Bing Allows News Publishers to Maximize the Reach of their Content through PubHub

Bing’s PubHub: Expanding Content Reach for Verified Publishers

In the ever-evolving world of digital content distribution, Bing has taken a significant step to help publishers broaden their audience reach. Introducing PubHub, a news portal designed for publishers to submit their content for distribution across Bing’s platform. This initiative promises to connect publishers—whether local, international, big, or small—with Bing’s extensive user base by providing them with an opportunity to showcase their unique, relevant, and diverse content.

What is PubHub and How Does It Benefit Publishers?

PubHub is a tool on Bing’s platform that invites verified publishers to submit their news sites for consideration. Once approved, their content becomes eligible for broader distribution, enhancing visibility and engagement with Bing’s significant audience base.

Key benefits of PubHub for publishers include:

• Increased Reach: Verified publishers can expand their content’s reach by tapping into Bing’s user network.
• Enhanced Visibility: PubHub allows content to be featured on various Bing channels, maximizing exposure.
• Diverse Content Opportunities: Whether it’s breaking news, opinion pieces, or feature articles, PubHub encourages a wide range of content submissions to cater to different user interests.

Why Should Publishers Consider Bing’s Platform?

There are compelling reasons why publishers should pay attention to Bing’s PubHub and integrate it into their content strategy:

1. Robust Desktop Market Share: According to a report by comScore, Bing holds over 20% of the US desktop search market, making it a valuable platform for content distribution. This substantial market share helps publishers access an audience that values comprehensive, industry-specific news and updates.
2. Integration with Microsoft Ecosystem:
   • Cortana Searches: Millions of users rely on Cortana for voice-activated searches and content discovery. PubHub content can reach these users through Outlook’s News Connector tool, broadening the scope of engagement.
   • Bing Search App: Similar to the convenience offered by Android and iOS, the Bing Search App enables users to access streaming news on the go. This ensures that publishers’ content is visible to mobile audiences, catering to today’s mobile-first approach.
3. Significant Exposure Through the Bing Publisher Network: By submitting content to Bing’s Publisher Network, verified publishers significantly enhance their reach, granting their stories higher visibility across Bing’s various news distribution channels.

How to Become a Verified Publisher on PubHub

To leverage the benefits of PubHub, publishers need to become verified. Here’s a step-by-step guide to ensure your site meets the requirements:

1. Adhere to Bing’s Webmaster Guidelines: Familiarize yourself with Bing’s Webmaster norms, which align closely with Google’s Webmaster Guidelines. Compliance with these guidelines helps ensure that your site meets Bing’s standards for quality and relevance.
2. Verify Your Site Ownership Using Bing Webmaster Tools:
   • Similar to Google’s Search Console, use Bing Webmaster Tools to verify your site ownership. This step is essential to establish your authority and prepare your site for content submission.
3. Submit Your Site for Consideration:
   • Complete the site consideration form available on Bing’s PubHub portal to request verification.

Essential Criteria for PubHub Approval

Meeting the basic steps for verification is not enough; your site must also adhere to several key content criteria to qualify for PubHub:

1. Newsworthiness: Your site should be regularly updated with fresh, relevant, and timely content. Articles should provide users with news that keeps them informed and engaged.
2. Originality: Ensure your content is unique and presents original viewpoints or facts. High-quality, distinct content is valued by Bing’s platform and helps distinguish your site from competitors.
3. Authority: Your site should establish trust by properly identifying authors, citing sources, and acknowledging content contributions. Transparent attribution not only builds credibility but also aligns with SEO best practices.
4. Readability: Content should be well-written, adhering to proper grammar and clear language. Additionally, the site design should facilitate easy navigation and content consumption. This enhances user experience and encourages longer page visits.

By meeting these standards, publishers can enhance their content’s appeal to both Bing’s algorithm and users, positioning their news for higher visibility and better engagement.

Anticipated Updates and Features on Bing PubHub

Bing’s News Unit has indicated that more updates and features are in the pipeline for PubHub. These enhancements aim to provide publishers with even more tools and opportunities to optimize their content for Bing’s platform. Keeping an eye on these updates can help publishers stay competitive and make the most of Bing’s expanding capabilities.

Future Trends to Watch:

• AI-Enhanced Content Distribution: With the integration of artificial intelligence, Bing may soon offer more targeted content recommendations, boosting the reach of verified publishers.
• Improved Analytics Tools: Publishers can expect more robust tools for tracking content performance, allowing for data-driven strategies that refine content submissions for better results.

Why Bing’s PubHub is a Strategic Move for Publishers

The launch of PubHub is part of Bing’s broader strategy to strengthen its position in the search engine market and compete with major players like Google. For publishers, this is an opportunity to diversify their traffic sources and tap into Bing’s unique audience. As search engines continue to evolve, having a presence on multiple platforms becomes crucial for maintaining and growing site traffic.

Key Takeaway for Publishers:

• Diversify Your Reach: Don’t rely solely on one search engine for traffic. Integrating Bing’s PubHub into your strategy ensures a more balanced and comprehensive approach to content distribution.
• Embrace Multichannel Publishing: By submitting content to Bing, publishers can leverage different channels, from desktop and mobile to voice-activated searches, to engage a wider audience.

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