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Search for [gout] on Bing and you will see a brand new "feature" in the search results.
Bing now will show you the full article and content from some partner third-party sites directly on Bing. Bing adds a link to "Read the full article by Mayo Clinic" and links to a Bing Health web page, which is content licensed and paid for by Bing.
Here is a screen shot of the Bing Search Results:
Here is a screen shot of the landing page on Bing Health:
A WebmasterWorld thread has BingDude, an official Microsoft Bing representative explaining the rational for this:
Folks have to keep in mind that Bing is a decision engine, focused on "task completion". We've stated this from the outset, so trying things like these types of tests help us determine if this type of SERP behaviour strikes a positive or non-positive note with searchers.
How can I get Bing to license my content? And do I want them to? At least they aren't just scrapping it and showing it to users without paying for it.
Forum discussion at WebmasterWorld.
Update: This actually is not new, Matt covered this at SEL back in 2010.
Comments:
Paquerette
02/01/2012 03:43 pm
this is unbelievable
Poutrelle
02/01/2012 03:50 pm
It's so crazy !
Paquerette
02/01/2012 04:03 pm
I think I will not be able to fall asleep tonight.
Bill
02/01/2012 05:37 pm
This seems to me like a paid thing. Meaning the Mayo Clinic has a deal with Bing to occupy the top area in exchange for the content (which now lives on Bing.com as well as their website). I can't see this as being algorithmic that will span across many sites. I know from experience that these deals happen, as I have worked for large content sites that have been approached by well known search engines about using their content (to help with user intent) in exchange for top listing. It will be interesting to see if this starts to span across keywords and sites, or if it will stay isolated to a few high authority sites across specific keywords.
Aaron Bradley
02/01/2012 06:06 pm
Bah. Here's Microsoft at it again, dribbling out "trusted source" information in the interest of branding. And as per the comment from @b38af5c840ca5cfca54da275fbfd943f:disqus below, whatever else this is it probably isn't Bing trolling the Internet trying to find the best information, but leveraging deals with preferred information providers. What is "Bing Health?" It's a search tab. At least when Google started a recipe specialty vertical they called it "Google Recipe Search," not "Google Recipes." I can't help that this is anymore in the best interest of users than Bing Cashback was. One may think it's in Bing's best interest, but Microsoft has proved time and time again that branding overreach does not loyal web searchers make.
Xean
02/02/2012 09:58 am
this is so unfair....
Gromanon
02/09/2012 03:36 am
And the issue is...?