Most SEO strategies tend to prioritize Google, given its overwhelming dominance in the search engine market, where it holds a staggering 91.05% share.
However, while Google might be the most widely recognized search engine, it’s certainly not the only one available.
In fact, Microsoft Bing stands as the second most popular search engine, albeit with a much smaller market share of 3.74%.
Despite Bing’s modest presence, investing in a Bing SEO campaign can actually bring significant targeted traffic to your website, making it a platform worth considering.
Why Should You Consider Bing SEO?
Here are some key points to keep in mind:
- Bing presents less competition, which can make it easier to rank for your target keywords.
- While Google leads in mobile searches, Bing captures 10.5% of all desktop searches.
- Console gamers often use Microsoft Bing, as it’s the default search engine on Xbox.
- Over half of Bing users are under 34 years old.
- Bing’s AI chatbot, Bing Chat, has outperformed both ChatGPT and Google Bard in performance scores, according to a study by Cornell University.
Clearly, Bing has its advantages. It’s especially valuable if your audience includes gamers, younger demographics, or professionals who use desktop computers, particularly those who favor Microsoft Edge. If you’re finding Google too competitive, Bing SEO could be a viable alternative.
Stay with us as we explore everything you need to know about Bing SEO, including how its search algorithm differs from Google’s.
Understanding the Fundamentals of Bing SEO
When you optimize your website for Bing, you’re also optimizing for several other search engines, including:
These search engines are powered by Bing, meaning your SEO efforts will extend to these platforms as well.
Now, let’s delve into the specifics of Bing’s search algorithm.
Bing utilizes a dynamic ranking system that heavily incorporates machine learning, even more so than Google. This dynamic nature means the algorithm is constantly evolving, with different ranking factors gaining or losing importance depending on current trends.
As a result, optimizing for specific ranking factors on Bing doesn’t guarantee improved rankings all the time. For instance, you might focus on building backlinks for a blog post, but if Bing’s algorithm currently favors fresh content and social media engagement, those backlinks might not have as much impact as regularly updating your content and sharing it on social platforms.
This is a notable distinction from Google SEO, where ranking factors tend to be more stable. Therefore, a holistic approach is recommended for Bing SEO, covering as many ranking factors as possible to ensure you align with the algorithm’s current priorities.
Key Differences from Google SEO
Even if you’re a seasoned expert in Google SEO, you might encounter some surprises when transitioning your tactics to Bing. Here’s a look at the primary differences between Bing and Google SEO:
- Google emphasizes high-quality backlinks from relevant domains, whereas Bing places additional importance on the age of the domain.
- Bing has a more straightforward approach to keywords, focusing on exact matches, while Google’s approach is more semantic, considering the intent behind keywords.
- Social media plays a crucial role in Bing’s ranking algorithm, unlike Google, where it has only a minor influence.
- Meta descriptions are a direct ranking factor on Bing, requiring you to include your target keywords, whereas on Google, they primarily serve the user experience without directly influencing rankings.
- Keywords in URLs have more significance on Bing than on Google.
- Bing’s algorithm can crawl and interpret multimedia content, like images and videos, more effectively than Google’s bots.
- Google’s bots crawl and index web pages more frequently than Bing’s.
These differences are essential to keep in mind when crafting your Bing SEO strategy.
Top Ranking Factors on Bing
Bing’s algorithm shares some similarities with Google’s but also has its unique set of ranking factors. Here are the top five:
- Relevance: Bing evaluates how closely your webpage matches the user’s search query, so it’s crucial to create relevant content.
- Quality/Credibility: Like Google, Bing values high-quality, trustworthy content, which is assessed through backlinks, social media signals, and the reputation of the author. Including author bios optimized for Bing is vital.
- Freshness: Bing prioritizes up-to-date content, so ensure your information is current and accurate.
- User Experience: Bing considers user engagement metrics, such as dwell time, click-through rates, and social media interactions, when determining rankings.
- Page Load Time: Fast loading speeds are necessary for top rankings on Bing, similar to Google’s requirements.
Best Practices for Bing SEO
Now that you understand Bing’s algorithm, let’s explore some best practices for your Bing SEO campaign.
- Content Creation: Quality content is the cornerstone of any SEO strategy. For Bing, remember to include the author’s name, social links, and a brief bio. Ensure your content is regularly updated, and include keywords in your meta descriptions. Always provide sources for your claims.
- Keyword Research: Keep in mind that most keyword tools are designed for Google, not Bing. To get accurate data for Bing, use its Keyword Research Tool available in Bing Webmaster Tools. It’s user-friendly and provides data directly from Bing.
- Backlinks: Bing favors quality over quantity in backlinks. Focus on acquiring links from reputable news outlets, relevant blogs, and high-authority websites. Older, established domains are particularly valuable since Bing places a strong emphasis on domain age.
Expanding Your SEO Efforts with Bing
In summary, Bing offers a unique opportunity to diversify your SEO efforts and tap into new audiences. Whether you’re looking to escape the intense competition on Google or connect with a different demographic, investing in Bing SEO can yield significant benefits for your website.
