As a marketer, it’s easy to forget Bing search, which is the third largest search engine in the world, but if you completely ignore this part of Bing search engine, then you missed one that can expand coverage, expand search traffic, and drive Conversion and profitable opportunities.
If you, like many marketers, haven’t thought about Bing search optimization, this guide is for you. Read on to learn about Bing’s search engine optimization, including advantages, key differences from Google, and powerful optimization strategies.
Why should you optimize your website for Bing?
Microsoft launched Bing in 2009 to compete with Google. In 2010, Bing also began providing search support to Yahoo. Even after the merger, Bing was still largely ignored by marketers following Google.
Bing reaches one-third of the US search market. Bing and Yahoo together account for more than 30% of the US search market, with the United Kingdom accounting for 23% and Canada accounting for 16%. In addition, Bing handles most searches in certain industries, including education, telecommunications, and cars, and is more likely to receive traffic from certain types of users, such as political conservatives. By optimizing Bing, you have the opportunity every month to put yourself in front of Bing ’s 1.23 billion global visitors, a potential customer that many competitors may overlook.
With lower competitiveness, your competitors are busy investing all their energy into Google SEO, giving you a higher position in the Bing search rankings. Although it can take up to 12 months to see the results required for a search engine optimization job on Google, Bing’s return may be faster because there are fewer sites competing for a location on the first page.
Benefiting from transparent guidelines and free tools, while Google is a well-known secret in providing detailed information on improving search engine optimization, Bing provides relatively forward-looking information on how to improve rankings. For webmasters, Bing provides startup help and how-to guides, as well as free tools for reporting, diagnostics, mobile optimization, and more.
Diversity, the motto “don’t put all your eggs in one basket” applies equally to SEO, just like other aspects of running a business. If you’ve optimized your website on Google and Bing, then Google is protected from changing its algorithms in the event of a decline in your rankings. Even if your popularity goes down on Google, you can still reach Bing and Yahoo audiences.
With higher conversion rates, Google Analytics reports show that Bing has a higher conversion rate. Compared with Google ’s 16.5% conversion rate, Bing and Yahoo ’s conversion rate is about 20%. This may be partly because ordinary users of Bing and Yahoo are older and may have more disposable income.
How Bing SEO is different from Google SEO?
Most Google SEO strategies also apply to Bing. Like Google, popular brands tend to rank higher on Bing. Both search engines value high-quality content, backlinks, strategic keywords, and mobile friendliness. That said, despite the many similarities between the two search engines, there are some key differences between Bing and Google SEO:
Website Preference: Compared to Google, Bing tends to rank official .gov, .org, and .edu websites higher than commercial and popular websites.
Social signals: Although Google insists that social signals are not a direct ranking factor, Bing publicly emphasizes the importance of social media. According to Bing, search engines interpret social sharing as a positive signal that can improve rankings.
Multimedia Focus: Although Google generally relies on text-based content, Bing has relatively high value in images, audio, video, and other multimedia content. Bing also understands Flash-based websites better than Google.
How to optimize your site for Bing?
Make sure your pages are indexed: In order to build traffic, indexing is the first step. You can check if your webpage is indexed by visiting Bing and entering “site: www.simcf.cc” in the search bar. If your site is not yet indexed, you can register your site with a search engine yourself. Using Webmaster Tools, you can also submit a sitemap and instruct Bing to crawl your site on a regular basis.
Focus on quality content: Bing takes Google’s content very seriously and stresses the importance of providing “clear, deep, easy-to-find content” if you want your pages to rank well. Bing specifies three characteristics of quality content: permissions, utilities, and presentation. First, the content should be trustworthy, including authors and citations. Second, the content should be useful to the reader and explain the subject thoroughly. Finally, the content should be well-formed and presented so that users can easily distinguish your content from any ads.
Build Backlinks: Like Google, Bing interprets links to websites as positive signals and relies on them to find new pages on your website. Compared to Google, Bing seems to value older sites and organic links to .edu, .org and .gov. area. Like Google, Bing tends to penalize paid links on websites, reciprocal links, and links from spam sites.
Improve your social media strategy: As mentioned earlier, Bing has publicly emphasized the importance of social media influence. Focus on interacting with social media channels to earn votes, likes, and tweets, while avoiding black hat social media technologies such as buying likes or writing fake reviews.
Utilize Bing Webmaster Tools: Open your Bing webmaster account and you will have access to a treasure trove of analytics tools. Take advantage of tools such as keyword research tools, SEO analyzers, and mobile-friendly tools to seamlessly view backlinks, keywords for your website ranking, and more.
Despite the differences, Google and Bing have more similarities in terms of values and best practices. Reward quality backlinks, mobile optimization and most importantly original related content.