Mircosoft’s Bing Searching Recipes in New Way

Notes: Is this a new trend for search?  If this is a trend,  search engine optimization firms have lots of thought.  Do search engine optimization firms need to get their clients listed in those vertical portals?  and different clients should get listed in different vertical portals?  How search engine optimization firms ensure clients with local focus get top rankings?  Please read on.

We’ve noted before how the Seattle area — for whatever reason — has become a hotbed of innovation when it comes to finding recipes on the Internet. And now one of the region’s tech giants is entering the virtual kitchen, looking to help consumers cook up everything from chili to cheese tortellini.

The Microsoft search engine Bing unveiled a new way for people to search for recipes, pulling those creations and more from sites such as MyRecipes.com and Microsoft’s own Delish.com. The search results include photos, ratings and nutritional information. They also allow cooks to search recipes by season or special occasion, allowing someone to find green chili cornbread stuffing for Thanksgiving or a deep dish apple pie for Fourth of July. If someone actually wants to locate the instructions to make a specific dish, they must click through to the partner Web sites.

The move is yet another example of how Microsoft is looking to segment search results by trying to go deeper than Google in certain niche categories. (Travel and shopping are two other examples).

I asked Steve Murch — a former Microsoft marketing executive and current CEO of online recipe site BigOven.com — for his take on the move. BigOven’s 170,000 recipes are not yet indexed in Bing, though Murch said he’d welcome the opportunity to distribute his recipes through the search engine.

“It’s great that Bing is focusing additional resources on helping cooks find great recipes faster and in a more consistent manner,” said Murch. “It’s one of many examples of various key verticals in search getting more structured over time.”

Of course, having so much recipe information residing in Bing could prevent cooks from clicking through to the partner recipe sites.That means a cook could spend more time perusing Bing than say AllRecipes or other recipe sites.

“While that trend will adjust the economics a bit for those companies that rely exclusively on advertising revenue, those that have structured data and productivity, publishing and grocery list tools like BigOven.com end up with a great vehicle for awareness and search engine optimization,” he said.

That’s good news for companies like BigOven, which last November became the first major cooking site to open the vault on its recipe database to outside developers. But Murch also noted that the move could challenge food writers and old media content producers.

“Over time, it’s our belief that those who take a more platform-based approach, that have the most comprehensive data, let users put data into the platform and then fetch it from anywhere and manage it using complementary productivity tools, generally stand to benefit as the search engines continue to structure their search,” he said.

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