If you, like most people, ignore search engines other than Google, then understanding Bing can bring you a big opportunity.
In the United States, Bing and Yahoo account for 33.6% of the desktop search engine market. And in some industries the number is even higher: Bing and Yahoo handle nearly 80% of searches related to education, cars and telecommunications.
Most importantly, many marketers have noticed that Bing ’s traffic has a higher conversion rate than Google ’s, which may be because Bing ’s users are relatively more mature or because they have higher income.
If you have invested in Google SEO, you can try investing in Bing. Before doing so, you need to understand some key differences between Bing and Google in page ranking:
One of the biggest differences between Bing and Google: keywords.
Google improves search accuracy by understanding searchers’ intent and contextual clues provided by different websites, often referred to as semantic search. To some extent, Google needs to rely on machine learning and artificial intelligence (such as RankBrain) to help understand the content of the page.
Google has stated that RankBrain is in the third most important position in their ranking algorithm, which means that optimizers are more important than search engine optimization to create detailed thematic pages and articles rather than filling in exact matching keywords.
Compared to Google, Bing does not have a deep understanding of broad matching keywords, and the Bing Webmaster Guidelines recommend that people “use targeted keywords whenever possible.” Therefore, if you can use exact matching keywords in all possible places such as domain names, meta descriptions, primary title tags, secondary title tags, content, etc., you will get a good search ranking.
Another difference is that Google provides search results based on contextual clues contained in the user’s search question to understand what the user is looking for, and Bing will give priority to local search results.
If the word the user is looking for has multiple meanings, Bing will also provide other optional search terms in the sidebar.
What is the difference between “Bing” SEO and Google SEO?
Google: Create detailed pages based on search keywords, focusing on topical relevance rather than exact keyword matching.
Bing: Use exact keywords that match your target search results, taking care not to over-optimize.
When discussing keywords, there is a well-known but often overlooked question: whether meta keywords are useful. In 2009, Google stated that “we haven’t considered keyword meta tags a few years ago”, so you don’t need to understand this issue when doing Google search engine optimization.
But at Bing, meta keywords are very important.
Online digital agency Levy Online once said such a real example: “A customer came to us and wanted to understand why their Google rankings are very good, but their rankings on Yahoo and Bing are very poor. We saw at a glance, They lack meta keywords. ”
Of course, this does not mean abusing meta keywords and stuffing a lot of irrelevant keywords into meta tags, but you really can’t ignore them, after all, they have a great impact on the ranking of your content in Bing search results.
Both Google and Bing attach great importance to backlinks to web pages, because these logos reflect the importance of content, whether your content is useful to visitors, whether visitors trust the information you provide, and are willing to share it with others.
Google measures the credibility of your pages by calculating the page rank of each domain that links to your content (PageRank). The higher the page rank, the greater the weight. Some web pages with hundreds of spam emails rank lower and have lower relative weights.
Bing also values high-quality links, but they measure link quality slightly differently from Google. Bing pays more attention to the “age” of domain names and the expansion of domain names. According to Bing, if you can get a lot of organic links to reputable domain names (especially domain names ending in .gov, .edu, org, etc.), then your content popularity is very high.
What’s more, Bing also values the number of links on its web pages. Of course, you should pay attention to avoid spam links. It is most appropriate to control the number of connections you get per month to 20, and pay attention to the quality of the links rather than the number.
Google has always denied that it is not affected by social media and other factors when ranking pages, but many people remain skeptical.
Bing directly recognizes the influence of web pages on social media, which will affect its ranking on web pages.
Bing said: “Social media has an impact on the ranking of search results on the web. If you have a great influence on your society, have a wide following, and they share your information in large numbers, Bing will receive these positive signals.