Bing may not be the first search engine that comes to mind when you think about one. Google remains the ubiquitous name when it comes to search engines and everything about them. Meanwhile, Bing had gotten relegated to something of an online meme. Who can forget how the internet unequivocally lampooned The Amazing Spider-Man movie when supposedly-tech-savvy Peter Parker pulled up Bing instead of Google for his searches?
For online marketing experts who have spent their whole careers managing SEO campaigns and techniques, Google has remained the central point of every online marketing tactic. Google was the vanguard that held the keys to domain authority. Every algorithm change dictated new SEO techniques, and even the way sites are structured carefully considered Google’s algorithm.
There is an innate value to following Google’s rules shared by everyone who plays along with it. When doing outreach, for both companies and bloggers, marketing plans and growth hacking are centered around getting Google’s robots’ attention. Even as strategy beginners, all the resources provided online talks about Google and its algorithm.
Where does that leave Bing?
Indeed, Bing isn’t even the second search engine in competition with Google (but going strictly by pure search engines, it does come in second with Google taking a whopping 92% of the market). But people still use Bing, perhaps to look at different search results or use a browser on a new computer. Maybe they just want to check an email address or a website if it’s legit because the browser with Bing won’t have the same search history as Google.
Bada-Bing! Why Use Bing These Days?
You might be surprised, but there are actually substantial advantages to using Bing instead of Google. It can make some pretty incredible changes to your marketing strategy.
- There’s Less Bounce in Bing
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Analysts have found that search results in Bing enjoy a lower bounce rate than you would typically expect in Google results. Bing prioritizes strong audience engagement, and when a website doesn’t have as much, it might result in penalties. Bing’s results can also be far more precise than in other engines due to Bing’s stringent Webmaster Guidelines. People are more often able to find what they’re looking for through Bing quickly.
- People Look for Specific Fields More Often through Bing
Given the precision in Bing searches, people gravitate towards it when looking for particular results. The automotive searches in Bing reached up to 14 million in searches that weren’t reached in Google results. 33 million searches for education were recorded in Bing, and 35 million for finance and business.
- People Use Bing for Navigation
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A little confusing? But the numbers don’t lie: according to the most searched keywords on Bing, people use the search engine to get to Facebook, Gmail, YouTube, eBay, Yahoo…even Google. It seems as though people would instead use Bing as a search navigator rather than intuitively type in the address to their browsers directly.
- There is a Unique Approach to Bing’s SEO
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If you’re going to use Bing for SEO purposes, you’ll have to throw the book out and start over, as the rules to Bing SEO can be strikingly different from what you know on Google. For one thing, Bing is more prevalent in the US than anywhere else in the world, so it’s going to be a lot cheaper to advertise there on a regional basis, especially if the target demographic is US-based. And Bing users primarily use Internet Explorer or Microsoft Edge, meaning that they might be less tech-aligned than Google users. Catering to this crowd will require a different approach.
- The Market is a lot Less Competitive
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And because of the fewer users and the more concentrated local focus, there’s a lot less competition. By adding Bing to your SEO plans, you’re already getting an edge over your competitors, who might not have considered the search engine at all. And with less competition, your site is more likely to rank high.
There’s a high likelihood of pretty decent ROI through organic search efforts. And don’t forget—most PCs are preloaded with browsers that use Bing. That’s a chance to get to a decent amount of users on the search engine.
- There’s Better Transparency on Bing
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Unlike Google’s “shrouded in secrecy” approach to what works for SEO ranking (not even the algorithm changes are elaborated upon most of the time), Bing doesn’t shy away from telling people how to make their website rank better on their search engine. They also have SEO Reports and SEO Analyzers to help professionals figure out where to adjust and what needs to be done.
- Get More Site Links Faster than on Google
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By the Numbers: Why Bing SEO Matters
The optics are never good when you consider that the industry leader (Google) is at 92.71% dominance in the whole market. But Bing has some pretty solid numbers of its own that should sway your SEO marketing team to add it to your campaign plans.
- Bing has 923.5 million unique monthly visitors worldwide, and it caters to approximately 12 billion searches every month worldwide. Five hundred million of those searches come from the United States alone. That number accounts for 4% of all organic search visits in the country.
- The power of Bing in the US is evident. At least 85% of the search engine’s users live in the US, and they’re searching from some of the most well-known brands and websites also based in the US.
- Bing owns almost a quarter of the desktop search market in the US.
