f you conduct a search for a brand, you're most likely looking for the official site. Bing is separating the official sites out from the rest of the results for brands with a feature called Best Match.
Here's an example of a search for FIFA. Notice the search box included with the result
Best Match isn't perfect. It didn't recognize Caribou Coffee. Also, the "best match" for Keen was a psychic site, Keen.com. But what about Keen shoes? They were at the top of the organic results below. Perhaps there shouldn't be a "best match" for that keyword?
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