OK, it looks like Bing is seeing some early success as a viable search engine. It has been generally getting strong buzz and has seen some early victories. Based on early comScore statistics, it has overtaken Yahoo to become the #2 search engine behind Google, which has also seen a (modest) decline in search traffic since Bing launched. Bing has also generally received strong reviews from tech experts such as cnet.com who says that it “beats Google in important areas” and PC Magazine who touts its slick interface. So, while we haven’t heard from many law firms yet inquiring about optimizing for Bing, invariably these questions will start to roll in. While I have not done an in-depth analysis on Bing search engine optimization techniques, I do know from research that on Bing, similar to Google, content is king. Rich content seems to be the foundation of strong search performance. Aside from content, authoritative inbound links are crucial, and a technically sound, well-built site is a must. IE, the rules of search engine optimization for Bing are the same as for Google and the other search engines – a well designed, well written site with strong content has the groundwork to do well. There aren’t short cuts, and while tweaking metadata, anchor text links, and key words densities can help improve a site’s performance, the foundation must be in place first.