing.

So how to increase traffic?

After clarifying the reasons, we need to optimize and solve them accordingly. If we are not clear about the optimization ideas and don’t know how to start, we can also refer to the Recommendations diagnostic analysis of Bing webmasters Tools. This analysis is some problems found by the official from the official website. We can combine the official suggestions to conduct corresponding optimization analysis to solve the problems that affect search engine traffic.

（Screenshots from:Bing webmasters Tools）

In addition, what needs to be done is to ensure the regular update of high-quality articles on the site, and constantly optimize the position of more traffic words to expand the traffic of its own official website.

The above is a sharing from a personal perspective, and I hope it will provide some help to everyone when analyzing traffic.