Rather than settle for a dissatisfying conclusion of “I don’t know,” Search Engine Watch contacted Duane Forrester, Bing’s senior product manager, to find out why two of the eight featured Deep Links pointed users to rather odd locations – one to a story about a fatal fiery car crash from April 2011 and the other to an obituary from February.
“This is a known issue – essentially, there are instances when ‘spiky’ terms can appear in Deep Links,” Forrester said. “Believe it or not, those two items were very popular on that site. We’re looking at ways to sort this in the very near future.”
So what are Deep Links? Bing says it assigns Deep Links to established and “authoritative” websites, with the goal of “exposing the most popular deeper content for trusted sites.”
Basically, they are Bing’s equivalent of Google sitelinks – a group of eight links located beneath the search result featuring the homepage link, URL, and description (in this case The Marietta Times) that point users toward popular sections within the same website (e.g., Obituaries, Local News, Local Sports, etc.)