- Over 70% of the people who do make use of Bing are around 35 years old and older, with 38% having a median income of over $100,000.
- For gender demographics, 50% of the users are female.
- Bing remains present everywhere and is used on over 1.5 billion devices globally. The mobile search click share of the company stands at 34%.
- The search engine is also available in 40 different languages and has a global market share of 2.32%.
- In the desktop search market within the US, Bing has 36.2% of the share. The US users are mostly concentrated around the South Atlantic area (Georgia, Maryland, Virginia, North and South Carolina, and Delaware). Its next biggest audience is found in the UK search market, where they have 18.1% of the share.
Boost Organic Traffic with these Bing SEO Optimization Tips
Now that you’ve seen all the proof, all the numbers, there’s no question about needing to add a strategy for Bing. But since Bing is so different from how Google runs SEO, you can’t just do it how everyone learned through all the primary search marketing resources. These ideas can polish up your techniques for this search engine, and you might find some of these Bing SEO optimization tips pretty familiar.
1. It’s all about Indexing!
Head to Bing and search for site:yoursite.com to discover precisely how many of your pages are already being indexed by Bing. If you’ve already got this sorted out with Google, you shouldn’t have much problem tackling this with Bing. If you find pages that haven’t been indexed, the Bing Webmaster Tool will help you get things ready.
2. With both Hands and a Map!
This is perhaps the most underrated Bing SEO optimization tips. You want to submit your sitemap to Bing, and it needs to be clean. According to Duane Forrester, who works for Bing, the search engine has a highly stringent 1% allowance for “dirt” on a sitemap. Some examples are redirects, 404s, and 500 codes. So when you do submit your sitemap, make sure it’s as squeaky clean as possible.
Bing loves organic backlinking, especially when it comes from relevant and trusted websites that drive users onto the site. Look out for sites that end with .edu, .org, or .gov. As for the links you want to avoid, dodge reciprocal and paid links. You don’t want to be caught with link schemes or hacked website links because Bing is a lot stricter about penalties here than Google.
4. Faster than a Speeding Website!
Site speed plays a significant role in ranking high for Bing. You need to ensure that your page loading time is at the absolute minimum it could be. If your site pages don’t load immediately and the customers immediately leave, Bing will count it to increase your bounce rate and result in penalties.
5. Tell me More, Tell me More!
Bing places value on content that is at least 300 words long. The longer the content, the more ideal it seems to be for Bing. But just to balance out the right amount of brevity while still putting out comprehensive content, posts of around 500 words are pretty ideal for this search engine.
#6. Keep it Fresh!
Bing prefers newer, fresher content as opposed to older content. Therefore, make sure that your site’s content is up-to-date as much as possible. Publish new content, keep users interacting with it, and it’ll stay evergreen enough for Bing to prioritize.
The Tools of the Trade to Be The Best at Bing
To truly harness the powers of the above Bing SEO optimization tips, you’ll need the best SEO tools. That’s why Bing directly provides users and site masters with its suite of webmaster tools that would help immensely when it comes to the art of navigating the search engine. The tools even make sure that your website is in its best shape. And if you’re planning on adding some SEO campaigns, these tools will get you ready for it.
Starting with something directly from Bing, the SEO Analyzer looks through your website and starts checking if it’s following the SEO best practices according to the search engine. Think of it as like a “Yoast” for your whole website. It will highlight issues and give recommendations on how to fix them.
In Bing’s Site Explorer tool, you can browse and go through your entire website and see how it looks from the point of view of the search engine itself. It gives you a peek at the organization, the structure and provides a valuable overview of what your site looks like for Bing.
Like the other two, this is also part of the Webmaster Tools suite. Though it doesn’t have the same expansive coverage as Google Ads’ keyword tool, it still provides highly valuable insight into user behavior in terms of searches and keywords. It’s a must for understanding how Bing users operate.
If you need something that runs from the desktop itself, this free Microsoft SEO Toolkit can spider the website and seek out problems. Furthermore, it’s free to use and user-friendly, making it easy to use and understand.
If particular pages throughout the site need indexing and issues in crawling or problematic markups, this tool will seek it out. You need all your pages to be easily indexed and accessible by Bing to ensure that you get peak performance on the search results.
So while Bing may not have the teeth or the influence that Google wields, it has its own unique set of advantages that make its usage impossible to ignore. It’s a valuable part of any SEO campaign and one that should be considered in your next marketing plan.
Is your company utilizing any of the above Bing SEO Optimization Tips? Let us know in the comments below.